La investigación de mercados: claves para conocer los insights del consumidor PDF Download

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: Steve Diller
Publisher: New Riders
ISBN: 0132704927
Category :
Languages : en
Pages : 154

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Book Description
“ We’re now hip-deep, if not drowning, in the ‘experience economy.‘ Here‘s the smartest book I‘ve read so far that can actually help get your brand to higher ground, fast. And it‘s written by people who not only drew the map, but blazed these trails in the first place.” –Brian Collins, Executive Creative Director, Ogilvy & Mather Worldwide Brand Integration Group In a market economy characterized by commoditized products and global competition, how do companies gain deep and lasting loyalty from their customers? The key, this book argues, is in providing meaningful customer experiences. Writing in the tradition of Louis Cheskin, one of the founding fathers of market research, the authors of Making Meaning observe, define, and describe the meaningful customer experience. By consciously evoking certain deeply valued meanings through their products, services, and multidimensional customer experiences, they argue, companies can create more value and achieve lasting strategic advantages over their competitors. A few businesses are already discovering this approach, but until now no one has articulated it in such a persuasive and practical way. Making Meaning not only encourages businesses to adopt an innovation process that’s centered on meaning, it also tells you how. The book outlines a plan of action and describes the attributes of a meaning-centric innovation team. With insightful real-world examples drawn from the Cheskin company's experience and from the authors' observations of the contemporary global market, this book outlines a plan of action and describes the attributes of a meaning-centric innovation team. Meaningful experiences—as distinct from trivial ones—reinforce or transform the customer’s sense of purpose and significance. The authors’ vision of a world of meaningful consumption is idealistic, but don’t be fooled: this is a straightforward business book with an eye on the ROI. It shows how to bring R&D, design, and marketing together to create deeper and richer experiences for your customers. Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences is an engaging and practical book for business leaders, explaining how their companies can create more meaningful products and services to better achieve their goals.

Author: Michel Wedel
Publisher: Now Publishers Inc
ISBN: 1601981546
Category : Business & Economics
Languages : en
Pages : 105

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Book Description
Eye-Tracking for Visual Marketing examines the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. It describes the authors' theory and reviews eye-tracking applications in marketing based on this theory.

Author: David L. Rogers
Publisher: Columbia University Press
ISBN: 0231541651
Category : Business & Economics
Languages : en
Pages : 267

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Book Description
Rethink your business for the digital age. Every business begun before the Internet now faces the same challenge: How to transform to compete in a digital economy? Globally recognized digital expert David L. Rogers argues that digital transformation is not about updating your technology but about upgrading your strategic thinking. Based on Rogers's decade of research and teaching at Columbia Business School, and his consulting for businesses around the world, The Digital Transformation Playbook shows how pre-digital-era companies can reinvigorate their game plans and capture the new opportunities of the digital world. Rogers shows why traditional businesses need to rethink their underlying assumptions in five domains of strategy—customers, competition, data, innovation, and value. He reveals how to harness customer networks, platforms, big data, rapid experimentation, and disruptive business models—and how to integrate these into your existing business and organization. Rogers illustrates every strategy in this playbook with real-world case studies, from Google to GE, from Airbnb to the New York Times. With practical frameworks and nine step-by-step planning tools, he distills the lessons of today's greatest digital innovators and makes them usable for businesses at any stage. Many books offer advice for digital start-ups, but The Digital Transformation Playbook is the first complete treatment of how legacy businesses can transform to thrive in the digital age. It is an indispensable guide for executives looking to take their firms to the next stage of profitable growth.

Author: C. Shaw
Publisher: Springer
ISBN: 0230210813
Category : Business & Economics
Languages : en
Pages : 186

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Book Description
As the World Thought Leaders on Customer Experience, Colin Shaw and the team at Beyond Philosophy have undertaken more than 18 months of groundbreaking research to discover the emotions that drive and destroy value in an organization, and can now disclose the empirical link between evoking these emotions and substantial financial returns.

Author: Jeff French
Publisher: Oxford University Press
ISBN: 0198717695
Category : Business & Economics
Languages : en
Pages : 273

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Book Description
The last ten years have seen tremendous advances in the theoretical and practice base of social marketing globally. This book provides up to date thinking on social marketing theory and practice, introducing new conceptual models and approaches to influencing behaviour to promote health and prevent disease.

Author: Eduard Cristobal-Fransi
Publisher: MDPI
ISBN: 303928682X
Category : Business & Economics
Languages : en
Pages : 204

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Book Description
In this book, we introduce the themes and approaches covered in the issue Sustainable Tourism Marketing. Its objective was to analyze the main contributions made as a result of research related to sustainable tourism–marketing management and current trends in the field. This book gathered articles about the marketing of destinations, and the marketing and communication management of companies and tourism organizations from a sustainable tourism perspective.

Author: Richard L. Oliver
Publisher: Routledge
ISBN: 1317460227
Category : Business & Economics
Languages : en
Pages : 544

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Book Description
Designed for advanced MBA and doctoral courses in Consumer Behavior and Customer Satisfaction, this is the definitive text on the meaning, causes, and consequences of customer satisfaction. It covers every psychological aspect of satisfaction formation, and the contents are applicable to all consumables - product or service.Author Richard L. Oliver traces the history of consumer satisfaction from its earliest roots, and brings together the very latest thinking on the consequences of satisfying (or not satisfying) a firm's customers. He describes today's best practices in business, and broadens the determinants of satisfaction to include needs, quality, fairness, and regret ('what might have been').The book culminates in Oliver's detailed model of consumption processing and his satisfaction measurement scale. The text concludes with a section on the long-term effects of satisfaction, and why an understanding of satisfaction psychology is vitally important to top management.

Author: Pablo Cortés
Publisher: Springer
ISBN: 3319140787
Category : Technology & Engineering
Languages : en
Pages : 370

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Book Description
This volume contains a selection of the best papers presented at the 8th International Conference on Industrial Engineering and Industrial Management, XX International Conference on Industrial Engineering and Operations Management, and International IIE Conference 2014, hosted by ADINGOR, ABEPRO and the IIE, whose mission is to promote links between researchers and practitioners from different branches, to enhance an interdisciplinary perspective of industrial engineering and management. The conference topics covered: operations research, modelling and simulation, computer and information systems, operations research, scheduling and sequencing, logistics, production and information systems, supply chain and logistics, transportation, lean management, production planning and control, production system design, reliability and maintenance, quality management, sustainability and eco-efficiency, marketing and consumer behavior, business administration and strategic management, economic and financial management, technological and organizational innovation, strategy and entrepreneurship, economics engineering, enterprise engineering, global operations and cultural factors, operations strategy and performance, management social responsibility, environment and sustainability. This book will be of interest to researchers and practitioners working in any of the fields mentioned above.

Author: Jeisson Arley Cárdenas Rubio
Publisher: Editorial Universidad del Rosario
ISBN: 9587845455
Category : Technology & Engineering
Languages : en
Pages : 434

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Book Description
"Several interdisciplinary studies highlight imperfect information as a possible explanation of skill mismatches, which in turn has implications for unemployment and informality rates. Despite information failures and their consequences, countries like Colombia (where informality and unemployment rates are high) lack a proper labour market information system to identify skill mismatches and employer skill requirements. One reason for this absence is the cost of collecting labour market data. Recently, the potential use of online job portals as a source of labour market information has gained the attention of researchers and policymakers, since these portals can provide quick and relatively low-cost data collection. As such, these portals could be of use for Colombia. However, debates continue about the efficacy of this use, particularly concerning the robustness of the collected data. This book implements a novel mixed-methods approach (such as web scraping, text mining, machine learning, etc.) to investigate to what extent a web-based model of skill mismatches can be developed for Colombia. The main contribution of this book is demonstrating that, with the proper techniques, job portals can be a robust source of labour market information. In doing so, it also contributes to current knowledge by developing a conceptual and methodological approach to identify skills, occupations, and skill mismatches using online job advertisements, which would otherwise be too complex to be collected and analysed via other means. By applying this novel methodology, this study provides new empirical data on the extent and nature of skill mismatches in Colombia for a considerable set of non-agricultural occupations in the urban and formal economy. Moreover, this information can be used as a complement to household surveys to monitor potential skill shortages. Thus, the findings are useful for policymakers, statisticians, and education and training providers, among others."