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Services marketing is a specialized branch of marketing which emerged as a separate field of study in the early 1980s, following the recognition that the unique characteristics of services required different strategies compared with the marketing of physical goods. Services marketing typically refers to both business to consumer (B2C) and ...
Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior .
An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
The Journal of Consumer Research is a bimonthly peer-reviewed academic journal covering research on the psychological aspects of consumer behavior. It was established in 1974 and originally published by University of Chicago Press .
Journal of Consumer Culture is a peer-reviewed academic journal that covers the field of sociology, marketing research, and specifically research on consumer research and consumer culture. The journal's editor-in-chief is Steven Miles. It was established in 2001 and is currently published by SAGE Publications.
Marketing planning or the process of developing a marketing program requires a detailed understanding of the marketing framework including Consumer behavior; Market segmentation and Marketing research. In the process of understanding the consumer market to be served, marketers may need to consider such issues as:
Customer analytics is a process by which data from customer behavior is used to help make key business decisions via market segmentation and predictive analytics.This information is used by businesses for direct marketing, site selection, and customer relationship management.
Consumer value is used to describe a consumer's strong relative preference for certain subjectively evaluated product or service attributes. [1] [2] [3] [4]The construct of consumer value has widely been considered to play a significant role in the success, competitive advantage and long-term success of a business, and is the basis of all marketing activities. [5]