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Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site …
The latest methods for more effective information dissemination are explored in this challenging volume. Discover how new technological installations and information centers allow …
Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantitative methods in …
Planning is a critical process when starting a new business or introducing a new product. Market Analysis shows readers how to execute a feasibility study for more effective …
This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from …
Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both …
The purpose of Creating Images and the Psychology of Marketing Communication is to advance the understanding of the concept of image as it is applied to various areas of interest. …
This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey.Rather than considering how to build and …
In today's connected consumer environment, customers are better informed and harder to please, but they also leave a more visible evidence trail in the form of improved databases …
As innovation moves from the lab to the market, a new research phase begins for the entrepreneur: the market research phase.Inspired by a new technology that can change the world, …