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Books > Business & Economics > Business & management > Sales & marketing > General
Case Studies on Food Experiences in Marketing, Retail, and Events explores approaches for creating ideal food shopping and consumption experiences, and the challenges food customers face today. With a basis in literature review and theoretical background, the book illustrates specific case studies on food shopping experiences, food consumption experience in restaurants, and food experience and events, as well as insights on the methodological tools adopted throughout. Topics include food and food service design, the creation of customer loyalty through experiences, communication strategies like food promotion and event management, and defining product positioning in a competitive environment. This book is an excellent resource for industry professionals in the food and beverage sectors, including those who work in marketing, communication, hospitality, and management, as well as students studying business management, tourism management, event management, applied marketing, and consumer behavior.
Marketing is not a function by itself or a task for just one person – its success depends on several activities in the marketing value chain. Understanding this value chain is important for companies to stay relevant, and crucial for seeing a return on their investment in marketing. Companies employ and interact with many members of the marketing value chain, and therefore need to be familiar with the relationships between each link in this chain. Marketing Value Chain is about understanding this value chain, where marketing fits into the chain, and what role marketers play within it. Key concepts are:
As late as the 1980s, breast cancer was a stigmatized disease, so much so that local reporters avoided using the word "breast" in their stories and early breast cancer organizations steered clear of it in their names. But activists with business backgrounds began to partner with corporations for sponsored runs and cause-marketing products, from which a portion of the proceeds would benefit breast cancer research. Branding breast cancer as "pink"-hopeful, positive, uncontroversial-on the products Americans see every day, these activists and corporations generated a pervasive understanding of breast cancer that is widely shared by the public and embraced by policymakers. Clearly, they have been successful: today, more Americans know that the pink ribbon is the symbol of breast cancer than know the name of the vice president. Hiding Politics in Plain Sight examines the costs of employing market mechanisms-especially cause marketing-as a strategy for change. Patricia Strach suggests that market mechanisms do more than raise awareness of issues or money to support charities: they also affect politics. She shows that market mechanisms, like corporate-sponsored walks or cause-marketing, shift issue definition away from the contentious processes in the political sphere to the market, where advertising campaigns portray complex issues along a single dimension with a simple solution: breast cancer research will find a cure and Americans can participate easily by purchasing specially-marked products. This market competition privileges even more specialized actors with connections to business. As well, cooperative market activism fundamentally alters the public sphere by importing processes, values, and biases of market-based action into politics. Market activism does not just bring social concerns into market transactions, it also brings market biases into public policymaking, which is inherently undemocratic. As a result, industry and key activists work cooperatively rather than contentiously, and they define issues as consensual rather than controversial, essentially hiding politics in plain sight.
Academic libraries have continually looked for technological
solutions to low circulation statistics, under-usage by students
and faculty, and what is perceived as a crisis in relevance, seeing
themselves in competition with Google and Wikipedia. Academic
libraries, however, are as relevant as they have been historically,
as their primary functions within their university missions have
not changed, but merely evolved. Going beyond the Gate Count argues
that the problem is not relevance, but marketing and articulation.
This book offers theoretical reasoning and practical advice to
directors on how to better market the function of the library
within and beyond the home institution. The aim of this text is to
help directors, and ultimately, their librarians and staff get
students and faculty back into the library, as a result of better
articulation of the library s importance. The first chapter
explores the promotion of academic libraries and their function as
educational systems. The next two chapters focus on the importance
of the role social media and virtual presence in the academic
library, and engaging and encouraging students to use the library
through a variety of methods, such as visually oriented special
collections. Remaining chapters discuss collaboration and
collegiality, formalized reporting and marketing.
For many, literature and marketing are considered opposite phenomena. This book discusses cases in which the two are closely connected. It argues that literature is subject to the same mechanisms as other commercial products: our experience of literary texts is prefigured by brands, trademarks that identify a product and differentiate it from its competitors. From the early modern period onwards, literary authors and their texts are constantly 'branded' and have been both the object and the trailblazer of a complex marketing process. The authors of this volume analyze this branding process throughout the centuries, focusing on the Netherlands. To what extent is our experience of Dutch literature prefigured by brands, and what role does branding play when introducing European authors in the Dutch literary field (or vice versa)? By answering these questions, Branding Books Across the Ages seeks to show how literary scholars understand branding - a phenomenon that has long been intertwined with literature.
Marketing Plans for Service Businesses is based on the successful
Marketing Planning for Services, which has been completely
overhauled, updated and revised to give a new and authoritative
guide to the challenge of creating marketing plans that produce
significantly improved bottom-line results. It is written in a
pragmatic, action-orientated style and each chapter has examples of
marketing planning in practice. The authors highlight key
misunderstandings about marketing and the nature of services and
relationship marketing.
* McDonald and Dunbar are the leading author team in this
area
In Brandalism, the follow-up to his bestselling, award-winning debut book The Best Dick, Mike Sharman delves into the (start)ups and downs associated with brand building and the need for business to dismantle, and vandalise its perceived, public-facing, persona. The future of PR and influence, when – or if – to launch a new business as opposed to a division, raising capital, the impact of presentations, start-up school fees, and emphasis on a manifesto rather than purpose, are the aspects Mike obsesses over in this insightful read, wrapped in his trademark, comedic, copy. Mike Sharman, the co-founder of the creative, digital agency Retroviral that has made more brands ‘go viral’, globally, than any other agency in Africa, uses his unique storytelling proposition to provide insight into 12 years of building a business from scratch, while elevating his clients to emotional, (commercial) cult status. Life is short. Play naked!
Marketing Tourism in South Africa 6e offers a solid foundation in marketing theory applied to the unique context of the tourism industry in South Africa. This updated edition is a definitive source for universities, universities of technology and colleges where courses in Tourism Marketing and Event Marketing are offered. Marketing Tourism in South Africa 6e is written in a simple and concise style to appeal to both tourism students and practitioners. The text familiarises the reader with the tourism industry in South Africa its statistics, trends, main organisations and role-players.
Knowing how to use Facebook to network and market yourself or your business gives a single person unlimited potential for reaching over 1 billion users in 60 countries. This tool will show you how to manage the marketing on your personal profile and business pages. Authored by an expert and consultant in cutting edge marketing strategies, this well-rounded guide will immediately change the way you use Facebook and the way you market your business. 6-page laminated guide includes: Profile vs. Page Your Personal Facebook Profile Networking How Facebook Can Benefit Businesses & Brands Your Business's Facebook Page Facebook Advertising Options Creating Calls to Action on Your Page How to Manage a Page with Multiple Admins How to Schedule Posts Facebook Apps Contests & Promotions Incorporate Facebook into Your Overall Marketing Strategy Helpful Resources within Facebook
Offering a critical approach to digital marketing strategies, this
innovative book introduces the ‘phygital’, a new ecosystem that creates
a continuum between physical and digital settings to aid the design of
successful customer experiences. Combining theory with practical case
studies, it provides a timely prediction of the evolution of customer
experience and effective means of brand communication in an
increasingly phygital era.
Export, Thrive, Change the World is a practical guide for small business owners who would like to export but are unsure how. Jennifer addresses the major concerns she has encountered whilst working with small business owners including Brexit. Then shares her seven steps to export success. Jennifer intends to provide business owners with all the tools and resources necessary to export.
Every one of the largest, most successful corporations were, at
some point, mere startups. McKee explains what enables some
companies to growbigger and better, while others stumble along year
after year, running but never winning the race. The difference is
that the biggest and best brands arena (TM)t slaves to conventional
marketing wisdom. McKee shows by example how the same, sometimes
counter-intuitive, strategies used by the biggest brands can also
best serve small and mid-sized companies. Among the topics
explored: How can a company grow big by thinking small? Why do the
best companies sometimes avoid being better? Why do brands that
create the most memorable advertising stay away from focus groups?
What is the secret to an effective slogan? When can admitting a
negative become a positive? A diverse selection of companies
provides powerful lessons, ranging from traditional icons like
Coca-Cola, McDonalda (TM)s, and General Motors, to new media models
like Google and Facebook. This book appeals not only to time-
starved executives, but also to middle managers and owners of small
businesses who have a wide variety of marketing problems to address
and who need to change the way they think about how to generate
healthy, consistent growth.
The new rules for persuasive messaging. When it comes to messaging, what worked in the past won't work today. Our noisy, digital world has undermined our ability to focus. For a message to grab attention and persuade, it now has to pass the SAUCE test and be: Simple, Appealing, Unexpected, Credible, and Emotional. Secret Sauce shows you how to transform unconvincing messages into compelling copy. It comes with a 15-question SAUCE test and a Heat Gauge which allows you to precisely measure the persuasive impact of your messages. Short, easy to read, and packed with visuals, Secret Sauce provides: Clear examples of what works and what doesn't * Fascinating insights from behavioral and neurological research * Powerful lessons from successful and failed campaigns Less than 10 percent of marketing messages are truly compelling-engaging the head and heart. Secret Sauce helps you weed out the clutter and craft messages that stick.
e-Commerce is a broad term that covers all business activities that use the internet as the platform for conducting exchanges or forming and maintaining relationships. It encompasses social media, the sharing economy, mobile applications, e-tailing, the changes to business models and developments such as wearables, and is a rapidly growing component of business education. The separation between real and virtual worlds is becoming more intangible as we rapidly face a new world of integrated technology. e-Commerce provides a solid grounding in this dynamic discipline as well as tools and techniques to leverage for e-commerce business success. e-Commerce is written from the perspective of a developing country and makes use of many South African examples. It uncovers the main business drivers that practitioners need to be aware of in this rapidly developing field, from an overview of the e-commerce environment and the digital business models and strategies that have emerged from it, to an in-depth look at the strategic drivers for digital and social marketing, operations and emerging trends in the digital future. e-Commerce is aimed at students who already have an understanding of general business theory, specifically basic concepts in economics, marketing and management. |
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