Market research Books
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Loyalitätsprogramme im digitalen Wandel: Eine
Book SynopsisJessica Chhen untersucht, warum Konsumenten Mobile Loyalty Apps verwenden oder ablehnen und welche Implikationen sich daraus für die Anbieter von Loyalitätsprogrammen ergeben. Dazu stellt sie ein erweitertes Modell auf Basis der Theory of Planned Behavior auf. Anhand einer Online-Befragung und der statistischen Auswertung der gewonnenen Daten kommt die Autorin u.a. zu der Erkenntnis, dass der Unterhaltungswert einer Mobile Loyalty App für die Schaffung einer positiven Einstellung wichtiger ist als der ökonomische Nutzen.Table of ContentsNeue Anforderungen und Möglichkeiten für Loyalitätsprogramme als Smartphone-App.- Entwicklung eines Untersuchungsmodells auf Basis der Theory of Planned Behavior unter Berücksichtigung verschiedener Einflussfaktoren.- Ergebnisse der empirischen Untersuchung und Ableitung von Implikationen für Anbieter von Loyalitätsprogrammen.
£49.49
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Marktforschung für die Smart Data World: Chancen,
Book SynopsisDie Methoden und Aufgaben der Marktforschung scheinen sich ständig zu verändern, aktualisieren sich und passen sich an Marktbedürfnisse an mit dem Ziel, eines zu erreichen: eine systemische Sicht auf Menschen, Daten und Dinge. Menschen bewegen sich im Web, nutzen unterschiedliche „Dinge“, sind „verdatet“ und generieren als Käufer, Nutzer oder Interessenten mehr Daten denn je. Der Glanz der Idee, dieses Füllhorn an Daten mittels Big Data Analytics und Künstlicher Intelligenz zu nützlichen Informationen und wertvollem Wissen fehlerlos automatisiert zu wandeln, bekommt immer mehr Flecken, denn was bei dieser Betrachtung fehlt, ist der Mensch. Umso mehr ist die Expertise der Marktforscher gefragt, die erweitert wird um das Wissen von Experten zu BlockChain Algorithmen, Gamification etc. Ebenso ist ein Überdenken der Leitplanken erforderlich, die eine moderne Ethik als Regeln des kommerziellen Prozesses setzen muss.Unternehmen brauchen Wissen über Präferenzen, Entscheidungsprozesse und Verhalten, um verwertbare Erkenntnisse zu generieren. Neu dabei ist die Vielfältigkeit der Orte, an denen Konsumenten und Bürger Informationen sammeln, selber zum Content beitragen und sich bewegen. Diese Vielfalt zu erfassen und der Analyse zugänglich zu machen, ist das Bestreben der modernen Marktforschung, sie setzt neben allen klassischen Instrumenten neue Wege und Verfahren ein – von Beacons, über passive Tracking-Verfahren bis hin zu künstlicher Intelligenz – alles, was dazu beiträgt, aus Daten smarte Daten zu machen, die die Geschichte der Menschen in ihren verschiedenen Rollen und Zusammenhängen erzählen. Marktforschung wird damit ebenso digital wie es die Gesellschaft ist. Den Weg und die Verfahren zu beschreiben, die zu relevanten Insights führen und dabei ebenso die Möglichkeiten, Chancen, Überschätzungen und Grenzen aufzuzeigen, ist das Anliegen dieses Buches. Verbunden damit gehen die Autoren auch der Frage nach, wie die zukünftigen Skills der Profession aussehen müssen, um die Geschichte der Daten zu verstehen und Daten zu wertvollen Informationen zu machen.Table of ContentsMarktforschung: Aus-, Fort und Weiterbildung, Intelligence Professionals, Statistiker, Data Scientists, Machine Learning, Ethik, Datenschutz.- Forschungsmethoden: qualitative Marktforschung, App-Einsatz, Text Mining, Blockchain, Pricing-Ansätze und Sponsoringforschung.- Forschungsfelder im Wandel: Wohnimmobilien, Messe-Marktforschung, Handel, Datenvermarktung.
£49.49
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Digitales Dialogmarketing: Grundlagen,
Book SynopsisDas Dialogmarketing hat sich durch den Aufschwung des Online- und Social Media-Marketings grundlegend gewandelt. Die Zahl der Medien, durch die ein Dialog mit den Zielpersonen geführt werden kann, hat sich vervielfacht. In diesem Band wird der aktuelle Stand des Dialogmarketings durch die ausgewiesenen Spezialisten der Branche detailliert beschrieben. Experten aus Agenturen und Unternehmen sowie Hochschullehrer stellen in ihren Beiträgen die theoretischen Grundlagen des Dialogmarketings und die Anwendung in der Praxis dar. Die Themengebiete umfassen alle relevanten Aspekte des Dialogmarketings wie Crossmedia-Kommunikation, CRM, Big Data, E-Mail- und Mobile Marketing, Suchmaschinenmarketing, Web Analytics, Social Media Marketing, D-Commerce. Ein unverzichtbares Grundlagenwerk für Marketingverantwortliche, Praktiker im Dialog- und Online-Marketing und Studenten.Die 2. Auflage wurde umfassend überarbeitet und um aktuelle Entwicklungen ergänzt.Table of ContentsGrundlagen des Dialogmarketings.- Strategien des Dialogmarketings.- Data Driven Dialogmarketing.- Medien des Dialogmarketings.- Strategien des Online-Marketings.- Instrumente des Online-Marketings.- Social Media Marketing.- Crossmediales Marketing.
£98.99
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Digital Signage am Point of Sale: Der Einfluss
Book SynopsisRicarda C. Rainer untersucht, ob ein emotionsadaptiertes Targeting mittels Digital Signage (DS) am Point of Sale gewinnbringend ist. Im Mittelpunkt steht die Frage, ob bei positiver bzw. negativer Stimmung die Bewerbung unterschiedlicher Produkte sinnvoll ist und wie diese Inhalte gestaltet werden sollen. Ein emotionsorientiertes Targeting ist mittels Digital-Signage-Bildschirmen durch die Installierung einer Kamera und einer Emotionserkennungssoftware am Point of Sale möglich. Ein Laborexperiment mit acht Experimentalgruppen und knapp 200 Teilnehmern zeigt, ob bei negativer bzw. positiver Stimmung ein emotionaler oder ein informativer DS Inhalt zu verändertem Kaufverhalten führt. Zusätzlich wird die Produktgruppe berücksichtig. Insgesamt kann mit dieser Arbeit das große Potential von emotionsadaptiertem Targeting im Handel gezeigt werden. Table of ContentsDigitalisierung am Point of Sale.- Digital Signage als Ladengestaltungselement.- Einfluss von Ladengestaltung auf die Emotionen.
£49.49
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Providing a New Perspective on Understanding and
Book SynopsisThe exploration of inspiration from a scientific perspective is not easy. Due to its divine and spiritual past, the phenomenon appears mysteriously and unscientifically, although psychologists have attempted to uncover inspiration against all odds. Marketing scholars have also become interested in the topic and started to uncover customers’ inspiration in the marketing domain. This book aims to advance the research about inspiration in marketing by dedicating three consecutive studies to this topic. First, customer inspiration is defined and conceptualized within the marketing domain. Second, a measurement tool is developed that helps to assess customer inspiration in an actionable way. Third, customer inspiration is placed in relation to other constructs in terms of conceptual and empirical differentiation, as well as its exploratory power.Table of ContentsStudy I: Definition and Conceptualization of Customer Inspiration.- Motivation.- Literature Review.- A Qualitative Study to Define Customer Inspiration.- Results.- Discussion.- Study II: Measurement Model of Customer Inspiration.- Motivation.- Theoretical Background.- Conceptualization and Index Development Procedure.- Index Development.- Discussion.- Study III: The Explanatory Power of Customer Inspiration.- Motivation.- Literature Review and Hypotheses.- Study 1.- Study 2.- Discussion.
£71.24
Springer Market Research with Panels: Types, Surveys,
Book SynopsisOne of the most important tasks of market research is to read market developments in such a way that one's own company can use them for its own purposes. Companies that fail to sound out the market quickly fall behind. To prevent this, panel data is being consulted in more and more industries. This book shows students and practitioners how to use panels to conduct market and product analyses. Among others, the book covers the following types of panels: retail, consumer, media, pharmaceutical, and agriculture. Readers can learn how to identify, extract, and analyze important information such as consumer buying behavior, market efforts of competitors, and general trends and developments in the market. The goal is for the reader to be able to structure marketing strategies according to the movements in the market.Table of Contents1. Introduction.- 2. The Elements of a Panel.- 3. The Production Process.- 4. The Market for Panel Research.- 5. Institutional Panels.- 6. Panels for Media Markets.- 7. Special Panels.- 8. Product and Period Description.- 9. Shops and Household Characteristics.- 10. Facts of the Retail Panel.- 11. Facts of the Consumer Panel.- 12. Special Analyses Retail Panel.- 13. Market Analyses Framework.- 14. Application Examples Communication Analysis.- 15. Special Analyses Consumer Panel.- 16. Category Management.- 17. Outlook.
£42.74
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG The Right Sensory Mix: Decoding Customers’
Book SynopsisMany companies fail to acknowledge and analyze disparities observed among customers and simply put them down to culture or emotion. New neuroendocrinological research proves that people are rational: They just have a different biological perception of the same stimulus. Their preferences, behavior, and decisions are strongly influenced by the hundreds of millions of sensors monitoring their body and brain. People with more taste buds are, for example, sensitive to bitterness and are more likely to drink their coffee with sugar or milk, or to drink tea. This book helps product managers, marketers, and corporate decision-makers understand and predict customers’ behavior and preferences. It provides the tools to design the right sensory mix (color, shape, depth, taste, smell, texture, and sound) for each product, and fine-tune their positioning and range for every local market. Using cases from different sectors, the author shows that this approach delivers planet and people-friendly innovations which have a higher chance of success in the market.Table of Contents1. Magnetic Sense, AI, and the Future of Mobility.- 2. Taste, Product Preferences, and the Future of Shopping.- 3. Polarized Light, Space Exploration, and the Future of Luxury.- 4. Colors, the Microbiome, and the Future of Beauty.- 5. Space and Time Perception, XR, and the Future of Communication.- 6. Sense of Motion, eSports, and the Future of Entertainment.- 7. Sense of Smell, Biomarkers, and the Future of Health.- 8. Sense of Status, Serious Gaming, and the Future of Work.- 9. Sense of Touch, Vibration, and the Future of Human Experience (HX).- 10. Sound and Voice Perception, IoT, and the Future of Living.
£58.49
United Nations Mapping the cultural and creative industries in
Book SynopsisThe report Mapping the cultural and creative industries in Angola, supported by the joint EU-UNCTAD Programme for Angola: Train for Trade II, assesses the economic potential of CCIs in Angola for job creation and trade. This assessment provides a profile of Angola's cultural and creative industries, identifying the main strengths and constraints and proposing recommendations to foster the sector's growth. Angola has diverse cultural and creative expressions, focusing on intangible products such as music, literature, audiovisual production, performing arts, and crafts. Dynamic creative industries like music and literature demonstrate Angola's cultural and creative offerings. The diaspora acts as an ambassador for the country, showcasing Angola's culture, arts, and creations to other countries. Angola's young population presents enormous potential for cultural and creative production, including gaming and streaming. A new generation of creative entrepreneurs is also developing industry, commercial, and consumer innovations. With language connections and shared consumer markets, Angola's cultural and creative assets can access international markets without significant adaptation. Festivals can also contribute to the cultural and creative potential of Angola
£25.46
Springer Verlag, Singapore State on Board!: Navigating Corporate Governance
Book SynopsisResearch in this book focuses on the strategic behaviour of the State as a shareholder in businesses, and the implications it has for the other shareholder(s) and business performance. It investigates the institutional characteristics of State-linked and State-owned firms (SIEs & SOEs), in emerging markets using Vietnam as a case study with comparative analysis on China and selected ASEAN countries.In doing so, the book adopts an evidence-based approach to explain the State’s role as a shareholder in the different aspects of corporate governance, including CEO appointment, board structure and impact of State ownership on business strategy and performance. It highlights the influence of the State as a shareholder by investigating institutional factors consistent with “path dependence” theory, which postulates that the initial and underlying structure of an economy influences its performance. In addition, the book presents empirical evidence of the dynamics of corporate governance arising from interactions between the State and other shareholders, which has not yet been addressed in the literature, and is distinctive in providing new insights from both qualitative and empirical research on how to successfully navigate the emerging market business environments from the perspective of the State as an “owner-participant”. Explaining the theoretical constructs in corporate governance in State-invested firms, empirical research methodologies, and results to draw and validate inferences, the book is comprehensive and provides a practical guide for practitioners as well as a reference for academics, undergraduate and postgraduate students. The new theoretical models proposed integrate traditional political-economic and agency theories, which also underpin tertiary business courses and academic research. Table of Contents1 Introduction2 Changing Role of State-Invested Enterprises in Emerging Markets 3 Beyond the Local Economy 4 Corporate Governance of State-Invested Enterprises 5 The Empirical Research: Design and Methods 6 Qualitative Findings: M&A Motivations and Performance Drivers 7 Quantitative Findings on the Impacts of State Ownership on M&A Performance 8 State Control, Corporate Governance and M&A Performance 9 Model Building and Concluding Thoughts
£104.49
Springer Verlag, Singapore Sharing Behavior of Brand Crisis Information on
Book SynopsisThis book adopted 66 brand crisis events as research samples taking place from 2010 to 2016 on social media (Chinese Weibo), performs research on influence mechanism of brand-crisis information-sharing behavior on social media from contextual perspective. The book explores into the fluctuation characteristics of information-sharing behavior, the contextual influence factors, both the static and dynamic mechanism of information-sharing behavior, and regulation measures of crisis information sharing behavior. The important features of the book are reflected in accurate analysis of the autocorrelation, trend characteristics, periodic characteristics and cluster characteristics of the fluctuation of crisis information sharing behavior, and deep exploration of dynamic mechanism and static mechanism of the time lag characteristics, impulsive disturbance, and marginal influence of the impact of information sharing behavior from perspective of situational factors. The book mainly focuses on the field of brand crisis management, and construct the formation and evolution mechanism of brand crisis information sharing behavior from both vertical and horizontal dimensions through a combination of theoretical exposition and case analysis, so that readers can got a clear understanding of brand crisis information communication and management through dimension reduction. The book can be used as a textbook for undergraduates and postgraduates in economics and management in colleges and universities, can also be a reference for business managers, scientific researchers and others interested in the field of crisis management.Table of ContentsIntroduction.- Literature Review and Theoretical Foundation.- Fluctuation Features of Brand Crisis Information Sharing by Weibo Use.- Contextual Factors Affecting Brand Crisis Information Sharing by Weibo Use.- Static Influencing Mechanism of Weibo Users’ Information Sharing of Brand Crisis Cases.
£104.49
Independently Published Principles of Marketing (2023 Edition) (paperback, b&w)
£27.99
Taylor & Francis Historical Research in Marketing Management
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£28.99
Taylor & Francis Marketing Performativity
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£43.99
Taylor & Francis Value in Marketing Retrospective and Perspective Stance Routledge Frontiers in the Development of International Business Management and Marketing
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£128.25
Taylor & Francis Ltd Market Assessment with OR Applications
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£147.25
Taylor & Francis Ltd New Consumer Culture in China
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£128.25
Taylor & Francis Bridging Boundaries in Consumption Markets and Culture
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£128.25
Taylor & Francis Implicative Marketing
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£47.49
Taylor & Francis Defining Measuring and Managing Consumer Experiences RoutledgeGiappichelli Studies in Business and Management
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£128.25
Taylor & Francis Ltd Transforming Relationship Marketing Strategies and Business Models in the Digital Age Routledge Advances in Management and Business Studies
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£128.25
Taylor & Francis Ltd Transforming Relationship Marketing
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£52.24
Taylor & Francis Ltd Contemporary Issues in Digital Marketing
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£147.25
Taylor & Francis Ltd Contemporary Issues in Digital Marketing
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£44.99
Taylor & Francis Driving Consumer Engagement in Social Media Influencing Electronic Word of Mouth Routledge Studies in Marketing
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£128.25
Taylor & Francis Ltd Driving Consumer Engagement in Social Media
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£39.99
Taylor & Francis Ltd Luxury and Fashion Marketing
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£45.59
Taylor & Francis Ltd Information Asymmetry in Online Advertising
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£128.25
Taylor & Francis Celebrity Fans and Their Consumer Behaviour Autoethnographic Insights into the Life of a Fan Routledge Interpretive Marketing Research
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£39.99
Taylor & Francis Ltd Information Asymmetry in Online Advertising
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Taylor & Francis The Routledge Companion to Marketing Research
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£39.99
Taylor & Francis Ltd Absolute Essentials of Marketing Research
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
£47.49
Taylor & Francis Absolute Essentials of Marketing Research
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£19.99
Taylor & Francis Ltd Common Data Sense for Professionals
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£104.50
Taylor & Francis Ltd Brand Metrics
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£142.50
Taylor & Francis Ltd Brand Metrics
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£39.99
Taylor & Francis Ltd Behavioural Research for Marketing
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£128.25
Taylor & Francis Behavioural Research for Marketing
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£32.99
Taylor & Francis Ltd The Routledge Companion to Marketing History
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£43.99
Taylor & Francis The Foundations of Marketing Practice
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£39.99
Taylor & Francis Consumer Vulnerability
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Taylor & Francis Ltd Intercultural Marketing Theory and Practice
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Taylor & Francis Ltd Representing Consumers
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£136.00
Taylor & Francis Ltd Representing Consumers
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£50.39
Taylor & Francis Consumer Value A Framework for Analysis and Research Interpretive Market Research S
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Taylor & Francis Ltd Imagining Marketing Art Aesthetics and the AvantGarde Routledge Interpretive Marketing Research
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Taylor & Francis Ltd Imagining Marketing Art Aesthetics and the AvantGarde Routledge Interpretive Marketing Research
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Taylor & Francis Competitive Intelligence Analysis and Strategy Creating Organisational Agility
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£128.25
Taylor & Francis Ltd The Routledge Companion to Marketing History
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£228.00
