Marketing Research

_x005F_x000D_ This edited volume contains new, and stringent, perspectives on how gamification is contextualized in business settings, both in theory as well as in practice. This book will provide a wealth of research for individuals seriously interested in the industry at the academic level. As a r..

Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. The Essentials of Marketing Research provides a comprehensive guide to students in designing, conducting and interpreting marketing research...

The Marketing Research Guide: Second Edition is the newest edition of the Haworth marketing research classic that now includes Internet sources of data, Internet surveys, and an added advanced statistical analysis chapter. Practitioners as well as students will find step-by-step instructions that ta..

The Marketing Research Guide: Second Edition is the newest edition of the Haworth marketing research classic that now includes Internet sources of data, Internet surveys, and an added advanced statistical analysis chapter. Practitioners as well as students will find step-by-step instructions that ta..

This book develops a theory of truth in marketing and discusses the implications for consumers, marketing professionals and policymakers. It demonstrates that claim-evidence relations in marketing are extremely complex, comprising factual, symbolic and context claims. Using a wide selection of engag..

Explores consumer behavior in virtual worlds, and offers implications for marketers interested in working in these environments. This book offers insight into the largest and fastest growing group of users - kids and teens. It discusses the impact of virtual social identities on consumers, consumer ..

Explores consumer behavior in virtual worlds, and offers implications for marketers interested in working in these environments. This book offers insight into the largest and fastest growing group of users - kids and teens. It discusses the impact of virtual social identities on consumers, consumer ..