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.
This book examines consumer behavior using the "e;life course"e; paradigm, a multidisciplinary framework for studying people's lives, structural contexts, and social change.
In his study, Jan Posthumus uses the grounded theory method to explore the implementation of marketing instruments such as segmentation and targeting in the recruitment of high potentials in the pharmaceutical industry.
Dieses Buch erläutert, wie Unternehmen digitale Assistenten für ihren nachhaltigen wirtschaftlichen Erfolg nutzen können und welche Rolle sie für das Marketing spielen.
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.
An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs.
Der Band bietet Beiträge über Grundlagen der aktuellen Konsumtheorie und Konsumforschung, die sich fast gänzlich aus ursprünglich unorthodoxen Ansätzen gegen die traditionelle mikro- und makroökonomische Theorie entwickelt haben.
Basierend auf sozialpsychologischen Theorien leitet Andrea Bruns Hypothesen zu Konsequenzen temporärer Verlängerungen von Verkaufsoptionen – definiert als zeitlich begrenzte Preisreduktionen oder Produktzugaben – auf Kunden ab.
Scoring Points is the compelling and dramatic inside story, told from a project point of view, of how the Tesco Clubcard was conceived, launched and developed.
The globalization of the world's markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets.
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.
Das Praxisbuch erläutert anschaulich anhand konkreter Fälle, wie Analogien für die Prognose und Erhöhung der Akzeptanz neuer Produkte und Projekte genutzt werden können.
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.
Medienwirkungen kompakt – angesichts der Differenzierung der Kanäle und Gattungen einerseits und der Themenvielfalt andererseits ein großes Anliegen in kleinem Format.
This book covers the 'hot topic' of the experiential consumption in an accessible manner and from a unique industry perspective which is not used in any other book.
Marketing research is the function that links the consumer, customer, and public to the marketer through information-information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
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 explores the evolution of intelligence research over the past two decades, emphasizing the development and implementation of intelligence functions in private and public organizations.
Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers.
Regina Gattringer analysiert in ihrer Studie die Planung und Umsetzung von Open Foresight-Prozessen, bei denen verschiedene Unternehmen gemeinsam Zukunftsszenarien und innovative bzw.
Changes in the economy and greater competition force us to adapt our business practices and to take greater account of the needs of consumers and the social problems they care about.
