Marketing Research Guide

Environment and social responsibility are paramount for any modern business strategy, and the field of marketing is adapting itself to the new focus on sustainability. The study of the interface between consumers, society, and marketing is crucial for understanding the complex interactions between individuals and the products and services they consume and the resulting implications. In this book, the authors delve into the latest research and theories on the subject, providing insight into the various factors that shape consumer behavior and the broader impacts of marketing on society. Whether you are a student, professional, or simply curious about the topic, this book will provide a valuable resource for your learning and exploration. Instead of treating ethical foundations and critical marketing perspectives separately, this book merges them and takes a broader sustainability perspective. It examines the various ways in which businesses are incorporating sustainability into their marketing strategies, and the impact these efforts are having on consumers, the economy, and the planet. Topics covered in this book include: Evolution of marketing thought Critique of marketing Sustainable marketing Social marketing Evolving consumer representations and roles, and many more.

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Building Distinctive Brand Assets is for anyone with a brand logo, font, or color scheme, and is essential listening for those who have wondered if (or have been told) it's time for a change. Listeners will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics, and management systems in order to build and protect a brand's Distinctive Assets. Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation, and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.

With more than 800 content-packed pages, Digital Marketing All-in-One For Dummies is the most comprehensive tool for marketers looking to beef up their online presence. In this edition, you'll learn the latest trends in digital marketing strategies, including brand new insight on how to incorporate artificial intelligence into your marketing plans. You'll also get the latest information on how to manage your customers' experiences, create exceptional marketing content, get help from influencers, and leverage social accounts for more followers and greater profits. With the help of this friendly Dummies guide, you'll accelerate your journey from traditional to digital marketing processes, uncover tips to prove ROI of marketing activities, and increase audience engagement. Dig into the latest marketing advice as you provide your potential and existing customers the kind of personal experience you look for as a customer.

"An overview of the most important topics in marketing from the faculty of Kellogg--the world #1 MBA program in marketing. Many faculty contributors are also industry veterans, including Jim Lecinski (former VP at Google), Kevin McTigue (former SVP at SapientRazorfish), and Tom O'Toole (former CMO of United Airlines). Kellogg on Marketing, 3d edition, explains both the basics of marketing and digital marketing as well as hot new topics like marketing on platforms (such as Amazon and Facebook), and how marketing can drive positive social change. Core topics in the book that every marketer should know include branding, data-drive-marketing, marketing for business growth and marketing strategy"

"YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence. What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for "fake news"? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more. Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence"