Markedsføring

A guide to the theory and practice of conducting ethnographic research in corporate consumer environments. It is suitable for students, who are likely to both study and work in corporate environments.

Simple-to-follow, yet rigorous, practical guide to the statistical techniques used in marketing and consumer research.

Explores the impact of globalisation, digitisation, connectivity and customisation in the information marketplace. This work includes themes such as: delivering the promise, e-service, self-service, customer relationships and value, partnerships and consortia through the value chain, product and service portfolios, and online user data collection.

My studies on the "uncertain consumer" began with a research project c- ducted by the Dr. Rainer Wild-Stiftung - Foundation for healthy nutrition - on the negative image of processed food. Ever since then I have been asked whether or not growing consumer uncertainty is linked to information po- cies of the food sector and if so, how.

This business history of Rowntree, the important and well-known confectionery manufacturer, offers insights into the company and its industry, the development of managerial organization, industrial relations, restrictive practices and multinational business.

Branding has become central to the modern blockbuster economy. In a wide-ranging analysis focusing on companies such as Disney, Dolby, Paramount, New Line and, in particular, Warner Bros, this title provides examination of the will-to-brand in the contemporary movie business.

From the end of the slave era to the culmination of the Civil Rights movement, advertising portrayed Blacks as Aunt Jemimas, Uncle Bens, and Rastuses, and the author explores the psychological impact of these portrayals.

A guide to conducting research methods within the non-profit sector. It aims to educate the readers on how research can be utilized to help their organization reach its goals. It shows how to conduct different methods of research, and how to use the findings of these to improve products, target customers and develop effective promotions.

Shows how to incorporate the modern techniques of value based pricing in both product design and pricing. This book provides an overview of basic pricing techniques and an introduction to strategic pricing issues such as market segmentation, product bundling, multi-channel pricing and non linear pricing.

Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. This title offers an overview of the area that has been defined as 'cultures of consumption' - consumption microcultures, brand cultures, brand tribes, and brand communities.

Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory.

Stress in call centres can be a big problem. According to a survey, 98per cent of call centre employees experience at least one stressful call each day - mostly from irate customers. This book provides commom-sense strategies that cope with tele-stress, in order to create a more pleaseant environment.

Museums have moved from a product to a marketing focus over the years. This book features a range of international case studies that demonstrate the museum experience and draw out the particular challenges that museums and galleries of varying sizes and types face in the global marketplace.

Addresses the neglected issue of caring relationships in the workplace. This book teaches us how to care at work with real life experiences, rather than through conceptual thinking alone. It explains what went wrong in the first place, names our fears, and provides real-life examples of how to release the power of relationships in the workplace.

Includes a chapter that explains the growth of industry PR, and travel & tourism news coverage which focuses on the considerable economic benefits of the industry. This title introduces the key domestic/international media and audiences that PR pros in travel and tourism need to target.

Examines a range of issues that affect environmental behavior while providing materials and guidance to marketing decision makers. This title defines the potential roles of organizations, consumers, and governments and examines how these groups impact environmental factors through the marketing process.

Christopher West, an expert in the field, shows you how to collect, analyse and use competitive intelligence from a variety of sources, including the internet, and change your competitive strategy accordingly.

The integration of the Internet, mobility and communications at the device, service and transport level has created a different set of business opportunities. Mobile marketing is a mainstream marketing tool and marketers must identify and reach their mobile audience. This book is designed to teach marketeers how to tap into this potential.

Quietly but implacably, powerful transnational corporations are gaining power over our visual world. This book exposes the interior workings of the visual content industry, which produces approximately 70 per cent of the images that define consumer cultures. It provides an exploration of industrialized commercial photography, its uses and abuses.

Perfect Customer Care provides companies big and small with the answers to some of the most important business questions facing us today. Everyone in the firm, from the boss to the receptionist, must play a part in converting each new customer into a thoroughly satisfied client whose future orders will drive your continuing success.

Examines various aspects of opening and expanding a live agent call center, with in-depth coverage on facilities and workstation design; site selection, including communications and power backups.

Shows how the principles of ancient wisdom are directly relevant to modern day business. This book addresses contemporary issues faced regularly by people worldwide. It presents a practical integration of principles with the frenetic world of investing and commerce. It presents a balance of personal anecdotes and research/business case studies.

This project offers a thorough examination of rumours and proposes strategies for organizations to use in combatting rumours that occur both internally and externally. Author Allan J. Kimmel explores the rumour phenomenon and distinguishes it as a distinct form of communication.

The authors explore the interaction between confidence and the credibility of the government's financial policies. It will be an invaluable guide for all those interested in macroeconomic policy.

A resource for all marketing students and professionals interested in achievable strategies and profitable marketing, this title serves as a practical, leading-edge guide to five key principles of effective marketing.

Presents an account of how your business can harness the technology to flourish in the transformed commercial climate of the 21st century. This book provides a practical approach, and demonstrates how and why businesses should adapt their operations to make the very most of the opportunities available.

The advent of the internet and other new digital technologies means that companies - be they dot.com start-ups or traditional bricks and mortar companies - must develop a successful strategy for presenting compelling brands in the virtual world.

From a period of growth and considerably high levels of profitability, Greek banks recently found themselves battling a major decrease in demand in the local market, and an increase in non-performing loans. How is the Greek banking system able to survive the crisis? This is discussed by looking at the last 15 years of the Greek banking system.