Kategoria BISAC: Business & Economics >> Marketing - Research

Behind the steady stream of new products, technologies, systems and services in our modern societies there is prolonged and complicated battle around the role of users. How should designers get to know the users interests and needs? Who should speak for the users? How may designers collaborate with users and in what ways may users take innovation into their own hands?

The New Production of Users offers a rare overview of these issues. It traces the history of designer-user relations from the era of mass production to the present days. Its focus lies in elaborating the...

Srun shows how the psychology of luxury brands truly plays into high value customer motivations and unlocks the potential to understand their decision processes which are unlike that of any other customer.

Selling to very wealthy, demanding customers - whether you're selling luxury products or high value bespoke professional services - is a very different process to selling anything else to anyone else.

Francis Srun has twenty years experience in the luxury industry, based in France, Switzerland, China and Hong Kong, most recently with Maison Boucheron.

In today's connected consumer environment, customers are better informed and harder to please, but they also leave a more visible evidence trail in the form of improved databases and customer information. Consumers are increasingly interconnected through various sorts of social networks, a trend that is facilitated by recent advances in electronic media and telecommunication (i.e., MySpace, Facebook, Twitter and Cyworld). Consumers are also increasingly connected with brands and seek to play a more participative role in their relationship with companies, stimulating companies to reconsider...

The purpose of this book is to advance the understanding of consumer social values and their roles in the global marketplace. Social values, with specific attention to decision-making and behavior, have long been studied in consumer research. Bringing together a diverse set of contributors from different counties, this collection refines and directs what is known about consumer behaviors in relation to social values. Written for scholars, students, and practitioners of consumer psychology and marketing communications, this volume is an essential resource to understand how social values...

The marketing of luxury goods faces a fundamental challenge: balancing sales growth against exclusiveness. In today's digital world, this trade-off has become even more challenging. A luxury brand's fragile concept of exclusiveness is seemingly incompatible with the ubiquitous availability provided by the mass medium Internet. The author addresses this trade-off both conceptually and empirically. First, the author conceptually examines the specific marketing-mix for luxury goods in terms of product, price, communications, and distribution management. Second, this marketing-mix is applied...

A major objective of this book is to identify the key determinants of
successful inter-firm collaborations in the telecommunications industry in Australia and China, utilizing both qualitative and quantitative research methods as complementary methodologies. The findings will provide essential information and suggestions for businesses, researchers and policy makers and shed light on how to concretely improve the performance of business collaborations. Inter-firm collaboration has become increasingly important in the global
economy, as firms now rely on collaborations to access new...

Politicians, government officials, and public relations officers lean heavily on polling when fashioning public policy. Proponents say this is for the best, arguing that surveys bring the views of citizens closer to civic officials. Critics decry polling's promotion of sycophantic politicians who pander to the whims of public sentiment, or, conversely, the use of surveys by special interest groups to thwart the majority will.

Similar claims and criticisms were made during the early days of polling. When George Gallup began polling Americans in 1935, he heralded it as a bold step in...

Capitalism has made rationality into a pervasive feature of human action and yet, far from heralding a loss of emotionality, capitalist culture has been accompanied with an unprecedented intensification of emotional life. This raises a puzzle: 　how could we have become increasingly rationalized and more intensely emotional?　

The Emotional Market offers a simple hypothesis: that consumer acts and emotional life have become closely and inseparably intertwined with each other, each one defining and enabling the other. Commodities facilitate the experience of...

Are you tired of wasting your time and money on marketing with terrible results? Do you wish you knew exactly how other marketers are making so much money?

Whether you want to (1) become a better marketer, (2) spend less money with better results, or (3) learn how to market effectively with social media, then this is the book for you.

Don't stumble around in the dark when you could be modeling some of the best marketers in the world.

In this book you will discover an...