Comportamento Do Consumidor E Pesquisa De Marketing
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Comportamento Do Consumidor E Pesquisa De Marketing
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Author : Helder Haddad Carneiro Da Silva
language : pt-BR
Publisher: Editora FGV
Release Date : 2018-12-03
Comportamento Do Consumidor E Pesquisa De Marketing written by Helder Haddad Carneiro Da Silva and has been published by Editora FGV this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-12-03 with Business & Economics categories.
Este livro representa o compromisso de longo prazo dos autores em oferecer uma perspectiva teórica e prática do estudo do comportamento do consumidor e da pesquisa de marketing como alicerces fundamentais para o desenvolvimento de estratégias e táticas de marketing eficazes, contribuindo para que a atividade de marketing esteja cada vez mais integrada ao processo de gestão e de tomada de decisão nas organizações. Este livro compõe as Publicações FGV Management, agora em um novo formato, mais abrangente e atualizado, com as obras divididas por áreas e com a mesma filosofia: gerar e disseminar o conhecimento pelo país. Área Marketing.
The Powerful Consumer Psychological Studies Of The American Economy
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Author : George 1901-1981 Katona
language : en
Publisher: Hassell Street Press
Release Date : 2021-09-09
The Powerful Consumer Psychological Studies Of The American Economy written by George 1901-1981 Katona and has been published by Hassell Street Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-09 with categories.
This work has been selected by scholars as being culturally important and is part of the knowledge base of civilization as we know it. This work is in the public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. To ensure a quality reading experience, this work has been proofread and republished using a format that seamlessly blends the original graphical elements with text in an easy-to-read typeface. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.
Marketing Fashion
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Author : Harriet Posner
language : en
Publisher: Hachette UK
Release Date : 2011-04-28
Marketing Fashion written by Harriet Posner and has been published by Hachette UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-04-28 with Business & Economics categories.
Marketing and fashion branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry supply chain and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. The book explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry, from the heights of haute couture to the multiples of the mass market. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.
Consumer Behaviour In Marketing Strategy
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Author : John A. Howard
language : en
Publisher: Prentice Hall
Release Date : 1989-01-01
Consumer Behaviour In Marketing Strategy written by John A. Howard and has been published by Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 1989-01-01 with Consumer behavior categories.
Qualitative Marketing Research
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Author : Dominika Maison
language : en
Publisher: Routledge
Release Date : 2018-09-24
Qualitative Marketing Research written by Dominika Maison and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-24 with Business & Economics categories.
This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.
Marketing Analytics
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Author : José Marcos Carvalho de Mesquita
language : en
Publisher: Taylor & Francis
Release Date : 2021-11-01
Marketing Analytics written by José Marcos Carvalho de Mesquita and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-01 with Business & Economics categories.
Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantitative methods in marketing and consumer behavior. With simple language and a practical, screenshot-led approach, the book presents 11 multivariate techniques and the steps required to perform analysis. Each chapter contains a brief description of the technique, followed by the possible marketing research applications. One of these applications is then used in detail to illustrate its applicability in a research context, including the needed SPSS commands and illustrations. Each chapter also includes practical exercises that require the readers to perform the technique and interpret the results, equipping students with the necessary skills to apply statistics by means of SPSS in marketing and consumer research. Finally, there is a list of articles employing the technique that can be used for further reading. This textbook provides introductory material for advanced undergraduate and postgraduate students studying marketing and consumer analytics, teaching methods along with practical software-applied training using SPSS. Support material includes two real data sets to illustrate the techniques’ applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes. Professionals are invited to use the book to select and use the appropriate analytics for their specific context.
The Salience Of Marketing Stimuli
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Author : Gianluigi Guido
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-12-06
The Salience Of Marketing Stimuli written by Gianluigi Guido and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-06 with Business & Economics categories.
In consumer and social psychology, salience has been generally treated as an attribute of a stimulus, which allows it to stand out and be noticed. Researchers, however, have only vaguely articulated the theoretical underpinnings of this term, thus impeding a thorough understanding of the perceptual processes behind its use in complex marketing communications. This book presents a theoretical approach for enhancing consumer processing and memory of marketing communication. Using schema theory and an information processing approach, the model introduced here - briefly referred to as the In-salience hypothesis emphasizes the nature of prominence which is intrinsic to any salience construct reviewed in literature. This model is part of wider Dichotic theory of salience, according to which a stimulus is salient either when it is incongruent in a certain context to a perceiver's schema, or when it is congruent in a certain context to a perceiver's goal. According to the four propositions of the model, in-salient stimuli are better recalled, affect both attention and interpretation, and are moderated by the degree of perceivers' comprehension (i.e., activation, accessibility, and availability of schemata), and involvement (i.e., personal relevance of the stimuli). Results of two empirical studies on print advertisements show that in-salient ad messages have the strongest impact in triggering ad processing which, in turn, leads to consumer awareness. The reading of this book is therefore recommended not only to academic scholars, but also to marketers especially planning ad campaigns and launches of new products.
The Essentials Of Marketing Research
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Author : Lawrence S. Silver
language : en
Publisher: Routledge
Release Date : 2013
The Essentials Of Marketing Research written by Lawrence S. Silver and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Business & Economics categories.
Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. This book guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including: Secondary research and data mining ; Internet marketing research ; Qualitative and exploratory research ; Statistical analysis and Marketing research ethics. With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.
Handbook Of Marketing Scales
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Author : William O. Bearden
language : en
Publisher: SAGE
Release Date : 1999-11-12
Handbook Of Marketing Scales written by William O. Bearden and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-11-12 with Business & Economics categories.
A total of 192 multi-item scales, each presented in a consistent format, on topics such as individual behaviour, consumer psychology, values and attitudes are provided in this 2nd edition. A comprehensive index is included.
Handbook Of Marketing Scales
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Author : William O. Bearden
language : en
Publisher:
Release Date :
Handbook Of Marketing Scales written by William O. Bearden and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on with Consumer behavior categories.
'The Handbook of Marketing Scales' is a compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research. Over 150 scales are included in the handbook, many of which were originally published in marketing- and consumer-related journals or conference proceedings