Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing

This book explores customer-supplier relationships in B2B markets focusing on interaction between parties. Drawing on three fields of research - studies of relationships in marketing, social interactionism in sociology, and sense-making in social psychology - the author explores the concepts and roles of actors in business relationships and how the behaviour of actors within an interaction affects the development of those relationships. Based on a review of prior research and an original empirical study, the author argues that the presence of continuous close relationships between the customer and supplier organisations bestows features of a business network on B2B markets, with distinct interdependencies and ubiquitous interactions. Exploring buyer-seller interactions, the author contends that actors' mutually perceived identities - continuously emergent and relationship-specific - are the main factor in the development of business relationships and discusses the implications for management practice and research.

There is broad consensus on the need to shift to a new paradigm of lifestyles and economic development, given the un-sustainability of current patterns. Given this, research on consumer behavior is to play a crucial role in shedding light on the motives underpinning the adoption of responsible behaviors. Stemming from a thorough discussion of existing approaches, this book argues that the perspective of analysis has to be modified. First, acknowledging that a profile of the responsible consumer does not exist since all of us can be more or less sustainable and environment-friendly: the sustainability of an individual should not be considered as given, being something dynamic that changes according to both subjective and contextual factors. Moreover, the book hypothesises that integrating dimensions and perspectives that have been so far overlooked by mainstream research will help deconstruct responsible behaviors adopting a flexible and holistic approach. Relevant policy implications are discussed, and empirical research on responsible behaviors is illustrated. This book will be of great interest to students and scholars of consumer behavior, sustainable consumption, environmental psychology and environmental studies in general.

Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over 40 years of marketing experise to identify the definitive rules that govern the world of marketing.

Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace. The authors examine marketing campaigns that have succeeded and others that have failed, why good ideas didn't live up to expectations, and offer their own ideas on what would have worked better.

The real-life examples, commonsense suggestions and killer instincts contained are nothing less than rules by which companies will flourish or fail.

This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy. Contributors: T.J. Arnold, G.S. Carpenter, D. Chandrasekaran, J.A. Czepiel, M.G. Dekimpe, C. Frennea, G.F. Gebhardt, K. Gielens, R. Grewal, D.M. Hanssens, K. Helsen, D.L. Hoffman, D.B. Holt, K.E. Jocz, K.L. Keller, R.A. Kerin, V. Kumar, M.B. Leiberman, V. Mittal, D.B. Montgomery, T.P. Novak, R.W. Palmatier, J.A. Quelch, B. Rajan, J.S. Raju, R.C. Rao, B.T. Ratchford, J.H. Roberts, D.D. Rucker, G. Sabnis, R. Sethuraman, V. Shankar, G. Tellis, R. Varadarajan, P.C. Verhoef, R.S. Winer

This book helps quench the quest of knowledge of academicians, researchers, and others interested in developing a complete and critical understanding of consumer happiness. The relentless search of happiness by humans is sought in different ways. Scientific discussion on happiness for long was considered a forte of Philosophers. Other disciplines seldom delved into this. But today not only science but neuroscience, marketing, and other varied fields have started delving into it and have developed a keen interest. The book has been conceptualized on this line of thinking and thus divided into two parts. The first part is customized towards understanding various perspectives of happiness and the relative importance of knowing the same. The first chapter of this section is on the biological perspective of happiness. The second is titled 'Behavioural perspective'. The third chapter is an attempt to elucidate the cultural perspective of the concept of happiness. The fourth is on the role of technology in inducing happiness. Fifth and sixth are on theories of happiness and measuring happiness, respectively. Knowledge about the different perspective and theories has a wide range of benefits. It informs us about how the brain works, interprets, and reacts. This theoretical understanding helps us to move beyond the trial and error methods towards a more scientific underpinning of adoption of measures that would generate long-lasting happiness in consumers. The second part of the book is dedicated toward understanding consumer happiness from a neuroscience perspective, i.e. keeping consumer happy. This segment has ten chapters. The first is on differentiating the concept of happiness from satisfaction. The second is on sensory marketing and happiness. The third deals with the store design and shelving of products to generate happiness. Fourth and fifth chapters relate to persuading the consumers. While the fourth chapter is on developing persuasive messages and the fifth is on subliminal messaging sixth chapter is on pricing and seventh on advertising. The eighth chapter highlights the role of emotions and the ninth is on the different factors that induce happiness in consumers. The last chapter is about raising some unanswered questions and food for thought for readers. Together the contents of the book make for a complete understanding of the concept of happiness and how it is shaping the world of marketing. Addressing the 'what' and 'how' of consumer happiness in the same book makes the book comprehensive.

This book devises an alternative conceptual framework to understand digital transformation in the cultural heritage sector. It achieves this by placing a high importance on the role of technology in the strategic process of modeling and developing cultural services in the digital era. The focus is on how marketing activities and customer processes are being transformed by digital technologies to create better value, which can also be communicated to customers through an engaged and personalized approach. Much of the digital debate in cultural heritage is still in infancy. Some existing studies are anecdotal and often developed within the domain of established research streams, including studies with some technological aspects addressed partially and from an episodic or periodic perspective. Moreover, the critical changes that have emerged in the cultural management landscape are yet to be highlighted. This book fills that gap and provides a perspective on the cultural heritage sector, which uses the new social and technology landscape to describe the digital transformation in cultural heritage sectors. The authors highlight an inclusive perspective that addresses marketing strategy in the digital era as a proactive, technology-enabled process by which firms collaborate with customers to jointly create, communicate, deliver, and sustain experience and value co-creation.

Advance praise for "The 3 Ps to Sales Success"-

"After sending my entire sales staff to this course, our sales increased 20 percent almost immediately."
-J. Cooney, President, Celerity Wireless

"After presenting this program to our sales reps, our sales have increased by 29 percent in the first three months"
- K. Lyons, Vice President, Sales and Marketing, Opportunity Media

The most requested sales training course from PJF Training, Inc., that motivates as well as teaches, is at your fingertips. A must-read for anyone in sales, "The 3 Ps to Sales Success" focuses on author Peter J. Fasulo's three aspects for achieving success in a sales career.

Learn these important tips and how to implement them into both your life and the lives of the sales professionals that report to you. Sales representatives, managers, independent consultants, human resource managers, and business owners can all benefit from this easy-to-read tool.

By diligently following "The 3 Ps to Sales Success"-being a prepared, professional, and positive person on a daily basis-you will see your sales success increase and your personal life start to improve.

This book explores the ethical and policy implications of the use of neuroscience in marketing. Addressing emerging areas of neuromarketing and consumer neuroscience, this book offers a fresh perspective on establishing a framework for codes of conduct for marketing practices using neuroscientific methods. The use of neuroscience, particularly in commercial and marketing contexts, has been fraught with controversy and ethical concerns. Technological advances have enhanced the ability to not only analyze but also predict (or even control) human behavior. Using the work of Foucault on biopower, the author discusses the moral dimensions of data collection and observation of consumer behavior in neuromarketing as well as policy implications. After discussing the strengths and weaknesses of various ethical frameworks, the author proposes fixes to current ethical and conduct codes for a more seamless approach for governance. This book advances the scholarship on marketing ethics and appeals to researchers of consumer psychology, business ethics, and public policy.

Trends in cleaner business decisions have resulted in sustainable business models involving society, stakeholders, and consumers. Sustainable choices of companies create competitive differentiations that enable consumers to weigh social values and shift loyalties in the competitive marketplace. This book focuses on sustainability as the pivot of marketing and argues that commitment to sustainability in business not only equips companies to have greater social impact but also inspires an emotional response in consumers that aids companies in growing their image, brands, and socio-political reputations. Exploring topics such as the circular economy, sustainable logistics, eco-innovation, conscious consumption, and social entrepreneurship, the chapters discuss sustainable practices in emerging markets and co-creation between corporations and consumers. This book offers researchers innovative concepts on sustainable business modelling.

This book connects a detailed analysis of Irn-Bru's brand identity over time to theories of national identity, consumer studies, and banal nationalism. It situates the commercial history of Barr's Irn-Bru in a transnational context and shows how Irn-Bru has become a symbol of Scotland through processes of rewriting, reframing and institutionalized forgetting, linking the consumption of what began as a trans-national generic product to a specific national community. As such, Leishman presents a longitudinal, cross-disciplinary approach to analysing branding and advertising as multi-modal forms of discourse, in order to underline the role of commercial, non-state actors and popular consumerism in the phenomenon of banal nationalism. It will be of interest to students and scholars researching nationalism, consumption, and Scottish studies.

NEEDS Selling Solutions is written for sales professionals who want to explore new methods, hone skills and sell more effectively. Seasoned and successful authors disclose practical and effective selling strategies based upon real-world observations and experiences. NEEDS Selling Solutions tackles the tough challenges of finding new customers, identifying what customers really want, qualifying customers that meet business requirements, creating impactful sales presentations, and developing powerful closing strategies. Necessity: Examine, Explore, Determine & Solve - NEEDS - is a result-oriented approach that will help sales professionals in any business achieve more sales - more profitably and more consistently. NEEDS Selling Solutions is a must read for sales people of all experience levels who are looking for new ideas, practical advice, and creative suggestions to elevate their selling skills to an entirely new level of selling success.

This book proposes a new type of consumer called a voicing consumer, or a voicesumer. This type of consumer is shaping our markets and marketing interactions with the advent of social networking sites in the digital markets. Described by the author as "real establishment of market democracy," consumer voice is gaining more importance in today's world, especially with the changes in communication technologies in markets. In defining the equalizing and democratic relationship between ordinary consumers and corporations, or any other regular company, the book highlights recent transformative experiences and cases in consumption cultures and consumer behaviors. Current theory discusses new types of consumer complaint behaviors, such as consumer activism and boycott, but this book fills a void by defining how these changes have created a new type of consumer. This new conceptualization of consumer behavior will advance scholarship for consumer behavior, psychology and marketing researchers.

This book is developed by focusing on the four issues: (1) product strategy of private brand; (2) pricing strategy of private brand; (3) channel strategy with private brand introduction; and (4) supply chain coordination with private brand introduction. Private brand (PB), also known as private label (PL) or store brand (SB), refers to a brand created and controlled by a retailer. In the 1960s and 1970s, private labels began to emerge in France and England. Although private label has grown rapidly worldwide, market share varies greatly from region to region. According to Nielsen's 2018 Global Private Label Report, the largest markets for private-label products are found primarily in the more mature European retail markets. In recent years, many large domestic retail enterprises have launched their own brand products. With the growth of e-commerce, some online retailers have also launched private-label goods. JD started to introduce its private brands in 2010, with annual sales of its private brand products reaching several hundred million yuan. However, at present, the market share of China's private label is only 1-3%, which still has a big gap compared with Europe and America.The main challenges to China's private label lie in private brand operations management. Among them, how to select the correct product categories, how to make pricing decision, how to restructure channels and how to coordinate supply chain after introducing private brands are four operations management problems need to be solved.

'A serious, thoughtful consumer behaviour text that focuses on substance rather than what's fashionable in academic circles.' Professor Byron Sharp, Ehrenberg-Bass Institute, University of South Australia 'A thought-provoking text that challenges readers to consider consumer behaviour in new and refreshing ways and reflect on routine behaviours that occupy so much of daily life - buying brands, patronising stores, watching adverts, making recommendations.' Professor Mark Uncles, Deputy Dean, Australian School of Business, University of New South Wales Written by respected marketing academics, this popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels. The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour. Robert East is Emeritus Professor at Kingston University London, UK. Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK. Malcolm Wright is Professor of Marketing at Massey University, New Zealand. Marc Vanhuele is Professor of Marketing at HEC Paris, France.

This book investigates the preferences of young job seekers for different aspects of corporate social responsibility (CSR) in comparison to other non-CSR related employer attributes. It takes into account the potential influence of cultural and socio-economic variables and provides a differentiated global perspective. In its first part the book gives an overview about the impact of CSR on employer attractiveness and explains the factors that potentially influence CSR preferences of young job seekers all over the world. In a second part the research design is outlined and employer related preferences of 4783 graduates and students coming from 22 countries across the globe are discussed. In the third part, research results are presented for different cultural clusters. The most important criteria for employer choice of respondents are reflected against the socio-economic background and against the characteristics of CSR of the countries in question. Finally, the results are summarized and implications for global employer branding are derived.

Mapping Motivation for Leadership, co-written with Jane Thomas, is the fourth of a series of seven books that are all linked to the author's Motivational Map toolkit. Each book builds on a different aspect of personal, team and organisational development. This is a practical guide to leadership in the 21st century and builds on the '4+1' model outlined in the author's original book Mapping Motivation: Unlocking the Key to Employee Energy and Engagement. There is an increasing body of evidence, that the single most important aspect of being a leader relates to managing emotions effectively, and this management goes way beyond simply 'understanding' emotional intelligence; it is in fact a practice and one that is intimately connected with personal development and growth, and with energy. Energy, as Mapping Motivation made clear, is synonymous with motivation. The effective leaders of tomorrow will be those who understand their motivators, who regularly measure their motivators, sustain and replenish and maximise their motivators, and who do the same for their employees. Clearly, there is a link here with the book on engagement, for leaders who do so will engage their employees. However, this book not only covers the motivational side of leadership, but also explores in detail the skill sets necessary in the '4+1' model: thinking skills, action skills, team skills and motivational skills plus that indefinable 'something' that is a commitment to personal development, so that we as leaders are not trying to solve today's problems with yesterday's training as our only internal resource.

This book describes research performed in the context of trust/distrust propagation and aggregation, and their use in recommender systems. This is a hot research topic with important implications for various application areas. The main innovative contributions of the work are: -new bilattice-based model for trust and distrust, allowing for ignorance and inconsistency -proposals for various propagation and aggregation operators, including the analysis of mathematical properties -Evaluation of these operators on real data, including a discussion on the data sets and their characteristics. -A novel approach for identifying controversial items in a recommender system -An analysis on the utility of including distrust in recommender systems -Various approaches for trust based recommendations (a.o. base on collaborative filtering), an in depth experimental analysis, and proposal for a hybrid approach -Analysis of various user types in recommender systems to optimize bootstrapping of cold start users.

This book explores total revenue management (TRM), an emerging concept in revenue management that incorporates existing principles and tools of revenue management across all profit streams. It is a professional's guide to using TRM in an optimal and innovative manner to gain competitive advantage. Readers will gain comprehensive insights into the strategies, tools and principles of TRM including existing and emerging revenue streams across the value chain. The author offers a transparent and holistic explanation of pricing strategies, segmentation methods and distribution principles which enable implementation of TRM in organizations.

This proceedings volume highlights cutting-edge approaches for contemporary issues evolved in strategic marketing and the integration of theory and practice. It focuses on strategic research and innovative activities in marketing that can be used in everyday operations. The contributions have been divided into eight sections, grouping emerging marketing technologies together in a close examination of practices, problems and trends. The first section examines management challenges which influence societies, cultures, networks, organizations, teams, and individuals. It emphasizes ways business processes foster innovation and facilitate management transitions from dominant structures to more evolutionary, developmental paradigms. The second section discusses the benefits and guidelines to implementation of green marketing strategies. The following section pursues new perspectives of the role of location in marketing and its impact on consumer well-being. The next section explores the impacts of user generated content (UGC) on marketing theories and practice, which is followed by a section identifying how market-based assets can contribute to a sustainable competitive advantage. The sixth section covers understanding consumer perception to make marketing decisions. The final sections promote the use of business informatics and modeling in marketing and also the development of integrating information management in ways that change how people use information to engage in knowledge focused activities. The papers from the proceedings of the 6th International Conference on Strategic Innovative Marketing (IC-SIM 2017) have been written by scientists, researchers, practitioners and students that demonstrate a special orientation in strategic marketing, all of whom aspire to be ahead of the curve based on the pillars of innovation. This proceedings volume shares their recent contributions to the field and showcases their exchange of insights on strategic issues in the science of innovation marketing.