Bruce I Newman Livres

This text seeks to make a connection between customer behaviour principles and the elements of marketing strategy. It covers the behaviours of customers both in the household and the business market. It looks at three customer user; payer; and buyer, addressing the concerns of all three roles. The book also approaches the established topics of culture and reference groups, demographics and psychographics, perceptions, learning, motivation, attitudes, decision-making, and post-choice experience. It also includes such managerial applications as segamentation as a response to customer differences, relationship marketing, and strategies for creating market values for the customer.

his is the first integrated theory-to-practice text on marketing's role in the political process. It incorporates insights and concepts from the disciplines of Marketing, Psychology, and Political Science, and covers every aspect of marketing's infiltration into politics, including campaign strategy, market Inhaltsverzeichnis Introduction, Metatheory in Social Science and Political Marketing 2. An Advanced Theory of Political Marketing: What Is Missing? 3. The Campaign Message Development: Segmentation and Positioning on the Voting Market 4. Candidate Image 5. Dissemination of the Campaign Message: Direct Campaign and Debates 6. Dissemination of the Campaign Message: Mediated Campaign 7. Postelection Marketing: Maintaining and Enhancing Relationship With Voters 8. Political Marketing and Democracy