Market research Books

Book SynopsisGetting numbers is easy; getting trustworthy numbers is hard. From experimentation leaders at Amazon, Google, LinkedIn, and Microsoft, this guide to accelerating innovation using A/B tests includes practical examples, pitfalls, and advice for students and industry professionals, plus deeper dives into advanced topics for experienced practitioners.Trade Review'At the core of the Lean Methodology is the scientific method: Creating hypotheses, running experiments, gathering data, extracting insight and validation or modification of the hypothesis. A/B testing is the gold standard of creating verifiable and repeatable experiments, and this book is its definitive text.' Steve Blank, Adjunct professor at Stanford University, father of modern entrepreneurship, author of The Startup Owner's Manual and The Four Steps to the Epiphany'This book is a great resource for executives, leaders, researchers or engineers looking to use online controlled experiments to optimize product features, project efficiency or revenue. I know firsthand the impact that Kohavi's work had on Bing and Microsoft, and I'm excited that these learnings can now reach a wider audience.' Harry Shum, EVP, Microsoft Artificial Intelligence and Research Group'A great book that is both rigorous and accessible. Readers will learn how to bring trustworthy controlled experiments, which have revolutionized internet product development, to their organizations.' Adam D'Angelo, Co-founder and CEO of Quora and former CTO of Facebook'This book is a great overview of how several companies use online experimentation and A/B testing to improve their products. Kohavi, Tang and Xu have a wealth of experience and excellent advice to convey, so the book has lots of practical real world examples and lessons learned over many years of the application of these techniques at scale.' Jeff Dean, Google Senior Fellow and SVP Google Research'Do you want your organization to make consistently better decisions? This is the new bible of how to get from data to decisions in the digital age. Reading this book is like sitting in meetings inside Amazon, Google, LinkedIn, Microsoft. The authors expose for the first time the way the world's most successful companies make decisions. Beyond the admonitions and anecdotes of normal business books, this book shows what to do and how to do it well. It's the how-to manual for decision-making in the digital world, with dedicated sections for business leaders, engineers, and data analysts.' Scott Cook, Intuit Co-founder & Chairman of the Executive Committee'Online controlled experiments are powerful tools. Understanding how they work, what their strengths are, and how they can be optimized can illuminate both specialists and a wider audience. This book is the rare combination of technically authoritative, enjoyable to read, and dealing with highly important matters.' John P. A. Ioannidis, Stanford University'Kohavi, Tang, and Xu are pioneers of online experimentation. The platforms they've built and the experiments they've enabled have transformed some of the largest internet brands. Their research and talks have inspired teams across the industry to adopt experimentation. This book is the authoritative yet practical text that the industry has been waiting for.' Adil Aijaz, Co-founder and CEO, Split Software'Which online option will be better? We frequently need to make such choices, and frequently err. To determine what will actually work better, we need rigorous controlled experiments, aka A/B testing. This excellent and lively book by experts from Microsoft, Google, and LinkedIn presents the theory and best practices of A/B testing. A must read for anyone who does anything online!' Gregory Piatetsky-Shapiro, Ph.D., president of KDnuggets, co-founder of SIGKDD, and LinkedIn Top Voice on Data Science & Analytics'Ron Kohavi, Diane Tang and Ya Xu are the world's top experts on online experiments. I've been using their work for years and I'm delighted they have now teamed up to write the definitive guide. I recommend this book to all my students and everyone involved in online products and services.' Erik Brynjolfsson, Massachusetts Institute of Technology, co-author of The Second Machine Age'A modern software-supported business cannot compete successfully without online controlled experimentation. Written by three of the most experienced leaders in the field, this book presents the fundamental principles, illustrates them with compelling examples, and digs deeper to present a wealth of practical advice. It's a 'must read'! Foster Provost, New York University and co-author of the best-selling Data Science for Business'In the past two decades the technology industry has learned what scientists have known for centuries: that controlled experiments are among the best tools to understand complex phenomena and to solve very challenging problems. The ability to design controlled experiments, run them at scale, and interpret their results is the foundation of how modern high tech businesses operate. Between them the authors have designed and implemented several of the world's most powerful experimentation platforms. This book is a great opportunity to learn from their experiences about how to use these tools and techniques.' Kevin Scott, EVP and CTO of Microsoft'Online experiments have fueled the success of Amazon, Microsoft, LinkedIn and other leading digital companies. This practical book gives the reader rare access to decades of experimentation experience at these companies and should be on the bookshelf of every data scientist, software engineer and product manager.' Stefan Thomke, William Barclay Harding Professor, Harvard Business School, author of Experimentation Works: The Surprising Power of Business Experiments'The secret sauce for a successful online business is experimentation. But it is a secret no longer. Here three masters of the art describe the ABCs of A/B testing so that you too can continuously improve your online services.' Hal Varian, Chief Economist, Google, and author of Intermediate Microeconomics: A Modern Approach'Experiments are the best tool for online products and services. This book is full of practical knowledge derived from years of successful testing at Microsoft Google and LinkedIn. Insights and best practices are explained with real examples and pitfalls, their markers and solutions identified. I strongly recommend this book!' Preston McAfee, former Chief Economist and VP of Microsoft'Experimentation is the future of digital strategy and 'Trustworthy Experiments' will be its Bible. Kohavi, Tang and Xu are three of the most noteworthy experts on experimentation working today and their book delivers a truly practical roadmap for digital experimentation that is useful right out of the box. The revealing case studies they conducted over many decades at Microsoft, Amazon, Google and LinkedIn are organized into easy to understand practical lessens with tremendous depth and clarity. It should be required reading for any manager of a digital business.' Sinan Aral, David Austin Professor of Management, Massachusetts Institute of Technology, and author of The Hype MachineTable of ContentsPreface – how to read this book; 1. Introduction and motivation; 2. Running and analyzing experiments: an end-to-end example; 3. Twyman's law and experimentation trustworthiness; 4. Experimentation platform and culture; Part II: 5. Speed matters: an end-to-end case study; 6. Organizational metrics; 7. Metrics for experimentation and the Overall Evaluation Criterion (OEC); 8. Institutional memory and aeta-analysis; 9. Ethics in controlled experiments; Part III: 10. Complementary techniques; 11. Observational causal studies; Part IV: 12. Client-side experiments; 13. Instrumentation; 14. Choosing a randomization unit; 15. Ramping experiment exposure: trading off speed, quality, and risk; 16. Scaling experiment analyses; Part V: 17. The statistics behind online controlled experiments; 18. Variance estimation and improved sensitivity: pitfalls and solutions; 19. The A/A test; 20. Triggering for improved sensitivity; 21. Guardrail metrics; 22. Leakage and interference between variants; 23. Measuring long-term treatment effects.

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Book Synopsis* Financial Times Business Book of the Month * Next Big Idea Club Nominee * One of Bloomberg''s 52 New Books That Top Business Leaders Are Recommending * Aleo Review of Books 2022 Book of the Year *A groundbreaking exploration of why we want what we want, and a toolkit for freeing ourselves from chasing unfulfilling desires.Gravity affects every aspect of our physical being, but there's a psychological force just as powerfulyet almost nobody has heard of it. It's responsible for bringing groups of people together and pulling them apart, making certain goals attractive to some and not to others, and fueling cycles of anxiety and conflict. In Wanting, Luke Burgis draws on the work of French polymath René Girard to bring this hidden force to light and reveals how it shapes our lives and societies. According to Girard, humans don't desire anything independently. Human desire is mimeticwe imitate what other people

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Book SynopsisWelcome to the all-new, revised and revamped edition! Embark on an exciting journey into the future, using trend research as your compass. Take a deep dive into the future with this book as your trusty companion. "How to Research Trends" shows you how to navigate and explore using the powerful tool of trend research. Learn how to scan the environment for signs of change, analyze trend spots, and apply insights to kickstart innovation. This revised edition is designed for professionals who want to incorporate trend research into their own work. It features new interviews with professionals and agencies, as well as new theories, including Shalom Schwartz's human values model and Sharpe's Three Horizons Framework. Learn how to use trend research to explore the future, and you'll be prepared for change and the uncertainties it brings. Interviews with professionals that provide insights on how to implement trends. Various activities and tools to be used individually or in a team. A dedicated chapter on how to set up your own trend practice within your organisation.

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Book SynopsisHOW DOES MAGIC HAPPEN? The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas.Sutherland, the legendary Vice Chairman of Ogilvy, uses his decades of experience to dissect human spending behavior in an insanely entertaining way. Alchemy combines scientific research with hilarious stories and case studies of campaigns for AmEx, Microsoft and the like. This is a must-read. —Entrepreneur (Best Books of the Year)Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwh

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Book SynopsisAn important update to this roadmap for the development of a corporate intelligence program Market intelligence is the distinct discipline by which organisations systematically gather and process information about their external operating environment in order to facilitate accurate and confident decision making that is based on insight. For companies to thrive in the global post-recession marketplace, their management needs future-oriented business information. The Handbook of Market Intelligence provides a one stop shop, step-by-step roadmap for establishing, conducting and further developing corporate intelligence programs within an organisation and then shows how organisations can turn market data into actionable insights. Full of best practice advice from hundreds of real-life international case studies Outlines the anticipated future trends in Strategic Market Intelligence based on unique global survey data Table of ContentsPreface to the Second Edition vii About the Authors ix About Global Intelligence Alliance xi Part 1 Market Intelligence in Global Organizations 1 1 Market Intelligence: Drivers and Benefits 3 2 Market Intelligence in Global Organizations: Survey Findings in 2013 21 Part 2 Roadmap to World Class Market Intelligence 51 3 Key Success Factors of World Class Market Intelligence 53 4 Intelligence Scope – Determining the Purpose, Target Groups, and Focus Areas of an Intelligence Program 63 5 Intelligence Process – Turning Random Data into Meaningful Insight 77 6 Intelligence Deliverables – Building a High-Impact Market Intelligence Product Portfolio 87 7 Intelligence Tools – Collecting, Storing, and Disseminating Intelligence 101 8 Intelligence Organization – The People and Resources that Generate the Impact 115 9 Intelligence Culture – Engaging the Organization in Market Intelligence 131 Part 3 Market Intelligence for Key User Groups 141 10 Market Intelligence for Current Awareness Across the Organization 143 11 Market Intelligence for Strategic Planning 157 12 Market Intelligence for Marketing, Sales, and Account Management 175 13 Market Intelligence for Innovation and Product Life Cycle Management 189 14 Market Intelligence for Supply Chain Management 203 Part 4 Developing World Class Market Intelligence Programs 215 15 Implementing Market Intelligence Programs 217 16 How to Develop an Existing Market Intelligence Program for Greater Impact 227 17 Demonstrating the Impact of Market Intelligence 241 18 Trends in Market Intelligence 253 Index 267

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Book SynopsisDo you have, work for, or dream of starting a business or organization that positively impacts the world while also turning a profit?Radical Business is a blueprint for business owners and businesses ready to usher in a newer, practical form of doing business. By learning more about what a social enterprise is and how it can apply to any business, employee, activist, consumer, or citizen, we can use the golden rule as a catalyst for a different mindset.Radical business is not a brand new operational system, it's a way of returning to the root or origin. A genuinely radical business goes back to its root purpose: to meet a customer's need, solve a problem, and provide value.David Gaines outlines his Seven Seeds framework for a truly radical business model, including:-?Supply Chain: Behind Every Product Is a Story-?Employees: Successful Brands Are Built By HappyTeams-?Customers: What is Ethical Marketing? -?Community: Fostering Healthy Interdependence-?Competitors: A Rising Tide Lifts All Boats-?Environment: Rethinking the Costs & Benefits to GoingGreen-?Self: True Sustainability Requires Self CareIn Radical Business, Gaines provides?real-life business insight?with?case studies of successful companies?who have taken action to grow their profitability and positive impact. He provides actionable steps towards making a positive impact with in-depth analysis of supply chain, employee, customer, competitor, communal, and environmental interactions. As the world rapidly changes, and we realize that it needs more businesses that do good, Radical Business can help us leave the world better than we found it.

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Book SynopsisFrom business models to unique selling propositions, from product offerings to sales, marketing and pricing strategies, this book reveals what sets Chinese electric car manufacturers apart from their Western counterparts.Chinese automakers are gradually establishing themselves as the new trendsetters in the automotive industry as they make technological advances in various fields, especially in electric vehicles. As more of them look overseas for opportunities, especially in the European market, it is time for the local players to better understand who they are up against and take steps to keep up with the rapid growth of their Far Eastern competitors. Based on Simon-Kucher’s project experience, this book shows what is going on behind the Great Wall, informs readers about the latest technological trends and advances in China, and offers suggestions on what Chinese newcomers should bring with them when they come to town. Sharing valuable insights for all readers with an interest in the electric vehicle (EV) industry, this book will be particularly relevant for managers and decision-makers at Western OEMs, suppliers, and other relevant players in the automotive industry.Table of Contents1. Chinese EV Players: From followers to trailblazers.- 2. The history of the Chinese EV industry.- 3. An overview of the EV stakeholders in China.- 4. Electrification – Routes to the future.- 5. Smartification – the holy grail of EV.- 6 Chinese route to market.- 7. Avoiding the innovation curse.- 8. On the march to Globalia.- 9. Roadblocks to success10. What the future has in store

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Book SynopsisThe Trend Forecaster''s Handbook is a sharp, highly visual textbook and teaching aid for students and tutors keen to know more about the world of trends, trend forecasting and consumer-insight techniques.This ''how to'' book provides the skills to understand and track trends and use them to inform their research, design and product development. Highly visual, the book introduces the world of trend forecasting and consumer insight in a step-by-step way, with quotes from, interviews with and case studies of key players. Each chapter provides practical exercises and examples that allow students to experience the techniques or methodologies explored.Trends are a fundamental part of our emotional, physical and psychological landscape, and by forecasting trends we can begin to understand what drives and motivates consumers. This in turn can help to make the difference between a design that sells and one that languishes on the shelf.Reviews:"Highly visual and a genuinely eye-opening insight into the way designers can spot and dictate visual and cultural trends, keeping their work constantly at the cutting edge." - Computers Arts Project"The book is clear and concise, offers a journey through the unexpected, and engages the reader with clear guidelines. It offers insider knowledge and soundbites from those working in the industry." - Just4Textiles"The Trend Forecaster''s Handbook is a well published and intelligently written book for starting ''forecasters'' looking for theoretical background and interesting experiences." - The Pop-Up City"The Trend Forecaster''s Handbook is a highly readable and beautifully designed book that provides a practical framework for understanding and reacting to cultural trends. This review is a sneak preview of the second edition. The original edition, which was published in 2010, is considered the definitive source for learning about trends, strategy, and innovation thinking. Martin Raymond is a journalist" QRCA VIEWS

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Book SynopsisEver notice that all watch ads show 10:10 as the time? Or that all fast-food restaurants use red or yellow in their logos? Or that certain stores are always having a sale? You may not be aware of these details, yet they've been influencing you all along. Every time you purchase, swipe, or click, marketers are able to more accurately predict your behavior. These days, brands know more about you than you know about yourself. Blindsight is here to change that. With eye-opening science, engaging stories, and fascinating real-world examples, neuroscientist Matt Johnson and marketer Prince Ghuman dive deep into the surprising relationship between brains and brands. In Blindsight, they showcase how marketing taps every aspect of our mental lives, covering the neuroscience of pain and pleasure, emotion and logic, fear and safety, attention and addiction, and much more. We like to think of ourselves as independent actors in control of our decisions, but the truth is far more complicated. Blindsight will give you the ability to see the unseeable when it comes to marketing, so that you can consume on your own terms. On the surface, you will learn how the brain works and how brands design for it. But peel back a layer, and you'll find a sharper image of your psychology, reflected in your consumer behavior. This book will change the way you view not just branding, but yourself, too.Trade Review"This is one of the best reads for marketing professionals." —The Neuromarketing Science & Business Association "The two authors have ... delightfully described how our supposedly hardwired brain can so skillfully be manipulated by the media, merchants, and other mercenaries." —Manhattan Book Review "Blindsight is a rigorous examination of how top brands sneak into our brains and grab the best real estate. Deftly mixing neuroscience, psychology, and fun stories, the book is a delight to read; it will grip you from the start, and leave you feeling smarter." —Rich Karlgaard, publisher at Forbes "Blindsight teaches us how to be smarter consumers who make wise decisions that will ultimately leave us happier, wealthier, and healthier." —Adam Alter, New York Times bestselling author of Drunk Tank Pink and Irresistible "Somewhere hidden between the bright colors, catchy jingles, and strategic placement of advertisements is the psychology behind their influence. This book uncovers this hidden layer of the consumer world and how it affects our thoughts, emotions, and spending habits. A must-read for consumers and marketers alike." —Kendis Gibson, Emmy award-winning journalist and reporter for MSNBC "With an entertaining blend of storytelling and science, Blindsight is a truly eye-opening look into the complex dynamics underlying how brands drive consumer behavior. A must-read book that will have you re-examining both information around you and your own purchase decisions at every turn." —Abigail Sussman, associate professor of marketing at The University of Chicago Booth School of Business "Prince Ghuman and Matt Johnson bring to life the science behind how Facebook holds your attention, how Star Wars captured the hearts of generations of moviegoers, and selling billions in bottled water to consumers with taps in their homes. This is the perfect book for readers looking to understand what happens when the magic behind modern branding meets the machinery of the mind." —Drew Jacoby-Senghor, assistant professor of management at Berkeley Haas School of Business "If you want to understand the driving forces behind your decisions, if you want to be smarter about your purchases, if you want to know how to improve your spending habits, read this book!" —Jiaying Zhao, associate professor of psychology at the University of British Columbia "Johnson and Ghuman artfully combine science, business, and storytelling to help us understand the invisible forces which shape our decisions and experiences. Along the way, they reveal to us all how deeply interwoven consumerism is into the perception of reality itself." —Blake Sherwin, assistant professor of applied mathematics and theoretical physics at Cambridge University "Fast-paced, clever, and utterly fascinating, Blindsight sheds new light on the deeply rooted beliefs and mental gymnastics that brands tap with precision to create preference. Johnson and Ghuman weave meticulously chronicled science into great stories with thoroughly modern examples that will leave consumers, marketers, brands, or just neuro-curious readers with something to chew on and lots to discuss at your next dinner party." —Carol Caruba, principal at Highwire PR "Equal parts science and storytelling, Blindsight changes the way we see ourselves as consumers. . . . This book is an engaging journey into the science of marketing's influence, and how it impacts how we see the world around us." —Judy Fan, assistant professor of psychology at University of California at San Diego "Blindsight is a refreshing, timely book that will make you examine the secret ways marketing influences you. You won't be able to think about your own consumer life the same way." —Sheryle Bolton, serial entrepreneur "Drawing creative and insightful connections between scientific studies and the effectiveness of today's marketing strategies, this book achieves a perfect balance of humor and rigor. Blindsight will make you understand yourself better—as a consumer, and as a person." —Natalia Córdova, psychology lecturer at Yale University "Blindsight is an ideal way to gain insight into the incredibly complex interactions between psychology and neuroscience that are underlying the seemingly simple concept of human intuition." —James Newell, managing director at Voyager CapitalTable of ContentsContents The Power of Blindsight Chapter 1 Eating the Menu Chapter 2 Dropping Anchors Chapter 3 Making the Moment Chapter 4 Memory Remixed Chapter 5 Of Two Minds Chapter 6 Pleasure – Pain = Purchase Chapter 7 Addiction 2.0 Chapter 8 Why We Like What We Like Chapter 9 Empathy and the Human Connection Chapter 10 The Essence of Everything Chapter 11 Midliminal Chapter 12 The Future of Marketing AcknowledgmentsEndnotesAbout the Authors

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Book Synopsis“Empire of Things isn''t just an insightful and surprisingly entertaining read, but a crucial one.”—NPR What we consume has become a central—perhaps the central—feature of modern life. Our economies live or die by spending, we increasingly define ourselves by our possessions, and this ever-richer lifestyle has had an extraordinary impact on our planet. How have we come to live with so much stuff, and how has this changed the course of history?In Empire of Things, Frank Trentmann unfolds the extraordinary story of our modern material world, from Renaissance Italy and late Ming China to today’s global economy. While consumption is often portrayed as a recent American export, this monumental and richly detailed account shows that it is in fact a truly international phenomenon with a much longer and more diverse history. Trentmann traces the influence of t

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Book SynopsisTrade Review“Silicon Valley’s arrival in Hollywood—initiated by Netflix, and followed by Amazon, Apple and others—set off the most momentous disruption to the entertainment industry since the advent of television. Hayes and Chmielewski give readers a ring-side seat to all of the fear, agita and corporate mud-slinging wrought by the shift from movie screens to laptops, setting up the stakes of a business-slash-cultural war that is far from over. This sharply-reported, colorfully-detailed yarn is a must-read for anyone wondering how Hollywood lost its grip.” — Nicole Laporte, author of Guilty Admissions and The Men Who Would Be King “For years a debate has raged over whether content or distribution is King. This timely, engrossingly written and deeply reported book, crowns the new King: streaming. Month by month, year by year, Binge Times takes readers inside the momentous and disruptive battle for streaming supremacy among such media giants as Netflix, Apple, Amazon, Disney, Warner, NBC. You will be entertained to see a battlefield strewn with the withered bodies of smart executives who made dumb decisions. And you will glimpse how television and movies are forever changed.” — Ken Auletta, New York Times bestselling author “Hayes and Chmielewski zoom way out to an altitude that offers the entertainment industry something it has sorely lacked: Perspective. The expertise and analysis in this book might just help us all avoid making the same sisyphean mistakes of the last two decades. But only if you read it.” — Evan Shapiro, producer and former president of Sundance TV, IFC, and Pivot “Binge Times is a vivid behind-the-scenes account of the corporate streaming wars that changed the face of popular entertainment.” — Peter Bart, author and producer, Deadline editor-at-large “This book was better than anything I’ve read in detailing how this new era of streaming evolved so quickly. Filled with colorful details and insider stories, Hayes and Chmielewski chronicle how the media landscape arrived at the ‘binge times’ we’re all living in and why the biggest players in the business made the choices they made.” — Marshall Lewy, Chief Content Officer, Wondery “A revealing, highly readable look at the making of the modern home-entertainment environment.” — Kirkus Reviews "This excellent book takes readers deep behind the scenes at Netflix and its challengers, showing us the people who had the ideas, made the decisions, and, in some cases, took the blame. In their writing, in their perceptive analyses, and in their vivid portrayal of a large cast of characters, Hayes and Chmielewski's book easily rivals such business-book staples as Barbarians at the Gate, The Informant, and Too Big to Fail....Riveting." — Booklist “Binge Times breaks down the absolute mayhem of the streaming wars in a way that even a casual industry watcher can digest. It is a thoroughly reported work that makes for a compelling read.” — Broadcasting+Cable

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Book SynopsisDocuments the theoretical foundations of travel choice modeling. Divided into three parts, Microeconomic Theory, Behavioral Decision Theory and Statistical Theory, this book extends approaches to travel choice modeling beyond the consumer theory developed in economics by applying theories from the fields of geography, psychology and statistics.Trade ReviewBertil Vihelmson a somewhat diverse but thoughtful reminder of the problematic theoretical assumptions of present travel forecasting. It sets out to introduce a descriptive psychological framework that may provide more realistic assumptions for modelling efforts. Geografiska Annaler John Dinwoodie, University of Plymouth, UK Heated musings over the strategists' classic tension between where we are now, and where we would like to be, have rarely failed to generate incisive and fruitful debate, and that is precisely what this volume offers. In a collection of over twenty commissioned offerings by contributors with glittering credentials, the theoretical foundations of travel choice modelling are not only well and truly shaken, tried and tested, but also tentatively relaid. Each one of these papers is worthy of serious and extended study, luring even casual or unenlightened readers into a deeper understanding of pertinent historical perspectives, whilst seductively proffering a change in the way ahead... Travel choice modelling is by nature multi-disciplinary...for those readers willing to learn from colleagues in proximate disciplines there is a wealth of new ideas and experience presented here, along with pointers to challenges where they might themselves make contributions in this field. This volume should provide both useful reviews of past practice and seminal accounts of future practice for many years hence. Journal of Transport Geography Lidia P. Kostyniuk, University of Michigan Transportation Research Institute ...succeeds at examining the behavioural credibility of travel choice models ... does show that the field is heading in a positive direction. Transportation Research Part A Peter E. Tarlow Theoretical Foundations of Travel Choice Modeling is an excellent book for those interested in quantitative transportation theory, and how it integrates theoretical perspectives from psychology, social-psychology, sociology, and statistics. Annals of Tourism Vol 27, No 1Table of ContentsTheoretical foundations of travel choice modeling: an introduction (T. Garling et al.). Microeconomic Theory. Individual and collective decision making: application to travel choice (A. de Palma). Time and income in travel choice: towards a microeconomic activity-based theoretical framework (S.R. Jara-Diaz). Extending valuation to controlled value functions and non-uniform scaling with generalized unobserved variances (D.A. Hensher). The end of equilibrium (P. Goodwin). Microeconomic theory: a commentatory (S. Algers). Behavioral Decision Theory. The perspective from behavioural decision theory on modeling travel choice (O. Svenson). Travel choice in congestions: modeling and research needs (E. Stern). Bounded rationality in commuter decision dynamics: incorporating trip chaining in departure time and route switching decisions (H.S. Mahmassani, Rong-Chang Jou). Time in travel choice modeling: from relative obscurity to center stage (E.I. Pas). Two computational process models of activity-travel choice (Ryuichi Kitamura, Satoshi Fujii). Information representation for driver decision support systems (Mei-Po Kwan et al.). Can we ever obtain the data we would like to have? (K.W. Axhausen). Behavioral decision theory: problems and prospects (J. Polak). Statistical Theory. Measuring willingness-to-pay for transportation improvements (D. McFadden). A model of household choice of activity participation and mobility (T.F. Golob). Household travel surveys: new perspectives and old problems (P.R Stopher). Multiple imputation methodology for missing data, non-random response, and panel attritition (D. Brownstone). Forecasting demand for new travel alternatives (A. Daly, C. Rohr). Statistical theory: summary and future research possibilities (C. Bhat). Subject index. Name index.

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Book SynopsisTable of ContentsBrief Contents I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Introduction to Marketing Research Defining the Marketing Research Problem and Developing an Approach II. RESEARCH DESIGN FORMULATION Research Design, Secondary and Syndicated Data Qualitative Research Survey and Observation Experimentation and Causal Research Measurement and Scaling Questionnaire and Form Design Sampling Design and Procedures III. DATA COLLECTION, ANALYSIS, AND REPORTING Data Collection and Preparation Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression Report Preparation and Presentation

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Book SynopsisA Dictionary of Marketing is an accessible, practical, and internationally-focused A-Z guide to all areas of marketing. Covering traditional techniques and theories, as well as the latest terms and concepts in web, digital and social marketing, this is the ideal reference for students and practitioners of marketing worldwide.Trade Reviewa very helpful reference work for the marketing practitioner and student * Stuart Hannabuss, Reference Reviews *Table of ContentsINTRODUCTION TO THE FOURTH EDITION; ACKNOWLEDGEMENTS; DEDICATION; A DICTIONARY OF MARKETING; APPENDICES

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Book SynopsisBuilding on the success of the previous editions, the third edition of Marketing Research: Tools and Techniques provides an accessible and engaging insight into marketing research. Based on the concept of the Marketing Research Mix, the text is organized around the core themes of research preparation, data collection, analysis and communication of findings, and how skills and techniques are used in different research contexts. The author adopts a sound balance between theory and practice and demonstrates how marketing concepts can be carried out in reality, and which methods are most appropriate for particular types of research. The new edition has been fully revised to reflect the wealth of digital developments and contains new case studies on renowned commercial brands such as BMW, Google, McDonalds, Whiskas, Tesco, The National Student Survey (NSS), Eurobarometer and BMI Healthcare. Supported by a full range of pedagogical features, the author enables students to understand the issuTable of ContentsPART 1 RESEARCH PREPARATION; PART 2 DATA COLLECTION; PART 3 ANALYSIS AND COMMUNICATION; PART 4 MARKETING RESEARCH CONTEXTS

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Book SynopsisA study of target marketing, this text exposes the advertising industry's strategies for homing in on American consumers. Combining analysis of contemporary practices with an historical perspective, it examines the mid-1970s when mass marketing was dropped in favour of aggressive target marketing.

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Book SynopsisA study of target marketing, this text exposes the advertising industry's strategies for homing in on American consumers. Combining analysis of contemporary practices with an historical perspective, it examines the mid-1970s when mass marketing was dropped in favour of aggressive target marketing.

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Book SynopsisMaurizio Atzeni is Marie Curie Research Fellow and Lecturer in Labour and Industrial Relations at Loughborough University, UKTable of ContentsIntroduction: Neo-liberal Globalisation and Interdisciplinary Perspectives on Labour and Collective Action PART I: THEORETICAL ISSUES -EXPLAINING THE CENTRALITY OF LABOUR WITHIN CAPITALISM 1.Marx and Marxist Views on Work and the Capitalist Labour Process; David Spencer 2. Theorising the Working Class in Twenty-First Century Global Capitalism; Beverly Silver 3. Who is the Working Class? Wage Earners and Other Labourers; Marcel Van der Linden 4. The Reproduction of Labour Power in the Global Economy and the Unfinished Feminist Revolution; Silvia Federici PART II: CLASSICAL ISSUES EXPLAINING WORKERS' RESISTANCE AND ORGANISATION 5. The Role of Trade Unions in Building Resistance: Theoretical, Historical and Comparative Perspectives; Ralph Darlington 6. Workers Organising Workers: Grass-roots Struggle as the Past and Future of Trade Union Renewal; Sheila Cohen 7. The Workers' Control Alternative; Maurizio Atzeni PART III: CONTEMPORARY ISSUES WORKERS' ORGANISAING IN THE GLOBAL WORLD 8. Informal Labour, Factory Labour or the End of Labour? Anthropological Reflections on Labour Value; Massimiliano Mollona 9. New Forms of Labour Conflict: A Transnational Overview; Gregor Gall 10. Labour Migration and Emergent Class Conflict: Corporate Neo-liberalism, Worker Mobility, and Labour Resistance in the US; Immanuel Ness.

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Book SynopsisGabriele Troilo is Associate Professor of Marketing at Università Bocconi, Milano, Italy. He was also Vice-President of the European Marketing Academy (EMAC) from 2006-1012.Trade Review'With this book, creative industries marketing has arrived. Written by someone who understands the relationship between marketing and the creative industries and its wider theoretical and practical ramifications, this book has set a new benchmark. It has the potential to become a standard textbook on this subject.' - Daragh O'Reilly, Sheffield University Management School, UK 'This is a well written and in-depth book, packed with a range of examples and supporting material. It is ideal for upper-level undergraduates and postgraduates studying creativity, marketing and innovation.' - Tore Kristensen, Copenhagen Business School, Denmark 'Taking as his starting point a customer-centric model of marketing, Troilo shows how customer value is created, delivered and experienced. Ranging from consumer purchasing decisions in the arts to practical advice on running focus groups and pricing strategies and discussion of arts sponsorship and CRM, the book offers readers a thorough and comprehensive understanding of the marketing process. The arguments are supported by meticulous research and diverse examples of marketing practice, from Brazilian flipflops and Italian opera houses to Spanish theatre companies and Rihanna. The book equips readers with the resources and insights they need to become effective marketers in the creative industries.' - Christopher Bilton, University of Warwick, UKTable of ContentsPART I 1. Creative Industries 2. A Customer-Centric Marketing Model For Creative Industries PART II 3. The Consumer Side Of The Market: Consumption Experience, Perceived Value, And Satisfaction 4. The Consumer Side Of The Market: Expected Value, The Purchase Experience, And What Comes Next 5. The Business Side Of The Market: The Value Of Property Rights On Creative Products 6. Methods And Techniques For Developing Market Knowledge PART III 7. Identifying Target Markets And Creating Value Propositions: The Field Of Strategic Marketing 8. Creating Value With The Product, The Brand, And The Price PART IV 9. Delivering Value To The Customer: Managing A Multi-Media, Multi-Channel Environment 10. Managing Customer Value Over Time: Customer Relationship Management PART V 11. Integrating Marketing And Creativity.

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Book SynopsisGeorge Gallup's polling techniques achieved fame when he predicted that Franklin D Roosevelt would be reelected president in 1936. This work traces Gallup's intellectual and methodological developments, examining his comprehensive approach to market research. It takes a look at the film industry's use of opinion polling in the 1930s and '40s.Trade ReviewA well-detailed account of this obscure chapter in cinema history... Recommended. Library Journal A fascinating and exciting book. -- Frank Louis Rusciano Public Opinion Quarterly An extremely valuable portrait of the shifting field in which Hollywood operated in the 1940s and an excellent study of t he ambivalent relationship between... moviemaking and marketing. -- Sarah E. Igo Business History Review Ohmer's book is a major achievement, and it will be a significant reference. -- Anne Morey Film Quarterly An innovative and fascinating study about the construction of discourse, power and control in the field of mass culture. -- Nolwenn Mingant CerclesTable of ContentsList of Illustrations Acknowledgments 1. What Do Audiences Want? 2. Guesswork Eliminated 3. The Laws That Determine Interest 4. America Speaks 5. Piggybacking on the Past 6. Singles and Doubles 7. Boy Meets Facts at RKO 8. David O. Selznick Presents: Audience Research and the Independent Producer 9. Gallup Meets Goofy: Audience Research and the Walt Disney Studio 10. Like, Dislike, Like Very Much Abbreviations Used and Collections Consulted Notes Index

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Book SynopsisDeploys 'complex adaptive theory' to track the movement of trends and new groupings of consumers. This book shows how to monitor new trends, whether and when to introduce new brands and brand extensions, how to speak to niche markets, and how to avoid costly mistakes. It is intended for those trying to keep up with marketplace changes.Trade ReviewThe author attempts to clarify the strategies and goals corporations should employ to market their products using the latest trends. Examples from diverse industries and numerous photos enhance this volume. . . . Recommended. * Choice *Table of ContentsContentsIntroduction: More Like MarshallPart 1. Consumers in a Dynamic Marketplace1. In the Flock and Flow2. Flock and Flow: Early SystemsPart 2. Flock and Flow: The Micro Model3. Flows4. FlocksPart 3. Flock and Flow: The Macro Model5. The Brand6. The Consumer7. The CorporationPart 4. Flock and Flow: How to Build a System8. Seventeen Steps in the Flock and Flow System9. Six Marketing StrategiesAppendix: Where This Book Sits on the Management/Marketing MapNotesIndex

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Book SynopsisWhy do we get so embarrassed when a colleague wears the same shirt? Why do we eat the same thing for breakfast every day, but seek out novelty at lunch and dinner? How has streaming changed the way Netflix makes recommendations? Why do people think the music of their youth is the best? How can you spot a fake review on Yelp? Our preferences and opinions are constantly being shaped by countless forces – especially in the digital age with its nonstop procession of “thumbs up” and “likes” and “stars.” Tom Vanderbilt, bestselling author of Traffic, explains why we like the things we like, why we hate the things we hate, and what all this tell us about ourselves.   With a voracious curiosity, Vanderbilt stalks the elusive beast of taste, probing research in psychology, marketing, and neuroscience to answer myriad complex and fascinating questions. If you’ve ever wondered how Netflix recommends movies or why b

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Book Synopsisâ Why do people behave and think the way they do?â What makes people choose certain products and services?â How does consumption affect our everyday lives?Informed by psychological theory and supported by research, Consumer Psychology provides an overview to understanding consumer behaviour and underlying thought processes. Written in a clear and accessible style it is an essential read for students of consumer psychology. It is also important reading for anyone studying consumption, whether in marketing, consumer behaviour, sociology, anthropology, business studies, cyber psychology or sustainability.Psychology is central to an effective understanding of consumer behaviour and this book shows how it can be used to explain why people choose certain products and services, and how this affects their behaviour and psychological well-being. This book explores key theories from a broad range of psychology disciplines toTable of Contents1 Consumer Psychology: What it is and how it emerged2 Consumer memory and learning3 Perception and attention4 Identity and consumption5 The emotional consumer6 Attitudes7 Advertising psychology8 Motivational determinants of consumer behaviour9 Consumer decision-making and brand loyalty10 The Internet11 Children as consumers12 Consumption and happiness13 Consumers and the environment

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Book SynopsisNetnography has become an essential tool for qualitative research in the dynamic, complex, and conflicted worlds of contemporary technoculture. Shaped by academic fields, industries, national contexts, technologies and platforms, and languages and cultures for over two decades, netnography has impacted the research practices of scholars around the world. In this volume, 34 researchers present 19 chapters that examine how they have adapted netnography and what those changes can teach us. Positioned for students and researchers in academic and professional fields, this book examines how we can better use netnographic research to understand the many ways networked technologies affect every element of contemporary business life and consumer existence. Netnography Unlimited provides an unprecedented new look at netnography. From COVID-19 to influencer empathy, gambling and the Dark Web to public relations and the military, AI and more-than-human netnography to video-streaming and auto-netnography, there has never been a wider or deeper treatment of technocultural netnographic research in one volume. Readers will learn what kind of work they can do with netnography and gain an up-to-date understanding of the most pressing issues and opportunities. This book is a must-read for those interested in technology, research methods, and contemporary culture. Table of ContentsSection 1. Netnography mobilized. 1. Netnography today: a call to evolve, embrace, energize, and electrify (Robert V. Kozinets). 2. Netnography to uncover cryptomarkets (Alexia Maddox). 3. Netnography to explore gambling practices: situating and advancing discourse and method (Killian O’Leary). 4. In the public interest: netnography to impel policy and regulatory change (Robert V. Kozinets, Rossella Gambetti, Ulrike Gretzel, Maribel Suarez and Caroline Renzulli). Section 2. Netnography territorialized. 5. Netnography in the healthcare and nursing sector (Martin Salzmann-Erikson and Henrik Eriksson). 6. Netnography in a military context: ethical considerations (Donna Schuman, Donald Schuman, Natalie Pope and Amy Johnson). 7. Political netnography: a method for the study of power and ideology in social media (Dino Villegas). 8. Netnography in public relations (Margalit Toledano). 9. Netnography in tourism beyond Web 2.0: a critical assessment (Rokhshad Tavakoli and Paolo Mura). Section 3. Netnography industrialized. 10. Netnography applied: five key lessons learned from sixteen years of field experience (Michael Bartl and Constance Casper). 11. Netnography in the banking sector (José-Serafin Clemente-Ricolfe and Roberto Cervelló Royo). 12. The best of both worlds: methodological insights on combining human and AI labor in netnography (Anna Marchuk, Stefan Biel, Volker Bilgram and Signe Worning Løgstrup Jensen). 13. Global beautyscapes: an innovation-centered netnography of Chinese skin care and cosmetics consumers (Rossella Gambetti, Robert V. Kozinets, Ulrike Gretzel, Pierfranco Accardo and Luisella Bovera). Section 4. Netnography humanized. 14. Auto-netnography in education: unfettered and unshackled (Elizabeth Howard). 15. Getting up, close and personal with influencers: the promises and pitfalls of intimate netnography (Anthony Patterson and Rachel Ashman). Section 5 - Netnography theorized. 16. Netnography in human and non-human networked sociality (Sarah Quinton and Nina Reynolds). 17. Online ethnography and social phenomena on the move: time construction in netnography and mobile ethnography (Birgit Muskat). 18. Netnography in live video streaming (Yi-Sheng Wang). 19. Netnography, digital habitus, and technocultural capital (Rossella Gambetti).

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Book SynopsisThis book is a manifesto for responsible marketing. Taking a critical look at marketing practices of the last 50 years, it explains why they have led to an ethical stalemate and sometimes even a business impasse.Exposed to such practices, consumers have grown tired of meaningless offers coupled with the destruction of value as prices are driven down. As a result, today's marketing professionals find themselves in the firing line of a combat focused on greater social responsibility and environmental sustainability. Thanks to new ways of understanding consumers and branding, this book suggests how such a challenge can be met. Through the presentation of experiences, studies and concrete cases, the reader gains a tangible, fresh perspective on marketing: a new global, responsible, creative and collaborative model that helps respect sustainable consumption.Implicative Marketing presents a paradigm shift, one that will be of considerable interest not juTrade Review"Is traditional marketing definitely dead? For most observers in the marketing and communications fields, it is less and less efficient, and consumers are more and more reluctant to its methods. In this context, "implicative marketing" is a breakthrough: it allows students and professionals to imagine new ways of promoting products and services, based on peer-to-peer principles instead of top-down communications. A precious contribution by Florence Touzé." — Hervé Monier, brandnewsblog.com"This book invents a new and more responsible mission for marketing. Based on a critical analysis of the current role of marketing in the vast majority of companies, it describes emerging practices and makes concrete suggestions for a marketing that contributes to a positive social and environmental impact." — André Sobczak, associate dean for faculty and research, Audencia Business SchoolTable of ContentsIntroduction 1. Marketing’s Headlong Rush 2. Complexity Killed The Marketing Mix 3. The Emancipated Consumer 4. The Brand: Friend or Foe? 5. Implicative Marketing Afterword

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Book SynopsisThis short textbook provides students with a concise yet comprehensive overview of the fundamentals of marketing research.Mapped closely to the structure of a typical Marketing Research module, the book takes the student through the full process, from developing the hypothesis and setting the research question, to developing and conducting the research, and finally to analysing the data and making recommendations. Each chapter starts with an essential summary and ends with discussion questions that can be used as a teaching resource. Worksheets are also provided as a supplementary resource, which can be used to build a marketing research plan.Focused on the core aspects of the subject, this is a perfect complement to the larger texts available, suitable for any undergraduate or postgraduate Marketing Research module.Table of Contents1. Understanding the Research Process 2. Developing a Hypothesis and Research Question 3. Conducting Secondary Research 4. Determining the Research Sample 5. Writing Quantitative Research Surveys 6. Conducting Qualitative Focus Groups 7. Utilizing Interviews, Observation, and Projective Techniques 8. Analysing Research Results 9. Preparing Written and Oral Reports

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Book SynopsisThe essence of successful and sustainable marketing practice is founded on an understanding of existing and potential consumers. As marketing has grown around this principle, so the subdisciplineâand industryâof marketing research has flourished. This new four-volume collection in the Routledge Major Works series, Critical Perspectives on Business and Management, meets the need for an authoritative, up-to-date, and comprehensive reference work synthesizing its voluminous literature. Indeed, the sheer scale of the growth in related research outputâand the breadth of the fieldâmakes this collection especially timely and welcome. Marketing Research provides the most comprehensive collection of classic and contemporary contributions on the subject to date. It facilitates ready access to the most influential and important works across the field, combining theoretical and practical perspectives to encourage a broader appreciation of marketing research and the mutual influences within it.Drawing on expertise garnered in both the academy and in practice, Marketing Research has been co-edited by David Birks, a leading scholar in the field (and co-author of the Europeâs most successful marketing research textbook, now in its third edition), and Tim Macer, an international marketing research consultant and commentator. The collection is fully indexed and has a comprehensive introduction, newly written by the editors, which places the material in its historical and intellectual context. It is an essential work of reference and is destined to be valued by scholars and studentsâas well as practitioners in the fieldâas a vital one-stop research resource.

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Book SynopsisThe literature of marketplace behaviour, long dominated by economic and psychological discourse, has matured in the last decade to reveal the vast expanse of consumption activity not adequately addressed â in either theoretical or empirical perspective - by the discipline's favoured approaches. The lived experience of consumption in cultural and historical context, rendered in a fashion that is both intellectually insightful and authentically evocative, and that recognizes the dynamics of accommodation and resistance that characterize the individual's relationship with the market, is the central interpretive thrust of an emerging interdisciplinary field inquiry broadly labelled consumer culture theory.In this volume, some of the leading scholars of this field explore in great empirical detail and theoretical depth the relationships that the consumer has developed both with goods and services and with the stakeholders that animate markets. Beginning with an examination of the Trade ReviewThe role of culture in consumption has been long acknowledged, but related research has been fragmented and under-appreciated. This volume, with its impressive line-up of topics and authors, will play a vital role in the development of Consumer Culture Theory as the well-spring from which new and deep understandings of the consumer world are emerging. David Glen Mick, McIntire School of Commerce, University of Virginia (Former Editor JCR, Past President, ACR)Consumer Culture Theory is not a theory. It is much more. It is the future of research about consumers, markets, and business. The settings for the research and reflections presented here are fascinating in and of themselves: DNA testing, home away from home, Wal Mart, Christmas trees, personal trainers, gambling casinos, advertising, dolls, and poetry. But even more stimulating are insights into basic human issues addressed in these chapters. They include: Who am I? Where do I come from? What can I become? What is home? What is family? What is ritual in contemporary consumer society? How does gambling emancipate us from the market? What is Consumer Culture Theory? And how has advertising shaped culture and brought order to the world? This is a book that will fascinate, stimulate, and provoke new ways of seeing the world of the consumer. It is about a very vibrant and fresh perspective on consumption that has emerged in the past three decades and clearly has come of age. Russell Belk Kraft Foods Canada Chair in Marketing, Schulich School of Business, York University (Past President & Fellow, ACR)CCT is AOK. This book brings together some of the most effervescent thinking in Consumer Culture Theory. It is the Sprite of scholarship - refreshing, invigorating and deliciously subversive. Covering everything from Christmas trees to DNA tests, Sherry and Fischer's volume sparkles with smarts and spirit and sugar-rush subversion. Image may be nothing but imagination is everything. Exploring Consumer Culture Theory is intoxicatingly imaginative. Enjoy. Stephen Brown, Prof of Marketing, Ulster University This book is an exploration of new ideas, new topics, new ways of thinking and writing. It will bring bright light and some heat to the debate. Exploring Consumer Culture Theory is an important step forward. Grant McCracken (Industry consultant, author, leading consumer behavior theorist, and anthropologist)This second installment (of what one hopes will be many) of Consumer Culture Theory (CCT) conference papers delivers on CCT's promise of pluralism – in directions, inclusions, articulations, applications, theoretics and poetics. It is a must-read for marketers or social scientists with an eye on consumption. This volume invites and incites. Rita Denny, Founding Partner, Practica Group, LLC Eileen Fischer and John Sherry have put together a fine collection of writings from talented contributors whose insights and deft analyses demonstrate, in a variety of ways, how consumption informs and is informed by meaning-making practice. A delightful read, this work promises to invigorate the already lively field of Consumer Culture Theory by situating culture squarely in the crux of consumer research. Daniel Thomas Cook, Rutgers University, author of The Commodification of Childhood Table of ContentsIntroduction, Explorations in Consumer Culture Theory: What Are We Exploring Now?, Eileen Fischer, and John F. Sherry, Jr., Section One: Forming and Framing, From CCT to CCC: Building Consumer Culture Community, Johanna Moisander, Lisa Penaloza and Anu Valtonen, Theoretical Realism: Culture and Politics in Commercial Imagery, Linda M. Scott, Section Two: Time and Space, Banking on History: Reflections in the Archive Mirror, Barbara Olsen, Dwelling in Mobility: Homemaking Among Mobile Professionals, Fleura Bardhi and Søren Askegaard, Section Three: Setting and Self, Are We There Yet? Coproducing Success and Failure in Personal Training, Eileen Fischer, Cele C. Otnes, Brynn Winegard, Eric Li and Sarah Scarbrough-Wilner, Designer Genes: DNA Testing Services and Consumer Identity, Elizabeth C. Hirschman and Donald Panther-Yates, Section Four: Brands and Images, Allomother as Image and Essence: Animating the American Girl Brand, John F. Sherry, Jr., Stefania Borghini, Mary Ann McGrath, Albert Muñiz, Nina Diamond and Robert V. Kozinets, Engineering a Mainstream Market for Sustainable Practices, Diane M. Martin and John W. Schouten, Section Five: Rites and Games, Tinsel, Trimmings and Tensions: Negotiating a Focal Artifact, Cele C. Otnes, Elizabeth Crosby, Robert Kreuzbauer and Jennifer Ho, Stacking the Deck; Gambling in Film and the Diffusion of Casino Gambling, Ashlee Humphreys, Section Six: Poetry, Living Things, Small Things, John W. Schouten, Heading Home, Consumption Kaddish in Four Koans, John F. Sherry, Jr., Haiku for EATNIKS, Eugene Halton, Imagined (Musical) Experiences: Across Four Centuries, George Zinkhan, Conclusion, Reflections and Revanche, John F. Sherry, Jr. and Eileen Fischer.

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Book SynopsisThe literature of marketplace behaviour, long dominated by economic and psychological discourse, has matured in the last decade to reveal the vast expanse of consumption activity not adequately addressed â in either theoretical or empirical perspective - by the discipline's favoured approaches. The lived experience of consumption in cultural and historical context, rendered in a fashion that is both intellectually insightful and authentically evocative, and that recognizes the dynamics of accommodation and resistance that characterize the individual's relationship with the market, is the central interpretive thrust of an emerging interdisciplinary field inquiry broadly labelled consumer culture theory.In this volume, some of the leading scholars of this field explore in great empirical detail and theoretical depth the relationships that the consumer has developed both with goods and services and with the stakeholders that animate markets. Beginning with an examination of the Trade ReviewThe role of culture in consumption has been long acknowledged, but related research has been fragmented and under-appreciated. This volume, with its impressive line-up of topics and authors, will play a vital role in the development of Consumer Culture Theory as the well-spring from which new and deep understandings of the consumer world are emerging. David Glen Mick, McIntire School of Commerce, University of Virginia (Former Editor JCR, Past President, ACR)Consumer Culture Theory is not a theory. It is much more. It is the future of research about consumers, markets, and business. The settings for the research and reflections presented here are fascinating in and of themselves: DNA testing, home away from home, Wal Mart, Christmas trees, personal trainers, gambling casinos, advertising, dolls, and poetry. But even more stimulating are insights into basic human issues addressed in these chapters. They include: Who am I? Where do I come from? What can I become? What is home? What is family? What is ritual in contemporary consumer society? How does gambling emancipate us from the market? What is Consumer Culture Theory? And how has advertising shaped culture and brought order to the world? This is a book that will fascinate, stimulate, and provoke new ways of seeing the world of the consumer. It is about a very vibrant and fresh perspective on consumption that has emerged in the past three decades and clearly has come of age. Russell Belk Kraft Foods Canada Chair in Marketing, Schulich School of Business, York University (Past President & Fellow, ACR)CCT is AOK. This book brings together some of the most effervescent thinking in Consumer Culture Theory. It is the Sprite of scholarship - refreshing, invigorating and deliciously subversive. Covering everything from Christmas trees to DNA tests, Sherry and Fischer's volume sparkles with smarts and spirit and sugar-rush subversion. Image may be nothing but imagination is everything. Exploring Consumer Culture Theory is intoxicatingly imaginative. Enjoy. Stephen Brown, Prof of Marketing, Ulster University This book is an exploration of new ideas, new topics, new ways of thinking and writing. It will bring bright light and some heat to the debate. Exploring Consumer Culture Theory is an important step forward. Grant McCracken (Industry consultant, author, leading consumer behavior theorist, and anthropologist)This second installment (of what one hopes will be many) of Consumer Culture Theory (CCT) conference papers delivers on CCT's promise of pluralism – in directions, inclusions, articulations, applications, theoretics and poetics. It is a must-read for marketers or social scientists with an eye on consumption. This volume invites and incites. Rita Denny, Founding Partner, Practica Group, LLC Eileen Fischer and John Sherry have put together a fine collection of writings from talented contributors whose insights and deft analyses demonstrate, in a variety of ways, how consumption informs and is informed by meaning-making practice. A delightful read, this work promises to invigorate the already lively field of Consumer Culture Theory by situating culture squarely in the crux of consumer research. Daniel Thomas Cook, Rutgers University, author of The Commodification of Childhood Table of ContentsIntroduction, Explorations in Consumer Culture Theory: What Are We Exploring Now?, Eileen Fischer, and John F. Sherry, Jr., Section One: Forming and Framing, From CCT to CCC: Building Consumer Culture Community, Johanna Moisander, Lisa Penaloza and Anu Valtonen, Theoretical Realism: Culture and Politics in Commercial Imagery, Linda M. Scott, Section Two: Time and Space, Banking on History: Reflections in the Archive Mirror, Barbara Olsen, Dwelling in Mobility: Homemaking Among Mobile Professionals, Fleura Bardhi and Søren Askegaard, Section Three: Setting and Self, Are We There Yet? Coproducing Success and Failure in Personal Training, Eileen Fischer, Cele C. Otnes, Brynn Winegard, Eric Li and Sarah Scarbrough-Wilner, Designer Genes: DNA Testing Services and Consumer Identity, Elizabeth C. Hirschman and Donald Panther-Yates, Section Four: Brands and Images, Allomother as Image and Essence: Animating the American Girl Brand, John F. Sherry, Jr., Stefania Borghini, Mary Ann McGrath, Albert Muñiz, Nina Diamond and Robert V. Kozinets, Engineering a Mainstream Market for Sustainable Practices, Diane M. Martin and John W. Schouten, Section Five: Rites and Games, Tinsel, Trimmings and Tensions: Negotiating a Focal Artifact, Cele C. Otnes, Elizabeth Crosby, Robert Kreuzbauer and Jennifer Ho, Stacking the Deck; Gambling in Film and the Diffusion of Casino Gambling, Ashlee Humphreys, Section Six: Poetry, Living Things, Small Things, John W. Schouten, Heading Home, Consumption Kaddish in Four Koans, John F. Sherry, Jr., Haiku for EATNIKS, Eugene Halton, Imagined (Musical) Experiences: Across Four Centuries, George Zinkhan, Conclusion, Reflections and Revanche, John F. Sherry, Jr. and Eileen Fischer.

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Book Synopsis

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Book SynopsisThe Art and Science of Interpreting Market Research Evidence offers a complete account of the way todaya s researchers interpret evidence and apply it to decision making.Trade Review“This splendid book…a valuable guide…Defiantly for everyone who wants to make best use of mass information that surrounds us.”(Research Magazine, May 2004)Table of ContentsForeword. Preface. Acknowledgements. 1. 'New' market research. 2. Not a science, but a scientific approach. 3. Data-rich intuitive analysis. 4. Analysing the right problem. 5. Understanding the big information picture. 6. Compensating for imperfect data. 7. Developing the analysis strategy. 8. Organizing the qualitative data. 9. Organizing the quantitative data. 10. Establishing the interpretation boundary. 11. Applying the knowledge filters. 12. Reframing the data. 13. Integrating the evidence and presenting research as a narrative. 14. Facilitating informed decision-making. 15. Developing holistic data analysis. 16. Guide to the supporting training module. Notes. References. Glossary of holistic analysis terms. Index.

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Book SynopsisConsumer behaviour is the study of how, where, when and why we conduct the exchange elements of our lives to satisfy our needs and desires. It is fundamental to marketing as marketing is concerned with supplying and anticipating customer requirements; therefore understanding how customers behave is at the very heart of the marketing concept.Table of ContentsAbout the Authors xi Preface to the Second Edition xiii Acknowledgements xvi Part 1 Individual Aspects of Consumer Behaviour 1 Chapter 1 Consumer Motives and Values 3 Chapter 2 Consumer Response to Marketing Actions: 1 Exposure, Attention, Perception 45 Chapter 3 Consumer Response to Marketing Actions: 2 Learning and Attitudes 89 Chapter 4 Consumer Response to Marketing Actions: 3 Action, Post-Purchase Dissonance, Consumer Involvement 125 Chapter 5 Consumer Demographics 154 Chapter 6 Consumer Psychographics 190 Article D Smeesters and N Mandel (2006) Positive and Negative Media Image Effects on the Self. Journal of Consumer Research, Vol 32, pp 576–582 228 Part 2 Social and Group Aspects of Consumer Behaviour 239 Chapter 7 Social Group, Tribal and Household Buying Influences 241 Chapter 8 Culture and Subculture 284 Article S McKechnie and C Tynan (2006) Social Meanings in Christmas Consumption: An Exploratory Study of UK Celebrants’ Consumption Rituals. Journal of Consumer Behaviour, Vol 5, pp 130–144 320 Part 3 Integrated Approaches To Consumer Behaviour 337 Chapter 9 New Product Buying 339 Chapter 10 Repeat, Loyal and Relational Buying 369 Chapter 11 Data-Based Consumer Behaviour 404 Chapter 12 Consumer Misbehaviour 435 Chapter 13 Organizational Buying Behaviour 458 Article P A Norberg and D R Horne (2007) Privacy Attitudes and Privacy-Related Behavior. Psychology & Marketing, Vol 24(10): 829–847 481 Glossary 495 References 513 Index 547

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Book SynopsisIn some parts of the world, especially in developing markets, category management today remains a stretch goal a new idea full of untapped potential. In other areas, the original eight-step process that emerged in the late 1980's forms the foundation of many companies' approach to category management. In still others, particularly in developed countries like the U.S., the U.K., and others, refinements are being made most of them designed to place consumer understanding front and center. New ideas are emerging from trip management to aisle management to customer management. Whether a new descriptor emerges to replace category management is yet to be seen. Even if that does happen, what won't change is the overall objective to help retailers and their manufacturer partners succeed by offering the right selection of products that are marketed and merchandised based on a complete understanding of the consumers they are committed to serving. This book, which explores both theTrade Review"It provides an insight into how they [companies such as Hershey and Hewlett-Packard] have used category management to succeed and how to apply their methods in your own organisation." (Supply Management, April 2006)Table of ContentsChapter 0 Introduction—Why Category Management Is More Important Than Ever 1 Part I In the Beginning—the Purpose of Category Management Chapter 1 The Evolution of Category Management and the New State of the Art 13 Chapter 2 Category Management Begins with the Retailer’s Strategy 33 Part II The Eight Foundational Steps of Category Management Chapter 3 Step One: Define the Category Based on the Needs of Your Target Market 67 Chapter 4 Step Two: Assign a Role to the Category That Best Supports the Retailer’s Strategy 77 Chapter 5 Step Three: Assess the Category to Find Opportunities for Improvement 95 Chapter 6 Step Four: Set Performance Targets and Measure Progress with a Category Scorecard 111 Chapter 7 Step Five: Create a Marketing Strategy for the Category 123 Chapter 8 Step Six: Choose Tactics for Category Assortment, Pricing, Promotion, Merchandising, and Supply Chain Management 133 Chapter 9 Step Seven: Roll Out the Plan 165 Chapter 10 Step Eight: Review the Category’s Performance Regularly and Make Adjustments as Needed 173 Chapter 11 Bringing the Consumer into Category Management—A New Take on the Eight Steps 179 Part III Category Management Success Stories Chapter 12 General Mills—Going Beyond the Categories 201 Chapter 13 Big Y—Focusing on Implementation 207 Chapter 14 SUPERVALU—The Last Three Feet of Category Management 217 Chapter 15 CROSSMARK—Just the Facts 241 Chapter 16 Acosta—Multiplying the Impact of Category Management 251 Chapter 17 Chiquita—Extending Category Management to Perishables 259 Chapter 18 The Hershey Company—Linking Consumer Insights and Customer Strategy 275 Chapter 19 Miller Brewing—Tapping Category Management for Competitive Advantage 285 Chapter 20 Hewlett-Packard—Taking Category Management beyond Traditional CPG 295 Part IV The Way Forward Chapter 21 Lessons Learned from the Real World 303 Chapter 22 Proactive Category Management 309 Shan Kumar Chapter 23 Linking Category Management and Loyalty Marketing 319 Glenn Hausfater Chapter 24 The New Category Management Emerges 335 Dirk Seifert Acknowledgments 343 Index 347

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Book SynopsisUnderstanding and predicting the behaviour of decision makers when choosing among discrete goods has been one of the most fruitful areas of applied research over the last thirty years. An understanding of individual consumer behaviour can lead to significant changes in product or service design, pricing strategy, distribution channel and communication strategy selection, as well as public welfare analysis. This graduate and practitioner guide, first published in 2000, deals with the study and prediction of consumer choice behaviour, concentrating on stated preference (SP) methods - placing decision makers in controlled experiments that yield hypothetical choices - rather than revealed preferences (RP) - actual choices in the market. It shows how SP methods can be implemented, from experimental design to econometric modelling, and suggests how to combine RP and SP data to get the best from each type. The book also presents an update of econometric approaches to choice modelling.Trade Review' … recommended to anyone interested in stated choice models, for example graduate students in search of an interesting thesis project or advanced researchers tackling a policy problem. … also a valuable source for those wishing to update their knowledge of econometric choice modelling and analysts working in the applied policy evaluation profession.' Journal of Applied EconometricsTable of Contents1. Choosing as a way of life; Appendix A1. Choosing a residential telecommunications bundle; 2. Introduction to stated preference models and methods; 3. Choosing a choice model; Appendix A3. Maximum likelihood estimation technique; Appendix B3. Linear probability and generalised least squares models; 4. Experimental design; 5. Design of choice experiments; Appendix A5. 6. Relaxing the IID assumption-introducing variants of the MNL model; Appendix A6. Detailed characterisation of the nested logit model; Appendix B6. Advanced discrete choice methods; 7. Complex, non-IID multiple choice designs; 8. Combining sources of preference data; 9. Implementing SP choice behaviour projects; 10. Marketing case studies; 11. Transportation case studies; 12. Environmental valuation case studies; 13. Cross and external validity of SP models.

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Book SynopsisNamed a Best Book of 2020 by NPR and Vanity FairOne of Smithsonian''s Ten Best Science Books of 2020?A searching and vital explication of germ theory, social norms, and what the modern era is really doing to our bodies and our psyches.? ?Vanity FairA preventative medicine physician and staff writer for The Atlanticexplains thesurprising and unintended effects of our hygiene practicesin this informative andentertaining introduction to the new science of skin microbes and probiotics. Keeping skin healthy is a booming industry, and yet it seems like almost no one agrees on what actually works.Confusing messages from health authoritiesand ineffectivetreatments haveleft many people desperate for reliable solutions. An enormous alternative industry is filling the void, selling products that are often of questionable safety and totally unknown effectiveness. InClean, doctor and journalist James Hamblin explores how we got here, examining the science and culture of how we care for our skin today. He talks to dermatologists, microbiologists, allergists, immunologists, aestheticians, bar-soap enthusiasts, venture capitalists, Amish people, theologians, and straight-up scam artists, trying to figure out what it really means to be clean. He even experiments with giving up showers entirely, and discovers that he is not alone. Along the way, he realizes that most of our standards of cleanliness are less related to health than most people think.Amajor part of the picture has been missing: a little-known ecosystem known as the skin microbiome?the trillions of microbes that live on our skin and in our pores. These microbes are not dangerous; they?re more like an outer layer of skin that no one knew we had, and theyinfluence everything from acne, eczema, and dry skin, to how we smell. The new goal of skin care will be to cultivate a healthy biome?and to embrace the meaning of ?clean? in the natural sense. This can mean doing much less, saving time, money, energy, water, and plastic bottles in the process.Lucid, accessible, and deeply researched,Cleanexplores the ongoing, radical change in the way we think about our skin, introducing readers to the emerging science that will be at the forefront of health and wellness conversations in coming years.

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Book SynopsisIn Acquired Tastes, Peter Mayle, the erudite sojourner and New York Times bestselling author of A Year in Provence, sets off once more, traveling the world in search of the very best life has to offer. Whether telling us where to buy the world’s best caviar or how to order a pair of thirteen-hundred-dollar custom-made shoes, advising us on the high cost of keeping a mistress in style or the pros and cons of households servants, he covers everything the well-heeled—and those vicariously so inclined—need to know to enjoy the good life.   From gastronomy to matrimony, from the sartorial to the baronial, Acquired Tastes is Peter Mayle’s most delicious book yet—an irreverently spiced smorgasbord of rich dishes you’re sure to enjoy. Praise for Acquired Tastes   “Mr. Mayle is a writer who never fails to entertain. If he were told to go forth and write about doorknobs, he would return

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Book SynopsisIn Consumption Behavior and the Effects of Government Fiscal Policies, Randall Mariger explores how people make decisions about how much to consume and save over their lifetimes. An understanding of these issues illuminates not only individual behavior but important properties of the macro economy as well. The most popular framework for analyzing consumption has been the life-cycle theory. Mariger tests two fundamental, and controversial, assumptions underlying the theorythat there are no planned bequests and that human capital is marketable. To do this, he fits a structural consumption model that incorporates endogenous liquidity constraints (non-marketability of human capital), but no planned bequests, to data on a cross-section of U. S. families. This estimated model, in conjunction with estimates of alternative models, enables him to make inferences about the respective effects of liquidity constraints and social security wealth on consumption. This latter effect yields indirect evidence concerning planned bequests. Mariger also presents direct evidence concerning bequest behavior. Among his findings are that the model fits the data very well in spite of its tight theoretical structure; that liquidity constraints are prevalent and have important effects on consumption behavior; that planned bequests appear not to be common among families in the lower 99.1% of the wealth distribution; and that families in the upper 0.9% of the wealth distribution appear to plan substantial bequests. Mariger devotes the latter part of his book to studying the implications of his estimated consumption model for the effects of government fiscal policies. More specifically, he simulates the model to infer the effects of government tax/debt policy, as well as those of the social security system, on aggregate savings.Trade ReviewAn excellent book. While there have been other empirical studies of liquidity constraints, Mariger’s approach is unique. I particularly like the way he traces out the macroeconomic implications of his micro findings. -- Laurence J. Kotlikoff

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Book SynopsisGrant Leboff is the founder of Sticky Marketing Ltd., a consultancy which advises clients on sales and marketing strategies, building their brand and positioning it as market leader in their particular sector. A regular speaker at conferences around the world, he is also a contributor to many business magazines and newspapers including, The Daily Telegraph, The Independent, and The Financial Times. Grant is also the author of the best-selling book, Sales Therapy, published by Wiley.Trade Review"...should be considered nothing less than gospel." * Elite Business Magazine *"Grant says the world wide web has commoditised the world, and being good at what you do is the minimum entry level to be allowed to compete - this is very powerful advice. It's not about what your business does, it's about how it does it, and who you do it for." * Talk Business *Table of Contents Section - ONE: Prologue; Section - TWO: Setting the scene; Chapter - 01: Printing press to world wide web; Chapter - 02: Scarcity to abundance; Chapter - 03: Transactions to engagement; Section - THREE: Developing an effective marketing strategy; Chapter - 04: Benefits to problems; Chapter - 05: Products to experiences; Chapter - 06: Unique selling point to customer engagement points; Section - FOUR: Communicating the message; Chapter - 07: Messages to conversations; Chapter - 08: Image to reputation; Chapter - 09: Controlling to sharing; Section - FIVE: It’s not about you, it’s about the customer; Chapter - 10: Advertisements to content; Chapter - 11: Broadcast to discovery; Chapter - 12: Static to mobile; Section - SIX: Epilogue; Customers to communities

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Book SynopsisClive Humby is chairman and founder of the world's leading customer science company dunnhumby. He is the chief information architect behind Tesco Customer Management and its segmentation programme. Clive is Visiting Professor of Integrated Marketing at Northwestern University and Industrial Fellow at Kingston University.Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. His clients include the AA, Barclays, British Gas, Cadbury's, The Economist, MINI, National Savings and Tesco. Along with Clive, Terry was a major influence behind the development, launch and creative management of Tesco Clubcard.Tim Phillips is a renowned business journalist and broadcaster. He is the author of Knockoff, also published by Kogan Page.Table of Contents Chapter - 00: Introduction; Chapter - 01: Questions of loyalty; Chapter - 02: Making loyalty pay; Chapter - 03: Clubcard on trial; Chapter - 04: Because we can; Chapter - 05: Every little helped; Chapter - 06: Data, lovely data; Chapter - 07: Four Christmases a year; Chapter - 08: You are what you eat; Chapter - 09: Lifestyles become habits; Chapter - 10: Launching a bank; Chapter - 11: Babies, beauty and wine; Chapter - 12: A bigger deal; Chapter - 13: From mouse to house; Chapter - 14: Back to basics; Chapter - 15: Clubcard overseas; Chapter - 16: ‘Tesco’s most potent weapon’

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Book SynopsisMike Grigsby has been involved in marketing science for more than 25 years. He was marketing research director at Millward Brown and has held leadership positions at Hewlett-Packard and the Gap. With a wealth of experience at the forefront of marketing science and analytics, he now heads up the strategic retail analysis practice at Targetbase. Mike is also known for academic work, having written articles for academic and trade journals and taught at graduate and undergraduate levels. He is a regular speaker at trade conventions and seminars.Trade Review"Advanced Customer Analytics provides a great introduction into the main analytical tools marketing managers should be familiar with these days. Starting from regression analysis the book gradually covers more sophisticated methods including time series models, survival analysis, TOBIT models and structural equation models. What makes this book special is the easy to understand way in which these methods are explained and applied to problems marketing managers face every day. This makes this book great for practitioners as well as for readers interested in learning applied statistics. I strongly recommend this book to anyone interested in data-based marketing decision making." * Michael Haenlein, Professor, ESCP Europe *"Advanced Customer Analytics provides a serious but accessible tool kit for the aspiring retail leader." * Michael Beverland, Professor of Marketing, School of Economics, Finance and Marketing *"I would highly recommend Advanced Customer Analytics. The book is well written and will become your favourite go-to reference. The examples given throughout are typical day-to-day problems that arise within the marketing analytics field and could be easily translated into other fields as well. The book reads as though Mike is right there with you baring his brains and humour on a topic that needs both. Mike explains even the most complicated concepts in an easy to understand and logical manner with many examples." * Susan Martin, Senior Analyst and Big Data Guru *"Written from a practice viewpoint, Advanced Customer Analytics is an engaging and easy-to-read book that would interest students and practitioners attentive to research and, more specifically, retailing. The book is conceptually substantial and serves as a practical guide to understanding and applying retail analytics. A particular strength of the book is the application to relevant industry issues facing large retailers today (such as Wal-Mart, Sears, Macys, Kohls, etc.) as more and more companies are facing downsizing and restructuring pressures." * Dr Candice R. Hollenbeck, Ph.D., University of Georgia, Terry College of Business *"An approachable and enjoyable read... the business cases are just outright fun." * Jehoshua Eliashberg, Sebastian S. Kresge Professor of Marketing and Professor of Operations, Information, and Decisions, The Wharton School *"Advanced Customer Analytics gives an in-depth focus on how to communicate with your customers scientifically and effectively using statistics and predictive modeling." * Cai Chen, E-commerce and Digital Marketing Analytics Practitioner *"Mike Grigsby, the author of Marketing Analytics, takes a critical and in-depth look at the issues underpinning customer analytics. The book provides a fresh and comprehensible view on the complex issue of advanced customer analytics. Starting from the basics of regression and factor analysis he quickly moves to what is essential in business and marketing i.e. purchasing, order of purchases, pricing and discounts, allocation of marcom, bundling, category management and CLV. The book is full of practical examples from retailing industry and more importantly he shows how the analysis is actually done. If you want to deepen your knowledge of customer focused analytics this is the book to read!" * Jari Salo (D.Sc.), Professor of Marketing (Digital Business and Marketing) at the Oulu Business School *"Mike has once again presented complex marketing concepts such that the newcomers to the field will appreciate the fundamental rationale economics plays in doing good market research. The reader is guided through the appropriate use of many popular statistical procedures to address basic marketing concerns. Mike's "no nonsense" (albeit at times humorous) interpretation of statistical output provides an excellent template to help more seasoned marketing analysts explain their work. At the very least, the reader will be treated to a very entertaining discussion of the making of marketing analytics. I highly recommend Advanced Customer Analytics." * Derek Glatz, Senior Pricing Analyst, Loewe-Adler International Inc. *"This book is an extremely useful resource which gives a wide overview on the targeting, segmenting and building, and measuring customer loyalty in retailing. The book presents a practical application of traditional techniques applied to different kinds of non-traditional data, helping practitioners to understand the basics of marketing analytics in retail." * Prof. Lina Anastassova, PhD, Head of Marketing Chair, Burgas Free University, Bulgaria *"We are in the midst of digital business and society transformation. Also known as the real time digital economy. Marketers past, present and future need to understand this world and how it will influence clients, customers and how analytics will optimize messaging for decision makers from all professional backgrounds. Mike Grigsby has been at the genesis of this tipping point for quite some time and has captured many great methods and experiences to set you on this journey." * Tony Hamilton, Solution and Best Practices Consultant at Planet Analytics *"Mikes style of writing is easy and right to the point. In Advanced Customer Analytics Mike adds specific math and statistics examples that are relevant and easy to follow. If you want to step up your analytics understanding this book is for you." * Emmett Cox SVP Customer Intelligence at BBVA Compass and author of Retail Analytics *Table of Contents Section - 01: Overview; Section - 02: Regression and Factor Analysis; Section - 03: Retail; Section - 04: Retail; Section - 05: Understanding and estimating demand; Section - 06: Price elasticity and discounts; Section - 07: Valuing marketing communications (marcomm); Section - 08: Forecasting future demand; Section - 09: Targeting the right customers; Section - 10: Maximizing the impact of mailing; Section - 11: The benefits of product bundling; Section - 12: Estimating time of purchase; Section - 13: Investigating the time of product purchase; Section - 14: Increasing customer lifetime value; Section - 15: Modelling counts (transactions); Section - 16: Quantifying complexity of customer behaviour; Section - 17: Designing effective loyalty programmes; Section - 18: Identifying loyal customers; Section - 19: Introduction to segmentation; Section - 20: Tools for successful segmentation; Section - 21: Drawing insights from segmentation; Section - 22: Creating targeted messages; Section - 23: RFM vs. segmentation; Section - 24: Marketing strategy;

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Book SynopsisJoeri Van den Bergh is the co-founder of InSites Consulting, a global new generation research agency with offices in Belgium, the UK, France, Switzerland and the Netherlands. His clients include global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever and Coca-Cola.Trade Review"How Cool Brands Stay Hot shares a wealth of insight. At TOMS we are in business to improve lives and this mission allows us to build an emotional bond with customers and motivate employees, because they know they are shopping and working for a movement bigger than themselves. Connecting with consumers in an authentic way is essential in today's world." * Blake Mycoskie, Founder and Chief Shoe Giver, TOMS *"We continuously fuel our brands with fresh and creative views. How Cool Brands Stay Hot is a rich source of inspiration for anyone who wants to truly connect with young people." * Renzo Rosso, Founder and CEO of DIESEL and Only The Brave, United Nations MDG Global Leader *"To win the consumer revolution, all brands should have the ambition to become a Lovemark. This book explains brilliantly how you can gain the love of Generation Y. A must-read for all Generation Y marketers and for brand marketers altogether, since Generation Y leads to all the other target groups as well." * Kevin Roberts, CEO, Saatchi & Saatchi Worldwide *"Because generations shift and change constantly, books on the topic often gather dust. Not this one! Joeri and Mattias have kept their insights in sync with the times. That makes a nice and useful refresher for all of us marketers to read and live by. Why? Staying in sync with the times and with changing consumers is exactly what you need to drive growth and change for your brand." * Kurt Frenier, Vice President GM Global Marketing, PepsiCo Group *"Knowing the consumer is vital to any business looking for a meaningful, long-term engagement. The addition of fresh insights into Gen Y with an eye-opening preview of Gen Z will help marketers keep pace with the digital generation." * Elizabeth Wolgemuth, SVP Global B2B Marketing, MasterCard *"A great book exemplifying and rationalizing critical changes to capture in our activities - well written and easy understood." * Paul Andersen, Vice President, Pepsi-Lipton Europe *"How Cool Brands Stay Hot is a great compass based on science and art, a source of inspiration for any leader on where to go next and what to do. Not only from a business perspective but even when you have younger teams or family troops to manage." * Anouk Lagae, Chief Marketing Officer, Duvel Moortgat *"Well-written and well-documented, this is a must-read book for anyone connecting with Generations Y and Z. Once you start reading, you will not be able to put it down." * Marion De Bruyne, Associate Professor in Marketing Strategy and Innovation, Dean of Vlerick Business School, and author of Customer Innovation *"This book gives a fabulous deep dive in marketing and branding to Millennials. It is often said that the Millennials are more complex and don't follow easy, linear rules. How Cool Brands Stay Hot definitely reduces complexity and is a must-read for all of those who have to understand these target groups." * Dr Alexander Linder, Vice President Corporate Brand, Consumer and Market Intelligence, Swarovski *"Van den Bergh and Behrer give an elaborate insightful view on how to reach generation Y and Z. A must-read for every marketing professional who wants to get a better understanding of young adults." * Jean-Jacques Velkeniers, VP Marketing Europe & Business Unit President Europe West, AB InBev *"It is easily taken for granted that a hot brand stays cool forever. You continue working with what was successful in the past until one day you have become irrelevant or 'the brand of my parents'. This book helps in such an impactful way to stay in touch with Millennials and offers plenty of concrete examples to apply to your brand instantly." * Anneleen Waterloos, Global Head of Consumer & Business Intelligence, IKEA *"One of today's challenges is having too much access to too much information. How Cool Brands Stay Hot focused us on key things to know about Millennials and did a great job of illustrating these themes with current marketing and advertising examples to bring them to life." * Judith Oppenheim, Research Director, Insights & Planning, R/GA *"This and previous editions have been instrumental in bringing this generation to life for us. By introducing key elements of tangibility and insight, they're helping shape our shared journey, both as a world-class technology brand as well as a best-in-class employer brand for Gen Yers and beyond." * Anna Zanghi, Vice President Global Product, MasterCard *"Millennials - everybody is trying to understand them but very few get to both their hearts and brains. This is what Van den Bergh and Behrer do in this book, decoding young men and women who will lead the world in the coming future. For a generation famous for multitasking and lack of attention, the book helps brands in creating longer lasting bonds. The sneak peak on Gen Z is insightful too, as they are not 'younger Millennials' but a generation on its own. A great, insightful must-read." * Marcelo Amstalden Möller, Head of Global CMI Innovation, HEINEKEN Group *"How Cool Brands Stay Hot holds the best and most comprehensive perspective on Generation Y marketing and I regularly recommend it in lectures on recruiting Generation Y." * Christophe Fellinger, Talent Relationship & Recruiting Manager, Beiersdorf *"I am generally not a big fan of marketing books and particularly not when they touch so-called youth marketing. But this one was refreshing and informative, more observing and sharing a frame of thinking on the evolution of generations instead of an absolute theory on 'how to get after those young consumers'." * Gert Kerkstoel, Partner GIMV, Investor and former Global Business Director, Nike SB *"No challenge is more pressing for today's brands than successfully connecting with Generation Y. This book offers precious insights on doing just that." * Ricardo Marques, VP Marketing High End Imports, AB InBev *Table of Contents Chapter - 01: Defining Generation Y; Chapter - 02: Developing a Brand Model for the New Consumer; Chapter - 03: What Cool Means to Brands; Chapter - 04: The Real Thing: Brand Authenticity; Chapter - 05: We All Want Unique Brands; Chapter - 06: Self-Identification with the Brand; Chapter - 07: Happiness: Gen Y’s Adoration for Branded Emotions; Chapter - 08: Who’s Next? Generation Z

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Book SynopsisDarren Bridger is a consultant to designers and marketers, advising on using and analyzing data that tap into consumers' non-conscious thinking and motivations. He was one of the original pioneers of the Consumer Neuroscience industry, helping to pioneer two of the first companies in the field then joining the world's largest agency, Neurofocus (now part of the Nielsen company). He is currently Head of Insights at NeuroStrata. Trade Review"A super, easy-to-read book demystifying the world of neuro design, addressing the balance between the role of human creativity and that of neuroscience in modern design. If you think neuro design is about creating bland designs by deconstructing beauty, you need to read this book. It's not about that at all. Darren Bridger introduces all the major themes, key methods and tools underlying the science in engaging, manageable chunks. Any book that explains the allure of memes has to get five stars from me." * Jamie Croggon, Design Director, SharkNinja *"With solid science as the starting point, Darren Bridger provides an eminently practical guide to designing for your customer's brain. Neuro Design is packed with actionable strategies and techniques, and is a must-read for every marketer and designer." * Roger Dooley, author of Brainfluence *"A topic which should be of great importance to anyone in the business of retailing, advertising and marketing. Darren Bridger deals with complex topics in an engaging and practical manner, covering all aspects of the interplay between brain function and product design. Such an understanding is crucial for ensuring consumers stop and buy, rather than walking on by." * Dr David Lewis, Chairman of Mindlab International & Author of The Brain Sell *Table of Contents Section - 01: What is Neuro Design?; Section - 02: Neuroaesthetics; Section - 03: Processing Fluency; Section - 04: How First Impressions Work; Section - 05: Multisensory and Emotional Design; Section - 06: Visual Saliency Maps; Section - 07: Visual Persuasion and Behavioural Economics; Section - 08: Designing for Screens; Section - 09: Viral Designs; Section - 10: Designing Presentation Slides; Section - 11: Conducting Neuro Design Research; Section - 12: Conclusion;

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Book SynopsisGregg L. Witt is a renowned youth marketing strategist and generational expert, working with brands including Procter & Gamble, Qualcomm and The Walt Disney Company, to develop innovative strategies that connect with Gen Z. He was named a "Top 5 Youth Marketer to Follow" by Inc. Magazine in 2016. Derek E. Baird is a youth digital strategist and educational technologist, working with leading youth brands and non-profits around the world. He has led digital youth initiatives for high profile media brands including Yahoo!, Facebook, and The Walt Disney Company, where he received the Disney Inventor Award.Trade Review"Youth culture is always moving, changing and evolving. This book delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation." * Stefan Heinrich, Head of Global Marketing, ByteDance (TikTok – formerly musical.ly – and Vigo Video) *"Finally, a book that not only understands the complexity and vivaciousness of my generation, but also gives practical insights into how brands connect, market and build community with us. It provides an insider's view into our mindset and teaches brands how to build trust with a generation notorious for scepticism." * Natalie Riso, Content Marketing Strategist, Studio71, and two-time LinkedIn Top Voice at age 21 *"An essential read for business leaders due to the fact that Gen Z sets the benchmark for every other generation now in regard to trending consumer behaviour. Witt and Baird not only do a great job laying out every area that brands need to focus on when it comes to Gen Z: transparency, culture, media, marketing, community and influence, but the layout of the book itself makes it Gen Z by design with its TL;DR chapter summaries. Ignore at your own peril." * Geoffrey Colon, Senior Marketing Communications Designer, Microsoft, and author of Disruptive Marketing *Table of Contents Chapter - 00: Introduction: are you tuned in to Gen Z?; Chapter - 01: A true story of finding youth culture relevance; Chapter - 02: Gen Z: a sociological perspective; Chapter - 03: The five foundational truths of youth marketing; Chapter - 04: Aligning with youth culture in an era of individuality; Chapter - 05: Reveal insights and fuel ideation with Gen Z; Chapter - 06: The youth culture engagement playbook; Chapter - 07: Social strategies and tactical considerations; Chapter - 08: Content strategies and tactical considerations; Chapter - 09: Building community with Gen Z; Chapter - 10: A primer on social and influence media valuation; Chapter - 11: Conclusion: tune in to the frequency of Gen Z; Chapter - 12: Epilogue: stories from the youth marketing trenches; Chapter - 13: Glossary;

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Book SynopsisInfluencer Marketing is the most important new approach to marketing in a decade for those professionals at the leading edge of purchasing decision making. It shows that key decision makers in all major markets operate within communities of influencers- because major decisions are too complex and risky to taken in isolation. The ecosystems' this creates are full of these critically important people, whose impact on purchasing decisions is both pivotal and misunderstood. This new book demonstrates that- As mass media impact wanes so the role of influencers grows - marketers need to know why and how to use this knowledge The impact of blogs, wikis and other social media is that they enable new influencers to emerge, and disperse traditional sources of influence. Large and small businesses worldwide pour billions of pounds each year into influencing what they think are their influencers. This bTrade ReviewBrown and Hayes have written a wonderful, well structured and easy to read page turner about a fascinating idea that should affect the way every thinking marketer should see the world. Christoph Kaderli, Vice President EMEA Marketing, Performance Management & Alliances at Cognos Ltd & CMO Council Europe Advisory Board Member."Today's market is truly 'always on'. This is having a dramatic impact on the way that we market and sell to our existing customers and prospects.Influencer Marketing provides an excellent reference on how you can drive and achieve significant change in your traditional mindset to ensure that you can address the new and dynamic challenges that now appear every day'.Ask yourself, 'Do I change or do more of the same? There is only one correct answer" . Jim Cassidy VP Marketing EMEA, BEA SystemsA thought provoking book that challenges the way we think and who we target. A must for any skilled marketer wishing to beat his competitor." Dr Anthony Marsella, Chief Marketing Officer Samsung Electronics and co-author "Marketing Revolution"."Cutting Edge Marketing at its best. This is a must read for any Technology Marketer" James Hart, Marketing Director, EMEA, Research In Motion(Blackberry)"If you think you know about marketing in the 21st century, press & analyst relations, the value of conferences, the buying cycle - think again.Influencer Marketing will make you question even your basic understanding of marketing, and who really wields power in the market place." Joe Barrett, Director, Strategic Marketing, Qualcomm Europe"This book explains why today's marketing model is a very different playing field. ROI is high on the agenda. The power of the network enables emphasis on 1:1 conversations and choice, dialogues and communities, which in turn leads to honesty and transparency in messaging." Jon Tutcher Head of Marketing, Sun Microsystems UK & Ireland"Influencer Marketing brings together common sense with some insightful ideas in a book that provides marketers with useful tips for extending their own influence." Ruth Mortimer, Editor, Brand Strategy Magazine“It is rare to find a marketing book which is useful from page one. Most provide useful maxims to include in presentations, but few back this up with practical approaches to use in anger in the workplace. Influencer Marketing has been invaluable in focusing my organisation on the invisible influencer". Robert Posner, European Marketing Director, Harte-HanksTable of ContentsForeword From ‘The Dip’ by Seth GodinPreface Nick HayesIntroduction xi Duncan Brown and Nick Hayes 1 Marketing is broken 2 What’s wrong with traditional marketing today? 4 Decision-maker ecosystems 5 How influence works 6 Who are your influencers? 7 Identifying and ranking influencers 8 Who should evaluate the influencers in your market? 9 Marketing to influencers 10 Good, bad and ugly influencers11 Marketing through influencers 12 Marketing with influencers 13 Evaluating influencer marketing 14 Influencer marketing and word of mouth 15 Social media – the new influence enablers 16 Influencing through social media 17 Influencing consumers 18 Influencers in consumer markets 19 How to structure influencer marketing in your organisation 20 Making influencer marketing work for your company 21 The future of influencer marketing Index

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Book SynopsisThis volume sheds light on the internationalization of research and development for research and technology management and international business scholars, industrial R&D practitioners, and government policymakers.Table of ContentsPerspectives on the Internationalization of R&D: internationalization of research and development: empirical trends and theoretical perspectives, M.G. Serapio, Jr. et al; knowledge exchange and cross-border innovation in the multinational corporation, I. Zander, O. Solvell. Investment motivation, location decision, and global R&D Networks: analysing the locational pattern of international corporate technological research, J. Cantwell, E. Kosmopoulou; globalization and networking of R&D activities by 19 electronics MNCs, Takabumi Hayashi; globalization of R&D: a survey of foreign companies in Japan and some comparisons with foreign companies in the United States, Satoshi Iwata, D. Methe; the location choices of R&D activities in Canadian multinationals, J. Niosi. Management and organization of international R&D: differentiation, integration, and organizational tension: some evidence from R&D internationalization by Japanese firms, Kasuhiro Asakawa; network centrality and power among nationally dispersed technology units, J. Medcof; NEC Research Institute after ten years - design considerations and lessons learned, Mitsuhito Sakaguchi.

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Book SynopsisIn this book distinguished theorist and author Shelby D. Hunt analyzes the major controversies in the philosophy debates raging throughout the field of marketing. Using an historical approach, Hunt argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory. He also shows how the pursuit of truth and objectivity in marketing research are both possible and desirable. Specific controversies analyzed in the book include: Does positivism dominate marketing research? Does positivism imply quantitive methods? Is relativism an appropriate foundation for marketing research? Does relativism imply pluralism, tolerance, and openness? Should marketing pursue the goal of objective research? An ideal companion to Hunt's classic text, Foundations of Marketing Theory, this volume will be equally useful on its own in any graduate level course on marketing theory.Table of Contents1: Introduction; 2: Natural Philosophy and the Rise of Science: From Plato to Hegel; 3: The Development of the Philosophy of Science Discipline: From Classical Realism to Logical Empiricism; 4: The Rise and Fall of Historical Relativism in Philosophy of Science; 5: Post-Relativistic Philosophy of Science; 6: On Science, Qualitative Methods, and Marketing Research; 7: On Truth and Marketing Research; 8: On Objectivity and Marketing Research; 9: On Scientific Realism and Marketing Research

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Book SynopsisThe Review of Marketing Research annual series provides articles by the marketing field's leading researchers and academicians. RMR publishes long chapters that are not only theoretically rigorous but also offer richer detail, including literature reviews, methodologies, empirical studies, emerging trends, and international developments.Table of ContentsReview of Marketing Research, Naresh K. Malhotra; 1. A Re-Appraisal of the Role of Emotion in Consumer Behavior: Traditional and Contemporary Approaches, Allison R. Johnson and David W. Stewart; 2. The Eye of the Beholder: Beauty as a Concept in Everyday Discourse and the Collective Photographic Essay, Morris B. Holbrook; 3. Consumer Information Acquisition: A Review and an Extension, Lan Xia and Kent B. Monroe; 4. The Resource-Advantage Theory of Competition: A Review, Shelby D. Hunt and Robert M. Morgan; 5. Toward an Integrated Model of Business Performance, Sundar G. Bharadwaj and Rajan Varadarajan; 6. Consumers' Evaluative Reference Scales and Social Judgment Theory: A Review and Exploratory Study, Stephen L. Vargo and Robert F. Lusch; 7. Correspondence Analysis: Methodological Perspectives, Issues, and Applications, Naresh K. Malhotra, Betsy Charles Bartels, and Can Uslay

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