Dr. Martin Einhorn, Dr. Michael Lffler, Prof. Dr. Andreas Herrmann, Prof. Dr. Emmanuel De Bellis, Pia Burghartz
£37.49
Book + eBook
We are living in a new machine age offering unique opportunities, particularly for generating customer insights, which is radically transforming the way business value is created. Across industries, players are affected by the pace of progress of machine learning tools, novel technologies, and the
abundance of data. These developments require mastering new capabilities.
The Machine Age of Customer Insight explains the transformation of customer insights and demonstrates the growing impact of machine learning. Thought leaders from renowned universities in the US and Europe as well as from different industries provide a comprehensive overview. Addressing both
academics and practitioners, they discuss the transformation, cutting edge tools, and success factors to thrive in the new age.
The book shows how machine learning helps to understand customers better and faster. It supports everyone who considers the machine age a great opportunity to gain a competitive advantage by transforming customer insights into business value.
The Tourist Experience is complex, intrinsically personal, and highly emotional. Consequently, it is not easy to understand what it is that drives us to continue to travel, and to return to places visited. It is important for all sides of the travel, tourism, and hospitality industries to understand
what tourists are searching for as well as what they experience, with emotions playing a central role.
The research outlined in Unravelling Travelling: Uncovering Tourist Emotions through Autoethnography delves into the deep, personal, and very subjective emotions experienced while travelling to foreign places. Taking an autoethnographic approach, this evocative, reflexive, critical and analytical
study uncovers a range of personal emotional drivers that resonate across disciplinary boundaries.
Examining the development of autoethnography in the social sciences, where the researchers often expose deeply personal experiences that cannot be directly interpreted from an outsider’s perspective, Unravelling Travelling offers an in-depth commentary on the role of autoethnography in the
tourism field. This personal account from author Sue Beeton goes beyond simple memoir, exposing the practices of researcher, as well as the methodology employed. Personal travel narratives and poems not only uncover emotions that may not be evident through other research approaches, but also by
being highly critical of her own work, Beeton argues the case for and against autoethnography itself.
Increase engagement, response rates and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses. Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including
marketing communications, email, direct mail and ad campaigns, social media marketing and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify and The Wall Street Journal showing how these approaches have been used in
practice. Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect.
Featuring common mistakes to avoid and key takeaways at the end of each chapter, it's also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial
resource to create stand out and successful marketing-especially for marketers in highly regulated or highly competitive environments.
Boosting retail sales is more important than ever. Stand out in a global, digital marketplace, grow customer loyalty and evolve your brand by leveraging the power of semiotics online and in physical stores.Practical, accessible and based on 20 years of global marketing experience, Using Semiotics in
Retail shows retailers of all sizes how to upgrade and empower their marketing, today and for the future. Discover step-by-step how to recognise and design for emerging consumer needs and create meaningful shopper experiences. Learn how to surprise and delight consumers, increase engagement and make
shopping easier for everyone. It features case studies and examples from Unilever, Freshippo, H&M, Google, Toyota and many more.Using Semiotics in Retail shares game-changing marketing insights in categories such as FMCG, fashion, technology and entertainment, drawn from China, India, Mexico, the US
and the UK. The book is supported by online resources that include templates and interactive exercises. Using Semiotics in Retail equips readers with a set of powerful tools which readers can use straight away to create engaging and successful retail marketing.