Product Description: The Video Marketing Manifesto is designed to educate executives, marketers and entrepreneurs alike about video marketing. In this book you will discover what the process for marketing effectively, what each type of video is and how to use them in the most effective campaigns, and we share our insights on different statistics and information that companies like Forbes, and Fox Business are saying about video marketing...read more

Product Description: Von Awareness Marketing über Customer Lifetime Value und Leapfrogging bis zur Wasserfallstrategie: Die Marketingsprache zeichnet sich durch unzählige Fachtermini und Anglizismen aus. Einen ersten schnellen Überblick verschafft das vorliegende Nachschlagewerk...read more

This unique addition to the Success in Research series addresses the importance of understanding and achieving impact for the purposes of gaining research funding and reporting achieved impact for the Research Excellence Framework (REF).   The book includes contributions from researchers and researcher developers who feel that impact is ill-defined and poorly understood despite its prevalence in policy documents, websites and institutional activities. This succinct and cohesive text draws on the expert contributors′ collective research practice, knowledge and experience.  Using a variety of examples, boxed activities and highlighted reflection points, this practical guide covers the following key areas:  The meaning of impact in relation to research How the Impact Agenda fits with attitudes and ethics that motivate research The different characterisations of research impact and when impact is apparent How impact can be planned into proposals, evaluated and evidenced The skills needed to be an impactful researcher How impact can be supported through Knowledge Exchange and effective partnerships  This is a must-have guide for anyone seeking to understand and achieve impact in their own research. The Success in Research series, from Cindy Becker and Pam Denicolo, provides short, authoritative and accessible guides on key areas of professional and research development.   Avoiding jargon and cutting to the chase of what you really need to know, these practical and supportive books cover a range of areas from presenting research to achieving impact, and from publishing journal articles to developing proposals. They are essential reading for any student or researcher interested in developing their skills and broadening their professional and methodological knowledge in an academic context.

Product Description: Today the need for a holistic approach to marketing information is greater than ever. Fortunately, parallel to this need the marketing professionals have rich data sources at hand. Besides the consumer information coming from usage and attitude studies, ad hoc researches, tracking studies, consumer panel research, etc...read more

Product Description: At last, a book that puts ad creative inits proper place to drive brand success.Ad-itude empowers and advises advertisersand agencies to leverage the data to unleashcreative power, impact brand performance,and out market the competition...read more

Product Description: ​Die Energieproduktivität kleiner und mittlerer Unternehmen (KMU) ist gemessen an der Verfügbarkeit und Wirtschaftlichkeit innovativer, energieeffizienter Produktionstechniken vergleichsweise gering. Insbesondere in KMU scheinen nicht nur Renditeaspekte, sondern auch persönliche und umfeldbezogene Faktoren einen bedeutenden Einfluss auf den Einsatz energieeffizienter Techniken zu nehmen...read more

Product Description: Mit der Verbreitung des Internets verbinden sich immer wieder Diskussionen um den Stellenwert des neuen Mediums. In dieser Arbeit wurden das Adoptionsverhalten von Konsumenten und dessen Risikowahrnehmung im Internet in den Mittelpunkt der Betrachtungen gerückt und ein neues Modell für das Konsumentenverhalten entwickelt...read more

Product Description: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013...read more

Product Description: This study explores the effect of the relationship between merchant and affiliate on business success. In the last 6 years I studied numerous reports about online marketing and I came across one issue over and over again. Affiliates claimed that they would be able to achieve better results if merchants would communicate more frequently with them...read more

Product Description: This book is a cultural consumer anthropology. It is about observing and understanding purchasing behavior, and what influences that behavior. Affinity is all about culture and the way we live, about the artifacts around us and how we feel or associate with them, and it is the reconnection between business and the street, between the storyteller and the listener...read more

Product Description: Isabel Maria Staufer untersucht, inwiefern sowohl die Markenliebe als auch die ökologische Werthaltung eines Konsumenten als Steuerungsinstrumente innerhalb eines Kaufentscheidungsprozesses bei Produktinnovationen fungieren können...read more

Product Description: Susanne Niklas analysiert zentrale Einflussfaktoren der initalen Akzeptanz und weiterführenden Nutzung mobiler Applikationen. Am Beispiel mobiler Jobportale untersucht die Autorin im Rahmen einer empirischen Studie Applikationseigenschaften sowie individuelle Ziele und Nutzungsmotivationen, welche die weiterführende Nutzung mobiler Applikationen beeinflussen...read more

Product Description: Kathrin Dudenhöffer untersucht, welche Marktpotentiale für Elektrofahrzeuge in Deutschland und China vorhanden sind und welche Faktoren die Akzeptanz potentieller Nutzer beeinflussen. Dafür erhebt die Autorin Daten per Repräsentativbefragungen und führt in beiden Ländern Experimentstudien mit Probefahrten in Elektrofahrzeugen durch...read more

Product Description: ​In der Automobilindustrie werden der Elektromobilität große Chancen zugeschrieben, mittelfristig eine ökonomisch umsetzbare Alternative zu Verbrennungsmotoren darzustellen. Ludwig Fazel untersucht in seiner Arbeit die Akzeptanzfaktoren von Elektromobilität im Rahmen eines ganzheitlichen Modellansatzes und ermöglicht ein umfassendes Verständnis für das technologiespezifische Adoptionsverhalten von Individuen...read more

Product Description: ​Thomas Sonderegger und Simon Hartmann gehen der Frage nach, welche Rolle Telematik (z. B. Fahrtenschreiber, Crashrecorder) für die Zukunft der Motorfahrzeugversicherung spielt und wie diese Entwicklung durch Kundinnen und Kunden bewertet wird...read more

Product Description: Redefining 'place' as a business imperative in the global economy, this title explores five categories (psychological, physical, virtual, geographical and global) and teaches us that just as customers' relationships to places profoundly affect their relationships to businesses, companies have to be local as well as global in order to succeed...read more

Product Description: This monograph provides a comprehensive source of analysis and research on alternative investments in the wealth management process, with a special focus on Poland and Eastern Europe. It presents the characteristics that distinguish alternative investments from traditional investments and illustrates the benefits and risks involved in the former...read more

Product Description: Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market sensing is a new approach that enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions...read more

Product Description: Amazon Reviews Exposed is an Invaluable Resource for Amazon Authors and Sellers! Anyone that is selling eBooks or other products on Amazon will sooner or later ask the question: "How do I get reviews?" Reviews influence sales. And since there is financial gain at stake, certain authors and sellers don't hesitate to game the system with fake reviews...read more

The eighth edition of American Attitudes: Who Thinks What about the Issues That Shape Our Lives coaxes the results of the latest (2014) General Social Survey out of the shadows of academia and makes them readily available for researchers who want to explore Americans changing attitudes. In hundreds of tables, the eighth edition of American Attitudes taps into the GSS gold mine, revealing what the public thinks about topics ranging from gay marriage to the American Dream, and the pros and cons of patriotism, how Americans feel about their financial status, their hopes for their children, how often they socialize and with whom, their religious beliefs, political leanings, and standard of living. It shows those answers by the demographics that shape perspective sex, age, race, Hispanic origin, education, and region. American Attitudes reveals 2014 attitudes by demographic characteristic, and for every 2014 question for which historical data are available, it shows the history of response all the way back to the first appearance of the question on the General Social Survey. American Attitudes provides the latest data and is an invaluable resource for historic trends. The eighth edition of American Attitudes is organized into 10 chapters: Public Arena, Government and Politics, Patriotism, Science and Information, Religion, Work and Money, Family and Friends, Diversity, Personal Outlook, and Sexuality.