This 164-page book assembles and updates introductory white papers that have been available on our website. There are substantial new sections, including a 50-page glossary of terms, and two new chapters.
Paul Green (Professor Emeritus of Marketing, University of Pennsylvania) and the "father of conjoint analysis" wrote the foreword for Getting Started with Conjoint Analysis. He writes: "Getting Started with Conjoint Analysis is a practical no-nonsense guide to what happens when one designs, executes, and analyzes data from real marketplace problems. It should appeal to academics and consultant-practitioners alike. The book is easy to follow, while at the same time being almost encyclopedic in its coverage of topics ranging from study design to the presentation of results to clients."

This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.

Richard Nixon and Nikita Khrushchev's famous "kitchen debate" in 1958 involved more than the virtues of American appliances. Both Nixon and Khrushchev recognized the political symbolism of the modern kitchen; the kind of technological innovation represented in this everyday context spoke to the political system that produced it. The kitchen connects the "big" politics of politicians and statesmen to the "small" politics of users and interest groups. Cold War Kitchen looks at the kitchen as material object and symbol, considering the politics and the practices of one of the most famous technological icons of the twentieth century. Defining the kitchen as a complex technological artifact as important as computers, cars, and nuclear missiles, the book examines the ways in which a range of social actors in Europe shaped the kitchen as both ideological construct and material practice. These actors--from manufacturers and modernist architects to housing reformers and feminists--constructed and domesticated the technological innovations of the postwar kitchen. The home became a "mediation junction" in which women users and others felt free to advise producers from the consumer's point of view. In essays illustrated by striking period photographs, the contributors to Cold War Kitchen consider such topics as Soviet consumers' ambivalent responses to the American dream kitchen argued over by Nixon and Khrushchev; the Frankfurter Kuche, a European modernist kitchen of the interwar period (and its export to Turkey when its designer fled the Nazis); and the British state-subsidized kitchen design so innovative that it was mistaken for a luxury American product. The concluding essays challenge the received wisdom of past interpretations of the kitchen debate.

Now fully updated, the classic account of how a bottle of sweetened caramel-colored soda water became synonymous with American capitalism
For God, Country and Coca-Cola is the unauthorized history of the great American soft drink and the company that makes it. From its origins as a patent medicine in Reconstruction Atlanta through its rise as the dominant consumer beverage of the American century, the story of Coke is as unique, tasty, and effervescent as the drink itself. With vivid portraits of the entrepreneurs who founded the company-and of the colorful cast of hustlers, swindlers, ad men, and con men who have made Coca-Cola the most recognized trademark in the world-this is business history at its best: in fact, "The Real Thing."

The past decade has seen a dramatic increase in the use of Bayesian methods in marketing due, in part, to computational and modelling breakthroughs, making its implementation ideal for many marketing problems. Bayesian analyses can now be conducted over a wide range of marketing problems, from new product introduction to pricing, and with a wide variety of different data sources.
Bayesian Statistics and Marketing describes the basic advantages of the Bayesian approach, detailing the nature of the computational revolution. Examples contained include household and consumer panel data on product purchases and survey data, demand models based on micro-economic theory and random effect models used to pool data among respondents. The book also discusses the theory and practical use of MCMC methods.
Written by the leading experts in the field, this unique book:

Presents a unified treatment of Bayesian methods in marketing, with common notation and algorithms for estimating the models.
Provides a self-contained introduction to Bayesian methods.
Includes case studies drawn from the authors’ recent research to illustrate how Bayesian methods can be extended to apply to many important marketing problems.
Is accompanied by an R package, bayesm, which implements all of the models and methods in the book and includes many datasets. In addition the book’s website hosts datasets and R code for the case studies. Bayesian Statistics and Marketing provides a platform for researchers in marketing to analyse their data with state-of-the-art methods and develop new models of consumer behaviour. It provides a unified reference for cutting-edge marketing researchers, as well as an invaluable guide to this growing area for both graduate students and professors, alike.