Market research

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.

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

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.

Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy.

Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy.

Brands - corporate, products, service - today are collectively defined by their customers, deriving from personal experiences and word of mouth.

Brands - corporate, products, service - today are collectively defined by their customers, deriving from personal experiences and word of mouth.

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.

Netnography has become an essential tool for qualitative research in the dynamic, complex, and conflicted worlds of contemporary technoculture.

Netnography has become an essential tool for qualitative research in the dynamic, complex, and conflicted worlds of contemporary technoculture.

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.

Relationship marketing builds and maintains long-term relationships with customers through value creation and delivery.

Relationship marketing builds and maintains long-term relationships with customers through value creation and delivery.

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.

For any company, defining the most efficient marketing concept to create a competitive customer experience (CX) is vital for sustained development.

For any company, defining the most efficient marketing concept to create a competitive customer experience (CX) is vital for sustained development.

The pharmaceutical industry, long thought of as a recession-proof investment, now faces a day of reckoning.

The pharmaceutical industry, long thought of as a recession-proof investment, now faces a day of reckoning.

This book is a manifesto for responsible marketing.

This book is a manifesto for responsible marketing.

Marketing is psychology, in practice.

How Do People Really Make Decisions?

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.