Strategic Market Research
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| Author | : Anne E. Beall |
| Publisher | : iUniverse |
| Total Pages | : 99 |
| Release | : 2010-07-14 |
| Genre | : Business & Economics |
| ISBN | : 1936236176 |
For a company to embrace market research as a facilitator of change, it must be willing to take the approach that makes the most impact on its organization. That approach is the key in making a difference using market research. In this guide, author Anne Beall shares her unique procedure for conducting strategic market research. With more than fifteen years of experience in conducting market research, Beall details the strategic principles she has developed that impact the way in which market research can inspire and change an organization. Strategic Market Research discusses identifying the strategic questions that will help a business; using the right research techniques to answer these questions; obtaining the level of depth required to have insight; reading the nonverbal communications of research respondents when doing qualitative work; identifying the emotional aspects of human behavior; using statistical analyses to understand what drives markets; going beyond the data to interpret the results and make strategic recommendations. In addition to addressing both qualitative and quantitative research, Strategic Market Research provides real-life examples illustrating the application of these concepts in various scenarios, including businesses and non-profit organizations. Implementing the strategic approach from the beginning to the end of a project provides information that promotes change.
| Author | : Douglas West |
| Publisher | : Oxford University Press, USA |
| Total Pages | : 613 |
| Release | : 2010-03-25 |
| Genre | : Business & Economics |
| ISBN | : 0199556601 |
This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of marketing strategy and thinking. It provides examples to facilitate the understanding of theoretical concepts.
| Author | : Hajli, Nick |
| Publisher | : IGI Global |
| Total Pages | : 462 |
| Release | : 2015-04-30 |
| Genre | : Business & Economics |
| ISBN | : 1466683546 |
To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.
| Author | : Torsten Tomczak |
| Publisher | : Springer |
| Total Pages | : 261 |
| Release | : 2017-09-15 |
| Genre | : Business & Economics |
| ISBN | : 3658184175 |
Dieses Lehrbuch führt in verständlicher, systematischer und knapper Form in die Problemfelder der Marketingplanung ein. Sowohl die Marketingplanung auf der Unternehmens- und Geschäftsfeldebene als auch die Planung des Marketing-Mix werden behandelt. Mit Hilfe von zahlreichen kurzen Fallbeispielen werden wesentliche Aspekte des Inhaltes veranschaulicht. Die Autoren haben in der 7. Auflage alle Kapitel überarbeitet und diverse neue Praxisbeispiele aufgenommen. Bei der Markenführung wurden einige Grundlagen ergänzt.
| Author | : Mercedes Esteban-Bravo |
| Publisher | : Cambridge University Press |
| Total Pages | : 883 |
| Release | : 2021-01-28 |
| Genre | : Business & Economics |
| ISBN | : 1108834981 |
Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.
| Author | : Robert S. Duboff |
| Publisher | : John Wiley & Sons |
| Total Pages | : 330 |
| Release | : 2000-03-20 |
| Genre | : Business & Economics |
| ISBN | : 9780471360056 |
Strategic anticipation enables businesses to embrace shifts in the marketplace early on and align market research and forecasting into the structure of the business. This comprehensive book provides managers with tools they can use to align their company's market research and business planning efforts with their organization's overall business strategy and operations.
| Author | : Claire Brooks |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 256 |
| Release | : 2016-08-03 |
| Genre | : Business & Economics |
| ISBN | : 0749477555 |
We are living in an age of continual motion and change, and as a result traditional strategy planning has become outmoded. Every manager, perhaps even every employee, needs to become a strategist. Every strategist, in turn, needs to develop deep consumer insight - or empathy - as a basis for flexible strategy formation. This book offers a practical guide on how to develop and implement a systematic process of strategic empathy to lead to greater effectiveness and day-to-day success. Marketing With Strategic Empathy is written by Claire Brooks, the CEO of the global consulting firm where the strategic empathy framework and processes were developed. She has applied these in many successful projects for international corporations for more than 10 years.
| Author | : Venkatesh Shankar |
| Publisher | : Edward Elgar Publishing |
| Total Pages | : 529 |
| Release | : 2012 |
| Genre | : Business & Economics |
| ISBN | : 1781005222 |
This 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 | : Chiweshe, Nigel |
| Publisher | : IGI Global |
| Total Pages | : 403 |
| Release | : 2019-06-29 |
| Genre | : Business & Economics |
| ISBN | : 1522578609 |
Many governments in developing nations are finding it nearly impossible to address challenges posed to their countries, including poverty, disease, and high levels of youth unemployment. Thus, social entrepreneurs are attempting to address these social challenges through the creation of social enterprises. However, further research is needed as to what social entrepreneurship is and how these enterprises can utilize and formulate marketing strategies. Strategic Marketing for Social Enterprises in Developing Nations provides innovative insights for an in-depth understanding of where marketing and social entrepreneurship interact, providing clarity as to what social entrepreneurship is as an organizational offering, what drives social entrepreneurship, and the formulation of marketing strategies for social enterprises. Highlighting topics such as income generating, marketing management, and media dependency theory, it is designed for managers, entrepreneurial advisors, entrepreneurs, industry professionals, practitioners, researchers, academicians, and students.
| Author | : Matthew Harrison |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 400 |
| Release | : 2016-03-03 |
| Genre | : Business & Economics |
| ISBN | : 0749475862 |
Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analyzing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results. This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences are included throughout to ground the concepts in business reality. Accompanied by a range of online tools, templates, surveys and guides, this is an invaluable guide for students of research methods, researchers, marketers and users of market research. Online resources include a range of tools, templates, surveys and guides.
