Kategoria BISAC: Business & Economics >> Marketing - Research

Learn how to use neuromarketing and understand the science behind it

Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm...

People everywhere describe their relationships with brands in a deeply personal way--we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also...

Data is everywhere and it keeps growing and accumulating. Companies need to embrace big data and make it work harder to help them sell and market their products. Successful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns, and accurately predict customer loyalty. Data Driven Marketing For Dummies helps companies use all the data at their disposal to make current customers more satisfied, reach new customers, and sell to their most important customer segments more...

Today thousands of marketing books exist ready to bombard you with buzz words and secrets to marketing success, but by condensing and summarising current thinking in marketing this book gives you the chance to become an authority yourself - quickly and efficiently.
This book presents marketing ideas from the profiled books clearly and accurately and will allow you not only to put these ideas into place but also explain them authoritatively to colleagues. Books profiled include The Long Tail, Meatball Sundae, Buzz, Affluenza and Blink. Saving you...

Who are ethical consumers and why are they on the rise? Leading the way towards answering this question, The Ethical Consumer is an indispensable introduction to the subject....

- Sampling

- Data management an statistical packages

- Hypothesis testing

- Cluster analysis

- Structural equation modelling

This collection offers a comprehensive and illuminating overview of the main methods used in consumer research and outlines the main theoretical, conceptual and...

Emotions can organize cognitive processes or disorganize them, be active or passive, lead to adaptation, or maladaptation. Consumers may be conscious of their emotions or may be motivated by unconscious emotions. The emotions in combined form with different intensities have an adaptive significance in consumers' life. Further, the challenges that marketers and researchers face in today's global markets are to understand the expression of the emotions or consumer emotional experience.

The purpose of this book is to emphasize the value of emotions and explore mental behavioral and...

The Social Psychology of Consumer Behavior brings together the most promising and theoretically fruitful research developments by internationally renowned scholars, whose work is at the cutting edge of research. Experts from both fields - social psychology and consumer behavior - provide an informed, up-to-date overview, from an original integrative perspective.

The aim of this volume is two-fold. On the one hand, the application of social psychology to consumer behavior is meant to broaden the horizon of social psychologists. On the other hand, students and...