Discover how Brooks Running Company CEO Jim Weber transformed a failing business into a billion-dollar brand in the ultracompetitive global running market.
This book gives an indispensable guide to navigating the shift in customer behavior and discovers how to rally their resources, cultivate capabilities, and forge strategies that harness cutting-edge technologies.
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.
The revised Fourth Edition of this popular textbook is redesigned with Excel 2016 to encourage business students to develop competitive advantages for use in their future careers as decision makers.
By examining the interface between consumer behavior and new product development, People and Products: Consumer Behavior and Product Design demonstrates the ways in which consumers contribute to product design, enhance product utility, and determine brand identity.
From the novels of Anne Rice to The Lost Boys, from The Terminator to cyberpunk science fiction, vampires and cyborgs have become strikingly visible figures within American popular culture, especially youth culture.
Key Demographics in Retirement Risk Management argues that the weakening of public and employer-sponsored social safety nets in several countries will permanently increase pre-retirees' risk-anxiety and create pressure towards readjustment of their expectations about the quality of their lives in retirement.
All Eyes East: How Chinese Youth will Revolutionize Global Marketing provides brands looking to capitalize on this new world order with the insight they need to understand and capture the world's most powerful audience.
This book is about the history of product variety in the US automotive industry from the black Ford-T to hot-rodders and easy-riders up to latest trends.
With a series of experiments,Lena Himbert highlights theinfluence of the unit price s unit of measure on the consumer s price-levelperception and quality perception.
Dieses Buch zeigt in gut verständlicher Weise die wesentlichen Grundlagen der Marktforschung auf, wie sie für Studium und Praxis des Marketing erforderlich sind.
Practical Digital Marketing and AI Psychology explores how successful brands utilise both psychology and cutting-edge artificial intelligence technologies to maximise digital marketing strategies.
First published in 1999, this volume is part of the Plymouth Studies in Contemporary Shipping series represents a unique collection of papers and edited texts from the leading maritime institute in Western Europe at the University of Plymouth.
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.
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.
Founder of the phenomenon social media account PreachersNSneakers tackles how faith, capitalism, consumerism, and (wannabe) celebrity have collided and asks both believers and nonbelievers alike: how much is too much?
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.
Designing Effective Web Surveys is a practical guide to designing Web surveys, based on empirical evidence and grounded in scientific research and theory.
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This book makes mass communication research projects more accessible to the new student researcher through a balance between an academically rigorous guide and an informal and humorous student-centered approach.
The creation and expression of identity (or of multiple identities) in immersive computer-mediated environments (CMEs) is rapidly transforming consumer behavior.
Powerlines, the exceptional slogans that people remember long after the campaign ends, stand out from the barrage of marketing messages consumers face each day.