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(re)discovering the human element in public relations and communication management in unpredictable times
(Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable rethinks what it means to put the person at the center of the organization’s decisions.
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Advertising in new formats and media
The advertising universe is changing rapidly. Communication technologies have given advertisers new platforms to communicate and promote their messages. This book provides conceptual overviews, literature reviews, research work, and developing viewpoints on the key issues, providing a valuable ov...
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Artificial intelligence in marketing
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. Here, leading scholars explore how marketing is currently shaping, and being shaped by, the evolution of Artificial Intelligence (AI).
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Bottom of the pyramid marketing
BOP marketing practices are new and still evolving, despite the ground-level challenges, and several failures. This edited book extends the knowledge on bottom of pyramid (BOP) through contributions by leading scholars in this domain, and embodies the knowledge that would be useful for marketing ...
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Break the wall
Break the Wall: Why and How to Democratize Digital in your Business examines problems facing business units and top management adapting to digital transformation and offers solutions.
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Clean language interviewing
Combining academic rigour with real application examples, a global range of contributors analyse the use of Clean Language Interviewing in multiple settings including business, education, and healthcare.
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Consumer behavior in tourism and hospitality research
The chapters in this volume provide tools and evidence useful for deep understanding of tourists’ buying, consumption, and being through examinations of consumers’ self-descriptions of personal markers of their trip configurations.
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Consumer culture theory
This book explores the illusions that pervade contemporary consumption as well as the forces of globalization, localization, and hybridization that affect consumption throughout our interconnected world.
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Consumer culture theory
The twentieth volume of Research in Consumer Behavior presents twelve chapters, selected from the best papers submitted at the 13th annual Consumer Culture Theory Conference 2018. The book explores three narrative lines that were prevalent during the conference: 'Objects and their doings', 'Gloca...
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Continuing to broaden the marketing concept
Review of Marketing Research is a publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature, offer a critical commentary, develop an innovative framework and discuss future developm...
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Creativity and marketing
Creativity and Marketing: The Fuel for Success presents a diverse collection of theoretical analysis, real world evidence, and case study applications to synthesize emerging studies on how creativity is important for marketing success.
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Cultural intelligence for marketers
Use advanced cultural insights to transform your marketing strategy and discover what you can do to make your process culturally intelligent and genuinely inclusive.
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Developing digital marketing
Developing Digital Marketing: Relationship Perspectives provides a holistic perspective about the role of digital marketing in the global economy, helping readers to understand the shift from traditional marketing to more novel and innovative forms.
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Innovation and strategy
This volume focuses on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy.
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Machine learning and artificial intelligence in marketing and sales
Machine Learning and Artificial Intelligence in Marketing and Sales explores the ideas, and the statistical and mathematical concepts, behind Artificial Intelligence (AI) and machine learning models, as applied to marketing and sales, without getting lost in the details of mathematical derivation...
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Making shift happen
To tackle our urgent environmental problems and achieve positive, durable change, we must design solutions based directly on how people think, make decisions, and act. Whether you're a practitioner or want to change your own behavior, Making Shift Happen is a roadmap that empowers you with tools ...
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Market grooming
Establishing a paradigm shift in the field of marketing, this thought-provoking scholarly work examines how customers, markets, and communities are groomed, socially conditioned, subliminally marketed to, and influenced by the use of AI technologies.
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Market research methods in the sports industry
Market Research Methods in the Sports Industry provides a comprehensive elaboration of market research methods currently used by sports businesses. The book identifies and explains the most effective uses of market research, drawing upon a range of updated, real-life case studies.
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Marketing 5.0
Marketing 5.0 introduces academics and marketers to the concept of human-mimicking technologies to create, communicate, deliver, and enhance value across the customer journey.
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Marketing and design in the service sector
Providing a practical, evidence-based vision of how to enhance and enrich customer experience through tangibles, exterior and interior design and space within the service industry. In other words, looking through the space-scape and design-scape to improve service performance to better address cu...
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Marketing in a digital world
Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their underst...
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Marketing intelligence, part a
Digitalization has completely transformed marketing. It has changed consumption habits, consumer behaviour, and purchasing processes. This work provides the most up-to-date research on the challenges connected with the expanding ground of digitalization and marketing.
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Marketing intelligence, part b
In the rapidly evolving world of business, technology isn't just an asset—it's the driving force behind innovation and success. This work is an indispensable resource for business leaders, marketers, and technologists who are eager to stay ahead of the curve.
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Marketing management in turkey
Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within one of the fastest growing of the world's emerging economies—namely, the Turkish economy, which according to a recent PWC report could ou...
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Mastering market analytics
In Mastering Market Analytics, Robert Kozielski presents different measurement systems and marketing activities, along with common mistakes made by organizations and managers in the process of building measurement, and illustrates how to avoid these mistakes.
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Measurement in marketing
Measurement in Marketing is built to provide a state-of-the-art discussion of current topics in measurement and deepen readers’ appreciation of the fundamental role of measurement in empirical research in marketing.
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Organizing marketing and sales
Organizing Marketing and Sales offers case studies to demonstrate in detail the kinds of challenges faced by multinational, multiproduct firms. It also draws upon theoretical perspectives in order to examine contemporary challenges in marketing and sales organization.
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Qualitative consumer research
Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, to how small retailers can combat the practice of “showrooming” by consumers comparing online prices with mobile devices.
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Retail futures
The book includes new theory, original empirical evidence, and applied case studies synthesizing advances in innovation and technology for the retail sector. Chapters identify the challenges retailers face in response to new practices, suggesting how the sector can respond to technological develo...
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Shopper marketing and the role of in-store marketing
As the way shoppers' purchasing habits change due to influences such as mobile devices and the internet there is an increasing need to understand how marketing actions influence how shoppers respond to offers. This volume of RMR dedicates itself to understanding the impact on shoppers from in-sto...
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Strategic marketing management in asia
Completely revised and updated to match current needs, especially after COVID, this book was written with the special purpose of creating a unique marketing management offering that would be contextually relevant, adding value for Asian students interested in understanding the basics of marketing.
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Surveys that work
Surveys That Work explains a seven–step process for designing, running, and reporting on a survey that gets accurate results. In a no–nonsense style with plenty of examples about real–world compromises, the book focuses on reducing the errors that make up Total Survey Error—a key concept in surve...
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The insight discipline
In his re-published book The Insight Discipline, Liam Fahey details the analysis methods and modes of deliberations required to overcome the insight challenge and to create an insight-driven culture. He lays out the business case for why leaders must emphasize the goal of attaining new insight if...
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The machine age of customer insight
The Machine Age of Customer Insight demonstrates the impact of machine learning and data analytics, combining an academic state-of-the-art overview of machine learning with cases from well-known companies. These cases show the opportunities and challenges of the transformation process for busines...
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The marketing of debt
Topics include resisting temptation and refocusing on long-term goals, how money lenders hide pricing, partitioned pricing, drip pricing, the issue with status branded credit cards, and taking scientifically proven steps for making better financial decisions.
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The organic growth playbook
Conventional marketing strategies that focus on product differentiation and positioning often fail to deliver faster growth. In this re-published book, Jaworski and Lurie offer a novel approach to this problem of growth.
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The user experience team of one
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The vulnerable consumer
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. Here, leading scholars provide new insights, approaches and directions to set out for research on consumer vulnerabilities.
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Winning through platforms
Every company needs a platform to thrive. How can you succeed when your markets get platform-crowded? This book – a how-to-win playbook – shows you the way.
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