Resultados de Pesquisa

INGLÊS

Global Marketing In Times Of Disruption

~~106,00€~~ 95,40€ 10% IMEDIATO

DISPONIBILIDADE IMEDIATA

 Global Marketing in Times of Disruption, Volume 22 in the Review of Marketing Research series, delves into the multifaceted disruptions reshaping the domain of international marketing, fuelled by shifts in geopolitical dynamics, technological advancements, and consumer behaviour. A diverse selection of international authors contribute to our understanding of the implications of disruptions for global marketing strategy, based on their impact on firms, markets, consumers, and policy makers. They address the range of disruptions across four categories: anti-globalisation and nationalistic sentiments; trade wars; climate change; and digital platforms and payment technologies. The convergence of these disruptions has fundamentally altered the dynamics of international marketing, necessitating a paradigm shift in how firms approach global market expansion and consumer engagement. Agility and adaptability emerge as indispensable attributes for marketers seeking to navigate the complexities of the global marketplace. By embracing innovation, sustainability, and a nuanced understanding of local contexts, firms can position themselves to thrive amidst disruption and seize opportunities for growth in an increasingly turbulent global landscape.
INGLÊS

Global Marketing In Times Of Disruption

~~108,15€~~ 97,34€ 10% IMEDIATO

portes grátis

 Global Marketing in Times of Disruption, Volume 22 in the Review of Marketing Research series, delves into the multifaceted disruptions reshaping the domain of international marketing, fuelled by shifts in geopolitical dynamics and consumer behaviour.
INGLÊS

Vulnerable Consumer - Beyond The Poor And The Elderly

~~106,00€~~ 95,40€ 10% IMEDIATO

DISPONIBILIDADE IMEDIATA

 <p><em>Review of Marketing Research</em> pushes the boundaries of marketing - broadening the marketing concept to make the world a better place.</p><p>This special issue provides a roadmap for future research on different aspects of consumer vulnerabilities, which include not only the scarcity of financial and materialistic resources, but also scarcity mindsets, a lack of mental resources and self-knowledge, and the non-fulfilment of motivational needs. New insights, approaches and directions are set out for research on consumer vulnerabilities. The <em>Review of Marketing Research</em> continues its mission of systematically analyzing and presenting accumulated knowledge in the field of marketing as well as influencing future research by identifying areas that merit the attention of researchers.</p>
INGLÊS

Artificial Intelligence In Marketing

125,88€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 <p><em>Review of Marketing Research</em> pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.</p><p>Here, leading scholars explore how marketing is currently shaping, and being shaped by, the evolution of Artificial Intelligence (AI). Topics covered include the effects of AI on: economics; personalisation; pricing; content generation; the identification, structuring, and prioritization of customer needs; customer feedback; Natural Language Processing; image analytics; deep learning; and the anthropomorphism of AI, such as in virtual assistants and chatbots.</p><p>Each chapter provides thought provoking discussions which will be relevant to researchers, professionals, and students.</p>
INGLÊS

Measurement In Marketing

104,66€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 <p>Measurement is at the core of empirical research in marketing because researchers need measures that faithfully represent the constructs in their theories. This 19th volume of <em>Review of Marketing Research</em> addresses important measurement issues to deepen readers’ appreciation of the fundamental role of measurement in empirical research in marketing.</p><p><em>Measurement in Marketing</em> features a range of chapters from experts in the field who discuss the philosophical foundations of measurement, provide practical recommendations about measurement error and explore the latest research, offering guidance on the selection of appropriate implicit measures for capturing automatic cognitive processes.</p><p><em>Measurement in Marketing</em> is built to provide a state-of-the-art discussion of current topics in measurement and deepen readers’ appreciation of the fundamental role of measurement in empirical research in marketing.</p>
INGLÊS

Marketing Accountability For Marketing And Non-Marketing Outcomes

125,86€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 <p>This latest volume of Review of Marketing Research, <em>Marketing Accountability for Marketing and Non-Marketing Outcomes</em> is divided in three parts: (1) measures of firm performance, (2) measures of social interaction, and (3) measures related to broader societal outcomes such as sustainability and quality of life. Measures of firm performance covered include the marketing implications of financial accounting, customer feedback metrics, drivers of brand equity, brand failure, market orientation capabilities, and multichannel attributions. Measures of social interaction encompass environmental and social performance, social networks, and attitudinal word-of-mouth drivers. The final chapter is devoted to measures related to societal outcomes and focuses on attractiveness of inner city for society.</p><p>Each chapter presents thought-provoking discussions and new insights which will be relevant to researchers, professionals and students of marketing, branding and consumer behaviour</p>
INGLÊS

Marketing Accountability For Marketing And Non-Marketing Outcomes

128,42€ + 10% EM CARTÃO

portes grátis

 Review of Marketing Research pushes the boundaries of marketingâ€"broadening the marketing concept to make the world a better place.
INGLÊS

Continuing To Broaden The Marketing Concept

125,86€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 <i>Review of Marketing Research</i> pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. <div><br></div><div>This volume brings together leading scholars to explore how marketing can push boundaries to fix some of the most important problems which face society today. Topics covered include; politics, retirement, modelling social marketing data (for alcohol consumption and illegal drug use), feeding the world, data privacy (informing readers as to the varieties of protective options), and environmental sustainability. </div><div><br></div><div>Each chapter provides thought provoking discussions which will be relevant to researchers, professionals and students. </div>
INGLÊS

Continuing To Broaden The Marketing Concept

125,86€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 <i>Review of Marketing Research</i> pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. <div><br></div><div>This volume brings together leading scholars to explore how marketing can push boundaries to fix some of the most important problems which face society today. Topics covered include; politics, retirement, modelling social marketing data (for alcohol consumption and illegal drug use), feeding the world, data privacy (informing readers as to the varieties of protective options), and environmental sustainability. </div><div><br></div><div>Each chapter provides thought provoking discussions which will be relevant to researchers, professionals and students. </div>
INGLÊS

Marketing In A Digital World

99,36€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 <i>Marketing in a Digital World</i> focuses on how the digital revolution has affected the science and practice of marketing. Consisting of nine essays authored by some of the world''s leading marketing scholars, this volume of <i>Review of Marketing Research</i> is forward-looking and illuminating. The book considers the nature and consequences of a number of important new digital technologies and practices, including human-machine communication, software, mobile marketing, online reviews, big data, 3D printing and a wide range of other digital innovations. Many of these technological developments were completely unanticipated and as such the transformation is still unfolding. Therefore, whilst consumers have largely embraced and actively co-create many of these new innovations, there are also growing concerns about privacy and other adverse effects of digital technology. Each essay provides a thoughtful examination of this rapidly shifting landscape and offers a set of bold ideas regarding its future impact on the foundations of marketing and consumption. The volume is essential reading for both scholars and managers seeking fresh insights into marketing and offers a number of exciting new concepts, propositions and predictions about marketing in the digital world.
INGLÊS

Marketing In A Digital World

99,36€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 <i>Marketing in a Digital World</i> focuses on how the digital revolution has affected the science and practice of marketing. Consisting of nine essays authored by some of the world''s leading marketing scholars, this volume of <i>Review of Marketing Research</i> is forward-looking and illuminating. The book considers the nature and consequences of a number of important new digital technologies and practices, including human-machine communication, software, mobile marketing, online reviews, big data, 3D printing and a wide range of other digital innovations. Many of these technological developments were completely unanticipated and as such the transformation is still unfolding. Therefore, whilst consumers have largely embraced and actively co-create many of these new innovations, there are also growing concerns about privacy and other adverse effects of digital technology. Each essay provides a thoughtful examination of this rapidly shifting landscape and offers a set of bold ideas regarding its future impact on the foundations of marketing and consumption. The volume is essential reading for both scholars and managers seeking fresh insights into marketing and offers a number of exciting new concepts, propositions and predictions about marketing in the digital world.
INGLÊS

Review Of Marketing Research

104,66€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 "The Review of Marketing Research" annual series provides current, state-of-the-art articles by the marketing field's leading researchers and academicians. In contrast to other research publications that impose rigid limitations on the length of articles, "RMR" publishes longer chapters that are not only theoretically rigorous but also offer richer detail, including literature reviews, cutting-edge methodologies, empirical studies, emerging trends, international developments, guidelines for implementation, and suggestions for future theory development and testing.
INGLÊS

Innovation And Strategy

121,89€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 Innovation is the process of value creation through use of relevant knowledge, capabilities and resources for conversion of ideas into new products, processes and practices, and improvements in existing products, processes and practices. Innovations of various types and forms are crucial to achieving and sustaining a competitive advantage in the marketplace, the principal focus of competitive strategy.<div>Product innovations play a central role in various strategic marketing contexts such as meeting consumers’ needs and wants, responding to changes in consumers’ preferences, shaping consumers’ preferences, entering new markets, enhancing a firm’s market position in presently served product-markets, differentiating the firm’s product offerings from competitors’ offerings, neutralizing the effects of competitors’ actions, and preemption and deterrence of competitors. </div><div>Against this backdrop, articles published in this volume focus on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy. The substantive issues addressed in these articles include sources of innovation, customer involvement in innovation, innovations in a digital environment, innovations in an information rich environment, the role of market foresight and design orientation as organizational capabilities in new product development and new product performance, and the effects of market orientation, organizational culture, trust and commitment on business performance.</div>
INGLÊS

Innovation And Strategy

121,89€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 Innovation is the process of value creation through use of relevant knowledge, capabilities and resources for conversion of ideas into new products, processes and practices, and improvements in existing products, processes and practices. Innovations of various types and forms are crucial to achieving and sustaining a competitive advantage in the marketplace, the principal focus of competitive strategy.<div>Product innovations play a central role in various strategic marketing contexts such as meeting consumers’ needs and wants, responding to changes in consumers’ preferences, shaping consumers’ preferences, entering new markets, enhancing a firm’s market position in presently served product-markets, differentiating the firm’s product offerings from competitors’ offerings, neutralizing the effects of competitors’ actions, and preemption and deterrence of competitors. </div><div>Against this backdrop, articles published in this volume focus on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy. The substantive issues addressed in these articles include sources of innovation, customer involvement in innovation, innovations in a digital environment, innovations in an information rich environment, the role of market foresight and design orientation as organizational capabilities in new product development and new product performance, and the effects of market orientation, organizational culture, trust and commitment on business performance.</div>
INGLÊS

Qualitative Consumer Research

120,56€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 In spite of, and because of, the attention recently paid to "big data" and the huge amount quantitative data available from online and point of sale transactions, qualitative and conceptual research is in greater demand than ever. Rather than the correlational and superficial view provided from the overflow of numerical data, qualitative and conceptual data help to make sense of what is really going on among consumers. Numerical approaches are a useful first cut at detecting changes in market patterns, but they fail to help understand the underlying and deeper meanings of these data among individual consumers, families, and consumption communities. By gathering data from observation (first hand and automated), depth interviews, projective measures, netnography, videography, qualitative marketing and consumer research help put flesh on the bones of often sterile quantitative data. This volume provides a good illustration of the sorts of insights that qualitative and conceptual analysis can provide. Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, how skiers consume a ski resort, and how small retailers can combat the practice of "showrooming" by consumers comparing online prices with mobile devices to the nature of consumer "presence, rethinking the meanings of prices, and buying counterfeit luxuries with friends. These and other practices provide eye-opening insights of their own. But they also spark the imagination by demonstrating what qualitative research can do and why it is an increasingly popular set of techniques.
INGLÊS

Qualitative Consumer Research

120,56€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 In spite of, and because of, the attention recently paid to "big data" and the huge amount quantitative data available from online and point of sale transactions, qualitative and conceptual research is in greater demand than ever. Rather than the correlational and superficial view provided from the overflow of numerical data, qualitative and conceptual data help to make sense of what is really going on among consumers. Numerical approaches are a useful first cut at detecting changes in market patterns, but they fail to help understand the underlying and deeper meanings of these data among individual consumers, families, and consumption communities. By gathering data from observation (first hand and automated), depth interviews, projective measures, netnography, videography, qualitative marketing and consumer research help put flesh on the bones of often sterile quantitative data. This volume provides a good illustration of the sorts of insights that qualitative and conceptual analysis can provide. Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, how skiers consume a ski resort, and how small retailers can combat the practice of "showrooming" by consumers comparing online prices with mobile devices to the nature of consumer "presence, rethinking the meanings of prices, and buying counterfeit luxuries with friends. These and other practices provide eye-opening insights of their own. But they also spark the imagination by demonstrating what qualitative research can do and why it is an increasingly popular set of techniques.
INGLÊS

Review Of Marketing Research

de Naresh K. Malhotra

104,66€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 "The Review of Marketing Research" series provides current, state-of-the-art articles by the marketing field's leading researchers and scholars. Unlike other research publications in the field, which impose major constraint on article length, RMR publishes longer chapters that are not only theoretically rigorous but also offer richer detail, including literature reviews, cutting-edge methodologies, empirical studies, international developments, guidelines for implementation, and suggestions for future theory development and testing. "The RMR" series is edited by Naresh K. Malhotra along with a distinguished editorial review board. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the full range of current marketing research methodologies.
INGLÊS

Review Of Marketing Research

104,66€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 Contains articles by marketing field's researchers and academicians. This book includes literature reviews, methodologies, empirical studies, trends, international developments, guidelines for implementation, and suggestions for theory development and testing.
INGLÊS

Brand Meaning Management

143,09€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 Establishing, expanding and leveraging brand meaning is critically important yet exceedingly complex. Successful brand meaning management is foundational to both brand differentiation and to outcomes like brand identification and brand attachment. Yet, managing this meaning over time is complex. Noted contributors to this special issue add new insights to this complex domain. A group of papers lend insight into the myriad entities involved in the meaning making process itself, such as marketers, celebrities, brand users, and the broader culture in which consumers live. A second set emphasizes the critical impact that brand meaning has on consumers and brands themselves-outcomes that include brand identification and attachment, social relationship management, and brand evangelism. The final set addresses when and how brand transgressions can threaten these outcomes, and what brands must do to recover from lost or tainted meanings. The volume co-editors provide an overview of the chapters and identify future research issues on brand meaning management in B2B (vs. B2C) markets, and how multi-product firms manage the collective set of meanings that comprise their brand portfolio.
INGLÊS

Marketing In And For A Sustainable Society

127,19€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 This special issue, featuring contributions from top scholars including former editors of top journals in marketing, will assemble a set of current, comprehensive review articles written by distinguished experts on the state-of-the-art of marketing research and future prospects in the transition towards sustainable society.
INGLÊS

Review Of Marketing Research

151,04€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 Review of Marketing Research
INGLÊS

Toward A Better Understanding Of The Role Of Value In Markets And Marketing

131,16€ + 10% EM CARTÃO

DISPONIBILIDADE IMEDIATA

 This special issue of the Review of Marketing Research is devoted to a better understanding of the role of value in markets and marketing.
INGLÊS

Review Of Marketing Research

de Naresh K. Malhotra

229,82€ + 10% EM CARTÃO

portes grátis

 Contains articles by the marketing field's researchers and scholars. This title presents a view of the marketing research methodologies.
INGLÊS

Review Of Marketing Research

229,82€ + 10% EM CARTÃO

portes grátis

 Provides articles by the marketing field's leading researchers and academicians. This work includes chapters that are not only theoretically rigorous but also offer detail, including literature reviews, advanced methodologies, empirical studies, emerging trends, international developments, and guidelines for implementation.
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