Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology. Topics Covered The many academic areas covered in this publication include, but are not limited to: Brand Communication Consumer Brand Engagement Gender Fluidity Mobile Commerce Multichannel Retailing Omnichannel Strategy Social Identity Social Media User-Generated Content

This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the 'country' and 'place' silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions. Chapters explore interdependencies among residents, visitors, brand managers, and consumers; image effects of place and social identity, cross-border acquisitions, popular culture exports, and sporting mega-events; country-of-origin research, cross-cultural consumer behaviour, international marketing, destination branding, and brand modelling; and cutting-edge methodological approaches and managerial best practices in place marketing. The book's interdisciplinary know-how and approach makes it an invaluable and comprehensive reference for researchers, managers, consultants, and students alike, in areas from marketing, place management, international business, and tourism to communications, social psychology, urban geography, and regional economics.

One key for success of an entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing focuses on the essential elements of success in order to achieve these needed sales and revenues and to grow the company. The authors build a comprehensive, state-of-the-art picture of entrepreneurial marketing issues, providing major theoretical and empirical evidence that offers a clear, concise view of entrepreneurial marketing. Through an international approach that combines both theoretical and empirical knowledge of entrepreneurship and marketing, this book informs and enhances the entrepreneurs' creativity, their ability to bring innovations to the market, and their willingness to face risk that changes the world. Key components addressed include: identifying and selecting the market; determining the consumer needs cost-effectively; executing the basic elements of the marketing mix (product, price, distribution, and promotion); and competing successfully in the domestic and global markets through implementing a sound marketing plan. Numerous illustrative examples throughout the book bring the content to life. The mix of theoretical content, examples, empirical analyses, and case studies make this book an excellent resource for students, professors, researchers, practitioners, and policymakers all over the world.

Recently, emerging economies have contributed significantly to world economic growth and output. The Research Handbook advances, synthesises and expands the hitherto sparse publications on marketing in emerging economies, investigating specific processes and requirements, as well as the consequences of conducting marketing in these challenging contexts. Addressing diverse issues from a universal as well as regional and country specific perspective, this book sheds light on general topics such as data collection procedures equivalence and marketing accountability as well as exploring specific contexts such as Central and Eastern Europe and India. Comparing the ways in which marketing is performed in emerging and advanced economies, the chapters explore various aspects including business-to-business marketing relationships, the role of multi-cultural markets in marketing, retail marketing of multinational corporations, corporate social responsibility and consumer loyalty. Timely and engaging, this Research Handbook will appeal to students and scholars interested in international business and marketing in emerging economies. Business practitioners, managers and policy makers working in emerging economies will also benefit from practical guidance on both improving approaches to serving customers as well as creating conducive environments for serving customers. Contributors include: M.Y. Ali, N. Ammar, M. Arslanagic-Kalajdzic, M.-L. Baron, V. Blagoev, A. Chidlow, A. Daviy, N. Dholakia, R.R. Dholakia, N. El-Bassiouny, A.R. Faroque, P. Ghauri, R. Hawash, G.N. Kfuri, Z. Krupka, S.R. Kumar, M.A. Marinov, S.T. Marinova, M. Minkov, A. Osmanova, D. Ozretic-Dosen, D.A. Petrovici, V. Rebiazina, V. Skare, M. Smirnova, C.A. Solberg, S. Sutyrin, I. Vorobieva, V.R. Wood, V. Zabkar

This essential guide, edited by experienced journal editors, is the definitive sourcebook for prospective authors who are seeking direction and advice about developing academic papers in marketing that will have a high probability of publication in the best journals in the discipline. It brings together a wealth of contributors, all of whom are experienced researchers and have been published in the leading marketing journals. More than a dozen and a half current and former editors of marketing journals contributed to this volume, contributing words of wisdom and sage advice for the beginning scholar and experienced writer alike. The book covers such topics as ideation, positioning of papers, review of the literature, discussion of methods, presentation of results, development of theoretical and practical implications and responding to reviewers. Both empirical and conceptual papers are addressed. Individual chapters focus on papers with a behavioral focus, a marketing science focus, a strategy focus, and a public policy focus. This book is an indispensable guide for doctoral students, faculty teaching doctoral courses, individuals early in their career in marketing and scholars who wish to place their work in those journals which have a significant impact on the marketing discipline. Contributors include: J.R. Bettman, R.N. Bolton, L. Ferrell, O.C. Ferrell, G.N. Frazier, R.P. Hill, J. Huber, C.S. Katsikeas, U. Kayande, V. Kumar, D.M. Ladik, D.R. Lehmann, M.F. Luce, D.J. MacInnis, V. Mittal, C. Moorman, C. Pechmann, J.H. Roberts, R. Staelin, D.W. Stewart, S. Stremersch, J.O. Summers, S.L. Vargo, R.S. Winer

One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a clear understanding of this issue. It is critical for businesses to understand these cultural and language barriers and how to face them through effective communications and cultural sensitivity. The companies that will thrive and see the most success are the ones whose employees communicate and collaborate effectively with customers, suppliers, and partners all over the world. Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies provides both empirical and theoretical research focused on ways that business professionals and organizations are breaking down cultural and language barriers, integrating cultural sensitivity, and implementing cross-cultural management practices into their daily business practices. Featuring research on topics such as origin effects, consumption culture, and cross-cultural management, managers, consultants, academic researchers, practitioners, business educators, and advanced students in various disciplines will find the content within this publication to be beneficial.

If you’re part of a financial brand marketing, sales, or leadership team, you know the entire industry is in the midst of exponential change fueled by new technologies.

Consumers now make purchase decisions long before they walk into a physical branch location, if they walk into a branch at all, while mobile banks, digital lenders, and fintechs have transformed traditional growth models rooted in legacy broadcast marketing and branch sales strategies.

Up to this point you’ve only dabbled in digital marketing without a formal plan or strategy to guide you. Now you feel frustrated because you’re not getting the results you hoped for. You’re also confused about what you should do next.

In Banking on Digital Growth, James Robert Lay unlocks the secrets of digital growth with a strategic marketing manifesto to transform financial brands. You’ll gain clarity with a strategic blueprint framed around 12 key areas of focus that empower you to confidently generate 10X more loans and deposits while finally proving the value of marketing as a strategic growth leader—not a cost center.

Offering a novel view on morality in consumption, this book creatively examines how the seven deadly sins - pride, greed, lust, gluttony, envy, wrath, and sloth - are embodied in contemporary consumer society. Each of the seven chapters summarizes previous literature of the sins across disciplinary boundaries, and explores how consumption is likely to change in the future. The sins are presented as social, historical, cultural and political constructs, relying on the underlying assumptions of cultural consumer research. Each is elaborated on within particular consumption and marketing-related spheres, including advertising, retail environment, convenience food consumption, poverty, and ethical consumption. Consequently, the book provides a new way to understand contemporary consumer culture. Although beginning with the dark notions of sinfulness, the authors conclude with a hopeful tone for positive transformations in consumption. This fascinating book will be of significant interest to consumer researchers and post-graduate students studying the effects of consumption in social science disciplines, including marketing, business and sociology. Contributors include: L. Alhonnoro, P. Berg, P. Borisov, J. Gummerus, K. Hellen, A. Huuhka, M.-M. Jaskari, H. Kauppinen-Raisanen, P. Laaksonen, H. Leipamaa-Leskinen, H.T. Luomala, A. Norrgrann, C. Rodriguez Santos, J. Sihvonen, H. Syrjala, M. Saaksjarvi, L.L.M. Turunen, C. von Koskull

'Excerpts from Experts - Marketing' is a compendium of insight, advice and anecdotes from more than 200 of the leading names in marketing. These wonderful people have generously contributed their time and wisdom to raise money in aid of NHS Charities Together. Whether you're an aspiring graduate, experienced professional, marketing guru, or just vaguely interested in the magical world of brands and marketing, this book is a must read.

User opinions about service experiences have been extensively acknowledged to play a key role in influencing the consumption decisions of other customers. The widespread adoption of internet technologies has amplified enormously the volume and the potential impact of such customer-generated content in the form of electronic word-of-mouth (eWOM). Exploring the Power of Electronic Word-of-Mouth in the Services Industry is an essential research book that explores the importance of consumer perception and the influence of word-of-mouth in the digital world. Featuring a range of topics such as data mining, online engagement, and social media, this book is ideal for academicians, researchers, IT developers, marketers, managers, media specialists, and professionals.