This book investigates the preferences of young job seekers for different aspects of corporate social responsibility (CSR) in comparison to other non-CSR related employer attributes. It takes into account the potential influence of cultural and socio-economic variables and provides a differentiated global perspective. In its first part the book gives an overview about the impact of CSR on employer attractiveness and explains the factors that potentially influence CSR preferences of young job seekers all over the world. In a second part the research design is outlined and employer related preferences of 4783 graduates and students coming from 22 countries across the globe are discussed. In the third part, research results are presented for different cultural clusters. The most important criteria for employer choice of respondents are reflected against the socio-economic background and against the characteristics of CSR of the countries in question. Finally, the results are summarized and implications for global employer branding are derived.

This book devises an alternative conceptual framework to understand digital transformation in the cultural heritage sector. It achieves this by placing a high importance on the role of technology in the strategic process of modeling and developing cultural services in the digital era. The focus is on how marketing activities and customer processes are being transformed by digital technologies to create better value, which can also be communicated to customers through an engaged and personalized approach. Much of the digital debate in cultural heritage is still in infancy. Some existing studies are anecdotal and often developed within the domain of established research streams, including studies with some technological aspects addressed partially and from an episodic or periodic perspective. Moreover, the critical changes that have emerged in the cultural management landscape are yet to be highlighted. This book fills that gap and provides a perspective on the cultural heritage sector, which uses the new social and technology landscape to describe the digital transformation in cultural heritage sectors. The authors highlight an inclusive perspective that addresses marketing strategy in the digital era as a proactive, technology-enabled process by which firms collaborate with customers to jointly create, communicate, deliver, and sustain experience and value co-creation.

Thousands of small, retail stores open every year, but 70 to 80 percent of them close within five years. Many are done in by the "big box" and Internet retailers who crush competition with low prices and convenience. But smaller retail stores and service providers have distinct competitive advantages: They are local. They can connect on a personal level with customers in a way the big guys can't. And they can add immense value to the customer experience. To capitalize on these advantages, marketing experts Steve O'Leary and Kim Sheehan offer dozens of inexpensive "Word of Mouth" marketing methods small businesses can use right away. Done well, these efforts will help smaller merchants do more than survive--they'll prosper. For independent retailers to succeed, it is no longer enough to create a loyal customer base. Local store marketers need to put their loyal customers to work, encouraging them to talk about the store to their friends, family members, and others in their social networks. When they do, the result is Word of Mouth (or Buzz) marketing, a powerful tool that creates an army of advocates who become even more loyal and help attract new customers. Besides learning how to leverage the power of word of mouth marketing, readers will learn: -How to understand their customers better. -How to increase customer loyalty to their store. -How to communicate with customers to maintain loyalty. -How to encourage loyal customers to talk to others about their store. -How to create a customer community, both in the store and on line. -How to measure results. The book also includes numerous examples from current businesses, as well as thought-provoking ideas and templates to help readersgenerate their own successful buzz marketing plans. Most resources available today on buzz marketing focus on techniques for large companies and online retailers. This book offers something priceless for the little guy by showing ways to increase loyalty and gain new customers.

'Retail Marketing Management covers all the essential theories needed to understand the complicated business of retail: from understanding the consumer and purchasing of the product through to store layout and communications. The writing style is easy to follow, and the text is supported by diagrams and case studies which enhance understanding and learning. I would recommend this book to anyone who wants to learn more about the retail business.' Nicole Dunlop, Course Director, London College of Fashion, UK Retail Marketing offers a contemporary approach that combines retail marketing theory, current retail management practice and international examples. It begins by looking at the nature of retailing as an activity and then introduces retail marketing, followed by a discussion of consumer behaviour, the retail marketing mix, and other important issues such as location strategies, branding and ethics. The authors and expert contributors take an integrated approach to explaining the process of internationalisation, and the inclusion of international examples reinforces this approach. The book is ideal for undergraduate and postgraduate students taking courses in retailing, as well as those studying for marketing and business degrees where retail marketing is a core module. The blend of retail theory, practice and live examples will also be of interest to practitioners in retailing and related industries. Key features Case studies and seminar discussion questions in every chapter Chapters and vignettes by expert contributors with a combination of academic and industry experience Retail practitioner cases which emphasise practical aspects as well as key theories in retail marketing New models that help to visualise interactions between marketing environments, retail marketing management decisions, and shopper behaviour Related online materials, including powerpoint slides About the authors Helen Goworek lectures in the School of Management at the University of Leicester, where she teaches postgraduate modules in marketing, including 'B2B Marketing and Supply Chain Management'. She is the author of two previous books about the fashion business, in addition to journal articles focusing on fashion buying and sustainability. Dr Peter McGoldrick has held four professorial posts in retailing, and is currently at the University of Manchester, UK. He has published several books and over 150 research papers and articles, which have appeared in the Journal of Retailing and Harvard Business Review, among others. Best Paper awards include those at the World Marketing Congress and the 2014 Academy of Marketing Science.

This book explores customer-supplier relationships in B2B markets focusing on interaction between parties. Drawing on three fields of research - studies of relationships in marketing, social interactionism in sociology, and sense-making in social psychology - the author explores the concepts and roles of actors in business relationships and how the behaviour of actors within an interaction affects the development of those relationships. Based on a review of prior research and an original empirical study, the author argues that the presence of continuous close relationships between the customer and supplier organisations bestows features of a business network on B2B markets, with distinct interdependencies and ubiquitous interactions. Exploring buyer-seller interactions, the author contends that actors' mutually perceived identities - continuously emergent and relationship-specific - are the main factor in the development of business relationships and discusses the implications for management practice and research.

Every company that wants to continue growth needs their sales team to be proficient in finding and closing net-new opportunities. But, unfortunately, most sales persons are not good at gaining new business, much less performing even the most basic prospecting practices. There are a multitude of reasons for this phenomenon. But the biggest reason is that sales professionals are untrained in vital cold-calling techniques. Especially in the realm of cold-calling and prospecting. Further, there is a culture of sales resistance that exists, and few sales professionals are equipped to penetrate it. The Must-React System is written help all sales professionals master the art of persuasion, and especially in the important area of cold-calling, prospecting, sales pipeline development.

Trends in cleaner business decisions have resulted in sustainable business models involving society, stakeholders, and consumers. Sustainable choices of companies create competitive differentiations that enable consumers to weigh social values and shift loyalties in the competitive marketplace. This book focuses on sustainability as the pivot of marketing and argues that commitment to sustainability in business not only equips companies to have greater social impact but also inspires an emotional response in consumers that aids companies in growing their image, brands, and socio-political reputations. Exploring topics such as the circular economy, sustainable logistics, eco-innovation, conscious consumption, and social entrepreneurship, the chapters discuss sustainable practices in emerging markets and co-creation between corporations and consumers. This book offers researchers innovative concepts on sustainable business modelling.

As the Middle East continues to grow as a predominant force within the international marketplace, research into Islamic practices and culture is necessary to promote business success in the region. Emerging Research on Islamic Marketing and Tourism in the Global Economy offers in-depth perspectives on the influence of Islam on consumer behavior, the travel industry, product development, and the promotion of goods and services. Focusing on current trends and tools, comprehensive interviews, questionnaires, and emerging research, this book is an essential reference source for academicians, entrepreneurs, policymakers, university students, and educators interested in research surrounding the impact of Islam on business.

Are you absolutely satisfied with the sales results of your telesales team? Do you think that your sales could be or should be better? If you're serious about getting the absolute best from your inside sales team and improving their sales results then this book is for you. Written for B2B telephone sales managers, owners and executives, Telesales Coaching is a practical, no-nonsense guide on how to help your sales reps sell smarter, sell better and sell more. There are two fundamental reasons why your telephone sales reps don't sell as much as they could or should. The first reason is that many reps are not very good at selling despite formal (and ongoing) training. Over time, telephone reps dilute the fundamentals, cut corners, get complacent, forget techniques or fail to master the skill sets that will lead to increased sales. The second reason is that the majority of telesales reps do not get the coaching and support that they need to excel at sales. Most telephone sales managers have been taught how to be managers, not coaches. Consequently, telesales reps do not get the proper constructive feedback and encouragement they need to change their selling behavior and improve. Until now. Telesales Coaching provides you with a proven and practical four-step process on how to coach your telephone reps and help them increase their sales. It's extremely effective because it focuses on precisely how to get reps to overcome their natural resistance to change and to modify their behavior on a consistent basis. Easy to learn and easy to apply, the coaching techniques offered are based on common sense principles of learning and development. Here is some of what you'll learn: Why most companies don't coach The six things coaching definitely is not Why you can't coach without clearly defined standards Understanding that telesales is not a numbers game, it's a results game How often you should monitor your reps (the answer may surprise you) Where, when, and how to monitor your reps How to use an analyzing algorithm to avoid petty feedback Who not to coach Why the sandwich feedback technique is a waste of time and effort Why numeric rating systems are destructive The Socratic feedback model the absolute best way to provide feedback Other methods to enhance the coaching process Based on twenty-plus years of helping companies throughout North America implement successful telephone selling programs, this book gives you everything you need to turn your ordinary telesales reps into extraordinary telesales reps."

This book connects a detailed analysis of Irn-Bru's brand identity over time to theories of national identity, consumer studies, and banal nationalism. It situates the commercial history of Barr's Irn-Bru in a transnational context and shows how Irn-Bru has become a symbol of Scotland through processes of rewriting, reframing and institutionalized forgetting, linking the consumption of what began as a trans-national generic product to a specific national community. As such, Leishman presents a longitudinal, cross-disciplinary approach to analysing branding and advertising as multi-modal forms of discourse, in order to underline the role of commercial, non-state actors and popular consumerism in the phenomenon of banal nationalism. It will be of interest to students and scholars researching nationalism, consumption, and Scottish studies.

Engagement. Leadership. Innovation. This market-leader remains the most rigorous, business-oriented title on the market! Translated into 10+ languages and supported by an extensive instructor resources package, Kerin 16e is up-to-date with additional emphases on social media, marketing metrics, financial aspects of marketing, and decision-making. Additionally, there is expanded coverage on social responsibility and sustainability topics such as privacy, social entrepreneurship, diversity, equity, inclusion, and environmental impact. The 16e continues its real-world focus with "Marketing Matters," "Making Responsible Decisions," "Insights about me," "Applying Marketing Metrics," "Integration of the Customer Journey" and "Building your Marketing Plan" features throughout. Key marketplace changes related to the pandemic such as curbside pick-up, touchless payment, and delivery have been incorporated. Also featured is the growing trend toward purpose-driven brands through companies such as Bombas and Chipotle, as well as discussion of the many applications and implications of new and emerging technologies. All these examples come to life through our integrated technology of Connect. Connect features new video cases, application-based activities, and marketing analytics exercises among several others! Keep your course current by subscribing to the Kerin & Hartley Marketing blog (https://kerinmarketing.com ), which brings current marketing issues to your class, complete with discussion questions.

This book proposes a new type of consumer called a voicing consumer, or a voicesumer. This type of consumer is shaping our markets and marketing interactions with the advent of social networking sites in the digital markets. Described by the author as "real establishment of market democracy," consumer voice is gaining more importance in today's world, especially with the changes in communication technologies in markets. In defining the equalizing and democratic relationship between ordinary consumers and corporations, or any other regular company, the book highlights recent transformative experiences and cases in consumption cultures and consumer behaviors. Current theory discusses new types of consumer complaint behaviors, such as consumer activism and boycott, but this book fills a void by defining how these changes have created a new type of consumer. This new conceptualization of consumer behavior will advance scholarship for consumer behavior, psychology and marketing researchers.

Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Promoting environmentally responsible practices through green marketing has been identified as a key solution. This book provides theoretical and practical insights into how businesses in emerging economies can integrate green objectives into their marketing activities to achieve sustainable outcomes and attain green-focused goals. It discusses green marketing from strategic and operational perspectives, which considers target consumers, products, processes, promotion and sustainability of resources and presents the institutional logic of embedding greenness across organisational marketing activities. Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book. Ultimately, this collection contributes to and extends theoretical conversations on green marketing while also providing actionable recommendations for organisations and the larger society in emerging economies. Chipo Mukonza is a Lecturer at the Tshwane University of Technology in Polokwane, South Africa. Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School, Pan-Atlantic University, Nigeria. Isaiah Adisa is a management researcher and consultant based in Nigeria. Robert E. Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School. Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, United Kingdom.

MERGE eases you into the front row of a master class on the art and science of the complex sale, taught by one of the "most successful marketers" in financial services. No matter how good you are (or think you are) as a relationship builder, rainmaker, consultant or closer, pick up the head-snapping nuggets of practical wisdom spread across these pages.

MERGE reveals a five-step surefire sales process long forgotten, overlooked, or never learned by so many professionals in finance, insurance, legal, real estate and other high-value professions. Don't miss it this time. Your business, your clients depend on the high-water mark of your greatness.

Praise for MERGE "MERGE offers the insight of one of America's best and most successful marketers in the financial services industry. Read it before your competition does."-Peter D. Quinn, Senior Vice President, Wells Fargo Bank - Executive Benefits

"Bill MacDonald has done a superb job of merging theory and practical application of sales and marketing-how he actually made his theories work in practice. MERGE is a book all up-and-coming sales and marketing executives should read, well-written, and easy to read."-Jim Ellis, Dean, University of Southern California, Marshall School of Business

"MERGE details the mistakes commonly made by consultants in marketing services. Bill's five-step process can be used successfully, no matter the market. The principles are transferable and powerful. He's done a superb job of making his book relational and practical. Every consulting professional will benefit from reading this book."-Guy Baker, Immediate Past President, The Million Dollar Round Table, Managing Director, EMI Consulting

This book highlights cutting-edge ecodesign research, covering product and service design, smart manufacturing, and social perspectives in ecodesign. Featuring selected papers presented at EcoDesign 2019: 11th International Symposium on Environmentally Conscious Design and Inverse Manufacturing, it also includes diverse, interdisciplinary approaches to foster ecodesign research and activities. In the context of Sustainable Development Goals (SDGs), it addresses the need for the manufacturing industry to design innovations for sustainable value creation, taking into account technological developments, legislation, and consumer lifestyles. Further, the book discusses the concept of circular economy, which originated in Europe and aims to increase resource efficiency by shifting away from the linear economy. Focusing on product life cycle design and management, smart manufacturing, circular economy, and business strategies, and providing useful approaches and solutions to these emerging concepts, this book is intended for both researchers and practitioners working in the broad field of ecodesign and sustainability.

Selling a service or a product is about closing deals. As a sales professional, if you don't close, you're not making any money for yourself or your company. But closing won't happen without an approach that makes you stand out from the thundering herd of competition-one that can make you more valuable in the eyes of the customer.

In "The Four Faces of Sales," author John Orvos presents a unique, fresh, and practical approach to sales excellence. Drawn from his success as a sales leader in his own software company and from the years that followed, Orvos identifies, defines, and provides numerous examples of the four key steps, or faces, of sales-the sleuth, doctor, quarterback, and hero. His new sales approach facilitates success by building on what's known as personal value currency in the eyes of the customer.

This guide goes beyond giving you the typical "what to do" and "how to do it" advice. The right skill used at the wrong time will not yield any better results than the wrong skill will. "The Four Faces of Sales" explains what skills you need, teaches you how to execute these skills, and ensures you know precisely when to use them. You can create a positive, branded buying experience by taking the right actions at the right time.

Pairing "big ideas" in marketing with the popular activity of content curation, The Rise of the Curator Class positions curation as a "humanization" movement that is restructuring the internet. Curation is set to overturn the $2.2 trillion global creative industry, revolutionizing how we create, market, and discover content. In the era of content overload and fake news, in which everything to buy, listen to, read, or watch is available online, there is one group of people who have learned to thrive in this climate of superabundance: the curator class, whose influence and power grows as more people look to them as guides. This new curator class is rewriting traditional curation, tackling the overload and making sense of it for others. In the past, curation was available to an elite few. Now, internet platforms such as Pinterest, Spotify, and Twitter empower hundreds of millions of people to curate their ideas for anyone who may be interested, revolutionizing how content is marketed and sold. The Rise of the Curator Class explains how curation is disrupting internet commerce as consumer trust moves farther away from traditional brands and closer to the curators who lead tastes, and it equips readers to think critically about how curation can work for them. Describes the current state of content overload and how curation is solving it Explains how curation changes the structure of the internet and economy as legions of consumers demand curated experiences to cut through the noise Delivers a new toolkit for anyone-in marketing, advertising, sales, content creation, or product development-seeking to stay or become relevant in an increasingly curation-centric marketplace Provides strategic advice to make passionate audience segments, the opposite of mass marketing, work for you-whether you're buying, selling, or creating

This book explores total revenue management (TRM), an emerging concept in revenue management that incorporates existing principles and tools of revenue management across all profit streams. It is a professional's guide to using TRM in an optimal and innovative manner to gain competitive advantage. Readers will gain comprehensive insights into the strategies, tools and principles of TRM including existing and emerging revenue streams across the value chain. The author offers a transparent and holistic explanation of pricing strategies, segmentation methods and distribution principles which enable implementation of TRM in organizations.