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Emerging market economies have long been a significant driver of global growth, and ever since the beginning of the new millennium, they have gained greater importance than ever. Economists state that the economies of emerging countries are rapidly catching up with the those of developed countries and are even predicted ...
Marketing Management in Turkey
Emerging market economies have long been a significant driver of global growth, and ever since the beginning of the new millennium, they have gained greater importance than ever. Economists state that the economies of emerging countries are rapidly catching up with the those of developed countries and are even predicted to overtake some of them by 2020. A deep understanding of emerging markets is crucial, then, in order to build tailored products and marketing programs that will capitalize on such rapid growth. In Marketing Management in Turkey, Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within one of the fastest growing of these emerging economies-namely, the Turkish economy, which according to a recent PWC report could outstrip the Italian economy by 2030 in many areas. Along the way, this book offers important insights into issues affecting all emerging markets, including common perceptions and misconceptions around the opportunities they offer. Marketing Management in Turkey will be of keen interest to practitioners interested in investing in emerging markets, and it will also have much to offer to researchers and students interested in the future of the global economy.
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110.91 USD

Marketing Management in Turkey

Hardback
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This book offers a comprehensive analysis of Chinese consumers from multiple perspectives, from the megatrends to their values and psychological changes. The book examines in detail the digital and mobile transformation of the consumers, the way their lifestyle, social interactions and shopping habits have changed, and the opportunities they offer ...
Chinese Consumers: Exploring the World's Largest Demographic
This book offers a comprehensive analysis of Chinese consumers from multiple perspectives, from the megatrends to their values and psychological changes. The book examines in detail the digital and mobile transformation of the consumers, the way their lifestyle, social interactions and shopping habits have changed, and the opportunities they offer to marketers. The analysis and insights are based on the author's first-hand observations of the metamorphosis of the consumers and consumption in China over the last fifteen years.
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125.990000 USD

Chinese Consumers: Exploring the World's Largest Demographic

by Ashok Sethi
Hardback
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Practice theories of our equipped and situated tacit construction of participatory narrative meaning are evident in multiple disciplines from architectural to communication study, consumer, marketing and media research, organisational, psychological and social insight. Their hermeneutic focus is on customarily little reflected upon, recurrent but required, practices of embodied, habituated knowing ...
Consumption, Psychology and Practice Theories: A Hermeneutic Perspective
Practice theories of our equipped and situated tacit construction of participatory narrative meaning are evident in multiple disciplines from architectural to communication study, consumer, marketing and media research, organisational, psychological and social insight. Their hermeneutic focus is on customarily little reflected upon, recurrent but required, practices of embodied, habituated knowing how-from choosing `flaw-free' fruit in a market to celebrating Chinese New Year Reunion Dining, caring for patients to social media `voice'. In ready-to-hand practices, we attend to the purpose and not to the process, to the goal rather than its generating. Yet familiar practices both presume and put in place fundamental understanding. Listening to Asian and Western consumers reflecting-not only subsequent to but also within practices-this book considers activity emplacing core perceptions from a liminal moment in a massive mall to health psychology research. Institutions configure practices-in-practices cohering or conflicting within their material horizons and space accessible to social analysis. Practices theory construes routine as minimally self-monitored, nonetheless considering it as being embodied narrative. In research output, such generic `storied' activity is seen as (in)formed, shaped from a shifting hierarchy of `horizons' or perspectives-from habituated to reflective-rather than a single seamless unfolding. Taking a communication practices route disentangles and avoids conflating tacit and transformative construction of identities in qualitative research. Practices research crosses discipline. Ubiquitous media use by managers and visitors throughout a shopping mall responds to investigating not only with digital tracking expertise but also from an interpretive marketing viewpoint. Visiting a practice perspective's hermeneutic underwriting, spatio-temporal metaphorical concepts become available and appropriate to the analysis of communication as a process across disciplines. In repeated practices, `horizons of understanding' are solidified. Emphasising our understanding of a material environment as `equipment', practices theory enables correlation of use and demographic variable in quantitative study extending interpretive behavioural and haptic qualitative research. Consumption, Psychology and Practice Theories: A Hermeneutic Perspective addresses academics and researchers in communication studies, marketing, psychology and social theory, as well as university methodology courses, recognising philosophy guides a discipline's investigative insight.
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196.22 USD

Consumption, Psychology and Practice Theories: A Hermeneutic Perspective

by Tony Wilson
Hardback
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Innovation is the process of value creation through use of relevant knowledge, capabilities and resources for conversion of ideas into new products, processes and practices, and improvements in existing products, processes and practices. Innovations of various types and forms are crucial to achieving and sustaining a competitive advantage in the ...
Innovation and Strategy
Innovation is the process of value creation through use of relevant knowledge, capabilities and resources for conversion of ideas into new products, processes and practices, and improvements in existing products, processes and practices. Innovations of various types and forms are crucial to achieving and sustaining a competitive advantage in the marketplace, the principal focus of competitive strategy.Product innovations play a central role in various strategic marketing contexts such as meeting consumers' needs and wants, responding to changes in consumers' preferences, shaping consumers' preferences, entering new markets, enhancing a firm's market position in presently served product-markets, differentiating the firm's product offerings from competitors' offerings, neutralizing the effects of competitors' actions, and preemption and deterrence of competitors. Against this backdrop, articles published in this volume focus on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy. The substantive issues addressed in these articles include sources of innovation, customer involvement in innovation, innovations in a digital environment, innovations in an information rich environment, the role of market foresight and design orientation as organizational capabilities in new product development and new product performance, and the effects of market orientation, organizational culture, trust and commitment on business performance.
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133.00 USD

Innovation and Strategy

Hardback
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The prerequisites for efficient and effective marketing and sales organizing have changed. Continued internationalization and richer access to information means that both customer firms and suppliers cover greater geographical space, and they have generally become more coordinated and sophisticated. Increased competence and maturity among customer firms has changed how those ...
Organizing Marketing and Sales: Mastering Contemporary B2B Challenges
The prerequisites for efficient and effective marketing and sales organizing have changed. Continued internationalization and richer access to information means that both customer firms and suppliers cover greater geographical space, and they have generally become more coordinated and sophisticated. Increased competence and maturity among customer firms has changed how those firms relate to their suppliers. Accordingly, there has been increased attention to how business relations can enhance value-creation. This introduces a whole new set of organizational challenges for marketing and sales. Organizing Marketing and Sales addresses a number of themes related to this development, both empirically and conceptually. It offers case studies to demonstrate in detail the kinds of challenges faced by multinational, multiproduct firms, and it also draws upon theoretical perspectives in order to examine contemporary challenges in marketing and sales organization.
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119.44 USD

Organizing Marketing and Sales: Mastering Contemporary B2B Challenges

Hardback
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This book provides an overview of current issues and challenges in the fashion industry and an update on data-driven artificial intelligence (AI) techniques and their potential implementation in response to those challenges. Each chapter starts off with an example of a data-driven AI technique on a particular sector of the ...
Artificial Intelligence for Fashion Industry in the Big Data Era
This book provides an overview of current issues and challenges in the fashion industry and an update on data-driven artificial intelligence (AI) techniques and their potential implementation in response to those challenges. Each chapter starts off with an example of a data-driven AI technique on a particular sector of the fashion industry (design, manufacturing, supply or retailing), before moving on to illustrate its implementation in a real-world application
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166.950000 USD

Artificial Intelligence for Fashion Industry in the Big Data Era

Hardback
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Whether professional or amateur, sports businesses must develop their brand and image to meet the expectations of a diverse environment, consisting of fans, sponsors, and other stakeholders. The value and instruments of market research can provide the required resources for sports businesses to realize their plans. In Market Research in ...
Market Research Methods in the Sports Industry
Whether professional or amateur, sports businesses must develop their brand and image to meet the expectations of a diverse environment, consisting of fans, sponsors, and other stakeholders. The value and instruments of market research can provide the required resources for sports businesses to realize their plans. In Market Research in the Sports Industry, Jasenko Ljubica and Neven Seric provide a comprehensive elaboration of market research methods to be used by sports businesses. The book identifies and explains the most effective uses of market research, drawing upon real-life case studies. The application of the methods presented in this book, ranging from the simplest - monitoring the environment - to the most complex sampling methods, can significantly contribute to the development of sports businesses by increasing the number of members, sponsors, followers and fans. The book will be invaluable for researchers, educators and students of Sports Management and Marketing, and it will also prove useful to sporting professionals seeking to gain a competitive edge in the market.
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102.38 USD

Market Research Methods in the Sports Industry

by Jasenko Ljubica, Neven Seric
Hardback
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Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to leverage predictive techniques to measure and improve marketing performance. By exploring real-world ...
Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques
Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use. The fully revised second edition of Marketing Analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyze big data. All of the advanced tools and techniques for predictive analytics have been updated, translating models such as tobit analysis for customer lifetime value into everyday use. Whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.
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51.18 USD

Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques

by Mike Grigsby
Paperback
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Minimalist Marketing: How Entrepreneurs and Nonprofits Are Reaching Their Audience Without a Marketing Budget
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23.090000 USD

Minimalist Marketing: How Entrepreneurs and Nonprofits Are Reaching Their Audience Without a Marketing Budget

by Joe Fontenot
Hardback
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Minimalist Marketing: How Entrepreneurs and Nonprofits Are Reaching Their Audience Without a Marketing Budget
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15.740000 USD

Minimalist Marketing: How Entrepreneurs and Nonprofits Are Reaching Their Audience Without a Marketing Budget

by Joe Fontenot
Paperback
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Unassailable: Tiny Tweaks That Create an Unbeatable Advantage in Your Sales and Marketing
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10.430000 USD

Unassailable: Tiny Tweaks That Create an Unbeatable Advantage in Your Sales and Marketing

by Brent Hodgson
Paperback
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Budgeting Notebook: Floral Design Book with Calendar 2018-2019 Weekly Planner, Bill Planning, Financial Planning Journal Expense Tracker Bill Organizer Notebook Business Money Personal Finance Workbook Size 8.5x11 Inches Extra Large Made in USA
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7.860000 USD

Budgeting Notebook: Floral Design Book with Calendar 2018-2019 Weekly Planner, Bill Planning, Financial Planning Journal Expense Tracker Bill Organizer Notebook Business Money Personal Finance Workbook Size 8.5x11 Inches Extra Large Made in USA

by Marlene Winget
Paperback
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Budgeting Notebook: Rose Floral Design with Calendar 2018-2019 Weekly Planner, Bill Planning, Financial Planning Journal Expense Tracker Bill Organizer Notebook Business Money Personal Finance Workbook Size 8.5x11 Inches Extra Large Made in USA
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7.860000 USD

Budgeting Notebook: Rose Floral Design with Calendar 2018-2019 Weekly Planner, Bill Planning, Financial Planning Journal Expense Tracker Bill Organizer Notebook Business Money Personal Finance Workbook Size 8.5x11 Inches Extra Large Made in USA

by Marlene Winget
Paperback
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Place branding is often a response to inter-place competition, discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods - catchy slogans, colourful logos, starchitects, biding for City of Culture status etc - that are applied as quick-fix solutions ...
Inclusive Place Branding: Critical Perspectives in Theory and Practice
Place branding is often a response to inter-place competition, discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods - catchy slogans, colourful logos, starchitects, biding for City of Culture status etc - that are applied as quick-fix solutions regardless of geographical and socio-political contexts. Critical views of place branding are emerging which focus on its unexplored consequences on the physical and social fabric of places. These more critical approaches reveal place branding as an essentially political activity serving hidden agendas and marginalising social groups. Scholars and practitioners can no longer ignore the pressure for more responsible and socially sensitive approaches that cater for a wide range of stakeholders, fully acknowledging the role of resident participation in decision-making. The contributions in this innovative book set out to introduce new critical ways of thinking around place branding, and practices that allow it to be more inclusive and participatory. It will be of interest to researchers and advanced students of branding, critical marketing, destination marketing as well as critical tourism and environmental design.
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147.000000 USD

Inclusive Place Branding: Critical Perspectives in Theory and Practice

Hardback
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Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects. The chapters are arranged into ...
Marketing Research: Planning, Process, Practice
Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects. The chapters are arranged into core sections which progress systematically through the marketing research process, starting with designing and setting up research, to undertaking qualitative and quantitative research, and finally, summarizing and reporting research. To aid students in their research project, each chapter features a collection of learning features, such as: Case studies and international real-world examples Ethics boxes - Highlighting ethical implications in research projects Advanced boxes - Signaling more challenging topics students can return to after they have mastered the basics Activity boxes - Encouraging students to understand how what they have learned applies to their own experiences The book is complemented by a range of online resources, including PowerPoint slides, multiple choice questions, free online exercise links, and discussion guides for Case Study & Additional Reading sections. Suitable reading for students who are undertaking a marketing research project.
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198.450000 USD

Marketing Research: Planning, Process, Practice

by Marwa Gad Mohsen, Chahid Fourali, Riccardo Benzo
Hardback
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Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects. The chapters are arranged into ...
Marketing Research: Planning, Process, Practice
Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects. The chapters are arranged into core sections which progress systematically through the marketing research process, starting with designing and setting up research, to undertaking qualitative and quantitative research, and finally, summarizing and reporting research. To aid students in their research project, each chapter features a collection of learning features, such as: Case studies and international real-world examples Ethics boxes - Highlighting ethical implications in research projects Advanced boxes - Signaling more challenging topics students can return to after they have mastered the basics Activity boxes - Encouraging students to understand how what they have learned applies to their own experiences The book is complemented by a range of online resources, including PowerPoint slides, multiple choice questions, free online exercise links, and discussion guides for Case Study & Additional Reading sections. Suitable reading for students who are undertaking a marketing research project.
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76.77 USD

Marketing Research: Planning, Process, Practice

by Marwa Gad Mohsen, Chahid Fourali, Riccardo Benzo
Paperback
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This book offers a comprehensive study of the history of African business. By analyzing the specificities of African business culture, as well as the dynamically changing African policy context, the author sheds new light on the development of African enterprises, markets and institutions. The book covers a wide range of ...
The History of Business in Africa: Complex Discontinuity to Emerging Markets: 2017
This book offers a comprehensive study of the history of African business. By analyzing the specificities of African business culture, as well as the dynamically changing African policy context, the author sheds new light on the development of African enterprises, markets and institutions. The book covers a wide range of historical studies, starting with the earliest exchange networks, the new market opportunities resulting from European penetration, the dualism of state-owned companies and private enterprises during the twentieth century, the role of foreign direct investments and multinational companies during the 1990s, and the globalization of African business.
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157.490000 USD

The History of Business in Africa: Complex Discontinuity to Emerging Markets: 2017

Hardback
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The marketing guru of Caesars/Harrah's shows how you can double-down and win with a proven data-driven approach Walking through Caesars in Las Vegas may seem like a dream--the lights are not too bright, the temperature is perfect, and everything is within your reach. But behind this magical experience is a ...
The High Roller Experience: How Caesars and Other World-Class Companies Are Using Data to Create an Unforgettable Customer Experience
The marketing guru of Caesars/Harrah's shows how you can double-down and win with a proven data-driven approach Walking through Caesars in Las Vegas may seem like a dream--the lights are not too bright, the temperature is perfect, and everything is within your reach. But behind this magical experience is a carefully choreographed performance based on deep understanding and rigorous analysis of extensive data to help ensure guests have an incredible and personalized experience. The Caesars marketing story is recognized as one of the best examples of using data to improve the customer experience and marketing effectiveness in all of business. Marketing legend David Norton orchestrated the initiatives that made Harrah's/Caesars Entertainment one of the greatest marketing companies in the world. His approach of using data to identify opportunities for the business, developing the narrative to sell throughout the organization and partnering with various constituents to drive successful implementation operationally is unparalleled. In The High Roller Experience, he shares his secrets to creating an unbeatable marketing strategy. In addition to discussing core items such as analytics, CRM and loyalty programs, he examines the leadership and organizational processes required to create a customer-centric and data informed business. The author also shares case studies from the work at GALE helping companies leverage technology advances to improve the customer experience and build customer loyalty across a wide-range of industries. With this book to guide you, you'll learn how to use loyalty programs, analytics, and technology to drive phenomenal transformational change and rapid revenue growth within your own organization.
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29.400000 USD

The High Roller Experience: How Caesars and Other World-Class Companies Are Using Data to Create an Unforgettable Customer Experience

by David Norton
Hardback
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Divining Desire: Focus Groups and the Culture of Consultation
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27.300000 USD

Divining Desire: Focus Groups and the Culture of Consultation

by Liza Featherstone
Hardback
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Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. This new addition will arm the socially conscious marketing student with: Case studies from across the globe, accessible exercises, engaging stories and online support with an expanded and enhanced companion website which will all ...
Social Marketing: Rebels with a Cause
Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. This new addition will arm the socially conscious marketing student with: Case studies from across the globe, accessible exercises, engaging stories and online support with an expanded and enhanced companion website which will all enable you to think critically about the individual and systemic drivers of both harm and progress, and provide you with the tools to act. This popular introductory textbook has been thoroughly updated to enable students to challenge the bad, champion the good and become rebels with a cause. Now including more on systems thinking, evaluation and apps, Hastings and Domegan also introduce the influential new 3Cs model (Containment, Counter-Marketing, Critical Capacity Building). This book is essential reading for all social marketing, marketing ethics, and marketing and society courses.
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56.29 USD

Social Marketing: Rebels with a Cause

by Christine Domegan, Gerard Hastings
Paperback
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Marketers know that they must use metrics. The key--which this book addresses superbly--is which metrics to use and how to use them. Erv Shames, Chairman, Western Connecticut Health Network; former President and CEO of Borden, Inc. and Stride Rite Corporation 50+ metrics crackles like new money...this is the best marketing ...
Key Marketing Metrics: The 50+ metrics every manager needs to know
Marketers know that they must use metrics. The key--which this book addresses superbly--is which metrics to use and how to use them. Erv Shames, Chairman, Western Connecticut Health Network; former President and CEO of Borden, Inc. and Stride Rite Corporation 50+ metrics crackles like new money...this is the best marketing book of the year. Updated version of Strategy + Business 2006 Best Books in Marketing award winner WHAT TO MEASURE AND HOW TO MEASURE IT TO GET THE MOST OUT OF YOUR MARKETING As the old adage goes, If you can't measure it, you can't manage it. Key Marketing Metrics is the definitive guide to today's most valuable marketing metrics to measure the results of your marketing. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and the nuances of more than 50 of the most important metrics and know exactly how to choose the right metrics for every challenge. Key Marketing Metrics gives you a portfolio, or dashboard , of the most valuable metrics for your business to maximise the return on your marketing investment and identify the best new opportunities for profit. Discover high-value metrics for every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. This edition includes the latest web, online, social, and email metrics, plus new insights into measuring marketing ROI and brand equity, as well as practical advice for managing complex issues such as advertising elasticity and double jeopardy.
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51.18 USD

Key Marketing Metrics: The 50+ metrics every manager needs to know

by Paul Farris, Neil T. Bendle
Paperback
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This book is an easily accessible and comprehensive guide which helps make sound statistical decisions, perform analyses, and interpret the results quickly using Stata. It includes advanced coverage of ANOVA, factor, and cluster analyses in Stata, as well as essential regression and descriptive statistics. It is aimed at those wishing ...
Market Research: The Process, Data, and Methods Using Stata
This book is an easily accessible and comprehensive guide which helps make sound statistical decisions, perform analyses, and interpret the results quickly using Stata. It includes advanced coverage of ANOVA, factor, and cluster analyses in Stata, as well as essential regression and descriptive statistics. It is aimed at those wishing to know more about the process, data management, and most commonly used methods in market research using Stata. The book offers readers an overview of the entire market research process from asking market research question(s) to collecting and analyzing data by means of quantitative methods. It is engaging, hands-on, and includes many practical examples, tips, and suggestions that help readers apply and interpret quantitative methods, such as regression, factor, and cluster analysis. These methods help researchers provide companies with useful insights.
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136.49 USD

Market Research: The Process, Data, and Methods Using Stata

by Marko Sarstedt, Erik Mooi
Hardback
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This proceedings volume presents the latest scientific research and trends in experimental economics, with particular focus on neuroeconomics. Derived from the 2016 Computational Methods in Experimental Economics (CMEE) conference held in Szczecin, Poland, this book features research and analysis of novel computational methods in neuroeconomics. Neuroeconomics is an interdisciplinary field ...
Neuroeconomic and Behavioral Aspects of Decision Making: Proceedings of the 2016 Computational Methods in Experimental Economics (CMEE) Conference
This proceedings volume presents the latest scientific research and trends in experimental economics, with particular focus on neuroeconomics. Derived from the 2016 Computational Methods in Experimental Economics (CMEE) conference held in Szczecin, Poland, this book features research and analysis of novel computational methods in neuroeconomics. Neuroeconomics is an interdisciplinary field that combines neuroscience, psychology and economics to build a comprehensive theory of decision making. At its core, neuroeconomics analyzes the decision-making process not only in terms of external conditions or psychological aspects, but also from the neuronal point of view by examining the cerebral conditions of decision making. The application of IT enhances the possibilities of conducting such analyses. Such studies are now performed by software that provides interaction among all the participants and possibilities to register their reactions more accurately. This book examines some of these applications and methods. Featuring contributions on both theory and application, this book is of interest to researchers, students, academics, and professionals interested in experimental economics, neuroeconomics, and behavioural economics.
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262.490000 USD

Neuroeconomic and Behavioral Aspects of Decision Making: Proceedings of the 2016 Computational Methods in Experimental Economics (CMEE) Conference

Hardback
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In order for High Technology (HT) companies to tackle contemporary demanding market challenges, they frequently deploy time-reduction strategies with respect to product launch. Marketing of technology related products - and especially cutting edge ones - involves a complex and multidimensional bundle of specific and unique characteristics, such as the complexity ...
Strategic Marketing for High Technology Products: An Integrated Approach
In order for High Technology (HT) companies to tackle contemporary demanding market challenges, they frequently deploy time-reduction strategies with respect to product launch. Marketing of technology related products - and especially cutting edge ones - involves a complex and multidimensional bundle of specific and unique characteristics, such as the complexity of products, the intensity of the competition, confusion and/ or fear of adoption among consumers, fast pacing changes in the external environment. The very nature of the interrelations that evolve as part of the dynamic process of strategy formulation contributes further to the formulation of a very challenging environment which is described as tumultuous, volatile and turbulent. These specific features, qualities and characteristics constitute the core of the innate need for an integrated approach that requires and depends on the cooperation and coordination of specific functional competencies. This book employs a systemic approach that accommodates the integration of specialized departmental capabilities as a fundamental prerequisite and a cornerstone for the successful navigation of high-tech organizations in their extremely competitive environments. It provides a solid and extant context of compact and consistent cognitive background that is specific to the HT strategic marketing field, and a strategic tool that utilizes, relies and is built on the turbulent environment of HT rather than just overlooking, avoiding or ignoring it, and that assumes a proactive point of view, capitalizing on characteristics specific to this field, through the provision of a strategic managerial and marketing model that is overlaid onto a reliably assessed foundation of dynamic qualities, with a long-term orientation and scope, albeit one that would be easy to apply and which will generate immediate results.
196.22 USD

Strategic Marketing for High Technology Products: An Integrated Approach

by Thomas Fotiadis
Hardback
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Advanced Customer Analytics provides a clear guide to the specific analytical challenges faced by the retail sector. The book covers the nature and scale of data obtained in transactions, relative proximity to the consumer and the need to monitor customer behaviour across multiple channels. The book advocates a category management ...
Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty Techniques
Advanced Customer Analytics provides a clear guide to the specific analytical challenges faced by the retail sector. The book covers the nature and scale of data obtained in transactions, relative proximity to the consumer and the need to monitor customer behaviour across multiple channels. The book advocates a category management approach, taking into account the need to understand the consumer mindset through elasticity modelling and discount strategies, as well as targeted marketing and loyalty design. A practical, no-nonsense approach to complex scenarios is taken throughout, breaking down tasks into easily digestible steps. The use of a fictional retail analyst 'Scott' helps to provide accessible examples of practice. Advanced Customer Analytics does not skirt around the complexities of this subject but offers conceptual support to steer retail marketers towards making the right choices for analysing their data. Online resources include a selection of datasets to support specific chapters.
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51.18 USD

Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty Techniques

by Mike Grigsby
Paperback
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Who is most likely to buy and what is the best way to target them? Marketing Analytics enables marketers and business analysts to answer these questions by leveraging proven methodologies to measure and improve upon the effectiveness of marketing programs. Marketing Analytics demonstrates how statistics, analytics and modeling can be ...
Marketing Analytics: A practical guide to real marketing science
Who is most likely to buy and what is the best way to target them? Marketing Analytics enables marketers and business analysts to answer these questions by leveraging proven methodologies to measure and improve upon the effectiveness of marketing programs. Marketing Analytics demonstrates how statistics, analytics and modeling can be put to optimal use to increase the effectiveness of every day marketing activities, from targeted list creation and data segmentation to testing campaign effectiveness and forecasting demand. The author explores many common marketing challenges and demonstrates how to apply different data models to arrive at viable solutions. Business cases and critical analysis are included to illustrate and reinforce key concepts throughout. Beginners will benefit from clear, jargon-free explanations of methodologies relating to statistics, marketing strategy and consumer behaviour. More experienced practitioners will appreciate the more complex aspects of data analytics and data modeling, discovering new applications of various techniques in every day practice. Readers of Marketing Analytics will come away with a firm foundation in markets analytics and the tools they need to gain competitive edge and increase market share. Online supporting resources for this book include a bank of test questions as well as data sets relating to many of the chapters.
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36.700000 USD

Marketing Analytics: A practical guide to real marketing science

by Mike Grigsby
Paperback
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BASIC MARKETING RESEARCH is written from a student's perspective by authors who have devoted countless hours working with undergraduate students, like you, on live research projects. For a marketing text to be effective, you must be able to understand it. You can trust the authors to deliver a rigorous, yet ...
Basic Marketing Research (with Qualtrics, 1 term (6 months) Printed Access Card)
BASIC MARKETING RESEARCH is written from a student's perspective by authors who have devoted countless hours working with undergraduate students, like you, on live research projects. For a marketing text to be effective, you must be able to understand it. You can trust the authors to deliver a rigorous, yet understandable, treatment of marketing research in this 9th Edition. You examine the two dominant approaches to gathering marketing information, learn how to merge these approaches and work with data from multiple sources. You review the information-gathering function from the perspectives of researchers who gather information and marketing managers who use it. This presentation is packed with the features that make it a best-seller, from study tools to updated content to an easy-to-read writing style.
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255.94 USD

Basic Marketing Research (with Qualtrics, 1 term (6 months) Printed Access Card)

by Gilbert Churchill, Tracy Suter, Tom Brown
Mixed media product
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Entrepreneurs and innovators are trained to run fast, but...Are you running in the right direction? Choosing the right market for your innovation is the biggest, and trickiest, question for innovators. Research has shown that all too often entrepreneurs don't spend enough time researching their opportunities - instead they jump at ...
The Where to Play: 3 Steps for Discovering Your Most Valuable Market Opportunities
Entrepreneurs and innovators are trained to run fast, but...Are you running in the right direction? Choosing the right market for your innovation is the biggest, and trickiest, question for innovators. Research has shown that all too often entrepreneurs don't spend enough time researching their opportunities - instead they jump at the first opportunity that looks good, and fail to properly evaluate and leverage other opportunities. These common mistakes mean that you often choose the wrong market or attempt to pursue too many opportunities at once. Where to Play helps you to set a promising strategy, by giving a clear, structured and practical framework- the Market Opportunity Navigator- to better identify, evaluate and focus on the right market opportunities. With three dedicated and reusable worksheets covering: *Market Opportunity Set - assess your core strengths and identify which market opportunities exist for your business *Attractiveness Map - evaluate your market opportunities to reveal the most attractive option for focus *Agile Focus Strategy - create a strategic plan for your chosen market opportunity that keeps you open-minded and agile Get the most value for your innovations with Where to Play.
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42.64 USD

The Where to Play: 3 Steps for Discovering Your Most Valuable Market Opportunities

by Marc Gruber, Sharon Tal
Paperback
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Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers face in developing and implementing successful international advertising campaigns. With a balance of theoretical and practical perspectives, this edition takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Updated ...
Dynamics of International Advertising: Theoretical and Practical Perspectives
Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers face in developing and implementing successful international advertising campaigns. With a balance of theoretical and practical perspectives, this edition takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Updated with the most recent statistical information as well as current examples and case studies, the text addresses the key issues that advertisers must keep in mind when creating effective communication programs for foreign markets: cultural norms and values, political and legal environments, economic policies, social contexts and more. Both the process and product of international advertising are addressed, from research and strategy development to creative execution and media planning. Ethical concerns are highlighted as well. Dynamics of International Advertising is a comprehensive text for upper-division undergraduate or graduate level courses dealing with international advertising. It can also serve as a supplemental text for courses in international marketing as well as for introductory advertising, marketing or mass communication courses seeking to expand coverage of the international dimension.
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68.25 USD

Dynamics of International Advertising: Theoretical and Practical Perspectives

by Barbara Mueller
Paperback
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This portrait of contemporary tourists proposes that these travelers create consumption audio-portraits and self-explanations (identity constructions) through their purchases and use of travel-related services. Their configurations of destinations, accommodations, travel modes, in-route and destination activities, meal choices, sites/attractions visited, and their travel companions inform others and themselves about who they ...
Consumer Behavior in Tourism and Hospitality Research
This portrait of contemporary tourists proposes that these travelers create consumption audio-portraits and self-explanations (identity constructions) through their purchases and use of travel-related services. Their configurations of destinations, accommodations, travel modes, in-route and destination activities, meal choices, sites/attractions visited, and their travel companions inform others and themselves about who they are. These understandings of self through travel are statements of being-where I've been and what I've done tells me and others who I am. Also, one's definition of self (being) affects tourists' future configurations of travel-related buying and consumption. Thus, tourism-related behavior and being represent virtuous and sometimes vicious consumption systems. Consequently, most tourists are identifiable by who they are and what they know about where they have been and what they have done via their summaries of their trips. The chapters in this volume provide tools and evidence useful for deep understanding of tourists' buying, consumption, and being through examinations of consumers' self-descriptions of personal markers of their trip configurations. This volume's core tenet is that thick descriptions and case-based models are essential steps for highly useful research and deep understanding of tourism behavior.
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114.24 USD

Consumer Behavior in Tourism and Hospitality Research

Hardback
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