Edward F. McQuarrie - Böcker
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7 produkter
7 produkter
2 793 kr
Skickas inom 10-15 vardagar
Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric.
Customer Visits: Building a Better Market Focus
Building a Better Market Focus
Inbunden, Engelska, 2008
2 793 kr
Skickas inom 10-15 vardagar
Visits to customers by a cross-functional team of marketers and engineers play an important role in new product development, entry into new markets, and in exploring customer satisfaction and dissatisfaction. The new edition of this widely used professional resource provides step-by-step instructions for making effective use of this market research technique.Using a wealth of specific examples, Edward F. McQuarrie explains how to set feasible objectives and how to select the right number of the right kind of customers to visit. One of the leading experts in the field, McQuarrie demonstrates how to construct a discussion guide and how to devise good questions, and offers practical advice on how to conduct face-to-face interviews.Extensively updated throughout, this third edition includes three new chapters as well as expanded coverage of the analysis of visit data. It also discusses which industries and product categories are most (and least) suitable to the customer visit technique. The author also covers how the customer visit technique compares to other market research techniques such as focus groups.
926 kr
Skickas inom 10-15 vardagar
Visits to customers by a cross-functional team of marketers and engineers play an important role in new product development, entry into new markets, and in exploring customer satisfaction and dissatisfaction. The new edition of this widely used professional resource provides step-by-step instructions for making effective use of this market research technique.Using a wealth of specific examples, Edward F. McQuarrie explains how to set feasible objectives and how to select the right number of the right kind of customers to visit. One of the leading experts in the field, McQuarrie demonstrates how to construct a discussion guide and how to devise good questions, and offers practical advice on how to conduct face-to-face interviews.Extensively updated throughout, this third edition includes three new chapters as well as expanded coverage of the analysis of visit data. It also discusses which industries and product categories are most (and least) suitable to the customer visit technique. The author also covers how the customer visit technique compares to other market research techniques such as focus groups.
1 574 kr
Skickas inom 3-6 vardagar
An ideal resource for those who want to conduct market research but have little experience in doing so, The Market Research Toolbox describes how to think of market research in the context of making a business decision. The Third Edition incorporates: - new material on Web surveys - more information on data analysis and sampling theory for qualitative research. - a new closing chapter illuminating the limitations of market research to clarify when it should be employed.
1 799 kr
Skickas inom 7-10 vardagar
It's a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to strangers. Edward McQuarrie shows how the operation of taste in consumption has been changed by the Internet and offers a fresh perspective on why websites like Yelp and Pinterest have become so successful.Drawing on Bourdieu and Campbell to support his thesis, Edward McQuarrie uncovers what is new online by:presenting a sociological perspective on what consumers do online and contrasting it to more familiar economic, psychological and ethnographic viewsreinterpreting Bourdieu s idea of cultural capital to understand the success of fashion bloggersshowing how the meaning of taste and what it means to dress fashionably have changed with the Webexplaining why online reviews cannot be considered word-of-mouth and therefore cannot be understood using that ideaexamining why Pinterest is so attractive to female consumers while relating Pinterest to Walter Benjamin's ideas about how mechanical reproduction changes the meaning of art.This book will be valuable to students and scholars interested in consumer research, marketing, and sociology, specifically those who seek an alternative to purely psychological and economic explanations for what consumers do online.
1 832 kr
Skickas inom 7-10 vardagar
Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time.Authors Edward McQuarrie and Barbara Phillips place visual branding within its historical context, covering the 120-year period since brand advertising first took modern form in the United States. Using copious real-life examples to illustrate how branding has evolved with the introduction of new technologies and opportunities, the book also critiques purely psychological perspectives on branding and explains how historical and rhetorical analyses can contribute new insights.This exploration of rhetoric as an alternative to economic and psychological perspectives in marketing, advertising, and consumer scholarship will be essential reading for students and scholars in graduate programs in marketing, advertising, and consumer psychology.
177 kr
Kommande
Saving enough to retire comfortably, and then to make the money last, is far more difficult than you have been told.It won’t be enough to put a small chunk of each paycheck into your retirement plan and trust in the market. No, the 4% rule won’t save you. No, a diversified portfolio won’t be enough. Yes, you had better maximize your Social Security payout.Retirement sets out the truth about what it takes to save for a comfortable retirement and the key mistakes to avoid. Every investment strategy is vulnerable to failure. And every investment strategy can work if you save enough money. Authors Edward F. McQuarrie and William J. Bernstein, a legendary voice in the investment world, pull back the curtain on 200 years of market history to reveal the hard, unvarnished truth about how much you really need to save for retirement and the best ways to do it.This book will give you state-of-the-art approaches for stretching out your money so that you never run out . The authors address the role of life annuities, discuss how a ladder of inflation-adjusted bonds can cushion the ups and downs of the stock market, and explain how the 4% rule has been replaced with more robust and successful methods for managing withdrawals.This book delivers a message of tough love. If you are saving for retirement, you need to hear it.