Written by one of the foremost experts on segmented marketing, this volume shows how businesses can prosper in the rapidly changing, fragmented markets of the 1990s by adopting a new, highly effective marketing strategy--the lifestyle approach. Author Chester Swenson profiles the major and emerging consumer segments, among them the 50-plus generation, women, college students, Hispanics, and African Americans, and shows how to reach these markets through precisely targeted, personalized marketing campaigns that take into account a segment's demographics, attitudes, values, interests, community activities, and affiliations. Successful lifestyle programs introduced by major companies like Reebok, 3M, and Coca-Cola are used throughout the discussion to illustrate aspects of the lifestyle marketing strategy. Swenson also challenges conventional marketing protocols, norms, and wisdom, revealing misconceptions about specific consumer segments and identifying marketing blunders that have resulted from a failure to understand the new market realities.

Swenson begins by exploring the applications of segmented marketing to the global markets of the next decade. He describes the process of lifestyle marketing, which involves creating an affinity or emotional attraction to a particular product or service by linking it with the preferred lifestyles of potential consumers. Frequently, Swenson shows, this is achieved through affiliations with individuals, organizations or activities that are integral to a target consumer segment. He offers tips for arranging endorsements, working with nonprofit associations in cause-related marketing campaigns, and building strategic alliances with other companies. Each of the major market segments is discussed in depth in a separate chapter that not only provides current demographic information but also discusses their media usage, attitudes, affiliations, leisure time activities, and role models. Swenson then looks ahead to pinpoint emerging marketing opportunities offered by Asian-American consumers, military families, and active environmentalists. Certain to become the standard source on lifestyle marketing, Swenson's work will be indispensable for advertising and marketing executives concerned about maintaining the competitive edge in an increasingly fragmented marketplace.

This book contains a simple but powerful definition of services based upon a separation between back-stage and front-stage activities. Services deal with front interactions, production and manufacturing with back-stage operations. The book uses this distinction systematically to explore all the important issues of the field within a coherent set of concepts and maps, including the service mix, the service triangle and the service-intensity matrix. This is a novel approach to services that challenges the traditional view.

Learn to market effectively using social media with the unique emphasis and best practices found only in SOCIAL MEDIA MARKETING: A STRATEGIC APPROACH, 3E. You learn how to create a strong personal brand that is invaluable at any stage of your career, as you master the social media techniques detailed throughout this popular book. Insightful discussions address both online and offline elements for creating a viable personal branding strategy. Expanded coverage of consumer behavior guides you in identifying with virtual communities and mastering visual storytelling. This edition delves deeper into using content marketing, while new chapters address managing today's digital marketing organization and using paid advertising and social media influencers. A step-by-step planning model leads you through creating an actual social media marketing plan. You also learn how to incorporate important branding strategies within your organization's overall integrated marketing communication approach.

This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents.

Mathematical Models of Distribution Channels identifies eight "Channel Myths" that characterize almost all analytical research on distribution channels. The authors prove that models that incorporate one or more Channel Myths generate distorted conclusions; they also develop a methodology that will enable researchers to avoid falling under the influence of any Channel Myth.

This volume is devoted to studies in the field of strategy in the marketing of information technologies. The topics covered include the strategic importance of information technology and the strategic implications of structural analysis in a telecommunication market.

From the contents: Advances in applied consumer behavior: a market segmentation program (H. Assael). - The interplay of cognitions and emotions in building services customers retention (J-C. Chebat). - Technology and the new economy: implications for Higher Education and the marketing discipline (J.F. Hair Jr., B.J. Babin). - Selected issues in modeling consumer brand choice: the extended competitive vulnerability model (M. Laroche).

Marketing Communications acknowledges that the most important task faced by any marketing communications practitioner is to identify and select an optimum promotions mix to help achieve an organisation's business objectives. It notes that the design and development of marketing communications campaigns takes place against a backdrop of change, choice, chance and worldwide connections. It also recognises that to achieve success, brands need to be engaging, compelling to achieve stand-out amongst competition. Marketing Communications discusses issues such as: * Understanding communications by exploring the past, present and examining the future; * Planning, development and evaluation of marketing communication campaigns; * Designing a more creative approach to stand-out relative to competing brands; * Exploring case study exemplars to reflect and gain insight for future campaigns. To help support their learning, readers have access to a range of online resources including chapter-by-chapter multiple choice questions which will enable them to assess how well they have grasped individual chapters. The text also features a range of supplementary readings, in text exercises and cases/examples to help bring concepts to life. Part of the The Global Management Series; a complete portfolio of global business and management texts that successfully meets the needs of students on international undergraduate and postgraduate business and management degree courses. Each book is a clear, concise and practical and has a thorough pedagogic structure to suit a 12 week semester. The series offers a flexible 'pick and mix' choice of downloadable e-chapters, so that users can select and build learning materials tailored to their specific needs. See www.goodfellowpublishers.com/GMS for details. Each book in the series is edited and contributed to by a team of experienced academics based in the UK, Dubai and Malaysia it provides an essential learning aid for students across a wide range of business and management courses and an invaluable teaching tool for lecturers and academics. Series Editors: Robert MacIntosh, Professor of Strategy and Kevin O'Gorman, Professor of Management, both at Heriot-Watt University, UK

Marketing Perspectives develops beyond the core concepts of marketing to introduce important points of view on contemporary marketing. Areas include some of the most significant and fast growing sectors of the developed economy, such as: * Digital marketing * The experience economy and services marketing * Co-creation and customer engagement This book also offers some interesting and useful perspectives on marketing that aren't so often covered, for example managing a marketing budget and an historical perspective on marketing.

The advent of the Internet and other new digital technologies means that companies—be they virtual or traditional bricks-and-mortar—must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from such companies as Pepsi-Cola, Procter & Gamble, and Hewlett Packard, the authors focus on the strategic role of e-branding. Practical, tested, and designed for companies in any industry, this book presents a lively look at creating and sustaining e-brands beyond the current dot-com fizzle.

The international fragmentation of economic activities - from research and design to production and marketing - described through the lens of the global value chain (GVC) approach impacts the structure and performance of small and medium-sized enterprises (SMEs) agglomerated in economic clusters. The consolidation of GVCs ruled by global lead firms and the recession of 2008-09 exacerbated the pressures on cluster actors that based their competitive advantage on local systems, spurring an increasing heterogeneity, both across and within clusters, that is still overlooked in the literature. Drawing on detailed studies of different industries and countries, Local Clusters in Global Value Chains shows the co-evolutionary trajectories of clusters and GVCs, and the role of firms and their strategies in organizing manufacturing and innovation activities in the context of ongoing technological shifts. The book explores the tension between place-based variables and global drivers of change, and the possibility for territories containing such clusters to prosper in the new global scenario. By adopting insights from the GVC framework and management studies, the book discusses how the internationalization strategies of firms create opportunities as well as constraints for adaptive upgrading in clusters. This book is of interest to both researchers and policy-makers who are interested in the dynamic sources of competitive advantage in the global economy.

"The Mark, A Real Sales Guy Approach To Selling Corporate Accounts" is a raw, gritty, real life example of sales at the highest level. Bryan Seck, the author gives you a real assessment of what sales truly is and shows creative and innovative ways to penetrate the C-Suite and make an impact. This is an up to date book written by someone who is still selling today. The book was written because Bryan didn't feel other sales books had people selling a service or product outside of their own book in today's competitive market. With his cutting edge and unique perspective, you are sure to understand true sales from the street up to the executive office. This is a must have for all sales people!

Revenue Performance Management might be the last major bastion for corporate investment. In a world of changing buyer behavior and access to new levels of buyer understanding, companies who are serious about revenue growth now have the tools to respond appropriately. In this thoughtful, complete discussion, Steven Woods author of the acclaimed book Digital Body Language and Alex Shootman deliver a comprehensive analysis of how and when to engage buyers using revenue tools ranging from social media to field sales, how the revenue engine can be measured, and how to optimize for maximum revenue growth.

As customer orientation continues to gain importance in the marketing field, there has been a growing concern for organizations to implement effective customer centric policies. Customer-Centric Marketing Strategies: Tools for Building Organizational Performance provides a more conceptual understanding on customer-centric marketing strategies as well as revealing the success factors of these concepts. This book will discuss how to improve the organization s financial and marketing performance.

This book offers an advanced breakthrough formula to build, implement, and cultivate an authentic, distinctive, and memorable personal brand, which forms the key to enduring personal success. This new personal branding blueprint entails a systematic and integrated journey towards self-awareness, happiness, and enduring marketing success. If you are branded in this holistic way you will automatically attract success and the people and opportunities that are a perfect fit for you. Dr. Hubert Rampersad has introduced an advanced authentic personal branding model and practical related tools, that provide an excellent framework and roadmap for building a strong authentic personal brand, which is in harmony with your dreams, life purpose, values, genius, passion, and with things what you love doing. This unique authentic personal branding system will help you to unlock your potential and build a trusted image of yourself that you want to project in everything you do. It also opens your view to new ideas, possibilities and opportunities. It is combined with powerful tools to deliver peak performance and to create a stable basis for trustworthiness, credibility, and personal charisma. This innovative methodology is spiritual, measurable, holistic, organic, authentic and sustainable. It taps deeply into self-awareness and helps others to develop innovative ways of doing business with social media and to position themselves strongly in this individual age. It has been proven in practice to produce sustainable results, not only for individuals but also for organizations. It's neither cosmetic nor cloudy, and therefore clients are experiencing concrete and sustainable results within 2 months.

Tailored specifically to the digital world in the 2020s, this easy-to-read practical guide is packed with expert insights along with plenty of real world examples.

Weaving core digital marketing principles into a specifically South African context, you’ll learn:

• How to craft a digital sales strategy
• How to create a website
• The basics of search engine optimisation
• How to write emotive web copy that inspires action
• How to navigate the world of influencers and social media

Customer Loyalty Isn't Enough--Grow Your Share of Wallet The Wallet Allocation Rule is a revolutionary, definitive guide for winning the battle for share of customers' hearts, minds, and wallets. Backed by rock-solid science published in the Harvard Business Review and MIT Sloan Management Review, this landmark book introduces a new and rigorously tested approach--the Wallet Allocation Rule--that is proven to link to the most important measure of customer loyalty: share of wallet. Companies currently spend billions of dollars each year measuring and managing metrics like customer satisfaction and Net Promoter Score (NPS) to improve customer loyalty. These metrics, however, have almost no correlation to share of wallet. As a result, the returns on investments designed to improve the customer experience are frequently near zero, even negative. With The Wallet Allocation Rule, managers finally have the missing link to business growth within their grasp--the ability to link their existing metrics to the share of spending that customers allocate to their brands. Learn why improving satisfaction (or NPS) does not improve share. Apply the Wallet Allocation Rule to discover what really drives customer spending. Uncover new metrics that really matter to achieve growth. By applying the Wallet Allocation Rule, managers get real insight into the money they currently get from their customers, the money available to be earned by them, and what it takes to get it. The Wallet Allocation Rule provides managers with a blueprint for sustainable long-term growth.

Part of a series which offers an interdisciplinary approach to the latest research and practice in services, this volume discusses a variety of topics in the field.