This book will provide the business reader with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation and the public relations practitioner as guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns.
Luisa Wolter examines the travel motivations and interests of natural park visitors to Mallorca with a special focus on sustainable tourism development.
When marketing managers and financial managers join forces within any business, the result can often be poor communication on financial criteria and goals.
At the turn of the twentieth century, an emerging consumer culture in the United States promoted constant spending to meet material needs and develop social identity and self-cultivation.
Games are the most engaging medium of all time: they harness storytelling and heuristics, drive emotion and push the evolution of technology in a way that no other platform has or can.
This book will provide the business reader with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation and the public relations practitioner as guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns.
This core textbook provides students with a concise and user-friendly overview of the marketing research process, taking a refreshingly non-technical approach.
This book provides a thorough review of tested qualitative methods often used in organization studies, and outlines the challenges and essential requirements of designing a qualitative research project.
In einer Welt, die von Daten und Geschwindigkeit dominiert wird, wird künstliche Intelligenz (KI) zur treibenden Kraft hinter bahnbrechenden Veränderungen.
Designing Effective Web Surveys is a practical guide to designing Web surveys, based on empirical evidence and grounded in scientific research and theory.
Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in different geographic markets.
This book explores the recent history and future directions of scholarly publishing in the humanities in the United States from a marketing and communications perspective.
Conducting Online Research on Amazon Mechanical Turk(R) and Beyond, written by Leib Litman and Jonathan Robinson, provides both students and experienced researchers with essential information about the online platforms most often used for social science research.
The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process.
Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions.
Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention.
Dieses Buch erklärt fundiert und anschaulich, wie Unternehmen das Medium Mobile ganzheitlich in ihren Marketingmix integrieren und den Always-on-Trend bei den Kunden bestmöglich nutzen können.
Dieses Buch zeigt in gut verständlicher Weise die wesentlichen Grundlagen der Marktforschung auf, wie sie für Studium und Praxis des Marketing erforderlich sind.
