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Decision-Driven Analytics
Companies have more data at their fingertips than ever before. Yet, studies show that most executives and organizations fail to extract real value from it. Challenging the conventional wisdom of data-driven decision-making, marketing professors and behavioral scientists Bart De Langhe and Stefano Puntoni argue that many analytics efforts flounder because data analyses are disconnected from the decisions to be made. In their important book, they offer a new approach they call decision-driven analytics. Counterintuitively, they argue that the key to making good decisions with data is to start by putting data in the background. Drawing from their own research and teaching, as well as real-world...
Analyzing the Cultural Diversity of Consumers in the Global Marketplace
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.
Breaking Away
Breaking Away sounds a warning call alerting readers that their privacy and autonomy concerns are indeed warranted, and the remedies deserve far greater attention than they have received from our leading policymakers and experts to date. Through the various prisms of economic theory, market data, policy, and law, the book offers a clear and accessible insight into how a few powerful firms - Google, Apple, Facebook (Meta), and Amazon - have used the same anticompetitive playbook and manipulated the current legal regime for their gain at our collective expense. While much has been written about these four companies' power, far less has been said about addressing their risks. In looking at the ...
Teaching International Law
The practice of teaching international law is conducted in a wide range of contexts across the world by a host of different actors – including scholars, practitioners, civil society groups, governments, and international organisations. This collection brings together a diversity of scholars and practitioners to share their experiences and critically reflect on current practices of teaching international law across different contexts, traditions, and perspectives to develop existing conversations and spark fresh ones concerning teaching practices within the field of international law. Reflecting on the responsibilities of teachers of international law to engage with and confront histories, ...
Elgar Encyclopedia of Consumer Behavior
Modern commercial landscapes are characterized by rapidly evolving markets, and this authoritative Encyclopedia acts as an essential navigational guide to such changeable consumer environments.
Language and Emotion. Volume 3
The Handbook consists of four major sections. Each section is introduced by a main article: Theories of Emotion – General Aspects Perspectives in Communication Theory, Semiotics, and Linguistics Perspectives on Language and Emotion in Cultural Studies Interdisciplinary and Applied Perspectives The first section presents interdisciplinary emotion theories relevant for the field of language and communication research, including the history of emotion research. The second section focuses on the full range of emotion-related aspects in linguistics, semiotics, and communication theories. The next section focuses on cultural studies and language and emotion; emotions in arts and literature, as w...
Handbook of Research on Identity Theory in Marketing
The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.
Digital Empires
The American market-driven regulatory model -- The Chinese state-driven regulatory model --The European rights-driven regulatory model -- Between freedom and control : navigating competing regulatory models --The battle for technological supremacy : the US-China tech war -- When rights, markets, and security collide : the US-EU regulatory battles -- The waning global influence of American techno-libertarianism -- Exporting China's digital authoritarianism through infrastructure -- Globalizing European digital rights through regulatory power.
Essentials of Marketing Research
This exciting new text offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies. Clow and James explore the latest research techniques, including social media and other online methodologies, and they examine current statistical methods of analyzing data. With emphasis on how to interpret marketing research results and how to use those ...
Strategic Marketing Management: Theory and Practice
Strategic Marketing Management: Theory and Practice offers a systematic overview of the fundamentals of marketing theory, defines the key principles of marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. The discussion of marketing theory is complemented by a set of practical tools that enable managers to apply the knowledge contained in the generalized frameworks to specific business problems and market opportunities. The information on marketing theory and practice contained in this book is organized into eight major pa...
