Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs.
Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs.
Between 1815 and 1890, the German book market experienced phenomenal growth, driven by German publishers' dynamic entrepreneurial attitude towards developing and distributing books.
Between 1815 and 1890, the German book market experienced phenomenal growth, driven by German publishers' dynamic entrepreneurial attitude towards developing and distributing books.
Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects.
Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects.
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.
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.
Unlike other International Marketing texts, Essentials of International Marketing includes only the most important information that can be easily covered in one semester.
Unlike other International Marketing texts, Essentials of International Marketing includes only the most important information that can be easily covered in one semester.
The creation and expression of identity (or of multiple identities) in immersive computer-mediated environments (CMEs) is rapidly transforming consumer behavior.
The creation and expression of identity (or of multiple identities) in immersive computer-mediated environments (CMEs) is rapidly transforming consumer behavior.
Practice theories of our equipped and situated tacit construction of participatory narrative meaning are evident in multiple disciplines from architectural to communication study, consumer, marketing and media research, organisational, psychological and social insight.
Practice theories of our equipped and situated tacit construction of participatory narrative meaning are evident in multiple disciplines from architectural to communication study, consumer, marketing and media research, organisational, psychological and social insight.
The study and teaching of marketing as a university subject is generally understood to have originated in America during the early 20th century emerging as an applied branch of economics.
The study and teaching of marketing as a university subject is generally understood to have originated in America during the early 20th century emerging as an applied branch of economics.
Contemporary Consumer Culture Theory contains original research essays written by the premier thought leaders of the discipline from around the world that reflect the maturation of the field Customer Culture Theory over the last decade.
Contemporary Consumer Culture Theory contains original research essays written by the premier thought leaders of the discipline from around the world that reflect the maturation of the field Customer Culture Theory over the last decade.
Despite the rising popularity of visual research methods, from images and collages to videos and animations, there is an imminent need for a book that can be a point of reference for learning about visual methods in the field of marketing and consumer research.
Build a "e;cognitive brand"e; that connects with your customers in the deepest, most meaningful waysSuccessful marketing is all about unlocking the door to peoples thoughts, feelings, memories, and fantasies.
This Handbook analyzes cutting-edge consumer psychology research through individual, interpersonal, and societal lenses and considers future directions for the field.
This Handbook analyzes cutting-edge consumer psychology research through individual, interpersonal, and societal lenses and considers future directions for the field.
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.
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.
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?
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?
Despite the fact that focus groups are an ideal research tool for studying and employing group communication in action, many research practitioners and scholars have missed the opportunity to utilize them to their maximum benefit.
Despite the fact that focus groups are an ideal research tool for studying and employing group communication in action, many research practitioners and scholars have missed the opportunity to utilize them to their maximum benefit.
