Market research Books
Harvard University Press Consumption Behavior and the Effects of
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
£43.16
Lexington Books Market New Products Successfully
Book SynopsisInnovation remains an arduous and painful process for many companies, doing untold damage to brands, profitability, and careers. Some have used line extensions to mitigate risk, but all too often they have ended up extending the core brand into oblivion. Others have used test markets to help gauge opinion before a national rollout, only to have competitors snatch ideas and undermine results. Given the problems with conventional approaches, it''s not surprising that 90% of new products and services fail. Market New Products Successfully is the definitive guidebook for using simulated test marketing (STM), a technology that can help companies dramatically improve the odds of introducing a successful new product or service. The book examines why STM is important, what the differences are between the major systems, how to do a simulation, and what insights it offers a marketing plan. It is the ultimate guidebook for any smart marketer looking to improve the financial outcome of the innovaTrade ReviewA great book! This book is accessible and will be of interest to the person wanting mostly the big picture, who will marvel at the plethora of real-world examples; the person wanting a higher level of detail, who will enjoy the history of the development of STM and its key differences from traditional test marketing; and finally, to the person who wants to really spend a lot of time "inside the black box," who will appreciate the discussion of the inner workings of the various models. Market New Products Successfully is a must read for anyone who even nibbles in the area of marketing research, new product development, product strategy in general, or advertising and promotional strategy. -- Paul D. Berger, Boston UniversityIt's clearly written and easy to understand—without being dumbed down. This is the best practioner book I've seen on the subject. -- R.M. (Erik) Gordon * Marketing Manaement *Kevin Clancy and his colleagues are the simulated test marketing gurus, and their book is a thorough and highly practical investigation of the topic. -- Roland T. Rust, Robert H. Smith School of Business, University of MarylandTable of ContentsChapter 1 Why New Products Fail Chapter 2 Why Test Marketing Fails Chapter 3 The Origins of STM Chapter 4 How the Major STM Sytems Compare Chapter 5 Mathematical Modeling Marries STM: The Discovery and Litmus Models Chapter 6 Inputs for a Simulated Test Marketing Model Chapter 7 Diagnostic Tools to Improve a Marketing Plan Chapter 8 The First Door to Success: Forecasting Awareness Chapter 9 How to Find the Best Media Weight and Schedule Chapter 10 Measuring the Effects of DTC Campaigns Chapter 11 Toward Marketing Plan Optimization Chapter 12 From the Back of an Envelope to a Marketing Navigation Station
£41.40
Kogan Page Ltd Researching Customer Satisfaction and Loyalty
Book SynopsisPaul Szwarc is a director at Network Research and Marketing Ltd. He has 25 years' experience of consumer and business-to-business research, and has worked on both the client and supply side in the UK and Canada. An expert in the consumer financial sector, he has directed multi-country projects on customer loyalty and retention, new product/service development, and employee satisfaction in the UK, European and North American markets.Trade Review"Comprehensive and accessible guidance on all the practical tasks involved in creating and running projects." In-Store "Its greatest strength is that it preaches the virtues of being customer-centric. As the author rightly states, a dissatisfied customer represents a real cost to an organisation." www.mediaweek.co.uk "This guide to researching customer satisfaction and loyalty is divided into four sections which describe the different stages to be followed, from theory (quantitative and qualitative research) to the analysis of data, with the intermediate stages of the survey methodology (in-house research or through an agency) and the customer interview." EFMA Magazine "A guide to researching customer satisfaction from the viewpoints of clients and suppliers." Reference and Research Books "Does an outstanding job of answering or at least touching on nearly every question you might have as you contemplate a satisfaction research program." Quirk's Marketing Research Review "The Market Research in Practice series are excellent publications. They offer students the opportunity to study core topics separately and in depth." Graham Webb, Senior Programmes Manager, Marketing, Sales & Retail, Park Lane College, UK "The content is perfect for client company managers, for newcomers to research agencies and for students of marketing research...Readers who want to go further can choose from over 80 references." International Journal of Market Research "Its greatest strength is that it preaches the virtues of being customer-centric. As the author rightly states, a dissatisfied customer represents a real cost to an organisation." Media WeekTable of Contents Section - ONE: Introduction and theory; Chapter - 01: Introduction to customer satisfaction and loyalty; Chapter - 02: Theories and strategies for measuring and improving customer satisfaction and loyalty; Chapter - 03: Qualitative research; Chapter - 04: Quantitative research; Section - TWO: Getting started; Chapter - 05: The project briefing; Chapter - 06: The proposal; Chapter - 07: Sampling; Chapter - 08: What to ask; Section - THREE: ‘Touching’ the consumer; Chapter - 09: Facing the consumer; Section - FOUR: Outputs; Chapter - 10: Analysis; Chapter - 11: Reporting the findings; Section - FIVE: What lies ahead?; Chapter - 12: What lies ahead?
£31.34
Kogan Page Scoring Points
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.Trade Review"If you're in marketing and you don't know the Tesco story, you're using antiquated techniques and approaches. This is the future of marketing. Read it and profit." Professor Don Schultz, Northwestern University, USA "A compelling behind-the-scenes account of the successes, the failures and the lessons learnt." World Advertising Research Center "Details the advent of a loyalty programme that set the standard for rivals." The Independent "Tesco... is the rare success in a landscape littered with failed customer-relationship programs." Harvard Business Review "A story of leadership in marketing and of making the idea of "customer orientation work - for customers and for staff." Allaboutbranding.com "Will be read avidly by all those trying to emulate Tesco's success, and well it should." Loyalty "Recounts how a mass retailer transformed itself into a membership brand and looks at the successes, failures and lessons learned." In-Store "A fascinating insight into database marketing. Tesco has developed an impressive tool for communicating with its customers, something to which every major retailer must aspire." Media Week "The inside story of how Tesco managed to make their Clubcard scheme work." Marketing Business "Thought-provoking and relatively balanced chapters for those interested in card strategy." Chain Store Age "A host of exciting insights into one of the most important developments in marketing in two decades." Simon Waugh, Group Marketing Director, Centrica "Filled with insightful multidisciplinary examples and detailed data analysis ... an absolute must read for anyone who has to connect with today's consumer." Bob Schmetterer, Chairman and CEO, Euro RSCG Worldwide "The story of Tesco's gutsy, groundbreaking experiment with IT and a textbook example of how the Digital Age keeps making it possible for smart, daring businesspeople to rewrite the rules of commerce." Get Abstract "An excellent account of leadership in marketing." Professional Manager "Fascinating account of how a major retailer has transformed itself into a membership brand." Long Range Planning "Ten million shoppers can't be wrong. Here you can find out why." The Bookseller "Tesco Clubcard is the world's most successful retail loyalty scheme...Tesco emerges as very different to the uncaring monolith of media lore." The Grocer "Details the pioneering efforts to make its customer loyalty programme effective...Scoring Points shows it has never been more fundamental to Tesco's success." Retail and Leisure International "This isn't a story simply about the rise of one company over others. It is about Tesco's culture change which enabled this to happen, and how it defied many of the principles of retailing in order to achieve it." Card World "What is the Clubcard's magic ingredient then? Simplicity...There's a valuable lesson there for businesses in any sector." Business XL "One of the very few marketing 'must read' books that I have read." Database Marketing "Reveals not only the hows and whys of Tesco's success...but also how US-enterprise Kroger may be able to grapple Wal-Mart's grip over American consumers by copying Tesco's technique." EasyJet Inflight magazine "A handbook on how to create and manage a process that proves the point made by Frederick Reichheld, ... that 'profit is a consequence of value creation." Marketing: Ireland's Marketing and Media Monthly "A must read for all observers in the retail industry." Worldwide Retail Automation "Scoring Points is one of the seminal marketing stories of the last decade." Network magazine "When the first edition of this book appeared in 2003, many 'experts' - whilst grudgingly admitting that Clubcard had been a success - took the view that its time had run. This updated account shows how wrong they were - and why." ArgentTable 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’
£29.10
Kogan Page Ltd Stickier Marketing
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
£23.74
Kogan Page Scoring Points
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’
£79.39
Kogan Page Ltd Advanced Customer Analytics
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;
£33.24
Kogan Page Ltd How Cool Brands Stay Hot
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
£23.74
Kogan Page Ltd Neuro Design
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;
£23.74
Kogan Page Ltd The Gen Z Frequency
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;
£25.64
Taylor & Francis Ltd Influencer Marketing Who Really Influences Your Customers 1
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
£41.79
AltaMira Press Consumer Research for Museum Marketers
Book SynopsisWhat museum does not want insight into what its visitors and potential visitors are looking for? Nearly every function within the museum benefits from a deeper understanding of visitors: curators, educators, fundraisers, marketers, store and cafe managers, guards, and volunteers. This book creatively instructs museums on how to study visitors to make their exhibits, programs, and shops more appealing for all segments of the public. Each chapter identifies an observed visitor behavior or attitude and details how it can significantly affect attendance, satisfaction, and loyalty. The author''s approach explains how all museum personnel can participate in valuable observational research without breaking the bank on expensive studies.Trade ReviewMargot Wallace correctly argues that there is no substitute for immersing yourself in your institution's visitor experience. She offers a range of ways to do that, all of which involve 'walking around' your museum in your own shoes and a few other people's shoes. You will, no doubt, be surprised by what you find—a lot more information than surveys, touch-screen polls, and interviews provide. This melding of observational research with more traditional quantitative and qualitative methods is already a major trend in retail research. Museum professionals cannot afford to fall behind this curve. The good news is you can put many of Wallace's ideas to work for you without hiring an expensive consultant or doubling the size of your research budget. -- John G. Rodman, Preservation Society of Newport CountyTable of ContentsChapter 1 Introduction: Observational Research Vs. The Other Researches Chapter 2 Chapter 1. Methodology Chapter 3 Chapter 2. The Hand-Holders: Connecting To Your Museum Chapter 4 Chapter 3. Twitching On The Tour Chapter 5 Chapter 4. Sitting Down Chapter 6 Chapter 5. Turning Right Chapter 7 Chapter 6. Dress Code Chapter 8 Chapter 7. Museum Goers Don't Get Fat: Tribal Marketing Chapter 9 Chapter 8. Men: Another New Market Segment Chapter 10 Chapter 9. Lunchtime Stories Chapter 11 Chapter 10. Taking Photos Chapter 12 Chapter 11. Early Birds Chapter 13 Chapter 12. Shopping For Memories Chapter 14 Chapter 13. Hand-Held Children, The New Demographic Chapter 15 Chapter 14. Long Lines And Smiles Chapter 16 Chapter 15. Queue-Less In The Lobby Chapter 17 Chapter 16. Frail And Hardy Chapter 18 Chapter 17. What The Guards See Chapter 19 Chapter 18. The Folks From Kazakhstan And Other Global Changes Chapter 20 Chapter 19. Shout Out For The Library Chapter 21 Chapter 20. Insights And The Performing Arts Chapter 22 Chapter 21. Velcroed At The Ticket Window Chapter 23 Chapter 22. The Upside Of Intermission Chapter 24 Epilogue Chapter 25 Bibliography Chapter 26 Index
£85.50
AltaMira Press Consumer Research for Museum Marketers
Book SynopsisWhat museum does not want insight into what its visitors and potential visitors are looking for? Nearly every function within the museum benefits from a deeper understanding of visitors: curators, educators, fundraisers, marketers, store and cafe managers, guards, and volunteers. This book creatively instructs museums on how to study visitors to make their exhibits, programs, and shops more appealing for all segments of the public. Each chapter identifies an observed visitor behavior or attitude and details how it can significantly affect attendance, satisfaction, and loyalty. The author''s approach explains how all museum personnel can participate in valuable observational research without breaking the bank on expensive studies.Trade ReviewMargot Wallace correctly argues that there is no substitute for immersing yourself in your institution's visitor experience. She offers a range of ways to do that, all of which involve 'walking around' your museum in your own shoes and a few other people's shoes. You will, no doubt, be surprised by what you find—a lot more information than surveys, touch-screen polls, and interviews provide. This melding of observational research with more traditional quantitative and qualitative methods is already a major trend in retail research. Museum professionals cannot afford to fall behind this curve. The good news is you can put many of Wallace's ideas to work for you without hiring an expensive consultant or doubling the size of your research budget. -- John G. Rodman, Preservation Society of Newport CountyTable of ContentsChapter 1 Introduction: Observational Research Vs. The Other Researches Chapter 2 Chapter 1. Methodology Chapter 3 Chapter 2. The Hand-Holders: Connecting To Your Museum Chapter 4 Chapter 3. Twitching On The Tour Chapter 5 Chapter 4. Sitting Down Chapter 6 Chapter 5. Turning Right Chapter 7 Chapter 6. Dress Code Chapter 8 Chapter 7. Museum Goers Don't Get Fat: Tribal Marketing Chapter 9 Chapter 8. Men: Another New Market Segment Chapter 10 Chapter 9. Lunchtime Stories Chapter 11 Chapter 10. Taking Photos Chapter 12 Chapter 11. Early Birds Chapter 13 Chapter 12. Shopping For Memories Chapter 14 Chapter 13. Hand-Held Children, The New Demographic Chapter 15 Chapter 14. Long Lines And Smiles Chapter 16 Chapter 15. Queue-Less In The Lobby Chapter 17 Chapter 16. Frail And Hardy Chapter 18 Chapter 17. What The Guards See Chapter 19 Chapter 18. The Folks From Kazakhstan And Other Global Changes Chapter 20 Chapter 19. Shout Out For The Library Chapter 21 Chapter 20. Insights And The Performing Arts Chapter 22 Chapter 21. Velcroed At The Ticket Window Chapter 23 Chapter 22. The Upside Of Intermission Chapter 24 Epilogue Chapter 25 Bibliography Chapter 26 Index
£27.00
Emerald Publishing Limited Internationalization of Research and Development
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.
£97.99
Taylor & Francis Controversy in Marketing Theory For Reason Realism Truth and Objectivity For Reason Realism Truth and Objectivity For Reason Realism Truth and Objectivity
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
£45.59
Emerald Publishing Group Review of Marketing Research Volume 1 Review of
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
£85.99
Emerald Publishing Group Review of Marketing Research Volume 2 Review of
Book SynopsisProviding state-of-the-art articles by the marketing field's leading researchers and academicians, the volumes in this annual series include approximately 7-8 chapters. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the wide range of marketing research methodologies.Table of ContentsReview of Marketing Research: Some Reflections, Naresh K. Malhotra; 1. Consumer Action: Automaticity, Purposiveness, and Self-Regulation, Richard P. Bagozzi; 2. Looking Through the Crystal Ball: Affective Forecasting and Misforecasting in Consumer Behavior, Deborah J. MacInnis, Vanessa M. Patrick, and C. Whan Park; 3. Consumer Use of the Internet in Search for Automobiles: Literature Review, a Conceptual Framework, and an Empirical Investigation, Brian T. Ratchford, Myung-Soo Lee, and Debabrata Talukdar; 4. Categorization: A Review and an Empirical Investigation of the Evaluation Formation Process, Gina L. Miller, Naresh K. Malhotra, and Tracey M. King; 5. Individual-level Determinants of Consumers' Adoption and Usage of Technological Innovations: A Propositional Inventory, Shun Yin Lam and A. Parasuraman; 6. The Metrics Imperative: Making Marketing Matter, Donald R. Lehmann; 7. Multi-Level, Hierarchical Linear Models and Marketing: This Is Not Your Advisor's OLS Model, James L. Oakley, Dawn Iacobucci, and Adam Duhachek; About the Editor and Contributors; Index.
£85.99
Emerald Publishing Group Review of Marketing Research
Book SynopsisThis book provides current, comprehensive, state-of-the-art articles in review of marketing research. It focuses on customer relationship management, customer asset management, and customer portfolio management. The book describes how companies can effectively cultivate customer relationships.Table of ContentsReview of Marketing Research: A Look Ahead, Naresh K. Malhotra; Contents, Volume 1; Contents, Volume 2; 1. Managing Customer Relationships, Ruth N. Bolton and Crina Tarasi; 2. A Critical Review of Marketing Research on Diffusion of New Products, Deepa Chandrasekaran and Gerard J. Tellis; 3. On the Distinction Between Cultural and Cross-cultural Psychological Approaches and Its Significance for Consumer Psychology, Giana M. Eckhardt and Michael J. Houston; 4. Consumer Responses to Price and Its Contextual Information Cues: A Synthesis of Past Research, a Conceptual Framework, and Avenues for Further Research, Dhruv Grewal and Larry Compeau; 5. Store Brands: From Back to the Future, Serdar Sayman and Jagmohan S. Raju; 6. Language, Thought, and Consumer Research, Dwight R. Merunka and Robert A. Peterson; 7. You Ought to Be in Pictures: Envisioning Marketing Research, Russell W. Belk; About the Editors and Contributors.
£85.99
Emerald Publishing Group Review of Marketing Research Volume 4 Review of
Book SynopsisProvides articles by the marketing field's leading researchers and academicians. This work includes chapters that are not only theoretically rigorous but also offer detail, including literature reviews, advanced methodologies, empirical studies, emerging trends, international developments, and guidelines for implementation.Table of ContentsReview of Marketing Research: Taking Stock, Naresh K. Malhotra; 1. Formal Choice Models of Informal Choices: What Choice Modeling Research Can (and Can't) Learn from Behavioral Theory, Jordan J. Louviere and Robert J. Meyer; 2. How Much to Use? An Action-Goal Approach to Understanding Factors Influencing Consumption Quantity, Valerie S. Folkes and Shashi Matta; 3. Integrating Purchase Timing, Choice, and Quantity Decisions Models: A Review of Model Specifications, Estimations, and Applications, V. Kumar and Anita Man Luo; 4. Brand Extension Research: A Cross-Cultural Perspective, Michael A. Merz, Dana L. Alden, Wayne D. Hoyer, and Kalpesh Kaushik Desai; 5. A Review of Eye-Tracking Research in Marketing, Michel Wedel and Rik Pieters; 6. Role Theory Approaches for Effectiveness of Marketing-Oriented Boundary Spanners: Comparative Review, Configural Extension, and Potential Contribution, Jagdip Singh and Argun Saatcioglu; 7. Price Contract Design Templates: Governing Procurement and Marketing of Industrial Equipment, George John; About the Editor and Contributors.
£85.99
Emerald Publishing Group Review of Marketing Research
Book SynopsisFirst Published in 2017. Review of Marketing Research, now in its fifth volume, is a fairly recent publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss future developments, as well as present specific empirical studies. The first five volumes have featured some of the top researchers and scholars in our discipline who have reviewed an array of important topics.Table of Contents1. Consumer Judgment from a Dual-Systems Perspective: Recent Evidence and Emerging Issues, Samuel D. Bond, James R Bettman, and Mary Frances Luce; 2. Can You See the Chasm? Innovation Diffusion According to Rogers, Bass, and Moore, Barak Libai, Vijay Mahajan, and Eitan Muller; 3. Exploring the Open Source Product Development Bazaar, Balaji Rajagopalan and Barry L. Bayus; 4. A New Spatial Classification Methodology for Simultaneous Segmentation, Targeting, and Positioning (STP Analysis) for Marketing Research, Wayne S. DeSarbo, Simon J. Blanchard, and A. Selin Atalay; 5. Methods for Handling Massive Number of Attributes in Conjoint Analysis, Vithala R. Rao, Benjamin Kartono, and Meng Su; 6. A Review and Comparative Analysis of Laddering Research Methods: Recommendations for Quality Metrics, Thomas J. Reynolds and Joan M. Phillips; 7. Metrics for the New Internet Marketing Communications Mix, Randolph E. Bucklin, Oliver J. Rutz, and Michael Trusov; About the Editor and Contributors.
£85.99
Taylor & Francis Customer Visits Building a Better Market Focus
Book SynopsisVisits to customers by a cross-functional team of marketers and engineers play an important role in new product development, entry into new markets, and in exploring customer satisfaction and dissatisfaction. The new edition of this widely used professional resource provides step-by-step instructions for making effective use of this market research technique.Using a wealth of specific examples, Edward F. McQuarrie explains how to set feasible objectives and how to select the right number of the right kind of customers to visit. One of the leading experts in the field, McQuarrie demonstrates how to construct a discussion guide and how to devise good questions, and offers practical advice on how to conduct face-to-face interviews.Extensively updated throughout, this third edition includes three new chapters as well as expanded coverage of the analysis of visit data. It also discusses which industries and product categories are most (and least) suitable to the customer visit technique. The author also covers how the customer visit technique compares to other market research techniques such as focus groups.Trade Review"We've asked hundreds of marketers and thought leaders for the most important thing a marketer can do for a firm. Answer: Bring new techniques for discerning real customer needs. That's where Customer Visits comes in. This jewel of a book shows you how to make customer visits powerful tools for customer insight. It's a great read and a powerful resource." -- Ralph A. Oliva, Executive Director, Institute for the Study of Business Markets Penn State University "This new edition of Customer Visits is a must-read book for anyone whose firm markets products to other businesses. This is a book I read every few years, just to remind myself what a good execution of a piece of marketing research requires. I always strongly recommend it as a professional purchase to my MBA Marketing Core students. Ed McQuarrie presents a great deal of practical content on how to prepare for, conduct and analyze customer visits - in an enjoyably readable and practical form." -- Abbie Griffin, Royal L. Garff Presidential Chair in Marketing University of Utah This book will interest company representatives and management involved in sales, customer relations, and marketing. It is clearly written and offers an interesting history of the development of the tradition the customer visit. Reference & Research Book News"Table of ContentsIntroduction; Part 1. Rationale; 1. Why Visit Customers?; 2. Customer Visits as a Distinctive Approach to Market Research; 3. Limits, Boundary Cases, and the Sweet Spot for Customer Visits; Part 2. Procedures; 4. Programmatic, Ad Hoc, and Hybrid Approaches to Visiting Customers; 5. Planning a Program of Visits; 6. Budgets, Recruitment, Coordination, Team Preparation, and Time Line; 7. Selecting Customers to Visit; 8. Preparing a Discussion Guide; 9. Constructing Good Questions; 10. Conducting the Visits; 11. Completing the Visit Program; Part 3. Analysis; 12. Generalizability of Visit Data; 13. Procedures for the Analysis of Visit Data; 14. The Place of Customer Visits within the Market Research Toolbox; Appendix: Checklist for Conducting a Program of Customer Visits; Bibliography; About the Author; Index.
£56.04
John Wiley & Sons Inc Marketing Social Change
Book SynopsisThis important book offers a revolutionary approach to solving a range of social problems--drug use, smoking, unsafe sex, and overpopulation--by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to buy safe sex practices. This successful approach is based on Alan R. Andreasen''s more than twenty years of experience in consulting, teaching, and research with social marketing programs around the world. Andreasen shows that effective social change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer--who has ultimate control over the outcomes. The book offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. Marketing Social Change offers a wealth of information for developing an effective social marketing plan.Table of ContentsIntroduction: Social Marketing: A Powerful Approach to Social Change. PREPARING FOR SOCIAL MARKETING. Putting the Customer First: The Essential Social Marketing Insight. The Social Marketing Strategic Management Process. Listening to Customers: Research for Social Marketing. Understanding How Customer Behavior Changes. DOING SOCIAL MARKETING. Targeting Your Customer Through Market Segmentation Strategies. Bringing the Customer to the Door: Creating Active Contemplation of New Behaviors. Making the New Behavior Attractive and Low Cost: Benefit and Cost Strategies. Bringing Social Influence to Bear and Enhancing Self-Control. Inducing Action and Ensuring Maintenance. Creating Strategic Partnerships: Marketing to Other Publics. Conclusion: Central Principles of the New Social Marketing Paradigm.
£42.75
Hill & Wang Priceless
Book SynopsisPrada stores carry a few obscenely expensive items in order to boost sales for everything else (which look like bargains in comparison). People used to download music for free, then Steve Jobs convinced them to pay. How? By charging 99 cents. That price has a hypnotic effect: the profit margin of the 99 Cents Only store is twice that of Wal-Mart. Why do text messages cost money, while e-mails are free? Why do jars of peanut butter keep getting smaller in order to keep the price the same? The answer is simple: prices are a collective hallucination.In Priceless, the bestselling author William Poundstone reveals the hidden psychology of value. In psychological experiments, people are unable to estimate fair prices accurately and are strongly influenced by the unconscious, irrational, and politically incorrect. It hasn''t taken long for marketers to apply these findings. Price consultants advise retailers on how to convince consumers to pay more for less, and negotiation
£16.15
LUP - University of Georgia Press Beyond Piggly Wiggly Inventing the American
Book SynopsisPatented in 1917, Piggly Wiggly was the most influential self-service store of the early twentieth century. This book reveals the importance of Piggly Wiggly in the invention of self-service and goes beyond the history of the firm to explore the role of small business entrepreneurs who invented self-service stores in a grassroots social process.Trade ReviewBeyond Piggly Wiggly is a cultural history of self-service that reveals how grocers and other stakeholders invested time and money into convincing consumers that doing the literal heavy lifting of shopping was both economically advantageous and socially and culturally acceptable (and sometimes even preferred). Lisa C. Tolbert shows how through trial and error local grocers refined self-service, shifting grocery stores from human-dependent food distribution depots to 'systems for automatic selling." - Susan V. Spellman, author of Cornering the Market: Independent Grocers and Innovation in American Small Business
£27.50
CABI Publishing Consumer Psychology of Tourism Hospitality and
Book SynopsisDeveloped from a symposium held in Hawaii in August 1998, this book focuses on the diverse subject of consumer psychology as applied to the fields of tourism, hospitality and leisure. It provides a general review of current thinking and presents several new theories and methods of analysis. It consists of 20 chapters, divided into five parts, and is essential reading for researchers and practitioners dealing with consumers and their choices and perceptions. The examples included are international in nature and provide a well-balanced book. Authors contributing to the book are well-respected authorities from the UK, USA, Australia, New Zealand and continental Europe.Table of ContentsI: Introduction, A Woodside Part One: Destination Images and Destination Choice, M Oppermann, S Dolnicar,K Grabler, J A Mazanec and S Baloglu Part Two: Tourist Behaviour, J BKernan, T J Domzal, E A Frew, R N Shaw, K Weber, W Roehl, S Hudson and D Gilbert Part Three: Motivations and Decision Processes, J Gnoth, A Zins, RLengmueller, C Boshoff, K F Hyde, I Ateljevic, S McCabe and A Decrop Part Four: Measuring Attitudes and Behaviours, R McGuiggan, P Schofield, Y Ekinciand M Riley Part Five: Economic and Heritage Issues, V B Agarwal, G RYochum, M Fish, Yi Xia, G Russell, C Walters, A G Woodside and M Y Sakai
£128.07
CABI Publishing Consumer Psychology of Tourism Hospitality and
Book SynopsisThis book is based on papers given at the 2nd Symposium on Consumer Psychology of Tourism, Hospitality and Leisure (CPTHL) in Vienna in July 2000. The Symposium comprised papers reflecting the progress in consumer psychology theory and research. The Vienna Symposium put special emphasis on consumer decision making for evaluating choice alternatives in tourism, leisure, and hospitality operations. The reports have been arranged into five major compartments.Table of ContentsPart One: CONSUMERS AND DESTINATIONS 1: Developing Operational Measures for the Components of a DestinationCompetitiveness/Sustainability Model: Consumer versus Managerial Perspectives, JR Brent Ritchie, G I Crouch and S Hudson 2: Destination Images and Consumer Confidence in Destination Attribute Ratings, RR Perdue 3: Breaking the Rules: Cognitive Distance, Choice Sets and Long-Haul Destinations, THarrison-Hill 4: The Impact of Seemingly Minor Methodological Changes on Estimates of Travel andCorrecting Bias, Jay Beaman,Jeff Beaman, J T O' Leary and S Smith Part Two: DECISION PROCESSES 5: A Review of Choice Modelling Research in Tourism, Hospitality and Leisure, G I Crouch and J J Louviere 6: Qualitative Comparative Analysis of Travel and Tourism Purchase-Consumption Systems, R L King and A G Woodside 7: Representing and Predicting Tourist Choice Behaviour: A Rule-Based vs. Utility-Based Approach, M van Middelkoop,A W J Borgers, T Arentze and H J P Timmermans 8: Two Means to the Same End: Hierarchical Value Maps in Tourism - Comparing the Association Pattern Technique with Direct Importance Ratings, A Zins Part Three: CONSUMER SEGMENTS 9: Segmenting Travel on the Sourcing of Information, T Bieger and C Laesser 10: 'Nowhere Left to Run': A Study of Value Boundaries and Segmentation Within the Backpacker Market of New Zealand I Ateljevic and S Doorne 11: Using Internet Technology to Request Travel Information and Purchase Travel Services: A Comparison of X'ers, Boomers and Mature Market Segments Visiting Florida, M A Bonn, H Leslie Furr and A Hausmann 12: Which Determines Our Leisure Preferences: Demographics or Personality? R L McGuiggan Part Four: SEGMENTATION METHODOLOGY 13: A New Psychographic Segmentation Method using Jungian MBTI Variables inthe Tourism Industry, J Y Gountas and S (Carey) Gountas 14: K-Means vs. Topology Representing Networks: Comparing Ease of use for Gaining Optimal Results with Reference to Data Input Order, A Ganglmairand B Wooliscroft 15: Behavioural Market Segmentation Using the Bagged Clustering Approach basedon Binary Guest Survey Data: Exploring and Visualizing Unobserved Heterogeneity, S Dolnicar and F Leisch 16: Mastering Unobserved Heterogeneity in Tourist Behaviour Research, JAMazanec Part Five: CONSUMPTION, EVALUATION AND DIS/SATISFACTION 17: The Consumption of Tour Routes in Cultural Landscapes, T Oliver 18: Evaluating Heritage Visitor Attractions from the Consumer Perspective: A Focus on Castlefield Urban Heritage Park in Manchester, UK, P Schofield 19: A Critical Review of Approaches to Measure Satisfaction with TouristDestinations, M Kozak 20: A Review of Comparison Standards used in Service Quality and Customer Satisfaction Studies: Some Emerging Issues for Hospitality and TourismResearch, Y Ekinci, M Riley and J S Chen 21: The Antecedents and Consequences of Vacationers' Dis/satisfaction: Talesfrom the Field, A Decrop
£157.92
Emerald Publishing Limited Research in Consumer Behavior 12
Book SynopsisPresents consumer research across both positivist and interpretivist methods. This title deals with such topics as: organic food consumption, luxury goods consumption by Chinese consumers, country of manufacture effects on product quality perceptions, and the nature and effects of cool consumption.Table of ContentsList of Contributors. Introduction. Consumer attitudes toward organic foods: An exploration of U.S. market segments. Shopping matters: Taiwanese young tourists’ consumer culture in England. Cue congruency and product involvement effects on generation y attitudes. Country-of-manufacture labeling effect on product quality evaluations: A model incorporating consumers’ attention. Socialization of adult and young consumers into materialism: The roles of media and church in Peru. Motivation for luxury consumption: Evidence from a metropolitan city in China. Consuming cool: Behind the unemotional mask. The strategic use of brand biographies. Authentic Brand Narratives: Co-Constructed Mediterraneaness for l’Occitane Brand. Consuming authentic neighborhood: An autoethnography of experiencing a neighborhood's new beginnings and origins within its servicescapes. Better understanding construction of the self in daily contingencies: an investigation of the materiality of consumption experiences in online discussion forums. “Pixelize me!”: Digital storytelling and the creation of archetypal myths through explicit and implicit self-brand association in fashion and luxury blogs. Research in Consumer Behavior. Research in Consumer Behavior. Copyright page.
£98.99
Emerald Publishing Limited Review of Marketing Research
Book SynopsisThis volume provides case studies, analysis and frameworks, reviews key studies and techniques, offers theoretical explanations, identifies unanswered questions and research opportunities, and discusses significant managerial and policy implications as well as incorporating insights from multidisciplinary literatures in an integrative manner.Table of ContentsList of Contributors. EDITORIAL BOARD. Introduction: Analyzing Accumulated Knowledge and Influencing future Research. A backward glance of who and what marketing scholars have been researching, 1977–2002. Dynamic strategic goal setting: theory and initial evidence. Internet channel conflict: Problems and solutions. Referral equity and referral management: the supplier firm's perspective. A critical review of question–behavior effect research. Consumer cognitive complexity and the dimensionality of multidimensional scaling configurations. Structural modeling of heterogeneous data with partial least squares. Review of Marketing Research. Review of Marketing Research. Copyright page.
£85.99
Emerald Publishing Limited Review of Marketing Research
Book SynopsisThis special issue of Review of Marketing Research is unique in that it contains chapters by marketing legends in their own words. Bagozzi, Hunt, Kotler, Kumar, Malhotra, Monroe, Sheth, Wind and Zaltman summarize not only their research but also the salient aspects of their academic life journeys.Table of ContentsList of Contributors. EDITORIAL BOARD. Introduction – Review of Marketing Research: A Review of Legendary Contributions to Marketing. Reflections on a Scholarly Career: From Inside Out and Back Again. Legends in Marketing: A Review of Shelby D. Hunt's Volumes. Philip Kotler's Contributions to Marketing Theory and Practice. Looking through the Marketing Lens: My Journey so Far…. Personal Reflections on My Research Contributions to Marketing. Some Personal Reflections on Pricing Research. A Journey of an Accidental Marketing Scholar. Yoram “Jerry” Wind's Contributions to Marketing. Lessons Learned during a Career. Previous Volume Contents. Review of Marketing Research: Special Issue – Marketing Legends. Review of Marketing Research. Review of Marketing Research. Copyright page.
£96.99
The Complaining Cow 101 Habits of an Effective Complainer
Book SynopsisSometimes complaining can be hard. You may need some confidence, it can take time or you just don't know where to start. Although written in a light-hearted style this book packs a punch and will help get you in the perfect frame of mind for complaining effectively. 101 Habits of an Effective Complainer has been designed to improve the way you look at and make complaints. Each page gives you a complaining habit to consider and an example of how and why it empowers you to become more effective in getting the results you want. The foreword from the financial journalist, Paul Lewis, shows how anyone can benefit from this book! Read it cover to cover or dip into it when you need to find some inspiration from its clear examples and entertaining images.
£12.34
Taylor & Francis Ltd Value First Then Price
Book SynopsisValue-based pricing pricing a product or service according to its value to the customer rather than its cost is the most effective and profitable pricing strategy. Value First, Then Price is an innovative collection that proposes a quantitative methodology to value pricing and road-tests this methodology through a wide variety of real-life industrial and B2B cases.This book offers a state-of-the art and best practice overview of how leading companies quantify and document value to customers. In doing so, it provides students and researchers with a method by which to draw invaluable data-driven conclusions, and gives sales and marketing managers the theories and best practices they need to quantify the value of their products and services to industrial and B2B purchasers. The 2nd edition of this highly-regarded text has been updated in line with current research and practice, offering three new chapters covering new case studies and best practice examples oTrade Review"A ‘must read’ for any B2B marketer. These seminal cases not only illuminate the essentials of value based business marketing, but with detailed examples show you how to implement a value based approach in the turbulent world of today’s business market. Real, Good, Practical stuff from professionals who’ve done it."Ralph A. Oliva, Director, Institute for the Study of Business Markets and Professor of Marketing, Smeal College of Business, Penn State University, USA"By combining an impressive list of expert analysts with real-world case studies, Value First, Then Price gives businesses the latest strategies and tactics needed to improve company margins and profit performance. Because the focus here is on customer quantifiable values, the book correctly shifts emphasis from a producer’s features to an end-user’s benefits."Kevin Mitchell, President, The Professional Pricing Society, Inc."Todd Snelgrove’s description and measurement of a new view on Total Cost of Ownership (TCO), a more holistic measurement focused around Cost, Benefit, and Value called Total Profit Added™ (TPA) is a great step in the evolution of enabling both buyers and sellers to make the right decisions based on best value not lowest price."Thomas Choi, Professor, Arizona State University and Executive Director, Center for Advanced Procurement Studies"Recent research shows that far less value (and cost reduction) is achieved through traditional negotiation than can be gained through understanding markets, needs and opportunities for creative collaboration. If you care about business and personal success, value must be your priority."Tim Cummins, President, World Commerce and Contracting"The war for value is today’s biggest business challenge. Value First, Then Price is an invaluable, thought-provoking guide to this debate."Nigel Barlow, International Consultant on Innovation and Value"In our work with some of the world’s industrial manufacturers, we’ve seen that companies that focus on value from both the buy and sell side enjoy a competitive edge. Top-performing industrials are eight times more likely to take a value-based approach toward pricing, and companies that measure and buy based on total cost of ownership are 35% more profitable. Buyers have never been better informed on the total cost of ownership, and companies that are still talking about features and benefits are getting left behind."Stephen Gold, CEO of MAPI—Manufacturers Alliance for Productivity & Innovation"My own research confirms McKinsey’s, that only 5% of companies have value propositions. No wonder buyers have the upper hand! The world really needs this book and I congratulate Andreas Hinterhuber and Todd Snelgrove on putting together a truly fantastic piece of work."Malcolm McDonald, MA (Oxon) MSc PhD DLitt DSc, Emeritus Professor, Cranfield University School of Management, UK"In business-to-business markets, managers must bridge the gap between those who say that it is only by value that firms can thrive in the long term and those who suggest that buyers will buy on price. Value can be created and captured. The bad news is that it is extremely difficult, but the good news is that a systematic approach is likely to yield dividends. In this important book Andreas Hinterhuber and Todd Snelgrove have harnessed the world’s top value creation experts to provide an insightful and complete roadmap."John Roberts, Fellow, London Business School, UK and Professor, University of New South Wales, Australia"What a comprehensive way to present value. From the discussions to the articles, a must have guide for professionals and companies that want to buy, produce and sell any product or services based on value."João Ricciarelli, Executive President America's, Leadec"It’s not often you read a business book, learn from it and have fun doing so. Value First, Then Price by Hinterhuber and Snelgrove is one of those rare exceptions. I don’t care whether you are on the buy or sell side of the equation, this book is for you. It is a fantastic engaging read. The material is thought provoking with great integration of theory: from value, to ROI and results. It is simply a very practical business book."Stephen Kozicki is on the Advisory Panel for HBR and lectures at business schools including Macquarie University, University of Technology and The Australian Catholic University, Australia"Much has been said and written about value in industrial markets. But how to put the idea to practice? This book focuses on what matters most: to 'challenge' customers and help them rethink their assumptions, vendors need data and value quantification. The authors provide a practical, hands-on roadmap for value pricing that both buyers and sellers can follow for achieving better business results."Wolfgang Ulaga, Senior Affiliate Professor of Marketing, INSEAD, France"Value First, Then Price is a much-needed work and deserves a place in most CPO and sales offices."Keld Jensen, Author of ‘The Trust Factor—Negotiating in SMARTnership’, Professor and Advisor in Negotiations"SAMA research emphasizes that most companies are significantly lacking in internal processes for value-based negotiation, value creation, value-based pricing and value monetization. Snelgrove and Hinterhuber provide great insights and methodologies for companies to fill these gaps."Bernard Quancard, Retired President and CEO Strategic Account Management Association (SAMA)"Quantifying and understanding the value proposition is key to business success. This book gets directly to the bottom line by taking both a buyer and seller perspective and presenting value based purchasing in a way that all purchasing professionals need to understand."Wendy L. Tate, PhD, Associate Professor of Supply Chain Management, University of Tennessee, USA"Value First, Then Price is a timely and rare contribution, providing not only invaluable insights, but also a practical methodology of how to perceive, quantify and capture value. From the perspective of emerging and new market economies, it offers the ultimate answer on how to escape the enduring 'lower cost—lower price' trap, and how to shift towards a sustainable, value creation driven path that leads to business and economic development."Modestas Gelbūda, PhD in International Business, Aalborg University, Denmark; Managing Director, Baltic Institute for Leadership Development, Lithuania and Associate Professor, ISM University of Management and Economics, Lithuania"At a time when both customers and suppliers are over focused on product prices as a determinant of business transactions, this book offers a fresh way out by arguing for a new way of looking at the economics of exchange between buyers and sellers where price is just one element in determining the true value of what is bought and sold. More specifically, the book informs purchasing officers about the often ignored actual cost and inherent value (in total savings, returns on investment, etc.) of what they buy, and provides suppliers with tools to quantify and communicate the hidden value in what they sell. I highly recommend this book to professionals in procurement, sales and marketing, and general management."Kamran Kashani, IMD, Switzerland"The Editors and their authors have tackled a problem that has faced buyers and sellers for years: how to define the concept of value that aligns with two different views of the world. Sales claims to sell based on value, and purchasing claims to buy based on value, yet both parties view this concept from fundamentally different viewpoints. This book articulates these differences, and creates a framework that can help resolve the issues, creating a mutually compatible lens for understanding this often misunderstood concept."Robert Handfield, Bank of America, Distinguished Professor of Supply Chain Management and Director of Supply Chain Resource Cooperative, North Carolina State University, USATable of ContentsPart I: Introduction 1. Introduction Part 2: Selling Value: Value Quantification Capabilities 2. Value First, Then Price: The New Paradigm of B2B Buying and Selling 3. Interview: Processes and capabilities for value quantification 4. Muddling through on Customer Value in Business Markets? 5. Interview: Nurturing value quantification capabilities in Strategic Account Managers 6. Salesforce Confidence and Proficiency: The Main Cornerstone of Effective Customer Value Management Part III: Selling Value: Best Practices in Value Quantification 7. Value quantification: Processes and best practices to document and quantify value in B2B 8. Quantifying your value so customers are willing and able to pay for it 9. An inside-look at value quantification of competitive advantages: how industry leaders prove value to their customers 10. Value quantification for services 11. Quantifying intangible benefits: best practices to increase willingness to pay while creating longer-lasting customer relationships 12. Towards a shared understanding of value in B2B exchange: Discovering, selecting, quantifying, and sharing value Part IV: Buying on Value: Value Quantification and B2B Purchasing 13. Value first, cost later: Total Value Contribution as a new approach to sourcing decisions 14. Interview: Selling value to purchasing 15. Using Best Value to Get the Best Bottom Line 16. Value Selling: The crucial importance of access to decision makers from the procurement perspective 17. The Sourcing Continuum to Achieve Collaboration and Value Part V: Value Quantification and Organizational Change Management 18. Interview: Implementing value quantification in B2B 19. Interview: The ring of truth - value quantification in B2B services Part VI: Buying and Selling on Value: Value Quantification Tools 20. A Question of Value: Customer Value Mapping versus Economic Value Modeling 21. Why start-ups should consider using value propositions 22. Creating and Sustaining Competitive Advantage Through Documented Total Cost Savings Part VII: Epilogue 23. A call to action: value quantification in B2B buying and selling 24. Quotes and Statistics to Help you on Your Value Selling Journey 25. The Present and Future of Value Quantification
£43.69
Taylor & Francis Ltd Social Media Analytics in Predicting Consumer
Book SynopsisInformation is very important for businesses. Businesses that use information correctly are successful while those that don't, decline. Social media is an important source of data. This data brings us to social media analytics. Surveys are no longer the only way to hear the voice of consumers. With the data obtained from social media platforms, businesses can devise marketing strategies. It provides a better understanding consumer behavior. As consumers are at the center of all business activities, it is unrealistic to succeed without understanding consumption patterns. Social media analytics is useful, especially for marketers. Marketers can evaluate the data to make strategic marketing plans. Social media analytics and consumer behavior are two important issues that need to be addressed together. The book differs in that it handles social media analytics from a different perspective. It is planned that social media analytics will be discussed in detail in terms of consumer Table of ContentsThe Concept of Social Media. Social Media Marketing. Formulating a Social Media Strategy . Introduction to Social Media Analytics. Social Media Analytics in Consumer Behavior. Social Media Actions Analytics. Measuring Web Site Performance with Web Analytics. Mobile Analytics. Ethics and Social Media Analytics.
£128.25
Taylor & Francis Consuming Atmospheres
Book SynopsisAtmosphere is a term often used in everyday life to describe how a consumption space feels and has long been an important theme within marketing. There has been renewed interest in atmosphere over recent years in marketing and beyond, with the concept at a crucial point in its development. However, research about atmosphere is often confined into disciplinary silos.Consuming Atmospheres unsettles such disciplinary boundaries by delivering an interdisciplinary collection of cutting-edge work on atmosphere and consumption. Specifically, the book brings together experts from various disciplinary backgrounds to explore how atmospheres are designed, experienced, and researched. Within these three thematic parts organising the collection, atmosphere is explored across a range of consumption and geographic contexts, including pop-up stores, music festivals, tourist spaces, town centres, sports stadia, amusement arcades, food and drink, urban squats, and seaside piers across England, Scotland, Denmark, and Slovenia.The book will appeal to academics and postgraduate students within marketing and beyond, given the chapter authors have backgrounds in marketing, consumer research, geography, sociology, youth studies, art and design, place management, and law. It may also be of interest to practitioners endeavouring to co-create more effective consumption atmospheres, such as marketers, retailers, and place managers.
£37.99
Taylor & Francis Ltd Research Methods in Luxury Management
Book SynopsisThis is one of the first textbooks to explore the research process within the specific context of luxury brand management. It adopts a case-rich approach, informed by original research, to guide the reader through the various stages of the research process from conception to completion and application. Beginning with a summary of past and present research in the field of luxury, the book then outlines the fundamental principles of research, paying particular attention to representativeness and contextualisation, before guiding readers through the intricacies of research design. Further topics include the nature of data in the field of luxury, the research challenges facing luxury practitioners, quantitative and qualitative research methods for luxury brand management specialists, analytical techniques, and guidance for presenting and applying research findings within the luxury environment. Real-world examples and case studies are provided in each chapter, and the book roundsTable of Contents1. Research Methods in Luxury Management: Introduction and Overview 2. The Field of Luxury Research 3. Identifying a Luxury Management Research Topic 4. Luxury Research Approach and Research Design 5. Sources of Data for Luxury Research 6. Methods for Luxury Research 7. Analysing Luxury Research Data 8. Writing Up and Presenting Luxury Research Findings 9. Applying Research Findings to the Field of Luxury Management 10. Review and Learning Resources
£37.99
Taylor & Francis Ltd The Future of Charity Marketing
Book SynopsisCharities play an increasingly important role in our society. Whether caring for the vulnerable, campaigning for change or enabling access to the arts, they are organisations on a mission, underpinned by social purpose. However, charities now face unique challenges in a turbulent global economic climate due to structural changes in society post Covid and pressure on disposable incomes. Charities need to transform and, in some cases, modernise for sustained increasing demand from their service users, they need to engage with a wider range of stakeholders, meet higher public expectations on transparency and governance, and compete for resources from existing as well as a continuous range of new competitors.This book brings together leading scholars to think about what is needed to future proof the non-profit sector in areas such as partnerships, collaborations, branding, communications, income generations and fundraising, stakeholder involvement and meeting the future needs of
£35.14
Taylor & Francis Ltd Practical Digital Marketing and AI Psychology
Practical Digital Marketing and AI Psychology explores how successful brands utilise both psychology and cutting-edge artificial intelligence technologies to maximise digital marketing strategies.Psychology has long been a foundation for successful marketing strategies, and evolving AI technologies are opening up new opportunities for marketers to help brands build trust and loyalty online. In this exceptional book, award-winning writer Jonathan Gabay delves into fascinating psychological digital marketing techniques and concepts, explaining the practical psychology and science you need to lift your marketing career to the next level. Gabay explores how new technologies can be harnessed to increase their impact significantly. The book provides practical tips and contemporary best-practice examples, including prompt engineering, the psychology behind mission statements and logo design, gamification, the possibilities and pitfalls of social media, among many more areas t
£123.50
Taylor & Francis An Introduction to Quantitative Research Methods
Book Synopsis
£41.79
Taylor & Francis International Marketing
Book SynopsisThis comprehensive text provides students with a solid foundation in International Marketing theory, research, and practice. Fully updated throughout, the book covers all the latest trends and topics, including e-commerce, digitalization, corporate sustainability, business ethics, corporate social responsibility, cryptocurrency, and the broader political and economic context. New international case studies and mini-cases from the US, Europe, China and Japan are incorporated, alongside enhanced pedagogy to structure learning such as chapter objectives, summaries and discussion questions. Placing a unique emphasis on the importance of academic research, all academic references and marketing theories have also been updated. Demonstrating the complexities of marketing on a global scale, this well-regarded text should be core reading for advanced undergraduate and postgraduate students of International and Global Marketing, Marketing Management and Strategic Marketing.
£77.89
Taylor & Francis Social Network Analysis and Text Mining for Big
Book SynopsisSocial Network Analysis and Text Mining for Big Data presents cutting-edge methods and tools that bridge the gap between text mining and social network analysis research while also providing new insights for analyzing (big) textual and network data. These tools are designed to cater to the needs of both business analysts and researchers to facilitate the creation of groundbreaking analytics.Beginning with clear definitions of social network analysis and text mining, this book benefits from a thoughtfully curated selection of methods and tools, drawn from the authorsâ extensive research in the field. The focus then shifts to demonstrate how the interplay between words and networks can unlock the full potential of big data analytics. A centerpiece of the book is the Semantic Brand Score (SBS), a versatile and powerful metric for assessing brand importance through text analysis. All of the above is corroborated and illustrated with practical applications and case studies showing the value of these analytics in supporting change and improved managerial decisions. It also introduces a specialized software tool which enables users to perform the analyses detailed in the text.This book is a must-read for business leaders, marketing professionals, policymakers, researchers, and university students. It offers practical insights and actionable advice for achieving increased performance of companies and societal actions. The writing is tailored to make complex concepts accessible to both experienced researchers and readers who are new to the field.
£35.14
Taylor & Francis Marketing Ethics and Consumer Society
Book SynopsisThis unique new text explores marketing ethics, the impact of marketing on consumersâ lives, and the wider social, cultural, and political context of marketing activities.Taking a critical approach to marketing practice, the book discusses the growing sense of responsibility within the marketing discipline and addresses issues at the interface between marketing and society. Importantly for Marketing students, it works to develop an understanding of the impacts that marketing can have on consumersâ lives and the potential that future marketers have to shape contemporary society. Chapters cover Marketing and Advertising Ethics, Critical Consumption, Gender and Race, Brand Activism, Sustainability and Corporate Social Responsibility, and Understanding and Protecting the Consumer. Case studies drawn from international contexts featuring real-life and recognisable organisations are included in every chapter to bring the theory to life, enabling students to explore the ethical dile
£41.79
Taylor & Francis Nostalgic Branding in the Toy Industry
Book Synopsis
£50.34
Edward Elgar Publishing Ltd Youth Marketing to Digital Natives
Book SynopsisOffering a critical approach to youth marketing, this comprehensive book provides a framework to better understand the mechanisms that shape youth consumption cultures and behaviors. The ideas investigated include how to advertise to digital natives, how to engage young customers, and why digital natives adopt or reject brands.Trade Review‘Based on solid original research, Dr. Batat has crafted a must-read for anyone who must understand pre-teens and teenagers. Her results point to a new approach for marketing, whether promoting products or healthy choices, a new approach that takes into account the sometimes-rapid changes that young people go through. Practical and thorough, with clear recommendations and case studies.’ -- Jeff Tanner, Old Dominion University, USTable of ContentsContents: Introduction to Youth Marketing to Digital Natives 1. Why youth culture beats age segmentation when it comes to marketing to young consumers 2. From age segmentation to “segmenculture”: introducing a new segmentation method based on the youth culture criterion 3. How do youth become consumers? Exploring consumer socialization from childhood to youthhood 4. Are digital natives competent or vulnerable consumers? A challenge for brands targeting the youth market 5. Consumption, brands, co-creation, and empowerment in youth cultures: how can businesses capture the creative potential of digital natives? 6. Digital natives and social media use in youth cultures: what should brands know about blogging? 7. Advertising to digital natives: a hybrid and disruptive way to communicate 8. How are brands designing attractive customer experiences to connect with digital natives? 9. How to study youth consumption cultures: towards immersive market research tools 10. Are digital natives eco-friendly consumers? Conclusion
£29.40
Edward Elgar Publishing Ltd Digital Marketing Strategy
Book SynopsisThis cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizationsâ digital marketing strategies can be developed and implemented.Trade Review‘A great choice for a digital marketing textbook: a useful introduction for both practitioners and students. Equipped with practical examples and frameworks, Digital Marketing Strategy covers both strategic and tactical sides of digital marketing, which are discussed through the innovative MRACE (Measure, Reach, Act, Convert, Engage) model. Offering useful insights into digital marketing work, from strategic planning to daily operation, I recommend this book for students and educators.’ -- Joni Salminen, University of Vaasa, FinlandTable of ContentsContents: PART I STRATEGIC ANALYSIS AND PLANNING 1. An introduction to digital marketing 2. Analysis of the digitalized business environment 3. Digital marketing strategy PART II IMPLEMENTING MARKETING STRATEGY IN PRACTICE 4. Implementing strategy using the MRACE® model 5. Digital marketing channels and tools 6. Digital marketing work in practice 7. In closing: the future of digital marketing Bibliography Index
£76.00
Edward Elgar Publishing Ltd Digital Marketing Strategy
Book SynopsisThis cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizationsâ digital marketing strategies can be developed and implemented.Trade Review‘A great choice for a digital marketing textbook: a useful introduction for both practitioners and students. Equipped with practical examples and frameworks, Digital Marketing Strategy covers both strategic and tactical sides of digital marketing, which are discussed through the innovative MRACE (Measure, Reach, Act, Convert, Engage) model. Offering useful insights into digital marketing work, from strategic planning to daily operation, I recommend this book for students and educators.’ -- Joni Salminen, University of Vaasa, FinlandTable of ContentsContents: PART I STRATEGIC ANALYSIS AND PLANNING 1. An introduction to digital marketing 2. Analysis of the digitalized business environment 3. Digital marketing strategy PART II IMPLEMENTING MARKETING STRATEGY IN PRACTICE 4. Implementing strategy using the MRACE® model 5. Digital marketing channels and tools 6. Digital marketing work in practice 7. In closing: the future of digital marketing Bibliography Index
£26.55
Edward Elgar Publishing Ltd Marketing Automation and Decision Making
Book SynopsisThe ever-evolving marketing technologies now include the extensive use of advanced AI with important implications for the decision making processes of both marketers and consumers. This detailed and insightful book rigorously examines the role of heuristics and marketersâ decision making within the industryâs growing utilisation of AI.Trade Review‘Professor Guercini’s new book on the automation of marketing offers a unique and insightful glimpse at the future of marketing by helping to answer the question of how human and AI decision making can be integrated together to create an effective marketing strategy.’ -- Brandon Randolph-Seng, Texas A&M University, US‘Professor Guercini makes a fresh and comprehensive contribution to finding the proper role for decision making heuristics in automated marketing. A must-read for those who do not want to just repeat platitudes about biased human behaviour and perfectly accurate AI in modern business, but search for realistic and transparent solutions.’ -- Konstantinos Katsikopoulos, University of Southampton, UKTable of ContentsContents: 1 Introduction to Marketing Automation and Decision Making 2 Decision making based on heuristics in the marketing literature 3 Consumers’ heuristics and marketer as choice architect 4 A set of rules for the marketer’s adaptive toolbox 5 Marketing automation emergence and evolution 6 Artificial intelligence and marketer’s decisions in marketing automation 7 Marketing automation and heuristics in marketers’ experience 8 Conclusion and implications: Marketing Automation and Decision Making Index
£80.00
Edward Elgar Publishing Ltd Handbook of Research Methods for Marketing
Book SynopsisTrade Review‘The Handbook takes an up-to-date and fresh look at a variety of topics quite relevant in business research. In particular, it not only provides updates for many traditionally covered topics, but also extends to other areas often overlooked in the past thereby expanding researchers’ methodological toolbox. The balance in topics emphasizing not just the role of quantitative methods but also qualitative and mixed methods is unique compared to other books published in the last few decades. Students and faculty will appreciate this book in a variety of methods-oriented courses. Congratulations on this useful, applied book!’ -- Joe Hair, University of South Alabama, USTable of ContentsContents: Introduction: advances in marketing research methods Robin Nunkoo, Viraiyan Teeroovengadum and Christian M. Ringle PART I QUANTITATIVE RESEARCH METHODS 1. Scale development in marketing research Noorjahan Banon Teeluckdharry, Viraiyan Teeroovengadum and Ashley Seebaluck 2. Necessary condition analysis in marketing research Jan Dul, Sven Hauff and Zsófia Tóth 3. When size does not matter: compositional data analysis in marketing research Berta Ferrer-Rosell, Eva Martin-Fuentes, Marina Vives-Mestres and Germà Coenders 4. Modern data analysis – a paradigm for robustness: lessons for marketing researchers from the machine learning literature John Williams 5. Meta-analysis: deconstructing marketing knowledge İlayda İpek and Nilay Bıçakcıoğlu-Peynirci 6. Experimental design in marketing research Sumeyra Duman 7. Partial Least Square Structural Equation Modelling (PLS-SEM) in marketing research Soujata Rughoobur-Seetah, Robin Nunkoo and Viraiyan Teeroovengadum PART II QUALITATIVE RESEARCH METHODS 8. A guide to the successful use of case study in marketing management research Edina Ajanovic and Çizel Beykan 9. Visual research methods: volunteer-employed photography (VEP) Brian Garrod and Nika Balomenou 10. Phenomenology: prospects and challenges for marketing research Mine Inanc and Metin Kozak 11. Mobile ethnography: a customer experience research method for innovation Birgit Bosio, Katharina Rainer and Marc Stickdorn PART III MIXED-METHODS RESEARCH 12. Mixed methods in agricultural marketing research: building trust amongst participants Rachel Hay 13. Multi-methods in the measurement of emotion in tourism marketing Arghavan Hadinejad, Noel Scott, Anna Kralj and Brent Moyle 14. Using a mixed methods approach to develop a scale in the context of social media attachment Shabanaz Baboo PART IV OTHER ISSUES IN MARKETING RESEARCH 15. New frontiers in marketing research methods: forensic marketing – using forensic science frameworks and methods in marketing research D. Anthony Miles 16. An examination of the legal theories and research methods relevant to marketing research Marie Valerie Uppiah and Roopanand Mahadew 17. Assessing the legal implications and parameters of marketing research Roopanand Mahadew and Marie Valerie Uppiah 18. Ethical considerations in marketing research Mridula Gungaphul and Mehraz Boolaky Index
£43.65
Edward Elgar Publishing Ltd Research Handbook on Brand CoCreation
Book SynopsisBringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.Trade Review‘Brand co-creation is an idea that has arrived and the compilation of insights and ideas from leading academics offers a welcome and stimulating perspective.’ -- David Aaker, author of Owning Game-Changing Subcategories‘The processual view on branding is strongly reinforced by this impressive collection of chapters on branding as co-creation – a splendid, international group of authors bring forth a plethora of perspectives that is bound to enrich future discussions and research on brands and branding.’ -- Søren Askegaard, University of Southern Denmark, Denmark‘I fully recommend this Research Handbook to anyone interested in branding and co-creation. The editors have assembled some of the finest thinkers from a diverse range of theoretical perspectives to explore how brand meaning is co-created between marketers, employees, customers, influencers, communities, and other stakeholders, across a range of industry and national contexts.’ -- Michael Beverland, University of Sussex Business School, UK‘Brands aren’t created any more. They’re co-created by a combination of contributing consumers, curating corporations, and a constellation of complementary collaborators. Chock-a-block with challenging ideas, this co-created book contains everything you need to know about brand co-creation.’ -- Stephen Brown, Ulster University, UK‘Creating brands in the boardroom without any collaborative input from customers and other key stakeholders is becoming increasingly passé. This Research Handbook provides an excellent collection of papers that represent the latest evidence-based thinking on brand co-creation, combined with best practice cases for brand co-creation’s successful implementation. No doubt, this is a must read for brand researchers and managers alike!’ -- George Christodoulides, American University of Sharjah, United Arab Emirates‘A really comprehensive Research Handbook providing an authoritative critical reflection and in-depth analysis on brand co-creation and its ethical implications. This topic is of great importance in the digital age where companies and customers are strongly connected and are part of a larger digital ecosystem.’ -- Margherita Pagani, SKEMA Business School, France‘The modern consumer increasingly feels a greater connection to the brand than that of just being the passive customer. This learned work on brand co-creation examines this phenomenon from multiple angles. I am pleased that the work investigates not just traditional f.m.c.g products as brands but also personalities and ideas as branded entities. In addition, all branding is not positive and the text takes us to the darker side of branding as a reminder that the study of brands is not unambiguous.’ -- Stuart Roper, University of Huddersfield, UK‘A timely addition to a growing research field that is shaping the future of consumption and brand practices. The Research Handbook on Brand Co-Creation will be equally valuable to scholars looking for a comprehensive starting point in a fragmented field, and to advanced scholars looking to deepen their understanding of current research trends in the co-creation literature. The Handbook critically discusses co-creation from complementary perspectives, from epistemological aspects to ethical ones. A remarkable tour de force, the Handbook gathers cutting-edge insights from an international team of authors shaping current co-creation research.’ -- Benjamin G. Voyer, ESCP Business School, UKTable of ContentsContents: Preface xxiv PART I THE ONTOLOGY AND EPISTEMOLOGY OF BRAND CO-CREATION 1 A conceptual analysis of labels referring to brand co-creation 2 Jaana Tähtinen and Kati Suomi 2 Establishing the boundaries of brand co-creation 32 Catherine da Silveira and Cláudia Simões 3 Brands as co-creational lived experience ecosystems: an integrative theoretical framework of interactional creation 47 Venkat Ramaswamy and Kerimcan Ozcan 4 Reassessing brand co-creation: towards a critical performativity approach 65 Andrea Lucarelli, Cecilia Cassinger and Jacob Östberg PART II CO-CREATION OF INTANGIBLE BRAND ASSETS 5 Co-creation of intangible brand assets: an integrative S-D logic/organic view of brand-based conceptual framework 80 Victor Saha, Venkatesh Mani, Praveen Goyal and Linda D. Hollebeek 6 Co-creation or co-destruction? Value-based brand formation 90 Andrea Hemetsberger, Maria Kreuzer and Hans Mühlbacher 7 Dealing with discrepancies of a brand in change: recomposition of value and meanings in the network 105 Anu Norrgrann and Saila Saraniemi 8 The role of brand-facing actors in shaping institutions through brand meaning co-creation 122 Kieran D. Tierney, Ingo O. Karpen and Kate Westberg 9 Co-creation of multi-sensory brand experiences: a manufacturer perspective 138 Clarinda Rodrigues, Andreas Aldogan Eklund, Adele Berndt and Susanne Sandberg 10 B2B branding in global commodity networks: a cultural branding analysis of a Danish company going global 153 Christian Dam and Dannie Kjeldgaard PART III CO-CREATION OF BRAND OFFERINGS 11 Freedom and control in brand co-creation communities 167 Nicholas Ind and Oriol Iglesias 12 Exploring the brand co-creation–brand performance linkage and the roles of innovation and firm age: resource-based and dynamic capabilities views 177 Ahmed Rageh Ismail 13 Toward a co-creation approach to nation branding: an integrative framework 198 Mai T. Pham and Roderick J. Brodie 14 The dark side of brand co-creation: a psychological ownership perspective 218 Fabian Bartsch and Bart Claus PART IV ETHICAL IMPLICATIONS OF BRAND CO-CREATION 15 The universal moral standards and the ethics of co-creation 241 Sumire Stanislawski 16 Co-creation of conscientious corporate brands – facilitating societal change towards sustainability: a structured literature analysis 256 Christine Vallaster and Philip Lechner 17 Organizational citizenship behaviour principles: a guide for employees and customers in the brand value co-creation journey 274 Maja Arslanagić-Kalajdžić and Vesna Babić-Hodović 18 “We look within... So we can look up” – towards a nonviolent ethics of human brand co-creation 291 Monica Porzionato and Cecilia Cassinger 19 The ethics of conspicuous virtue signaling: when brand co-creation on social media turns negative 303 Ulf Aagerup PART V CRITICAL REFLECTIONS ON THE FUTURE OF BRAND CO-CREATION 20 Brand co-creation and degrowth: merging the odd couple 317 Feyza Ağlargöz 21 Brand co-creation management in the light of the social-materiality approach 337 Géraldine Michel and Valérie Zeitoun 22 Violent brands: from neoliberal vessels to far-right fantasies 348 Sofia Ulver PART VI CASE STUDIES ON BRAND CO-CREATION 23 Alternative methods to study affective information processing in brand co-creation 359 Monika Koller and Peter Walla 24 Prolonging the shared project value of surplus co-creation 367 Yun Mi Antorini and Gry Høngsmark Knudsen 25 The iconization of Greta Thunberg: the role of myths in co-creating a person brand 374 Teresa Brugger and Verena E. Wieser 26 Finding new product ideas at Eisenbeiss: integrating non-frontline employees into co-creation processes 381 Oliver Koll 27 Turning lead into gold: from weighty consumer feedback to co-creation 387 Peter Espersen Closing remarks 393 Index 394
£43.65
SD Publishing LLC Social Media Marketing 2020 How to Crush it with
Book Synopsis
£16.19
