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222 Keywords Marketing: Grundwissen Für Manager
ISBN: 9783658033842 / Niemiecki / Miękka / 150 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Von Awareness Marketing uber Customer Lifetime Value und Leapfrogging bis zur Wasserfallstrategie: Die Marketingsprache zeichnet sich durch unzahlige Fachtermini und Anglizismen aus. Einen ersten schnellen Uberblick verschafft das vorliegende Nachschlagewerk. Anhand von 222 ubersichtlichen Schlusselbegriffen werden die Grundkonzepte und -theorien des Marketings erlautert. Die Erklarungen sind kompakt und verstandlich formuliert und bieten somit Basiswissen fur alle, die einen schnellen Einstieg in die Marketingpraxis suchen, sich fur Marketing und Markenmanagement interessieren oder ihr...
Von Awareness Marketing uber Customer Lifetime Value und Leapfrogging bis zur Wasserfallstrategie: Die Marketingsprache zeichnet sich durch unzahlige ...
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cena:
75,20 |
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Quantitative Models in Marketing Research
ISBN: 9780521143653 / Angielski / Miękka / 224 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This book presents the most important and practically relevant quantitative models for marketing research. Each model includes a demonstration of the mechanics of the model, empirical analysis, real world examples, and an interpretation of results and findings. The reader will learn how to apply the techniques, as well as understand the latest methodological developments in the academic literature. Students and practitioners with differing numerical skills are guided through the book, although a knowledge of elementary numerical techniques is assumed.
This book presents the most important and practically relevant quantitative models for marketing research. Each model includes a demonstration of the ...
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cena:
256,26 |
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The Undermining of Beliefs in the Autonomy and Rationality of Consumers
ISBN: 9780415773232 / Angielski / Twarda / 146 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This book examines modern consumption, focusing on concepts of autonomy and rationality. In recent years, conventional ideas of 'free will' have come under attack in the context of consumer choice and similarly, postmodernists have sabotaged the very notion of consumer rationality. O'Shaughnessy and O'Shaughnessy adopt a moderating perspective, reviewing and critiquing these attacks in order to work towards a more nuanced view of the consumer: neither entirely autonomous nor perfectly rational. While the first part of this book concentrates on assailing critiques of... This book examines modern consumption, focusing on concepts of autonomy and rationality. In recent years, conventional ideas of 'free will' have co... |
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734,66 |
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Mind Your X's and Y's: Satisfying the 10 Cravings of a New Generation of Consumers
ISBN: 9780743277518 / Angielski / Miękka / 288 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Today's 18-to-40-year-olds make for a notoriously elusive group of consumers: they're savvy, sophisticated, and particular. They're all but immune to traditional advertising and have an instinctive sense of quality and fair pricing. Inundated with choices, they are drawn to brands that satisfy not just what they need, but what they crave. At the same time, these consumers are spending money like it's going out of style. Generation X has firmly refuted its slacker reputation and is nearing the height of its earning potential. Generation Y has more buying power than any previous generation of...
Today's 18-to-40-year-olds make for a notoriously elusive group of consumers: they're savvy, sophisticated, and particular. They're all but immune to ...
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cena:
73,17 |
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Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Future
ISBN: 9781450255332 / Angielski / Miękka / 300 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. "Guidance you need to understand and embrace the nation's most economically dominant generation."- B. Joseph Pine II, coauthor, The Experience Economy and Authenticity "The first book about Boomer men to integrate gender and generational insights into a framework marketers can use." - Marti Barletta, author, Marketing to Women and PrimeTime Women ..". a masterful job of envisioning how Baby Boomer men are about to transform the cultural narratives about aging and maturity." - Ken Dychtwald, Ph.D., author, Age Wave and Age Power Born from 1946 to 1964, Baby Boomers represent 26 percent of the...
"Guidance you need to understand and embrace the nation's most economically dominant generation."- B. Joseph Pine II, coauthor, The Experience Economy...
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cena:
84,59 |
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Bounded Rationality and Industrial Organization
ISBN: 9780195398717 / Angielski / Twarda / 240 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Conventional economic theory assumes that consumers are fully rational, that they have well-defined preferences and easily understand the market environment. Yet, in fact, consumers may have inconsistent, context-dependent preferences or simply not enough brain-power to evaluate and compare complicated products. Thus the standard model of consumer behavior-which depends on an ideal market in which consumers are boundlessly rational-is called into question. While behavioral economists have for some time confirmed and characterized these inconsistencies, the logical next step is to examine the...
Conventional economic theory assumes that consumers are fully rational, that they have well-defined preferences and easily understand the market envir...
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cena:
414,61 |
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Adopting and Remembering Soviet Reality : Life Stories of Lithuanian Women, 1945 - 1970
ISBN: 9789042030626 / Angielski / Miękka / 234 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. For millions of people, the Soviet experience meant not only living through the torment of Stalinism and the GULAG, the unbelievable destiny of men and women during the 1917 Revolution, civil war, and the Second World War, or those breathtaking, gigantic Socialist construction projects. Many citizens of the former Soviet Union lived "ordinary lives in ordinary times", where the fate of men and women depended not on armed coercion, but Soviet ideology and propaganda. Adopting and Remembering Soviet Reality contains the stories of ten women, talking about their lives in Soviet Lithuania, one of...
For millions of people, the Soviet experience meant not only living through the torment of Stalinism and the GULAG, the unbelievable destiny of men an...
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cena:
314,45 |
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Review of Marketing Research
ISBN: 9780857244758 / Angielski / Twarda / 307 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This volume provides case studies, analysis and frameworks, reviews key studies and techniques, offers theoretical explanations, identifies unanswered questions and research opportunities, and discusses significant managerial and policy implications as well as incorporating insights from multidisciplinary literatures in an integrative manner.
This volume provides case studies, analysis and frameworks, reviews key studies and techniques, offers theoretical explanations, identifies unanswered...
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cena:
443,32 |
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Credit Scoring, Response Modelling and Insurance Rating: A Practical Guide to Forecasting Consumer Behaviour
ISBN: 9780230577046 / Angielski / Twarda / 280 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Every year, financial services organizations make billions of dollars worth of decisions using automated systems. For example, who to give a credit card to and the premium someone should pay for their home insurance. This book explains how the forecasting models, that lie at the heart of these systems, are developed and deployed.
Every year, financial services organizations make billions of dollars worth of decisions using automated systems. For example, who to give a credit ca...
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cena:
402,53 |
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The 3m Model of Motivation and Personality: Theory and Empirical Applications to Consumer Behavior
ISBN: 9781441950918 / Angielski / Miękka / 314 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Integrating control theory, evolutionary psychology, and a hierarchical approach to personality, this book presents a new approach to motivation, personality, and consumer behavior. Called the 3M, which stands for Meta-theoretic Model of Motivation', this theory seeks to account for how personality traits interact with the situation to influence consumer attitudes and actions. The book proposes that multiple personality traits combine to form a motivational network that acts to influence behavior. Mowen argues that in order to understand the causes of enduring behavioral tendencies, one must...
Integrating control theory, evolutionary psychology, and a hierarchical approach to personality, this book presents a new approach to motivation, pers...
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cena:
402,53 |
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Evaluating R&d Impacts: Methods and Practice
ISBN: 9781441951359 / Angielski / Miękka / 304 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. A critical issue in research and development (R&D) management is the structure and use of evaluative efforts for R&D programs. The book introduces the different methods that may be used in R&D evaluation and then illustrates these methods by describing actual evaluation in practice using those methods.
The book is divided into two sections. The first section provides an introduction and details on several popular methodologies used in the evaluation of research and development activities. The second half of the book focuses on evaluation in practice and is comprised of several chapters... A critical issue in research and development (R&D) management is the structure and use of evaluative efforts for R&D programs. The book introduces the...
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cena:
603,81 |
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Marketing 2.0: Strategies for Closer Customer Relationships
ISBN: 9783642055515 / Angielski / Miękka / 154 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. This book analyses the enduring changes that the world of marketing is undergoing and presents the four most important new concepts: holistic brand management, customer relationship marketing, real-time marketing, and... The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct... |
cena:
201,24 |
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Das Umweltbewusste Konsumentenverhalten: Eine Empirische Studie
ISBN: 9783428061075 / Niemiecki / Miękka / 277 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. |
cena:
332,67 |
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Die Entscheidung Des Handels Uber Die Aufnahme Neuer Produkte: Eine Verhaltenstheoretische Analyse
ISBN: 9783428047024 / Niemiecki / Miękka / 479 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. |
cena:
380,27 |
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Konsumentenverhalten: Entwicklung, Abhängigkeiten, Möglichkeiten
ISBN: 9783790805598 / Niemiecki / Miękka / 301 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Konsumentenverhalten ist ein zentrales Fach der verhaltensorientierten Betriebs wirtschaftslehre. Die hierzu veroffentlichten Monographien, Aufsatze und Arbeits papiere sind kaum zu ubersehen. Es gibt spezielle Fachzeitschriften und Fach kongresse. Auch an Lehrbuchern uber Konsumentenverhalten herrscht kein Mangel. Ein neues Buch uber Konsumentenverhalten muss daher mehr bieten als eine systematische Ubersicht uber Forschungsergebnisse. Die Zielsetzung dieser Veroffentlichung ist hoher angesetzt worden. Ausgangspunkt ist die Uberzeugung, dass es notwendig ist, Konsumentenverhalten empirisch...
Konsumentenverhalten ist ein zentrales Fach der verhaltensorientierten Betriebs wirtschaftslehre. Die hierzu veroffentlichten Monographien, Aufsatze u...
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cena:
188,08 |
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Marktforschung: Methodische Grundlagen Und Praktische Anwendung
ISBN: 9783834915481 / Niemiecki / Miękka / 436 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Das Lehrbuch von Ludwig Berekoven, Werner Eckert und Peter Ellenrieder ist aufgrund seiner geschlossenen, ubersichtlichen und verstandlichen Darstellungsweise das Standardwerk der Marktforschung. Grundlagen, Methoden und Instrumente sowie Anwendungen der Marktforschung werden didaktisch geschickt beschrieben und kritisch hinterfragt
Insbesondere der angewandten Marktforschung wird bewusst breiter Raum eingeraumt. Anhand einer Fallstudie wird die praktische Umsetzung, beginnend mit der Produktidee uber die Produktentwicklung bis hin zur Produkteinfuhrung, illustriert. Bei der... Das Lehrbuch von Ludwig Berekoven, Werner Eckert und Peter Ellenrieder ist aufgrund seiner geschlossenen, ubersichtlichen und verstandlichen Darstellu...
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cena:
225,72 |
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Messung Und Wirkung Von Markenemotionen: Neuromarketing ALS Neuer Verhaltenswissenschaftlicher Ansatz
ISBN: 9783835008977 / Niemiecki / Miękka / 321 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Emotionen galten lange Jahre in der Wissenschaft als verponter Forschungsgegenstand, weil man dem Leitbild des "Homo Oeconomicus" folgte. Zwischenzeitlich hat sich das Bild - wandelt. Es ist nicht zuletzt aufgrund neurowissenschaftlicher Erkenntnisse mittlerweile - bestritten, dass Emotionen in allen Lebensbereichen einen zentralen Einfluss auf das mens- liche Verhalten nehmen. So werden praktisch keine Entscheidungen ohne Einfluss von Emotionen getroffen. Auch fur Marken spielen Emotionen eine zentrale Rolle. Es ist zu erwarten, dass starke M- ken auch mit intensiven emotionalen...
Emotionen galten lange Jahre in der Wissenschaft als verponter Forschungsgegenstand, weil man dem Leitbild des "Homo Oeconomicus" folgte. Zwischenzeit...
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cena:
263,32 |
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Statistical Noise or Valuable Information: The Role of Extreme Cases in Marketing Research
ISBN: 9783834917621 / Niemiecki / Miękka / 197 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Contemporary marketing research is dominated by empirical studies and quantitative methods for data analysis. In quantitative studies, researchers frequently face the problem of a relatively small number of subjects deviating substantially from the remaining observations. The question arises of how to proceed: Are these deviating observations errors, which need to be corrected, or phenomena worthy of closer investigation? Clemens Pirker's dissertation extensively deals with this question. He documents how published marketing research in leading journals approaches the problem in very...
Contemporary marketing research is dominated by empirical studies and quantitative methods for data analysis. In quantitative studies, researchers fre...
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cena:
201,24 |
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Qualitative Marktforschung: Konzepte - Methoden - Analysen
ISBN: 9783834909763 / Niemiecki / Twarda / 1152 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. 79 Autoren geben Einblick in die theoretischen Wurzeln qualitativer Marktforschung, die grundlegende Methodologie, differente Forschungsstrategien sowie Herausforderungen in der Datenerhebung, Datenanalyse und Dateninterpretation. Anhand von Beispielen wird die Leistungsfahigkeit und Vielfaltigkeit der Anwendungsmoglichkeiten der qualitativen Methodik bei der Analyse von Fragestellungen aus der Konsumforschung und dem Marketingmanagement demonstriert. In der 2. Auflage wurden aktuelle Entwicklungen integriert.
"Auch Praktiker konnen von diesem Lehrbuch profitieren." w&v - werben &... 79 Autoren geben Einblick in die theoretischen Wurzeln qualitativer Marktforschung, die grundlegende Methodologie, differente Forschungsstrategien sow...
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cena:
376,20 |
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Mystery Shopping: Leistungsfähigkeit Eines Instruments Zur Messung Der Dienstleistungsqualität
ISBN: 9783835009189 / Niemiecki / Miękka / 238 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Karsten Schmidt erarbeitet einen Voraussetzungskatalog fur den erfolgreichen Einsatz der Mystery Shopping-Methodik zur Evaluation der Dienstleistungsqualitat. Die gewonnenen Erkenntnisse munden in der Ableitung konkreter Gestaltungsempfehlungen fur die Marktforschungspraxis sowie in Anknupfungspunkten fur die weitere wissenschaftliche Forschung.
Karsten Schmidt erarbeitet einen Voraussetzungskatalog fur den erfolgreichen Einsatz der Mystery Shopping-Methodik zur Evaluation der Dienstleistungsq...
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cena:
263,32 |
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