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Market-Driven Thinking
Market-Driven Thinking provides a useful mental model and tools for learning about how executives and customers think within marketplace contexts. When the need to learn about how executives and customer think is recognized, a solution is usually implemented automatically, with no thought given to the relative worth of alternative methods to learn fill the need. Thus, the "dominant logics" (most often implemented methods) to learn about thinking are written surveys and focus group interviews--two research methods that that almost always fail to provide valid and useful answers on how and why executives and customers think the way they do. Through descriptive research, MDT examines the actual...
The Influentials
Although opinion leadership has been the subject of numerous studies, in areas ranging from politics to fashion and in many societies and cultures, The Influentials represents the first systematic analysis of the concept. It offers a multidisciplinary presentation of the definitions, typologies, methods, and findings of opinion leadership, from its early formulation, through the emergence of the first empirical evidence, to the most recent research. Weimann examines opinion leadership and personal influence in a number of areas, including marketing, public opinion and elections, education, fashion, science, agriculture, and health care. He also examines the growing criticism of the model based on theoretical and empirical weaknesses of the original concept and evaluates for the first time modifications that have emerged, including a new measure (the PS Scale) and its testing and application. The final chapters for the first time link opinion leadership with the important theoretical and research tradition of agenda setting.
Consumer Behavior
Consumer Behavior presents an autobiographical view of Morris B. Holbrook’s contributions to the study of consumer behavior, describing his life and work over the past 60 years via a collection of subjective personal introspective essays. This new collection extends, enlarges, and elaborates on the insights garnered over Holbrook’s career to provide a lively and thought-provoking exploration of the evolution of consumer research. Using Subjective Personal Introspection (SPI), Holbrook shares aspects of his own journey in developing insights into such topics as the consumption experience, consumer value, the jazz metaphor, marketing education, and various controversies that have intereste...
New Meanings for Marketing in a New Millennium
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2001 Academy of Marketing Science (AMS) Annual Conference held in San Diego, California, entitled New Meaning for Marketing in a New Millennium.
The Book of all 20 Methodologies to Improve and Profit from Customer Experience and Service
In the past, medicine worked like this: a patient looked for a doctor who evaluated him carefully. After the evaluation, the doctor said to the patient: Are you willing to abandon everything that has made you sick so far? Only then do I accept to be your doctor. Now, I ask you: Is your company willing to abandon all the bad processes and bad strategies that have given your customers a bad experience? The big problem is that, in many cases, we look for doctors, pharmacists and software resellers and, what they want most, is to recommend medicines and CRM systems for a temporary cure, or imaginary cure to serve the media or advertising. What's wrong with that? It is that in the customer servic...
Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
This volume includes the full proceedings from the 1998 Academy of Marketing Science (AMS) Annual Conference held in Norfolk, Virginia. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behaviour, entrepreneurial marketing, international marketing, advertising, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
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.
Global Perspectives in Marketing for the 21st Century
This volume includes the full proceedings from the 1999 World Marketing Congress held in Qawra, Malta with the theme Global Perspectives in Marketing for the 21st Century. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research and practice. Among its services to members and the community at large, the Academy offers confe...
