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Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book, originally published in 1992, introduces the essential elements of psychographics. It shows how researchers go about defining consumer profiles and designing…read more

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Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples.This…read more

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The Public Relations Handbook, Fifth Edition provides an engaging overview and in-depth exploration of a dynamic and ever evolving industry. The diverse chapters are united by a set of student friendly features throughout, including clear chapter aims, analytical discussion questions, and key…read more

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Mastering the art of motivational campaigns and the operation of of incentive travel programmes. How do you decide whether or not your company should be using incentives to motivate its management and workforce, or externally to stimulate suppliers' interest? This eBook illustrates these…read more

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The Handbook of Field Marketing covers all you need to practice face to face personal contact direct marketing. Includes sections on selling promotions, exhibitions and road shows, merchandising, auditing, sampling and demonstration, and mystery shopping.read more

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Das Herausgeberwerk widmet sich in einzelnen Beiträgen den dominierenden Zielgruppenkonzepten im Konsumentenmarketing. Neben eindimensionalen und primär an beobachtbaren Merkmalen orientierten Segmentierungen (z.B. Zielgruppe „Frau“ oder „Best Ager“) werden gängige psychographische und…read more

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The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion', and 'luxury' strategies. Based on an analysis of the social functions of luxury, of…read more

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Written at a time when the needs and influence of the consumer within the economic system were in their infancy, this book offers a valuable insight into the birth of consumer-led economics as an integral part of social structure and economic theory.read more

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A new collection filled with winning ideas and strategies for improving¿ your sucess in the retail business... 2¿authoritative books, now in a convenient e-format, at a great price! Smart Retail, the world's #1 guide to retail success, complete with crucial, up-to-date insights--including new case…read more

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This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards…read more

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This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used…read more

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Dieses Buch hilft Ihnen, Ihren Messeauftritt zu kalkulieren, zu planen, ihn durchzuführen, abschließend zu evaluieren und aus den Ergebnissen die richtigen Schlüsse für Ihren zukünftigen Messeauftritt und für Ihre Marketing- und Unternehmensstrategie zu ziehen. Zur Unterstützung finden Sie…read more