This book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social marketing program design. It presents a variety of segmentation approaches alongside case studies of their application in various social marketing contexts. The book extends the use of segmentation in social marketing, which will ultimately lead to more effective and better-tailored programs that deliver change for the better. As such, it offers a detailed handbook on how to conduct state-of-the-art segmentation, and provides a valuable resource for academics, social marketers, educators, and advanced students alike.

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 future success of many companies in the United States and Europe is becoming more dependent on effectively developing and expanding markets in new emerging and partially developed countries. Few companies, however, know how to do it well, if at all. Their success rate is low, while the cost of failure remains high. Caslione and Thomas provide insights, knowledge, special tools, and the experience that will show executives how to take hold of these challenges. Through case studies of companies in a wide cross-section of industries, the authors highlight the processes necessary to develop successful market entry, sales, and distribution strategies for their companies in emerging markets around the world.

Global business strategy can no longer be focused on only one country or region; the risks are too great. Only when a truly global company develops a holistic and global perspective and implements proven strategies can the success in the new global economy be achieved.

This is the sixth volume in a series presenting the latest research in the field of applied business strategy.

This book analyzes the origins of marketing and branding strategies and the unique situations involving differentiation. Photographs of actual materials that were created and used in marketing campaigns between 1846-1946 are featured to bring to life these vintage innovations. Examining how and why these classic strategies were devised and implemented provides insight on how the vintage strategies can continue to be used to position products, services, and experiences within current market situations. Vintage Marketing Differentiation describes real life, innovative, outside-the-box solutions. It explains a marketing differentiation process and emphasizes the critical nature of the perception of trends and timely action. Profiles of over 30 companies and brands depict nearly 20 categories of the first marketing strategies ever to be used. These powerful strategies ignited competitive advantages and help explain why most of these companies are still in business today!

And just like that, everything changed . . . A global pandemic. Panic. Social distancing. Working from home. In a heartbeat, we went from happy hours to virtual happy hours. From conferences to virtual conferences. From selling to virtual selling. To remain competitive, sales and business professionals were required to shift the way they engaged prospects and customers. Overnight, virtual selling became the new normal. Now, it is here to stay. Virtual selling can be challenging. It's more difficult to make human to human connections. It's natural to feel intimidated by technology and digital tools. Few of us haven't felt the wave of insecurity the instant a video camera is pointed in our direction. Yet, virtual selling is powerful because it allows you to engage more prospects and customers, in less time, at a lower cost, while reducing the sales cycle. Virtual Selling is the definitive guide to leveraging video-based technology and virtual communication channels to engage prospects, advance pipeline opportunities, and seal the deal. You'll learn a complete system for blending video, phone, text, live chat, social media, and direct messaging into your sales process to increase productivity and reduce sales cycles. Jeb Blount, one of the most celebrated sales trainers of our generation, teaches you: How to leverage human psychology to gain more influence on video calls The seven technical elements of impactful video sales calls The five human elements of highly effective video sales calls How to overcome your fear of the camera and always be video ready How to deliver engaging and impactful virtual demos and presentations Powerful video messaging strategies for engaging hard to reach stakeholders The Four-Step Video Prospecting Framework The Five-Step Telephone Prospecting Framework The LDA Method for handling telephone prospecting objections Advanced email prospecting strategies and frameworks How to leverage text messaging for prospecting and down pipeline communication The law of familiarity and how it takes the friction out of virtual selling The 5C's of Social Selling Why it is imperative to become proficient with reactive and proactive chat Strategies for direct messaging - the "Swiss Army Knife" of virtual selling How to leverage a blended virtual/physical selling approach to close deals faster As you dive into these powerful insights, and with each new chapter, you'll gain greater and greater confidence in your ability to effectively engage prospects and customers through virtual communication channels. And, with this newfound confidence, your success and income will soar. Following in the footsteps of his blockbuster bestsellers People Buy You, Fanatical Prospecting, Sales EQ, Objections, and Inked, Jeb Blount's Virtual Selling puts the same strategies employed by his clients--a who's who of the world's most prestigious organizations--right into your hands.

This is the 13th volume in the series on "Research in Marketing."

Leading marketing scientists, with an MS/OR orientation, present in this book a state-of-the-art review of their area of expertise. The wide range of material spans the marketing discipline and represents coverage of both what is known and what problem areas present themselves as ripe for further development. The articles are written with a technically sophisticated reader in mind, but not necessarily an expert in marketing. The authors provide a discussion of the motivation - the behavioural foundations or key assumptions - leading to the development of the important models or methods in each area. While not primarily a text, the book provides a foundation for advanced students in marketing. MS/OR professionals, both academic and practitioner alike, will appreciate the impact that the MS/OR approach has had in the marketing area. Finally, the book provides useful reading for marketing scientists, academics and practitioners who want access to integrated treatments of the most important topics in their field.

What does luxury value mean? What constitutes luxury, and what does not? While previous research has focused on luxury as a global business and how companies have generated, communicated and monetized luxury, this book draws on empirical research to examine how consumers understand and interact with it. It identifies the components of luxury value, as seen by consumers, and the most influential factors that shape these perceptions. Drawing on a range of disciplinary approaches, the author investigates how consumer segments differ in their perception of luxury products, and how different generations understand value. A comprehensive overview of consumer perceptions of luxury, this book is a must-read for those students and researchers interested in luxury studies.

The proven system for B2B sales growth from the coauthor of Predictable Revenue, the breakout bestseller hailed as "Silicon Valley's sales bible" (Inc.com) If your organization's success is driven by B2B sales, this powerhouse of a book shows you how to generate new opportunities, build sales consistently, and focus on high revenue accounts with higher probability. It's the most reliable and predictable prospecting system available, developed by the coauthor of the bestselling Predictable Revenue and the author of the international bestseller How to Deliver a TED Talk. Following a proven step-by-step framework, you can turn any B2B organization into a high-performance business development engine. You'll learn how to target and track ideal prospects, optimize contact acquisition, continually improve performance, and achieve revenue goals-quickly, efficiently, and predictably. As a bonus, you'll receive full online access to sample materials, worksheets, blueprints, and more. If you are a business professional tasked with new business development, revenue generation, diversifying marketing lead generation channels, selling into disruptive markets, and justifying marketing ROI, Predictable Prospecting will be an invaluable resource.

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.

This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding.

This fascinating collection analyzes the impact of Western consumer culture on local cultures and consumption in Southeast Europe and East Asia. Cultural, historical, economic and sociopolitical contexts are examined regarding buying behaviors, usage and customization practices and consumer activism, specifically in Bulgaria, Serbia, and Romania as cultures continue to evolve in the post-socialist era, and in China and Japan as a continuation of movements toward modernity and progress. Surprising and thought-provoking contrasts stand out as consumers balance the global with the local in terms of clothing, technology, luxury items, and food. All chapters feature a wealth of empirical and cross-cultural data, and the presentation is framed by Professor Mike Featherstone's theoretical essay on the origins of consumer culture and the consequences of two hundred years of increasing consumption for the human condition and the future of the planet. Included in the coverage: "You are a socialist child like me": Goods and Identity in Bulgaria Consumer Culture from Socialist Yugoslavia to Post-Socialist Serbia: Movements and Moments Preserves Exiting Socialism: Authenticity, Anti-Standardization, and Middle-Class Consumption in Post-Socialist Romania Modernization and the Department Store in Early 20th-Century Japan: Modern Girl and New Consumer Culture Lifestyles A Cultural Reading of Conspicuous Consumption in China Approaching Consumer Culture broadens the cultural anthropology literature and will be welcomed by Western and Eastern scholars and researchers alike. Its depth and accessibility make it useful to university courses in cultural anthropology, cultural studies, and sociology.

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 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.

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.

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.

"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!

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.

When faced with new challenges, it's easy to feel our solutions need to be equally unprecedented. We think we need a revolution. But what if this is a big mistake? In Evolutionary Ideas, Sam Tatam shows how behavioural science and evolutionary psychology can help us solve tomorrow's challenges, not by divining something the world has never seen, but by borrowing from yesterday's solutions - often in the most unexpected ways. Just as millions of years of evolution have helped craft the wing and dorsal fin, thousands of engineers, designers, marketers and advertisers have toiled to solve many of the problems you face today. Over time, through intent, design, social learning and sheer luck, we have found what works. Armed with an enhanced ability to see these patterns in human innovation, we can now systematically approach the creative process to develop more effective ideas more readily and rapidly. Just as Japanese engineers reduced bullet train noise by studying the evolved biology of the owl and kingfisher, today we can see how Disney improved the queueing experience in the same way Houston airport made arrivals feel faster (while making people walk further). We'll learn how the chocolate at the bottom of a Cornetto ice cream can improve an Error 404 message, and what a bowl of M&Ms has in common with a canary in a coal mine. These are Evolutionary Ideas. Exploring five of the most critical challenges we face today, we learn how to 'breed' more effective solutions from those that have survived. The result is a dynamic and exciting way of solving problems and supercharging creativity - for anyone in any endeavour.