Catalog Search Results
Author
Language
English
Description
The groundbreaking bestseller from iconic behavioral psychologist Dan Ariely, now the inspiration for the Fall 2023 NBC show The Irrational
"A marvelous book that is both thought provoking and highly entertaining, ranging from the power of placebos to the pleasures of Pepsi. Ariely unmasks the subtle but powerful tricks that our minds play on us, and shows us how we can prevent being fooled." — Jerome Groopman,
...Author
Language
English
Description
In this groundbreaking book Phil Barden reveals what decision science explains about people's purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers' choices and what happens in the human brain as buyers make their decisions. He deciphers the 'secret codes' of products, services and brands to explain why people buy them. And finally he shows how to apply this knowledge...
Author
Publisher
John Wiley & Sons, Inc
Pub. Date
[2013]
Physical Desc
1 online resource
Language
English
Description
Marketing and product development best practices for a fragmented economy The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window. Therefore, it is crucial to understand what drives customer behavior to design products, marketing, and experiences that will succeed. Laddering explains...
Author
Publisher
American Management Association
Pub. Date
©2011
Physical Desc
1 online resource (xxiv, 262 pages) : illustrations
Language
English
Description
"This is a great book, a breakthrough in modern selling! Kevin shows you how to make more sales, easier, and with greater certainty than ever before."--Brian Tracy, author of The Psychology of Selling
"The Chally Group Worldwide has interviewed over 80,000 business-to-business customers and found they are most loyal to salespeople who understand their buying needs and buying processes. Slow Down, Sell Faster! shows you how to become one of those...
Author
Publisher
MIT Sloan Management Review
Pub. Date
2012.
Edition
1st edition.
Physical Desc
1 online resource (2 pages)
Language
English
Description
The growing number of chief marketing executives reflects the increasing importance companies attach to marketing. Yet the average tenure of a chief marketing officer (CMO) is three and a half years, well below that of the typical CEO. Both the prevalence of the CMO position and its precariousness give rise to the question," Has marketing realized the vision to which its adherents have long aspired?" The authors look at the IMB 2011 Global CMO Study...
Author
Publisher
Editions d'Organisation
Pub. Date
2012.
Edition
1st edition.
Physical Desc
1 online resource (312 pages)
Language
Français
Description
Présentation La démarche marketing assure à qui la connaît pérennité, croissance et rentabilité. Il est donc essentiel d'en maîtriser les fondamentaux. A l'heure d'Internet et de la dématérialisation de l'information, cet ouvrage permet d'identifier les invariants de la réussite. Ancré dans la réalité d'aujourd'hui, ce guide complet offre une approche pédagogique illustrée par de nombreux exemples et plus de 200 figures....
Author
Publisher
MIT
Pub. Date
2015.
Physical Desc
1 online resource (1 volume)
Language
English
Description
How do consumers access, buy and use their favorite products and services? While individuals traditionally have seen ownership as the most desirable way, increasing numbers of consumers are paying to temporarily access or share products and services rather than buy or own them. This so-called "sharing economy" is growing rapidly, although estimates for the current size of the nascent market vary substantially. Well-known examples of successful startups...
Author
Publisher
Routledge
Pub. Date
2007
Physical Desc
1 online resource
Language
English
Description
An Introduction to Tourism is the essential guide to the tourism industry. It provides a comprehensive and authoritative introduction to all facets of tourism including: the history of tourism; factors influencing the tourism industry; tourism in developing countries; sustainable tourism; forecasting future trends. Tourism has changed radically in recent years with the onset of many technological and economic changes and an ever increasing concern...
Author
Publisher
Eyrolles
Pub. Date
2012.
Edition
1st edition.
Physical Desc
1 online resource (256 pages)
Language
Français
Description
Présentation Le nouvel âge d'or du marketing? Les nouvelles technologies de communication numérique ont radicalement changé le monde en moins de dix ans. En créant de nouveaux canaux d'interaction agiles et intelligents, elles ont bouleversé durablement la façon dont le public se divertit, communique, choisit et consomme. C'est ce "big bang" que décrit Marco Tinelli, lui-même acteur majeur de ces évolutions en tant que PDG et fondateur...
Author
Publisher
Eyrolles
Pub. Date
2012.
Edition
1st edition.
Physical Desc
1 online resource (282 pages)
Language
Français
Description
Présentation Plus d'un Français sur deux achète en ligne, visualise des vidéos ou des émissions de TV sur le Net, recherche des évaluations de produits avant d'acheter, exploite son réseau social pour émettre et consulter des avis. Le digital bouleverse les parcours d'achat et le dialogue avec les marques et cela va continuer : d'ici à 2013 il y aura plus de requêtes Google effectuées via les téléphones portables qu'à partir...
15) Marketing 4.0
Author
Publisher
LID Editorial
Pub. Date
2018
Physical Desc
1 online resource
Language
English
Description
Las nuevas tecnologías, las redes sociales y el marketing digital en general están revolucionando la forma de llegar a nuestros clientes. El cliente de hoy tiene unos hábitos diferentes al de hace unos años: está hiperinformado, hiperconectado, ama las empresas honestas y éticas, no compra sin antes comparar, confía en las experiencias de otros consumidores y es infiel a las marcas. Por eso, ahora más que nunca, es necesario reorientar...
Author
Publisher
Editions d'Organisation
Pub. Date
2011.
Edition
1st edition.
Physical Desc
1 online resource (198 pages)
Language
Français
Description
Présentation Émouvoir, enjeu du succès L'émotion est aujourd'hui le coeur même de l'acte d'achat. Les besoins des consommateurs étant largement satisfaits, l'entreprise ne peut plus se contenter d'un marketing classique, rationnel et segmentant comme l'enseignait Philip Kotler, et doit totalement redéfinir sa stratégie. Georges Chétochine donne les clés pour comprendre les mécanismes émotionnels qui déterminent le choix du...
Author
Publisher
MIT Sloan Management Review
Pub. Date
2017.
Edition
1st edition.
Physical Desc
1 online resource (4 pages)
Language
English
Description
New research finds that stories about consumers' positive experiences with a brand significantly increase users' engagement with brand websites, and stories originating from consumers are especially powerful in shaping brand attitudes in social media. Indeed, companies that aren't offering experiences that leverage consumer input in brand-related narratives are missing out on important opportunities to connect in a meaningful way with potential buyers....
Author
Publisher
Pearson
Pub. Date
2012
Physical Desc
1 online resource
Language
English
Description
Use Location-Based Marketing to find and convert new prospects more efficiently than ever before! Top mobile/social marketer Jamie Turner shows how to customize an exceptionally cost-effective location-based campaign that draws on powerful tools and platforms including SMS text messaging, mobile display ads, location-based services, and mobile paid search. You'll learn how to make the most of new location-based services such as foursquare, WHERE,...
Author
Publisher
Pearson
Pub. Date
2012.
Edition
1st edition.
Physical Desc
1 online resource (136 pages)
Language
English
Description
Case Studies in Marketing Management presents case studies that are carefully mapped to the Indian market such as the case studies on Ford, Godrej and HLL Life care. Specifically intended for management students and professionals in India, this casebook will help them connect to scenarios in their everyday lives and augment their participation in exciting and informed discussions. Divided into five themes-consumer behavior, product and brand management,...
Author
Publisher
Routledge
Pub. Date
2013
Physical Desc
1 online resource
Language
English
Description
'Arts, Entertainment and Tourism' is a pioneering text that, by focusing on the consumer, investigates the relationship between these 3 industries and how this relationship can be developed to its best competitive advantage. Issue-led, this text draws on appropriate disciplines rather than using one single approach, to examine issues in arts and entertainment within the framework of cultural tourism. Written to meet the needs of students studying...
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