This easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow you to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 5th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice. The new edition has been fully updated to include: New case studies and examples, offering truly global perspectives. Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation and cutting-edge theory. A new and fully streamlined companion website, featuring a range of resources for students and lecturers. Focus boxes throughout the text such as Global, Research, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to. The new edition comes packed with features that can be used in class or for self-directed study.

Create market value through innovative customer connections and engagement Principles of Marketing, 8th European Edition, by Kotler et al. admirably covers a wide range of theoretical concepts and practical issues and accurately reflects the fast-moving pace of marketing in the modern world - examining traditional aspects of marketing and blending them with modern and future concepts. The authors of this European Edition present fundamental marketing information within an innovative customer-value framework, to help you understand how to create value and build customer relationships. In a fast-changing, increasingly digital and social marketplace, it is more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing, 8th European Edition, helps you master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. New to this edition Thoroughly revised to reflect the major trends impacting contemporary marketing, the 8th Edition is packed with examples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. New coverage and fresh examples throughout the text addressing the latest developments in customer engagement tools, practices and developments including real time research and customer co-creation product development Updated coverage of emergent online, mobile and social media technologies including real-time listening and social selling Improved learning design with chapter-opening stories, clear learning outcomes and explanatory author comments on major chapter sections New end-of-chapter case studies and video cases to apply learning to actual companies. Increased coverage of sustainable marketing and global marketing This is a key text for both undergraduate and postgraduate marketing programmes. Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. Lloyd C. Harris is Head of the Marketing Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals. Hongwei He is Professor of Marketing at Alliance Manchester Business School, University of Manchester, and as Associate Editor for Journal of Business Research. Pearson, the world's learning company.

* Offers a completely unique and fresh approach to the fashion industry; dividing into thirteen core sectors to analyse and compare the varying business models and strategic approaches * Uses a huge range of global examples throughout the book to demonstrate how the theory translates to practice in each segment identified * Covers all areas related to the management and marketing of specific brands, including brand image, supply chain, communication, price point, merchandising and social media

- Thoroughly revised new edition to reflect changes in the industry, moving away from a record-centric view and towards independent artists - Ideal balance of theory and practice to suit both students and professionals - Supplemented by a companion website with powerpoints, quizzes and lesson plans.

Blockchain Supply Chain Use Cases. Distributed Ledger Technology Supply Chain Use Cases. Blockchain-Enabled Digital Transformation Use Cases. Blockchain Supply Chain Diffusion/Innovation Use Cases.

* Provides actionable recommendations on successfully doing business in Kenya * Covers cultural, social, technological, and economic dimensions * Illuminates the challenges and opportunities of doing business in Africa more generally

* Takes a holistic, ecosystem approach to regulatory relationships, rather than the customary transactional (or combative) view * Considers the entire lifecycle of regulatory engagement, from both the regulators' and organisations' perspectives * Includes a wide range of insights from leaders at the highest levels of industry and regulatory oversight

With more than 14,000 business schools worldwide, what is included in their curricula matters for how the economy and the corporate system are managed. Business schools should be subject to scholarly inquiries and critical reflection. While many studies of business schools examine its general role in the tertiary education system and in society more broadly, this volume examines how one specific theoretical perspective and a normative model derived therefrom were developed and gradually appropriated within the business school setting. This volume demonstrates that agency theory, based on a daring conjecture that firms can be construed as bundles of contacts, rose to prominence in the business school context. It examines how the elementary proposition of agency theory, that the firm is to be considered theoretically and practically as a "nexus of contracts," was never consistent with corporate law and contract law, and it was empirically unsubstantiated. Business schools are under pressure to teach not only practically useful theories and models, but also theories that are also scientifically qualified. Despite having this ambition, certain theories are widely taught despite failing to live up to such declared ambitions, which means that business schools may be criticized for including theories on ambiguous grounds in the curricula. This book examines how business schools seek to honour the ambition to teach both scientifically verified theories and practically useful concepts and models, and how the tensions derived from this duality may be problematic to handle. It will be of interest to researchers, academics, and advanced students in the fields of management education, organizational studies, and legal theory.

Customers are increasingly seeking "low-cost, high-quality" or what is known as frugal products that meet the buyer's needs while reducing the associated cost of ownership. This book examines the developing principles and theories of frugal innovations across the globe. The authors identify frugal innovation (FI) using a multi-method approach to data analysis. They argue that the concept of frugality as a societal/ethical value has undergone several changes and propose a differentiated model of frugal innovations. They address frugal innovations that have never been accessible to the public. Hands-on case studies across various industry sectors and countries, supported by theory, provide multiple learning opportunities. The authors explore the relationship between FI and digitalisation and technology, and discuss how FI can be applied in the context of contemporary issues such as food security. Further, they articulate the mechanisms by which FI beliefs and values can be incorporated into organisational culture. The final chapters address both ethical and controversial views of frugal innovation. The book is a valuable resource for students in business courses, for industry professionals wanting to improve their triple bottom line, and for educators wanting to influence and change the mindsets of the younger generations to effectively deal with today's and tomorrow's challenges.

Principles of Marketing, Scandinavian Edition is an ideal introductory text for undergraduate students and practitioners alike. This book, the third Scandinavian edition, is true to Kotler and Armstrong's classic conceptual framework, which has proved itself an exceptional introduction to marketing and has been used by millions of students all over the world. Principles of Marketing outlines and discusses concepts and ideas that help students and practitioners develop an effective marketing strategy for today's markets. Cases and examples are written to reflect current best practice with a focus on Scandinavian and European companies. The book describes and explains how these companies deal with challenges in domestic and international markets. Set within a Scandinavian context, the text is nonetheless global in scope and thus very relevant for modern marketers. This third edition has been thoroughly revised to reflect current marketing theory and practice with a particular focus on sustainability, digitization and changes in consumer behaviour.

If I had to choose a word that describes this book, it would be CHANGE. About 80% of deals are lost over the phone. Of those prospects who do walk through our doors, we are losing 70-75% of them. The industry needs a transformation, and we need it now. People buy on emotions, yet the majority of us sell to the logic. The solution is to stop worrying about the "money" side of the sell and focus on the prospect. If you genuinely care about helping the prospect, the "sell" will take care of itself.As a sequel to "Selling at Combat Speed," Mike takes the same concepts and applies them specifically to the senior living industry. In "Stop Selling and Start Caring," you will be introduced to new concepts and skills that will require you to change your current habits and ways of thinking. The stories and statistics are real. The results are real. The challenging yet rewarding journey is real. The transformation of the industry starts with a personal commitment to change. It will not be easy. You will fail along the way. Few will reach their full potential. Those who learn how to fail and accept failure as a natural stepping stone to success will be victorious. The choice is yours and yours alone. Today is the day. Right now is the time. Be bold. Be different. Choose to stop selling and start caring.

Decoupling of business models and ecosystems is the disconnection of certain characteristic activities originally planned and completed in coincidence. It could bring in an immense adverse shock in the functioning of established business models and ecosystems possibly bringing them to resilience. Core causes for decoupling and resilience of business models and ecosystems are jolts, known as global crisis, universal pandemics, etc. The undesirable outcomes of critical events can reveal unique circumstances for business model and ecosystem resilience. Business model and ecosystem resilience represents a mandatory prerequisite for firms challenging their functioning and even very existence. Research has been conducted thus far, nevertheless this theme requires significantly more consideration. The key objective of this book is to bring further insights in the field delivering a thorough examination of the ways in which business models and ecosystems can develop resilience under extraordinary conditions. In the book, the resilience of business models and ecosystems is analysed aiming to investigate further the specifics of the relevant processes securing resilience and its outcomes. The resilience of business models and ecosystems is scrutinised as a credible way for enhancing the predispositions of firm's survivability.

This informative volume introduces the most current standards for practicality and professionalism in health care marketing. Major health marketers reveal state-of-the-art applications and activities that will keep you on the cutting edge of this growing specialty.

Organizations and societies are facing extreme challenges that require action (IPCC, 2021). The UN's sustainability goals, demographic change, and the green shift are knocking on the door, while traditional education, and ways of leading and managing this development, often fail to keep up. Organizational Change, Leadership and Ethics challenges leadership orthodoxy, assumptions, and myths currently preventing the further development of theory and practice. It encourages intelligent disobedience in support of greater leadership capabilities and capacity in organisations and societies. As such, the book is written for everyone who wants to be MAD - to Make A Difference - students, scholars, and practitioners alike.

Across the social sciences and even in philosophy, trust is most often characterized in terms of expectations and probabilities. This book defends an alternative conception of trust as a moral phenomenon.

Ephemeral stores, also known as pop-up stores, have existed since the beginning of trade between consumers. They appeared in city centres, villages or other convenient places where they proposed an offering and then disappeared as soon as its offering was wearied. This is a very similar experience to the current phenomenon; ephemeral stores appear unannounced and disappear without notice or can morph into something else. Brands adopt these stores because of the array of benefits they present and their characterizing features. Consumers, on the other hand, are not only positively reactive to ephemeral stores, they actively demand these novel, engaging, satisfying or beneficial stores more than ever as they provide them with constant change and surprise. Focusing on ephemeral retailing, this book aims to provide a clear understanding of what it is, how it developed and why it gained importance in today's busy retail scene. As many brands are adopting ephemeral stores into their distribution channels or using them as unique touchpoints, this book proposes a categorization of ephemeral retailing, explaining different ephemeral store vocations based on different brand strategies and objectives. With many professional opinions about ephemeral stores and a body of academic research developing, this book aims to combine all knowledge about the topic into one concise publication: it clarifies, consolidates and creates a clear understanding about the topic of ephemeral retailing that will inform future research and activity. The book is written for academics, students and retail professionals with an interest in relevant fields such as retail marketing and management, brand management and distribution.

A practical guide for developing and writing a strategic marketing plan for health and human service organizations, this comprehensive volume takes professionals through the major steps of the marketing planning process. In addition to a useful overview of the basic marketing components, detailed descriptions of the application of market planning principles to health care organizations are consistently emphasized.

This practical guide enables readers to recognize, assess, and defend against gray behaviors-attempts to persuade listeners using fallacious arguments. It provides valuable tools for communicating successfully in a wide variety of public and professional contexts. The book examines 20 wide-ranging logical fallacies, cognitive errors, and rhetorical devices that may take place in persuasive communication, and discusses how to assess and respond the behavior of a speaker who may be disingenuously attempting to manipulate the listener-or who may simply be mistaken. Drawing upon research and insights from communication, psychology, business management, and human resources, it considers fallacies in reasoning not just as abstract formulas, but as a feature of communication encounters such as negotiations, interviews, public debates, and personal conversations. Each form of fallacious reasoning is exemplified by dialogues in both professional settings (such as interviewing and personnel assessment), as well as everyday interactions in public discourse. The book then provides self-assessment tests to ensure the reader can evaluate the grey behavior in these encounters. This book provides research-based skills and insights that will benefit students and professionals in fields ranging from communication, politics, management, human resources, organizational psychology, journalism, and anyone else looking to develop critical interaction skills.

The Ultimate Sales Boot Camp

According to research by the American Society American Society for Training & Development, more than 80% of salespeople fail to reach their objectives. With such a high percentage of salespeople missing their mark, something is obviously missing.

"Kick Your Own Ass" empowers you to fill this gap by focusing on, not only your selling process and your skills development, but also your self-confidence, motivation, and your life and career. These three critical elements together are called the "Will, Skill, and Drill" of selling. In "Kick Your Own Ass," you'll find out how to build them up withInnovative ways to take responsibility for your successA simple five-step process for goal-setting and attainmentA core-selling and communication methodology based on creating awareness and choice for the client, which results in happier customer relationships

As the title suggests, "Kick Your Own Ass" isn't for those who like to take the easy way out, leave the job half-done, or otherwise slack off. So if you're ready to really take your selling to the next level, get this book and get kicking

The structured 28-day mindfulness and contemplative journey presented in this book will help aspiring and current leaders to clarify their identities, and identify and reflect on their mental models to become more expansive leaders. The present moment demands new ways of being, doing, and relating with the world. To meet this moment, we need fresh, collective, inclusive, and interdependent models of leadership and new approaches to leadership development. This book goes beyond the 'McMindfulness' often seen in mindful leadership books, to offer a multi-faceted approach to develop a more interconnected sense of self and interdependence-centric mindsets needed for expansive leadership, through mindfulness practice. Through this practice, leaders can cultivate the ability to make deliberate choices using slow thinking and overcome any unconscious and implicit biases that are the result of fast-thinking processes. Anchored in insights from over ten years of teaching mindfulness-based leadership development courses, this book is an invitation to explore how to be a leader in an expansive, inclusive, robust, and resilient way. The reader will have an opportunity to define and refine their identity, uncover their personal mental models, and conclude by developing their own leadership philosophy. Leadership development professionals and teachers can adopt this for their students, coaching, and consulting clients.

Setting out best practices and professional guidance for creating LGBT+ inclusive workplaces, this approachable and easy to follow book guides current and future leaders of all industries toward appropriate and proven ways to create safer working environments, update company policies, enhance continuing education and training, and better support LGBT+ people in the workplace. Featuring real-life situations and scenarios, a glossary, and further resources, Creating an LGBT+ Inclusive Workplace enables professionals in all aspects of professional roles to integrate foundational concepts into their everyday interactions with staff at all levels as well as within the community to create an overall workplace culture that nurtures a welcoming, inclusive, and affirming environment for all. This book includes postcards from PostSecret as its foreword and more than a dozen exclusive interviews from the world's top leaders in a variety of industries with world-renowned reputations. Enabling professionals in a variety of business roles to create an overall workplace culture that nurtures a welcoming, inclusive, and affirming environment for all, this book is an essential resource for independent readers, department teams, and entire corporations.

* 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.

Marketing is about placing a new product or service into the market. Projects are about delivering new products and services. The merger of these two fields holds great promise for delivering value to organizations and their clients. Project managers can serve many markets ranging from investors who fund projects to that of clients who use new products and services. Marketing Projects is a guide for helping project managers have projects funded or deliver value to end users. It is also a guide for marketing managers new to the world of project management. The book begins by presenting the basics of both marketing and project management and highlights the aspects that are unique and relevant to both areas. It then explores marketing project feasibility and presents tools for assessing feasibility, which include the 6Ps of project management strategy: The project 4Ps: plan, processes, people, and power PRO: pessimistic, realistic, and optimistic scenarios POVs: points of vulnerability POE: point of equilibrium POW: product, organization, and work breakdown structures PWP: work psychodynamics This book illustrates how to use these tools to market new projects to potential sponsors and investors. It then explores marketing projects to end users. Crucial to the success of projects are the relationships between project managers and clients and the way marketing experts implement their strategies. This book explains how project managers can develop meaningful relationships with clients to foster trust and have positive interactions. Project managers excel at managing the processes for delivering new products and services. Marketers are keenly aware of latent, or unconscious needs, as well as those developing and emerging, and can provide project promoters and managers with exciting ideas. This book will help improve the mutual understanding between marketing and project managers, an effort ultimately benefiting end users, whether they be investors or customers. A better work atmosphere and a closer fit between marketing and project management objectives can only serve the interests of investors and end users, for whom marketers and project managers conceive and realize projects, one way or the other.

Which matters more, the marketing or the customer?

Fifty years ago the emphasis was firmly on the marketing. Campaigns were flung out at vast groups of indistinct consumers with the aim of directly influencing their behaviour.

Half a century later things could not be more different. Marketers now closely examine the needs and passions of individuals as a basis for delivering a brand experience in tune with their lives. This shift has created an urgent need to 'comprehend the consumer'. And the only way to achieve this is to draw on insights delivered through market research.

Based on a unique 'spectrum of needs' for understanding how people interact with brands - what they want from them, how they judge them and ultimately what makes them buy them - "Brands Laid Bare" uncovers the truth beneath the marketing rhetoric.

Kevin Ford provides a practical checklist for accurately assessing your brand's health and a template for comparison of brands across categories, delivering an unprecedented level of understanding for market researchers and advertisers alike.