Morris B. Holbrook, Vibrant Publishers

Broschiertes Buch

Macromarketing Applications, Part II Marketing versus Consumer Research

Beschreibung

Macromarketing Applications, Part II: Marketing versus Consumer Research by Morris B. Holbrook explores the evolving relationship between marketing strategies and consumer research. This book critically examines how marketing practices often clash with consumer research methodologies, especially in understanding the real needs and behaviors of consumers. Holbrook analyzes the tension between marketing's focus on persuasion and consumer research's goal of understanding and reflecting consumer desires and experiences. Holbrook discusses how this gap can lead to misalignment between marketing messages and consumer perceptions, and offers insights into bridging this divide. By applying practical examples and case studies, the book reveals how marketers can utilize consumer research more effectively to create campaigns that resonate with real consumer needs while maintaining ethical standards. This book is essential for marketers, researchers, and business professionals who aim to integrate consumer research into their marketing strategies and improve their understanding of how consumers truly think, feel, and act. Holbrook provides invaluable tools to make marketing more aligned with consumer insights.

Autor

Morris B. Holbrook is the now-retired W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business, Columbia University, New York City. Holbrook received his Bachelor's Degree from Harvard College (English Literature) in 1965, his MBA from Columbia University in 1967, and his Ph.D. in Marketing from Columbia University in 1975. From 1975 to 2009, he taught courses at the Columbia Business School in areas such as sales management, marketing strategy, research methods, consumer behavior, and commercial communication in the culture of consumption. His research has covered a wide variety of topics in marketing, consumer behavior, and related areas with a special focus on issues concerning communication in general and aesthetics, semiotics, hermeneutics, art, entertainment, music, jazz, motion pictures, nostalgia, animal companions, and stereography in particular. His recent books and monographs include Postmodern Consumer Research: The Study of Consumption as Text (with Elizabeth C. Hirschman, SAGE, 1992); Daytime Television Game Shows and the Celebration of Merchandise: The Price Is Right (1993); The Semiotics of Consumption: Interpreting Symbolic Consumer Behavior in Popular Culture and Works of Art (with Elizabeth C. Hirschman, 1993); Consumer Research: Introspective Essays on the Study of Consumption (SAGE, 1995); Consumer Value: A Framework for Analysis and Research (edited, 1999); Playing the Changes on the Jazz Metaphor: An Expanded Conceptualization of Music, Management, and Marketing-Related Themes (2007); Music, Movies, Meanings, and Markets: Cinemajazzamatazz (2011) and Consumer Behavior: New Essays on the Study of Consumption (2025). He lives with his wife Sally on the Upper West Side of Manhattan, where he pursues hobbies such as playing the piano and vibraphone, attending jazz and classical concerts, going to movies and the theater, collecting musical recordings, making stereographic photos, watching sunsets, taking long walks, window shopping, and being kind to cats.

Produktdetails

• Verlag: Vibrant Publishers
• Seitenzahl: 308
• Erscheinungstermin: 19. Juli 2025
• Englisch
• Abmessung: 229mm x 152mm x 17mm
• Gewicht: 449g
• ISBN-13: 9781636515533
• ISBN-10: 1636515533
• Artikelnr.: 74981265