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.

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.

An inspiring and essential book for everyone interested in improving the way they write. - Brian Minards, School of Advertising, Academy of Art University, San Francisco Writing copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This revised edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications, and aspects of writing for social media are integrated throughout. There are also new interviews and case studies. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, *Copywriting, Third Edition takes you through step-by-step processes that can help you to write content quickly and effectively.

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

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

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.

* 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.

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.

This book is an essential resource for facilitators seeking to help students develop their knowledge of management practice in Italy. It presents a collection of the best case studies and accompanying teaching notes from the Italian Association for Management Development (ASFOR) competition in 2014. The cases are written by teachers across many of the members of ASFOR in Italy, leading business schools, corporate universities and academia. Knowledge gained by professionals often remains implicit and is rarely shared. By grouping together the award-winning case studies in this volume, readers can gain an important insight into how management is conducted in Italy. This collection shines a light on management practices across several industries. The Italian economy differs from others in that it is one in which small and family-run businesses dominate, and the relationship between the private sector and public life is unique. As a result, The Italian Model of Management provides the opportunity for students to enlarge the Anglo-Saxon model and perspective of management, and to offer cross-cultural learning experiences, based on the distinction of a "Made in Italy" competitive advantage. Each case provides an engaging story, plots the strategic development of the organization in question, and is supported by online teaching guidance and teaching notes.

The World Guide to Sustainable Enterprise is the first comprehensive global compendium that clearly describes the national approaches to sustainable enterprise. Through a systematic review of each country, this quick-to-access reference Guide showcases the similarities and differences in each region. Each profile includes key information about the relevant history, country-specific issues, trends, research, best practice case studies and the leading organisations operating in the field. The Guide comprises of four volumes, each dedicated to a specific region of the world.This complete set of all four volumes of The World Guide to Sustainable Enterprise is available at a 25% discount on the price of all four books.The set comprises: Volume 1 Africa and the Middle East; Volume 2 Asia Pacific; Volume 3 Europe; and Volume 4 The Americas.

This book is an essential resource for facilitators seeking to help students develop their knowledge of management practice in Italy. It presents a collection of the best case studies and accompanying teaching notes from the Italian Association for Management Development (ASFOR) competition in 2014. The cases are written by teachers across many of the members of ASFOR in Italy, leading business schools, corporate universities and academia. Knowledge gained by professionals often remains implicit and is rarely shared. By grouping together the award-winning case studies in this volume, readers can gain an important insight into how management is conducted in Italy. This collection shines a light on management practices across several industries. The Italian economy differs from others in that it is one in which small and family-run businesses dominate, and the relationship between the private sector and public life is unique. As a result, The Italian Model of Management provides the opportunity for students to enlarge the Anglo-Saxon model and perspective of management, and to offer cross-cultural learning experiences, based on the distinction of a "Made in Italy" competitive advantage. Each case provides an engaging story, plots the strategic development of the organization in question, and is supported by online teaching guidance and teaching notes.

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.

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

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.

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.

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.

This book analyzes the main post-war features of consumption. It traces the historical development of consumption and discusses the major contributions made by sociologists in discussing the subject. Robert Bocock is Senior Lecturer in Sociology at the Open University.

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.

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.

Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media