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Author: Gordon C. Bruner
Publisher: Createspace Independent Publishing Platform
ISBN: 9781514321843
Category : Marketing research
Languages : en
Pages : 602
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Book Description
La 4e de couv.indique : "This is the seventh volume in the long-running Marketing Scales Handbook series. The purpose of the book is to help readers benefit from vetted research by some of the world's consumer behavior experts. By learning about the measures used by the experts, the hope is that those who borrow the well-developed scales rather than using "quick-and-dirty" measures will achieve higher quality insights in their research activities. The book contains reviews of 364 multi-item measures that were reported in one or more articles published in top marketing journals in 2010 and 2011. Each review provides the scale items (questions or statements) as well as information about the scale's origin, previous users, and measurement quality. The scales are useful when wanting to accurately measure theoretical constructs such as attitudes, emotions, and traits in surveys and experiments with a wide variety of participants such as consumers, viewers, patients, patrons, or citizens. Many of the measures could also be used in business settings when studying employees and/or administrators. The scales reviewed in this volume are primarily new and are not in the previous volumes of the series."
Author: Gordon C. Bruner
Publisher: Createspace Independent Publishing Platform
ISBN: 9781514321843
Category : Marketing research
Languages : en
Pages : 602
Get Book Here
Book Description
La 4e de couv.indique : "This is the seventh volume in the long-running Marketing Scales Handbook series. The purpose of the book is to help readers benefit from vetted research by some of the world's consumer behavior experts. By learning about the measures used by the experts, the hope is that those who borrow the well-developed scales rather than using "quick-and-dirty" measures will achieve higher quality insights in their research activities. The book contains reviews of 364 multi-item measures that were reported in one or more articles published in top marketing journals in 2010 and 2011. Each review provides the scale items (questions or statements) as well as information about the scale's origin, previous users, and measurement quality. The scales are useful when wanting to accurately measure theoretical constructs such as attitudes, emotions, and traits in surveys and experiments with a wide variety of participants such as consumers, viewers, patients, patrons, or citizens. Many of the measures could also be used in business settings when studying employees and/or administrators. The scales reviewed in this volume are primarily new and are not in the previous volumes of the series."
Author: William O. Bearden
Publisher: SAGE
ISBN: 9780761910008
Category : Business & Economics
Languages : en
Pages : 568
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Book Description
A total of 192 multi-item scales, each presented in a consistent format, on topics such as individual behaviour, consumer psychology, values and attitudes are provided in this 2nd edition. A comprehensive index is included.
Author: Luc Mehl
Publisher: Mountaineers Books
ISBN: 1680516035
Category : Sports & Recreation
Languages : en
Pages : 406
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Book Description
"A staple for paddlers.... [The Packraft Handbook has] now become the bible for outdoor recreators taking their inflatable rafts into the backcountry." ― Anchorage Daily News 2021 National Outdoor Book Award Winner in Outdoor Adventure Guides 2022 Banff Mountain Book Competition Guidebook Winner Alaska-based author is a leading expert on wilderness travel Emphasis on skill progression and safety applies to wide range of outdoor water recreation Vibrant illustrations and photos inform and inspire The Packraft Handbook is a comprehensive guide to packrafting, with a strong emphasis on skill progression and safety. Readers will learn to maneuver through river features and open water, mitigate risk with trip planning and boat control, and how to react when things go wrong. Beginners will find everything they need to know to get started--from packraft care to proper paddling position as well as what to wear and how to communicate. Illustrated for visual learners and featuring stunning photography, The Packraft Handbook has something to offer all packrafters and other whitewater sports enthusiasts.
Author: GORDON C. BRUNER II
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Author: Guy Tomlinson
Publisher: The Marketing Directors
ISBN: 0955886015
Category : Business & Economics
Languages : en
Pages : 402
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Book Description
The Marketing Director's Handbook is the definitive practical guide for anyone managing or aspiring to manage a marketing function at board level. It is truly unique. In 30 chapters it is structured to help you undertake key marketing activities and solve marketing problems. It is jam-packed with insights, ideas to ensure business and personal success.
Author: Glen H. Brodowsky
Publisher: Edward Elgar Publishing
ISBN: 1788978544
Category : Business & Economics
Languages : en
Pages : 301
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Book Description
This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.
Author: Mark Steven Bosko
Publisher:
ISBN: 9780941188760
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
This book gives street-level instruction and real-world examples on how to promote, distribute, and sell a production.
Author: Venkatesh Shankar
Publisher: Edward Elgar Publishing
ISBN: 1781005222
Category : Business & Economics
Languages : en
Pages : 529
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Book Description
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.
Author:
Publisher: Elsevier
ISBN: 0444637656
Category : Business & Economics
Languages : en
Pages : 634
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Book Description
Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, presenting tactics that help researchers tackle problems with a balance of intuition and skepticism. It offers critical perspectives on theoretical work within economics, delivering a comprehensive, critical, up-to-date, and accessible review of the field that has always been missing. This literature summary of research at the intersection of economics and marketing is written by, and for, economists, and the book's authors share a belief in analytical and integrated approaches to marketing, emphasizing data-driven, result-oriented, pragmatic strategies. - Helps academic and non-academic economists understand recent, rapid changes in the economics of marketing - Designed for economists already convinced of the benefits of applying economics tools to marketing - Written for those who wish to become quickly acquainted with the integration of marketing and economics
Author: Andy Crestodina
Publisher:
ISBN: 9780988336407
Category : Electronic commerce
Languages : en
Pages : 0
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Book Description
The result of thousands of conversations about web marketing with hundreds of companies, this handbook is a compilation of the most important and effective lessons and advice about the power of search engine optimization, social media, and email marketing. The first and only comprehensive guide to content marketing, this book explains the social, analytical, and creative aspects of modern marketing that are necessary to succeed on the web. By first covering the theory behind web and content marketing and then detailing it in practice, it shows how it is not only critical to modern business but is also a lot of fun.
