Whether you are branding your company, your product, your service, or yourself, learn to boost the power of your story and convey a compelling message in any setting by incorporating villains, victims, and heroes. Compelling stories exalt, motivate, and acculturate every worker in an enterprise. They also attract customers and media alike. Imagine an elderly man, snowed in, unable to shop for groceries until a supermarket comes to the rescue and delivers his food. The story of this company going out of its way to help a customer in need will resonate not only with consumers but also with employees. This book explains not just how to tell a captivating story, but also what elements-namely, villains, victims, and heroes-it should include in the first place. This approach is based on the notion that in business messaging, the villains may just be your best friends. The "villains" are simply any problems that cause pain, discomfort, or extra expense for customers, who are in effect the "victims." As for the "heroes," they are best illustrated by the supermarket going beyond expectations. Who in business wouldn't want to emulate that company? If your products and services offer real solutions to customers' predicaments, there is nothing more powerful than communicating that message and making sure your potential customers remember it. Provides a blueprint for constructing a story that will connect narrator and listener through the scientifically proven effect of neural coupling Emphasizes the importance of personal authenticity in effective storytelling Provides abundant tips on emotional branding, writing, rhetoric, vocalization, pacing, graphics, body language, breathing, and above all, creating drama Applies to a broad array of applications and settings, such as job interviews, ad campaigns, and professional presentations

Knowledge is a valuable resource that must be managed well for any organization to thrive. Proper knowledge management can improve business processes by creating value, yet the available tools meant to aid in the creation, collection, and storage of information have drastically changed since the emergence of social media. By using this collaborative online application for engaging with information, organizations are able to precisely decimate knowledge to the correct audience. Harnessing Social Media as a Knowledge Management Tool addresses the challenges and rewards of the proper use of social media, as well as the key enablers and barriers of its application. This publication endeavors to provide thorough insight into the role of social media in knowledge management from both an organizational and individual perspective. This book elucidates emerging strategies perfect for policy makers, managers, advertisers, academics, students, and organizations who wish to optimize performance.

In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.

In 2008, Barack Obama's presidential campaign used an innovative combination of social media, big data, and micro-targeting to win the White House. In 2012, the campaign did it again, further honing those marketing tools and demonstrating that political marketing is on the cutting edge when it comes to effective branding, advertising, and relationship-building. The challenges facing a presidential campaign may be unique to the political arena, but the creative solutions are not. The Marketing Revolution in Politics shows how recent US presidential campaigns have adopted the latest marketing techniques and how organizations in the for-profit and non-profit sectors can benefit from their example. Distilling the marketing practices of successful political campaigns down into seven key lessons, Bruce I. Newman shows how organizations of any size can apply the same innovative, creative, and cost-effective marketing tactics as today's presidential hopefuls. A compelling study of marketing in the make-or-break world of American politics, this book should be a must-read for managers, students of marketing and political marketing, and anyone interested in learning more about how presidential campaigns operate. Winner of the 2016 International Book Award in the "Business: Marketing & Advertising" category.

To gain the most competitive edge, marketers must continually optimize their promotional strategies. While the adult population is a prominent target, there is significant market potential for young consumers as well. Analyzing Children's Consumption Behavior: Ethics, Methodologies, and Future Considerations presents a dynamic overview of the best practices for marketing products that target children as consumers and analyzes the most effective promotional strategies being utilized. Highlighting both the advantages and challenges of targeting young consumers, this book is a pivotal reference source for marketers, professionals, researchers, upper-level students, and practitioners interested in emerging perspectives on children's consumption behavior.

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.

The Encyclopedia of Services is a ground-breaking resource that offers a unique overview of what constitutes the main source of wealth and employment in our contemporary economies, namely services. Divided into five thematic parts, the Encyclopedia thoroughly examines services from a variety of disciplinary perspectives. It provides a pedagogical state of the art review of 283 topics falling within the scope of the major streams of service studies, such as services in economic thought, services management and services innovation. Each entry describes, synthesizes and discusses the main dimensions of the given topic, highlighting key research areas and literature. This Encyclopedia will be particularly invaluable for researchers and students in the economics, sociology, political science and management fields as well as practitioners in the private and public sector. Key Features: First encyclopedia of service studies covering the key topics in the field Entries written by 241 leading scholars and practitioners from 39 different countries Fully supported by The European Association for Research on Services (RESER) Multi-disciplinary approach across the fields of economics, management, sociology, geography, but also political science and history.

Modern marketing practices have evolved to become a dynamic meeting point for technology practitioners and business professionals. Digital technologies have added a new paradigm to the way businesses are projected, communicated, and developed through their marketing activities, from message delivery to content production. Digital Marketing Strategies and Models for Competitive Business is a collection of innovative research that seeks to connect theory with application, identifying best practices over digital marketing to business purposes. While highlighting topics including consumer analysis, search engine marketing, and marketing communications, this book is ideally designed for marketers, managers, executives, advertisers, graphic designers, researchers, practitioners, entrepreneurs, policymakers, and educators.