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Bücher der Reihe Foundations and Trends in Marketing

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  • von Carlos J. Torelli, Maria A. Rodas & Jennifer L. Stoner
    77,00 €

    Introduces a conceptual framework to understand how globalization is changing the marketplace and the way consumers bring cultural meanings and identities to the fore of their minds; the mechanisms by which brands acquire cultural meanings; and the tools that marketers have to purposefully imbue brands with cultural meanings.

  • von Natasha Zhang Foutz
    113,00 €

    This monograph describes a general framework of entertainment marketing. Then the unique properties of entertainment and the resulting marketing challenges facing the entertainment industries, as well as the related research on each key marketing component within the framework, such as product, promotion, distribution, pricing, and talent, are reviewed.

  • - Assessing the Effectiveness of Retail Therapy
    von Leonard Lee
    89,00 €

    To what extent does retail therapy really work? This book seeks to address this question by adopting a tripartie approach: motivational (the goals and motives that consumers have for shopping); behavioral (the activities that consumers engage in during the shopping process); and emotional (the feelings that consumers experience while shopping).

  • - A Review of the Research Literature and its Relevance to Senior Executives
    von David Midgley
    124,00 €

    Examines the relevance of academic research to the most senior levels of the marketing profession, the chief marketing officer (CMO), and the interests of their C-suite colleagues, particularly those of the chief executive officer (CEO) and chief financial officer (CFO).

  • - Median Splits, Mean-Centering, and Mediation Analysis
    von Dawn Iacobucci
    94,00 €

    Three Essential Analytical Techniques for the Behavioral Marketing Researcher reviews several topics that are essential complementary analytics that enable behavioral marketing researchers to test theories and hypotheses, and thereby advance their respective literatures and contribute to knowledge bases.

  • - A Primer on Estimation and Control
    von Prasad A. Naik
    95,00 €

    Marketing Dynamics: A Primer on Estimation and Control provides an introduction to the estimation and control of dynamic marketing models. It introduces dynamic models in discrete- and continuous- time, scalar and multivariate settings, with observed outcomes and unobserved states, as well as random and/or time-varying parameters.

  • von Tulin Erdem
    76,00 €

    Focuses on the information-economics theoretic framework of brand equity. The authors posit that consumer-based brand equity is the value of a brand as a credible signal of a product's positioning. In their framework, the content, clarity, and credibility of the brand signal creates intangible benefits, and enhances perceived quality.

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