"If you are drowning in data yet wondering whether you sales promotions are effective, want a more reliable sales forecast or simply want to justify a marketing budget, Marketing Payback will help you to unlock the relationship between customer insight and financial foresight, a…
Markets are increasingly seen as vehicles to solve problems in developing countries. For example, improvements in market performance make potentially important contributions to achieve the Millennium Development Goals. Access of smallholders to well-functioning markets is incr…
The second European edition of Schiffman and Kanuk's classic Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy, how they evaluate their purchase, and how they ultimately dispose of it. The text has been thoroughly ada…
This global version examines the full range of consumer behaviour within the context of the expanding influence of the high-tech global environment in which we live. The book places emphasis on consumer behaviour within the context of marketing strategy, using both theoretical a…
Marketing scholars and marketing research practitioners will find this book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its r…
"The Handbook of Marketing Scales, Second Edition represents a compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research. As with the first edition, researchers will find this volume useful in reducing the time i…
"This sixth volume in the series reviews 682 consumerrelated measurement scales that were reported in top marketing journal articles published from 2006 to 2009. Each review provides the scale items as well as information regarding the scale's origin, previous users, and measure…
This sixth volume in the series reviews 682 consumer related measurement scales that were reported in top marketing journal articles published from 2006 to 2009. Each review provides the scale items as well as information regarding the scale's origin, previous users, and measure…
Bringing together the theory and practice of advertising, this is an authoritative handbook of the research procedures which determine effective advertising.
Bringing together the theory and practice of advertising, this is an authoritative handbook of the research procedures which determine effective advertising.
Sustainable entrepreneurship focuses on how the environment is embedded within business practices. This book examines collaboration strategies and initiatives for sustainable entrepreneurs with a wide variety of partners, and demonstrates how they can be used to increase overall…
