Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind. Branding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people. Online resources include supporting PowerPoint slides and case studies for each chapter.

NEW from the bestselling HBR's 10 Must Reads series.

"Stop pushing products--and start cultivating relationships with the right customers."

If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We've combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it--and your customers--at the center of your business.

Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to:

• Figure out what business you're "really" in
• Create products that perform the jobs people need to get done
• Get a bird's-eye view of your brand's strengths and weaknesses
• Tap a market that's larger than China and India combined
• Deliver superior value to your B2B customers
• End the war between sales and marketing

• "HBR's 10 Must Reads: The Essentials
• HBR's 10 Must Reads on Communication
• HBR's 10 Must Reads on Collaboration
• HBR's 10 Must Reads on Innovation
• HBR's 10 Must Reads on Leadership
• HBR's 10 Must Reads on Making Smart Decisions
• HBR's 10 Must Reads on Managing Yourself
• HBR's 10 Must Reads on Teams"

Trust is an invaluable commodity in any business environment. Organizations benefit from being viewed as transparent, open and human, and one of the best ways of achieving this is through authentic employee advocacy. Participation Marketing takes a detailed look at the benefits that arise when employees are fully subscribed to a brand's ethos, and how this can be used to magnify a brand's voice. After all, it's likely that every individual employee of a company now has several hundred unique social media connections, if not more. So by engaging staff and encouraging them to participate in company activity and share via their own channels, they will be broadcasting trusted brand experiences to entirely new groups of consumers. Employee advocacy has always been worth investing in, but as the combination of constant connectedness and conversation becomes standard in our everyday lives, so too grows the importance of leveraging it. Participation Marketing will convince business leaders to think hard about employee advocacy as a channel that has many positive business outcomes. Internally, it will engage employees and make them feel part of something bigger, which will naturally result in employee satisfaction, retention and an increase in productivity. Externally, it will help brands reach new audiences with trusted and relevant stories.

The growth of the Internet has had a profound effect on the way business is carried out, and has provided an unprecedented opportunity for third-party individuals and organisations to attack brands with relative ease. These changes have resulted in the birth of a significant and rapidly-growing new industry: that of online brand protection, consisting of specialist service providers which can be employed by brand owners to monitor and prevent potential attacks on their brand. Brand Protection in the Online World explains the full scope of Internet infringement, and associated monitoring and enforcement options that are most relevant to brand owners and managers. Covering crucial topics such as brand abuse, counterfeiting, fraud, digital piracy and more, Brand Protection in the Online World provides a clear and in-depth exploration of the importance of, and ideas behind, the brand-protection industry.

In their 2004 article "Evolving to a new dominant logic for marketing," Vargo and Lusch established the related principles that value is always co-created and, thus, firms cannot deliver value, but only develop compelling value propositions. This perspective is now known as "service-dominant (S-D) logic." Subsequent S-D logic work has suggested that value is not only always co-created; it also requires the integration of resources from multiple sources and thus is contextually contingent, since each instance of value creation involves the availability, integration, and use of a different combination of resources. This repositioning of value, from a static concept of something embedded in the output of a "producer" to be "consumed," to a dynamic concept of a co-created outcome in ever-changing, networked systems, can be seen throughout the manuscripts in this volume.

Review of Marketing Research pushes the boundaries of marketing-broadening the marketing concept to make the world a better place. This volume brings together leading scholars to explore how marketing can push boundaries to fix some of the most important problems which face society today. Topics covered include; politics, retirement, modelling social marketing data (for alcohol consumption and illegal drug use), feeding the world, data privacy (informing readers as to the varieties of protective options), and environmental sustainability. Each chapter provides thought provoking discussions which will be relevant to researchers, professionals and students.

Behavioral Science in the Wild helps managers understand how best to incorporate key research findings to solve their own behavior change challenges in the real world - from lab to field. Behavioral Science in the Wild helps managers to implement research findings on behavioral change in their own workplace operations and to apply them to business or policy problems. As the second book in the Behaviourally Informed Organizations series, Behavioral Science in the Wild takes a step back to address the "why" and "how" behind the origins of behavioral insights, and how best to translate and scale behavioral science from lab-based research findings. Governments, for-profit enterprises, and welfare organizations have increasingly started relying on findings from the behavioral sciences to develop more accessible and user-friendly products, processes, and experiences for their end-users. While there is a burgeoning science that helps us to understand why people act and make the decisions that they do, and how their actions can be influenced, we still lack a precise science and strategic insights into how some key theoretical findings can be successfully translated, scaled, and applied in the field. Nina Mazar and Dilip Soman are joined by leading figures from both the academic and applied behavioral sciences to develop a nuanced framework for how managers can best translate results from pilot studies into their own organizations and behavior change challenges using behavioral science.

'Butterworth-Heinemann's CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.' Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing 'Here in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.' Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab Emirates Butterworth-Heinemann's official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty. Now in full colour and a new student friendly format, key information is easy to locate on each page. Each chapter is packed full of case studies, study tips and activities to test your learning and understanding as you go along. *The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing). *Each book is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory. *Past examination papers and examiners' reports are available online to enable you to practise what has been learned and help prepare for the exam and pass first time. *Extensive online materials support students and tutors at every stage. Based on an understanding of student and tutor needs gained in extensive research, brand new online materials have been designed specifically for CIM students and created exclusively for Butterworth-Heinemann. Check out exam dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore marketingonline.co.uk and access online versions of the coursebooks and further reading from Elsevier and Butterworth-Heinemann. INTERACTIVE, FLEXIBLE, ACCESSIBLE ANY TIME, ANY PLACE www.marketingonline.co.uk

Nearly all business-to-business firms interact and have contractual relationships with upstream, downstream and parallel operating enterprises. How firms design and implement these relationships effectively, overcome poorly performing network linkages, and manage change in interfirm networks are the major topics that Volume 17 covers. The three papers in Volume 17 report new theory and in-depth descriptions of interfirm network behavior. Each paper includes extensive reviews of the relevant literature on interfirm network behavior as well as data analysis using empirical positivistic and/or case study research methods. More than 150 figures and tables support the discussion of findings.

Entertainment Marketing NOW: Every Platform, Technology, and Opportunity Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more Reflects powerful trends ranging from smartphones to globalization Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution By industry insiders with decades of experience as leaders and consultants Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever-and it's changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow...any content, on any platform, in any market, worldwide. You'll master innovative new ways to grab consumers' attention and wallets fast...make your experiences wannasee, haftasee, mustsee...drive more value through social platforms, mobile technologies, and integrated marketing strategies...overcome challenges ranging from bad buzz to piracy...fully leverage licensing, merchandising, and sponsorships...and successfully market all forms of entertainment.

For too long, business has focused on short-term cost advantages through low-cost country sourcing with little regard for the longer-term implications of global sustainability. Purchasing and Supply Chain Management, Second Edition, not only fully addresses the environmental, social and economic challenges of how companies manage purchasing and supply chains, but also delves deeper into emerging areas such as modern slavery, digital technologies and circular supply chains. In addition to explaining the basic principles and processes of both purchasing and supply chain management, the book evaluates how to develop strategic and sustainable purchasing and supply chain management. Our key message is that purchasing and supply chain management needs to focus on value creation rather than cost cutting. This requires the development of new purchasing and supply chain models that involve circular supply structures, supply chain transparency and collaboration with new stakeholders in traditional sourcing and supply chain settings. Aimed at students, educators and practitioners the book integrates sustainability into each chapter as a core element of purchasing and supply chain management. This second edition incorporates new examples and case studies from industry throughout, striking a balance between theoretical frameworks and guidelines for implementation in practice.

In the world of business, who you know is usually more important than what you know. While most research highlights the personal characteristics and expertise important to business success, this book demonstrates that networking is the core of entrepreneurship. Both counterintuitive and powerful, this perspective reframes entrepreneurial action by placing networking at the center of the process. Traditionally, networks have been regarded as facilitators of business, but Tom Elfring, Kim Klyver, and Elco van Burg argue that networking is actually the basis of entrepreneurial action, and conversely, that entrepreneurial action is networking. In developing an "entrepreneurship as networking" model, the book addresses the persistent problems that plague the dominant "individual-opportunity" approach in entrepreneurship. They describe the key dynamics, mechanisms, and practices of entrepreneurship as networking, and point at fruitful networking strategies for entrepreneurs. Thus, the authors provide an integrated and dynamic account of entrepreneurial agency that prioritizes interaction with the surrounding social environment. They also explain what a viable network is for entrepreneurs and how networking activities affect their endeavours. Their perspective sheds new light on the origins of opportunities and how entrepreneurs access and mobilize resources. The approach also explains how entrepreneurs build legitimacy and exploit the networks they work within. Offering a groundbreaking theory of entrepreneurial action as networking, Entrepreneurship as Networking opens up an entirely new research agenda.

The second edition of Sales Force Management prepares students for professional success in the field. Focused on the areas of customer loyalty, customer relationship management, and sales technology, this practical resource integrates selling and sales management while highlighting the importance of teamwork in any sales and marketing organization. The text presents core concepts using a comprehensive pedagogical framework--featuring real-world case studies, illustrative examples, and innovative exercises designed to facilitate a deeper understanding of sales management challenges and to develop stronger sales management skills. Supported with a variety of essential ancillary resources for instructors and students, Sales Force Management, 2nd Edition includes digital multimedia PowerPoints for each chapter equipped with voice-over recordings ideal for both distance and in-person learning. Additional assets include the instructor's manual, computerized and printable test banks, and a student companion site filled with glossaries, flash cards, crossword puzzles for reviewing key terms, and more. Integrating theoretical, analytical, and pragmatic approaches to sales management, the text offers balanced coverage of a diverse range of sales concepts, issues, and activities. This fully-updated edition addresses the responsibilities central to managing sales people across multiple channels and through a variety of methods. Organized into four parts, the text provides an overview of personal selling and sales management, discusses planning, organizing, and developing the sales force, examines managing and directing sales force activities, and explains effective methods for controlling and evaluating sales force performance.

It's common knowledge that marketing is nothing but advertising, and if your business comes through word of mouth then you don't need marketing anyway. Besides, everyone knows that social media is the best form of free marketing there is... don't they?

The world of marketing is abound with a staggering number of misconceptions, fallacies and falsehoods. In Myths of Marketing, recognized industry expert Grant Leboff takes readers on a fascinating and entertaining journey through some of the most deeply entrenched stereotypes that exist in the industry, from the idea that sales and marketing are basically the same and that getting people's attention costs a lot of money, to the notion that demography is the best way to segment your market and 'content is king'.

Using a combination of academic research, amusing examples and industry case studies, Myths of Marketing effectively debunks many of the most pervasive myths and assumptions, leaving readers with a clearer, more perceptive understanding of marketing as a whole, to improve their own practice and marketing strategy.

In recent years the term corporate social responsibility (CSR) has gained prominence both in business and in the media, not least because of the rise in power of the transnational corporation in an increasingly globalized world. It is one of the most debated management issues, yet there is a lack of consensus on what the concept means, what it entails, why it should be embraced and how. This Research Companion brings together a team of scholars from around the world to offer their view of the key issues in corporate social responsibility research. Each author is concerned with different aspects of CSR, providing a variety of theoretical lenses and a wide range of perspectives from different countries and experiences. It presentrs scholars and graduate students with a valuable guide to current thinking and a comprehensive reference to this increasingly important field.

Brand risk is often narrowly defined as risk to reputation. Yet risk and uncertainty are evident in many aspects of brand performance and marketing operations. Considered and responsible risk-taking is central to effective brand management. Risk literacy is the marketer's third necessary competence, alongside strategic insight and financial understanding. In Brand Risk, a practical and accessible book for those who hold responsibilities in marketing or risk management, David Abrahams brings together relevant risk thinking and a range of techniques for the evaluation of brand exposures and opportunities - whether in response to the ambitions of a key business project, new market conditions or shareholder concern. A balanced review of the subject is enriched by reference to topics of current interest and is supported by illustrative examples throughout. Presenting the essentials of brand management and risk management side-by-side, Brand Risk offers graduated and complementary approaches to brand risk assessment, from the intuitive to the data-driven.

It's common knowledge that marketing is nothing but advertising, and if your business comes through word of mouth then you don't need marketing anyway. Besides, everyone knows that social media is the best form of free marketing there is... don't they? The world of marketing is abound with a staggering number of misconceptions, fallacies and falsehoods. In Myths of Marketing, recognized industry expert Grant Leboff takes readers on a fascinating and entertaining journey through some of the most deeply entrenched stereotypes that exist in the industry, from the idea that sales and marketing are basically the same and that getting people's attention costs a lot of money, to the notion that demography is the best way to segment your market and 'content is king'. Using a combination of academic research, amusing examples and industry case studies, Myths of Marketing effectively debunks many of the most pervasive myths and assumptions, leaving readers with a clearer, more perceptive understanding of marketing as a whole, to improve their own practice and marketing strategy.

Too often, today’s managers are sold simple solutions to complex problems. But as many soon discover, simplicity is rarely effective in the face of complexity, change and diversity. Despite apparent promise, quick-fix panaceas fail because they are not holistic or creative enough. They focus on parts of the organization rather than the whole, take little account of interaction, and pander to the notion that there is one best solution in all circumstances. As instances of such failure escalate, intelligent managers are increasingly seeking to improve results through Systems Thinking.

Whatever stage you are at in your study of Systems Thinking, this book will help. If you are new to the field then it will serve as a solid introduction. If you are familiar with a few concepts but not with how they can be linked and used by managers, then it will give you a greater understanding of how holistic ideas developed and how to use them in practice. And if you are expert in some approaches but not in others, then it will expand your knowledge and provide you with more choice. In all cases you will achieve competency in creative holism, emerge better equipped to solve complex problems, and ultimately become a more effective Systems Thinking manager.

Although office and administrative activities are usually 60 percent of the production costs in most manufacturing organizations, these areas often get excluded during lean initiatives. To achieve lean, office activities must fully support shop floor manufacturing operations to eliminate waste. The adoption of 5S throughout all office and administrative functions is the first step to increase efficiency. In 5S for the Office: Organizing the Workplace to Eliminate Waste, Tom Fabrizio and Don Tapping bring the concepts of the 5S System -- effective tools for the elimination of waste on the shop floor -- into the office environment. The activities at the heart of 5S for the Office (organizing, ordering, cleaning, standardizing, and sustaining all of these) are completely logical. They are the basic rules for managing any effective workplace. However, it is the systematic method with which the 5S system approaches these activities that makes it unique. This book is a blueprint for building a Lean foundation for your office Readers of this book can immediately apply the concepts of 5S to their office and administrative activities, resulting in the elimination of waste, reduced production costs, and increased profits. To introduce the 5S system and sell its use to executives as well as workers, consider purchasing- 5S System: An Introduction DVD Catalog no. PP5934, Adhering to the principle of efficiency that defines this revolutionary and proven system, this video succinctly explains what is involved, who should participate, and what it will take to get started.

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.

Service-Dominant Logic presents a major paradigm shift in thinking about value creation and markets, moving from a 'goods/product' logic to a logic that treats the process of service provision as the basis of all exchange, both commercial and social. This timely Handbook brings together chapters written by a stellar cast of expert authors from around the globe, arranged around eleven core themes, to provide a comprehensive overview of key issues, developments, debates and potential future directions for this dynamic field of study: Part 1: Introduction and Background Part 2: Value Cocreation Part 3: Service Exchange Part 4: Service Ecosystems Part 5: Institutions and Institutional Arrangements Part 6: Resources and Resource Integration Part 7: Actors and Practices Part 8: Innovation Part 9: Midrange Theory Part 10: Selected Applications Part 11: Reflections and Prospects This Handbook is an essential reference text for scholars, students, consultants and advanced practitioners across a wide range of business & management practices and academic disciplines.

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.

"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." Dave Chaffey, Co-founder and Content Director, Smart Insights This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for - to be able to implement genuinely integrated marketing campaigns. This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students: - How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns - The opportunity and risks of social media - How to navigate ethical and data management challenges - How to use the current preferred digital marketing tools and technology Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation. Online resources include lecture slides for each chapter, multiple choice question banks and video reviews.

There's a Tsotsi in the boardroom takes bewildered advertisers and marketers on a guided tour of exactly what makes the South African market tick. It's a story as old as history itself. Everyone wants to be a chief - whether it's in a boardroom, a parliament, a church or on the streets. Despite the odds having been stacked against them, many people in South Africa still made it. And many more didn't wait for opportunities to open up - they simply broke down the doors. You may find this title, at times, a little uncomfortable and a bit raw, but the author says: 'what do you expect? I am a product of Bantu education; I can only tell it like it is. But not because my vocabulary is limited. And I don't understand big words like 'diplomacy'.'

In the world of business, who you know is usually more important than what you know. While most research highlights the personal characteristics and expertise important to business success, this book demonstrates that networking is the core of entrepreneurship. Both counterintuitive and powerful, this perspective reframes entrepreneurial action by placing networking at the center of the process. Traditionally, networks have been regarded as facilitators of business, but Tom Elfring, Kim Klyver, and Elco van Burg argue that networking is actually the basis of entrepreneurial action, and conversely, that entrepreneurial action is networking. In developing an "entrepreneurship as networking" model, the book addresses the persistent problems that plague the dominant "individual-opportunity" approach in entrepreneurship. They describe the key dynamics, mechanisms, and practices of entrepreneurship as networking, and point at fruitful networking strategies for entrepreneurs. Thus, the authors provide an integrated and dynamic account of entrepreneurial agency that prioritizes interaction with the surrounding social environment. They also explain what a viable network is for entrepreneurs and how networking activities affect their endeavours. Their perspective sheds new light on the origins of opportunities and how entrepreneurs access and mobilize resources. The approach also explains how entrepreneurs build legitimacy and exploit the networks they work within. Offering a groundbreaking theory of entrepreneurial action as networking, Entrepreneurship as Networking opens up an entirely new research agenda.