Should I advertise on TV? Is print dead? Should I work with an influencer? Should I promote my product through Facebook and Instagram ads? What about TikTok? How do brands get shoppers to say "yes" in an increasingly complex, fragmented and fast-changing world? Constant change, rapid innovation, category disruptors, rising shopper expectations and new access to goods and services have made consumers and shoppers incredibly adept at wading through oceans of research and information. Before making a purchase decision, your brand's target consumer is a shopper. With more choices than ever before, shoppers are becoming increasingly promiscuous, opening themselves up to new brands, products and shopping channels. In Influencing Shopper Decisions, the authors are market researchers who reveal how brands can help shoppers say "yes" by better understanding consumer decision-making. By tracking the evolution of the shopper mindset from the First Moment of Truth to Google's infamous ZMOT, the authors outline a new paradigm for shopping behavior that focuses on shopper needs, priorities and context. Whether you're a CPG brand marketer, digital media company or small business owner, Influencing Shopper Decisions provides an unparalleled understanding of the shopper mindset and the keys to unlocking it. After explaining the forces that drive consumer decision-making, the authors outline key insights and strategies that marketers can use to maintain relevancy and grow engagement with consumers.

In the 21st century, marketing is in the midst of dramatic change - and the CMO role is changing with it. The marketing of the 20th century was defined by mass production and mass communication. It required an inside-out logic that began with the product and ended with the consumer. Today's marketing operates the other way around: it starts with people and their experiences and works its way backwards to products, technologies and processes. Marketing is about to hit the next level, and thus the chief marketing officer role needs to grow to match. This book profiles marketeers and CMOs from leading brands such as Banana Republic, Bayer, Generali, Gucci, Jagermeister, Katjes, Oatly, smart, Tony's Chocolonely, Unilever, Zalando and many more. What are their views, how do they perceive today's marketing and their role in it, and what skills will every CMO need to meet the challenges of marketing in the future?

In E-Commerce Power, Jason G. Miles shares a practical framework for starting and scaling a profitable e-commerce brand in the age of Amazon. E-Commerce Power is filled with encouragement, practical advice, tips, strategies, interviews, and proven online marketing methods - all organized to help new entrepreneurs. In 2008, Jason worked with his wife to start their new brand created on eBay selling doll clothes. In 2013, they launched Pixie Faire - a popular sewing supply marketplace that has had over 4 million patterns downloaded which is averaged at 60,000-70,000 orders a month. The site has been featured by Shopify and is in the top 1% of all Shopify sites based on worldwide site traffic. Within E-Commerce Power, Jason aims to teach new entrepreneurs how he and his wife were able to accomplish such a feat and thrive from it. E-Commerce Power is: Packed with interviews featuring small business owners crushing it online. A practical framework that explains how to scale up an e-commerce business for even the most novice reader. An enthusiasm guide of Amazon's 3rd party selling system which has created a boom in Private Label product strategies.

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.

How can we design circular business models? How can we organize the transition from a linear to a circular economy? And how can we imagine circular futures that help us transform current realities? This book aims to provide answers to these questions while addressing the challenges and opportunities of the circular economy. The authors reflect on why conventional sustainability models - such as the 'triple P' (People, Profit and Planet) or eco-efficiency - have failed in addressing environmental challenges, including climate change, biodiversity loss and pollution. They then move on to explore innovative circular business models, which propose to eliminate environmental damage by radically reforming the system of industrial production. Organizing the transition is a collaborative effort: entrepreneurs, consumers, policymakers, multinationals and intermediaries need to work together to foster the emergence of the circular economy as an institutional field. Together with younger generations of learners and equipped with beyond-human-centred values towards awareness of the material and natural world, novel circular futures can be imagined. Offering points of reference for continued critical discourse and examples of practically applicable sustainability solutions, this book will be of great interest to students, teachers, practitioners and scholars of circular economy.

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.

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.

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.

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.

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 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.

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.

Giving Voice to Values, under the leadership of Mary Gentile, has fundamentally changed the way business ethics and values-driven leadership is taught and discussed in academic and corporate settings worldwide. This book shifts attention to the future of Giving Voice to Values (GVV) and provides thought pieces from practitioners and leading experts in business ethics and the professions on the possibilities for sustaining its growth and success. These include the creation of new teaching materials, reaching different audiences, and expanding the ways in which GVV is making a difference in classrooms and the workplace and acting as a catalyst for organizational and societal change. The book closes with a reflective chapter by Mary Gentile, looking back at where GVV has been and looking ahead to where GVV might go.

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.

Marketing: Real People, Real Decisions is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace. With this book, the authors show how marketing can come alive when practiced by real people who make real choices. The 3rd European Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what's happening in the world of marketing today. This edition features a large number of new cases from prominent marketing academics and professionals from around Europe.

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 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.

Cybernetics is about having a goal and taking action to achieve that goal. Knowing whether you have reached your goal (or at least are getting closer to it) requires "feedback", a concept that was made rigorous by cybernetics. The subject of Cybernetic Synergy, although emanating from a socio-economic experiment of economic control by cybernetic means in Chile in the early 1970s, has never been approached as an applied subject in its own right. Indeed, the subject of applied cybernetics has never been addressed as a separate issue, although it has been shown that the overall subject of cybernetics applies to a wide range of disciplines, from biology to business via mathematics and engineering. Cybernetic synergy is the study of relationships and controls of and between corporate entities, on an external basis, and departments within corporate entities, on an internal basis. It concerns the decision-making process, and how decisions can be made based on feedback from any part of the organization being managed. It therefore concerns the issue of input of raw material or information, the output of the transformed information and materials, and the rectification of any issue based on negative feedback related to the productive process. It investigates not only the basic theory of the subject but also its applications in the commercial and business environment, as well as touching on government and administrative issues where shortcomings have emerged owing to a lack of synergy and communication. There are already several books available on the subject to cybernetics, but they are all concerned with mathematical approaches along with very heavy technical texts, most of which are completely alien to the layman or the simple practitioner. Furthermore, other than references to business or economic practice in some books, there has never been a book published purely about the subject of applied cybernetics relating to business practices. The book covers the subjects of management and economic cybernetics, and how the theory of cybernetic control can be used to manage business and government functions, whether small, medium or large. It looks at the history of cybernetics, and how some pioneering cybernetic concepts were used in Chile in the early 1970s to manage the Chilean economy. It uses these same principles, along with later cybernetic models, to show how such concepts can be applied to the present-day economy and business practices. It examines present-day business practices and shows how weaknesses in these systems can be addressed and eliminated by the application of cybernetic practices. The aims of the book are to provide an insight into the subject of management and business cybernetics, using the principle of cybernetic synergy, to resolve intra-corporate issues and create more efficient business practices based on simple command-and-control processes. Essentially, this book provides an in-depth insight into the use of cybernetics in business and administration environments, and would explain how cybernetics is a valuable tool in resolving corporate issues concerning efficiency and overall control. It would give a detailed explanation of the various practices and functions involved in business operations and practices.

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