"Marking Research: An Integrated Approach is invaluable for anyone studying marketing research at a degree or diploma level and is prescribed reading for those students taking the joint module of Marketing Research and Information offered by the Chartered Institute of Marketing …
Today's best marketers recognize the importance of metrics, measurement, & accountability. But few marketers recognize the extraordinary range of metrics now available for evaluating their strategies & tactics. In this book, four leading researchers systematically introduce toda…
The modern consumer is no longer attracted by single-minded, predictable and one-benefit-focused brand promises. The old-fashioned FMCG communication strategies based on television, radio and print with constant repetition have become outdated. From Great to Gone shows that what…
"Between tweets, likes, comments, blogs, videos and images, today's customer is estimated to generate 2.5 quintillion bytes of data per day. How can marketers utilize the ever-increasing amount of data to better understand and interact with their customers? This book offers advi…
"The Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research. This Handbook also aims to help identify areas where measures are need…
