Consumer Insight
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Consumer Insight
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Author : Merlin Stone
language : en
Publisher: Kogan Page Publishers
Release Date : 2004
Consumer Insight written by Merlin Stone and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.
Hitting The Sweet Spot
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Author : Lisa Fortini-Campbell
language : en
Publisher: Routledge
Release Date : 2001
Hitting The Sweet Spot written by Lisa Fortini-Campbell and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Advertising categories.
This is a book about how to get to know your customer. It's a research book, but it's really a book for just about everyone in marketing and advertising. Because the better you know your customer, the better you'll be able to do your job in today's tougher-than-ever marketplace. Learn the real truth about "breakthrough" communication. Learn how to be a "consumer detective." And learn about "The Sweet Spot." From an introduction to Ethnography, and improved observation and interviewing skills through useful and practical Mapping and Presentation tools, this book will help you move from Data and Information to Insight and Inspiration. --Publisher.
The Consumer Insights Handbook
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Author : Danielle Sarver Coombs
language : en
Publisher: Rowman & Littlefield
Release Date : 2021-06-18
The Consumer Insights Handbook written by Danielle Sarver Coombs and has been published by Rowman & Littlefield this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-06-18 with Business & Economics categories.
"This practical introduction to audience research shows students that conducting consumer research is not only a necessary skill for any future media professional but that it can also be a creative and fun experience. Students learn how to plan for and complete a research project from the initial RFP to the final presentation of findings"--
Hitting The Sweet Spot The Consumer Insight Workbook
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Author : Lisa Fortini-Campbell
language : en
Publisher:
Release Date : 1992
Hitting The Sweet Spot The Consumer Insight Workbook written by Lisa Fortini-Campbell and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1992 with Advertising categories.
Humanizing Big Data
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Author : Colin Strong
language : en
Publisher: Kogan Page Publishers
Release Date : 2015-03-03
Humanizing Big Data written by Colin Strong and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-03 with Business & Economics categories.
Big data raises more questions than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy rather than just better targeting techniques. Humanizing Big Data guides marketing managers, brand managers, strategists and senior executives on how to use big data strategically to redefine customer relationships for better customer engagement and an improved bottom line. Humanizing Big Data provides a detailed understanding of the way to approach and think about the challenges and opportunities of big data, enabling any brand to realize the value of their current and future data assets. First it explores the 'nuts and bolts' of data analytics and the way in which the current big data agenda is in danger of losing credibility by paying insufficient attention to what are often fundamental tenets in any form of analysis. Next it sets out a manifesto for a smart data approach, drawing on an intelligent and big picture view of data analytics that addresses the strategic business challenges that businesses face. Finally it explores the way in which datafication is changing the nature of the relationship between brands and consumers and why this calls for new forms of analytics to support rapidly emerging new business models. After reading this book, any brand should be in a position to make a step change in the value they derive from their data assets.
Marketing With Strategic Empathy
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Author : Claire Brooks
language : en
Publisher: Kogan Page Publishers
Release Date : 2016-08-03
Marketing With Strategic Empathy written by Claire Brooks and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-08-03 with Business & Economics categories.
We are living in an age of continual motion and change, and as a result traditional strategy planning has become outmoded. Every manager, perhaps even every employee, needs to become a strategist. Every strategist, in turn, needs to develop deep consumer insight - or empathy - as a basis for flexible strategy formation. This book offers a practical guide on how to develop and implement a systematic process of strategic empathy to lead to greater effectiveness and day-to-day success. Marketing With Strategic Empathy is written by Claire Brooks, the CEO of the global consulting firm where the strategic empathy framework and processes were developed. She has applied these in many successful projects for international corporations for more than 10 years.
Epz Consumer Insight
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Author : Merlin Stone
language : en
Publisher:
Release Date : 2005-01-01
Epz Consumer Insight written by Merlin Stone and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-01-01 with categories.
Consumer Insights
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Author : Joseph W. Alba
language : en
Publisher:
Release Date : 2011
Consumer Insights written by Joseph W. Alba and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Advertising categories.
With profound changes in the marketing landscape, the question for researchers and marketers is: What are enduring insights about consumer judgments and behavior? Consumer Insights: Findings from Behavioral Research, edited by Joseph Alba of University of Florida, offers a collection of findings on a broad range of consumer behavior phenomena, from variety seeking and brand recall to price biases and the effects of package size on consumption. Each of 42 entries, contributed by behavioral scientists, includes a generalizable consumer insight or insights, description of evidence base, managerial implications, and selected references. Consumer Insights: Findings from Behavioral Research is intended as supplementary reading for undergraduate and MBA courses and a reference resource for academics and marketing practitioners.
Consumer Insights 2 0
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Author : Dona Vitale
language : en
Publisher: Paramount Market Publishing
Release Date : 2006
Consumer Insights 2 0 written by Dona Vitale and has been published by Paramount Market Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Business & Economics categories.
Consumer-goods companies need more than just traditional market research to make good strategic decisions. That's why many of them have created departments of consumer insights. This book reveals the characteristics of these new departments and their leaders. You'll discover how they contribute to customer knowledge that goes far beyond market research to help set strategy and develop new business opportunities.Based on her 20 years of experience, Dona Vitale outlines:-- Characteristics needed by consumer insights specialists-- Techniques that help develop the insights-- Presentation tips to help a whole company get on board with new ideas.Ms. Vitale also presents an enlightening case study from Dunkin' Donuts brand that makes it crystal clear how consumer insights can contribute to bottom line success.If you would like to be the market leader in your category or your company, this book will guide you every step of the way.
Marketing Scales Handbook
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Author : Gordon C. Bruner
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2015-10-01
Marketing Scales Handbook written by Gordon C. Bruner and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-01 with Marketing research categories.
La 4e de couv.indique : "This is the seventh volume in the long-running Marketing Scales Handbook series. The purpose of the book is to help readers benefit from vetted research by some of the world's consumer behavior experts. By learning about the measures used by the experts, the hope is that those who borrow the well-developed scales rather than using "quick-and-dirty" measures will achieve higher quality insights in their research activities. The book contains reviews of 364 multi-item measures that were reported in one or more articles published in top marketing journals in 2010 and 2011. Each review provides the scale items (questions or statements) as well as information about the scale's origin, previous users, and measurement quality. The scales are useful when wanting to accurately measure theoretical constructs such as attitudes, emotions, and traits in surveys and experiments with a wide variety of participants such as consumers, viewers, patients, patrons, or citizens. Many of the measures could also be used in business settings when studying employees and/or administrators. The scales reviewed in this volume are primarily new and are not in the previous volumes of the series."