In this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field.

Designed for students, scholars, and marketing research practitioners, this book is designed to take readers through the basics to an advanced understanding in qualitative marketing and consumer research.

This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales.

Designed for advanced business students, marketing research academics, practitioners and consultants this text provides guidance on how to master, apply, and disseminate knowledge of recent innovative developments in marketing research.

Outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.

An essential guide to understanding how experiential marketing forms a major part of marketing communications for brands featuring an implementation model to help students in designing their own campaigns.

An essential guide to understanding how experiential marketing forms a major part of marketing communications for brands featuring an implementation model to help students in designing their own campaigns.

An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills.

A step-by-step "how-to" guide to selling in the contemporary world with a focus on storytelling to enhance relationship building and help drive sales; alongside skills development for sales management and today's role for sales data analytics.

Outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.