Consumidores Brasileiros De Marcas De Luxo Quem S O E Quais Seus Valores
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Consumidores Brasileiros De Marcas De Luxo Quem S O E Quais Seus Valores
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Author : Isabel Maria Manini Cypriano
language : pt-BR
Publisher: Digitaliza Conteudo
Release Date : 2015-09-02
Consumidores Brasileiros De Marcas De Luxo Quem S O E Quais Seus Valores written by Isabel Maria Manini Cypriano and has been published by Digitaliza Conteudo this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-09-02 with categories.
Hoje estuda-se muito o Marketing aplicado às marcas de luxo. Este livro busca ampliar tal conhecimento, descrevendo e segmentando os consumidores das marcas de luxo de vestuário e acessórios em seus traços psicográficos - valores perenes que mostram quem são e as razões pelas quais as pessoas consomem o luxo.
Atitudes Emo Es E Comportamento De Compra
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Author : Renata Fernandes Galhanone
language : pt-BR
Publisher:
Release Date : 2008
Atitudes Emo Es E Comportamento De Compra written by Renata Fernandes Galhanone and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with categories.
Poucas categorias de produtos e serviços são tão interessantes para os profissionais de marketing como os produtos de luxo. Esse interesse deriva da sua capacidade de corporificar significados socias e individuais, bem como de sua carga simbólica e emocional. Admitindo que os objetos luxuosos expressem os desejos e emoções humanos, por meio deles pode-se conhecer um pouco dos valores, crenças e atitudes dos consumidores. Este trabalho tem por objetivo descrever aspectos do comportamento de consumidores brasileiros de produtos e/ou serviços de luxo ou sofisticados, em termos de atitudes, emoções e comportamento de consumo. Para atingir tal objetivo, partiu-se de um resumo dos conhecimentos teóricos já desenvolvidos sobre o tema, passando por aspectos de marketing específicos ao segmento e pelas descobertas de estudos empíricos sobre o comportamento dos consumidores com relação a produtos e serviços de luxo. Terminou-se uma discussão sobre a proposta de valor das empresas atuantes no mercado do Novo Luxo. A segunda parte da dissertação compreende um estudo empírico quantitativo descritivo, com 290 consumidores brasileiros de marcas sofisticadas, visando a descrever suas atitudes, emoções e comportamento de consumo. O estudo de campo revelou a existência de três grupos com perfis diferenciados em termos de atitudes e crenças com respeito ao luxo. Os resultados também indicam que o consumo do luxo pode ser relacionado à tradição social, imagem o.
Aaker On Branding
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Author : David Aaker
language : en
Publisher: Morgan James Publishing
Release Date : 2014-07-15
Aaker On Branding written by David Aaker and has been published by Morgan James Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-07-15 with Business & Economics categories.
"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.
Sapiens
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Author : Yuval Noah Harari
language : en
Publisher: Random House
Release Date : 2014-09-04
Sapiens written by Yuval Noah Harari and has been published by Random House this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-04 with History categories.
'Interesting and provocative... It gives you a sense of how briefly we've been on this Earth' Barack Obama What makes us brilliant? What makes us deadly? What makes us Sapiens? One of the world's preeminent historians and thinkers, Yuval Noah Harari challenges everything we know about being human. Earth is 4.5 billion years old. In just a fraction of that time, one species among countless others has conquered it: us. In this bold and provocative book, Yuval Noah Harari explores who we are, how we got here and where we're going. **ONE OF THE GUARDIAN'S 100 BEST BOOKS OF THE 21st CENTURY** PRAISE FOR SAPIENS: 'Jaw-dropping from the first word to the last... It may be the best book I've ever read' Chris Evans 'Startling... It changes the way you look at the world' Simon Mayo 'I would recommend Sapiens to anyone who's interested in the history and future of our species' Bill Gates
Managing Brand Equity
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Author : David A. Aaker
language : en
Publisher: Simon and Schuster
Release Date : 2009-12-01
Managing Brand Equity written by David A. Aaker and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-12-01 with Business & Economics categories.
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 advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Kellogg On Branding
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Author : Alice M. Tybout
language : en
Publisher: John Wiley & Sons
Release Date : 2011-01-07
Kellogg On Branding written by Alice M. Tybout and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-07 with Business & Economics categories.
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
The Power Of Habit
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Author : Charles Duhigg
language : en
Publisher: Random House
Release Date : 2012-02-28
The Power Of Habit written by Charles Duhigg and has been published by Random House this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-02-28 with Business & Economics categories.
NEW YORK TIMES BESTSELLER • This instant classic explores how we can change our lives by changing our habits. NAMED ONE OF THE BEST BOOKS OF THE YEAR BY The Wall Street Journal • Financial Times In The Power of Habit, award-winning business reporter Charles Duhigg takes us to the thrilling edge of scientific discoveries that explain why habits exist and how they can be changed. Distilling vast amounts of information into engrossing narratives that take us from the boardrooms of Procter & Gamble to the sidelines of the NFL to the front lines of the civil rights movement, Duhigg presents a whole new understanding of human nature and its potential. At its core, The Power of Habit contains an exhilarating argument: The key to exercising regularly, losing weight, being more productive, and achieving success is understanding how habits work. As Duhigg shows, by harnessing this new science, we can transform our businesses, our communities, and our lives. With a new Afterword by the author “Sharp, provocative, and useful.”—Jim Collins “Few [books] become essential manuals for business and living. The Power of Habit is an exception. Charles Duhigg not only explains how habits are formed but how to kick bad ones and hang on to the good.”—Financial Times “A flat-out great read.”—David Allen, bestselling author of Getting Things Done: The Art of Stress-Free Productivity “You’ll never look at yourself, your organization, or your world quite the same way.”—Daniel H. Pink, bestselling author of Drive and A Whole New Mind “Entertaining . . . enjoyable . . . fascinating . . . a serious look at the science of habit formation and change.”—The New York Times Book Review
World Intellectual Property Indicators 2019
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Author : World Intellectual Property Organization
language : en
Publisher: WIPO
Release Date : 2019-10-15
World Intellectual Property Indicators 2019 written by World Intellectual Property Organization and has been published by WIPO this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-10-15 with Law categories.
This authoritative report analyzes IP activity around the globe. Drawing on 2018 filing, registration and renewals statistics from national and regional IP offices and WIPO, it covers patents, utility models, trademarks, industrial designs, microorganisms, plant variety protection and geographical indications. The report also draws on survey data and industry sources to give a picture of activity in the publishing industry.
Bitita S Diary The Autobiography Of Carolina Maria De Jesus
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Author : Carolina Maria De Jesus
language : en
Publisher: Routledge
Release Date : 2015-05-20
Bitita S Diary The Autobiography Of Carolina Maria De Jesus written by Carolina Maria De Jesus and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-05-20 with Political Science categories.
Carolina Maria de Jesus (1914-1977), nicknamed Bitita, was a destitute black Brazilian woman born in the rural interior who migrated to the industrial city of Sao Paulo. This is her autobiography, which includes details about her experiences of race relations and sexual intimidation.
Fighting Poverty Together
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Author : A. Karnani
language : en
Publisher: Springer
Release Date : 2016-04-30
Fighting Poverty Together written by A. Karnani and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-30 with Business & Economics categories.
In this hard-hitting polemical Karnani demonstrates what is wrong with today's approaches to reducing poverty. He proposes an eclectic approach to poverty reduction that emphasizes the need for business, government and civil society to partner together to create employment opportunities for the poor.