San Antonio College Library

Celebrity endorsement, customer testimony and emotional appeal are some of the psychological ingredients of adveritsing that are directed toward teenage consumers.

A collection of articles featured in "Consumer Reports" magazine's "Selling It" column which bring a variety of consumer scams and sweepstakes to the attention of Americans.

"In their rush to appeal to the 18 to 35 age group, marketers have largely ignored consumers in their 50s and beyond. In this compelling investigation, The 50-plus Market shows why marketers can no longer ignore the inevitable consequences of demographic and economic change. The richest nations in the world are getting older and this has profound implications for the marketing profession." "Challenging marketing's core assumptions about the effects...

This hands-on guide to the next generation of customer relationship marketing shows how businesses of any size can build a global strategy that encourages the development of meaningful, profitable relationships with their customers.

"This book explores how the ideas we have about race are produced and reproduced in everyday acts of consumption, and gives us a new way of thinking about the centrality of race to our lives. It argues that consumption is not a superficial leisure activity, but plays a very important role in shaping our beliefs about others: it is through the products we buy, the games we play, the TV we watch, the restaurants we eat at, the charities we give to and...

The authors list the five factors that most directly influence customer perceptions: the operational essence of the enterprise, the nature of its offerings, the effects of the organization's heritage, its sense of purpose and its demonstrable body of values.

Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business.

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"In our world of increasingly available information technology and rapid globalization, the shifting balance of power between buyers and sellers is often overlooked. The implications for business are tremendous, Claes Fornell argues, as he turns much of conventional business practice on its head." "Fornell describes how to harness increasing buyer power in ways that are often paradoxical and at odds with current practice, and how businesses and investors...