Alvin Lee – författare

Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand?This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand.PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.

Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand?This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand.PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.

Considered by many to be Northrop Frye's magnum opus, The Great Code (1982) reflects a lifetime of thinking about the patterns and meanings of the Bible. In this new edition of The Great Code, Alvin A. Lee presents a corrected and fully annotated version of Frye's text, as well as a comprehensive introduction to help contextualize this important work and guide readers through its allusive passages. Lee's introduction provides a synoptic account of the role of the Bible in Frye's intellectual and spiritual odyssey, as well as a description of how The Great Code as a book came into existence, and an introductory critique of the shape and meaning of the book's argument. The Great Code is culturally allusive to a high degree. It takes much of its inspiration from the Bible itself, including a profusion of biblical passages, but also from the author's extensive reading of a host of other texts from ancient times until the late twentieth century. Lee's extensive annotation illustrates, beyond question, that Frye's knowledge of the Bible and how it has worked in Western culture was at once profound and visionary. This new edition not only re-presents Frye's text in a clear, correct, and fully annotated form, it goes a long way in helping us understand the widespread scholarly and popular reception that met this extraordinary and in some ways revolutionary book and how it can still be richly rewarding for readers.

The aim of Gold-Hall and Earth-Dragon is to re-create as fully as possible for modern readers the original force of the poetic language of Beowulf. Lee makes use of a wide, archetypal literary context for Beowulf to provide illuminating parallels and contrasts with poems and fictions from other times and places. He demonstrates how the poem's symbolic system reveals itself through the metaphorical workings of the Old English words, patterns of imagery, and more general narrative structures, and how the poem might have been experienced and interpreted by the Anglo-Saxons in the light of other Old English poems. The critical tools that Lee uses – combining certain techniques of New Criticism and close reading with postmodern theories of the self-referentiality of language and with Northrop Frye's conceptions of structure and polysemy in literature – make possible a fresh new account of Beowulf as a work that is very much alive in its poetic language, a finely wrought symbolic work of imagining, still resonant with meanings old and new.