Leading Edge Marketing Research

21st-Century Tools and Practices


Author: Robert J. Kaden,Gerald Linda,Melvin Prince

Publisher: SAGE Publications

ISBN: 1452285780

Category: Business & Economics

Page: 504

View: 1800

This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a supplementary text for students or as a guidebook for practitioners, this book showcases the excitement of a field where discoveries abound and researchers are valued for solving weighty problems and minimizing risks. The authors offer rich new tools to measure and analyze consumer attitudes, combined with existing databases, online bulletin boards, social media, neuroscience, radio frequency identification (RFID) tags, behavioral economics, and more. The reader will profit from the numerous contemporary case studies that demonstrate the key role of marketing research in corporate decision-making.

Cutting-edge Marketing Analytics

Real World Cases and Data Sets for Hands on Learning


Author: Rajkumar Venkatesan,Paul Farris,Ronald T. Wilcox

Publisher: Pearson Education

ISBN: 0133552527

Category: Business & Economics

Page: 300

View: 6127

Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics

Marketing to Leading-edge Baby Boomers

Perceptions, Principles, Practices, Predictions


Author: Brent Green

Publisher: Paramount Market Publishing

ISBN: 9780976697350

Category: Baby boom generation

Page: 336

View: 9458

By 2010, 30 percent of the U.S. population will be over age 50. Even today, the over-50 segment has $750 billion in spending power and controls a majority of the nation's assets. The generation's front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. These early Boomers have proven that they don't just occupy life stages -- they transform them. Now this influential generation is roaring into retirement and shaping a new future. They deserve -- and will amply reward -- your marketing investment. The paperback edition presents stimulating chapters that will show you:-Critical "bipolar metavalues" that influence the buying behavior of Leading-Edge Baby Boomers-Select the right advertising media to achieve your marketing goals-LOHAS: a new lifestyle segment that's changing everything-How to plan and organize "bandwagon" Boomer events and promotions-Exceptional opportunities for reaching Boomers through the InternetPer Brent Green, reading this book promises something beyond an insightful and challenging analysis of a generation moving into retirement. You will discover some original ideas about how the Baby Boom is shaping the future. What happens next will be interesting, if not tumultuous.

No BS Marketing to Seniors and Leading Edge Boomers


Author: Dan S. Kennedy,Chip Kessler

Publisher: Entrepreneur Press

ISBN: 1599184508

Category: Business & Economics

Page: 263

View: 1310

For the next 20 years, roughly 10,000 citizens will hit medicare eligibility each and every day. Understanding their attitudes, interests, spending patterns, buying preferences and the emerging opportunities for profiting by targeted development and marketing of products and services to them is vital to the forward thinking entrepreneur and marketing executive. There is no product, service, industry or profession category unaffected by this demographic sea-change. The leading-edge boomer and senior population quietly controls the majority of the deiscretionary spending and investing capability, so this is the roadmap to the money.

Sensory Marketing

Research on the Sensuality of Products


Author: Aradhna Krishna

Publisher: Routledge

ISBN: 1135429952

Category: Business & Economics

Page: 428

View: 9640

What is sensory marketing and why is it interesting and also important? Krishna defines it as "marketing that engages the consumers’ senses and affects their behaviors." In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of the products, affect our emotions, memories, perceptions, preferences, choices, and consumption of these products. We see how creating new sensations or merely emphasizing or bringing attention to existing sensations can increase a product’s or service’s appeal. The book provides an overview of sensory marketing research that has taken place thus far. It should facilitate sensory marketing by practitioners and also can be used for research or in academic classrooms.

Qualitative Consumer and Marketing Research


Author: Russell Belk,Eileen Fischer,Robert V Kozinets

Publisher: SAGE

ISBN: 1446272060

Category: Business & Economics

Page: 240

View: 907

Electronic Inspection Copy available for instructors here - How is qualitative marketing and consumer research conducted today? - What is rigorous research in this field? - What are the new, cutting edge techniques? Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others.

Review of Marketing Research


Author: Naresh K. Malhotra

Publisher: Emerald Group Publishing

ISBN: 085724728X

Category: Business & Economics

Page: 216

View: 2198

Contains articles by the marketing field's researchers and scholars. This title presents a view of the marketing research methodologies.

Fundamentals of Marketing Research


Author: Scott M. Smith,Gerald S. Albaum

Publisher: SAGE

ISBN: 9780761988526

Category: Business & Economics

Page: 881

View: 7460

Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.

Cutting Edge Advertising

How to Create the World's Best Print for Brands in the 21st Century


Author: Jim Aitchison

Publisher: FT Press

ISBN: 0133412334

Category: Business & Economics

Page: N.A

View: 1619

Now revised and updated, this classic book is still the definitive step-by-step guide to creating cutting edge print ads. It covers everything from how advertising works, how brand-building methodologies are changing, how to get an idea, and how copy and art should be crafted. It demystifies the advertising creative process, with page after page of practical, inspiring and often controversial advice from such masters as David Abbott, Bob Barrie, Tim Delaney, David Droga, Neil French, Marcello Serpa, and dozens more. Over 200 print ads and case histories reveal the creative processes at work in world-famous agencies in the US, UK, Asia and Australia. This new edition also includes an exclusive section featuring winning ads from the World Press Awards. No other book takes you on such a journey through the minds of advertising¿s creative leaders.

Handbook of Service Marketing Research


Author: Roland T. Rust,Ming-Hui Huang

Publisher: Edward Elgar Publishing

ISBN: 0857938851

Category: Business & Economics

Page: 640

View: 6401

The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today. Cutting-edge topics include: customer relationships and loy

Customer-Centric Marketing

A Pragmatic Framework


Author: R. Ravi,Baohong Sun

Publisher: MIT Press

ISBN: 026252905X

Category: Business & Economics

Page: 152

View: 4085

State-of-the-art analytic and quantitative methods for using big data to craft effective real-time, dynamic customer-centric marketing plans.

Leading Edge Marketing

Turning Technology into Value


Author: Veronica A. Williams

Publisher: Business Expert Press

ISBN: 1606496077

Category: Business & Economics

Page: 244

View: 694

This book is a comprehensive blueprint of the Five Ps of Marketing (www.The5Ps.com): Product, Packaging, Price, Promo, and Place. Using the Five Ps presents you with key strategies and principles to deliver “must-have” solutions for your current and future business needs. Inside are several strategies for anyone who wants to learn how to identify, create, and deliver a hi-tech product or service that will be purchased by a critical mass of people. It presents the techniques and end-to-end process to produce a profit from products and services. The essence of this book is that it takes old principles, updates them to the current environment, adapts them to technology, and, most importantly, explains how they can be put to work to deliver respectable market share and strong profits...with integrity. It is a comprehensive guide to deliver a winning solution—from concept to profit.

Marketing Plans

How to Prepare Them, how to Use Them


Author: Malcolm McDonald

Publisher: Elsevier

ISBN: 0080489354

Category: Business & Economics

Page: 675

View: 6408

Over 50,000 copies sold worldwide!

7 Secrets of Persuasion

Leading-Edge Neuromarketing Techniques to Influence Anyone


Author: James C. Crimmins

Publisher: Red Wheel/Weiser

ISBN: 1632659417

Category: Business & Economics

Page: 224

View: 5376

7 Secrets of Persuasion is the first book to take the latest scientific insights about the mind and apply them to the art of persuasion. It directly translates the revolution in neuroscience that has occurred over the last 40 years into practical new techniques for effective persuasion. Whether your goal is to persuade one person—a husband, child, or boss—or the millions who might purchase an Apple Watch or a Budweiser, 7 Secrets of Persuasion will show you how to: Unearth the motivation that actually changes a behavior like smoking, voting, or buying, even though people don’t know why they do what they do. Tap into the mental process that gives religious symbols, political symbols, and commercial logos their power. Make a promise that is delayed, uncertain, and rational more compelling by making it immediate, certain, and emotional. Transform your candidate, service, or product into the one people want by utilizing what psychologists call the “fundamental attribution error.”

Customer Sense

How the 5 Senses Influence Buying Behavior


Author: Aradhna Krishna

Publisher: Springer

ISBN: 1137346051

Category: Business & Economics

Page: 185

View: 7140

An insightful look at how touch, taste, smell, sound, and appearance effect how customers relate to products on a sensory level, and how small sensory changes can make a huge impact. Customer Sense describes how managers can use this knowledge to improve packaging, branding, and advertising to captivate the consumer's senses.

The Sage Handbook of Organizational Research Methods


Author: Professor David Buchanan,Professor Alan Bryman

Publisher: SAGE Publications Ltd

ISBN: 1446246051


Page: 776

View: 8634

The SAGE Handbook of Organizational Research Methods provides a rich resource for organizational researchers, locating the technical aspects of organizational research in the wider context of the relevant personal, epistemological, theoretical, historical, ethical, and political issues. David Buchanan and Alan Bryman have gathered together many of the world's leading writers on theory, method, and analysis in organizational research and have made this the most comprehensive and cutting-edge volume in this ever-growing field.

The Sustainable Global Marketplace

Proceedings of the 2011 Academy of Marketing Science (AMS) Annual Conference


Author: Mary Conway Dato-on

Publisher: Springer

ISBN: 3319108735

Category: Business & Economics

Page: 503

View: 3370

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2011 Academy of Marketing Science (AMS) Annual Conference held in Coral Gables, Florida, entitled The Sustainable Global Marketplace.

Marketing Research

Planning, Process, Practice


Author: Riccardo Benzo,Marwa G. Mohsen,Chahid Fourali

Publisher: SAGE

ISBN: 1526422352

Category: Business & Economics

Page: 432

View: 3727

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.

The Silicon Valley Edge

A Habitat for Innovation and Entrepreneurship


Author: Chong-Moon Lee

Publisher: Stanford University Press

ISBN: 9780804740630

Category: Business & Economics

Page: 424

View: 5598

Looks at Silicon Valley's business environment, and what features have made it a fertile ground for start-up companies who develop radical and disruptive technologies.

Online Marketing

A Customer-Led Approach


Author: Richard Gay,Alan Charlesworth,Rita Esen

Publisher: Oxford University Press

ISBN: 9780199265855

Category: Business & Economics

Page: 538

View: 3906

"This exciting, user-friendly textbook provides a colourful and engaging introduction to online marketing. It is suitable for students, studying internet marketing, e-marketing, e-commerce, or e-business, as part of specialised marketing programmes or mainstream business management programmes." -- From the back cover.