Bøger i Foundations and Trends (R) in Marketing serien

Provides evidence that over the period 2000 through 2018 nominal aggregate advertising spending in the US as a share of nominal GDP has been falling. The authors further show that nominal aggregate advertising spending has become more responsive to changes in real GDP and GDP price inflation.

Draws on research on the marketing-finance interface to suggest how marketing and finance can become better aligned. The overriding issue is how to use the power of brands to link marketing's role in creating value for consumers and finance's role in deploying assets to obtain the best financial returns and shareholder value.

Discusses the central role that artificial intelligence and, more specifically, machine learning can play as a research method in the marketing field. The goal of this monograph is to provide marketing with an overview of machine learning and to analyse required learning, applications, and future developments.

The intent of this monograph is to allow you to understand crowdfunding in its current context, how it is affecting society, how it functions and factors that can impact successful interactions between the crowdfunding project creator and the people who fund these projects.

Takes readers through the evolution of academic research on sales compensation. By examining the relevance of existing research, the book provides guidance on the design of an effective compensation system. It also discusses how recent technological advances in artificial intelligence and machine learning shape sales strategy transformation.

Explores marketing issues in health care. The primary focus of this book is the collection of summaries of marketing research articles which together represent what is known in academic research at the nexus of marketing and health care.

Provides a critical review of the structural econometric research focusing on the richness and complexity of the prescription drug market and discussing future research directions.

Reviews important issues related to measurement, which is indispensable for empirical research in marketing. The authors distinguish three related but distinct senses to think about measurement and based on this classification discuss issues relevant to each notion of measurement.

A guide to help readers find their way through existing Consumer Culture Theory literature, the most current conceptual and methodological developments, managerial implications, and potential avenues of future importance.

Explores how consumers think about and respond to risk through their consumption behaviours. The authors extend prior reviews through an explicit discussion of the philosophical foundations of risk communication and management and the implications of specific foundations for communication and policy decisions.

Presents an overview of and draws conclusions from extant studies related to multichannel retailing. Academic interest in this topic has increased, with a number of new articles being published on this topic. An updated understanding of how retailers and consumers influence and interact with each other in multichannel retail contexts is required.

Marketing and performance data often include measures repeated over time. Time-series models are uniquely suited to capture the time dependence of both a criterion variable and predictor variables, and how they relate to each other over time. The objective of this book is to provide a foundation in these models.

Salespeople's success is critical to their organisations' performance. Sales Force Compensation reviews the many insights provided by empirical research to date, some of which are just emerging in the marketing literature.

Provides a systematic approach to address the role imagery plays in guiding consumer behaviour. First, it makes sense to consider the conditions that elicit imagery, then to examine how people use it, and finally to explore avenues whereby this use of imagery can help to understand a host of consumption related phenomena.

Uses current knowledge about privacy and information disclosure to outline the main empirical findings regarding the influence of firms' privacy practices on consumers' behaviour. In doing so, the authors examine how the influence of firms' privacy practices on consumers differs between firms, consumers, and contexts.

Offers a step-by-step approach to conducting ethnography in business and consumer settings with some examples. This monograph also provides a framework and some general principles.

Presents a set of goals to help the reader understand the role of experimental economics in marketing. These include distinguishing experimental economics from other fields in the broadest possible terms; providing the basic methodological tenets of experimental economics; and delineating classes of experiments within experimental economics.

Focuses on the type of brand loyalty that is not deeply rooted in values, emotions, and intense person-brand relationships. While some view that loyalty cannot exist without strong emotional involvement and bonding, the author suggests a milder phenomenon - persistent preference - for the chosen brand and its attributes.

Examines the relevance of academic research to the most senior levels of the marketing profession, the chief marketing officer (CMO), and the interests of their C-suite colleagues, particularly those of the chief executive officer (CEO) and chief financial officer (CFO).

Provides an overview of revenue management (RM) and discusses approaches that firms can use to more profitably manage and define the ways in which they sell their capacity. The book offers an in-depth discussion of the roles that price, time, and space play in RM, and discusses marketing and customer conflicts that arise from the application of RM.

Explains the importance of cultural literacy in marketing, and why a solid understanding is vital to successful international marketing efforts. The authors use a conceptual and empirical framework for analysing how culture affects consumer behaviours, and provide seven steps for understanding the influence of culture on consumer behaviours.

Examines a new and exciting concept of interest to academics and marketing practitioners who have come to realize that understanding how consumers experience brands, and how to provide appealing brand experiences for them, is critical for differentiating their offerings in a competitive marketplace.

Reviews the literature in marketing, nutrition, psychology, economics and related disciplines that investigate the link between marketing activity, food intake and obesity, with a particular emphasis on the effects of marketing on overeating. The authors bring together streams of research which have so far been largely disconnected.

Examines existing literature and builds on the current theoretical developments across different research domains to develop a set of research propositions delineating the impact of product assortment on consumer choice.

Explores questions of how consumers should manage their financial affairs and how the market can educate and aid consumers in making better financial decisions. The objective of of this book is to bring together the scientific knowledge of this topic in a systematic way to improve our understanding and provide insights into this behaviour.

Provides an introduction to the basic settings, concepts and processes that are the building blocks of auction research. The book then focuses on the transition from pre-internet auction research to more recent topics. Special attention is given to research opportunities as well as to experimental methods.

Reviews the relevant literature on purchase intentions in marketing, and more generally on the intentions-behavior relationship in social psychology, since purchase intentions are a particular form of the more general construct of intentions.

Identifies research opportunities related to market response and marketing mix models falling under four broad areas: "new" or under-studied inputs and/or "richer" measures of inputs constructs; explicitly accounting for the process linking inputs to outputs; "new" or under-studied dependent variables; and under-studied or emerging contexts.

Discusses why marketing has been perceived as being less relevant for innovation strategy and explains how this can be remedied. The book reviews the role marketing plays at the early phases of innovation management when decisions are being made on new products and services.

Presents a comprehensive overview of the various dynamic effects of promotions. To keep the discussion centred on a common theme, the authors focus in particular on the dynamic effects of price promotions (rather than non-price promotions) offered to consumers (rather than to the trade or to sales force).