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Quick ViewExplaining consumer behavior today appears to be more complex than interpreting the conventional paradigm of perceptions, attitude, and behavior led by the classical cognitive theories. As the marketplace environment is changing rapidly in the twenty-first century following the growth of innovation, technology, market communications, and changing socio-cultural patterns, consumer behavior is largely driven by emotions,…
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Quick ViewThe book presents the issue of controlling supply chains in a comprehensive manner across enterprises and throughout the supply chain with particular emphasis on market-oriented integrated management. Operational controlling in the supply chain supports enterprise management and creates a supra-functional management system that supports management employees in decision-making and creating mechanisms for effective and efficient…
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Quick ViewThis book provides current research on consumer perceptions, government regulations and health impacts of the food markets. Chapter One discusses the consumer perceptions on health and welfare of European lobsters placed on the market live and how these aspects affect their quality and food safety. Chapter Two uses a large, national survey to identify, describe,…
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Quick ViewThis book aims to capture the current state of social marketing theory, research, and practice across different subject matters and global settings. The main objectives are to synthesize recent developments in theory and research methods, especially those brought about by information technology. It is also one of the goals of the authors’ to illustrate those…
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Quick ViewGlobally, since the turn of the century, economic conditions have been very challenging, turning the market place into a highly competitive, cut throat environment. Service excellence has therefore become non-negotiable and service providers have no option other than to ensure that their service offering, which is translated in terms of various elements of customer service,…
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Quick ViewThis book deals with the topic of mass customisation in sports and focuses on the sneaker market. In this context, this well known marketing tool is examined from the consumer‘s point of view. Moreover, a short consideration from the producer‘s point of view has been implemented. The main subject areas are the willingness to pay…
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Quick ViewEmerging Markets: Recent Developments, Challenges and Future Prospects begins by examining the compelling diversification benefits of investing in emerging markets. Given these markets’ risk-adjusted performance over the past ten years, those who invested funds in them have been kindly rewarded, despite a few temporary performance setbacks and the persisting broad macroeconomic instability troubling the weakest…
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Quick ViewThis book examines and emphasizes the differences in marketing research designs across cultures, paying attention to differences between international consumers and cultural norms that affect marketing initiatives, and several factors for consideration in international marketing research. This book argues that the right marketing research supports faster decisions lowering the risk with the measurable parameters and…
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Quick ViewBrand touchpoints are used to reinforce the basic premise of branding, which is to distinguish brands from their competitors and remain memorable, ultimately keeping customers resolute in their allegiance. Information related through brand touchpoints increases brand familiarity, contributes to a brand’s value, improves attitudes towards a brand, and in general is essential to maintain an…
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Quick ViewMarketing Research for Small Business: An Efficient and Effective Functional Approach is as the title suggests, a work focused on providing small to medium sized firms with the tools and techniques needed to successfully undergo a marketing research campaign. Special consideration is made for firms with limited budgets and knowledge of appropriate research techniques. Two…
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