Why commercial-style branding doesn't work for nonprofits and what does Taking its cue from for-profit corporations, the nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving. But it hasn't worked. Written by a longtime industry insider, this book argues that branding strategies borrowed from for-profit companies hasn't just failed, but has actually discouraged giving. But why does branding a well-developed discipline with a history of commercial success fail when applied to nonprofits? The Money-Raising Nonprofit Brand + Website argues that commercial-style branding is the wrong tool applied in the wrong way to the wrong industry. * Offers a real-world fundraising strategies that work in the nonprofit world * Disabuses readers of the dangerous notion that commercial-style marketing works in the fundamentally different nonprofit world * Written by an industry insider with 25 years of experience raising funds for many of the most successful nonprofits in the world Nonprofit fundraising is a fundamentally different world financially, emotionally, and practically than commercial marketing. Here, the author explains why commercial marketing strategies don't work and provides practical, experience-based alternatives that do.

Aimed at post-introductory Marketing undergraduates and postgraduate students, Marketing Research is the first UK textbook to offer the advantages of presentation and format associated with a US textbook, yet still provide a comprehensive coverage of approaches, methods and applications of market research in a primarily European and international context. Unlike other textbooks which implicitly focus on client-based research, Marketing Research compares and contrasts research from both academic and client-based perspectives. This text has an innovative approach which focuses on the need for market research to be viewed on a systemic level, as an integrated creative process, composed of varying practical and theoretical approaches which can be tailored to each research project.

Are you about to undertake a one semester or short course in marketing? If so, 'Marketing: The One Semester Introduction' is the book for you! Written by two of the most experienced and respected authors of the subject in the UK, it is specifically designed for those wanting a rapid and thorough introduction to marketing. This book: is based on vast teaching experience and classroom testing to ensure that it precisely meets the needs of the business studies or modular marketing student provides authoritative coverage of the subject, yet avoids becoming entangled in a mass of extra theory that may prove unhelpful for preliminary study has an international viewpoint that guides the reader to the very heart of contemporary global marketing issues'Marketing: The One Semester Introduction' provides exactly the right amount of theory and information to ensure rapid and high quality learning. With its succinct and clear style, the book represents an indispensable starting point for students of business studies and marketing.

By the 1930s, banks in America had transformed themselves from passive responders to aggressive seekers of business, converting toward a market orientation by developments in service philosophy, segmentation of customers, and by transformation of staff. Bankers focused on building confidence among the populace, increasing transaction speed, and increasing security of operations. They also developed special marketing mixes based on gender, age, and affinity groups. They were also aware of the need to develop a positive spirit among the bank staff to increase productivity and to create better customer relations.

A practical guide for inexperienced marketers who have to develop a marketing strategy

With technology being built into products of all kinds, many businesses are hiring scientists, engineers, and designers to fulfill strategic marketing and product management roles. "The Accidental Marketer" is a practical guide for employees who are now responsible for developing strategy. These marketers will be able to immediately and successfully apply the ten tools featured in the book to create powerful strategies that increase sales and profits for any product in any industry.Explains how great marketers uncover insights about customers that competitors miss and use new insights to create a range of strategic options for their marketing plansShows how the best marketers execute their strategies through developing innovative branding and communication plans and value propositions

"The Accidental Marketer" allows any inexperienced marketer to step into a new role and develop an effective strategy.

New co-author (Giles Chance) has extensive practical experience of doing business in China Updated to take account of China's status as a global economic power and changes in consumer behaviour New chapter on e-commerce in China Updated to include information on new government policy on trade partnerships, commercial law and anti-corruption drives New and updated case studies highlight both similaririties and differences between Chinese and western business culture Simple and direct writing styles appeals to both students and managers going to China for the first time

The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research.The topics covered by eminent contributors from around the world range from fashion and food consumption practices of Muslims to retailing, digital marketing, advertising, corporate social responsibility, and nation branding in the context of Muslim marketplaces. The essays offer new insights into the relationship between morality, consumption and marketing practices and discuss the implications of politics and globalization for Islamic markets. This comprehensive Handbook provides an essential introduction to the newly emerging field of Islamic marketing. It is invaluable for researchers and students in international marketing who are interested in the intersection of Islam and marketing as well as those from anthropology and sociology studying Muslim consumers and businesses. The book also supplies vital knowledge for Muslim and non-Muslim business leaders generating commerce in Islamic communities. Contributors include: B. Agirdir, R. Al-Abdulrazak, A.J. Ali, S.F.S. Alwi, Y. Aslanbay, A. Balasescu, R. Belk, J.D. Chandler, D. Chong, M.H. Cone, M. El-Fatatry, M.F. ElSahn, A.M. Everett, M.F. Farah, G. Ger, G. Ghariani, K. Gillespie, F. Haq, S. Hassan, H. Hino, E.C. Hirschman, S.L.T. Khan, M. Kurdy, C.H. Lee, V. Lehdonvirta, T.C. Melewar, N. Muhamad, R. Muhamad, S. Prokopec, G. Rice, O.H. Sanaktekin, O. Sandikci, F. Smaoui, R. Sobh, P. Temporal, S. Tepe, C. Thibos, M. Touzani, H.Y. Wong, O.M. Yacout, K.B. Yap, R.N.R. Yusof

This book details the exploratory stages of a research study that produced a framework for entrepreneurial endeavour and enterprise. It presents an unfolding discussion, throughout its chapters, regarding the entrepreneurial nature potential within us all, and the modes by which those involved in such activity, and associated innovative discoveries, can be informed by the skills and experience already in their possession. The book also provides, through its structure, a tool by which the entrepreneur, innovator, educator, student or those yet-to-be involved in the entrepreneurial arena can plan for the yet-to-be known eventualities of such endeavour. The parabolic scramble framework is backgrounded across the discussion of entrepreneurship and the necessity to deal with the tangible and intangibility of any venture, as well as other considered aspects that the entrepreneurial journey engenders.

'Cybermarketing' is a no-nonsense structured guide to using the Internet for marketing and is essential reading for all marketers and managers who need to know how to use the Internet to promote and sell their product.
This new edition both follows on the success of and adds significantly to the first edition by:
* Increasing the up to date case material
* Having a live Internet site to support the book
* Adding a collection of key URLs for market research purposes
* Adding a new section on marketing information systems
* More coverage on electronic direct and 1 to 1 marketing
* Covering intranets for Marcomms in more depth
* Building on 'Justifying the Business Case'
* Updated and expanded information on pricing and branding.
This new edition, confirms 'Cybermarketing' as both the most comprehensive and accessible guide to the net for marketing professionals at all levels.
Thorough revision based on successful 1st edition
Written by an author team who have advised some of the world's largest companies and consultancies on net strategy

Create a successful strategy for competition in the global marketplace Globalization of Business: Practice and Theory will give executives and business students a current, in-depth look at ways to become globally competitive in today's complex market. This essential guide offers you insight into issues every global businessperson needs to understand, such as the practice and theory of globalization, the nature of the global business environment, the roles of global corporations, strategic approaches for global business, and global leadership. By identifying competitive and innovative practices, networks, and alliances, Globalization of Business will help you become a successful leader in the global business community. This vital book contains new and updated information to help you and your company play a profitable and integral part in the international marketplace.Comprehensive and thorough, Globalization of Business will assist you in understanding the significance and challenges of globalization for today's companies. Using proven research and actual strategies of top corporations, this reference covers pertinent information about the global context of business. This book: explores the world's current economic, cultural, technological, and environmental affairs examines competitiveness at national and firm levels and outlines steps that competitive organizations undertake to sustain their advantage discusses and analyzes strategies for effective business performance identifies the roles of CEOs and gives a framework for identifying global managers evaluates the prospects for sustaining global leadership and shows the differences between global leadership and hegemony outlines the necessary steps for creating an integrated global economy Covering general and specific issues, this guide explains assumptions and theories of globalization in order to help you approach global issues with flexibility, attentiveness, and confidence. Globalization of Business will enable you to avoid common pitfalls and build a successful global firm that will benefit the entire business community.

"A powerful and urgent introduction to lean marketing and the magic of getting it right." -- Seth Godin, author, This is Marketing You may be familiar with the Silicon Valley expression about the iterative approach to software development, "We're learning to fly the plane while we're building it." If so, think of a startup-with all its moving parts, phases, and personalities-as flying a plane, while you're building it, booking passengers, marketing the airline, interviewing co-pilots, and serving coffee. In this book, Orly Zeewy navigates the turbulence and provides a flight plan so you know when you've landed in the right airport. Orly Zeewy is a brand architect who helps startups cut through the noise. She has worked with dozens of founders and entrepreneurs to uncover their brands' DNA. In Ready, Launch, Brand: The Lean Marketing Guide for Startups you will learn how to close the marketing gaps that can slow down sales and make it harder to scale your business. Orly shares her brand process for building the right team, attracting brand evangelists, and cultivating a sustainable company culture. Prior to starting her brand consulting practice, Orly ran the award-winning Zeewy Design and Marketing Communications firm and directed marketing programs for national clients such as CIGNA, Kraft Foods, and Prince Tennis. She has lectured at the Wharton School of Business at the University of Pennsylvania, taught at the Charles D. Close School of Entrepreneurship at Drexel University, and been featured in the business section of the Philadelphia Inquirer.

Tough Times can be brought on by any number of factors: a down economy, Mother Nature, shifts in customers' needs, national tragedy--the list goes on and on. These types of changes can be extremely disruptive, even paralyzing, when we're not prepared for them. While many see no other option than to "sit tight" and "ride things out" when crisis strikes, true career professionals in selling understand that the only way to deal with adversity is to meet it head-on. That's why a positive attitude and a proactive approach to problem-solving are two of the most essential ingredients for success in selling--and why those who embrace them not only to survive but thrive, even in the most difficult of circumstances. Now, in his latest book, SELLING IN TOUGH TIMES, world-renowned selling expert Tom Hopkins puts his real-world, in-the-trenches experience to work and shares his plan to reverse the momentum of tough times--and even capitalize on them. With exercises to help you discover previously overlooked opportunities and eliminate waste, along with out-of-the-box methods for recruiting new customers and key tips on how to solidify your existing business, Hopkins gives you powerful ways to spur sales now and for years to come. Learn how to:
Mine your client list to generate new leadsKeep--and reward--your current customers so that they're loyal for life.Reduce the sales resistance that plagues tough times with tactics that overcome consumers' fears.Woo clients from your competition with 12 new strategies specially tailored for tough times.Cycles will come and go, but the principles of great selling and those who live by them stand firm. Find out how you can achieve your maximum selling potential, whatever the business climate, in SELLING IN TOUGH TIMES today.

Today, managers, politicians, educators, and healthcare providers are highly skilled technicians who navigate modern systems. However, followers seek more than know-how; they desire moral leadership. Even leaders equipped with skills must make difficult ethical choices. This book connects philosophy to leadership by examining three representative texts from the history of philosophy: Plato's Republic, Aristotle's Nicomachean Ethics, and Niccolo Machiavelli's The Prince. The leadership ideas contained in each one of these philosopher's works were not only pioneering for their age but continue to be relevant today because they provide insight into the enduring questions of leadership. The book demonstrates the timeliness of the classical works by applying these philosophical approaches to historical and contemporary cases. This book is ideal for readers who are acquainted with philosophy and those who are uninitiated. The connections made between philosophy, leadership literature, and real-life leaders enable readers to appreciate how deeper reflection into the themes of leadership might merit scholarly attention and bear witness to the close union between the philosophy of leadership and the real world.

This open access book seeks to understand why we consume as we do, how consumption changes, and why we keep consuming more and more, despite the visible damage we are doing to the planet. The chapters cover both the stubbornness of unsustainable consumption patterns in affluent societies and the drivers of rapidly increasing consumption in emerging economies. They focus on consumption patterns with the largest environmental footprints, including energy, housing, and mobility and engage in sophisticated ways with the theoretical frontiers of the field of consumption research, in particular on the 'practice turn' that has come to dominate the field in recent decades. This book maps out what we know about consumption, questions what we take for granted, and points us in new directions for better understanding-and changing-unsustainable consumption patterns.

The book is best suited as a resource for students in seminars dealing with marketing's role in society. At present it is the only book devoted entirely to the linkage between marketing and the quality-of-life concept. Upper-division and graduate collections. "Choice"

This interdisciplinary collection of essays focuses on marketing's ability to improve the prevailing quality of life in a society. It provides general philosophies for marketing practitioners, teachers, and researchers to explore and evaluate, and offers specific criteria for practicing marketing with positive quality of life consequences.

Learn the secrets of how recurring revenue is driven at expert firms like BCG, KPMG, EY, and more Never Say Sell: How the World's Best Consulting and Professional Services Firms Expand Client Relationships explains how to scale individual engagements into long-term business relationships. Cowritten by Tom McMakin, the coauthor of How Clients Buy and expert in account development, and colleague Jacob Parks, this book provides insights from key rainmakers at firms like Accenture, IBM, and more into how they drive growth from existing relationships. Never Say Sell is a business development guide for professional service providers like consultants, accountants, and lawyers, whether they are sole proprietors or members of account teams tasked with expanding key accounts. Doing good work with existing clients is not enough to have them come back to you again and again. You must do more. This book explores the techniques and methods that leading professional service providers use to add value, cross sell, and drive recurring revenue from existing engagements. Never Say Sell will help you turn one-and-done clients into some of your most exciting and lucrative relationships. It is a must-have for any professional who benefits from repeat business.

'The Channel Advantage' deals with one topic, and deals with it comprehensively and rigorously: how to construct a sales channel system that will yield world-class sales performance and durable competitive advantage. This book helps readers move decisively away from the notion of channel strategy as a sideline to the core business. Building a channel advantage is the core business today, and this is an essential text and reference for all serious marketing and sales professionals and students.
Channel innovation is separating market winners from market losers, and not just in leading-edge technology industries. In a business world where industry players are selling practically the same products at essentially the same prices at about the same cost, the only real source of sustainable competitive advantage is the sales channel: how you sell, not what you sell. Selling becomes a question of how to connect products with customers via the best mix of sales channels: the sales force, value-added partners, distributors, retail stores, telemarketing, and the Internet.
In short, how companies sell has become as important as what they sell. 'The Channel Advantage' explains how leading companies develop strategies that integrate e-commerce, telemarketing, sales forces, and distributors to achieve superior sales performance and sustainable competitive advantage.
Timothy R. Furey is chairman, CEO and co-founder of Oxford Associates, a privately held consulting firm specializing in sales and market strategy, e-commerce channel integration and market research, based in Bethesda, Maryland. Oxford has achieved an annual growth of more than forty percent since its creation in 1991 and wasnamed one of America's 500 fastest growing private companies by Inc. Magazine in 1997.
Furey, a pioneer in the use of hybrid sales and marketing strategies for blue chip companies, works extensively with senior management leadership teams to develop and implement go-to-market growth strategies. His clients include IBM, American Express, Marriott, Xerox, Fidelity Investments, Bristol-Myers Squibb, and Johnson & Johnson. Under his leadership, Oxford Associates has developed leading-edge strategies, business processes and systems for deploying and integrating multi-channel sales and marketing systems. They work to align products with the right customers via an appropriate mix of the Internet, telesales, distributors, value-added partners, and traditional sales force channels.
Mr. Furey is the co-author of THE CHANNEL ADVANTAGE (Butterworth-Heinemann, August 31, 1999), which is endorsed by the CEOs of America Online, Lotus Development, Ocean Spray, and Xerox. Mr. Furey also serves on the Board of Directors of Alpha Industries (Nasdaq: AHAA), a leading semiconductor manufacturer for wireless telephone applications.
Previously, Mr. Furey worked with Boston Consulting Group, Strategic Planning Associates, Kaiser Associates and the Marketing Science Institute. He earned a BA in Economics, cum laude, from Harvard University and an MBA from the Harvard Business School.
Lawrence G. Friedman is an internationally recognized channel strategy consultant whose clients have included companies such as Lotus, AT&T, Canon, Compaq Digital Equipment, Microsoft and Bell Atlantic. He also held executive level positions at Andersen Consulting and Huthwaite, Inc., the sales research firm thatdeveloped the SPIN Selling Model.
In 1996, Friedman, with Neil Rackham and Richard Ruff, co-authored the best-seller, GETTING PARTNERING RIGHT (McGraw-Hill). He is on the review board of the Journal of Selling and Major Account Management, which published his article, Multiple Channel Sales Strategy, in the April, 1999 issue.
His firm, The Sales Strategy Institute, works with clients to identify and evaluate new go-to-market opportunities and conducts in-depth channel strategy workshops and seminars. Mr. Friedman is a frequent guest speaker and lecturer on sales and channel strategy throughout the United States, Europe and Asia.
Mr. Friedman earned an MA from the University of Chicago.
The first rigorous and definitive guide looking at the whole field of channel strategy
Shows you how to evaluate new channels
Uses real life case studies illustrating cutting edge channel management

This is the second edition of the undergraduate textbook 'Social Media Management' which extends the original edition's scope beyond the business angle. The textbook continues with the perspective of organizations - not individuals - and clarifies the impact of social media on their different departments or disciplines, while also exploring how organizations use social media to create business value. To do so, the book pursues a uniquely multi-disciplinary approach by embracing IT, marketing, HR, and many other fields. While the first edition was inspired by the rise of social media tools, the second edition is characterized by a digital economy with increasing digitalization efforts due to newly emerging technologies in Industry 4.0 and the COVID-19 pandemic. Readers will benefit from a comprehensive selection of extended topics, including strategies and business models for social media, influencer marketing, viral campaigns, social CRM, employer branding, e-recruitment, search engine optimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues. Each chapter starts with one or more teaser questions to arouse the readers' interest, which will be clarified per topic. The second edition also provides ample self-test materials and reflection exercises.

This book deep dives into emerging consumer trends in the food and beverage industry in Italy, particularly in light of the COVID-19 crisis, and explores how firms have evolved to meet consumer needs and succeed in this challenging context. Through a series of case studies, the authors explore the food and beverage industry's defining characteristics and how each particular sector has become so important to the Italian economy. Drawing on cases that feature small, medium and large enterprises, the authors reveal how firms have adapted their business strategies to meet new customer demands and market trends, highlighting the winning characteristics of the ever-evolving 'Made in Italy' brand, concluding with a recommended strategy of best practices for future implementation. Providing examples that can be studied, applied and analyzed by researchers, students, and practitioners, this unique book offers a detailed understanding of the different innovations and adaptations that companies in the food and beverage sector have put in place in response to ever evolving markets and trends, and how innovation becomes the key to success.

The authors of this book are top executives in the luxury goods industry. In an environment in which brands have come under attack they argue that brands can be factors of progress if they are correctly managed. The book includes an analysis of brand nature and history and highlights the importance of semiotics in the management of brand identity. In summary they argue that brands cannot be held responsible for the imperfections and excesses of the worldwide economic and political systems, but that they can be signs of excellence and differentiation and vectors of values which favour multicultural understanding and put people in a position to generate progress.

Product counterfeits and other brand infringements represent a growing and substantial risk to firms, consumers, and society. While policing such illicit activity is important, there is much that firms can do to protect themselves and their customers. Grounded in field research and practice, this book presents a total business solution approach to brand protection that enables firms to prevent infringement from occurring and respond efficiently when it does. This total business solution provides a framework for building and advancing brand protection programs that are strategic, comprehensive, and evidence based. Coupling perspectives and illustrations from several academic disciplines and industries, this book serves as a road map or blueprint for companies to develop and implement a proactive strategy to protect their brands. It serves as a guide to help firms continuously learn, innovate, and efficiently allocate resources in a way that maximizes brand protection performance. Graduate and executive education programs and scholars in business, law and criminal justice will benefit from adopting Brand Protection and the Global Risk of Product Counterfeits as course reading, research or a valued addition to their personal library. Brand protection practitioners in firms large and small, working in brand protection, security, supply chain, legal, quality assurance, packaging, C-suite, marketing, sales, and related areas will find this book essential in helping them develop a roadmap for establishing a robust brand protection program and take their existing brand protection to the next level of effectiveness and efficiency.

This two-volume edited collection explores the impact of technology on business advancement. Technology is a multifaceted and multidimensional phenomenon, carrying opportunities and risks. Business advancement therefore, can no longer be considered without technological mediation. Volume I offers insights into technological improvements in the field of global marketing. Covering topics such as mobile banking, social media and neuromarketing tools, the book examines how technology diffusion drives, negates and facilitates change in marketing processes. Volume II, on the other hand, focuses on the implications of changing technology on work and employment. Taken together, the books move forward the study of organizations and technology and are ideal resources for students and researchers.

Marketing Professional Services is a uniquely focused, incisive and practical introduction to new business planning, marketing and selling skills for those in the professional services sector. It is for professionals who have to sell to professionals.

Professionals of all types, from accountants and consultants to surveyors and solicitors who have trained in a specific technical skill will understand the power of good clear marketing practice reading this book. If you have to sell yourself and your service to clients this book shows you:
* The importance of winning new business in an increasingly competitive, deregulated market
* How to plan for winning new business including a full script for cold calls
* The techniques, skills and resources required in order to achieve your goals focusing on the three P's of Preparation, Prospection and Persistence
Individual chapters provide you with a basic grounding in separate sales and marketing issues - from prospecting and cold canvassing to direct marketing and public relations. The book includes sample interactive conversations and provides a constant source of reference for the professional sales person. It is based on long experience of training in this sector and is a short, practical and appropriate introduction to the key concepts.
Addresses the specific needs of a hitherto underpublished market
Light and pacy approach based on tested training materials
Written by a very experienced and articulate practitioner

Social media initiatives, when effectively used and correctly monetized, can engage customers better and provide higher ROI rates than traditional marketing and sales initiatives. This book presents a selection of monetization strategies that can help companies benefit from social media initiatives and overcome the current challenges in connection with generating and growing revenues. Using cases and examples covering several social media platforms, the authors describe a variety of strategies and holistic solutions for companies. In addition, the book highlights the latest social media innovations, best business practices, successful monetization cases, and strategic trends in future social media monetization. Top executives need to read this book to have a big picture of corporate-wide "social strategy," form a "social mindset," and infuse a "social gene" into their company's culture, strategy, and business processes. Armed with these social elements, companies can gain confidence, effectively introduce social media tools, and invest in major social media initiatives. Due to changing consumer behavior, social media is also ideal for building and sustaining quality relationships with customers - which is why it is becoming an indispensable element in today's business.