000			02915cam a22003134a 4500
999			_c129747 _d129747
001			16627211
003			ARRUPE
005			20190827103034.0
008			110127s2012 nyua b 001 0 eng
010			_a 2011003612
016	7		_a015846369 _2Uk
020			_a9780765629647 (cloth : alk. paper)
020			_a076562964X (cloth : alk. paper)
035			_a(OCoLC)ocn699379293
040			_aDLC _cDLC _dYDX _dYDXCP _dBTCTA _dBWX _dUKMGB _dPMC _dCDX _dDLC
042			_apcc
050			_aHD9999.B442 _bM45 2012
082	0	0	_a658.8/342 _222
100			_aMellon, Jim and Chalabi Al _947924
245	0	0	_aCracking the code : _bunderstanding and profit from the biotech revolution that will generate fortunes / _cSteven S. Posavac, editor.
260			_aWest Sussex. : _bWiley _cc2012.
300			_axx, 340 p. : _bill. ; _c22 cm.
504			_aIncludes bibliographical references and indexes.
505	0		_aBridging theory and practice : a conceptual model of relevant research / Bernd Schmitt -- Optimal marketing for really new products : using a consumer perspective to improve communications / Steve Hoeffler and Michal Herzenstein -- Consumer tunnel vision and implications for managing the marketing mix / Steven S. Posavac, David M. Sanbonmatsu, Shailendra Pratap Jain -- How to target diverse customers : an advertising typology and prescriptions from social psychology / Anne M. Brumbaugh -- Where to draw the line? Managerial implications of behavioral research on deceptive advertising / Guang-Xin Xie and David M. Boush -- Verbal and visual interaction in print advertisements / Yeqing Bao, Shi Zhang, and James T. Simpson -- Comparative advertising research : a review and research agenda / Meng-Hua Hsieh ... [et al.] -- Brand experience : managerial applications of a new consumer psychology concept / J. Joško Brakus, Bernd Schmitt, and Lia Zarantonello -- Success stories : how marketing managers can leverage the psychology of narratives / Jennifer Edson Escalas -- The consumer-generated product review : its effect on consumers and marketers / Ohyoon Kwon and Yongjun Sung -- Improving the predictive power of consumer research by measuring naturally occurring judgments / Maria L. Cronley ... [et al.] -- Negativity and customer satisfaction : its managerial implications / Keiko I. Powers -- Nonconscious processes in consumer behavior : a review of prior literature and implications for marketing / Israel Martinez ... [et al.] -- Marketing insights from a model of action and empirical findings / Geraldine Fennell.
650			_aBiotechnology industries _xFinance _947925
650			_aPharmaceutical industry _xFinance _947926
650			_aBiotechnology industries _947927
650			_aPharmaceutical industry _947928
650			_aInvestments _910
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cMONOGRAPH