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Cracking the code: leveraging consumer psychology to drive profitability

Contributor(s): Material type: TextTextPublication details: 2012 M. E. Sharpe New YorkDescription: xi, 331 pISBN:
  • 9780765629647
Subject(s): DDC classification:
  • 658.8342 C7
Summary: Filled 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. The contributing authors offer a set of managerial rules for action that have been distilled from reviews of a wide range of expert research. The book contains systematic, prescriptive managerial advice based on state-of-the-art knowledge 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. (http://www.mesharpe.com/mall/resultsa.asp?Title=Cracking+the+Code%3A+Leveraging+Consumer+Psychology+to+Drive+Profitability)
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Item type Current library Item location Shelving location Call number Status Date due Barcode
Books Vikram Sarabhai Library Rack 40-A / Slot 2279 (2nd Floor, East Wing) General Stacks 658.8342 C7 (Browse shelf(Opens below)) Available 176761

Filled 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. The contributing authors offer a set of managerial rules for action that have been distilled from reviews of a wide range of expert research. The book contains systematic, prescriptive managerial advice based on state-of-the-art knowledge 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. (http://www.mesharpe.com/mall/resultsa.asp?Title=Cracking+the+Code%3A+Leveraging+Consumer+Psychology+to+Drive+Profitability)

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