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Consumer Behavior

  • Corporate Social Responsibility aus Nachfragersichtby Stephan Hanisch

    Springer Fachmedien Wiesbaden 2017; US$ 38.39

    Stephan Hanisch deckt auf Basis einer breit angelegten empirischen Untersuchung eine hohe Branchenabhängigkeit der CSR-Relevanz auf und kann damit erstmals deren stets postulierter Generalisierbarkeit widersprechen. Im Strukturgleichungsmodell wird zugleich die Wichtigkeit der Authentizität von CSR-Maßnahmen und damit die Markenidentität als hierfür... more...

  • The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business Worldby Colin L. Campbell

    Springer International Publishing 2017; US$ 180.61

    This volume includes the full proceedings from the 2011 World Marketing Congress held in Reims, France with the theme The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World . The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various... more...

  • The Attention Merchantsby Tim Wu

    Atlantic Books 2017; US$ 15.99

    Attention merchant: an industrial-scale harvester of human attention. A firm whose business model is the mass capture of attention for resale to advertisers. In nearly every moment of our waking lives, we face a barrage of advertising enticements, branding efforts, sponsored social media, commercials and other efforts to harvest our attention. Over... more...

  • Visual Brandingby Edward F. McQuarrie; Barbara J. Phillips

    Edward Elgar Publishing 2016; US$ 40.00

    Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities... more...

  • World on the Moveby Paulo Mauro; Tomas Hellebrandt

    Columbia University Press 2016; US$ 19.99

    The world is poised on the threshold of economic changes that will reduce the income gap between the rich and poor on a global scale while reshaping patterns of consumption. Rapid economic growth in emerging-market economies is projected to enable consumers worldwide to spend proportionately less on food and more on transportation, goods, and services,... more...

  • Doorbells, Danger, and Dead Batteriesby Steve Portigal

    Rosenfeld Media 2016; US$ 22.00

    User research war stories are personal accounts of the challenges researchers encounter out in the field, where mishaps are inevitable, yet incredibly instructive. Doorbells, Danger, and Dead Batteries is a diverse compilation of war stories that range from comically bizarre to astonishingly tragic, tied together with valuable lessons from expert... more...

  • Woo, Wow, and Winby Thomas A. Stewart; Patricia O'Connell

    HarperCollins 2016; US$ 18.99

    In this pioneering guide, two business authorities introduce the new discipline of Service Design and reveal why trying new strategies for pleasing customers isn?t enough to differentiate your business?it needs to be designed for service from the ground up. Woo, Wow, and Win reveals the importance of designing your company around service, and offers... more...

  • Kundenmitwirkung bei der Dienstleistungsspezifizierungby Lennart Straus

    Springer Fachmedien Wiesbaden 2016; US$ 38.39

    Lennart Straus untersucht in drei Experimenten, wie sich die Kundenmitwirkung in der Spezifizierungsphase des Dienstleistungsprozesses auf die kundenseitige Leistungsbeurteilung und die Verhaltensabsichten der Kunden auswirkt. Die Ergebnisse zeigen, dass Kunden nicht nur die Kosten oder den Nutzen ihrer Mitwirkung beurteilen, sondern bereits in dieser... more...

  • Pogue's Basics: Moneyby David Pogue

    Flatiron Books 2016; US$ 13.99

    Want to know where you can buy $100 iTunes gift cards for $85? Did you know you can pay your taxes by using a cash-back credit card? Why are you still paying $235 a year to rent your cable box? You're leaving money on the table every day, with every transaction you make: changing your oil, withdrawing ATM cash, booking flights, buying insurance,... more...

  • Akzeptanz von Beacons für Location-based Advertisingby Marco Altpeter

    Springer Fachmedien Wiesbaden 2016; US$ 35.71

    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...