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.
Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject.
Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject.
Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird's-eye view of the field for students of marketing strategy.
Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird's-eye view of the field for students of marketing strategy.
This book explores the ways in which the environmental factor of advertising can influence children's food choice and health status, and how it contributes to the significant public health issue of childhood obesity.
This book explores the ways in which the environmental factor of advertising can influence children's food choice and health status, and how it contributes to the significant public health issue of childhood obesity.
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.
This is the first book to critically examine the relationship between running events in local, national and international welfare policy, their marketing and management, and the resulting social impacts.
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.
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.
Consumerism and capitalist and socialist industry have reached the point where state power is legitimatized by its ability to increase the number of commodities.
Blockchain, metaverse, and digital payment technologies, collectively called digital ecosystem, have received much attention from academia, regulators, and industry alike.
This is the first book to critically examine the relationship between running events in local, national and international welfare policy, their marketing and management, and the resulting social impacts.
THE INTERNATIONAL BESTSELLER: OVER HALF A MILLION COPIES SOLDMatthew Dixon and Brent Adamson share the secret to sales success: don't just build relationships with customers.
An enlightening blueprint of the secrets of reaching female consumers from the expert Just Ask a Woman is a powerful book about how to tap into female consumers' needs.
Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field.
Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field.
Powerlines, the exceptional slogans that people remember long after the campaign ends, stand out from the barrage of marketing messages consumers face each day.
Powerlines, the exceptional slogans that people remember long after the campaign ends, stand out from the barrage of marketing messages consumers face each day.
