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Social Marketing : Behavior Change for Good
Successful social marketing holds the power to change the world. Social Marketing: Behavior Change for Good, 7th Edition is the definitive guide for designing and implementing memorable social marketing campaigns.Authors Nancy R. Lee, Philip Kotler, and Julie Colehour present a proven 10-step strategic marketing plan and guides students through each stage of the process.The 7th Edition is packed with 12 new cases and dozens of new examples related to today's most pressing social problems including the COVID-19 pandemic, natural disasters, equity and inclusion, and homelessness.The new edition also includes significantly expanded coverage of social media.Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.
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Consumer Behavior: Building Marketing Strategy ISE
Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internet, mobile and social media marketing, ethnic subcultures, internal and external influences, global marketing environments, and other emerging trends.Updated with strategy-based examples from an author team with a deep understanding of each principle's business applications, the fourteenth edition contains current and classic examples of both text and visual advertisements throughout to engage students and bring the material to life.Topics such as ethics and social issues in marketing as well as consumer insights are integrated throughout the text and cases. The 15th edition of Mothersbaugh/Hawkins is tech-forward in both format and content, featuring the Connect with SmartBook 2.0.
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Experiential Marketing : Consumer Behavior, Customer Experience and The 7Es
Why do some brands make us feel good, while others frustrate us?What makes us engage with certain brands, rebuy the same products, return to the same store or revisit the same destination over and over again?Is there a framework underlying how past and lived shopping experiences can affect our future experiences, our buying decisions, and our brand loyalty?In this exciting new book, Wided Batat introduces readers to the new customer experience framework and the era of the "Experiential Marketing Mix." She introduces the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process); a tool that focuses on the consumer as a starting point in marketing strategies.By using these, companies can design suitable, emotional, and profitable customer experiences in a phygital context (physical place and digital space) including both offline and online digital experiences.Batat argues that a traditional product-centric should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic. Experiential Marketing is a guide to building experiences consumers cannot forget.It will be of interest for CEOs, brand managers, marketing and communication professionals, students, and anyone eager to learn more about how to design the ultimate customer experience in a new phygital.In this book, Professor Batat combines theory and practice and gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es of the new experiential marketing mix, and the challenges for the future.
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Psychological Foundations of Marketing : The Keys to Consumer Behavior
This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior.Ideally suited for both students and professionals, the new edition is a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them. The book provides comprehensive coverage of: Motivation: the human needs at the root of many consumer behaviors and marketing decisions. Perception: the nature of perceptual selection, attention, and organization and how they relate to the evolving marketing landscape. Decision making: how and under what circumstances it is possible to predict consumer choices, attitudes, and persuasion. Personality and lifestyle: how insight into consumer personality can be used to formulate marketing plans. Social behavior: the powerful role of social influence on consumption. Now featuring case studies throughout to highlight how psychological research can be applied in the marketplace, and insightful analysis of the role of digital media and new technologies, this award-winning textbook is required reading for anyone interested in this fascinating and evolving subject.
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Advances in Child Development and Behavior : Volume 65
Advances in Child Development and Behavior, Volume 65, the latest release in this classic resource on the field of developmental psychology, includes a variety of timely updates, with this new volume presenting interesting chapters written by an international board of authors.
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Behavior and Design of Trapezoidally Corrugated Web Girders for Bridge Construction : Recent Advances
Corrugated web girders (CWGs), used for bridge construction, differ in important ways from conventional prismatic girders.Behavior and Design of Trapezoidally Corrugated Web Girders for Bridge Construction details the behavior and design of CWGs in bridge construction and includes unique research into high-strength steel.The title gives a comprehensive review of the last decade in CWG design.In-depth explanations of key concepts are given — such as the accordion effect — that differentiate these girders from more conventional flat-webbed girders, and the authors also present specialized research into tubular flanged girders.The book distinguishes between prismatic and tapered CWGs, explains failure modes under both shear and flexure, and gives clear figures to illustrate these modes.The volume compares international building codes and offers recommendations for future research.Seven chapters cover –– An introduction to CWGs for bridge construction; Development of bridges with corrugated webs; Real boundary conditions between flange and web; Shear buckling behavior; Flexural buckling behavior; Recent erection methods and; Future research.
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Consumer Behavior and Culture : Consequences for Global Marketing and Advertising
Marieke de Mooij’s new edition of Consumer Behavior and Culture continues to explore how cultural influences can affect consumer behavior.The author uses her own model of consumer behavior to try and answer the fundamental questions about consumption – what people buy, why they buy it and how they buy. This edition has been updated to include: An insight into the different roles of the internet and the growing influence of social mediaAn exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception and information processingUpdated examples throughout, including millennials as consumers and how the language of consumption can differ across cultures
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