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The Consumer Insights Handbook: Unlocking Audience Research Methods, Coombs Danielle Sarver


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Цена: 21542.00р.
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При оформлении заказа до: 2025-08-04
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Автор: Coombs Danielle Sarver
Название:  The Consumer Insights Handbook: Unlocking Audience Research Methods
ISBN: 9781538145517
Издательство: Rowman & Littlefield Publishers
Классификация:


ISBN-10: 1538145510
Обложка/Формат: Hardcover
Страницы: 248
Вес: 0.65 кг.
Дата издания: 22.06.2021
Язык: English
Иллюстрации: Illustrations, unspecified; tables; halftones, black & white including black & white photographs; black & white illustrations
Размер: 25.40 x 17.78 x 1.60 cm
Читательская аудитория: Tertiary education (us: college)
Подзаголовок: Unlocking audience research methods
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Поставляется из: Англии
Описание: This practical introduction to audience research shows students that conducting consumer research is not only a necessary skill for any future media professional but that it can also be a creative and fun experience. Students learn how to plan for and complete a research projects from the initial RFP to the final presentation of findings.


Handbook Of Research On Retailer-Consumer Relationship Development

Автор: Musso & Druica
Название: Handbook Of Research On Retailer-Consumer Relationship Development
ISBN: 1466660740 ISBN-13(EAN): 9781466660748
Издательство: Mare Nostrum (Eurospan)
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Цена: 55301.00 р.
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Описание: Though based on an economic transition, retailer-consumer relationship is also influenced by non-economic factors and is a context of social interaction. With the emergence of modern merchandising techniques and a rise in large retail companies, consumers have become increasingly vigilant of practice within the retail industry. Handbook of Research on Retailer-Consumer Relationship Management offers a complete and updated overview of various perspectives relating to customer relationship management within the retail industry and stimulates the search for greater integration of these views in further research. Offering different angles to analyse the exchange between the retailer and the consumer, this handbook is a valuable tool for professionals and scholars seeking to upgrade their knowledge, as well as for upper-level students.

Handbook of Research on IT Applications for Strategic Competitive Advantage and Decision Making

Автор: Efosa Carroll Idemudia
Название: Handbook of Research on IT Applications for Strategic Competitive Advantage and Decision Making
ISBN: 1799833518 ISBN-13(EAN): 9781799833512
Издательство: Mare Nostrum (Eurospan)
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Цена: 39640.00 р.
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Описание: To date, a plethora of companies and organizations are investing vast amounts of money on the latest technologies. Information technology can be used to improve market share, profits, sales, competitive advantage, and customer/employee satisfaction. Unfortunately, the individuals meant to use these technologies are not well equipped on how to effectively and efficiently use these tools for competitive advantage and decision making.

The Handbook of Research on IT Applications for Strategic Competitive Advantage and Decision Making is a collection of innovative research relevant to the methodologies, theoretical frameworks, and latest empirical research findings in information technology applications, strategic competitive advantage, and decision making. While highlighting topics including agility, knowledge management, and business intelligence, this book is ideally designed for information technology professionals, academics, researchers, managers, executives, and government officials interested in using information technology for strategic competitive advantage and better decision making.

Marketing Analytics: A Practitioner`s Guide to Marketing Analytics and Research Methods

Автор: Charan Ashok
Название: Marketing Analytics: A Practitioner`s Guide to Marketing Analytics and Research Methods
ISBN: 9814641367 ISBN-13(EAN): 9789814641364
Издательство: World Scientific Publishing
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Цена: 20434.00 р.
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Описание: The digital age has transformed the very nature of marketing. Armed with digital devices, consumers are increasingly hanging out on the internet.

Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights

Автор: Kubacki Krzysztof, Rundle-Thiele Sharyn
Название: Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights
ISBN: 9811094551 ISBN-13(EAN): 9789811094552
Издательство: Springer
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Цена: 18167.00 р.
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Описание: Introduction.- Chapter 1 What can formative research do for you?.- PART I Getting started: Looking backwards.- Chapter 2 Case study.- Chapter 3 Systematic literature review.- Chapter 4 Making sense of big data.- Chapter 5 Ethics in social marketing research.- PART II Quantitative methods: Looking forwards.- Chapter 6 Experimental methods.- Chapter 7 Eye tracking (neuromarketing).- Chapter 8 Observational techniques.- Chapter 9 Visual observation techniques.- PART III Qualitative methods.- Chapter 10 Projective techniques.- Chapter 11 Consumer diaries.- Chapter 12 Videography and netnography.- Chapter 13 Action research.- Conclusions.- Chapter 14 The importance of formative research.

Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 8)

Автор: Bruner II Dr Gordon C.
Название: Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 8)
ISBN: 1530022002 ISBN-13(EAN): 9781530022007
Издательство: Неизвестно
Цена: 5685.00 р.
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Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 9)

Автор: Bruner II Gordon C.
Название: Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 9)
ISBN: 1542547245 ISBN-13(EAN): 9781542547246
Издательство: Неизвестно
Цена: 7237.00 р.
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Описание: The Marketing Scales Handbook series is the longest-running set of books that provide reviews of multi-item survey measures that have been used in scholarly studies of consumer behavior. This is the ninth volume of the classic series. The purpose of the book is to help researchers benefit from the expertise of the world's leading consumer behaviorists.

This volume picks up where Volume 8 ended and contains 433 multi-item measures that were reported in top marketing journals between 2014 and2015. These scales are new to the series and were not in any of the previous volumes. Each review provides the scale items (questions, statements, semantic differentials) as well as information about the scale's origin, previous users, and measurement quality. The bulk of the scales in this book involve topics typical to the series such as brands, advertising, stores, purchasing, and pricing. Measures of other topics in this volume have to do with environmentalism, service dominant orientations, symbolic embeddedness, word-of-mouth activity, switching costs, product installations, place attachment, interactions with employees, and sports.

As with the rest of the series, this book is a unique and valuable resource for researchers in a variety of fields who want tested and reliable measures of attitudes, emotions, or traits for their studies of consumers or similar types of respondents such as viewers, patients, patrons, or citizens. Many of the measures could also be used in business settings when studying employees, members, or administrators.Instead of using simplistic measures of dubious quality or, at the other extreme, having to build and refine sophisticated measures from scratch, researchers can use the book's contents to learn from the experts who have already crafted quality scales and had their measures vetted by other experts. By using these better measures, the hope is that accuracy is increased and will improve the decisions based upon the results.

Handbook of Research on the Impact of Fandom in Society and Consumerism

Автор: Cheng Lu Wang
Название: Handbook of Research on the Impact of Fandom in Society and Consumerism
ISBN: 1799810488 ISBN-13(EAN): 9781799810483
Издательство: Mare Nostrum (Eurospan)
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Цена: 38254.00 р.
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Описание: Fans of specific sports teams, television series, and video games, to name a few, often create subcultures in which to discuss and celebrate their loyalty and enthusiasm for a particular object or person. Due to their strong emotional attachments, members of these fandoms are often quick to voluntarily invest their time, money, and energy into a related product or brand, thereby creating a group of faithful and passionate consumers that play a significant role in multiple domains of contemporary culture.

The Handbook of Research on the Impact of Fandom in Society and Consumerism is an essential reference source that examines the cultural and economic effects of the fandom phenomenon through a multidisciplinary lens and shapes an understanding of the impact of fandom on brand building. Featuring coverage on a wide range of topics such as religiosity, cosplay, and event marketing, this publication is ideally designed for marketers, managers, advertisers, brand managers, consumer behavior analysts, product developers, psychologists, entertainment managers, event coordinators, political scientists, anthropologists, academicians, researchers, and students seeking current studies on the global impact of this particularly devoted community.

Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences

Автор: Fabio Musso, Elena Druica
Название: Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences
ISBN: 1799814122 ISBN-13(EAN): 9781799814122
Издательство: Mare Nostrum (Eurospan)
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Цена: 41719.00 р.
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Описание: In the world of economics and business, engaging with loyal customers while also seeking out new, potential customers is a must. With the recent advancements of social media technology, these operations have increased the need for more developed methods to mesh consumer-business relationships and retention. The Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences is a thought-provoking reference source that provides vital insight into the application of present-day customer relationship management within the retail industry. While highlighting topics such as digital communication, e-retailing, and social media marketing, this publication explores in-depth merchandiser knowledge as well as the methods behind positive retailer-consumer relationships. This book is ideally designed for managers, executives, CEOs, sales professionals, marketers, advertisers, brand managers, retail experts, academicians, researchers, and students.

Handbook of Research on Contemporary Consumerism

Автор: Hans Ruediger Kaufmann, Mohammad Fateh Ali Khan Panni
Название: Handbook of Research on Contemporary Consumerism
ISBN: 1522582703 ISBN-13(EAN): 9781522582700
Издательство: Mare Nostrum (Eurospan)
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Цена: 38254.00 р.
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Описание: Societal marketing has gained widespread recognition in the marketing discipline both in academia and the professional industry.

The Handbook of Research on Contemporary Consumerism is an essential reference source that provides an in-depth understanding on the various aspects and issues of consumerism and reveals the critical success factors and conceptual and theoretical frameworks of these concepts from recent contexts and perspectives. Additionally, it examines the impact of identity on marketing and branding from the consumerist perspective, discusses consumerism as a source of innovation and product development, and provides insights on consumerism and profitability. Featuring research on topics such as circular economy, digital marketing, and social media, this book is ideally designed for practitioners, managers, marketers, academic researchers, and students.

Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies

Автор: Monica Barrientos-Bueno, Victor Hernandez-Santaolalla
Название: Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies
ISBN: 1799831191 ISBN-13(EAN): 9781799831198
Издательство: Mare Nostrum (Eurospan)
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Цена: 35620.00 р.
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Описание: As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood.

Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.

The consumer insights handbook :

Автор: Coombs, Danielle Sarver,
Название: The consumer insights handbook :
ISBN: 1538145529 ISBN-13(EAN): 9781538145524
Издательство: Rowman & Littlefield Publishers
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Цена: 9926.00 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание: This practical introduction to audience research shows students that conducting consumer research is not only a necessary skill for any future media professional but that it can also be a creative and fun experience. Students learn how to plan for and complete a research projects from the initial RFP to the final presentation of findings.

Quantitative Research Methods in Consumer Psychology

Автор: Hackett Paul
Название: Quantitative Research Methods in Consumer Psychology
ISBN: 1138182729 ISBN-13(EAN): 9781138182721
Издательство: Taylor&Francis
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Цена: 7195.00 р.
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Описание: This new book addresses a range of approaches to consumer psychology research along with developments in quantitative consumer research. It focuses on new techniques and adaptations of traditional approaches.


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