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Dimitar Trendafilov

Psychology in Marketing

How Psychology Shapes Marketing, Branding, and Consumer Behavior

HBR's 10 Must Reads

A year's worth of management wisdom, all in one place.We've combed through the ideas, insights, and best practices from the past year of Harvard Business Review to help you get up to speed fast on the relevant concepts driving business today. Discover new ideas and sample the latest thinking from our vast array of management experts. Revisit these topics now to make sure your organization is incorporating the best, most up-to-date practices, or keep this book as a reference so that you can turn to these memorable pieces when you need them the most. The collection includes articles on leadership, innovation, and strategy, as well as articles that will help you manage yourself and others.HBR's 10 Must Reads are definitive collections of classic ideas, practical advice, and essential thinking from the pages of Harvard Business Review. Exploring topics like disruptive innovation, emotional intelligence, and new technology in our ever-evolving world, these books empower any leader to make bold decisions and inspire others.

The Definitive Management Ideas of the Year from Harvard Business Review (featuring "The Strategic Genius of Taylor Swift" by Kevin Evers)

HBR's 10 Must Reads 2026

SVA Masters in Branding

In this trailblazing reference, distinguished professor and seasoned brand strategist Mark Kingsley expertly guides you through the complexities of AI in branding. Brands in the Age of AI is a timely survey of how artificial intelligence is revolutionizing branding, consumer engagement, and loyalty. Through thought-provoking discussions, Kingsley reveals how AI-powered personalization, automation, and data analytics are reshaping the way brands connect with consumers. With AI, brands can now predict preferences, respond in real-time, and deliver highly tailored experiences, but Kingsley also raises crucial questions about the ethical use of AI and maintaining authentic consumer relationships in a technology-driven world.&nbsp; Whether you are a marketer, business leader, or branding professional, Kingsley’s expertise in digital transformation provides the roadmap you need for integrating AI into branding while keeping the consumer at the center of each decision.&nbsp;Inside, you will find: <ul><li>Wide-ranging analysis of AI’s role in branding: Understand how AI technology enables personalization, responsiveness, and predictive branding.</li><li>Discussion on the effects of AI use: Consider possible results from the effect of AI on the interplay between brands, people, and digital agents.</li><li>Real-world examples: Learn from brands located across the spectrum of AI-powered branding strategies.</li></ul> With Brands in the Age of AI, gain valuable insights into the future of branding to help businesses remain competitive and consumer-centered in an increasingly AI-driven marketplace. The School of Visual Arts (SVA) Masters in Branding book series offers an insightful and accessible exploration of branding as both an art and a science, highlighting the multidisciplinary approach that defines the program. This series brings together the insights and expertise of leading practitioners, scholars, and students in the field of branding, providing a comprehensive overview of the latest theories, strategies, and practices. Each book in the series focuses on a unique aspect of branding, from cultural and social influences to technological advancements and market trends, reflecting the innovative spirit of the SVA’s Masters in Branding program. By showcasing a diverse range of perspectives and case studies, the series aims to inspire readers to think critically and creatively about the role of branding in shaping consumer perceptions and experiences. Also available from the series:The Meaning of Branded Objects and A History of Brands.

Brands in the Age of AI

Named one of Financial Times’s Best Books of 2025, that bestselling author Tim Hartford called "fun" and "nerdy in the best way" Nobel Prize winner Richard H. Thaler and rising star economist Alex O. Imas explore the past, present, and cutting-edge future in behavioral economics in The Winner’s Curse. Why do people cooperate with one another when they have no obvious motivation to do so? Why do we hold on to possessions of little value? And why is the winner of an auction so often disappointed? Over thirty years ago, Richard H. Thaler introduced readers to behavioral economics in his seminal Anomalies column, written with collaborators including Daniel Kahneman and Amos Tversky. These provocative articles challenged the fundamental idea at the heart of economics that people are selfish, rational optimizers, and provided the foundation for what became behavioral economics. That was then. Now, three decades later, Thaler has teamed up with economist Alex O. Imas to write a new book with an original and creative format. Each chapter starts with an original Anomaly, retaining the spirit of its time stamp. Then, shifting to the present, the authors provide updates to each, asking how the original findings have held up and how the field has evolved since then. It turns out that the original findings not only hold up well, but they show up almost everywhere. Anomalies pop up in people’s decisions to save for retirement and how they carry outstanding credit card debt. Even experts fail to optimize. The key concept of loss aversion explains missed putts by PGA pros and the selection of which stocks to sell by portfolio managers. In this era of meme stocks and Dogecoin, it is hard to defend the view that financial markets are highly efficient. The good news, however, is that the anomalies have gotten funnier. With both readability and rigor, The Winner’s Curse is for anyone, from those with a cursory understanding of economics to fellow economists. Each chapter provides a key insight into human behavior so readers learn how to better understand the choices made by their friends, colleagues, and customers, and they might just become better at making decisions themselves. Only recommended for humans.

Behavioral Economics Anomalies, Then and Now

The Winner's Curse

Hidden Code

Secret Science Behind Every Memorable Brand

Hidden Code of Branding

Routledge Studies in the Fashion Industry

This book offers an interdisciplinary exploration of consumer behaviour in the fashion industry and the factors driving consumer decision-making.Divided into four key themes, international contributors at the forefront of fashion and consumer insight investigate the cultural evolution and attributes of fashion consumption, the individual characteristics of consumers that influence the purchase of fashion garments, online fashion behaviours and the emergence of second-hand shopping and sustainability on fashion choices. Chapters explore the use of fashion as an extension of self, the role of augmented reality as well as the impact that ideological shifts, such as veganism, have on fashion consumption.This book will be an essential resource for scholars across fashion, consumer psychology and marketing. It will also appeal to students pursuing advanced courses in fashion.

Unravelling Consumer Insights in the Fashion Industry

Fashion Consumption

The Science Behind Desire

THE PSYCHOLOGY OF LUXURY

When growth stalls, most teams reach for the same lever: spend more. More ads, more content, more tools, more noise. The Customer Advantage argues that there is a quieter lever with greater leverage: customer insight deep enough to change what you build, what you say, and who you choose to serve. Bigger budgets can buy attention; they cannot buy relevance if you do not understand the real job the customer is trying to get done, the risk they are managing, and the exact moment they are ready to switch.

This is a practical guide to market psychology for leaders who need better decisions, not just more activity. You will learn how to map jobs to be done, uncover buying triggers, capture the voice of customer in language your market actually uses, and treat objections as valuable data rather than hurdles. The book shows how to turn that understanding into clearer positioning strategy, stronger product market fit, and more reliable customer retention by designing offers, onboarding, and proof around what customers value and fear.

Written for founders, marketers, product managers, sales leaders, and small teams competing against well-funded rivals, The Customer Advantage helps you spot repeatable loyalty patterns, reduce wasted effort, and focus on the battleground where you can be obviously better. The result is a disciplined way to compete: not by shouting louder, but by knowing more - and using that knowledge to make sharper choices.

How Deep Understanding Beats Bigger Budgets

The Customer Advantage

De Gruyter Handbooks in Business, Economics and Finance

New advances in marketing communication are extending far beyond conventional approaches. The &lt;em&gt;De Gruyter Handbook of Integrated Marketing Communication&lt;/em&gt; helps forward-thinking practitioners and scholars retain their cutting edge by offering a synthesis of new innovations in fields such as integrated marketing strategy, culture, narrative influence, and media psychology. 
&lt;p&gt;&lt;/p&gt;Emphasizing the practical application of in-depth understanding, the topics discussed in this handbook cover core concepts, audience insights, innovative media channels, creative message content, and actionable evidence, along with domains of application, such as sports, health, nonprofits, small business, and entertainment. Artificial intelligence, storytelling approaches to brand strategy, consumer motivation, and ethics emerge across several chapters, reflecting ongoing developments in the latest thinking and empirical research. These fresh perspectives point toward future developments in audience-first marketing communication. 
&lt;p&gt;&lt;/p&gt;Leading researchers and professionals from around the world draw on a wealth of industry practice and scholarly knowledge to provide practical insights into the most effective ways to reach strategic goals. This handbook will prove valuable to practitioners, scholars, and students who work with international brands, lead nonprofits, support small firms, develop advertising and public relations campaigns, or promote prosocial outcomes.

&lt;p&gt;&lt;em&gt;De Gruyter Handbooks&lt;/em&gt; &lt;em&gt;in Business, Economics and Finance&lt;/em&gt; provide a comprehensive, must-have survey of a whole subject area critically discussing the leading views in the field. The main goal of each handbook is to survey a topic, explaining why an issue is important and critically discussing the leading views in the area. Aimed at the international market, these handbooks cover emerging and cutting edge topics in business, economics and finance.&lt;/p&gt;
&lt;p&gt;&lt;/p&gt;

Robert G. Magee

De Gruyter Handbook of Integrated Marketing Communication

The world is in a constant state of crisis — with brands right in the middle of it. Whether it is climate change, artificial intelligence, political conflicts, or societal upheavals: companies must act faster, more flexibly, and more responsibly than ever before, while remaining profitable at the same time. But how does modern brand management navigate a brand through these challenging times?
What is needed are strategic approaches that enable a future-proof brand management without neglecting the pressing social, ecological, and economic challenges of our time. All of this is critically discussed and reflected by the two authors in this book. In addition to the fundamentals of strategic brand management, they explain—using examples and visionary concepts—what holistic brand management looks like today and in the future.
In this context, the fundamental societal role of brands, as well as the political and ethical dimensions of economic action in general, are also addressed. Because at this turning point in time brands must broaden their horizons, recognize and successfully master the complex social, ecological, and economic challenges of the present in order to secure and shape their own future.

How Strategic Brand Management Navigates Uncertainty, Cultural Shifts and Consumer Expectations in an Ever Transforming World

Brands in Times of Constant Change

In the evolving digital era, the fusion of physical and digital brand experiences-known as phygitalization-has become essential for brand relevance and success. As consumers increasingly expect seamless, meaningful interactions across both online and offline spaces, brands must strategically balance digital innovation with emotional authenticity. Effective brand management today involves not only delivering quality and efficiency but also creating culturally resonant, personalized experiences that inspire loyalty and action. This shift transforms branding from a corporate asset into a cultural symbol, deeply embedded in the identity and values of the communities it serves. This ability to master this synergy defines a brand's competitive edge in the 21st century. Brand Creation and Management in the Phygital Era discusses in depth how to create and manage brands in physical and digital environments, taking into consideration the complexities and opportunities of phygitalization. It offers practical strategies, research insights, and neuro-branding techniques to build emotionally resonant and culturally relevant brands in a hybrid world. Covering topics such as brand credibility, influencer marketing, and virtual reality (VR), this book is an excellent resource for entrepreneurs, marketers, managers, students, educators, business leaders, researchers, academicians, and more.

Brand Creation and Management in the Phygital Era

Drawing on 25 years of research, consultancy, and teaching experience in the fast-moving consumer goods sector, Primal Marketing reveals the hard-wired motives driving customer behaviour and the secrets of leveraging these to craft higher-impact marketing strategies.While markets, technologies, and media channels have transformed rapidly, the human mind that buys, chooses, and connects has remained fundamentally the same. By introducing an evolutionary approach to marketing, the book argues that effective marketing works not by manipulating desire but by aligning brands with deep, enduring human needs. Structured around ten major product categories - including food, fashion, health, home, play, technology, transport, and finance - the book shows how everyday consumption reflects primal drives related to survival, belonging, status, attraction, care, and learning. These insights are organised through the PRIMAL framework, a practical strategic tool designed to help marketers diagnose what truly motivates their audiences and translate insight into clear positioning, storytelling, and brand decisions.Written primarily for marketing practitioners, brand leaders, and strategists, and supported by examples suitable for students and educators, the book bridges theory and application. Readers will gain a powerful lens for understanding consumer behaviour, sharpening brand strategy, and future-proofing marketing decisions by grounding innovation in timeless human psychology.

Evolutionary Secrets for Higher-Impact Marketing Strategies

Primal Marketing

PR secrets for making a splash with your brand Public relations (PR) is about building a great reputation for a brand, a product, or even a person. Public Relations For Dummies is a crash course on strategically and creatively sculpting public opinion. Discover the step-by-step process for planning and executing a good PR campaign. This handy guide explains exactly how, when, and why to use press releases, articles, social media, and other outlets to promote your message. And you'll get easy ideas for tracking the success of your PR efforts-so you can do even better next time. Inside... <ul><li>Grasping how PR campaigns work</li> <li>Comparing PR and advertising</li> <li>Utilizing classic PR tactics</li> <li>Using speaking engagements, podcasts, virtual events</li> <li>Responding to a PR crisis</li> <li>Avoiding common mistakes</li></ul>

Public Relations For Dummies

Psychology in Marketing

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