Offering a holistic approach to positive luxury, this comprehensive book provides a novel framework grounded in the new paradigm of Transformative Luxury Research (TLR) stream.
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.
The revised Fifth Edition of this popular textbook is redesigned with Excel 2019 and the new inclusion of interactive, user-friendly JMP to encourage business students to develop competitive advantages for use in their future careers.
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.
Designed to help readers analyze and interpret research data using IBM SPSS, this user-friendly book shows readers how to choose the appropriate statistic based on the design; perform intermediate statistics, including multivariate statistics; interpret output; and write about the results.
The globalization of the world's markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets.
Contemporary Issues in Social Media Marketing provides the most cutting-edge findings in social media marketing, through original chapters from a range of the world's leading specialists in the area.
The social web is defined as the social part of the Internet that enables (personally unknown) people to socially interact with each other in order to cherish friendships and make new acquaintances.
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.
In an age of self-service stores, saturated markets and ever more demanding customers, the careful and science-driven design of the point of sale has become a crucial success factor for both retailers and service businesses.
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.
This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy.
Behavioral Science in the Wild helps managers understand how best to incorporate key research findings to solve their own behavior change challenges in the real world - from lab to field.
The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process.
Angesichts der Forderung nach einer marktorientierten Unternehmensführung erlangen valide und strategisch orientierte Absatzmarktinformationen einen besonderen Stellenwert.
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.
Revolutionary retail guru Paco Underhill is back with fresh observations and important lessons in this completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture.
