Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every company's good fortune—the customer. The Portable MBA in Marketing, Second Edition is dedicated to the principle that the only guarantee for continued success is a consistent focus on and attention to customer needs, preferences, and expectations.

This powerful tool for business success in the twenty-first century furnishes bright, ambitious managers with a solid grounding in MBA-level marketing theory and practice. Fully updated and expanded, this new edition emphasizes fresh marketing strategies and cutting-edge marketing concepts and techniques that help keep you in touch with your customers. It focuses on the key issues facing companies today, including how to outperform competitors, anticipate future trends, improve advertising and sales, build customer loyalty, and market on the Internet.

Witty, well-written, and packed with plenty of new real-world examples, The Portable MBA in Marketing, Second Edition brings you up to date with the latest marketing ideas and techniques, including:

• New negotiation skills for salespeople
• Current marketing strategies
• Innovative approaches to qualitative research that deepen your understanding of your customers
• Hot topics such as cohort marketing, person-to-person marketing, and marketing on the Internet.

Written by two leading educators/marketing consultants and drawing material from the world's finest MBA programs, The Portable MBA in Marketing, Second Edition covers all the marketing innovations of the past decade in an engaging, accessible format that gets you to the information you need quickly and easily. It's the fastest way to give yourself the intellectual currency you need to market your products, services, and ideas at a whole new level.

The Portable MBA Series

The Portable MBA, with over 350,000 copies sold, continues to provide instant "MBA literacy" to managers, professionals, and business owners. Wiley's Portable MBA Series now takes this idea one step further by providing readers with a continuing business education. Titles provide comprehensive coverage of the primary business functions taught in MBA programs, as well as focused coverage of today's vital business topics.

SERIES TITLES: Core Curriculum

The Portable MBA, Third Edition

• The Portable MBA in Economics
• The Portable MBA in Entrepreneurship, Second Edition
• The Portable MBA in Finance and Accounting, Second Edition
• The Portable MBA in Investment
• The Portable MBA in Management
• The Portable MBA in Marketing, Second Edition
• The Portable MBA in Strategy.

Vital Business Topics

Real-Time Strategy

• New Product Development
• Total Quality Management, Second Edition
• Psychology for Leaders
• Market-Driven Management.

Also Available

The Portable MBA Desk Reference

The Portable MBA in Entrepreneurship Case Studies

Praise for ThePORTABLE MBA in Marketing, second edition

"I'm really 'gung-ho' about this book. If you follow its advice, your customers will become your 'raving fans.' Everyone needs to understand and apply these essential principles to attract and retain delighted customers." —Ken Blanchard author of the bestseller The One Minute Manager.

"Helps you keep your eye on the all-important marketing ball. Infused with turbocharged examples and the latest cutting-edge concepts. . . . [You'll learn] winning strategies and actions that will propel you successfully well beyond the millennium. This fully revised book will do wonders to improve your marketing game!" —Scott H. Creelman, Executive Vice President Spalding Sports Worldwide.

"Translates the MBA marketing curriculum in a thorough and fascinating manner for practical use in the real world of business. Extensively updated, it's chock full of success-building case histories . . . a must read." — Dr. Paul Green, Professor of Marketing The Wharton School.

"An in-depth treatment of all key subjects that anyone interested in marketing needs to know." —Jim Jubelierer, Senior Consultant Burke Customer Satisfaction Associates.

"Reveals the 'secrets' of success in a lively and engaging manner. From research to advertising, from product development to sales, the authors show how it's really done. It delivers a 'street-smart' MBA in marketing!" —Catherine McKinney, Director of Retail and Consumer Marketing Research Levi Strauss & Company.

This book is part of the Human Centered Book Trilogy, the 2021 volumes of the Routledge Human Centered Management HCM Series. HCM books are pioneering transformation from the traditional humans-as-a-resource approach of the industrial past, to the humans at the center management and organizational paradigm of the 21st century. HCM is built on talent and wellbeing of people in the workplace driving work engagement, quality standards, high performance and productivity for long-term organizational sustainability in the global VUCA (volatile, uncertain, complex, ambiguous) environment. This book was carefully crafted by recognized international human centered scholars from four continents. Although all organizations seek to have an optimal culture, unstoppable disruptions in the VUCA environment easily derail even the best efforts. Conventional assumptions of culture as a unifying organizational force are hardly defendable today. HCM maintains that culture is not only about cohesiveness and consensus but effective management of conflict and disagreements continuously testing the capacity of people to work together. This book is about organizational transformation positioning people at the center. Complementary chapters integrate as antidotes to overcome disruptions in the VUCA environment and the effects of the COVID-19 pandemic affecting people and organizations worldwide. This and its two complementary titles Soft Skills for Human Centered Management and Global Sustainability and Sensible Leadership: Human Centered, Insightful and Prudent are timely readings for leaders, managers, researchers, academics, practitioners, students and the general public responsible for organizations across industries and sectors worldwide pursuing quality standards and organizational transformation to attain sustainability.

Corporate governance and corporate reporting are closely linked to each other, and their respective evolutionary patterns are mutually influencing. Along with the recent expansion of company disclosure, a growing attention is being paid to corporate governance determinants and mechanisms underpinning the decision to voluntarily adopt non-financial disclosure formats, such as integrated reporting. At institutional level, several national corporate governance codes have been changed towards the recognition and inclusion of this innovative, non-financial language. In academic research, the influence of corporate governance variables vis-a-vis the choice to embrace such reporting practices has been subject to a long scrutiny. However, only a little inquiry has so far analysed the influence of corporate governance factors on integrated reporting adoption, quality, and credibility. Accordingly, the aim of the book is to investigate if, and to what extent, corporate board composition and characteristics can affect, at the same time, the decision to voluntarily adopt integrated reporting by companies as well as their financial performance. The study carries out an empirical analysis of the professional features of board members at the time of their decision to implement integrated reporting as a new form of company accountability. The work provides innovative insights into the articulated relationships between the quantitative and qualitative composition of corporate boards and the latter's choice to uptake this advanced form of reporting to represent the wider value creation processes of their organisations.

Some might argue that sports marketing is a mere subfield of marketing, meaning that there are theoretical and practical dimensions that apply only to sports marketing and are only of interest to those involved in sports. In Team Sports Marketing, author Kirk Wakefield dispels this argument by demonstrating that effective sports
marketing epitomizes the science and art of marketing across any context. At the core
of sports marketing is the creation and enhancement of fan identification, where consumers are not just loyal customers, but have become brand fanatics.
Team Sports Marketing shows that while many aspects of sports marketing are thought to be unique to the field, other product and service sectors would do well to learn from teams in the NFL, NBA, MLB, and NHL that have transformed customers into fans. Moving beyond principles of marketing, Team Sports Marketing is packed with examples of best practices and covering subjects as diverse as sponsorships, season ticket sales, venue management and all topics in between. Team Sports Marketing is a must read text for students and managers in professional and collegiate sports.
Support materials for professors and students are available at www.teamsportsmarketing.com.
* A clear overview of the latest techniques in sports marketing
* Hugely populated with examples and cases
* Clearly shows why sports marketing is distinct from other forms of service marketing

To compete in today's volatile market with rapidly changing consumer tastes and erce competition, companies in the manufacturing and service industries are - ploying new mechanisms to increase sales, market shares, and pro ts. As an - fective mechanism to segment a market comprising of consumers with different needs, preferences, and willingness-to-pay, many rms have used product (or s- vice) variety with different price points to serve different segments of the market, see Ho (1998). Ideally, the price of each of these products (or services) targets a particular segment of customers. For example, airlines often use different terms of sales (refundable/non-refundable, upgradable/non-upgradable, direct/connecting ight, etc. ) to sell economy class tickets at different prices. Likewise, retailers - ten sell the same product at different prices in different channels (company's own web site, dealers' web sites, or company's physical stores) or at different times (- fore, during, and after the selling season), see Talluri and van Ryzin (2005). Ample academic literature in Operations Management and other areas considered these strategies. However, as consumers become more knowledgeable about the product, pricing, organizational and operational policies that the companies deploy for pr- ucts and services, their purchasing begins to change dramatically. In the academic Operations Management literature, consumer demand is often assumedtobe exogenous so that demand functions are usually modeled as well de- ned and exogenously speci ed functions of price and/or other product attributes such as quality.

Sustainability and Corporate Governance is the first extensive and targeted guide for directors and their legal advisors on creating a governance framework for corporations that integrates all the recognized principles of sustainability now being discussed in boardrooms all over the world. The book provides a step-by-step approach on integrating sustainability principles into the activities of the board of directors including detailed guidance on legal, regulatory and business aspects of organizing and operating board committees and designing the sustainability management unit. Essential topics covered include: * Elements of an effective framework for implementation of sustainability governance, including required policies, procedures and committee charters * Organization of the governing board to effectively address sustainability issues and implement sustainability strategies * Best practices and processes to engage company stakeholders Corporate board members and attorneys will appreciate the book's practical forms and checklists, complete coverage of all facets of sustainability governance, summaries of relevant international and national guidelines and instruments, and a curated list of samples and case studies from companies all around the world.

When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of solid ideas that really work, Levinson's philosophy has given birth to a new way of learning about market share and how to gain it. In this completely updated and expanded fourth edition, Levinson offers a new arsenal of weaponry for small-business success including
* strategies for marketing on the Internet (explaining when and precisely how to use it)
* tips for using new technology, such as podcasting and automated marketing
* programs for targeting prospects and cultivating repeat and referral business
* management lessons in the age of telecommuting and freelance employees
Guerrilla Marketing is the entrepreneur's marketing bible -- and the book every small-business owner should have on his or her shelf.

This book discusses how businesses and marketers can deploy emotional intelligence as a marketing tool to co-produce service for enhancing customer experience and to co-create value for key stakeholders in the digitalised and service-dominant logic era. Whilst many competing emotional intelligence models are discussed in the literature, the current book will focus on the ability model. This model comprises 2 areas (experiential and strategic emotional intelligence) and four ability scopes (perceive emotions, use emotions, understand emotions and manage emotions). The marketing domains that are deemed relevant and included in this book are services marketing, relationship marketing and digital marketing. The relevant marketing models from these domains will be identified to be integrated with emotional intelligent strategies. Emotional Intelligence makes both employees and customers happy, committed and loyal. Emotional Intelligence makes businesses competitive and sustainable.

Omni-Channel Retail and the Supply Chain The days of going to the local department store to buy a television, view the options available, and make a purchase now seem "quaint." The emergence of the internet, smartphones, social media, and other technologies has opened a world of new options for consumers (and businesses) to review, research, and buy online with an ever-increasing array of delivery options. The emergence of e-commerce has resulted in what is commonly known today as "omni-channel" marketing, in which customers engage with companies in a variety of ways, including in a physical store or online via websites and mobile apps. This process puts the supply chain "front and center," as consumers are increasingly demanding and browsing, buying, and returning goods through various channels, not just the traditional "brick and mortar" way. To accomplish this with high levels of service while remaining profitable requires real-time visibility of inventory across the supply chain and a single view of consumers as they continuously move from one channel to another. While this is a boon to consumers, it has made the already complex global supply chain even more challenging to manage. On top of that, the 2020 Covid19 pandemic has accelerated this omni-channel retail trend, as consumers need even more ways to order and additional options for last-mile delivery, such as curbside pickup. Covid19 has exposed a lack of flexibility and readiness, resulting in shortages of everything from toilet paper and meats to personal protective equipment (PPE) and ventilators. It has been a real-life example of the "bullwhip effect," where variability at the consumer end of the supply chain results in increased variability as one goes upstream towards distributors, manufacturers, and suppliers. This results in shortages, misallocations, and increased costs. No longer can a manufacturer, distributor, or retailer of consumer products just "fill the pipeline" and wait for orders to come in. Now, they must anticipate various purchases and delivery items, while at the same time minimizing costs. To do this is no easy task, requiring a Lean, agile, and responsive supply chain. Until now, there was no existing "playbook" for organizations to navigate their way through this new world. This book describes the impact of omni-channel marketing on the supply chain and logistics functions, and is intended to help management meet the needs of not only today's ever-changing world but to anticipate what may be required in the future to achieve superior customer service, profitability, and a competitive advantage.

Reputation Management is an established how-to guide for students and professionals, as well as CEOs and other business leaders. This fourth edition is updated throughout, including: new social media management techniques for the evolving age of digital media, and perspectives on reputation management in an era of globalization. The book is embroidered by ethics, and organized by corporate communication units, such as media relations, issues management, crisis communication, organizational communication, government relations, and investor relations. Each chapter is fleshed out with the real-world experiences cited by the authors and contributions from 36 leaders in the field, including The Arthur W. Page Society, the International Communications Consultancy Organization, the PR Council, CVS Health, Edelman and Ketchum. This was the first book on reputation management and, now in its fourth edition, remains a must-have reference for students taking classes in public relations management, corporate communication, communication management, and business. CEOs, business leaders, and professionals working in these areas find it a reliable resource for measuring, monitoring and managing reputation.

In recent years, developing a value proposition has become a prime consideration for businesses. A value proposition is an analysis and quantified review of the business benefits, costs and value that a company can deliver to prospective customers and customer segments. Creating and Delivering your Value Proposition provides guidance for business leaders - demonstrating why having a strong value proposition is so important for a company. This practical first edition shows readers how to build, deliver and harness value propositions to create profitable growth for any business, by utilizing the experience of clients and customers. Featuring global case studies and examples, Creating and Delivering your Value Proposition is an essential guide for all senior practitioners to understand and develop a value-focused strategy.

Whistleblowing, Communication and Consequences offers the first in-depth analysis of the most publicized, and morally complex, case of whistleblowing in recent European history: the Norwegian national lottery, Norsk Tipping. With contributions from the whistleblower himself, as well as from key voices in the field, this book offers unique perspectives and insights into not only this fascinating case, but into whistleblowing and wrongdoing in organizations more broadly. An international team of scholars use fourteen different theoretical lenses to show the complex and multi-faceted nature of whistleblowing. The book begins with an ethnographic account by the whistleblower story and proceeds into an analysis of the literature and conceptual topics related to that whistleblowing incident to present the lessons that can be learnt from this extreme example of institutional failure. This fascinating, complex, and multi-theoretical book will be of great interest to scholars, students and industry leaders in the areas of public relations, corporate communication, leadership, corporate social responsibility, whistleblowing and organizational resistance. The Open Access version of this book, available at http://www.tandfebooks.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.

Organizations are ethically, morally, and legally required to maintain safe workplaces that protects employees, visitors and anyone who frequents their establishments. But why do organizations that employee uniformed security personnel as part of their overall workplace violence prevention program still struggle to create and maintain the safest possible workplaces? To meet these obligations organizations often employ uniformed security officers to deter, observe, and report criminal behavior, and in some contexts, they physically interact with dangerous individuals to protect employees, consumers and visitors from violent behaviors. Unfortunately, many organizations don't utilize their security personnel to their fullest potential and organizational and community members continue to be victims of workplace violence. This book identifies the flawed principles, policies and personnel decisions that organizations use, and it provides practical solutions to address them. The book covers two major themes: the misapplication of law enforcement community safety principles to private, free-market businesses and the use of risk aversive philosophies to their security officer's activities. This book covers the principles, policies and personnel necessary for maximizing the effectiveness of uniformed security personnel to successfully mitigate potential workplace violence and create and maintain safe organizations. There is a strong need for this book since workplace violence prevention has taken on a new focus due to increases in workplace violence incidents and new laws requiring organizations to take a more serious approach to workplace violence prevention. The healthcare and campus markets are most affected by these laws and are under public scrutiny because of their vulnerable populations. These two markets combined employ the most non-contract, propriety private security personnel in the country. Both markets rely on uniform security officers to create and maintain safe communities and play an important role in their respective workplace violence prevention plans.

Digital sport marketing is a new, dynamic and rapidly evolving area that is having a profound impact on contemporary sport business. This is the only textbook to introduce core principles and best practice in digital sports marketing, focusing on key issues, emerging topics and practical techniques. The book surveys the new international digital landscape in sport business and explains how to apply digital marketing across key areas from fan engagement and public relations to strategic communication and branding. Every chapter includes discussion of key concepts, an in-depth case study, and an in-depth conversation with a leading industry practitioner that demonstrates how digital marketing works in the real world. Full of useful features, this is an essential textbook for any sport marketing, sport management, sport business or sport development course.

This special issue will assemble a set of current, comprehensive/extended review articles/chapters written by distinguished experts on the state-of-the-art of marketing research and future prospects in the transition towards sustainable society. Reviews have been written for impact on marketing thought and clearly articulate the significance, and present critical perspectives and integrated theories on marketing for sustainability. This special issue features contributions from several top scholars including former editors of top journals in marketing.

THE #1 HACK FOR SMARTER MARKETING We all want new answers and new solutions for the very real and pressing challenges that our organizations face. New things to point to and talk about, new ways of working and new ways of thinking that might just be better than the old ways. But rather than this endless search for a brilliant and novel solution, why don't you just copy something that s worked before? Mark Earls, leading expert in marketing and consumer behaviour, quashes the stigma around copying, and shows that it can help us to rethink how we go about solving problems. By understanding what other people are doing and the choices they make, we can develop strategies to solve the challenges that we face inside and outside the organization. Based on extensive research and proven examples, Copy, Copy, Copy provides over 50 strategies that you can use right away to copy, borrow or steal as the basis for better ideas faster. If it s good enough for Elvis, Newton, Shakespeare, The British Olympic Cycling Team and Great Ormond Street Hospital, isn t it good enough for you? This delightful book argues convincingly that transferring ideas usually produces greater value than cooking them up from scratch. And then shows you how. Rory Sutherland, Vice Chairman, Ogilvy London and the Spectator Magazine s Wikiman Yet another entertaining handbook from the acclaimed Herdmeister for anyone involved in marketing, behavioural change and understanding why we all make the choices we make. Earls convincingly disrupts convention about what is innovation though "praxis". This is jammed with great case studies and 52 actionable strategies. Stephen Maher, Chairman, The Marketing Society and CEO, MBA Yet again this leading British business thinker has got us to see the world we inhabit today in fresh and mind-altering ways. A book which marries theory and practice better than the vast majority out there. Most of all his message of copying one s way to greatness is entertaining, counter-intuitive and fun. David Abraham, CEO Channel 4 PLC

This book is a collection of selected papers presented at the International Conference of Marketing and Management Sciences held from 23 to 25 May 2008 in Athens, Greece. The papers focus on how globalization has had significant impact on companies, societies and individuals alike. They discuss the need for new strategies and practices that can help cope with changes that arise due to globalization. Written in a simple manner, this book will be of interest to academics studying and teaching marketing and management courses and to managers dealing with strategies to cope with changes due to globalization.

The goal of this book is to define Sustainable Value Creation in terms of a set of principles that differentiate it from existing definitions of CSR, and from related concepts such as sustainability and business ethics. To internalize these ten principles is to understand how the firm can respond to stakeholder needs to optimize value creation over the medium to long term. Ultimately, this second edition book aims to reform both business practice and business education. By building a theory that redefines CSR as central to the value creation process, the ten principles of Sustainable Value Creation redefine how firms approach each of their operational functions, but also how these subjects should be taught in universities worldwide. As such, this book will hopefully be of value to instructors as a complement to their teaching, students as a guide in their education, and managers as a framework to help them respond to the complex, dynamic context that they are expected to navigate every day. This book is a manifesto for success in today's complex, dynamic business environment. The book is designed as an easy-to-digest, critical introductory text to CSR. With supporting online teaching resources, it is aimed primarily at the MBA and Executive MBA market, and for CSR, sustainability, and business ethics courses taught by instructors skeptical of existing definitions and organizing principles of CSR, sustainability, or business ethics.

The business world is at an important crossroads. The age of the stakeholder is rapidly superseding that of the shareholder as climate change and political and societal shifts upend years of seeming prosperity. To move past this agitated age, business and society must learn to lead sustainably by putting purpose on equal footing with profit. The first step is understanding what's meant by sustainability and how it offers an opportunity for both business and society. Inspired by the launch of the 2030 United Nations Sustainable Development Goals (SDGs), the book captures the ideas of more than 100 change makers from around the world about how business is putting sustainability at the core of strategy to survive, thrive, and realign its interests with society's. Leading Sustainably looks at how sustainability has evolved in a business context, offering powerful insights, key facts, and guidance on building sustainability capability within companies, measuring and managing impact, sustainable finance's transformation, and other topics critical to aligning businesses' central activities with sustainable principles. The book introduces five vignettes profiling best-in-class companies that were sustainable from the start and international case studies on business sustainability efforts, spanning industries from hospitality to waste management, fashion, finance, and more. Finally, Bridges and Eubank provide frameworks and in-depth direction firms can leverage when accelerating their transition to more sustainable business models. The book is a perfect guide for mid-level to senior managers seeking to understand this fast-changing business environment, how to factor sustainability into their decision-making, and why the SDGs changed everything.

Pasion Por Las Ventas

He disfrutado de un exito tremendo en los ultimos 22 anos consecutivos como agente de seguros y vendedor al de tal. Actualmente soy el vendedor numero uno para una de las companias en Fortune 500, una compania la cual emplea a mas de 24,000 personas. El verdadero arte de las ventas es algo lo cual realmente me apasiona, mi experiencia y determinacion me han llevado a alturas las cuales nunca pense alcanzar. Pero adivina que? Tambien tienes el mismo potencial.

En este libro aprenderas las siguientes habilidades: - Liderar un estilo de vida de exito en las ventas.- Lo que necesitas para ser un vendedor estrella para una de las companias en Fortune 500.- Como interactuar de forma efectiva con un cliente potencial.- El arte detras de un cierre.- Como administrar tu frustracion.- Como ser un ejemplo a seguir de persona positiva en las ventas.- Estrategias de motivacion.

Pasion Por Las Ventas es una inversion que se pagara a si misma continuamente. La meta final es que mejores por lo menos un solo nivel a comparacion con tu nivel actual de ventas. Si eres normal, seras bueno, si eres bueno, seras excelente, si eres excelente, seras una leyenda. Las mejores inversiones que puedes hacer en la vida son las que te ayudan a superarte. Despues de que adquieras Pasion Por Las Ventas tan solo necesitas hacer tres cosas: lee el libro con una mente abierta, aplica las lecciones que aprendes, luego sal y siente la Pasion Por Las Ventas

This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, (2) measures of social interaction, and (3) measures related to broader societal outcomes such as sustainability and quality of life. Measures of firm performance covered include the marketing implications of financial accounting, customer feedback metrics, drivers of brand equity, brand failure, market orientation capabilities, and multichannel attributions. Measures of social interaction encompass environmental and social performance, social networks, and attitudinal word-of-mouth drivers. The final chapter is devoted to measures related to societal outcomes and focuses on attractiveness of inner city for society. Each chapter presents thought-provoking discussions and new insights which will be relevant to researchers, professionals and students of marketing, branding and consumer behaviour

This advanced dictionary of marketing focuses on leading-edge terminology for use by individuals who are serious about the theory and practice of marketing: researchers, directors, managers, and anyone studying marketing for a professional and/or academic qualification. Covering 1,098 terms, the dictionary includes over 500 major entries. All terms are extensively cross-referenced and thematic indices allow the reader to locate terms by their applications and by keywords. All major and emerging marketing approaches, from ambient marketing and fusion marketing, to tribal marketing and word-of-mouth marketing, are included, as are hundreds of other advanced concepts such as brand community, disintermediation, dynamic capabilities, and share of voice. Further, entries spanning 132 theories and 45 marketing-related laws and principles are presented, making this dictionary more theoretically complete than any other marketing dictionary available. Finally, an extensive collection of 107 marketing effects, such as the loyalty ripple effect and mere exposure effect are also included, where, in all cases, their marketing implications and applications are presented fully. Each term covered in this advanced dictionary includes six elements: Description - how the term is defined Key insights - important insights provided by an understanding of the term Keywords - words to further understand the nature of the term Implications - what knowledge of the term means to marketers Application areas and further readings - areas where the term's knowledge is being put to use Bibliography - articles and books referenced Example entries include: Agency Theory, Audience Effect, Blog Marketing, Boomerang Effect, Confirmation Bias, Country of Origin Effect, Customer Equity, Disruptive Technology, Double Jeopardy Effect, Eclectic Paradigm, E-marketing, First Law of Marketing, Foot-in-the Door Technique, Free Rider Effect, Game Theory, Glocal Marketing, Green Marketing, Halo Effect, Honeymoon Effect, Law of Comparative Advantage, Leapfrogging, Market Entry Timing, Megamarketing, Metcalfe's Law, Moore's Law, Network Effect, Not Invented Here Syndrome, Odd Price Effect, Permission Marketing, Psychic Distance, Recency Principle, Retro-Marketing, Rule of Ten Percent, Sagacity Segmentation, Salutary Products, Snob Effect, Social Marketing, Stealth Marketing, Substitute Awareness Effect, Sunk Cost Fallacy, Sustainable Competitive Advantage, Value-Based Marketing, Viral Marketing, Winner's Curse.

This book explores the wide-ranging elements of property PR in the UK, with a strong emphasis on communications theory, strategy and technique. The editors begin with an introduction to the property cycle and the role of property PR within it; consideration of the changes and challenges facing the industry; various structures of property communications; and the need for a strategic approach. Subsequent chapters provide perspectives and lessons from contributors in a variety of property sectors including commercial property, estate agency, social housing, property consultancy, proptech, retail and homebuilding. The book concludes with insight into future change, both for the property industry and for the communication function within it. This book is recommended reading for all property PR teams, for students studying for property, PR or marketing degrees, and for anyone working in the built environment sector who needs to consider PR and marketing as part of their role.

In a 'video first' world, video is one of the most effective tools marketers can use to raise brand awareness, engage consumers, drive website traffic and increase sales. Video Marketing takes a step-by-step and in-depth look at planning and creating great video campaigns, as well as activating, testing and measuring their success. Featuring case studies from global household names such as adidas, Kleenex, and Red Bull, it explores which video types and platforms brands should use, using multi-video campaigns, live videos and webinars, as well as creating and editing video campaigns on a budget using DSLRs and smartphones. Updated with the latest developments, this second edition of Video Marketing contains new chapters on understanding your audience and buying media space on ad networks and social media, as well as further content on personal and personalized content and avoiding potential pitfalls such as frauds, fake views and updates. Accompanying online resources consist of video links for campaigns discussed in the book and a downloadable strategy planner for readers to complete and put into action.

The role played by legal professionals in the laundering of criminal proceeds generated by others has become a priority concern for authorities at national and international levels. This ground-breaking book presents an in-depth empirical analysis of the nature of lawyers' involvement in the facilitation of money laundering and its control through criminal justice and regulatory mechanisms. It is based on qualitative research combining analysis of cases of lawyers convicted of money laundering offences with interviews with criminal justice practitioners, members of professional and regulatory bodies and practising solicitors, and analysis of relevant national and international legislative and regulatory frameworks. The book demonstrates the complex and diverse nature of lawyers' involvement in laundering activity, and shows that their actions and the decisions they take must be understood in relation to the specific situational contexts in which they occur. It provides significant new insights into the criminal justice and regulatory response to professional facilitation of money laundering in the UK, raising questions about the effectiveness and appropriateness of the response and the challenges involved. The book develops a framework for future research and analysis in this area, and proposes a range of potential strategies for controlling the facilitation of money laundering. Lawyers and the Proceeds of Crime is essential reading for those researching money laundering, white-collar crime or organised crime, and for practitioners and policy makers concerned with preventing the facilitation of money laundering.