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What Deep Metaphors Reveal About the Minds of Consumers
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themsel...
Essential Insights Into the Mind of the Market
Despite the time and money spent on market research, 60% to 80% of new offerings fail....
Basic Findings and Management Implications
Consumer behavior is discussed through: 1) simple statements of basic findings (propositions) in consumer and nonconsumer settings; 2) explicit discus...
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Monograph describing various strategies for creating social change - presents a literature survey on Innovation diffusion and change and the definitio...
Fundamentals and Dynamics
Individuals, Groups, and Organizations
More than ever before, companies must listen to & correctly interpret the voice of the market. They must be fully attuned to the signals that come fro...
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It ...
A Statistical Portrait and Tests of Some Hypotheses
Collective Bargaining at 28