This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative met...Daugiau...
This second edition of the Handbook of Business-to-Business Marketing provides an updated comprehensive state-of-the-art overview of business-to-business (B2B) marketing by leading academic scholars and practitioners in the field. Each of the...Daugiau...
Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Cont...Daugiau...
Identifying customer loyalty as a crucial success factor in contemporary marketing thinking and practice, this innovative Handbook incorporates a rich collection of perspectives on the current topics and research-driven practices in the field. Leadin...Daugiau...
This second edition of the Handbook of Business-to-Business Marketing provides an updated comprehensive state-of-the-art overview of business-to-business (B2B) marketing by leading academic scholars and practitioners in the field. Each of the...Daugiau...
Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contribut...Daugiau...
The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consum...Daugiau...
Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study. Customer engagement is now a...Daugiau...
Disillusionment with globalization, along with a rise in nationalist sentiment, may lead us to ask whether cross-cultural or international research will be necessary in the coming years and, if it is, what form it will take. While all international m...Daugiau...
Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an...Daugiau...
The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consum...Daugiau...
Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study. Customer engagement is now a...Daugiau...
New products are the major driver of revenue growth in todays dynamic business environment. In this Handbook, the worlds foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-l...Daugiau...
Drawing on the expertise of leading marketing scholars, this book provides managers and researchers with insights into the fundamentals of customer centricity and how firms can develop it. Customer centricity is not just about segmentation or short-t...Daugiau...
Distribution channels are the most complex element of the marketing mix to fully grasp and to profitably manage. In this Handbook the authors present cutting-edge research on channel management and design from analytical, conceptual, and empirical pe...Daugiau...
Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, a...Daugiau...
Place branding as an academic field is both challenging and under explored. In the face of an ever-expanding urban population, this Handbook addresses this knowledge deficit in order to illustrate how place branding can contribute to transforming urb...Daugiau...
Recently, emerging economies have contributed significantly to world economic growth and output. This Research Handbook advances, synthesises and expands the hitherto sparse publications on marketing in emerging economies, investigating specific proc...Daugiau...
The advent of e-commerce and the rise of hard discounters have put severe pressure on traditional retail chains. Boundaries are blurring: traditional brick & mortar players are expanding their online operations and setting up their own discount banne...Daugiau...
New products are the major driver of revenue growth in todays dynamic business environment. In this Handbook, the worlds foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-l...Daugiau...
Place branding as an academic field is both challenging and under explored. In the face of an ever-expanding global urban population, this Handbook illustrates how place branding can contribute to transforming urban agglomeration into sustainable and...Daugiau...
Recently, emerging economies have contributed significantly to world economic growth and output. This Research Handbook advances, synthesises and expands the hitherto sparse publications on marketing in emerging economies, investigating specific proc...Daugiau...
Service business accounts for more than 75 per cent of the wealth and employment created in most developed market economies. This interdisciplinary Handbook provides a critical and multi-disciplinary review of current service business processes and p...Daugiau...
There has been a proliferation of research published in the area of export marketing in the last four decades. As research output has grown, some previous research has noted that poor conceptualization of performance measures can produce weak theoret...Daugiau...
Successful exchange relationships between organizations and their various partners in those exchanges suppliers, customers, employees, or a wide variety of other types of exchange partners have become critical to the overall success of organizati...Daugiau...
The strategic importance of Corporate Social Responsibility for both large and small businesses only continues to grow. This Handbook explores the complex relationship between marketing and social responsibility, with a focus on marketing as a driver...Daugiau...
The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today.Cutting-edge topics include: customer relationships and loyalty,...Daugiau...
Editor Alexander Nill presents students, academics, researchers, professionals working in a wide variety of contexts, and general interest readers with a collection of academic papers and scholarly articles focused on the theory and practice of ethic...Daugiau...
Researchers in business and social sciences explore various aspects of service business, focusing on management, marketing, geography, planning, innovation, and internationalization. Their topics include growth and productivity in European Union serv...Daugiau...
Editors Kumar and Shah present students, academics, researchers, and professionals working in a wide variety of contexts with a collection of academic articles and scholarly research that together provides a comprehensive guide to the concept of cons...Daugiau...
Editors Morgan, Parish, and Deitz present students, academics, researchers, and marketing professionals with a collection of academic essays and scholarly articles that together provide a handbook on successful exchange relationships between organiza...Daugiau...
Julian presents students, academics, researchers, and professionals working in a wide variety of contexts with a collection of academic essays and articles that explore the contingency theory, internationalization process theory, agency theory, trans...Daugiau...
This handbook covers the growing marketing opportunity inherent in corporate social responsibility. The scholarly articles and essays that make up the text are organized around the nexus of marketing and corporate social responsibility, as well as st...Daugiau...
The editors summarize how customer service has changed as the world has become increasingly technological. Twenty-five contributed chapters address customer relationships and loyalty, customer-centered metrics, managing customer contacts, product and...Daugiau...
The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched i...Daugiau...
This Handbook examines the area of consumer behaviour from the perspective of current developments and developing areas for the discipline, to new opportunities that comprehend the nature of consumer choice and its relationship to marketing. Consumer...Daugiau...
The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research.The topics covered by eminent contributors from around the world range from fas...Daugiau...
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics,...Daugiau...
This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizat...Daugiau...
In putting together this handbook of consumer behavior research, Wells (Durham U. Business School, England) and Foxall (Cardiff U. Business School, Wales) have sought to avoid being steered by the mere instrumental, managerial concerns that sometimes...Daugiau...
Ganesan (marketing, U. of Arizona) provides academics and doctoral students in marketing, accounting, finance, and applied economics, as well as marketing and brand strategy business practitioners and consultants, with a 12-chapter handbook on market...Daugiau...
This comprehensive reference on marketing strategy examines and addresses key issues and questions such as the evolution of marketing strategies, components, resources, financial aspects, and customer management. The seven primary parts of the book p...Daugiau...
Okazaki (marketing, U. Autonoma de Madrid) brings together the latest thinking and research on international advertising by more than 50 contributors. Covering the complex cultural and social considerations of international advertising as well as per...Daugiau...
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This volume is published in association with the Institute for the Study of Business Markets (ISBM), founded in 1983, and situated at Pennsylvania State U. where editors Lilien and Grewal are affiliated. They provide an introductory chapter that look...Daugiau...
In this update of the 2003 edition, Jain (marketing, U. of Connecticut School of Business) and Griffith (global marketing, Graduate School of Management, Michigan State U.) present a state-of-the art review of research in international marketing that...Daugiau...
Scholars of business, political science, and other fields offer an interdisciplinary approach to the study of Islam, consumption, and marketing. They cover morality and the marketplace; Muslim consumptionscapes; marketing practices; globalization, po...Daugiau...
Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This uniqu...Daugiau...
Rao (marketing and quantitative methods, Cornell U.) presents 26 chapters reviewing the state-of-the-art research by established marketing scholars on various topics in pricing. The chapters are organized into three sections covering: firstly, founda...Daugiau...
Schmitt (international business, Columbia Business School) and Rogers (global brand leadership, Columbia Business School) have edited this handbook for brand and experience management that focuses on the attachment, meaning and permission of this typ...Daugiau...
The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing...Daugiau...
