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Marketing Theory : Evolution and Evaluation
Presents a comprehensive and up-to-date account of the evolution and underlying rationale of marketing theories Marketing is a dynamic discipline, subject to evolutionary changes over time.Over the years, many schools of marketing thought have enriched the discipline.Today, some of the schools are only found in history books, while others have transformed into new, modern schools of thought shaped by changing marketing contexts and the emergence of digital technology.Marketing Theory examines 16 schools of marketing thought that emerged, evolved, and dominated the marketing discipline over the course of a century.Written by a team of noted experts, this acclaimed book provides in-depth evaluations of each school—utilizing a rigorous metatheoretical framework based on scientific criteria such as syntax, semantics, and pragmatics.In this new global expanded edition, Marketing Theory identifies four new schools of marketing thought that have emerged in the past 30 years, each with separate chapters devoted to their assessment.It remains a must-read book for doctoral students in marketing, as well as young scholars and practitioners who want to understand the rationale and theoretical tenets of the various schools and contextualize their role in developing contemporary marketing theory.New to this Edition: New chapters on four new schools of marketing thoughtNew content on contenders for a general theory of marketing: Market Orientation, Service-Dominant Logic, Rule of Three Theory, and Resource Advantage (R-A) Theory of CompetitionNew and expanded coverage of Relationship Marketing, with greater emphasis on R-A TheoryNow includes insightful questions for analysis and advanced-level discussions for every chapter Wiley Advantage: Covers the main concepts and principles underlying marketing theory and practiceProvides a comprehensive typology for the 16 major schools of marketing thoughtDescribes concepts and axioms useful in generating a practical theory of marketing. Offers a practical approach to marketing theory that generates a more realistic view of marketing issuesIllustrates how marketing problems have been solved in the real world of business by connecting theory to practiceIncludes extensive references throughout, including many pioneering yet lesser-known works
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Program Evaluation : Embedding Evaluation into Program Design and Development
Program Evaluation: Embedding Evaluation into Program Design and Development provides an in-depth examination of the foundations, methods, and relevant issues in the field of evaluation.With an emphasis on an embedded approach, where evaluation is an explicit part of a program that leads to the refinement of the program, students will learn how to conduct effective evaluations that foster continual improvement and enable data-based decision making.This text provides students with both the theoretical understanding and the practical tools to conduct effective evaluations while being rigorous enough for experienced evaluators looking to expand their approach to evaluation.
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Experimental Evaluation Design for Program Improvement
The concepts of cause and effect are critical to the field of program evaluation.Experimentally-designed evaluations—those that randomize to treatment and control groups—offer a convincing means for establishing a causal connection between a program and its effects.Experimental Evaluation Design for Program Improvement considers a range of impact evaluation questions, particularly those questions that focus on the impact of specific aspects of a program.Laura R. Peck shows how a variety of experimental evaluation design options can provide answers to these questions, and she suggests opportunities for experiments to be applied in more varied settings and focused on program improvement efforts.
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Developmental Evaluation : Applying Complexity Concepts to Enhance Innovation and Use
Developmental evaluation (DE) offers a powerful approach to monitoring and supporting social innovations by working in partnership with program decision makers.In this book, eminent authority Michael Quinn Patton shows how to conduct evaluations within a DE framework.Patton draws on insights about complex dynamic systems, uncertainty, nonlinearity, and emergence.He illustrates how DE can be used for a range of purposes: ongoing program development, adapting effective principles of practice to local contexts, generating innovations and taking them to scale, and facilitating rapid response in crisis situations.Students and practicing evaluators will appreciate the book's extensive case examples and stories, cartoons, clear writing style, "closer look" sidebars, and summary tables.Provided is essential guidance for making evaluations useful, practical, and credible in support of social change. See also Developmental Evaluation Exemplars, edited by Michael Quinn Patton, Kate McKegg, and Nan Wehipeihana, which presents 12 in-depth case studies.
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Realistic Evaluation
Realistic Evaluation shows how program evaluation needs to be, and can be bettered.It presents a profound yet highly readable critique of current evaluation practice, and goes on to introduce a `manifesto' and `handbook' for a fresh approach. The main body of this book is devoted to the articulation of a new evaluation paradigm, which promises greater validity and utility from the findings of evaluation studies.The authors call this new approach `realistic evaluation'.The name reflects the paradigm's foundation in scientific realist philosophy, its commitment to the idea that programmes deal with real problems rather than mere social constructions, and its primary intention, which is to inform realistic developments in policy making that benefit programme participants and the public.Ray Pawson and Nicholas Tilley argue with passion that scientific evaluation requires a careful blend of theory and method, quality and quantity, ambition and realism. The book offers a complete blueprint for evaluation activities, running from design to data collection and analysis to the cumulation of findings across programmes and onto the realization of research into policy.The argument is developed using practical examples throughout and is grounded in the major fields of programme evaluation. This book will be essential reading for all those involved in the evaluation process especially those researchers, students and practitioners in the core disciplines of sociology, social policy, criminology, health and education. `This book is a must for those engaged in the field, providing a fully illustrated text on evaluation with numerous examples from the criminal justice system.Unusually, it offers something for the academic, practitioner and student alike.I found Pawson and Tilley's latest work on evaluation an enjoyable and informative read.For myself their "realistic evaluation" clarified and formalised a jumbled set of ideas I had already been developing.Although not everyone will agree with the methodology proposed by the authors, this book is a valuable read as it will cause most of us at least to review our methodological stance' - International Journal of Police Science and Management`This is an engaging book with a strong sense of voice and communicative task.The voice is sometimes strident, but always clear. Its communicative qualities are evident equally in its structure: lots of signposting for the reader within and across chapters' - Language Teaching Research`This provocative, elegant and highly insightful book focuses on the effective incorporation of actual practice into the formulation of evaluation methodology.What a pleasure to read sentences like: "The research act involves "learning" a stakeholder's theories, formalizing them, and "teaching" them back to that informant who is then in a position to comment upon, clarify and further refine the key ideas".Pawson and Tilley have given us a wise, witty and persuasive account of how real practitioner experience might be encouraged to intrude on (and modify) researchers' concepts about program processes and outcomes.This holds important promise for achieving something that is devoutly to be wished: closer interaction among at least some researchers and some policy makers' - Eleanor Chelimsky, Past-President of the American Evaluation Association`This is a sustained methodological argument by two wordly-wise social scientists.Unashamedly intellectual, theoretically ambitious yet with a clear but bounded conception of evaluation.It is articulate, occasionally eloquent and always iconoclastic, whilst eschewing "paradigm wars".The Pawson and Tilley "realist" call to arms threatens to take no prisoners among experimentalists, constructivists or pluralists.It is the kind of book that clarifies your thoughts, even when you disagree with everything they say' - Elliot Stern, The Tavistock Institute
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Marketing Fashion Third Edition : Strategy, Branding and Promotion
Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity.The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse.The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth.There are also more examples of global fashion weeks and brand collaborations.The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry. Chapters:Marketing TheoryThe Fashion MarketResearch & PlanningUnderstanding the CustomerBrandingPromotion
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Marketing Fashion, Second edition : Strategy, Branding and Promotion
Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development.Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion.Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity.The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns.The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.
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Positive Organizational Psychology Interventions : Design and Evaluation
POSITIVE ORGANIZATIONAL PSYCHOLOGY INTERVENTIONS DISCOVER THE LATEST ADVANCEMENTS IN THE FIELD OF POSITIVE ORGANIZATIONAL PSYCHOLOGY Positive Organizational Psychology Interventions: Design and Evaluation delivers a concise description and synthesis of positive organizational psychology theory, empirical research, and evidence-based applications.Based on a thorough review of the peer-reviewed literature by the accomplished and distinguished editors, the book offers readers an encapsulation of the growth of the field and the latest state-of-the-art theory and research-driven interventions in this emerging area.You’ll discover the breadth and depth of the field of positive organizational psychology grounded in empirical research and evidence-based practice, thereby avoiding some of the frivolousness and optimism sometimes associated with the field.The book provides an honest and balanced view of positive organizational psychology by acknowledging the limitations of the research, relevant critiques, and the extent to which findings can be applied.Finally, the volume will serve as a useful tool to inspire ideas for further evidence-based research and intervention design, and for facilitating class exercises, discussions, projects, and more.Readers will also benefit from the inclusion of: A thorough introduction to positive organizational psychology and research methods commonly used in positive organizational psychology An exploration of positive psychological states, traits, and processes in the workplace, as well as strength and virtues at work Practical discussions of flow and work engagement, job crafting, strengths-focused performance reviews, positive organizational capacity building, positive cultural humility, a positive approach to sexual harassment prevention, and positive leadership development An analysis of positive organizational development and positive human resource practices, as well as workplace well-being, thriving, and flourishing Perfect for undergraduate and graduate students in psychology programs, Positive Organizational Psychology Interventions will also earn a place in the libraries of practitioners of positive psychology who seek a one-stop reference for the latest developments in positive organizational psychology scholarship.
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