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While many companies now recognize that one of their most valuable assets is their brands, real brand management is still in its infancy. Brand management begins with a consistent strategy which aims to define and manage a brand's identity and, ultimately, guarantee long-term financial gains and competitive advantage. Most marketing books fall short of a strategic approach by taking a narrow view of branding and dealing more with the tactical aspects such as packaging, trademarks, logos and so o...

The author's consumption theory has been known as the new ideas, new theories and new contribution to the reform and development in China. In practice, the author has rich experience of the Chinese state-owned large enterprise, and personal experience of building a business empire second to the postal system in China from a small firm to the comprehensive largest privately owned enterprise with 640 affiliated companies, 13,500 workstations, and 157,000 employees. In the fermentation field of med...

The non-economic behavior of individuals is often very important in their consumer behavior. In this study, Venkatesh surveys the attitudes of women exploring how these attitudes are reflected in their consumer behavior. Paying special attention to how the women's movement influenced women's consumer behavior the author's findings provide keen insights into the relationships between social values and economic decisions.

Big brands are the gods of today’s world, and the algorithm is their gospel. What makes the cult marketing vortex so attractive to otherwise smart people, and how does online manipulation render us victim to the dangerous whims of digital companies, corporations, and conglomerates? Hoodwinked reveals the new world of digital marketing where steady, seductive tactics once used by spiritual charlatans are now applied to sell everything from toothpaste to apps and even political leaders. Companie...

The developed countries, particularly the United States, consume a disproportionate share of the world's resources, yet high and rising levels of consumption do not neccessarily lead to greater satisfaction, security or well-being, even for affluent consumers. This text provides brief summaries of the most important and influential writings on the environmental, moral and social implications of a consumer society and consumer lifestyles. Each section consists of ten to twelve summaries of critic...

Outlining the key themes, concepts and theoretical areas in the field, this book draws on contributions from prominent researchers to unravel the complexities of consumer culture by looking at how it affects personal identity, social interactions and the consuming human being. A field which is characterised as being theoretically challenging is made accessible through learning features that include case study material, critical reflection, research directions, further reading and a broad mi...

In this impressively researched, alarming book, Rosaleen Duffy investigates the world of nature conservation, arguing that the West’s attitude to endangered wildlife is shallow, self-contradictory, and ultimately very damaging. Analyzing the workings of the black-market wildlife industry, Duffy points out that illegal trading is often the direct result of Western consumer desires, from coltan for cellular phones to exotic meats sold in London street markets. She looks at the role of ecotourism,...

An informative and entertaining account of how actions send signals that shape behaviors and how to design better incentives for better results in our life, our work, and our world   “Getting [an] incentives balance right can be complicated. But Gneezy hopes his book provides insights that help people feel prepared to take on the concept and design better incentives.”—Financial Times   “If you think you understand how incentives work, think again. A pioneering behavioral economist reveals how...

In diesem Buch wird ein interdisziplinärer Ansatz für die Welt des Konsums gewählt, der verschiedene Themen abdeckt und soziologische, wirtschaftliche und marketingbezogene Aspekte einbezieht. Der Begriff "Konsum" ist vage, und selbst in den akademischen Disziplinen wird der Begriff auf unterschiedliche Weise verwendet. Die Konsumforschung fragt, wie Einkommen und Ausgaben miteinander zusammenhängen. Ganz allgemein untersucht die Konsumforschung, wie Menschen, soziale Schichten oder Gesellschaft...

You don't have a brand—whether it's for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won't find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of profess...

Everything your sales boss taught you is wrong. Forget everything you learned about selling. Your boss's persuasion-based sales methods are outdated, ineffective, and annoying. It's time to take matters into your own hands with a modern and effective approach to selling that actually gets results. In How to Sell Without Selling Out, global sales guru, top podcaster, and entrepreneur Andy Paul cuts through the "persuasion" crap, and lays out the five essential understandings you need to take c...

Even as they see their wages go down and their buying power decrease, many parents are still putting their kids' material desires first. These parents struggle with how to handle children's consumer wants, which continue unabated despite the economic downturn. And, indeed, parents and other adults continue to spend billions of dollars on children every year. Why do children seem to desire so much, so often, so soon, and why do parents capitulate so readily? To determine what forces lie behind th...

Islamic Branding and Marketing: Creating A Global Islamic Business provides a complete guide to building brands in the largest consumer market in the world. The global Muslim market is now approximately 23 percent of the world's population, and is projected to grow by about 35 percent in the next 20 years. If current trends continue, there are expected to be 2.2 billion Muslims in 2030 that will make up 26.4 percent of the world's total projected population of 8.3 billion.As companies currently...

The marketing world is transforming in this era of unprecedented technological advancement, changing consumer tastes, and evolving social norms. As information flows freely and brand loyalty becomes a coveted prize, understanding what motivates consumers to choose one brand over another is paramount. Navigating the Shifting Landscape of Consumer Behavior is an authoritative exploration of the dynamic interplay between consumers, brands, and the evolving digital environment. This book dives into...

A unique and far-reaching study of China’s contemporary social changes from the perspectives of consumption and consumerism. China has undergone profound social changes, with far-reaching consequences on all walks of life since reform began thirty years ago. To fully understand China’s transformation, the landscape must be surveyed from the perspective of consumption, where you can find many intrinsic links between seemingly unrelated aspects of social reform. The Rise of the Consumer in Moder...

In the present electronic torrent of MTV and teen flicks, Nintendo and Air Jordan advertisements, consumer culture is an unmistakably important-and controversial-dimension of modern childhood. Historians and social commentators have typically assumed that the child consumer became significant during the postwar television age. But the child consumer was already an important phenomenon in the early twentieth century. The family, traditionally the primary institution of child socialization, began...

Housing Preferences of the Boomer Generation: How They Compare to Other Home Buyers is the latest study in NAHB's long history of tracking the evolution of home buyer preferences. How do various designs and features influence the home purchase decision? What influence do life events and people have on the decision to move to another home? Age can play a significant role in what buyers want to see in a potential new home. This study presents findings not just for the average home buyer, but als...

'Tourist Behaviour: The Essential Companion edited by Philip L. Pearce is an indispensable resource for courses on consumer behaviour in tourism and for all serious scholars in the field. The structure of the book is unique in following the entire consumer journey from ''dreaming and longing'' to ''returning home''. Pearce, the preeminent scholar and author on tourist behaviour, has produced another brilliant work together with an impressive list of contributing authors.' - Alastair Morrison, Pu...