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Brand admiration :building a business people love /C. Whan Park, Deborah J. MacInnis, Andreas B. Eisengerich ; Foreword by Allen Weiss.
Hoboken, New Jersey :Wiley,2016
xxii, 261 pages ;22 cm
Ký hiệu phân loại (DDC): 658.827
"Brand Admiration provides an integrated perspective on how to make strategic and tactical branding decisions"--
"Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach"--
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Consumer behavior / Wayne D. Hoyer , Deborah J. MacInnis, Rik Pieters
Boston, MA : Cengage Learning, 2018
xviii, 525 pages. : illustrations (some color) ; 28 cm.
Ký hiệu phân loại (DDC): 658.8342
"The popular CONSUMER BEHAVIOR, 7E draws key concepts from marketing, psychology, sociology, and anthropology to present a strong foundation and highly practical focus on real-world applications for today's global business environment. With this new edition, you examine the latest research and current business practices with extensive coverage of social media influences, increased consumer power, and emerging neuroscience findings. You also study controversies in consumer decision-making involving money, goals, emotions, charity, health, materialism, and sustainability. This edition increases its emphasis on social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. With even more real-world examples and thought-provoking application exercises, including new chapter-opening examples and closing cases, CONSUMER BEHAVIOR, 7E provides a thorough, yet enjoyable guide that enables you to master the skills you need."
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Consumer behavior / Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters
Boston, MA : Cengage Learning, 2024
xviii, 536 pages. : illustrations (some color) ; 28 cm.
Ký hiệu phân loại (DDC): 658.8342
Hoyer/MacInnis/Pieters� CONSUMER BEHAVIOR, 8th EDITION, draws key concepts from marketing, psychology, sociology and anthropology to present a strong foundation and highly practical focus on real-world applications to prepare students for today�s global business environment. Students examine the latest research and current business practices with a focus on consumer needs and goals, emotions and emotion regulation, perceptions and consumer inferences, branding, consumer experiences, influencer marketing, social media, political ideology, generational influences and more. Students explore controversies in consumer decision-making involving money, happiness and financial decision making, charity, health, materialism, and sustainability. Chapter updates in this edition emphasize social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. Real-world examples, chapter exhibits, and application exercises provide practical relevance and help students master essential skills.
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Consumer behaviour / Wayne D Hoyer; Deborah J MacInnis; Rik Pieters
Boston, MA : Cengage Learning, 2017
xviii, 525 pages. : illustrations (some color) ; 28 cm.
Ký hiệu phân loại (DDC): 658.8342
The popular CONSUMER BEHAVIOR, 7E draws key concepts from marketing, psychology, sociology, and anthropology to present a strong foundation and highly practical focus on real-world applications for today�s global business environment. With this new edition, you examine the latest research and current business practices with extensive coverage of social media influences, increased consumer power, and emerging neuroscience findings. You also study controversies in consumer decision-making involving money, goals, emotions, charity, health, materialism, and sustainability. This edition increases its emphasis on social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. With even more real-world examples and thought-provoking application exercises, including new chapter-opening examples and closing cases, CONSUMER BEHAVIOR, 7E provides a thorough, yet enjoyable guide that enables you to master the skills you need.
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