The definition of an organization is its brand, which has a measurable value. This new book examines the ways in which public relations practitioners can assume a leading role in building brand value by establishing trust and enhancing reputation for every type of entity. There are lessons for large corporations, family companies, professional service firms, NGOs, not-for-profit organizations and even nations. A number of current case studies reveal the secrets of some of today's most successful global corporate brands.

This book discusses the analysis of consumer behavior as a fundamental tool to build agility in business models and strategies. Exploring recent scientific developments in neurobehavioral research, this book argues that the development of agile marketing strategies requires an examination of neurobehavioral experiences in visual merchandising, shopping, and consumption, and an understanding cognitive synchronization with emotions, such as eye movements, gestures, verbal manifestation, and encoding behavior among consumers. The author discusses possible approaches to measure neuro-responses during a consumer's shopping experience, both in-store and online. Such approaches will help firms to understand real-time neurobehavioral effects and improve the marketing capabilities of the firm accordingly. Discussing new strategies suitable to co-create agile business models in association with the market players and consumers, this interdisciplinary work engages scholarship on business agility, consumer behavior, social intervention, collective intelligence, decision-making, and stakeholder values.

The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.

Management Science is often confronted with optimization problems characterised by weak underlying theoretical models and complex constraints. Among them, one finds data analysis, pattern recognition (classification, multidimensional analysis, discriminant analysis) as well as modelling (forecasting, confirmatory analysis, expert system design). In recent years, biomimetic approaches have received growing attention from Marketing, Finance and Human Resource researchers and executives as effective tools for practically handling such problems. Biomimetic approaches include a variety of heuristic methods - such as neural networks, genetic algorithms, immunitary nets, cellular automata - that simulate nature's way of solving complex problems and, thus, can be considered as numerical transpositions of true life problem solving. Bio-Mimetic Approaches in Management Science presents a selection of recent papers on biomimetic approaches and their application to Management Science. Most of these papers were presented at the last ACSEG/CAEMS International Congresses (Approches Connexionnistes en Sciences Economiques et de Gestion/Connectionnist Approaches in Economics and Management Science). All papers combine the discussion of conceptual issues with illustrative empirical applications, and contain detailed information on the way heuristics are practically implemented. The advantages and limits of the biomimetic approaches are discussed in several of the papers, either by comparing these approaches with more classical methods (logit models, clustering), or by investigating specific issues like overfitting and robustness. Synthesizing overviews are provided, as well as new tools for coping with some of the limitations of biomimetic methods.

Michman and Mazze present five key variables that retailing executives in nine specialty businesses must understand and work with, to gain and sustain competitive advantage in their competitive environments. Innovation, target market segmentation, image development, physical store decor, and human resource managementf are identified and examined. Authors argue convincingly from research and practical experience that these fundamental considerations are crucial to achieving competitive dominance. With up-to-date analyses and extensive coverage of e-commerce and internet retailing as well, their book is essential for retailing executives.

Michman and Mazze find that successful specialty retailers are not all things to all customers, and do not try to be. They are, however, the first to apply new technologies. Authors analyze the development of specialty stores in the U.S. and tie their variables together in an epilogue. Along the way they make clear that by focusing on their five critical variables, we can understand how marketing successes come about and what causes blunders in the nine highly important store categories under their examination here. They point out that not all of their variables need be used concurrently. Some may be more critical than others, and this depends on environmental and competitive conditions. Backing it all up is meticulously developed evidence from their research and personal experience -- all of it presented readably and in a way that practitioners can understand and immediately apply.

A new member of the renowned PH OD Series! The latest addition to the author's well-loved set of process consultation books, this new volume builds on the content of the two that precede it while expanding to explore the critical area of the helping relationship. Process Consultation Revisited focuses on the interaction between a consultant and client, and explains how to achieve a healthy helping relationship. Whether the advisor is an OD consultant, therapist, social worker, manager, parent, or friend, the dynamics between advisor and advisee can be difficult to understand and manage. Schein creates a general theory and methodology of helping that will enable a diverse group of readers to navigate the helping process successfully.

Understand the core concepts of marketing explained in a real-life context Essentials of Marketing, 8th edition, by Martin and Blythe, provides you with an accessible, lively, and engaging introduction to marketing. It employs a practical approach to explain traditional marketing techniques and theories, and offers the most up-to-date critical perspectives on contemporary themes and concepts in marketing. Using current case studies, in-chapter global examples and activities based on real-life issues and contexts, the text provides everything you need as an undergraduate or postgraduate student to excel in your course. It also serves as an essential guide to new marketers setting off on their marketing careers. This new edition considers contemporary issues and recent global developments, such as the Covid-19 pandemic, ethical concerns, sustainability, augmented reality, digital marketing and social media trends. Critical thinking sections encourage you to think more deeply about marketing issues contained within the text. Benefit from new and updated features such as: Revised chapters such as the one on segmentation reflect the growing importance of the individual customer and customer persona characteristics. End-of-chapter review questions that compound your understanding and show how to apply the concepts covered in real life contexts. New case studies to show how marketing theory is applied in the real world. With a full range of online resources, this text gives you thorough insight into the principles of marketing and their application in real-life industry.

"This is the book that market strategists have been waiting for to position themselves in global markets and take advantage of the opportunities that demographic bonuses and deficits offer to them and their products. It is also a book for teachers and students of consumer behaviour to grasp the importance of the life cycle as a framework that shapes the demand for goods and services determined by changes in social, economic and physical functioning. It gives insights into gendered consumer behaviour and cohort effects. It presents a range of views on consumer behaviour and how demographic perspectives enhance these perspectives. The book offers conceptual and analytical tools that can be used in the assessment of population characteristics as determinants of market size, composition and potential for a variety of products. It offers organising frameworks as well as empirical evidence of consumer behaviour in clusters of markets, with different rates of population growth and age distribution that affect consumers' priorities and demand for basic and progressive commodities. The book shows commonalities as well as differences in consumer behaviour arising from different cultures and social customs. It uses analytical tools that are explained and accessible to readers with a range of competences. It is a book that can give a better understanding of consumer behaviour and market opportunities to the practitioner. It can also be used for the instruction of students in demography, consumer behaviour and marketing. ""

This book presents a collection of original, high-quality essays in international marketing. Both theoretical/conceptual and empirical contributions are included. Written by scholars from all over the world, these essays address various aspects of export and multinational marketing. While some authors focus on managerial issues in international marketing, others take a public policy or comparative perspective. Similarly, while some authors may confine their analyses to well-established concepts or methodologies in international marketing, others have the opportunity to incorporate new and innovative perspectives. It examines international marketing from theoretical and practical perspectives, and addresses various aspects of export and multinational marketing through management, public policy, and other issues.

This book proposes a revolutionary new theory of construct measurement - called C-OAR-SE - for the social sciences. The acronym is derived from the following key elements: construct definition; object representation; attribute classification; rater entity identification; selection of item type; enumeration and scoring. The new theory is applicable to the design of measures of constructs in: * Management * Marketing * Information Systems * Organizational Behavior * Psychology * Sociology C-OAR-SE is a rationally rather than empirically-based theory and procedure. It can be used for designing measures of the most complex and also the most basic constructs that we use in social science research. C-OAR-SE is a radical alternative to the traditional empirically-based psychometric approach, and a considerable amount of the book's content is devoted to demonstrating why the psychometric approach does not produce valid measures. The book argues that the psychometric approach has resulted in many misleading findings in the social sciences and has led to erroneous acceptance - or rejection - of many of our main theories and hypotheses, and that the C-OAR-SE approach to measurement would correct this massive problem. The main purpose of this book is to introduce and explain C-OAR-SE construct measurement theory in a way that will be understood by all social science researchers and that can be applied to designing new, more valid measures. Featuring numerous examples, practical applications, end-of-chapter questions, and appendices, the book will serve as an essential resource for students and professional researcher alike.

This non-conventional book provides a human resource perspective to sales force management. It describes sales forces as complex systems of human interactions and shows how a decision in one area is likely to have direct, but also more or less desirable and lasting effects, on other aspects of the sales force. Managing human resources is no simple task, and in a sales force context, the difficulty is compounded by the fact that managers often have limited control and knowledge of what salespeople do once in the field.

The book addresses most sales force human resource decisions by contrasting prevalent industry practices with relevant research findings that could bear on sales force management and by showing how a simple managerially oriented tool can capture much of the sales force systeM's complexity. Special attention is devoted to such questions as how to identify top sales producers; how to generate candidates from the best sources of salespeople; how to select and hire the best sales producers; how to enhance and maintain sales effectiveness over time; how to set up effective compensation and sales quota plans; and how to manage sales force turnover. This book will help sales managers and supervisors to take a more integrated view to sales management. It can also help salespeople to be more effective in their tasks and to prepare them for a career in management.

Japanese distribution was long seen as archaic and difficult to understand, but today that has changed. Domestic firms stretching across all retail formats and categories have taken control of channels and now lead the consumer market from the front. They are now so advanced that the very best are bursting out of the Japanese market and operating across Asia and even as far as Western Europe. Through case studies and concrete examples, this book provides the most detailed analysis of retailing in Japan ever written; it is the definitive guide to how Japan has changed and what to expect in the future.

This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China's growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players.

As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses, the sports industry is inconsistent, highly emotional with a strong personal nature, and operates in various markets where organizations compete and cooperate at the same time. Thus, traditional management techniques are not always appropriate for these organizations. Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations provides expert insight into the latest trends, strategies, and tactics that can be used in the sports industry to build foundations for successful commercialization. The content within this publication covers city marketing, social media interactions, and atmospheric influence and is designed for managers, marketers, business and industry professionals, stakeholders, academicians, researchers, and students.

Review: This is a valuable and wide-ranging volume which will be of great interest to practitioners and scholars of place branding alike. -Nicholas J. Cull, Professor of Public Diplomacy, University of Southern California.
In order to advance the field of place branding, a much stronger multidisciplinary approach is required than has occurred to date. The intellectual bridging between different fields provided by this book represents an important step in embracing that multidisciplinary perspective. -Keith Dinnie, Associate Professor of Business, Temple University Japan
This book has captured the heart of the theoretical and practical aspects of place branding as a strategic component of business today. Go and Govers have managed to succinctly present the various facets of this topic in a cohesive, logical and comprehensive manner. They have brought together key scholars and thinkers in the field and produced the most up-to-date scenario of the state of research and practice. -TC Melewar, Professor of Marketing and Strategy, Zurich University of Applied Sciences

Blockchain technology has the ability to disrupt industries and transform business models since all intermediaries and stakeholders can now interact with little friction and at a fraction of the current transaction costs. Using blockchain technology, firms can undergo new applications and processes by pursuing transparency and control, low bureaucracy, trustless relationships, high standards of responsibility, and sustainability. As a result, business and organizations can successfully implement blockchain to grant transparency to consumers and end-users; remove challenges linked to pollution, frauds, human rights, abuse, and other inefficiencies; as well as guaranteed traceability of goods and services by univocally identifying the provenance inputs' quantity and quality along with their treatment and origin. Blockchain Technology Applications in Businesses and Organizations reveals the true advantages that blockchain entails for firms by creating transparent and digital transactions, resolves conflicts and exceptions, and provides incentive-based mechanisms and smart contracts. This book seeks to create a clear understanding of blockchain's applications such that business leaders can see and evaluate its real advantages. Blockchain is then analyzed not from the typical perspective of financial tools using cryptocurrencies and bitcoins but from the perspective of the business advantages for business and organizations. Specifically, the book highlights the advantages of blockchain across different segments and industries by analyzing specific aspects like procurement, manufacturing, contracts, inventory, logistics, operations, sustainability, technology, and innovation. It is an essential reference source for managers, executives, IT specialists, students, operations managers, supply chain managers, project managers, technology managers, academicians, and researchers.

This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.

As places face increased competition for human and capital resources, public managers turn toward corporate-like governance strategies and branding practices to shape places and organizations. However, for better or worse, these organizations begin to resemble highly competitive, private-sector public relations and marketing firms. Place branding is taking hold within many organizations, including city governments, yet very few scholars take a public administration approach when exploring the causes and effects of branding practices. In Place Branding through Phases of the Image, Zavattaro explains how city promotional strategies can take the place of corporate governance structures through phases of the image. She examines how city government entities are undertaking place branding practices, with the realization that relying too much on image rather than a balance between image and substance has serious implications for democratic, collaborative governance. This book creates a workable framework that simultaneously serves as a cautionary tale for building a promotional campaign focused exclusively on image.

Small-scale handicraft producers often lack adequate marketing experience or support structures, particularly for exporting. Written in jargon-free language, this book provides information to help producers export more effectively. It includes how to reach and maintain contact with customers, design and production for overseas markets, presentation and packaging, quality control, supplying to specification and the various formalities and documentation involved in exporting.