Ethnic-themed restaurants are informal but powerful ambassadors for a country's culture and contributors to local and national economies. Communicating authenticity and quality are essential characteristics in the development of a competitive and effective marketing strategy for restaurants. This book analyses how authenticity and quality perceptions are both constructed and communicated within the ethnic dining sector. Drawing on qualitative research methods, the book explores examples from the Greek food industry to analyse restaurateurs' and consumer constructed meanings of authenticity, how it is transmitted and received. It follows by exploring the marketing implications of consumer constructs and effective promotional methods to aid restaurateurs to better engage with customers whilst also respecting their culinary culture. It also guides the reader through the use of NVivo for research purposes, and its utilisations to facilitate the inductive and interpretive analysis. This book offers a valuable resource for researchers across marketing, including consumer behaviour, food marketing, marketing research and communications. The data analysis tools explored are also transferable to a wide range of sectors outside of food and dining.

Ideal for preparing students for careers in advertising, media planning, communication, and marketing and for practitioners who need a brush-up on latest trends. Contemporary and up to date, written by an author who both works in the industry and teaches the subject. Accompanied by useful online resources such as a sample worksheets to practice planning scnarios, lecture slides, and test questions.

Banners and Dragons is a practical workbook of simple, low-cost and spectacular campaigning techniques. Every example is illustrated with foolproof instructions and full-colour pictures. It draws upon the famously wide range of campaigning techniques used by Amnesty International, but any local organisation trying to attract attention for its 'good cause' will find it helpful.

The first book to look at how energy companies can develop brands as they move to more sustainable energy solutions. The world is facing climate crisis, and never before has the world been looking at the energy industry to solve the delivery of power in ways that do not damage the planet. Includes insights from energy business leaders and is therefore more than an academic thesis, but a practical guide to resolving these branding and sustainability challenges.

This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (IMC) programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then considers what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. A detailed, practical overview of the strategic planning process is provided, illustrated by numerous examples and cases, along with 'desktop' tools and worksheets for developing and implementing an IMC plan. The 4th edition of this classic textbook has been fully updated throughout, and includes: * Updated and expanded coverage of digital media, including issues relating to privacy and media strategy. * New sections on setting campaign budgets, brand architecture, target audience action objectives, social marketing communication, and such practices as gamification and experiential marketing. * Extended content on international advertising and shared cultural values. * The introduction of a channels-based typology of marketing communication. * Updated international examples and case studies throughout. A comprehensive and accessible guide to the steps of planning and developing an effective IMC campaign, this book should be core reading for students studying Integrated Marketing Communications, Strategic Communications, Principles of Advertising, Media Planning and Brand Management.

Distilling decades of leadership expertise into an effective framework, this is a practical guidebook for nonprofits around the globe, with practical recommendations for the urgently needed steps to make this a better world. Charities in the U.S. and NGOs globally need to overcome two glaring and persistent weaknesses in the eyes of potential donors: trustworthiness and effectiveness. After examining possible causes for these deficits, fundraising and organizational development guru Ken Phillips guides readers through the process that leads to greater trust and respect by donors, better results for beneficiaries, significantly increased funding, and better and bigger programs. Alongside helpful worksheets, he presents seven steps to make sure ethics are meaningful, eight disciplines to ensure programs achieve good results, and a communications approach to demonstrate responsibility and accountability, all interwoven with inspiring case studies from his own international experience and other organizations' stories. Staff and volunteers at registered nonprofits around the world, as well as any individual or group raising funds more informally, will value this guide to empower organizations to win trust, raise more funds, and achieve greater program impact.

* Develops the concept of the Celebrity as a Human Fashion Brand, which offers a fresh perspective in the Fashion Marketing field. * Includes a broad range of well-known case studies in every chapter, coupled with reflective questions, which can be used for in-class exercises. * Ideal recommended reading for advanced undergraduate and postgraduate students studying Celebrity Fashion and Influencer Marketing, Fashion Marketing, Fashion Brand Management and Consumer Behaviour.

This textbook provides an overview of the core concepts, theories and methods in strategic communication, using examples from research and experiences from practice. Strategic Communication begins by explaining the fundamental concepts related to communication, organizations and strategy, and then explores the communication processes within leadership, reputation, crisis and change. The authors work to present a framework for the future, underpinned by the concept of Communicative Organizations. The content of this 2nd edition has been fully updated to incorporate the latest research and practice examples, including a new chapter on 'The Future of Strategic Communication'. The new edition also features enhanced pedagogical features to aid learning, such as key takeaways, and new international case studies and examples throughout. After reading the book the student or reader will be able to define and reflect upon strategic communication as an academic field and professional practice, describe relevant theories and apply these to communication problems. It is primarily aimed towards Undergraduate students studying Strategic Communication, Corporate Communications, Public Relations and Marketing, as well as reflective practitioners looking to gain a more thorough and applied introduction to the field.

Legacy brands are struggling. The hand-to-hand combat for advantage has become a zero-sum game - producing small share gains and losses but nothing to bring about sensational new growth. This book shows why businesses, marketers and entrepreneurs need to break free from their 'mainstream inhibition' and turn their attention to the margins - to confront, evaluate and embrace the 'strangeness' of behaviours, ideas and ways of life at the fringes. Why? Because marginal behaviours can break through and take off. They can go mainstream. They can unleash 'consumer-driven distruption', promoting new innovation, new routes to market, new winners and losers - and new growth. Using original research and analysis of the brands that have successfully backed marginal behaviours, From Marginal to Mainstream provides a framework for understanding and evaluating this non-obvious, untapped potential. Marginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to the future. Today's margins are tomorrow's pot of gold - if you know where and how to look.

100 lessons from one of Britain's most successful businessmen You must know businesses or leaders that seem to have it all - loyalty and success in equal measure. Do you aspire to the same, but worry that 'nice guys finish last'? In Nice Is Not a Biscuit, Peter Mead reveals the secrets of his success, and distils a lifetime's thought about the right way to do business. His 100 entertaining lessons include: How to be a boss and a human being at the same time Why trust in your brand is so precious How to gain a share of both heads and hearts Nice is not patting people on the head. It's every person respecting every other person. Do that and you create a great business. It's a credo for life.

Bringing together critical race, queer and decolonial analytical approaches, visual analysis, and multimodal discourse analysis, this book explores the discursive strategies deployed by African luxury brands in an age of cross-platform, intertextual branding. Building on literature examining the aesthetics and politics of African luxury, this book demonstrates how leading African luxury brands create visual material speaking to complex sensibilities of culture, nature, and future. Iqani shows how powerful brand narratives and strategies reveal ethical and ideological messages that function to re-position Africa in an increasingly congested global marketplace of ideas. In acknowledging that there is a strong political validity to recognizing the importance of African brands staking their claim in luxury, this book also problematizes the role these brands play in the promotion of luxury discourses, advancing the project of capitalism and their contribution to broader patterns of inequality. Shedding new light not only on luxury branding strategies but also on the idea of a luxurious global "Africanicity" and on the complex cultural politics of South Africa, African Luxury Branding will be of interest to advanced students and researchers in disciplines, including Critical Advertising Studies, African Studies, Media and Communications.

* Unlike competing texts that place media planning within a marketing context, this textbook provides an integrated and holistic approach to the full media planning process from an agency perspective. * This is a new edition of a highly regarded and core adoptable textbook, fully updated with the most recent trends and examples in digital and global campaign planning, supported by mini-case studies, examples, and activities throughout. * Divided into four key parts and bite-sized chapters to suit programme delivery, with supporting online resources to aid lecture preparation.

Stories and narratives are powerful tools for explaining the world around us. This book explores storytelling as a way of engaging audiences with sustainable development issues and reflects on the opportunities and limitations of storytelling for sustainability as an innovative approach to sustainability communication. Bringing together voices and perspectives from research and practice, this volume explores the ways in which storytelling can support change toward sustainability. Unlike other anthologies, the book first provides a sound scientific basis by unfolding the storytelling approach and presenting empirical studies on its impact on effects. It clarifies important terms and presents recent findings on the impact of storytelling on sustainability from an extensive 3-year research project on this question. The second part shows how storytelling can be used in different fields of practice to communicate sustainability in more engaging and effective ways. Here, the main focus is on not only case-based accounts of positive change, but also tensions, arising from the application of storytelling for sustainability in journalism, higher education, corporate communication, or science communication. Combining theory with practical examples, this innovative book will be a great resource for students and scholars of environmental communication and sustainable development, as well as professionals working in related fields.

Brands - corporate, products, service - today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.

Drawing on a unique study of Australian advertising agencies at the dawn of the digital era, this book provides a hitherto unexplored study of the advertising industry at a point of its disruption. By exploring the dynamic interaction between this established but complacent industry, and a radically new communication medium, this book reveals how advertising agencies were forced to change fundamentally, yet as an industry helped shape the digital economy, and the platforms that dominate it. Based on contemporary reports, company archives, personal archives, and over 50 interviews with past and current advertising practitioners across the range of agency departments, this unique historical narrative reveals how power shifts between agencies, advertisers, and other media platforms forged the current models of advertiser-funded digital media. For scholars of marketing, media, communication, and contemporary history, this is an illuminating perspective on the early impact of the digital revolution and its relevance to the media landscape today.

This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world's most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies.

-A comprehensive text for students and professionals on an essential and emerging area of knowledge and skills for today's technical communication professions -Covers a growing area of focus for the field of technical communication, with relevance to digital marketing, social media publishing, and other professional fields -The first core textbook in this area designed to cover a full range of content strategy skills and practices

The Business of Aspiration is about how consumers' shifting status symbols affect business and brand strategy. These changing status symbols, like taste, aesthetic innovation, curation or environmentalism create the modern aspirational economy. In the traditional economy, consumers signaled their status through collecting commodities, Instagram followers, airline miles, and busy back-to-back schedules. By contrast, in the aspirational economy, consumers increasingly convey status through collecting knowledge, taste, micro-communities, and influence. This new capital changes the way businesses and entire markets operate, and yet the modern aspirational economy is still an under-explored area in business and culture. The Business of Aspiration changes that. In this book, marketers will find examples, analyses and tools on how brands can successfully grow in the modern aspirational economy. The Business of Aspiration answers questions like, "what is good for my brand long-term?", "how is this business decision going to impact our culture?" or "what are the main objectives of our growth?" Marketers will learn to shift their brand narrative and competitive strategy, to create and distribute new brand symbols, and to ensure that their brand's products and services create both monetary and social value.

Contains a variety of in-depth, international case-studies covering real-world organizational settings Online resources, including discussion questions, interviews with case authors, and assignments for instructor use, help bring the discussion to life A combination of theory and practice makes this an ideal resource for students, academics, and public relations and communications professionals

This edited book presents a comprehensive, research-led coverage of the progressive ways public relations (PR) and social media is utilised today. It offers innovative research approaches to explore PR and social media initiatives, and in so doing, provides guidance on how to direct PR communication across the complex canvas of social media where some of the communication can be highly emotional varying from overt expressions of loyalty to brandjacking. Progressive organisations are carefully engaging with their audiences in multiple social media channels with organisational goals including commercial success, sustainability or employee morale. The analytics offered by social media channels help organisations to learn about their audiences as well as design highly personalised content. This book extends our understanding of the ways PR and social media can be utilised for communication that resonates with target audiences in varying context. Through the academic research presented, readers can also learn innovative ways to investigate and improve their own PR and social media practice. The book's main themes include the power of engagement, progressive management use of social media channels, business influence, social-influencing for non-profit causes and political impacts of targeted social media communications. Social Media for Progressive Public Relations is for scholars, researchers and students of PR and communications.

* Provides a step-by-step and applied approach to Digital Marketing practice, preparing students for a role in industry. * Text includes exercises, checklists, further reading and, of course, an abundance of further links * New edition of a well-established text, fully updated with latest theory and practice, including new international case studies, which test students' ability to apply theory, models and good practice to real-life scenarios. * Comprehensive support material available online for both students and instructors, including links to articles and opinion pieces, PowerPoint lecturer slides, lecture videos, and questions.

Internationally diverse scholars from various theoretical and disciplinary backgrounds contribute overviews of definitive aspects of nonprofit communication. Includes case studies that illustrate the theories covered in the volume.

This edited volume makes a unique and timely contribution by exploring in depth the topic of strategic communication and COVID-19 from a global perspective. It is widely agreed that effective and timely communication and leadership are crucial to the successful management of any pandemic. With the ongoing and possibly long-lasting impact COVID-19 has had on many aspects of communication and multiple sectors of our societies, it is critical to explore the role of strategic communication in change management during the COVID-19 pandemic and beyond. This book addresses such a need and is thoroughly grounded in rich empirical evidence gained through a global study of COVID-19 communication experiences and strategies. In the second half of 2020, a transnational team of senior researchers conducted research to investigate COVID-19 communications (COM-COVID-19) in different countries, representing Europe, Africa, Latin America, North America, South America, and Asia. The results presented in this book provide a compelling, current picture of the COVID-19 pandemic and strategic communication globally. Chapters individually explore the national and regional experiences and discuss relevant successes and failures of pandemic communication and specific learning from the 2020-2021 crises. By emphasising the discussion on key communication channels, sources of information, facts and concerns as related to the COVID-19 pandemic, the editors call for actions to develop effective strategies within unique national contexts, which can shed light on global expectations on necessary public health responses and communication. This book is written for scholars, educators and professionals in communication, public relations, strategic communication and corporate communication. It is also appropriate to use this book as a supplementary text for advanced undergraduate and graduate courses on relevant courses.

From Marcus Collins, strategist to Apple, Nike and Beyoncé, discover the powerful force behind what we buy, what we do, and who we want to be . . . 'Compelling and vivid' – Robert Cialdini, author of Pre-Suasian We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest or a company executive selling the next big thing. In For the Culture, Marcus Collins argues that the most powerful vehicle for influencing behaviour is true cultural engagement. To inspire communities, we first need to think hard about how we appeal to their values and what we will contribute to their culture. With a deep perspective based on a century’s worth of data, Collins breaks down the many ways in which culture influences behaviour. Using captivating stories from his own life as a top marketer – including spearheading digital strategy for Beyoncé, working with iTunes and Nike+ on their collaboration, and designing ads for McDonalds – he shows readers how they can do the same. Full of memorable examples, from 1960s hippy culture to the enduring success of Patagonia, For the Culture offers the essential tools for creating lasting engagement and influence. 'Some people seem to intuitively ‘get it.’ Most do not. Collins articulates ‘it’ for the rest of us and provides not just an understanding, but a guide for how to actually engage and influence culture' – Steve Huffman, co-founder and CEO, Reddit