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books
Törőcsik Mária ( 2007 ): Vásárlói magatartás. Ember az élmény és a feladat között. (Buyer’s Behaviour) Akadémiai Kiadó, Budapest, 2007. 320. p. ISBN: 978 963 05 8397 8
We need to cope with recalcitrant buyers who are getting rather erratic. On one hand they can be easily manipulated, on the other they even go against the best campaigns. Why? I cannot give an exact explanation, just a few aspects to be analyzed.
‘The most interesting point is that it seems that some buyer groups are becoming a margin of demand, they just simply do not always want to buy more. Hopefully my book has given the reasons for this phenomenon. We can also see how desperately producers, vendors, media owners, and the service sector try to convince consumers and make them buy more of their goods or services, and we also see how hard consumers try to escape from this pressure. Following outworn patterns to react to these phenomena is not effective any more, market actors need to take more differentiated and empathic steps to succeed.
I think that changes of the last 5 years inside and around us should be built into our present marketing knowledge by rethinking the mechanism of buying. That was one of the aims of this book. I hope that it will mean a “fresh breeze” of change so that the basic information can be completed with the novelties.
Törőcsik Mária
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Törőcsik Mária (2006): Fogyasztói magatartástrendek. (Customers’ Behaviour Trends) Akadémiai Kiadó, Budapest, 2006. 359. p. ISBN: 963 05 8330 5
There are several kinds of motivations that can lead to writing a book. This book was inspired by its topic: the consumer trends that have been a centre of my interest in the last few years; and the changes of consumers’ behaviour as a consequence.
Those open minded enough can easily recognize new phenomena in our lives. People try to figure out why others behave in a certain way; researchers and experts are eager to know how this new value orientation affects consumers’ everyday activities; and what producers, vendors, agencies can do to understand this altered behaviour and act in its sake.
These phenomena have formed our lives along new dimensions. It was quite conspicuous for me how fast our scale of values has changed as a reaction to different effects, I was curious to know how people can tolerate these drastic changes, and how those new consumer groups come to an existence that has never existed before.
Trend research is an interesting but difficult field of research because it can only function well if the researcher is blessed with - besides his/her professionalism - a great deal of empathy and sensibility, so that he/she can point out, filter long term novelties. Trends experienced globally are largely modified by the Hungarian characteristics, culture and they are unique concerning their effects, and their attraction. It is essential to search new interpretations and special characteristics of trends.
Trends indicate changes in the framework of our lives. As an effect our lifestyle, our priorities and decisions also alter. In the centre of attention there are consumption and buying, practically speaking the consumer and the consuming human being.
Törőcsik Mária
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Törőcsik Mária (1996): Ipari marketing. (Industrial Marketing) Nemzeti Tankönyvkiadó, Budapest, 1996. 238. p. ISBN: 963 18 6920 2
All my knowledge and the results of two decades of researches concerning industrial marketing are summarized in this piece of work. All those scholarships I applied for and could submit in this topic (Soros Foundation, Tempus Program) convinced me that it is worth dealing with industrial marketing.
Nowadays all works being written concerning industrial marketing are not only theoretic discussions but rather an up to date way of thinking coming from practice. This book is going to cause great joy for those who could not find explanations for their everyday notions until now.
Törőcsik Mária
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Törőcsik Mária – Varsányi Judit (1998): Termékstratégia: Emocionális és racionális megközelítésben. (Product Strategy: In an Emotional and Rational Approach) Nemzeti Tankönyvkiadó, Budapest, 1998. 206. p. ISBN: 963 18 7641 1
The main purpose of this book is to introduce and explain all characteristic or antagonistic points of product strategy. It tries to describe these phenomena from the angle of functioning companies’ strategic and business interests with a special emphasis on how they personify the producer, the product or the consumer. In the focus there are decisions or series of decisions that characterize and define the sale, the market interest, the durability and the essence of a certain product. Most of the topics I chose to deal with approach product strategy from a point of view concerning marketing and company strategy, consumer and corporate behaviour.
Törőcsik Mária
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Törőcsik Mária (1998): Kereskedelmi marketing. (Commercial Marketing) KJK Kiadó, Szekszárd, 1998. 2. kiadás 261. p. ISBN: 963 224 269 6
Because of the dynamic development of commercial activity, deteriorating conditions of work on market there is a growing need for summing up the specialized knowledge of commercial marketing. It might mean a great help for both professionals and students specializing in marketing.
Our aim was to give an overview of the field’s characteristics and decision levels knowing that there is still a need for deepening the knowledge about the topic.
There have never been any studies published in such concatenations of this topic, so we hope that our conception will motivate marketing professionals to start debates on some of our statements or to complete some of the book’s chapters.
Törőcsik Mária
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Törőcsik Mária (2000): Empatikus marketing. (Empathic Marketing) Bagolyvár Könyvkiadó, Budapest, 2000. 101. p. ISBN: 963 9197 71 8
There has never been an appreciable study concerning marketing that would have questioned its basic paradigms. All these pieces of work have just systematized the well-known knowledge along certain keywords. This book follows the same tendencies: it introduces ideas that are probably already known by the reader and its intention is to provoke new thoughts. Its novelty is a brand new approach that comes from the author’s scepticism. Putting empathy and emotional approach in the centre of interest can be an inspiration for changing our Readers’ mentality towards marketing.
Törőcsik Mária
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