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Marketing Research
Methods and Techniques for Strategic Marketing Decisions
This volume offers a comprehensive and structured exploration of marketing research within the broader context of the marketing intelligence system. It examines the role of research as a critical component in building marketing knowledge, supporting strategic and operational decisions, and contributing to sustainable competitive advantage. The authors integrate theoretical foundations with practical ...
Digital Loyalty
Leveraging Digital Touchpoints, Big Data, and AI to Boost Shopper Trust
In the midst of a digital revolution that is redrawing the boundaries between consumers and businesses, loyalty is emerging as an increasingly complex strategic challenge. This volume explores the new frontiers of customer loyalty, where technology, data, and human relationships intertwine within a constantly evolving ecosystem.Combining academic rigor and managerial practicality, the book shows how ...
Green don't sell
Why Sustainability Alone Fails: the Real Rules of Green Marketing
Sustainability has long been framed through sacrifice and fear, while marketing thrives on optimism and desire. What if the tools that make brands irresistible could also make sustainability impossible to ignore? This book argues that sustainability fails not for lack of urgency but because of ineffective narratives. Apocalyptic warnings paralyze rather than mobilize. To change behavior, we must shift ...