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
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