자료유형  

 단행본

International Standard Book Number  

0765629666 (electronic bk.)

International Standard Book Number  

9780765629661 (electronic bk.)

International Standard Book Number  

9780765629647 (cloth : alk. paper)

International Standard Book Number  

076562964X (cloth : alk. paper)

Library of Congress Call Number  

HF5415.32-.C73 2012eb

Dewey Decimal Classification Number  

658.8/342-22

Publication, Distribution, etc. (Imprint  

Armonk, NY : ME Sharpe, c2012

Physical Description  

1 online resource (xi, 331 p) : ill.

Bibliography, Etc. Note  

Includes bibliographical references and indexes.

Formatted Contents Note  

완전내용Bridging 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. Josko 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.

Summary, Etc.  

요약Filled with solid, actionable information and advice, this unique handbook focuses on how knowledge of the principles of consumer psychology can be used to improve managerial decision making and organizational performance.

Subject Added Entry-Topical Term  

Consumer behavior

Subject Added Entry-Topical Term  

Marketing Management

Subject Added Entry-Topical Term  

Marketing

Subject Added Entry-Topical Term  

Business

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Consumer Behavior.

Added Entry-Personal Name  

Posavac, Steven S. , 1969-

Added Entry-Corporate Name  

Society for Consumer Psychology.

Additional Physical Form Entry  

Print version. 9780765629647. 076562964X. (DLC) 2011003612

Electronic Location and Access  

로그인을 한후 보실 수 있는 자료입니다.

Control Number  

joongbu:422712