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Books > Business & Economics > Business & management > Sales & marketing > Market research
Baines and Chansarkar have written an introductory text for marketing and marketing research students. In addition, the text will appeal to marketing research practitioners new to the industry and marketing managers who commission research projects in the course of their work. The unique feature of the book is its balance between qualitative and quantitative aspects of marketing research. It includes extended coverage of important topics including international marketing research, business to business marketing research, secondary data collection and internet marketing research.
"…an excellent introductory marketing text. The examples and practical focus employed throughout make it both accessible and informative for student and practitioner alike" Dr John White, Senior Lecturer in Marketing, University of Plymouth "Introducing Marketing Research is a text that clearly identifies the recursive and interdependent nature of the decision variables involved in the development of an effective research project. This alone distinguishes it from other marketing texts where the research process is presented as a set of linear, independent set of decisions which follow neatly one after the other to lead to a conclusion.It is also a text which will, by its project focus, serve as both a reference in a practitioner's professional library and as an introductory textbook for marketing undergraduates, postgraduates and other students in non-marketing courses who have an interest in the area."Joel Haire, Lecturer in Market Research, Swinburne University, Melbourne Supplementary materials for lecturers adopting Introducing Marketing Research can be found on the website.
Innovation is the process of value creation through use of relevant knowledge, capabilities and resources for conversion of ideas into new products, processes and practices, and improvements in existing products, processes and practices. Innovations of various types and forms are crucial to achieving and sustaining a competitive advantage in the marketplace, the principal focus of competitive strategy.Product innovations play a central role in various strategic marketing contexts such as meeting consumers' needs and wants, responding to changes in consumers' preferences, shaping consumers' preferences, entering new markets, enhancing a firm's market position in presently served product-markets, differentiating the firm's product offerings from competitors' offerings, neutralizing the effects of competitors' actions, and preemption and deterrence of competitors. Against this backdrop, articles published in this volume focus on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy. The substantive issues addressed in these articles include sources of innovation, customer involvement in innovation, innovations in a digital environment, innovations in an information rich environment, the role of market foresight and design orientation as organizational capabilities in new product development and new product performance, and the effects of market orientation, organizational culture, trust and commitment on business performance.
Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands, why they like them and what purposes they serve. This means delving into the psychology of the consumer to find ways of differentiating between consumers and matching brands to consumer niches at the level of consumers' relationships with brands. Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic definitions of market segments. The Psychology and Consumer Profiling in a Digital Age examines how this field of 'psychographics' has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.
Das Herausgeberwerk widmet sich in einzelnen Beitragen den dominierenden Zielgruppenkonzepten im Konsumentenmarketing. Neben eindimensionalen und primar an beobachtbaren Merkmalen orientierten Segmentierungen (z.B. Zielgruppe Frau oder Best Ager ) werden gangige psychographische und geographische Ansatze sowie die Zukunftstrends der Zielgruppendiskussion thematisiert. Dabei kommen jeweils fuhrende Fachvertreter zu Wort, die die jeweiligen Ansatze entscheidend mitgepragt bzw. weiterentwickelt haben. Zur Veranschaulichung der praktischen Umsetzungsmoglichkeiten werden im letzten Teil des Buches praktische Branchenanwendungen vorgestellt."
Award-winning speaker and business consultant Joey Coleman teaches audiences and companies all over the world how to turn a one-time purchaser into a lifelong customer. Coleman's theory of building customer loyalty isn't about focusing on marketing or closing the sale: It's about the First 100 Days(R) after the sale and the interactions the customer experiences. While new customers experience joy, euphoria, and excitement, these feelings quickly shift to fear, doubt, and uncertainty as buyer's remorse sets in. Across all industries, somewhere between 20%-70% of newly acquired customers will stop doing business with a company with the first 100 days of being a new customer because they feel neglected in the early stages of customer onboarding. In Never Lose a Customer Again, Coleman offers a philosophy and methodology for dramatically increasing customer retention and as a result, the bottom line. He identifies eight distinct emotional phases customers go through in the 100 days following a purchase. From an impulse buy at Starbucks to the thoughtful purchase of a first house, all customers have the potential to experience the eight phases of the customer journey. If you can understand and anticipate the customers' emotions, you can apply a myriad of tools and techniques -- in-person, email, phone, mail, video, and presents -- to cement a long and valuable relationship. Coleman's system is presented through research and case studies showing how best-in-class companies create remarkable customer experiences at each step in the customer lifecycle. In the "Acclimate" stage, customers need you to hold their hand and over-explain how to use your product or service. They're often too embarrassed to admit they're confused. Take a cue from Canadian software company PolicyMedical and their challenge of getting non-technical users to undergo a complex installation and implementation process. They turned a series of project spreadsheets and installation manuals into a beautiful puzzle customers could assemble after completing each milestone. In the "Adopt" stage, customers should be welcomed to the highest tier of tribal membership with both public and private recognitions. For instance, Sephora's VIB Rogue member welcome gift provides a metallic membership card (private recognition) and a members-only shade of lipstick (for public display). In the final stage, "Advocate," loyal customers and raving fans are primed to provide powerful referrals. That's how elite entrepreneurial event MastermindTalks continues to sell-out their conference year after year - with zero dollars spent on marketing. By surprising their loyal fans with amazing referral bonuses (an all-expenses paid safari?!) they guarantee their community will keep providing perfect referrals. Drawing on nearly two decades of consulting and keynoting, Coleman provides strategies and systems to increase customer loyalty. Applicable to companies in any industry and of any size (whether measured in employee count, revenue, or total number of customers), implementing his methods regularly leads to an increase in profits of 25-100%. Working with well-known clients like Hyatt Hotels, Zappos, and NASA, as well as mom-and-pop shops and solo entrepreneurs around the world, Coleman's customer retention system has produced incredible results in dozens of industries. His approach to creating remarkable customer experiences requires minimal financial investment and will be fun for owners, employees, and teams to implement. This book is required reading for business owners, CEOs, and managers - as well as sales and marketing teams, account managers, and customer service representatives looking for easy to implement action steps that result in lasting change, increased profits, and lifelong customer retention.
Huawei Goes Global provides a much-needed, comprehensive, and scholarly examination of the business environment and the striving global operations of China's technology giant. With theoretical research, case studies, data analysis, and empirical studies, this two-volume work tells a fascinating story of internationalization in an emerging economy. As one of the most powerful Chinese companies in the global economy, the largest global telecommunications-equipment producer and a leading consumer-electronics manufacturer, Huawei is a great example of the globalization of the Chinese enterprises in the twenty-first century. In Volume I, scholars critically examine the rise of Huawei as a Chinese global enterprise from the political economy and public policy perspectives, as well as Huawei's development strategies, innovations, and talent management. In Volume II, multiple authors carefully study the growth of Huawei from regional and geopolitical perspectives, and its corporate communication and crisis management. Within the framework of the trade conflicts between China and the US, controversies over economic sanctions, intellectual property disputes, and espionage and cyber security concerns, this groundbreaking work makes an important contribution to both academic literature and the ongoing public discourse on Huawei. Volume II is available here: https://www.palgrave.com/gp/book/9783030475789
Ethnography is an increasingly important research method in the private sector, yet ethnographic literature continues to focus on an academic audience. Sam Ladner fills the gap by advancing rigorous ethnographic practice that is tailored to corporate settings where colleagues are not steeped in social theory, research time lines may be days rather than months or years, and research sponsors expect actionable outcomes and recommendations. Ladner provides step-by-step guidance at every turn--covering core methods, research design, using the latest mobile and digital technologies, project and client management, ethics, reporting, and translating your findings into business strategies. This book is the perfect resource for private-sector researchers, designers, and managers seeking robust ethnographic tools or academic researchers hoping to conduct research in corporate settings. More information on the book is available at http://www.practicalethnography.com/.
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. Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as: Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis Big data Neuroscientific techniques and physiological measures Voice prints Human-computer interaction Emerging approaches such as shadowing, netnographies and ethnographies Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice.
This is the only textbook to provide an applied, critical introduction to the role of psychology in marketing, branding and consumer behavior. Ideally suited for both students and professionals, the new edition is a complete primer on how psychology informs and explains marketing strategies, and how consumers respond to them. The book provides comprehensive coverage of: Motivation: the human needs at the root of many consumer behaviors and marketing decisions. Perception: the nature of perceptual selection, attention, and organization and how they relate to the evolving marketing landscape. Decision making: how and under what circumstances it is possible to predict consumer choices, attitudes, and persuasion. Personality and lifestyle: how insight into consumer personality can be used to formulate marketing plans. Social behavior: the powerful role of social influence on consumption. Now featuring case studies throughout to highlight how psychological research can be applied in the marketplace, and insightful analysis of the role of digital media and new technologies, this award-winning textbook is required reading for anyone interested in this fascinating and evolving subject.
This book analyzes the use of the mobile Internet against the background of gender bias and Covid-19, currently two of the most important and pressing problems of the Global South. The book argues that the degree of benefits from this new technology depends heavily on the way it is actually used and that most new technologies are developed for the conditions prevailing in rich countries, where they tend to be quite easily adopted and used. In the Global South, by contrast, a paucity of digital skills and other factors make the potentially valuable benefits from the Internet much more difficult to derive. Using empirical data recently provided by the Groupe Speciale Mobile Association (GSMA), the book examines the existence and extent of the digital divide between males and females in mobile Internet use, which constitutes a new form of divide. It sheds light on the acute difficulty for first-time mobile Internet users in the Global South, and especially Sub-Saharan Africa, to learn the digital skills that are needed to use the said technology effectively, with a special focus on how these users acquire the required knowledge, without having undergone the process of learning by doing. The book further discusses the determinants of digital skills in the Global South, as well as major factors underlying the extent to which different users actually benefit from the mobile Internet, such as gender, location, age, and education. Finally, it investigates how womens' use of the Internet has been altered by the pandemic in the Global South. This book will appeal to students, researchers, and scholars of development economics and development studies, as well as policy-makers interested in a better understanding of the impact of gender bias and Covid-19 on mobile internet use in the Global South.
Marketing and product development best practices for a fragmented economy The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window. Therefore, it is crucial to understand what drives customer behavior to design products, marketing, and experiences that will succeed. "Laddering" explains how to better understand your customers' core values. Learn to ask the right questions from your customers, use it to analyze your data, and unlock the true potential of your product or service. Use "Laddering" techniques to map your customer's DNA and understand why consumers buy from you. Helps you look at your customers in a new way and as a result maximize your profits and reduce your support costs Provides a framework for evaluating what marketing messages, campaigns and experiences are appropriate Author Eric V. Holtzclaw is CEO and founder of User Insight, a user experience research firm and Laddering Works, a marketing strategy and consulting firm. His weekly radio show, The 'Better You' Project, shines a spotlight on entrepreneurs' business journeys, his column Lean Forward appears weekly on INC.com and he is regularly contributor to CMO.com. You must understand what is truly important in order to build relationships with consumers and to market for success in the new many-to-many economy. "Laddering" offers the tools and knowledge you need to thrive.
Swiping a grocery store's loyal-customer card has become second nature to shoppers these days. "Scoring Points," one of the seminal marketing books of the last decade, tells the story of how British supermarket chain Tesco conceived, launched and developed its hugely successful Clubcard program -- and transformed itself into a winning brand. Authors Clive Humby and Terry Hunt, two key members of the project, and Tim Phillips, a leading business writer and broadcaster, bring a compelling, behind-the-scenes account of Clubcard -- the successes, failures and lessons learned. They show how Tesco made customer loyalty marketing work, even when almost every other loyalty program failed, thanks to vision, a strong team ethic and a company-wide commitment to customer satisfaction. It includes three new chapters, including an examination of the US retail market and the authors' work with both Tesco and Kroger.
Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of in-class and written applications exercises. Each chapter presents several exercises, in self-contained units, each with its own applications. Learning objectives, background, and context are provided in an easy-to-digest format with liberal use of lists and bullet points. Also included in each chapter are a key concepts list, review questions, and a solid summary to help initiate further student research. The author's practical focus and clear, conversational writing style, combined with an active-learning approach, make this textbook the student-friendly choice for courses on consumer behavior.
Increasing evidence of environmental deterioration in emerging markets, climate change, and consequences of environmental waste have compelled not only businesses but also consumers to reduce the environmental burden, mitigate waste and preserve resources for future generations. What actions, strategies, practices, and policies can be developed to sustain environmental sustainability in emerging markets? This book brings together fresh insights, ideas, and new research directions. This book consists of eleven chapters which examine environmental sustainability from consumer, organisation and policy perspectives. These chapters are contributed by emerging and eminent authors from different regions of the world including Asia, Australia, Europe, North America, and South America. This book provides an insightful and valuable compendium for sustainability researchers, businesses, educators, and policymakers, and readers concerned about socio-environmental issues and sustainable development. The book provides policymakers and businesses with information to assist the development of policies, strategies, and programs which will develop and encourage environmentally sustainable behaviours and practices in emerging markets and the wider global community
Understanding the Consumer brings together marketing theory and practice in a truly consumer-centric approach. It challenges the lip service usually paid to this concept and demonstrates that a fundamental understanding of the consumer is critical to the future of effective marketing. Drawing on cutting-edge developments in the literature it reconceptualizes how consumers respond and act in the marketplace with particular attention to: - relationships with suppliers, products and brands - their innovative, creative and resistant behaviour - the complexity and unpredictability of their consumption behaviour - their increasing need to get closer to production. The book challenges existing functionally driven marketing thinking and shows how a more holistic approach to the marketplace will drive better theory and practice. It combines a jargon-free approach to the subject with an illustration of the relevant theory using practical, topical examples from the marketplace as well as drawing on other business related disciplines including sociology and economics to support its arguments.
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.
As the effectiveness of traditional marketing techniques continues to diminish, contemporary marketing increasingly becomes the most reliable method of expanding outreach and reflecting the needs of the modern consumer. When implemented, these contemporary strategies offer the greatest support for their client base, with a product range that adapts to the desires of the target market. The channels used to underpin these strategies are also radically different from traditional methods - placing emphasis upon platforms such as social media. Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Essentials of Contemporary Marketing covers a wide range of themes, including: - Consumer behaviour - The latest marketing research - Services marketing - Brand management - Global marketing, and - Ethics in marketing. Each chapter includes case studies to illustrate and contextualise the topics covered, featuring companies as diverse as Amazon, McLaren, Unilever, UBS and Virgin Money. In alignment with its subject matter, The Essentials of Contemporary Marketing prioritises practicality over theory-based content - providing a comprehensive and contextualised insight into how marketing is developing in the 21st century.
Corporate social responsibility (CSR) has emerged as a tool for public and private institutions to promote sustainable development in developing and emerging markets. This work brings together contributors from a variety of fields and international perspectives to assess and improve the effectiveness of CSR by addressing the following questions: what are the linkages between CSR and sustainable development? What does CSR mean for developing or emerging economies and in what ways does this deviate from orthodoxies and universalist approaches? What institutional factors and actors influence the effectiveness of CSR in developing and emerging economies? How can developing and emerging economies promote a flexible, diverse and reconstructed form of CSR that leads to inclusive and sustainable development? This book should be read by anyone interested in understanding what normative factors, theoretical models, policy strategies, and corporate practices best facilitate effective CSR and sustainable development.
This book adopted 66 brand crisis events as research samples taking place from 2010 to 2016 on social media (Chinese Weibo), performs research on influence mechanism of brand-crisis information-sharing behavior on social media from contextual perspective. The book explores into the fluctuation characteristics of information-sharing behavior, the contextual influence factors, both the static and dynamic mechanism of information-sharing behavior, and regulation measures of crisis information sharing behavior. The important features of the book are reflected in accurate analysis of the autocorrelation, trend characteristics, periodic characteristics and cluster characteristics of the fluctuation of crisis information sharing behavior, and deep exploration of dynamic mechanism and static mechanism of the time lag characteristics, impulsive disturbance, and marginal influence of the impact of information sharing behavior from perspective of situational factors. The book mainly focuses on the field of brand crisis management, and construct the formation and evolution mechanism of brand crisis information sharing behavior from both vertical and horizontal dimensions through a combination of theoretical exposition and case analysis, so that readers can got a clear understanding of brand crisis information communication and management through dimension reduction. The book can be used as a textbook for undergraduates and postgraduates in economics and management in colleges and universities, can also be a reference for business managers, scientific researchers and others interested in the field of crisis management.
This book focuses on the bridges that connect the dynamic relations between consumer actions, the marketplace, and cultural meanings. Answering the challenge to do more than merely cross the boundaries between these fields, the authors in this volume also undertake the far harder work of bridging them. Consequently, this book is a rich and topical array of research projects which engage in a variety of theoretical and empirical boundary crossings. The authors' diverse methodologies span archival research, visual content analysis, ethnography and phenomenological interviewing. Their research contexts are distinctly globally diverse, as reflected in the topics of their studies: aid in contemporary Syrian refugee camps in Germany; early twentieth-century Swedish advertisements for kitchens; family formation in twenty-first-century Sri Lanka; Brazilian book (de)collectors; and the signification of magazine covers in India. Overall, the book makes for compelling reading across and beyond conventional boundaries associated with the study of consumption, markets and culture. This book was originally published as a peer-reviewed special issue of Consumption Markets & Culture.
Responding to the need for organizations to improve global strategic planning and execution, this book presents a framework for effectively conceiving and executing new concepts for international markets. Filling an important gap in knowledge and research on global innovation, the author demonstrates how leaders can facilitate multicultural collaboration in service of organizational performance. Cases and findings are shared from international studies of over 200 leaders and 45 multinational firms with headquarters based in Asia, Europe, and North America. Leading Global Innovation provides a practice perspective with specific models and solutions for facilitating multicultural team collaboration, from concept to market. This book offers crucial guidance for executives, managers, consultants, and educators who would like to understand how to lead and orchestrate innovation in a culturally diverse and networked business environment.
Thsi important book offers a revolutionary approach to solving a range of social problems--drug use, smoking, unsafe sex, and overpopulation--by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to ``buy'' safe sex practices. This successful approach is based on Alan R. Andreasen's more than twenty years' experience of consulting, teaching, and research with social marketing programs around the world. Andreasen shows that effective social change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer--who has ultimate control over the outcomes. The book offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. Marketing Social Change offers a wealth of information for developing an effective social marketing plan.
Consumers' planned behavior is often very different to what is actually carried out. Consumer plans can relate to four behaviors: planned and done (deliberate strategies), planned and not done (unrealized strategies), unplanned and done (emergent strategies) and unplanned and not done (unused strategies). This book examines alternative theories and the empirical testing of how planning relates to doing. It considers tourist spending, length of stay, attractions, destinations, accommodation and activities and looks at how marketing strategies affect consumer plans. |
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