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Books > Business & Economics > Business & management > Sales & marketing > Market research

Onboarding Matters - How Successful Companies Transform New Customers Into Loyal Champions (Hardcover): Donna Weber Onboarding Matters - How Successful Companies Transform New Customers Into Loyal Champions (Hardcover)
Donna Weber
R741 R616 Discovery Miles 6 160 Save R125 (17%) Ships in 10 - 15 working days
The Seven Pillars of Customer Success - A Proven Framework to Drive Impactful Client Outcomes for Your Company (Paperback):... The Seven Pillars of Customer Success - A Proven Framework to Drive Impactful Client Outcomes for Your Company (Paperback)
Wayne Mcculloch
R550 R464 Discovery Miles 4 640 Save R86 (16%) Ships in 10 - 15 working days
Market Research Methods in the Sports Industry (Hardcover): Neven Seric, Jasenko Ljubica Market Research Methods in the Sports Industry (Hardcover)
Neven Seric, Jasenko Ljubica
R2,509 Discovery Miles 25 090 Ships in 12 - 17 working days

Whether professional or amateur, sports businesses must develop their brand and image to meet the expectations of a diverse environment, consisting of fans, sponsors, and other stakeholders. The value and instruments of market research can provide the required resources for sports businesses to realize their plans. In Market Research in the Sports Industry, Jasenko Ljubica and Neven Seric provide a comprehensive elaboration of market research methods to be used by sports businesses. The book identifies and explains the most effective uses of market research, drawing upon real-life case studies. The application of the methods presented in this book, ranging from the simplest - monitoring the environment - to the most complex sampling methods, can significantly contribute to the development of sports businesses by increasing the number of members, sponsors, followers and fans. The book will be invaluable for researchers, educators and students of Sports Management and Marketing, and it will also prove useful to sporting professionals seeking to gain a competitive edge in the market.

The Seven Pillars of Customer Success - A Proven Framework to Drive Impactful Client Outcomes for Your Company (Hardcover):... The Seven Pillars of Customer Success - A Proven Framework to Drive Impactful Client Outcomes for Your Company (Hardcover)
Wayne Mcculloch
R786 R659 Discovery Miles 6 590 Save R127 (16%) Ships in 10 - 15 working days
Unsecured Lending Risk Management (Paperback): Frank Tian Unsecured Lending Risk Management (Paperback)
Frank Tian
R991 R795 Discovery Miles 7 950 Save R196 (20%) Ships in 10 - 15 working days
Games and Gamification in Market Research - Increasing Consumer Engagement in Research for Business Success (Paperback): Betty... Games and Gamification in Market Research - Increasing Consumer Engagement in Research for Business Success (Paperback)
Betty Adamou
R1,054 Discovery Miles 10 540 Ships in 12 - 17 working days

Games are the most engaging medium of all time: they harness storytelling and heuristics, drive emotion and push the evolution of technology in a way that no other platform has or can. It's no surprise, then, that games and gamification are revolutionizing the market research industry, offering opportunities to reinvigorate the notoriously sluggish engagement levels seen in traditional surveying methods. This not only improves data quality, but offers untapped insights unattainable through traditional methods. Games and Gamification in Market Research shows readers how to design ResearchGames and Gamified Surveys that will intrinsically engage participants and how best to use these methodologies to become, and stay, commercially competitive. In a world where brands and organizations are increasingly interested in the feelings and contexts that drive consumer choices, Games and Gamification in Market Research gives readers the skills to use the components in games to encourage play and observe consumer behaviours via simulations for predictive modelling. Written by Betty Adamou, the UK's leading research game designer and named as one of seven women shaping the future of market research, it explains the ways in which these methodologies will evolve with technologies such as virtual reality and artificial intelligence, and how it will shape research careers. Alongside a companion website, this book provides a fully immersive and fascinating overview of game-based research.

Innovation and Strategy (Hardcover): Rajan Varadarajan, Satish Jayachandran, Naresh K. Malhotra Innovation and Strategy (Hardcover)
Rajan Varadarajan, Satish Jayachandran, Naresh K. Malhotra
R3,384 Discovery Miles 33 840 Ships in 12 - 17 working days

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.

The Beginner's Guide to SEO - How to Optimize Your Website, Rank Higher on Google and Drive More Traffic (Paperback):... The Beginner's Guide to SEO - How to Optimize Your Website, Rank Higher on Google and Drive More Traffic (Paperback)
Jessica Ainsworth
R360 Discovery Miles 3 600 Ships in 10 - 15 working days
Qualitative Marketing Research - Understanding Consumer Behaviour (Paperback): Dominika Maison Qualitative Marketing Research - Understanding Consumer Behaviour (Paperback)
Dominika Maison
R1,152 Discovery Miles 11 520 Ships in 12 - 17 working days

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.

How Cool Brands Stay Hot - Branding to Generations Y and Z (Paperback, 3rd Revised edition): Joeri Van Den Bergh, Mattias Behrer How Cool Brands Stay Hot - Branding to Generations Y and Z (Paperback, 3rd Revised edition)
Joeri Van Den Bergh, Mattias Behrer
R775 Discovery Miles 7 750 Ships in 12 - 17 working days

WINNER: Berry-AMA Book Award 2012 (1st edition) WINNER: Expert Marketing Magazine's Marketing Book of the Year Award 2011 (1st edition) How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing savvy and advertising-critical generations yet. It reveals how millennials think, feel and behave, offering proven strategies to market to these groups more effectively and remain a relevant, appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC, Converse, Coca-Cola, eBay and MasterCard along with case studies from companies including H&M, MTV and Diesel, it guides readers in developing the right strategies to leave a lasting business impact. This fully revised 3rd edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession, social media and mobile marketing have had on these consumers. Based on new figures, case studies and interviews, it provides a fresh take on what remain critical issues for anyone hoping to market to those who come after Generation X.

Strategic Advertising Mechanisms - From Copy Strategy to Iconic Brands (Paperback, New edition): Jorge David Fernandez Gomez Strategic Advertising Mechanisms - From Copy Strategy to Iconic Brands (Paperback, New edition)
Jorge David Fernandez Gomez
R761 Discovery Miles 7 610 Ships in 9 - 15 working days

It is the first time that the different strategic advertising mechanisms are explained in a single book. And this is also the first time that a book has brought together the most important and transcendent (for its applicability to the advertising market) strategic advertising mechanisms. The text explains from classic mechanisms such as Rosser Reeves's USP or Procter & Gamble's copy strategy to modern mechanisms such as Kevin Roberts's Lovemarks or Douglas Holt's iconic brands. It also considers European mechanisms such as Jacques Seguela's star strategy or Henri Joannis's psychological axis. The book has the most complete academic review. Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands, integrates the most important strategic advertising mechanisms developed throughout the time: USP, brand image, positioning, Lovemarks... This is the first and only book to date that compiles the most consolidated methods by advertisers or advertising agencies (P&G, Bates, Ogilvy or Euro) in the history of modern advertising. Primary readership will be among practitioners, researchers, scholars and students in a range of disciplines, including communication, advertising, business and economic, information and communication, sociology, psychology and humanities. There may also be appeal to the more general reader with an interest in how advertising strategic planning works.

Decoding the New Consumer Mind - How and Why We Shop and Buy (Hardcover): Kit Yarrow Decoding the New Consumer Mind - How and Why We Shop and Buy (Hardcover)
Kit Yarrow
R636 R492 Discovery Miles 4 920 Save R144 (23%) Ships in 12 - 17 working days

Most businesspeople are well aware that marketing has changed dramatically in recent years. For many, this shift is mainly about different ways to market--through social media, online engagement, and so on. But beyond the new tools available to businesses today, there have also been sweeping changes to how consumers behave in the retail environment, and what underlies our decisions as consumers. How can marketers understand--and profit from--these shifts in how we buy?DECODING THE CONSUMER MIND provides retail marketers with an action plan based on new psychological insights about how, when and why today's radically different consumer shops and buys. A trifecta of socio-cultural trends has forever altered the psyche of the American consumer--and understanding these 3 significant shifts is critical for any marketer to understand. Based on her extensive research, consumer expert Kit Yarrow classifies the changes as follow: ANXIETY: Diagnosed anxiety disorders have increased 1,200% since 1980. A 1994 survey of randomly selected households found 15% of American had experienced elevated anxiety the previous year. In 2009 that number rose to 49.5%. This has numerous implications for how consumers buy, explaining our love of the ratings and reviews of other shoppers; the mental relief and distraction of online shopping, and why people are more responsive to brands that demonstrate emotional benefits than those who tout product characteristics.THE NEW INDIVIDUALISM A more me-oriented society increasingly uses brands, retailers, and shopping strategies as a way to connect with others. Awash with choices and unfettered by the social rules that provided guard rails in previous decades, today's consumers are more individualistic and more likely to use what they buy and how they shop as a way to communicate and bond with others. This trend explains why Pick Your Favorite campaigns on Facebook have an astonishing 27% response rate, why Etsy is so successful, and much more.REWIRED BRAINS: Because of our rampant technology use, we literally think differently now, a shift that has broad implications for retail. As a society that views more than it reads, we want everything faster, get bored more easily and gravitate more toward the quick takeaways of symbolic communication. For example, on eBay, merchandise displayed on red backgrounds receives higher bids than similar merchandise shown on blue backgrounds; and trends have given way to trending.Grounded in Yarrow's award-winning research on consumer psychology, DECODING THE CONSUMER MIND provides rich examples of these shifts in action in the marketing strategies and consumer behavior seen by major firms and brands, many of whom are Yarrow's clients, including: Kleenex, Desigual, Kraft Foods, eBay, Hershey's, and many more. For any marketer hoping to profit from the transformed consumer brain, DECODING THE CONSUMER MIND is essential reading.

Hearing the Voice of the Customer (Paperback): Bill Inmon Hearing the Voice of the Customer (Paperback)
Bill Inmon
R625 R511 Discovery Miles 5 110 Save R114 (18%) Ships in 10 - 15 working days
The Ultimate Marketing Engine - 5 Steps to Ridiculously Consistent Growth (Paperback): John Jantsch The Ultimate Marketing Engine - 5 Steps to Ridiculously Consistent Growth (Paperback)
John Jantsch
R447 R361 Discovery Miles 3 610 Save R86 (19%) Ships in 9 - 15 working days

A step-by-step system for creating customers and clients for life. In a world that's difficult for business professionals to cut through noise to create relationships with their customers, organizations that focus on converting their customers to members and helping them achieve lasting transformation rather than simply offering the transaction of the moment are winning. The Ultimate Marketing Engine teaches you how to develop a system to take every customer from where they are to where they want to be by building on the innovative principles first brought to the marketing world in Duct Tape Marketing and honed over three decades of working with thousands of businesses. In this book, you will learn: Why strategy must come before tactics. How to narrow your focus and choose only ideal customers. Why no one wants what you sell - and what they actually want. How to use story and narrative as the voice of strategy. How to construct the perfect customer journey. How to grow your business with your customers. This bookintroduces the Customer Success Track, an innovative new approach to marketing strategy that will transform how you view your business, your marketing and how you view every customer. The Ultimate Marketing Engine will help you take control of your marketing while creating ridiculously consistent business growth.

Laddering - Unlocking the Potential of Consumer Behavior (Hardcover): Eric V. Holtzclaw Laddering - Unlocking the Potential of Consumer Behavior (Hardcover)
Eric V. Holtzclaw
R670 R518 Discovery Miles 5 180 Save R152 (23%) Ships in 12 - 17 working days

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.

Color Psychology - Profit From The Psychology of Color: Discover the Meaning and Effects of Color (Paperback): Richard G. Lewis Color Psychology - Profit From The Psychology of Color: Discover the Meaning and Effects of Color (Paperback)
Richard G. Lewis
R183 Discovery Miles 1 830 Ships in 10 - 15 working days
Home Maintenance Made Easy - What to Do, When to Do It, When to Call for Help (Spiral bound): National Association of Home... Home Maintenance Made Easy - What to Do, When to Do It, When to Call for Help (Spiral bound)
National Association of Home Builders
R624 Discovery Miles 6 240 Ships in 12 - 17 working days

Make peace, not war, with your home! Aching from another weekend playing home repair warrior? Tired of spending precious vacation time performing home maintenance heroics that you put off all year? Whether you love your home or hate it, spending a few minutes each week caring for it is essential to ensuring its livability and value now and the best sales price later. This book provides a sensible approach to regular home maintenance. It's a small commitment with a big payoff: spending a few minutes each week helps you avoid long-term preventable problems such as water damage, pests, and air infiltration that can cost you money now and even more money in the future. This book will actually save you cash by teaching you how easily you can prioritize and perform common maintenance tasks quickly and what to know before you call in a pro. You'll learn the latest energy saving products, tips, and techniques to put money in your pocket right now. And you'll be able to spend the money you save on that coveted man cave, kitchen remodel, or a brand new home. Home Maintenance Made Easy will help you: Manage tasks with handy month-by-month checklists; Organize records of parts, repairs, warranties, replacements, and phone numbers/contact information in one place; Troubleshoot problems step-by-step; Learn when to "do it yourself" and when to call in a pro. Assemble an inexpensive home maintenance toolbox; Preserve your investment and keep your home looking like new; Avoid costly mistakes. The tips in this book have been tested, used, and are recommended by professional builders and remodelers.

Providing a New Perspective on Understanding and Measuring of Customer Inspiration (Paperback, 1st ed. 2022): Lisa Stoll Providing a New Perspective on Understanding and Measuring of Customer Inspiration (Paperback, 1st ed. 2022)
Lisa Stoll
R2,118 Discovery Miles 21 180 Ships in 12 - 17 working days

The exploration of inspiration from a scientific perspective is not easy. Due to its divine and spiritual past, the phenomenon appears mysteriously and unscientifically, although psychologists have attempted to uncover inspiration against all odds. Marketing scholars have also become interested in the topic and started to uncover customers' inspiration in the marketing domain. This book aims to advance the research about inspiration in marketing by dedicating three consecutive studies to this topic. First, customer inspiration is defined and conceptualized within the marketing domain. Second, a measurement tool is developed that helps to assess customer inspiration in an actionable way. Third, customer inspiration is placed in relation to other constructs in terms of conceptual and empirical differentiation, as well as its exploratory power.

Reset - Business and Society in the New Social Landscape (Hardcover): James Rubin, Barie Carmichael Reset - Business and Society in the New Social Landscape (Hardcover)
James Rubin, Barie Carmichael
R780 R646 Discovery Miles 6 460 Save R134 (17%) Ships in 10 - 15 working days

As consumers, our access to-and appetite for-information about what and how we buy continues to grow. Powered by social media, increasingly we look at the companies behind the products and are disappointed when their actions do not meet our expectations. With engaged citizens acting as 24/7 auditors of corporate behavior, one formerly trusted company after another has had their business disrupted with astonishing velocity in the wake of what, in the past, might have been written off as a bad media cycle. Gone are the days when a company could hide behind "socially responsible" branding or when marketing controlled the corporate narrative. That control has shifted to engaged stakeholders in the new social landscape, requiring a more radical change to company practices. James Rubin and Barie Carmichael provide a strategic roadmap for businesses to navigate the new era, rebuild trust, and find their voice. Reset traces the global decline of trust in business at the same time that the public's expectations for business's role in society is increasing. Today, businesses must bridge this widening gap at a time when online stakeholders are committed to holding business accountable for its behavior, with unprecedented internal and external scrutiny. This requires strategic solutions anchored in a critical outside-in understanding of the stakeholder footprint of the business model. Reset offers case studies of reputations lost and found, suggesting fundamental strategies to mitigate risk and build the corporate brand. In this new era of instant transparency, corporate behavior has become the proof of corporate character for recruiting and retaining both customers and the next generation of talent. Offering essential advice for managing brand, reputation, and risk, this book is a guide to navigating the pitfalls and taking advantage of the opportunities of the reset.

Hacking Growth - How Today's Fastest-Growing Companies Drive Breakout Success (Hardcover): Sean Ellis, Morgan Brown Hacking Growth - How Today's Fastest-Growing Companies Drive Breakout Success (Hardcover)
Sean Ellis, Morgan Brown
R812 R603 Discovery Miles 6 030 Save R209 (26%) Ships in 12 - 17 working days
Advanced Customer Analytics - Targeting, Valuing, Segmenting and Loyalty Techniques (Paperback): Mike Grigsby Advanced Customer Analytics - Targeting, Valuing, Segmenting and Loyalty Techniques (Paperback)
Mike Grigsby
R1,044 Discovery Miles 10 440 Ships in 12 - 17 working days

Advanced Customer Analytics provides a clear guide to the specific analytical challenges faced by the retail sector. The book covers the nature and scale of data obtained in transactions, relative proximity to the consumer and the need to monitor customer behaviour across multiple channels. The book advocates a category management approach, taking into account the need to understand the consumer mindset through elasticity modelling and discount strategies, as well as targeted marketing and loyalty design. A practical, no-nonsense approach to complex scenarios is taken throughout, breaking down tasks into easily digestible steps. The use of a fictional retail analyst 'Scott' helps to provide accessible examples of practice. Advanced Customer Analytics does not skirt around the complexities of this subject but offers conceptual support to steer retail marketers towards making the right choices for analysing their data. Online resources include a selection of datasets to support specific chapters.

ISE Essentials of Marketing Research (Paperback, 5th edition): Joseph Hair, David Ortinau, Dana E. Harrison ISE Essentials of Marketing Research (Paperback, 5th edition)
Joseph Hair, David Ortinau, Dana E. Harrison
R1,748 Discovery Miles 17 480 Ships in 9 - 15 working days

Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 5th edition gives students a strong command of market research principles, while being concise enough for with cases & other course projects. A continuing case and corresponding data sets included. Available with McGraw-Hill Connect (R) and SmartBook 2.0.

Lost Department Stores of San Francisco (Hardcover): Anne Evers Hitz Lost Department Stores of San Francisco (Hardcover)
Anne Evers Hitz; Foreword by Garchik Former Columnist San Francisco
R825 R679 Discovery Miles 6 790 Save R146 (18%) Ships in 10 - 15 working days
Philosophy of Science - An Introduction for Future Knowledge Workers (Paperback, 2nd ed.): Andreas Beck Holm Philosophy of Science - An Introduction for Future Knowledge Workers (Paperback, 2nd ed.)
Andreas Beck Holm
R1,321 R1,127 Discovery Miles 11 270 Save R194 (15%) Ships in 12 - 17 working days

The student's future as a knowledge worker is the starting point of this book on the philosophy of science. With this in mind, the book combines a review of philosophical positions and problems with practical examples and perspectives gained from everyday challenges faced by knowledge workers in their businesses and organisations.

The Cult of the Customer - Create an Amazing Customer Experience That Turns Satisfied Customers Into Customer Evangelists... The Cult of the Customer - Create an Amazing Customer Experience That Turns Satisfied Customers Into Customer Evangelists (Paperback, Updated, Revised ed.)
Shep Hyken
R534 R446 Discovery Miles 4 460 Save R88 (16%) Ships in 10 - 15 working days
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