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The key to marketing is understanding and satisfying consumer
needs, thus a knowledge of consumer behavior is essential to any
organization dealing with customers, users, or clients. This book
promises to be a contemporary classic. It brings together an
international set of scholars, many of whom are "household names",
to examine the diverse approaches to consumer behavior topics. The
editors employ a micro to macro structure, dividing each topic into
three parts: one reflecting foundational work, one focused on
emerging trends, and one covering practical applications. Each part
examines the relationship between consumer behaviour and
motivation, including well-being, gender, social class, and more,
and concludes with practitioner perspectives on the challenges and
opportunities that come with understanding customers. Readers will
gain insight into how drives that are constantly in flux relate to
other aspects of human cognition and behavior, allowing them to
reach customers successfully, and to meet their needs. With
contributions from leading scholars, including Sidney Levy and
Jagdish Sheth, this volume sets the standard as the most
comprehensive, cutting-edge resource on the subject of consumer
behavior. Students of consumer behaviour and marketing will find
this a useful exploration of a fast-moving field, fundamental to
the welfare of companies, government, non-profits, and consumers.
It will also benefit new and established academic researchers as
well as practitioners who want to stay on top of current knowledge.
Bringing together scholars in consumer behavior, history,
anthropology, religious studies, sociology, and communication, this
is the first interdisciplinary anthology spanning the topic of
ritual studies. It offers a multifaceted exploration of new
rituals, such as Celebrating Kwanzaa, and of the ways entrenched
rituals, such as Mardi Gras, gift giving, and weddings have
changed. Moreover, it examines the influence of both cultures and
subcultures, and will enhance our understanding of why and how
consumers imbue goods and services with meaning during rituals.
In this volume, the first in a new LEA series on Marketing and
Consumer Psychology:
*a religious studies scholar talks about the media representation
of ritual;
*communication scholars discuss the transformational aspects of
rituals surrounding alcohol consumption;
*a marketing scholar demonstrates the relevance of organizational
behavior theory to understanding gift-giving rituals in the
workplace; and
*a historian describes how the marketing of Kwanzaa was so integral
to its successful adoption.
Bringing together scholars in consumer behavior, history,
anthropology, religious studies, sociology, and communication, this
is the first interdisciplinary anthology spanning the topic of
ritual studies. It offers a multifaceted exploration of new
rituals, such as Celebrating Kwanzaa, and of the ways entrenched
rituals, such as Mardi Gras, gift giving, and weddings have
changed. Moreover, it examines the influence of both cultures and
subcultures, and will enhance our understanding of why and how
consumers imbue goods and services with meaning during rituals. In
this volume, the first in the Marketing and Consumer Psychology
series: a religious studies scholar talks about the media
representation of ritual; communication scholars discuss the
transformational aspects of rituals surrounding alcohol
consumption; a marketing scholar demonstrates the relevance of
organizational behavior theory to understanding gift-giving rituals
in the workplace; and a historian describes how the marketing of
Kwanzaa was so integral to its successful adoption.
The key to marketing is understanding and satisfying consumer
needs, thus a knowledge of consumer behavior is essential to any
organization dealing with customers, users, or clients. This book
promises to be a contemporary classic. It brings together an
international set of scholars, many of whom are "household names",
to examine the diverse approaches to consumer behavior topics. The
editors employ a micro to macro structure, dividing each topic into
three parts: one reflecting foundational work, one focused on
emerging trends, and one covering practical applications. Each part
examines the relationship between consumer behaviour and
motivation, including well-being, gender, social class, and more,
and concludes with practitioner perspectives on the challenges and
opportunities that come with understanding customers. Readers will
gain insight into how drives that are constantly in flux relate to
other aspects of human cognition and behavior, allowing them to
reach customers successfully, and to meet their needs. With
contributions from leading scholars, including Sidney Levy and
Jagdish Sheth, this volume sets the standard as the most
comprehensive, cutting-edge resource on the subject of consumer
behavior. Students of consumer behaviour and marketing will find
this a useful exploration of a fast-moving field, fundamental to
the welfare of companies, government, non-profits, and consumers.
It will also benefit new and established academic researchers as
well as practitioners who want to stay on top of current knowledge.
The field of psycholinguistics and the application of
psycholinguistic theory to advertising and marketing communication
has become a topic of great prominence in the field of consumer
behavior. Psycholinguistic Phenomena in Marketing Communications is
the first book to address the growing research in this area. This
timely volume combines research conducted by current scholars as it
demonstrates diversity of the field in terms of relevant topics and
methodological approaches. It examines brand names and their
semantic and sound-based impact; sentence structure and research in
marketing communication; advertising narratives evoking emotional
responses; the effects of empathy response on advertising; and the
role of language and images in creation of advertising. The book
includes authors from a variety of fields, including mass
communication, marketing, social psychology, linguistics, and
neuropsychology. A range of perspectives is discussed, from
qualitative text analysis to controlled psychological
experimentation. Psycholinguistic Phenomena in Marketing
Communications is intended for students and scholars in numerous
disciplines, such as advertising, marketing, social psychology,
sociology, and linguistics. It is also suitable for graduate
courses in these disciplines.
The field of psycholinguistics and the application of
psycholinguistic theory to advertising and marketing communication
has become a topic of great prominence in the field of consumer
behavior. "Psycholinguistic Phenomena in Marketing Communications"
is the first book to address the growing research in this area.
This timely volume combines research conducted by current scholars
as it demonstrates diversity of the field in terms of relevant
topics and methodological approaches. It examines brand names and
their semantic and sound-based impact; sentence structure and
research in marketing communication; advertising narratives evoking
emotional responses; the effects of empathy response on
advertising; and the role of language and images in creation of
advertising.
The book includes authors from a variety of fields, including mass
communication, marketing, social psychology, linguistics, and
neuropsychology. A range of perspectives is discussed, from
qualitative text analysis to controlled psychological
experimentation. "Psycholinguistic Phenomena in Marketing
Communications "is intended for students and scholars in numerous
disciplines, such as advertising, marketing, social psychology,
sociology, and linguistics. It is also suitable for graduate
courses in these disciplines.
APA Handbook of Consumer Psychology presents a comprehensive survey
of the field, including historical reviews and critical sources of
information in both core and emerging literature. Broad coverage
areas include perspectives on consumer psychology, consumer
characteristics and contexts, use of psychology to communicate with
consumers, consumer cognitions and affect, and use of psychology to
carry out business functions. Chapters pinpoint practical issues;
probe unresolved and controversial topics in a balanced manner; and
present future theoretical, research, and practice trends.
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