Marketing Research

Branding Masculinity is the first research book to delve into the cultural origins of masculinity in America. By asking men what they consider to be masculine beliefs, attitudes, behaviours, and possessions, the research identifies how contemporary American men form their sense of being manly...

Presents an approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications with the inbound or 'pull' media of Internet, mobile communications, and social networks. This book takes a different view - that the marketer and the customer build the ..

Presents an approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications with the inbound or 'pull' media of Internet, mobile communications, and social networks. This book takes a different view - that the marketer and the customer build the ..

The Holy Grail for most organisations, is the successful attainment, and retention, of inimitable competitive advantage. This book addresses the question of how to leverage the unique intangible assets of an organisation, its explicit, implicit, acquired and derived knowledge. _x005F_x000D_ _x005F_x..

The Holy Grail for most organisations, is the successful attainment, and retention, of inimitable competitive advantage. This book addresses the question of how to leverage the unique intangible assets of an organisation, its explicit, implicit, acquired and derived knowledge. _x000D_ _x000D_ _x000D..

This work analyses the major controversies in the "philosophy debates" raging throughout the field of marketing. Using an historical approach, it argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory...

Visits to customers by a team of marketers and engineers play an important role in exploring customer satisfaction. This book provides step-by-step instructions for making use of this market research technique. It contains several examples which explain how to set feasible objectives and how to sele..

Visits to customers by a team of marketers and engineers play an important role in exploring customer satisfaction. This book provides step-by-step instructions for making use of this market research technique. It contains several examples which explain how to set feasible objectives and how to sele..

This popular text provides research techniques for people who aren't data analysts. The authors offer a..

This popular text provides research techniques for people who aren't data analysts. The authors offer a..

Covers the key topics for an International Marketing course in a concise, no-nonsense manner that meets the needs of undergraduates. In addition to the key topics, this text also offers two chapters on the metric system and on countertrade that provide e..

Covers the key topics for an International Marketing course in a concise, no-nonsense manner that meets the needs of undergraduates. In addition to the key topics, this text also offers two chapters on the metric system and on countertrade that provide e..