Towards the formation of consensus in the domain of co-branding: Current findings and future priorities.
Get License Global in Your Inbox Today!
Journal of Brand Management, Vol. Brakus, J. Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, Vol. Chan-Olmsted, S Conceptualizing and measuring experience quality - the customer's perspective, the Services Industries Journal, Vol. De Chernatony, L. Towards the Holy Grail of Defining Brand. Marketing Theory, Vol. Chuah, G Igniting the Brand: Marshall Cavendish. ProQuest E-book Central. New York: Fairchild Books. Edelman, DC. Branding in The Digital Age. Harvard Business Review, Vol.
Journal of Marketing, 70 1 , pp. Fournier, S, and Lee, L. Getting Brand Communities Right. Harvard Business Review, 87 4 pp. Fournier, S Journal of Consumer Research, 24 4 pp. Geoghegan, J. Drapers Record. Hancock, I. Hines, T. Fashion marketing: contemporary issues. Oxford: Routledge. Reports and Presentations. Jackson, T. Mastering Fashion Marketing. Basingstoke: Palgrave Macmillan. Palgrave master series. Kapferer, J. Kogan Page. Journal of Marketing, 57 1 pp. Keller, K. Marketing Management, summer pp.
Upper Saddle River, N. Keller, K and Lehmann, D. Assessing long-term brand potential. Journal of Brand Management, 17 1 pp. Multi-Channel Customer Insight report B2B Brand Management. New Consumer Summit Report Available from:. Fashion promotion: building a brand through marketing and communication. Lausanne: AVA. Basics Fashion Management, 2. Morrison, S, and Crane, F Building the service brand by creating and managing an emotional brand experience.
Journal of Brand Management, 14 5 pp. Brand Community. Journal of Consumer Research, 4, p. Brand experiences in service organizations - Exploring the individual effects of brand experience dimensions, Journal of Brand Management, 40, pp. The Marketing Power of Emotion, n. Rufus Leonard Brand Experience Index Journal of Advertising Research, 46 1 pp. Inspiration sources for Australian fast fashion design: tapping into consumer desire.
Journal of Fashion Marketing and Management, 20 2 pp.
- PR in a Web World - Powerful Social Media, Branding, PR Practices (Collection) [Book].
- Navigation menu.
- Fashion Branding and Communication | SpringerLink?
- Crossing Eve: (Book One)?
Peirson-Smith, A. Welcome to the Experience Economy. Harvard Business Review, 76 4 pp. Brand Culture. Theme: Fit for the Future. Managing brands and customer engagement in online brand communities. Journal of Service Management, 24 3 , pp. Zarantonello, L, and Schmitt, B Using the brand experience scale to profile consumers and predict consumer behaviour. Journal of Brand Management, 17 7 pp. Appendix I Interview Goodall, S. Q: When working with clients on new or re-brand development do the brands incorporate the importance of the customer experience into their brand strategy?
A: Yes - they certainly should. We generally think about two big drivers - business goals and customer needs. If you meet both in a balanced way you are usually in a good place. Every business should have a clear set of goals and priorities - without that there's no direction or momentum but if you want success you have to be very clear about customer needs too and that means the whole customers experience. It all matters. Also worth bearing in mind that for many businesses the experience their customers want won't be uniform. Understanding who different types of customer are, what they each need and what factors they have in common is really important.
A: I think it's always been important to success but the way it's done has changed principally because of digital. It's introduced new ways of thinking about customers through things like customer personas and user journeys, all of which are underpinned by access to data and analytics. In the past agencies often relied on what their clients told them about their customers alongside some standard market research input. Now there's a constant feed of data that can be broken down and looked at in different ways. It's much more nuanced, with greater opportunity to develop, test and refine customer experiences based on clear data not best-guess work.
Q: Have you found digital integration important to brand building in terms of communicating effectively B2C? A: Yes as mentioned above its key now. You have to think about the total customer experience across every channel - online and offline. The challenge is that you can't control it all as tightly now. Pre-digital when most branding was expressed via print it was possible to achieve very tight consistency. These days, when much of your brand is expressed across channels you can't fully control like Twitter or Instagram what you are aiming for is coherence rather than tight control.
That means having a clear, distinctive thread running across all channels, with enough flex for customers to engage in the ways they want to. You'll never look at your phone, your computer, your credit cards, or even your car in the same way again. L T46 Library West. Once luxury was available only to the rarefied and aristocratic world of old money and royalty. It offered a history of tradition, superior quality, and a pampered buying experience. Today, however, luxury is simply a product packaged and sold by multibillion-dollar global corporations focused on growth, visibility, brand awareness, advertising, and, above all, profits.
Award-winning journalist Dana Thomas digs deep into the dark side of the luxury industry to uncover all the secrets that Prada, Gucci, and Burberry don't want us to know. S56 Library West. In Demand, Adrian Slywotzky provides a radically new way to think about demand, with a big idea and a host of practical applications—not just for people in business but also for social activists, government leaders, non-profit managers, and other would-be innovators.
Weems Call Number: HC C6 W44 e-book netLibrary and Library West. Capitalism and slavery stand as the two economic phenomena that have most clearly defined the United States. Robert E. Weems, Jr. Desegregating the Dollar takes us through the "blaxploitation" film industry, the vast market for black personal care products, and the insidious exploitation of black urban misery by liquor and cigaretteadvertisers.
C6 J64 e-book Books 24x7 and Library West. An Oregon marketer and a Vermont writer on the women's market dispel stereotypes about women's buying habits, in examining how to develop reality-based strategies for reaching this key market. Rather than resorting to pink packaging that women in focus groups nixed, marketers are advised on how to tailor "brand experiences" to meet the needs of women in specific demographic niches.
Several recommended readings and Web resources are listed. E48 Library West. This major new reference book provides an authoritative analysis and survey of consumer research and economic psychology. It provides an international, in-depth overview of the present state of knowledge and theory which will be indispensable to students, researchers and practitioners. The companion presents over specially commissioned entries on important topics in consumer research and economic psychology from behaviourism and brand loyalty to trust and the psychology of tourism.
Leading scholars in the fields provide stimulating insights into the area as well as summarizing existing knowledge. The book will ably meet the needs of undergraduate and graduate students in business administration, economics, marketing and psychology, as well as informing researchers and practitioners in those disciplines.
C45 Library West. Arjun Chaudhuri offers a thorough review of the important role of emotions in his book entitled Emotion and Reason in Consumer Behavior. The text describes the complex interface between emotion, reason, and subsequent consumer behavior, including the relationship of emotion and reason with other important concepts like involvement, learning, perceived risk, and trust.
The Chaudhuri text also offers a complete review of the theoretical underpinnings of emotion, as well as insights regarding measurement. Bettman and John W. Payne Call Number: HF L83 Library West. Decision-making can be difficult and often results in necessary trade-offs, e.
Powerful Social Media, Branding, PR Practices by FT Press Delivers
This work provides a model of trade-off difficulty, focusing on its antecedents and consequences. The authors advance a new framework for the integration of the emotional and cognitive aspects of decision-making and argue that consumers perceive and appraise their choices in light of their goals and potential coping strategies. H37 Library West. These insights are translated by the authors to cover the behaviour of ordinary individuals in everyday life.
The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the implications for advertising and other communication testing. The book offers a first time thorough review of contemporary thinking in the field of consumer behaviour and an exhaustive amount of empirical evidence to support the authors' notion of an emerging paradigm of emotionally based consumer choice where mental brand equity becomes a central phenomenon.
The empirical evidence is to a large extent developed on a questionnaire-based measurement method, pioneered by the authors and by researchers at the Center for Marketing Communication at the Copenhagen Business School. What we consume has become a central—perhaps the central—feature of modern life. Our economies live or die by spending, we increasingly define ourselves by our possessions, and this ever-richer lifestyle has had an extraordinary impact on our planet. How have we come to live with so much stuff, and how has this changed the course of history? While consumption is often portrayed as a recent American export, this monumental and richly detailed account shows that it is in fact a truly international phenomenon with a much longer and more diverse history.
Trentmann traces the influence of trade and empire on tastes, as formerly exotic goods like coffee, tobacco, Indian cotton and Chinese porcelain conquered the world, and explores the growing demand for home furnishings, fashionable clothes and convenience that transformed private and public life.
The nineteenth and twentieth centuries brought department stores, credit cards and advertising, but also the rise of the ethical shopper, new generational identities and, eventually, the resurgence of the Asian consumer. With an eye to the present and future, Frank Trentmann provides a long view on the global challenges of our relentless pursuit of more—from waste and debt to stress and inequality.
A masterpiece of research and storytelling many years in the making, Empire of Things recounts the epic history of the goods that have seduced, enriched and unsettled our lives over the past six hundred years. M Library West. Ethnography, with its focus on observed everyday behavior, is quickly becoming the method of choice to identify unmet needs, stimulate novel insights, create strategies and develop new ideas.
These two companion works are essential guides for marketers seeking rich insights into their customers' thoughts and behaviors. E85 E95 Library West. This unique collection of the most well-known and influential consumer behaviour papers from the last 20 years represents the richness, originality and variety of studies of consumer behaviour on the European continent.
S2 Library West. In the Evolutionary Bases of Consumption by Gad Saad applies Darwinian principles in understanding our consumption patterns and the products of popular culture that most appeal to individuals. The first and only scholarly work to do so, this is a captivating study of the adaptive reasons behind our behaviors, cognitions, emotions, and perceptions. This lens of analysis suggests how we come to make selections such as choosing a mate, the foods we eat, the gifts that we offer, and more.
B47 Library West. While fads such as hula hoops or streaking are usually dismissed as silly enthusiasms, trends in institutions such as education, business, medicine, science, and criminal justice are often taken seriously, even though their popularity and usefulness is sometimes short-lived. Institutional fads such as open classrooms, quality circles, and multiple personality disorder are constantly making the rounds, promising astonishing new developments--novel ways of teaching reading or arithmetic, better methods of managing businesses, or improved treatments for disease.
Some of these trends prove to be lasting innovations, but others--after absorbing extraordinary amounts of time and money--are abandoned and forgotten, soon to be replaced by other new schemes. In this pithy, intriguing, and often humorous book, Joel Best--author of the acclaimed Damned Lies and Statistics--explores the range of institutional fads, analyzes the features of our culture that foster them, and identifies the major stages of the fad cycle--emerging, surging, and purging. Deconstructing the ways that this system plays into our notions of reinvention, progress, and perfectibility, Flavors of the Month examines the causes and consequences of fads and suggests ways of fad-proofing our institutions.
Samuel Call Number: HF S26 Library West. What do consumers really want? In the mid-twentieth century, many marketing executives sought to answer this question by looking to the theories of Sigmund Freud and his followers. By the s, Freudian psychology had become the adman's most powerful new tool, promising to plumb the depths of shoppers' subconscious minds to access the irrational desires beneath their buying decisions.
That the unconscious was the key to consumer behavior was a new idea in the field of advertising, and its impact was felt beyond the commercial realm. Centered on the fascinating lives of the brilliant men and women who brought psychoanalytic theories and practices from Europe to Madison Avenue and, ultimately, to Main Street, Freud on Madison Avenue tells the story of how midcentury advertisers changed American culture.
Paul Lazarsfeld, Herta Herzog, James Vicary, Alfred Politz, Pierre Martineau, and the father of motivation research, Viennese-trained psychologist Ernest Dichter, adapted techniques from sociology, anthropology, and psychology to help their clients market consumer goods. Many of these researchers had fled the Nazis in the s, and their decidedly Continental and intellectual perspectives on secret desires and inner urges sent shockwaves through WASP-dominated postwar American culture and commerce.
C6 G48 Library West. The history of consumption is a prism through which many aspects of social and political life may be viewed. The essays in this collection represent a variety of approaches and raise such themes as consumption and democracy, the development of a global economy, the role of the state, the centrality of consumption to Cold War politics, the importance of the Second World War as a historical divide, the language of consumption, the contexts of locality, race, ethnicity, gender, and class, and the environmental consequences of twentieth-century consumer society.
They explore the role of the historian as social, political, and moral critic. Unlike other studies of twentieth-century consumption, this book provides international comparisons. For international businesses seeking to communicate their message in various cultural contexts, this text offers information on cultural differences and similarities, as well as a structure for applying this knowledge to the management of branding and marketing. Mooij, a consultant based in the Netherlands, has studied the issues closely and discusses both theoretical and practical approaches, including the value paradox and marketing theory, global branding, cultural manifestations such as language and symbols, cross cultural value research, values and advertising, and values and strategy.
This second edition contains new topics on the Internet, the media, and brand positioning, while redundant chapters have been omitted. As well, consumer behavior is discussed in more detail. Appended are Hofstede scores citing economic statistics for some 60 countries, and discussion and identification of various kinds of data sources. S Library West. Ann Satterthwaite traces the history of shopping and considers its meaning and significance. According to Satterthwaite, shopping has become part of the American dream.
To choose and to buy constitute not only a basic economic liberty but also the capacity to improve and transform ourselves. How we shop also reflects our culture, as disposable incomes have grown, women's roles have changed, and new styles of shopping and advertising have made their impact on an old adventure. But there is a downside. Shopping used to be a friendly business: shoppers and clerks knew each other, and the country crossroads stores and downtown markets were social as much as economic hubs.
Shopping meshed with all aspects of civic life -- post offices, town halls, courts, and churches. In place of this almost vanished scene have come superstores and the franchises of international companies staffed by pressured clerks in featureless commercial wastelands. Shopping and community have been savagely divorced. However, shopping as a social plus need not be lost, says Satterthwaite.
The Top 150 Global Licensors
Examining trends in the United States and abroad, where new approaches to an old activity are strengthening its social and civic role, she states that shopping is more than ever a public concern with profound public impacts. In Habit, Dr. Neale Martin presents powerful new research that reveals how the mind actually works and explains in practical detail the implications of this new science for marketers and product developers.
You'll learn why 50 years of marketing theory is deeply flawed, how your customers' unconscious minds thwart your marketing campaigns, and how to identify what customers really want when they don't even know. Martin explains how customer behavior actually changes the mind's neural connections and how companies can leverage this fact by refocusing on behavior, not on attitudes and beliefs. He offers a complete process for working with customers' unconscious and conscious minds together, to become your customer's habit, not just their choice. You'll even learn how to revamp organizational structures that undermine the promotion of customer habits.
Using Martin's techniques, you can not only avoid marketing and product failures: you can finally achieve the twin holy grails of marketing: higher customer retention, and greater long-term profitability. Haugtvedt, Paul Herr, and Frank R. Kardes Call Number: HF H eb e-book MyiLibrary. This new handbook, sponsored by the Society for Consumer Psychology, contains a series of original contributions in which top researchers in each area provide a succinct review of theory and research studies in consumer psychology and marketing, advertising and consumer behavior. Top scholars who have contributed to this handbook outline what they see as the major challenges and future research that is needed in their fields.
This Handbook will be an excellent interface among many disciplines e. Marketing, Psychology, Advertising, and Consumer Behavior and will help students and researchers understand the psychological processes underlying consumer behavior. Beardon and Richard G. Netemeyer Call Number: HF B Library West. Marketing scholars and marketing research practitioners will find this book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted.
The book includes many of the most widely used scales in the field. Its relatively modest price will also make it particularly attractive. This Second Edition of the highly successful Handbook of Marketing Scales is an essential, time-saving resource for all marketing professionals, researchers, and graduate students. After an exhaustive search of the field's major publications, they have included only those measures of most use to researchers. D Library West. If you think money can't buy happiness, you're not spending it right. Two rising stars in behavioral science explain how money can buy happiness.
And the five principles can be used not only by individuals but by companies seeking to create happier employees and provide "happier products" to their customers. Along the way, the authors describe new research that reveals that luxury cars often provide no more pleasure than economy models, that commercials can actually enhance the enjoyment of watching television, and that residents of many cities frequently miss out on inexpensive pleasures in their hometowns. By the end of this book, readers will ask themselves one simple question whenever they reach for their wallets: Am I getting the biggest happiness bang for my buck?
U6 K67 Library West. This book is a must read for not just those engaged in ethnic marketing but for all marketing professionals. Hispanic Marketing provides true insight into the Hispanic market and compelling rationale for addressing Hispanic consumers as part of any organized approach to marketing in the U. The Korzennys provide us with salient information, and more importantly, tools and an approach, to unlock the full potential of the Hispanic consumer.
Truly a breakthrough in enabling a comprehensive and meaningful understanding of this market. F Library West. Juan Faura, the author of PMP's bestselling The Whole Enchilada: Hispanic Marketing , presents a message that will be a wake-up call to all Hispanic-focused marketing and advertising agencies. Based on insights gathered from interviews with Hispanics from many different walks of life, in cities large and small, Hispanic Marketing Grows Up:-Explores 30 perceptions and realities that affect how you market to Hispanics.
Faura's conversational style makes this a quick read--one loaded with insights, taken straight from Hispanic consumers' mouths to you. C6T49 Library West. Each blockbuster has a secret history--of power, influence, dark broadcasters, and passionate cults that turn some new products into cultural phenomena. It may be a new world, but there are some enduring truths to what audiences and consumers want. People love a familiar surprise: a product that is bold, yet sneakily recognizable.
From the dawn of impressionist art to the future of Facebook, from small Etsy designers to the origin of Star Wars, Derek Thompson leaves no pet rock unturned to tell the fascinating story of how culture happens and why things become popular. Z35 Library West. Zaltman business administration, Harvard Business School draws upon such diverse disciplines as business theory, literary analysis, cognitive science, and sociology to explain how customers make buying decisions.
Aimed at marketing professionals, the text describes ways to develop research questions that speak to the unconscious brain, accurately measure consumer reactions to marketing stimuli, and instill meaningful metaphoric images in brand communications. T54 H Library West. ISBN: Economists have long been interested in the analysis of how people decide to spend their time. Up until recently, however, studies of this nature were limited by a lack of high-quality time-use data. This book offers contributions from a number of noted economists who exploit this new source of data to reveal findings that have numerous implications for the U.
Fiske Call Number: HF Why we choose companies and brands in the same way that weunconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in adeeply personal way-we hate our banks, love our smartphones,and think the cable company is out to get us. What's actually goingon in our brains when we make these judgments? Through originalresearch, customer loyalty expert Chris Malone and top socialpsychologist Susan Fiske discovered that our perceptions arise fromspontaneous judgments on warmth and competence, the same twofactors that also determine our impressions of people.
We seecompanies and brands the same way we automatically perceive, judge,and behave toward one another. As a result, to achieve sustainedsuccess, companies must forge genuine relationships with customers. And as customers, we have a right to expect relationalaccountability from the companies and brands we support. Applies the social psychology concepts of "warmth" whatintentions others have toward us and "competence" how capablethey are of carrying out those intentions to the way we perceiveand relate to companies and brands Features in-depth analyses of companies such as Hershey's,Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more Draws from original research, evaluating over 45 companies overthe course of 10 separate studies The Human Brand is essential reading for understandinghow and why we make the choices we do, as well as what it takes forcompanies and brands to earn and keep our loyalty in the digitalage.
C6 H55x Library West. Choosing and using objects is a primal human activity, and I Want That! It explores the history of acquisition -- finding, choosing, spending -- from our amber-coveting Neolithic forebears to Renaissance nobles who outfitted themselves for power to twenty-first-century bargain hunters looking for a good buy on eBay. I Want That! Cialdini Call Number: BF C53 Library West. What factors cause someone to say yes?
- Nothing, Nobody: The Voices of the Mexico City Earthquake (Voices of Latin American Life);
- Kimi ni Todoke: From Me to You, Vol. 2;
- Reward Yourself!
- Pulse Waves: How Vascular Hemodynamics Affects Blood Pressure;
- Big Red and New Gnu.
- Scenes for Actors and Voices;
- See a Problem?!
And which techniques most effectively use these factors to bring about such compliance? In his best-selling book, Robert Cialdini, former salesperson, fund-raiser, and advertiser, and current professor of social psychology, examines the science and practice of persuasion and compliance. Praised for its enjoyable writing, practical suggestions, and scientifically documented content, prior editions have been widely read by business professionals, fund-raisers, and those interested in psychology.
The Influentials by by Edward B. Keller and Jonathan L. Berry Call Number: HN K43 Library West. One American in ten tells the other nine how to vote, where to eat, and what to buy. They are The Influentials Who are they? The most influential Americans -- the ones who tell their neighbors what to buy, which politicians to support, and where to vacation -- are not necessarily the people you'd expect.
They are the 10 percent of Americans most engaged in their local communities They're the campaigners for open-space initiatives. They're church vestrymen and friends of the local public library. They're the Influentials For decades, these researchers have been on a quest for marketing's holy grail: that elusive but supremely powerful channel known as word of mouth.
What they've learned is that even more important than the ""word"" -- what is said -- is the ""mouth"" -- who says it. They've identified, studied, and analyzed influence in America since the Standard Oil Company of New Jersey now Exxon hired Elmo Roper himself to develop a model for identifying opinion leaders, and in The Influentials, they are finally ready to share their results.
America's economic revolution isn't just driven by technology. It's about markets. The past twenty-five years have witnessed a remarkable shift in how we get the stuff we want.
Breakthrough companies like Amazon and Uber have disrupted the old ways and made the economy work better--all thanks to technology. At least that's how the story of the modern economy is usually told. But in this lucid, wry book, Ray Fisman and Tim Sullivan show that the revolution is bigger than tech: it is really a story about the transformation of markets. From the auction theories that power Google's ad sales algorithms to the models that online retailers use to prevent internet fraud, even the most high-tech modern businesses are empowered by theory first envisioned by economists.
And we're all participants in this revolution. Every time you book a room on Airbnb, hire a car on Lyft, or click on an ad, you too are reshaping our social institutions and our lives. The Inner Lives of Markets is necessary reading for the modern world: it reveals the blueprint for how we work, live, and shop, and offers wisdom for how to do it better.source
Fashion Branding and Communication
I57 Library West. What do we know about consumer motives, goals, and desires? Why do we choose to buy and consume certain products and services from the many available in the marketplace? Following the pioneering and successful volume,The Why of Consumption , the same editors have brought together an all-new cast of leading scholars to address modern-day issues in consumer motivation.
Representing diverse viewpoints and drawing on relevant theories and frameworks grounded in fields such as cognitive, clinical, and social psychology, behavioral decision theory, sociology, semiotics, cultural anthropology, and culture studies the chapters in this volume address a variety of topics. In Inside the Mind of the Shopper, world-renowned retail consultant Dr.
Herb Sorensen, Ph. Drawing on Sorensen's breakthrough second-by-second analysis of millions of shopping trips, this book reveals how consumers actually behave, move, and make buying decisions as they move through supermarkets and other retail stores. Sorensen presents powerful, tested strategies for designing more effective stores, improving merchandising, and driving double-digit sales increases. He identifies simple interventions that can have dramatic sales effects, and shows why many common strategies simply don't work. You'll learn how to appeal to the "quick trip" shopper; make the most of all three "moments of truth"; understand consumers' powerful in-store migration patterns; learn the lessons of Stew Leonard's and other innovators; and much more.
Then, in Part II, Sorensen presents revealing interviews with several leading in-store retail experts, including crucial insights on using technology and retailing to multicultural communities. Not international consumers really, but consumers in the various cultures that are being penetrated by primarily western companies looking for international markets. Argues that the differences rather than similarities between cultures must be emphasized to determine factors that influence buyer behavior, such as social class, hierarchy of needs, formal and informal group membership, learning patterns, and the conception and experience of the individual.
For marketing scholars or practitioners. Elliott and Susanne C. Beckmann Call Number: HF I Library West. Researching the consumer has progressed far beyond the research for managerial implications and has become a major focus for the social sciences. In the field of marketing research, interpretive approaches to studying consumer behavior are playing an increasing role.
This book presents the wide range of conceptual and empirical approaches that are required in studies of the consumer and consumption. As such, it is essential reading for students and researchers working in the fields of consumer behaviour and marketing, cultural and media studies, and sociology. The New York Times bestselling author of Contagious explores the subtle, secret influences that affect the decisions we make—from what we buy, to the careers we choose, to what we eat—in this fascinating and groundbreaking work.
You wear a certain jacket because you liked the way it looked. You picked a particular career because you found it interesting. The notion that our choices are driven by our own personal thoughts and opinions is patently obvious. In some cases we conform, or imitate others around us. But in other cases we diverge, or avoid particular choices or behaviors because other people are doing them. We stop listening to a band because they go mainstream. In his surprising and compelling Invisible Influence, Jonah Berger integrates research and thinking from business, psychology, and social science to focus on the subtle, invisible influences behind our choices as individuals.
By understanding how social influence works, we can decide when to resist and when to embrace it—and how we can use this knowledge to make better-informed decisions and exercise more control over our own behavior. U6 Q56 e-book netLibrary and Library West. Just Ask a Woman is a powerful book about how to tap into female consumers' needs.
Mary Quinlan, the founder of the premiere consultancy dedicated to marketing to women, has personally interviewed 3, women in the course of her research for Just Ask a Woman. Women are the decision-makers in an estimated eighty-five percent of household buying decisions, and yet far too often, products marketed specifically to them fail to connect with their needs. Here, Quinlan explores topics such as how women judge brands and advertising, the effects of stress on their consumer behavior, and their increasing demands for service and communication. Quinlan rejects the traditional focus group approach in favor of highly energized and intimate talk sessions where women reveal their deeper feelings about products and services.
In Just Ask a Woman marketers, brand managers, and advertisers will find a revelatory resource filled with ideas and action steps for building your brand with women-from a woman who has walked in a marketer's shoes. C6 S88 Library West. Kidfluence details the latest research on the demographic and socio-cultural trends of young adults born after —Generation Y.
This "what works and what doesn't" book provides marketers and advertisers with sometimes-surprising findings on what information and products these kids really want, and how to reach them most effectively without turning them off completely. S24 K Library West. In addition to tracing Kimberly-Clark's fascinating history of technology development and product diversification, Heinrich and Batchelor explore momentous changes in consumer behavior and marketing. When Kotex first arrived on the scene in the s, menstrual hygiene was burdened with cultural taboos that made it impossible for many women to ask the inevitably male pharmacist for a sanitary napkin.
To solve such vexing marketing problems, Kimberly-Clark invented the artificial word "Kotex" and inserted it into consumer vocabulary through massive advertising campaigns. Making it easier for women to shop for the new product, Kimberly-Clark also recommended that stores place boxes of Kotex on the counter where women could help themselves without embarrassing conversation, thus pioneering the concept of self-service. Davila Call Number: HF U6 D38 e-book netLibrary and Library West.
The influence of Latin culture is gaining momentum in American society as a whole. Yet the increasing visibility of Latinos in mainstream culture has not been accompanied by a similar level of economic parity or political enfranchisement. She scrutinizes the complex interests that are involved in the public representation of Latinos as a generic and culturally distinct people and questions the homogeneity of the different Latino subnationalities that supposedly comprise the same people and group of consumers.
In a fascinating discussion of how populations have become reconfigured as market segments, she shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing. How do customers decide what products and brands to buy? In this much-anticipated major work, Eric Marder reveals how universal patterns in survey responses lead not only to general principles in marketing but to empirically verifiable laws of human nature itself.
Drawing on forty years of applying his pioneering experimental design techniques to marketing research surveys, Marder presents a global theory of choice behavior, supported by original data reported here for the first time from thousands of massive real-life experiments based on millions of interviews. His dramatic findings about pricing, optimal marketing tactics, product evaluation, the relative role of product and image, and advertising effectiveness will make this book required reading for the entire marketing community.
Lifestyle Market Segmentation by by Dennis J. Cahill Call Number: HF C34 Library West. Lifestyle Market Segmentation gives author and marketing expert Dennis Cahill the chance to put his nearly 30 years of marketing and teaching experience to practical use—to clearly explain the process of market segmentation and its applications.
Market segmentation research examines a broad range of demographic and psychographic information that can provide strategies to target both current and potential markets. This helpful guide comprehensively reveals how to gather and effectively use this crucial type of research.
Michman, Edward m. In today's competitive economic environment, knowing your customer has never been more important. Research shows that most companies do not segment their market by lifestyle. Instead, they rely solely on demographic factors to define their customers. This book helps marketers understand how to reach customers from children to tweens and singles to seniors.
It demonstrates how such trends as cross-shopping and the blurring of gender roles can be accounted for by one's overall marketing strategy. Yet another consumer group evaluated here is the emerging affluent market. This book is a prerequisite to relationship marketing. It tells the reader how to reach carefully defined and described market segments.
Because buyers' behaviors are so important to lifestyle market segmentation strategies, this book demonstrates how such trends as cross-shopping and the blurring of gender roles can be accounted for by one's overall marketing strategy. Twitchell Call Number: HF T95 e-book netLibrary and Library West. As the author of works on advertising, materialism and modern culture, University of Florida professor Twitchell should have been the most immune to acquisitive desire while doing research in posh Rodeo Drive and Madison Avenue stores.
That he was momentarily struck with passion by a Ralph Lauren tie not only demonstrates his humanity, but also underlines one of his theses: no one is above a bit of luxury lust. The reason for this, he says, is, "We understand each other not by sharing religion, politics, or ideas. We share branded things. We speak the Esperanto of advertising, luxe populi. He embarks on a course of fieldwork that is both absurdist and charming, as he chats up Fendi salespeople and stands slack-jawed in the lobby of the Bellagio hotel in Las Vegas.
Zaltman's patented "metaphor elicitation" technique offers marketers a new way to think about advertising — using memory, metaphor and storytelling to elicit emotional reactions to a campaign. As Zaltman is primarily an academic, this book may be heavy reading for some, but the techniques and concepts expressed within are worth the effort. Exploring the customer's whole mind in this way will become increasingly important in the marketing of the future. Clued in is all about engineering an unforgettable customer experience, over and over again. If your agency works with clients in the service industry — particularly hotels, restaurants and entertainment venues — then reading this book will really help you understand what drives their customers.
Carbone's methodology is focuses on using environmental clues to solidify the brand experience — the reasoning is simple: As marketing and business advice goes, Clued In is, in my opinion, one of the most underrated on the market. If your agency works in digital media, and you haven't heard of either of these two authors, than … your agency probably shouldn't be working in digital media. Trust Agents is a NY Times and Wall Street Journal bestseller that shows you how to tap into the power of social networks to build your brand's influence, reputation and profits.
The premise of the book is this: A trust agent isn't necessarily a marketer, they are the digitally savvy people who use the web to humanize business through transparency, honesty and genuine relationships. As a result, they have enough influence online that they can alter a company's reputation. I found this book to be an engaging read with lots of lessons about marketing and social media that can be applied to both client work and the agency business model.
For years, the Clients from Hell blog has been bringing those who work in graphic, print and web design to tears with unbelievable and hilarious accounts from the design frontlines. The print collection brings together some of the fan favourites from the site's extensive archives, as well as new stories, bizarre requests, unforgettable quotes, and elaborate communication failures.
Anyone working with clients will find many of these difficult and often insane circumstances painfully familiar. If you're looking for something light-hearted after a nightmare day, or to blow off some steam after a particularly crazy client interaction, then this is the book for you. The mighty Jon Steel it just feels right to say his name like this. While there is an awful lot of Powerpoint Presentation hatred between it's pages, there's also a ton of useful tips and ideas from one of the world's masters of pitching.
If your agency is pitching for work, or if you're involved in any situation where you need to make presentations, then this book will transform your life You can have a rock-solid business strategy, unlimited resources, and the most talented people on staff. That's the premise behind Dave Kerpen's book, and inside its pages he lays out 11 strategies for businesses of all sizes to increase profits and spur growth. If you're a driving force in the business strategy of your agency, or you are looking for insights into how your clients might be able to drive likeability in their campaigns, then this book will provide a blueprint for social trust and proof.
I find the authors' style bold and engaging — they definitely come across as likeable, and the ample examples within Likeable Business demonstrate that they practice what they preach. Definitely one of my favourite business books of last year — not just likeable, but loveable. Both authors are vice presidents at Forrester Research, and, as such, have access to and understanding of a wealth of knowledge about social change and web 2. Free download.
Book file PDF easily for everyone and every device. This Book have some digital formats such us :paperbook, ebook, kindle, epub, fb2 and another formats. Viva Las Vegas.