Cracking the code : leveraging consumer psychology to drive profitability

XI, 331 S.

Ill., graph. Darst.

24 cm

Formerly CIP Uk. - Includes bibliographical references and indexes. - Bridging theory and practice : a conceptual model of relevant research / Bernd Schmitt -- Optimal marketing for really new products : using a consumer perspective to improve communications / Steve Hoeffler and Michal Herzenstein -- Consumer tunnel vision and implications for managing the marketing mix / Steven S. Posavac, David M. Sanbonmatsu, Shailendra Pratap Jain -- How to target diverse customers : an advertising typology and prescriptions from social psychology / Anne M. Brumbaugh -- Where to draw the line? Managerial implications of behavioral research on deceptive advertising / Guang-Xin Xie and David M. Boush -- Verbal and visual interaction in print advertisements / Yeqing Bao, Shi Zhang, and James T. Simpson -- Comparative advertising research : a review and research agenda / Meng-Hua Hsieh ... [et al.] -- Brand experience : managerial applications of a new consumer psychology concept / J. Joško Brakus, Bernd Schmitt, and Lia Zarantonello -- Success stories : how marketing managers can leverage the psychology of narratives / Jennifer Edson Escalas -- The consumer-generated product review : its effect on consumers and marketers / Ohyoon Kwon and Yongjun Sung -- Improving the predictive power of consumer research by measuring naturally occurring judgments / Maria L. Cronley ... [et al.] -- Negativity and customer satisfaction : its managerial implications / Keiko I. Powers -- Nonconscious processes in consumer behavior : a review of prior literature and implications for marketing / Israel Martinez ... [et al.] -- Marketing insights from a model of action and empirical findings / Geraldine Fennell

Bridging theory and practice : a conceptual model of relevant research / Bernd Schmitt

Optimal marketing for really new products : using a consumer perspective to improve communications / Steve Hoeffler and Michal Herzenstein

Consumer tunnel vision and implications for managing the marketing mix / Steven S. Posavac, David M. Sanbonmatsu, Shailendra Pratap Jain

How to target diverse customers : an advertising typology and prescriptions from social psychology / Anne M. Brumbaugh

Where to draw the line? Managerial implications of behavioral research on deceptive advertising / Guang-Xin Xie and David M. Boush

Verbal and visual interaction in print advertisements / Yeqing Bao, Shi Zhang, and James T. Simpson

Comparative advertising research : a review and research agenda / Meng-Hua Hsieh ... [et al.]

Brand experience : managerial applications of a new consumer psychology concept / J. Joško Brakus, Bernd Schmitt, and Lia Zarantonello

Success stories : how marketing managers can leverage the psychology of narratives / Jennifer Edson Escalas

The consumer-generated product review : its effect on consumers and marketers / Ohyoon Kwon and Yongjun Sung

Improving the predictive power of consumer research by measuring naturally occurring judgments / Maria L. Cronley ... [et al.]

Negativity and customer satisfaction : its managerial implications / Keiko I. Powers

Nonconscious processes in consumer behavior : a review of prior literature and implications for marketing / Israel Martinez ... [et al.]

Marketing insights from a model of action and empirical findings / Geraldine Fennell.

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