In the rapidly changing landscape of society, understanding how consumers make purchasing decisions is essential to the success of any product or service organization. As such, marketing professionals are looking for more effective ways to promote their goods and services to their customers. Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities is a critical scholarly resource that examines the application of attachment theory to consumer brands and products. Featuring coverage on a broad range of topics, such as customer satisfaction, brand evaluation, and brand authenticity, this book is geared towards marketing professionals, consumer researchers, international business strategists, scholars, and graduate-level students.

The success of any organization is largely dependent on positive feedback and repeat business from patrons. By utilizing acquired marketing data, business professionals can more accurately assess practices, services, and products that their customers find appealing. The Handbook of Research on Intelligent Techniques and Modeling Applications in Marketing Analytics features innovative research and implementation practices of analytics in marketing research. Highlighting various techniques in acquiring and deciphering marketing data, this publication is a pivotal reference for professionals, managers, market researchers, and practitioners interested in the observation and utilization of data on marketing trends to promote positive business practices.

User opinions about service experiences have been extensively acknowledged to play a key role in influencing the consumption decisions of other customers. The widespread adoption of internet technologies has amplified enormously the volume and the potential impact of such customer-generated content in the form of electronic word-of-mouth (eWOM). Exploring the Power of Electronic Word-of-Mouth in the Services Industry is an essential research book that explores the importance of consumer perception and the influence of word-of-mouth in the digital world. Featuring a range of topics such as data mining, online engagement, and social media, this book is ideal for academicians, researchers, IT developers, marketers, managers, media specialists, and professionals.

'Excerpts from Experts - Marketing' is a compendium of insight, advice and anecdotes from more than 200 of the leading names in marketing. These wonderful people have generously contributed their time and wisdom to raise money in aid of NHS Charities Together. Whether you're an aspiring graduate, experienced professional, marketing guru, or just vaguely interested in the magical world of brands and marketing, this book is a must read.

Step-by-step guide to creating compelling, memorable presentations

A chart that once took ten hours to prepare can now be produced by anyone with ten minutes and a computer keyboard. What hasnt changed, however, are the basics behind creating a powerful visual - what to say, why to say it, and how to say it for the most impact. In Say It With Charts, Fourth Edition --the latest, cutting-edge edition of his best-selling presentation guide -- Gene Zelazny reveals time-tested tips for preparing effective presentations. Then, this presentation guru shows you how to combine those tips with todays hottest technologies for sharper, stronger visuals. Look to this comprehensive presentation encyclopedia for information on:

* How to prepare different types of charts -- pie, bar, column, line, or dot -- and when to use each

* Lettering size, color choice, appropriate chart types, and more

* Techniques for producing dramatic eVisuals using animation, scanned images, sound, video, and links to pertinent websites

Modern marketing practices have evolved to become a dynamic meeting point for technology practitioners and business professionals. Digital technologies have added a new paradigm to the way businesses are projected, communicated, and developed through their marketing activities, from message delivery to content production. Digital Marketing Strategies and Models for Competitive Business is a collection of innovative research that seeks to connect theory with application, identifying best practices over digital marketing to business purposes. While highlighting topics including consumer analysis, search engine marketing, and marketing communications, this book is ideally designed for marketers, managers, executives, advertisers, graphic designers, researchers, practitioners, entrepreneurs, policymakers, and educators.

Today, companies are competing on a daily basis for their consumers' attention and spending power. This has become increasingly difficult as new companies enter the marketplace offering the same or very similar products and services, making it difficult for consumers to differentiate between them. To overcome this, companies use branding to create a favourable and memorable perception in the mind of consumers. However, not all companies manage to achieve this, as brand management is an intricate process. Brand management provides a comprehensive understanding of brand management by detailing how branding can be used to develop favourable brand equity. Brand management is unique among other textbooks of its kind in that it provides a southern African perspective but compares it with other contexts, thereby presenting a more comprehensive explanation of brand management and its importance. Each chapter consists of various examples as well as a scenario or case study, applying every element of the theory. Brand management is aimed at undergraduate marketing students.

Experts from around the world present changes in the global marketplace and developments in research methodologies underpinning new product development (NPD) in this essential collection. The business and marketing aspects of NPD, sometimes neglected in books of this type, are addressed alongside methods for product testing. Trends, processes and perspectives in consumer-driven NPD in the food and personal care product industries are addressed in the opening chapters of the book. Specific topics include evolution in food retailing and advances in concept research. Hedonic testing is the focus of the next section. Different viewpoints on consumer research methods and statistics for NPD are reviewed in later chapters. The final part of the book looks towards the future of innovation, covering the implications for NPD of topics such as human genetic variation in taste perception and neuroimaging. Several chapters are not standard scientific articles. Rather they are written records of conversations between two people on a particular topic related to consumer-driven innovation in foods and personal care products. In them the interviewees speak freely about their views and experiences in NPD, providing unique insights. Consumer-driven innovation in food and personal care products will broaden readers' understanding of the many approaches available to NPD personnel and ways in which they can be used to support innovation activities.

In 2008, Barack Obama's presidential campaign used an innovative combination of social media, big data, and micro-targeting to win the White House. In 2012, the campaign did it again, further honing those marketing tools and demonstrating that political marketing is on the cutting edge when it comes to effective branding, advertising, and relationship-building. The challenges facing a presidential campaign may be unique to the political arena, but the creative solutions are not. The Marketing Revolution in Politics shows how recent US presidential campaigns have adopted the latest marketing techniques and how organizations in the for-profit and non-profit sectors can benefit from their example. Distilling the marketing practices of successful political campaigns down into seven key lessons, Bruce I. Newman shows how organizations of any size can apply the same innovative, creative, and cost-effective marketing tactics as today's presidential hopefuls. A compelling study of marketing in the make-or-break world of American politics, this book should be a must-read for managers, students of marketing and political marketing, and anyone interested in learning more about how presidential campaigns operate. Winner of the 2016 International Book Award in the "Business: Marketing & Advertising" category.

Knowledge is a valuable resource that must be managed well for any organization to thrive. Proper knowledge management can improve business processes by creating value, yet the available tools meant to aid in the creation, collection, and storage of information have drastically changed since the emergence of social media. By using this collaborative online application for engaging with information, organizations are able to precisely decimate knowledge to the correct audience. Harnessing Social Media as a Knowledge Management Tool addresses the challenges and rewards of the proper use of social media, as well as the key enablers and barriers of its application. This publication endeavors to provide thorough insight into the role of social media in knowledge management from both an organizational and individual perspective. This book elucidates emerging strategies perfect for policy makers, managers, advertisers, academics, students, and organizations who wish to optimize performance.