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.

In this volume the author describes various marketing strategies for increasing sales including: market penetration, product and market development, diversification and acquisition. Stefflre draws upon his own experience as a consultant for such companies as General Foods, the Coca Cola Company, the Scott Paper Company, Procter and Gamble, General Mills, Syntex, Miles Laboratory, Halston Fragrances, and Distillers Corporation, Ltd. While the book deals with external strategies in the marketplace, it stresses the need to consider internal realities of the organizations and their participants. His many examples illustrate that while decisions are justified by benefits to the organizations, often decisions are made by considering benefits to the decision makers.

Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance - and challenges - of corporate heritage formation and management. This scholarly but accessible anthology includes seminal articles on the territory and also includes five new contributions with questions for study and reflection with students on executive/taught courses in mind. With contributions from the leading international experts in corporate heritage, this book examines the research foundations of the area and applications in practice. It will be important supplementary reading for students, practitioners and specialists in corporate marketing brand management and marketing communications, as well as tourism, hospitality and heritage studies.

With the prevalence of social media, businesses and other organizations have a growing need to utilize various online media platforms and sites to engage and interact with their potential consumer base. Virtual communities and social networking can provide an effective escape route from the limits imposed by traditional media. Using optimal strategies can lead to more successful outcomes when using these platforms. Modern Perspectives on Virtual Communications and Social Networking provides innovative insights into connection and conversation through internet media that foster trust, commitment, and transparency in business. The content within this publication represents the potential to create virtual bonds with consumers through the observation of buying behavior, social media best practices, and digital marketing strategies. It is designed for business professionals, academicians, consultants, managers, marketers, and researchers and covers topics centered on the use of online media as a method of reaching a wider population.

This practical guide can help any business or organization make sense of the social media buzz and build a successful online community. Social media can be an incredibly powerful marketing tool that brings a company or organization huge rewards. But for beginners in this new world, the potential risks are also high. Consumers are particularly passionate in the online world; the most active social networkers are poised to be your brand's gushing fans-or your most scathing critics. Both multimillion-dollar profits and self-inflicted PR fiascos are possible via social media. This guidebook begins by defining "social media," "social networking," and other terms that may be ambiguous, then details what recent market research reveals about the scope and growth rate of the social media landscape. Real-world examples of both large and small organizations who have successfully implemented social media strategies are showcased, and the hype and failed promise of famous flash-in-the-pan social networks are examined. The author outlines a comprehensive strategy for success with social media, including practical information on watching metrics, establishing beachheads, determining your driver, building a checklist of driver "amplifications," and combating the "what now?" factor. Offers in-depth, how-to advice on the four major social media platforms of interest to most businesses and explores corporate blogging Shares both social media success stories and cautionary examples of real-world social media efforts gone awry Explores the future of social media marketing

DISCLAIMER- "This book is not about engaging in the blame-and-praise game for the so-called winners and losers of the current business environment."
Something deeper and more substantial is afoot in business today, which is changing the familiar management script. The tables have been turned on the fortunes of many long-established firms. The authors believe that a majority of the firms that are in trouble, and those that have failed recently, have done so because they have been let down by their own marketing. Traditional marketing is now being turned on its head. The ideas of marketing and branding strategy that passed for conventional wisdom before do not hold true today. A small but growing number of innovative firms have adopted radically new and differentiated approaches based upon reverse psychology marketing, reflecting a clear and unmistakable change in the global culture. In this era of globalization and the Internet the consumer is behaving in a radically different way and is no longer susceptible to the timeworn ploys of push marketing. The present times call for a new game - one that strays from the prescriptions that traditional marketing theory holds dear, indeed that sometimes works in a way that is counter to it (what the authors call "anti-marketing") and that lays focus on network-building and "pulling the customer" above all else. Many experienced hands in corporate boardrooms are oblivious to these shifting sands and evolving trends, and are paying the price as a result. This book, supplementing ideas and insights with numerous engaging and topical anecdotes, will show you how to understand and connect with this change.

The rates of medical bullying, absences by LGBT+ professionals due to lack of safety in the workplace, and subsequent suicidality for LGBT+ youth adults are exponentially higher than for non-LGBT+ youth and adults. As a result, many LGBT+ patients and professionals are suffering needlessly, and many business leaders are unsure of what to do. This book solves that problem. Featuring real-life situations and scenarios, a glossary, and further resources, this book enables professionals in a variety of business roles to integrate foundational concepts into their everyday interactions with potential and current employees to create an overall medical workplace culture that nurtures a welcoming, inclusive, and affirming environment for all. This book can be utilized by independent readers, department teams, and entire medical corporations reading experiences. Setting out best practices and professional guidance for creating an LGBT+ inclusive medical workplace, this approachable and easy to follow book guides medical leaders and anyone working in a medical facility toward appropriate and proven ways to create safer working environments, update workplace policies, enhance hiring and staff retention protocols, and better support LGBT+ employees in the workplace as well as for LGBT+ patient experiences. The real-life scenarios are a unique feature of this book. While many offer information, this book is practical and requires active engagement with the material for the reader. The scenarios offer the reader the opportunity to try out the foundational knowledge they obtained in earlier chapters by giving real business place experiences that others have been challenged by. After reading the scenario, there are intentional pointed thought questions, which can be used for discussion if the book is read in groups or teams. This encourages teamwork and shared learning. Then, readers will receive guidance from America's Leading LGBT+ expert, who uses her 25+ years of experience to guide the reader as if they were receiving individualized guidance right from her to them!

* A guide to experience marketing within the Tourism, Hospitality, Events and Food (THEF) industries; * Looks at the specific nature of marketing within these industries using international examples and theories to evaluate the ways in which experiences; * Fully supported with a route map to guide the reader through the book; * Contains end of chapter review questions and case studies to consolidate learning. Targeted at second year undergraduate students through to master's level post-graduate, 'Marketing Tourism, Events and Food 2nd edition' takes the reader through a logical examination of key marketing debates, theories and approaches and encourages them to explore their own thoughts, ideas and opinions. It analyses areas such as marketplace value and value creation, consumers and consumption, taste and identity, sustainability and power, as well as semiotics and commercial myth making, and offers a contemporary examination of these industry sectors with experiential aspects of marketing and productive consumption playing an important role throughout. Divided into 10 chapters for easy semester teaching it covers issues such as: * Traditional Approaches to Marketing in THEF (Parts 1 & 2) * Marketing Perspectives and Value Creation * Consumers and Consumption of THEF; Making sense of your marketing audience * Semiotics and Meaning in THEF Marketing * THEF Experiences * Taste, taste makers and THEF Marketing * Social media marketing, brand community and communities of consumption * Sustainable Marketing in THEF It concludes by offering a fresh approach to marketing within Tourism, Hospitality, Events & Food, synthesising the experiential approach offered within this book and traditional approaches to marketing within the sector.

Do you need to deliver an effective service to challenging and unreasonable internal or external clients? Do you worry that you'll lose business or take a reputational hit if you don't do so well enough? This book introduces a valuable set of tools through which to build, maintain and manage your client-facing relationships.

Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this.

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.

Globalization of trade and organizational change increase the impact of markets in people's lives. But in what ways do markets matter? This book is about how financial analysts, marketing people, corporate leaders and other actors in Western market economies perceive, model, and use markets. It provides an ethnographic window into the cultural processes of contemporary markets; how people employ the market to solve problems, create capital, gain political ends, challenge economic processes, and delineate moral values and responsibilities.

With each chapter written by a team of sales executives and academics specializing in sales research and theory, Bauer and the editors of this unique volume examine the five major selling trends today and provide detailed discussion and real-world examples of them. Selling is dynamic and companies must be quick to realize when a change in the way selling is done is imminent and adapt themselves to it. Now that sales research is firmly legitimized in the academic community, the views of academics on these problems and issues can be brought to the forefront of corporate attention. As a powerful insight into what's what in the world of selling, how that world is evolving, and what it all means for corporations engaged in a vigorous sales enterprise, this book will be thoughtful and provocative reading.

It is evident now that little of the academic research in selling was ever making its way usefully to corporate marketing and sales executives. Nor were academics always eager to hear what the corporate practitioners had to say, or to enfold corporate experience into their own thinking and teaching. There was a gap between what was happening in the field and what was being taught in the classroom, while sales managers, trainers, and consultants hunted for new conceptual frameworks to guide the development and implementation of hands-on sales strategy. A series of programs first held in 1990 led to a major breakthrough in the creation of a dialogue between professors and executives. The present volume reflects that dialogue, not only in the topics it covers but in the way the topics are presented: jointly, with academics collaborating with practitioners.

This special issue of the Journal of Corporate Citizenship honours the voice of the Changemaker, Wayfinder, Edgewalker, and Intellectual Shaman in particular. It is contended that we can all become Shamans, Wayfinders, and Edgewalkers, if we open up to the possibility that our work, whatever it is, is part of the healing process. With contributions from North America, Europe, Africa and Australasia, this issue addresses the ideas of corporate citizenship from perspectives entirely removed from the mainstream.

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools.　

Written by two highly experienced digital marketing consultants, the book shows you how to:

Draw up an outline integrated digital marketing plan

Evaluate and apply digital marketing principles and models

Integrate online and offline communications

Implement customer-driven digital marketing as part of digital transformation

Reduce costly trial and error

Measure and enhance your digital marketing

Learn best practices for reaching and engaging your audiences using the key digital marketing platforms.

This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage.

Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition,provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation.

Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

Table of Contents

1. Introduction to Digital Marketing

2. Digital Customers

3. Digital Models

4. Content Marketing

5. Create Integrated Campaigns

6. Social Media Marketing

7. Digital Communications

8. Designing Digital Experiences

9. Digital Innovation

10. Digital Marketing Plan

This is the 15th volume in a series of studies on research in marketing.

Hardbound. Marketing is continually having to adopt new approaches and techniques to respond to a changing business environment that is characterised by increasing consumer sophistication, deregulation, time-based competition, and lack of market growth. Such adaptive techniques have led to marked change in marketing practices over the years.This selection of papers from Long Range Planning - The International Journal of Strategic Management reflects the key contemporary issues and developments in marketing strategy that face organisations as they approach the next century. What emerges is an holistic view of the full range of changes that are taking place in marketing that both demonstrates the current state of marketing technique and provides a glimpse of where marketing is heading in the future.