000			02357nam a2200217Ia 4500
999			_c32260 _d32260
003			OSt
005			20210521123733.0
008			160316s2012 xxu||||| |||| 00| 0 eng d
020			_a9788184050752
040			_cn
082			_a343.071000 _bPOS
100			_aPosavac Steven S
245			_aAdvertising marketing and brand building : Understanding consumer behaviour
260			_aNew Delhi _bReference Press _c2012
300			_a331p _cvii
365			_bRs. 975
505			_aContents: Introduction; 1 Bridging theory and practice a conceptual model of relevant researchBernd Schmitt; 2 Optimal marketing for really new products using a consumer perspective to improve communicationsSteve Hoeffler and Michal Herzenstein; 3 Consumer tunnel vision and implications for managing the marketing mixSteven S Posavac David M Sanbonmatsu Shailendra Pratap Jain; 4 How to target diverse customers an advertising typology and prescriptions from social psychologyAnne M Brumbaugh; 5 Where to draw the line Managerial implications of behavioral research on deceptive advertisingGuang-Xin Xie and David M Boush; 6 Verbal and visual information interaction in print advertisementsYeqing Bao Shi Zhang and James T Simpson; 7 Comparative advertising research a review and research agendaMeng-Hua Hsieh Kyra Blower Xingbo Li Shailendra Pratap Jain and Steven S Posavac; 8 Brand experience managerial applications of a new consumer psychology conceptJ Josko Brakus Bernd Schmitt and Lia Zarantonello; 9 Success stories how marketing managers can leverage the psychology of narrativesJennifer Edson Escalas; 10 The consumer-generated product review its effect on consumers and marketersOhyoon Kwon and Yongjun Sung; 11 Improving the predictive power of consumer research by measuring naturally occurring judgmentsMaria L Cronley Frank R Kardes Susan Powell Mantel and Helene Deval; 12 Negativity and customer satisfaction its managerial implications Keiko I Powers; 13 Nonconscious processes in consumer behavior a review of prior literature and implications for marketingIsrael Martinez Raquel Castano Claudia Quintanilla and Martin Reimann; 14 Marketing insights from a model of action and empirical findings Geraldine Fennell Name; index; Subject index
650			_a1. Consumer Law - Advertising - Marketing
700			_a _a
942			_2ddc _cBK