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Author : James C. Ward
Publisher :
ISBN 13 :
Total Pages : 484 pages
Book Rating : 4.:/5 (319 download)
Download or read book The Influence of Mood on Processing Strategy for Marketing Communications written by James C. Ward and published by . This book was released on 1987 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author :
Publisher :
ISBN 13 :
Total Pages : 672 pages
Book Rating : 4.3/5 (91 download)
Download or read book Dissertation Abstracts International written by and published by . This book was released on 1994 with total page 672 pages. Available in PDF, EPUB and Kindle. Book excerpt: Abstracts of dissertations available on microfilm or as xerographic reproductions.
Author : John O'Shaughnessy
Publisher :
ISBN 13 : 0195150562
Total Pages : 283 pages
Book Rating : 4.1/5 (951 download)
Download or read book The Marketing Power of Emotion written by John O'Shaughnessy and published by . This book was released on 2003 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt: How does one choose between a brand name and a generic named product? Why does one choose an item with a slightly lower price than the other? The answer is emotion. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. Emotions, whether it is realized or not is one of the central factors in our buying behavior. Emotions energizes the motivation to buy and certain persuasive techniques are more effective than others are when marketers are trying to resonate emotionally with consumers. This book covers all the essential topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals. Finally, this volume covers branding and how emotions play a role in how consumers become loyal to brands.--Publisher's description.
Author : Rajagopal
Publisher : Springer Nature
ISBN 13 : 3031042123
Total Pages : 254 pages
Book Rating : 4.0/5 (31 download)
Download or read book Agile Marketing Strategies written by Rajagopal and published by Springer Nature. This book was released on 2022-07-18 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book discusses the analysis of consumer behavior as a fundamental tool to build agility in business models and strategies. Exploring recent scientific developments in neurobehavioral research, this book argues that the development of agile marketing strategies requires an examination of neurobehavioral experiences in visual merchandising, shopping, and consumption, and an understanding cognitive synchronization with emotions, such as eye movements, gestures, verbal manifestation, and encoding behavior among consumers. The author discusses possible approaches to measure neuro-responses during a consumer’s shopping experience, both in-store and online. Such approaches will help firms to understand real-time neurobehavioral effects and improve the marketing capabilities of the firm accordingly. Discussing new strategies suitable to co-create agile business models in association with the market players and consumers, this interdisciplinary work engages scholarship on business agility, consumer behavior, social intervention, collective intelligence, decision-making, and stakeholder values.
Author :
Publisher :
ISBN 13 :
Total Pages : 978 pages
Book Rating : 4.3/5 (91 download)
Download or read book Comprehensive Dissertation Index written by and published by . This book was released on 1989 with total page 978 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Joseph P. Forgas
Publisher : Springer Science & Business Media
ISBN 13 : 1461250749
Total Pages : 368 pages
Book Rating : 4.4/5 (612 download)
Download or read book Language and Social Situations written by Joseph P. Forgas and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: Most of our interactions with others occur within the framework of recurring social situations, and the language choices we make are intimately tied to situational features. Although the interdependence between language and social situations has been well recognized at least since G. H. Mead developed his symbolic interactionist theory, psychologists have been reluctant to devote much interest to this domain until recently. Yet it is arguable that a detailed understanding of the subtle links between situational features and language use must lie at the heart of any genuinely social psychology. This volume contains original contributions from psychologists, linguists and philosophers from the United States, Canada, Europe, Israel, and Australia who share an interest in the social-psychological aspects of language. Their work represents one of the first concentrated attempts to chart the possibilities of this exciting field. It is perhaps in order to say a few words about the origins of this book. The need for a volume integrating research on language and social situations first emerged during the 2nd International Conference of Language and Social Psychology at Bristol University in 1983, at which I was convening a symposium with a similar title at the request of the organizers, Peter Robinson and Howard Giles. When they first approached me with this idea in 1982, I gladly accepted, since my own research on cognitive representations of social episodes seemed eminently relevant to a symposium on language and social situations.
Author : Sela Sar
Publisher :
ISBN 13 :
Total Pages : 310 pages
Book Rating : 4.:/5 (319 download)
Download or read book The Effects of Mood on Memory of Advertising Claims and Advertising Evaluation in Attribute Versus Benefit Focused Advertisements written by Sela Sar and published by . This book was released on 2006 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Gifford Weary
Publisher : Springer Science & Business Media
ISBN 13 : 1461383099
Total Pages : 353 pages
Book Rating : 4.4/5 (613 download)
Download or read book Control Motivation and Social Cognition written by Gifford Weary and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the past two decades theorists and researchers have given increasing attention to the effects, both beneficial and harmful, of various control related motivations and beliefs. People's notions of how much personal control they have or desire to have over important events in their lives have been used to explain a host of performance and adaptational outcomes, including motivational and performance deficits associated with learned helplessness (Abramson, Seligman, & Teasdale, 1978) and depression (Abramson, Metalsky, & Alloy, 1989), adaptation to aging (Baltes & Baltes, 1986; Rodin, 1986), cardiovascular disease (Matthews, 1982), cancer (Sklar & Anisman, 1979), increased reports of physical symptoms (Pennebaker, 1982), enhanced learning (Savage, Perlmutter, & Monty, 1979), achievement-related behaviors (Dweck & Licht, 1980; Ryckman, 1979), and post abortion adjustment (Mueller & Major, 1989). The notion that control motivation plays a fundamental role in a variety of basic, social psychological processes also has a long historical tradition. A number of theorists (Heider, 1958; Jones & Davis, 1965; Kelley, 1967), for example, have suggested that causal inferences arise from a desire to render the social world predictable and controllable. Similarly, control has been implicated as an important mediator of cognitive dissonance (Wicklund & Brehm, 1976) and attitude phenomena (Brehm & Brehm, 1981; Kiesler, Collins, & Miller, 1969). Despite the apparent centrality of control motivation to a variety of social psychological phenomena, until recently there has been relatively little research explicitly concerned with the effects of control motivation on the cognitive processes underlying such phenomena (cf.
Author : Jennings Bryant
Publisher : Routledge
ISBN 13 : 1135591105
Total Pages : 657 pages
Book Rating : 4.1/5 (355 download)
Download or read book Media Effects written by Jennings Bryant and published by Routledge. This book was released on 2009-01-13 with total page 657 pages. Available in PDF, EPUB and Kindle. Book excerpt: With contributions from some of the finest scholars in the discipline, Media Effects serves not only as a comprehensive reference volume for media effects study but also as an exceptional textbook for advanced courses in media effects. Covering the breadth of the media effects arena, this third edition provides updated material as well as new chapters focusing on effects of mobile media and other technologies. As this area of study continues to evolve, Media Effects will serve as a benchmark of theory and research for current and future generations of scholars.
Author : Pamela J. Kalbfleisch
Publisher : Routledge
ISBN 13 : 1135251185
Total Pages : 468 pages
Book Rating : 4.1/5 (352 download)
Download or read book Communication Yearbook 29 written by Pamela J. Kalbfleisch and published by Routledge. This book was released on 2005 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Dos Santos, Manuel Alonso
Publisher : IGI Global
ISBN 13 : 1522576185
Total Pages : 345 pages
Book Rating : 4.5/5 (225 download)
Download or read book Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations written by Dos Santos, Manuel Alonso and published by IGI Global. This book was released on 2019-01-25 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses, the sports industry is inconsistent, highly emotional with a strong personal nature, and operates in various markets where organizations compete and cooperate at the same time. Thus, traditional management techniques are not always appropriate for these organizations. Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations provides expert insight into the latest trends, strategies, and tactics that can be used in the sports industry to build foundations for successful commercialization. The content within this publication covers city marketing, social media interactions, and atmospheric influence and is designed for managers, marketers, business and industry professionals, stakeholders, academicians, researchers, and students.
Author : Venkatesh Shankar
Publisher : Edward Elgar Publishing
ISBN 13 : 1781005222
Total Pages : 529 pages
Book Rating : 4.7/5 (81 download)
Download or read book Handbook of Marketing Strategy written by Venkatesh Shankar and published by Edward Elgar Publishing. This book was released on 2012 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.
Author : Flemming Hansen
Publisher : Copenhagen Business School Press DK
ISBN 13 : 9788763001984
Total Pages : 474 pages
Book Rating : 4.0/5 (19 download)
Download or read book Emotions, Advertising and Consumer Choice written by Flemming Hansen and published by Copenhagen Business School Press DK. This book was released on 2007 with total page 474 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Emotions, Advertising and Consumer Choice focuses on recent neurological and psychological insights - originating from brain scanning or neurological experiments - on basic emotional processes in the brain and their role in controlling human behaviour. These insights are translated by the authors to cover the behaviour of ordinary individuals in everyday life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the implications for advertising and other communication testing."--Jacket.
Author :
Publisher : John Wiley & Sons
ISBN 13 : 1405161787
Total Pages : 1775 pages
Book Rating : 4.4/5 (51 download)
Download or read book Wiley International Encyclopedia of Marketing, 6 Volume Set written by and published by John Wiley & Sons. This book was released on 2011-02-07 with total page 1775 pages. Available in PDF, EPUB and Kindle. Book excerpt: With over 300 entries from hundreds of global experts, this is one of the premier marketing reference resources available worldwide. The 6-volume WIEM provides scholars and professionals with an international guide to marketing concepts and applications The far-reaching new developments, challenges and opportunities that have arisen in recent years are fully reflected in the entries Scholars and professionals will enjoy the flexible, multi-level structure, with entries ranging from topics summaries to short essays reviewing areas of development and debate Entries are further extended by sophisticated cross-referencing both among volumes and between encyclopedia entries and external sources The encyclopedia is also available online For ease of reference, the entries are arranged alphabetically within each of the subject volumes. Designed to encompass the scope of modern marketing, the volumes cover: Volume 1: Marketing Strategy Volume 2: Marketing Research Volume 3: Consumer Behavior Volume 4: Advertising and Integrated Communication Volume 5: Product Innovation and Management Volume 6: International Marketing
Author : Patrick De Pelsmacker
Publisher : Financial Times/Prentice Hall
ISBN 13 :
Total Pages : 692 pages
Book Rating : 4.3/5 (555 download)
Download or read book Marketing Communications written by Patrick De Pelsmacker and published by Financial Times/Prentice Hall. This book was released on 2010 with total page 692 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing communication has an overwhelming impact on both society and business. This text offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications practice in a European context.
Author : Lynn R. Kahle
Publisher : Psychology Press
ISBN 13 : 1135606641
Total Pages : 442 pages
Book Rating : 4.1/5 (356 download)
Download or read book Creating Images and the Psychology of Marketing Communication written by Lynn R. Kahle and published by Psychology Press. This book was released on 2006-08-15 with total page 442 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book, based on a conference in Seoul Korea in 2004, examines the image research in 3 parts under the theory of brand attachment. The 3 parts are Theories of Image, Country Image, and Individual and Celebrity Source Image.
