How is qualitative marketing and consumer research conducted today?- What is rigorous research in this field?- What are the new, cutting edge techniques?Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting researc...

Influencers and content creators have profoundly impacted business and culture. This textbook combines cutting-edge conceptual and critical thinking on the subject with practical advice to go above and beyond what existing social media marketing textbooks offer. Using examples from around the world, it examines the influencer phenomenon from a variety of perspectives and also explains why influencers are becoming indispensable to governments, platforms, and brands. Key topics explored are:...

Netnography is an adaptation of ethnography for the online world, pioneered by Robert Kozinets, and is concerned with the study of online cultures and communities as distinct social phenomena, rather than isolated content. In this landmark third edition, Netnography: The Essential Guide provides the theoretical and methodological groundwork as well as the practical applications, helping students both understand and do netnographic research projects of their own.Pa...

Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal...

With the popularity of Michael Moore, Adbusters magazine and Naomi Klein’s No Logo, it’s hard to ignore the growing tide of resistance to our corporate-controlled world. But do these vocal opponents of the status quo offer us a real political alternative?In this lively blend of pop culture, history and philosophical analysis, Joseph Heath and Andrew Potter argue that this countercultural opposition to "the system" has not only been unproductive but has helped to c...

Comparing math teaching practices in Japan and Germany with those in the United States, two leading researchers offer a surprising new view of teaching and a bold action plan for improving education inside the American classroom.For years our schools and children have lagged behind international standards in reading, arithmetic, and most other areas of academic achievement. It is no secret that American schools are in dire need of improvement, and that education has...

Energize your classrooms with these key techniques for college teachingStudents say the best teachers get them excited about learning, stretch their thinking, and keep them actively involved in class. But with increasingly diverse classrooms and constantly changing technology, each semester throws up new challenges for engaging students.Discover how to keep your teaching, and your students, energized with The Skillful Teacher, a practical guide to ...

**A New York Times Best Seller"Essential reading for all adults who work with black and brown young people...Filled with exceptional intellectual sophistication and necessary wisdom for the future of education."—Imani Perry, National Book Award Winner author of South To AmericaAn award-winning educator offers a much-needed antidote to traditional top-down pedagogy and promises to radically reframe the landscape of urban education for the better**Dr...

Romance and love are in a state of crisis: Statistically speaking, young women today are living romantic lives of all kinds—but they’re still feeling bogged down by social, cultural, economic, and familial pressures to love in a certain way.Young women in the modern world have greater flexibility than ever when it comes to who we choose to love and how we choose to love them; but while social circumstances may have changed since our parents’ generation, certain life expectations re...

The Consumer Society Reader features a range of key works on the nature and evolution of consumer society. Included here is much-discussed work by leading critics such as Jean Baudrillard, Susan Bordo, Dick Hebdige, bell hooks, and Janice Radway. Also included is a full range of classics, such as Frankfurt School writers Adorno and Horkheimer on the Culture Industry; Thorstein Veblen's oft-cited writings on "conspicuous consumption"; Betty Friedan on the housewife's central role i...

Brings together the highlights of a decade and a half of groundbreaking research into the cultural life of media consumersHenry Jenkins's pioneering work in the early 1990s promoted the idea that fans are among the most active, creative, critically engaged, and socially connected consumers of popular culture and that they represent the vanguard of a new relationship with mass media. Though marginal and largely invisible to the general public at the time, today, med...

Focusing on writing for publication, The Handbook of Scholarly Writing and Publishing discusses the components of a manuscript, types of manuscripts, and the submission process. It shows how to craft scholarly papers and other writing suitable for submission to academic journals. The handbook covers how to develop writing skills by offering guidance on becoming an excellent manuscript reviewer and outlining what makes a good review, and includes advice on follow-through with edito...