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Visual Branding pulls together analyses of logos, typeface, color,
and spokes-characters to give a comprehensive account of the visual
devices used in branding and advertising. The book places each
avenue for visual branding within a rhetorical framework that
explains what that device can accomplish for the brand. It lays out
the available possibilities for constructing logos and
distinguishes basic types along with examples of their use and
evolution over time. Authors Edward McQuarrie and Barbara Phillips
place visual branding within its historical context, covering the
120-year period since brand advertising first took modern form in
the United States. Using copious real-life examples to illustrate
how branding has evolved with the introduction of new technologies
and opportunities, the book also critiques purely psychological
perspectives on branding and explains how historical and rhetorical
analyses can contribute new insights. This exploration of rhetoric
as an alternative to economic and psychological perspectives in
marketing, advertising, and consumer scholarship will be essential
reading for students and scholars in graduate programs in
marketing, advertising, and consumer psychology.
Ed McQuarrie has been a leading light among sociological consumer
researchers for a long time, his research devoted to deep and
interdisciplinary exploration. This book is a much-needed
development of the vast new terrain of consumers' online behaviors.
From megaphone effects to soapbox imperatives, from Bourdieu to
Goffman, cultural capital to trust, McQuarrie builds on his prior
work to provide exciting new thinking to help us understand the
radical and important changes that the Internet continues to spur.
Highly recommended!' - Robert Kozinets, York University, CanadaIt's
a new world online, where consumers can publish their writing and
gain a public presence, even a mass audience. This book links
together blogging, writing reviews for Yelp, and creating pinboards
for Pinterest, all of which provide ordinary people the opportunity
to display their tastes to strangers. Edward McQuarrie shows how
the operation of taste in consumption has been changed by the
Internet and offers a fresh perspective on why websites like Yelp
and Pinterest have become so successful. Drawing on Bourdieu and
Campbell to support his thesis, Edward McQuarrie uncovers what is
new online by: - presenting a sociological perspective on what
consumers do online and contrasting it to more familiar economic,
psychological and ethnographic views - reinterpreting Bourdieu s
idea of cultural capital to understand the success of fashion
bloggers - showing how the meaning of taste and what it means to
dress fashionably have changed with the Web - explaining why online
reviews cannot be considered word-of-mouth and therefore cannot be
understood using that idea - examining why Pinterest is so
attractive to female consumers while relating Pinterest to Walter
Benjamin's ideas about how mechanical reproduction changes the
meaning of art. This book will be valuable to students and scholars
interested in consumer research, marketing, and sociology,
specifically those who seek an alternative to purely psychological
and economic explanations for what consumers do online.
Today more and more businesses seek to get closer to their
customers. While many books urge a customer focus, few offer much
in the way of specific advice. This book emphasizes the importance
of sending cross-functional teams to visit customers at their
workplace and explains how this approach can assist new product
development and the improvement of customer satisfaction. Drawing
on best practices found at leading technology firms, Customer
Visits, Second Edition offers a complete guide to all aspects of
planning and executing a program of customer visits. A wealth of
specific advice is offered on topics such as the right and wrong
kinds of objective, how many customers to visit, how to prepare a
discussion guide, how to coordinate visits with the sales force,
how to build rapport, effective and ineffective questions to ask
customers, and traps and pitfalls in the analysis of data from
visit programs. The author?'s years of experience teaching seminars
for leading firms insure that the advice offered in this book is
practical and actionable. Managers and engineers engaged in new
product development will discover a wealth of suggestions for
finding out what customers really want. Executives will discover a
practical and cost-effective approach to motivating employees to
focus on customer satisfaction. New in the second edition: +
Expanded coverage of ad hoc visits + More examples of good and bad
procedures + Expanded section on how to analyze visit data +
Expanded coverage of questions to ask customers + Better
integration with other market research tools
Visits to customers by a cross-functional team of marketers and
engineers play an important role in new product development, entry
into new markets, and in exploring customer satisfaction and
dissatisfaction. The new edition of this widely used professional
resource provides step-by-step instructions for making effective
use of this market research technique.Using a wealth of specific
examples, Edward F. McQuarrie explains how to set feasible
objectives and how to select the right number of the right kind of
customers to visit. One of the leading experts in the field,
McQuarrie demonstrates how to construct a discussion guide and how
to devise good questions, and offers practical advice on how to
conduct face-to-face interviews.Extensively updated throughout,
this third edition includes three new chapters as well as expanded
coverage of the analysis of visit data. It also discusses which
industries and product categories are most (and least) suitable to
the customer visit technique. The author also covers how the
customer visit technique compares to other market research
techniques such as focus groups.
Rhetorical scholarship has found rich source material in the
disciplines of advertising, communications research, and consumer
behavior. Advertising, considered as a kind of communication, is
distinguished by its focus on causing action. Its goal is not
simply to communicate ideas, educate, or persuade, but to move a
prospect closer to a purchase. The editors of "Go Figure! New
Directions in Advertising Rhetoric" have been involved in
developing the scholarship of advertising rhetoric for many years.
In this volume they have assembled the most current and
authoritative new perspectives on this topic. The chapter authors
all present previously unpublished concepts that represent advances
beyond what is already known about advertising rhetoric. In the
opening and closing chapters editors Ed McQuarrie and Barbara
Phillips provide an integrative view of the current state of the
art in advertising rhetoric.
An ideal resource for those who want to conduct market research but
have little experience in doing so, The Market Research Toolbox
describes how to think of market research in the context of making
a business decision. The book begins by defining market research
and discussing some of the various types and techniques. It then
examines what objectives can be met by doing market research and
the expected payoffs. This text explores market research techniques
such as secondary research, customer visits, focus groups, surveys,
choice modeling and experimentation. The author describes how each
technique works along with its costs and uses, tips for success,
when and how to use certain techniques and precautions to take
while using them. The Third Edition of The Market Research Toolbox
incorporates new material on Web surveys along with more
information on data analysis and sampling theory for qualitative
research. Additionally, a new closing chapter illuminates the
limitations of market research to clarify when it should be
employed. oWhatAEs Newo sections have been added to every chapter
and new examples are included throughout the text, along with
updated suggested readings and references.
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