Dictionary of social and market research

Sample

Hy Mariampolski

"Ethnography for Marketers is designed as a standard training and reference resource to help corporate managers and marketers design and implement ethnographic studies. It is a textbook for advanced undergraduate and graduate students studying ethnography or research methods in a variety of programs including business, sociology, anthropology, and education."--Jacket.

Sample

Selina S. Guber, Jon Berry

"Marketing and advertising professionals: take notice! The two-career American household has spawned a generation of wise-beyond-their-years children with unprecedented influence over all kinds of family purchases, from food and clothes to cars and computers ... to the tune of $120 billion in sales a year!" "And yet, as surprising as it may seem, only a small percentage of companies today are tapping into this powerful, lucrative, but largely overlooked market. The ones that have done so, and done so successfully - including Nike, Levi Strauss, Nintendo, Mattel, McDonalds, The Gap, Disney World, and Nabisco - are enjoying record sales and profits. What they have done, your company can do, too, with the help of the practical, proven, meticulously researched techniques in this book." "Solidly based on the latest focus group studies and nationwide surveys, which reveal emerging trends in the consumer patterns and interests of children today. Marketing To and Through kids offers the kind of hard-to-come-by demographic and psychographic information you need to formulate a successful, on-target, child-oriented campaign. Learn the answers to all your most important marketing questions, including:" "How do today's children influence the buying patterns of their parents? On what kinds of products and services do their opinions have the greatest impact?" "What are the current ads and marketing campaigns that appeal most to kids? That appeal least? What are kids' reactions to various ads in the latest research?" "What kinds of products do children buy directly? How much money does the typical child have to spend in each age group? How do boys' shopping patterns and girls' shopping patterns differ? What kinds of store environments does each group prefer?" "What are the most important elements of product packaging when appealing to young consumers? How do you create brand awareness and foster brand loyalty in a group known for its desire to experiment with new products?" "How does the company whose products don't seem remotely child-related redesign its campaigns in order to tap into this huge and growing market? (You'll discover exciting and original ideas you never thought of before!)" "Whether your company is large or small and no matter what products it produces, this book is bound to dramatically increase your share of the consumer market - through the 1990s and beyond!"--Jacket.

Sample

Ryan Holiday

You've seen it all before. A malicious online rumor costs a company millions. A political sideshow derails the national news cycle and destroys a candidate. Some product or celebrity zooms from total obscurity to viral sensation. What you don't know is that someone is responsible for all this. Usually, someone like me. I'm a media manipulator. In a world where blogs control and distort the news, my job is to control blogs-as much as any one person can. In today's culture... 1) Blogs like Gawker, Buzzfeed and the Huffington Post drive the media agenda. 2) Bloggers are slaves to money, technology, and deadlines. 3) Manipulators wield these levers to shape everything you read, see and watch-online and off. Why am I giving away these secrets? Because I'm tired of a world where blogs take indirect bribes, marketers help write the news, reckless journalists spread lies, and no one is accountable for any of it. I'm pulling back the curtain because I don't want anyone else to get blindsided. I'm going to explain exactly how the media really works. What you choose to do with this information is up to you. From the Trade Paperback edition.

Sample

Urs E. Gattiker

"The First Edition of the The Information Security Dictionary defines over 1200 of the most commonly used words in the security field, with particular attention to those terms used most often in forensics, malware, viruses, vulnerabilities and IPv6. A new world of words has emerged from technology's affect on the language of our modern culture. The Information Security Dictionary is a reference tool that should become part of all IT professional's and IT student's libraries, concisely formatted in one volume." "Special attention is paid to terms which most often prevent educated readers from understanding journal articles and books in cryptology, security and information systems, and computer science, in addition to applied fields that build on these disciplines, such as system design, security auditing, vulnerability testing, and role-based management. The emphasis throughout The Information Security Dictionary is on concepts, rather than implementations. Since concepts often complicate matters, readers may find a definition makes sense only after it has been illustrated by an example which the author provides in this dictionary." "The Dictionary of Information Security is designed for researchers, students, and practitioners in industry, as well as educated readers interested in the security field."--BOOK JACKET.