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Gesamtkatalog

Catalogue complet

Marsh S: Questionnaire Design

Questionnaire Design

How to Plan, Structure and Write Survey Material for Effective Market Research

Products don't fail. Markets do.Every year, startups and enterprises pour millions into building world-class products--only to watch them disappear into obscurity. The problem isn't the technology. It's the inability to capture and then dominate a market.In Market Engineering, Silicon Valley veteran Bruce Cleveland reveals the discipline behind market-dominating companies like Salesforce, Marketo, and C3 AI. Drawing on decades of experience as an operator, investor, and board member, Cleveland demonstrates how leaders can apply the same rigor to markets that they bring to products.You'll discover how to: <ul><li>Compel markets to come to you instead of chasing them</li><li>Position your company so customers get it instantly</li><li>Build messaging and stories that break through the noise</li><li>Establish thought leadership that sets the rules for your industry</li><li>Adapt to the AI era with Generative Engine Optimization (GEO)</li></ul>Market Engineering is the playbook for founders, executives, and boards who want their companies to lead--not follow.

Because Markets Don't Build Themselves

Market Engineering

Routledge Studies in Marketing

Visual Methods in Marketing and Consumer Research

This new edition of Qualitative Marketing Research seamlessly integrates theoretical foundations with practical applications in qualitative marketing research, positioning methodologies within the broader landscape of marketing strategy, managerial decision-making, and contemporary consumer psychology.The book offers an extensive examination of qualitative research approaches, beginning with established techniques like focus group interviews (FGI) and individual in-depth interviews (IDI), before exploring innovative ethnographic methods that reveal authentic consumer motivations, needs, values, and attitudes. Readers will gain profound insights into the psychological underpinnings of consumer behaviour, including cutting-edge understanding of unconscious and automatic cognitive processes that drive purchasing decisions. This thoroughly revised 2nd edition features an expanded chapter dedicated to digital research methodologies, covering online and video-based focus groups, social media analytics, mobile ethnography, and the revolutionary integration of artificial intelligence in consumer research. Distinguished by its practical orientation, the text incorporates diverse international case studies from market-leading organizations including PepsiCo, Unilever, Danone, Nestlé, Aviva, and Citibank, demonstrating how theoretical concepts translate into actionable insights across various industries and cultural contexts.This definitive work serves as indispensable reading for advanced undergraduate and postgraduate students specializing in marketing research, consumer behaviour, and consumer psychology.This book offers complementary online resources including comprehensive chapter-by-chapter PowerPoint presentations.

Understanding Consumer Behaviour

Qualitative Marketing Research

Elements in Public and Nonprofit Administration

This Element presents a framework for analyzing the complexities of contracting, how these vary across circumstances, the ways contract managers can address challenges, and the skills of contract managers. The framework is grounded on central concepts. Market frictions are underlying imperfections that cause common contracting problems; contract management activities are the tasks and procedures that contract managers perform to prepare and execute the purchase; and skills are the ability to perform contract management activities that identify and mitigate frictions. These concepts are interdependent - market frictions can influence the efficacy of contract management activities, activities may reduce or increase the presence of frictions, and skills may influence both the choice and effectiveness of activities in addressing contracting challenges. Omitting any of these components is likely to result in misleading accounts of the root causes and potential solutions to contracting challenges.

Market Frictions and Human Resources Solutions

Managing Public Sector Contracts

Routledge Revivals

First Published in 1965, The Marketing of Industrial Products is the product of diverse talents and experiences. The first words of Aubrey Wilson's introduction to this book emphasise the importance and relevance of industrial marketing to everyone connected with industry. He goes on to stress the need to set industrial marketing into a wider perspective and, at the same time, to provide for the urgent requirements of students for a basic authoritative book.Each chapter (with one exception) is an original contribution, especially commissioned for the book which has been devised and edited as an integrated work. The editor comments that there can be few if any people who are able to write with equal authority on each function of marketing. He has therefore invited eighteen leaders in their own particular function to contribute to this book. It immediately establishes itself as a standard work. This is a must read for students of marketing and business management.

The Marketing of Industrial Products

Case Studies from the Swiss Watch Industry

Luxury Brand Management and Heritage Revival

Routledge Studies in Management, Organizations and Society

This book draws from interpretive analysis to dissect the cosumer identity frames used by NGOs in their various marketing campaigns and analyse how they contest and subvert traditional commercially-oriented consumerist pursuits

The Role of the NGO

Constructing the Global Consumer

Statistical skills are essential for analysing data and ensuring optimal business operation and efficiency. In this clear and concise textbook, Les Oakshott and Kathy Kotiadis guide students through key quantitative techniques, from basic maths and statistics through to advanced topics such as hypothesis testing and linear programming. Grounded in the everyday realities of business, this textbook introduces each chapter with an engaging case study to highlight how organisations operationalise these techniques, ranging from the growth of China's economy and a Covid-19 infection survey to goal scoring at Euro 2024 and the effect of global warming on the occurrence of salmonella in Singapore. New to this edition: -Links the UN Sustainable Development Goals to quantitative techniques -Greater emphasis on Excel to enable seamless transition to blended learning approaches -Walk-through videos of key processes hosted on the companion website This is the essential textbook for delivering quantitative methods and business statistics modules to students of mixed maths abilities across undergraduate and postgraduate levels. Accompanying online resources for this title can be found at bloomsburypub/essential-quantitative-methods-8e. These resources are designed to support teaching and learning at no extra cost.

for Business, Management and Finance

Essential Quantitative Methods

Routledge Studies in the Fashion Industry

Fashion and luxury fashion marketing represents a significant area of discussion and transformation for academicians and practitioners. This book bridges the gap between academia and business to provide new evidence and findings in fashion marketing from the perspectives of internationalisation, sustainability and technology.Contributors examine how fashion is evolving and offer in-depth analyses of consumer behaviour under the influence of sustainability and technology. With a particular emphasis on post-pandemic recovery, the book offers methodological advancements and epistemological insights to open the conversation on the future of fashion marketing through a critical lens.This edited collection will appeal to scholars across fashion marketing, fashion business and consumer behaviour research and is an insightful resource for astute practitioners working at the intersection of fashion, sustainability and technology.

Internationalisation, Sustainability and Technology

Dynamic Fashion Marketing

Explore how sustainability can be embedded into contemporary brand and marketing strategy. Sustainable Marketing Strategies by Gillian Wilson, provides postgraduate, MBA and upper-level undergraduate students with a clear and applied framework for understanding, critiquing and implementing sustainability within marketing practice. Designed for courses in ethical, responsible and sustainability marketing, this textbook includes: - A clear framework for analysing and developing sustainable marketing strategies - Real-world examples from Tony's Chocolonely, Levi's and Unilever, to illustrate environmental and social marketing in practice - Learning objectives, discussion questions and applied exercises to support assessment - A glossary to support accessibility for international and multidisciplinary cohorts &gt;Using an accessible and structured framework, the book supports students in developing the skills to evaluate existing strategies and build credible, engaging sustainable marketing plans. It explores key themes including the sustainable marketing mix, environmental and social marketing communications, sustainability metrics and how brands can communicate sustainability in ways that resonate with consumers rather than alienate them. Whether supporting structured teaching or independent study, Sustainable Marketing Strategies equips students with the analytical tools and practical insight needed to engage critically with sustainability in contemporary marketing.

Principles and Practices for Responsible and Ethical Marketing

Sustainable Marketing Strategies

First Published in 1968, The Assessment of Industrial Markets offers a quite different approach to the subject of industrial marketing research. The book is essentially practical and contains an important innovation.

The Assessment of Industrial Markets

The book comprehensively covers the subject of brand management in a fiercely competitive market environment. In an age in which brand is the most valuable asset in a business, the book discusses, with illustrations, the process of building and protecting brands, what it takes for a popular name to become a brand, and then, a power brand.With relevant case studies and examples, particularly of fast-moving consumer goods (FMCG), this volume provides strategic directions and lessons for creating and developing brands that can stand test of the time. It also expounds on building brand equity in challenging times, brand extension, brand strategy as well brand accounting and valuation. The book also covers strategies for building service brands -- marketing strategies and processes have changed over time with technology and brands now must be built through social media and digital marketing, which is discussed comprehensively with cases in this title.The book will be useful to students and teachers of Marketing, Advertising and Brand Management, Business Studies, Business Communication, Media and Journalism and Public Relations. It will also be an invaluable resource for brand marketers and practitioners.

Surviving the Competitive Environment

Strategic Brand Management

Questionnaire Design

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