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Full Description
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.
Contents
1. Bridging Theory and Practice2. Optimal Marketing for Really New Products: Using a Consumer Perspective to Improve Communications 3. Consumer Tunnel Vision and Implications for Managing the Marketing Mix 4. How to Target Diverse Customers: An Advertising Typology and Prescriptions from Social Psychology 5. Where to Draw the Line? Managerial Implications of Behavioral Research on Deceptive Advertising 6. Verbal and Visual Information Interaction in Print Advertisements 7. Comparative Advertising Research: A Review and Research Agenda 8. Brand Experience: Managerial Applications of a New Consumer Psychology Concept 9. Success Stories: How Marketing Managers Can Leverage the Psychology of Narratives 10. The Consumer-Generated Product Review: Its Effect on Consumers and Marketers 11. Improving the Predictive Power of Consumer Research by Measuring Naturally Occurring Judgments 12. Negativity and Customer Satisfaction: Its Managerial Implications 13. Nonconscious Processes in Consumer Behavior: A Review of Prior Literature and Implications for Marketing 14. Marketing Insights from a Model of Action and Empirical Findings
