Cracking the Code: Leveraging Consumer Psychology to Drive Profitability

Released on by Steven S. Posavac
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  • Cracking the Code: Leveraging Consumer Psychology to Drive Profitability Book Detail

  • Author : Steven S. Posavac
  • Release Date : 2015-02-12
  • Publisher : Routledge
  • Genre : Business & Economics
  • Pages : 319
  • ISBN 13 : 131747371X
  • File Size : 61,61 MB
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Cracking the Code: Leveraging Consumer Psychology to Drive Profitability by Steven S. Posavac PDF Summary

Book Description: The unique contribution of Cracking the Code is its spotlight on how the knowledge of consumer psychology principles can be used to improve managerial decision making and organizational performance. Research on consumer behavior typically has a narrow focus and does not offer reliable and practical direction for marketers. Taken collectively, however, the conclusions of research streams can provide valuable information from which managers can base their decisions. The contributing authors of Cracking the Code offer a set of rules for managerial action that has been distilled from reviews of research areas in which they are experts. The book contains systematic, prescriptive advice based on state-of-the-art knowledge from multiple research lines regarding how consumers think and choose. The chapters cover fundamental topics such as new product management, marketing mix strategy, marketing communications and advertising, social media, and experiential marketing.

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