Introduces the group interview technique of nominal grouping as an alternative to the widely used technique of focus groups in qualitative market research. Nominal grouping is a highly structured technique designed to keep personal interaction at a minimum level during the process of new idea...

"Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into consideration the...

The Internet is changing the way that companies carry out their business and, in fact, constitutes an entirely new application domain, which makes product innovation possible. Moreover, it is a new medium for reaching consumers, which is a central preoccupation to organisations in the current...