This book is written for students as well as employees of organizations who have some previous exposure to principles of marketing. Its main objectives are to introduce the key marketing principles that govern the interactions between consumers and the goods and services being offered to them, to show how these principles can be used to gain a deeper understanding of the consumer's decision-making cycle, and to apply this knowledge in developing micro-marketing tactics. In doing so, the book offers an alternative perspective to the general practice of marketing products to consumers. Instead...
This book is written for students as well as employees of organizations who have some previous exposure to principles of marketing. Its main objective...
The past decade has seen a number of developments that threaten the very fabric of how marketing activities have traditionally been conducted. On one hand, consumers are increasingly socially networked and value-conscious, with heightened expectations of how companies will react to their demands. Along with the challenges, however, come new opportunities: the growth of behavioural economics and the emergence of new data collection techniques, for instance, give marketers unprecedented access to previously hidden aspects of consumer behavior. Clearly, 'business as usual' is not an option...
The past decade has seen a number of developments that threaten the very fabric of how marketing activities have traditionally been conducted. On o...
Despite the vast wealth generated in the last half century, in today's world inequality is worsening and poverty is becoming increasingly chronic. Hundreds of millions of people continue to live on less than $2 per day and lack basic human necessities such as nutritious food, shelter, clean water, primary health care, and education.
Innovating for the Global South offers fresh solutions for reducing poverty in the developing world. Highlighting the multidisciplinary expertise of the University of Toronto's Global Innovation Group, leading experts from the fields of...
Despite the vast wealth generated in the last half century, in today's world inequality is worsening and poverty is becoming increasingly chronic. ...
Despite the vast wealth generated in the last half century, in today's world inequality is worsening and poverty is becoming increasingly chronic. Hundreds of millions of people continue to live on less than $2 per day and lack basic human necessities such as nutritious food, shelter, clean water, primary health care, and education.
Innovating for the Global South offers fresh solutions for reducing poverty in the developing world. Highlighting the multidisciplinary expertise of the University of Toronto's Global Innovation Group, leading experts from the fields of...
Despite the vast wealth generated in the last half century, in today's world inequality is worsening and poverty is becoming increasingly chronic. ...
Most organizations spend much of their effort on the start of the value creation process: namely, creating a strategy, developing new products or services, and analyzing the market. They pay a lot less attention to the end: the crucial last mile where consumers come to their website, store, or sales representatives and make a choice.
In The Last Mile, Dilip Soman shows how to use insights from behavioral science in order to close that gap. Beginning with an introduction to the last mile problem and the concept of choice architecture, the book takes a deep dive into the...
Most organizations spend much of their effort on the start of the value creation process: namely, creating a strategy, developing new products or s...
Most organizations spend much of their effort on the start of the value creation process: namely, creating a strategy, developing new products or services, and analyzing the market. They pay a lot less attention to the end: the crucial "last mile" where consumers come to their website, store, or sales representatives and make a choice.
In The Last Mile, Dilip Soman shows how to use insights from behavioral science in order to close that gap. Beginning with an introduction to the last mile problem and the concept of choice architecture, the book takes a deep dive into the...
Most organizations spend much of their effort on the start of the value creation process: namely, creating a strategy, developing new products or s...
