Investigación de mercado

Economía, finanzas, empresa y gestión / Empresa y gestión / Ventas y marketing / Investigación de mercado (1090)

Economía, finanzas, empresa y gestión / Empresa y gestión / Ventas y marketing / Investigación de mercado
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  • Neuromarketing and Big Data Analytics for Strategic Consumer Engagement
    Joana Coutinho de Sousa
    A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer’s mind and tailor marketing practices, products, and services. Neuromarketing and Big Data Analytics for Strategic Con...
    Disponible

    216,29 €

  • Supporting Innovation Through National R&D Programs
    Amiram Porath
    With the importance of knowledge as the basis for economic development, the issue of Research & Development (R&D) as a source of knowledge and of innovation is under discussion. One of the major activities in support of economic development includes setting a network of national support R&D programs. Supporting Innovation Through National R&D Programs: Emerging Research and Opp...
    Disponible

    190,01 €

  • Analyzing the Cultural Diversity of Consumers in the Global Marketplace
    Esmeralda Crespo-Almendros / Juan Miguel Alcántara-Pilar / Salvador del Salvador del Barrio-Garcia
    The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a cultural...
    Disponible

    262,72 €

  • The Reinvention of Marketing
    Deborah Malone
    The marketing industry is undergoing dramatic transformation brought about by technology, globalization, and shifting economics. 'The reinvention of marketing' is becoming a more critical issue as the industry looks to deliver purpose and meaning to brand values in a business world increasingly defined by social media, mobility, analytics, 'big data,' return-on-investment, and ...
    Disponible

    17,93 €

  • Como A Qualidade Do E-Serviço Influencia Na Relação Entre As Capacidades Dinâmicas E O Desempenho Em Lojas Virtuais
    Viviane Correa Manfio De Souza Bazzo
    Em Um Setor Competitivo Como O Das Lojas Virtuais No Brasil, As “Capacidades Dinâmicas” São De Extrema Importância, Pois Tratam Da Capacidade De As Empresas Se Adaptarem E Reagirem Às Mudanças. Neste Livro, Vamos Entender Como A Relação Entre As Capacidades Dinâmicas E O Desempenho Percebido Das Empresas E-Businesses, Mais Especificamente Lojas Virtuais, Pode Ser Moderada E/Ou ...
    Disponible

    11,96 €

  • Moon Shot
    Sandro Cazzato
    Learn the proven steps to explode your network marketing results. In Moon Shot, Sandro Cazzato shares his process for establishing a network marketing operation capable of igniting long-term, sustainable success. You’ll learn the basics of network marketing, along with important strategies and tools for transforming it into a profitable profession. Whether y...
    Disponible

    16,13 €

  • The Graybeard Lectures
    Mark Donnelly
    The Graybeard Lectures slices through the noise with one timeless truth: people still make decisions with their hearts long before their heads ever get involved. It’s an old-school, relentlessly practical roadmap to understanding how humans actually make decisions.Drawing on decades of teaching, consulting, storytelling, and field-tested simplicity, Dr. Donnelly returns with a ...
    Disponible

    26,32 €

  • The Triangle of Success
    Lenin Dev
    Unlock the secrets of unstoppable business growth with The Triangle of Success: Research - Product - Marketing, the definitive guide to mastering the three pillars every thriving business depends on. In today’s fast-paced, hyper-competitive market, success is no longer accidental-it’s deliberate. This book reveals how the perfect alignment of research, product, and marketing tr...
    Disponible

    23,81 €

  • Context Engineering for Multi-Agent Systems
    Denis Rothman
    Build AI that thinks in context using semantic blueprints, multi-agent orchestration, memory, RAG pipelines, and safeguards to create your own Context EngineFree with your book: DRM-free PDF version + access to Packt’s next-gen Reader*Key Features:- Design semantic blueprints to give AI structured, goal-driven contextual awareness- Orchestrate multi-agent workflows with MCP for...
    Disponible

    76,29 €

  • Branding and Strategy
    Lenin Dev
    Branding and Strategy: The Playbook for Building an Unforgettable Brand is your ultimate guide to creating a brand that captivates, converts, and conquers.From crafting a razor-sharp UVP to unlocking the psychology of brand loyalty, this book dives deep into what makes people choose-and stay loyal to-one brand over another. Discover how to tell a story that sticks, build a bran...
    Disponible

    18,72 €

  • Invisible Triggers
    Karina Karn
    'What is invisible to others today becomes your competitive advantage tomorrow. Good stuff, Karina!'- Marty Neumeier, Global branding leader, author and a prominent figure in marketing and advertising.Most brands don’t fail by building the wrong product. They fail by misunderstanding the customer’s psychology.Human decision-making isn’t logical. It’s shaped by the 95% that’s in...
    Disponible

    14,96 €

  • Market Studies
    ...
    Disponible

    46,69 €

  • Rituals, Consumption, and Marketing
    This volume is a compendium of cutting-edge scholarship exploring the relevance, roles, and functions of rituals in consumer culture. It will be a valuable resource for academics in the marketing field pursuing ritual scholarship, and for creating coursework on consumer culture, consumer behavior, and marketing strategy. ...
    Disponible

    300,93 €

  • Built on Belief
    Matt Marcotte
    What Fuels Successful Brands? Belief.In Built on Belief, author and leadership advisor Matt Marcotte offers a powerful reminder that people-not products-are a brand’s secret sauce. This time-tested narrative shows what happens when leaders and teams turn belief into a competitive advantage.Belief fuels commitment-and commitment beats compliance every time.This book is for leade...
    Disponible

    16,12 €

  • Political Marketing on Social and Mobile Media
    Melissa M. Smith
    This book explores how social and mobile media have been used in political campaigns since 2008. This book will interest researchers and students in the areas of political communication, political science, government, public affairs, and social and digital media. ...
    Disponible

    268,35 €

  • Own The Insight
    Lisa L. Fagen
    Build a first-party data advantage you fully control.As cookies fade, ad costs rise, and privacy rules tighten, the brands that win will capture and use their own customer data. Own the Insight is a clear, practical guide that shows leaders how to collect signals from the real world, connect them to purchase behavior, and turn those insights into measurable growth.Lisa L. Fagen...
    Disponible

    15,24 €

  • Own The Insight
    Lisa L. Fagen
    Build a first-party data advantage you fully control.As cookies fade, ad costs rise, and privacy rules tighten, the brands that win will capture and use their own customer data. Own the Insight is a clear, practical guide that shows leaders how to collect signals from the real world, connect them to purchase behavior, and turn those insights into measurable growth.Lisa L. Fagen...
    Disponible

    33,71 €

  • Customer Engagement and Digital Business
    Jamid Ul Islam
    This book explores the evolving dynamics of customer engagement across a variety of technological, social, and ethical landscapes. It equips scholars, strategists, and digital innovators with conceptual clarity and practical foresight needed to engage meaningfully with today’s empowered, tech-savvy consumers. ...
    Disponible

    267,88 €

  • NeuroBranding
    Rafiq van Leunen
    In a world where decisions are made before we even realise we’re making them, a new form of marketing is taking over one that bypasses conscious thought and speaks directly to your brain s primal circuits. This eye-opening book explores the science and strategy of neurobranding the cutting-edge intersection of cognitive psychology and branding, AI in marketing, and subconscious...
    Disponible

    24,08 €

  • Mastering the Message House
    Adam Breakey
    Mastering the Message House: A Comprehensive Guide for Product MarketersGreat messaging isn’t a luxury-it’s a necessity. In today’s crowded market, products need not just to be great; they need to be understood. That’s where the Message House comes in.In Mastering the Message House, veteran product marketer Adam Breakey breaks down this proven framework, helping you craft messa...
    Disponible

    15,82 €

  • Cross-Cultural Fashion Marketing
    Satyendra Singh
    This book develops an understanding of the role culture plays in fashion and how the fashion industry can embrace diversity and inclusivity in their marketing strategy. It is essential reading for scholars and post-graduate students interested in fashion marketing and management, cross cultural management and consumer culture. ...
    Disponible

    98,29 €

  • International Marketing in a Changing World
    M. Billur Akdeniz / S. Tamer Cavusgil / Sebastian van der Vegt
    Navigate Global Markets with ConfidenceInternational marketing has never been more complex - or more essential. Technological advancements, shifting consumer behaviors, and evolving regulations are transforming the global business landscape. Success requires a clear, adaptable approach that bridges strategy and execution.International Marketing in a Changing World is a practica...
    Disponible

    32,06 €

  • The Role of Familiarity and Knowledge in Consumer Behavior
    C. Whan Park / Publishers
    In The Role of Familiarity and Knowledge in Consumer Behavior, C. Whan Park explores how a consumer’s previous experience and conceptual understanding shape the way they perceive, evaluate, and respond to marketing stimuli. This book presents foundational theories and empirical studies that examine how familiarity with a product, brand, or category reduces cognitive load and in...
    Disponible

    85,45 €

  • Brand Strategy
    C. Whan Park / Publishers
    Brand Strategy by C. Whan Park presents a compelling synthesis of how brands are built, positioned, and sustained in competitive markets. Drawing on years of research and academic insight, Park unpacks the strategic foundations of brand identity, brand equity, and the psychological connections that consumers form with brands over time.This book explores core topics such as diff...
    Disponible

    85,66 €

  • Marketing in the Climate Crisis
    Carys Egan-Wyer / Jon Bertilsson
    In this book, the authors explore the potential of marketing to help create a more ecologically sustainable future. It is essential reading for those who want to understand why it is so hard for us to imagine desirable, sustainable futures and who want to be part of changing that, in order to save marketing’s legitimacy and the planet. ...
    Disponible

    98,29 €

  • Neuro-Driven Marketing
    Mahesh Agarwal
    Revolutionize Your Marketing with the Power of Neuroscience.In today’s fiercely competitive market, capturing consumer attention is crucial. 'Neuro-Driven Marketing' by Mahesh Agarwal, Co-founder of Neurosensum, reveals how understanding the brain’s sensory processes can transform your marketing strategies and elevate your brand.By applying these insights, you can craft marketi...
    Disponible

    23,09 €

  • Neuro-Driven Marketing
    Mahesh Agarwal
    Revolutionize Your Marketing with the Power of Neuroscience.In today’s fiercely competitive market, capturing consumer attention is crucial. 'Neuro-Driven Marketing' by Mahesh Agarwal, Co-founder of Neurosensum, reveals how understanding the brain’s sensory processes can transform your marketing strategies and elevate your brand.By applying these insights, you can craft marketi...
    Disponible

    16,00 €

  • Persona
    Waleed Hussien
    In a marketing world full of noise and distraction, it’s no longer enough to sell a good product... you must know who you’re selling it to.This book takes you on a complete journey to understand the persona - your ideal customer - from discovery to building lasting loyalty.You’ll learn how to create a customer profile based on real data, how to speak their language, and how to ...
    Disponible

    15,68 €

  • Shopping Centre Marketing
    Grzegorz Maciejewski / Piotr Krowicki
    In this book, the authors evaluate the relationship between the perceived value of a shopping centre and customer engagement by identifying consumer motives, purchase behaviour and responsiveness to marketing strategies. ...
    Disponible

    82,80 €

  • Consumer Decision-Making, Analytics and AI
    Andrew Smith / Evgeniya Lukinova / John Harvey
    Based on extant and emerging research the book presents new evidence and innovative theoretical structures and concepts to explore how data analytics and AI can influence consumer thinking and behaviour. It is a seminal work on a complex but urgent issue in social and behavioural science. ...
    Disponible

    268,47 €


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