Browse by title

You are looking at 1 - 10 of 51 items :

Clear All Modify Search
You do not have access to this content

G. Scott Erickson

New Methods of Market Research and Analysis prepares readers for the new reality posed by big data and marketing analytics. While connecting to traditional research approaches such as surveys and focus groups, this book shows how new technologies and new analytical capabilities are rapidly changing the way marketers obtain and process their information. In particular, the prevalence of big data systems always monitoring key performance indicators, trends toward more research using observation or observation and communication together, new technologies such as mobile, apps, geo-locators, and others, as well as the deep analytics allowed by cheap data processing and storage are all covered and placed in context. This book can be used as a supplement to a traditional marketing research text or on its own.
You do not have access to this content

Edited by Frank Hoy, Rozenn Perrigot and Andrew Terry

Franchising is one of the major engines of business expansion and job creation globally. The Handbook of Research on Franchising offers new insights into entrepreneurial behavior, organizational forms, regulation, internationalization, and other contemporary issues relating to this dynamic business strategy. The Handbook challenges both practitioners and scholars to give attention to the conclusions of scholarly research on this business model. Practitioners can benefit from the results of high quality scientific research, and scholars can find exciting opportunities for contributing to the body of knowledge of a subject that has not received sufficient attention in educational institutions.
You do not have access to this content

Edited by Adriana Campelo

Place branding as an academic field is both challenging and under explored. In the face of an ever-expanding urban population, this Handbook addresses this knowledge deficit in order to illustrate how place branding can contribute to transforming urban agglomeration into sustainable and healthy areas.
You do not have access to this content

Edited by Marin A. Marinov

Recently, emerging economies have contributed significantly to the world economic growth and output. This Research Handbook attempts to fill in the gap of sparse publications on marketing in emerging economies. It addresses diverse issues from a universal as well as regional and country-specific perspective, shedding light on general topics such as data collection procedure equivalence and marketing accountability, and also exploring various contexts like Central & Eastern Europe and India. Comparing the ways in which marketing is performed in emerging and advanced economies, the chapters explore various aspects including business-to-business marketing relationships, the role of multi-cultural markets in marketing and retail marketing of multinational corporations, corporate social responsibility and consumer loyalty.
You do not have access to this content

Edited by Eric Shiu

This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.
You do not have access to this content

Visual Branding

A Rhetorical and Historical Analysis

Edward F. McQuarrie and Barbara J. Phillips

Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time.
You do not have access to this content

Edited by Anders Örtenblad

Is corporate social responsibility (CSR) a universal idea? Is the same exact definition of CSR relevant for any organization, regardless of context? Or would such a definition need to be adapted to fit different types of organizations, in different cultures, industries and sectors? This book discusses how CSR preferably should be practiced in various generalized contexts. Experts share their knowledge on whether a broad definition of CSR can be practiced as is or if it first has to undergo changes, in as various generalized contexts as Buddhist and Islamic organizations, developing countries, the food processing industry, the shipping industry, and the pharmaceutical industry.
You do not have access to this content

Marketing Rural Tourism

Experience and Enterprise

Gunjan Saxena

Gunjan Saxena seeks to encourage a fuller understanding of rural tourism marketing by uncovering the lived experiences and enterprise of different actor groups as they respond to the impact of tourism on their communities and cultural identities. In so doing, the author makes a key contribution to the wider marketing discourse that circulates around place marketing and rural destinations.
You do not have access to this content

Edited by Timothy Clark, Mike Wright and David J. Ketchen Jr.

This much-anticipated book is a comprehensive guide to a successful publishing strategy. Written by top journal editors, it introduces the publishing process, resolves practical issues, encourages the right methods and offers tips for navigating the review process, understanding journals and publishing across disciplinary boundaries. As if that weren’t enough it includes key contributions on open access, publishing ethics, making use of peer review, special issues, sustaining a publications career, journal rankings and increasing your odds of publishing success. This will be a must read for anyone seeking to publish in top journals.
You do not have access to this content

The Market Oriented University

Transforming Higher Education

John A. Davis and Mark A. Farrell

The next decade will be transformative for the higher education sector. Government funding is decreasing. Through their marketing activities universities have created the ‘student consumer.’ The student consumer is prepared to shop around, compare prices and value, and once purchased expects a return on their investment. Disruptive innovations are challenging traditional forms of learning and in many cases are viewed as better alternatives to traditional learning in the classroom. Competition from private educational providers is increasing. Their cost base is lower, and their customer focus is superior. In short, universities around the world are facing a perfect storm. While experts don’t expect the higher education sector to collapse under these challenges, they do believe that for some institutions the future looks bleak. If universities are to avoid closures or mergers, they will need to adopt a market-oriented approach.