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Whether you're a startup founder trying to disrupt an industry or an entrepreneur trying to provoke change from within, your biggest challenge is creating a product people actually …
Customers are now highly influenced by digital marketing and ease of purchase, level of service, technological security, and returns processes. Electronic word of mouth (eWOM) has …
From business models to unique selling propositions, from product offerings to sales, marketing and pricing strategies, this book reveals what sets Chinese electric car …
Consumer Behavior: Buying, Having, and Being, Global Edition covers all of the processes involved when we select, purchase, use or dispose of products, services, ideas or …
A study of the largely hidden world of primary media market research and the different methods used to understand how the viewer is pictured in the industry. The first book on the …
This book offers new, critical perspectives on the impact of "life-enhancing" technological advancements on consumer identity positions and market evolutions. It will allow readers …
Customers are now highly influenced by digital marketing and ease of purchase, level of service, technological security, and returns processes. Electronic word of mouth (eWOM) has …
Are you tired of hitting roadblocks on your entrepreneurial journey? This book is your roadmap to overcoming the hurdles and skyrocketing your business success. Tailored for …
Over the past decades, collaborative initiatives between luxury brands and the art world have been increasing in number and relevance. At first treated as a mere trend or as a …
Aimed at marketing students and practitioners, this book places less emphasis on theory but, instead, helps readers to understand why their customers are acting in a certain way or …