Motigraphics: The Analysis and Measurement of Human Motivations in Marketing Review

Average Reviews:

(More customer reviews)Are you looking to buy Motigraphics: The Analysis and Measurement of Human Motivations in Marketing? Here is the right place to find the great deals. we can offer discounts of up to 90% on Motigraphics: The Analysis and Measurement of Human Motivations in Marketing. Check out the link below:

>> Click Here to See Compare Prices and Get the Best Offers

Motigraphics: The Analysis and Measurement of Human Motivations in Marketing ReviewDr. Maddock's book offers insights into human motivation that are easily understood and more importantly, easily adapted - especially in the marketing arena. Complex issues that have perplexed me for 26 years as a marketing professional have now become significantly simpler as a result of reading this book. The basic premise that spiritual survival is actually more motivating than physical survival helps explain behavior that has historically become jumbled into tired traditional research jargon that is unusable beyond a single study. This book is now on the shelves of every client we handle. And every prospect as well. If you are in marketing, you will either read and use this book to understand your customers, or pray your customers don't.Motigraphics: The Analysis and Measurement of Human Motivations in Marketing OverviewMotigraphics is the natural complement to demographics and psychographics - the completion of a triad. For consumers, because motives are the most important dimension of human behavior, motives lead directly to decisions, and decisions lead directly to purchasing behavior. Demographics and psychographics tell us the what, when, where, and how of consumer behavior; but motigraphics tells us why consumers do what they do. Dr. Maddock maintains that academic psychology has failed to provide a formal approach to motivation; thus, marketers have never been able to get a firm grasp on why consumers prefer what they do, why they cancel and don't renew, and what factors enter into their decision making at the point of sale. With Motigraphics we can now measure and compute motives, and the strength of motivation allows us to determine how much equity a brand Motigraphics allows us to describe customer loyalty in terms of a quantitative motivational profile and scale. Not only does Dr. Maddock show how to measure motives, he also helps us assess the amount of emotion involved in a product or service. Since most consumer decisions are based on emotion, not reason, the importance of Dr. Maddock's book for psychologists, marketers, and advertising and sales professionals is self-evident and inestimable.

Want to learn more information about Motigraphics: The Analysis and Measurement of Human Motivations in Marketing?

>> Click Here to See All Customer Reviews & Ratings Now

Read More...

How Brands Become Icons: The Principles of Cultural Branding Review

Average Reviews:

(More customer reviews)Are you looking to buy How Brands Become Icons: The Principles of Cultural Branding? Here is the right place to find the great deals. we can offer discounts of up to 90% on How Brands Become Icons: The Principles of Cultural Branding. Check out the link below:

>> Click Here to See Compare Prices and Get the Best Offers

How Brands Become Icons: The Principles of Cultural Branding ReviewI'm no business-head. I find modern consumerism more disturbing than exciting. But I read this book as part of a study on public relations and I must say Holt's passion for the subject is contagious.
First of all, his writing style is superb. He alternates nicely between anecdotes, charts and philosophy, allowing all sorts of minds to grasp just what he's saying. His ideas were bold and insightful, and he helped me to understand what a craft marketing really is.
I sometimes felt his connections were just that - his connections - but a lot of his ideas rang true, and for the most part his evidence was well, evident.
What I found most impressive was his aknowledgement of all the sexism in marketing. Perhaps it's a bit of sexism on my part, but I hadn't expected a man to pick up on all the overt and covert misogyny inherent in the advertising world. Holt not only saw it, he understood how it connected with the greater social and political environment surrounding it.
How Brands Become Icons should be required reading for every high school student in the country. And that's the first time I've said that. Holt's grasp of the subject goes beyond branding, into the heart of American culture, into the minds of the American people. This is not just a how-to book. It's an important book of why.How Brands Become Icons: The Principles of Cultural Branding OverviewCoca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

Want to learn more information about How Brands Become Icons: The Principles of Cultural Branding?

>> Click Here to See All Customer Reviews & Ratings Now

Read More...