The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.

Conjoint analysis (CA) and discrete choice experimentation (DCE) are tools used in marketing, economics, transportation, health, tourism, and other areas to develop and modify products, services, policies, and programs, specifically ones that can be described in terms of attributes. A specific combination of attributes is called a concept profile. Building on the authors? significant work in the field, Choice-Based Conjoint Analysis: Models and Designs explores the design of experiment (DOE) issues that occur when constructing concept profiles and shows how to modify commonly used designs for solving DCE and CA problems. The authors provide historical and statistical background and discuss the concepts and inference.

The book covers designs appropriate for four classes of DOE problems: (1) attributes in CA and DCE studies are often ordered; (2) studies increasingly are computer-assisted; (3) choice is often influenced by competition; and (4) constraints may exist on attribute levels. Discussion begins with commonly used "generic" designs. The text then presents designs that avoid "dominated" or "dominating" profiles that may occur with ordered attributes and explores the use of orthogonal polynomials to describe relationships between ordered attribute levels and preference. Computer administration entails limited "screen real estate" for presenting concept profiles. The book covers approaches for subsetting attributes and/or levels to "fit" profiles into available "screen real estate." It then discusses strategies for sequential experimentation. Choice also is influenced by the availability of competing alternatives. The book uses availability and cross-effects designs to illustrate the design and analysis of portfolios and shows the relationship between availability effects and interaction effects in analysis of variance models. The last chapter highlights approaches to experimental design in which constraints are imposed on the levels of attributes. These designs provide the means to untangle the pricing and formulation problems in CA and DCE.

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. The volume seeks to help break down the silos that have arisen in disciplines seeking to understand consumer culture, and speed both the diffusion of ideas and possibility of collaboration across frontiers. Contemporary Consumer Culture Theory begins with a re-evaluation of some of the fundamental notions of consumer behaviour, such as self and other, branding and pricing, and individual vs. communal agency then continuing with a reconsideration of role configurations as they affect consumption, examining in particular the ramifications of familial, gender, ethnic and national aspects of consumers' lived experiences. The book move on to a reappraisal of the state of the field, examining the rhetoric of inquiry, the reflexive history and critique of the discipline, the prospect of redirecting the effort of inquiry to practical and humanitarian ends, the neglected wellsprings of our intellectual heritage, and the ideological underpinnings of the evolving construction of the concept of the brand. Contemporary Consumer Culture Theory is a reflective assessment, in theoretical, empirical and evocative keys, of the state of the field of consumer culture theory and an indication of the scholarly directions in which the discipline is evolving providing reflection upon a rapidly expanding discipline and altered consumption-scapes by some of its prime movers.

In today's connected consumer environment, customers are better informed and harder to please, but they also leave a more visible evidence trail in the form of improved databases and customer information. Consumers are increasingly interconnected through various sorts of social networks, a trend that is facilitated by recent advances in electronic media and telecommunication (i.e., MySpace, Facebook, Twitter and Cyworld). Consumers are also increasingly connected with brands and seek to play a more participative role in their relationship with companies, stimulating companies to reconsider how to connect with consumers.

This book consists of a collection of chapters by thought-leaders in the field of marketing and beyond that deals with the rich facets of connectivity. This edited volume is a great source of research ideas and fresh theory building for academics and students in marketing and related fields who wish to understand this exciting field. It will be a source of inspiration for practitioners who are eager to take up the challenge and adapt their marketing strategies to the changing nature of consumer and business markets.

Praise for JUST ASK A WOMAN

"Just when you think you know it all, Mary Lou Quinlan helps you with your thinking in a new and wonderful way. If you want to capture a larger piece of your market, read this book."
–Gordon Bethune, Chairman of the Board and Chief Executive Officer
Continental Airlines, Inc.

"Mary Lou’s fascinating book delving into the commonsense insights of women toward products both mundane and high tech is a watershed event. Mary Lou shows that women are both procedural and disciplined (many even use an ‘informal board of directors’ to confirm their own opinions), and marketers who don’t take them seriously do so at their own peril."
–Rance Crain, Editor-in-Chief, Advertising Age

"A deeply insightful and actionable articulation of how women live today, their deepest feelings and hopes and desires. There’s a depth of understanding here that clearly reveals the enormous experience that Quinlan has had in marketing and advertising."
–John Pepper, Chairman, Executive Committee of the Board
Procter & Gamble

"Think you know how to make women buy your product? Think again. Mary Lou Quinlan surprises and delights with insight into what it takes to sell almost anything to any woman."
–Melanie Wells, Senior Editor, Forbes

"Mary Lou Quinlan harnesses her decades of experience to provide powerful insights into how to not only ‘ask a woman’ but also to listen to her. Highly readable, this book speaks cogently to practicing and aspiring marketers about tapping into the minds and pocketbooks of women. Quinlan provides a guide to smarter and better marketing."
–Stephen A. Greyser, Professor of Marketing and Communications Emeritus
Harvard Business School

Based on the results of 177 survey responses, Tobias Weigl shows that the simple transfer of managerial and organizational skills, techniques, values and culture from developed countries to Russia is a false assumption among academics and practitioners.

Marketing research is vital to part of organizational effectiveness in today's highly competitive marketplace. But many managers in small businesses with limited budgets consider it out of reach. In Marketing Research That Won't Break the Bank, Alan Andreasen shows readers how to get the information they need to make smart, strategic decisions without spending a lot of money. The tools and techniques presented will help managers gain an in-depth understanding of their target market, competitors, and environment without stretching the organization's budget.

Die Beitrage dieses Sammelbandes zeigen Ansatze auf, wie Automobilhandler zu Anbietern elektromobiler Loesungen werden koennen. Dies erfordert die Entwicklung neuer Wertschoepfungskonzepte und innovativer Dienstleistungen in unmittelbarer Zusammenarbeit mit dem Kunden in der Rolle eines interaktiven Wertschoepfungspartners. Daraus entstehen Geschaftsmodelle, die den Automobilhandel auf die tiefgreifenden Veranderungen in der Wertschoepfungskette "Mobilitat" vorbereiten. Erganzt wird dies durch ein neues Konzept fur ein darauf ausgerichtetes Personalmanagement, damit die Mitarbeiter die Kunden fur die Elektromobilitat begeistern koennen, und durch praxisorientierte Empfehlungen zur Erarbeitung eines ganzheitlichen Loesungsangebots im Automobilhandel im UEbergang in die Elektromobilitat.

Designing Effective Web Surveys is a practical guide to designing web surveys, based on empirical evidence and grounded in scientific research and theory. It is designed to guide survey practitioners in the art and science of developing and deploying successful web surveys. The author guides the researcher through the steps involved, from the basic building blocks and suggests ways to increase visual impact and interactivity. Throughout, he considers the importance of layout and design, and attention is also given to the way questions are put together. The book is intended for academic, government, and market researchers who design and conduct web surveys.

Addressing the entire care chain, this book presents the outcomes of advanced research on healthcare operations management based on real-world data and practices in China. It includes hands-on methods and applications in this interdisciplinary research field, which combines healthcare service, operations management, industrial engineering and information technology. The content is divided into three parts, reflecting the entire care chain. The first part discusses the pre-hospital service stage and explores resource deployment problems in emergency medical service, such as ambulance allocation. The second part focuses on inpatient care services, including staffing and task allocation among nurses and doctors based on multi-project management under uncertainties. In addition, a highly promising diagnosis approach is proposed and a specific algorithm is derived on the basis of real-world datasets which can improve the diagnosis accuracy remarkably. In turn, the third part considers the post-hospital service stage, which most often takes place at community hospitals, and provides a quantitative evaluation and optimization of scheduling for tasks and team members for home care services. The book is intended for a broad audience, including students, researchers and practitioners working in various areas of healthcare management, service management, and operations management.

This book provides the definitive economic study of the global motorsport industry. Drawing on a decade of research, and interviews with top industry executives and international commentators, the global grid of motorsport is analyzed and the world's national motorsport industries benchmarked. Motorsport Going Global concludes on scenarios for the global industry as it enters a new era of market growth and global opportunity.

'A must-read for everyone who cares about driving customer engagement' Eric Ries, author of The Lean Startup 'The most high bandwidth, high octane, and valuable presentation I have ever seen on this subject' Rory Sutherland, vice chairman, Ogilvy & Mather Nir Eyal reveals how successful companies create products people can't put down - and how you can too Why do some products capture our attention while others flop? What makes us engage with certain things out of sheer habit? Is there an underlying pattern to how technologies hook us? Nir Eyal answers these questions (and many more) with the Hook Model - a four-step process that, when embedded into products, subtly encourages customer behaviour. Through consecutive "hook cycles," these products bring people back again and again without depending on costly advertising or aggressive messaging. Hooked is based on Eyal's years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder - not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behaviour. Eyal provides readers with practical insights to create user habits that stick; actionable steps for building products people love; and riveting examples from the iPhone to Twitter, Pinterest and the Bible App.

The twenty-first century has brought with it an inundation of information with which business has to grapple. For those who have to make sense of information on a day-to-day basis, a new set of information skills and competencies, a new set of habits are required to handle the new world of multi-source data.

In this book help is at hand. It is full of practical guidance on how to effectively process and action modern marketing and business information to maximum competitive advantage. The authors provide a step-by-step practical approach to the holistic analysis of information and data, complete with tools and checklists.

For 'knowledge workers' who have to make sense of new sources of business information for effective marketing decision-making, this book provides:

• the 'craft skills' to scan, gut and action information
• the tools to effectively apply qualitative and quantitative marketing information to the decision-making process

Whereas most insights concerning the dynamics of work groups come from North American or Western European environments, Hannah Titilayo Seriki concentrates on teams operating within the complex societal context of sub-Saharan Africa. The author develops a multi-level theory of African teams' innovative performance and regards the team as a sub-system of the organisation, which is subjected to societal influences.

Using tools of modern industrial economics Urs Meister examines the effects of privatisation and competition in the piped water industry. Considering the two main approaches for competition in an industry with natural monopoly character, common carriage (interconnection) and franchise bidding (auctions), he analyses costs, retail prices and investment. Such analysis shows that competition may be a valuable opportunity to improve the efficiency of water supply.

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.

Doing Anthropology in Consumer Research is the essential guide to the theory and practice of conducting ethnographic research in consumer environments. Patricia Sunderland and Rita Denny argue that, while the recent explosion in the use of "ethnography" in the corporate world has provided unprecedented opportunities for anthropologists and other qualitative researchers, this popularization too often results in shallow understandings of culture, divorcing ethnography it from its foundations. In response, they reframe the field by re-attaching ethnography to theoretically robust and methodologically rigorous cultural analysis. The engrossing text draws on decades of the authors' own eclectic research-from coffee in Bangkok and boredom in New Zealand to computing in the United States-using methodologies from focus groups and rapid appraisal to semiotics and visual ethnography. Five provocative forewords by leaders in consumer research further push the boundaries of the field and challenge the boundaries of academic and applied work. In addition to reorienting the field for academics and practitioners, this book is an ideal text for students, who are increasingly likely to both study and work in corporate environments.

On the backdrop of the institutionalisation of corporate social responsibility (CSR) and sustainability, and the emergence of multi-stakeholder-driven voluntary regulation, this timely collection places special emphasis on India and explores its international voluntary sustainability standards. The authors analyse the adoption and implementation of voluntary governance initiatives across a range of industries, offering insightful sectoral discussion and evaluation of voluntary sustainability standards as forms of transnational private regulation. This book will be of interest to anyone researching CSR, sustainability and supply chain management in emerging markets.

Foreword Qing-Yun Jiang was born in Fujian, China. He studied International Business Administration at the Shanghai Institute of Foreign Trade in Shanghai, where he graduated with a Bachelor of Economics. In 1997, he started studying at the University of Hamburg. After his Master study and his successful completion of the necessary law examinations, he was admitted as a doctoral student in the law faculty in 2001. In addition to his study of German civil, criminal and administrative laws, Jiang demonstrated an increasing interest in law and economics, especially in the relationship between law and economic development. It is now a well-established fact that the rule of law, the protection of property rights and a swift and timely resolution to conflicts are corner stones of economic development and long-term economic growth. In many developing countries court delays are a major shortcoming of the legal system. This is true for countries in Latin America and in many Asian countries. Empirical findings show a 15 year length of civil procedure from the first filing of the case to the Supreme Court decision. This leads to court crises in the sense that private disputes are not brought to the court. Private parties attempt to circumvent the official legal system all together. When making contracts they resort to self enforcing contracts, to self help and, if available, to private alternative dispute settlement. In his thesis, Jiang presents an empirical study of court delays in China.

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. This groundbreaking reference examines why traditional research is broken, both in theory and practice, and includes chapters on online research communities, community panels, blog mining, social networks, mobile research, e-ethnography, predictive markets, and DIY research.

""This handbook fills a significant learning gap for the market research profession" "and Ray Poynter has once again proven that he is a guiding light. The practical and" "pragmatic advice contained within these pages will be relevant to new students of" "research, young researchers and experienced researchers that want to understand" "the basics of online and social media research. Ray's views on 'how to be better" "with people' and 'how to maximise response rates' are vital clues that are likely to" "shape the future of market and social research.""
Peter Harris, National President, Australian Market and Social Research Society (AMSRS).

""It's hard to imagine anyone better suited to covering the rapidly changing world of" "online research than Ray Poynter. In this book he shows us why." "Whether you are new to online or a veteran interested in broadening your" "understanding of the full range of techniques--quant and qual--this book is for you.""
Reg Baker, President and Chief Operating Officer, Market Strategies International

""Finally, a comprehensive handbook for practitioners, clients, suppliers and students" "that includes best practices, clear explanations, advice and cautionary warnings." "This should be the research benchmark for online research for some time. Poynter" "proves he is the online market research guru.""
Cam Davis, Ph.D., former Dean and current instructor of the online market research course for the Canadian Marketing Research and Intelligence Association

""Ray Poynter's comprehensive, authoritative, easy to read, and knowledgeable" "handbook has come to our rescue ... it is a must read for anyone who needs to" "engage with customers or stakeholders in a creative, immediate and flexible way" "that makes maximum use of all the exciting, new technology now open to us. Market researchers need to know this stuff" "now. I can guarantee that anyone who buys the" "book will find it a compelling read: they will be constantly turning to the next page in" "order to find yet another nugget of insight from Ray's tour de force.""
Dr David Smith, Director, DVL Smith Ltd; Professor, University of Hertfordshire, Business School

Based on face to face interviews with decision makers of 16 German firms Michael Klug analyses the applied strategy and the motivation for market entry. He investigates different strategy theories for their suitability to explain the firms' strategy abroad and discusses the operational design including forms of market presence and marketing mix to realise a chosen strategy.

Generation Z has enormous spending power yet is one of the most challenging cohorts to reach. Ensure your brand stays tuned-in to the demographic's impatience, confidence and evolving trends. Generation Z is projected to be the largest consumer demographic in history, driving a forecast from the HRC Retail Advisory of 40% of all US consumer spending, and another 40% of all consumers in the US, Europe and BRIC by 2020 (Brazil, Russia, India, China), according to other sources. Embodying an unrelenting relationship with information and mobile technology from a young age, Generation Z's ecosystem is infinitely more complex and varied than any generation before, which can be daunting for any marketer trying to keep up. The Gen Z Frequency offers a comprehensive guide for any brand or organization trying to reach this demographic, covering fundamental truths, content creation, engagement strategies and tactics such as social media, experiential, emerging technologies, and much more. It is woven with fascinating case studies and real-world stories from the trenches, plus key insights from leading youth brands and Gen Z themselves. Whether you are new to marketing or a seasoned expert, The Gen Z Frequency is the ultimate resource for tuning in to Generation Z.

Getting numbers is easy; getting numbers you can trust is hard. This practical guide by experimentation leaders at Google, LinkedIn, and Microsoft will teach you how to accelerate innovation using trustworthy online controlled experiments, or A/B tests. Based on practical experiences at companies that each run more than 20,000 controlled experiments a year, the authors share examples, pitfalls, and advice for students and industry professionals getting started with experiments, plus deeper dives into advanced topics for practitioners who want to improve the way they make data-driven decisions. Learn how to * Use the scientific method to evaluate hypotheses using controlled experiments * Define key metrics and ideally an Overall Evaluation Criterion * Test for trustworthiness of the results and alert experimenters to violated assumptions * Build a scalable platform that lowers the marginal cost of experiments close to zero * Avoid pitfalls like carryover effects and Twyman's law * Understand how statistical issues play out in practice.

Use Adobe Analytics as a marketer --not a programmer! If you're a marketer in need of a non-technical, beginner's reference to using Adobe Analytics, this book is the perfect place to start. Adobe Analytics For Dummies arms you with a basic knowledge of the key features so that you can start using it quickly and effectively. Even if you're a digital marketer who doesn't have their hands in data day in and day out, this easy-to-follow reference makes it simple to utilize Adobe Analytics. With the help of this book, you'll better understand how your marketing efforts are performing, converting, being engaged with, and being shared in the digital space. Evaluate your marketing strategies and campaigns Explore implementation fundamentals and report architecture Apply Adobe Analytics to multiple sources Succeed in the workplace and expand your marketing skillset The marketing world is continually growing and evolving, and Adobe Analytics For Dummies will help you stay ahead of the curve.