Authored by Bertil Hulten, one of the world's leading professors of sensory marketing, this text brilliantly explains the techniques through which a sensory experience can be created to surround a consumer. Sensory experiences combine not only to increase the chance of an immediate sale, but to influence perception of a product which then plays into a customer's chance of return, and brand loyalty for the future. * Hulten provides definitions, insight boxes, questions and case studies to provide an engaging learning experience. * The author is one of the most published professors in the field, sharing exclusive expertise and experience. * The book is thorough yet accessible, dedicating a chapter to each of the 5 senses.

This book offers a toolkit of methods and technologies to undertake qualitative research on digital spaces. Unlike commonly used traditional methodological strategies, which are 'retrofitted' to digital spaces, Qualitative Research in Digital Environments offers researchers a set of 'digitally native' tools that are designed for online social environments. Thanks to a broad range of cases including Louis Vuitton, YouTube and the concept of 'hipsterism', this text illustrates the practical applications of techniques and tools over the most popular social media environments. This book will be a valuable guide to qualitative research for marketing students, researchers and practitioners, as well as a central reference point for tutors in the growing field of Digital Sociology.

Gendering Theory in Marketing and Consumer Research showcases state-of-the-art scholarship on gender in the field of marketing and consumer research. The book presents seven original contributions by a group of internationally renowned academics, who take up the task of theorising gender and gendering theory in new ways, accommodating recent intersectional, material-discursive, and practice-oriented theorisations. Connecting the study of marketing and consumer behaviour to different theoretical perspectives on gender, the contributors explore and critically examine the gendered nature and dimensions of contemporary marketplace activity. Through innovative conceptual development and insightful empirical analyses, the book offers important scholarly contributions to the literature on gender, marketing, and consumer research, and advances our understanding of gender as lived experience and socially regulated performance. It also frequently employ an intersectionalist perspective, theorising gender as only a part of one's subject position, which is constituted by mutually reinforcing categories. The book will be essential reading for students, scholars, and practitioners who are interested in the implications and contemporary manifestations of gender as a cultural category in the marketplace. This book was originally published as a special issue of the Journal of Marketing Management.

Developing and implementing a systematic analytics strategy can result in a sustainable competitive advantage within the sport business industry. This timely and relevant book provides practical strategies to collect data and then convert that data into meaningful, value-added information and actionable insights. Its primary objective is to help sport business organizations utilize data-driven decision-making to generate optimal revenue from such areas as ticket sales and corporate partnerships. To that end, the book includes in-depth case studies from such leading sports organizations as the Orlando Magic, Tampa Bay Buccaneers, Duke University, and the Aspire Group. The core purpose of sport business analytics is to convert raw data into information that enables sport business professionals to make strategic business decisions that result in improved company financial performance and a measurable and sustainable competitive advantage. Readers will learn about the role of big data and analytics in: Ticket pricing Season ticket member retention Fan engagement Sponsorship valuation Customer relationship management Digital marketing Market research Data visualization. This book examines changes in the ticketing marketplace and spotlights innovative ticketing strategies used in various sport organizations. It shows how to engage fans with social media and digital analytics, presents techniques to analyze engagement and marketing strategies, and explains how to utilize analytics to leverage fan engagement to enhance revenue for sport organizations. Filled with insightful case studies, this book benefits both sports business professionals and students. The concluding chapter on teaching sport analytics further enhances its value to academics.

As consumers, our access to-and appetite for-information about what and how we buy continues to grow. Powered by social media, increasingly we look at the companies behind the products and are disappointed when their actions do not meet our expectations. With engaged citizens acting as 24/7 auditors of corporate behavior, one formerly trusted company after another has had their business disrupted with astonishing velocity in the wake of what, in the past, might have been written off as a bad media cycle. Gone are the days when a company could hide behind "socially responsible" branding or when marketing controlled the corporate narrative. That control has shifted to engaged stakeholders in the new social landscape, requiring a more radical change to company practices. James Rubin and Barie Carmichael provide a strategic roadmap for businesses to navigate the new era, rebuild trust, and find their voice. Reset traces the global decline of trust in business at the same time that the public's expectations for business's role in society is increasing. Today, businesses must bridge this widening gap at a time when online stakeholders are committed to holding business accountable for its behavior, with unprecedented internal and external scrutiny. This requires strategic solutions anchored in a critical outside-in understanding of the stakeholder footprint of the business model. Reset offers case studies of reputations lost and found, suggesting fundamental strategies to mitigate risk and build the corporate brand. In this new era of instant transparency, corporate behavior has become the proof of corporate character for recruiting and retaining both customers and the next generation of talent. Offering essential advice for managing brand, reputation, and risk, this book is a guide to navigating the pitfalls and taking advantage of the opportunities of the reset.

The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need. Sample scales include brand personality, brand authenticity, consumer-brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts. A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.

By examining the interface between consumer behavior and new product development, People and Products: Consumer Behavior and Product Design demonstrates the ways in which consumers contribute to product design, enhance product utility, and determine brand identity. With increased connectedness and advances in technology, consumers and marketers are more closely connected than ever before. Yet consumer behavior texts often overlook the application of the subject to product design, testing, and success. This is the first book to explore this interface in detail, exploring such issues as: the attributes and qualities that consumers demand from products and services, and social and cultural forces to be aware of; design and form and how they facilitate product usage; technological developments and the ways they have changed how consumers interact with products; product disposal and sustainability; emerging and future trends in consumer behavior and product development and design. This exciting volume is relevant to anyone interested in marketing, consumer behavior, product development, technology, engineering, design, and brand management.

Peace does not offer such an obvious rationale for arming oneself as does war. In fact, war expresses an intention to attack which fuels preparation for it via arming oneself. Yet, there are reasons to arm for peace especially when war is modeled only as a potential outcome. Potential wars could be stylized into a winner-takes-all (-that-is-left) contest. The contest design formalizes strategic behavior of, for simplicity, two players such as nations or states. These players set out to make two decisions: First, they decide the degree of arming and then, observe the armaments. Second, they decide on whether or not to use force. Two different mutual deterrence-concepts lead to armed, peaceful equilibria with certainty. Yet another better established concept considers arming to serve a different purpose, namely, to reinforce bargaining power.

We all live in a service-based economy right now, and the role of customers has changed from passive buyers to active value creators. Customers are actively engaged in the value creation process, and customer value creation behavior has become an essential phenomenon. For the competitive advantage of the firm, employees need to change from exclusive service providers to value facilitators. Firms must now change their paradigm from treating customers as mere buyers to engaging customers as value creators. This book sheds insight into the essentiality of understanding customer value creation behavior for enhancing firm performance. This book is also a comprehensive reference critically analyzing the current state of customer value creation behavior. It covers theoretical foundations, measurement, antecedents and consequences of customer value creation behavior, in addition to applications in specific and various contexts. The book also highlights the importance of understanding the dimensional structure of customer value creation behavior for accurate results of empirical research. In addition, the book also examines customer value destruction behavior or dysfunctional customer behavior. This book challenges the conventional belief that handling customer complaints equates with handling dysfunctional customer behavior and provides useful insights for handling employees and customers.

Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today's organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise-from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing.

"This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen)

"A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School)

"The title tells a lot about the book's approach-though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story - in case after case - which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.)

"In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)

Im experimentellen Teil wird die farbcodierte Duplexsonographie im Vergleich mit der Phlebographie zur Bestimmung von Alter und Lokalisation tiefer Beinvenenthrombosen gepruft. Dass Mobilitatskriterien einen entscheidenden Einfluss auf das Thromboserisiko haben, wird anhand von Beispielen aus der Unfallchirurgie und Orthopadie gezeigt.

Der Stellenwert der postoperativen und posttraumatischen Thromboseprophylaxe unter niedermolekularen Heparinen (NMH) und die dabei notwendige Mobilitatsprufung und kontrolle wird im speziellen Teil des Buches erlautert.

Evaluates the capacity of Fairtrade (R) labeling to enhance the livelihoods of marginalized producers in developing countries. It looks critically at the evolution of fair trade values and markets, including its somewhat controversial engagement with conventional businesses, and problematizes the role of the "ethical consumer."

This Handbook examines the area of consumer behavior from the perspective of current developments and developing areas for the discipline, to new opportunities that comprehend the nature of consumer choice and its relationship to marketing. Consumer research incorporates perspectives from a spectrum of long-established sciences: psychology, economics and sociology. This Handbook strives to include this multitude of sources of thought, adding geography, neuroscience, ethics and behavioral ecology to this list. Encompassing scholars with a passion for researching consumers, this Handbook highlights important developments in consumer behavior research, including consumer culture, impulsivity and compulsiveness, ethics and behavioral ecology. It examines evolutionary and neuroscience perspectives as well as consumer choice. Undergraduate and postgraduate students and researchers in marketing with interests in consumer behavior will find this enriching resource invaluable. Contributors: P.J. Albanese, R. Belk, C.S. Craig, S.P. Douglas, G.R. Foxall, R.E. Goldsmith, L. Green, C.S. Gulas, D.A. Hantula, M. Hubert, U. Javed, P. Kenning, M. Linzmajer, L.L. Oliveira, K. Peattie, D. Ross, H. Timmermans, R.H. Tsiotsou, M.G. Weinberger, M.F. Weinberger, V.K. Wells, J. Wirtz, M. Yani-de-Soriano, S.Y. Yousafzai, J.L. Zaichkowsky

This open access book compiles a series of chapters written by internationally recognized experts known for their in-depth but critical views on questions of resilience and food security. The book assesses rigorously and critically the contribution of the concept of resilience in advancing our understanding and ability to design and implement development interventions in relation to food security and humanitarian crises. For this, the book departs from the narrow beaten tracks of agriculture and trade, which have influenced the mainstream debate on food security for nearly 60 years, and adopts instead a wider, more holistic perspective, framed around food systems. The foundation for this new approach is the recognition that in the current post-globalization era, the food and nutritional security of the world's population no longer depends just on the performance of agriculture and policies on trade, but rather on the capacity of the entire (food) system to produce, process, transport and distribute safe, affordable and nutritious food for all, in ways that remain environmentally sustainable. In that context, adopting a food system perspective provides a more appropriate frame as it incites to broaden the conventional thinking and to acknowledge the systemic nature of the different processes and actors involved. This book is written for a large audience, from academics to policymakers, students to practitioners. This is an open access book.

The book analyzes the recovery process of different industries and sectors from the global health pandemic, as well as its collateral effects. Focusing on emerging markets, it examines the underlying factors that have impeded recovery and how businesses in various sectors have (or have not) responded. The chapters take both a micro and macro approach, surveying the topic from both organizational and national perspectives. Divided into sections on public policy, innovation, and social responsibility, this work explores the parameters of business and economic perspectives for the construction of effective models to pursue an effective recovery. It will appeal to scholars studying how business responds in the new normal.

Clean Language Interviewing is a landmark publication that defines the field for this important practice; it is essential reading for all researchers who seek to obtain data that are faithful to the experience of the interviewee. Clean language interviewing aims to improve the ability of academic and applied researchers to minimise the introduction of the interviewer's own assumptions, to avoid 'leading' questions and instead to ask 'clean' questions. Heather Cairns-Lee, James Lawley and Paul Tosey present a state-of-the-art review of the principles and practice of clean language interviewing to make this rigorous and innovative method accessible. Using real application examples, a global group of contributors analyse the use of clean language interviewing in multiple settings including business, education, and healthcare.

This book analyses the dynamics of Indian stock market with a special emphasis during the period following emergence of Covid-19. Coming from the instability in stock market following Covid-19, it delves deeper into the dynamics and unfolds the causal relationship between various economic fundamentals and the stock prices. Observing short-term herding in the stock market following Covid-19, the book's finding suggests that investors in the Indian stock market made investment choices irrationally during Covid-19 crisis periods. It also showcases how the stock market became inefficient following the emergence of pandemic and did not follow the fundamentals. Interestingly, the findings suggest no relationship between stock returns and real economic activities in India. The format of presentation makes the book well suited not only for students, academics, policy makers and investors in the stock markets, but also people engaged or interested in business and finance. The book would thus be of interest to both specialists and the laity. Analysis contained in this book will help different readership groups in different ways. Researchers from economics and finance disciplines will be able to learn about frontiers in the theoretical paradigms discussed in the book; advanced econometric techniques applied in the book will also be useful for their own research. The macroeconomic insights, and insights from behavioural economics, can expand the knowledge of corporate sector, useful in making real life decisions. Finally, it will help policy makers, like SEBI (Securities and Exchange Board of India), to formulate appropriate regulatory policies so as to minimize possibility of speculative bubbles as experienced during the pandemic period in the Indian stock markets.

Linda F. Alwitt and Thomas Donley's excellent new book reinvigorates the discussion of the major issues in this critical domain and provides creative and novel insights for their resolution. Through careful and imaginative analysis of secondary data, the authors challenge many stereotypes of the poor and provide a solid basis for fresh thinking about how to rebalance the inequities they face in their marketplace encounters. Their solutions draw imaginatively on experiences throughout the developing and developed worlds. This is a book that should be read by all concerned with the marketplace and its effects on its most vulnerable participants. --Alan R. Andreasen, Professor of Marketing & Associate Dean, Georgetown University Product, price, promotion, and place: These are the four areas in which marketing influences consumers. The Low-Income Consumer points out that poor consumers are at a distinct disadvantage in each of these areas. This innovative new book documents the imbalance of the exchange process by describing the business practice of those who market to poor consumers. Issues related to basic necessities--food, housing, and transportation are addressed--as well as the consumption of "sin" products by poor consumers. The problems faced by marketers who target low-income people, including the conflict between sound marketing practices, and marginally ethical or unethical applications of those practices are also examined. Individual chapters are devoted to how the poor manage their finances, how they learn about products from marketers, and how price discrimination and limited accessibility of goods and services affect poor consumers. The final section of the book presents a revised model of marketing exchange with poor consumers, and offers specific directions for a way in which the balance of exchange between marketers and low-income consumers can be adjusted. The Low-Income Consumer is a helpful resource for scholars and researchers in marketing, economics, social work, public policy, consumer policy, and consumer psychology. The book is also appropriate for students in marketing management, business ethics, sociology of the poor, economics of poverty, and public policy.

The Asia-Pacific region, sustaining more than four decades of rapid growth, has emerged as an economic force comparable in significance to Europe and North America. This book examines the economic, geopolitical, technological, demographic, and cultural forces that shape the international business strategies in the Asia-Pacific region. Specifically, it examines the seismic shifts in global business environment since the new century, and addresses emerging opportunities and threats in the Asia-Pacific region. This book offers new insights for international business in areas such as trade policy, supply chains, international investment, technological innovation, international marketing, digital economy, and human resources. The enclosed comprehensive and diverse analyses of the international business landscape in the New Asia are invaluable to scholars, managers, politicians, and policy makers alike. This book is engaging and informative. It presents a collection of diverse and cutting-edge topics that offer new insights into International Business activities in the Asia-Pacific region, raising questions for debate and opening pathways for future research. A must-read book for International Business scholars.- Hussain G. Rammal, University of Technology Sydney, Australia This book offers a comprehensive introduction to the general business environment in Asia. It highlights the complexities and dynamics of doing business in Asia and provides insightful understandings of emerging issues in the region. The chapter-by-chapter analyses of the region depict the rich thematic contexts in which key issues and challenges facing corporate executives as well scholars in international business. I believe that this book is valuable for students of international business, global business environment and regional studies. -Hongxin Zhao, Saint Louis University, USA

This comprehensive handbook offers a state-of-the-art guide to new frontiers of African entrepreneurship. Written from a Pan-African perspective by a cast of international authors, the book addresses the rapid modernisation and evolution of African entrepreneurship and business practices. It maps new developments in entrepreneurial ecosystems, technology and digital entrepreneurship, entrepreneurship in conflict zones, and gender and diversity issues. It proposes new models for entrepreneurial financing and explores the contrast between entrepreneurship in high-technology urban centers with peripheral rural districts and conflict zones. Bringing together empirical insights and case studies from countries across Africa, the Handbook illuminates regional and contextual differences and shares theoretical and practical insights which inform policy and practice. It is an ideal guide for researchers and students working on international business, entrepreneurship and emerging economies. It will also inform policymakers in developing context-informed entrepreneurial policies and initiatives in Africa.

This book addresses many of the gaps in how industry and academia are currently tackling problems associated with big data. It introduces novel concepts, describes the end-to-end process, and connects the various pieces of the puzzle to offer a holistic view. In addition, it explains important concepts for a wide audience, using accessible language, diagrams, examples and analogies to do so. The book is intended for readers working in industry who want to expand their knowledge or pursue a related degree, and employs an industry-centered perspective.

Responsible Management in Emerging Markets: A Multisectoral Focus is in response to the dearth of literature on responsible management in emerging economies. It discusses diverse themes at the intersection of corporate social responsibility (CSR), green business (marketing) and sustainability management, with the view to addressing some begging issues in responsible management. Hinged on the centrality of SDG 12 (responsible production and consumption), this volume focusses on how businesses, nations, and continents across the globe can actualize a sustainable paradigm, now and in the future. It offers fresh theoretical, policy, and managerial insights into the complex processes and relationships that mediate businesses' ability to deliver on their social development promise, through sustainability and green initiatives. This book discusses some forward and backward linkages between the emerging economy context and responsible management. Featuring cognate topics on CSR, green marketing, green fashion and green entrepreneurship, it offers a Sustainable Development Roadmap (SDR) that is applicable for businesses in emerging economies. This volume is a valuable resource for professionals and academics in emerging economies who desire to understand how firms are demonstrating responsible management through green initiatives, corporate social responsibility and sustainable policies and practices.

The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.

Combining global, media, and cultural studies, this book analyzes the success of Hallyu, or the "Korean Wave" in the West, both at a macro and micro level, as an alternative pop culture globalization. This research investigates the capitalist ecosystem (formed by producers, institutions and the state), the soft power of Hallyu, and the reception among young people, using France as a case study, and placing it within the broader framework of the 'consumption of difference.' Seen by French fans as a challenge to Western pop culture, Hallyu constitutes a material of choice for understanding the cosmopolitan apprenticeships linked to the consumption of cultural goods, and the use of these resources to build youth's biographical trajectories. The book will be relevant to researchers, as well as undergraduate and postgraduate students in sociology, cultural studies, global studies, consumption and youth studies.