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30-minute website marketing
Every high priority website marketing action can be distilled into a 30 minute time-frame. This practical guide provides step-by-step actions ready to implement, distilled from over 15 years of experience leading digital marketing departments.Every high priority website marketing action can be di...
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A focus on 3d printing for healthcare applications
A Focus on 3D Printing for Healthcare Applications is an indispensable collection of articles for anyone interested in additive manufacturing and prosthetics. 3D printing has huge potential to deliver tailored healthcare solutions. Find out some of the reasons why by reading this collection.
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A social strategy
What people get out of social media—and how businesses can get more out of itAlmost no one had heard of social media a decade ago, but today websites such as Facebook, Twitter, and LinkedIn have more than 1 billion users and account for almost 25 percent of Internet use. Practically overnight, so...
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Advertising in new formats and media
The advertising universe is changing rapidly. Communication technologies have given advertisers new platforms to communicate and promote their messages. This book provides conceptual overviews, literature reviews, research work, and developing viewpoints on the key issues, providing a valuable ov...
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Ai-driven blue ocean strategies
AI-Driven Blue Ocean Strategies offers business managers, marketers, and entrepreneurs a detailed reference on how to leverage artificial intelligence to create and sustain new Blue Ocean strategies.
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Airport marketing strategies
Strategies: Aviation and Tourism Perspectives offers a contemporary global vision of airport marketing strategies in the context of the aviation and tourism sectors.
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Artificial intelligence in marketing
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. Here, leading scholars explore how marketing is currently shaping, and being shaped by, the evolution of Artificial Intelligence (AI).
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Atmospheric turn in culture and tourism
Combining ideas of sustainable development, strategic marketing and branding with space design and architecture, this volume offers contemporary perspectives on the development and impact of 'atmospheric quality' in tourism and hospitality service situations. Topics discussed include: silent airp...
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Battlefield tourism
Introducing real-world case studies from across the globe, Battlefield Tourism contributes to the growing fields of dark tourism, destination and risk management, and tourism security.
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Big ideas in public relations research and practice
Drawing on contributions from the 2018 congress of the European Public Relations Education and Research Association (EUPRERA), this volume explores and analyses challenges around communication, management and big ideas to present findings from current research in corporate communication.
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Bottom of the pyramid marketing
BOP marketing practices are new and still evolving, despite the ground-level challenges, and several failures. This edited book extends the knowledge on bottom of pyramid (BOP) through contributions by leading scholars in this domain, and embodies the knowledge that would be useful for marketing ...
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Branding as a cultural force
Branding as a Cultural Force invites readers to reimagine branding as a force for good, one that shapes culture, sparks movements, and drives meaningful social impact.
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Brands hallelujah!
Brands Hallelujah! articulates the sustained cultural relevance and resonance of specific brands by presenting unique case studies that reflect and channel various existential themes e.g., the cultural need for belonging, status, order, meaning, permanence etc. while illustrating their significan...
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Consumer culture theory
The chapters in this volume are selected from the best papers presented at the 10th Annual Consumer Culture Theory Conference held at the University of Arkansas, USA in June 2015. They represent the cutting edge in qualitative consumer research.
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Contemporary approaches studying customer experience in tourism research
Contemporary Approaches Studying Customer Experience in Tourism Research develops approaches and related methods to understand, analyze, and evaluate the tourist consumption experience under its different forms and stages before, during and after.
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Continuing to broaden the marketing concept
Review of Marketing Research is a publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature, offer a critical commentary, develop an innovative framework and discuss future developm...
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Corporate marketing strategy
Corporate branding, identity, image and reputation have become increasingly important in academic research and management practice. This work provides a comprehensive overview of current and future trends in corporate branding, identity, image, and reputation.
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Creating signature stories
Creating Signature Stories applies the power of storytelling—a key to any digital program—to strategic messaging.
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Creativity and marketing
Creativity and Marketing: The Fuel for Success presents a diverse collection of theoretical analysis, real world evidence, and case study applications to synthesize emerging studies on how creativity is important for marketing success.
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Cross-cultural social media marketing
To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically...
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Crystallizing public opinion (original classic edition)
Edward Bernays' 1923 classic Crystallizing Public Opinion set down the principles that corporations and governments have used to influence public attitudes over the past century.
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Customer centricity
A powerful call to action, Customer Centricity upends some of our most fundamental beliefs about customer service, customer relationship management, and customer lifetime value.Despite what the old adage says, the customer is not always right. Even companies that can seemingly do no wrong—like th...
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Customer experience innovation
This book outlines innovative processes used to research, conceive and develop innovations in the Customer eXperience (CX) space for both large and small companies.
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Dark tourism
Dark Tourism has seen a surge in popularity in the last decade as people seek a richer travel experience, choosing to meaningfully engage with humankind’s more troubling heritage, rather than opting for merely escapist vacations.
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Data-driven marketing content
This practical content guide empowers businesses to understand, identify and act on big-data opportunities, producing superior business insights for prolific marketing gains.
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Debates in marketing orientation
This book examines the fundamental problem of marketing orientation, considering the current state of marketing orientation, customer orientation, and an individual's role in the marketing process. It is a useful reference for marketing practitioners, students, and executives.
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Digital influence on consumer habits
Readers will learn service quality, peer pressure, online reviewers’ effect in the digital environment to aid in understanding the various risks and challenges involved in the digital environment, with examples of changing business and consumer scenario case studies as a result of Digital Transfo...
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Digital pr
The digital revolution has caused a seismic shift in the PR industry. It’s altered every corner of the industry, bringing challenges and opportunities in equal measure. This book describes where we’ve been, where we are and where we’re going. It’s a manual for practitioners looking for guidance a...
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Emotional appeals in advertising banking services
Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.
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Employer branding for the hospitality and tourism industry
This book explores the concept of Employer Branding (EB) as applied to the hospitality sector. Employer branding aims to assist businesses in becoming the employer of choice for potential employees. As such, the concept has potential to change classical approaches of managing people and to improv...
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Employer engagement
Active labour market policies aim to assist people not in work to move into employment through a range of interventions including job search, preparation, training and in-work support and development. While policies, programmes and scholarship predominantly focus on jobseekers’ engagement with th...
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Event sponsorship and fundraising
Receive a thorough introduction to the subject of event management and sponsorship with this upper level textbook, encompassing all the critical aspects in one resource.
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Examining the role of well-being in the marketing discipline
Volume 17 of Research in Occupational Stress and Well Being is focused on the stress and well-being related to the marketing discipline. This volume is focused on the connections between employee stress, health, and well-being as it relates to marketing; sales; customers.
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Expand, grow, thrive
In this call-to-arms for marketers struggling to hit their growth targets, brand licensing expert Pete Canalichio explores what needs to be done to consistently and sustainably convert consumer interest into passion, into must-have, and into must-have-more. The result is the LASSO model: a five-s...
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Exploring cultural value
Exploring Cultural Value presents ground breaking new research on the use of the cultural value lens to explain and investigate those areas of society where art and culture can have an impact or add value, beyond economic measures.
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Fostering sustainable behavior, third edition
To attain a sustainable future, we must change many of our everyday actions. This completely revised and updated edition of Fostering Sustainable Behavior shows how community-based social marketing is key to overcoming barriers and resistance and creating new social norms.
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Future priorities for design, branding, marketing and retail
Embracing technology as an ally, Future Priorities for Design, Branding, Marketing and Retail unravels the transformative role it plays in amplifying brand resonance, propelling a seismic shift in the fabric of communication between brands and their audience.
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Future workscapes
Both Part A and B of Future Workscapes offers an in-depth exploration of the evolving work environment and human resource strategies, addressing the urgent need for organizations to adapt to rapid changes, fostering environments that are not only technologically advanced but also human-centric, s...
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Genes, climate, and consumption culture
Drawing from decades of research, Genes,Climate, and Consumption Culture: Connecting the Dots demonstrates how climate dictates culture and consumption.
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Global brand power
The branding bible for today's globalized worldToday, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for rea...
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Global marketing in times of disruption
Global Marketing in Times of Disruption, Volume 22 in the Review of Marketing Research series, delves into the multifaceted disruptions reshaping the domain of international marketing, fuelled by shifts in geopolitical dynamics and consumer behaviour.
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Green marketing perspectives
Demonstrating the profound impact of the Green Concept's emergence, and how companies are altering their marketing strategies to leverage green and sustainable messaging, this work presents real cases from around the world and how they are used for business success.
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Grow, build, sell, live
If you are thinking about starting your own consultancy; have started one and hit your first round of growing pains, or are a veteran looking at an exit, this book is for you.
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If you're in a dogfight, become a cat!
Leonard Sherman draws on decades of experience in management consulting, venture capital, and teaching business strategy at Columbia Business School to share practical advice on two of the most vexing issues facing business executives: why is it so hard to achieve long-term profitable growth, and...
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Innovation and strategy
This volume focuses on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy.
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Intelligent data-driven marketing
Following Einstein’s advice, “Everything should be made as simple as possible, but not simpler. If you can’t explain it simply, you don’t understand it well enough,” this book puts a spotlight on the marketing ecosystem from a physicist’s point of view. It provides guidelines for implementing a m...
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Making tough decisions well and badly
Where do brilliant executive wisdom and actions come from? Making Tough Decisions Well and Badly (MTDWB) assesses the literature that examines executives’ conscious and non-conscious actions in decision making, implementation and assessment of outcomes.
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