Market research Books

Book Synopsis A 'detective story' that delivers key insights for any businessperson asking the questions: who really are our customers, why do we lose them, how do we regain them?Customers can be a mystery. Despite the availability of more data than ever before, everyone, from the CEO to salespeople in the field, struggles to understand who their customers really are, what they want, why they lose them, and how to regain them.To crack the case, start thinking like a market detective.David Scott Duncan shows how in his entertaining story of Tazza, a fictional chain of cafes with declining sales and leaders urgently seeking to understand why. The vivid characters of Tazza’s market detective force come to their aha moment when they finally understand why their most loyal customers walked out the door—and how they can get them back.The core of the Tazza story is a simple, powerful idea that upends how most businesses view their customers. Customers have “jobs to be done.” They “hire” companies to solve a problem or fulfill a need and “fire” them when unhappy. Duncan’s fresh way of thinking about how to understand your customers’ secret lives provides an innovative path for solving whatever market mysteries you face.

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Book SynopsisAdvanced Marketing Research is a companion volume to Richard Bagozzi's Principles of Marketing Research. It is intended for students on advanced marketing research courses at the graduate and postgraduate levels and on executive programs. Each chapter begins with a historical development of the topical area before moving on to advanced issues and coverage of latest developments. To aid students learning, questions and exercises are included throughout.Trade Review"Summaries of the most sophisticated research techniques." Book NewsTable of ContentsList of Figures vii List of Tables ix List of Contributors xii Acknowledgments xiv Introduction xv 1 Advanced Topics in Structural Equation Models 1 2 Partial Least Squares 52 3 Multivariate Statistical Models for Categorical Data 79 4 The CHAID Approach to Segmentation Modeling: CHI-squared Automatic Interaction Detection 118 5 Cluster Analysis in Marketing Research 160 6 Latent Class Multidimensional Scaling: A Review of Recent Developments in the Marketing and Psychometric Literature 190 7 Conjoint Analysis 223 8 Multiple Correspondence Analysis 260 9 Latent Structure and Other Mixture Modles in Marketing: An Integrative Survey and Overview 295 10 A Review of Recent Developments in Latent Class Regression Modles 352 Index 389

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Book SynopsisIntended for business students and managers who want to become more customer-oriented, this book focuses on helping managers develop information skills for understanding customers' perceptions of value and satisfaction.Trade Review"Focuses on helping managers develop information skills for understanding customers' perceptions of value." The Bookseller.Table of ContentsPreface. Part I: Building a Competitive Advantage by Knowing Your Customer:. 1. Achieving a Competitive Advantage Through Customer Value Delivery Strategies. 2. Customer Value in Market Opportunity Analysis Processes. Part II: Learning About Customer Value and Satisfaction:. 3. A New Perspective on Customer Value. 4. Linking Customer Value to Customer Satisfaction. 5. Know Your Customer Through Customer Value Determination. 6. How Customer Value Determination Improves Business Decisions. Part III: Customer Value Determination Techniques:. 7. Measuring Customer Value. 8. Analyzing Customer Value Data. 9. Measuring Customer Satisfaction. 10. Analyzing Customer Satisfaction Data. 11. Predicting Customer Value Change. Appendix I: The Coding Process. Appendix II: Identifying Strategically Important Customer Value Dimensions. Appendix III: Customer Value Change Forecasting Techniques. Index.

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Book SynopsisThis volume focuses very sharply on emerging economies, specifically on Croatia, Poland, Romania, India, China and Vietnam. Consumer-purchase behaviour is examined in terms of radical social change and complete transformation, and specific attitudes of female consumers are examined.Table of ContentsIntroduction to consumption in marketizing economies, Clifford J. SChultz II et al; Yugoslav disintegration, war and consumption in Croatia, Anthony Pecotich et al; Polish society in transformation - the impact of marketization on business consumption and education, Brian Lofman; changing appearances in Romania, Adam M. Drazin; state-concern and consumer purchase behaviour in Romania - from the legacies of prescribed consumption to the fantasies of desired acquisitions, Dana-Nicolets Lascu et al; problems of marketization in Romania and Turkey, Russell W. Belk and Guliz Ger; attitudes and views of female consumers in the Central and East European economies in transition, Carla C.J.M. Millar; India as an emerging consumer society - a critical perspective, Alladi Venktesh and Suguna Swamy; changes in marketing activity and consumption in the Socialist Republic of Vietnam, Clifford J. Schulz II et al; the culture-ideology of consumerism in urban China - some findings from a survey in Shanghai, Leslie Sklair.

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Book SynopsisMarkets in Third World countries are growing rapidly and in the next several decades will offer tremendous business opportunities. Firms aspiring to be a part of this growth must establish their presence in these markets today or lose the opportunity forever. Market Evolution in Developing Countries illustrates how these markets are likely to evolve as mass markets along the lines of advanced nations and examines conditions that affect this evolution. The author develops a model of market evolution based on a general overview of all evolving markets which is then applied and thoroughly discussed with reference to India, a burgeoning market of some 200 million people. Through a conceptual framework of market evolution, this groundbreaking book describes how markets at various stages of development offer different opportunities and thus require different strategies for success. Author Jain outlines strategic moves that American businesses may make to capitalize on such opportunities. He also covers information on policy initiatives developing countries themselves can take to help in the smooth evolution of their markets and specific steps leaders of these countries may take to enable greater growth in their markets.While Market Evolution in Developing Countries uses India as a case study, the strategies for doing business successfully there are equally relevant and easily adaptable for use in other developing countries. Some of the many topics addressed include India’s government and politics, corporate environment, international competitiveness, and changing market behavior, as well as U.S. direct investment in India, Indo-U.S. business relations, and political-legal differences between the U.S. and India. This informative guide also contains a brief historical overview of India, a profile of a middle-class Indian family, and a handy section of cultural tips and other advice for business persons traveling to India to help them cope with business negotiations there. In a readable style, this book provides comprehensive information for all business professionals interested in the vast opportunities available in many Third World countries. Market Evolution in Developing Countries is ideal for international business executives and consultants who wish to review opportunities in these countries and learn how to take advantage of them effectively. It is a basic resource on economic opportunities in developing countries.Table of ContentsContents Preface Markets in Developing Countries U.S. Business With Developing Countries Market Evolution Process India’s Business Scene Market Evolution in India U.S. Business in India Problems of Doing Business in India Strategies for Market Success in India India’s Policy Initiatives: Need for New Outlook Reference Notes Index

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Book SynopsisHere is the perfect book for entrepreneurs and small business owners who want to know how to create effective advertising on an affordable budget. Persuasive Advertising for Entrepreneurs and Small Business Owners shows you how to plan and execute money-making advertisements and commercials--on a workable budget. Jay Granat, an experienced marketing professional and ad man, provides readers with a practical understanding of advertising principles, media selection, copywriting, consumer behavior, and persuasive advertising methods in promotional efforts. These principles have important implications, and Jay Granat shows you how to utilize them and stay within your means. Successful cases from across the media--television, print, direct mail, radio, transit, and public relations, representing construction, law, medicine, publishing, retail businesses, restaurants, and others--highlight various prosperous approaches to persuasive advertising.Written specifically for entrepreneurs and small business owners, Granat’s book is the first to explain how to use persuasive tactics and strategies. Ideal for established small business owners and those starting such a venture, this manual makes affordable advertising an easier step on the path to success. In addition to analyzing many aspects of advertising, this manual outlines appropriate networking and public relations strategies for entrepreneurs and small business owners. Granat teaches you how to construct money-making advertising and to recognize when your sales messages are effective and when the messages need to become more persuasive. To help illustrate the power of effective sales messages, he includes examples of his own advertising successes and failures. You will be better equipped to foresee when your own advertising campaigns are more likely to succeed or more likely to fail and how to reverse a failing campaign. Descriptions of the advantages and disadvantages of each advertising medium assist with the question of how to construct effective and persuasive selling messages for specific media.Whether you are looking for advice on how to plan a marketing/advertising campaign, ways to familiarize yourself with each medium available and select a medium to carry your messages, or how to use mind-set advertising, you will find it in Persuasive Advertising for Entrepreneurs and Small Business Owners. This abundance of useful information is ideal for copywriters, brand managers, entrepreneurial institutes, business professors, communications professionals, readers of Inc., Success, and Entrepreneur, advertising and marketing students, and of course, entrepreneurs and small business owners.Table of ContentsContents Introduction “The Medium Is the Message”--Even for a Five-Year Old Entrepreneurial Advertising: Some Business Basics and a Lot of Common Sense Persuading Customers Words That Win Customers: A Short Course in Copywriting Testing: A Scientific Approach to Advertising The Adventures of a Mail Order Entrepreneur: Direct Response Advertising “Let Your Fingers Do the Walking”: Yellow Pages Advertising Brochures That Bring In Big Bucks How to Create Great Television Campaigns on a Small Budget Radio: Sounds That Sell Where and When Should You Run Your Message? Publicity, Public Relations, and Advertising: A Powerful Combination What Entrepreneurs Really Need to Know About Advertising References Index

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Book SynopsisA unique and definitive reader on our national passionbuying stuffand its consequences for American society. We are citizens, owners and workers, believers and heathens, but today more than anything else we are consumers. How this came to be and its consequences for us all is the subject of this pioneering reader on the riseand continued riseof consumerism. The Consumer Society Reader features a range of key works on the nature and evolution of consumer society. It includes classics such as the Frankfurt School writers Adorno, Horkheimer, and Marcuse on the Culture Industry; Thorstein Veblen''s oft-cited writings on conspicuous consumption; Betty Friedan on the housewife''s central role in consumer society; and John Kenneth Galbraith''s influential analysis of the affluent society. The book also includes much-discussed recent work by such leading critics as Pierre Bourdieu, Thomas Frank, bell hooks, Bill McKibben, and Janice Radway. A landmark in social criticism, The Co

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Book SynopsisFilled with innovation and advice for businesses of various types, this volume encourages readers to think of design as a new form of media, the web as a place to share information and communicate, architecture as a part of the brand building process, and people as the most powerful element of any branding strategy.

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Book SynopsisThe trade gap between the United States and China is a perennial news staple. Our commonplace goods are manufactured in such far-flung places as Honduras, Mexico, and Korea. Why has the distinction Made in America become such a rarity? The cynics always talk about the hard economic realities of our times. They suggest that American manufacturing has reached the end of its road; this is the price we pay for globalization. Alan Uke sees it differently. Buying America Back outlines his plan to turn back the tide with a grass-roots movement to promote American industry by helping American consumers have a better understanding of where their goods (and services) come from. Buying America Back emphasizes the importance of grooming a culture of self-informed consumers in the U.S.A., while reinforcing this with initiatives from the federal government. Surprising and enlightening, Buying America Back encourages us to take action to serve our part as responsible consumers and conscientious citizens. American prosperity is not a thing of the past, and this book shows us the way back! San Diego entrepreneur Uke presents a straightforward thesis in this engaging policy proposal: consumer thirst for cheap imports has strangled U.S. manufacturing employment and stifled our economy. The manufacturing sector, which lost 5.2 million jobs from 2000 to 2010, accounts for only 10% of the economy compared with its dominant role in 1965. Uke explodes the myth of a shift to high-tech output and notes that Germany and other countries with higher labor costs than ours compete successfully with Asia. He argues convincingly that the offshore exodus of production facilities entails the loss of high-paying spinoff jobs, the departure of R&D facilities and other centers of innovation, and the erosion of service-sector jobs. The proper response, Uke plausibly argues, is not across-the-board protectionism or isolationism, but empowering the consumer by toughening disclosure of country-of-origin product data. Accurate disclosure would enable consumers to reward local producers or those with high local-product content. Uke perceptively points out that this approach is increasingly popular with food, and prevalent in many other countries. Determined consumer leadership on this issue, he maintains, could goad Congress into action and prompt corporations to revive domestic production. Uke's refreshingly invective-free writing and hands-on manufacturing experience compel our consideration; his proposal is simple and his goals are lofty. Attention should be paid. Agent: Bill Gladstone. (Apr.) --PUBLISHERS WEEKLYTrade ReviewAlan Uke provides simple, breakthrough ways to empower the American people to actually impact our trade deficit. Anyone who is a consumer and is concerned about the state of the U.S. economy should read this book. -- Carlos Gutierrez, Former U.S. Secretary of Commerce and former Chief Executive Officer, Kellogg CompanyBuying America Back makes this simple point: Workers and consumers are economic allies and they should be empowered. Putting informed buying power into consumers' hands should be part of a concerted and comprehensive national manufacturing strategy. -- Richard L Trumka, President AFL-CIOBuying America Back is an easy read for anyone who is interested in stimulating the economy without using taxpayer dollars. As more products are produced globally, it's not as simple as buying American anymore. Alan clearly walks you through the relationship between where a product is made and how important a fair trade ratio is to the United States. By educating consumers on this, Alan proposes using consumer choice and economic freedom to succeed where the big government programs have failed--moving the economy and producing jobs. -- U.S. Rep. Brian Bilbray (R-CA)In this remarkable book, Alan Uke, an American-based small manufacturer and a concerned parent and citizen, helps us understand how the unbalanced trade championed by the financial elites on Wall Street and in the multinational corporations has undermined our national prosperity and strength and the standard of living of our people. He explains how and why a citizen-led consumer movement focused on buying goods made in America by Americans can be an important part of the process by which we rebuild our national well-being. This is an important book which fortunately is appearing at a key moment in our national history. -- Patrick A. Mulloy, former Assistant Secretary in the International Trade Administration of the Department of Commerce and a five-term member of the U.S.-China Economic and Security Review CommissionThere is a new awakening in the country that making and buying products in America is essential to strengthening manufacturing, encouraging economic growth, and creating jobs. Buying America Back is on the cutting edge of that movement and is aimed at changing the U.S. consumer culture to appreciate the quality and value of American-made products. Amen, and it's about time we put the spotlight on great American products. -- Jerry Jasinowski, Former President, National Association of ManufacturersThose who read this book will find that Alan Uke is pointing out one of the few directions that has a chance of changing the downward course that our country is currently on. -- Ralph Gomory, Professor, Stern School of Business, New York University; Former Head of Research for IBM; Former President of the Sloan Foundation; co-author of Global Trade and Conflicting National InterestsAmericans, more than any other people, love to fly their flag and parade their patriotism. In the face of a declining manufacturing base and the resulting loss of jobs in the middle class, Alan Uke makes a persuasive case for all Americans to walk their talk in Buying America Back. -- M. Brian O'Shaughnessy, Chief Co-Chair of the Coalition for a Prosperous America and Chairman, Revere Copper Products, Inc.San Diego entrepreneur Uke presents a straightforward thesis in this engaging policy proposal: consumer thirst for cheap imports has strangled U.S. manufacturing employment and stifled our economy. The manufacturing sector, which lost 5.2 million jobs from 2000 to 2010, accounts for only 10% of the economy compared with its dominant role in 1965. Uke explodes the myth of a shift to high-tech output and notes that Germany and other countries with higher labor costs than ours compete successfully with Asia. He argues convincingly that the offshore exodus of production facilities entails the loss of high-paying spinoff jobs, the departure of R&D facilities and other centers of innovation, and the erosion of service-sector jobs. The proper response, Uke plausibly argues, is not across-the-board protectionism or isolationism, but empowering the consumer by toughening disclosure of country-of-origin product data. Accurate disclosure would enable consumers to reward local producers or those with high local-product content. Uke perceptively points out that this approach is increasingly popular with food, and prevalent in many other countries. Determined consumer leadership on this issue, he maintains, could goad Congress into action and prompt corporations to revive domestic production. Uke's refreshingly invective-free writing and hands-on manufacturing experience compel our consideration; his proposal is simple and his goals are lofty. Attention should be paid. -- Agent: Bill Gladstone. (Apr.) --PUBLISHERS WEEKLYU.S.-based manufacturer, Alan Uke, makes the case for moving your money to Made in America and provides the point-of-sale labeling disclosure solution to give you this job-producing information. Vote with your pocketbook for a more self-reliant U.S.A. closer to home and your ideals. The kinetic Alan Uke wants to label America all the way to really Made in America. -- Ralph Nader, Activist; Presidential Candidate; Author, Unsafe at Any SpeedAlan Uke provides simple, breakthrough ways to empower the American people to actually impact our trade deficit. Anyone who is a consumer and is concerned about the state of the U.S. economy should read this book. -- Carlos Gutierrez, Former U.S. Secretary of Commerce and former Chief Executive Officer, Kellogg Company

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Book SynopsisConsumer economics is a branch of economics. It is a broad field, principally concerned with microeconomic analysis behaviour in units of consumers, families, or individuals (in contrast to traditional economics, which primarily government or business units). It sometimes also encompasses family financial planning and policy analysis. This book presents new and important research from around the world in the field.

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Book SynopsisIn The Big Miss: How Businesses Overlook the Value of Emotions, Zhecho Dobrev reveals how organizations are frequently deceived by customers and fail to act on what they fail to notice–thus are missing the biggest driver of profitable customer behavior!What are the emotional and subconscious drivers behind your customers' behavior? Do you have a science and data-based strategy to drive this in the direction you want?In The Big Miss: How Businesses Overlook the Value of Emotions, Zhecho Dobrev reveals how organizations are frequently deceived by customers and fail to act on what they fail to notice–thus are missing the biggest driver of profitable customer behavior! His extensive research shows that emotions are the key drivers of customer behavior, yet few organizations have a strategy to evoke specific emotions based on science and data. Does yours?In this book, the author provides business leaders with a practical framework for how to embed emotions in their business practices, which includes learning how to: Discover the difference between what customers say and do Create a data-based strategy around specific emotions Use customer science to future-proof your business and make the most out of Digital Transformation, Data, and AI …and much more.Behind every business problem, there is a customer problem! This book will change how you think about customer behavior and challenge you to harness the business power of emotions.

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Book Synopsis“Probst’s combination of agile writing and insightful observations makes most other books on modern branding look both overly circumspect and woefully incomplete … A fascinating—and surprisingly fun—wide-angle look at advertising.” — Kirkus Reviews (starred review)Brands can no longer force-feed us a plethora of products we don’t need. To succeed, brands must transform us and the world we live in. Assemblage guides you through the art and science of creating transformative brands by combining personal, social, and cultural components. Assemblage will show you Why perception is the truth and how to shape people’s perceptions Why we relate to antiheroes, villains, and saviors How brands can reassure consumers about their past, present, and future How to leverage data and insights to deliver a personalized, human-centric consumer experience How brands can make a positive impact on people, society, and the economy Assemblage is supported by in-depth research in consumer psychology, extensive consumer insights, interviews with industry-leading marketers, and case studies of transformative brands, big and small.Trade Review“Assemblage blends academic research with practical insights that marketers can immediately put to good use. It’s a clear, concise, and actionable book.”—NIR EYAL, Author of Hooked and Indistractable“Want to create a transformative brand? Assemblage shows you how, illustrating how brands can do good for both consumers and society.”—JONAH BERGER, Wharton Professor and Bestselling Author of Contagious and The Catalyst“As Jeremy Bullmore famously said, ‘People build brands the way birds build nests—from the scraps and straws they find lying around.’ Using the model of assemblage, the art of blending fine cognacs, Emmanuel Probst provides us with a much more helpful and versatile mental model for the way brands are built in practice. It is also an approach which rings true with what we are increasingly learning about human perception and behavior.”—RORY SUTHERLAND, Vice Chairman at Ogilvy UK“The only way to find brand success and growth is to reframe perceptions and decisions. Probst provides routes to doing just that. A real contribution.”—DAVID AAKER, Vice Chairman at Prophet, Brand Strategist, and Author of Building Strong Brands“Assemblage offers a holistic understanding of brands and perceptions—it is a must-read.”—MARTIN LINDSTROM, New York Times Bestselling Author of Buyology and The Ministry of Common Sense“Assemblage is the book I have been waiting for. Its standpoint on the marketing industry is disruptive. Its learnings are pragmatic.”—SCOTT MCDONALD, President and CEO of the Advertising Research Foundation“Assemblage shows the transformation power of brands for both consumers and society. It’s simply a must-read.”—NEIL HOYNE, Chief Measurement Strategist at Google, Senior Fellow at Wharton, and Author of Converted“Marketers and brands now have the opportunity to make a positive contribution to consumers and society. Assemblage is your ultimate guide for this new brand era.”—JEFF ROSENBLUM, Founding Partner at Questus and Author of Friction and Exponential“In an age of cynicism, where brands struggle to build trust and connection, Emmanuel Probst provides a roadmap. If you want to transform your brand so that it might transform consumers and society, you must read Assemblage.”—LAURA GASSNER OTTING, Washington Post Bestselling Author of Limitless“Assemblage uses psychology, art, culture, and real-life examples to examine how brands can approach marketing to make a powerful and positive impact on the world. I highly recommend it for marketing professionals and consumers alike.”—SHONALI BURKE, Chief Marketing Officer at Arena Stage

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Book SynopsisIn today's world, diversity, equity, and inclusion (DEI) have become essential elements in achieving sustainable development goals (SDGs) and promoting a better society. However, organizations face numerous challenges in determining the most effective digital marketing strategies to achieve these goals. Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs, edited by Inês Pereira, Paulo Alexandre, and José Duarte Santos, provides a comprehensive understanding of the different concepts, techniques, and tools required to implement digital marketing and communication strategies that promote DEI and contribute to the likelihood of achieving SDGs. The book is aimed at management and marketing academics, researchers, digital marketing managers, and consultants working for non-profit and for-profit organizations, social marketers, and brand communication managers seeking to optimize message creativity and storytelling focused on diversity and inclusion. By covering a wide range of knowledge areas, including circular economy and SDGs, corporate social responsibility, internal communication and inclusion, marginalized communities, feminism, and LGBTQ+ issues, the book provides readers with the necessary skills to understand and apply different digital marketing and communication strategies. Through this book, readers will gain valuable insights into how digital marketing and communication strategies can contribute to improving society through behavior surrounding DEI and SDGs. With its focus on topics such as non-profit marketing, storytelling for DEI, and sustainability index, the book provides practical guidance that can be applied by organizations to measure their impact. As a result, the book serves as an essential guide for anyone seeking to develop effective digital marketing and communication strategies that promote DEI and contribute to achieving SDGs.

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Book SynopsisThe series, Contemporary Perspectives on Data Mining, is composed of blind refereed scholarly research methods and applications of data mining. This series will be targeted both at the academic community, as well as the business practitioner.Data mining seeks to discover knowledge from vast amounts of data with the use of statistical and mathematical techniques. The knowledge is extracted from this data by examining the patterns of the data, whether they be associations of groups or things, predictions, sequential relationships between time order events or natural groups.Data mining applications are in marketing (customer loyalty, identifying profitable customers, instore promotions, e-commerce populations); in business (teaching data mining, efficiency of the Chinese automobile industry, moderate asset allocation funds); and techniques (veterinary predictive models, data integrity in the cloud, irregular pattern detection in a mobility network and road safety modeling.)

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Book SynopsisThe series, Contemporary Perspectives on Data Mining, is composed of blind refereed scholarly research methods and applications of data mining. This series will be targeted both at the academic community, as well as the business practitioner.Data mining seeks to discover knowledge from vast amounts of data with the use of statistical and mathematical techniques. The knowledge is extracted from this data by examining the patterns of the data, whether they be associations of groups or things, predictions, sequential relationships between time order events or natural groups.Data mining applications are in marketing (customer loyalty, identifying profitable customers, instore promotions, e-commerce populations); in business (teaching data mining, efficiency of the Chinese automobile industry, moderate asset allocation funds); and techniques (veterinary predictive models, data integrity in the cloud, irregular pattern detection in a mobility network and road safety modeling.)

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Book SynopsisExperts in public relations, marketing, and communications have created the most comprehensive textbook specifically for Canadian students and instructors. Logically organized to lead students from principles to their applicationand generously supplemented with examples and case studiesthe book features chapters on theory, history, law, ethics, research methods, planning, writing, marketing, advertising, media, and government relations, as well as digital, internal, and crisis communications. Chapters open with learning objectives and conclude with lists of key terms, review and discussion questions, activities, and recommended resources. Fundamentals of Public Relations and Marketing Communications in Canada will be essential in post-secondary classes and will serve as a valuable reference for established professionals and international communicators working in Canada. Foreword by Mike Coates. Contributors: Colin Babiuk, Sandra L. Braun, Wendy Campbell, John E.C. Cooper, Marsha D'Angelo, Ange Frymire Fleming, Mark Hunter LaVigne, Danielle Lemon, Allison G. MacKenzie, Sheridan McVean, Charles Pitts, David Scholz, Jeff Scott, Charmane Sing, Amy Thurlow, Carolyne Van Der Meer, Ashleigh VanHouten, Cynthia Wrate, and Anthony R. Yue.Sponsor: Hill + Knowlton Strategies

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Book SynopsisSuper Strategist: The Art and Science of Modern Account Planning is the only modern guide to advertising’s arguably most vital discipline, that has been written with the passion of someone who’s found their calling and the wisdom of an industry veteran who is still actively leading strategy in a large, modern, full-service agency. Super Strategist is full of practical advice for newcomers and usable strategies and insights for experienced planners, or anyone with an interest in the discipline. Readers will find clear outlines of the role of account planners within an agency, including step-by-step plans to achieve success with clients large and small: how to conduct modern consumer research, develop and implement the creative brief, use data skillfully to protect and improve great work, and use all of these tools and more to influence the feather in the planner’s cap—the customer journey. Whether it’s called account planning, brand planning, strategic planning, or creative strategy, the goal is the same: to inspire brilliant work that is backed by rigor and data. Creative is still king, but in today’s fractured markets clients need to know their multi-million-dollar campaigns are supported by up-to-the-minute research and data-driven insights. Account planners ensure, as Douglas Atkins puts it in the foreword, that the work is idea-led, but consumer-informed. To find that perfect balance of art and science, the successful account planner is “X-shaped”: experienced in digital, social, communications and brand strategy, comfortable in creative and quantitative disciplines—a Super Strategist who is the fulcrum of any successful agency.Trade Review“There’s no one better suited to write this book. If anyone can plan the future of planning, it’s Lesley Bielby.” —Mark DiMassimo, Founder and Creative Chief, DiGo “You can’t play rock and roll without a drummer. And today’s clients won’t buy what you’re selling unless it’s grounded in data and rigor. Lesley is a great drummer.” —Lance Jensen, Chief Creative Officer, Hill Holliday

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Book Synopsis"Research in Consumer Behavior" presents cutting-edge consumer research, whether empirical or conceptual, qualitative or quantitative. The majority of papers in this volume have been selected from the best papers at the 2011 Consumer Culture Theory Conference held in Chicago Illinois in July, 2011. The Conference is the premier event for consumer culture research which tends to be qualitative, ethnographic, and cultural in orientation and draws a variety of scholars from around the world. Many of these scholars are housed in academic marketing department, but they also come from fields of anthropology, sociology, cultural studies, and communications as well as from industry. The papers selected for this volume are those judged to be the best among those selected for the conference from submissions to the conference peer review. This marks the third volume of "Research in Consumer Behavior" that has been able to publish the top "Consumer Culture Theory" papers.Table of ContentsList of Contributors. Introduction. Collaborative Value Co-Creation in Crowd-Sourced Online Communities – Acknowledging and Resolving Competing Commercial and Communal Orientations. If you can't Stand the Heat, get out of the Kitchen: Foodies Resist the Cultural Authority of the Market. Show me the Mascot: Corralling Critters for Pedagogic Purposes. A Typology of Consumption Communities. Food, Love and Meta-Practices: A Study of Everyday Dinner Consumption Among Single Mothers. We Dream as we Live – Consuming. Buying the Girlfriend Experience: An Exploration of the Consumption Experiences of Male Customers of Escorts. The Cultural Role of Stigmatized Youth Groups: The Case of the Partille Johnnys of Sweden. Love and Videogames: Negotiating Relationships with Cultural Ideals and Consumer Practices. Skating Dialectics and Flipping Genealogy. Staring: How Facebook Facilitates the Breaking of Social Norms. The Modern Woman Myth as a means of Cosmopolitan Cultural Capital Accumulation: A Gendered Acculturation Perspective. The Nouveaux Pauvres of Liquid Modernity. Realistically Fake: Self-Reflexive Consciousness, Ironic (Dis)Engagement with Hybrid Reality Television, and their Impact on Consumption. Research in Consumer Behavior. Research in Consumer Behavior. Research in Consumer Behavior. Copyright page.

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Book SynopsisThis comprehensive Handbook makes the persuasive case that maximizing customer equity is a strategic imperative. This beautifully curated assembly of the best thinkers on this topic will give the reader a deeper understanding of the key elements of customer equity and valuable guidance on how to overcome the implementation challenges. Everything you need to know about customer equity is right here in one place.'- George Day, University of Pennsylvania, US'An exceptionally comprehensive and superbly scholarly volume on the emerging research on customer equity. It is a rare collection of world class scholars who have contributed to this' Handbook.'- Jagdish N. Sheth, Emory University, USCustomer equity has emerged as the most important metric to manage firm performance and value. The Handbook of Research on Customer Equity in Marketing explores the tactical and strategic issues related to understanding, measuring, managing and implementing this tool.Customer equity is the total combined customer lifetime values of all of a company's customers and includes Value Equity, Brand Equity and Relationship Equity. It determines the true value of a company in that it considers the future revenue of the customer base relative to other companies. Through a combination of perspectives, this Handbook analyzes the topic and considers risk alongside strategy and offers state-of-the-art research on the field. Covering all bases, it begins with exploring the evolution of customer equity and concludes with implications of customer equity implication for the future.Drawing upon the wisdom of a global pool of leading scholars, this Handbook serves as a comprehensive and authoritative guide on customer equity for marketing scholars, practitioners, and students.Contributors: L. Aksoy, E.T.Anderson, R.N. Bolton, A. Christodoulopoulou, Y. Dong, M. Eisenbeiss, P.S. Fader, M. Haenlein, D.M. Hanssens, B.G.S. Hardie, T.L. Keiningham, J. Kim, T.J. Kim, G. Knox, Y.A.Komarova, M. Krafft, N. Krishnamoorthy, V. Kumar, S. Lee, D.R. Lehmann, R.P. Leone, M. Lewis, A. Luo, M. Nejad, S.A. Neslin, A. Pansari, K. Peters, J.A. Petersen, G. Ramani, W. Reinartz, R.T. Rust, D.E. Sexton, D.E. Shah, G. Shukla, B. Skiera, R. Srinivasan, S. Srinivasan, C.O. Tarasi, R. Venkatesan, P.C. Verhoef , J. Villanueva, T. Wiesel, S. YooTrade Review‘This comprehensive Handbook makes the persuasive case that maximizing customer equity is a strategic imperative. This beautifully curated assembly of the best thinkers on this topic will give the reader a deeper understanding of the key elements of customer equity and valuable guidance on how to overcome the implementation challenges. Everything you need to know about customer equity is right here in one place.’ -- George Day, University of Pennsylvania, US‘An exceptionally comprehensive and superbly scholarly volume on the emerging research on customer equity. It is a rare collection of world class scholars who have contributed to this Handbook.’ -- Jagdish N. Sheth, Emory University, USTable of ContentsContents: Introduction: The Evolution of Customer Equity V. Kumar and Denish Shah PART 1: UNDERSTANDING AND MEASURING CUSTOMER EQUITY 1. Drivers of Customer Equity Roland T. Rust, James Kim, Yue Dong, Tom J. Kim and Seoungwoo Lee 2. Aggregate- and Individual-level Customer Lifetime Value V. Kumar and Anita Pansari 3. Simple Probability Models for Computing CLV and CE Peter S. Fader and Bruce G. S. Hardie 4. Incorporating Dynamics in Customer Lifetime Value Models Michael Lewis 5. The Value of Flexibility: Real Options and Customer Lifetime Value Michael Haenlein PART II IDENTIFYING KEY DRIVERS TO AUGMENT CUSTOMER EQUITY 6. Managing Customer Loyalty for Maximize Customer Equity Werner Reinartz and Maik Eisenbeiss 7. Leveraging Product Returns to Maximize Customer Equity J. Andrew Petersen and Eric T. Anderson 8. Word-of-Mouth and Marketing Effects on Customer Equity Dominique M. Hanssens, Julian Villanueva, and Shijin Yoo 9. The Power of Customer Referrals Robert P. Leone and Angeliki Christodoulopoulou PART III: APPLYING THE CUSTOMER EQUITY CONCEPT FOR ENHANCING FIRM PERFORMANCE 10. Customer Acquisition Strategies: A Customer Equity Management Perspective Kay Peters, Peter C. Verhoef, and Manfred Krafft 11. The Chain of Effects from Customer Satisfaction to Customer Profitability Timothy L. Keiningham, Lerzan Aksoy, Yuliya A. Komarova and Mohammad Nejad 12. Customer-lifetime-value-based Resource Allocation Rajkumar Venkatesan 13. Customer Mindset Metrics and Firm Performance Shuba Srinivasan PART IV: STRATEGIC MANAGEMENT OF CUSTOMER EQUITY 14. Risk Considerations in the Management of Customer Equity Ruth N. Bolton and Crina O. Tarasi 15. Co-Managing Brand Equity and Customer Equity Anita Luo, Donald R. Lehmann, Scott A. Neslin. 16. Customer Equity Management – Opportunities and Threats from New Technologies Raji Srinivasan 17. Stop Grouping and Start Regulating – A New Approach to Social Media Marketing V. Kumar, Nandini Krishnamoorthy and Gayatri Shukla PART V: IMPLEMENTING CUSTOMER EQUITY IN FIRMS 18. Implementing Marketing Return Metrics in Organizations Donald E. Sexton 19. Interaction Orientation and Complaint Handling Girish Ramani and George Knox 20. Customer Equity Reporting Thorsten Wiesel and Bernd Skiera Conclusion: The Future of Customer Equity V. Kumar and Gayatri Shukla Index

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Book SynopsisThis volume presents selected papers from the 7th Annual Consumer Culture Theory Conference held at Oxford University in August, 2012. The 18 papers in the volume together capture the latest research within this qualitative paradigm of consumer studies. Topics addressed cover a wide gamut including immigrant consumption experiences, gift-giving, sharing, transgressive gender roles, attachments to special possessions in online games and real life, the homeless consumer experience, disposition of possessions, privacy, metaphor analysis, sustainable consumption, alcohol consumption, cosmetics usage, and the negative consequences of sponsoring children in the less affluent world.Table of ContentsList of Contributors. Consumer Culture Theory: The Seven Year Itch. Broader, Closer, Sweeter: First CCT Presidential Address. Ideological Outcomes of Marketing Practices: A Critical Historical Analysis of Child Sponsorship Programs. Gifts and Gifting in Online Communities. When Online Recycling Enables Givers to Escape the Tensions of the Gift Economy. Traversing the Matriarch's Domain: How Young Men Negotiate the Feminized Space of Fashion Consumption and Self-Presentation. The Unspoken Truth: A Phenomenological Study of Changes in Women's Sense of Self and the Intimate Relationship with Cosmetics Consumption. Sharing the Meal: Food Consumption and Family Identity. ‘Your Life When You’ve Got Everything is Different’: Forced Transformations and Consumption Practices. Attachment to Digital Virtual Possessions in Videogames. “Doing Privacy”: Consumers Search for Sovereignty through Privacy Management Practices. A Closer Glance at the Notion of Boundaries in Acculturation Studies: Typologies, Intergenerational Divergences, and Consumer Agency. Cultural Reflexivity and the Nostalgia for Glocal Consumer Culture: Insights from a Multicultural Multiple Migration Context. Homecoming Tendencies: The Art of Preserving One's Existence in Places of Origin. Consumover Citizens and Sustainability Discourse: Practicing Consumer Agency through Moving with Commodities. Different Ways of Saying Goodbye: Outlining Three Types of Abandonment of a Product Category. Myth Busting: Living in Harmony with Nature is Less Harmonic than it Seems. Proximal and Contagious Indexicality: Unpacking the Meanings of Celebrity-Owned Objects. The Dirty Pint: Consumption Objects in Young People's Extreme Alcohol Consumption and Enactment of Self. World's Largest Metaphor Hits Iceberg: Travelling in Trope on Titanic. Research in Consumer Behavior. Research in Consumer Behavior. Research in Consumer Behavior. Copyright page.

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Book SynopsisThis Handbook examines the area of consumer behavior from the perspective of current developments and developing areas for the discipline, to new opportunities that comprehend the nature of consumer choice and its relationship to marketing. Consumer research incorporates perspectives from a spectrum of long-established sciences: psychology, economics and sociology. This Handbook strives to include this multitude of sources of thought, adding geography, neuroscience, ethics and behavioral ecology to this list. Encompassing scholars with a passion for researching consumers, this Handbook highlights important developments in consumer behavior research, including consumer culture, impulsivity and compulsiveness, ethics and behavioral ecology. It examines evolutionary and neuroscience perspectives as well as consumer choice. Undergraduate and postgraduate students and researchers in marketing with interests in consumer behavior will find this enriching resource invaluable. Contributors: P.J. Albanese, R. Belk, C.S. Craig, S.P. Douglas, G.R. Foxall, R.E. Goldsmith, L. Green, C.S. Gulas, D.A. Hantula, M. Hubert, U. Javed, P. Kenning, M. Linzmajer, L.L. Oliveira, K. Peattie, D. Ross, H. Timmermans, R.H. Tsiotsou, M.G. Weinberger, M.F. Weinberger, V.K. Wells, J. Wirtz, M. Yani-de-Soriano, S.Y. Yousafzai, J.L. ZaichkowskyTrade Review‘. . . this Handbook could be recommended for everybody willing to establish or deepen the knowledge in consumer behavior, discover potential research areas and understand challenges of future consumer research.’ -- TransferTable of ContentsContents: 1. Developments in Consumer Behaviour Gordon R. Foxall and Victoria K. Wells PART I: CONSUMER CULTURE 2. People and Things Russell Belk 3. Culture and Consumer Behavior: Contextual and Compositional Components C. Samuel Craig and Susan P. Douglas 4. The Role of Culture in Advertising Humor Marc G. Weinberger, Charles S. Gulas and Michelle F. Weinberger PART II: CONSUMERS IN CONTEXT 5. Retail and Spatial Consumer Behavior Harry Timmermans 6. Consumer Behavior in a Service Context Rodoula H. Tsiotsou and Jochen Wirtz 7. Researching the Unselfish Consumer Ken Peattie 8. New Developments in the Diffusion of Innovations Ronald E. Goldsmith PART III: CONSUMER IMPULSIVITY, COMPULSIVENESS AND BEYOND 9. Discounting and Impulsivity: Overview and Relevance to Consumer Choice Luís L. Oliveira and Leonard Green 10. Addictive, Impulsive and Other Counter-normative Consumption Don Ross 11. A Template Matching Technique of Personality Classification for the Study of Consumer Behavior: Case Study of Lois the Compulsive Buyer Paul J. Albanese PART IV: NEUROSCIENCE AND CONSUMER CHOICE 12. Consumer Neuroscience Peter Kenning, Mirja Hubert and Marc Linzmajer 13. The Role of Neurophysiology, Emotion and Contingency in the Explanation of Consumer Choice Gordon R. Foxall, Mirella Yani-de-Soriano, Shumaila Y. Yousafzai and Uzma Javed 14. Consumer Involvement: Review, Update and Links to Decision Neuroscience Judith Lynne Zaichkowsky PART V: CONSUMER BEHAVIOR IN EVOLUTIONARY PERSPECTIVE 15. Consumers are Foragers, Not Rational Actors: Towards a Behavioral Ecology of Consumer Choice Donald A. Hantula Index

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Book SynopsisThe Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.Trade Review’An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.’ - Subhash C. Jain, University of Connecticut, US ’Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume’. - Don E. Schultz, Northwestern University, USTable of ContentsContents: Foreword Preface PART I: LEADING THOUGHTS 1. Best Practices for Cross-Cultural Advertising Research: Are the Rules Being Followed? Charles R. Taylor and C. Luke Bowen 2. Understanding the Role of Culture in Advertising Wei-Na Lee and Jinnie Jinyoung Yoo 3. Adoption of Global Consumer Culture: The Road to Global Brands Ayşegül Özsomer PART II: CULTURE 4. Project GLOBE and Cross-cultural Advertising Research: Developing a Theory-driven Approach Narda R. Quigley, Mary Sully de Luque and Robert J. House 5. Typologies of Cultural Dimensions and their Applicability to International Advertising Ralf Terlutter, Sandra Diehl and Barbara Mueller 6. Culture and the Mind: Implications for Art, Design and Advertisement Takahiko Masuda, Huaitang Wang, Kenichi Ito and Sawa Senzaki PART III: RETROSPECTIVE 7. Advertising and Consumer Culture in Old Shanghai Russell Belk and Xin Zhao 8. Unearthing Insights into the Changing Nature of Japanese Advertising via the Grounded Theory Approach Shintaro Okazaki and Barbara Mueller 9. Twenty Years On – Retailer Advertising During and Since the Fall of the Soviet Union: Tallinna Kaubamaja, ‘Estonia’s Department Store’ Brent McKenzie PART IV: RESEARCH METHOD 10. International Advertising Research: Conceptual and Methodological Issues C. Samuel Craig and Susan P. Douglas 11. Sampling in International Advertising Research Louisa Ha 12. Using Partial Least Squares Path Modeling in Advertising Research: Basic Concepts and Recent Issues Jörg Henseler, Christian M. Ringle and Marko Sarstedt PART V: THE DIGITAL INFORMATION AGE 13. International Advertising Theory and Methodology in the Digital Information Age Carolyn A. Lin 14. Online Advertising: A Cross-Cultural Synthesis Yuping Liu-Thompkins 15. The Role of e-WOM in International Communication Salvador Ruiz, María Sicilia, Inés López and Manuela López PART VI: CROSS-CULTURAL COMPARISON 16. A Comparative Study of Corporate Reputation between China and Developed Western Countries Yang Zhang and Manfred Schwaiger 17. Probability Markers in Croatian and Belgian Advertisements and Tolerance for Ambiguity Ivana Bušljeta Banks and Patrick De Pelsmacker 18. Social Media Usage and Responses to Social Media Advertising in Emerging and Developed Economies Shu-Chuan Chu and Sara Kamal PART VII: SOCIAL INTERACTION 19. Raising the Golden Arches: Advertising’s Role in the Socialization of the World Jefferey K. Johnson and Carrie La Ferle 20. Transnational Trust in Advertising Media Martin Eisend and Silke Knoll 21. The Relation between Gender and Cultural Orientation and its Implications for Advertising Ashok K. Lalwani and Sharon Shavitt PART VIII: IMC AND THE GLOBAL MARKET 22. The Importance and Relevance of Integrated Marketing Communications: A Global Perspective Philip J. Kitchen and Marwa Tourky 23. Analysis of the Relationship between Advertisers and Advertising Agencies in the Global Market Hirokazu Takada, Makoto Mizuno and Ling Bith-Hong Index

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Book SynopsisThis volume of Review of Marketing Research (RMR) focuses on Shopper Marketing and the Role of In-Store Marketing. The chapters draw from academic research as well as collaborations with major retailers and industry practitioners. Over the past several decades there has been research into how marketing actions influence how shoppers respond to offers. Yet, with the ever-shifting landscape due to influences such as mobile devices, the internet, and social media, there is an increasing need to understand how marketing actions influence shoppers in their path to purchase. Although there are many path to purchase points which are important to understand, this edition of RMR is devoted to the topic of in-store marketing actions to understand their impact on shopper reactions to offers. The chapters highlight new technologies (e.g., mobile, digital displays) and information aids (e.g., nutrition scores, floor signage) being used by leading retailers to influence the path to purchase. In addition, new research technologies (e.g., eye-tracking, heat maps, in-store experiments) and models that are being used to assess the effectiveness of the path to purchase tactics are discussed.Table of Contents1. Mobile Shopper Marketing: Assessing the Impact of Mobile Technology on Consumer Path to Purchase - Alicia Baik, Rajkumar Venkatesan, and Paul Farris 2. Tracing the Evolution and Projecting the Future of In-Store Marketing - V. Kumar, Nita Umashankar and Insu Park 3. Shopper Marketing: Six Lessons for Retail from Six Years of Mobile Eye-Tracking Research- Kirk Hendrickson and Kusum Ailawadi 4. The Shopper-Centric Retailer: Deriving Shopper Insights from Frequent Shopper Data - Hristina Dzhogleva Nikolova, J. Jeffrey Inman, Jim Maurer, Ellie Wilson, Andrew Carmichael, Andrew Greiner and Gala Amoroso 5. How Do Marketing Actions and Customer Mindset Metrics Influence the Consumer's Path to Purchase? Shuba Srinivasan 6. Insights from In-store Marketing Experiments - Jens Nordfalt, Dhruv Grewal, Anne L. Roggeveen, and Krista Hill 7. Identifying the Drivers of Shopper Attention, Engagement, and Purchase - Raymond R. Burke and Alex Leykin 8. Shopper Marketing 2.0: Opportunities and Challenges - Venkatesh Shankar

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Book SynopsisEstablishing, expanding and leveraging brand meaning is critically important yet exceedingly complex. Successful brand meaning management is foundational to both brand differentiation and to outcomes like brand identification and brand attachment. Yet, managing this meaning over time is complex. Noted contributors to this special issue add new insights to this complex domain. A group of papers lend insight into the myriad entities involved in the meaning making process itself, such as marketers, celebrities, brand users, and the broader culture in which consumers live. A second set emphasizes the critical impact that brand meaning has on consumers and brands themselves-outcomes that include brand identification and attachment, social relationship management, and brand evangelism. The final set addresses when and how brand transgressions can threaten these outcomes, and what brands must do to recover from lost or tainted meanings. The volume co-editors provide an overview of the chapters and identify future research issues on brand meaning management in B2B (vs. B2C) markets, and how multi-product firms manage the collective set of meanings that comprise their brand portfolio.Table of ContentsWhat Does Brand Authenticity Mean? Causes and Consequences of Consumer Scrutiny toward a Brand Narrative. Managing Brand Meaning through Celebrity Endorsement. Brand Remixing: 3D Printing the Nokia Case. Managing Cultural Equity: A Theoretical Framework for Building Iconic Brands in Globalized Markets. Nothing Matters More to People than People: Brand Meaning and Social Relationships. Identification and Attachment in Consumer-Brand Relationships. Identifying Customer Evangelists. Linear versus Step-Function Decision Making: The Moderating Role of Relationship Norms on Consumer Responses to Brand Transgressions. Feeling Attached to Symbolic Brands within the Context of Brand Transgressions. Consumer Responses to Brand Failures: The Neglected Role of Honor Values. Copyright page. Editorial Advisory Board. Brand Meaning Management. Series Introduction: Meaning of Research and Research on (Brand) Meaning. List of Contributors. Brand Meaning Management. Volume Introduction: New Perspectives and Future Research Issues on Brand Meaning Management. Review of Marketing Research. Previous Volume Contents.

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Book SynopsisRural tourism marketing is a subject that remains significantly under-researched. Gunjan Saxena seeks to encourage a fuller understanding of rural tourism marketing by uncovering the lived experiences and enterprise of different actor groups as they respond to the impact of tourism on their communities and cultural identities. Marketing Rural Tourism presents actor narratives to reveal nuances inherent in their practices and perceptions as they develop, support or oppose tourism in their locality. By focusing on actors' experience and enterprise involved in the ongoing production, consumption and marketing of rural landscapes for tourism, this book enables an insight into varied storylines that underlie the processes of place making. Academics in the area of marketing and tourism as well as development studies will appreciate the contribution this book will make to the wider marketing discourse that circulates about rural destinations. The book will also be a valuable resource to undergraduate students looking to incorporate fresh conceptual insights into their projects, as well as postgraduate students looking to apply newer approaches to conceptualising tourism or place marketing.Trade Review'This unique, challenging and thoroughly refreshing book offers a welcome new perspective on the marketing of rural tourism. Drawing on research in sometimes novel contexts around the world, it explores the stories and experiences of those who co-create the rural tourism experience - local residents, tourism businesses and tourists themselves - to provide a richly informed foundation for understanding how rural places may be better promoted for tourism. A fascinating read.' --Richard Sharpley, University of Central Lancashire, UK'Saxena offers a refreshingly innovative and critical take on rural tourism and marketing. Her provision of a novel conceptual lens to interrogate (and reject) the formulaic approaches that typify so many marketing campaigns, alongside original qualitative data, combine to provide a thoroughly stimulating read.' --Rhodri Thomas, Leeds Beckett University, UK'At a time when rural areas continue to face enormous socio-economic and environmental pressures, as well as the vagaries of tourism, this consequential volume is a judicious contribution to tourism studies. It provides an exceptionally comprehensive assessment of rural tourism marketing from a multi-stakeholder perspective and is global in its reach and appeal. Kudos to Saxena for providing an empirically compelling and conceptually robust masterpiece that efficaciously incorporates theoretical discourse and practical management implications.' --Dallen J. Timothy, Arizona State University, USTable of ContentsContents: Preface 1. Marketing Rural Tourism: Experience and Enterprise 2. Re-imagining Rurality 3. The Politics of Place Marketing 4. Rural Firms 5. Tourists in Rural Settings 6. Rural Residents and Tourism 7. Evaluating the Future References Index

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Book SynopsisWith a concise, yet comprehensive overview of the topic, Social Marketing and Behaviour Change features a review and analysis of the most validated models of behavior change, using case studies to illustrate these models in practice.Divided into nine sections, the authors and contributors of this unique book discuss in detail the functions of various models including: cognitive, conative, affective, social-cultural and multi-theory - along with consumer behavior decision and social change models.This visual and comprehensible multi-disciplinary book is accessible to professionals in a wide range of fields. In particular researchers and students in the field of social marketing will find the book an invaluable resource.Contributors: T. Aleti, W. Binney, B.J. Biroscak, B. Broome, L. Brennan, C.A. Bryant, A.H. Courtney, O. Daly, M. Devaney, C. Domegan, S. Duane, K.M. Ekström, M.-L. Fry, D. Gallegos, R. Hamilton, M. Howick, J. Joyce, M. Khaliq, R.C. Lefebvre, J.H. Lindenberger, A.B. Mayer, R.J. McDermott, P. McHugh, Z. McQuilten, D. Murphy, D. Nguyen, A.D. Panzera, L. Parker, M.J. Polonsky, J. Previte, A.M.N. Renzaho, R. Russell-Bennett, J. Scott, A.Shahriar Ferdous, M.A. Swanson, A.P. Wright, W. WymerTrade Review'This is essential reading for social marketing practitioners, researchers and students. The book describes a comprehensive range of behavior change theories of relevance to social marketing and is complemented with illustrative case studies to provide practical guidance on the use of the selected theories. I was amazed by its breadth and scope. Highly recommended reading.' --Michael Rothschild, University of Wisconsin, MadisonTable of ContentsContents: Acknowledgments 1. Introduction PART I: THEORIES AND THEIR USES IN SOCIAL MARKETING 2. Theories and Their Uses in Social Marketing Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen PART II: RATIONAL – ECONOMIC MODELS (COGNITIVE MODELS) 3. Rational Economic Models (Cognitive Models) Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 4. Case study: Using the Theory of Planned Behaviour to Assess Blood Donation Intentions amongst African Migrants in Australia Ahmed Shahriar Ferdous, Michael Jay Polonsky, Zoe McQuilten and Andre M. N. Renzaho 5. Rational Economic Models (Cognitive Models) Summary PART III: BEHAVIOURAL MODELS (CONATIVE MODELS) 6. Behavioural Models (Conative Models) Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 7. Case study: Using Social Cognitive Theory and Social Support Coping Theory to Improve Breastfeeding Duration Rates: MumBubConnect Rebekah Russell-Bennett, Danielle Gallegos, Josephine Previte and Robyn Hamilton 8. Behavioural (Conative Models) Models Summary PART IV: EMOTIONAL MODELS (AFFECTIVE MODELS) 9. Emotional Models (Affective Models) Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 10. Case study: Hello Sunday Morning!: Towards ‘Practices’ of Responsible Drinking Marie-Louise Fry 11. Emotional Models (Affective Models) Summary PART V: SOCIO-CULTURAL ECOLOGICAL MODELS 12. Socio-cultural Ecological Models Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 13. Case Study: Micro-meso-level Theory – Consumer Socialization and Consumption of Clothes Karin M. Ekström 14. Case Study: Meso-Macro Level Theory – DrinkWise: Investing in Generational Social Change Josephine Previte, Linda Brennan and John Scott 15. Socio-cultural Ecological Models Summary PART VI: MULTI-THEORY MODELS 16. Multi-theory Models Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 17. Case Study: ‘Greenwich Get Active’ – Mobilising a Whole Community to Get Active Matt Howick 18. Case Study: Waves of Change – Collaborative Design for Tomorrow’s World Christine Domegan, Patricia McHugh, Michelle Devaney, Sinead Duane, John Joyce, Olivia Daly, David Murphy, Michael Hogan and Benjamin Broome 19. Multi-theory Models Summary PART VII: ‘BUYING’ OR ‘CONSUMER’ BEHAVIOUR DECISION MODELS 20. ‘Buying’ or ‘Consumer’ Behaviour Decision Models Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 21. Case Study: Which Theory is More Effective for Predicting Hotel Guest Participation in Towel and Linen Reuse Programs, Social Influence Theory or Attribution Theory? Walter Wymer 22. ‘Buying’ or ‘Consumer’ Behaviour Theories Summary PART VIII: SOCIAL CHANGE MODELS IN SOCIAL MARKETING 23. Social Change Models in Social Marketing Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen 24. Case Study: A Social Marketing Approach for Increasing Community Coalitions’ Adoption of Evidence-Based Policy Alyssa B. Mayer, R. Craig Lefebvre, Robert J. McDermott, Carol A. Bryant, Anita H. Courtney, James H. Lindenberger, Mark A. Swanson, Anthony D. Panzera, Mahmooda Khaliq, Brian J. Biroscak and Ashton P. Wright 25. Social Change Models in Social Marketing Summary PART IX: SOCIAL MARKETING AND BEHAVIOUR CHANGE: WHERE TO FROM HERE? 26. Social Marketing and Behaviour Change: Where to From Here? Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen Index

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Book SynopsisEd McQuarrie has been a leading light among sociological consumer researchers for a long time, his research devoted to deep and interdisciplinary exploration. This book is a much-needed development of the vast new terrain of consumers' online behaviors. From megaphone effects to soapbox imperatives, from Bourdieu to Goffman, cultural capital to trust, McQuarrie builds on his prior work to provide exciting new thinking to help us understand the radical and important changes that the Internet continues to spur. Highly recommended!'- Robert Kozinets, York University, CanadaIt's a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to strangers. Edward McQuarrie shows how the operation of taste in consumption has been changed by the Internet and offers a fresh perspective on why websites like Yelp and Pinterest have become so successful.Drawing on Bourdieu and Campbell to support his thesis, Edward McQuarrie uncovers what is new online by:- presenting a sociological perspective on what consumers do online and contrasting it to more familiar economic, psychological and ethnographic views- reinterpreting Bourdieu s idea of cultural capital to understand the success of fashion bloggers- showing how the meaning of taste and what it means to dress fashionably have changed with the Web- explaining why online reviews cannot be considered word-of-mouth and therefore cannot be understood using that idea- examining why Pinterest is so attractive to female consumers while relating Pinterest to Walter Benjamin's ideas about how mechanical reproduction changes the meaning of art.This book will be valuable to students and scholars interested in consumer research, marketing, and sociology, specifically those who seek an alternative to purely psychological and economic explanations for what consumers do online.Trade Review‘McQuarrie explores online consumer behavior from the perspective of a sociologist. His book is a theoretical, philosophical, and at times whimsical collection of essays. McQuarrie's work includes approaches to marketing research as well as marketing rhetoric and semiotics. He offers this multifaceted, thoroughly academic look at a phenomenon of still-growing importance that has had little investigation from a sociological perspective. Summing Up: Recommended.’ -- D. Aron, Choice‘Ed McQuarrie has been a leading light among sociological consumer researchers for a long time, his research devoted to deep and interdisciplinary exploration. This book is a much-needed development of the vast new terrain of consumers' online behaviors. From megaphone effects to soapbox imperatives, from Bourdieu to Goffman, cultural capital to trust, McQuarrie builds on his prior work to provide exciting new thinking to help us understand the radical and important changes that the Internet continues to spur. Highly recommended!’ -- Robert Kozinets, York University, CanadaTable of ContentsContents: 1. Introduction 2. Prelude: The Borg 3. Essay One: Blogs and the Megaphone Effect 4. Interlude: From Cultural Capital to Social Formation 5. Essay Two: Yelp and the Soapbox Imperative 6. Interlude: From Gaining a Public to Going Public 7. Essay Three: Pinterest –To Make Public the Private 8. Epilogue: The Borg Redux 9. References 10. Appendices 11. Author Notes Index

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Book SynopsisThe Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen methods chapters present an overview of specific marketing analytic methods in technical detail while twenty-two case studies present thorough examples of the use of each method.The contributors featured are recognized authorities in their fields. Multidisciplinary in scope this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as Classical and Bayesian econometrics, Causality, Machine learning, Optimization, and recent advancements in Conjoint Analysis.This standout collection of analytical methods and application will be useful and educational for all readers, whether they are academics or practitioners in marketing, public policy, or litigation.Contributors include: M. Akemann, S. Albers, P. Albuquerque, G.M. Allenby, V. Altuglu, A.N. Angulo, A. Ansari, L. Ash, M. Bakker, R. Befurt, T.C. Borek, D. Borrego, B.J. Bronnenberg, Z. Chance, P.K. Chintagunta, M.G. Dekimpe, R. Dhar, D. Dzyabura, R.K. Fair, D.G. Fiebig, M. Fischer, A. Goldfarb, N.J. Goldstein, R. Guha, D.M. Hanssens, M. Hatzis, J.R. Howell, K. Huskey, R. Jacobson, D. Iacobucci, I. Ionova, S. Iyer, V.K. Kanuri, A. Lambrecht, A.Y. Lee, D.R. Lehmann, Y. Li, L. Ma, M.K. Mantrala, N. Mizik, L. O'Laughlin, D. Onul, A. Oza, K. Pauwels, E. Pavlov, K.I. Powers, V.R. Rao, R. Reed-Arthurs, D.M. Ringel, J. Roberts, P.E. Rossi, R. Schwabe, J. Silva-Risso, B. Skiera, J.H. Steckel, O. Toubia, M. Trusov, C. Tucker, A.M. Tybout, K. Wertenbroch, A.G. White, S. Woodhouse, H. Yoganarasimhan, J.D. ZonaTrade ReviewHandbook of Marketing Analytics is a very useful reference for the litigator wishing to gain greater expertise and insight into available tools for prosecuting and defending many types of commercial litigation. The technical chapters have gentle takeoffs that allow the nonspecialist reader to build a working knowledge of the techniques described. The case study chapters are what really set the book apart for those whose matrix algebra is rusty, enabling the non-technical attorney or lay reader to see vividly how the techniques can be deployed. This will be an essential item on the shelf of any litigator who deals regularly with advanced analytics in marketing and related areas.' --August Horvath, Kelley Drye & Warren LLP'Over the course of their storied careers, Mizik and Hanssens have helped quantify one of the most elusive of concepts: how marketing creates enterprise value. The Handbook of Marketing Analytics teaches practitioners not only how to explain the impact of marketing investment on firm performance, but also its growing application to guiding public policy and even assisting in litigation. Expertly crafted, with practical takeaways drawn on case studies and interviews with marketing analytics experts, this book is a must-read for any marketer, advertiser or reader fascinated with discovering the unseen leverage in marketing and creativity.' --John Gerzema, Bestselling Author and CEO of Harris Insights & Analytics/The Harris Poll, US'Ever since I published Marketing Decision Making and Marketing Models, I have been wanting to see a superb collection of marketing analytics chapters and cases in one book. The Handbook of Marketing Analytics has finally arrived and it is a treasure.' --Philip Kotler, Northwestern University, USTable of ContentsContents: Introduction Natalie Mizik and Dominique M. Hanssens Methods Chapters Part I Experimental Designs 1. Laboratory Experimentation in Marketing Angela Y. Lee and Alice M. Tybout 2. Field Experiments Anja Lambrecht and Catherine E. Tucker 3. Conjoint Analysis Olivier Toubia Part II Classical Econometrics 4. Time-Series Models of Short-Run and Long-Run Marketing Impact Marnik G. Dekimpe and Dominique M. Hanssens 5. Panel Data Methods in Marketing Research Natalie Mizik and Eugene Pavlov 6. Causal Inference in Marketing Applications Peter E. Rossi Part III Discrete Choice Modeling 7. Modeling Choice Processes in Marketing John Roberts and Denzil G. Fiebig 8. Bayesian Econometrics Greg M. Allenby and Peter E. Rossi 9. Structural Models in Marketing Pradeep K. Chintagunta Part IV Latent Structure Analysis 10. Multivariate statistical analyses: Cluster analysis, factor analysis, and multidimensional scaling Dawn Iacobucci Part V Machine Learning and Big Data 11. Machine Learning and Marketing Daria Dzyabura and Hema Yoganarasimhan 12. Big Data Analytics Asim Ansari and Yang Li Part VI Generalizations and Optimizations 13. Meta Analysis in Marketing Donald R. Lehmann 14. Marketing Optimization Methods Murali K. Mantrala and Vamsi K. Kanuri Case Studies and Applications Part VII Case Studies and Applications in Marketing Management 15. Industry Applications of Conjoint Analysis Vithala R. Rao 16. How time series econometrics helped Inofec quantify online and offline funnel progression and reallocate marketing budgets for higher profits Koen Pauwels 17. Panel Data Models for Evaluating the Effectiveness of Direct-to-Physician Pharmaceutical Marketing Activities Natalie Mizik and Robert Jacobson 18. A Nested Logit Model for Product and Transaction-Type Choice Planning Automakers’ Pricing and Promotions Jorge Silva-Risso, Deirdre Borrego and Irina Ionova 19. Visualizing Asymmetric Competitive Market Structure in Large Markets Daniel M. Ringel and Bernd Skiera 20. User Profiling in Display Advertising Michael Trusov and Liye Ma 21. Dynamic Optimization for Marketing Budget Allocation at Bayer Marc Fischer and Sönke Albers Part VIII Case Studies and Applications in Public Policy 22. Consumer (Mis)Behavior and Public Policy Intervention Klaus Wertenbroch 23. Nudging Healthy Choices with the 4Ps Framework for Behavior Change Zoë Chance, Ravi Dhar, Michelle Hatzis, Michiel Bakker, Kim Huskey and Lydia Ash 24. Field Experimentation: Promoting Environmentally Friendly Consumer Behavior Noah J. Goldstein and Ashley N. Angulo 25. Regulation and Online Advertising Markets Avi Goldfarb 26. Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property Crime Keiko I. Powers 27. Applying Structural Models in a Public Policy Context Paulo Albuquerque and Bart J. Bronnenberg Part IX Case Studies and Applications in Litigation Support 28. Avoiding Bias: Ensuring Validity and Admissibility of Survey Evidence in Litigations Rebecca Kirk Fair and Laura O’Laughlin 29. Experiments in Litigation Joel H. Steckel 30. Conjoint Analysis in Litigation Sean Iyer 31. Conjoint Analysis: Applications in Antitrust Litigation Michael P. Akemann and Rebecca Reed-Arthurs and J. Douglas Zona 32. Feature Valuation Using Equilibrium Conjoint Analysis John R. Howell, Greg M. Allenby and Peter E. Rossi 33. Regression Analysis to Evaluate Harm in a Breach of Contract Case: The Citri-Lite Company, Inc., Plaintiff v. Cott Beverages, Inc., Defendant Rahul Guha, Darius Onul and Sally Woodhouse 34. Consumer Surveys in Trademark Infringement Litigation: FIJI vs. VITI Case Study T. Christopher Borek and Anjali Oza 35. Survey Evidence to Evaluate a Marketing Claim: Skye Astiana, Plaintiff v. Ben & Jerry’s Homemade, Inc., Defendant Alan G. White and Rene Befurt 36. Machine Learning in Litigation Vildan Altuglu and Rainer Schwabe Index

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Book SynopsisElgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. This concise introduction presents a rigorous analysis of consumer choice from the perspective of consumer behavior analysis. Gordon Foxall provides a deeper understanding of what consumers actually buy and the nature of the utility that shapes and maintains patterns of consumption. Key features include: a revolutionary new approach to understanding consumer behavior a novel synthesis of behavioral psychology, behavioral economics, and marketing science a new model of consumer choice, the Behavioral Perspective Model, that is comprehensively supported by empirical research addresses more extreme behaviors such as compulsive purchasing and addiction. Unique and authoritative, this work will prove a valuable resource for students and scholars of consumer behavior and marketing, social and behavioral science, micro-economics, economic psychology and behavioral economics. Marketing managers will also be interested in its approach to consumer research, with its innovative consequences for marketing management.Trade Review'Amidst a precise and friendly exposition, Foxall presents his brilliant research program, based upon a behavioral model that integrates the soundest and most promising scientific approaches to consumer behavior, namely, behavioral psychology, marketing science and behavioral economics. The book bestows the reader with conceptual and empirical tools to interpret and explain consumer choices in natural settings, coherently exploring emotions, temporal discounting, demand sensitivity, utility maximization and neurophysiological events. Magnificent intellectual work carried out with rare philosophical and academic consistency.' --Jorge M. Oliveira-Castro, University of Brasilia, Brazil'Consumer behavior is shaped by its context and consequences. This book is a critical and valuable introduction to recent developments in consumer behavior analysis, written by a leading scholar. Professor Foxall has extended the domain of behavioral psychology and its relevance to marketing science and economics, in an interdisciplinary manner that only he is capable of achieving. The current ''technology/data revolution'' demands a focus on environmental-behaviour interaction.' --Valdimar Sigurdsson, Reykjavik University, IcelandTable of ContentsContents: Preface 1. What consumer behavior analysis is 2. Consumer choice in behavioral perspective 3. Interpretations of consumer choice 4. Consumer brand choice 5. Matching: choice as behavior 6. Maximizing: the import of pattern of reinforcement 7. The temporal dimension Index

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Book SynopsisElgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. This concise introduction presents a rigorous analysis of consumer choice from the perspective of consumer behavior analysis. Gordon Foxall provides a deeper understanding of what consumers actually buy and the nature of the utility that shapes and maintains patterns of consumption. Key features include: a revolutionary new approach to understanding consumer behavior a novel synthesis of behavioral psychology, behavioral economics, and marketing science a new model of consumer choice, the Behavioral Perspective Model, that is comprehensively supported by empirical research addresses more extreme behaviors such as compulsive purchasing and addiction. Unique and authoritative, this work will prove a valuable resource for students and scholars of consumer behavior and marketing, social and behavioral science, micro-economics, economic psychology and behavioral economics. Marketing managers will also be interested in its approach to consumer research, with its innovative consequences for marketing management.Trade Review'Amidst a precise and friendly exposition, Foxall presents his brilliant research program, based upon a behavioral model that integrates the soundest and most promising scientific approaches to consumer behavior, namely, behavioral psychology, marketing science and behavioral economics. The book bestows the reader with conceptual and empirical tools to interpret and explain consumer choices in natural settings, coherently exploring emotions, temporal discounting, demand sensitivity, utility maximization and neurophysiological events. Magnificent intellectual work carried out with rare philosophical and academic consistency.' --Jorge M. Oliveira-Castro, University of Brasilia, Brazil'Consumer behavior is shaped by its context and consequences. This book is a critical and valuable introduction to recent developments in consumer behavior analysis, written by a leading scholar. Professor Foxall has extended the domain of behavioral psychology and its relevance to marketing science and economics, in an interdisciplinary manner that only he is capable of achieving. The current ''technology/data revolution'' demands a focus on environmental-behaviour interaction.' --Valdimar Sigurdsson, Reykjavik University, IcelandTable of ContentsContents: Preface 1. What consumer behavior analysis is 2. Consumer choice in behavioral perspective 3. Interpretations of consumer choice 4. Consumer brand choice 5. Matching: choice as behavior 6. Maximizing: the import of pattern of reinforcement 7. The temporal dimension Index

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Book SynopsisNew products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks, covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance. The contributors delve into a broad range of topics, covering each one deeply and comprehensively. Careful attention to the development of these topics make it a fantastic single-source reference for state-of-the-art knowledge on new product development, including comprehensive sets of questions and discussion topics to inspire future research.Managers will benefit from the Handbook by expanding their knowledge of new product development, and for researchers, the book provides a comprehensive look at the current research, as well as offering opportunities to continue expanding on this body of knowledge.Contributors include: A.M. Baker, B.L. Bayus, S. Bharadwaj, D. Boyd, R.J. Calantone, G. Challagalla, D. Chandrasekaran, G. Colarelli O'Connor, R.G. Cooper, C.A. Di Benedetto, N. Donthu, E. Fang, G.J. Fisher, N.Z. Foutz, N. Franke, E. Genc, J. Goldenberg, P.N. Golder, D.A. Griffith, E. Keko, V. Kuppuswamy, D. Mitra, C. Moorman, C.P. Moreau, H. Nguyen, J.C. Prabhu, G.J. Prevo, N. Ramani, V.R. Rao, S.M. Shugan, R. Srinivasan, S. Stremersch, G.J. Tellis, L.H. Vincent, E. von Hippel, S. Wies, G. Yalcinkaya, E. YinTrade Review'This book does an excellent job of summarizing what is known, and importantly what needs to be known, about new product development. Covering topics ranging from idea generation to predicting market-place performance, it is a valuable resource for anyone who wants to be current in this area.' --Donald Lehmann, Columbia University, US'Peter Drucker said ''Business has only two functions - marketing and innovation.'' Imagine a collection of the latest thinking on the intersection of those two functions, leading to effective new product development. Golder and Mitra have produced such a collection, with contributions by just the right authors on just the right topics. Researchers should consult this Handbook when choosing research topics. Educators should consult this Handbook for material to share with their students. And managers should consult this Handbook so they can apply the latest thinking to their innovation efforts. An instant classic!' --Gary L. Lilien, Penn State University, USTable of ContentsContents: PART I Introduction and Overview 1. New Product Development Research: Consolidating the Present and Guiding the Future Peter N. Golder and Debanjan Mitra PART II Idea Generation 2. Taming the Creative Spark: Insights from research on creativity in new product development Drew Boyd and Jacob Goldenberg 3. The What, Who and How of Innovation Generation Elio Keko, Gert Jan Prevo and Stefan Stremersch 4. Customer-Driven Innovation: A Conceptual Typology, Review of Theoretical Perspectives, and Future Research Directions Gregory J. Fisher and Eric (Er) Fang 5. The Paradigm Shift from Producer to Consumer Innovation: Implications for Consumer Research C. Page Moreau, Nikolaus Franke and Eric von Hippel 6. Institutionalizing an Innovation Function: Moving Beyond the Champion Gina Colarelli O’Connor PART III Market Analysis 7. Digital Multisided Platforms: An Innovation Research Agenda Raji Srinivasan and Nandini Ramani 8. Innovation in China and India Eden Yin and Jaideep C. Prabhu PART IV Product Design and Development 9. The State of New Product Design and Forecasting Research: Recent Developments and Future Directions Natasha Zhang Foutz and Vithala R. Rao 10. Strategic Use of Product Enhancements: Upgrades, Add-ons, Extras, and Accessories Steven M. Shugan 11. Sustainable New Product Development Ebru Genç and C. Anthony Di Benedetto 12. Open Innovation in the Brand Management Context Roger J. Calantone and Hang T. Nguyen PART V Commercialization 13. Global Product Launch: A Perspective on Past, Present and Future Research David A. Griffith and Goksel Yalcinkaya PART VI Market Outcomes 14. A Summary and Review of New Product Diffusion Models and Key Findings Deepa Chandrasekaran and Gerard J. Tellis 15. Word-of-Mouth Processes in Marketing New Products: Recent Research and Future Opportunities Andrew M. Baker and Naveen Donthu 16. Firm Innovation and the Stock Market Simone Wies and Christine Moorman 17. A Review of Crowdfunding Research and Findings Venkat Kuppuswamy and Barry L. Bayus 18. Antecedents, Consequences, and the Mediating Role of Innovation: Empirical Generalizations Leslie H. Vincent, Sundar G. Bharadwaj and Goutam Challagalla 19. Best Practices and Success Drivers in New Product Development Robert G. Cooper Index

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Book SynopsisNew products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks, covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance. The contributors delve into a broad range of topics, covering each one deeply and comprehensively. Careful attention to the development of these topics make it a fantastic single-source reference for state-of-the-art knowledge on new product development, including comprehensive sets of questions and discussion topics to inspire future research.Managers will benefit from the Handbook by expanding their knowledge of new product development, and for researchers, the book provides a comprehensive look at the current research, as well as offering opportunities to continue expanding on this body of knowledge.Contributors include: A.M. Baker, B.L. Bayus, S. Bharadwaj, D. Boyd, R.J. Calantone, G. Challagalla, D. Chandrasekaran, G. Colarelli O'Connor, R.G. Cooper, C.A. Di Benedetto, N. Donthu, E. Fang, G.J. Fisher, N.Z. Foutz, N. Franke, E. Genc, J. Goldenberg, P.N. Golder, D.A. Griffith, E. Keko, V. Kuppuswamy, D. Mitra, C. Moorman, C.P. Moreau, H. Nguyen, J.C. Prabhu, G.J. Prevo, N. Ramani, V.R. Rao, S.M. Shugan, R. Srinivasan, S. Stremersch, G.J. Tellis, L.H. Vincent, E. von Hippel, S. Wies, G. Yalcinkaya, E. YinTrade Review'This book does an excellent job of summarizing what is known, and importantly what needs to be known, about new product development. Covering topics ranging from idea generation to predicting market-place performance, it is a valuable resource for anyone who wants to be current in this area.' --Donald Lehmann, Columbia University, US'Peter Drucker said ''Business has only two functions - marketing and innovation.'' Imagine a collection of the latest thinking on the intersection of those two functions, leading to effective new product development. Golder and Mitra have produced such a collection, with contributions by just the right authors on just the right topics. Researchers should consult this Handbook when choosing research topics. Educators should consult this Handbook for material to share with their students. And managers should consult this Handbook so they can apply the latest thinking to their innovation efforts. An instant classic!' --Gary L. Lilien, Penn State University, USTable of ContentsContents: PART I Introduction and Overview 1. New Product Development Research: Consolidating the Present and Guiding the Future Peter N. Golder and Debanjan Mitra PART II Idea Generation 2. Taming the Creative Spark: Insights from research on creativity in new product development Drew Boyd and Jacob Goldenberg 3. The What, Who and How of Innovation Generation Elio Keko, Gert Jan Prevo and Stefan Stremersch 4. Customer-Driven Innovation: A Conceptual Typology, Review of Theoretical Perspectives, and Future Research Directions Gregory J. Fisher and Eric (Er) Fang 5. The Paradigm Shift from Producer to Consumer Innovation: Implications for Consumer Research C. Page Moreau, Nikolaus Franke and Eric von Hippel 6. Institutionalizing an Innovation Function: Moving Beyond the Champion Gina Colarelli O’Connor PART III Market Analysis 7. Digital Multisided Platforms: An Innovation Research Agenda Raji Srinivasan and Nandini Ramani 8. Innovation in China and India Eden Yin and Jaideep C. Prabhu PART IV Product Design and Development 9. The State of New Product Design and Forecasting Research: Recent Developments and Future Directions Natasha Zhang Foutz and Vithala R. Rao 10. Strategic Use of Product Enhancements: Upgrades, Add-ons, Extras, and Accessories Steven M. Shugan 11. Sustainable New Product Development Ebru Genç and C. Anthony Di Benedetto 12. Open Innovation in the Brand Management Context Roger J. Calantone and Hang T. Nguyen PART V Commercialization 13. Global Product Launch: A Perspective on Past, Present and Future Research David A. Griffith and Goksel Yalcinkaya PART VI Market Outcomes 14. A Summary and Review of New Product Diffusion Models and Key Findings Deepa Chandrasekaran and Gerard J. Tellis 15. Word-of-Mouth Processes in Marketing New Products: Recent Research and Future Opportunities Andrew M. Baker and Naveen Donthu 16. Firm Innovation and the Stock Market Simone Wies and Christine Moorman 17. A Review of Crowdfunding Research and Findings Venkat Kuppuswamy and Barry L. Bayus 18. Antecedents, Consequences, and the Mediating Role of Innovation: Empirical Generalizations Leslie H. Vincent, Sundar G. Bharadwaj and Goutam Challagalla 19. Best Practices and Success Drivers in New Product Development Robert G. Cooper Index

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Book Synopsis

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