Marketing Research Guide

Very Short Introductions: Brilliant, Sharp, Inspiring. Marketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company's offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation's ability to reach potential customers.

This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or part of a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems.

This essential and highly readable book provides an accessible, step-by-step framework to the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives.

It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing cross/inter-functional relationships.

From making the right first impression and having a unified message and strategy, to knowing where your audience is, engaging them and managing your reputation, you'll discover how to build a relationship with your customers on sites like Facebook, YouTube, Flickr and Pinterest, without selling to them.

Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.

Guerrilla Marketing Volume 2 share today's Guerrilla Marketing tactics, tools, and tips which are options that every business needs to succeed and generate profits. Readers will find a toolbox of information and resources to choose from to build a strong Guerrilla business and drive their competition mad.

The Marketing Scales Handbook series is the longest-running set of books that provide reviews of multi-item measures used in scholarly studies of consumer behavior. This volume picks up where the previous volume ended and has reviews of 400 scales that were reported in top marketing journal articles published in 2018 and 2019. These scales are new to the series and were not in any of the previous volumes.

Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications.