How can marketers navigate the growing array of marketing specialties, multiplying media options and data sources, and increasing content saturation to improve effectiveness and return on investment? How can they provide consumers with seamless experiences of value across channels that overcome behavioral barriers and actually deliver results? In The Activation Imperative, William Rosen and Laurence Minsky provide a straightforward guide for marketers to move beyond building brands to activating them-from simply projecting what a brand is to optimizing what it does-to move people closer to transaction. Drawing on years of research and experience with the world's most sophisticated brands, Rosen and Minsky share a unifying cross-discipline marketing approach designed to impact critical behaviors and more effectively drive business results. They reveal how today's more personalized and trackable communications illuminate tremendous diversity in paths-to-purchase and explain how to leverage this data to develop more effective strategies and creative targeted to individual inflection points. With actionable advice and best-in-class examples, Rosen and Minsky offer marketers a road map to manage today's increasingly fragmented marketing landscape to more effectively and efficiently build brands and business.

When analysing customer experience, there is often a disconnect in the kind of customer experience senior leadership believes their organizations deliver and what consumers say they actually receive. Crafting Customer Experience Strategy: Lessons from Asia looks at how Customer Experience Management can be vital in providing a sustained competitive advantage for businesses. In uncovering this essential strategic challenge, this book explores the need to create customer experiences by design utilizing data, as well as the importance of engaging with the voice of the customer, the employee and the process in managing the customer journey. In this book a range of real world insights are scrutinized from a variety of leading organizations; chapters explore a wide range of themes including how organizations create experiences, the customer journey, emotions, technology and the returns in designing improved experiences. This is an essential reading for marketing students, scholars and practitioners looking for understanding and insights in customer experience management.

Substantial progress has been made in the conceptualization of values within psychology. The importance of values is also acknowledged in marketing, and companies use values to describe the core associations of their brand. Yet despite this, the values concept has received limited attention in marketing theory. The Influence of Values on Consumer Behaviour aims to bridge the gap between the conceptual progress of values in psychology, and the current practice in marketing and branding literature. It proposes the 'Value Compass', a comprehensive value system that is cross-culturally applicable to consumer behaviour and brand choice. The values concept is used in psychology to identify the motivations underlying behaviour, a concept that marketers have borrowed to define brand values. This has led to conceptual confusion. Whereas in psychology the values system is perceived as an integrated structure, in marketing, values are treated as abstract motivations that give importance to the benefits of consumption. Attention in marketing has shifted away from brand values toward brand personality, a set of human characteristics associated with a brand. Despite its popularity, brand personality has limitations in explaining consumer behaviour, while the potential merits of a brand values concept have remained largely unexplored. The book presents a meaningful alternative to the brand personality concept and promotes the benefits of using the Value Compass for assessing the effects of brand values and personal values on consumer choice. As such, it will be essential reading for academics and postgraduate students in the fields of marketing, consumer psychology, branding, consumer choice behaviour and business studies.

'Marketing Research for Non-profit, Community and Creative Organizations' is a comprehensive guide to conducting research methods within the non-profit sector. Highly practical, the purpose of the book is two-fold. Firstly, it aims to educate the readers on how research can be utilized to help their organization reach its goals. Secondly, it shows how to conduct different methods of research, including focus groups, interviews, projective techniques, observations and surveys, and how to use the findings of these to improve products, target customers and develop effective promotions. Concise and well-structured, the text provides a step-by-step process to help the reader understand and apply the various research methodologies. 'Marketing Research for Non-profit, Community and Creative Organizations' is designed for students and will also be invaluable for managers working within non-profit or creative environments.

This collection of articles deal with marketing history and the history of marketing thought, placing these subjects within a marketing management context. Despite the crucial role that historical research can play in expanding our understanding of marketing, studies of the history of marketing are thin on the ground. This volume aims to address this gap. Topics include the history of the Boston Consulting Group's growth-share matrix, branding, the emergence of marketing schools of thought, managerialism, the marketing concept, relationship marketing, scientific management and marketing, and critical marketing studies. The introduction discusses the three themes that run through the collection: historical method, marketing history, and the history of marketing thought. This book was originally published as a special issue of the Journal of Marketing Management.

Many countries have implemented policies to increase the number and quality of scientific researchers as a means to foster innovation and spur economic development and progress. To that end, grounded in a view of women as a rich, yet underutilized knowledge and labor resource, a great deal of recent attention has focused on encouraging women to pursue education and careers in science even in countries with longstanding dominant patriarchal regimes. Yet, overall, science remains an area in which girls and women are persistently disadvantaged. This book addresses that situation.It bridges the gap between individual- and societal-level perspectives on women in science in a search for systematic solutions to the challenge of building an inclusive and productive scientific workforce capable of creating the innovation needed for economic growth and societal wellbeing.

This book examines both the role of gender as an organizing principle of social life and the relative position of women scientists within national and international labor markets. Weaving together and engaging research on globalization, the social organization of science, and gendered societal relations as key social forces, this book addresses critical issues affecting women s contributions and participation in science. Also, while considering women s representation in science as a whole, examinations of women in the chemical sciences, computing, mathematics and statistics are offered as examples to provide insights into how differing disciplinary cultures, functional tasks and socio-historical conditions can affect the advancement of women in science relative to important variations in educational and occupational realities.

Edited by three social scientists recognized for their expertise in science and technology policy, education, workforce participation, and stratification, this book includes contributions from an intellectually diverse group of international scholars and analysts and features compelling cases and initiatives from around the world, with implications for research, industry practice, education and policy development."

Integrating the Packaging and Product Experience in Food and Beverages: A Road-Map to Consumer Satisfaction focuses on the interrelationship between packaging and the product experience. In both industry and academia there has been a growing interest in investigating approaches that capture consumer responses to products that go beyond traditional sensory and liking measures. These approaches include assessing consumers' emotional responses, obtaining temporal measures of liking, as well as numerous published articles considering the effect of situation and context in the evaluation of food and beverage products. For fast-moving consumer goods (FMCG) products in particular, packaging can be considered as a contributor to consumer satisfaction. Recent cross-modal research illustrated consumers' dissatisfaction or delight with a product can be evoked when there is dissonance between the packaging and the product experience. The book includes an extensive overview of an adapted satisfaction scale that has been tailored for the food and beverage sector and which identifies varying satisfaction response modes such as contentment, pleasure, and delight with a product. This is an important development as it provides insights about products that can be used to market specific categories and brands of foods and beverages. The book demonstrates the value of this approach by bringing together case studies that consider the interrelationships between packaging design, shape, on-pack sensory messages, expectations, and consumer satisfaction with the product.

How customers and consumer behavior have been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points do emotions affect consumer decisions; and what triggers this is: How should engagement be conceptualized, defined and measured? How do social media and other marketing activities create engagement? The book draws on the rich, extensive knowledge of the authors who are pioneers in the field. The book's editors have identified the weakness in the current knowledge and aim to address this gap by touching on significant conceptual and empirical contributions to this emerging literature stream, providing readers with a comprehensive contemporary perspective of customer engagement. The book also endeavors to develop a richer narrative around the notion of social media and customer engagement, and the non-monetary notion of social media within new media-based social networks.

In recent years the study of consumption has become one of the most important areas of knowledge in the social sciences. In business studies and marketing, the nature of consumer research has undergone a profound change. Postmodern perspectives which challenge and undermine previously held notions of consumer identity, belief and decision-making have radically altered our understanding of consumer practice and marketing theory. This volume is a collection of essays by exponents of postmodern consumer research from Europe and America. Topics covered include: chronicle, composition and fabulation in consumer research; postmodern approaches to pluralism in consumer research; marketing in cyberspace; poststructuralism in marketing; and semiotics in marketing and consumer research.

The book provides a comprehensive analysis of the techniques and mechanics of the research process, and the management implications of industrial marketing research. It reveals not only how to do marketing research, but also the full range of its profitable applications, and shows how to develop an internal department and how to buy industrial marketing research. When originally published, this was the first book to be published in the UK or USA devoted solely to the important modern management tool of industrial marketing research.

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. This concise introduction presents a rigorous analysis of consumer choice from the perspective of consumer behavior analysis. Gordon Foxall provides a deeper understanding of what consumers actually buy and the nature of the utility that shapes and maintains patterns of consumption. Key features include: a revolutionary new approach to understanding consumer behavior a novel synthesis of behavioral psychology, behavioral economics, and marketing science a new model of consumer choice, the Behavioral Perspective Model, that is comprehensively supported by empirical research addresses more extreme behaviors such as compulsive purchasing and addiction. Unique and authoritative, this work will prove a valuable resource for students and scholars of consumer behavior and marketing, social and behavioral science, micro-economics, economic psychology and behavioral economics. Marketing managers will also be interested in its approach to consumer research, with its innovative consequences for marketing management.

Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book, originally published in 1992, introduces the essential elements of psychographics. It shows how researchers go about defining consumer profiles and designing successful research programmes. It looks at the way they are applied in various consumer groups and uses case study material to focus on some specific products from cameras to pet food.

This textbook is an introduction to game theory, which is the systematic analysis of decision-making in interactive settings. Game theory can be of great value to business managers. The ability to correctly anticipate countermove by rival firms in competitive and cooperative settings enables managers to make more effective marketing, advertising, pricing, and other business decisions to optimally achieve the firm's objectives. Game theory does not always accurately predict how rivals will act in strategic situations, but does identify a decision maker's best response to situations involving move and countermove. As Nobel Prize winner Thomas Shelling noted: "We may wish to understand how participants actually do conduct themselves in conflict situations; an understanding of the 'correct' play may give us a bench mark for the study of actual behavior." The concise and axiomatic approach to the material presented in this textbook is easily accessible to students with a background in the principles of microeconomics and college mathematics. The selection and organizations of topics makes the textbook appropriate for use in a wide range of curricula by students with different backgrounds.

This book, first published in 1996, presents a collection of papers by Gordon Foxall charting the development of the Behavioural Perspective Model (BPM) which he devised in the early 1980s and subsequently developed. The model offers a unique and original behaviour-based theory of consumer choice. In seeking to answer the question 'where does consumer choice take place?' by drawing upon behavioural psychology, Foxall presents an exciting challenge to previous theories whose emphasis has been on the internal working of the consumer's mind in reaching rational decisions and choices. Bringing alive the important subject of economic consumption, this seminal volume will be of great interest to students and researchers in consumer research.

Consumer vulnerability is of growing importance as a research topic for those exploring wellbeing. This book provides space to critically engage with the conditions, contexts and characteristics of consumer vulnerability, which affect how people experience and respond to the marketplace and vice versa. Focussing on substantive, ethical, social and methodological issues, this book brings together key researchers in the field and practitioners who work with vulnerability on a daily basis. Organised into 4 sections, it considers consumer vulnerability and key life stages, health and wellbeing, poverty, and exclusion. Methodologically the chapters draw on qualitative research, employing a variety of methods from interview, to the use of poetry, film and other cultural artefacts. This book will be of interest to marketing and consumer research scholars and students and also to researchers in other disciplines including sociology, public policy and anthropology, and practitioners, policy makers and charitable organisations working with vulnerable groups.

The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid, de-centralized and multidirectional medium is changing the way brands engage with consumers.At the same time, technology and innovation, coupled with the explosion of business data, has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased volume, variety and velocity of information enables marketers to respond with much greater speed, to changes in the marketplace. Market intelligence is timelier, less expensive, and more accurate and actionable.Anchored in this age of transformations, Marketing Analytics is a practitioner's guide to marketing management in the 21st century. The text devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. Written by a marketing veteran, it is intended to guide marketers as they craft market strategies, and execute their day to day tasks.

The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid, de-centralized and multidirectional medium is changing the way brands engage with consumers.At the same time, technology and innovation, coupled with the explosion of business data, has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased volume, variety and velocity of information enables marketers to respond with much greater speed, to changes in the marketplace. Market intelligence is timelier, less expensive, and more accurate and actionable.Anchored in this age of transformations, Marketing Analytics is a practitioner's guide to marketing management in the 21st century. The text devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. Written by a marketing veteran, it is intended to guide marketers as they craft market strategies, and execute their day to day tasks.

The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need. Sample scales include brand personality, brand authenticity, consumer-brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts. A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.

Firmly rooted in the International Political Economy (IPE) tradition, this book addresses the negative consequences of globalisation, what is termed here the 'dark side of globalisation'. It explores different definitions of globalisation, whether the globalisation we have seen since the 1970s is substantially new, and to what extent it can be governed. Building on these foundations, the work assesses the prospects for de-globalisation. By focusing on this dark side of globalistion, the authors show how the global economic crisis, and its various local and sectorial manifestations, intensified - rather than generated - existing trends. This scholarship provides an account of the current predicament that is both more complex and more persuasive than the opposition between globalisation and de-globalisation.

'A must-read for any marketer, be it a curious researcher, entry level manager or senior leader. Chapters in this book offer the right amount of theory and practical implications on how to infuse customer centricity into an organization by making systematic changes to organizational design, strategy, offerings, and capabilities.' - Shrihari Sridhar, Texas A&M University, US 'This would be the first book to purchase if you want to get out of functional silos and build a truly customer-centric organization. This book illustrates that customer centricity is not confined with CRM or segmentation tactics, but rather it requires a major paradigm shift in every aspect of marketing strategy and business operations.' - Steve Samaha, Wells Fargo Bank, US 'The world's renowned scholars in marketing strategy offer very thorough coverage of customer centricity. Each chapter complements the others and shares applicable and deep knowledge regarding how firms should transform the entire organization, from cultures and human capital to structures, to better serve customers.' - Mark B. Houston, Texas Christian University, US 'This book is a comprehensive reference for scholars conducing customer-centricity research. Leading academics illustrate a theoretical framework and empirical insights on how to embrace customer centricity. Executives will find a treasure trove of actionable insights for their companies.' - Vikas Mittal, Rice University, US Drawing on the expertise of leading marketing scholars, this book provides managers and researchers with insights into the fundamentals of customer centricity and how firms can develop it. Customer centricity is not just about segmentation or short-term marketing tactics. Rather, it represents an organization-wide philosophy that focuses on the systematic and continuous alignment of the firm's internal architecture, strategy, capabilities, and offerings with external customers. This philosophy means that to be truly customer-centric, firms need to make multilevel transformations in internal architecture and organizational design, including leadership, metrics, incentives, structure, processes, and systems. These reorganizations are often accompanied by reshaped relational strategies, such as customer loyalty programs and marketing channel strategies that make customer centricity a reality. These changes also need to be backed by reconfigurations of brand and technological capabilities, as manifested in healthy customer-centric brands and in technology systems and skills that enable customer centricity at scale. The contributors to this book provide current thinking and cutting-edge research to further scholars' understanding of this key concept in marketing. Academics teaching or researching customer centricity, consultants implementing customer centricity and managers directly implementing customer centricity in their organizations will come to rely on the Handbook of Customer Centricity. Marketing associations, industry associations and local and university libraries will find the insights within offer critical reflection on the key features of customer centricity and the detailed roadmap to achieve it.

By examining the interface between consumer behavior and new product development, People and Products: Consumer Behavior and Product Design demonstrates the ways in which consumers contribute to product design, enhance product utility, and determine brand identity. With increased connectedness and advances in technology, consumers and marketers are more closely connected than ever before. Yet consumer behavior texts often overlook the application of the subject to product design, testing, and success. This is the first book to explore this interface in detail, exploring such issues as: the attributes and qualities that consumers demand from products and services, and social and cultural forces to be aware of; design and form and how they facilitate product usage; technological developments and the ways they have changed how consumers interact with products; product disposal and sustainability; emerging and future trends in consumer behavior and product development and design. This exciting volume is relevant to anyone interested in marketing, consumer behavior, product development, technology, engineering, design, and brand management.

In Sticky Marketing Grant Leboff argued that the old marketing system of shouting messages at people was finished, replaced by providing value around your product or service: brands needed to become sticky. This new edition of Sticky Marketing, Stickier Marketing, remains a complete guide to producing effective marketing communications in a world of consumers empowered by new digital technology who do not want to be shouted at but engaged with. It shows readers how providing return on engagement, rather than return on investment, and a customer engagement point, rather than a unique selling point, is what will make the difference in today's cluttered marketing place. Updated throughout, this new edition also includes brand new chapters on content marketing, discovery and mobile marketing.

Unlike other books which focus solely on the business or profit aspects of measuring the customer experience, this book focuses on the benefits to the consumer as well as the company or financial institution. The book describes how business and government can undertake market research to determine whether the credit and investment markets are functioning properly and providing consumers with adequate information to make sound and safe credit and investment decisions. A discussion of different market research methods abilities to uncover problems in the credit and investment markets is provided. Findings and trends from studies measuring the customers experience in the credit and investment markets during the 1991 - 2009 time periods are discussed along with regulatory guidelines and consumer protection laws. The methodologies used to measure the customer experience and detect misleading sales practices; unfair treatment and discrimination in the financial services market place are described in detail. The techniques of mystery shopping, matched pair testing and consumer surveys are described along with a detailed discussion of study design, data collection methods, sample size determination, statistical testing, reporting and analysis. Sample questionnaires, mystery shop scenarios and profiles and sample analyses and charts are provided.

Scoring Points is the compelling and dramatic inside story, told from a project point of view, of how the Tesco Clubcard was conceived, launched and developed. It explains in detail how Tesco collected, analysed and used customer data to become a retail giant, making customer loyalty marketing work when almost every other programme failed. By pairing its loyalty scheme with sophisticated information technology, Tesco set a new standard for knowing your customer. Scoring Points is one of the seminal marketing books of the last decade. A fascinating tale of what can be achieved through vision, a strong team ethic and a company-wide commitment to customer satisfaction, it is an inspirational read for anyone in business, from junior marketers or salespersons working in an FMCG environment, to any practitioner looking to better analyse their customer base.

This book is concerned with the application of the behavioural sciences, notably social psychology and sociology, to the study of consumer behaviour. The emphasis throughout is on making these sciences practical for the marketing manager by focusing on those aspects of consumer behaviour which prove useful for managerial decision-making. The introduction defines the scope of the book in these terms and outlines a model for the consumer buying process. The book conlcudes with detailed models of consumer choice.