Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this 'gap' by asking 'how is marketing theory performative?
In this edited volume, the leading scholars in the field engage with consumers, marketers, corporations and policymakers as well as space dynamics and network formation to provide an in-depth examination of anti-consumption: a voluntary behavioural inclination to minimise rather than grow, to decelerate and simplify and to reduce the unnecessary exploitation of resources fuelled by consumer culture.
Africans Investing in Africa explores intra-African trade and investment by showing how, where and why Africans invest across Africa; to identify the economic, political and social experiences that hinder or stimulate investment; and to highlight examples of pan-African investors.
Srun shows how the psychology of luxury brands truly plays into high value customer motivations and unlocks the potential to understand their decision processes which are unlike that of any other customer.
Marketing Health Care Into the Twenty-First Century explores recent and anticipated changes and trends--legislative, economic, organizational, clinical, and operational--from a strategic marketing perspective.
This volume offers contributions on the fundamentals of current consumption theory and consumption research, which have developed almost entirely from originally unorthodox approaches against traditional micro- and macroeconomic theory.
This book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social marketing program design.
The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them current with state-of-the-art global marketing strategies and management tools.
This book discusses Metaverse Technology, which is one of the emerging technologies around the world, through its concepts, definitions, architectural layers, economic implications, and presents comparison points with other allied areas like Web 3.
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.
Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control.
This book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social marketing program design.
Die erste Auflage des vorliegenden Buches entstand 1977 aus dem Bedürfnis nach einem modernen Lehrbuch, das Studierenden und Wirtschaftspraktikern eine geschlossene, alle wesentliche Aspekte der Marktforschung umfassende Darstel lung bietet.
In Sticky Marketing Grant Leboff argued that the old marketing system of shouting messages at people was finished, replaced by providing value around your product or service: brands needed to become sticky.
Projective Techniques and Sort-Based Research Methods offers a brief introductory guide to the use of these exciting, innovative and often artistic approaches, to students and researchers who have no prior knowledge of these.
This book looks at the recent emergence of "e;new ordinary consumption,"e; in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into their daily lives, to accentuate their own well-being.
This book is the first to provide evidence-based experience to showcase how stakeholder management can be applied within social marketing programs, as well providing contemporary discussions of social marketing research.
This book assesses the varying ways in which automobile assemblers in several countries of East and Southeast Asia, Europe and the Americas have sought to enhance their efficiency and flexibility in response to heightened global competition during the 1980s and early 1990s.
Marketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making.
Die erste Auflage des vorliegenden Buches entstand 1977 aus dem Bedürfnis nach einem modernen Lehrbuch, das Studierenden und Wirtschaftspraktikern eine geschlossene, alle wesentliche Aspekte der Marktforschung umfassende Darstel lung bietet.
