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 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 offers an innovative, unified theoretical model for better understanding the processes underpinning naming and framing and the power that words exert over human minds.
This book offers an innovative, unified theoretical model for better understanding the processes underpinning naming and framing and the power that words exert over human minds.
This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.
This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.
Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory while keeping in mind megatrends such as climate crisis, economic inequality and digital connectivity.
Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory while keeping in mind megatrends such as climate crisis, economic inequality and digital connectivity.
Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in different geographic markets.
Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in different geographic markets.
With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world.
With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world.
This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience.
This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience.
The world is poised on the threshold of economic changes that will reduce the income gap between the rich and poor on a global scale while reshaping patterns of consumption.
"e;The Review of Marketing Research"e; annual series provides current, state-of-the-art articles by the marketing field's leading researchers and academicians.
"e;The Review of Marketing Research"e; annual series provides current, state-of-the-art articles by the marketing field's leading researchers and academicians.
This volume provides case studies, analysis and frameworks, reviews key studies and techniques, offers theoretical explanations, identifies unanswered questions and research opportunities, and discusses significant managerial and policy implications as well as incorporating insights from literatures across the disciplines of marketing, management and psychology in an integrative manner.
This volume presents recent consumer research across both positivist and interpretivist methods, focusing on topics with considerable current interest.
In this revealing social history, Daniel Thomas Cook explores the roots of children's consumer culture-and the commodification of childhood itself-by looking at the rise, growth, and segmentation of the children's clothing industry.
Offering real-world insight and explanations, this book provides a roadmap for organizations looking to develop a profitable big data strategy and reveals why it's not something they can leave to the I.
Marketing to Millennials is both an enlightening look at this generation of spend-happy consumers and a practical plan for earning their trust and loyalty.
Learn the secrets professionals use to dramatically increase their client base by learning how to replace scattershot marketing and networking efforts with proven, targeted tactics.
With bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers.
