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Internationally recognized marketing trend specialist Maria Bailey's cutting edge information on marketing to today's mothers with tomorrow's technology.
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, Human Geography and Sociology. Volume One: Practices Volume Two: Sharing Volume Three: Politics Volume Four: Space
This book intends to make sense of how Chinese leaders perceive China's rise in the world through the eyes of China's international relations (IR) scholars. Drawing on a unique, four-year opinion survey of these scholars at the annual conference of the Chinese Community of Political Science and International Studies (CCPSIS) in Beijing from 2014-2017, the authors examine Chinese IR scholars' perceptions of and views on key issues related to China's power, its relationship with the United States and other major countries, and China's position in the international system and track their changes over time. Furthermore, the authors complement the surveys with a textual analysis of the academic publications in China's top five IR journals. By comparing and contrasting the opinion surveys and textual analyses, this book sheds new light on how Chinese IR scholars view the world as well as how they might influence China's foreign policy.
This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.
Over the last years, "Creating Shared Value" has become a much discussed concept in business practice as well as in management theory and especially in the context of corporate social responsibility. This book offers a contribution to the current academic discussions on the well-received article of Michael Porter and Marc Kramer in Harvard Business Review in 2011. In the light of the increasing references to the shared value concept, it develops a critical discussion on its fundamentals and its implications for the relationship between economy and society. By that, the book seeks to shed light on the understanding of the role and the nature of the firm in a globalized economy. The result is a collection of interdisciplinary academic reviews which offer interdisciplinary reflections on "Creating Shared Value" to illuminate theoretical, conceptual and practical challenges of the topic. Within the fields of Business Ethics, Theory of the Firm, Management and Philosophy, researcher, students and practitioners will be given a deeper insight on how to approach to the concept in a conceptional and philosophical way.
Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they're obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they're extremely knowledgeable about the things they love. They aren't average consumers--they're superconsumers. Although small in number, superconsumers can have an outsized impact on a company's bottom line. Representing 10% of total consumers, they can drive between 30% to 70% of sales, and they're usually willing to spend considerably more than the average consumer. And because they're so engaged and passionate, they can offer invaluable advice to managers looking to improve their products, change their business models, energize their cultures, and attract new customers. In Superconsumers, growth strategy expert Eddie Yoon lays out a simple but extremely effective framework that has helped companies of all types and sizes achieve more sustainable growth: he'll show you how to find, listen to, and engage with your most passionate and profitable consumers, and then tailor your decisions to meet their wants and needs. Along the way, he'll let you into the minds and homes of superconsumers of all kinds, revealing what makes them tick and why they're willing to spend so much more than other consumers. Rich with data and case studies of companies that have implemented superconsumer strategies with great success, Superconsumers is a fun, practical, and inspiring guide for anyone interested in making their best customers even better.
This book brings together the state of the art and current debates in the field of formative research, and examines many of the innovative methods largely overlooked in the available literature. This book will help social marketing to move beyond surveys and focus groups. The book addresses the needs of social marketing academics and practitioners alike by providing a robust and critical academic discussion of cutting-edge research methods, while demonstrating at the same time how each respective method can help us arrive at a deeper understanding of the issues that social marketing interventions are seeking to remedy. Each chapter includes a scholarly discussion of key formative research methods, a list of relevant internet resources, and three key readings for those interested in extending their understanding of the method. Most chapters also feature a short case study demonstrating how the methods are used.
Thsi important book offers a revolutionary approach to solving a range of social problems--drug use, smoking, unsafe sex, and overpopulation--by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to ``buy'' safe sex practices. This successful approach is based on Alan R. Andreasen's more than twenty years' experience of consulting, teaching, and research with social marketing programs around the world.
Andreasen shows that effective social change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer--who has ultimate control over the outcomes. The book offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. Marketing Social Change offers a wealth of information for developing an effective social marketing plan.
This brief explores the concept of moral leadership in organizations. Specifically, it examines ways in which companies can strengthen their reputation in the market and increase performance by taking leading positions in the realm of business ethics. It presents research from top scholars of Eastern Europe contemplating the future of our global information and knowledge society. How will the economic power nexuses of the world shift in the foreseeable future? Are we becoming so interconnected and at the same time divided that social capital (together with business integrity and customer feedback) may matter more than money and resources? How will education and creativity bridge the shrinking gap between producers and consumers? Such questions and many more are tackled by this brief. In the current global economy, we have never before been more tightly-knit and never before has it been easier to distribute goods as well as ideologies. However, in the global marketplace we are only as good as our word, or our reputation, proves to be. Integrity studies by Transparency International show a correlation between corruption and national threat and lists corruption among the most harmful factors to impact local and regional economies. Therefore, successful businesses cannot afford to simply remain materially successful; they have to consider their community impact and become moral leaders before they can be world leaders in their respective field. Featuring innovative tools, recommendations, case studies and checklists, this brief will be of interest to students, academics, scholars, practitioners and policymakers alike in the fields of leadership, corporate governance, business ethics and corporate social responsibility.
This book offers a strategic analysis of current and future perspectives of Foreign Direct Investment (FDI) inflows into the South East European media market. The author develops a hybrid FDI business model strategy to guide media companies wishing to more effectively position and leverage their media infrastructure within the increasingly globalized and expanding media market. By conducting sixteen comparative and exploratory case studies of the South East European media market, the author explores how specific microeconomic factors influence spillover effects, absorption capacities and investment incentives between local and foreign firms through FDI inflows. The book is directed towards researchers and students, as well as practitioners/professionals involved with media organizations.
Designed with the foreign investor in mind, this guide presents region and city-specific intelligence available through few other English sources. Its pages overview the region from a business standpoint, examine the economy of the region's provinces and prominent cities in depth, and introduce the basics of establishing a business in the region.With detailed economic indicators and primary research largely from Chinese government and news sources, this guide is an accessible and engaging compilation of the practical information you need for doing business in the region. This is part of a five book business guide series: the Yangtze River Delta, Beijing and Northeast China, South China and the Greater Pearl River Delta, Central China and West China.
The key to marketing is understanding and satisfying consumer needs, thus a knowledge of consumer behavior is essential to any organization dealing with customers, users, or clients. This book promises to be a contemporary classic. It brings together an international set of scholars, many of whom are "household names", to examine the diverse approaches to consumer behavior topics. The editors employ a micro to macro structure, dividing each topic into three parts: one reflecting foundational work, one focused on emerging trends, and one covering practical applications. Each part examines the relationship between consumer behaviour and motivation, including well-being, gender, social class, and more, and concludes with practitioner perspectives on the challenges and opportunities that come with understanding customers. Readers will gain insight into how drives that are constantly in flux relate to other aspects of human cognition and behavior, allowing them to reach customers successfully, and to meet their needs. With contributions from leading scholars, including Sidney Levy and Jagdish Sheth, this volume sets the standard as the most comprehensive, cutting-edge resource on the subject of consumer behavior. Students of consumer behaviour and marketing will find this a useful exploration of a fast-moving field, fundamental to the welfare of companies, government, non-profits, and consumers. It will also benefit new and established academic researchers as well as practitioners who want to stay on top of current knowledge.
"Sehr kenntnisreich beschreiben die Autoren] die bei qualitativen
Erhebungen angewendeten wissenschaftlichen Methoden, den
Forschungsprozess, die Anwendungsfelder, branchenspezifische
Anforderungen sowie die internationale qualitative Marktforschung.
Dieses Buch ist ein kompetenter Ratgeber, der nicht nur Studenten,
sondern auch junge Profis zuverlassig begleitet." STUDIUM -
Buchmagazin fur Studierende
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