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- Offers a step-by-step guide through eleven techniques using the
common SPSS tool and the steps required to perform analysis =, with
a specific focus on marketing and consumer behaviour research. -
Introductory textbook for advanced undergraduate and postgraduate
students studying marketing analytics, which is a "hot" and
increasingly essential topic. - Techniques are fully illustrated by
screenshots from SPSS, alongside practical exercises to equip
students with the tools to apply statistics in marketing and
consumer research. - Support material includes two real datasets to
illustrate the techniques' applications and PowerPoint slides
providing a step-by-step guide to the analysis and commented
outcomes.
Substantial progress has been made in the conceptualization of
values within psychology. The importance of values is also
acknowledged in marketing, and companies use values to describe the
core associations of their brand. Yet despite this, the values
concept has received limited attention in marketing theory. The
Influence of Values on Consumer Behaviour aims to bridge the gap
between the conceptual progress of values in psychology, and the
current practice in marketing and branding literature. It proposes
the 'Value Compass', a comprehensive value system that is
cross-culturally applicable to consumer behaviour and brand choice.
The values concept is used in psychology to identify the
motivations underlying behaviour, a concept that marketers have
borrowed to define brand values. This has led to conceptual
confusion. Whereas in psychology the values system is perceived as
an integrated structure, in marketing, values are treated as
abstract motivations that give importance to the benefits of
consumption. Attention in marketing has shifted away from brand
values toward brand personality, a set of human characteristics
associated with a brand. Despite its popularity, brand personality
has limitations in explaining consumer behaviour, while the
potential merits of a brand values concept have remained largely
unexplored. The book presents a meaningful alternative to the brand
personality concept and promotes the benefits of using the Value
Compass for assessing the effects of brand values and personal
values on consumer choice. As such, it will be essential reading
for academics and postgraduate students in the fields of marketing,
consumer psychology, branding, consumer choice behaviour and
business studies.
- Offers a step-by-step guide through eleven techniques using the
common SPSS tool and the steps required to perform analysis =, with
a specific focus on marketing and consumer behaviour research. -
Introductory textbook for advanced undergraduate and postgraduate
students studying marketing analytics, which is a "hot" and
increasingly essential topic. - Techniques are fully illustrated by
screenshots from SPSS, alongside practical exercises to equip
students with the tools to apply statistics in marketing and
consumer research. - Support material includes two real datasets to
illustrate the techniques' applications and PowerPoint slides
providing a step-by-step guide to the analysis and commented
outcomes.
Brand Positioning is an English translation of an exceptionally
well-renowned Dutch textbook, which provides a practical approach
to analysing, defining and developing a brand's positioning
strategy. Divided into three key parts, the book works step-by-step
through the creation of an effective marketing strategy, combining
an academic approach with the strategic and operational guidelines,
tools and techniques required. Unlike other textbooks, it has a
unique focus on the relationship between branding, marketing and
communications, exploring brand values, brand identity and brand
image, and analysing how these can be transformed into a successful
positioning strategy, using international case studies, examples
and practical exercises. This textbook will be core reading for
advanced undergraduate and postgraduate students of marketing
strategy, branding, marketing communications and consumer
behaviour. It will also be of great value to marketing and
communications professionals looking to develop and maintain their
company's brand.
Brand Positioning is an English translation of an exceptionally
well-renowned Dutch textbook, which provides a practical approach
to analysing, defining and developing a brand's positioning
strategy. Divided into three key parts, the book works step-by-step
through the creation of an effective marketing strategy, combining
an academic approach with the strategic and operational guidelines,
tools and techniques required. Unlike other textbooks, it has a
unique focus on the relationship between branding, marketing and
communications, exploring brand values, brand identity and brand
image, and analysing how these can be transformed into a successful
positioning strategy, using international case studies, examples
and practical exercises. This textbook will be core reading for
advanced undergraduate and postgraduate students of marketing
strategy, branding, marketing communications and consumer
behaviour. It will also be of great value to marketing and
communications professionals looking to develop and maintain their
company's brand.
Substantial progress has been made in the conceptualization of
values within psychology. The importance of values is also
acknowledged in marketing, and companies use values to describe the
core associations of their brand. Yet despite this, the values
concept has received limited attention in marketing theory. The
Influence of Values on Consumer Behaviour aims to bridge the gap
between the conceptual progress of values in psychology, and the
current practice in marketing and branding literature. It proposes
the 'Value Compass', a comprehensive value system that is
cross-culturally applicable to consumer behaviour and brand choice.
The values concept is used in psychology to identify the
motivations underlying behaviour, a concept that marketers have
borrowed to define brand values. This has led to conceptual
confusion. Whereas in psychology the values system is perceived as
an integrated structure, in marketing, values are treated as
abstract motivations that give importance to the benefits of
consumption. Attention in marketing has shifted away from brand
values toward brand personality, a set of human characteristics
associated with a brand. Despite its popularity, brand personality
has limitations in explaining consumer behaviour, while the
potential merits of a brand values concept have remained largely
unexplored. The book presents a meaningful alternative to the brand
personality concept and promotes the benefits of using the Value
Compass for assessing the effects of brand values and personal
values on consumer choice. As such, it will be essential reading
for academics and postgraduate students in the fields of marketing,
consumer psychology, branding, consumer choice behaviour and
business studies.
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