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.

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.

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.

"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 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.

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. By developing positive relationships with consumers, businesses can better maintain their customers' loyalty. Diverse Methods in Customer Relationship Marketing and Management is a critical scholarly resource that examines how marketing has shifted to a relationship-oriented model. Due to this, there is an increased need for customer relationship marketing and management to emerge as an invaluable approach to strengthening companies and the customer experience. Featuring coverage on a wide range of topics such as relational marketing technology acceptance model, and consumer buying behavior, this book is a vital resource for marketing professionals, managers, retailers, advertising executives, academicians, and researchers seeking current research on the challenges and opportunities in customer relationship marketing and management.

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.

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.

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.

Get into the contemporary European Consumer mindset with this industry-leading text. Consumer Behaviour: A European Perspective, 7th Edition is the latest version of this market-leading textbook, providing the most comprehensive and engaging introduction to the field in Europe and around the world. Well known for its accessible, reader-friendly writing style and contemporary approach, this textbook is ideal for Second and Third-Year Undergraduates, as well as Master's students who study relevant courses. The latest version includes new examples and case studies from the European consumer viewpoint, aiming to retain the content's character. The extensive European material also comprises a number of extra advertisements that will help you study the different theoretical characteristics of marketing applications. The book does not limit knowledge to the European market, however: it also discusses the broader global consumer scene, with American and other non-European examples illustrating various similarities and differences. Key features include: 'Marketing Opportunity', 'Marketing Pitfalls', and 'Multicultural Dimensions' Boxes throughout the text illustrate the impact of Consumer Behaviour on marketing activities. 'Consumer Behaviour as I See It' Boxes feature marketing academics talking about the relevance of Consumer Behaviour issues in their everyday work. Brand new Case studies about European companies and topics offer a better insight into the world of Consumer Behaviour. New coverage of sustainable consumption and emerging technologies is integrated into the text. Extensive analysis of the new world of digital consumers, social media, and online behaviour. From theory to practice, this ultimate guide on Consumer Behaviour will support your understanding and critical thinking skills, offering the tools necessary to get into the contemporary European consumer mindset and excel in the field.

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.

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.

"The Place Branding Yearbook 2010" examines the case for applying brand and marketing strategies and tactics to the economic, social, political and cultural development of places such as communities, villages, towns, cities, regions, countries, academic institutions and other locations to help them compete in the global, national and local markets.

'Brand Revolution' offers a radical new approach to brand management. With big brand case studies including L'Oreal and Jaguar, the author draws on her extensive experience as a marketing consultant to put together this highly engaging and practical book for developing, improving and controlling the identity of your brand.

Many firms enter new markets each year in search of growth, but only a handful succeed. A major reason for failure is underestimation of market entry barriers and competitors' reactions to market entry. Thus the objective of this book is to help marketers make more informed market entry decisions. To that end, the authors provide a comprehensive discussion of market entry barriers in both domestic and international markets, as well as strategies for overcoming them.

Chapter 1 provides an overview of the origins and nature of barriers, as well as a review of the existing literature on the subject. Chapter 2 concentrates on the differences between barriers in consumer and industrial markets in both early and late market entry situations. Barriers to entry in international markets are explained in Chapter 3. The timing of market entry is discussed in Chapter 4, where it is demonstrated that the nature of barriers changes in response to different stages of the product life cycle. Chapter 5 explores the relationship between exit and entry barriers and makes the case that the fear that market exit might be costly often plays an important role in market entry decisions. Chapter 6 examines the vital role of managerial consensus regarding market entry decisions. Chapter 7 explores profitability and other factors involved in early versus late market entry decisions. Strategies for overcoming barriers are covered in Chapter 8, and the book concludes with two Appendices that provide detailed market entry simulation exercises for domestic and international market.