Investigación de mercado

Economía, finanzas, empresa y gestión / Empresa y gestión / Ventas y marketing / Investigación de mercado (659)

Economía, finanzas, empresa y gestión / Empresa y gestión / Ventas y marketing / Investigación de mercado
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  • The Reinvention of Marketing
    Deborah Malone
    The marketing industry is undergoing dramatic transformation brought about by technology, globalization, and shifting economics. 'The reinvention of marketing' is becoming a more critical issue as the industry looks to deliver purpose and meaning to brand values in a business world increasingly defined by social media, mobility, analytics, 'big data,' return-on-investment, and ...
    Disponible

    17,93 €

  • Como A Qualidade Do E-Serviço Influencia Na Relação Entre As Capacidades Dinâmicas E O Desempenho Em Lojas Virtuais
    Viviane Correa Manfio De Souza Bazzo
    Em Um Setor Competitivo Como O Das Lojas Virtuais No Brasil, As “Capacidades Dinâmicas” São De Extrema Importância, Pois Tratam Da Capacidade De As Empresas Se Adaptarem E Reagirem Às Mudanças. Neste Livro, Vamos Entender Como A Relação Entre As Capacidades Dinâmicas E O Desempenho Percebido Das Empresas E-Businesses, Mais Especificamente Lojas Virtuais, Pode Ser Moderada E/Ou ...
    Disponible

    11,96 €

  • Moon Shot
    Sandro Cazzato
    Learn the proven steps to explode your network marketing results. In Moon Shot, Sandro Cazzato shares his process for establishing a network marketing operation capable of igniting long-term, sustainable success. You’ll learn the basics of network marketing, along with important strategies and tools for transforming it into a profitable profession. Whether y...
    Disponible

    16,13 €

  • The Graybeard Lectures
    Mark Donnelly
    The Graybeard Lectures slices through the noise with one timeless truth: people still make decisions with their hearts long before their heads ever get involved. It’s an old-school, relentlessly practical roadmap to understanding how humans actually make decisions.Drawing on decades of teaching, consulting, storytelling, and field-tested simplicity, Dr. Donnelly returns with a ...
    Disponible

    26,32 €

  • The Triangle of Success
    Lenin Dev
    Unlock the secrets of unstoppable business growth with The Triangle of Success: Research - Product - Marketing, the definitive guide to mastering the three pillars every thriving business depends on. In today’s fast-paced, hyper-competitive market, success is no longer accidental-it’s deliberate. This book reveals how the perfect alignment of research, product, and marketing tr...
    Disponible

    23,81 €

  • Context Engineering for Multi-Agent Systems
    Denis Rothman
    Build AI that thinks in context using semantic blueprints, multi-agent orchestration, memory, RAG pipelines, and safeguards to create your own Context EngineFree with your book: DRM-free PDF version + access to Packt’s next-gen Reader*Key Features:- Design semantic blueprints to give AI structured, goal-driven contextual awareness- Orchestrate multi-agent workflows with MCP for...
    Disponible

    76,29 €

  • Branding and Strategy
    Lenin Dev
    Branding and Strategy: The Playbook for Building an Unforgettable Brand is your ultimate guide to creating a brand that captivates, converts, and conquers.From crafting a razor-sharp UVP to unlocking the psychology of brand loyalty, this book dives deep into what makes people choose-and stay loyal to-one brand over another. Discover how to tell a story that sticks, build a bran...
    Disponible

    18,72 €

  • Invisible Triggers
    Karina Karn
    'What is invisible to others today becomes your competitive advantage tomorrow. Good stuff, Karina!'- Marty Neumeier, Global branding leader, author and a prominent figure in marketing and advertising.Most brands don’t fail by building the wrong product. They fail by misunderstanding the customer’s psychology.Human decision-making isn’t logical. It’s shaped by the 95% that’s in...
    Disponible

    14,96 €

  • Market Studies
    ...
    Disponible

    46,69 €

  • Built on Belief
    Matt Marcotte
    What Fuels Successful Brands? Belief.In Built on Belief, author and leadership advisor Matt Marcotte offers a powerful reminder that people-not products-are a brand’s secret sauce. This time-tested narrative shows what happens when leaders and teams turn belief into a competitive advantage.Belief fuels commitment-and commitment beats compliance every time.This book is for leade...
    Disponible

    16,12 €

  • Own The Insight
    Lisa L. Fagen
    Build a first-party data advantage you fully control.As cookies fade, ad costs rise, and privacy rules tighten, the brands that win will capture and use their own customer data. Own the Insight is a clear, practical guide that shows leaders how to collect signals from the real world, connect them to purchase behavior, and turn those insights into measurable growth.Lisa L. Fagen...
    Disponible

    15,24 €

  • NeuroBranding
    Rafiq van Leunen
    In a world where decisions are made before we even realise we’re making them, a new form of marketing is taking over one that bypasses conscious thought and speaks directly to your brain s primal circuits. This eye-opening book explores the science and strategy of neurobranding the cutting-edge intersection of cognitive psychology and branding, AI in marketing, and subconscious...
    Disponible

    24,08 €

  • Mastering the Message House
    Adam Breakey
    Mastering the Message House: A Comprehensive Guide for Product MarketersGreat messaging isn’t a luxury-it’s a necessity. In today’s crowded market, products need not just to be great; they need to be understood. That’s where the Message House comes in.In Mastering the Message House, veteran product marketer Adam Breakey breaks down this proven framework, helping you craft messa...
    Disponible

    15,82 €

  • International Marketing in a Changing World
    M. Billur Akdeniz / S. Tamer Cavusgil / Sebastian van der Vegt
    Navigate Global Markets with ConfidenceInternational marketing has never been more complex - or more essential. Technological advancements, shifting consumer behaviors, and evolving regulations are transforming the global business landscape. Success requires a clear, adaptable approach that bridges strategy and execution.International Marketing in a Changing World is a practica...
    Disponible

    32,06 €

  • The Role of Familiarity and Knowledge in Consumer Behavior
    C. Whan Park / Publishers
    In The Role of Familiarity and Knowledge in Consumer Behavior, C. Whan Park explores how a consumer’s previous experience and conceptual understanding shape the way they perceive, evaluate, and respond to marketing stimuli. This book presents foundational theories and empirical studies that examine how familiarity with a product, brand, or category reduces cognitive load and in...
    Disponible

    85,45 €

  • Brand Strategy
    C. Whan Park / Publishers
    Brand Strategy by C. Whan Park presents a compelling synthesis of how brands are built, positioned, and sustained in competitive markets. Drawing on years of research and academic insight, Park unpacks the strategic foundations of brand identity, brand equity, and the psychological connections that consumers form with brands over time.This book explores core topics such as diff...
    Disponible

    85,66 €

  • Neuro-Driven Marketing
    Mahesh Agarwal
    Revolutionize Your Marketing with the Power of Neuroscience.In today’s fiercely competitive market, capturing consumer attention is crucial. 'Neuro-Driven Marketing' by Mahesh Agarwal, Co-founder of Neurosensum, reveals how understanding the brain’s sensory processes can transform your marketing strategies and elevate your brand.By applying these insights, you can craft marketi...
    Disponible

    16,00 €

  • Persona
    Waleed Hussien
    In a marketing world full of noise and distraction, it’s no longer enough to sell a good product... you must know who you’re selling it to.This book takes you on a complete journey to understand the persona - your ideal customer - from discovery to building lasting loyalty.You’ll learn how to create a customer profile based on real data, how to speak their language, and how to ...
    Disponible

    15,68 €

  • Place Branding and Marketing from a Policy Perspective
    Martial Pasquier / Renaud Vuignier / Vincent Mabillard
    Providing frameworks and knowledge on how to practice place branding effectively, this book anchors place branding practices in a solid analytical framework. It presents place brand practices through the lenses of public sector marketing, strategic management, governance processes and structures, as well as communication tools. ...
    Disponible

    82,23 €

  • Shopping Centre Marketing
    Grzegorz Maciejewski / Piotr Krowicki
    In this book, the authors evaluate the relationship between the perceived value of a shopping centre and customer engagement by identifying consumer motives, purchase behaviour and responsiveness to marketing strategies. ...
    Disponible

    82,80 €

  • Globalism and Consumption
    Russell W. Belk / Vibrant Publishers
    Globalism and Consumption delves into the complex relationship between globalization and consumer behavior across cultures, economies, and borders. In this thought-provoking book, Russell W. Belk investigates how global flows of brands, media, and people are reshaping consumption patterns and cultural identities worldwide.Belk’s work critically examines the tension between glob...
    Disponible

    85,63 €

  • Early Work
    Russell W. Belk / Vibrant Publishers
    Early Work: Situations, Symbolism, and Critiquing the Dominant Paradigm presents the foundational writings of Russell W. Belk, a pioneering figure in consumer behavior research. This book brings together his early scholarship that challenged traditional, economically driven views of consumption and introduced a more symbolic, experiential, and cultural approach to understanding...
    Disponible

    85,80 €

  • An Alternative Approach
    Russell W. Belk / Vibrant Publishers
    An Alternative Approach: Re-enchanting Consumption explores how consumption can be more than routine or rational-it can be magical, emotional, and transformative. In this book, Russell W. Belk challenges conventional marketing models by introducing a human-centered, imaginative perspective on how and why people consume.Belk examines the role of fantasy, mythology, ritual, and s...
    Disponible

    85,70 €

  • Materialism and Consumer Culture
    Russell W. Belk / Vibrant Publishers
    Materialism and Consumer Culture: Questioning What Matters in Life brings together Russell W. Belk’s most influential writings on the complex relationship between people and possessions. This book critically examines how material goods shape personal values, life satisfaction, and identity, and questions the societal consequences of consumerism.Belk explores the psychological a...
    Disponible

    85,52 €

  • Consumer Sense of Self and Identity
    Russell W. Belk / Vibrant Publishers
    Consumer Sense of Self and Identity explores how our possessions, purchases, and consumption habits are deeply intertwined with how we define ourselves. In this landmark book, Russell W. Belk presents a compelling body of work that illustrates how identity is constructed, expressed, and transformed through the things we own and consume.From the concept of the extended self to s...
    Disponible

    85,49 €

  • Gift-giving, Sharing, and Consumption Holidays
    Russell W. Belk / Vibrant Publishers
    Gift-giving, Sharing, and Consumption Holidays explores the social and symbolic dimensions of giving in consumer culture. In this book, Russell W. Belk dives into the rituals, meanings, and complexities of practices like holiday shopping, charitable giving, and everyday sharing-activities often overlooked in traditional marketing models.Belk examines how gift-giving creates and...
    Disponible

    84,95 €

  • Discipline and Liberation in Consumption
    Russell W. Belk / Vibrant Publishers
    Discipline and Liberation in Consumption examines the contrasting forces of control and freedom that shape consumer behavior. In this powerful book, Russell W. Belk explores how individuals navigate societal expectations, personal values, and market influences to either restrain or express themselves through consumption.Belk investigates topics such as voluntary simplicity, fru...
    Disponible

    85,63 €

  • Collecting, Luxury, and the Production of Consumer Desire
    Russell W. Belk / Vibrant Publishers
    Collecting, Luxury, and the Production of Consumer Desire delves into the psychological, social, and cultural drivers behind people’s fascination with rare and luxurious goods. In this book, Russell W. Belk explores the motivations and meanings behind collecting objects-from vintage cars to designer handbags-and how these practices shape and reflect our sense of status, identit...
    Disponible

    85,16 €

  • Emotional Targeting
    Talia Wolf
    Business decisions are made with spreadsheets and logic....At least, that’s what we tell ourselves.BUT the science says otherwise. Every decision (even in B2B) is fundamentally emotional. Yet companies continue optimizing features and pricing while conversion rates barely budge, staying trapped on the deadly hamster wheel of optimization.In Emotional Targeting, Talia Wolf share...
    Disponible

    16,32 €

  • Strategic Marketing Management, 11th Edition
    Alexander Chernev
    Strategic Marketing Management outlines the fundamentals of marketing strategy, providing a systematic approach to marketing management. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. More important, this book offers a framework and a set of practical tools that enable managers to apply the theory to...
    Disponible

    81,88 €


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