Market research

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.

Interest in applying analytics, machine learning, and artificial intelligence to sales and marketing has grown dramatically, with no signs of slowing down.

Interest in applying analytics, machine learning, and artificial intelligence to sales and marketing has grown dramatically, with no signs of slowing down.

Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation.

Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation.

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.

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.

Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the consumers themselves and others on the organizations acting in the market.

Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the consumers themselves and others on the organizations acting in the market.

Country of origin and consumer ethnocentrism are evolving constructs as consumers' perception of country, state, or region changes over time.

Country of origin and consumer ethnocentrism are evolving constructs as consumers' perception of country, state, or region changes over time.

This comprehensive textbook introduces students to all the core principles of marketing practice using an employability-focused approach.

This comprehensive textbook introduces students to all the core principles of marketing practice using an employability-focused approach.

This book focuses on the bridges that connect the dynamic relations between consumer actions, the marketplace, and cultural meanings.

This book focuses on the bridges that connect the dynamic relations between consumer actions, the marketplace, and cultural meanings.

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.

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.

The consumer packaged goods (CPG) industry is dominated by major Western brands.

The consumer packaged goods (CPG) industry is dominated by major Western brands.

This book looks at markets in low-income economies and how they require fundamentally different marketing systems and strategies.

This book looks at markets in low-income economies and how they require fundamentally different marketing systems and strategies.

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.

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.

This book, the first of its kind, provides market researchers and marketeers with the tools to better understand human behaviour by drawing upon social science theory from different schools of thought, including sociology, psychology and behavioural economics.

This book, the first of its kind, provides market researchers and marketeers with the tools to better understand human behaviour by drawing upon social science theory from different schools of thought, including sociology, psychology and behavioural economics.

This short textbook provides students with a concise yet comprehensive overview of the fundamentals of marketing research.

This short textbook provides students with a concise yet comprehensive overview of the fundamentals of marketing research.

Value-based pricing - pricing a product or service according to its value to the customer rather than its cost - is the most effective and profitable pricing strategy.

Value-based pricing - pricing a product or service according to its value to the customer rather than its cost - is the most effective and profitable pricing strategy.

Charities operate within an increasingly challenging environment, with competition for public engagement, funding and volunteers intensifying.

Data is an intrinsic part of our daily lives.

Data is an intrinsic part of our daily lives.

Charities operate within an increasingly challenging environment, with competition for public engagement, funding and volunteers intensifying.

Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantitative methods in marketing and consumer behavior.

Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantitative methods in marketing and consumer behavior.

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.

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.

Showing how market researchers can get a seat at the decision-making table, this book is the essential guide to mastering storytelling techniques that can dramatically enhance the impact of research reports and presentations, commanding full audience engagement and buy-in.

Showing how market researchers can get a seat at the decision-making table, this book is the essential guide to mastering storytelling techniques that can dramatically enhance the impact of research reports and presentations, commanding full audience engagement and buy-in.

Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders.

Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders.

Advertising is a company's major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour.

Advertising is a company's major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour.

How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing?

How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing?

This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey.

This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey.

Ephemeral stores, also known as pop-up stores, have existed since the beginning of trade between consumers.

Ephemeral stores, also known as pop-up stores, have existed since the beginning of trade between consumers.

Businesses need strategies that determine the direction of functioning and further development.