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Consumer Behavior

  • The Transformational Consumerby Tara-Nicholle Nelson

    Berrett-Koehler Publishers 2017; US$ 26.95

    The Transformational Consumer They are the most valuable, least understood customers of our time. They buy over $4 trillion in life-improving products and services every year. If you serve their deeply human need to continually improve their lives, they will eagerly engage with your brand at a time when most people are tuning out corporate messages.... more...

  • The Poverty of Affluenceby Paul Wachtel

    Ig Publishing 2017; US$ 19.99

    An excellent profile of middle-class psychology in America, its habits, expectations and frustrations. more...

  • Dialogmarketing Perspektiven 2016/2017by DDV

    Springer Fachmedien Wiesbaden 2017; US$ 38.35

    Der Sammelband Dialogmarketing Perspektiven vereint aktuelle Fachbeiträge und Forschungsprojekte zu Themen des Dialogmarketings und erscheint 2016/2017 bereits im elften Jahr. Er geht zurück auf den 11. wissenschaftlichen interdisziplinären Kongress für Dialogmarketing, den der DDV im September 2016 an der Hochschule RheinMain in Wiesbaden veranstaltete.... more...

  • Digital Advertisingby Shelly Rodgers; Esther Thorson

    Taylor and Francis 2017; US$ 52.95

    Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and... more...

  • Corporate Social Responsibility aus Nachfragersichtby Stephan Hanisch

    Springer Fachmedien Wiesbaden 2017; US$ 38.35

    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$ 180.45

    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...