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- 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...
- 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...
- 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...
- Princeton University Press 2015; US$ 16.95 US$ 15.42
Ever since Adam Smith, the central teaching of economics has been that free markets provide us with material well-being, as if by an invisible hand. In Phishing for Phools , Nobel Prize?winning economists George Akerlof and Robert Shiller deliver a fundamental challenge to this insight, arguing that markets harm as well as help us. As long as there... more...
- 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...
- Wiley 2012; US$ 21.99 US$ 19.50
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...
- Springer Fachmedien Wiesbaden 2016; US$ 35.68
Marco Altpeter beschäftigt sich mit neuen Technologien für Location-based Services, wie bspw. (Bluetooth-)Beacons, und deren Einsatzmöglichkeiten im Marketing. Da eine kundenindividuelle Ansprache per Smartphone die Akzeptanz der Kunden voraussetzt, identifiziert der Autor empirisch Determinanten der Akzeptanz neuer Technologien am Beispiel von Location-based... more...
- OUP Oxford 2013; US$ 29.99
The book views the contemporary economy as an economy of persuasion, where firms and institutions assign resources to rhetoric, image, and reputation rather than production of goods and services. It examines critically phenomena such as the knowledge society, consumption, higher education, organizational change, professionalization, and leadership. more...
- Wiley 2013; US$ 187.00 US$ 162.07
Globalization is a leading force for industry worldwide, especially the new technology sector. This presents both problems and opportunities in the emergence of a new type of consumer and the effects of globalization on industry in terms of culture, economics, marketing, and social issues at every scale from local to global. The main aim of the book... more...