by Hy Mariampolski (2006)
"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.
Felipe Korzenny, Betty Ann Korzenny
"Hispanic Marketing shows marketers how to best reach the widely misunderstood Hispanic demographic. Each chapter describes and explains the cultural principles of Hispanic marketing. Recent case studies in full color help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action."--Jacket.
Douglas Van Praet
"For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too...human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how, behavior change occurs. Here, author Douglas Van Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ; and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial"--
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.
Wolfgang J. Koschnick
Anyone working in the worlds of social or market research is faced with a daunting plethora of special terms, techniques and jargon covering everything from statistical methods through to specialized advertising and social science terminology. The Dictionary of Social and Market Research has been compiled to provide academics, researchers and professionals with an exhaustive reference work containing definitions for, and explanations of, terms, techniques and concepts from all areas of social and market research. Entries have been selected on the basis of their value in answering questions arising from both the theory and practice of social and market research. The 2,500 entries in Dictionary of Social and Market Research therefore provide an invaluable reference to the terminology that is increasingly encountered in these complex and specialized fields.