Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice.

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.

Digitization and Web 2.0 have brought about continuous change from traditional media management to new strategic, operative and normative management options. Social media management is on the agenda of every media company, and requires a new set of specialized expertise on digital products and communication. At the same time, social media has become a vibrant field of research for media economists and media management researchers. In this handbook, international experts present a comprehensive account of the latest developments in social media research and management, consistently linking classical media management with social media. The articles discuss new theoretical approaches as well as empirical findings and applications, yielding an interesting overview of interdisciplinary and international approaches. The book's main sections address forms and content of social media; impact and users; management with social media; and a new value chain with social media. The book will serve as a valuable reference work for researchers, students and professionals working in media and public relations.

From authors used to operating between the commercial, public and independent sectors of the mixed cultural economy, Understanding Creative Business bridges the gap between creative practice and mainstream business organisation, entrepreneurship and management. Using stories, case studies and exercises it discusses the positioning of creative practice within professional and business development, cultural policy-making and the wider cultural economy, and suggests what the broader field of business and management studies can learn from the informal structure and working practices of creative industries networks. Consideration is given to how ethical and moral value orientations animate creative practice and how they play into the wider debate about social responsibilities within business and public policy. The authors also explore the way creative business practices often coalesce around emergent and self-organized networks and how this signals alternative approaches to management, entrepreneurship, business organisation and collaboration. Above all else this book is about relationships; the practical examples expose the ways creative business can professionalise research, develop and sustain routes to growth through 'open' collaborative innovation and the lessons this holds for more general business innovation and policy engagements with the public domain. Written in accessible language, this book will be useful to researchers, students, educators and practitioners within the creative industries; to those working within cultural policy, arts and cultural management; and to all with an interest in management and leadership.

Written by high-profile business school deans with deep and relevant experience of all aspects of the role. More than a simple 'how-to' guide, the book is based on extensive research and framed using the management models recognised by business school deans. The books is aimed at university leaders, particularly in business schools which represent a significant part of universities.

Written by high-profile business school deans with deep and relevant experience of all aspects of the role. More than a simple 'how-to' guide, the book is based on extensive research and framed using the management models recognised by business school deans. The books is aimed at university leaders, particularly in business schools which represent a significant part of universities.

Fundamentals of School Marketing begins with a clear presentation of the benefits of school marketing and defines exactly what school marketing is and what it is not. The book then provides a step-by-step guide to planning and initiating a successful school marketing program. Considerable attention is given to a comprehensive description of the essential elements of persuasive communications and how to use them effectively. The power of information is addressed with guidelines and examples for gathering and using information to enhance the school's marketing efforts. Finally, three "real-life" school marketing success stories provide illustration, motivation, and inspiration. Throughout the book, information is presented in concise, topic-related sections for easy reference with examples and illustrations to facilitate program implementation. The author relied heavily on personal marketing, communication, and public relations experience in both the private sector and public education.

This leading, comprehensive text for courses on the sociology of work covers many vital new topics since the last edition (2015), just as it continues to offer foundational writings and discusses different types of jobs, inequality and intersectionality, work and family, and more. New to this edition: * The gig economy and new digital platforms and their effects on how work is organized. * Precarious work and precarious workers, changes that reflect fundamental changes in employment relationships, increased job insecurity, and how people think about their jobs. * The new retail, from customer interactions to a world where consumption is driven by data science. * The latest research on call centers as the archetypal 21st-century workplace, illustrating many important issues about interactive work, transnational workplaces, gender, etc. * The post-pandemic workplace, including essential workers and frontline workers, healthcare work and care workers; job flexibility, and implications for gender, work, and family.

This leading, comprehensive text for courses on the sociology of work covers many vital new topics since the last edition (2015), just as it continues to offer foundational writings and discusses different types of jobs, inequality and intersectionality, work and family, and more. New to this edition: * The gig economy and new digital platforms and their effects on how work is organized. * Precarious work and precarious workers, changes that reflect fundamental changes in employment relationships, increased job insecurity, and how people think about their jobs. * The new retail, from customer interactions to a world where consumption is driven by data science. * The latest research on call centers as the archetypal 21st-century workplace, illustrating many important issues about interactive work, transnational workplaces, gender, etc. * The post-pandemic workplace, including essential workers and frontline workers, healthcare work and care workers; job flexibility, and implications for gender, work, and family.

This book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, etc. Various human resource models are insufficient to define internal marketing. Therefore there is a need to focus on the models and key concepts of human resource management and internal marketing and in what way they contribute to organizational success. It involves motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. The current need for human resource management is to link human resource management and marketing practices which are called internal marketing. Internal marketing plays an eminent role in organizational success. This book helps students, practitioners, start-ups, and educationists. This is a research monograph that will assist an organization to decide the future of human resource management as well as organizational development. This book is for marketing as well as human resource discipline, as internal marketing is the integration of marketing and human resource management. Due to new technology, globalization, and liberalization market need and demand are also changing, thus it is necessary to understand new trends in the application of human resources. Therefore, it is necessary to motivate and satisfy internal customers and make them market and skill-oriented.

This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. Its primary focus is on models that can be used by managers to support marketing decisions. Modeling Markets presents a comprehensive overview of the tools and methodologies that managers can use in decision making. It has long been known that even simple models outperform judgments in predicting outcomes in a wide variety of contexts. More complex models potentially provide insights about structural relations not available from casual observations. In this book, the authors present a wealth of insights developed at the forefront of the field, covering all key aspects of specification, estimation, validation and use of models. The most current insights and innovations in quantitative marketing are presented, including in-depth discussion of Bayesian estimation methods. Throughout the book, the authors provide examples and illustrations. This book will be of interest to researchers, analysts, managers and students who want to understand, develop or use models of marketing phenomena.

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

All management starts with self-management - handle fear and become an authentic leader. Often, the problem with management is not theoretical, but practical. Managers know enough about leadership, but a lot of them do not act accordingly. They know what should be done in a given situation but fear the discomfort and uncertainty that comes with it. The fear keeps many managers from stepping up to their responsibility. Therefore, the fear in leadership is playing a decisive role in the life and effectiveness of organizations. Based on research on the theoretical knowledge and the practical behavior of managers, combined with a long-time experience as consultants, the authors argue for the importance of practical judgment and emotional courage in management. This is essential in acting as an authentic leader, who does not feel paralyzed and trapped in paradoxes. Management books typically address the question of "what is good management," whereas this book is concerned with how to practice good management by exercising fearless leadership and emotional courage. It is a practical book that aims at inspiring the reader to act by providing specific tools and methods and will be of value to researchers, academics, practitioners, and students in the fields of leadership, strategic management, organizational studies and behavior, management development, and industrial and organizational psychology.

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

Social Scientist Kurt Lewin said, "No research without action, and no action without research." Too much of the current DEI (diversity, equity, and inclusion) approach is insight-based instead of action-based. Even though institutional racism is identified as the root problem, the change effort is focused on looking inward for bias instead of taking action to eliminate institutional racism and other isms. A Lewinian approach, in contrast, is balanced. What people think is important, but no more important than what people do. If you bring people together to change things, this will change what people think! We don't need therapy nearly as much as we need action based on dialogue! Instead of spending your energy soul-searching for evidence in your thoughts and behaviors that you have unconscious biases, this book helps put your energy into doing something practical about racism. To get there, this book uses Lewin's social science to build a framework for sorting through the many approaches to and positions held on race, racism, diversity, and related topics. While the framework is and must be applicable to any prejudice, systemic or individual, the bulk of this exploration is focused on racism, which to a large degree has become the primary social justice focus of our times. Painfully aware that conversations about race can easily deteriorate into polarization, the author lays a path toward finding common ground.

This book examines the creative impact of licensing on the entertainment industry, how licensing practitioners' occupational disposition is formed, and the role licensing professionals play in managing the circulation of intellectual property Offering a study of the spatial logics and fantasies employed by the licensing field via its annual trade show, the Licensing Expo, this volume investigates how space and place are instrumental in both fortifying and exposing the political-economic, infrastructural, as well as ideological structures that constrain and enable participation in the licensing field Further supplemented by participant observation and interviews with 25 industry professionals, the book explores how the licensing field understands its increasingly central role in the entertainment industry's operations, and how it responds to changes in retail environments, digital platforms, and international markets, phenomena which have required a recalibration of the field's occupational identity An exploration of an understudied aspect of the entertainment industry, this book will primarily appeal to scholars within media studies, and those studying media industries, media franchises, and media work cultures. It will also be of interest to people studying consumer culture, brand culture, advertising, organizational communication, as well as fan cultures

An organization's brand is its most distinctive feature - it is a mechanism for coordinating resources around its vision or mission. Organizations in the Face of Crisis offers a new and unique approach to the treatment of threats to an organization and its brand. In this volume, key concepts associated with crisis events are presented and analysed. Examination of ' brand trauma, ' the potentially debilitating effects of a crisis on an organization, reveals the pervasive nature of a crisis' effects and offers why these effects can haunt a brand and its stakeholders long after the crisis has passed. Tafoya also illustrates ways an organization's core network can be shaken by the emergence of a new network brought on by a crisis. This network, a 'stakeholder swarm', functions to meet its own needs often by challenging the make-up, control and flow of information, and even threatening the effected organization's very existence. Case studies and diagnostic tools are used to demonstrate the effects of a crisis on an organization and its brand, and to provide insight and strategies on managing the crisis at hand as well as the long-term effects that may be linked to the crisis and its occurrence. This volume will appeal to stakeholders on all sides of a crisis: from an organization's managers, employees, customers or clients and to diverse fields of study including law, medicine, religion, military, law enforcement and regulation.

The COVID-19 pandemic has been a very strong reminder that the future economic development of any country is more than ever influenced by its ability to ramp-up digital competitiveness. Consequently, enterprises were pushed to assess and develop the possibilities offered by e-commerce and online marketing tools. In this book, experts outline the prerequisites for such online marketing competitiveness and compare the current level of digital marketing competitiveness in Europe by using publicly available macro and micro-level data. The authors present their analyses and recommendations including interviews with over 125 online marketers and e-commerce specialists and present the lessons from digitalization of over 600 SMEs.

Social Scientist Kurt Lewin said, "No research without action, and no action without research." Too much of the current DEI (diversity, equity, and inclusion) approach is insight-based instead of action-based. Even though institutional racism is identified as the root problem, the change effort is focused on looking inward for bias instead of taking action to eliminate institutional racism and other isms. A Lewinian approach, in contrast, is balanced. What people think is important, but no more important than what people do. If you bring people together to change things, this will change what people think! We don't need therapy nearly as much as we need action based on dialogue! Instead of spending your energy soul-searching for evidence in your thoughts and behaviors that you have unconscious biases, this book helps put your energy into doing something practical about racism. To get there, this book uses Lewin's social science to build a framework for sorting through the many approaches to and positions held on race, racism, diversity, and related topics. While the framework is and must be applicable to any prejudice, systemic or individual, the bulk of this exploration is focused on racism, which to a large degree has become the primary social justice focus of our times. Painfully aware that conversations about race can easily deteriorate into polarization, the author lays a path toward finding common ground.

The book provides an overview of socially responsible consumption and marketing, as well as a collection of teaching cases that discuss and emphasize how 21st-century organizations, both for-profit and non-profit, are addressing socially responsible consumers and meeting their changing needs while remaining profitable. Consumers, governments, academics, and practitioners are becoming more interested in promoting positive social changes through consumption. As a result, this book aims to understand the practice of marketing in bringing about positive social change through real-life case studies. Consumption by socially responsible consumers who care about the social good is unique, not only because of its inter-disciplinary and substantive subject matter but also because it presents challenges and pushes organizations to make significant changes in the ways they have been accomplishing organizational activities in the twenty-first century, from procurement to production to sales and services. The book goes beyond individual consumers and their lifestyles to promote the scope of discussing marketing strategies. It seeks to comprehend how people consume and how socially responsible consumption is conceived. The case studies present and pursue integrated solutions for more sustainable consumption. This is a must-read for marketers who want to reach out to socially responsible consumers.

This book explores the impact of design science and design thinking on tourism planning, gathering contributions from leading authorities in the field of tourism research and providing a comprehensive and interconnected panorama of cutting-edge results that influence the current and future design of tourist destinations. The book builds on recent findings in psychology, geography and urban and regional planning, as well as from economics, marketing and communications, and explores the opportunities arising from recent advances in the Internet and related technologies like memory, storage, RFID, GIS, mobile and social media in the context of collecting and analyzing traveler-related data. It presents a broad range of insights and cases on how modern design approaches can be used to develop new and better touristic experiences, and how they enable the tourism industry to track and communicate with visitors in a more meaningful way and more effectively manage visitor experiences.

The world continues to develop at an astonishing speed - socially and technologically. Human behavior is continually influenced by this ever-changing environment. Is it possible to predict what those new behaviors will be? And what are their implications for our future societies? Thimon de Jong's Future Human Behavior is a unique and accessible examination of our thrilling, challenging and unpredictable world and how we respond, react and shape it. Using insightful and original examples aligned with pertinent analysis, the author takes the reader on a compelling journey through future behavioral dynamics. He engages with a wide variety of topics, from digitalisation to trust, from ethics to mental health. Future Human Behavior is your inspirational guide to a number of possible futures, and the book you need to be ready for them all.

Expands the field by approaching the issue using a qualitative methodology; Presents a compliance perspective within the legal sector; Draws upon responses from a section of the legal profession that can be extremely hard to access for research purposes; Provides international comparisons throughout.

A comprehensive new framework for winning at M&A—from up-front planning to postmerger integration

The challenges of mergers and acquisitions can be daunting—but the opportunities and benefits they offer forward-thinking companies can be tremendous. Winning at Mergers and Acquisitions offers a critical new approach to strategic M&A based on the authors' pioneering concept of marketing due diligenceSM. Covering every stage of market-driven M&A planning and integration, this book shows how to look beyond the quick hit to focus on long-term growth rather than short-term cost-cutting. Featuring dozens of real-life case studies—including both failures and extraordinary successes—plus inside comments from leading M&A specialists, this book contains crucial guidance on:

• Predeal planning—how to identify your strategic needs and pinpoint the merger candidate(s) that will help you meet them
• Sizing up targets for acquisition—how to examine the essential marketing, sales, and product issues that will determine a good company "fit,".strategically and culturally
• Revenue enhancement planning—how to identify ways to drive top-line growth and develop action plans to generate near- and long-term revenues
• Filling the pipeline—how to prioritize and actualize the critical steps necessary to drive shareholder value
• Developing communication programs—how to design and execute communication strategies to garner support for the merger by employees, customers, and other stakeholders
• Building a comprehensive postmerger integration plan—how to align diverse corporate cultures, develop training and reward programs, and move beyond the turf wars and lack of productivity that hamper the success of mergers and acquisitions.

Last year more than 7,000 mergers and acquisitions were completed, with a collective price tag estimated at more than $800 billion. And although they are known as highly effective means of achieving corporate growth and strategic advantage, these transactions are fraught with pitfalls: Statistics indicate that a third of these deals will fail and another third will not bear out the expectations of the merger partners. What can businesses looking to undertake strategic mergers and acquisitions do to ensure that they do not fall victim to confusion, multimillion-dollar losses, declining market share and profits, or any number of other negative results of failed transactions?

The answers are in Winning at Mergers and Acquisitions, a pioneering step-by-step guide to growth-driven planning and swift, effective post-merger integration. Challenging the conventional emphasis on cost-reduction synergies, this book presents the authors' groundbreaking blueprint for mergers that yield strategic synergies and high returns in meeting long-term growth, increased market share, and revenue generation objectives.

Mark Clemente and David Greenspan explore in detail the marketing, sales, and organizational issues that are vital aspects of successful M&A ventures. They take executives through the entire strategic M&A process—from setting objectives, to evaluating target companies, to aligning corporate cultures in an effort to ensure problem-free integration. They show how to maintain a sharp focus on the markets that will be reached by the merger—and they offer invaluable advice on charting a steady course through the often tumultuous period of integration, when organizational chaos can cause the merged company to lose momentum, market share, and the backing of customers, prospects, and shareholders.

Winning at Mergers and Acquisitions is essential reading for CEOs, managers, deal makers, and others looking to capitalize on one of the most important methods of effecting corporate growth in business today—while staying focused on the people, product, and process issues that power that growth.