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Uit de idee dat er een 'globale consument' zou bestaan en dat hij of zij de consument van de toekomst zal worden, spruit een verleidelijke marketingtheorie voort. Wanneer een 'globale consument' zou bestaan, dan zouden consumenten overal ter wereld zich gedragen op een zelfde manier. Er zou geen marketingonderzoek meer nodig zijn in China -of op eender welke andere plaats -en marketeers zouden enkel de lokale marktinformatie moeten globaliseren. De zogenaamde 'globale consument' bestaat echter niet. Consumenten gedragen zich niet op dezelfde manier op verschillende plaatsen op de wereld om de eenvoudige reden dat zij tot verschillende culturen behoren, hoewel ze schijnbaar op dezelfde manier lijken te reageren op dezelfde beeldcodes. Het probleem met deze benadering is dat de code verkeerdelijk wordt aangezien als de boodschap. Wat de consument aanspreekt, is niet de code op zich maar de betekenis die eruit voortkomt en de belofte die ze uitdrukt. Dit boek zoekt uit wat de Chinese consumenten aantrekt. Een groot deel van de Oost-Aziatische consumenten blijkt echter verwesterd te zijn. (Bron: www.garant.be)

Consumers --- Consumers' preferences --- Marketing --- Attitudes. --- Volksrepubliek China --- consumentengedrag --- marketingstrategie --- marketingonderzoek --- E100898.jpg --- Marketing ; China --- Attitudes --- Customers (Consumers) --- Shoppers --- Persons --- Brand preferences --- Choice (Economic theory) --- Choice of product --- Preferences, Consumers' --- Product choice --- Consumer behavior --- Revealed preference theory

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"A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realise how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, Arenas and Approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes:Area: Geographical areas across the globe including the UK, US, Europe and AsiaArena: A variety of commercial and not-for-profit sectors, both B2B and B2C Approach: Methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that can't be found anywhere else. This book is an essential read for any branding student or interested professional. "-- "A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realise how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, Arenas and Approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes: Area: Geographical areas across the globe including the UK, US, Europe and Asia Arena: A variety of commercial and not-for-profit sectors, both B2B and B2C Approach: Methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that can't be found anywhere else. This book is an essential read for any branding student or interested professional"--

Marketing --- Consumers' preferences --- Marketing. --- Consumers' preferences. --- Brand preferences --- Choice (Economic theory) --- Choice of product --- Preferences, Consumers' --- Product choice --- Consumer behavior --- Consumers --- Revealed preference theory --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Attitudes

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Consumer behavior --- Consumers' preferences --- Marketing research --- -#SBIB:309H2812 --- Market research --- Marketing --- Markets --- Research --- Research, Industrial --- Brand preferences --- Choice (Economic theory) --- Choice of product --- Preferences, Consumers' --- Product choice --- Consumers --- Revealed preference theory --- Behavior, Consumer --- Buyer behavior --- Decision making, Consumer --- Human behavior --- Consumer profiling --- Market surveys --- Methodology --- Marketing, consumentengedrag, consumentisme --- Attitudes --- -Methodology

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Economics --- Consumer behavior --- Consumers' preferences. --- Economie politique --- Consommateurs --- Psychological aspects. --- Aspect psychologique --- Comportement --- Préférences --- Consumers' preferences --- 658.8342 --- Brand preferences --- Choice (Economic theory) --- Choice of product --- Preferences, Consumers' --- Product choice --- Consumers --- Revealed preference theory --- Attitudes --- Préférences --- Primary groups --- Affective and dynamic functions

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This volume presents straightforward, innovative research on the estimation of demand systems and the measurement of consumer preferences. Demand studies and understanding consumer behavior remain two of the most important areas of analysis by practicing applied economists and econometricians. This volume also offers state of the art research in demand analysis, using modern econometric tools to analyze consumer behavior and estimate demand relationships for well known demand systems. This book will be aimed at a broad audience of economists and other social scientists; including generalists, graduate students, private sector economists and others.

Consumer behavior --- Econometric models --- Consumer behavior. --- Economic analysis. --- Econometric models. --- Behavior, Consumer --- Buyer behavior --- Decision making, Consumer --- Human behavior --- Consumer profiling --- Market surveys --- E-books --- Business & Economics --- Behavioural economics. --- Consumers' preferences. --- Consumer Behavior. --- Brand preferences --- Choice (Economic theory) --- Choice of product --- Preferences, Consumers' --- Product choice --- Consumers --- Revealed preference theory --- Attitudes --- Consumer behavior - Econometric models