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Author: Steven Brough Publisher: GRASPED Digital ISBN: Category : Business & Economics Languages : en Pages : 32
Book Description
"GRASPED: Consumer Attitudes and Buying Behavior" offers a thorough exploration into the psychological underpinnings of consumer decisions, integrating cognitive, affective, and behavioral perspectives to provide a multifaceted understanding of how attitudes influence purchasing. The document is well-crafted, presenting complex concepts in an accessible manner, making it invaluable for marketers looking to align their strategies with consumer preferences. Its blend of theory and practical insights makes it a must-read for professionals aiming to navigate the complexities of consumer behavior effectively. The uniqueness of "GRASPED: Consumer Attitudes and Buying Behavior" lies in its holistic approach to decoding consumer psychology. It bridges academic insights and practical applications, offering a comprehensive toolkit for marketers to align their strategies with the nuanced preferences of today's consumers. This document stands out by not only explaining consumer attitudes but also providing actionable strategies to influence purchasing decisions, making it an essential resource for anyone looking to excel in the competitive landscape of marketing.
Author: Steven Brough Publisher: GRASPED Digital ISBN: Category : Business & Economics Languages : en Pages : 32
Book Description
"GRASPED: Consumer Attitudes and Buying Behavior" offers a thorough exploration into the psychological underpinnings of consumer decisions, integrating cognitive, affective, and behavioral perspectives to provide a multifaceted understanding of how attitudes influence purchasing. The document is well-crafted, presenting complex concepts in an accessible manner, making it invaluable for marketers looking to align their strategies with consumer preferences. Its blend of theory and practical insights makes it a must-read for professionals aiming to navigate the complexities of consumer behavior effectively. The uniqueness of "GRASPED: Consumer Attitudes and Buying Behavior" lies in its holistic approach to decoding consumer psychology. It bridges academic insights and practical applications, offering a comprehensive toolkit for marketers to align their strategies with the nuanced preferences of today's consumers. This document stands out by not only explaining consumer attitudes but also providing actionable strategies to influence purchasing decisions, making it an essential resource for anyone looking to excel in the competitive landscape of marketing.
Author: Robert East Publisher: SAGE ISBN: 1446241858 Category : Business & Economics Languages : en Pages : 345
Book Description
'A wonderful (and very unusual) balance between areas of marketing that are often at odds with each other (or, worse yet, unaware of each other)... I recommend it to any student, researcher, or manager in marketing' Peter Fader, Frances and Pei-Yuan Chia Professor; and Professor of Marketing, Wharton School, University of Pennsylvania 'Exceptional for the amount of relevant research that is presented and explained. Students who have read and understood this text are likely to be much more of use to industry' Fergus Hampton, Managing Director, Millward Brown Precis Written in a focused and accessible form by respected marketing academics, Consumer Behaviour helps readers to develop analytical and evidence-based thinking in marketing and avoid more formulaic approaches that lack the support of research. With a strong focus on the use of research, this book will really appeal to the specific needs of higher-level students. The book covers important material that is often missing in consumer behaviour texts. For example, whole chapters are devoted to brand loyalty, brand equity, biases in decision-making, word of mouth, the response to price and the effect of advertising. Shorter reviews cover evidence on topics such as loyalty programmes, the response to delay and retail atmospherics. Chapters are quite short and divided into sections. Each chapter contains exercises designed to draw out key ideas and consolidate understanding, and there are suggestions for further reading. A website to support the book has an Instructor's Manual that offers PowerPoint slides, discussion of exercises, computer programs, a suggested Masters-level course, and a Word file of references to assist students writing assignments.
Author: Steven Brough Publisher: GRASPED Digital ISBN: Category : Business & Economics Languages : en Pages : 41
Book Description
"GRASPED Social Media and Public Attitudes: Vol. 7 Navigating the New Normals of Public Opinion" offers a profound insight into the transformative power of social media in shaping public attitudes and discourse. This document meticulously examines the influence of social media across various spheres, making it a crucial read for marketers and communicators who aim to understand and navigate the intricate dynamics of digital public opinion. This volume stands out for its comprehensive analysis of social media's impact on society and consumer behavior, paired with strategic insights for leveraging these platforms to shape and respond to public attitudes effectively. It uniquely combines theoretical depth with practical application, providing readers with a guide to not just understand but also actively participate in the shaping of public discourse in the digital age.
Author: Lawrence J. Gitman Publisher: ISBN: Category : Business & Economics Languages : en Pages : 1455
Book Description
Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.
Author: Aradhna Krishna Publisher: Springer ISBN: 1137346051 Category : Business & Economics Languages : en Pages : 200
Book Description
An insightful look at how touch, taste, smell, sound, and appearance effect how customers relate to products on a sensory level, and how small sensory changes can make a huge impact. Customer Sense describes how managers can use this knowledge to improve packaging, branding, and advertising to captivate the consumer's senses.
Author: Andrew Smith Publisher: Taylor & Francis ISBN: 1000982998 Category : Business & Economics Languages : en Pages : 231
Book Description
The second edition of Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and artificial intelligence, this key text reviews the issues, research and concepts essential for navigating this new terrain. It demonstrates how we can use data-driven insight and merge this with insight from extant research to inform knowledge-driven decision-making. Adopting a practical and managerial lens, while also exploring the rich lineage of academic consumer research, this textbook approaches its subject from a refreshing and original standpoint. It contains numerous accessible examples, scenarios and exhibits, and condenses the disparate array of relevant work into a workable, coherent, synthesized and readable whole. Providing an effective tour of the concepts and ideas most relevant in the age of analytics-driven marketing (from data visualization to semiotics), the book concludes with an adaptive structure to inform managerial decision-making. Consumer Behaviour and Analytics provides a unique distillation from a vast array of social and behavioural research merged with the knowledge potential of digital insight. It offers an effective and efficient summary for undergraduate, postgraduate or executive courses in consumer behaviour and marketing analytics, and also functions as a supplementary text for other marketing modules. Online resources include PowerPoint slides.
Author: Paul Baines Publisher: Oxford University Press, USA ISBN: 019957961X Category : Business & Economics Languages : en Pages : 792
Book Description
What is it that excites and interests your students? Reading first hand what skills top marketers really look for in graduates? Debating the benefits of using shock and fear appeals in advertising? Determining how to use social networking sites to successfully market a product? Marketing, Second Edition, presents marketing examples and issues from exciting real-life situations. Packed full of case studies from international organizations including Innocent, Orange, HMV, and Oxfam, it enables students to see first hand what top marketers actually do and how they tackle the decisions they have to make. The text also discusses the theory that supports those skills vital to marketing success across all areas of society, from dealing with skeptical consumers, selling products to the government, and deciding which pricing approach to adopt to the ethical implications of marketing to children and the best ways to use social networking sites in marketing efforts. Employing a lively writing style, the authors encourage students to explore beyond classical marketing perspectives and provoke them into thinking critically about how they would approach marketing issues. Links to seminal papers throughout each chapter also present the opportunity to take this learning further.
Author: Ayantunji Gbadamosi Publisher: Routledge ISBN: 1351819054 Category : Business & Economics Languages : en Pages : 666
Book Description
Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing. Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues. Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.
Author: Gaurav Gupta Publisher: Taylor & Francis ISBN: 1000845699 Category : Business & Economics Languages : en Pages : 222
Book Description
Religion is an important part of individual lives, playing a major role in our decision making and puchasing. Understanding the influence of religion on consumer behaviour is therefore an essential practice for business. The COVID-19 pandemic has especially enhanced the influence of consumers’ religiosity on their consumption decisions. This book concentrates on understanding the relationship of religiosity with various aspects of consumption and consumer behaviour to improve policy and build on an under represented topic. In this edited collection, expert contributors, academicians and researchers discuss the influence of religion on consumer behaviour in depth including the “dark side” of religion on consumers’ consumption behaviour and religious cults. The chapters also explore the ethical issues surrounding consumption and the role of religion on branding and sustainable practices. With a broad perspective, the book draws on examples of practices from Christianity, Islam, Hinduism and Buddhism. This book will be a particularly valuable resource for scholars and upper level students of marketing, consumer behaviour and consumer psychology. The interdisciplinary perspectives will also appeal to those studying sociology and globalization.
Author: Steven Brough
Author: Steven Brough
Author: Robert East
Author: John A. Howard
Author: Steven Brough
Author: Lawrence J. Gitman
Author: Aradhna Krishna
Author: Andrew Smith
Author: Paul Baines
Author: Ayantunji Gbadamosi
Author: Gaurav Gupta