000			03049nam a22004215i 4500
001			u374177
003			SIRSI
005			20160812084221.0
007			cr nn 008mamaa
008			100917s2010 gw | s |||| 0|eng d
020			_a9783642120930 _9978-3-642-12093-0
040			_cMX-MeUAM
050		4	_aHD28-70
082	0	4	_a650 _223
100	1		_aDerval, Diana. _eauthor.
245	1	4	_aThe Right Sensory Mix _h[recurso electrónico] : _bTargeting Consumer Product Development Scientifically / _cby Diana Derval.
264		1	_aBerlin, Heidelberg : _bSpringer Berlin Heidelberg : _bImprint: Springer, _c2010.
300			_aXIV, 146 p. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
505	0		_aComing to Our Senses -- Detecting Profitable Markets -- Predicting Consumers’ Behavior -- The Right Sensory Mix -- Increasing the Innovation Hit Rate.
520			_aBerry-AMA Book Prize FINALIST 2011! “The Right Sensory Mix” is one of the four best marketing books in 2011 according to the American Marketing Association Foundation.   The Berry-AMA Book Prize is awarded annually be the Foundation (AMAF) and recognizes books whose innovative ideas have had significant impact on marketing and related fields. For additional information about the Berry-AMA Book Prize, visit Berry-AMA Book Prize. Why do some people drink black coffee and others stick to tea? Why do some people prefer competitors’ products? Why do we sell less in this country? Many companies fail to acknowledge and analyze disparities observed among customers and simply put them down to culture or emotion. New neuroendocrinological research proves that consumers are rational: They just have a different biological perception of the same stimulus! Their preferences, behavior, and decisions are strongly influenced by the hundreds of millions of sensors monitoring their body and brain. People with more taste buds are for example sensitive to bitterness and are more likely to drink their coffee with sugar or milk, or to drink tea. After reading the book, managers will be able to: • Understand and predict consumers’ behavior and preferences • Design the right sensory mix (color, shape, taste, smell, texture, and sound) for each product • Fine-tune their positioning and product range for every local market • Systematically increase their innovation hit rate
650		0	_aEconomics.
650		0	_aIndustrial management.
650		0	_aMarketing.
650	1	4	_aEconomics/Management Science.
650	2	4	_aManagement/Business for Professionals.
650	2	4	_aMarketing.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783642120923
856	4	0	_zLibro electrónico _uhttp://148.231.10.114:2048/login?url=http://link.springer.com/book/10.1007/978-3-642-12093-0
596			_a19
942			_cLIBRO_ELEC
999			_c202057 _d202057