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Consumer Behavior

  • Building Strong Brandsby David A. Aaker

    Free Press 2011; US$ 30.00

    As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real... more...

  • Building Strong Brandsby David A. Aaker

    Simon & Schuster UK 2012; Not Available

    As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real... more...

  • Building Strong Brandsby David A. Aaker

    Simon & Schuster UK 2012; Not Available

    As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real... more...

  • Managing Brand Equityby David A. Aaker

    Free Press 2009; US$ 35.00

    The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive... more...

  • Managing Brand Equityby David A. Aaker

    Free Press 2009; Not Available

    The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive... more...

  • Managing Brand Equityby David A. Aaker

    Free Press 2009; Not Available

    The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive... more...

  • Brand Equity & Advertisingby David A. Aaker; Alexander L. Biel; David A. Aaker; David A. Aaker; Alexander Biel

    Taylor and Francis 2013; US$ 98.95

    The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising.... more...

  • The Authority of the Consumerby Nicholas Abercrombie; Russell Keat; Nigel Whiteley

    Taylor and Francis 2003; US$ 67.95

    First published in 2004. Routledge is an imprint of Taylor & Francis, an informa company. more...

  • The Handbook of Attitudesby Dolores Albarracin; Blair T. Johnson; Mark P. Zanna

    Taylor and Francis 2014; US$ 62.95

    This new handbook presents, synthesizes, and integrates the existing knowledge of methods, theories, and data in attitudes. The editors' goal is to promote an understanding of the broader principles underlying attitudes across several disciplines. Divided into three parts: one on definitions and methods; another on the relations of attitudes with beliefs,... more...

  • Behavioral Economics For Dummiesby Morris Altman

    Wiley 2012; US$ 17.59

    A guide to the study of how and why you really make financial decisions While classical economics is based on the notion that people act with rational self-interest, many key money decisions—like splurging on an expensive watch—can seem far from rational. The field of behavioral economics sheds light on the many subtle and not-so-subtle... more...