This book brings together the state of the art and current debates in the field of formative research, and examines many of the innovative methods largely overlooked in the available literature.
With clear analysis and practical frameworks, this book provides step-by-step guidance businesses can use to prosper in the new era of digital media "An incredibly useful and valuable guidebook to the new consumer economy.
A fascinating account of how radical researchers have used experiments to overturn conventional wisdom and shaped life as we know itExperiments have consistently been used in the hard sciences, but in recent decades social scientists have adopted the practice.
In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person.
From business models to unique selling propositions, from product offerings to sales, marketing and pricing strategies, this book reveals what sets Chinese electric car manufacturers apart from their Western counterparts.
Dieses Buch befasst sich mit dem Total Revenue Management (TRM), einem aufkommenden Konzept im Revenue Management, das die bestehenden Prinzipien und Instrumente des Revenue Managements in alle Gewinnbereiche einbezieht.
Dieses Buch befasst sich mit dem Total Revenue Management (TRM), einem aufkommenden Konzept im Revenue Management, das die bestehenden Prinzipien und Instrumente des Revenue Managements in alle Gewinnbereiche einbezieht.
The overall experience of the buying process ultimately determines whether consumers will pay money for a product or service: they weigh what they are purchasing with their responses to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more.
Position your company to handle any brand crisis-instantly and effectivelyToyota, Tylenol, and Goldman Sachs all made the best of serious brand crises.
The First How-To Strategy Guide to Transmedia Storytelling Phillips s book is a powerful tool for anyone who wants to make a career for him- or herself within the world of transmedia.
One of the key determinants of success for today's high-technology companies is product strategy-and this guide continues to be the only book on product strategy written specifically for the 21st century high-tech industry.
The "e;membership"e; business models of Netflix, Weight Watchers, and other industry giants revealed-and how you can use them to lead your company to the top of the food chainFor decades, consumers and businesses have joined clubs, bought products and accessed services using a subscription model.
Unlike other books which focus solely on the business or profit aspects of measuring the customer experience, this book focuses on the benefits to the consumer as well as the company or financial institution.
An industry insider reveals the next generation of marketing-and provides the insight you need to use it to beat the competitionOne of the hottest forms of advertising, native advertising is an extremely effective way to reach customers.
Bridget Brennan, CEO of Female Factor, shows readers how to win sales and grow market share by creating a customer experience that appeals to the most powerful consumers: women.
Developed from the authors' experience working with firms seeking to build better business intelligence, The Customer Information Wars is concerned with who will own and control information about customers and who will develop the best skills and capabilities to exploit it for competitive advantage.
Cosmopolitans are individuals with a distinctive kind of extended national and international orientation, a global vision, and sense of belonging to the world.
In Mastering Market Analytics, Robert Kozielski presents various measurement systems and marketing metrics, along with common mistakes made by organizations and managers in the process of measuring business activities, and illustrates how to avoid these mistakes.
This book provides an in-depth look at how American consumers will react to the significant social, economic and marketplace changes that will be brought about by the robot revolution.
This book discusses competitive market dynamics explain contextual market entropy caused because of swift changes in the innovation and technology scenarios.
This book is designed to meet the needs of CFOs, accounting and financial professionals interested in leveraging the power of data-driven customer insights in management accounting and financial reporting systems.
This book closely examines the concept and theory of 'future' from a multidisciplinary perspective, focusing on the practice of forecasting, especially in its interaction with complexity.
