This book critically examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. It argues that most firms look to gain competitive advantage in the marketplace by driving tactical moves, inculcating small cost-effective changes in marketing approaches. Often, strategic choices of companies lean towards developing competitive differentiations that enable consumers to realize the value of money, causing loyalty shifts in the competitive marketplace. The book focuses on the consumer as the pivot of marketing and argues that the consumer serves as a bidirectional channel during pre-and post-purchase period. It explains how consumer affections sentimentally and emotionally help in growing the brands and companies over generations. This book significantly contributes to the existing literature and serves as a learning post and a think tank for students, researchers, and business managers.

First published in 2000. This is Volume 9, No 2 of the Journal of Consumer Psychology. Although there is growing interest in cultural differences in consumer behavior, focused and systematic consumer research on the topic is still in its infancy. The contributors to this special issue address the conceptual and methodological issues that are central to conducting cross-cultural research, including selecting or blending emic and etic research approaches, achieving measurement equivalence, expanding the cultural constructs and geographical regions under investigation, and understanding mediating processes. In the process, they review the progress that has been made in addressing these issues in consumer psychology and suggest a number of priorities for future research in this important domain.

This volume of selected articles is being released in light of the new economic, social and environmental challenges Europe and the United States have been faced with following the end of the Cold War and in the evolving era of globalization. National security, immigration and the provision of health and other key social services call for a radically different outlook in terms of policy discussions. The contributors of this book focus on seven key policy issues and challenges that currently affect the United States and Europe: income distribution, the gender pay gap, crime and security, unemployment, health care, the demographic question and environmental regulation. The purpose of this volume is to analyze how public policy within the European context is responding to the challenges posed by this new global era.

This book deals with the concepts of leadership and communication in business organizations, initially on a general level and then in detail through an analysis of specific cases. First the book provides a contextual framework to explain the role and importance of the topic. The foundation is provided by selected behavioural and situational theories. Then 15 different leadership models and their respective communication strategies are specified. The interaction of leadership and communication is examined explaining organizational communication and its tools. In the third part the book looks in detail at the glass, textile and confection industries. It examines the relationship between socio-demographic variables of employees, leadership types and communication styles and systems of managers in these sectors. The results of this study provide researchers and professionals with a number of suggestions for more effective organizational communication and better leadership practice.

This book focuses on management challenges in different types of companies, ranging from small to large, from private to public and from service to manufacturing in the African context. With empirical data from countries as diverse as Rwanda, Kenya and Ethiopia, it discusses the increasing economic importance of the African continent, covering relevant topics on sustainability and environmental issues, exports, logistics, HR issues, innovation and financial reporting. Through different conceptual insights and empirical case studies, the research presented serves as a useful resource for academics, students, and policy-makers interested in in-depth studies on management challenges in Africa.

This edited volume brings together research on symbiotic themes of entrepreneurship, resource planning, and regional development and their impact on global-local business imperatives. Discussions in this volume critically analyze the convergence of entrepreneurship, innovation, technology, business practices, public policies, political ideologies, and consumer values for improving the global-local business paradigm to support regional development. This book also delves into contemporary entrepreneurship models, converging business strategies towards entrepreneurial and industrial alliance in manufacturing, services, and marketing organizations. It contemplates the development of new business models and hybrid entrepreneurial perspectives to match the changing priorities of regional economic development in developing countries. This volume offers scholars new entrepreneurial visions and business perspectives of industries in emerging markets, while presenting a more integrated view to enable companies to innovate for long-term profitability and sustainability.

This book explores the influence of the modes of knowledge transfer and environmental dynamism on the relationship between strategic actions and the sustainable balanced scorecard measurement of performance. Special emphasis is placed on emerging multinational enterprises in Kenya, a country that is rapidly becoming one of the fastest growing economies in Africa. The chapters address the best strategy for sustainable performance, the integral modes of knowledge transfer on strategy for sustainable performance and the achievement of sustainable performance in dynamic business environments. Providing innovative research on 25 diverse MNEs in Kenya, this book can be used by managers, investors, consultants, researchers and postgraduate students to understand the strategic mechanisms used by these emerging enterprises.

The dissertation investigates the scientific and business factors that have resulted in air-conditioning being a major contributor to climate-change. With his architectural background, the author demonstrates how a design methodology, not commonly adopted in scientific studies, may actually be a suitable way of dealing with a complex problem: the 'business as usual' scenario involving building science, sociological values and consumer behavior. Using his innovations as case studies, the author shows how good ideas cannot be evaluated on scientific merit alone and demonstrates why commercialization may have a pivotal role in deployment of research-based technology. He advances the theory of personalized thermal comfort which can potentially resolve the air-conditioning conundrum.

Examines and evaluates conflicting claims about advertising's effects on prices, industry concentration, product innovation, brand loyalty, and demand.

"Hidden Champions" are medium-sized, unknown companies with annual revenues under $5 billion that have quietly, under the radar, become world market leaders in their respective industries. In this new instalment to his worldwide bestselling Hidden Champions volumes, Hermann Simon takes readers on in-depth exploration of the ever changing operating conditions and the greater uncertainty and volatility that defines the global business sphere over the next ten years. In particular, in this book he focuses on China's continued impact on the business world since its rise in the global business and economic sphere over recent decades. In this regard, Dr. Simon shows the reader how the current status evolved, and then offers concrete and actionable recommendations. New driving forces such as digitalization, business ecosystems and sustainability receive special attention. While the main focus is on companies in German-speaking countries as they comprise 56 percent of the world's Hidden Champions, the success factors mentioned in this book can be applied globally to mid-sized companies in other regions as they strive to become global market leaders. Whether a company is a "Hidden Champion", aspires to be one, or wants to emulate their success model, Dr. Simon's new book provides essential food for thought as executives and managers chart their course into the future.

This book comprehensively investigates the challenges to Myanmar's access to the global market. Myanmar is a late entrant in the global trade and investment scenario after years of isolation. However, it has large untapped potentials for trade and investment in minerals, agro and forest based industries, other labour intensive industries, services like tourism, IT, etc. Different chapters of the book explore the implication of democratic transition of Myanmar, the progress of Myanmar's industry and infrastructure, its international linkages and feasible options for integrating more in regional economic groups and also analyses how far Myanmar could exploit the global value chain. Although a number of reports have discussed sector specific prospects of Myanmar, this book is an authoritative work on these aspects for policy planners, academicians, researchers as well as potential investors.

This volume covers such topics as varieties in governance reform and political constraint and policy choices in the field of research in consumer behaviour.

This book provides essential insights into Chinese consumer behaviors in the growing and dynamic fashion market. With increasing consumer purchasing power, readily accessible global brands, heavy application of digital technology and social media, as well as growing awareness of environmental issues, the Chinese fashion industry faces great opportunities and challenges at the same time. The contributing authors provide observations and address issues related to middle class fashion consumption, sustainable apparel consumption, technology application in fashion retailing, and the select traditional and new industry segments in the context of China's recent and massive economic boom. As such, the book offers an invaluable reference guide for all academics and practitioners interested in the Chinese fashion market.

This is a user-friendly textbook that covers qualitative, quantitative and social media methods, providing tourism, hospitality and events students and course leaders with an accessible guide for learning and teaching marketing research. The book contains essential information on how to conduct research on visitor trends, experiences, preferences and lifestyles, shedding light on customer preferences, product changes, promotional efforts and pricing differences to ensure the destination is successful. It offers guidance on how to write, conduct and analyze the results of surveys, or use qualitative methods such as focus groups, interviews, projective techniques and observation. It also illustrates how social media can be used as a new means to determine visitor preferences by analyzing online data and conversations. Other content includes suggestions and examples on turning research data into actionable recommendations as well as advice on writing and presenting the final report. Integrated with a wide range of case studies per chapter, this short and accessible textbook is essential reading for all students wishing to gain knowledge as to what visitors want from the travel, hospitality and/or event experience.

This is a user-friendly textbook that covers qualitative, quantitative and social media methods, providing tourism, hospitality and events students and course leaders with an accessible guide for learning and teaching marketing research. The book contains essential information on how to conduct research on visitor trends, experiences, preferences and lifestyles, shedding light on customer preferences, product changes, promotional efforts and pricing differences to ensure the destination is successful. It offers guidance on how to write, conduct and analyze the results of surveys, or use qualitative methods such as focus groups, interviews, projective techniques and observation. It also illustrates how social media can be used as a new means to determine visitor preferences by analyzing online data and conversations. Other content includes suggestions and examples on turning research data into actionable recommendations as well as advice on writing and presenting the final report. Integrated with a wide range of case studies per chapter, this short and accessible textbook is essential reading for all students wishing to gain knowledge as to what visitors want from the travel, hospitality and/or event experience.

This book brings together experts from four continents (Asia, North America, Europe, Africa) and from varied disciplines to discuss a spectrum of problems created by globalization, such as the economic and financial, environmental, legal, cultural, socio-economic and social media impacts. The book not only examines the problems from a number of different perspectives, but also considers the impact of globalization in emerging nations around the world. Due to the very nature of these problems, the approaches adopted are both qualitative and quantitative; it includes quantitative research on quantum finance and the financial crisis, and also discussions on qualitative problems, such as cultural imperialism and neoliberalism. Of interest to economic researchers and management professionals, the book is also a valuable resource for social media researchers, environment scientists, and non-technical readers concerned with socio-political issues. This single volume offers a holistic view and therefore a more complete picture of the problems posed by globalization.

This book explores the main methods, models, and approaches of food consumer science applied to six countries of the Western Balkans, illustrating each of these methods with concrete case studies. Research conducted between 2008 and 2011 in the course of the FOCUS-BALKANS project forms an excellent database for exploring recent changes and trends in food consumption.

This book examines whether India is successfully integrating and adapting to the global strategic management system. It offers essential insights into the evolution of export controls for goods, which may have implications for the development of Weapons of Mass Destruction - an aspect that is especially relevant given India's robust biotechnological, chemical and nuclear industrial base. In security studies, the phrase "strategic trade management" is now slowly replacing the phrase "export control". However, for the policymaking community, export control remains popular, at least for the sake of reference. The book also describes the mechanisms India is adopting in this regard. It demonstrates the shift in the Indian approach to strategic trade management, from an outspoken critic to a supporter. Politically, the country was initially skeptical of the idea of export controls because it was a target of such systems. The book also explains the tools, forces and incentives that moved India to adapt its policy on export controls or strategic trade management.

The modern business landscape demands that organizations maintain an online presence to network with their customers and investors. Therefore, understanding the link between social media and e-business is an important first step in cultivating these internet-based relationships. Organizations and Social Networking: Utilizing Social Media to Engage Consumers provides a broad investigation into the use of social technologies in business practices through theoretical research and practical applications. This book explores the opportunities and challenges brought about by the advent of various 21st century online business web tools and platforms, presenting professionals and researchers in e-business, social marketing, online collaborative communities, and social analytics with cutting-edge information and technological developments to implement in their own enterprises. This book is part of the Advances in Marketing, Customer Relationship Management, and E-Services series collection.

The first definitive book on researching gay and lesbian market behavior, Untold Millions: The Truth About Gay and Lesbian Consumers in America will help marketers, advertisers, and public relations managers learn how to successfully market and research products for gay and lesbian consumers. Author Grant Lukenbill, a leading consultant on the cultural and motivational aspects of gay and lesbian consumer behavior, provides you with important procedures, research, and guidelines that businesses today are following in order to develop successful marketing strategies to this growing target audience. From this updated and revised edition, you'll receive current methods, new data, and sure-fire strategies that will help your company break into this market segment, satisfy intended customers, and boost company sales.Providing you with statistics and data from the first market research study of its kind, the Yankelovich MONITOR's Gay and Lesbian Perspective, this book gives you suggestions on what things need to be done within your company before planning your marketing strategies. You'll benefit from ideas and suggestions in Untold Millions that will help you create consumer-driven market strategies to gays and lesbians, including: recognizing that there are families and relationships in society that are not heterosexual acknowledging age differences and the needs of particular generations attracting customers by circulating non-discriminatory hiring policies through press releases and company memos, installing domestic partner health care plans, and identifying cultural reference points to which gays and lesbians can relate remembering that many gays and lesbians may look at business with cynicism and doubt and may be quick to interpret actions as victimization referring to the Wall Street project before addressing gay- and lesbian-specific issues focusing on the areas of individuality, a need for association, and the need to allevia

What are the trends affecting the marketing of services? How is the current tendency towards customer orientation, globalization, deregulation and technological change determining the ways in which leading service firms conduct their marketing activities? Why is cross-sector fertilization particularly useful for services, and what type of strategic response is most likely to shape business success of service firms in the future? These are some of the questions addressed in this collective volume by academics and practitioners working with and within the service sector.

Drawing on their own business experience as well as upon theoretical developments and concepts on marketing, strategic analysis, economics and organization theory, the authors present a fresh approach to questions of marketing strategies for services in global markets. They argue that in their marketing strategies, outstanding service firms increasingly emphasize results and performance, service technology, network structure and culture, lobbying, and global thinking in approaching markets and co-operation arrangements.

Given the strength of the adjustment shock affecting service producers and its certain continuation, this book - full of insights and unconventional thinking - is an important contribution to the literature of services management. It will be useful reading for all who wish to understand why old patterns in the marketing of services are breaking down, as well as what lies around the corner.

New Methods of Market Research and Analysis prepares readers for the new reality posed by big data and marketing analytics. While connecting to traditional research approaches such as surveys and focus groups, this book shows how new technologies and new analytical capabilities are rapidly changing the way marketers obtain and process their information. In particular, the prevalence of big data systems always monitoring key performance indicators, trends toward more research using observation or observation and communication together, new technologies such as mobile, apps, geo-locators, and others, as well as the deep analytics allowed by cheap data processing and storage are all covered and placed in context. Scott Erickson goes beyond the buzzwords to provide relevant explanations of the meaning and impact of both big data and analytics, placing them in context with traditional marketing research. His engaging subject matter focuses on the practical aspects of big data concepts, precisely defining and illustrating key concepts and providing illuminating real world examples. This approachable style enables marketers to understand what data scientists are doing with big data systems and analytics, giving them a taste of the capabilities of contemporary statistical software and its practical applications. This book can be used as a supplement to a traditional marketing research text or on its own. It will serve as a key reference for graduate students and advanced undergraduates in marketing research, marketing analytics, or business intelligence courses as well as marketing professionals looking to stay up to date with current trends and have them explained in a context they understand.