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Catalogue complet

An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

Kolb Bonita: Marketing Research

Marketing Research

A Concise Introduction

Part 1: Introduction to Uses and Methods of Marketing Research Chapter 1: Introduction To Marketing Research Chapter 2: Research as a Process Chapter 3: Determining The Research Question Chapter 4: The Research Proposal Chapter 5: Cultural Considerations for Marketing Research Chapter 6: Conducting Secondary Research Part 2: Qualitative Marketing Research Chapter 7: Choosing Participants For Qualitative Research Chapter 8: Planning and Conducting Focus Groups Chapter 9: In-depth, Intercept and Expert Interviews Chapter 10: Projective, Observational and Netnography Techniques Part 3: Quantitative Marketing Research Chapter 11: Determining Probability Samples Chapter 12: Questionnaire Design Chapter 13: Conducting Surveys Part 4: Analyzing and Reporting Findings Chapter 14: Analyzing Verbal And Other Qualitative Data Chapter 15: Analyzing Numerical Data Chapter 16: Report Writing And Presentation

Key Issues in Marketing Management

This book provides contemporary perspectives on marketing management with regards to drinking behaviour, drinking spaces and places, brewing, product development and inclusion. Globally, approximately one in three people (32.5%) drink alcohol equating to roughly 2.4 billion people. Behind this consumption, there are a range of brewers, distillers and winemakers who produce alcohol and suppliers and retailers of various types who bring the product to the consumer. Marketing management, advertising, communications and consumer behaviours play a role in the brewing, distribution and drinking of alcohol across different contexts.The chapters in this volume examine patterns of drinking, followed by an assessment of the role and style of drinking in different contexts, both commercial (the pub, bar, off licence) and personal (the home). The role of collaborative marketing practices is highlighted as well as the important role of product development especially related to no and low-alcohol products and increased moderation of drinking. The book also covers the area of inclusion, in terms of gender within the beer scene. Finally, the book offers a perspective from brewers and publicans and their contemporary struggles and hopes for the future.This comprehensive resource is designed for students, professionals, practitioners and researchers in consumer behavior, marketing management, consumer psychology, hospitality and tourism studies, business strategy and social sciences.The chapters in this book were originally published as a special issue of Journal of Marketing Management.

Perspectives on Drinking, Manufacture and Drinking Spaces and Places

Indigenous knowledge systems are a profound contribution to our understanding of management and organizations but have long been overlooked or repressed. A wide array of contributions from across five continents illustrate four common sympathies that can inform this contribution (the importance of protocols, acknowledging place, promoting multiple voices, and community accountability); and showcases Indigenous&nbsp;approaches to, and frameworks for, good management, organization and entrepreneurship. &nbsp;

Indigenous Management: Knowledges and Frameworks&nbsp;includes chapters on Indigenous self-determination, organization studies, allyship, organizing and resistance, cultural appropriation, and community-based enterprises from a community of scholars spanning New Zealand, Australia, Melanesia, Bali, the Philippines, India, Peru, Brazil, Ghana, Kenya, Nigeria, Morocco, Greenland, Canada, the US and beyond.&nbsp;
&nbsp;
Created by experts in the field, this book is essential reading for students, academics, and private, public and third sector leaders.&nbsp;
Jesse Pirini&nbsp;is Senior Lecturer in Management at Te Herenga Waka - Victoria University of Wellington, Aotearoa New Zealand.&nbsp;
Stephen Cummings&nbsp;is Professor of Strategy, Innovation and Entrepreneurship at The University of Sydney Business School, Australia.
Ana Maria Peredo&nbsp;is Professor and Tier 1 Canada Research Chair in Social and Inclusive Entrepreneurship at the University of Ottawa, Canada.

Knowledges & Frameworks

Indigenous Management

This book provides an in-depth legal examination of limited partnership in the context of China's venture capital and private equity market. It aims to provide an authoritative and timely evaluation of the Chinese partnership law and limited partnership regime and will be a valuable tool for practitioners who need a readily available source of information on Chinese partnership law and those who wish to understand how the Chinese partnership regime operates and functions. The book explains the essential characteristics of Chinese partnership law and Chinese limited partnership, highlighting difficult and developing areas by examining relevant legislation and recent cases. In addition to Chinese authorities, it also covers legislation and cases from overseas jurisdictions, such as the UK and the US. New developments such as the amendments to the PRC Partnership Enterprise Law 2007, new legislation and regulations on foreign partnerships and private equity funds are also covered. The book explains the essential areas of Chinese limited partnership such as management and control, duties and liabilities of partners, remedies for limited partners, dissolution, liquidation and taxation. Based on thorough comparative and empirical studies, the book examines existing and potential legal problems under the current law and offers key proposals for practitioners and lawmakers. The empirical problems identified in the book may also guide subsequent discussion and legislation on the limited partnership model and the ongoing debate on new business vehicles.

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Legal Perspectives on Venture Capital and Private Equity

The Limited Partnership in China

Taking a refreshingly non-technical approach, this textbook gives students a concise overview of the marketing research process. This text equips students with the skills needed to interpret research and use their findings to effect meaningful change. Keeping digital data and internet research at its heart, it details the main stages of the research process, covering both quantitative and qualitative methods. A plethora of case studies and examples helps students grasp the practical applications of theory. This textbook is ideal for use on marketing research courses at undergraduate, postgraduate and MBA levels. New to the 5th edition: - Updated cases, examples and business environment terminology incorporating recent developments in the industry - New feature within each chapter setting out the potential role of artificial intelligence - Expanded material on experimental research and virtual test markets Accompanying free online resources designed to support teaching and learning can be found at www.bloomsburyonlineresources.com/marketing-research

Delivering Customer Insight

Routledge Studies in the History of Marketing

This book addresses the need to understand marketing practices in the context of the rich and varied history of India. Such an understanding will not only enrich marketing as a discipline, but also provide marketers and academics with valuable insights into the cultures and behaviors of Indian consumers. By analysing historical writings on business in India over 2000 years, and providing a coherent narrative of the marketing practices during these periods, it critically engages with the larger socio-economic structures which influenced, and were influenced by these practices. All scholars of marketing history will find this a fascinating and unique assessment of a highly significant market.

History of Marketing in India

In our hyper-connected world, where every interaction generates valuable data, artificial intelligence (AI) is having a profound impact on marketing, marketing research, and customer data analytics.This book sheds light on the untapped potential of AI-driven analytics in market research so that businesses can better understand and interact with their customers. The transformation of marketing and market research over recent decades has only accelerated thanks to breathtaking AI developments that are reshaping data analytics and insights generation while enabling more effective foresight and actionability.These technologies are moving the field beyond solicited customer opinion, traditionally gathered through surveys and focus groups, allowing marketers to leverage unstructured big data for a whole new type of customer feedback: the unsolicited opinion. Acting as a guide to what's possible, the book explores the redefinition of insight in the age of AI and stresses the need for every true insight to inspire action. It dives into techniques for analysis and the AI science behind the analytics, automated brand recommendations, and content creation, introducing AI-specific research and data analysis tools. The birth of synthetic data is discussed, with advantages including privacy compliance, cost-effectiveness, and the ability to generate diverse datasets on demand. The book also covers critical ethical issues, such as data privacy, algorithmic bias, transparency, and the potential for AI to be used manipulatively, and raises important questions around knowledge, creativity, and the future of the field of marketing research.This book's clear-eyed guidance and thoughtful reflections will benefit anyone involved in marketing, market research, digital advertising, and business strategy, including CX practitioners, business leaders tasked with delivering growth, data scientists, marketing agency executives and consultants, and advanced business and marketing students.

Marketing Research Reconfigured

AI Powered Insight

Master the tools and techniques needed to design, conduct, and analyze research projects effectively Research Methods for Business, 9th Edition explains the principles and practices of using a systematic, organized research approach, facilitating the development of effective solutions to business challenges. Designed to help students view research from the perspective of management, this leading textbook guides readers through the entire business research process while fostering a deeper understanding of how to conduct rigorous, relevant, and ethical research. WILEY ADVANTAGE <ul> <li>Provides a clear, student-friendly introduction to business research with an informal and accessible writing style</li> <li>Covers a wide range of business research methods and practices used in areas such as human resources management, strategic management, operations management, finance, and accounting</li> <li>Integrates real-world case studies and examples from various business disciplines to illustrate key concepts</li> <li>Emphasizes both scientific and pragmatic approaches to research to ensure a well-rounded understanding</li> <li>Enhances critical thinking and problem-solving skills through structured exercises and hands-on activities</li> </ul> AN INTERACTIVE, MULTIMEDIA LEARNING EXPERIENCE This textbook includes access to an interactive, multimedia e-text. Icons throughout the print book signal corresponding digital content in the e-text. <ul> <li>Videos: Research Methods for Business integrates abundant video content developed by the authors to complement the text and engage readers more deeply.</li> <li>Interactive Self-Scoring Quizzes: Concept Check Questions at the end of each section provide immediate feedback, helping readers monitor their understanding and mastery of the material.</li> <li>Downloadable Files: Additional Cases and SPSS Data Sets can be found throughout the text, helping students further engage with the content.</li> </ul>

A Skill Building Approach

Research Methods for Business, with eBook Access Code

This concise organization theory textbook provides students with four theoretical frameworks that students can use to analyse complex organizational issues.

Management and Leadership Analysis

Organization Theory

A comprehensive postgraduate textbook for understanding and marketing luxury brands in a global context. Luxury Marketing gives postgraduate students in marketing, business, and fashion management practical insight into how luxury brands create value, connect with culture, and stay relevant within a fast-changing market. Written by Kent Lee, it bridges theory and practice to show how digital innovation, sustainability and globalization are redefining the luxury experience. This textbook explores how luxury brands balance exclusivity with accessibility, blending heritage and creativity to sustain desirability. Students learn how history, culture, and psychology shape the meaning of luxury and how marketers translate those influences into powerful brand stories and customer experiences. Real-world examples from Shang Xia, Gaggenau and Aman Resorts demonstrate how leading brands balance tradition with adaptation to new audiences and global markets. Designed to support modules in Luxury Marketing and Luxury Brand Management, this textbook includes: 
- Definitions and frameworks that distinguish luxury from premium branding
- Guidance on integrating heritage, innovation, and sustainability in strategy
- Exploration of consumer psychology and the creation of brand desire
- Key concept boxes, review questions, and applied exercises for classroom use
- Online lecturer resources, including PowerPoint slides and instructor manuals Whether studying luxury marketing or preparing for a professional role in brand management, Luxury Marketing equips students with the insight and confidence to navigate the evolving world of luxury.

Develop Innovative Marketing Strategies for Luxury Brands

Luxury Marketing

A highly practical introduction to leadership that showcases real leaders who students can relate to.

Perspectives from Practice

Leadership

This bestselling business research methods textbook provides readers with a clear and comprehensive overview of methods for conducting management and business research.

Management and Business Research

An exciting new business ethics textbook that looks at the most pressing contemporary issues including data ethics, technology and equality and diversity.

Modern Business Ethics

Marketing Research

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