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Dimitar Trendafilov

Psychology in Marketing

How Psychology Shapes Marketing, Branding, and Consumer Behavior

Do you want to know how to come up with bold, innovative ideas? Are you keen to learn how culture can be leveraged to create change? Are you eager to learn from industry insiders? This innovative new textbook assembles leading names from the world of advertising to share their insights and experience from all aspects of the industry, helping you understand the various professional roles available and how they relate to your study. Professionals working at a range of recognisable brands (such as the BBC and Molson Coors) and leading advertising agencies - including ManningGottlieb and VCCP - come together to provide the inside story on everything from idea generation to planning global ad campaigns. At the end of each chapter, editors Mike Ryder and Mary Hargreaves, leading scholars from Lancaster University Management School, provide academic responses to the issues raised. Intuitively structured to take you on a journey from the beginnings of advertising as a medium to topical considerations such as influencer marketing, Advertising: A Practitioner Perspective covers both the creative and analytical aspects of the discipline. By discovering the concerns and outlooks of some of the industry's leading lights, you will gain a deeper understanding of both sides of the agency-client relationship, as well as the critical and theoretical perspectives of the theorists who helped shape them. Perfect for undergraduate and postgraduate students aiming to work in advertising, this unique book offers a grounded, accessible and experience-led look at the industry. Advertising: A Practitioner Perspective helps you connect theoretical knowledge with practical insight, enabling you to embark on a well-researched career path fully prepared to hit the ground running in the dynamic world of advertising.

A Practitioner Perspective

Advertising

In an era defined by infinite information and limited human focus, attention has become the world's most contested resource. The Business of Attention is a rigorous, comprehensive guide to understanding how human focus is captured, measured, monetised, and manipulated in the modern digital economy - and what individuals and organisations can do about it.
Drawing on cognitive science, behavioural economics, neuromarketing, and digital strategy, this book reveals the invisible systems that compete for our minds every second of every day. From the foundations of the attention economy and the psychology of selective focus, to the ethics of algorithmic persuasion and the role of artificial intelligence in shaping human behaviour, each chapter equips readers with the frameworks they need to navigate a world engineered for distraction.
Entrepreneurs, marketers, and business leaders will discover how to build trust-based brands that earn attention through relevance and credibility rather than manipulation. Digital professionals will gain a practical understanding of engagement metrics, behavioural analytics, and predictive modelling - and learn how to use these tools responsibly. Students of business, psychology, and media will find a structured theoretical foundation that bridges academic research with real-world application.
Among the key topics covered: the economic scarcity of human attention; reward systems and habit formation in digital products; consumer decision-making under distraction; the ethics of dark patterns and persuasive design; surveillance, data extraction, and behavioural profiling; personalisation and recommendation algorithms; generative AI, synthetic media, and the future of influence; and strategies for sustainable engagement without exploitation.
As artificial intelligence accelerates the personalisation of persuasion and synthetic content floods every digital channel, the ability to understand and protect human attention has never been more urgent. The Business of Attention offers both the analysis and the ethical grounding needed to compete - and lead - in this new landscape.
For professionals, founders, students, and anyone who wants to understand the forces shaping modern minds and markets, this book is an essential guide to the defining economic battleground of the twenty-first century.

The Business of Attention

Reclaiming Brand Strategy as a Business Discipline of Choice, Action, and Consequence

Strategy Is A Verb

How Retail Revealed Apple’s Genius

Shop Different

Create breakthrough marketing campaigns that achieve staggering consumer response rates by harnessing the power of R.E.D. Marketing---a transparent and flexible methodology from the CEO and CMO of marketing powerhouse Yum! Brands (Taco Bell, KFC, Pizza Hut) with a genuine track record of success.

Create breakthrough marketing campaigns that achieve staggering consumer response rates by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology from the CEO and CMO of marketing powerhouse Yum! Brands—Taco Bell, KFC, Pizza Hut—with a genuine track record of success.Sidestep the other marketing books, courses, articles, and even TED talks that offer hypothetical explanations that sound sensible. Embrace the proven, systematic approach of RED Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth—no PhD required!In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways:<ul><li>Relevance—Is it relevant to the marketplace?</li><li>Ease—Is it easy to access and use?</li><li>Distinction—Does it stand out from competition?</li></ul>Combining actual examples from Yum! and other recognizable brands of every size around the world; the latest findings in marketing, neuroscience, and behavioral economics; and the author’s own experience marketing three different brands across 120 countries—your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.

The Three Ingredients of Leading Brands

R.E.D. Marketing

Business and Management (R0)

&lt;p&gt;Retailing has changed rapidly in recent years with the pandemic accelerating the long-term growth of e-commerce. Drawing on a unique data set drawn from hundreds of thousands of interviews over almost two decades, this book takes a close look at changes in consumers&amp;rsquo; shopping preferences, behaviors, and influences.&lt;/p&gt;
&lt;p&gt;Across a range of topics, the authors argue that the rise of e-commerce has coincided with a decline in consumer preferences&amp;mdash;what people buy and where they buy it. This presents challenges for both retailers and manufacturers.&lt;/p&gt;
&lt;p&gt;The authors propose that the answer lies with consumers. A focus on consumers is fundamental to designing effective marketing strategies and campaigns. However, retailers and brands often have different perspectives about consumers. This book bridges that gap. The broad scope of topics and longitudinal data give retailers and brand marketers a roadmap for building and maintaining consumer preference in a rapidly changing and challenging environment.&lt;/p&gt;

Martin Block

Frank Mulhern

Larry DeGaris

Don Schultz

A Marketer's Guide to Decoding Consumer Preference through Data Analytics

Rethinking Retail

Das Buch präsentiert ein bereits bewährtes Modell, das erstmals alle relevanten Dimensionen für die Gestaltung von Markenerlebnissen systematisiert. Basierend auf jahrzehntelanger Praxiserfahrung der Autoren sowie aktuellen Erkenntnissen der internationalen Markenforschung, liefert es belastbares Wissen, evidenzbasierte Methoden und direkt anwendbare Tools. 

Ein Standardwerk für alle, die ihre Brand Experience gezielt gestalten und erfolgreich managen wollen.

"Eine Fundgrube für alle, die Marken in eine erfolgreiche Zukunft führen wollen." - Patrick Kammerer, Hauptgeschäftsführer Markenverband e. V.

"No mystique. No marketing fluff. Just a practical, evidence-driven model for creating brand experiences that customers actually enjoy and prefer. If you are serious about brand building, read it." - Mark Ritson, Founder Mini MBA

"Klar, inspirierend und hochaktuell empfehle ich dieses Buch allen Entscheidern, die Marke nicht als hübsche Fassade, sondern als Führungsinstrument verstehen." - Martin Drust, FC St. Pauli von 1910 e. V., Leitung Marke und Marketing

"Pflichtlektüre für Fühungskräfte und Marketer." - Michael Frank, Head of Brand Marketing Marketing Corporate Brand, Car Zeiss AG

"Dieses Buch vermittelt allen am Wertschöpfungsprozess Beteiligten warum Brand Experience ein Schüssel starker Marken ist." - Hans-Christian Schwingen - Ex-CBO Deutsche Telekom, Global Marketer HALL OF FAME

"Dieses Buch ist eine Empfehlung für alle, die ein evidenzbasiertes, praxiserprobtes Modell suchen, um über ihre Brand Experience Menschen systematisch zu gewinnen." - Elke Benning Rohnke, Expertin für kundenorientierte Unternehmensführung

"Marketing-Verantwortliche erahlten in diesem Buch das notwendige Rüstzeug, um folgenreiches Markenerleben zu gestalten: Mehr Ergebnis durch besseres Erlebnis" - Prof. Dr. Dirk-Mario Boltz, HWR Berlin

"Wer Markenführung ernst nimmt, kommt an diesem Buch nicht vorbei. Klare Empfehlung!" - Prof. Dr. Carsten Baumgarth, HWR Berlin

Gestalten, messen, erfolgreich managen

Markenkraft durch Brand Experience

The Science Behind Desire

THE PSYCHOLOGY OF LUXURY

Masterarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Fachhochschule des Mittelstands, Sprache: Deutsch, Abstract: Brand Management im Zuge der digitalen Transformation: Eine Marke ist nicht mehr nur das, was die Unternehmen in den Köpfen der Konsumenten verankern. Vielmehr sind Marken das, was die Menschen in digitalen Kanälen aus ihnen machen. Diese Masterarbeit befasst sich mit den aktuellen Herausforderungen und den zentralen Erfolgsfaktoren des Brand Managements im Kontext Online Marketing und den sozialen Medien in der Konsumgüterbranche. Anhand von Experteninterviews werden 
Erfolgsfaktoren ermittelt und an der Marke L'Oréal Paris dargestellt. Es wird erforscht, wie Marken im Zuge der Digitalisierung und den sozialen Medien agieren müssen, um im digitalen Darwinismus überleben zu können.

Erfolgreiches Brandmanagement im Kontext des Online Marketings und der sozialen Medien in der Konsumgüterbranche

Creating Success series

A strong marketing plan can turn a great idea into lasting success. How to Write a Marketing Plan is your step-by-step guide to creating a clear, effective and results-driven plan. Learn how to carry out a marketing audit, set objectives, manage budgets and build campaigns that deliver measurable impact. You'll also discover how to use digital tools, from email and social media to mobile marketing and web analytics, to reach the right audience at the right time. Written by leading marketing expert, John Westwood, this updated edition is packed with practical exercises, templates and top tips to help you present and implement your plan with confidence. Complete with summaries and a detailed sample plan, it's the essential guide for anyone who wants to boost their brand or business.

Define Your Strategy, Plan Effectively and Reach Your Marketing Goals

How to Write a Marketing Plan

A comprehensive study of the revitalization and relaunch of luxury brands, using the Swiss watch industry as a case study and covering brands such as Patek Philippe, Hublot and Breguet.

Case Studies from the Swiss Watch Industry

Luxury Brand Management and Heritage Revival

De Gruyter Handbooks in Business, Economics and Finance

New advances in marketing communication are extending far beyond conventional approaches. The 
 De Gruyter Handbook of Integrated Marketing Communication
 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. 
 
 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. 
 
 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.

De Gruyter Handbook of Integrated Marketing Communication

Psychology in Marketing

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