Customers use mental short cuts and they get into ruts when making product and brand choices. Brand Choice provides the tools that reveal customers' automatic thoughts and how such thoughts accurately forecast brand choice. Strategic thinking by customers includes their focusing attention and introspectively telling about how, when, when, where, and why they buy and use brands and products. For learning customers' strategic thinking, this book advocates in situ use of the long interview method.

For undergraduate courses in Service Marketing This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. The fundamentals of services marketing presented in a strategic marketing framework. Organized around a strategic marketing framework Services Marketing provides instructors with maximum flexibility in teaching while guiding students into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.

Without a doubt, new technologies, and notably the Internet, have had a profound and lasting impact on the marketing function. A paradigm shift has occurred which will forever change the way marketers and marketing managers work. This doesn t mean, however, that old marketing tools are no longer relevant.

In this brand new textbook, Cor Molenaar summarizes classic concepts and current developments to create a new, integrated marketing model, in which all components are part of a customer-oriented approach. Molenaar highlights the influence of the application of IT and the Internet within marketing and reveals how this can affect the form, focus and business model of an organization.

Supplemented by practical examples throughout as well as an accompanying website, e-Marketing is an essential read for all marketing and business administration students.

"After I sent my team to the Question Based Selling program, not only was the feedback from the training outstanding, but we experienced an immediate positive impact in results."-Jim Cusick, vice president of sales, SAP America, Inc. "Following the program, even our most experienced salespeople raved, saying QBS was the best sales training they have ever experienced!"-Alan D. Rohrer, director of sales, Hewlett Packard For nearly fifteen years, The Secrets of Question Based Selling has been helping great salespeople live you deliver big results. It's commonsense approach has become a classic, must-have tool that demonstrates how asking the right questions at the right time accurately identifies your customer's needs. But consumer behavior and sales techniques change as rapidly as technology-and there are countless contradictory sales training programs promising results. Knowing where you should turn to for success can be confusing. Now fully revised and updated, The Secrets of Question Based Selling provides a step-by-step, easy-to-follow program that focuses specifically on sales effectiveness-identifying the strategies and techniques that will increase your probability of success. How you sell has become more important than the product. With this hands-on guide, you will learn to: Penetrate more accounts Overcome customer skepticism Establish more credibility sooner Generate more return calls Motivate different types of buyers Develop more internal champions Close more sales...faster And much, much more

Based on a successful media sales training course which the author has been giving for many years, the book starts with an explanation of how the industry works, and then guides readers through the skills and processes involved in each stage from lead-sourcing through to closure. Areas covered include: * The role of advertising sales in publishing * What the ad sales job involves and where it can lead * How to plan and implement a successful campaign * How to structure your pitch * How to sell cross-media advertising * How to get through to the real decision-makers * How to deal with objections * How to close the sale

Organizations and societies are facing extreme challenges that require action (IPCC, 2021). The UN's sustainability goals, demographic change, and the green shift are knocking on the door, while traditional education, and ways of leading and managing this development, often fail to keep up. Organizational Change, Leadership and Ethics challenges leadership orthodoxy, assumptions, and myths currently preventing the further development of theory and practice. It encourages intelligent disobedience in support of greater leadership capabilities and capacity in organisations and societies. As such, the book is written for everyone who wants to be MAD - to Make A Difference - students, scholars, and practitioners alike.

This book provides a richly illustrated study of sustainability, innovation and entrepreneurship. Specifically, it examines the ways in which governmental policies and practices modify the social conditions necessary to promote innovation in businesses and by so doing impact economic development. Exploring topics such as green innovation, green customer capital, smart cities, green entrepreneurship and environmental responsibility, this book presents some of the most current research and best practices in the field. In today's global economy, strategies, policies and practices that address the negative effects of human activity on the environment need to be incorporated into the business framework in order for companies to achieve a sustainable competitive advantage. Around the world, such changes have already resulted in a broad range of products, production methods and technical features that ensure environmental protection. At the same time, the mass media's communication of a deteriorating earth have motivated a growing number of citizens in both developed and developing nations to modify their consumption habits towards more ecological products. Consequently, an increasing number of companies are reacting to these changes in business and legal frameworks and consumer preferences by investing in new forms of green innovation or "eco-innovation" designed to promote both environmental and corporate sustainability. For example, Hewlett-Packard eliminated lead from its welding process; Wal-Mart reduced the emissions of their suppliers; and Cisco, Dell and IBM are investing in smart grids. This volume showcases pioneering efforts among companies, citizens, and government agencies that are moving from theory to practice by placing sustainability at the core of their development strategies.

"Marketing Ethics" addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity.
A substantial introduction to the ethics of marketing, exploring the integral relations of marketing and moralityIdentifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketingConsiders broader meanings and background assumptions of marketing infrequently included in other marketing literatureAdds direction and meaning to problems in marketing ethics through reflection on concepts such as individual choice, freedom and responsibility, desire satisfaction, noncoercive exchanges, and instrumental efficiency

Concise overview of the research field, saves time for researchers Written by expert authority on the topic Covers a topic of growing interest to business scholars and beyond

Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles and theories of marketing communications. Written in a lively and engaging style, the book provides you with a coherent and consistent text, blending marketing communications principles and theory with practice. Divided into three parts, the book considers the strategic issues associated with managing marketing communications activities before moving on to look at branding, budgeting and evaluation issues and concluding with chapters on stakeholders, international marketing communications, and the operations and personnel involved in the industry. The book is the essential companion for undergraduate and postgraduate students studying Marketing Communications. It is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by the Chartered Institute of Marketing.

An essential guide for marketers and execs wishing to integrate their brands with modern games and esports In Get in the Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies, decorated gaming and social media research and marketing executive Jonathan Stringfield delivers a roadmap to understanding and navigating marketing and business integrations into the gaming ecosystem: who plays games (and why), how modern games are created and oriented around the world of esports, and where brands can get involved with modern games. This book explains the breadth and depth of the gaming audience, describing the rapidly changing demographics of modern games and the various motivations gamers have for playing games. It also unpacks the history of gaming and how it has impacted the creative processes and output from the industry. Finally, it offers a practical guide for brands wishing to integrate themselves into new gaming environments, with an emphasis on maximizing success for marketers, developers, content creators, and fans. Get in the Game provides: A thorough introduction to why marketers and executives must pay closer attention to gaming, as well as existing roadblocks to understanding the gaming industry Comprehensive explorations of the psychology and motivations of gaming, and implications towards messaging and brand safety. Practical discussions of gaming as a competitive platform or streaming viewing experience. In-depth examinations of gaming ad placements, deep marketing integrations between companies and games, and future directions for the industry and how it relates to the emergence of the metaverse. Perfect for marketing strategists, brand managers, and Chief Marketing Officers, Get in the Game will also earn a place in the libraries of executives seeking to connect with the misunderstood yet largest segment in consumer entertainment.

The book has high potential for course adoption globally in the areas of creative arts marketing, arts management, creative industries, and marketing; Fully updated to include international case studies from throughout the world, including emerging markets, as well as tools for practical application; Offers an alternative or complimentary approach to the existing textbooks which have a more mainstream marketing management perspective; Includes contributions from leading academics in the field of arts marketing

In today's competitive and global marketplace, it is becoming increasingly essential for companies and brands to understand why customers buy--or don't buy--their products and services. Only by understanding the "whys" can companies grow their business and develop loyal customers. In "Empathetic Marketing," Dr. Mark Ingwer presents a groundbreaking approach to understanding consumers' core emotional needs. This innovative book provides both the psychological theory underlying consumers' emotional needs, as well as concrete business examples that demonstrate the incredible effectiveness of unleashing the power of deeper needs and emotions for success in the marketplace.

"Empathetic Marketing" shows how brands like NPR, Universal Studios, Nivea, and Google perform in-depth analyses of their customers' emotional reactions and harness the power of deep psychological insights to optimize their marketing and brand strategy.

As the founding partner at Insight Consulting Group, a global marketing and strategy consultancy, Mark Ingwer has conducted and analyzed countless in-depth studies of customers, from neurological data to in-field observational studies. Through his extensive experience he has identified six basic emotional needs that every company must consider to fully impact and motivate the customer. "Empathetic Marketing" provides readers with a deeper understanding of customers' core emotional needs, and a framework for incorporating these concepts into their business to optimize customer engagement and achieve a significant return on this investment. The strategies provided will not only lead to a better immediate connection between the customer and the company, but also to deeper and longer-term satisfaction for both customers and business leaders.

Want to beat your sales target? Buy this book. The new edition of this highly successful sales bible is full of practical tips, tricks and advice and now comes in a smaller, more accessible package.

" The Secrets of Selling, " 2nd edition covers all the key areas in a concise and snappy style and is easy to navigate - essential features for the time pressured modern sales professional. It covers the full range of situations that sales people at all levels will encounter, from how to size up your prospective client quickly, to the best time to mention your price. It has a genuinely practical approach - providing you with the tips, tricks and techniques that will help you improve your sales performance.

This new edition has been completely revised and updated throughout. Key changes include: .

• Summaries, in the form of checklists included at each of the three sections.
• A chapter on Body Language, including new information on how to spot lying.
• New information on icebreakers in meetings.

The valuation of intangible assets causes tax lawyers and economists a lot of trouble. And when assets cross borders, it gets worse. The (maybe not so-surprising) result is that a considerable number of multinational enterprises use a transfer pricing method to value intangible assets that seems not to comply with regulations of either home or host tax authorities. Although this is a matter of the utmost practical concern, the persistence--even growth--of the problem clearly raises theoretical issues. This volume considers the valuation of intangible assets from both perspectives, theory and practice, building its practical recommendations on a sound theoretical analysis of the appropriateness of transfer pricing rules for intangible assets as well as on the adequacy of transfer pricing standards and methods for the economic reality of multinational enterprises. With expert insight into the difficulties inherent in the current regulatory approaches to valuing intangible asset transfers within multinational enterprise networks, the author combines three strands of current concerns, namely: research into the theory of the multinational enterprise, intangible asset valuation, and international transfer pricing comparison of transfer pricing policies when intangibles are involved; and the ongoing policy discussions on the subject among international organizations, tax authorities, and taxpayers. As both a thorough summary of the major ideas and key public policies in its specialized field and a clarifying presentation of recommendations as well as topics and issues for further research, International Transfer Pricing--The Valuation of Intangible Assets will greatly benefit internationaltaxation professionals, whether in business, government, or academia.

This book is testimony to the emergent nature of human security as an idea, as a useful construct and as an operational strategy. The aim is to showcase new directions that may enrich the human security agenda. Some human security discourse is still rooted in the traditional language of the aid-agency/UN development/economic growth models, often hostile to the corporate and business sector, and sometimes negligent of sustainability and climate change issues. Another limited and outmoded approach is an exaggerated focus on Western interventions, especially military ones, as a "solution" to problems in poor or conflict-prone areas. "Human Security" was introduced as a construct by the UNDP in 1994. The inherent combination of law-enforcement and people-centred humanitarianism has strived to provide an umbrella to both protect people from threats while empowering them to control their destinies. But with accelerating economic globalization and information flows there is a need to revisit the concept. A new paradigm of Sustainable Human Security is required. This book argues that proponents of a human security approach should welcome efforts to remove the barriers between enterprise, corporations, aid and development agencies, government agencies, citizen groups and the UN; and work towards multi-stakeholder approaches and solutions for vulnerable populations. Such an approach is clearly vital in responding to the imperatives of concerted action on issues such as climate change, HIV, terrorism, organised crime and poverty. The agenda may have changed, but it remains true that almost all human tragedies are avoidable. This book examines a number of global problems through the lens of human security and the needs of the individual: global governance; health; the environment and the exploitation of natural resources; peace and reconciliation; the responsibility to protect; and economic development and prosperity. In the latter case, the role of business in the human security pantheon is promulgated. There are many reasons why businesses may want to engage with the needs of vulnerable populations - not least the fact that companies cannot function without secure trading environments. In addition, there are growing demands for corporate responsibility and citizenship from markets, customers, shareholders, employees and, critically, communities. This book throws new light on the human security agenda. It will be essential reading for anyone involved in the debates on human security as well as for practitioners and scholars in international affairs, global governance, peace studies, climate change and the environment, healthcare, responsibility to protect and corporate responsibility.

And just like that, everything changed . . . A global pandemic. Panic. Social distancing. Working from home. In a heartbeat, we went from happy hours to virtual happy hours. From conferences to virtual conferences. From selling to virtual selling. To remain competitive, sales and business professionals were required to shift the way they engaged prospects and customers. Overnight, virtual selling became the new normal. Now, it is here to stay. Virtual selling can be challenging. It's more difficult to make human to human connections. It's natural to feel intimidated by technology and digital tools. Few of us haven't felt the wave of insecurity the instant a video camera is pointed in our direction. Yet, virtual selling is powerful because it allows you to engage more prospects and customers, in less time, at a lower cost, while reducing the sales cycle. Virtual Selling is the definitive guide to leveraging video-based technology and virtual communication channels to engage prospects, advance pipeline opportunities, and seal the deal. You'll learn a complete system for blending video, phone, text, live chat, social media, and direct messaging into your sales process to increase productivity and reduce sales cycles. Jeb Blount, one of the most celebrated sales trainers of our generation, teaches you: How to leverage human psychology to gain more influence on video calls The seven technical elements of impactful video sales calls The five human elements of highly effective video sales calls How to overcome your fear of the camera and always be video ready How to deliver engaging and impactful virtual demos and presentations Powerful video messaging strategies for engaging hard to reach stakeholders The Four-Step Video Prospecting Framework The Five-Step Telephone Prospecting Framework The LDA Method for handling telephone prospecting objections Advanced email prospecting strategies and frameworks How to leverage text messaging for prospecting and down pipeline communication The law of familiarity and how it takes the friction out of virtual selling The 5C's of Social Selling Why it is imperative to become proficient with reactive and proactive chat Strategies for direct messaging - the "Swiss Army Knife" of virtual selling How to leverage a blended virtual/physical selling approach to close deals faster As you dive into these powerful insights, and with each new chapter, you'll gain greater and greater confidence in your ability to effectively engage prospects and customers through virtual communication channels. And, with this newfound confidence, your success and income will soar. Following in the footsteps of his blockbuster bestsellers People Buy You, Fanatical Prospecting, Sales EQ, Objections, and Inked, Jeb Blount's Virtual Selling puts the same strategies employed by his clients--a who's who of the world's most prestigious organizations--right into your hands.