Transforming market research for competitive advantage
Discover the secrets behind PepsiCo and Zappi's transformation of PepsiCo's consumer insights function into a globally connected, consumer-centric powerhouse. This book provides a comprehensive guide for market research professionals and organizations looking to modernize their insights capabilities and drive substantial organizational change. ......
Marketing Research: A Managerial Approach is a new textbook that explains the market research process in a way that is easy to understand. The author discusses the main elements (problem identification, methodologies, data collection, analysis, reporting) and also places a strong focus on digital and observation-based research to reflect their growing role in marketing research practice. Balanced coverage is given to both qualitative and quantitative methodologies. The textbook provides the right amount of theoretical knowledge and practical skills needed for students who plan to become marketers and will use market research agencies rather than conduct the research themselves. Learning features include suggested journal articles, key terms, review questions and also discussion questions. There are extensive examples provided throughout the textbook. There are also a range of online resources for lecturers to use in the classroom, including PowerPoint slides, a Teaching Guide and videos. This textbook is suitable for all students studying marketing research at either an undergraduate or a postgraduate level. Dr Al Marshall is a Senior Lecturer in Marketing and a Postgraduate Coordinator in the School of Business at Le Cordon Bleu and has had a long career in market research consultancies in different countries.
This book gives a comprehensive understanding of the biological and physiological factors that influence our choices through the lenses of evolutionary psychology and consumer neuroscience. Readers will gain valuable insights into the hidden impulses that shape their decisions and learn how to apply this knowledge to improve marketing and ......
This book demonstrates how brands use AI to entice customers and discusses the use of AI as a competitive advantage for marketers.Did you know that investors at Wall Street wait for the Groundhog Day's forecast to make their financial decisions? Did you know that your favorite influencer is not a real person? Did you know that your smartphone ......
Celebrating Design Thinking and Experiential Learning
Uncertainty has an upside. In Think by Design (TBD), you'll practice a hands-on approach to combine design thinking and experiential learning in business education. Our world's biggest challenges put pressure on everyone. These challenges require us to blend how we act with how we think. Through combined action and reflection, we learn to use ......
Transforming market research for competitive advantage
Discover the secrets behind PepsiCo and Zappis transformation of PepsiCos consumer insights function into a globally connected, consumer-centric powerhouse. This book provides a comprehensive guide for market research professionals and organizations looking to modernize their insights capabilities and drive substantial organizational change.
Powerful Brand Positioning Harnesses Key Building BlocksBrand Positioning with Power: Maximizing Your Marketing Impact is a new take on Al Ries and Jack Trout's original positioning concept. The book delivers measurable results because it: Is remarkably easy to use Uses a proven, systematic positioning process Leverages exciting, practical ......
