Visits to customers by a cross-functional team of marketers and engineers play an important role in new product development, entry into new markets, and in exploring customer satisfaction and dissatisfaction.
Capture the Mindshare and the Market Share Will Follow reveals how strong branding creates awareness, provides authentic value, motivates others to act, and builds long-term customer loyalty based on trust and respect.
Kathrin Natterer widmet sich bislang ungeklärten Wirkungszusammenhängen zwischen persönlicher und historischer Nostalgie im Kontext von Medienprodukten unter Berücksichtigung verschiedener Einflussvariablen, wie z.
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.
Digital Relevance teaches readers the knowledge, strategies, and skills need to create content, instantly engage customers, and compel them to action by sharing ideas so seamlessly matched to each audience's context that they can't help but take next steps toward purchase.
Bert Rosenbloom has brought together leading academic scholars on wholesale distribution who present state-of-the-art analyses and research on the subject.
Fashion as a societal phenomenon has fascinated scholars in different disciplines such as history, sociology, anthropology, psychology, and marketing often from an interdisciplinary perspective.
Large surveys are becoming increasingly available for public use, and researchers are often faced with the need to analyse complex survey data to address key scientific issues.
Consumer Research: Postcards from the Edge is a collection of cutting-edge essays by leading exponents of postmodern consumer research from Europe and America.
Philipp Lüttke widmet sich dem wissenschaftlichen Ansatz, der diffuse Beschreibungen von Konsumenten zu Shopping Centern, selektive Kundenbefragungen, wechselnde Marktteilnehmer und Konzepte sowie die Auswirkungen einer sich verändernden Gesellschaft in Relation zueinander setzt.
Roman Becker untersucht den Akquisitionserfolg im Zusammenhang mit Überschussliquidität beim akquirierenden Unternehmen und geht folgenden Fragen nach: Wie wird vorhandene Überschussliquidität beim akquirierenden Unternehmen im Rahmen von Unternehmensakquisitionen vom Kapitalmarkt bewertet?
Investigating how international market actors create market morality on a global level, this book reflects on the unresolved questions and debates regarding the relationship between business and society.
This book explores the college textbook publishing industry, from its inception in medieval universities, through the late 20th century, to the present day which has led to an existential crisis for some publishers.
An important update to this roadmap for the development of a corporate intelligence program Market intelligence is the distinct discipline by which organisations systematically gather and process information about their external operating environment in order to facilitate accurate and confident decision making that is based on insight.
This Handbook analyzes cutting-edge consumer psychology research through individual, interpersonal, and societal lenses and considers future directions for the field.
The purpose of this book is to present a comprehensive review of the latest research and development trends at the international level for modeling and optimization of the supplier selection process for different industrial sectors.
Die Autoren vermitteln in gut verständlicher Weise die wesentlichen Grundlagen der Marktforschung, wie sie für Studium und Praxis des Marketing erforderlich sind.
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.
Robert Caspar Müller untersucht, wie Konsumentenbilder und die dahinterstehenden Menschenbilder theoretisch konstruiert und in Wissenschaft, Wirtschaft und Politik praktisch in Dienst genommen werden.
Basic and Advanced Focus Groups illustrates both the different types of focus groups and how to decide among those options in order to produce the most effective focus groups possible.
This book is an innovative attempt to identify and analyse the processes related to social influence in online buying behaviour, with special attention given to the phenomenon of social proof, which is the basis of social media, recommendation marketing, and word-of-mouth (WOM) marketing.
Dieses Buch erklärt kompakt und auf den Punkt, wie Online-Marketing für Einzelkämpfer und Kleinunternehmer mit wenig Zeit, Budget und Vorwissen einfach umsetzbar ist.
This handbook gives a detailed introduction to the Time Series Database System MAXDATA, which offers a very simple and convenient handling of voluminous numerical databases on a personal computer.
