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Researching and Analysing Business
Researching and Analysing Business: Research Methods in Practice provides an accessible and practical guide to various data collection and data analysis techniques within management, from both quantitative and qualitative perspectives. This key resource functions as a comprehensive reference tool – covering a broad variety of methodologies – examining both the theory behind them and their application in practice. These include systematic literature review through bibliometric and meta-analysis, secondary vs primary sources, qualitative research vs quantitative research, combining qualitative and quantitative methods, qualitative and quantitative research method approaches, fsQCA, data mi...
Building Corporate Identity, Image and Reputation in the Digital Era
Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, expe...
Individuals in B2B Marketing
The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of business-to-business (B2B) marketing and are responsible for making decisions, negotiating, networking, branding, and all other of the firm’s vital processes. Especially in small and medium-sized enterprises (SMEs), the role of individuals is important, as those in charge of the SMEs are often the face and the mind of a company. However, the role of the individual in B2B marketing literature has often been overlooked. This book covers the gap by providing a variety of novel perspectives that involve individuals as central figures in the ...
Democratizing Luxury
Democratizing Luxury explores the interplay between advertising and consumption in modern Japan by investigating how Japanese companies at key historical moments assigned value, or "luxury," to mass-produced products as an important business model. Japanese name-brand luxury evolved alongside a consumer society emerging in the late nineteenth century, with iconic companies whose names became associated with quality and style. At the same time, Western ideas of modernity merged with earlier artisanal ideals to create Japanese connotations of luxury for readily accessible products. Businesses manufactured items at all price points to increase consumer attainability, while starkly curtailing pr...
The Routledge Companion to Marketing Research
This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice. Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as: Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis Big data Neuroscientific techniques and physiological measures Voice prints Human–computer interaction Emerging approaches such as shadowing, netnographies and ethnographies Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice.
Strategic International Marketing
Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.
The Continuum of Consumer Choice
Human consumption is multi- faceted and so requires inter- disciplinary exploration in order to explain a spectrum of experiences that is at once particular and allpervading. Consumer choice is a microcosm of human activity which transcends the purview of the archetypal marketing or consumer psychology textbook. Its perspective is that of social science itself. This book understands the study of consumer choice as a paradigm of human socio- economic activity and seeks further understanding of its socio- economic and philosophical bases. The Continuum of Consumer Choice provides a novel view of consumer choice based on the temporal horizon of the consumer, giving rise to a spectrum of consump...
Storytelling in Marketing and Brand Communications
Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how storytelling affects our brains using consumer psychology and neuroscience insights. With theories, practice, application, and several conceptual models, tools, and techniques, this book invites researchers, academics, marketing practitioners, and students to decode the art of storytelling and join the debate on how storytelling transforms the discourse of marketing and brand communications. Ancient people ga...
Sustainable Economy and Emerging Markets
Sustainable Economy and Emerging Markets provides a snapshot of the different dimensions of sustainability and analyses how they interact and configure themselves, case by case, in selected emerging economies. The parameters of economic growth in developing economies are explored in the context of systems, climate change, and environmental challenges. With contributions from a range of business academics, economists, and practitioners, this book conveys a picture of the complex nature of the new global business environment, especially the geopolitical dynamics of emerging countries, and breaks down the challenges across geographic fault lines, offering insights into current business practice. By adopting an in-depth case study approach, this edited book offers and discusses examples from several emerging markets and elucidates how these organisations have modelled business based on sustainable development in its various forms. This book will prove valuable reading for students and scholars of international business, international trade, sustainability, and development.
