"We have all been to Web sites that welcome us by name, offering us discounts, deals, or special access to content. For the most part, it feels good to be wanted--to be valued as a customer. But if we thought about it, we might realize that we've paid for this special status by …
Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the n…
"Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Offering a clear, step-by-step guide to the whole process - from planning and executing a project through to analysis and presentation of the findings…
