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Managing brands in 4d
The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.
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Market grooming
Establishing a paradigm shift in the field of marketing, this thought-provoking scholarly work examines how customers, markets, and communities are groomed, socially conditioned, subliminally marketed to, and influenced by the use of AI technologies.
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Marketing 5.0
Marketing 5.0 introduces academics and marketers to the concept of human-mimicking technologies to create, communicate, deliver, and enhance value across the customer journey.
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Marketing accountability for marketing and non-marketing outcomes
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.
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Marketing and design in the service sector
Providing a practical, evidence-based vision of how to enhance and enrich customer experience through tangibles, exterior and interior design and space within the service industry. In other words, looking through the space-scape and design-scape to improve service performance to better address cu...
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Marketing for the health and fitness industry
Marketing for the Health and Fitness Industry: Technology, Strategy and Value provides an encompassing exploration of the current landscape in health and fitness marketing, expertly navigating the evolving challenges and transformations shaping the industry.
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Marketing in a digital world
Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their underst...
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Marketing in and for a sustainable society
This special issue, featuring contributions from top scholars including former editors of top journals in marketing, will assemble a set of current, comprehensive review articles written by distinguished experts on the state-of-the-art of marketing research and future prospects in the transition ...
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Marketing in customer technology environments
With the rise of virtual reality, augmented reality, the internet of things and more, customers are more engaged, more involved, and easier to reach than ever;while being inundated with increasing amounts of marketing material. This straightforward guide takes you through these new technologies a...
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Marketing intelligence, part a
Digitalization has completely transformed marketing. It has changed consumption habits, consumer behaviour, and purchasing processes. This work provides the most up-to-date research on the challenges connected with the expanding ground of digitalization and marketing.
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Marketing intelligence, part b
In the rapidly evolving world of business, technology isn't just an asset—it's the driving force behind innovation and success. This work is an indispensable resource for business leaders, marketers, and technologists who are eager to stay ahead of the curve.
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Marketing management in turkey
Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within one of the fastest growing of the world's emerging economies—namely, the Turkish economy, which according to a recent PWC report could ou...
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Marketplace dignity
Everywhere we turn, brands and organizations are under fire for failing to treat their customers with respect and dignity. And increasingly, consumers want firms to take a lead in helping to shape a better society. Yet, most don’t know where to start or have struggled to get things right.In Marke...
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Mastering market analytics
In Mastering Market Analytics, Robert Kozielski presents different measurement systems and marketing activities, along with common mistakes made by organizations and managers in the process of building measurement, and illustrates how to avoid these mistakes.
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Measurement in marketing
Measurement in Marketing is built to provide a state-of-the-art discussion of current topics in measurement and deepen readers’ appreciation of the fundamental role of measurement in empirical research in marketing.
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Mindful marketing and strategic management
Mindful Marketing and Strategic Management is a great resource for management and practitioners as it provides practical tools and approaches for incorporating mindfulness into effective strategic management practices
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Navigating the digital landscape
Rapid digitalization has led to the evolution of customer behaviour and for any business it has become imperative to understand customer behaviour in the digital world – Navigating the Digital Landscape explores a wide range of topics to help the reader harness the positive aspects of digital com...
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New insights on trust in business-to-business relationships
New Insights on Trust in Business-to-Business Relationships provides readers with advanced original insights on trust antecedents, processes and consequences within the B2B marketing context and offers practical tools alongside suggestions for future research.
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New perspectives in luxury branding
This collection of key articles offers insights across a range of sectors. Some of the things the book will explain include: - The influence of social media on the building of luxury brands - The effect of the consumption of counterfeit luxury goods on identity - The value of brand extension...
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New perspectives in marketing by word-of-mouth
New Perspectives on Marketing by Word-of-Mouth offers insight to a world where consumers play an even bigger part in the building or breaking of a company's reputation. Some of the things the book will explain include:- How brand love is built in the fashion industry - How larger organisations ef...
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New perspectives on critical marketing and consumer society
Digital communication has altered the flow of global information,evolved consumer values and changed consumption practices worldwide.New Perspectives on Critical Marketing and Consumer Society provides an illuminating, challenging and thought-provoking guide for all upper-level students of market...
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Organizing marketing and sales
Organizing Marketing and Sales offers case studies to demonstrate in detail the kinds of challenges faced by multinational, multiproduct firms. It also draws upon theoretical perspectives in order to examine contemporary challenges in marketing and sales organization.
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Our future in public relations
In an era of fake news and diminishing trust, it’s time to ask exactly what our future in public relations will be. Aimed primarily at communications management professionals, Our Future in Public Relations delves into whether public relations are dead, or rather more important than ever before ...
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Pioneering new perspectives in the fashion industry
Tailored for fashion students and equally relevant for fashion professionals, Pioneering New Perspectives in the Fashion Industry: Disruption, Diversity and Sustainable Innovation presents a ground-breaking, comprehensive and cutting-edge analysis of the challenges and opportunities reshaping the...
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Products for conscious consumers
Products for Conscious Consumers is a guide for academics, students and professionals who want to measure and influence responsible consumer behaviour and attain genuine Green Marketing.
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Public relations and the power of creativity
This volume demonstrates a range of possibilities for creative thinking about public relations management and collaboration in different settings and with different purposes. The chapters hint at opportunities, point towards innovation, and challenge our thinking about the power of creativity.
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Qualitative consumer research
Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, to how small retailers can combat the practice of “showrooming” by consumers comparing online prices with mobile devices.
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Readings in modern marketing
Readings in Modern Marketing is a collection of Professor Quelch's highly-praised scholarly articles previously published in leading business journals. Topics covered include marketing and business strategy, managing product lines, pricing, managing the point of sales, global marketing, building ...
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Reputation management
The book aims to give senior executives and communications professionals a guide to the importance of reputation (in terms of how positively or negatively an organisation is perceived by stakeholders such as employees, customers and members of the media), and inspire their thinking in managing re...
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Shaping entrepreneurial marketing, volume 1
Shaping Entrepreneurial Marketing, Volume 1: A South Asian Perspective provides an in-depth analysis of how marketing and entrepreneurship have shaped the business landscape in South Asia.
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Shareworthy
Combining practitioner and academic perspectives, Robin Landa and Greg Braun offer a roadmap for conceiving and developing creative advertising campaigns that are responsible and inclusive—and that audiences enthusiastically share.
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Shopper marketing and the role of in-store marketing
As the way shoppers' purchasing habits change due to influences such as mobile devices and the internet there is an increasing need to understand how marketing actions influence how shoppers respond to offers. This volume of RMR dedicates itself to understanding the impact on shoppers from in-sto...
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Start-up marketing strategies in india
Start-Up Marketing Strategies in India is a comprehensive book of cases based on real-life marketing challenges faced by Indian start-ups across a wide range of industries.
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Strategic marketing management in asia
Completely revised and updated to match current needs, especially after COVID, this book was written with the special purpose of creating a unique marketing management offering that would be contextually relevant, adding value for Asian students interested in understanding the basics of marketing.
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Strategic marketing management in asia
With a view to continue the current growth momentum, excel in all phases of business, and create future leadership in Asia and across the globe, there is a felt need to develop a deep understanding of the Asian business environment, and how to create effective marketing strategies that will help ...
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Strategic tourism planning for communities
From developed to developing nations, the utilization of tourism as a development strategy has been a prevalent practice at both national and local levels. In this compelling read, the authors explore an understanding of how countries envision the future of their tourism sectors and chart a cours...
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Sustainability and social marketing issues in asia
Sustainability and Social Marketing Issues in Asia broadens the perspective of the latest trends in 'sustainability' and ‘social marketing’.
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Sustainability marketing
Sustainability Marketing: New directions and practices explores how a customer's desire for sustainable products can form a part of new marketing strategies. Sustainability Marketing provides solutions to scholars, marketers and decision makers aiming to gain an advantage in businesses where sust...
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The customer-base audit
As a leader in your organization, you will be very familiar with your organization’s key financial statements and monthly management reports. You may have spent countless hours discussing budgets and expenditures.But how much time have you spent reflecting on the fact that these revenues are gene...
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The global private health & fitness business
The Global Private Health & Fitness Business shows the globalization of the health and fitness industry, and its different forms of management according to different countries, the objective being to show the various business models in the fitness industry in seventeen countries around the wo...
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The impact of digitalization on current marketing strategies
Digitalization completely has transformed marketing. It has changed consumption habits, consumer behaviour, and purchasing processes. In addition, it has modified marketing strategies, tactics, and processes, offering a wide range of mechanisms that allow companies, of all types and sizes, to enh...
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The influencer industry
A critical history of the social media influencer’s rise to global prominenceBefore there were Instagram likes, Twitter hashtags, or TikTok trends, there were bloggers who seemed to have the passion and authenticity that traditional media lacked. The Influencer Industry tells the story of how ear...
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The intention economy
Caveat venditorlet the seller bewareWhile marketers look for more ways to get personal with customers, including new tricks with big data,” customers are about to get personal in their own ways, with their own tools. Soon consumers will be able to: Control the flow and use of personal data ...
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The machine age of customer insight
The Machine Age of Customer Insight demonstrates the impact of machine learning and data analytics, combining an academic state-of-the-art overview of machine learning with cases from well-known companies. These cases show the opportunities and challenges of the transformation process for busines...
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The pursuit of pleasure
This important book unveils how the pleasure principle has taken humanity hostage to the powers of branding and consumerism, steering our most basic desires. Radically re-evaluating the notion of pleasure and arguing for a deep societal change, it shows the way to a new humanist culture.
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The shift
Ready to scale your business profitably without sacrificing your personal life? This book provides practical strategies for entrepreneurs to scale their businesses while maintaining a balanced lifestyle. You'll learn how to set boundaries, identify the right clients, and create compelling offers....
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