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Author: Roland T. Rust
Publisher: Edward Elgar Publishing
Published: 2014-02-28
Total Pages: 629
ISBN-13: 0857938851
DOWNLOAD EBOOKThe 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
Author: Teresa Swartz
Publisher: SAGE
Published: 2000
Total Pages: 538
ISBN-13: 9780761916123
DOWNLOAD EBOOKThis is a comprehensive, practical and theoretical guide to the latest thinking in the foundations of services. The authors present contributions from the world''s leading experts on services marketing and management.'
Author: Vithala R. Rao
Publisher: Edward Elgar Publishing
Published: 2009
Total Pages: 617
ISBN-13: 1848447442
DOWNLOAD EBOOKPricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This unique Handbook provides current knowledge of pricing in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The environment in which pricing decisions and transactions are implemented has changed dramatically, mainly due to the advent of the Internet and the practices of advance selling and yield management. Over the years, marketing scholars have incorporated developments in game theory and microeconomics, behavioral decision theory, psychological and social dimensions and newer market mechanisms of auctions in their contributions to pricing research. These chapters, specifically written for this Handbook, cover these various developments and concepts as applied to tackling pricing problems. Academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.
Author: Rajiv Grover
Publisher: SAGE
Published: 2006-06-23
Total Pages: 721
ISBN-13: 141290997X
DOWNLOAD EBOOKThe Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Author: Venkatesh Shankar
Publisher: Edward Elgar Publishing
Published: 2012
Total Pages: 529
ISBN-13: 1781005222
DOWNLOAD EBOOKThis authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.
Author: Christian Homburg
Publisher: Springer
Published: 2021-12-03
Total Pages: 0
ISBN-13: 9783319574110
DOWNLOAD EBOOKIn this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered.
Author: Nancy L. Lough
Publisher:
Published: 2012
Total Pages: 0
ISBN-13: 9781935412397
DOWNLOAD EBOOKDrawing from the seminal works published during the past two decades in Sport Marketing Quarterly, this collection edited by Nancy L. Lough and William A. Sutton brings to light foundational theories that have guided some of the most pragmatic studies to date. This Handbook revisits trends, presents instruments designed to assess key constructs, and provides critical analysis of industry practices with regard to issues such as gender, race, and ethical practices.
Author:
Publisher: Emerald Group Publishing
Published: 2005
Total Pages: 57
ISBN-13: 1845441435
DOWNLOAD EBOOKAuthor: Sheila Corrall
Publisher: Facet Publishing
Published: 1999
Total Pages: 329
ISBN-13: 1856043118
DOWNLOAD EBOOKNewly qualified library and information staff are thrown in at the deep end in their first jobs, where they are expected to function as skilled practitioners. They find themselves in a world where technological developments and global competition are changing the shape and reach of information services. The scale and speed of change present constant challenges to develop awareness and understanding of the wider environment in order to improve local services. Their need for support in their professional development is particularly acute at this stage in their careers. This easy-to-use manual aims to provide that support at both operational and strategic levels. It is designed to help new professionals make sense of the contemporary information world and devise effective strategies for developing their skills and services. It brings together a host of useful sources covering the professional and managerial aspects of information work, introducing key concepts and techniques in a coherent framework, and using practical examples to illustrate current organizational and service trends. The book offers a global cross-sectoral perspective on information resources and services, covering strategy and marketing as well as day-to-day operations. The thematic arrangement means that each chapter can be used as a self-directed training module, or as the basis of a session with a supervisor or mentor. Packed with activities and reflection points, the book encourages a critical approach through the use of questions and also offers annotated bibliographies providing quick access to relevant publications, websites and organizations worldwide. Readership: Particularly valuable as an on-the-job reference source for those working towards chartered/corporate membership of professional bodies, this workbook also makes extremely useful reading for students and lecturers, staff development officers, those returning to employment after a break, and established professionals in search of fresh perspectives or career development.
Author: Eileen Bridges
Publisher: Routledge
Published: 2020-04-02
Total Pages: 541
ISBN-13: 1351245228
DOWNLOAD EBOOKThe Routledge Handbook of Service Research Insights and Ideas offers authoritative coverage of current scholarship in the expanding discipline of service research. Original chapters from the world’s leading specialists in the discipline explore foundations and innovations in services, highlighting important issues relating to service providers, customers, and service design. The volume goes beyond previous publications by drawing together material from different functional areas, including marketing, human resource management, and service process design and operations. These topics are important in helping readers become knowledgeable about how different functional areas interact to create a successful customer experience. This book is ideal as a first port of call for postgraduate students desiring to get up to speed quickly in the services discipline. It is also a must-read for academics new to services who want to access cutting-edge research.
