Author: William Lazer
Publisher: Lexington Books
ISBN: 9780029181751
Category : Business & Economics
Languages : en
Pages : 342
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Book Description
A reference guide for business persons and academics, this handbook provides information about rapidly changing demographic, buying and living patterns of consumers. It supplies information on population dynamics, trends, and explains business implications to marketers and advertisers.
Author: William Lazer
Publisher: Free Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
Author: Art Weinstein
Publisher: Psychology Press
ISBN: 9780789021571
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
This is a practical how-to guide to what marketers need to know about defining, segmenting and targeting business markets: assessing customer needs; gauging the competition; designing winning strategies; and maximising corporate resources.
Author: Rebecca Elmore-Yalch
Publisher: Transportation Research Board
ISBN: 9780309062688
Category : Transportation
Languages : en
Pages : 212
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Book Description
Provides an overview of market segmentation--what it is and why it is relevant to public transit agencies. It serves as an introduction for managers to the basic concepts and approaches of market segmentation and provides steps and procedures for marketers or market researchers who have the responsibility for implementing a market segmentation program.
Author: Gerard J Tellis
Publisher: SAGE
ISBN: 1446265900
Category : Business & Economics
Languages : en
Pages : 513
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Book Description
′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Author: Rajiv Grover
Publisher: SAGE
ISBN: 141290997X
Category : Business & Economics
Languages : en
Pages : 721
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Book Description
The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Author: David Allison
Publisher: Lioncrest Publishing
ISBN: 9781544500874
Category :
Languages : en
Pages : 226
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Book Description
Never before has mankind changed so much so fast-but we still rely on outdated demographic stereotypes to understand groups of people and target audiences. Now there's a better way to discover what matters to the people you are trying to motivate: a brand-new big-data tool that will change audience profiling for everything-forever. In We Are All the Same Age Now, David Allison, creator of Valuegraphics, explains how you can increase efficiency, create strategies that are eight times more effective, decrease internal politics around decisions, and be better equipped for disruption. He explains what Valuegraphics can do and offers the data samples and tools you need to get started using Valuegraphics immediately. He also shares how to make powerful values-based decisions throughout your organization and how to take your insights further. It's time to change the way you see the world-and motivate more people more often-by embracing the power of Valuegraphics.
Author: Rebecca Piirto
Publisher: Probus Publishing Company
ISBN:
Category : Business & Economics
Languages : en
Pages : 280
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Book Description
Author: Veronica Benet-Martinez
Publisher: Oxford University Press
ISBN: 0199796750
Category : Psychology
Languages : en
Pages : 561
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Book Description
Multiculturalism is a prevalent worldwide societal phenomenon. Aspects of our modern life, such as migration, economic globalization, multicultural policies, and cross-border travel and communication have made intercultural contacts inevitable. High numbers of multicultural individuals (23-43% of the population by some estimates) can be found in many nations where migration has been strong (e.g., Australia, U.S., Western Europe, Singapore) or where there is a history of colonization (e.g., Hong Kong). Many multicultural individuals are also ethnic and cultural minorities who are descendants of immigrants, majority individuals with extensive multicultural experiences, or people with culturally mixed families; all people for whom identification and/or involvement with multiple cultures is the norm. Despite the prevalence of multicultural identity and experiences, until the publication of this volume, there has not yet been a comprehensive review of scholarly research on the psychological underpinning of multiculturalism. The Oxford Handbook of Multicultural Identity fills this void. It reviews cutting-edge empirical and theoretical work on the psychology of multicultural identities and experiences. As a whole, the volume addresses some important basic issues, such as measurement of multicultural identity, links between multilingualism and multiculturalism, the social psychology of multiculturalism and globalization, as well as applied issues such as multiculturalism in counseling, education, policy, marketing and organizational science, to mention a few. This handbook will be useful for students, researchers, and teachers in cultural, social, personality, developmental, acculturation, and ethnic psychology. It can also be used as a source book in advanced undergraduate and graduate courses on identity and multiculturalism, and a reference for applied psychologists and researchers in the domains of education, management, and marketing.
Author: Holly Edmunds
Publisher: McGraw Hill Professional
ISBN: 0071394532
Category : Business & Economics
Languages : en
Pages : 290
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Book Description
The Focus Group Research Handbook is a comprehensive guide to contracting with a market research vendor to create a customized focus group study for your business or organization. Author Holly Edmunds thoroughly explains and simplifies the methodology of focus group studies, and comprehensively outlines the steps you'll need to follow to implement and then analyze focus group research. From designing research vendor questionnaires, to selecting an effective moderator, from analyzing results to turning those results into workplace gains, this book will provide you with all the tools and tips you'll need to simplify the focus group process.
