Erik Kostelijk's Books

The Influence of Values on Consumer Behaviour

The value compass

By: Erik Kostelijk

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The Influence of Values on Consumer Behaviour

The value compass

By: Erik Kostelijk

Substantial progress has been made in the conceptualization of values within psychology. The importance of values is also acknowledged in marketing, and companies use values to describe the core associations of their brand. Yet despite this, the values concept has received limited attention in marketing theory. The Influence of Values on Consumer Behaviour aims to bridge the gap between the conceptual progress of values in psychology, and the current practice in marketing and branding literature. It proposes the ‘Value Compass’, a comprehensive value system that is cross-culturally applicable to consumer behaviour and brand choice. The values concept is used in psychology to identify the motivations underlying behaviour, a concept that marketers have borrowed to define brand values. This has led to conceptual confusion. Whereas in psychology the values system is perceived as an integrated structure, in marketing, values are treated as abstract motivations that give importance to the benefits of consumption. Attention in marketing has shifted away from brand values toward brand personality, a set of human characteristics associated with a brand. Despite its popularity, brand personality has limitations in explaining consumer behaviour, while the potential merits of a brand values concept have remained largely unexplored. The book presents a meaningful alternative to the brand personality concept and promotes the benefits of using the Value Compass for assessing the effects of brand values and personal values on consumer choice. As such, it will be essential reading for academics and postgraduate students in the fields of marketing, consumer psychology, branding, consumer choice behaviour and business studies.

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Page Count

249

Publisher

Routledge

Published Date

ISBN 10

1317197070

ISBN 13

9781317197072

Marketing Analytics

Statistical Tools for Marketing and Consumer Behavior Using SPSS

By: José Marcos Carvalho de Mesquita,Erik Kostelijk

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Marketing Analytics

Statistical Tools for Marketing and Consumer Behavior Using SPSS

By: José Marcos Carvalho de Mesquita,Erik Kostelijk

Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantitative methods in marketing and consumer behavior. With simple language and a practical, screenshot-led approach, the book presents 11 multivariate techniques and the steps required to perform analysis. Each chapter contains a brief description of the technique, followed by the possible marketing research applications. One of these applications is then used in detail to illustrate its applicability in a research context, including the needed SPSS commands and illustrations. Each chapter also includes practical exercises that require the readers to perform the technique and interpret the results, equipping students with the necessary skills to apply statistics by means of SPSS in marketing and consumer research. Finally, there is a list of articles employing the technique that can be used for further reading. This textbook provides introductory material for advanced undergraduate and postgraduate students studying marketing and consumer analytics, teaching methods along with practical software-applied training using SPSS. Support material includes two real data sets to illustrate the techniques’ applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes. Professionals are invited to use the book to select and use the appropriate analytics for their specific context.

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Page Count

211

Publisher

Taylor & Francis

Published Date

ISBN 10

1000481719

ISBN 13

9781000481716

Brand Positioning

Connecting Marketing Strategy and Communications

By: Erik Kostelijk,Karel Jan Alsem

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Brand Positioning

Connecting Marketing Strategy and Communications

By: Erik Kostelijk,Karel Jan Alsem

Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company’s brand.

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Page Count

320

Publisher

Routledge

Published Date

ISBN 10

1000025063

ISBN 13

9781000025064

The Influence of Values on Consumer Behaviour

The value compass

By: Erik Kostelijk

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The Influence of Values on Consumer Behaviour

The value compass

By: Erik Kostelijk

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Page Count

241

Publisher

Routledge

Published Date

ISBN 10

1317197089

ISBN 13

9781317197089

Brand Positioning

Connecting Marketing Strategy and Communications

By: Erik Kostelijk,Karel Jan Alsem

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Brand Positioning

Connecting Marketing Strategy and Communications

By: Erik Kostelijk,Karel Jan Alsem

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Solve jigsaw puzzle

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Page Count

320

Publisher

Routledge

Published Date

ISBN 10

1000025063

ISBN 13

9781000025064

Marketing Analytics

Statistical Tools for Marketing and Consumer Behavior Using SPSS

By: José Marcos Carvalho de Mesquita,Erik Kostelijk

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Marketing Analytics

Statistical Tools for Marketing and Consumer Behavior Using SPSS

By: José Marcos Carvalho de Mesquita,Erik Kostelijk

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Solve jigsaw puzzle

Age

Page Count

211

Publisher

Taylor & Francis

Published Date

ISBN 10

1000481719

ISBN 13

9781000481716

Marketing Analytics

Statistical Tools for Marketing and Consumer Behaviour Using SPSS

By: José Marcos Carvalho de Mesquita,Erik Kostelijk

Write a review Read reviews Take a Quiz Solve Book Puzzle

Marketing Analytics

Statistical Tools for Marketing and Consumer Behaviour Using SPSS

By: José Marcos Carvalho de Mesquita,Erik Kostelijk

Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantitative methods in marketing and consumer behavior. With simple language and a practical, screenshot-led approach, the book presents 11 multivariate techniques and the steps required to perform analysis. Each chapter contains a brief description of the technique, followed by the possible marketing research applications. One of these applications is then used in detail to illustrate its applicability in a research context, including the needed SPSS commands and illustrations. Each chapter also includes practical exercises that require the readers to perform the technique and interpret the results, equipping students with the necessary skills to apply statistics by means of SPSS in marketing and consumer research. Finally, there is a list of articles employing the technique that can be used for further reading. This textbook provides introductory material for advanced undergraduate and postgraduate students studying marketing and consumer analytics, teaching methods along with practical software-applied training using SPSS. Support material includes two real data sets to illustrate the techniques' applications and PowerPoint slides providing a step-by-step guide to the analysis and commented outcomes. Professionals are invited to use the book to select and use the appropriate analytics for their specific context.

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Age

Page Count

200

Publisher

Mastering Business Analytics

Published Date

ISBN 10

1032052198

ISBN 13

9781032052199

Book's by Erik Kostelijk

The Influence of Values on Consumer Behaviour

The Influence of Values on Consumer Behaviour

Marketing Analytics

Marketing Analytics

Brand Positioning

Brand Positioning

The Influence of Values on Consumer Behaviour

The Influence of Values on Consumer Behaviour

Brand Positioning

Brand Positioning

Marketing Analytics

Marketing Analytics

Marketing Analytics

Marketing Analytics

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