Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

The definitive guide to cold calling success

For more than thirty years, Stephan Schiffman, America's #1 corporate sales trainer, has shown millions of salespeople how to close a deal. In this newest edition of "Cold Calling Techniques (That Really Work )," he'll show you why cold calling is still a central element of the sales cycle and where to find the best leads. Updated with new information on e-mail selling, refining voice-mail messages, and online networking, his time-tested advice includes valuable discussion points that you'll need to cover in order to effectively present your product or service and arrange a meeting. Schiffman teaches you how to use his proven strategies to:

• Turn leads into prospects
• Learn more about the client's needs
• Convey the ability to meet the client's demands
• Overcome common objections

With "Cold Calling Techniques (That Really Work ), 7th Edition," you'll watch your performance soar as you beat the competition and score a meeting every time

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

Presents concepts of data for business decision making as well as algorithms and models used to analyze data used to solve business problems. Use data analytics to inform decisions related to product price and possession utilities Market products on the basis of consumer analytics

Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance - and challenges - of corporate heritage formation and management. This scholarly but accessible anthology includes seminal articles on the territory and also includes five new contributions with questions for study and reflection with students on executive/taught courses in mind. With contributions from the leading international experts in corporate heritage, this book examines the research foundations of the area and applications in practice. It will be important supplementary reading for students, practitioners and specialists in corporate marketing brand management and marketing communications, as well as tourism, hospitality and heritage studies.

In this solutions-focused collection of sport corruption case studies, leading researchers consider how to re-establish trust both within sports organisations and in the wider sporting public. Inspired by the idea of 'moral repair', the book examines significant corruption cases and the measures taken to reduce further harm or risk of recurrence. The book has an international scope, including case study material from Europe, Asia, Africa, Australia and New Zealand, and covers important contemporary issues including whistleblowing, bribery, match-fixing, gambling, bidding for major events, and good governance. It examines the loss of trust at both national and international levels. Drawing on cutting-edge research, the book includes both on-field and off-field examples, from Olympic, non-Olympic, professional and amateur sports, as well as diverse academic and practitioner perspectives. Offering an important contribution to current debates and a source of reflection on best professional practice, Restoring Trust in Sport helps us to better understand why corruption happens in sport and how it can and should be addressed. This is invaluable reading for all advanced students, researchers, managers and policy makers with an interest in integrity in sport, sport ethics, sport management, sport governance, sports law, and a useful reference for anybody working in criminology, business and management, law, sociology or political science.

This book focuses on and promotes the applications of the diverse tools and techniques of industrial engineering to the design and operation of systems in industry, business, the government, and the military. Industrial engineering is growing rapidly as an educational option and is a practice favorite in Asia, South America, and many parts of Europe. This book will meet the needs of those growth markets. Industrial Engineering in Systems Design: Guidelines, Practical Examples, Tools, and Techniques offers a wide range of engineering tools from checklists to in-depth analysis guidelines for systems design and operation. The book discusses the integration of industrial and systems engineering from both qualitative and quantitative techniques for systems design. In addition, guidelines for operational resiliency for industry in the case of disruptions, such as a pandemic are covered, and the book provides case examples for industries in developing and under-developed nations. The inclusion of practical examples of where industrial engineering has contributed to the advancement and survival of industries makes this book a very interesting and useful resource. This is a practical guide for professional engineers and consultants involved in the design and operation of systems, particularly manufacturing, production, and supply chain systems, and can also be used as a reference for students.

This book is a comprehensive and practical guide to project marketing - a crucial aspect of businesses worldwide. It encompasses a variety of key infrastructure projects such as roads, airports, ports, power, irrigation, commercial, and industrial buildings. The volume: * Provides key definitions and discusses concepts such as segmentation, target marketing, positioning in projects, and organizational buyer behaviour. * Draws and adapts from extant marketing theory and provides real-life case studies to demonstrate application of concepts. * Focuses on project marketing logic, marketing mix, negotiation techniques, and strategies to aid contracting/subcontracting firms to realize better pricing and project profitability. An essential handbook for professional marketers and researchers, this book will be indispensable for B-Schools, project managers, entrepreneurs, infrastructure corporations, and start-ups. It will serve as a key text to foster hassle-free relationships between different business actors and reduce roadblocks such as time and cost escalation, litigation, and the like.

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.

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.

The international fragmentation of economic activities - from research and design to production and marketing - described through the lens of the global value chain (GVC) approach impacts the structure and performance of small and medium-sized enterprises (SMEs) agglomerated in economic clusters. The consolidation of GVCs ruled by global lead firms and the recession of 2008-09 exacerbated the pressures on cluster actors that based their competitive advantage on local systems, spurring an increasing heterogeneity, both across and within clusters, that is still overlooked in the literature. Drawing on detailed studies of different industries and countries, Local Clusters in Global Value Chains shows the co-evolutionary trajectories of clusters and GVCs, and the role of firms and their strategies in organizing manufacturing and innovation activities in the context of ongoing technological shifts. The book explores the tension between place-based variables and global drivers of change, and the possibility for territories containing such clusters to prosper in the new global scenario. By adopting insights from the GVC framework and management studies, the book discusses how the internationalization strategies of firms create opportunities as well as constraints for adaptive upgrading in clusters. This book is of interest to both researchers and policy-makers who are interested in the dynamic sources of competitive advantage in the global economy.

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

Discusses digital fashion design and e-prototyping, including 2D/3D CAD, fashion simulation, fit analysis, digital pattern cutting, marker making, and the zero-waste concept Covers digital human modelling and VR/AR technology Details digital fashion business and promotion, including application of e-tools for supply chain, e-commerce, block chain technologies, big data, and AI

Written in a student-friendly style, making the book appropriate for use at undergraduate and postgraduate levels Provides real-life examples from a range of markets, including the often-overlooked markets of Africa, Latin America, and the Middle East Covers important but less frequently discussed topics, such as the rise of China's state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations Includes a chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business, and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. This Advanced Introduction explores strategies of pricing products (goods and services) that can be employed by a firm. The analytical techniques and data necessary for implementing the pricing strategies are described in an easy-to-understand manner, along with examples. Pricing strategies covered include cost-plus, reference value pricing, product line pricing, pricing product bundles, pricing over time, pricing under competition, and subscription pricing. Key Features: Analytics for implementing price strategies and practice of auctions and several novel pricing strategies such as pay-what-you wish pricing, freemium pricing, and neuro pricing Exploration of the concept of willingness to pay Review of important behavioral aspects useful in designing and implementing pricing strategies Business students, both undergraduate and MBA, professional pricing executives and marketing managers alike will appreciate the depth of knowledge provided in this Advanced Introduction to Pricing Strategy and Analytics.

For advertisers and news publishers, brand sponsored content has offered attractive solutions to problems of ad-avoidance and financing journalism. This book is an investigation into the practices, possibilities and problems of sponsored editorial content across various national and regional contexts. Sponsored editorial content is material with similar qualities and format to content that is typically published on a platform or by a content provider, but which is paid for by a third party. Brand sponsored content may not be the remedy for ad-dependent media some advocates predicted but its expansion has impacted on the organisation, practices and identities of journalism in profound and far-reaching ways. This book explores the features and implications of content that blends, merges and disguises material that is sponsored with material that is or appears to be independent editorial. The chapters range across countries and regions from China and Israel to Europe and North America. Following a general introduction, authors address political and commercial sponsorship across production, content and audience research, developing and combining these in innovative ways to advance the study of paid-for content in contemporary digital journalism. This book was originally published as a special issue of the journal Digital Journalism.

The rates of medical bullying, absences by LGBT+ professionals due to lack of safety in the workplace, and subsequent suicidality for LGBT+ youth adults are exponentially higher than for non-LGBT+ youth and adults. As a result, many LGBT+ patients and professionals are suffering needlessly, and many business leaders are unsure of what to do. This book solves that problem. Featuring real-life situations and scenarios, a glossary, and further resources, this book enables professionals in a variety of business roles to integrate foundational concepts into their everyday interactions with potential and current employees to create an overall medical workplace culture that nurtures a welcoming, inclusive, and affirming environment for all. This book can be utilized by independent readers, department teams, and entire medical corporations reading experiences. Setting out best practices and professional guidance for creating an LGBT+ inclusive medical workplace, this approachable and easy to follow book guides medical leaders and anyone working in a medical facility toward appropriate and proven ways to create safer working environments, update workplace policies, enhance hiring and staff retention protocols, and better support LGBT+ employees in the workplace as well as for LGBT+ patient experiences. The real-life scenarios are a unique feature of this book. While many offer information, this book is practical and requires active engagement with the material for the reader. The scenarios offer the reader the opportunity to try out the foundational knowledge they obtained in earlier chapters by giving real business place experiences that others have been challenged by. After reading the scenario, there are intentional pointed thought questions, which can be used for discussion if the book is read in groups or teams. This encourages teamwork and shared learning. Then, readers will receive guidance from America's Leading LGBT+ expert, who uses her 25+ years of experience to guide the reader as if they were receiving individualized guidance right from her to them!

The Web has changed the game for your customers-- and, therefore, for you. Now, "CustomerCentric" Selling, already recognized as one of the premier methodologies for managing the buyer-seller relationship, helps you level the playing field so you can reach clients when they are ready to buy and create a superior customer experience.

Your business and its people need to be "CustomerCentric"--willing and able to identify and serve customers' needs in a world where competition waits just a mouse-click away. Traditional wisdom has long held that selling means convincing and persuading buyers. But today's buyers no longer want or need to be sold in traditional ways.

"CustomerCentric Selling" gives you mastery of the crucial eight aspects of communicating with today's clients to achieve optimal results: Having conversations instead of making presentations Asking relevant questions instead of offering opinions Focusing on solutions and not only relationships Targeting businesspeople instead of gravitating toward users Relating product usage instead of relying on features Competing to win--not just to stay busy Closing on the buyer's timeline (instead of yours) Empowering buyers instead of trying to "sell" them

What's more, "CustomerCentric Selling" teaches and reinforces key tactics that will make the most of your organization's resources. Perhaps you feel you don't have the smartest internal systems in place to ensure an ideal workflow. (Perhaps, as is all too common, you lack identifiable systems almost entirely.) From the basics--and beyond--of strategic budgeting and negotiation to assessing and developing the skills of your sales force, you'll learn how to make sure that each step your business takes is the right one.

An introductory textbook on industrial marketing and supply chain management that discusses industrial products and pricing, as well as key topics such as co-creation of value, big data, innovation, green practices and CSR. The textbook includes: The marketing philosophy on industrial markets The characteristics of industrial markets The marketing mix and the product life cycle The issues surrounding distribution and operations including value creation, business relationships and networks Case studies and mini case studies (vignettes) This textbook is suitable for students studying industrial marketing and other related courses at undergraduate and graduate levels. Thomas Fotiadis is an Associate Professor of Marketing and Head of the Marketing Laboratory in the Department of Production and Management Engineering, School of Engineering at Democritus University of Thrace, Greece. Adam Lindgreen is Professor and Head of Department of Marketing at Copenhagen Business School, Denmark and Extraordinary Professor at University of Pretoria's Gordon Institute of Business Science, South Africa. George J. Siomkos is Professor of Marketing at the Athens University of Economics & Business (AUEB), Director of the MSc Program in Services Management and previously Dean of the School of Business, AUEB, Greece. Christina OEberg is Professor at CTF Service Research Center, Karlstad University and associated with the Ratio Institute, Sweden. Dimitris Folinas is Professor in the Department of Supply Chain Management at International Hellenic University, Greece.

Luxury products are now seen by a growing number of global consumers as an important and more widely available way of expressing personal aspirations and values. Most consumers of luxury products and services use them as status symbols and symbols of success. However, the definition of success - and the way it is perceived by others - is changing. Many of these successful consumers now want the brands they use to reflect their concerns and aspirations. Such products come with a heavy social and environmental cost. Sustainable luxury is about rediscovering the old meaning of luxury - a considered purchase of a beautifully crafted object with built-in social and environmental value.The social entrepreneurs documented in this book highlight the relationship between personal values and sustainability, entrepreneurship and innovation in developing and marketing luxury products. The pioneers outline how they have developed inclusive supply chains with poor and vulnerable communities. Their stories prove that luxury need not be a destructive force. Instead, this book opens a window on a world where entrepreneurial pioneers can change the rules of the game.

* The book is balanced and comprehensive, recognising that both affordability and investment into innovation are necessary * The book is original, using ecological concepts to understand pharmaceutical innovation as an ecosystem. * The book is unique in its research foundation, building on the views of more than 70 expert informants from all parts of the pharmaceutical innovation ecosystem and all sides of the debate about drug pricing.

"The basic economic resource - 'the means of production', to use the economist's term - is no longer capital, nor natural resources, nor 'labour'. it is an will be knowledge." With penetrating insight Peter Drucker describes the changes that are affecting politics, business and society itself. It is vital that we are aware of and understand these changes in order to benefit from the opportunities that the future has to offer.

This special issue of the Journal of Corporate Citizenship honours the voice of the Changemaker, Wayfinder, Edgewalker, and Intellectual Shaman in particular. It is contended that we can all become Shamans, Wayfinders, and Edgewalkers, if we open up to the possibility that our work, whatever it is, is part of the healing process. With contributions from North America, Europe, Africa and Australasia, this issue addresses the ideas of corporate citizenship from perspectives entirely removed from the mainstream.

The first book to adapt business ethics theory to the practice of law to explore real-life ethical dilemmas faced by lawyers beyond legal ethics There has been a recent increase in law schools offering business ethics classes and this book is ideally suited for use in the classroom, as well as for legal practitioners Provides clear, real-life scenarios

May you sell your spare kidney? May gay men pay surrogates to bear them children? Should we allow betting markets on terrorist attacks and natural disasters? May spouses pay each other to do the dishes, watch the kids, or have sex? Should we allow the rich to genetically engineer gifted, beautiful children? May you ever sell your vote? Most people-and many philosophers-shudder at these questions. To put some goods and services for sale offends human dignity. If everything is commodified, then nothing is sacred. The market corrodes our character. In this expanded second edition of Markets without Limits, Jason Brennan and Peter M. Jaworski say it is now past time to give markets a fair hearing. The market does not, the authors claim, introduce wrongness where there was not any previously. Thus, the question of what rightfully may be bought and sold has a simple answer: if you may do it for free, you may do it for money. Contrary to the conservative consensus, Brennan and Jaworski claim there are no inherent limits to what can be bought and sold, but only restrictions on how we buy and sell. Key Updates and Revisions to the Second Edition: Includes revised introductory chapters to further clarify what's at stake in the commodification debate. Provides easier-to-follow chapters on semiotic objections, stronger analyses of these objections, and more evidence of these objections' widespread pervasiveness. Offers cogent responses to several recent papers that have raised counterexamples to the authors' thesis. Includes new empirical evidence on the ways markets sometimes crowd in virtue and altruism. Analyzes the topics of blackmail and "associative" objections to markets. Includes new material on issues surrounding exploitation and coercion, selling citizenship, residency rights, and arguments about "dignity" as objections to markets.