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Mapping out marketing : navigation lessons from the ivory trenches /
"Sea-changes in society, technology, consumer expectations and our understanding of behavioral economics have caused us to rethink our understanding of the scope of knowledge required to navigate, analyze and shape consumer behavior. You hold in your hand a field guide for this adventure. Ron H...
| Clasificación: | Libro Electrónico |
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| Otros Autores: | , , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Abingdon, Oxon ; New York, NY :
Routledge,
2018.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Cover; Half Title; Title Page; Copyright Page; Table of Contents; Contributors; Introduction; Destination #1 Research and technology; Entry #1 How do you stay on trend amidst the always-evolving world of digital marketing?; Entry #2 What role might bioscience play in helping us deepen our understanding of-and intervention in-human behavior?; Entry #3 How can we conduct research that truly furthers our understanding of diversity, rather than reinforcing old models?; Entry #4 How can you use models in a meaningful way for your market?
- Entry #5 Does "big data" have the right customer satisfaction answers?Entry #6 How can you capture data that reflects complex life decisions?; Entry #7 What are consumers' interactions with the Internet of Things and how does it affect marketing?; Destination #2 Target markets and consumer behavior; Entry #8 Who are your consumers (really)?; Entry #9 How can you get to know the true identity of your target market?; Entry #10 What role does intuition play in consumers' decisions?; Entry #11 Why does obligation play into consumers' behaviors and how can you prepare accordingly?
- Entry #12 How can the sense of touch change consumer experience and response?Entry #13 Did you smell that? How scent affects the consumer experience; Entry #14 How do you engage low-literate, low-income consumers and entrepreneurs in the marketplace?; Destination #3 Branding; Entry #15 How do attitudes affect brands?; Entry #16 How can you strengthen communication effects to better your brand?; Entry #17 How can marketers foster brand attachment?; Entry #18 When does your positional advantage pose challenges to success?; Entry #19 How does your advertising affect consumers?
- Entry #20 How can you use your brand to help your consumers live better lives?Entry #21 Why hire someone who does not fit consumers' stereotypes?; Destination #4 Enhancing the marketplace; Entry #22 Price competition, attraction effects, and line-extension effects: What are their hidden returns?; Entry #23 What makes a new product successful?; Entry #24 What are the consequences for remedying risk? #24 What are the consequences for remedying risk?; Entry #25 Why do business relationships often fail and how can you turn that trend around?
- Entry #26 Is it better for us (and our consumers) to make decisions together or alone?Entry #27 What steps can you take to create an inclusive marketplace?; Entry #28 How can looking at the whole picture help you serve customers?; Destination #5 Customer satisfaction; Entry #29 What do customers really want?; Entry #30 How do marketers bring back the voice of the customer?; Entry #31 How does satisficing and justifying among consumers affect marketing?; Entry #32 How can you better predict future consumer preferences when consumers often have trouble doing so?