Your mission is to prepare resources. Read the following articles and select one to report on. Write a one page paper, describing, analyzing and evaluating concepts from your selection. Please include a reference page and title page separately, and have two references.
Consumer Behavior
- Stokes, R. (2018). Understanding customer behaviour
Understanding customer behaviour – Alternative Formats . Chapter 2 in eMarketing: The essential guide to marketing in a digital world (6th ed.). Red and Yellow. - Hauser, J. R. (2015). Note on consumer behavior Note on consumer behavior – Alternative Formats . MIT Open Courseware.
- Aaker, J., Leslie, S., & Robin, C. (2010). The psychology of happiness. Stanford Graduate School of Business Case Studies.
- PolyMatter. (2017, October 31). Nudging: The future of advertising [Video]. YouTube.
- Harvard Business School Videos [Note: access is limited for non-subscribers]
- (2016, January 27). What matters more than customer satisfaction.
- (2014, February 4). Understand what your customers really want.
- (2013, September 17). Innovative ways to change customer behavior.
Strategy
- TED. (2009, October 14). Life lessons from an ad man | Rory Sutherland [Video]. YouTube.
- Newman, D. (2017, October 31). Customer data means nothing without an action plan. Forbes.
- Thought Catalyst. (2017, October 5). The secret behind Coca-Cola marketing strategy [Video]. YouTube.
- Yohn, D. L. (2015, January 20). Great brands don’t chase trends [Video]. Harvard Business School.
Cultural Diversity
- The new mad men [Episode]. (2014). America by the Numbers (Season 1, Episode 8). PBS. [Discusses advertising to Latinos.
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