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Cracking the Code: Leveraging Consumer Psychology to Drive Profitability

Download or Read eBook Cracking the Code: Leveraging Consumer Psychology to Drive Profitability PDF written by Steven S. Posavac and published by Routledge. This book was released on 2015-02-12 with total page 319 pages. Available in PDF, EPUB and Kindle.
Cracking the Code: Leveraging Consumer Psychology to Drive Profitability
Author :
Publisher : Routledge
Total Pages : 319
Release :
ISBN-10 : 9781317473718
ISBN-13 : 131747371X
Rating : 4/5 (18 Downloads)

Book Synopsis Cracking the Code: Leveraging Consumer Psychology to Drive Profitability by : Steven S. Posavac

Book excerpt: 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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