This book analyzes how companies and employees can endogenously, i.e., without hiring external experts or consultants, achieve competitive advantages by deviating from behavioral standards in a productive way. The study explores eight transformative behavioral innovations that shaped the development of sports and, by analogy, uses the findings to advance solutions for prevalent problems in business. By developing triggers to creativity and applying mechanisms on how to overcome innovation resistance, the book gives concrete advice on how to manage the difficult quest of human transformation beyond the imperative of technological innovation.

Netnography has become an essential tool for qualitative research in the dynamic, complex, and conflicted worlds of contemporary technoculture. Shaped by academic fields, industries, national contexts, technologies and platforms, and languages and cultures for over two decades, netnography has impacted the research practices of scholars around the world. In this volume, 34 researchers present 19 chapters that examine how they have adapted netnography and what those changes can teach us. Positioned for students and researchers in academic and professional fields, this book examines how we can better use netnographic research to understand the many ways networked technologies affect every element of contemporary business life and consumer existence. Netnography Unlimited provides an unprecedented new look at netnography. From COVID-19 to influencer empathy, gambling and the Dark Web to public relations and the military, AI and more-than-human netnography to video-streaming and auto-netnography, there has never been a wider or deeper treatment of technocultural netnographic research in one volume. Readers will learn what kind of work they can do with netnography and gain an up-to-date understanding of the most pressing issues and opportunities. This book is a must-read for those interested in technology, research methods, and contemporary culture.

Planning is a critical process when starting a new business or introducing a new product. Market Analysis shows readers how to execute a feasibility study for more effective planning. A step-by-step approach leads the reader through the feasibility analysis process and describes what needs to be done and how to do it. Techniques and tools used in preparing a feasibility study are emphasized and can easily be applied directly from the book to real situations. Three sample feasibility studies are included to demonstrate the application of tools in manufacturing, service, and non-profit settings.Market Analysis contains all the information needed to complete a feasibility study and a complete outline of a business plan. It covers such important topics as strategic management and planning, determining market size for a product or business, analyzing costs and returns on investment for new products and services, sources of capital for new ventures, and analysis of competition. An annotated bibliography of sources of data used for feasibility studies is included for quick reference. Market Analysis is the ideal guide for all strategic planners, market analysts, and marketing researchers. Anyone considering starting a business or launching a new product will find this practical book packed with invaluable information.Translated into Chinese!

Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events.
Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.

Planning is a critical process when starting a new business or introducing a new product. Market Analysis shows readers how to execute a feasibility study for more effective planning. A step-by-step approach leads the reader through the feasibility analysis process and describes what needs to be done and how to do it. Techniques and tools used in preparing a feasibility study are emphasized and can easily be applied directly from the book to real situations. Three sample feasibility studies are included to demonstrate the application of tools in manufacturing, service, and non-profit settings.Market Analysis contains all the information needed to complete a feasibility study and a complete outline of a business plan. It covers such important topics as strategic management and planning, determining market size for a product or business, analyzing costs and returns on investment for new products and services, sources of capital for new ventures, and analysis of competition. An annotated bibliography of sources of data used for feasibility studies is included for quick reference. Market Analysis is the ideal guide for all strategic planners, market analysts, and marketing researchers. Anyone considering starting a business or launching a new product will find this practical book packed with invaluable information.Translated into Chinese

Success in the Asian market is crucial to many firms. Yet many marketing strategies are based on a 'western' perspective of what consumers want and respond to. In Consumer Behaviour in Asia , the authors argue that Asian culture is so fundamentally different to Western Culture that existing consumer behaviour concepts cannot be applied to Asian consumers. In this book the authors outline and explain these differences and put forward modifications to many well-known consumer behaviour concepts. Consumer Behaviour in Asia shows how firms need to modify their marketing strategies in such areas as segmentation, positioning and the marketing mix in order to successfully penetrate these markets.

A Guide to Preparing Cost-Effective Press Releases is an instructional approach to writing and effectively using the press release. It offers suggestions and recommendations for creating basic press releases and details how the release can extend the life of an ad campaign, providing high degree publicity at low cost.In an age of great emphasis on high performance, cost effectiveness, measurable success, and fast results, this book explains how a well-developed press release program can "super charge" an advertising program. Robert Loeffler reviews the basics of press release writing, gives several examples of successful press releases, and explains in detail how the reader can set up an ongoing press release program to provide a high degree of effective publicity at very low cost. As a major form of communication for businesses, public and private institutions, and the government, the press release is a tailor-made promotional tool for both large and small budgets. Loeffler discusses the mechanics of writing press releases, providing the press release writer with: a diagrammed writing approach for clear structure a list of do's and don'ts to prevent common errors samples of the most common types of releases a step-by-step explanation of release production, so as not to overlook important tasks for completion suggestions on how to write related releases, such as tradeshow press kits Experienced in-house communications and PR writers, nonprofit PR staffs, government and military public affairs staffs, and advertising agency writers will find Loeffler's book a handy reference for polishing press release writing skills. College undergraduate classes in journalism, technical writing, and business communication will find A Guide to Preparing Cost-Effective Press Releases a useful tool in learning the fundamentals of press release writing.

Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.

This book focuses on the relationship between business strategy and competition among Italian SMEs in the aftermath of the economic crisis. First examining business strategy and competitive advantage in a broader sense, Business Strategies and Competitiveness in Times of Crisis goes on to analyse the strategic behaviour of SMEs and the key factors that allow them to overcome the challenges they face. The book covers wide-ranging topics such as marketing and communication strategies, internationalization process and entry modes, access to credit, networking, innovation process and human resources enhancement. Referring to insightful case studies and surveys conducted between 2011 and 2014, it reflects on managerial implications for Italian SMEs and identifies their three main competitive challenges.

Learn useful strategies for marketing health and wellness programs. This important new book presents a cross-section of current research and commentary on wellness and prevention issues. The 17 authors--representing 11 different institutions--are some of the most active health care consultants in the academic community. They discuss studies for hospital based programs, workplace programs, and governmental and educational institutions. Important marketing concepts are used to segment the work into several sections. Included are chapters which help to define the actual product lines which should be grouped into wellness and prevention programs, studies that define several important market segments, and chapters on channels of distribution. This timely volume concludes with an analysis of current research efforts and directions for future research.Marketing for Health and Wellness Programs is essential reading for hospital administrators, faculty physicians at teaching hospitals, public health professors, government health service administration employees, corporate managers and personnel administrators, insurance industry managers, independent health and wellness consultants, and staff members of health trade publications.

This book presents a post-COVID glimpse at how top Chinese policymakers and intellectuals understand China's future in global international relations, reviewing the global economy, China's economy, society and diplomacy, and the international situation. Ten researchers review China's diplomacy and give their outlooks in the book. Topics discussed include: the new round of technological revolution and Industrial Revolution, the role of WTO in developing countries, the ups and downs of the Sino-US and Sino-American rivalry, the functioning of the UN General Assembly from a Chinese perspective, China's role in restoring the world after COVID-19 pandemic, and the Beijing-led Belt and Road Initiative. This book will be of interest to development economists, scholars of politics and international relations, and scholars of comparative politics.

Innovate the Next is the 7th book by author and entrepreneur Tiisetso Maloma. The core teaching of the book examines how one can become an innovator of novel products (physical and virtual) in any industrial revolution.It is targeted at entrepreneurs, employees and innovation enthusiasts.

To understand and master a thing, one has to understand how it forms, unfolds and evolves.

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.

The last four years have seen significant damage in US-China relations that will take years to rebuild. Early signs within the Biden Administration indicate that an expeditious return to strong Sino-US ties is premature at best. To fully address these challenges and regain credibility both at home and abroad, the Biden team will need to recalibrate a new set of values, objectives, and thinking in redefining the most important bilateral relationship in the world. This edited book volume seeks to reimagine US-China relations, provide innovative policy analysis, and utilizes a truly multidisciplinary approach coupled with both first and second-hand quantitative data, infographics, geopolitical analysis, and perspectives from leading experts. More importantly, this book project provides a nuanced perspective highlighting the central issues that will define America and China both now and well into the future. Whether you are a policy-maker, business professional, academic, established practitioner, or a casual observer, this impressive volume provides exceptional insight on issues like technology, trade, cross-Strait relations, security & alliances in East Asia, geopolitics, climate change, and much more.

Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.

The aim of this book is to analyze the relationships among entrepreneurship, regional development and culture in the current economy. Using an institutional approach, it examines the main theoretical issues and practices and their effect on different dimensions of society and the economy. Business creation is considered a key element of economic growth, innovation and employment. In recent years, entrepreneurial scholars have studied the factors that affect entrepreneurship and drive economic growth. In doing so, these scholars have aimed to understand what promotes entrepreneurial activity and also how to improve the development of regions or countries to increase wealth in society. The institutional approach can be applied to the entrepreneurship field to understand the phenomenon of entrepreneurship. This view considers the role of environment in the decision to create a company, which is critical to entrepreneurship, innovation and economic growth. Environment relates to legal aspects, public policy and support services (formal institutions) but is especially important in terms of sociocultural context (informal institutions). The creation of new ventures is greatly influenced by culture. Furthermore, it is important to highlight the influence of entrepreneurship on regional development, specifically through job creation, stimulation of economic growth and innovation. Thus, entrepreneurship, regional development and culture are fundamental for understanding economic growth and development as well as other phenomena such as technology transfer or women's entrepreneurship. Featuring contributions and cases studies from various countries and sectors, this volume provides an essential reference for scholars, academics, and researchers in entrepreneurship, business management, innovation and economics.

Tough Times can be brought on by any number of factors: a down economy, Mother Nature, shifts in customers' needs, national tragedy--the list goes on and on. These types of changes can be extremely disruptive, even paralyzing, when we're not prepared for them. While many see no other option than to "sit tight" and "ride things out" when crisis strikes, true career professionals in selling understand that the only way to deal with adversity is to meet it head-on. That's why a positive attitude and a proactive approach to problem-solving are two of the most essential ingredients for success in selling--and why those who embrace them not only to survive but thrive, even in the most difficult of circumstances. Now, in his latest book, SELLING IN TOUGH TIMES, world-renowned selling expert Tom Hopkins puts his real-world, in-the-trenches experience to work and shares his plan to reverse the momentum of tough times--and even capitalize on them. With exercises to help you discover previously overlooked opportunities and eliminate waste, along with out-of-the-box methods for recruiting new customers and key tips on how to solidify your existing business, Hopkins gives you powerful ways to spur sales now and for years to come. Learn how to:
Mine your client list to generate new leads Keep--and reward--your current customers so that they're loyal for life. Reduce the sales resistance that plagues tough times with tactics that overcome consumers' fears. Woo clients from your competition with 12 new strategies specially tailored for tough times.Cycles will come and go, but the principles of great selling and those who live by them stand firm. Find out how you can achieve your maximum selling potential, whatever the business climate, in SELLING IN TOUGH TIMES today.

This book discusses current trends, challenges, and opportunities in the fields of business, hospitality, and tourism, particularly in Eastern Europe. Featuring selected papers presented at the second annual Modern Trends in Business Hospitality and Tourism International Conference held in Cluj-Napoca, Romania in 2022, this book explores sustainable business (re)modelling in various fields including hospitality and tourism from managerial, marketing, financial, and information technology & communications (IT&C) points of view. Topics include changing dimensions of modern business and hospitality post-COVID; business challenges and opportunities during crises; modern customer experiences; human capital leadership & organizational behavior, and investment financing in post-COVID-19 recovery.

This book adopts a case study based research approach to examine the contemporary issues in the fashion industry. It documents real-world practices in fashion business from production, marketing to operations. Founded on an extensive review of literature, these case studies discuss the challenges that are pertinent to the current business environment in this important industry, provide benchmarks and generate insights to practitioners as well as suggest future directions to researchers. The book serves as a nexus of the theories and the industrial practices that advances knowledge for both the academia and the private sector in fashion business.

Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers face in developing and implementing successful international advertising campaigns. With a balance of theoretical and practical perspectives, this edition takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Updated with the most recent statistical information as well as current examples and case studies, the text addresses the key issues that advertisers must keep in mind when creating effective communication programs for foreign markets: cultural norms and values, political and legal environments, economic policies, social contexts and more. Both the process and product of international advertising are addressed, from research and strategy development to creative execution and media planning. Ethical concerns are highlighted as well. Dynamics of International Advertising is a comprehensive text for upper-division undergraduate or graduate level courses dealing with international advertising. It can also serve as a supplemental text for courses in international marketing as well as for introductory advertising, marketing or mass communication courses seeking to expand coverage of the international dimension.

This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies of neuromarketing to consider the ethical implications of applying powerful tools for data collection. The rationale behind neuromarketing is that human decision-making is not primarily a conscious process. Instead, there is increasing evidence that the willingness to buy products and services is an emotional process where the brain uses short cuts to accelerate the decision-making process. At the intersection of economics, neuroscience, consumer behavior, and cognitive psychology, neuromarketing focuses on which emotions are relevant in human decision-making, and uses this knowledge to make marketing more effective. The knowledge is applied in product design; enhancing promotions and advertising, pricing, professional services, and store design; and improving the consumer experience as a whole. The foundation for all of this activity is data gathering and analysis. Like many new processes and innovations, much of neuromarketing is operating far ahead of current governmental compliance and regulation and thus current practices are raising ethical issues. For example, facial recognition software, used to monitor and detect a wide range of micro-expressions, has been tested at several airports-under the guise of security and counterterrorism. To what extent is it acceptable to screen the entire population using these powerful and intrusive techniques without getting passengers' consent? Citing numerous examples from the public and private sectors, the editors and contributing authors argue that while the United States has catalyzed technological advancements, European companies and governments are more progressive when it comes to defining ethical parameters and developing policies. This book details many of those efforts, and offers rational, constructive approaches to laying an ethical foundation for neuromarketing efforts.

This book presents the reader a comprehensive understanding of the development of family business in transitional economies. Throughout eastern Europe, post-Communist countries transitioning to market-based economies are obtaining a variety of results due to diverse policy approaches. Expert contributions in this book draw from a wealth of information in this context and include thought-provoking policy prescriptions for the future. This book concentrates on the challenges to predict the direction emerging markets will take, particularly when dealing with the wide-ranging social and economic situations taking place in post-Communist Eastern Europe. This reference volume for policymakers, educators, investors, and researchers also provides a much-needed and timely survey of family firms in the transitioning markets of post-Communist Europe.

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.