Continuing to Broaden the Marketing Concept

Author: Dawn Iacobucci

Publisher: Emerald Group Publishing

ISBN:

Category: Business & Economics

Page: 328

View: 244

Review of Marketing Research is a publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature, offer a critical commentary, develop an innovative framework and discuss future developments, as well as present specific empirical studies.

Measurement in Marketing

Author: Hans Baumgartner

Publisher: Emerald Group Publishing

ISBN:

Category: Business & Economics

Page: 174

View: 371

Measurement in Marketing is built to provide a state-of-the-art discussion of current topics in measurement and deepen readers’ appreciation of the fundamental role of measurement in empirical research in marketing.

Handbook of Research Methods in Consumer Psychology

Author: Frank R. Kardes

Publisher: Routledge

ISBN:

Category: Psychology

Page: 528

View: 183

What impact can various research methods have on consumer psychology? How can they help us understand the workings of the consumer mind? And how can the field of consumer psychology best utilize these methods? In the Handbook of Research Methods in Consumer Psychology, leading consumer psychologists summarize key aspects of the research process and explain how different methods enrich understanding of how consumers process information to form judgments and opinions and to make consumption-related decisions. Kardes, Herr, and Schwarz provide an in-depth analysis of the scientific research methods needed to understand consumption-related judgments and decisions. The book is split into five parts, demonstrating the breadth of the volume: classic approaches, contemporary approaches, online research methods, data analysis, and philosophy of science. A variety of leading researchers give insight into a wide range of topics, reflecting both long-standing debate and more recent developments in the field to encourage discussion and the advancement of consumer research. The Handbook of Research Methods in Consumer Psychology is essential reading for researchers, students, and professionals interested in consumer psychology and behavior.

Continuing to Broaden the Marketing Concept

Author: Dawn Iacobucci

Publisher: Emerald Group Publishing

ISBN:

Category: Business & Economics

Page: 328

View: 614

Review of Marketing Research is a publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature, offer a critical commentary, develop an innovative framework and discuss future developments, as well as present specific empirical studies.

Marketing in the 21st Century: Concepts, Challenges and Imperatives

Concepts, Challenges and Imperatives

Author: Henry Kyambalesa

Publisher: Routledge

ISBN:

Category: Social Science

Page: 336

View: 656

This title was first published in 2000: Designed to explore the emerging challenges for marketing executives and their organizations, as well as to survey the viable strategies for meeting these challenges. The book updates marketing concepts, terminologies and practices dictated by changes in social, economic, competitive and technological conditions. Additionally, the role governments need to play in order to create an enabling environment in which business institutions can provide goods and services at reasonable costs and prices is clearly spelt out.

Understanding Digital Marketing

Marketing Strategies for Engaging the Digital Generation

Author: Damian Ryan

Publisher: Kogan Page Publishers

ISBN:

Category: Business & Economics

Page: 288

View: 256

Digital marketing now represents 25% of the marketing spend in the UK and this is predicted to move to 50% or higher within the next three years. Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future. This authoritative title demonstrates how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future.Understanding Digital Marketing deals with every key topic in detail, including:search marketing,social media, Google, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. Essential reading for both practitioners and students alike, and including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing provides you with tools to utilize the power of the internet to take your company wherever you want it to go.

Principles of Marketing

Author: Philip Kotler

Publisher: Pearson Education

ISBN:

Category: Marketing

Page: 637

View: 710

A comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships.

Romancing the Market

Author: Stephen Brown

Publisher: Routledge

ISBN:

Category: Business & Economics

Page: 312

View: 897

Romancing the Market is a radical rethinking of marketing understanding. Marketing and consumer research are dominated by the neo-classical ideals of the Enlightenment such as rigour, dispassion and the search for scientific 'truth'. In a series of provocative essays, the contributors challenge these assumptions with reference to the individuality, innovation and imagination of the Romantic movement. The book contains essays by an international selection of the most creative contemporary marketing scholars, including Elizabeth Hirschman, Russell Belk, Craig Thompson and Robin Wensley. Illuminating, controversial and cutting edge, this is an essential work for all those interested in new directions in marketing and consumer research.

The Routledge Handbook of Tourism and Sustainability

Author: C. Michael Hall

Publisher: Routledge

ISBN:

Category: Business & Economics

Page: 530

View: 672

Routledge Handbook of Tourism and Sustainability from C. Michael Hall, Stefan Gössling, Daniel Scott is one of the winners of the ITB BookAwards 2016 in the category Specialist tourism literature! Sustainability remains one of the major issues in tourism today. Concerns over climate and environmental change, the fallout from the global economic and financial crisis, and the seeming failure to meeting UN Millennium development goals have only reinforced the need for more sustainable approaches to tourism, however they be defined. Given the centrality of sustainability in tourism curricula, policies, research and practice it is therefore appropriate to prepare a state of the art handbook on the relationship between tourism and sustainability. This timely Handbook of Tourism and Sustainability is developed from specifically commissioned original contributions from recognised authors in the field, providing a systematic guide to the current state of knowledge on this area. It is interdisciplinary in coverage and international in scope through its authorship and content. The volume commences with an assessment of tourism’s global environmental, e.g. climate, emissions, energy use, biodiversity, water use, land use, and socio-economic effects, e.g. economic impacts, employment and livelihoods, culture. This then provides the context for sections outlining the main theoretical frameworks and constructs that inform tourism and sustainability, management tools and approaches, and the approaches used in different tourism and travel industry sectors. The book concludes by examining emerging and future concerns in tourism and sustainability such as peak-oil, post-carbon tourism, green economy and transition tourism. This is essential reading for students, researches and academics interested in the possibilities of sustainable forms of tourism and tourism’s contribution to sustainable development. Its assessment of tourism’s global impact along with its overviews of sectoral and management approaches will provide a benchmark by which the sustainability of tourism will be measured for years to come.