Designed for students, scholars, and marketing research practitioners, this book is designed to take readers through the basics to an advanced understanding in qualitative marketing and consumer research

'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...

The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed...

The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, while 22 case...

Understanding the synergetic digital ecosystem -- Understanding digital analytics concepts -- Choosing your analytics tools -- Digital analysis : brand -- Digital analysis : audience -- Digital analysis : ecosystem -- Return on investment -- Understanding digital influence -- How to use digital...