Suitable for undergraduate students studying Marketing Research. Marketing Research provides a step-by-step treatment of the major choices facing Marketing researchers when using SPSS. Although they may have an understanding of how SPSS works, they may not understand the statistics behind the method.

This book bridges the gap. A top author team offer a concise approach to analysing quantitative marketing research data in pracice.

Brings together for the first time a dedicated collection of social marketing case studies and vignettes from around the world.

This comprehensive guide hones in on marketing’s pivotal role in creating value for customers and other stakeholders. It navigates through the stages of (1) marketing analysis, (2) strategy development, (3) implementation of the marketing strategy via the marketing mix, and (4) marketing evaluation using established key performance indicators.

The book serves as a valuable resource for students, marketers, and business leaders navigating the dynamic marketing landscape, providing guidance t...

Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategi...

Are you a female entrepreneur aiming to reach your highest potential? Then this is the book you need! Authored and designed by Abigail and Chloe Baldwin—dynamic twin sisters and successful business owners—this book unveils a unique roadmap to building confidence and a strong personal brand.

Drawing from their own entrepreneurial journey, the Baldwins intertwine personal anecdotes with a practical branding framework. Emphasizing teamwork, personal growth, and strategic business development...

This textbook provides a comprehensive introduction to Consumer Behaviour, drawing on an accessible writing style, engaging examples and a wealth of learning features throughout.

Visual messages are omnipresent in our daily life. They are constantly attempting to persuade us to buy, learn and act. Some are more successful than others in influencing our behavior and choices. What is the secret power of these messages? How do they succeed in changing our behavior?

This book analyzes advertising beyond the persuasive power of the imagery itself. It explains the psychology behind 33 effective influence techniques in visual persuasion and how to apply them.

The techniques ...

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. For consumer behavior courses.

Beyond consumer behavior: How buying habits shape identityA #1 best-selling text for consumer behavior courses, Solomon's Consumer Behavior: Buying, Having, and Being covers what happens before, during, and after the point of purchase. It investigates how ha...

Social Marketing: Behavior Change for Good, 7th Edition is the definitive guide for designing and implementing memorable social marketing campaigns. Authors Nancy R. Lee, Philip Kotler, and Julie Colehour present a proven 10-step strategic marketing plan and guides students through each stage of the process.

This textbook combines cutting-edge conceptual and critical thinking with practical advice for those interested in the way influencers and content creators have profoundly impacted business and culture.