When Feyi Olubodun, CEO of one of West Africa’s leading creative agencies, witnessed one too many cases of brands failing in the African marketplace he began to ask himself questions:
- Why did brands, both global and local, so often fail to connect with the African consumer?
- What was it about the African market that brand owners were not seeing?

He began to reflect on his own marketing experiences and out of this emerged the framework for The Villager.

In Feyi’s view, the African consumer begins his life’s journey by moving from the village, his rural dwelling, to the city, carrying with him not only his own dreams but also the dreams of his community. He is a highly aspirational consumer, motivated to succeed, and he becomes the economic portal for the rest of his community back home. But although he may be exposed to global influences and technology, his essential identity remains largely intact. This is why Feyi calls the African consumer a Villager. The Village is no longer a physical space; it is a psychological construct that defines him and the filter through which he engages with and consumes brands.

In developing his construct, Feyi posits that if you wish to engage successfully in a market you may not understand, you must have the right ‘lenses’ to view a people. He believes the secret lies in applying these lenses at the confluence of commerce, culture and consumer. Data is not enough to understand the vagaries of a particular market. Drawing on his wide experience and wealth of astute observations, he provides a highly readable and indispensable guide to the mindset of the African consumer today, yet it is true to say that his insights apply, albeit in a more nuanced way, to consumer behaviour across the globe.

The Villager is essential reading for brand owners wishing to conquer new markets.

The world of integrated marketing communication (IMC) has changed dramatically over the last 10 years, due in large part to the expansion and advances in digital media technology. These changes have affected clients, consumers and advertisers alike.

Marketing Communication: An integrated approach 2nd edition deals with the past, present and future of IMC and the impact this has had on the pace and demands of effective persuasive communication in the current digital age. It is also the first IMC textbook to cover in detail alternative communication strategies and how their unconventional and disruptive tactics have been integrated into our daily lives. Self-study questions per chapter have also been included in this edition.

The research techniques and methods discussed are applied to researching advertising, mass-media audiences, mass-media efficiency and organisational and development contexts. The research problems or issues addressed are also relevant to other communication fields, including political, government, marketing, intercultural, health and interpersonal and small-group communication, plus information and communications technology.

This second edition elaborates on the application of additional measurement scales and of content analysis. It contains more practical examples of the application of scientific criteria and it includes additional marginal notes that facilitate the comprehension of key concepts.

Building on the success of the previous editions, the third edition of Marketing Research: Tools and Techniques provides an accessible and engaging insight into marketing research. Based on the concept of the Marketing Research Mix, the text is organized around the core themes of research preparation, data collection, analysis and communication of findings, and how skills and techniques are used in different research contexts. The author adopts a sound balance between theory and practice and demonstrates how marketing concepts can be carried out in reality, and which methods are most appropriate for particular types of research. The new edition has been fully revised to reflect the wealth of digital developments and contains new case studies on renowned commercial brands such as BMW, Google, McDonalds, Whiskas, Tesco, The National Student Survey (NSS), Eurobarometer and BMI Healthcare. Supported by a full range of pedagogical features, the author enables students to understand the issues involved in carrying out research and the potential pitfalls to be aware of, thereby ensuring a clear understanding of the overall subject. The book is accompanied by a comprehensive Online Resource Centre which offers the following resources for students and lecturers: For students: Multiple choice questions Questionnaire wizard Online version of Market Researcher's Toolbox Link to clips of author summarising contents of each chapter on YouTube Web links For registered adopters of the text: PowerPoint presentation Illustrations from the book

The pandemic that hit the world in 2020 has brought about many changes around the world. This has led to numerous changes in the world of business and new trends have emerged in the world of sales. Artificial intelligence became more prominent, the impact of videos increased and automation of sales processes became the order of the day.

One of the more noticeable sales trends that emerged in the past years is creativity. The business world changed and salespeople had to work harder to meet targets. This also led to more intense competition, which in turn, resulted in more innovative ways of doing business. Salespeople were forced to work smarter and not harder during these trying times. One of the cyber-age strategies focused on was the use of the Internet to drive sales. This, however, quickly became annoying to customers. To prevent this type of strategy from becoming an also-ran, it needs to be adjusted and adapted to be one step ahead. Creativity is called for in sales – not silliness!

It is clear that customer expectations of personal selling are constantly changing and that businesses must adapt to these changes. The days are gone where a business can tell customers what they want to hear; or will close a deal fast; or talk a lot to influence customers. Customers expect businesses to change the way they approach them.

In this edition of Personal Selling, the authors outline the key steps in the selling process that lead to a successful sale, from prospecting for a sale to the follow-up once the sale has been completed. In addition, it explains the role and place of personal selling, the impact it has on the economy and how it ties in with and supports marketing. The importance of communication in the act of selling, as well as different approaches and sales presentation methods, are explained and clarified, and a comprehensive discussion on how salespeople should manage themselves and their time is included.

Marketing Research, now in its fourth edition, provides a methodical introduction to the basic concepts of marketing research.

Marketing research can be a daunting subject if not taught correctly. The mere mention of inferential statistics or statistical significance causes many students to close their minds and develop a mental block towards the topic. This is largely because most texts spend too little time teaching students the basic concepts before ploughing into the analysis of data and associated statistical formulas.

Marketing Research follows a simple layout that is easy to read with text that is written in understandable, plain English. It will equip undergraduate marketing students with the skills necessary to plan and conduct basic marketing research projects in an efficient and effective manner, in a business world which demands more and more information on which to base decisions.

What does it take to be an incredible marketer, creating campaigns that move something from ‘here’ to ‘there’ so that it is noticed, believed, loved, and ultimately (and importantly) bought by customers – whether in business-to-business or business-to-consumer contexts?

How does a marketer devise strategies to fulfil the 360° dreams, aspirations and objectives of an entire business? Is it through brand building, maintaining brand health and reputation, or effective storytelling? Is it about raising product/service awareness, pricing strategies, or the choice of promotional channels – whether above-the-line, below-the-line, or through digital and AI messaging? Or perhaps it’s about delivering a message like, ‘We hear you; let’s build a sustainable future, together.’

And how do you decide which aspect to market? Is it …

The product;
The price;
The place;
The promotion;
The people;
The positioning;
The process;
The parable;
The performance;
The promise?
OR, is it bits and pieces of all, or some, of the above?

This book delves into these questions, providing insights and guidance for creating comprehensive marketing strategies that resonate and drive success. In The Book Every Marketer Should Read our authors examine aspects of the original ‘4Ps of Marketing’ and transform this outdated 1960s framework into a dynamic, contemporary approach suited for the 21st century.

Start reading and make notes on what you can implement today to become a marketing maestro.

The foundational and wildly popular go-to resource for influence and persuasion-a renowned international bestseller, with over 5 million copies sold-now revised adding: new research, new insights, new examples, and online applications. In the new edition of this highly acclaimed bestseller, Robert Cialdini-New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion-explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don't have to be a scientist to learn how to use this science. You'll learn Cialdini's Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader-and just as importantly, you'll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else. Cialdini's Principles of Persuasion: Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Unity, the newest principle for this edition Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini's 35 years of evidence-based, peer-reviewed scientific research-including a three-year field study on what leads people to change-Influence is a comprehensive guide to using these principles to move others in your direction.

This is a core text for students of consumer or buyer behaviour. It looks at the subject from a psychological perspective and psychological themes that cross different areas - such as personality patterns and lifestyle effects on shopping behaviour. The book is student-friendly and avoids jargon. At the end of each chapter there is an annotated further reading list and a selection of questions for discussion.

Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization, managers are becoming increasingly aware that operating in multiple markets is crucial for firms' survival and growth. As the world's growth engine shifts from Europe and North America to Asia and Latin America, it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think, behave, consume, and purchase. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information-processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, and impulsive consumption. In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research.

Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including: Secondary research and data mining Internet marketing research Qualitative and exploratory research Statistical analysis Marketing research ethics With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.

Identifying customer loyalty as a crucial success factor in contemporary marketing thinking and practice, this innovative Handbook incorporates a rich collection of perspectives on the current topics and research-driven practices in the field. Leading scholars offer an insightful reimagining of the research methods, metrics, and designs for the future of measuring and predicting customer loyalty. The Handbook recognises loyalty as a strategic asset, and analyses incentive structures such as loyalty-based learning, gamification, and automaticity to track the evolution of customer loyalty programmes. Examining the impacts of globalization and cutting-edge technologies on the customer loyalty journey, it identifies an increase in customer defection and a rapid erosion of single-brand loyalty. Forward-thinking, it concludes by reflecting on how trends like voice technology, augmented reality, and influencer marketing will shape the domain of customer loyalty in the future. Gathering together contemporary concepts, practice, measures and challenges to inform future research, this Handbook will prove an enlightening read for students and scholars of marketing, business and management, and psychology. Its illustrative case studies will also prove invaluable for practitioners in a diverse range of fields looking to future-proof and reimagine their loyalty strategies.

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content, which is especially relevant to students outside the United States. For consumer behavior courses. This package includes MyLab. Beyond consumer behavior: How buying habits shape identity A #1 best-selling text for consumer behavior courses, Solomon's Consumer Behavior: Buying, Having, and Being covers what happens before, during, and after the point of purchase. It investigates how having (or not having) certain products affects our lives; specifically, how these items influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. In the 13th Edition, up-to-date content reflects major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both professional and personal relevance to students. This makes it easy to apply the theory outside of the classroom and maintain an edge in the fluid and evolving field of consumer behavior. Reach every student by pairing this text with Pearson MyLab Marketing MyLab (TM) is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student. Pearson MyLab Marketing should only be purchased when required by an instructor. Please be sure you have the correct ISBN and Course ID. Instructors, contact your Pearson representative for more information.

Taking a multidisciplinary approach, this comprehensive Handbook comprises contributions from international researchers of diverse educational and research backgrounds. Chapters present methodological issues within marketing research, sharing the researchers' experiences of what does and does not work, as well as discussing challenges and avenues for innovation. Divided into four parts covering quantitative and qualitative research approaches, mixed-methods approaches, and critical issues regarding how research is conducted, the Handbook offers guidance for all marketing researchers. This guidance includes insights on scale development, necessary condition analysis, experimental design, visual research methods, phenomenology and mobile ethnography. Chapters also consider recent advances in marketing research methods, legal aspects of marketing research, research ethics and how a forensic science framework can be used in marketing research. Generating wider methodological debates, this Handbook will be a valuable resource for researchers and students of marketing, as well as scholars interested in research methods in the business and management field. Its practical recommendations will also be beneficial for marketing practitioners interested in research.

Offering a critical approach to youth marketing, this comprehensive book provides a framework to better understand the mechanisms that shape youth consumption cultures and behaviours. The ideas investigated include how to advertise to digital natives, how to engage young customers, and why digital natives adopt or reject brands.

Youth Marketing to Digital Natives introduces a youth consumption culture perspective that captures the paradoxical and emotion-driven behaviours of young consumers while offering insight into the impact of social media, advertising and age segmentation. Wided Batat explores concepts such as fun culture, youth identity fragmentation, juxtaposition and virtual consumption, as well as examples of companies and brands that target the youth market.

Providing the reader with new market research tools to study digital natives, this book will be a welcome companion for students and researchers with an interest in marketing and consumer research. This will also be an interesting read for businesses and scholars looking to develop their knowledge of youth consumption culture and digital natives.

Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders. Chapters contribute to clarifying the ontological and epistemological assumptions underlying brand co-creation, gaining deeper insights into the co-creation of intangible and tangible brand assets, as well as uncovering the ethical implications of brand co-creation. The impressive selection of contributors also foreshadow and critically reflect on possible future developments related to brand co-creation, and illustrate practical applications in the form of case studies. In an ever more interconnected business environment, this timely Research Handbook will be an ideal read for students studying courses related to branding, marketing, innovation and business ethics. It will also be welcomed by scholars conducting research in these fields, as well as practitioners and managers implementing co-creation strategies.

Marketers have attracted criticism from advocates of marketing ethics for not giving equal attention to all consumers. In other contexts, other nomenclatures such as "less privileged" or "low-income consumers" are being used to describe consumers. However, a critical view of the scope of the disadvantaged consumers shows that it is beyond having limited income and encapsulates all forms of limitations that prevent full inclusion in marketplace opportunities. Critical Perspectives on Diversity, Equity, and inclusion in Marketing focuses on exploring diversity, equity, and inclusion in marketing as related to individuals, groups, organizations, and societies. It provides insight into consumption practices, diversity, inclusion, limitations, and their theoretical and practical implications. Covering topics such as ethnic identity negotiation, marketing implications, and consumer vulnerability, this premier reference source is an eclectic resource for business leaders and managers, marketers, sociologists, DEI professionals, libraries, students and educators of higher education, researchers, and academicians.

New products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks, covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance. The contributors delve into a broad range of topics, covering each one deeply and comprehensively. Careful attention to the development of these topics make it a fantastic single-source reference for state-of-the-art knowledge on new product development, including comprehensive sets of questions and discussion topics to inspire future research. Managers will benefit from the Handbook by expanding their knowledge of new product development, and for researchers, the book provides a comprehensive look at the current research, as well as offering opportunities to continue expanding on this body of knowledge. Contributors include: A.M. Baker, B.L. Bayus, S. Bharadwaj, D. Boyd, R.J. Calantone, G. Challagalla, D. Chandrasekaran, G. Colarelli O'Connor, R.G. Cooper, C.A. Di Benedetto, N. Donthu, E. Fang, G.J. Fisher, N.Z. Foutz, N. Franke, E. Genc, J. Goldenberg, P.N. Golder, D.A. Griffith, E. Keko, V. Kuppuswamy, D. Mitra, C. Moorman, C.P. Moreau, H. Nguyen, J.C. Prabhu, G.J. Prevo, N. Ramani, V.R. Rao, S.M. Shugan, R. Srinivasan, S. Stremersch, G.J. Tellis, L.H. Vincent, E. von Hippel, S. Wies, G. Yalcinkaya, E. Yin

For undergraduate, postgraduate and MBA students, this highly successful textbook is an essential guide to Marketing Research. Understand theory and application of marketing research in a European context Marketing Research: Applied Insight, 6th Edition, by Nunan, Birks and Malhotra is the leading marketing research text focused on the key challenges facing marketing research in a European context. This comprehensive text offers a clear explanation and discussion of concepts, and a wealth of European and international case material showing how researchers apply concepts and techniques. It also integrates with online resources for students including key discussion points. This book supports both qualitative and quantitative research methods through: Introducing the transactional stages of marketing research of problem definition, developing approach and design, data collection, analysis and communicating the research findings Using real research case studies of how companies address specific managerial problems and implement research, as well as real-life marketing situations and exercises to tackle in every chapter Applying marketing research to current marketing challenges such as social media, mobile marketing, customer value, experiential marketing, satisfaction, loyalty, customer equity, brand equity and management, relationship marketing, creativity and design, and socially responsible marketing Pearson, the world's learning company.