Cracking the Code: Leveraging Consumer Psychology to Drive Profitability

by Steven S. Posavac

The unique contribution of Cracking the Code is its spotlight on how the knowledge of consumer psychology principles can be used to improve managerial decision making and organizational performance. Research on consumer behavior typically has a narrow focus and does not offer reliable and practical direction for marketers. Taken collectively, however, the conclusions of research streams can provide valuable information from which managers can base their decisions. The contributing authors of Cracking the Code offer a set of rules for managerial action that has been distilled from reviews of research areas in which they are experts. The book contains systematic, prescriptive advice based on state-of-the-art knowledge from multiple research lines regarding how consumers think and choose. The chapters cover fundamental topics such as new product management, marketing mix strategy, marketing communications and advertising, social media, and experiential marketing.

336 pages, Paperback

First published August 1, 2011

Reviews

[Shawn Mathew]

Brilliant, especially the articles on targeting diverse customers and deceptive advertising. The book might be a little too heavy for ordinary readers; but researchers in the domain are bound to derive some pleasure out of it.