Kategoria BISAC: Business & Economics >> Marketing - Research

This four-volume collection focuses on emerging and cutting-edge work which is shaping the contemporary landscape of consumer research. The volumes bring together key conceptual and research papers related to practices, sharing, politics and spaces. The editors provide a set of comprehensive introductions that scopes out current understanding in the field, and identifies directions for future research in relation to the key themes. This Major Work will be of interest to scholars in a broad range of disciplines, including Marketing and Consumer Research, Cultural Studies, Media Studies,...

Survey research is a widely used data collection method that involves asking people questions and using their answers as information. Such data can then be used to understand individuals' views in a variety of areas such as political issues, community quality of life, and satisfaction with services and products, to name but a few. Decision makers in both the public and private sectors use survey results to examine past efforts and guide future direction. Yet, we are often surprised by the misperceptions of students, professionals and even high-level managers regarding what is required to...

From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people's relationships with brands and a demonstration of the important and timely implications of this evolving...

Bridging the gap between the marketer who must put text analytics to use and data analysis experts, Practical Text Analytics is an accessible guide to the many advances in text analytics. It explains the different approaches and methods, their uses, strengths, and weaknesses, in a way that is relevant to marketing professionals. Each chapter includes illustrations and charts, hints and tips, pointers on the tools and techniques, definitions, and case studies/examples.

Consultant and researcher Steven Struhl presents the process of text analysis in ways that will help marketers...

Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why...

Branding your company takes more than adding a logo. This book walks you through how to:

* Build a memorable brand identity

* Create strong messaging that connects with customers

* Identify and communicate your differentiators

* Attract customers who share your vision

To create a brand, you need to project a vision and reputation worthy of loyalty. Use the sixteen steps in this book to build your brand, and transform your business into a strong competitor...

Berry-AMA Book Prize FINALIST 2011

"The Right Sensory Mix" is one of the four best marketing books in 2011 according to the American Marketing Association Foundation.

The Berry-AMA Book Prize is awarded annually be the Foundation (AMAF) and recognizes books whose innovative ideas have had significant impact on marketing and related fields. For additional information about the Berry-AMA Book Prize, visit Berry-AMA Book Prize.

Why do some people drink black coffee and others stick to tea?

Why do some people prefer competitors' products?

Why do we sell...

From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people's relationships with brands and a demonstration of the important and timely implications of this evolving...

In 2005, Goodyear s research and development (R&D) engine was not performing up to its full potential. The R&D organization developed high-quality tires, but the projects were not always successful. Goodyear embarked on a major initiative to transform its innovation creation processes by learning, understanding, and applying lean product development principles. Within five years, Goodyear saw its product development cycle times slashed by 70 percent, on-time delivery performance rise close to 100 percent, and throughput improve three-fold all achieved with no increase in the R&D budget....