The book provides a comprehensive analysis of the techniques and mechanics of the research process, and the management implications of industrial marketing research.
This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans.
This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans.
By examining the interface between consumer behavior and new product development, People and Products: Consumer Behavior and Product Design demonstrates the ways in which consumers contribute to product design, enhance product utility, and determine brand identity.
By examining the interface between consumer behavior and new product development, People and Products: Consumer Behavior and Product Design demonstrates the ways in which consumers contribute to product design, enhance product utility, and determine brand identity.
Reflecting a growing interest in consumption practices, and particularly relating to food, this cross disciplinary volume brings together diverse perspectives on our (often taken for granted) domestic mealtimes.
Reflecting a growing interest in consumption practices, and particularly relating to food, this cross disciplinary volume brings together diverse perspectives on our (often taken for granted) domestic mealtimes.
This book, first published in 1988, brings together leading researchers from both the retailing business and the academic world to discuss the latest techniques of analysis and forecasting in the fields of store choice, store location, and market analysis.
This book, first published in 1988, brings together leading researchers from both the retailing business and the academic world to discuss the latest techniques of analysis and forecasting in the fields of store choice, store location, and market analysis.
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.
Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships.
Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships.
Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations.
Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations.
This book provides simple explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies.
This book provides simple explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies.
The pricing profession has come a long way: from having a pure clerical function back in the 1970s to a more strategic one today, pricing professionals are increasingly accepted as fully fledged members of marketing and finance teams.
The pricing profession has come a long way: from having a pure clerical function back in the 1970s to a more strategic one today, pricing professionals are increasingly accepted as fully fledged members of marketing and finance teams.
The author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and time again.
The author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and time again.
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.
With chapters written by experts in their field, this volume advances the understanding of theory and successful practice of marketing and promoting environmental sustainability.
With chapters written by experts in their field, this volume advances the understanding of theory and successful practice of marketing and promoting environmental sustainability.
