Internet Marketing Research: Theory and Practice
Internet Marketing Research: Theory and Practice

Author: Lee, Ook

Publisher: IGI Global

Published: 2000-07-01

Total Pages: 272

ISBN-13: 1930708890

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Internet marketing has become an important issue for many businesses around the world which have any form of commercial presence on the net. It is often perceived that doing business on the Internet mostly requires competency in the technology area. However as many dot com companies are failing due to lack of revenue generation, which could be induced by the inadequate marketing and marketing research, practitioners and scholars of e-commerce are keen to obtain a better understanding of the whole phenomenon of Internet marketing. To understand what's working as an Internet marketing strategy or tactic, one needs to conduct marketing research using rigorous statistical methodology.

Internet Research
Internet Research

Author: Ned L. Fielden

Publisher:

Published: 2001

Total Pages: 0

ISBN-13: 9780786410996

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To many people, the use of computers and the Internet as research tools is not a new concept. To others, though, computers are a relatively recent if necessary addition to their research toolkit. A lack of experience presents many difficulties for first-time users and others with limited computer know-how. This work, a second edition to the acclaimed Internet Research: Theory and Practice provides useful information for anyone who wants to broaden the range and scope of their research tools or anyone who wants to increase their knowledge about what is available electronically. The author discusses the following: basic methods of research using Internet protocols, Internet history, techniques for online searching, research theory and suggestions for maximizing results, mechanisms helpful in distinguishing good from bad or mediocre information, and ways for individuals to improve their research skills. Also included is an expanded discussion of Internet search engines and their operation, issues in scholarly communication and other emerging matters, and an enlarged and updated bibliography.

Advertising Research
Advertising Research

Author: Joel Davis

Publisher: Pearson

Published: 2012

Total Pages: 0

ISBN-13: 9780132128322

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In order to become a successful advertising professional, it's important to understand the importance of research. Advertising Research: Theory & Practice shows readers how research helps advertisers make the best decisions in regards to strategy, target audiences, and creativity in a complex consumer and media environment. KEY TOPICS: The Nature and Process of Research; Research Ethics; Secondary Research; Sampling; Collecting Qualitative Insights; Focus Groups; Analysis of Qualitative Data; Data Collection through Observation: Human and Automated; Data Collection through Observation: Biometrics; Survey Research; Measurement; Asking Questions; Questionnaire Design; Experiments; Quantitative Data Analysis: Descriptive Statistics; Quantitative Data Analysis: Inferential Statistics; Segmentation; Brand Maps; Concept and Benefit Testing; Post-Production Advertising Testing and Optimization; Presenting Research MARKET: For professionals looking to increase their advertising knowledge and skills.

Digital Advertising
Digital Advertising

Author: Shelly Rodgers

Publisher: Taylor & Francis

Published: 2017-02-17

Total Pages: 466

ISBN-13: 1317225465

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Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Marketing Theory
Marketing Theory

Author: Pauline Maclaran

Publisher: SAGE Publications Limited

Published: 2008-01-18

Total Pages: 0

ISBN-13: 9781847870001

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Marketing Theory presents a comprehensive scholarly overview of the development of marketing theory. Drawing on a variety of international sources, the three editors bring together key contributions to the field that reflect both historical and contemporary debates and influences. This major work draws together the many disparate perspectives that have contributed to the development of marketing theory to provide scholars with a substantive reference base from which to further develop the area.

Marketing in a Digital World
Marketing in a Digital World

Author: Aric Rindfleisch

Publisher: Emerald Group Publishing

Published: 2019-09-19

Total Pages: 248

ISBN-13: 1787563391

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Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world.

Intercultural Marketing
Intercultural Marketing

Author: Ivana Beveridge

Publisher: Routledge

Published: 2020-11-17

Total Pages: 181

ISBN-13: 1000218090

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With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from marketing practice. Built on a strong, cross-disciplinary theoretical foundation and extensive practice experience, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book’s new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the "practitioner’s hat" and including practice in a netnographic research method.

Advanced Theory and Practice in Sport Marketing
Advanced Theory and Practice in Sport Marketing

Author: Eric C. Schwarz

Publisher: Routledge

Published: 2017-12-18

Total Pages: 424

ISBN-13: 1351667629

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Effective marketing is essential for any successful sport organization, from elite international teams to local leagues. Now in a fully revised and updated third edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level. This new edition goes beyond the introductory marketing course by exploring advanced marketing theories related to social responsibility, global issues, information systems, consumer behavior, product management, logistics, sales, promotions, and social/digital/mobile media. New to the edition are sections on branding, destination marketing, and performance evaluation that demonstrate how to measure impacts through sport marketing and how to use analytics to determine sport marketing success. Every chapter contains extended case studies and theory-to-practice insights from marketing professionals around the world and a companion website includes an impressive array of additional teaching and learning resources. Advanced Theory and Practice in Sport Marketing goes further than any other textbook to prepare students for the real world of sport marketing. It is essential reading for any upper-level undergraduate or postgraduate course in sport marketing or sport business.

Introduction to Marketing
Introduction to Marketing

Author: Adrian Palmer

Publisher: Oxford University Press

Published: 2012-03-29

Total Pages: 575

ISBN-13: 0199602131

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This new, innovative textbook provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.