فك الشفرة: التفسير العلمي لقرارات الشراء

الكاتب: كوكب المنى تاريخ النشر: أكتوبر 23, 2020 آخر تحديث: أكتوبر 23, 2020 وقت القراءة:

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فك الشفرة: التفسير العلمي لقرارات الشراء

فيل باردن

ترجمة مصطفى محمد فؤاد

مراجعة هاني فتحي سليمان

في هذا الكتاب الرائد، يعرض فيل باردن ما يقدِّمه علمُ اتخاذ القرار من تفسيراتٍ لسلوك المستهلكين الشِّرائي، وقيمة ذلك في مجال التسويق، ويسرد نتائجَ أحدثِ الأبحاث حول دوافع اختيارات المستهلكين، وما يحدث في المخ البشري أثناء اتخاذ المشترين قراراتهم الشِّرائية. كما أنه يفكُّ شفرةَ «الأكواد السرية» للمنتجات والخدمات ليفسِّر سببَ شراء الناس لها. وأخيرًا، يقدِّم إطارًا عمليًّا وإرشادات للممارسات التسويقية اليومية فيما يتعلق بكيفية توظيف هذه المعرفة لإدارةٍ أكثرَ فعاليةً للعلامات التجارية؛ بدءًا من الاستراتيجية وحتى التنفيذ وتطوير المنتجات الجديدة. إن هذا الكتاب — بما يضمه من دراساتِ حالةٍ — لا غنى عنه للمتخصصين في التسويق والدعاية والإعلان.

تحميل كتاب فك الشفرة: التفسير العلمي لقرارات الشراء مجانا

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{'title': '\u062a\u0627\u0628\u0639\u0646\u0627 \u0639\u0644\u0649', 'type': 'LinkList', 'sectionId': 'social-widget', 'id': 'LinkList75'}, {'title': '\u0627\u0644\u0643\u0648\u062f \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a', 'type': 'HTML', 'sectionId': 'iqraaads-sidbar', 'id': 'HTML298'}, {'title': '\u0623\u0642\u0633\u0627\u0645 \u0627\u0644\u0645\u0648\u0642\u0639', 'type': 'Label', 'sectionId': 'sidebar2', 'id': 'Label1'}, {'title': '\u0627\u0644\u0643\u0648\u062f \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a (\u0641\u0648\u0642 \u0627\u0644\u0641\u0648\u062a\u0631)', 'type': 'HTML', 'sectionId': 'iqraaads-footert', 'id': 'HTML297'}, {'title': '\u0631\u0648\u0627\u0628\u0637 \u0627\u0644\u0635\u0641\u062d\u0627\u062a', 'type': 'LinkList', 'sectionId': 'iFooterPagesList', 'id': 'LinkList76'}, {'title': '\u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0627\u062a\u0635\u0627\u0644', 'type': 'ContactForm', 'sectionId': 'hidden-widgets', 'id': 'ContactForm1'}]}]); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList71', 'iqraa-controlpanel', document.getElementById('LinkList71'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList60', 'iqraa-controlpanel', document.getElementById('LinkList60'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList70', 'iqraa-controlpanel', document.getElementById('LinkList70'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList68', 'iqraa-controlpanel', document.getElementById('LinkList68'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList65', 'iqraa-controlpanel', document.getElementById('LinkList65'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList77', 'iqraa-controlpanel', document.getElementById('LinkList77'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_HTMLView', new _WidgetInfo('HTML500', 'iqraa-controlpanel', document.getElementById('HTML500'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList81', 'iqraa-controlpanel', document.getElementById('LinkList81'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList82', 'iqraa-controlpanel', document.getElementById('LinkList82'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList83', 'iqraa-controlpanel', document.getElementById('LinkList83'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList67', 'IRPCOntrol', document.getElementById('LinkList67'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList89', 'iSMPControl', document.getElementById('LinkList89'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList72', 'iTopPagesList', document.getElementById('LinkList72'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList73', 'iTopSocialBTNs', document.getElementById('LinkList73'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_HeaderView', new _WidgetInfo('Header1', 'iBlogLogo', document.getElementById('Header1'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList74', 'main-menu', document.getElementById('LinkList74'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_HTMLView', new _WidgetInfo('HTML290', 'iqraaads-hometop', document.getElementById('HTML290'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_ImageView', new _WidgetInfo('Image1', 'iFeaturedLabels', document.getElementById('Image1'), {'resize': false}, 'displayModeFull')); _WidgetManager._RegisterWidget('_ImageView', new 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_WidgetManager._RegisterWidget('_HTMLView', new _WidgetInfo('HTML301', 'iqraaads-inposts', document.getElementById('HTML301'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_HTMLView', new _WidgetInfo('HTML302', 'iqraaads-inposts', document.getElementById('HTML302'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_HTMLView', new _WidgetInfo('HTML303', 'iqraaads-inposts', document.getElementById('HTML303'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_HTMLView', new _WidgetInfo('HTML325', 'iqraaads-inposts', document.getElementById('HTML325'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LinkListView', new _WidgetInfo('LinkList75', 'social-widget', document.getElementById('LinkList75'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_HTMLView', new _WidgetInfo('HTML298', 'iqraaads-sidbar', document.getElementById('HTML298'), {}, 'displayModeFull')); _WidgetManager._RegisterWidget('_LabelView', new _WidgetInfo('Label1', 'sidebar2', 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