Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.

Historical and current perspectives on consumption -- A historical context for understanding consumption -- Contemporary perspectives on consumer behavior -- Co

Harness the extraordinary power of customer insights with this collection of adaptable, scalable strategies, which will allow any marketer to outshine the compe

We are living in an age of continual motion and change, and as a result traditional strategy planning has become outmoded. Every manager, perhaps even every emp

Consumer-goods companies need more than just traditional market research to make good strategic decisions. That's why many of them have created departments of c