Market research Books
Edward Elgar Publishing Ltd Advanced Introduction to Consumer Behavior
Book SynopsisElgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. This concise introduction presents a rigorous analysis of consumer choice from the perspective of consumer behavior analysis. Gordon Foxall provides a deeper understanding of what consumers actually buy and the nature of the utility that shapes and maintains patterns of consumption. Key features include: a revolutionary new approach to understanding consumer behavior a novel synthesis of behavioral psychology, behavioral economics, and marketing science a new model of consumer choice, the Behavioral Perspective Model, that is comprehensively supported by empirical research addresses more extreme behaviors such as compulsive purchasing and addiction. Unique and authoritative, this work will prove a valuable resource for students and scholars of consumer behavior and marketing, social and behavioral science, micro-economics, economic psychology and behavioral economics. Marketing managers will also be interested in its approach to consumer research, with its innovative consequences for marketing management.Trade Review'Amidst a precise and friendly exposition, Foxall presents his brilliant research program, based upon a behavioral model that integrates the soundest and most promising scientific approaches to consumer behavior, namely, behavioral psychology, marketing science and behavioral economics. The book bestows the reader with conceptual and empirical tools to interpret and explain consumer choices in natural settings, coherently exploring emotions, temporal discounting, demand sensitivity, utility maximization and neurophysiological events. Magnificent intellectual work carried out with rare philosophical and academic consistency.' --Jorge M. Oliveira-Castro, University of Brasilia, Brazil'Consumer behavior is shaped by its context and consequences. This book is a critical and valuable introduction to recent developments in consumer behavior analysis, written by a leading scholar. Professor Foxall has extended the domain of behavioral psychology and its relevance to marketing science and economics, in an interdisciplinary manner that only he is capable of achieving. The current ''technology/data revolution'' demands a focus on environmental-behaviour interaction.' --Valdimar Sigurdsson, Reykjavik University, IcelandTable of ContentsContents: Preface 1. What consumer behavior analysis is 2. Consumer choice in behavioral perspective 3. Interpretations of consumer choice 4. Consumer brand choice 5. Matching: choice as behavior 6. Maximizing: the import of pattern of reinforcement 7. The temporal dimension Index
£98.67
Edward Elgar Publishing Ltd Advanced Introduction to Consumer Behavior
Book SynopsisElgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. This concise introduction presents a rigorous analysis of consumer choice from the perspective of consumer behavior analysis. Gordon Foxall provides a deeper understanding of what consumers actually buy and the nature of the utility that shapes and maintains patterns of consumption. Key features include: a revolutionary new approach to understanding consumer behavior a novel synthesis of behavioral psychology, behavioral economics, and marketing science a new model of consumer choice, the Behavioral Perspective Model, that is comprehensively supported by empirical research addresses more extreme behaviors such as compulsive purchasing and addiction. Unique and authoritative, this work will prove a valuable resource for students and scholars of consumer behavior and marketing, social and behavioral science, micro-economics, economic psychology and behavioral economics. Marketing managers will also be interested in its approach to consumer research, with its innovative consequences for marketing management.Trade Review'Amidst a precise and friendly exposition, Foxall presents his brilliant research program, based upon a behavioral model that integrates the soundest and most promising scientific approaches to consumer behavior, namely, behavioral psychology, marketing science and behavioral economics. The book bestows the reader with conceptual and empirical tools to interpret and explain consumer choices in natural settings, coherently exploring emotions, temporal discounting, demand sensitivity, utility maximization and neurophysiological events. Magnificent intellectual work carried out with rare philosophical and academic consistency.' --Jorge M. Oliveira-Castro, University of Brasilia, Brazil'Consumer behavior is shaped by its context and consequences. This book is a critical and valuable introduction to recent developments in consumer behavior analysis, written by a leading scholar. Professor Foxall has extended the domain of behavioral psychology and its relevance to marketing science and economics, in an interdisciplinary manner that only he is capable of achieving. The current ''technology/data revolution'' demands a focus on environmental-behaviour interaction.' --Valdimar Sigurdsson, Reykjavik University, IcelandTable of ContentsContents: Preface 1. What consumer behavior analysis is 2. Consumer choice in behavioral perspective 3. Interpretations of consumer choice 4. Consumer brand choice 5. Matching: choice as behavior 6. Maximizing: the import of pattern of reinforcement 7. The temporal dimension Index
£21.95
Edward Elgar Publishing Ltd Handbook of Research on New Product Development
Book SynopsisNew products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks, covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance. The contributors delve into a broad range of topics, covering each one deeply and comprehensively. Careful attention to the development of these topics make it a fantastic single-source reference for state-of-the-art knowledge on new product development, including comprehensive sets of questions and discussion topics to inspire future research.Managers will benefit from the Handbook by expanding their knowledge of new product development, and for researchers, the book provides a comprehensive look at the current research, as well as offering opportunities to continue expanding on this body of knowledge.Contributors include: A.M. Baker, B.L. Bayus, S. Bharadwaj, D. Boyd, R.J. Calantone, G. Challagalla, D. Chandrasekaran, G. Colarelli O'Connor, R.G. Cooper, C.A. Di Benedetto, N. Donthu, E. Fang, G.J. Fisher, N.Z. Foutz, N. Franke, E. Genc, J. Goldenberg, P.N. Golder, D.A. Griffith, E. Keko, V. Kuppuswamy, D. Mitra, C. Moorman, C.P. Moreau, H. Nguyen, J.C. Prabhu, G.J. Prevo, N. Ramani, V.R. Rao, S.M. Shugan, R. Srinivasan, S. Stremersch, G.J. Tellis, L.H. Vincent, E. von Hippel, S. Wies, G. Yalcinkaya, E. YinTrade Review'This book does an excellent job of summarizing what is known, and importantly what needs to be known, about new product development. Covering topics ranging from idea generation to predicting market-place performance, it is a valuable resource for anyone who wants to be current in this area.' --Donald Lehmann, Columbia University, US'Peter Drucker said ''Business has only two functions - marketing and innovation.'' Imagine a collection of the latest thinking on the intersection of those two functions, leading to effective new product development. Golder and Mitra have produced such a collection, with contributions by just the right authors on just the right topics. Researchers should consult this Handbook when choosing research topics. Educators should consult this Handbook for material to share with their students. And managers should consult this Handbook so they can apply the latest thinking to their innovation efforts. An instant classic!' --Gary L. Lilien, Penn State University, USTable of ContentsContents: PART I Introduction and Overview 1. New Product Development Research: Consolidating the Present and Guiding the Future Peter N. Golder and Debanjan Mitra PART II Idea Generation 2. Taming the Creative Spark: Insights from research on creativity in new product development Drew Boyd and Jacob Goldenberg 3. The What, Who and How of Innovation Generation Elio Keko, Gert Jan Prevo and Stefan Stremersch 4. Customer-Driven Innovation: A Conceptual Typology, Review of Theoretical Perspectives, and Future Research Directions Gregory J. Fisher and Eric (Er) Fang 5. The Paradigm Shift from Producer to Consumer Innovation: Implications for Consumer Research C. Page Moreau, Nikolaus Franke and Eric von Hippel 6. Institutionalizing an Innovation Function: Moving Beyond the Champion Gina Colarelli O’Connor PART III Market Analysis 7. Digital Multisided Platforms: An Innovation Research Agenda Raji Srinivasan and Nandini Ramani 8. Innovation in China and India Eden Yin and Jaideep C. Prabhu PART IV Product Design and Development 9. The State of New Product Design and Forecasting Research: Recent Developments and Future Directions Natasha Zhang Foutz and Vithala R. Rao 10. Strategic Use of Product Enhancements: Upgrades, Add-ons, Extras, and Accessories Steven M. Shugan 11. Sustainable New Product Development Ebru Genç and C. Anthony Di Benedetto 12. Open Innovation in the Brand Management Context Roger J. Calantone and Hang T. Nguyen PART V Commercialization 13. Global Product Launch: A Perspective on Past, Present and Future Research David A. Griffith and Goksel Yalcinkaya PART VI Market Outcomes 14. A Summary and Review of New Product Diffusion Models and Key Findings Deepa Chandrasekaran and Gerard J. Tellis 15. Word-of-Mouth Processes in Marketing New Products: Recent Research and Future Opportunities Andrew M. Baker and Naveen Donthu 16. Firm Innovation and the Stock Market Simone Wies and Christine Moorman 17. A Review of Crowdfunding Research and Findings Venkat Kuppuswamy and Barry L. Bayus 18. Antecedents, Consequences, and the Mediating Role of Innovation: Empirical Generalizations Leslie H. Vincent, Sundar G. Bharadwaj and Goutam Challagalla 19. Best Practices and Success Drivers in New Product Development Robert G. Cooper Index
£194.00
Edward Elgar Publishing Ltd Handbook of Research on New Product Development
Book SynopsisNew products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks, covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance. The contributors delve into a broad range of topics, covering each one deeply and comprehensively. Careful attention to the development of these topics make it a fantastic single-source reference for state-of-the-art knowledge on new product development, including comprehensive sets of questions and discussion topics to inspire future research.Managers will benefit from the Handbook by expanding their knowledge of new product development, and for researchers, the book provides a comprehensive look at the current research, as well as offering opportunities to continue expanding on this body of knowledge.Contributors include: A.M. Baker, B.L. Bayus, S. Bharadwaj, D. Boyd, R.J. Calantone, G. Challagalla, D. Chandrasekaran, G. Colarelli O'Connor, R.G. Cooper, C.A. Di Benedetto, N. Donthu, E. Fang, G.J. Fisher, N.Z. Foutz, N. Franke, E. Genc, J. Goldenberg, P.N. Golder, D.A. Griffith, E. Keko, V. Kuppuswamy, D. Mitra, C. Moorman, C.P. Moreau, H. Nguyen, J.C. Prabhu, G.J. Prevo, N. Ramani, V.R. Rao, S.M. Shugan, R. Srinivasan, S. Stremersch, G.J. Tellis, L.H. Vincent, E. von Hippel, S. Wies, G. Yalcinkaya, E. YinTrade Review'This book does an excellent job of summarizing what is known, and importantly what needs to be known, about new product development. Covering topics ranging from idea generation to predicting market-place performance, it is a valuable resource for anyone who wants to be current in this area.' --Donald Lehmann, Columbia University, US'Peter Drucker said ''Business has only two functions - marketing and innovation.'' Imagine a collection of the latest thinking on the intersection of those two functions, leading to effective new product development. Golder and Mitra have produced such a collection, with contributions by just the right authors on just the right topics. Researchers should consult this Handbook when choosing research topics. Educators should consult this Handbook for material to share with their students. And managers should consult this Handbook so they can apply the latest thinking to their innovation efforts. An instant classic!' --Gary L. Lilien, Penn State University, USTable of ContentsContents: PART I Introduction and Overview 1. New Product Development Research: Consolidating the Present and Guiding the Future Peter N. Golder and Debanjan Mitra PART II Idea Generation 2. Taming the Creative Spark: Insights from research on creativity in new product development Drew Boyd and Jacob Goldenberg 3. The What, Who and How of Innovation Generation Elio Keko, Gert Jan Prevo and Stefan Stremersch 4. Customer-Driven Innovation: A Conceptual Typology, Review of Theoretical Perspectives, and Future Research Directions Gregory J. Fisher and Eric (Er) Fang 5. The Paradigm Shift from Producer to Consumer Innovation: Implications for Consumer Research C. Page Moreau, Nikolaus Franke and Eric von Hippel 6. Institutionalizing an Innovation Function: Moving Beyond the Champion Gina Colarelli O’Connor PART III Market Analysis 7. Digital Multisided Platforms: An Innovation Research Agenda Raji Srinivasan and Nandini Ramani 8. Innovation in China and India Eden Yin and Jaideep C. Prabhu PART IV Product Design and Development 9. The State of New Product Design and Forecasting Research: Recent Developments and Future Directions Natasha Zhang Foutz and Vithala R. Rao 10. Strategic Use of Product Enhancements: Upgrades, Add-ons, Extras, and Accessories Steven M. Shugan 11. Sustainable New Product Development Ebru Genç and C. Anthony Di Benedetto 12. Open Innovation in the Brand Management Context Roger J. Calantone and Hang T. Nguyen PART V Commercialization 13. Global Product Launch: A Perspective on Past, Present and Future Research David A. Griffith and Goksel Yalcinkaya PART VI Market Outcomes 14. A Summary and Review of New Product Diffusion Models and Key Findings Deepa Chandrasekaran and Gerard J. Tellis 15. Word-of-Mouth Processes in Marketing New Products: Recent Research and Future Opportunities Andrew M. Baker and Naveen Donthu 16. Firm Innovation and the Stock Market Simone Wies and Christine Moorman 17. A Review of Crowdfunding Research and Findings Venkat Kuppuswamy and Barry L. Bayus 18. Antecedents, Consequences, and the Mediating Role of Innovation: Empirical Generalizations Leslie H. Vincent, Sundar G. Bharadwaj and Goutam Challagalla 19. Best Practices and Success Drivers in New Product Development Robert G. Cooper Index
£44.60
Edward Elgar Publishing Ltd New Methods of Market Research and Analysis
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
£90.00
Edward Elgar Publishing Ltd Handbook on Customer Centricity: Strategies for
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
£164.00
Edward Elgar Publishing Ltd Handbook of Research on Customer Engagement
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
£197.00
Edward Elgar Publishing Ltd Handbook of Research Methods for Marketing
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
£163.00
Kogan Page Ltd Customer Insight Strategies: How to Understand
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
£65.00
Edward Elgar Publishing Ltd New Methods of Market Research and Analysis
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
£33.20
Edward Elgar Publishing Ltd Handbook of Marketing Analytics: Methods and
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
£49.35
Edward Elgar Publishing Ltd Handbook of Research on Customer Loyalty
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
£156.00
Edward Elgar Publishing Ltd Research Handbook on Brand Co-Creation: Theory,
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
£198.00
Edward Elgar Publishing Ltd Youth Marketing to Digital Natives
Book SynopsisOffering a critical approach to youth marketing, this comprehensive book provides a framework to better understand the mechanisms that shape youth consumption cultures and 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
£104.00
John Wiley and Sons Ltd Market Research: Marketing 04.09
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
£8.54
Edward Elgar Publishing Ltd The Elgar Companion to Consumer Research and
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.'
£54.10
CABI Publishing Tourism Behaviour: Travellers' Decisions and
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
£38.71
Edward Elgar Publishing Ltd Measurement in Marketing Research: An Alternative
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
£180.00
Edward Elgar Publishing Ltd Handbook of Research on International Advertising
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
£200.00
Edward Elgar Publishing Ltd Handbook of Developments in Consumer Behaviour
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
£205.00
Edward Elgar Publishing Ltd The Elgar Companion to Consumer Research and
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.'
£231.00
ISTE Ltd and John Wiley & Sons Inc Global Consumer Behavior
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
£146.66
Business Expert Press Qualitative Marketing Research: Understanding How Behavioral Complexities Drive Marketing Strategies
Book SynopsisQualitative research manages the fundamental challenge in interpreting the complexities associated with consumer behavior, particularly in large diversified marketplace and guides managers towards understanding consumers. This book discusses qualitative research modeling and new approaches of qualitative data collection, interpretation of results, reporting, and deriving managerial implications.Discussions in the book present new insights on conducting and applying qualitative market research and emphasizes on the application of qualitative research in consumer-centric companies. The book argues that companies need to consider a broader perspective of marketing research to support marketing decisions derived by understanding consumer behavior using qualitative research methodology.
£21.80
Business Expert Press Digital Marketing Management: A Handbook for the Current (or Future) CEO
Book SynopsisThis book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your web and mobile sites so that they can be found in search. Then use the delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy as well as the emerging roles of analytics, artificial intelligence and marketing automation. Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or “what to do next” to get started on implementing a digital marketing strategy as well as review questions and key terminology.
£25.16
Springer Nature Switzerland AG Marketing Brands in Africa: Perspectives on the
Book SynopsisThis contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches.With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa. Table of Contents Chapter 1: Marketing Brands in Africa: An Introduction This chapter will provide an introduction and overview of the remaining chapters in the book and how they weave together to tell a coherent story about the topic. Tentative Lead Contributor: Dr Samuelson Appau PART 1: PRACTICAL PERSPECTIVES Chapter 2: Branding Start-ups in Africa There has been a massive upsurge in start-ups and start-up hubs and incubators in many African countries, particularly Kenya, Nigeria and South Africa, with Nairobi even being touted as the “Silicon Savannah” of Africa (Jones et al. 2018). Many global brands like Google and Facebook are investing in this space, and yet we know very little about the brand building strategies of these start-ups and how they market themselves to local and global audiences. Contributors to this chapter will examine the success (and failure) factors as well as lessons for building start-ups brands in Africa. Tentative Lead Contributor: Mr Sydney Sam Chapter 3: In Dangerous Waters: Building an Oil and Gas Brand in Africa Oil and gas (or energy) is a controversial industry, and consumers often have negative perceptions and associations of brands in this sector due primarily to their negative environmental impact as well as potential for political conflicts (Hartmann and Apaolaza-Ibáñez, 2012). Thus, brands that operate in this space often need to address these negative images or position themselves as part of the solution and not part of the problem. Contributors to this chapter will therefore discuss the branding strategies to build and market an oil and/or gas (energy) brand in Africa, whiles negotiating these negative industry images. Tentative Lead Contributor: Mr Kevin Okyere Chapter 4: Branding and Marketing Religious Organizations in Africa It is impossible to talk about Africa without talking about religion. Living in the most religious continent in the world, Africans have an “incurably religious” culture that has fostered the mass growth and marketing of religious organizations that actively brand and market themselves to a pluralistic and variety seeking religious audience (Bonsu and Belk, 2010). In many Africa countries, religion is serious business and actively compete with each other and non-religious brands for consumer spend and loyalty. (Appau and Mabefam, 2020). Contributors to this chapter will examine how religious organizations in Africa bridge the sacred/secular boundaries of religion and marketing to successfully build and market themselves as brands. The contributors will also reflect on the benefits and problems of branding religion. Tentative Lead Contributor: Professor Asonzeh Ukah Chapter 5: Visit Africa: Place Branding in Africa Many African countries have been marketed as desirable tourist destinations, which promise an exotic experience that is differentiated from other tourism destinations (Wanjiru, 2006). Contributors to this chapter will discuss the current state of branding African places for tourism consumption and examine opportunities and challenges for other African countries looking to brand their geographical and cultural places as differentiated tourism destinations. Tentative Lead Contributor: Dr Arinze Nwoba Chapter 6: University Brand Marketing: A Website Analysis of Leading Universities in Africa Increasingly, Universities are taking on a marketing orientation, recognising that they offer a service to consumers (students) who often choose among competing offerings (Maringe and Gibbs, 2008). Traditional Universities in Africa are now competing with both local new entrants such as private Universities and global entrants like European and American universities with local operations in the supply of University education (Mogaji et al., 2020). This increasing competition has led to a need for differentiation by Universities in order to appeal to consumers of University education. Contributors to this chapter will use a content analysis of websites of leading Universities in Africa to understand their brand propositions, differentiated service offerings and design and content narratives to offer insights for successful University branding. Tentative Lead Contributor: Professor Robert Ebo Hinson Chapter 7: Marketing Brands to Rural Consumers in Africa According to data from the World Bank, more than half of Africa’s population live in rural areas. Rural markets are often subsistence, closed, fragmented and heterogenous (Weidner et al., 2010). These characteristics of rural markets present a challenge to marketers, and yet the sheer size of these markets promise great rewards and loyalty for brands that break into these markets (Prahalad, 2004). Contributors to this chapter will examine cases of how some brands succeeded in marketing their goods and services to rural consumers in Africa, and discuss lessons, opportunities and challenges for other brands looking to do same. Tentative Lead Contributor: Mr Feyi Olubodun Chapter 8: Mapping the Positioning of Political Brands in Ghana Ghana’s political brands are maturing and transitioning from their early days forms since the country was returned to a democratic path. Just as most countries of similar electoral rules, the country has experienced a duopolistic dominance with the major players being the National Democratic Congress and the New Patriotic Party. These two parties have alternated power between them. Whereas they have pursued similar programmes whilst in government, largely determined by the social-political and economic environments they find themselves, they however differ significantly in their other behavioural forms both in and out of government, including style of leadership, communication, organisation and mobilisation. These factors influence voters’ perceptions about them and become the underpinnings of their political brand image. The chapter will look at how these factors have shaped the political brand image of the two dominant political parties and track the changes that have occurred noting the intra and inter party brand differentials over the years. Tentative Lead Contributor: Dr Kobby Mensah PART 2: CRITICAL PERSPECTIVES Chapter 9: Before Coca Cola: The History and Evolution of Branding in Africa Before foreign global brands and Western branding practices came to Africa, branding existed in local business practices with many local brands dominating different sectors of African markets (Starcevic, 2015). Contributors to this chapter will examine the historical evolution of branding as a business practice in Africa. Contributors will examine the indigenization, globalization and creolization of branding across time and space, and offer implications of this evolution for branding practice and theory. Tentative Lead Contributor: Dr Sladjana Starcevic Chapter 10: Using Local Culture in Brand Positioning and Communication Branding is storytelling (Twitchell, 2004), and great brands are those that tell emotive and compelling stories that reinforce or challenge cultural norms and practices (Holt, 2004). Contributors to this chapter will examine how businesses can leverage relevant local cultural narratives to develop their brand positioning and communication. Tentative Lead Contributor: Dr Marian Makkar Chapter 11: Unbranded: The Challenges of Branding for Africa’s Informal Economy According to the International Labour Organization, the informal economy in Africa accounts for about 60-80% of employment on the continent. Many micro-entrepreneurs operate in Africa’s informal economy producing and selling many undifferentiated goods and services (Banerjee and Duflo, 2011), operating what Coupland (2005) refers to as invisible brands. Contributors to this chapter will examine the benefits (and opportunities) and problems (and challenges) for building a brand in these informal markets in Africa. Tentative Lead Contributor: Dr Tendai Chikweche Chapter 12: Brand Africa: The Paradox of Africa’s Image in Global Marketing Discourse Due to legacies of colonialism and post-colonial images of inferior otherness, Africa’s image has been largely negative. Researchers have critically examined some of these negative depictions of Africa in global political and philanthropic discourse, cinematic and media images, and advertising (Bonsu, 2009). Conversely, Africa’s exotica and otherness has been marketed for tourism and its low-income economies is employed in the marketing efforts of philanthropic organizations like World Vision and the Red Cross to solicit aid to support the lives of locals who do need these aids (Osei and Gbadamosi, 2011). For many African Americans whose blackness in America is systematically discriminated against, Africa epitomizes a place of black freedom and black self-actualization (White, 1990). Thus, Africa’s brand image and representations are a paradox. Contributors to this chapter will examine this paradox of Africa’s brand image and reflect on its implications for representations of Africa in marketing theory and practice. Tentative Lead Contributor: Professor Samuel Bonsu Chapter 13: Branding Betwixt and Between the Local and Global Increasingly, the boundary between local and global markets is morphing into one. All global brands are local to a certain place, and global brands can also localize by adapting to local consumer and market peculiarities (Askegaard and Kjeldgaard, 2007). Local brands serve consumers who often have access to global marketplaces and have had their tastes shaped by such exposures and experiences (Samiee, 2019). Like these consumers, local brands also have access to global branding practices and knowledge; local brands too have globalizing potentialities and opportunities. Still, local brands compete against global brands locally, in the same way they compete against other local brands. Contributors to this chapter will reflect on how global/local/glocal conditions affect the practice of brands in Africa, and how consumers demand and evaluate local vs global brands in Africa. Tentative Lead Contributor: Dr Samuelson Appau
£132.99
Springer Nature Switzerland AG Political Marketing and Management in the 2020
Book SynopsisThis book is the second volume in the Palgrave Studies in Political Marketing and Management series to focus on political marketing and management in New Zealand’s general elections. Co-edited by political marketing experts Edward Elder and Jennifer Lees-Marshment from the University of Auckland, and with contributions from academics and practitioners, this book covers topics including political strategy, Vote Compass, market research, political branding, delivery marketing, targeting and political communication. Importantly, this book looks at the use of political marketing and management during a global health crisis, the COVID-19 pandemic. In doing so, this book provides valuable insights into political marketing and management in practice, not just for New Zealand, but for political leaders, parties and campaigners around the world. Table of ContentsChapter 1 - Introduction: Political Marketing & Management in New Zealand, 2017-2020Chapter 2 – Vote Compass 2020 Part 1: Public Views on Policy and Leadership Chapter 3 – Labour and National’s Market-Orientation in 2020 Chapter 4 - Communicating Market-Oriented Leadership During the COVID-19 Pandemic Chapter 5 – Delivering in Government Chapter 6 – Targeting Party Policies and Target Demographics Chapter 7 –Targeting in Political Adverts by Major and Minor Parties social media Chapter 8 - Political Marketing and Management in Practice: The Practitioner Perspectives Chapter 9 - Conclusion
£52.24
Springer Fachmedien Wiesbaden Finanzmarktpublika: Moralität, Krisen und
Book SynopsisDer Sammelband fragt nach den Konjunktionen von Finanzmarkt und den Krisen der modernen Gesellschaft, und zwar unter dem Aspekt von Öffentlichkeit beziehungsweise unterschiedlicher Finanzmarktpublika. Denn es sind insbesondere Öffentlichkeit und Publikumsstrukturen, in deren Wandel sich das Paradigmatische von Finanzmärkten für allgemeine Mechanismen der Integration, Kohäsion und Imagination moderner Gesellschaften zeigt. Finanzmarktpublika sind Szenerien der Konstitution der (Un-)Moralität der Finanzmärkte, Austragungsorte gesellschaftlicher und finanzökonomischer Krisen und zugleich Projektionsflächen nicht nur ökonomischer, sondern gesellschaftlicher Teilhabe. Solche Momente finanzmarktlicher Paradigmatizität werden auf der Grundlage konzeptioneller Überlegungen und empirischer Befunde zu Verhältnissen zwischen Operationsweisen von Finanzmärkten, der Konstitution von Öffentlichkeiten und der Strukturierung moderner Gesellschaften freigelegt und zur Diskussion gestellt.Table of ContentsFinanzmarktpublika und Moralität.- Finanzmarkt-, Gesellschafts- und Repräsentationskrisen.- Finanzmarktpublika und imaginierte Teilhabe.
£28.49
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Wirtschaftswunderland Südkorea
Book SynopsisGibt es Wirtschaftswunderländer? Dazu fallen einem Japan ein oder Westdeutschland. Beide Nationen stiegen nach dem 2. Weltkrieg im wahrsten Sinne des Wortes wie Phönix aus der Asche empor – auch sank des Wissen und die Erfahrungen aus fast hundert Jahren Industriegeschichte. Südkorea hingegen startete aus dem Nichts. Heute zählen südkoreanische Unternehmen in vielen Bereichen zu den Weltmarktführern, siehe zum Beispiel Automobil- oder Hardware-Industrie. Und trotz eines bereits rege florierenden Handelsverkehrs sind Geschichte, Geografie Gesellschaft, Kultur und die wirtschaftliche Potenz Südkoreas vielen Menschen in West- und Mitteleuropa weitgehend unbekannt. Dabei bieten sich gerade in der Wirtschaft zahlreiche attraktive und lukrative Anknüpfungspunkte für deutsche Unternehmen. Kenntnisreich beschreibt der Autor die historische und die wirtschaftliche Entwicklung des Landes, die Kultur, die Werte und die Chancen und Herausforderungen, die sich deutschen Unternehmern in der Kooperation mit südkoreanischen Unternehmen bieten. Table of ContentsEinführung und frühere Besuche in Seoul.- Historische Entwicklung Koreas.- Land und Leute.- Staat und Wirtschaft – Determinanten der Entwicklung.- Formidable Konglomerate – die Chaebol.- Herausforderungen an die Unternehmensführung.- Markt und Marketing in Korea.- Schlussbetrachtung – Entwicklungen.
£31.34
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Unternehmenserfolg in den USA: Strategie,
Book SynopsisDie USA ist nach wie vor die erste Anlaufstelle für europäische Investoren und wird dies auch in Zukunft bleiben. Obwohl viele Firmen dies erkannt haben, zeigt eine Studie, dass 70% aller Auslandsinvestitionen scheitern – zumeist aufgrund von Fehlkommunikation und mangelndem kulturellen Verständnis.In ihrem Buch bringen Ralf Drews und Melissa Lamson die Bedürfnisse US-amerikanischer Kunden mit europäischen Go-to-Market-Strategien zusammen. Sie vermitteln anschaulich, wie die US-amerikanische Kultur das Geschäftsleben und damit Entscheidungsprozesse, Kaufinteresse und Kundenloyalität beeinflusst. Abgeleitet aus Interviews mit Managern führender europäischer Unternehmen mit Tätigkeitsfeldern in den USA, bietet das Buch zahlreiche praktische Tipps und Erkenntnisse. Darüber hinaus werden Umsetzungstools, wie das US Buying-Decision Model ™, das Organizational Readiness Survey ™ und das Go-To Market Decision Diamond Tool ™ vorgestellt. Vielen europäischen Manager, die auf dem US-amerikanischen Market aktiv werden wollen, ist nicht bewusst, wie groß ihre Wissenslücke eigentlich ist. Dieses Buch hilft Ihnen ihre Lernkurve erheblich zu verkürzen!Table of ContentsKulturelle oder ganz persönliche Eigenarten: Den Einfluss der Kultur auf das Geschäft verstehen.- Das Rückgrat Ihres Geschäfts – Das Nutzenversprechen Ihres Unternehmens.- Marktdefinition und -selektierung – Welche Märkte sind für Ihr Unternehmen attraktiv?.- Ist Ihre Organisation schon kulturkompatibel? Bestimmung der Reife Ihres Unternehmens.- Bereit für den Schritt in die USA? – Elementare strategische Schritte.- Sie haben es geschafft – Erhalten Sie Ihre Unternehmensinvestition aufrecht!.
£37.99
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Markenadäquate Gestaltung von Live
Book SynopsisMarkenaufbau zur Wettbewerbsdifferenzierung hat in den letzten Jahren auch in BtoB-Märkten an Bedeutung gewonnen. Ein besonderer Stellenwert hierfür kommt den Instrumenten der Live Communication zu. Vor dem Hintergrund des identitätsbasierten Markenmanagements untersucht Beatrice Ermer die markenadäquate visuelle Gestaltung von Messeauftritten. Sie zeigt, welche Elemente der Messestandgestaltung besonders aufmerksamkeitsstark sind, welche Besonderheiten das Blickverhalten kennzeichnen und dass die markenadäquate Gestaltung eines Messeauftritts die Wahrnehmung bestimmter Markeneigenschaften beeinflusst.Trade ReviewAus den Rezensionen: “… Das Buch eignet sich für Dozenten und Studenten der Betriebswirtschaftslehre mit den Schwerpunkten marketing, visuelle Markenführung, Live Communication, Kommunikationswirkungsforschung und Messewirtschaft, fach - Und Führungskräfte sowie Berater und Agenturen aus diesen Bereichen ...“ (Prof.Dr. Manfred Kirchgeorg, in: AUMA_Compact, Heft 12, 4. Juli. 2014)Table of ContentsBedeutung des visuellen Sinns als Teilaspekt der Multisensualität in der Live Communication.- Grundlagen der identitätsbasierten Markenführung sowie der visuellen Wahrnehmung und Wirkung von Messestandgestaltungen.- Markenpersönlichkeitstransfer am Messestand durch markenidentitätsbasierte visuelle Gestaltung.- Eye Tracking gestützte empirische Untersuchung der visuellen Wahrnehmung und Wirkung von Messeauftritten.
£49.49
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Die Zukunft der Marke: Handlungsempfehlungen für
Book SynopsisGfK und Serviceplan haben die Flops und Tops von über 1.000 Marken analysiert und daraus empirische Handlungsempfehlungen für Wachstumsstrategien der Zukunft entwickelt.„Endlich wieder ein wichtiges, ein notwendiges Buch. Eines, das konkret aufzeigt, wie Marketing geht. Und wie nicht. Mit richtig fundierten Handlungsanweisungen. Ein Buch mit Wow-Effekt!“Dr. Jochen Kalka, Chefredakteur WERBEN & VERKAUFEN„Fundierte Analysen und Handlungsempfehlungen von zwei ‚Marketinglegenden‘. Lesen Sie dieses Buch und beherzigen Sie die Ratschläge! Die Pflichtlektüre für Vorstände, Marken- und Marketingstrategen und Professoren gerade in unserer schnelllebigen Zeit.“ Univ.-Prof. Dr. Anton Meyer, Institut für Marketing, LUDWIG-MAXIMILIANS-UNIVERSITÄT MÜNCHEN„Marketing braucht Zahlen und Daten. Dieses Buch liefert sie. Die ganze Markenwelt – einmal zuverlässig recherchiert und tiefgründig interpretiert. Ein Leitfaden zur besseren Markenführung.“ Cathrin Bialek, Redakteurin Unternehmen und Märkte, HANDELSBLATT„Die Marke ist nach den Mitarbeitern das wichtigste Kapital eines Unternehmens und deshalb muss Markenführung Chefsache sein. Viele Erfolgsrezepte, die in dem Buch aufgeführt werden, können wir aus der Praxis der Markenführung bei HIPP bestätigen.“ Prof. Dr. Claus Hipp, Geschäftsführer HIPP GmbH & Co. Vertrieb KG„Starke Marken werden nur dann dauerhaft erfolgreich sein, wenn sie Verbraucher besser verstehen und effizient und effektiv mit ihnen kommunizieren. Daher ist es besonders wichtig, dass Markenführende wie in diesem Buch hierzu immer wieder Anregungen und neue Erkenntnisse erhalten, die schnell anwendbar und problemlos umsetzbar sind.“ Christian Köhler, Hauptgeschäftsführer MARKENVERBAND e. V.„Ein beeindruckendes Werk. Dieses Buch ist eine echte Bereicherung für die Fachliteratur. Die beiden Autoren legen nicht nur die wichtigsten Herausforderungen für die Marke und die Markenführung detailliert dar, sondern zeigen auch praxisorientierte Handlungsempfehlungen auf.“ Peter Strahlendorf, Chefredakteur MARKENARTIKEL, Verleger New Business VerlagTrade Review“... Das Buch bietet reichlich Zahlen, Daten und Grafiken. Fokus liegt auf den Fast Moving Consumer Goods ... Insgesamt eine sehr lehrreiche Lektüre ...” (in: PR report, Heft 4, 1. April 2015)“... Eine interessante Lektüre für alle, die sich mit Qualität, Nachhaltigkeit und Vertrauen eine eigene regionale Marke aufbauen wollen.” (in: Handwerk Magazin, 2015)“... liefert das Buch neue zukunftsorientierte Grundlagen für die Positionierung von Marken, für Produktinnovationen, für eine individuelle Zielgruppenbestimmung und alle Tools moderner Kommunikation.” (in: Erfurter Hefte zum angewandten Marketing, Heft 44, 2014)“ ... vielen Fallbeispielen auf Basis von Untersuchungen aktueller Produkte und Märkte. Das Erfreuliche ist: Statt der sprichwörtlichen heißen Luft, die wir den Marketingleuten gerne nachsagen, werden hier viele Aspekte des Marketings mit harten Fakten belegt. Das Ergebnis ist ein wirklich praxistaugliches Werk, das viele Anregungen für die Weiterentwicklung der eigenen Marke liefern kann ...“ (in: Das österreichische Grafische Gewerbe, Heft 3-4, 2015)“… Dieses Buch richtet sich an Marketing- und Kommunikationsexperten, die wissen wollen, wie sich erfolgreiche Marken in den sich verändernden Märkten durchsetzen können ...“ (in: Research & Results, Heft 7, 1. Dezember 2014)Table of Contents- Marke: Der sinkende Stern- Der Mythos vom ewigen Mengenwachstum- Andere Lebenswelten. Neues Konsumverhalten- Mitte-Marken verlieren, aber nicht alle- Herstellermarken in der Burnout-Falle- Erfolgsfaktor Vertrauen- Die Milliardenverschwendung klassischer Zielgruppenplanung- Emotionale Markenwerte - das vernachlässigte Potenzialuvm.
£42.74
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Akzeptanz von Elektromobilität: Entwicklung und
Book SynopsisIn der Automobilindustrie werden der Elektromobilität große Chancen zugeschrieben, mittelfristig eine ökonomisch umsetzbare Alternative zu Verbrennungsmotoren darzustellen. Ludwig Fazel untersucht in seiner Arbeit die Akzeptanzfaktoren von Elektromobilität im Rahmen eines ganzheitlichen Modellansatzes und ermöglicht ein umfassendes Verständnis für das technologiespezifische Adoptionsverhalten von Individuen. Neben der kontextspezifischen Anpassung des Technology Acceptance Models (TAM) findet im Rahmen der Modellentwicklung und -validierung der Vergleich zwischen der Nutzungsformdes Kaufs und der Nutzungsform des Carsharing statt, was eine inhaltliche und methodische Erweiterung des klassischen TAM darstellt. Darüber hinaus wird im Rahmen einer Wirtschaftlichkeitsrechnung die finanzielle Attraktivität des Geschäftsmodells E-Carsharing bewertet.Table of ContentsBedeutung des Akzeptanzverhaltens für die Diffusion von Innovationen.- Technology Acceptance Model als Basis des entwickelten Forschungsmodells.- Strukturgleichungsmodellierung zur empirischen Untersuchung der Forschungshypothesen.- Handlungsempfehlungen für die Unternehmenspraxis.
£62.99
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Produktpiraterie: Eine integrative Analyse der
Book SynopsisWelchen Einflussgrößen unterliegen Konsumenten, wenn sie Formen der Produktpiraterie, insbesondere Fälschungen, Plagiate und Raubkopien, bewusst erwerben? Die hier zugrundeliegende nachfrageorientierte Sichtweise ermöglicht Unternehmen, Interessensverbänden und staatlichen Organen, Maßnahmen abzuleiten, um den bewussten Erwerb effektiv zu unterbinden. Die hierzu entwickelte konsumentenorientierte Terminologie bildet die Grundlage für eine quantitative Meta-Analyse. Der Autor trennt dabei wichtige von unwichtigen Einflussgrößen und zeigt Randbedingungen dieser Faktoren auf. Ein auf den zentralen Einflüssen basierendes Strukturgleichungsmodell bestimmt anschließend die relative Bedeutung sowie Wirkungswege dieser Variablen. Abschließend werden Implikationen für Forschung und Praxis diskutiert. Table of ContentsRelevanz der Produktpiraterie für die Betriebswirtschaftslehre.- Entwicklung einer einheitlichen Terminologie der Produktpiraterie.- Qualitatives Review der Forschung zur Produktpiraterie.- Meta-Analyse und meta-analytisch gewonnenes Strukturgleichungsmodell.
£49.49
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Internationales Business Development:
Book SynopsisDas Werk gibt praxisorientierte Hinweise zum internationalen Geschäftsaufbau speziell für mittelständische Unternehmen. Die Erschließung neuer Märkte und Geschäftsfelder sowie der globale Auf- und Ausbau von Kundenbeziehungen gehören zu den zentralen Aufgaben im internationalen Business Development. Von der Internationalisierungsstrategie bis zur Realisierung der erforderlichen Maßnahmen werden praxisbezogene Informationen für ein strategisches operatives Vorgehen beim Eintritt in neue Märkte vermittelt. Dabei gehen die Autoren detailliert auf zentrale Themen wie die sichere Bewertung von Marktchancen, die systematische Analyse von Wettbewerbern, die Auswahl und den erfolgreichen Aufbau des Vertriebssystems und die Anpassung von Produkten und Marketingmaßnahmen an den Zielmarkt ein. Trade Review“… liefert aber auch entsprechende Antworten, um die besonderen Chancen eines Auslandsgeschäfts zu identifizieren und zu nutzen oder die Risiken zu bedenken und in die Betrachtung mit einzubeziehen. Das Buch bleibt dabei nicht in der allgemeinen Theorie, sondern bietet viele praxisnahe Ratschläge, die die ersten Schritte in einen Auslandsmarkt erleichtern.” (in: Niedersächsische Wirtschaft, Heft 9, September 2016)Table of ContentsBesonderheiten internationaler Geschäfte.- Export-Märkte der Zukunft/Internationale Trends erkennen.- Auslands-Strategien entwickeln: Markteintritt in ein neues Land.- Risikoanalyse und Sicherungsinstrumente.- Risikofaktor: Rechtsumfeld.- Risikofaktor: Korruption.- Risikofaktor: Embargo.- Einsatz nationaler und internationaler Finanzierungsquellen.- Erfolgreiche Marktbearbeitung.- Marketingmaßnahmen von marktgerechten Preisen bis Zahlungsbedingungen.- Business-Plan für den Markteintritt in das neue Land.- Personalauswahl im neuen Land.- M & A.- Controlling internationaler BDM-Aktivitäten.- Die häufigsten Fehler beim Aufbau von Auslandsgeschäften.
£52.24
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Corporate Social Responsibility und die
Book SynopsisUmweltfreundliche Technologien, ressourcenschonende Herstellungsverfahren, faire Arbeits-bedingungen – immer mehr Unternehmen informieren über soziale und ökologische Initiativen. Christoph Schleer untersucht, wann und warum Konsumenten das Sozial- und Umweltverhalten der Unternehmen in ihre Kaufentscheidung einbeziehen. Tatsächlich müssen Unternehmen bei der Auswahl von sozialen und ökologischen Themen die „richtigen“ wählen, Konsumenten über die Auswirkungen ihrer Aktivitäten in Kenntnis setzen und sie von deren Wahrheitsgehalt und Wirksamkeit überzeugen. Die von Unternehmen gezeigten CSR-Aktivitäten sollten also sichtbar, glaubwürdig und wirksam sein. Auf Basis von zahlreichen Forschungsergebnissen und den Befunden einer eigenen empirischen Untersuchung erarbeitet der Autor Handlungsempfehlungen, die Unternehmen dabei helfen können, diese Vorgaben zu erfüllen.Trade ReviewAus den Rezensionen: “... Eine ausgewogene Mischung aus theoretischen Grundlagen und praktischen Beispielen macht das Buch sowohl für Studierende als auch für die unternehmerische Praxis interessant. ... richtet sich das Buch vornnehmlich an Dozierende und Studierende der Wirtschaftswissenschaften und der Soziologie, ist aber auch durchaus geeignet für Führungskräfte im Marketing und Management im Bereich Corporate Social Responsibility.“ (Riccardo Wagner, in: PR-Journal, pr-journal.de, 3. Februar 2015)Table of ContentsEinflussgrößen auf den Zusammenhang zwischen der CSR und der Kaufentscheidung.- Auswahl, Ausgestaltung und Umsetzung von CSR-Aktivitäten.- Kommunikation von CSR-Aktivitäten.-Kausalanalytische Untersuchung.
£49.49
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Events als Instrumente des Regionalmarketing:
Book SynopsisUm mit einem Event positive Effekte in der Veranstaltungsregion zu erzielen, ist eine umfassende Eventwirkungskontrolle unerlässlich. Julia Köhler entwickelt einen Bezugsrahmen, der eine detaillierte, mehrdimensionale Wirkungsanalyse von Events in Regionen ermöglicht sowie eine Verknüpfung dieser Wirkungsanalyse mit den Handlungsfeldern des Regionalmarketing vornimmt. Die Tauglichkeit des Bezugsrahmens überprüft die Autorin mit einer empirischen Analyse. Ihre Ergebnisse zeigen, dass das untersuchte Event positive Effekte auf die regionale Wirtschaft und die Lebensqualität der einheimischen Bevölkerung entfaltet. Dem Regionalmarketing wird mit dem Bezugsrahmen ein Instrument an die Hand gegeben, welches eine umfassende Analyse der Effekte von Events erlaubt, um daraus entsprechende Handlungsempfehlungen zur optimalen Gestaltung abzuleiten.Table of ContentsDie Nutzung von Events im Rahmen des Regionalmarketing.- Entwicklung eines Bezugsrahmens zur umfassenden Eventwirkungskontrolle.
£49.49
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Marketing sucht Zielgruppe … oder: Was macht der
Book SynopsisGibt es so was wie Digital Natives wirklich – oder sind sie nur ein Marketing-Phantom? Welchen Sinn haben blutleere Firmenvisionen, die Unternehmen für teures Geld erarbeiten lassen? Warum kann sogar ein Obsthändler auf dem Markt Big Data? Und weshalb sind viele Zielgruppenaffinitäten nichts anderes als Statistikfehler, die Sie mit Ihrem Mediaplan bezahlen? Fragen über Fragen, die Heino Hilbig in diesem Buch stellt und einige davon sogar beantwortet. Vergnüglich, unterhaltend, aber dennoch sachkundig werden alle Bereiche des Marketings seziert: Die Beispiele stammen aus der Strategieentwicklung ebenso wie aus Kommunikation und Marktforschung. Auch die Organisation von Marketingabteilungen wird gehörig aufs Korn genommen. Eine vergnüglich zu lesende Kritik eines Marketing-Insiders kombiniert mit einem durchaus ernstgemeinten Ratgeber in einem Buch.Table of ContentsAm achten Tag schuf er die Marke, oder?.- Der Fluch der Kundenbindung: Über den überaus begrenzten Sinn von Mission/Vision Statements.- Der „Watzlawik für Manager“.- Forecasts: Planlos in Seattle?.- Wenn nur der Kunde stört.- Der Gorilla am POS.- Wir sind doch wer: Die Überschätzung der eigenen Werbewirkung.- Arbeit soll Spaß machen, aber muss es gleich so viel sein?.- Materialschlacht am Point of Sales.- Kommunikative Underdogs.- Wenn Zahlen reden könnten.- Die Phantome, die ich rief: Digital Natives.- Dicke Daten und anderer Blödsinn.- Marktforschung mit einer Anleitung zum Selbermachen.- Angela Merkel oder das neue Ding „Internet“.- Von Rostlauben und anderen Schwierigkeiten der Kommunikation.- Think global – act …?.- Das Ende des Tanzes.- 5. Denkfehler und wie man sie vermeiden kann: Die Tipps im Überblick.
£17.09
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Erfolgsfaktor Corporate Identity: Auf die
Book SynopsisMartina Schäfer erläutert, wie die Elemente Unternehmenskultur, Leitbild und Image genauso wie auch das visuelle Erscheinungsbild der Kanzlei, das Corporate Design, zusammenwirken. Denn entscheidend für den Erfolg von Kanzleien ist oft ihre Persönlichkeit oder auch die Corporate Identity. Der Wettbewerb zwischen Rechtsanwälten, Steuerberatern und Wirtschaftsprüfern wird härter. Immer mehr Kanzleien konkurrieren um Mandanten und Mitarbeiter. Neben dem theoretischen Hintergrund und den Leitfragen für die Umsetzung in der eigenen Kanzlei geben eine Grafikerin und eine Kunstvermieterin im Interview Einblicke zu den vielfältigen Möglichkeiten des Corporate Designs.Table of ContentsWas eine Corporate Identity ausmacht.- Interviews mit Expertinnen auf dem Gebiet der Corporate Identity.
£11.77
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Forschungskooperationen zwischen Wissenschaft und
Book SynopsisDas Buch beantwortet die Frage, wie Forschungskooperationen zwischen Unternehmen und Forschungseinrichtungen erfolgreich organisiert und gemanagt werden können. Dazu zählen Themen wie Innovations- und Projektmanagement, Wissens- und Schutzrechtsmanagement sowie die Vermarktung der Ergebnisse der Zusammenarbeit. Auch die Bereiche der Führung und Motivation des Projektteams, die Entwicklung von Zielen, Vision und Strategie sowie Corporate Governance-Richtlinien werden beleuchtet. Diverse Tipps und Beispiele verschiedener nationaler und internationaler Forschungskooperationen ermöglichen einen leichten Transfer in die Praxis.Forschungsmanagement erfordert andere Kompetenzen als die Forschung selbst. Mit Handlungsempfehlungen und Anregungen zeigt dieses Buch Forschungsmangern, wie sie den Spagat zwischen Ressourcenknappheit, Zielerreichung der laufenden Projekte sowie der Akquisition neuer Förderungen erfolgreich meistern. Dabei werden die relevanten Themen auch zueinander in einen zeitlichen Bezug im Kooperationszyklus gestellt. Welche Punkte sind zu welcher Phase relevant und wie häufig müssen oder dürfen Themen angepasst werden? Die Empfehlungen werden aus anwendungsorientierter Sicht dargestellt und bieten daher auch für Nachwuchsforscher, Projektträger, Förderer und Kooperationspartner einen Mehrwert.Der interdisziplinären Zusammenarbeit wird neben ganzheitlicher Themenbearbeitung und der Förderung von Sozialkompetenzen innovationsförderliches Potential nachgesagt. Eine interdisziplinäre Forschungskooperation ist das Projekt „Deutsches EnergieRohstoff-Zentrum (DER)“. Über fünf Jahre haben die wirtschaftswissenschaftlichen Forschungslinien des DER Methoden und Ansätze von Forschungskooperationen untersucht. Das vorliegende Buch stellt die Erkenntnisse dieser Forschung praxisnah dar und richtet sich dabei an Forschungsmanager, Professoren und Nachwuchsforscher, Projektträger, Förderer und Partner aus Politik und Industrie, welche gemeinsam Forschungskooperationen zum Erfolg führen möchten.Table of Contents1. Bedeutung von Forschungskooperationen in Deutschland.- 2. Vision, Ziel und Strategie von Forschungskooperationen.- 3. Corporate Governance und Strukturen.- 4. F&E-Controlling, Projekt- und Prozessmanagmeent und Standards in Forschungskooperationen.- 5. Führung und Motivation von Wissenschaftlern.- 6.Wissens- und Schutzrechtemanagement.- 7. Vermarktung der Leistungen von Forschungskooperationen.- 8. Schlussbertrachtung.
£37.99
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Finanzielle Bewertung von Marken: Ein
Book SynopsisHenrik Sattler erklärt praxisnah und wissenschaftlich fundiert, wie Marken finanziell bewertet werden sollten. Wer eine Marke kaufen, eine Markenlizenz erwerben oder den Erfolg einer Markenkampagne finanziell messen will, muss dafür einen gesicherten monetären Wert bestimmen können. Auch für Schadensersatzbestimmungen bei Markenrechtsverletzungen sowie für die Einstellung von Marken in die Bilanz oder ihre Verwendung als Kreditsicherung muss zwingend ein Markenwert messbar sein. Der Autor entwickelt einen Leitfaden, der zehn entscheidende Punkte für die Bewertung von Marken beinhaltet, und ergänzt seine Ausführungen durch anschauliche Praxisbeispiele.Table of ContentsVerständnis und Verwendung von Markenwerten.- Markenbewertungsstandards als Hilfe.- Konkretes Vorgehen und Problemlösungen.- Die zehn wichtigsten Punkte zur Bewertung von Marken.
£11.77
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Konsumentenverhalten im Zeitalter der
Book SynopsisAnabel Ternès, Ian Towers und Marc Jerusel widmen sich der Frage, welche Konsummuster den Privatkonsum im Deutschland der kommenden zehn Jahren verändern werden. Dabei wird auf bereits absehbare Konsumtrends wie zum Beispiel E- und M-Commerce sowie Connected Retail Bezug genommen. Im Vordergrund stehen die Auswirkungen der Digitalisierung auf den stationären Handel und die Konsumenten. Die AutorInnen stellen u.a. dar, dass eine der zentralen Herausforderungen darin liegen wird, sich der Digitalisierung proaktiv zu stellen, um das Konsumerlebnis der Verbraucher zu verbessern. Doch auch die Grenzen des Onlinehandels werden aufgezeigt.Table of ContentsRahmenbedingungen des Privatkonsums in Deutschland.- Hybridisierung: Stationärer Handel und E-Commerce.- Experteninterviews zum Thema Privatkonsum.
£11.77
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Marketing Review St. Gallen - Jahrgang 2014:
Book SynopsisDer Jahrgangsband 2014 der Marketingfachzeitschrift für Theorie & Praxis bündelt alle sechs Ausgaben der Marketing Review St. Gallen (MRSG) in einem Band. Die MRSG beleuchtet aktuelle Marketingthemen aus der Perspektive von Wissenschaft und Praxis. Top-Manager berichten über konkrete Erfahrungen und Strategien aus dem Unternehmensalltag. Professoren der führenden europäischen Universitäten publizieren ihre neuesten Erkenntnisse für Praktiker gut lesbar aufbereitet. Schwerpunkte 2014Big Data.- Fußballmarketing.- Kleinkundenmanagement.- Marketingintelligenz.- Vertriebsintelligenz.- Mobile Marketing.- Prozessorientiertes Marketing.Table of ContentsBig Data - Chancen und Gefahren.- Fußballmarketing - Lernen in Hochleistungsteams.- Kleinkundenmanagement - Klein, aber wertvoll.- Marketing- und Vertriebsintelligenz - Trends erkennen und umsetzen.- Mobile Marketing - Potenziale und Herausforderungen.- Prozessorientiertes Marketing - Interne und externe Abläufe optimieren.
£71.99
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Moderne Methoden der Marktforschung: Kunden
Book SynopsisDieses Herausgeberwerk zeigt einfach und praxisnah aktuelle Methoden und Analyseverfahren in der modernen Marktforschung auf. Nachdem in dem Herausgeberband „Markt- und Absatzprognosen“ der Fokus auf etablierten Methoden und Praxisbeispielen zu Prognoseverfahren lag, werden in diesem Band insbesondere die neueren Entwicklungen im Bereich der Marktforschungsmethoden in den Mittelpunkt gestellt. Damit ist das Buch inhaltlich etwas breiter, methodisch aber fokussierter aufgestellt und bietet eine ideale Informationsquelle für Manager und Berater in Industrie-, Handels- und Dienstleistungsunternehmen, aber auch für Studierende mit dem Schwerpunkt Marktforschung.Table of ContentsDen Unbewussten Konsumenten verstehenWissensmanagement 4.0"Shopper Research" als moderne Ausprägung der qualitativen MarktforschungDialogorientierte qualitative Online-ForschungOnline- versus mobile UmfragenDie Akzeptanz von Location-based Services in der MarktforschungBiometrische Messung in der ProduktmarktforschungDem Publikum in die Augen schauenEyetracking zur empirischen Validierung von Celebrity EndorsementBerücksichtigung der Psycho-Physiognomik bei der Auswahl von Werbegesichtern in der MarktforschungMediaeffektivitätsanalysenDie Möglichkeiten der Werbewirkungsmessung und Mediaoptimierung vor dem Hintergrund der Parallelnutzung von TV und InternetBig Data und KundenzufriedenheitDer Einsatz von Text-Mining zur Bestimmung des Diffusionsprozesses von Produkten
£31.34
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Konsumentenverhalten im Zeitalter der Mass
Book SynopsisAnabel Ternès, Ian Towers und Marc Jerusel gehen der Frage nach, welche neuen Konsummuster sich aufbauend auf den Begriffen Individualisierung und Nachhaltigkeit herausbilden könnten. Denn der Trend nach nachhaltigen und individualisierten Produkten ist bereits seit mehreren Jahren spürbar, gilt jedoch weiterhin als Trend für den Privatkonsum der kommenden Jahre. Im Bereich Individualisierung erläutern die AutorInnen dafür zum Beispiel das Produktionsprinzip der Mass Customization. Nachhaltig Denkende versuchen dagegen, bewusste Konsumentscheidungen zu treffen.Table of ContentsPrivatkonsum zwischen Individualität und Nachhaltigkeit.- Aktuelle Rahmenbedingungen des Privatkonsums.- Neue Konsummuster.- Experteninterviews zum Thema Privatkonsum.
£11.77
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Praxis Online-Marktforschung: Grundlagen –
Book SynopsisAxel Theobald liefert einen umfassenden Leitfaden zu den notwendigen Handlungsabläufen sowie zu den aktuellen Anwendungsbereichen der Online-Marktforschung. Die Themengebiete werden auch für den (bisherigen) Laien – trotz der Komplexität und der Fülle von Einzelaspekten, die es bei der Durchführung von Online-Befragungen zu beachten gilt – verständlich und mit hohem Bezug zur Praxis dargestellt. Zusätzlich beleuchten zehn Experten in Gastbeiträgen relevante Aspekte aus dem Fachgebiet, wie zum Beispiel Datenqualität und Datenschutz, Online-Communities und Social Media sowie Mobile Research. Table of ContentsAufbau einer Online-BefragungEinsatzgebiete der Online-MarktforschungExpertenbeiträge zur Online-MarktforschungRekrutierung, Motivation und Verhalten von BefragungsteilnehmernStudienabwicklung und -qualität in der PraxisGutgemeinte Tipps und die beliebtesten Fehler
£47.49
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Markensoziologie kompakt – Basics für die Praxis:
Book SynopsisArnd Zschiesche und Oliver Errichiello verdeutlichen mit dieser Einführung in die Markensoziologie, welche sozialen Dynamiken für den Erfolg von Marken ausschlaggebend sind. Denn Markenkraft ist immer das Resultat einer langen Kette verlässlicher Leistungen, die sich zu einem positiven Vorurteil verdichten. Die Autoren beschreiben die sozialen Gesetzmäßigkeiten der Kundschaftsbildung im Umfeld eines unternehmerischen Angebots. Erst mit diesem Wissen können Marken gezielt aufgebaut und gestärkt werden – unabhängig von Managementmoden und Trends.Table of ContentsGrundlagen der Markensoziologie: Marke als sozialer Wille, Bündnis und organisches System.- Markenführung und Markenaufbau: Marke als positives Vorurteil und als Ergebnis von Wiederholung.- Merkmale starker Marken: Stabilität, Anziehungskraft und Sicherheit durch Selbstähnlichkeit.- Markenmanagement ist Ursachenmanagement.- 10 Grundregeln für die erfolgreiche Markenführung.
£11.77
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Events und Emotionen: Stand und Perspektiven der
Book SynopsisDie Autorinnen und Autoren des Tagungsbandes liefern aus Sicht des Marketing, der Psychologie, der Soziologie sowie der Medienwissenschaften Erklärungsansätze zum Entstehen und Wirken von Emotionen im Eventkontext. Der Band fasst die auf der sechsten Wissenschaftlichen Konferenz Eventforschung, die am 24. Oktober 2014 an der TU Chemnitz stattfand, vorgestellten und diskutierten aktuellen Forschungsergebnisse zum Thema Events und Emotionen zusammen. Das Schwerpunktthema wird ergänzt um wissenschaftliche und praxisorientierte Beiträge, u. a. zur Inszenierung von Events, der regionalen Wirkung öffentlicher Events, marken- und kennzeichenrechtlicher Aspekte zum Schutz eines Eventmarketing-Formats, Barcamps als neue Eventform und den Potentialen der iBeacon-Technologie.Table of ContentsEntstehung und Übertragung von Emotionen im Eventkontext.- Inszenierung und emotionale Nachhaltigkeit von Events.- Wirkung der Emotionen auf das Marken- und Konsumerlebnis während des Events.- Marketing-Events als Marke.
£53.99
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Attraktivität von Cross-Selling-Angeboten aus
Book SynopsisPhilip Maitzen untersucht in dieser Arbeit die Dimensionen der Attraktivitätsbewertung von Cross-Selling-Angeboten durch den Kunden. Er entwickelt dazu das Konstrukt der Attraktivität, identifiziert seine bildenden Elemente, und untersucht sie empirisch. Auf Basis dieser Ergebnisse erstellt er ein Konzept zur Messung und Steuerung der Attraktivität von Cross-Selling-Angeboten für die Praxis.Cross-Selling stellt eine Möglichkeit dar, zusätzliche Umsätze zu generieren und den Kunden enger an das eigene Unternehmen zu binden. Dennoch ist eine Vielzahl von Cross-Selling-Initiativen nicht vom gewünschten Erfolg gekrönt. In letzter Instanz ist der Cross-Selling-Erfolg vom Kunden abhängig, nämlich in der Form, ob der Kunde das Angebot in Anspruch nimmt oder nicht. Insofern kommt der Attraktivitätsbewertung eine besondere Bedeutung zu.Table of ContentsBegriff und Abgrenzung des Cross-Selling und Cross-Buying.-Konzeptualisierung und Operationalisierung der Attraktivität von Cross-Selling-Angeboten.-Empirische Überprüfung der Attraktivität von Cross-Selling-Angeboten.-Implikationen für die Praxis
£44.99
