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Consumer Behaviour
A trusted resource for Consumer Behaviour theory and practice. Consumer Behaviour explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies. In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making. The sixth edition of this Australian text provides expanded coverage of contemporary topics.
Consumer Behaviour
With special reference to India.
Lean Customer Development
How do you develop products that people will actually use and buy? This practical guide shows you how to validate product and company ideas through customer development research—before you waste months and millions on a product or service that no one needs or wants. With a combination of open-ended interviewing and fast and flexible research techniques, you’ll learn how your prospective customers behave, the problems they need to solve, and what frustrates and delights them. These insights may shake your assumptions, but they’ll help you reach the "ah-ha!" moments that inspire truly great products. Validate or invalidate your hypothesis by talking to the right people Learn how to conduct successful customer interviews play-by-play Detect a customer’s behaviors, pain points, and constraints Turn interview insights into Minimum Viable Products to validate what customers will use and buy Adapt customer development strategies for large companies, conservative industries, and existing products
Beyond the Basics
"This book is a rich source of ideas for more effective Internet marketing. The frameworks and rules will help the marketing professional because they are grounded in solid research. The book is also a great place for academics and research-oriented students to find ideas worthy of deeper and more extensive research." -John A. Deighton, Harold M. Brierley Professor of Business Administration, Harvard Business School "Here's a novel idea! Insights and recommendations for Internet retailers that are based on actual research and scientific rigor. The authors, applying the tools of qualitative and quantitative research, expose much of the "conventional wisdom" of Internet retailing as myth, and ...
Marketing Management
Marketing is of interest to students of marketing, or marketers of tangibles or non tangibles.
Handbook of Service Marketing Research
The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today. Cutting-edge topics include: customer relationships and loy
Ebook: Advertising and Promotion
Ebook: Advertising and Promotion
