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Customers use mental short cuts and they get into ruts when making product and brand choices. Brand Choice provides the tools that reveal customers' automatic thoughts and how such thoughts accurately forecast brand choice. Meer
The Sport Business Future examines the impact of powerful changes on the business of sport, including human-computer interfaces, gene therapy and artificial intelligence. Meer
Understanding Consumer Choice shows how attempts to relate consumers' attitudes and actions have implicitly incorporated measures of the very variables at the heart of a situational theory of consumer choice. Meer
A definitive guide to growing your small business through "Engagement Marketing"
As a small business owner, you′ve always relied on word–of–mouth referrals to grow your business. Meer
Metaphors are widely used within marketing literature, yet so far have remained unacknowledged. This book aims to redress that omission. Such widely known topics such as globalization of markets, viral marketing and many others are in fact metaphors; moreover, marketing itself may be a metaphor, underlying many exchanges and relationships. Meer
Too many companies have let their sales people devolve into an order-taking, customer “farming” team where the focus is on following up on inbound leads or just trying to upsell current customers. Meer
Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. Meer
Marketing practices have fundamentally changed over the past decade. This book documents the nature of these changes, examines their impact on marketeers and marketing, explains the results of a major international study into the changing nature of contemporary marketing practices, assesses their implications for marketing and marketeers and provides guidance for those who are implementing change processes to improve value creation capabilities. Meer
The radical changes in Central and Eastern Europe (CEE) have brought about changes in marketing in the region, with CEE countries adopting a variety of market orientations. Meer
This practical new book is written by a leading wine industry expert, in an easy and accessible style. Illustrated with many case studies from around the world, this book describes how marketers and academics can respond to new challenges in the wine trade and is an invaluable guide to anyone working in, or interested in, this industry. Meer
Evaluating the ways in which we construe consumer choice, this book examines the psychology, methods and realities of the role it plays for today’s consumer. Meer
The authors of this book are top executives in the luxury goods industry. In an environment in which brands have come under attack they argue that brands can be factors of progress if they are correctly managed. Meer
Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. Meer
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