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Author: Eric V. Holtzclaw
Publisher: John Wiley & Sons
ISBN: 1118566122
Category : Business & Economics
Languages : en
Pages : 224
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Book Description
Marketing and product development best practices for a fragmented economy The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window. Therefore, it is crucial to understand what drives customer behavior to design products, marketing, and experiences that will succeed. Laddering explains how to better understand your customers' core values. Learn to ask the right questions from your customers, use it to analyze your data, and unlock the true potential of your product or service. Use Laddering techniques to map your customer's DNA and understand why consumers buy from you. Helps you look at your customers in a new way and as a result maximize your profits and reduce your support costs Provides a framework for evaluating what marketing messages, campaigns and experiences are appropriate Author Eric V. Holtzclaw is CEO and founder of User Insight, a user experience research firm and Laddering Works, a marketing strategy and consulting firm. His weekly radio show, The 'Better You' Project, shines a spotlight on entrepreneurs' business journeys, his column Lean Forward appears weekly on INC.com and he is regularly contributor to CMO.com. You must understand what is truly important in order to build relationships with consumers and to market for success in the new many-to-many economy. Laddering offers the tools and knowledge you need to thrive.
Author: Eric V. Holtzclaw
Publisher: John Wiley & Sons
ISBN: 1118566122
Category : Business & Economics
Languages : en
Pages : 224
Get Book Here
Book Description
Marketing and product development best practices for a fragmented economy The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window. Therefore, it is crucial to understand what drives customer behavior to design products, marketing, and experiences that will succeed. Laddering explains how to better understand your customers' core values. Learn to ask the right questions from your customers, use it to analyze your data, and unlock the true potential of your product or service. Use Laddering techniques to map your customer's DNA and understand why consumers buy from you. Helps you look at your customers in a new way and as a result maximize your profits and reduce your support costs Provides a framework for evaluating what marketing messages, campaigns and experiences are appropriate Author Eric V. Holtzclaw is CEO and founder of User Insight, a user experience research firm and Laddering Works, a marketing strategy and consulting firm. His weekly radio show, The 'Better You' Project, shines a spotlight on entrepreneurs' business journeys, his column Lean Forward appears weekly on INC.com and he is regularly contributor to CMO.com. You must understand what is truly important in order to build relationships with consumers and to market for success in the new many-to-many economy. Laddering offers the tools and knowledge you need to thrive.
Author: Thomas J. Reynolds
Publisher: Psychology Press
ISBN: 1135693153
Category : Business & Economics
Languages : en
Pages : 510
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Book Description
The goal of this book is to help business managers and academic researchers understand the means-end perspective and the methods by which it is used, and to demonstrate how to use the means-end approach to develop better marketing and advertising strategy. The authors discuss methodological issues regarding interviewing and coding, present applications of the means-end approach to marketing and advertising problems, and describe the conceptual foundations of the means-end approach. This book is of interest to academic researchers in marketing and related fields, graduate students in business, marketing research professionals, and business managers. It is intended as a reference book containing ideas about the means-end approach and its applications.
Author: Rugg, Gordon
Publisher: McGraw-Hill Education (UK)
ISBN: 0335219276
Category : Education
Languages : en
Pages : 254
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Book Description
Many students are unaware of how to get the most out of their research, whether in career terms or in terms of asking good research questions. This book addresses this issue, as well as dealing with how to move from the big picture to a specific research question.
Author: Thomas L Greenbaum
Publisher: SAGE
ISBN: 9780761912538
Category : Social Science
Languages : en
Pages : 284
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Book Description
As one of the most popular tools for gathering information in today's marketplace focus groups require understanding of purpose and good grounding in the technique to be effective. In The Handbook for Focus Group Research, Second Edition Tom Greenbaum provides the latest information on conducting effective focus groups.
Author: Scott M. Smith
Publisher: SAGE
ISBN: 9780761988526
Category : Business & Economics
Languages : en
Pages : 910
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Book Description
Fundamentals of Marketing Research covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and new horizons while assuring students have a thorough grasp of research fundamentals. It contains a wealth of modern methods and techniques not found in competing texts; provides numerous illustrative cases at the end of each section; integrates international marketing research throughout instead of placing it in a separate chapter; has a full chapter devoted to the essential topic of online research.
Author: David Partington
Publisher: SAGE
ISBN: 9780761970088
Category : Business & Economics
Languages : en
Pages : 316
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Book Description
This essential text provides an authoritative overview of research methodology for both students and professional researchers in management. Based on course needs and written by expert academics in the field, this core text addresses the practical concerns of students in undertaking research that is relevant to management practice. It places emphasis on the more practical concerns of management researchers, focusing on the detail of developing and applying particular sets of research skills. In addition, the book gives straightforward advice on how to: ·develop a systematic methodology · learn to be a successful writer · acknowledge the individual in the researcher The text develops tangible skills and will be an invaluable guide for management researchers and students at postgraduate and MBA levels.
Author: Silva, Carlos Nunes
Publisher: IGI Global
ISBN: 1466600756
Category : Political Science
Languages : en
Pages : 490
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Book Description
"This book provides an overview of online research methods in urban and planning studies, exploring and discussing new digital tools and Web-based research methods, as well as the scholarly, legal, and ethical challenges associated with their use"--Provided by publisher.
Author: Bruce B. Frey
Publisher: SAGE Publications
ISBN: 1506326145
Category : Education
Languages : en
Pages : 1996
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Book Description
This encyclopedia is the first major reference guide for students new to the field, covering traditional areas while pointing the way to future developments.
Author: Naresh Malhotra
Publisher: Routledge
ISBN: 135155090X
Category : Business & Economics
Languages : en
Pages : 216
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Book Description
First Published in 2017. Routledge is an imprint of Taylor & Francis, an Informa company.
Author: Naresh K. Malhotra
Publisher: Emerald Group Publishing
ISBN: 0857247271
Category : Business & Economics
Languages : en
Pages : 214
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Book Description
Contains articles by marketing field's researchers and academicians. This book includes literature reviews, methodologies, empirical studies, trends, international developments, guidelines for implementation, and suggestions for theory development and testing.
