For undergraduate and graduate marketing research courses.
Experience the Interaction Between Marketing Research and Marketing Decision-Making Marketing Research: An Applied OrientationÂ takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.
The Sixth Edition is even more current, contemporary, illustrative, and sensitive to user needs.
Critics of this new book might argue the election of President Obama is proof that racial, ethnic, gender and sexual preference barriers have been torn down, and marketing to these attributes isn't all that important anymore.
This book takes the position that instead of getting pushed to the background, multicultural segmentation needs to become more sophisticated, and take its rightful place--front and center.
With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake.
Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides EIGHT basic rules that should guide you through the process of marketing as diversity becomes mainstream.
Recommended, for all levels of management and any student of marketing or advertising.
Table of Contents
Part I -- Meet the New Americans One: Melting Pots, Multiculturalism and Marketing to the New America Two: Hispanic Americans Three: African Americans Four: Asian Americans Five: LGBT Americans Six: Post-ethnic America and People of Mixed Race
Part II -- The Rules of Multicultural Marketing Rule 1: Boost your MQ Rule 2: Divide and conquer Rule 3: Don't trust the experts Rule 4: Don't let the joke be on you Rule 5: Don't get lost in translation Rule 6: Push their buttons Rule 7: Market on a wink and a prayer Rule 8: Make up, don't cover up
Marketing research is an integral part of marketing. It helps companies stay competitive and avoid the high costs of poor decisions based on unsound information. This book helps readers to master the skills of marketing research, from assessing informati
For courses in Marketing Research at two- and four-year colleges and universities
An engaging, do-it-yourself approach to marketing research
Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titlesâBasic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientationâauthor Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of todayâs undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.
This text provides a better teaching and learning experienceâfor you and your students. It will help you to:
â¢ Give students a framework for understanding: A clear framework helps students grasp marketing research principles, as well as the relationship between marketing research and management. â¢ Emphasize practical applications: A do-it-yourself approach and detailed real-world cases let students see how marketing research is actually conducted. â¢ Foster interest through contemporary content: Current examples and an emphasis on online market research and social media helps students understand the relevance of course material. â¢ Enable student success via learning aids: Various tools, throughout the text and at the end of each chapter, support students as they learn and review.
In this book, we research the importance of marketing orientation in businesses and especially in the telecommunication industry. How a successful marketing orientation could contribute to better performance and productivity, how a business could differentiate its services from its rivalâs, how to achieve long lasting customer relationships and further contribute to the welfare of the modern societies. We research especially the Greek telecommunication market, its transition from state monopoly to privatization and the role of the Hellenic telecommunication and post commission (E.E.T.T). The research method used and the results are quite surprising as reveal the extent of the adoption of marketing orientation in the Greek telecommunication industry compared with the leading company which has the highest market share.
Book Summary of Marketing Research : An Applied Orientation 5ed Marketing Research: An Applied Orientation is written to provide a marketing research text that is comprehensive, practical, applied and managerial and presents a balanced coverage of both qualitative and quantitative material. This book is written from the perspective of a marketing research user. It reflects the current trends in international marketing, ethics and the integration of internet and computers, as well as a focus on the practice of marketing research by featuring Burke, Inc. and marketing research organizations. Several unique features in terms of the content and presentation of the material make it distinctive.
Appropriate for both undergraduate and graduate courses in Marketing Research, this text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Third Edition reflects current trends in international marketing, ethics, and the continuing integration of technology. It strives to build on the success of previous editions by being even more current, contemporary, illustrative and user-friendly.
Marketing orientation is both the key objective of most food producers and their biggest challenge. Connecting food and agricultural production with the changing needs and aspirations of the customer provides the means to ensure competitive advantage, resilience and added value in what you produce. But market orientation is not something that you can just buy in or bolt on to what you do. Market orientation is a matter of changing the culture of your organisation; finding ways of learning more about your customers and understanding their needs; changing your development and reward systems to educate your employees; it may also involve significant changes to your production processes. This comprehensive collection of original research explores the challenges and opportunities associated with market orientation along the food supply chain; from the animal feed industry to meat retailing and from organic foods to old world wines. All the chapters provide exceptional insight into understanding how market orientation can benefit food suppliers and how it is essential for long-term success.