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Cracking the Code - Leveraging Consumer Psychology to Drive Profitability (Hardcover) Loot Price: R3,257
Discovery Miles 32 570
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Cracking the Code - Leveraging Consumer Psychology to Drive Profitability (Hardcover): Steven S. Posavac
Cracking the Code - Leveraging Consumer Psychology to Drive Profitability (Hardcover): Steven S. Posavac

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Cracking the Code - Leveraging Consumer Psychology to Drive Profitability (Hardcover)

Steven S. Posavac

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Loot Price R3,257 Discovery Miles 32 570 | Repayment Terms: R303 pm x 12*

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The unique contribution of Cracking the Code is its spotlight on how the knowledge of consumer psychology principles can be used to improve managerial decision making and organizational performance. Research on consumer behavior typically has a narrow focus and does not offer reliable and practical direction for marketers. Taken collectively, however, the conclusions of research streams can provide valuable information from which managers can base their decisions. The contributing authors of Cracking the Code offer a set of rules for managerial action that has been distilled from reviews of research areas in which they are experts. The book contains systematic, prescriptive advice based on state-of-the-art knowledge from multiple research lines regarding how consumers think and choose. The chapters cover fundamental topics such as new product management, marketing mix strategy, marketing communications and advertising, social media, and experiential marketing.

General

Imprint: M.E.Sharpe
Country of origin: United States
Release date: September 2011
First published: August 2011
Authors: Steven S. Posavac
Dimensions: 229 x 152 x 23mm (L x W x T)
Format: Hardcover - Cloth over boards
Pages: 344
ISBN-13: 978-0-7656-2964-7
Barcode: 9780765629647
Categories: Books > Business & Economics > Business & management > Sales & marketing
Books > Business & Economics > Business & management > Sales & marketing > General
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LSN: 0-7656-2964-X

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