Desnudando la mente del consumidor PDF Download

Author: Cristina Quiñones
Publisher: Grupo Planeta Spain
ISBN: 6124650134
Category : Business & Economics
Languages : es
Pages : 220

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Book Description
Este libro intenta presentar una visión teórico-práctica de los fundamentos del Consumer Insight como concepto, herramienta y fundamento de un marketing consumo-céntrico, es decir, un marketing basado en las personas. Se detallan las técnicas, herramientas y casos de marcas que han construido sus promesas de valor o estrategias fundamentadas en estas verdades humanas.

Author: Cristina Quiñones
Publisher: Paidos Empresa Perú
ISBN: 6124327651
Category : Law
Languages : es
Pages : 290

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Book Description
¡MIREMOS MÁS ALLÁ DEL CONSUMO!¡DESNUDEMOS LA MENTE DEL CONSUMIDOR! Insight viene del vocablo in, 'adentro', y sight, 'visión'. Por tanto, significa mirar dentro de las personas, mirar más allá de lo evidente, desnudar la mente y su corazón. Los insights representan descubrimientos o revelaciones sobre las formas de actuar, pensar y sentir del consumidor, y al descubrirlos se pueden gatillar o inspirar innovadoras estrategias de marketing, construcción de marca y de planificación estratégica. Ello supone entender los mecanismos de la mente humana y la psicología. En la base de toda esta filosofía de marketing está la consideración de que la persona (en su rol de consumidor) debe ser valorado no solo como agente económico, sino, sobre todo, como ser humano. La necesidad de ir en búsqueda de su corazón y no solo de su bolsillo. De ahí que se requiera desnudar primero nuestra propia mente, antes de desnudar la mente de nuestros consumidores. Este libro intenta representar una versión teórico-práctica de los fundamentos del consumer insight como concepto, herramienta y fundamento de un marketing de consumo céntrico, es decir, un marketing basado en las personas. En estas páginas se detallan las técnicas, las herramientas y los casos de marcas que han construido sus promesas de valor o estrategias fundamentales en estas verdades humanas. En esta nueva edición se incluyen 11 casos de aplicación del insight en sectores/industrias como las microfinanzas, educación, construcción, inmobiliaria, cuidado personal, consumo masivo, entre otras. ¿ Insighteamos?

Author: Heather A.E. Benson
Publisher: CRC Press
ISBN: 0429529082
Category : Medical
Languages : en
Pages : 571

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Book Description
Cosmetics are the most widely applied products to the skin and include creams, lotions, gels, and sprays. Their formulation, design, and manufacturing ranges from large cosmetic houses to small private companies. This book covers the current science in the formulations of cosmetics applied to the skin. It includes basic formulation, skin science, advanced formulation, and cosmetic product development, including both descriptive and mechanistic content with an emphasis on practical aspects.

Author: Dos Santos, Manuel Alonso
Publisher: IGI Global
ISBN: 152251029X
Category : Psychology
Languages : en
Pages : 351

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Book Description
Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.

Author: Saura, Jose Ramon
Publisher: IGI Global
ISBN: 166846456X
Category : Business & Economics
Languages : en
Pages : 364

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Book Description
The rapid growth of technological developments on the internet has led many companies to adapt their businesses to the digital ecosystem and implement new methods and techniques to improve the users’ experiences and their analytical strategies. Moreover, in the past few years, the digital ecosystem has been chosen as the main channel used by consumers for the purchase of goods and services. As a result, digital marketing and online advertising have become the main strategies used by companies in their marketing actions. Advertising can be designed and shown considering users’ interests based on what they visit or where they go. That implies that the user experience is improved as long as they receive personalized adverts focused on what they were curious or concerned about. Thus, techniques such as artificial intelligence (AI), data mining, or business intelligence have allowed companies to act accordingly in real-time without user perception. Big Data Marketing Strategies for Superior Customer Experience compiles and studies the major practices and case studies of big data marketing in recent years. In this digital era, this book can be used as a sourcebook on study cases focused on digital marketing strategies as well as the identification of new technologies that will help the development of initiatives and practices focused on marketing and data sciences. Covering topics such as customer satisfaction, collective intelligence, and sentiment analysis, this premier reference source is an essential resource for students and educators of higher education, marketers, innovators, business leaders and managers, entrepreneurs, librarians, researchers, and academicians.

Author: Heather A.E. Benson
Publisher: CRC Press
ISBN: 1482235404
Category : Medical
Languages : en
Pages : 497

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Book Description
Cosmetics are the most widely applied products to the skin and include creams, lotions, gels and sprays. Their formulation, design and manufacturing ranges from large cosmetic houses to small private companies. This book covers the current science in the formulations of cosmetics applied to the skin. It includes basic formulation, skin science, advanced formulation, and cosmetic product development, including both descriptive and mechanistic content with an emphasis on practical aspects. Key Features: Covers cosmetic products/formulation from theory to practice Includes case studies to illustrate real-life formulation development and problem solving Offers a practical, user-friendly approach, relying on the work of recognized experts in the field Provides insights into the future directions in cosmetic product development Presents basic formulation, skin science, advanced formulation and cosmetic product development

Author: United States. War Department
Publisher:
ISBN:
Category : English language
Languages : en
Pages : 758

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Book Description

Author: Gerard J. Tellis
Publisher: SAGE
ISBN: 1452276749
Category : Business & Economics
Languages : en
Pages : 217

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Book Description
Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.

Author: Leon Zurawicki
Publisher: Springer Science & Business Media
ISBN: 3540778292
Category : Business & Economics
Languages : en
Pages : 291

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Book Description
Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

Author: Martin Lindstrom
Publisher: Simon and Schuster
ISBN: 1439172013
Category : Business & Economics
Languages : en
Pages : 194

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Book Description
The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.