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Séries : livres de la série Foundations and Trends (R) in Marketing
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Brand Attachment
C. Whan Park, Deborah J. McInnis, Joseph Priester
- Livre broché | Foundations and Trends (R) in Marketing
- Provides a theoretical construct about the factors that underlie strong brand relationships. The authors define the construct of brand attachment and ... Savoir plus
57,95 €57,95 € -
Loyalty Programs
Tammo H.A. Bijmolt, Matilda Dorotic, Peter C. Verhoef
- Livre broché | Foundations and Trends (R) in Marketing
- Provides an overview of extant research on loyalty programs, derives generalizations on the effectiveness and best design of loyalty programs, and hig... Savoir plus
69,95 €69,95 € -
Understanding Hope and its Implications for Consumer Behavior
Deborah J. MacInnis, Hae Eun Chun
- Livre broché | Foundations and Trends (R) in Marketing
- Sheds light on the relevance and importance of hope to consumer behaviour. The authors explore the conceptual meaning of hope and a definition of hope... Savoir plus
87,45 €87,45 € -
Customer Equity
Julian Villanueva, Dominique M. Hanssens
- Livre broché | Foundations and Trends (R) in Marketing
- Reviews current models, offers a typology, and examines the fundamental question of whether a customer equity orientation can put a firm in a competit... Savoir plus
92,95 €92,95 € -
The Sense and Nonsense of Consumer Product Testing
Priya Raghubir, Tyzoon T. Tyebjee, Lin Ying-Ching
- Livre broché | Foundations and Trends (R) in Marketing
- Reviews the classic issue of product taste testing based on recent advancements made in psychology, neuroscience, and marketing, on how sensory cues a... Savoir plus
64,45 €64,45 € -
CONSUMER SEARCH BEHAVIOR AND ITS EFFECT ON MARKETS
Brian T. Ratchford
- Livre broché | Foundations and Trends (R) in Marketing
- Focuses on the consumer side of the market, on what is known about how consumers search for needed information, and on how this impacts the behaviour ... Savoir plus
75,45 €75,45 € -
Marketing Expenditures and Word-of-Mouth Communication
Guillermo Armelini, Julian Villeneuve
- Livre broché | Foundations and Trends (R) in Marketing
- Examines the extent to which word-of-mouth communication (WOM) plays a complementary and/or substitute role with regard to advertising. A review of th... Savoir plus
64,45 €64,45 € -
Marketing Decision Making and Decision Support
Gerrit H. van Bruggen, Berend Wiergenra
- Livre broché | Foundations and Trends (R) in Marketing
- Addresses the topic of marketing management support systems, which are computer-enabled devices that help marketers to make better decisions. Marketin... Savoir plus
104,95 €104,95 € -
Sponsored Search Auctions
Song Yao, Carl F. Mela
- Livre broché | Foundations and Trends (R) in Marketing
- Reviews current academic research on this nascent topic with a focus on future practical and research opportunities. The book is organised according t... Savoir plus
64,45 €64,45 € -
PLAYING THE CHANGES ON THE JAZZ METAPHOR
Morris B. Holbrook
- Livre broché | Foundations and Trends (R) in Marketing
- Proposes an expanded view of the jazz metaphor in a broadened perspective that embraces a wide range of possibilities in organisational, management, a... Savoir plus
104,95 €104,95 €
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