Market research Books

Global Advertising, Attitudes and Audiences is a post-Mcdonaldization view of marketing power, consumer pleasure, and audience protest. The psychological process wherein consumers actively make sense of advertising and branding and integrate them with...

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...

A solid, hard-hitting, and uncompromising journalistic look at the fashion industry.The time when "fashion" was defined by French designers whose clothes could be afforded only by elite has ended. Now designers take their cues from mainstream consumers...

This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey.Rather than considering how to build and manage a brand, Brand Metrics shows students the methods by which they can...

This book looks at the recent emergence of "new ordinary consumption," in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into...

Coving the 'hot topic' of the consumption experience in an accessible manner and from a unique industry perspective which is not used in any other book, this innovative account of consumption experience is written by European leaders in the field.

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...

Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird's-eye view of the field for students of marketing strategy.Focused on the marketing of goods and services, the book highlights how...

Today's consumers are very different than they were before the internet. And the old ways of disruptive marketing no longer work since people go online to research and have less time to waste with interruptions.      ...

This 4th edition of Ratings Analysis describes and explains the current audience information system that supports economic exchange in both traditional and evolving electronic media markets. Responding to the major changes in electronic media...

Asia is no longer simply the continent to which the world turns for outsourcing and off shoring of production, leaving retailing to Western countries. Asia now contains many of the world's largest markets plus many emergent markets as well. Each chapter...

This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends,...

This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behaviours and successfully managing the customer experience. The reader will gain a deeper...

Unlike other books which focus solely on the business or profit aspects of measuring the customer experience, this book focuses on the benefits to the consumer as well as the company or financial institution. The book describes how business and...

Brands - corporate, products, service - today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image...

Death has never been more visible to consumers. From life insurance to burial plots to estate planning, we are constantly reminded of consumer choices to be made with our mortality in mind. Religious beliefs in the afterlife (or their absence) impact...

The marketing discipline has been dominated by managerial research that has never really been counterbalanced by a systematic critical analysis which is problematic given the assumed legitimization of the managerialism that has ensued. This book is an...

The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales...

What Makes a BLOCKBUSTER?More than half of all new products fail in the marketplace. But companies can dramatically improve their odds of success by implementing five key practices -- all within their control. Drs.Gary Lynn and Richard Reilly share the...

This book is an innovative attempt to identify and analyse the processes related to social influence in online buying behaviour, with special attention given to the phenomenon of social proof, which is the basis of social media, recommendation marketing,...

A successful marketing manager needs to be able to use different media channels to reach specific audiences, and be able to know through campaign research and evaluation, how the component parts of integrated brand marketing are working. This book...

With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings...

This short textbook provides students with a concise yet comprehensive overview of the fundamentals of marketing research.Mapped closely to the structure of a typical Marketing Research module, the book takes the student through the full process, from...

This book is the first to provide evidence-based experience to showcase how stakeholder management can be applied within social marketing programs, as well providing contemporary discussions of social marketing research. The book aims to bring...

Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders.The book begins its approach with a literature review, to provide an overview of current thinking on...

Our aim in writing this book has been to present for R&D Managers at all levels the type of quantitative methods that have been developed in recent years for the more efficient management of R&D. Hence, we have sought to write...

Research on consumption can shed light on many fundamental questions, such as the character of society, including social and cultural dimensions; the relations between the generations; dependency on technology and the risks involved; the rise of Asia and...

A sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the...

The concept of value has been at the heart of marketing thought and practice. Marketers strive to develop a unique value proposition to satisfy the needs of customers in order to create a differentiated offering to targeted customers, be they end...

Introduction Key Theoretical Issues in Competition Within and Between Standards Market and Committee Mechanisms in Setting Global Standards Committee- and Market-Based Competition in the Mobile Infrastructure Market Committee and Particularly Market...

Hard Looks is a fascinating examination of the new masculine imagery that has developed in relation to popular consumption over the last decade. The author skillfully investigates the development of this "new man" imagery and its relationship to...

Inventivity is the first book of its kind to utilize analystic methods for judging research productivity. It provides insight into the business of research, showing a direct relation between management productivity and the...

Music, Movies, Meanings, and Markets focuses on macromarketing-related aspects of film music in general and on the cinemusical role of ambi-diegetic jazz in particular.　 The book examines other work on music in motion pictures which has dealt primarily...

This book, the first of its kind, provides market researchers and marketeers with the tools to better understand human behaviour by drawing upon social science theory from different schools of thought, including sociology, psychology and behavioural...

In recent years, a critically oriented sub-stream of research on Muslim consumers and businesses has begun to emerge. This scholarship, located both within and outside the marketing field, adopts a socio-culturally situated approach to Islam and...

Introduction - A Model of Competition - Competitive Positioning - Competitive Strengths - Decisions, Decisions - Competitive Conflict - Uncertainty - Complexity - Implementation - Results - Conclusion: Interesting Times - Index

Man has always had a weakness for aesthetics, which secretly catch, enchant and seize the attention. Size and colour, form and rhythm affect the desire to say yes or no.In modern society art is pure and ruthless. But a price has been paid for this...

Within the financial services industry today, most decisions on how to deal with consumers are made automatically by computerized decision making systems. At the heart of these systems lie mathematically derived forecasting models. These use information...