Book Reviews

Marketing Research for Small Business: An Efficient and Effective Functional Approach

"Smart business leaders are always looking for a way to gain even a 1% advantage over the competition in the marketplace understanding the long-term gains it can have. Marketing Research for Small Business breaks down the confusing and often misunderstood aspects of market research and makes it understandable and more important instantly actionable for entrepreneurs and biz leaders of all abilities for any size company. By helping leaders see the world differently and put things in the proper order by understanding that the business cycle starts with market research before product development, branding, advertising, and sales, this book empowers all entrepreneurs to see the competitive landscape differently thus seeing hidden opportunities previously ignored and allowing them to instantly improve results and have greater success! This book completely changed my paradigm and I can't imagine trying to win without this insight. The easy to execute actionable plan provided within will be a game changer for any business leader." - Robert L. Dickie III, CEO, Bonvera

"As a 20 year veteran in the banking industry, specializing in wealth management for the ultra affluent, I find MRSB to be an exciting, accessible introduction to one of the most useful innovations in modern day marketing. Filed with lively examples from various industries, the book reveals a strong intellectual foundation." -
Zakir N. (Zak) Odhwani, Senior Vice President, Private Client Advisor, Bank of America, Private Wealth Management, Merrill Lynch, Pierce, Fenner & Smith, Inc.

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Marketing Research: Fundamentals, Process, and Implications

“Understanding markets is fundamental for company growth. Professor Rajagopal’s book provides a rigorous, relevant and applied set of concepts and practices that pave the path for conducting methodological marketing research and consequently understanding the new and global dynamics of the marketplace. His Marketing Research book enables managers and business students and scholars to strategically design growth and differentiation company strategy.” - Jaime Alonso Gomez, PhD, Dean and Professor of Management, University of San Diego School of Business, San Diego, CA, USA

“The globalization has forced firms to compete globally or face the prospect of product failure if not researched theoretically, practically and precisely. While most books on marketing research focus on traditional method and methodologies, the book by Professor Rajagopal strikes a balance between contemporary methodical marketing research process and its theoretical and practical underpinnings, making the book a must read for students, academics and managers.” - Satyendra Singh, PhD, Professor, Marketing and International Business, Executive Director, Academy of Business and Emerging Markets, University of Winnipeg, Winnipeg, Canada

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Brand Touchpoints

“Brand Touchpoints presents a timely and insightful look at the latest thinking on connecting with consumers. Branding is how businesses build long-term connections with the marketplace, and this book gives readers a cutting-edge advantage for branding success in this competitive world.” - Lynn. R. Kahle, PhD, Emeritus professor of Marketing, University of Oregon

“Navigating the market-space rather than the simple market-place requires practitioners and scholars to rethink how the consumer and business customer understands the organization and its brands in the decision-making process. Brand Touchpoints helps today’s executives and scholars build strategies and research programs in the modern marketplace by bringing together the latest thinking by some of the smartest people working in this area.” - Andrea Dixon, PhD, Baylor University professor and co-author, Strategic Sales Leadership

“Many businesses still treat brand as a bundle of distinctive attributes while consumers interact with brands in many ways that don’t involve its attributes. Whether a brand lives by its promise is determined by how it manages these interactions. Brand Touchpoints is a must-read for anyone interested in developing brand strategy and own a living, breathing brand that becomes an integral part of a consumer’s life.” - Hanumantha Rao Unnava, PhD, Professor and Dean at the Graduate School of Management University of California, Davis

“With the rise of Digitally Native Vertical Brands, many consumers are first interacting with a brand not on store shelves or television but through social media and mobile phones. Brand Touchpoints is a fascinating read on how companies big and small need to adapt to an evolved world of brand communication in this digital marketplace.” - Dave Knox, Author, Predicting The Turn: The High Stakes Game of Business Between Startups and Blue Chips

“I love this book! Aparna and an impressive mix of contributors, both academics and practitioners, have cast their insightful eyes towards understanding the brand touchpoints that so dramatically shape and are shaped by brands, and in turn exert an enormous influence on our culture. In our confusing, modern world of increasingly interactive brand relationships, touchpoints are the air that brands breathe, the water they swim in, yet we’ve never before had access to the kind of incisive, rigorous analysis and helpful guidance that Brand Touchpoints offers.” - Rebeca Arbona, President & Brand Weaver at Tapestry Strategy

“The effective management of customer touchpoints enables businesses to sense and address customer needs and satisfaction more quickly and often. Brand Touchpoints offers marketing practitioners and modern leaders insights and tools to build more adaptable business strategies that are well connected to their customers.” - Laurence Vigeant-Langlois, PhD, Head of Marketing, GE Additive (Laurence Vigeant-Langlois' comments do not reflect the views of GE Additive)

For more information about this book, please click here.