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The Marketing Performance Blueprint: Strategies and Technologies to Build and Measure Business Success

by Paul Roetzer

Discover what's possible when the art and science of marketing collide

The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success...


The History of Marketing Science

by Russell S Winer & Scott A Neslin

The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from...


BEYOND CHARITY: How to Increase Profit Through Innovative Strategic Partnership - Cause Marketing 2.0

by DAVID S MARSHALL

Why is marketing such an overwhelming concept and why is it so difficult to find new marketing ideas? In these pages you will uncover a new way of leveraging cause to increase both profits and impact. Learn...


Understanding Markets and Strategy: How to Exploit Markets for Sustainable Business Growth

by Malcolm Morley

In order to expand your business in existing and into new and diverse markets, it is vital that strategies and plans can be developed with realistic prospects of success. Understanding Markets and Strategy explains...


Getting Clients and Keeping Clients for Your Service Business: A 30-day Step-by-step Plan for Building Your Business

by M D Weems

Many books are written on how to attract more business for retail stores or new products, but this is the only book written for the small business service provider. Whether you are an attorney, doctor, accountant,...


Business Transformation: A Roadmap for Maximizing Organizational Insights

by Aiman Zeid & Jim Davis

Effectively introduce and promote analytics within your enterprise

All companies use information to set strategies and accomplish business objectives. But how many CEOs and CIOs would say they are satisfied that...


Absolute Value

by Itamar Simonson & Emanuel Rosen

Going against conventional wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix—for thinking about consumer decision making, which should help...


Power Branding

by Steve McKee

Every one of the largest, most successful corporations were, at some point, mere startups. McKee explains what enables some companies to growbigger and better, while others stumble along year after year, running...


Inside the Buyer's Brain

by Lee W. Frederiksen, Elizabeth Harr & Sylvia S. Montgomery

Inside the Buyer's Brain Why do companies select one professional services firm over another? What do they really value in the firms they hire? And how do you build a firm that engages your audience - one that...


Social Media, Sociality, and Survey Research

by Craig A. Hill, Elizabeth Dean & Joe Murphy

Provides the knowledge and tools needed for the future of survey research

The survey research discipline faces unprecedented challenges, such as falling response rates, inadequate sampling frames, and antiquated...


Market New Products Successfully: Using Simulated Test Market Technology

by Kevin J. Clancy, Peter C. Krieg & Marianne McGarry Wolf

Market New Products Successfully is the definitive guidebook for using simulated test marketing (STM), a technology that can help companies dramatically improve the odds of introducing a successful new product...


Ratings Analysis: Audience Measurement and Analytics

by James Webster, Patricia Phalen & Lawrence Lichty

This 4th edition of Ratings Analysis describes and explains the current audience information system that supports economic exchange in both traditional and evolving electronic media markets. Responding to the...


A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

by Dan Siroker & Pete Koomen

A guide to delivering a better user experience through A/B testing

A/B Testing outlines a simple way to test several different versions of a web page with live traffic, and then measure the effect each version...


Social Marketing: From Tunes to Symphonies

by Gerard Hastings & Christine Domegan

Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. Beyond this simple definition, social marketing offers an alternative to the...


Market Research in Practice: How to Get Greater Insight From Your Market

by Paul N Hague, Nicholas Hague & Carol-Ann Morgan

Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and...


Marketing Database Analytics: Transforming Data for Competitive Advantage

by Andrew D. Banasiewicz

Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness...


Marketing and experiential consumption

by Claire Roederer

 Dimensions of experience as a key to successful experiential strategies

First discussed in the seminal articles by Holbrook and Hirschman, the experiential approach attempts to understand individuals’ reactions...


Global Advertising, Attitudes, and Audiences

by Tony Wilson

Global Advertising, Attitudes and Audiences is a post-Mcdonaldization view of marketing power, consumer pleasure, and audience protest. The psychological process wherein consumers actively make sense of advertising...


Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research

by Ian Brace

Questionnaires are vital for the market researcher: they draw accurate information from respondents, give structure to interviews, provide a standard form on which facts, comments and attitudes can be recorded,...


How Cool Brands Stay Hot: Branding to Generation Y

by Joeri Van Den Bergh & Mattias Behrer

Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business....