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Bücher der Reihe Foundations and Trends (R) in Marketing

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  • - A Multi-disciplinary Review
    von Pierre Chandon
    89,00 €

    Reviews the literature in marketing, nutrition, psychology, economics and related disciplines that investigate the link between marketing activity, food intake and obesity, with a particular emphasis on the effects of marketing on overeating. The authors bring together streams of research which have so far been largely disconnected.

  • - Measurement and Growth Issues in the Digital Era
    von Alvin J. Silk
    92,00 €

    Provides evidence that over the period 2000 through 2018 nominal aggregate advertising spending in the US as a share of nominal GDP has been falling. The authors further show that nominal aggregate advertising spending has become more responsive to changes in real GDP and GDP price inflation.

  • - A Review of the Research Literature and its Relevance to Senior Executives
    von David Midgley
    124,00 €

    Examines the relevance of academic research to the most senior levels of the marketing profession, the chief marketing officer (CMO), and the interests of their C-suite colleagues, particularly those of the chief executive officer (CEO) and chief financial officer (CFO).

  • von Dawn Iacobucci
    127,00 €

    Explores marketing issues in health care. The primary focus of this book is the collection of summaries of marketing research articles which together represent what is known in academic research at the nexus of marketing and health care.

  • von Andrew T. Ching
    83,00 €

    Provides a critical review of the structural econometric research focusing on the richness and complexity of the prescription drug market and discussing future research directions.

  • von Hans Baumgartner
    116,00 €

    Reviews important issues related to measurement, which is indispensable for empirical research in marketing. The authors distinguish three related but distinct senses to think about measurement and based on this classification discuss issues relevant to each notion of measurement.

  • von Ingrid M. Martin
    106,00 €

    Explores how consumers think about and respond to risk through their consumption behaviours. The authors extend prior reviews through an explicit discussion of the philosophical foundations of risk communication and management and the implications of specific foundations for communication and policy decisions.

  • - Development, Critique, Application and Prospects
    von Eric Arnould
    92,00 €

    A guide to help readers find their way through existing Consumer Culture Theory literature, the most current conceptual and methodological developments, managerial implications, and potential avenues of future importance.

  • von Ernan Haruvy
    83,00 €

    Presents a set of goals to help the reader understand the role of experimental economics in marketing. These include distinguishing experimental economics from other fields in the broadest possible terms; providing the basic methodological tenets of experimental economics; and delineating classes of experiments within experimental economics.

  • - Models, Insights, Implications and Future Research Directions
    von Raj Sethuraman
    107,00 €

    Provides a comprehensive review of the literature on economic models of national brand - store brand competition. The authors review 47 studies published between 1966 and 2011, and report over 160 results. More importantly, the focus is exclusively on the analytical models that give rise to those results.

  • - A Review and Research Agenda
    von Huan Liu
    88,00 €

    Presents an overview of and draws conclusions from extant studies related to multichannel retailing. Academic interest in this topic has increased, with a number of new articles being published on this topic. An updated understanding of how retailers and consumers influence and interact with each other in multichannel retail contexts is required.

  • - An Imagery Story
    von Rashmi Adaval
    83,00 €

    Provides a systematic approach to address the role imagery plays in guiding consumer behaviour. First, it makes sense to consider the conditions that elicit imagery, then to examine how people use it, and finally to explore avenues whereby this use of imagery can help to understand a host of consumption related phenomena.

  • - Current Knowledge and Research Directions
    von Frank T. Beke
    83,00 €

    Uses current knowledge about privacy and information disclosure to outline the main empirical findings regarding the influence of firms' privacy practices on consumers' behaviour. In doing so, the authors examine how the influence of firms' privacy practices on consumers differs between firms, consumers, and contexts.

  • von Alladi Venkatesh
    95,00 €

    Offers a step-by-step approach to conducting ethnography in business and consumer settings with some examples. This monograph also provides a framework and some general principles.

  • - Brand Loyalty, Choice Inertia, and Something in Between
    von A. V. Muthukrishnan
    89,00 €

    Focuses on the type of brand loyalty that is not deeply rooted in values, emotions, and intense person-brand relationships. While some view that loyalty cannot exist without strong emotional involvement and bonding, the author suggests a milder phenomenon - persistent preference - for the chosen brand and its attributes.

  • von Chi-yue Chiu
    83,00 €

    Explains the importance of cultural literacy in marketing, and why a solid understanding is vital to successful international marketing efforts. The authors use a conceptual and empirical framework for analysing how culture affects consumer behaviours, and provide seven steps for understanding the influence of culture on consumer behaviours.

  • - An Imagery StoryTrends and Research Opportunities
    von Dominique Rouzies
    76,00 €

    Salespeople's success is critical to their organisations' performance. Sales Force Compensation reviews the many insights provided by empirical research to date, some of which are just emerging in the marketing literature.

  • - Concepts, frameworks and consumer insights
    von Bernd Schmitt
    70,00 €

    Examines a new and exciting concept of interest to academics and marketing practitioners who have come to realize that understanding how consumers experience brands, and how to provide appealing brand experiences for them, is critical for differentiating their offerings in a competitive marketplace.

  • - An Interdisciplinary Review
    von Alexander Chernev
    77,00 €

    Examines existing literature and builds on the current theoretical developments across different research domains to develop a set of research propositions delineating the impact of product assortment on consumer choice.

  • - Trends and Research Opportunities
    von Douglas Bowman
    83,00 €

    Identifies research opportunities related to market response and marketing mix models falling under four broad areas: "new" or under-studied inputs and/or "richer" measures of inputs constructs; explicitly accounting for the process linking inputs to outputs; "new" or under-studied dependent variables; and under-studied or emerging contexts.

  • - An Integrated Perspective
    von Elie Ofek
    71,00 €

    Discusses why marketing has been perceived as being less relevant for innovation strategy and explains how this can be remedied. The book reviews the role marketing plays at the early phases of innovation management when decisions are being made on new products and services.

  • von Vicki Morwitz
    70,00 €

    Reviews the relevant literature on purchase intentions in marketing, and more generally on the intentions-behavior relationship in social psychology, since purchase intentions are a particular form of the more general construct of intentions.

  • - The Path to Profitability
    von V. Kumar
    95,00 €

    Provides the methods of measuring customer lifetime value (CLV), the strategies for developing customer-centric strategies, the implementation of CLV strategies in a B2B and B2C setting, and the challenges faced by an organisation in implementing a CLV-based framework.

  • von Michel Wedel
    95,00 €

    Provides an overview of the foundations of visual attention and eye-tracking; a conceptual framework for eyetracking research in marketing; and a review of the marketing literature within this conceptual framework.

  • - Construct, Consequences and Causes
    von C. Whan Park, Joseph Priester & Deborah J. McInnis
    61,00 €

    Provides a theoretical construct about the factors that underlie strong brand relationships. The authors define the construct of brand attachment and differentiate it from other constructs arguing that brand attachment is critical to outcome variables that underscore the brand's value to the firm.

  • von W. Fred Van Raaij
    113,00 €

    Explores questions of how consumers should manage their financial affairs and how the market can educate and aid consumers in making better financial decisions. The objective of of this book is to bring together the scientific knowledge of this topic in a systematic way to improve our understanding and provide insights into this behaviour.

  • von Ernan Haruvy
    83,00 €

    Provides an introduction to the basic settings, concepts and processes that are the building blocks of auction research. The book then focuses on the transition from pre-internet auction research to more recent topics. Special attention is given to research opportunities as well as to experimental methods.

  • von Scott A. Neslin
    95,00 €

    Presents a comprehensive overview of the various dynamic effects of promotions. To keep the discussion centred on a common theme, the authors focus in particular on the dynamic effects of price promotions (rather than non-price promotions) offered to consumers (rather than to the trade or to sales force).

  • - Economic Assumptions, Challenges and Trends
    von Sandeep R. Chandukala
    89,00 €

    Examines recent developments in the modelling of choice for marketing and reviews a large stream of research currently being developed by both quantitative and qualitative researches in marketing. The aim of this book is to lay out the foundations of choice models and discuss recent advances.

  • - What Do We Know Now? What Should We Know in the Future?
    von Doug J. Chung
    73,00 €

    Takes readers through the evolution of academic research on sales compensation. By examining the relevance of existing research, the book provides guidance on the design of an effective compensation system. It also discusses how recent technological advances in artificial intelligence and machine learning shape sales strategy transformation.

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