This book provides a vivid examination of the issue of consumer inequality in America-one of society's most under-discussed and critical issues-through the evaluation of real-life cases, the trend of consumers suing companies for discrimination, and the application of novel frameworks to establish legitimate consumer equality.
Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders.
The practices of revenue management and pricing analytics have transformed the transportation and hospitality industries, and are increasingly important in industries as diverse as retail, telecommunications, banking, health care and manufacturing.
Market Research Best Practice is a compilation of the best discussion papers, case studies and methodologies from the ESOMAR publishing and event programme over the last decade and more.
This book is about understanding the differences and risks, ownership, culture and management practices when investing, managing or working with Chinese companies.
This book describes how companies can easily and pragmatically set up and realize the path to a data-driven enterprise, especially in the marketing practice, without external support and additional investments.
Optimize the customer experience via the cloud to gain a powerful competitive advantage Customer Obsessed looks at customer experience through the lens of the cloud to bring you a cutting-edge handbook for customer experience.
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.
Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this 'gap' by asking 'how is marketing theory performative?
Uses case studies to explore why large scale electronics failed to win a leadership position in the early computer industry and why IBM, a firm with a heritage in the business machines industry, succeeded.
This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice.
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.
An important update to this roadmap for the development of a corporate intelligence program Market intelligence is the distinct discipline by which organisations systematically gather and process information about their external operating environment in order to facilitate accurate and confident decision making that is based on insight.
The Art and Science of Interpreting Market Research Evidence offers a complete account of the way today's researchers interpret evidence and apply it to decision making.
A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies.
How can marketers navigate the growing array of marketing specialties, multiplying media options and data sources, and increasing content saturation to improve effectiveness and return on investment?
Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention.
In this re-published book The Insight Discipline: Crafting New Marketplace Understanding That Makes a Difference, Liam Fahey details the analysis methods and modes of deliberations required to overcome data challenges and create an insight-driven culture.
Containing original and previously unpublished theoretical and empirical studies, Consumer Behavior in Travel and Tourism will give professionals, professors, and researchers in the field up-to-date insight and information on trends, happenings, and findings in the international hospitality business arena.
This book provides an in-depth look at how American consumers will react to the significant social, economic and marketplace changes that will be brought about by the robot revolution.
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.
Contemporary Consumer Culture Theory contains original research essays written by the premier thought leaders of the discipline from around the world that reflect the maturation of the field Customer Culture Theory over the last decade.
This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market.
Meeting a key need for qualitative researchers, this practical book presents tools for creating productive partnerships and managing each phase of a collaborative project.
Powerlines, the exceptional slogans that people remember long after the campaign ends, stand out from the barrage of marketing messages consumers face each day.
Despite the fact that focus groups are an ideal research tool for studying and employing group communication in action, many research practitioners and scholars have missed the opportunity to utilize them to their maximum benefit.
Learn the techniques and practical tasks involved in designing and running a research project The Practice of Market Research: From Data to Insight, 5th edition, by McGivern offers a thorough introduction to the practice of market and social research.
Categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements.
The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them current with state-of-the-art global marketing strategies and management tools.
