Research Traditions In Marketing
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Research Traditions In Marketing
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Author : Gilles Laurent
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-12-06
Research Traditions In Marketing written by Gilles Laurent and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-06 with Business & Economics categories.
Divergence: A Source of Creative Thinking The outstanding job accomplished by Bernard, Gary, and Gilles is really praiseworthy: not only did they succeed in completing within a remark ably short span of time the editing of the contributions to the conference that marked the 20th Anniversary of the European Institute for Ad vanced Studies in Management; they have also managed to elicit numerous insightful comments from a host of dashing young scholars as well as from the fortunate few established authorities whose findings have long be come leading articles in the best academic journals, who now chair those journals' editorial boards, and after whom great scientific awards have been named. In so doing, our dedicated triumvirate has blended together pieces of diverse research traditions-some of them quite puzzling-and mixed significantly differentiated styles of expression. The controversial display of self-confidence by some distinguished colleagues, the amazingly emo tional "good old" memories revived by their peers, the scapegoat-finding and moralizing confessions produced by some of their disciples together with the detached systematic rigidity of some others all combine to pro duce a multivarious patchwork that may well prove the existence of a marketing scholar lifecycle. This cartoon-like four-class typology might even make it worth the reader's while to indulge in some guesswork to discover the sequence of the four stages as an exercise and then partition the author population accordingly.
Research Traditions In Marketing
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Author : Kristian Möller
language : en
Publisher:
Release Date : 1992
Research Traditions In Marketing written by Kristian Möller and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1992 with categories.
Qualitative Consumer And Marketing Research
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Author : Krittinee Nuttavuthisit
language : en
Publisher: Springer
Release Date : 2019-02-13
Qualitative Consumer And Marketing Research written by Krittinee Nuttavuthisit and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-02-13 with Business & Economics categories.
This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies.
Consumer Culture Theory
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Author : Russell W. Belk
language : en
Publisher: Emerald Group Publishing
Release Date : 2013-12-06
Consumer Culture Theory written by Russell W. Belk and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-06 with Business & Economics categories.
This volume of Research in Consumer Behavior is made up from a selection of papers from the Eight Consumer Culture Theory Conference and represents the latest research on consumption and consumer culture from scholars around the world.
Qualitative Marketing Research
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Author : Johanna Moisander
language : en
Publisher: SAGE
Release Date : 2006-05-11
Qualitative Marketing Research written by Johanna Moisander and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-05-11 with Business & Economics categories.
Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory. The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.
Consumer Behavior And Culture
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Author : Marieke de Mooij
language : en
Publisher: SAGE
Release Date : 2019-06-10
Consumer Behavior And Culture written by Marieke de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-10 with Business & Economics categories.
Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in people’s relationships with others.
Global Observations Of The Influence Of Culture On Consumer Buying Behavior
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Author : Sarma, Sarmistha
language : en
Publisher: IGI Global
Release Date : 2017-07-13
Global Observations Of The Influence Of Culture On Consumer Buying Behavior written by Sarma, Sarmistha and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-07-13 with Business & Economics categories.
Positive consumerism is the backbone to a strong economy. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Observations of the Influence of Culture on Consumer Buying Behavior is an in-depth, scholarly resource that discusses how marketing practices can be influenced by cultural preferences. Featuring an array of relevant topics including societal environments, cultural stereotyping, brand loyalty, and marketing semiotics, this publication is ideal for CEOs, business managers, professionals, and researchers that are interested in studying alternative factors that impact the marketing field.
Handbook Of Culture And Consumer Behavior
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Author : Sharon Ng
language : en
Publisher: Oxford University Press
Release Date : 2015-03-10
Handbook Of Culture And Consumer Behavior written by Sharon Ng and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-10 with Psychology categories.
Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization, managers are becoming increasingly aware that operating in multiple markets is crucial for firms' survival and growth. As the world's growth engine shifts from Europe and North America to Asia and Latin America, it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think, behave, consume, and purchase. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information-processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, and impulsive consumption. In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research.
Culture And Consumer Behavior
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Author : Chi-yue Chiu
language : en
Publisher:
Release Date : 2014-03
Culture And Consumer Behavior written by Chi-yue Chiu and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-03 with Business & Economics categories.
Culture and Consumer Behavior explains why understanding how culture influences consumer behavior is vital to successful international marketing efforts. The authors use a conceptual and empirical framework for analyzing how culture affects consumer behaviors, and provide 7 steps for understanding the influence of cultures on consumer behaviors.
Gender Culture And Consumer Behavior
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Author : Cele C. Otnes
language : en
Publisher: Taylor & Francis
Release Date : 2012-04-27
Gender Culture And Consumer Behavior written by Cele C. Otnes and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-04-27 with Business & Economics categories.
This book covers the gamut of topics related to gender and consumer culture. Changing gender roles have forced scholars and practitioners to re-examine some of the fundamental assumptions and theories in this area. Gender is a core component of identity and thus holds significant implications for how consumers behave in the marketplace. This book offers innovative research in gender and consumer behavior with topics relevant to psychology, marketing, advertising, sociology, women’s studies and cultural studies. It offers 16 chapters of cutting-edge research on gender, international culture and consumption. Unique to this volume is its emphasis on consumption and masculinity and inclusion of topics on a rapidly changing world of issues related to culture and gender in advertising, communications, psychology and consumer behavior.