This book contributes to growing debates on transcreation, applying an appraisal framework to texts from luxury brands in Chinese and English to reveal new insights into marketing transcreation and set out transcreation as an area of study in its own right.
Kathrin Dudenhöffer untersucht, welche Marktpotentiale für Elektrofahrzeuge in Deutschland und China vorhanden sind und welche Faktoren die Akzeptanz potentieller Nutzer beeinflussen.
Dieses Buch zeigt in gut verständlicher Weise die wesentlichen Grundlagen der Marktforschung auf, wie sie für Studium und Praxis des Marketing erforderlich sind.
Develop and cultivate the kind of robust, long-term customer relationships that power companies like Nike, Spotify, LinkedIn, and TargetMore and more companies are concluding that the potential rewards of subscription-based products and services are worth the risk of radically changing their business models.
The marketing discipline has been dominated by managerial research that has never really been counterbalanced by a systematic critical analysis which is problematic given the assumed legitimization of the managerialism that has ensued.
This book discusses qualitative research modeling and new approaches of qualitative data collection, interpretation of results, reporting, and deriving managerial implications.
This book provides an understanding of the concept of marketing and its role in business and public organization including the need for scientific marketing analysis.
Delve into the essential aspects of market research and analysis, exploring both qualitative and quantitative techniques, and learn to make informed business decisions.
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.
This book is the latest title of the popular Excel textbook; redesigned, while including interactive, user-friendly JMP to encourage business students to develop competitive advantages for use in their future careers.
Based around research into marketing education and marketing practice, Marketing Skills in Practice: Developing a Successful Marketing Career helps students embarking on their career to develop their professional identity, as well as the key skills required by employers in the industry.
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.
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020.
This book offers an innovative, unified theoretical model for better understanding the processes underpinning naming and framing and the power that words exert over human minds.
Take a glimpse into the mind of the modern consumer A decade of swift and stunning change has profoundly affected the psychology of how, when, and why we shop and buy.
La primera pregunta que le hacen los vendedores a Bridget Brennan, CEO de Female Factor, es siempre la misma: «¿Cómo puedo sobrevivir cuando los clientes tienen tantas opciones respecto de dónde comprar mi producto?
This book is an easily accessible and comprehensive guide which helps make sound statistical decisions, perform analyses, and interpret the results quickly using Stata.
The Handbook of Online Marketing Research examines all the latest techniques and trends used to conduct online research, including how to leverage existing sources, online chat-based sessions, email feedback, online focus groups, and much more.
This core textbook provides students with a concise and user-friendly overview of the marketing research process, taking a refreshingly non-technical approach.
Marketing research is the function that links the consumer, customer, and public to the marketer through information-information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.