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ELECTRONIC WORD OF MOUTH, BRAND IMAGE, DAN PURCHASE INTENTION : Konsep dan Studi Kasus Pada Calon Konsumen Kedai Kopi Fore Coffee
Persaingan penjualan produk bisnis saat ini terlihat semakin kompetitif seiring berjalannya waktu. Industri Kopi menjadi salah satu industri yang terdampak sehingga berbagai strategi diterapkan demi mempertahankan eksistensi bisnis di dalam pasar. Keterlibatan media digital menjadi salah satu strategi pemasaran yang mengakibatkan masyarakat lebih peka terhadap keberadaan sebuah produk. Melalui media digital pasar atau konsumen bisa menyampaikan pendapat mereka tentang suatu produk. Pendapat konsumen melalui media digital dapat disebut electronic Word of Mouth (e-WOM). E-WOM ini bisa mempengaruhi konsumen dalam memutuskan pembeliannya dan juga bisa membangun brand image dari suatu produk. Konsep tentang e-WOM, brand image dan purchase intention diaplikasikan pada studi kasus perilaku calon konsumen dari produk Fore Coffee. Hasil kajiannya tersaji dalam buku dengan judul : E-WOM, Brand Image, dan Purchase Intention: Konsep dan Aplikasi pada studi kasus calon konsumen Kedai Kopi Fore Coffee.
Consumer Behavior and Marketing Strategy
This work shows how the various elements of consumer analysis fit together in an integrated framework, called the Wheel of Consumer Analysis. Psychological, social and behavioural theories are shown as useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows how these they influence each other as well as marketing strategy. The focus of the text is managerial, with a distinctive emphasis on strategic issues and problems. Cases and questions are included in each chapter.
Revisiting Gender
Examines the changing role of women and men in shaping American life in education, work, and public and private life. Coverage includes the status of girls and boys in public education; the most interesting stories on the dynamics of gender on the state and national level; the status of women and gender equality in the corporate realm; power of images; and the dynamics of home life.
Structural Models
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Entrepreneurial Marketing
How do you sell an innovative product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that have the power to change the marketplace. Existing market research data will be largely irrelevant in these cases, making sales and marketing of innovative new products especially challenging to entrepreneurs. Entrepreneurial Marketing focuses on this challenge. Classic core marketing concepts, such as segmentation, positioning and the marketing mix undergo an ‘extreme makeover’ in the context of innovative products hitting the market. Edwin J. Nijssen stresses principles of affordable loss, experimentation and adj...
E-Retailing
Most experts agree that the advent of internet retailing has transformed the marketplace, but until now students of the subject have had to search far and wide for comprehensive up-to-date analyses of the new business landscape. Coverage of the recent dot-com boom and bust obscured the fact that e-retailing is now firmly established in global business, promising growth rates that will continue to rise globally. This much-needed book provides readers with a guide to the implementation and operation of a successful e-retailing business, and has been written for students, entrepreneurs and researchers at all levels. By identifying and explaining the underlying principles of e-retailing and its relationship with conventional retail methods, this research-based book leads readers through this exciting and emerging subject. Throughout, case studies are explored, including: Ipod Nike Amazon e-Bay McDonald's Nokia. With accessibly written features such as key learning points, questions, think points and further reading, e-Retailing is core reading for anyone using, studying or researching the internet or e-retailing.
