Marketing Research Products

  • The Business of Gamification

    A Critical Analysis

    Edited by Mikolaj Dymek, Peter Zackariasson

    At the turn of the century the term "gamification" was introduced as a concept to understand the process of using game mechanics in "non-game" contexts. The impact of gamification was soon evident to business practices where it had impact both on marketing and, more broadly, on the organizations…

    Hardback – 2016-10-05 
    Routledge
    Routledge Advances in Management and Business Studies

  • Value First then Price

    Quantifying value in Business to Business markets from the perspective of both buyers and sellers

    Edited by Andreas Hinterhuber, Todd Snelgrove

    Value-based pricing - pricing a product according to its value to the customer rather than its cost - is a powerful and often profitable strategy. Buyers need to evaluate the monetary benefits of a product against the price of its competitors. Sellers justify their price points through documenting…

    Paperback – 2016-09-28 
    Routledge

  • Alternative Market Research Methods

    Market Sensing

    Edited by David Longbottom, Alison Lawson

    Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market Sensing is a new approach that enables…

    Paperback – 2016-09-14 
    Routledge

  • Social Media and Interactive Communications

    A service sector reflective on the challenges for practice and theory

    Edited by Mark Durkin, Aodheen McCartan, Mairead Brady

    The extent to which social media can potentially add value within various service contexts is not well understood. While at a general level it would seem that direct and immediate interactive communication with customers and stakeholders would be of benefit in terms of general communications, the…

    Hardback – 2016-07-14
    Routledge Academic

  • The Routledge Companion to Contemporary Brand Management

    Edited by Francesca Dall'Olmo Riley, Jaywant Singh, Charles Blankson

    The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original…

    Hardback – 2016-07-13
    Routledge
    Routledge Companions in Business, Management and Accounting

  • Historical Research in Marketing Management

    Edited by Mark Tadajewski, D.G. Brian Jones

    This collection of articles deal with marketing history and the history of marketing thought, placing these subjects within a marketing management context. Despite the crucial role that historical research can play in expanding our understanding of marketing, studies of the history of marketing are…

    Hardback – 2016-06-01
    Routledge
    Key Issues in Marketing Management

  • Globalization of Consumer Markets

    Structures and Strategies

    By Erdener Kaynak, Salah Hassan

    The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them current with state-of-the-art global marketing strategies and management tools. With an increased understanding of the structure of today’s…

    Paperback – 2016-05-13
    Routledge

  • Customer Value Creation Behavior

    By Youjae Yi

    We all live in a service-based economy right now, and the role of customers has changed from passive buyers to active value creators. Customers are actively engaged in the value creation process, and customer value creation behavior has become an essential phenomenon. For the competitive advantage…

    Paperback – 2016-04-21
    Routledge

  • The Practice of the Meal

    Food, Families and the Market Place

    Edited by Benedetta Cappellini, David Marshall, Elizabeth Parsons

    Reflecting a growing interest in consumption practices, and particularly relating to food, this cross disciplinary volume brings together diverse perspectives on our (often taken for granted) domestic mealtimes. By unpacking the meal as a set of practices - acquisition, appropriation,…

    Hardback – 2016-04-05
    Routledge
    Routledge Interpretive Marketing Research

  • Truth in Marketing

    A theory of claim-evidence relations

    By Thomas Boysen Anker

    Can we believe the claims that marketers make? Does truth in marketing matter? Apparently not… Despite the role of regulators, marketing claims are often ruled to be misleading, deceptive or incomplete. Surprisingly, scholars of marketing ethics have devoted little time to this key issue. This may…

    Hardback – 2016-04-01
    Routledge
    Routledge Focus on Business and Management

  • Addiction as Consumer Choice

    Exploring the Cognitive Dimension

    By Gordon Foxall

    A striking characteristic of addictive behavior is the pursuit of immediate reward at the risk of longer-term detrimental outcomes. It is typically accompanied by the expression of a strong desire to cease from or at least control consumption that has such consequences, followed by lapse, further…

    Hardback – 2016-02-15
    Routledge
    Routledge Studies in Marketing

  • Branding Masculinity

    Tracing the Cultural Foundations of Brand Meaning

    By Elizabeth C. Hirschman

    Branding Masculinity examines two ideologies of masculinity – one typifying rural agricultural areas and the other found in urban, business settings. Comparisons are made between these two current forms of masculinity and both similarities and differences are identified. Six product categories…

    Hardback – 2016-02-01
    Routledge
    Routledge Interpretive Marketing Research

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