Die werbliche Belastung der Konsumenten nimmt weiter zu, während die Werbewirksamkeit der Botschaften gleichzeitig sinkt. Wie können Unternehmen ihre Kunden erreichen, um die Produkte effizient zu vermarkten? Ein neuer Lösungsansatz hierfür könnte Neuromarketing sein. Neuromarketing ist...

This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing research: text and cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on...

The financial industry is under constant pressure to improve profits, attract and retain high-value clients, and maintain brand equity. This book gives marketing and sales professionals the information they need to produce maximum value from each marketing dollar. Anyone in the financial...

Contents: 1. Big data and marketing analytics -- 2. Exploratory research design -- 3. Descriptive research design -- 4. Causal research design -- 5. Other topics in research and analytics -- 6. Analytics 1: big data -- 7. Analytics 2: marketing analytics -- Index.

Trust in Market Relationships illustrates that the importance of trust in a commercial arena has intensified as markets have become more complex. As business relationships become ever critical for a firm's economic results in highly competitive markets, and trust represents the basic platform...

'This is an essential resource for managers and scholars interested in services marketing. It covers the topic comprehensively and in novel ways. All the luminaries in the field are represented. Buy this book and you will be up to date on the field.' - Valarie Zeithaml, UNC Kenan-Flagler...

Market-based instruments are becoming the environmental management tool of choice and have provided a new perspective on the conventional wisdom about policy instruments. This book analyses the complexities of designing and implementing market-based instruments using case study experiences from...

"Modern commercial landscapes are characterized by rapidly evolving markets, and this authoritative Encyclopedia acts as an essential navigational guide to such changeable consumer environments. This Encyclopedia provides an overview of crucial subjects within the study of consumer behavior,...

'This very interesting book with peer-reviewed chapters written by leading researchers in the field discusses recent research in the areas of market structure, sustainability and decision-making. It includes several contemporary topics, such as changes in port competition, adaptation of...

Economic Behavior and Distributional Choice brings together, for the first time, Harold M. Hochman's key papers on income redistribution and policy in one accessible volume. The introduction describes the genesis and development of a new direction in thinking, and the papers that follow cover...