Marketers interested in designing effective strategies to tap the increasingly lucrative mature market presently must look for relevant information in several disciplines and need the background to translate it into a decision-making framework. This book systematically organizes information scattered among various fields of scientific inquiry; it interprets and presents information, making it easier for the busy decision maker to find out how older consumers behave and why. By presenting and interpreting relevant information in a marketing decision-making context, the book provides the bases for developing effective marketing strategies. Next, the author discusses both specific and general aspects of behavior that have implications for marketing strategy. Specifically, the book helps the reader understand how changes in mental processes in late life might affect the way an older person responds to marketing stimuli, and how lifestyles of mature persons can form the bases for designing effective marketing strategies. Finally, the author discusses specific aspects of older consumers' consumption and behavior in the marketplace, including mass media use, expenditure and consumption patterns, shopping habits, product/service acquisition process, as well as behaviors following purchase. At the end of each chapter, the author outlines several implications of the material presented that will be of interest to marketers, retailers, advertisers, social workers, public policy makers, and students of human behavior. The book ends by summarizing key points, drawing conclusions, and making recommendations to various groups interested in serving the mature market. The results of hundreds of studies are reviewed and presented in such a way that they can be used by practitioners. The book begins with an examination of the older consumer market and its characteristics. Age-related changes in late life and theoretical explanations for them are discussed next to help the reader understand human behavior in general and consumer behavior in particular.
Data have almost no value in and for themselves. What's important is how they are used to create the information one needs to make informed decisions, and this is particularly true in making marketing decisions. Thus, Samli's new book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge, says Samli, the firm faces great risk in the marketplace and its survival probabilities in the long run are very low. Samli explains, first, the various data generating procedures, with special emphasis on data analysis, and second, the procedures for creating information out of data - all in a clear, systematic presentation that marketing managers will understand and benefit from immediately. Their MIS colleagues, whose goal should be to make data and information decision-maker friendly, will also benefit. A unique, valuable book for both.
The problem is not information overload as some contend, says Samli, but data overload. Data have almost no value in and for themselves. What's important is how data are used to create the information marketers need in order to make knowledgeable decisions. Thus, Samli's newest book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge - and another essential ingredient, wisdom - the firm faces great risk in the marketplace and its survival probabilities in the long run are very low, says the author.
Samli starts by presenting the key elements that contribute to an information gap in the use of data for marketing decisions. He describes the evolution of information in decision making, the distinction between data and information, and the reasons why data gathering and processing have become so sophisticated and difficult to use. Samli goes on to discuss data collecting techniques, the dimensions and uses of internal data and their parameters, and identifies the best but most underrated data gathering method: observation. Surveys, experimentation, and research are covered next, including attitude and motivation research, with a careful analysis of how the research operation, as well as its products, should be managed. He goes on to explain how information is elicited from data and how it should be used; then, the various control mechanisms for information systems overall, and ends with his own agenda for the improvement of the entire information-driven marketing decision process. A clear, systematic presentation that marketing managers, and their MIS colleagues (who appreciate the need to make data and information decision-maker friendly), will find valuable and immediately beneficial.
This little booklet will take no-budget filmmakers step-by step-through the process of marketing their no-budget films and getting their work seen at film festivals around the world. In this book you will learn: -What social media tools you should be using and how to use them properly -What to include on your movie/production company's website -How to get your movie reviewed for free by bloggers and websites -Why you should blog and how it will help your movie and your career as a filmmaker -Ways to boost your chances of being accepted into film festivals (without having to kill anyone) -And much, much more! This book will provide all the answers you've been looking for when it comes to social media and promoting your no-budget independent films.
Creative readers with a green thumb and an eye for design will be inspired to create their own gardening and landscaping projects in unique spaces. From vertical gardens to urban parklets, this title will motivate readers to "green up" spaces in their communities in a way that promotes environmental awareness, collaboration, and group planning. Profiles of innovators and their green creations encourage readers to embrace their own ideas and create their Maker visions.
For a company to embrace market research as a facilitator of change, it must be willing to take the approach that makes the most impact on its organization. That approach is the key in making a difference using market research. In this guide, author Anne Beall shares her unique procedure for conducting strategic market research.
With more than fifteen years of experience in conducting market research, Beall details the strategic principles she has developed that impact the way in which market research can inspire and change an organization. Strategic Market Research discusses
In addition to addressing both qualitative and quantitative research, Strategic Market Research provides real-life examples illustrating the application of these concepts in various scenarios, including businesses and non-profit organizations. Implementing the strategic approach from the beginning to the end of a project provides information that promotes change.
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