Market research Books

Book SynopsisNew Methods of Market Research and Analysis prepares readers for the new reality posed by big data and marketing analytics. While connecting to traditional research approaches such as surveys and focus groups, this book shows how new technologies and new analytical capabilities are rapidly changing the way marketers obtain and process their information. In particular, the prevalence of big data systems always monitoring key performance indicators, trends toward more research using observation or observation and communication together, new technologies such as mobile, apps, geo-locators, and others, as well as the deep analytics allowed by cheap data processing and storage are all covered and placed in context. Scott Erickson goes beyond the buzzwords to provide relevant explanations of the meaning and impact of both big data and analytics, placing them in context with traditional marketing research. His engaging subject matter focuses on the practical aspects of big data concepts, precisely defining and illustrating key concepts and providing illuminating real world examples. This approachable style enables marketers to understand what data scientists are doing with big data systems and analytics, giving them a taste of the capabilities of contemporary statistical software and its practical applications.This book can be used as a supplement to a traditional marketing research text or on its own. It will serve as a key reference for graduate students and advanced undergraduates in marketing research, marketing analytics, or business intelligence courses as well as marketing professionals looking to stay up to date with current trends and have them explained in a context they understand.Trade Review'This is a wonderfully well-written, highly readable, book that covers the rapidly changing and increasingly complex landscape of data-driven marketing in depth. The distance traveled from ''Mad Men-esque'' focus groups to sophisticated inferential analyses of vast data arrays is very well captured. Erickson's use of real-life, and very current, examples, to frame critical issues and explain key concepts and details is remarkable. The reader often feels as if he/she is virtual member of a marketing analytics workgroup working on problems for firms like Tesco, Bloomberg, Lego, LiveAnalytics, Amazon, and others.' --Charles R. Christian, former Director of Employee Analytics, Johnson & JohnsonTable of ContentsContents: 1. Big Data and Marketing Analytics 2. Exploratory Research Design 3. Descriptive Research Design 4. Causal Research Design 5. Other Topics in Research and Analytics 6. Analytics 1: Big Data 7. Analytics 2: Marketing Analytics Index

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Book SynopsisIn Mastering Market Analytics, Robert Kozielski presents various measurement systems and marketing metrics, along with common mistakes made by organizations and managers in the process of measuring business activities, and illustrates how to avoid these mistakes. The new turbulent business environment has resulted in the decrease in effectiveness and efficiency of marketing activities, resulting in 50% of campaigns in social media remaining unnoticed by the public in 2016 alone. Response rates on emailing campaigns have dropped, one dollar invested in TV advertising generates only .32 cents of return, which all leaves the question of whether these activities are still effective in the contemporary world. What does effective marketing actually mean and which areas can be measured while assessing organizational effectiveness? Do sales and marketing benefit only the company or do they also generate value for customers? With over twenty years of experience in world markets, Kozielski takes lessons and case studies from Eastern Europe to delve into 76 indicators, divided into four groups: sales, distribution, marketing communication, and ecommerce and social media, exploring from both the strategic and operational points of view. Linking applicable descriptions of the metrics with systems of measurement for these marketing activities and results, Kozielski’s work is of interest to marketing scholars and MBA students.Trade ReviewBusiness researchers search for a new identity and role for marketing in today's chaotic business world by providing tools to enable companies to create a competitive advantage through organizational market learning; improving the effectiveness of operations; and measuring the value of generated intangible assets, in particular those created through marketing activities. They cover measuring market strategy results, sales and distribution management metrics, marketing communications ratios, and electronic commerce and social media indicators. -- Annotation ©2018 * (protoview.com) *Table of ContentsIntroduction; Robert Kozielski Chapter 1. Why, How, What; Robert Kozielski Chapter 2. Measuring Market Strategy Results; Robert Kozielski, Michał Dziekoński, Jacek Pogorzelski, Grzegorz Urbanek Chapter 3. Sales and Distribution Management Metrics; Robert Kozielski, Michał Dziekoński, Michał Medowski, Marcin Ostachowski, Jacek Pogorzelski Chapter 4. Marketing Communication Ratios; Robert Kozielski, Michał Dziekoński, Jacek Pogorzelski Chapter 5. E-Commerce and Social Media Indicators; Robert Kozielski, Artur Maciorowski, Grzegorz Mazurek, Anna Miotk

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Book SynopsisDrawing from decades of research, Genes, Climate, and Consumption Culture: Connecting the Dots demonstrates how climate dictates culture and consumption. The author shows that human genes are climatic adaptations over thousands of years of evolution, which has resulted in the dramatic differences between people’s food, clothing, and shelter choices. Most importantly, the book discusses how many of the fundamental differences between cultures, with respect to time, space, friendship, and technology, are responses to their particular climate. Readers will learn how to challenge their assumptions about what types of products and services foreign markets want. They will learn how to examine local markets vis-à-vis climate and culture, either changing their products accordingly or delivering entirely new offerings.Trade ReviewSheth’s interest in how climate influences consumption reaches back to 1955, but it became particularly focused during his research for Coca Cola International, which wanted to know why some countries drink a lot of Coca Cola and others do not. Some countries were drinking Coke at the rate of 64 bottles per capita annually, while others’ consumption was a rate of 400 bottles per capita. Why? He discovered that consumption can be explained by the North-South latitude difference in climate, ranging from the arctic to the temperate to tropical. Part one of his book analyzes the relationship between climate and consumption, specifically the consumption of the basic necessities of life—food, clothing, and shelter. In part two he explores the role climate plays in shaping culture itself. Based on his research, Sheth recommends studying local conditions and either adapting products accordingly or creating new ones that members of the local culture find appealing. -- Annotation ©2017 * (protoview.com) *Table of ContentsPreface Introduction: Climate and the History of Man 1. We Are What We Eat 2. What to Wear? 3. A Roof Overhead 4. Your time or Mine? 5. Individualism and Collectivism 6. Embrace of Technology and Dominion over Nature Conclusion

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Book SynopsisThis series epitomizes the 2017 Consumer Culture Theory (CCT) conference themes of hyper-reality and cultural hybridization. The partnership of the co-editors, with diverse backgrounds including Caribbean, Mexican and Indian roots, itself depicts cultural hybridity, culminating in a series of fascinating articles written by authors from around the globe. The eleven research papers provide a global perspective on a range of consumer discourses both in the physical marketplace (research on mobility practices within the transportation market in Vietnam; or an examination of stigma in beef consumption practices in India), or in the virtual marketplace (a study of the discourses surrounding the mythic nature of Bitcoin creator, Satoshi Nakamoto; or parental management understood through the media marketplace experiences of black women in Britain). The conference’s Best Competitive Award paper is featured; a compelling look at hyper-reality within the world of the Broadway musical, Wicked, examining how new media platforms are used to appeal to new and existing consumers. This series also includes two insightful papers on wine producers and their cultural intermediaries, and on wine tourism, where the authors traverse the globe to better understand market development and consumer engagement respectively. Whether it be an examination of consumer tribes, breast cancer and gender identity, or product gender and design, these authors collectively provide us with unique and riveting perspectives on consumer and marketplace experiences. The series fittingly culminates with a critical look at the emergence of the CCT tradition; an emergence that is both timely and important as this series demonstrates.Trade ReviewThe theme of the 2017 Consumer Culture Theory conference was hyper-reality and cultural hybridization, so organizers held it at Disneyland in southern California. The 11 selected papers here consider such aspects as amazing information: hyper-reality and the World of the Wicked, managing media as parental race-work: (re)mediating children's black identities, spatializing purity and pollution: stigma and consumption of beef in India, [softly assembled] gender performance through products: four practices responding to masculine and feminine codes in product design, and anticipating the automobile: transportation transformations in Vietnam. -- Annotation ©2018 * (protoview.com) *Table of ContentsIntroduction Part I: {Hyper} Reality and Cultural Hybridization Amazing Information: Hyperreality and "The World of Wicked"; Kent Drummond, Susan Aronstein, Terri Rittenburg "Satoshi is dead. Long live Satoshi": The Curious Case of Bitcoin's Creator; Mariam Humayun, Russell Belk Managing Media as Parental Race-Work: (Re)mediating Children's Black Identities; Francesca Sobande Part II: Navigating the Marketplace Emerging Market Dynamics Within and Beyond Consumer Tribes; Silvia Biraghi, Rossella Gambetti, Stefano Pace Taste as market practice: The example of 'natural' wine; Jennifer Smith Maguire Spatializing Purity and Pollution: Stigma and Consumption of Beef in India; Bhupesh Manoharan, Rohit Varman Embodiment, Illness, and Gender: The Intersected and Disrupted Identities of Young Women with Breast Cancer; Kathrynn Pounders and Marlys Mason [Softly Assembled] Gender Performance Through Products: Four Practices Responding to Masculine and Feminine Codes in Product Design; Carly Drake, Scott Radford Anticipating the Automobile: Transportation Transformations in Vietnam; Ivan V. Small Performance Theory and Consumer Engagement: Wine-Tourism Experiences in South Africa and India; Annamma Joy, Russell Belk, Steve Charters, Jeff Wang, and Camilo Peña Part III: The Consumer Culture Theory Paradigm From Marginalization to Boundary Solidification: CCT and its Implication for Aspiring Scholars; Shahzeb Jafri

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Book SynopsisThe twentieth volume of Research in Consumer Behavior presents twelve chapters, selected from the best papers submitted at the 13th annual Consumer Culture Theory Conference held in Denmark in June 2018. Aligned with the conference's thematic emphasis on storytelling, the contributors' research stories open the eyes and minds of readers to thought-provoking ideas, theories, and contexts. This book will allow researchers and graduate students working in the area of consumer research and marketing to explore three narrative lines that were prevalent during the conference: 'Objects and their doings', 'Glocalization', and 'Constituting Markets'. The volume concludes with an awarded paper by Brown, who takes a critical look at the quality of storytelling in the CCT tradition and helps us learn from the great storytellers of the past.Trade ReviewSelected from papers submitted to the 13th annual Consumer Culture Theory conference in Odense, Denmark, in June and July 2018, the 12 chapters in this volume address aspects of consumer culture theory. Researchers from Europe, Canada, Tunisia, and Brazil focus on object agency and materiality, including love-lock pilgrimages, erotic products, interior objects and companion animals and their agency in the home, and curatorial consumption in the context of vintage outlets; glocalization, including the meaning of "cool" in Tunisia, middle-class Hindu second-generation British Indian women's use of various cultural resources for ethnic identification, and delegitimation practices of illicit alcohol in Kenya; markets, in terms of market-research test towns, the marketization of elderly care, patriotism in Russian fashion design, and practices underpinning the production of field-specific cultural capital at festivals; and the quality of storytelling in the consumer culture theory tradition. -- Annotation ©2019 * (protoview.com) *Table of ContentsIntroduction (Kjeldgaard, Bajde, Belk) Part I: Objects and their doings Chapter 1 - Love and Locks: consumers making pilgrimages and performing love rituals (Borraz) Chapter 2 - The Life and Death of Anthony Barbie: A Consumer Culture Tale of Lovers, Butlers and Crashers (Walther) Chapter 3 - "When your dog matches your decor": Object agency of living and non-living entities in home assemblage (Syrjälä and Norrgrann) Chapter 4 - "I'm only a Guardian of these Objects": Vintage traders, Curatorial consumption and the meaning(s) of objects (Abdelrahman et al.) Part II: Glocalization Chapter 5 - Story of Cool: Journey from the West to Emerging Arab countries (Zounaoui and Smaoui) Chapter 6 - Ethnic Identification: Capital and Distinction among Second-Generation British Indians (Pradhan, Cocker and Hogg) Chapter 7 - Cognitive polyphasia, cultural legitimacy and behavior change: The case of the illicit alcohol market in Kenya (Mwangi, Cocker and Piacentini) Part III: Constituting Markets Chapter 8 - Magic Towns: Creating the Consumer Fetish In Market Research Test Sites (Schwarzkopf) Chapter 9 - Humanizing Market Relationships: The DIY Extended Family (Ottlewski et al.) Chapter 10 - Patriotism as Creative (Counter-)Conduct of Russian Fashion Designers (Gurova) Chapter 11 - Culinary communication practices: the role of retail spaces in producing field-specific cultural capital (Galalae, Emontspool and Omidvar) Part IV: Quoth the Raven Chapter 12 - Duck, it's a Raven!: Writing Stirring Stories with Andersen's Sinister Shadow (Brown)

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Book Synopsis'A must-read for any marketer, be it a curious researcher, entry level manager or senior leader. Chapters in this book offer the right amount of theory and practical implications on how to infuse customer centricity into an organization by making systematic changes to organizational design, strategy, offerings, and capabilities.' - Shrihari Sridhar, Texas A&M University, US 'This would be the first book to purchase if you want to get out of functional silos and build a truly customer-centric organization. This book illustrates that customer centricity is not confined with CRM or segmentation tactics, but rather it requires a major paradigm shift in every aspect of marketing strategy and business operations.' - Steve Samaha, Wells Fargo Bank, US 'The world's renowned scholars in marketing strategy offer very thorough coverage of customer centricity. Each chapter complements the others and shares applicable and deep knowledge regarding how firms should transform the entire organization, from cultures and human capital to structures, to better serve customers.' - Mark B. Houston, Texas Christian University, US 'This book is a comprehensive reference for scholars conducing customer-centricity research. Leading academics illustrate a theoretical framework and empirical insights on how to embrace customer centricity. Executives will find a treasure trove of actionable insights for their companies.' - Vikas Mittal, Rice University, US Drawing on the expertise of leading marketing scholars, this book provides managers and researchers with insights into the fundamentals of customer centricity and how firms can develop it. Customer centricity is not just about segmentation or short-term marketing tactics. Rather, it represents an organization-wide philosophy that focuses on the systematic and continuous alignment of the firm's internal architecture, strategy, capabilities, and offerings with external customers. This philosophy means that to be truly customer-centric, firms need to make multilevel transformations in internal architecture and organizational design, including leadership, metrics, incentives, structure, processes, and systems. These reorganizations are often accompanied by reshaped relational strategies, such as customer loyalty programs and marketing channel strategies that make customer centricity a reality. These changes also need to be backed by reconfigurations of brand and technological capabilities, as manifested in healthy customer-centric brands and in technology systems and skills that enable customer centricity at scale. The contributors to this book provide current thinking and cutting-edge research to further scholars' understanding of this key concept in marketing. Academics teaching or researching customer centricity, consultants implementing customer centricity and managers directly implementing customer centricity in their organizations will come to rely on the Handbook of Customer Centricity. Marketing associations, industry associations and local and university libraries will find the insights within offer critical reflection on the key features of customer centricity and the detailed roadmap to achieve it.Trade Review'Creating strategy from the outside in to put the customer first is a top priority of firms today. Helping firms do that is a pivotal goal of academics. This book lays a foundation for these goals by clearly defining the organizational structures, relationships, branding and technology needed. I highly recommend it-no other book comes close to its wisdom and direction.' --Valarie Zeithaml, University of North Carolina at Chapel Hill, US'Being customer centric involves having the customer's best interests at heart. It represents one of the most significant reorientations happening in marketing today. This outstanding collection of essays about a powerful concept truly has the reader's best interests at heart. It is thought provoking while chock full of practical guidance. An absolute must read for anyone in the discipline.' --Gerald Zaltman, Olson Zaltman Associates, US'In this Handbook, Palmatier, Moorman, and Lee offer us nothing short of the latest and best thinking on one of the most critical and difficult challenges organizations face today-how to increase your odds of success by winning with customers. For managers and scholars alike, this Handbook offers rich insights that will shape our thinking for years. A gem!' --Gregory Carpenter, Northwestern University, USTable of ContentsContents: 1. Introduction to the Handbook on Customer Centricity Robert W. Palmatier, Christine Moorman, and Ju-Yeon Lee PART I Organizational Design Perspectives on Customer Centricity 2. Customer Centricity: A Multi-Year Journey Ajay K. Kohli, Bernie J. Jaworski, and Nabil Shabshab 3. Market-Oriented Culture and Customer Feedback Processes Neil A. Morgan, Bruce H. Clark, and Douglas W. Vorhies 4. Service Innovation from the Frontlines in Customer-Centric Organizations Ozlem Ozkok, Jagdip Singh, Kwanghui Lim and Simon J. Bell 5. Designing Customer-Centric Organization Structures: Toward the Fluid Marketing Organization Ju-Yeon Lee and George S. Day 6. Customer-Centric Sales Organizations Park Thaichon and Scott Weaven PART II Relational Perspectives on Customer Centricity 7. Customer-centric Marketing: What, How, and Why Do Customer Habits Matter? Denish Shah and Ayan Ghosh Dastidar 8. Designing and Effectively Managing Customer-Centric Loyalty Programs J. Andrew Petersen, Rajkumar Venkatesan and Farnoosh Khodakarami 9. Building Customer-Centric Marketing Channel Relationships: A Model of Reseller Motivation and Control David I. Gilliland and Stephen K. Kim 10. Customer Centricity and Customer Co-creation in Services: The Double-Edged Effects Chi Kin (Bennett) Yim, Kimmy Wa Chan, Caleb H. Tse, and Fine F. Leung PART III Branding and Technology Perspectives on Customer Centricity 11. Infusing Brands and Branding into Customer Centricity Kevin Lane Keller 12. Customer Centricity and the Impact of Technology P.K. Kannan and Xian Gu 13. Enhancing Customer Centricity via 3D Printing Aric Rindfleisch and Subin Im Index

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Book SynopsisCustomer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study. Providing vital insights into current theoretical and practical treatments of customer engagement, chapters engage with a broad cross-section of state-of-the-art research. Covering the importance of customer engagement in broader marketing practices, conceptual relationships, organizational performance and networks, this Handbook grapples with both conceptual and empirical research to offer insight into current and rapidly emerging research issues. Featuring a broad theoretical scope, this Handbook attends to a rapidly growing international community of researchers in customer engagement. Scholars from related fields, including management, economics and sociology will also benefit from the range of applications of customer engagement research. This book is also crucial for marketing managers looking to improve and refine marketing environments. Contributors include: T.L. Baker, S.E. Beatty, R.N. Bolton, K. Burns, B.J. Calder, J.D. Chandler, D. Chasanidou, C. Costley, D. Cox, K. de Ruyter, L. Dessart, M. Ehret, A. Fjuk, P.W. Fombelle, D. Grewal, C. Gurau, K.L. Hall, W. Hammedi, M. Hammerschmidt, B. Henkens, L.D. Hollebeek, A. Hyder, J.U. Islam, I. Jain, L.W. Johnson, K. Johnston, A. Karahasanovi , C. Kazanis, D.I. Keeling, S.J. Kim, V. Kumar, C.R. Lages, A. Lane, C. Leckie, T. LeClercq, S. Leroi-Werelds, K. Macky, E.C. Malthouse, J. Marbach, E. Maslowska, J. Napoli, D. Novikova, M. Nyadzayo, R. Ouschan, V. Pitardi, I. Poncin, N. Puccinelli, Z. Rahman, N.B. Razavi, O. Regalado-Pezúa, A.L. Roggeveen, B. Runnalls, T.P. Scholdra, E.B. Schweiger, N. Sivertstol, D.E. Sprott, S. Streukens, T. Taguchi, J. Turkington, S. Tuzovic, A. van Riel, K. Verleye, N. Vijverman, V. Viswanathan, S.D. Vivek, C.M. Voorhees, W.H. Weiger, J. WirtzTrade Review'This is an excellent compilation of perspectives and empirical insight on customer engagement from a global list of scholars. The chapters provide insight into the psychological and sociological theories underlying consumer engagement. They are relevant to both practicing managers as they design effect customer engagement marketing initiatives and academic researchers as they work to understand this new and emerging phenomenon. It is an interesting read on a topic that continues to gain importance in marketing strategy.' --Colleen M. Harmeling, Florida State University, US'In the Handbook of Research on Customer Engagement, researchers from around the globe come together to examine a variety of emerging and innovative topics on customer engagement. Cutting across issues related to marketing practice, theory development, firm performance, and networked environments, the set of collated papers will be useful not only to academics who study engagement, but also to business practitioners who aim to better engage their customers.' --Robert W. Palmatier, University of Washington, US'The Handbook of Research on Customer Engagement addresses cutting-edge customer engagement (CE) issues and offers insight into its applications across different contexts. It includes contributions from globally renowned academics in the field and as such, should not be missed by any scholar or manager wishing to better understand or leverage CE. This title comes highly recommended.' --Moira Clark, Henley Business School, University of Reading, UKTable of ContentsContents: Introduction to the Handbook of Research on Customer Engagement 1 Linda D. Hollebeek and David E. Sprott PART I CUSTOMER ENGAGEMENT AND MARKETING PRACTICE Introduction: customer engagement and marketing practice 4 V. Kumar 1 Engagement-to-value (E2V): an empirical case study 20 Debbie Isobel Keeling, Ko de Ruyter and David Cox 2 Boosting customer engagement through gamification: a customer engagement marketing approach 35 Sandra Streukens, Allard van Riel, Daria Novikova and Sara Leroi-Werelds 3 Applying design thinking to innovate, validate, and implement new digital services 55 Nj.l Sivertst.l and Annita Fjuk 4 Online reviews as customers’ dialogues with and about brands 76 Ewa Maslowska, Su Jung Kim, Edward C. Malthouse and Vijay Viswanathan 5 Engagement and technology as key enablers for a circular economy 97 Nicholas Vijverman, Bieke Henkens and Katrien Verleye PART II CUSTOMER ENGAGEMENT CONCEPTUALIZATION AND CONCEPTUAL RELATIONSHIPS Introduction: the evolution of conceptual work on customer engagement 114 Ruth N. Bolton 6 How in-store retail and service atmosphere create customer engagement 126 Elisa B. Schweiger, Anne L. Roggeveen, Dhruv Grewal and Nancy M. Puccinelli 7 Customer engagement: the role of gamification 164 Wafa Hammedi, Thomas Leclercq and Ingrid Poncin 8 Giving or receiving in social media: can content marketing simultaneously drive productive and consumptive engagement? 186 Welf H. Weiger, Maik Hammerschmidt and Thomas P. Scholdra 9 Story-based consumer engagement: a conceptual framework 204 Laurence Dessart and Valentina Pitardi 10 Personality-based consumer engagement styles: conceptualization, research propositions and implications 224 Linda D. Hollebeek, Jamid Ul Islam, Keith Macky, Takashi Taguchi, Carolyn Costley and Dale Smith 11 Practices, engagement, and service systems as a holistic perspective on technological actors 245 Jennifer Chandler PART III CUSTOMER ENGAGEMENT AND ORGANIZATIONAL PERFORMANCE Introduction: customer engagement and organizational performance: a financial perspective 259 Bobby J. Calder 12 Review of engagement drivers for an instrument to measure customer engagement marketing strategy 271 Shiri Vivek, Cynthia Kazanis and Ingita Jain 13 Positively and negatively valenced customer engagement: the constructs and their organizational consequences 291 Julia Marbach, Niloofar Borghei Razavi, Cristiana R. Lages and Linda D. Hollebeek 14 Customer engagement and organizational performance: a service-dominant logic perspective 311 Civilai Leckie, Munyaradzi W. Nyadzayo and Lester W. Johnson 15 Leveraging user-generated content: a visual case analysis of Contiki’s brand co-creation campaign 329 Robyn Ouschan, Jay Turkington and Julie Napoli 16 A web site engagement measurement for digital marketers 358 Antonio Hyder and Otto Regalado-Pez.a 17 Temporality of customer engagement in service innovation: a theoretical model 376 Amela Karahasanović, Linda D. Hollebeek, Dimitra Chasanidou and Calin Gurau PART IV CUSTOMER ENGAGEMENT AND NETWORKED ENVIRONMENTS Introduction: value creation and co-creation within networks 391 Sharon E. Beatty 18 The impact of customer engagement behaviors and majority/minority information on the use of online reviews 402 Thomas L. Baker, Paul Fombelle, Clay Voorhees, Kristina K. Lindsey Hall and Blake Runnalls 19 Sharing uncertainty across organizations: service capital and customer engagement for realizing nonownership value 423 Michael Ehret and Jochen Wirtz 20 Connections and interactions: an engagement perspective on customer networks 441 Kim A. Johnston and Anne B. Lane 21 The role of consumer engagement in recovering online service failures: an application of service-dominant logic 456 Jamid Ul Islam, Zillur Rahman and Linda D. Hollebeek 22 Conceptualizing health consumer engagement: an extended framework of resource integration, co-creation and engagement 470 Kara Burns and Sven Tuzovic Index 493

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Book SynopsisWhy are customers so damn fickle? They say one thing, do the other. They change their minds. Give you false hopes. Keep you guessing. But without them there is no business.Finding out what your customers want needn't be potluck. Do Penguins Eat Peaches? demystifies big-business market research tools, tips and tricks for you, the smaller business. With smaller budgets. Smaller teams. Those of you who want to do right by your customers but need a little help with the how.From sending smart surveys and asking quality questions to desk research and the rise of social listening, this book teaches you how to discover what your customers want.Katie Tucker is an inspirational product leader with over twelve years’ experience leading teams and delivering stand-out products and services. In 2020 she founded Product Jungle, helping hundreds of businesses understand customers better. She is also a mentor, speaker and the pen behind the popular newsletter Jungle Juice.Trade ReviewIf you run a small business, are a freelancer, need to do any sort of marketing or customer research, then you NEED this book! - LinkedInThis is a really great business book on a little discussed topic. It has an energetic prose style choc full of expertise, insights and mindset shifts. It’s a brilliant guide to creating a mutually rewarding relationship with the most important people in your business - your customers. - AmazonKatie Tucker's book is rammed with practical, unexpected ways to find out what your customers want. It's the kind of book you can turn to again and again. One for the small business book shelf! - AmazonAbsolutely loved this book. A refreshing, easy-to-understand guide to doing simple but effective market research...It’s written in an accessible (and often funny) style, and shows that you don’t need a big corporate budget or loads of time to find out what your audience really wants. Essential reading for small businesses and budding entrepreneurs. - AmazonThe book gives great tips on how to do market research – how to interview clients properly, for example – but also, crucially, what to do with the insight they give you. Honestly, I wish I’d had this book years ago. Go and buy it, I reckon you won’t regret it. - LinkedInIt's not just that this book is incredibly well written, but EVERY SINGLE PAGE has a golden nugget you can implement in your business...Katie makes what could be a dry subject really easy to understand, and provides tasks and ideas for you to start implementing straight away. - AmazonTable of ContentsList of stretch tasksPrefaceJungle JuiceForewordIntroductionWho is this book for?Democratizing skills for smaller businessesWhat is market research and why do we need it?Good enough researchHow well do you know your customers?Make small your superpowerHow to read this bookWhat you’ll learnWhy me?Chapter 1: I made the front page of The Sunday Times and failed, and seven ways market research will improve your businessYou are not your customerAssumptions kill dreamsThe sunk cost fallacyKnowing your customer is a practiceSeven ways market research will improve your businessStretch task #1Stretch task #2Chapter 2: Ego, excuses and the fear of failure: what’s holding you back?Market research excusesFear of failureEgoStretch task #3Chapter 3: The explorer’s toolkit: curiosity, empathy and courageCuriosityEmpathyCourageChapter 4: I met Alcatraz prisoner 1259, talking to customers and how to just askWhat is a customer interview?When to use customer interviews?Where to find people?Stretch task #4How to askIncentivesGetting over yourselfCreating a discussion guideDuring the interviewAfter the interviewChapter 5: The mother of all theories and there is such a thing as a stupid questionJobs to be done (JTBD) theoryWhat are your customers trying to get done?Five golden rules for asking quality questionsChapter 6: The art and science of sensemakingWhat is sensemaking?Why do we need it?When to do it?What you needHow to do itOutliersChapter 7: Stop sending shitty surveysWhat is a survey?When should you use a survey?Build surveys people fill inWork backwardsMake something happenSample sizes and response ratesWhich platforms to use?Chapter 8: Learn about customers in your pyjamas and how to win at desk researchWhat is desk research?Where to look?Keeping one eye on the competitionGet startedStretch task #5Chapter 9: Can I pick my friend’s nose? And how to be a digital spyBeing a digital spyWhere should you look?Search listening toolsScared of robots?Chapter 10: Stop asking for five-star feedbackWhat is customer feedback?Feedback formatsHow to ask for itHow to take itHow to use itTestimonials and reviewsHow to give itChapter 11: Small business testingQuick and dirty testingWhat’s your skateboard?Testing priceChapter 12: When not to listen to customersReason 1: The customer is not aligned with your business valuesStretch task #6Reason 2: When the rewards are teeny-weenyReason 3: Someone else is doing it (much) betterReason 4: You just don’t want to do itReason 5: You don’t have the bandwidthChapter 13: Three ways to make it happen and staying on the right side of the lawOption 1: The stoneOption 2: The peachOption 3: The penguinStaying on the right side of the lawWhen to hire the prosConclusionDo penguins eat peaches?Question BankThemes to explore with customersUseful linksContributor biosAcknowledgements

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Book SynopsisTaking a multidisciplinary approach, this comprehensive Handbook comprises contributions from international researchers of diverse educational and research backgrounds. Chapters present methodological issues within marketing research, sharing the researchers’ experiences of what does and does not work, as well as discussing challenges and avenues for innovation.Divided into four parts covering quantitative and qualitative research approaches, mixed-methods approaches, and critical issues regarding how research is conducted, the Handbook offers guidance for all marketing researchers. This guidance includes insights on scale development, necessary condition analysis, experimental design, visual research methods, phenomenology and mobile ethnography. Chapters also consider recent advances in marketing research methods, legal aspects of marketing research, research ethics and how a forensic science framework can be used in marketing research.Generating wider methodological debates, this Handbook will be a valuable resource for researchers and students of marketing, as well as scholars interested in research methods in the business and management field. Its practical recommendations will also be beneficial for marketing practitioners interested in research.Trade Review‘The Handbook takes an up-to-date and fresh look at a variety of topics quite relevant in business research. In particular, it not only provides updates for many traditionally covered topics, but also extends to other areas often overlooked in the past thereby expanding researchers’ methodological toolbox. The balance in topics emphasizing not just the role of quantitative methods but also qualitative and mixed methods is unique compared to other books published in the last few decades. Students and faculty will appreciate this book in a variety of methods-oriented courses. Congratulations on this useful, applied book!’ -- Joe Hair, University of South Alabama, USTable of ContentsContents: Introduction: advances in marketing research methods Robin Nunkoo, Viraiyan Teeroovengadum and Christian M. Ringle PART I QUANTITATIVE RESEARCH METHODS 1. Scale development in marketing research Noorjahan Banon Teeluckdharry, Viraiyan Teeroovengadum and Ashley Seebaluck 2. Necessary condition analysis in marketing research Jan Dul, Sven Hauff and Zsófia Tóth 3. When size does not matter: compositional data analysis in marketing research Berta Ferrer-Rosell, Eva Martin-Fuentes, Marina Vives-Mestres and Germà Coenders 4. Modern data analysis – a paradigm for robustness: lessons for marketing researchers from the machine learning literature John Williams 5. Meta-analysis: deconstructing marketing knowledge İlayda İpek and Nilay Bıçakcıoğlu-Peynirci 6. Experimental design in marketing research Sumeyra Duman 7. Partial Least Square Structural Equation Modelling (PLS-SEM) in marketing research Soujata Rughoobur-Seetah, Robin Nunkoo and Viraiyan Teeroovengadum PART II QUALITATIVE RESEARCH METHODS 8. A guide to the successful use of case study in marketing management research Edina Ajanovic and Çizel Beykan 9. Visual research methods: volunteer-employed photography (VEP) Brian Garrod and Nika Balomenou 10. Phenomenology: prospects and challenges for marketing research Mine Inanc and Metin Kozak 11. Mobile ethnography: a customer experience research method for innovation Birgit Bosio, Katharina Rainer and Marc Stickdorn PART III MIXED-METHODS RESEARCH 12. Mixed methods in agricultural marketing research: building trust amongst participants Rachel Hay 13. Multi-methods in the measurement of emotion in tourism marketing Arghavan Hadinejad, Noel Scott, Anna Kralj and Brent Moyle 14. Using a mixed methods approach to develop a scale in the context of social media attachment Shabanaz Baboo PART IV OTHER ISSUES IN MARKETING RESEARCH 15. New frontiers in marketing research methods: forensic marketing – using forensic science frameworks and methods in marketing research D. Anthony Miles 16. An examination of the legal theories and research methods relevant to marketing research Marie Valerie Uppiah and Roopanand Mahadew 17. Assessing the legal implications and parameters of marketing research Roopanand Mahadew and Marie Valerie Uppiah 18. Ethical considerations in marketing research Mridula Gungaphul and Mehraz Boolaky Index

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Book SynopsisIn a noisy, fast-paced marketing world, customer insight holds the key to creating memorable, purpose-driven marketing. This book shows precisely how customer insights can be used to build a marketing mission with purpose. Customer Insight Strategies outlines the critical role of customer insight and provides techniques and strategies that will help marketers identify trends, nurture leads and understand consumers - ultimately, empowering them to grow profits. The strategies are explained in a straightforward, jargon-free manner, and can be applied to a huge range of marketing challenges, regardless of time, budget or organizational size. Customer Insight Strategies discusses many of the core methods through which customer insight can be gleaned, providing easy-to-follow guidelines for applying them to everyday marketing practice. Covering topics such as customer segments, marketing to personas and lead generation, it contains global case studies from organizations including Cisco, NTT, Refinitiv and The Co-op as well as interviews with leading business professionals sharing their thoughts on using customer insights to grow profits. Written by a highly respected thought-leader and industry influencer, this book will help any professional create truly powerful marketing.Trade Review"Offers expert views and practical advice on how to understand the buyer so well that you can go from selling to helping today's hyper-connected and empowered customers buy." * Malin Liden, Vice President, Head of EMEA Marketing Transformation Office, SAP, Germany *"This is not only a great reminder of the need for insight, but an incredibly useful resource to remind us how to generate the right insights across key touch points." * Maria Koutsoudakis, Brand Director UK, Vodafone *"Marketing is about creating relationships that are great for the customers who experience them, great for the people who make them happen, great for the people who "sell" them, great for all stakeholders and great for the planet. If you are interested in learning how to do this, buy and use this book." * Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management *"Delighting customers is a powerful path to profitability and this book skilfully provides the playbook on both strategy and execution-the why and the how. It's a must-read for business leaders who need to translate insight into action to accelerate business growth!" * Vanessa DiMauro, Head of Community, Georgian Partners and Forbes Top 40 Digital Marketer, USA *"The internet, social media, legislation, technology and COVID-19 have all changed marketing and all of us have to change with it. Bailey takes us through each area we need to change and uses expert opinion, case studies and her own experience to lay out either a healthy update or an introduction into this interesting subject." * Tim Hughes, Author and Co-Founder and CEO, Digital Leadership Associates, UK *"The best marketing today is all about generating world-class insight and turning it into action. This is at once the most practical and the most rigorous guide to that insight-into-action process that I know of." * Hugh Wilson, Professor of Marketing, University of Warwick, WBS, UK *"The ultimate guide on how to harness and truly leverage customer insights. Christine Bailey shows the importance of being authentic, understanding the customer on a more personal level than simply as data points, and humanizing the brand by adding value through using customer insights." * Ted Rubin, CMO, Photofy, Author of Return on Relationship, Speaker, Provocateur, USA *"Christine takes us on a fascinating tour of almost every contemporary marketing technique and discipline and demonstrates the common thread of data and insight that should be at the heart of whatever we do as marketers." * Ian Truscott, Founding Editor, Rockstar CMO, UK *"The book illustrates the importance of customer insights in our modern digital world and encouraged me to leave my comfort zone and try new things." * Sandrine Wagner, Prize-winning final year marketing student, Kingston University, UK *Table of Contents Chapter - 01: An introduction to customer insights; Chapter - 02: Why customer insights matter and how you generate them; Chapter - 03: Creating a mission statement with purpose and a value proposition that matters to customers; Chapter - 04: Using insights to support a brand strategy; Chapter - 05: Using insights to create and apply customer segments and personas; Chapter - 06: Using insights for thought leadership and content marketing; Chapter - 07: Using insights for customer acquisition; Chapter - 08: Using insights to develop and retain customers; Chapter - 09: More insightful social media; Chapter - 10: Technology to help; Chapter - 11: Implications for practitioners

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Book SynopsisIn a noisy, fast-paced marketing world, customer insight holds the key to creating memorable, purpose-driven marketing. This book shows precisely how customer insights can be used to build a marketing mission with purpose. Customer Insight Strategies outlines the critical role of customer insight and provides techniques and strategies that will help marketers identify trends, nurture leads and understand consumers - ultimately, empowering them to grow profits. The strategies are explained in a straightforward, jargon-free manner, and can be applied to a huge range of marketing challenges, regardless of time, budget or organizational size. Customer Insight Strategies discusses many of the core methods through which customer insight can be gleaned, providing easy-to-follow guidelines for applying them to everyday marketing practice. Covering topics such as customer segments, marketing to personas and lead generation, it contains global case studies from organizations including Cisco, NTT, Refinitiv and The Co-op as well as interviews with leading business professionals sharing their thoughts on using customer insights to grow profits. Written by a highly respected thought-leader and industry influencer, this book will help any professional create truly powerful marketing.Trade Review"Offers expert views and practical advice on how to understand the buyer so well that you can go from selling to helping today's hyper-connected and empowered customers buy." * Malin Liden, Vice President, Head of EMEA Marketing Transformation Office, SAP, Germany *"This is not only a great reminder of the need for insight, but an incredibly useful resource to remind us how to generate the right insights across key touch points." * Maria Koutsoudakis, Brand Director UK, Vodafone *"Marketing is about creating relationships that are great for the customers who experience them, great for the people who make them happen, great for the people who "sell" them, great for all stakeholders and great for the planet. If you are interested in learning how to do this, buy and use this book." * Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management *"Delighting customers is a powerful path to profitability and this book skilfully provides the playbook on both strategy and execution-the why and the how. It's a must-read for business leaders who need to translate insight into action to accelerate business growth!" * Vanessa DiMauro, Head of Community, Georgian Partners and Forbes Top 40 Digital Marketer, USA *"The internet, social media, legislation, technology and COVID-19 have all changed marketing and all of us have to change with it. Bailey takes us through each area we need to change and uses expert opinion, case studies and her own experience to lay out either a healthy update or an introduction into this interesting subject." * Tim Hughes, Author and Co-Founder and CEO, Digital Leadership Associates, UK *"The best marketing today is all about generating world-class insight and turning it into action. This is at once the most practical and the most rigorous guide to that insight-into-action process that I know of." * Hugh Wilson, Professor of Marketing, University of Warwick, WBS, UK *"The ultimate guide on how to harness and truly leverage customer insights. Christine Bailey shows the importance of being authentic, understanding the customer on a more personal level than simply as data points, and humanizing the brand by adding value through using customer insights." * Ted Rubin, CMO, Photofy, Author of Return on Relationship, Speaker, Provocateur, USA *"Christine takes us on a fascinating tour of almost every contemporary marketing technique and discipline and demonstrates the common thread of data and insight that should be at the heart of whatever we do as marketers." * Ian Truscott, Founding Editor, Rockstar CMO, UK *"The book illustrates the importance of customer insights in our modern digital world and encouraged me to leave my comfort zone and try new things." * Sandrine Wagner, Prize-winning final year marketing student, Kingston University, UK *Table of Contents Chapter - 01: An introduction to customer insights; Chapter - 02: Why customer insights matter and how you generate them; Chapter - 03: Creating a mission statement with purpose and a value proposition that matters to customers; Chapter - 04: Using insights to support a brand strategy; Chapter - 05: Using insights to create and apply customer segments and personas; Chapter - 06: Using insights for thought leadership and content marketing; Chapter - 07: Using insights for customer acquisition; Chapter - 08: Using insights to develop and retain customers; Chapter - 09: More insightful social media; Chapter - 10: Technology to help; Chapter - 11: Implications for practitioners

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Book SynopsisNew Methods of Market Research and Analysis prepares readers for the new reality posed by big data and marketing analytics. While connecting to traditional research approaches such as surveys and focus groups, this book shows how new technologies and new analytical capabilities are rapidly changing the way marketers obtain and process their information. In particular, the prevalence of big data systems always monitoring key performance indicators, trends toward more research using observation or observation and communication together, new technologies such as mobile, apps, geo-locators, and others, as well as the deep analytics allowed by cheap data processing and storage are all covered and placed in context. Scott Erickson goes beyond the buzzwords to provide relevant explanations of the meaning and impact of both big data and analytics, placing them in context with traditional marketing research. His engaging subject matter focuses on the practical aspects of big data concepts, precisely defining and illustrating key concepts and providing illuminating real world examples. This approachable style enables marketers to understand what data scientists are doing with big data systems and analytics, giving them a taste of the capabilities of contemporary statistical software and its practical applications.This book can be used as a supplement to a traditional marketing research text or on its own. It will serve as a key reference for graduate students and advanced undergraduates in marketing research, marketing analytics, or business intelligence courses as well as marketing professionals looking to stay up to date with current trends and have them explained in a context they understand.Trade Review'This is a wonderfully well-written, highly readable, book that covers the rapidly changing and increasingly complex landscape of data-driven marketing in depth. The distance traveled from ''Mad Men-esque'' focus groups to sophisticated inferential analyses of vast data arrays is very well captured. Erickson's use of real-life, and very current, examples, to frame critical issues and explain key concepts and details is remarkable. The reader often feels as if he/she is virtual member of a marketing analytics workgroup working on problems for firms like Tesco, Bloomberg, Lego, LiveAnalytics, Amazon, and others.' --Charles R. Christian, former Director of Employee Analytics, Johnson & JohnsonTable of ContentsContents: 1. Big Data and Marketing Analytics 2. Exploratory Research Design 3. Descriptive Research Design 4. Causal Research Design 5. Other Topics in Research and Analytics 6. Analytics 1: Big Data 7. Analytics 2: Marketing Analytics 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 SynopsisIdentifying customer loyalty as a crucial success factor in contemporary marketing thinking and practice, this innovative Handbook incorporates a rich collection of perspectives on the current topics and research-driven practices in the field. Leading scholars offer an insightful reimagining of the research methods, metrics, and designs for the future of measuring and predicting customer loyalty.The Handbook recognises loyalty as a strategic asset, and analyses incentive structures such as loyalty-based learning, gamification, and automaticity to track the evolution of customer loyalty programmes. Examining the impacts of globalization and cutting-edge technologies on the customer loyalty journey, it identifies an increase in customer defection and a rapid erosion of single-brand loyalty. Forward-thinking, it concludes by reflecting on how trends like voice technology, augmented reality, and influencer marketing will shape the domain of customer loyalty in the future.Gathering together contemporary concepts, practice, measures and challenges to inform future research, this Handbook will prove an enlightening read for students and scholars of marketing, business and management, and psychology. Its illustrative case studies will also prove invaluable for practitioners in a diverse range of fields looking to future-proof and reimagine their loyalty strategies.Trade Review‘The Handbook of Research on Customer Loyalty is a must have for loyalty practitioners. This treasure chest of insights from some of the world's leading authorities in loyalty marketing combines cutting edge theoretical concepts with practical illustrations and operational know-how.’ -- Ryan Faithfull, Global Offering Manager - Know Your IBM (KYI)‘Finally a book that effectively blends academic concepts and theories, with future predictions, real life insights and case studies in loyalty marketing. I really loved the pragmatic and common sense approach which is exactly what businesses are looking for now when trying to build customer loyalty. The Handbook of Research on Customer Loyalty is a must have for any person who is operating a loyalty program or interested in the concept of customer loyalty. This is a really valuable tool carefully curating insights on relevant topics within loyalty marketing research from some of the world's leading experts. A must have!’ -- Tony Wood, Senior Partner, Mercer & Managing Director Continental Europe, Mercer Marsh Benefits, UK‘Debbie Keeling, Ko de Ruyter, and David Cox—in collaboration with 45 colleagues from around the world—bring an overview of the state of research-driven customer-loyalty practice, offer insights in research methods, metrics, and designs for measuring customer loyalty, put forward observations on programmatic approach to customer loyalty, and, finally, attempt to reimagine customer loyalty research. I especially appreciated the six chapters at the end of the Handbook, as they offer interesting avenues for future research on customer loyalty. I am confident in predicting the Handbook will be a valuable resource for scholars and practitioners alike. Kudos all around to the team behind the Handbook.’ -- Adam Lindgreen, Copenhagen Business School, Denmark and University of Pretoria, South AfricaTable of ContentsContents: 1 Introduction to the Handbook of Research on Customer Loyalty 1 Debbie I. Keeling, Ko de Ruyter and David Cox PART I PUTTING CUSTOMER LOYALTY INTO PERSPECTIVE – THE STATE OF RESEARCH-DRIVEN PRACTICE 2 A review of perspectives on customer loyalty 5 Kathy A. Keeling 3 A twenty-year review of brand and customer loyalty patents and academic literature 23 Charles V. Trappey, Amy J. C. Trappey, Annie A. S. Li and Richard Feinberg 4 The customer loyalty journey – technology enabled loyalty touchpoints 42 Mathew Chylinski and Jonas Heller 5 Customer loyalty – an international perspective 55 Aqeel Faisal A. Kadasah 6 Ethical dilemmas in terminating undesired (loyal) customers 70 Ting Yu and Michael Schwartz PART II RESEARCH METHODS, METRICS AND DESIGNS FOR CUSTOMER LOYALTY 7 Customer experience measurement: implications for customer loyalty 83 Francisco Villarroel Ordenes, David Díaz Solis and Dennis Herhausen 8 Capturing complex, dynamic customer loyalty by integrating traditional and big data analyses 95 Ce (Jacky) Mo and Ting Yu 9 Voice in customer loyalty research 107 Bitty Balducci and Detelina Marinova 10 Predictive approaches to customer loyalty: the impact of missing data on the predictability of customer loyalty models 129 Dominik M. Piehlmaier 11 Customer disloyalty: an interactive introspection 142 Maja Golf-Papez and René Moolenaar PART III PROGRAMMATIC APPROACHES TO CUSTOMER LOYALTY 12 The rewards portfolio 153 David Cox 13 Loyalty-Based Learning (LBL) in channel enablement programmes 164 Debbie I. Keeling and Ko de Ruyter 14 Play, games and gamification: possibilities for customer loyalty 173 Joey Lam, Karen Robson, Kirk Plangger, Jan Kietzmann, Ian McCarthy and Leyland Pitt 15 In search of loyalty programme soft benefits: a social capital perspective 189 David Cox 16 Nudging and marketing communications: a regulatory focus perspective 202 Ilia Protopapa and Stavros P. Kalafatis 17 Loyalty programmes: cases in points 216 David Cox 18 Habitual behaviour: design for automaticity during customer loyalty decisions 228 Dominik Mahr, Tim Hilken and Timna Bressgott 19 The journey from non-audiences to loyal audiences: a case study of a performing arts theatre 244 Yu-Chien Chang and Dirk vom Lehn PART IV REIMAGINING CUSTOMER LOYALTY RESEARCH 20 Six dilemmas for customer loyalty and sustainability 258 Fatima Wang 21 Building customer loyalty with augmented reality: current and future trends 274 Tim Hilken, Dominik Mahr and Dai-In Danny Han 22 Fostering customer loyalty using technology 291 Elisa B. Schweiger and Dhruv Grewal 23 If you post, they will follow: understanding the dynamics of the influencer marketing industry 306 Gillian Brooks and Mikołaj Piskorski 24 Role of AI in enhancing customer engagement, loyalty and loyalty programme performance 316 Choukri Menidiel, Linda D. Hollebeek, Anu Leppiman and Iivi Riivits-Arkonsuo 25 Redefining consumer relationships through voice technologies 332 Matteo Montecchi, Kirk Plangger, Anouk de Regt and Adam J. Mills Index

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Book SynopsisMachine Learning and Artificial Intelligence in Marketing and Sales explores the ideas, and the statistical and mathematical concepts, behind Artificial Intelligence (AI) and machine learning models, as applied to marketing and sales, without getting lost in the details of mathematical derivations and computer programming. Bringing together the qualitative and the technological, and avoiding a simplistic broad overview, this book equips those in the field with methods to implement machine learning and AI models within their own organisations. Bridging the "Domain Specialist - Data Scientist Gap" (DS-DS Gap) is imperative to the success of this and chapters delve into this subject from a marketing practitioner and the data scientist perspective. Rather than a context-free introduction to AI and machine learning, data scientists implementing these methods for addressing marketing and sales problems will benefit most if they are exposed to how AI and machine learning have been applied specifically in the marketing and sales contexts. Marketing and sales practitioners who want to collaborate with data scientists can be much more effective when they expand their understanding across boundaries to include machine learning and AI.Trade Review'If you're applying machine learning to marketing or sales, this book is a must-have. It uniquely blends the theory with the practice, each chapter covering a machine learning algorithm and then illustrating its use for a commercially viable scenario. Seriously, that's not something you'll find in any other book.' -- Eric Siegel, PhD, Coursera Instructor of Machine Learning for Everyone, Founder of Deep Learning World, Host of The Dr Data Show, and Executive Editor of The Machine Learning Times'Machine Learning and Artificial Intelligence in Marketing and Sales: Essential Reference for Practitioners and Data Scientists strikes a, difficult to achieve, balance between providing sufficient information on commonly used but complex machine learning and AI tools, and yet keeping the book accessible and applicable to business practitioners with technical orientation. This is a great introduction book for those who wish to know not only about machine learning and AI, but also what it really is, and how to apply it in marketing and sales settings.' -- Oded Netzer, Professor of Business, Columbia University'For readers well-versed in the Support Vector Machine, artificial neural nets, and deep learning, the book will be immediately useful. For readers new to these topics, the authors' accessible style lowers entry barriers. The book is required reading for managers, analysts, professors, and consultants involved in marketing and sales.' -- David J. Curry, Professor of Marketing, University of Cincinnati'Syam and Kaul's book is a comprehensive treatise on data science of marketing, a rich and deeply informative dive into the next generation of marketing analytics solutions. The work comprehensively integrates the theoretical concepts of Machine Learning with practical applications of marketing, making it essential for either ML Engineers solving marketing problems or marketing analysts looking to get a rigorous treatment of the nascent science.' -- Alex Vayner, Data science and AI expert, Partner, PA Consulting'The authors have skillfully tailored the content to a wide audience. I found this book as a solid reference guide for students and a reference for data science practitioners alike. While the book covers the most important Machine Learning topics in lucid detail, it also provides insightful executive summaries, and, most importantly, showcases applications of each model in the practical world of Sales and Marketing. I will wholeheartedly recommend this book to anyone interested in learning Machine Learning and Artificial Intelligence.' -- Sunish Mittal, Vice President, Data and Analytics, AramarkTable of ContentsChapter 1. Training and Performance AssessmentChapter 2. Neural Networks Chapter 3. Overfitting and Regulation Chapter 4. Support Vector Machines Chapter 5. Random Forest, Bagging and Boosting of Decision Trees

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Book SynopsisDespite the increased research interest in tourism in Asia, most research has focused on the key destinations (China, Macau, Hong Kong, Thailand), while neglecting other destinations which are less well explored. Little is known about the marketing efforts and practices, along with the successes and challenges, countries in the East and Southeast Asia have been experiencing. This book aims to address this oversight by exploring the marketing approaches, techniques and tools used by various countries in the region both collectively and individually to manage their tourism offerings and position them in the global tourism market: China, Hong Kong, Indonesia, Japan, Korea, Macau, Mongolia, Myanmar, Vietnam.It offers a contemporary and insightful look at the various case studies in East and Southeast Asia using inter-disciplinary perspectives and a range of methodological approaches and tools. The book: Provides case studies developed by tourism researchers who are experts in their researched context countries; Focuses on several countries at different stage of development; Explores specific marketing strategies in East and Southeast Asian destinations, considering global trends and forces to fully understand the marketing environment.The book will be of interest to tourism marketing researchers, practitioners, academics, undergraduate and postgraduate students who will find these insightful contemporary case studies useful in the classroom.

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Book SynopsisThe future of Africa and the whole globe is dependent on sustainable agribusiness management. This book offers insights to a wide range of agricultural marketing and agribusiness management practices with a focus on sustainability. It is designed to provide academics and graduate students in business studies with a comprehensive treatment of the nature of agricultural marketing and agribusiness management, as well as sustainability transitions and related practices in certain regions of the world (particularly in Africa). The text also serves as an invaluable resource for agricultural marketing practitioners requiring more than anecdotal evidence on the structure and operation of agricultural marketing and agribusiness management, as well as sustainability in different organisations and geographical areas. It allows the reader to compare and contrast agricultural marketing and agribusiness management, as well as sustainability practices across different research methodologies and settings. The book provides a unique mix of theory, reviews, primary research findings and case studies.

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Book SynopsisClean Language Interviewing is a landmark publication that defines the field for this important practice; it is essential reading for all researchers who seek to obtain data that are faithful to the experience of the interviewee. Clean language interviewing aims to improve the ability of academic and applied researchers to minimise the introduction of the interviewer’s own assumptions, to avoid ‘leading’ questions and instead to ask ‘clean’ questions. Heather Cairns-Lee, James Lawley and Paul Tosey present a state-of-the-art review of the principles and practice of clean language interviewing to make this rigorous and innovative method accessible. Using real application examples, a global group of contributors analyse the use of clean language interviewing in multiple settings including business, education, and healthcare.Trade ReviewThis accessible clearly written edited volume details and explains the principles, methods, and application of clean language interviewing. It offers both a detailed understanding of the method and its applications across a wide range of research settings. Theoretically grounded and practically relevant this book should be essential for all those using interviews in their research and practice. -- Mark NK Saunders, Professor of Business Research Methods, University of Birmingham Business School, UK.Being able to conduct interviews as effectively as possible is a vital skill in ‘the interview society’. This accessible and ground-breaking book supports practitioners and academics to minimise their assumptions to produce authentic data from interviewees when it is important to do so. -- Tawfik Jelassi, Professor of Strategy and Technology Management at IMD, Switzerland.If you are a qualitative researcher, or curious about how to conduct interviews in a variety of contexts, you will be intrigued by this book. Starting with an introduction to the epistemological foundations of clean language, each chapter examines how clean language principles can help interviewers gain deep insights into individuals’ experiences. Even if you are an experienced interviewer or researcher, you will find yourself returning to this book to learn more about how clean language can help you approach interviews in a qualitatively distinct way. -- Carole Elliott, Professor of Organisation Studies, Sheffield University Management School, UK.This book reminds us that the most useful data for a variety of purposes including research, diagnosis or evaluation are, as much as possible, untainted by external categories and schemas. What sociologists call first order perceptions can be accessed through the clean language interviewing approach described here. Interventions or other types of initiatives based on such an approach are more likely to hit the mark since they are informed by valid data and understandings. -- Loizos Heracleous Professor of Strategy and Organisation, Warwick Business School, UK.Asking good questions is an art which we should never take for granted. This thought-provoking book helps us develop our skills by inviting us to understand the experiences of others in their words, without judgment. A must read for any researcher or practitioner. -- Professor Almuth McDowall, Assistant Dean, Department of Organisational Psychology, Birbeck University of London, UK.When reading my post graduate students’ transcripts of their qualitative research semi-structured interviews, I noticed that they paraphrase the participants’ words into their own. This bothered me and when Prof. Heather Cairns-Lee introduced me to “Clean Language” interviewing, I was delighted. This book comes for me at an opportune time as it offers a solution to the problem I identified in the credibility of our qualitative research. We realise that qualitative research studies rarely found space in our high level journals in Management and Leadership studies, unless, as a colleague of mine described it – the methodology and findings “are glowing in the dark”. I think that this book on “Clean Language” would offer us as qualitative researchers practical guidelines on securing a home for our research output in highly respected journals. As an executive coach, I was struck by the enormous potential of this work on “Clean Language” to augment our coaching mindset on non-directive facilitation of growth of our clients. Prof. Heather Cairns-Lee’s work on metaphors to crystalise leadership identity, using clean language, offers “how to” practical guidelines for executive coaches and I am inspired to use it in my work, and confident that other coaches would find it useful too. Congratulations on the publication of this relevant and rigorous work on “Clean Language”. We are grateful for your contribution to enhance the credibility of our qualitative research and coaching practice. -- Professor Caren Brenda Scheepers, Gordon Institute of Business Science, University of Pretoria, South Africa.If you gather information through interviews, put this book on your must-read list. Packed with insights from a collaboration of top experts around the world, this text is a treasure of guidance to improve the competency for cleaning the interview of the interviewer’s assumptions, frames, and worldviews. Thanks to these authors, my clean interviewing competency increased in a range of academic and organization practice interview applications including exemplar modelling, evaluation, recruitment, specification, and phenomenological interviews. -- Pamela Ey, Adjunct Professor at McColl School of Business at Queens University in Charlotte, North Carolina, USA.Gathering insight from people and not only data is essential to understanding the business performance. Yet the way that questions are framed is often highly leading, which constrains the ability to gather insight. This book on clean language interviewing describes the principles and practices of asking questions with minimal assumptions that can support business leaders to gain relevant information. -- Natasha Sandoval, Senior Vice President Marketing, Scandit, Switzerland.Lots of professionals think they avoid leading questions when wanting to uncover people's actual knowledge, thoughts and feelings. Clean Language Interviewing is a game-changer because it spells out why you might be mistaken about the quality of your questioning, and how you might be unintentionally skewing the information you gather. It demonstrates how to upgrade your approach so that the decisions you make are based on a much stronger foundation. Essential reading for anyone who gathers information through conversations. -- Judy Rees, Partner Rees McCann, UK.Clean Language Interviewing is a learnable skill that can help with truly listening such that people feel heard, and establishing authentic connection. There is no better predictor of outcome in therapy than the relationship between the therapist and client – using Clean Language interviewing can help establish this critical connection. In the world of safety, where incident investigations tend to mimic courtrooms (without the necessary checks and balances), Clean Language can begin to make a real difference – changing the way data is collected. If interviews can be done using Clean Language in an investigation process, we have a game changer – we will learn far more than we ever have about how work is actually done, because we will truly listen and be aware of how our presence as an interviewer can influence the outcome of the interview. I feel this is the way forward – there is a massive move towards authenticity and genuine connection that Clean Language interviewing can support. -- Tanya Hewett, Ph.D. Owner of Beyond Safety Compliance, USA.Clean Language Interviewing offers a unique, powerful, and insightful method of conducting interviews that keeps your stuff out and gathers their stuff in. This is the most useful and available training for investigatory interviewing I have come across in my career. -- Dick Swanson President at Performance Management Initiatives Inc., USA.I see a growing usefulness of Clean Language Interviewing in the business world, especially as leadership practices evolve for the digital age. We introduced Clean Language into our company two years ago to increase collaboration. Then we saw its benefits in detecting and managing conflicts. Now, we are taking the next step in the use of Clean Language Interviewing: uncovering hidden assumptions. Without bringing out hidden assumptions into the open, we are missing out on "people-data" important to assure project success. -- Shail Jai, Chief Executive Officer & Cofounder, Farragut Inc., USA.Table of ContentsPART 1 Chapter 1. An introduction to clean language interviewing for research; Paul Tosey, Heather Cairns-Lee, and James Lawley Chapter 2. Eliciting interview data cleanly through minimising leading questions; Heather Cairns-Lee, James Lawley, and Paul Tosey Chapter 3. Metaphor, clean language and qualitative research; Jan Nehyba Chapter 4. Enhancing clean language interviewing with modelling; James Lawley PART 2 Chapter 5. Exploring experiences of work-life balance: a pilot study of clean language as an interview method; Margaret Meyer, Wendy Sullivan, Paul Tosey, and James Lawley Chapter 6. Drawing lessons learned from mental models of leadership; Heather Cairns-Lee Chapter 7. The potential of clean language interviewing for journalists; Jacqueline Ann Surin Chapter 8. Using clean language interviewing to explore the lived experience of neurodifferent job applicants; Nancy Doyle and Uzma Waseem Chapter 9. Making the unspoken visible through clean language: interviews with families facing encephalopathy in their child; Tania Korsak Chapter 10. Modelling excellence: using clean language interviewing to research exceptional performance; Lynne Cooper Chapter 11. Coding-in-the-moment and other hidden skills of clean language interviewing; Caitlin Walker and Marian Way Chapter 12. Facilitating change in organisations: applying clean language interviewing through action research; Maaike Nooitgedagt and Wendy Nieuwland Chapter 13. Clean neutrality in conflict; Martin Snoddon Chapter 14. Clean interviewing in management systems auditing; Yuji Yamagami and James Ramirez Chapter 15. Adding value and insight: applying clean language interviewing to market research; Wendy Sullivan and Di Tunney Chapter 16. Interviewing for cause: when interviewing is about life and death; Sharon Small PART 3 Chapter 17. And, whereabouts is clean language interviewing now?; Paul Tosey, Heather Cairns-Lee, and James Lawley

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Book SynopsisIt's only natural to ask people what they think of your ideas. After all, you can't launch, create or do something of value if you're not interested in the opinions of your intended audience. Trouble is, the asking doesn't always help. Learning the lessons from a lifetime of listening, Jon Cohen reveals why you can't trust what people say and explains why their answers will often lead you astray. Drawing on an extraordinary array of entertaining and inspiring examples, Jon demonstrates how to ask better, listen harder and get closer to the truth. This book will transform your ability to understand your customers, enabling you to develop more imaginative ideas, braver public policy and more compelling marketing communications. Asking for Trouble is your indispensable guide to asking people what they think.Trade ReviewThis book is going to be a big hit!; Enjoyable and provocative; A tremendous book; I came away from it feeling like I do when I have looked at a really high-end cookbook from someone like Ottolenghi: I'm glad I've read it and understand the complexity of the food. I'm even more glad he has restaurants so I don't have to try and do this myself!; An incredibly usable field-guide that is also wonderfully readable and intellectually stimulating. Quite a coup!; I enjoyed every moment of it.

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Book SynopsisRetail Futures presents a comprehensive collection of new theory, original empirical evidence, and applied case studies synthesizing the emerging contributions in innovation and technology management for the retailing sector. Eleonora Pantano presents readers with an accessible and wide ranging collection of chapters aimed at clearly identifying the challenges retailers have to face in response to innovative new practices, while suggesting how the sector can respond to the technological developments. The book analyses theories, frameworks and guidelines for successfully managing innovation in retailing, empirical research on retailers and consumer behavior when facing innovation in retail settings, ethical considerations and privacy issues, and case studies of retailers and innovation. Retail Futures is primarily aimed at academic researchers studying retailing (including internet and e- retailing), as well as upper level students who want to understand this phenomenon. In addition, the book is useful for practitioners who are experiencing the dramatic effects of new and smart technologies on their retail strategies. This work provides a strong collection of theories, empirical evidence, and case study applications synthesizing the emerging studies on the innovation and technology management for retailing in an accessible way.Table of ContentsChapter 1. How innovative technology serves the retailer: a store sales cycle model; Tibert Verhagen and Jesse Weltevreden. Chapter 2. The rise of robots in retailing: literature review on success factors and pitfalls; Laurens De Gauquier, Malaika Brengman, and Kim Willens. Chapter 3. Technological diversification in retail agglomerations: case studies along the marketing mix; Amela Dizdarevic, Heiner Evanschitzky, Christof Brackhaus. Chapter 4. Digital Signage in the Store Atmosphere: Balancing Gains and Pains; Stefanie van de Sanden, Kim Willems, Ingrid Poncin, and Malaika Brengman. Chapter 5. Technology-infused organizational frontlines: When (not) to use chatbots in retailing to promote customer engagement; Mathieu Lajante and Marzia Del Prete. Chapter 6. Dealing with fake reviews in retailing; Scott Dacko, Rainer Schmidt, Michael Mohring and Barbara Keller. Chapter 7. Towards omnichannel retail management: evidences from practice; Monica Grosso and Sandro Castaldo Chapter 8. Slaves to the algorithm: a discussion of the on-line shopping behavior of minors; Alun Epps. Chapter 9. Transforming the e-retailing experience: towards a framework for the socialization of the virtual dressing room; Vanissa Wanick and Eirini Bazaki Chapter 10. Smart consumers and decision making process; Costantinos-Vasilios Priporas Chapter 11. The dark side of artificial intelligence in retail services innovation; Ali B. Mahmoud, Shehnaz Tehseen and Leonora Fuxman Chapter 12. Retailing and the ethical challenges and dilemmas behind artificial intelligence; Andreas Kaplan. Chapter 13. Do I lose my privacy for a better service? Investigating the interplay between big data analytics and privacy loss from young consumers' perspective; Virginia Vannucci and Eleonora Pantano

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Book SynopsisIn Mastering Market Analytics, Robert Kozielski presents various measurement systems and marketing metrics, along with common mistakes made by organizations and managers in the process of measuring business activities, and illustrates how to avoid these mistakes. The new turbulent business environment has resulted in the decrease in effectiveness and efficiency of marketing activities, resulting in 50% of campaigns in social media remaining unnoticed by the public in 2016 alone. Response rates on emailing campaigns have dropped, one dollar invested in TV advertising generates only .32 cents of return, which all leaves the question of whether these activities are still effective in the contemporary world. What does effective marketing actually mean and which areas can be measured while assessing organizational effectiveness? Do sales and marketing benefit only the company or do they also generate value for customers? With over twenty years of experience in world markets, Kozielski takes lessons and case studies from Eastern Europe to delve into 76 indicators, divided into four groups: sales, distribution, marketing communication, and ecommerce and social media, exploring from both the strategic and operational points of view. Linking applicable descriptions of the metrics with systems of measurement for these marketing activities and results, Kozielski’s work is of interest to marketing scholars and MBA students.Trade ReviewBusiness researchers search for a new identity and role for marketing in today's chaotic business world by providing tools to enable companies to create a competitive advantage through organizational market learning; improving the effectiveness of operations; and measuring the value of generated intangible assets, in particular those created through marketing activities. They cover measuring market strategy results, sales and distribution management metrics, marketing communications ratios, and electronic commerce and social media indicators. -- Annotation ©2018 * (protoview.com) *Table of ContentsIntroduction; Robert Kozielski Chapter 1. Why, How, What; Robert Kozielski Chapter 2. Measuring Market Strategy Results; Robert Kozielski, Michał Dziekoński, Jacek Pogorzelski, Grzegorz Urbanek Chapter 3. Sales and Distribution Management Metrics; Robert Kozielski, Michał Dziekoński, Michał Medowski, Marcin Ostachowski, Jacek Pogorzelski Chapter 4. Marketing Communication Ratios; Robert Kozielski, Michał Dziekoński, Jacek Pogorzelski Chapter 5. E-Commerce and Social Media Indicators; Robert Kozielski, Artur Maciorowski, Grzegorz Mazurek, Anna Miotk

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Book SynopsisIn light of a history of legislative actions in the United States to encourage collaborative R&D, this book characterizes U.S. collaborative R&D through the eyes of the National Research Joint Venture Database. Facilitating a fresh statistical look at collaborative R&D as a purposive strategy in the light of existing public policies, this book also provides a critical evaluation of the effectiveness of those attendant policies. Through an original project-based micro database, the author reveals the patterns of competitive behavior associated with collaborative R&D. Accompanied by follow-up statistical and econometric analyses, readers are not only confronted with what might be the most complete picture of U.S. collaborative R&D to date, but they are also provided with key indications of the effectiveness of U.S. legislative actions which is set to inspire further collaborations in research.Table of ContentsChapter 1. Introduction. Chapter 2. Research Joint Ventures: Theory and Evidence. Chapter 3. National Research Joint Venture Database. Chapter 4. An Assessment of the National Cooperative Research Act. Chapter 5. Characteristics of RJVs. Chapter 6. Research Patterns among RJVs. Chapter 7. Was the National Cooperative Research Act of 1984 Successful? Chapter 8. Concluding Remarks.

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Book SynopsisWe are living in a new machine age offering unique opportunities, particularly for generating customer insights, which is radically transforming the way business value is created. Across industries, players are affected by the pace of progress of machine learning tools, novel technologies, and the abundance of data. These developments require mastering new capabilities. The Machine Age of Customer Insight explains the transformation of customer insights and demonstrates the growing impact of machine learning. Thought leaders from renowned universities in the US and Europe as well as from different industries provide a comprehensive overview. Addressing both academics and practitioners, they discuss the transformation, cutting edge tools, and success factors to thrive in the new age. The book shows how machine learning helps to understand customers better and faster. It supports everyone who considers the machine age a great opportunity to gain a competitive advantage by transforming customer insights into business value.Table of ContentsIntroduction; Martin Einhorn, Michael Löffler, Emanuel de Bellis, Andreas Herrmann, and Pia BurghartzChapter 1. Transformation of Customer Insights; Martin Einhorn and Michael Löffler Chapter 2. Intelligent Applications in the Modern Sales Organization; Gilberto Picareta, Martin Kloehn, and Eugenie Weissheim Chapter 3. Voice and Facial Coding in Market Research; Niels Neudecker, Deepak Varma, David Wright, and Robert Powell Chapter 4. Machine-Driven Content Marketing; Javiera M. Guedes, Akinbami Akinwale, and María Requemán Fontecha Chapter 5. Leveraging Customer Insights with 5G; Marco Ottawa Chapter 6. Overview of Machine Learning Tools; Brett Lantz Chapter 7. Neural Networks and Deep Learning; Hongming Wang, Ryszard Czerminski, and Andrew C. Jamieson Chapter 8. Classification Using Decision Tree Ensembles; Jochen Hartmann Chapter 9. Text Analytics and Natural Language Processing; Ted Kwartler Chapter 10. A Step-By-Step Guide for Data Scraping; Reto Hofstetter Chapter 11. Data Privacy: A Driver for a Competitive Advantage; Timo Jakobi, Max von Grafenstein, and Thomas Schildhauer Chapter 12. Data Collection: Welcome to the Experience Economy; David Mingle Chapter 13. Data Growth: Generating Business Value with Cloud Services; Gerrit Kazmaier Chapter 14. Data Competitions: Crowdsourcing With Data Science Platforms; Jenny Lena Zimmermann Chapter 15. Data Processing: Kontosensor as an Application of Predictive Analytics; Raimund Blache, Lars Fetzer, René Michel, and Tobias von Martens Chapter 16. Data Visualization: The Power of Storytelling; Ted Frank

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Book SynopsisBringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders. Chapters contribute to clarifying the ontological and epistemological assumptions underlying brand co-creation, gaining deeper insights into the co-creation of intangible and tangible brand assets, as well as uncovering the ethical implications of brand co-creation. The impressive selection of contributors also foreshadow and critically reflect on possible future developments related to brand co-creation, and illustrate practical applications in the form of case studies. In an ever more interconnected business environment, this timely Research Handbook will be an ideal read for students studying courses related to branding, marketing, innovation and business ethics. It will also be welcomed by scholars conducting research in these fields, as well as practitioners and managers implementing co-creation strategies.Trade Review‘Brand co-creation is an idea that has arrived and the compilation of insights and ideas from leading academics offers a welcome and stimulating perspective.’ -- David Aaker, author of Owning Game-Changing Subcategories‘The processual view on branding is strongly reinforced by this impressive collection of chapters on branding as co-creation – a splendid, international group of authors bring forth a plethora of perspectives that is bound to enrich future discussions and research on brands and branding.’ -- Søren Askegaard, University of Southern Denmark, Denmark‘I fully recommend this Research Handbook to anyone interested in branding and co-creation. The editors have assembled some of the finest thinkers from a diverse range of theoretical perspectives to explore how brand meaning is co-created between marketers, employees, customers, influencers, communities, and other stakeholders, across a range of industry and national contexts.’ -- Michael Beverland, University of Sussex Business School, UK‘Brands aren’t created any more. They’re co-created by a combination of contributing consumers, curating corporations, and a constellation of complementary collaborators. Chock-a-block with challenging ideas, this co-created book contains everything you need to know about brand co-creation.’ -- Stephen Brown, Ulster University, UK‘Creating brands in the boardroom without any collaborative input from customers and other key stakeholders is becoming increasingly passé. This Research Handbook provides an excellent collection of papers that represent the latest evidence-based thinking on brand co-creation, combined with best practice cases for brand co-creation’s successful implementation. No doubt, this is a must read for brand researchers and managers alike!’ -- George Christodoulides, American University of Sharjah, United Arab Emirates‘A really comprehensive Research Handbook providing an authoritative critical reflection and in-depth analysis on brand co-creation and its ethical implications. This topic is of great importance in the digital age where companies and customers are strongly connected and are part of a larger digital ecosystem.’ -- Margherita Pagani, SKEMA Business School, France‘The modern consumer increasingly feels a greater connection to the brand than that of just being the passive customer. This learned work on brand co-creation examines this phenomenon from multiple angles. I am pleased that the work investigates not just traditional f.m.c.g products as brands but also personalities and ideas as branded entities. In addition, all branding is not positive and the text takes us to the darker side of branding as a reminder that the study of brands is not unambiguous.’ -- Stuart Roper, University of Huddersfield, UK‘A timely addition to a growing research field that is shaping the future of consumption and brand practices. The Research Handbook on Brand Co-Creation will be equally valuable to scholars looking for a comprehensive starting point in a fragmented field, and to advanced scholars looking to deepen their understanding of current research trends in the co-creation literature. The Handbook critically discusses co-creation from complementary perspectives, from epistemological aspects to ethical ones. A remarkable tour de force, the Handbook gathers cutting-edge insights from an international team of authors shaping current co-creation research.’ -- Benjamin G. Voyer, ESCP Business School, UKTable of ContentsContents: Preface xxiv PART I THE ONTOLOGY AND EPISTEMOLOGY OF BRAND CO-CREATION 1 A conceptual analysis of labels referring to brand co-creation 2 Jaana Tähtinen and Kati Suomi 2 Establishing the boundaries of brand co-creation 32 Catherine da Silveira and Cláudia Simões 3 Brands as co-creational lived experience ecosystems: an integrative theoretical framework of interactional creation 47 Venkat Ramaswamy and Kerimcan Ozcan 4 Reassessing brand co-creation: towards a critical performativity approach 65 Andrea Lucarelli, Cecilia Cassinger and Jacob Östberg PART II CO-CREATION OF INTANGIBLE BRAND ASSETS 5 Co-creation of intangible brand assets: an integrative S-D logic/organic view of brand-based conceptual framework 80 Victor Saha, Venkatesh Mani, Praveen Goyal and Linda D. Hollebeek 6 Co-creation or co-destruction? Value-based brand formation 90 Andrea Hemetsberger, Maria Kreuzer and Hans Mühlbacher 7 Dealing with discrepancies of a brand in change: recomposition of value and meanings in the network 105 Anu Norrgrann and Saila Saraniemi 8 The role of brand-facing actors in shaping institutions through brand meaning co-creation 122 Kieran D. Tierney, Ingo O. Karpen and Kate Westberg 9 Co-creation of multi-sensory brand experiences: a manufacturer perspective 138 Clarinda Rodrigues, Andreas Aldogan Eklund, Adele Berndt and Susanne Sandberg 10 B2B branding in global commodity networks: a cultural branding analysis of a Danish company going global 153 Christian Dam and Dannie Kjeldgaard PART III CO-CREATION OF BRAND OFFERINGS 11 Freedom and control in brand co-creation communities 167 Nicholas Ind and Oriol Iglesias 12 Exploring the brand co-creation–brand performance linkage and the roles of innovation and firm age: resource-based and dynamic capabilities views 177 Ahmed Rageh Ismail 13 Toward a co-creation approach to nation branding: an integrative framework 198 Mai T. Pham and Roderick J. Brodie 14 The dark side of brand co-creation: a psychological ownership perspective 218 Fabian Bartsch and Bart Claus PART IV ETHICAL IMPLICATIONS OF BRAND CO-CREATION 15 The universal moral standards and the ethics of co-creation 241 Sumire Stanislawski 16 Co-creation of conscientious corporate brands – facilitating societal change towards sustainability: a structured literature analysis 256 Christine Vallaster and Philip Lechner 17 Organizational citizenship behaviour principles: a guide for employees and customers in the brand value co-creation journey 274 Maja Arslanagić-Kalajdžić and Vesna Babić-Hodović 18 “We look within... So we can look up” – towards a nonviolent ethics of human brand co-creation 291 Monica Porzionato and Cecilia Cassinger 19 The ethics of conspicuous virtue signaling: when brand co-creation on social media turns negative 303 Ulf Aagerup PART V CRITICAL REFLECTIONS ON THE FUTURE OF BRAND CO-CREATION 20 Brand co-creation and degrowth: merging the odd couple 317 Feyza Ağlargöz 21 Brand co-creation management in the light of the social-materiality approach 337 Géraldine Michel and Valérie Zeitoun 22 Violent brands: from neoliberal vessels to far-right fantasies 348 Sofia Ulver PART VI CASE STUDIES ON BRAND CO-CREATION 23 Alternative methods to study affective information processing in brand co-creation 359 Monika Koller and Peter Walla 24 Prolonging the shared project value of surplus co-creation 367 Yun Mi Antorini and Gry Høngsmark Knudsen 25 The iconization of Greta Thunberg: the role of myths in co-creating a person brand 374 Teresa Brugger and Verena E. Wieser 26 Finding new product ideas at Eisenbeiss: integrating non-frontline employees into co-creation processes 381 Oliver Koll 27 Turning lead into gold: from weighty consumer feedback to co-creation 387 Peter Espersen Closing remarks 393 Index 394

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Book SynopsisOffering a critical approach to youth marketing, this comprehensive book provides a framework to better understand the mechanisms that shape youth consumption cultures and behaviours. The ideas investigated include how to advertise to digital natives, how to engage young customers, and why digital natives adopt or reject brands. Youth Marketing to Digital Natives introduces a youth consumption culture perspective that captures the paradoxical and emotion-driven behaviours of young consumers while offering insight into the impact of social media, advertising and age segmentation. Wided Batat explores concepts such as fun culture, youth identity fragmentation, juxtaposition and virtual consumption, as well as examples of companies and brands that target the youth market. Providing the reader with new market research tools to study digital natives, this book will be a welcome companion for students and researchers with an interest in marketing and consumer research. This will also be an interesting read for businesses and scholars looking to develop their knowledge of youth consumption culture and digital natives.Trade Review‘Based on solid original research, Dr. Batat has crafted a must-read for anyone who must understand pre-teens and teenagers. Her results point to a new approach for marketing, whether promoting products or healthy choices, a new approach that takes into account the sometimes-rapid changes that young people go through. Practical and thorough, with clear recommendations and case studies.’ -- Jeff Tanner, Old Dominion University, USTable of ContentsContents: Introduction to Youth Marketing to Digital Natives 1. Why youth culture beats age segmentation when it comes to marketing to young consumers 2. From age segmentation to “segmenculture”: introducing a new segmentation method based on the youth culture criterion 3. How do youth become consumers? Exploring consumer socialization from childhood to youthhood 4. Are digital natives competent or vulnerable consumers? A challenge for brands targeting the youth market 5. Consumption, brands, co-creation, and empowerment in youth cultures: how can businesses capture the creative potential of digital natives? 6. Digital natives and social media use in youth cultures: what should brands know about blogging? 7. Advertising to digital natives: a hybrid and disruptive way to communicate 8. How are brands designing attractive customer experiences to connect with digital natives? 9. How to study youth consumption cultures: towards immersive market research tools 10. Are digital natives eco-friendly consumers? Conclusion

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Book SynopsisIn this re-published book The Insight Discipline: Crafting New Marketplace Understanding That Makes a Difference, Liam Fahey details the analysis methods and modes of deliberations required to overcome data challenges and create an insight-driven culture. He lays out the business case for why leaders must emphasize the goal of attaining new insight if they want to gain maximum value from analysis. The Insight Discipline provides you with a comprehensive guide to what it takes to craft marketplace insight that extends beyond the typical analysis findings. Plus, you’ll see how to use new insight to influence thinking, decisions and action at any organizational level. This book forms part of the American Marketing Association (AMA) Leadership series: 7 Big Problems of Marketing.Trade Review'Marketing is rich in data but poor in insight. Liam Fahey does a remarkable job of systemizing how to gain marketing insights, tease out their implications, and use them to drive your decision making.' -- Philip Kotler, Kellogg School of Management, Northwestern University'The Insight Discipline provides the rationale for why insight needs to be the focus of any form of marketplace analysis, clear conceptualization of what insight is (and is not), a roadmap for how to generate insight, and how to connect it to decision making.' -- Jody Holtzman, Senior Managing Partner, Longevity Venture Advisors LLC'Liam Fahey does a great job advancing the case for evolving an analysis-focused approach to executive support to an insights-based organizational capability that underpins decision making and impacts business outcomes.' -- Adrienne Jonnson, VP Competitive Intelligence, JP Morgan Chase & Co'Marketplace change continually generates opportunities and risks. Yet most organizations flounder in their analysis of change; they generate reams of outputs but not insight. Liam Fahey's The Insight Discipline is required reading for those who want to establish and maintain an insight culture - marketplace analysis that makes a difference to winning customers and outperforming rivals.' -- Dave Miller, VP Strategy Jabil Corporation'A masterwork that addresses what it takes win in any market context– leadership in developing "marketplace insight." Fahey pulls from many years of research and practice to develop a concrete, how-to-do framework for dealing with one of the most misunderstood – yet valuable – concepts in business: "Understanding that Makes a Difference: Insight." For any manager, marketer or business leader dealing with today’s deluge of data, and wondering just what to do with it, this book is a "must read".' -- Ralph A. Oliva, Professor of Marketing Director, Institute for the Study of Business Markets Pennsylvania State University'Truly actionable marketplace insight is important for business even in the best of times. Now more than ever insight is critical for organizations seeking to navigate increasingly complicated marketplaces, beset by technological change, globalization/deglobalization, and now COVID-19. In The Insight Discipline, Liam Fahey lays out a clear and compelling roadmap for organizations determined to become more systematically insightful in their marketing operations.' -- T E Clifton III, CEO Eastport Analytics'The Insight Discipline is a rich gold mine, not merely for practicing foresight, but for developing agile mental models necessary for success in rapidly changing and continuously disruptive global markets. Liam Fahey takes the reader from insight and analysis frameworks to the knottier questions of insight implications, such as: What do we do with these insights? Who leads? What do we start working on come Monday? It's all here, in meticulously well-organized and highly readable prose.' -- Peter Kennedy, Managing Principal, Futures Strategy Group'Liam Fahey nails it. He addresses a timeless problem, how to transform data into insight, with a simple and executable framework. He does not just define the problem – he gives you a playbook on how to solve it.' -- Mike McCalley, VP Strategy and Marketing, CECO Environmental CorporationTable of ContentsChapter 1: The Insight DisciplineChapter 2: The 4I Diamond Framework Chapter 3: Structuring: Preparing for Insight Work Chapter 4: Sniffing: Deriving Preliminary Inferences Chapter 5: Shaping: Crafting Change Insight Chapter 6: Stipulating: Vouching and Validating Change Insight Chapter 7: Implication Insights: The Segue to Business Implications Chapter 8: Business Implications: Thinking, Decisions, Action Chapter 9: Insight Work: The Influence of Emotions Chapter 10: An Insight Culture: The Role of Leaders

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Book SynopsisFast track route to mastering market research Covers key market research techniques, from asking the right questions and using statistics to analysing data and acting on the information Examples and lessons from benchmark companies in publishing, consumer goods, brewing and others Includes a glossary of key concepts and a comprehensive resources guide ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world's smartest thinkers. ExpressExec is organised into ten core subject areas making it easy to find the information you need: 01 Innovation 02 Enterprise 03 Strategy 04 Marketing 05 Finance 06 Operations and Technology 07 Organizations 08 Leading 09 People 10 Life and Work ExpressExec is a perfect learning solution for people who need to master the latest business thinking and practice quickly.Table of ContentsIntroduction to Express Exec Introduction What Is Market Research? The Evolution of Market Research The E-Dimension The Global Dimension The State of the Art In Practice Key Concepts and Thinkers Resources Ten Steps to Making Market Research Work Frequently Asked Questions (FAQs) Acknowledgements Index

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Book SynopsisThis major reference book provides an authoritative analysis and survey of consumer research and economic psychology. It provides an international, in-depth overview of the present state of knowledge and theory which will be indispensable to students, researchers and practitioners.The Companion presents over 100 specially commissioned entries on important topics in consumer research and economic psychology from behaviourism and brand loyalty to trust and the psychology of tourism. Leading scholars in the fields provide stimulating insights into the area as well as summarising existing knowledge. Readers will find entries both on new topics that have rarely been considered in the framework of consumer research or economic psychology and on topics that have long been considered important in these disciplines.The book will ably meet the needs of undergraduate and graduate students in business administration, economics, marketing and psychology, as well as informing researchers and practitioners in those disciplines.Trade Review'. . . a generous selection of essays that many will find useful to refresh a faded memory, to grasp an overview of an unfamiliar subject, or to clarify misunderstood or confusing issues. Earl and Kemp have relied on the expertise of a wide selection of scholars to compile a timely and useful resource that can best be described as a short encyclopedia. . . . a readable, authoritative, and diverse research tool. The index is comprehensive and useful. The articles are clearly written. Each is referenced with a set of essential sources for further study. Marketing needs such resources for students and scholars alike. The Elgar Companion can be a good starting point for a student (or professor) who could start learning about a new topic by consulting one of these articles.'

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Book SynopsisConsumers' planned behaviour is often very different to what is actually carried out. Consumer plans can relate to four behaviours: planned and done (deliberate strategies), planned and not done (unrealized strategies), unplanned and done (emergent strategies) and unplanned and not done (unused strategies). This book examines alternative theories and the empirical testing of how planning relates to doing. It considers tourist spending, length of stay, attractions, destinations, accommodation and activities and looks at how marketing strategies affect consumer plans.Table of ContentsPART I: 1:Ecological Systems in Lifestyle, Leisure, and Travel Behavior 2: Qualitative Comparative Analysis of Travel and Tourism Purchase-Consumption Systems 3: Holistic Case-Based Modeling of Customers' Thinking-Doing Destination Choice Introduction PART II: 4:Introduction to the Theory and Investigation of Planned and Realised Consumer Behavior 5: Summary of Findings 6: Research Objectives and Theoretical Framework 7: Research Method 8: Variations Between Planned and Realised Behaviors 9: Influence of Product Information on Planned and Realised Consumption Activities 10: Influence of Consumer Characteristics On Planned and Realised Behaviors 11: Strategic Implications and Discussion

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Book SynopsisMeasurement in Marketing Research investigates latent variables in marketing, focusing on current paradigms as well as recently suggested alternative concepts. The book proposes a unified scientific definition of measurement that allows for testing the hypothesis of the real existence of a latent variable.Thomas Salzberger analyses current measurement approaches in terms of their compliance with the scientific requirements of measurement. He reaches the conclusion that the predominantly applied practices, to a varying extent, suffer from substantial shortcomings, and suggests an alternative framework of measurement based on the philosophy of Rasch modelling. In the Rasch model great importance is attached to the mathematical principles of measurements, which take precedence over 'flexibility' in terms of accommodating idiosyncrasies of the data. The Rasch model promises to narrow the gap between the quality of measurement in the natural sciences and in the social sciences. The future of measurement in marketing is about to be set. This book aims to raise researchers' awareness of measurement issues and to contribute to a transfer of knowledge from psychometrics into marketing research. Marketing researchers and postgraduate students will find this book invaluable.Trade Review'Thomas Salzberger has written an important book that discusses measurement in a very innovative way. He raises some crucial questions and, more importantly, provides meaningful answers, using real examples to add depth to the discussion. This is an important book for all business researchers, but particularly for those involved in cross-cultural and cross-national research. I strongly recommend the book to doctoral students, beginning researchers and experienced researchers who are interested in thinking about measurement differently.' -- Geoff Soutar, University of Western Australia'The book is a ground breaking contribution to psychometric measurement in scientific marketing research. It fundamentally challenges the traditional approaches by conceptually as well as empirically demonstrating that item response theory allows for a better assessment of latent variables. The new agenda of scale development and scale analysis is explicated in an easy to follow step by step manner. Dr. Salzberger's study provides a thought-provoking and hands on access for students and faculty alike to an innovative tool-box of measurement techniques.' -- Hartmut H. Holzmuller, TU Dortmund University, GermanyTable of ContentsContents: Preface 1. Quantitative Research in Marketing 2. Contemporary Measurement in Marketing Research 3. New Contributions on Measurement in Marketing 4. The Requirements of Measurement 5. A New Agenda of Measurement in Marketing 6. Scientific and Practical Marketing Research 7. Empirical Examples 8. Conclusions and Discussion References 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 Synopsis′This book provides an excellent reference guide to basic theoretical arguments, practical quantitative techniques and the methodologies that the majority of social science researchers are likely to require for postgraduate study and beyond′ - Environment and Planning ′The book provides researchers with guidance in, and examples of, both quantitative and qualitative modes of analysis, written by leading practitioners in the field. The editors give a persuasive account of the commonalities of purpose that exist across both modes, as well as demonstrating a keen awareness of the different things that each offers the practising researcher′ - Clive Seale, Brunel University ′With the appearance of this handbook, data analysts no longer have to consult dozens of disparate publications to carry out their work. The essential tools for an intelligent telling of the data story are offered here, in thirty chapters written by recognized experts. ′ - Michael Lewis-Beck, F Wendell Miller Distinguished Professor of Political Science, University of Iowa ′This is an excellent guide to current issues in the analysis of social science data. I recommend it to anyone who is looking for authoritative introductions to the state of the art. Each chapter offers a comprehensive review and an extensive bibliography and will be invaluable to researchers wanting to update themselves about modern developments′ - Professor Nigel Gilbert, Pro Vice-Chancellor and Professor of Sociology, University of Surrey This is a book that will rapidly be recognized as the bible for social researchers. It provides a first-class, reliable guide to the basic issues in data analysis, such as the construction of variables, the characterization of distributions and the notions of inference. Scholars and students can turn to it for teaching and applied needs with confidence. The book also seeks to enhance debate in the field by tackling more advanced topics such as models of change, causality, panel models and network analysis. Specialists will find much food for thought in these chapters. A distinctive feature of the book is the breadth of coverage. No other book provides a better one-stop survey of the field of data analysis. In 30 specially commissioned chapters the editors aim to encourage readers to develop an appreciation of the range of analytic options available, so they can choose a research problem and then develop a suitable approach to data analysis. Table of ContentsIntroduction: Common Threads among Techniques of Data Analysis - Melissa Hardy and Alan Bryman PART ONE: FOUNDATIONS Constructing Variables - Alan Bryman and Duncan Cramer Summarizing Distributions - Melissa Hardy Inference - Lawrence Hazelrigg Strategies for Analysis of Incomplete Data - Mortaza Jamshidian Feminist Issues in Data Analysis - Mary Maynard Historical Analysis - Dennis Smith PART TWO: THE GENERAL LINEAR MODEL AND EXTENSIONS Multiple Regression Analysis - Ross M. Stolzenberg Incorporating Categorical Information into Regression Models: The Utility of Dummy Variables - Melissa Hardy and John Reynolds Analyzing Contingent Effects in Regression Models - James Jaccard and Tonya Dodge Regression Models for Categorical Outcomes - J Scott Long and Simon Cheng Log-Linear Analysis - Douglas L Anderton and Eric Cheney PART THREE: LONGITUDINAL MODELS Modeling Change - Nancy Brandon Tuma Analyzing Panel Data: Fixed- and Random-Effects Models - Trond Petersen Longitudinal Analysis for Continuous Outcomes: Random Effects Models and Latent Trajectory Models - Guang Guo and John Hipp Event History Analysis - Paul Allison Sequence Analysis and Optimal Matching Techniques for Social Science Data - Heather MacIndoe and Andrew Abbott PART FOUR: NEW DEVELOPMENTS IN MODELING Sample Selection Bias Models - Vincent Kang Fu, Christopher Winship and Robert D Mare Structural Equation Modeling - Jodie B Ullman and Peter M Bentler Multilevel Modelling - William Browne and Jon Rasbash Causal Inference in Sociological Studies - Christopher Winship and Michael Sobel The Analysis of Social Networks - Ronald L Breiger PART FIVE: ANALYZING QUALITATIVE DATA Tools for Qualitative Data Analysis - Raymond M Lee and Nigel G Fielding Content Analysis - Roberto P Franzosi Semiotics and Data Analysis - Peter K Manning Conversation Analysis - Steven E Clayman and Virginia Teas Gill Discourse Analysis - Jonathan Potter Grounded Theory - Nick Pidgeon and Karen Henwood The Uses of Narrative in Social Science Research - Barbara Czarniawska Qualitative Research and the Postmodern Turn - Sara Delamont and Paul Atkinson

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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 SynopsisThis major reference book provides an authoritative analysis and survey of consumer research and economic psychology. It provides an international, in-depth overview of the present state of knowledge and theory which will be indispensable to students, researchers and practitioners.The Companion presents over 100 specially commissioned entries on important topics in consumer research and economic psychology from behaviourism and brand loyalty to trust and the psychology of tourism. Leading scholars in the fields provide stimulating insights into the area as well as summarising existing knowledge. Readers will find entries both on new topics that have rarely been considered in the framework of consumer research or economic psychology and on topics that have long been considered important in these disciplines.The book will ably meet the needs of undergraduate and graduate students in business administration, economics, marketing and psychology, as well as informing researchers and practitioners in those disciplines.Trade Review'. . . a generous selection of essays that many will find useful to refresh a faded memory, to grasp an overview of an unfamiliar subject, or to clarify misunderstood or confusing issues. Earl and Kemp have relied on the expertise of a wide selection of scholars to compile a timely and useful resource that can best be described as a short encyclopedia. . . . a readable, authoritative, and diverse research tool. The index is comprehensive and useful. The articles are clearly written. Each is referenced with a set of essential sources for further study. Marketing needs such resources for students and scholars alike. The Elgar Companion can be a good starting point for a student (or professor) who could start learning about a new topic by consulting one of these articles.'

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Book SynopsisGlobalization is a leading force for industry worldwide, especially the new technology sector. This presents both problems and opportunities in the emergence of a new type of consumer and the effects of globalization on industry in terms of culture, economics, marketing, and social issues at every scale from local to global. The main aim of the book is to enhance the reader’s knowledge – especially from a multidisciplinary perspective rather than from an individual functional perspective – of international consumer behaviour. It also explores the role of globalization in the evolving world of the new technology sector and provides an overview of the development of international consumer behavior from historical, geographical and social perspectives, while focusing on new technology products and services. Professionals, students and researchers working in the fields of new technologies and information and communication technologies (ICT) as well as specialists of marketing and management are the target audience for this book. At the same time, the book will be pitched at a level so as to also appeal to a more general readership interested in globalization.Table of ContentsIntroduction xiii PART 1. Topics of Themes 1 Chapter 1. E-Travel Agents Selling to Ethnic Customers 3 Euler G.M. de SOUZA and Tunc MEDENI 1.1. Introduction 3 1.2. Market structure 5 1.3. Customer relationship through the Internet 9 1.4. Electronic distribution channel 10 1.5. Services marketing 11 1.5.1. Management of the service delivery process 11 1.5.2. Nature of interaction between consumers and suppliers 12 1.6. Relationship marketing 14 1.7. Hypotheses and findings 18 1.7.1. Hypotheses 19 1.7.2. Findings 22 1.8. Conclusions, limitations and future research 23 1.9. References 25 Chapter 2. Local Advertising over the Product Life Cycle: The Product-Consumer Relationship in the International Context 29 Saku MAKINEN and Hanna-Kaisa DESAVELLE 2.1. Introduction 29 2.2. Background and objectives 30 2.3. Theoretical framework 33 2.3.1. Pronouns as relationship building units 34 2.3.2. Advertising and personal and possessive pronouns 35 2.4. Data and methods 36 2.5. Results and contribution 38 2.5.1. Mobile phones 39 2.5.2. Digital cameras 43 2.5.3. DVDs 44 2.6. Conclusions and limitations 47 2.7. References 49 Chapter 3. Culture and Diversity: A New Approach of Management 53 Chantal AMMI 3.1. Introduction 53 3.2. The notion of culture 54 3.2.1. Definition, content and properties 54 3.2.2. Properties, functions and process 55 3.3. Culture and globalization 55 3.3.1. Culture: orientation of values 56 3.3.2. Culture: a solution for global problems 56 3.4. Multiculturalism and the global economy 58 3.4.1. Global companies 58 3.4.2. Countries with ethnic, cultural, religious and linguistic diversity 60 3.4.3. Countries with imported ethnic minorities 62 3.4.3.1. Integration or assimilation? 62 3.4.3.2. Ethnic marketing 63 3.5. Conclusion 65 3.6. References 65 Chapter 4. Is Behavior Prone to Social Influence? 67 Toufik KHARBECHE and Kaouther JELASSI 4.1. Introduction 67 4.2. The problem 68 4.3. Theoretical view: a psychoanalytical “interactionist” diagram 68 4.4. Culture in the sociological sense 69 4.5. Does behavior result from social identity? 70 4.6. Behavior and collective conscience 70 4.6.1. Social psychology 71 4.6.2. Cognitive approach of the individual: the personal and mechanical behavior of the individual 72 4.6.3. Phenomenological approach of the individual: individualist dominant of the behavior 72 4.6.4. Phenomenological approach of the social individual: priority of the interests of the group 73 4.7. Behavior: from individual identity to social identity 73 4.7.1. Covariance model 75 4.7.2. Social identity: the origin of social behavior 75 4.7.3. Social identity and membership group 76 4.7.4. The social link: regulator of community behavior 77 4.7.5. The social status of the individual: factor of specific behaviors 78 4.7.6. Social status: conformist behavior – a source of social cohesion? 79 4.7.7. Deviance facing social standards: non-conformist behavior 80 4.8. Conclusion 80 4.9. References 82 PART 2. Applications at the National Level 85 Chapter 5. The Gender Approach to Understanding Time-Saving Durables Buying: Tunisian Women in 2000 87 Rafika BEN GUIRAT 5.1. Introduction 87 5.2. Gender approaches in marketing 89 5.2.1. Gender orientation of the roles/ideology of gender 90 5.2.2. Women’s remunerated work 92 5.3. Housework 94 5.4. Assumptions of the research 96 5.4.1. “Family addicted” women 99 5.4.2. Resigned women 100 5.4.3. Consensual women 100 5.4.4. “Avant-gardist” women 101 5.5. Summary of results 101 5.6. Conclusion 103 5.7. References 104 5.8. Appendix 107 Chapter 6. The Cultural Impact on Changes in Consumption: Lithuania and Bulgaria 109 Jadvyga CIBURIENE and Anastasiya MARCHEVA 6.1. Introduction: globalization and culture 109 6.2. Material determinant for consumption 111 6.3. National culture values 112 6.4. Material culture 115 6.5. Changes in consumption 116 6.6. Conclusion 122 6.7. References 122 Appendix 1: Lithuania and Bulgaria basic characteristics in 2004 124 Chapter 7. Country of Origin: Perceptions and Attitudes of Portuguese Consumers 125 Ana LISBOA 7.1. Introduction 125 7.2. Country of origin effects on consumer behavior 127 7.2.1. Country of origin effects defined 127 7.2.2. Halo or summary 128 7.2.3. The importance of the country of origin 129 7.2.4. Factors influencing the attitude towards the country of origin 130 7.3. Research hypotheses 131 7.4. Empirical analysis 133 7.4.1. Sample 134 7.4.2. Instrument 136 7.5. Results 136 7.6. Discussion 139 7.7. Concluding comments 143 7.8. References 144 Chapter 8. Consumer Shopping Behavior Online: The Case of Spanish Web Users 147 Carla RUIZ MAFE and Silvia SANZ BLAS 8.1. Introduction 147 8.2. Online buyers worldwide 148 8.3. Key drivers of global consumer shopping behavior online 152 8.3.1. Demographics 152 8.3.2. Internet experience 154 8.3.3. Browsing behavior 154 8.3.4. Shopping orientations 155 8.3.4.1. Convenience and time saving 155 8.3.4.2. Access to products unavailable in the local market 156 8.3.4.3. Variety and range of products 156 8.3.4.4. Price reductions 157 8.3.4.5. Adapting marketing programs 157 8.4. The case of Spanish e-shoppers 159 8.4.1. Methodology 159 8.4.2. Results 160 8.5. Conclusions and managerial implications 167 8.6. References 170 Chapter 9. The New, Improved, Indian Consumer 175 Partho GANGULY 9.1. Understanding the billion minds 175 9.1.1. Income growth 178 9.1.2. Affordability growth 178 9.1.3. Obsession of education- and health-consciousness advances 180 9.1.4. Entertainment 181 9.2. A springboard for more consumption 182 9.3. A new consumption push for 2006–07 184 9.3.1. The rising middle class in India 188 9.4. Impact on marketing 188 9.4.1. Required: mature market strategies 188 9.5. Conclusion 192 9.6. References 192 Chapter 10. Globalization and Consumer Behavior: A Case Study of Cell Phone Owners in India 195 Velan NIRMALA and U. DEVASENADHIPATHI 10.1. Introduction 195 10.2. Data and methodology 199 10.3. Empirical results and discussions 202 10.4. Conclusion 213 10.5. References 214 10.6. Appendix 217 Chapter 11. Factors Affecting Technology Adoption in India: A Consumer-Based View 219 Atanu ADHIKARI and A.K. RAO 11.1. Introduction 219 11.2. History of diffusion of innovation 220 11.3. A theoretical framework 223 11.4. Adoption of electronic banking service innovations 223 11.5. Data 225 11.5.1. Measures and scaling 225 11.5.2. Analysis 225 11.5.3. Factor analysis 226 11.6. Discussion and conclusion 227 11.7. References 227 11.8. Appendix 230 Chapter 12. Chinese Culture and Chinese Consumer Behavior 237 Lei TANG 12.1. Introduction 237 12.2. The cultural difference between China and the West 239 12.3. Chinese traditional culture and its values 241 12.3.1. Confucianism and core beliefs 241 12.3.2. Taoism 243 12.3.3. Buddhism 245 12.4. Some essential aspects of Chinese culture 247 12.4.1. Group orientation 247 12.4.2. Guanxi is one of the secrets to success in China 248 12.4.3. The Chinese are superstitious 250 12.5. Who are the major customers in China? 250 12.6. Brand effect on Chinese consumer behavior 253 12.7. Managerial implications and suggestions 254 12.8. Discussion and limitations 256 12.9. Conclusion 257 12.10. References 257 Chapter 13. Modeling the Indicators of Purchasing Behavior Toward Counterfeits: An Exploratory Study in China 263 Sindy CHAPA and Monica D. HERNANDEZ 13.1. Introduction 263 13.2. Hypotheses development 264 13.2.1. Risk perception 264 13.2.2. Brand parity 265 13.2.3. Susceptibility to Normative Influence (SNI) 265 13.2.4. Value-expressive function 266 13.2.5. Conceptual model 267 13.3. Research design 267 13.3.1. Data collection 267 13.4. Data analysis 268 13.4.1. Assessment of the measurements 268 13.4.2. Results 269 13.4.2.1. Model testing 269 13.4.2.2. Hypotheses testing 269 13.5. Discussion 269 13.6. References 271 List of Authors 275 Index 279

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Book SynopsisEvery marketer knows the stories of Lord Lever and Steve Jobs, has probably read Al Ries and Jack Trout, and seen the works of Bill Bernbach and John Hegarty. What’s interesting about these ‘Masters of Marketing’ is that they are all men. In Katy Mousinho’s and Giles Lury’s Wonder Women are the stories of some of the women who have had a tremendous influence on the marketing industry, like Brownie Wise, who transformed Tupperware and Mary Wells Lawrence, who founded the advertising agency Wells, Rich, Greene. There are interviews with the co-founder of Dunnhumby, the data behind the Tesco Clubcard - Edwina Dunn OBE, Senior Vice President, Arla Foods Denmark, previously the only female country CEO in Carlsberg - Helle Muller Petersen and many more.  Mousinho and Lury pull together the findings, not only to celebrate their success, but to provide insights for the future of marketing and the great marketers, women and men, to come.

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Book SynopsisOver time, the stock market creates great wealth for investors. And yet, most investors do not become wealthy by investing in the stock market, instead having experiences that range from inadequate to disastrous.So why the disconnect?The answer is found in a set of widely held, mistaken beliefs about what it takes to be a successful investor. At first glance, these investment myths seem grounded in logic. In reality, though, these beliefs provide investors with perfect blueprints for investment failure by encouraging in them an emotion-driven, trading-intensive mentality. These myths are propagated by Wall Street, which reaps huge profits from this behavior and by the financial media that is starving for sensationalistic content.As an independent investment advisor, Jack Calhoun has spent much of the past 15 years educating investors about the dangers of these mistaken ideas. In (i)The 12 Investment Myths(/i), he explores and debunks these myths one-by-one and in the process sets investors on a path to harness the tremendous wealth-creation machine that is the stock market.

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Book SynopsisEver get the feeling you are being watched? The thieves that steal identities are using cutting-edge, high-tech tools that can take one fact from a social media site, another from an online travel survey, a third from a purchase made via the internet and even access highly confidential medical records. Little by little they piece together your buying habits, your religious and school affiliations, the names of your family and pets, your political views, your driving habits, the places you have vacationed, and much, much more. This is not science fiction and this is not the future, this is what is happening to each and every one of us now - today. And although the vast majority of adults say they are concerned about providing personal information online, nearly 1/3 say they have never used a privacy setting on their computer, never inquired about the charities to whom they donate their money, never worried about someone accessing their medical information and never thought twice about giving a financial institution their social security number over the internet. The Audacity to Spy, written by an attorney with an interest in privacy laws and legislation and her grandmother who is an experienced Information Analyst, reveals the ways in which your identity and personal data have been stolen by various sources. Yes, you should be concerned about the NSA and other government agencies having your phone logs and emails; but you should worry more about the insidious data brokers that are collecting information about you every time you log on to your laptop, use your cell phone, access an app, or use your GPS. Companies are collecting a variety of data about you, combining it with location information, and using it to both personalise their own services and to sell to other advertisers for behavioural marketing. Law enforcement agencies are tracking your car and insurance companies are installing devices to monitor your driving. Clerks are making copies of your credit cards. And if that wasn''t enough, the FBI has reported that hackers have been discovered embedding malicious software in two million computers, opening a virtual door for criminals to rifle through users'' valuable personal and financial information. More than warning you about the ways your data can be stolen, at the end of each chapter are suggestions for limiting the amount of personal data that is available to be seized and divulged. Can you completely cut off the flow of information about yourself? The answer is no, not completely - there is already too much data out there and increasingly sophisticated ways to obtain bits and pieces. But knowing how it is collected, and by whom, gives you the power to control sensitive information and determine how much of your life you wish to expose to those more than willing to exploit it.

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Book SynopsisAn engaging, accessible history of the focus group, Featherstone's survey shows how the primary purpose of the focus group has shifted from determining what we want, to selling us things we don't. The focus group, over the course of the last century, became an increasingly vital part of the way companies and politicians sold their products and policies with few areas of life, from salad dressing to health care legislation to our favorite TV shows, left untouched by moderators questioning controlled groups about what they liked and didn't. Divining Desire is the first-ever popular survey of this topic. In a lively, sweeping survey, Liza Featherstone traces the surprising roots of the focus group in early-twentieth century European socialism, its subsequent use by the "Mad Men" of Madison Avenue, and its widespread employment today. She also explores such famous "failures" of the method as the doomed launch of the Ford Edsel, and the even more ill-fated attempt to introduce a new flavor of Coca Cola (which prompted street protests from devotees of the old formula). As elites became increasingly detached from the general public, they relied ever more on focus groups, whether to win votes or to sell products. And, in a society where many feel increasingly powerless, the focus group has at least offered the illusion that ordinary people can be heard and that their opinions count. Yet, the more they are listened to, the less power they have. That paradox is particularly stark today, when everyone can post an opinion on social media – our 24 hour "focus group"—yet only plutocrats can shape policy. In telling this story, Featherstone raises profound and fascinating questions about democracy and consumer society. Trade ReviewPraise for Divining Desire "When did the vox populi become just another way to fatten the elite? In this vividly written history of the focus group, Liza Featherstone tells us how consumer capitalism found its pseudo-liberating groove. By pretending to listen, big business pretends to empower." —Tom Frank, author, What's the Matter With Kansas? "With sharp analysis and on-the-ground reporting, Liza Featherstone exposes the secret life of focus groups. She shows in fascinating detail just how corporations and politicians create a false sense of populism, as they scramble to gather bits of wisdom from Everywoman—in order to better sell her a can of soup or a candidate. If you want to learn how consumerism—and the politics of consumerism--really work, Divining Desire is the book to read." —Leslie Savan, author, The Sponsored Life: Ads, TV and American Culture. "The focus group has been a staple of the American consumer and political landscape for well more than a half-century, yet few know its history, ubiquity, and limitations. Liza Featherstone has filled in the knowledge gap with this brilliantly conceived and elegantly written book. Divining Desire is essential for anyone trying to understand how business and political elites connect with their desired audience—or fail to." —James Ledbetter, editor of Inc. magazine, and author of One Nation under Gold: How One Precious Metal Has Dominated the American Imagination for Four Centuries "We are increasingly living in a world obsessed with soliciting and expressing opinions--whether on social media, in market surveys, or surrounding presidential elections. In her wonderful book, Liza Featherstone helps us penetrate this 'culture of consultation' - and recognize that actually we are living in a culture of cooptation where weighing in is more of an illusion than a reality, one that helps legitimize the power of elites." —Lizabeth Cohen, author of A Consumers' Republic: The Politics of Mass Consumption in Postwar America "Divining Desire is a brilliant and insightful work of history, reportage and social criticism. In this deeply researched, slyly funny book, Featherstone takes us "behind the mirror" to show us how the economic ritual of the focus group reflects our deepest, most secret political longings: not for better consumer products, but for a deeper role in our democracy. Essential reading for anyone interested in the history of capitalism, economic life and social change." —Kim Phillips-Fein, author of Fear City: New York's Fiscal Crisis and the Rise of Austerity Politics "Divining Desire infiltrates and skillfully analyzes one of the most under-scrutinized elements of our modern machinery of influence: the focus group. With origins in academia, this shortcut to understanding affects our views on consumer culture, class, social categories, politics, and policy. Liza Featherstone's definitive take on the subject will change the way you think about what other people (supposedly) think." —Rob Walker, author, Buying In: The Secret Dialogue between What We Buy and Who We Are "Featherstone's uncynical history of public opinion research is a treasury of information and analysis. Where others only see spin, she tracks the deep neediness of elites, who know so little about those they seek to please and manipulate and dominate." —Andrew Ross, author of Creditocracy and the Case for Debt Refusal and Bird on Fire: Lessons from the World's Least Sustainable City "For anyone interested in the modern manipulation of the masses, Divining Desire is a must read. Liza Featherstone makes a convincing case for how focus groups have warped the democratic impulse to create politics and products that are more responsive to the people, into a marketing system designed to make people respond favorably to what has already been created for them. Through historical research, participant observation, and interviews with industry professionals, Featherstone takes us on an erudite and engaging tour of focus groups, from their early use by Viennese socialists and anti-Nazi propagandists, to mid-century marketers selling cake mix to guilty housewives, to contemporary political elites passing policies that largely benefit the 1% by understanding everyday voters' desires and frustrations. Divining Desire is, quite simply, the best book in print on the history and politics of the "culture of consultation." —Stephen Duncombe, Professor of Media and Culture, New York University and author of Dream: Reimagining Radical Politics in an Age of Fantasy "Fake input came long before fake news, and fake input is just as dangerous. The more people let the new Wall Street, Silicon Valley, pretend to offer input, the less real power there is for ordinary people. This book contributes a critical understanding of how frames and narrative have become a shallow and grossly ineffective tool that reinforces, not challenges, the economic and polite elite. Google, Facebook and Silicon Valley are strategically turning the world into one big focus group." —Jane McAlevey, author, No Shortcuts: Organizing for Power in the New Gilded AgeTable of ContentsTable of Contents Preface: "How Would You Imagine That?" Introduction: Dichter's Egg Chapter One: The Birth of the Focus Group Chapter Two: "The Snowball Interview": The Focus Group Comes to Madison Avenue Chapter Three: "King Consumer": Market Research is Attacked... and Industry Responds Chapter Four: Viper, Fool, or Expert? The Consumer as a Woman Chapter Five: "We Ask Them": Focus Groups in the Age of Women's Liberation Chapter Six: Entertaining Joe Sixpack Chapter Seven: "Where is the Emotion?" The Emergence of the Focus Group in Politics Chapter Eight: "God and Coca-Cola": The Story of New Coke Chapter Nine: "A Faster Horse?" The Entrepreneur Strikes Back Chapter Ten: "The Decider" Chapter Eleven: Bartender in a Lamborghini: The Professional Respondent Chapter Twelve: "Who Are These Appalling People?" Conclusion: Are Focus Groups Dead? Acknowledgments

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Book Synopsis

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