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Refocusing Focus Groups
Focus groups are the most used and abused qualitative marketing research method. Refocusing Focus Groups by Robert J. Morais lays out, in simple terms, the best practices for planning, designing, conducting, and interpreting focus groups. This book draws upon perspectives and techniques from psychology and anthropology, along with decades of the author's and other experts' experience. Refocusing Focus Groups will appeal to busy marketing, marketing research, and advertising professionals, students, and to anyone interested in consumer research.
Advertising and Anthropology
Examining theory and practice, Advertising and Anthropology is a lively and important contribution to the study of organizational culture, consumption practices, marketing to consumers and the production of creativity in corporate settings. The chapters reflect the authors' extensive lived experienced as professionals in the advertising business and marketing research industry. Essays analyze internal agency and client meetings, competitive pressures and professional relationships and include multiple case studies. The authors describe the structure, function and process of advertising agency work, the mediation and formation of creativity, the centrality of human interactions in agency work, the production of consumer insights and industry ethics. Throughout the book, the authors offer concrete advice for practitioners.Advertising and Anthropology is written by anthropologists for anthropologists as well as students and scholars interested in advertising and related industries such as marketing, marketing research and design.
Handbook of Anthropology in Business
The first comprehensive work on the burgeoning field of business anthropology, this innovative reference book, including more than 60 international scholar-practitioners, provides a foundation for the field for years to come.
Business Anthropology: The Basics
Business Anthropology: The Basics is an accessible and engaging introductory text organized around key issues in the field. It introduces readers to the application of anthropological theory and practice to real world examples in industry and will assist students in developing awareness, skill, and perspectives to help address real life situations they encounter in the world. Topics covered include: Defining applied, design and digital anthropology Explaining key research methods and approaches used in industry, government, and non-profit sectors Investigating issues internal to an organization that assist in managing change Covering topics like marketing communications, user experience, product development and entrepreneurship Explaining ways for organizations to partner and interact with communities, economics and politics to implement change Discussing approaches to encourage public conversation about social issues Business Anthropology: The Basics is an essential read for students and faculty approaching the subject for the first time.
The Language of Branding
The Language of Branding: Theory, Strategies, and Tactics will teach you how to use language successfully to improve brand value and influence consumer behavior. Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist in market research, they describe and apply principles from four fields of study: * the structure and meaning of language; * how humans acquire, use and understand language; * how social setting impacts language use; and * the signs and symbols that make up communication The strengths of each of these approaches are combined into a solid theory of creatin...
The Cultural Dimension of Global Business
Now in its eighth edition, The Cultural Dimension of Global Business continues to provide an essential foundation for understanding the impact of culture on global business and global business on culture. The highly experienced authors demonstrate how the theory and insights of cultural anthropology can positively influence the conduct of global business, examining a range of issues that individuals and organizations face as they work globally and across cultures. The cross-cultural scenarios presented in each chapter allow students of business, management, and anthropology alike to explore cultural difference while gaining valuable practice in thinking through a variety of complex and thorny cultural issues. The fully updated eighth edition offers: • an expanded focus on organizational activities, with two new chapters that provide greater insight into organizational culture and change, and customer engagement; • fresh case study material with a range of examples drawn from around the world; • further resources via a companion website, including a fully updated Instructor’s Manual and new interactive quiz questions for students.
The Human Terrain System
The Human Terrain System embedded civilians primarily in brigade combat teams (BCTs) in Iraq and Afghanistan between 2007 and 2014 to act as a collection and dispersal mechanism for sociocultural comprehension. Set against the backdrop of the program's evolution, the experiences of these social scientists clarifies the U.S. Army's decision to integrate social scientists at the tactical level in conflict. Based on interviews, program documents, material from Freedom of Information Act requests, and secondary sources, this book finds a series of limiting factors inhibiting social science research at the tactical level, common to both Iraq and Afghanistan. Complexity in integrating civilians in...
The Routledge Companion to Practicing Anthropology and Design
The Routledge Companion to Practicing Anthropology and Design provides a comprehensive overview of the history of the relationship between these two fields and their current state, outlining key concepts and current debates as well as positing directions for future practice and research. Bringing together original work from a diverse group of established and emerging professionals, this volume joins a wider conversation about the trajectory of this transdisciplinary movement inspired by the continuing evolution of anthropology and design as they have adapted to accelerating and unpredictable conditions in arenas that span sectors, economies, socio-cultural groups, and geographies. It homes i...
Using Anthropology in the World
How can anthropology students prepare themselves to become practitioners? This book is designed to help students prepare for a career in putting anthropology to work in the world. The book: - Provides an introduction to the discipline of anthropology and its contribution to the world; - Outlines the shape of anthropological practice today; - Describes how students can prepare for a career in practice; - Sets out a framework for career planning; - Reviews challenges arising in the course of a practitioner career; - Includes short contributions from practitioners on aspects of training, practice, and career planning.
Ethics in the Anthropology of Business
Ethics in business is a major topic both in the social sciences and in business itself. Anthropologists, long attendant to the intersection of ethics and practice, are particularly well suited to offer vital insights on the subject. This timely collection considers a range of ethical issues in business through the examination of anthropologically informed theory and case examples. The meaning of ethical values, practices, and education are explored, as well as practical ways of implementing them, while the specific ethical challenges of industries such as advertising, market research, and design are considered. Contributions from anthropologists in business and academia promise a broad range of perspectives and add to the growing discussion on the ways anthropologists study, work, teach, and engage in a variety of industry settings. Engagingly written, Ethics in the Anthropology of Business will be of interest to a wide variety of audiences, including practicing anthropologists, current and future business leaders, and scholars and students from a range of social sciences.
