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Sørensen, Flemming (contributor); … - 2017

Contents: 1. Service innovation research methods / Flemming Sørensen and Francesco Lapenta -- 2. Quantitative measurement instruments: a case of developing a method for measuring innovation in service firms / Jon Sundbo -- 3. The critical incident technique and everyday innovation / Lars...

Persistent link: https://www.econbiz.de/10012419921

New methods of market research and analysis

Erickson, G. Scott - 2017

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.

Persistent link: https://www.econbiz.de/10012419949

Handbook of service marketing research

Rust, Roland T. (contributor) - 2014

'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...

Persistent link: https://www.econbiz.de/10011850696

Measurement in marketing research : an alternative framework

Salzberger, Thomas - 2009

Measurement in Marketing Research investigates latent variables in marketing, focusing on current paradigms as well as recently suggested alternative concepts. The book proposes a unified scientific definition of measurement that allows for testing the hypothesis of the real existence of a...

Persistent link: https://www.econbiz.de/10014473788

Elgar encyclopedia of consumer behavior

Gollnhofer, Johanna Franziska (ed.); Hofstetter, Reto (ed.); … - 2024

"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,...

Persistent link: https://www.econbiz.de/10014635742

Social marketing and advertising in the age of social media

Parker, Lukas (ed.); Brennan, Linda (ed.) - 2020

Contents: 1 Reinforcing the 'social' in social marketing / Lukas Parker and Linda Brennan -- So what is social marketing? -- What social marketing is not -- Book structure -- References -- Social marketing frameworks / Linda Brennan, Lukas Parker and Ella Chorazy -- Approaches to social...

Persistent link: https://www.econbiz.de/10012416732

Trust and new technologies : marketing and management on the Internet and mobile media

Kautonen, Teemu (contributor) - 2008

Persistent link: https://www.econbiz.de/10011851049

Digital marketing strategy : create strategy, put it into practice, sell more

Lahtinen, Niko; Pulkka, Kimmo; Karjaluoto, Heikki; … - 2023

"This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations' digital...

Persistent link: https://www.econbiz.de/10014322905

Handbook on the economics of the internet

Bauer, Johannes M. (contributor); … - 2016

Preface -- Introduction: The economics of the internet: an overview / Johannes M. Bauer and Michael Latzer -- Part II … Theoretical foundations -- 1. The industrial organization of the internet / Günter Knieps and Johannes M. Bauer -- 2. The internet … as a complex layered system / Stephen J. Schultze and Richard S. Whitt -- 3. A network science approach to the internet …

Persistent link: https://www.econbiz.de/10012419865

The economic impact of digital technologies : measuring inclusion and the diffusion in Europe

Guerrieri, Paolo (contributor); Bentivegna, Sara (contributor) - 2011

1. Digital development in Europe : a theoretical framework -- 2. The internet in everyday life -- 3. A metrics for …

Persistent link: https://www.econbiz.de/10011850637