Over the last three decades the world economy has grown strongly on the back of 'globalization' supported by the policies of free-trade, open markets and privatisation. Support has also grown for the concept of 'sustainability', meeting the needs of the present without compromising the ability of future generations to meet their own needs. But as the Earth's systems come under increasing strain, the inherent conflict between sustainability and globalization has been exposed. Green Outcomes in a Real World examines the shift in thinking required to reconcile these two important areas of policy. In this ground breaking book, Peter McManners has coined the term 'Proximization' to define a new policy framework. The principles of Proximization are: 'sustainability', 'subsidiarity', 'primacy of the state' and 'market economics' and the application of these familiar concepts towards a sustainable globalised world is novel and different. The author argues that adherence to the principles of proximization will return world society to a stable natural order, and will mean changes. Global commodity flows will reduce and barriers to migration will increase. National governments will demand more control over their finances leading to restrictions on capital flows. Indeed, Peter believes that an element of 'selfish determination' is needed. The new world order will be sustainable by design. Global organisations such as the UN, national governments and global corporations will have to understand and apply a different paradigm. The arguments in this book do not reflect the idealism or even naivety of some of the green movement. This book is about hard-edged reality presented by an author with huge experience and a deep understanding of the business perspective. It will appeal to a wide range of professionals involved in setting policy and future direction for businesses, governments, and non-governmental bodies, as well as to those with an academic interest in business, economics, social and environmental issues, and public policy.

Hello. You're a B2B SaaS marketer, right? Yeah, I thought I recognised you. What are you working on? What's that? "Whatever the sales team needs to close the next deal?" It's hard, right? The maniacal race to convert leads is an addiction for B2B tech companies. But such deal-driven focus means your marketing looks identical to that of your growing competitor set: complex, technical, boring, product-led sales messages spewed onto another whitepaper. It's self-sabotage: 'fail to differentiate, blend in, become invisible'. Sound familiar? Try being braver. Boring2Brave is a step-by-step guide to showing how B2B marketing done differently will increase your influence and '10X' results. Stop being measured in metrics you've always known are meaningless and start building your company's brand and value. Get off the treadmill. This book will equip you to inject audacity, invention and white-hot competitive advantage into your B2B marketing. Just by being brave. A former editor of Marketing Week Magazine, Mark Choueke's 20-year career at the heart of global B2B marketing has seen him grow more than 50 B2B technology companies across the world.

Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This unique Handbook provides current knowledge of pricing in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area.The environment in which pricing decisions and transactions are implemented has changed dramatically, mainly due to the advent of the Internet and the practices of advance selling and yield management. Over the years, marketing scholars have incorporated developments in game theory and microeconomics, behavioral decision theory, psychological and social dimensions and newer market mechanisms of auctions in their contributions to pricing research. These chapters, specifically written for this Handbook, cover these various developments and concepts as applied to tackling pricing problems. Academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.

The second edition of Digital and Social Media Marketing is an up-to-date, industry-led results-driven guide to digital marketing. Mixing academic theory with practical examples from a range of different organisations worldwide, it provides insight into, and techniques to enable, the creation, development and maintenance of a successful digital presence. This highly regarded textbook has been fully revised to bring the content up-to-date with the newest digital technologies. With topics including developing an effective digital presence, search engine optimization, and measuring brand awareness, the new edition also looks at digital ethics, General Data Protection Regulation and privacy, artificial intelligence and machine learning, and voice strategies. New international case studies are explored, including Alibaba and Amazon, as well as revised practical exercises in each chapter, enabling students to see how the concepts underpinning digital and social media marketing support business success. The book's customisable Digital Business Maturity Model, and the Buyer Persona Spring, offer organisations a clear road map for understanding their own levels of technology adoption and digital strategy development. This accessible textbook provides a hands-on, user-friendly platform to turn skills and knowledge into strategic advantage. It is ideal for advanced undergraduate and postgraduate students of digital marketing and marketing strategy and for practitioners aiming to be at the cutting edge of digital and social media marketing. Alongside electronic resources for each chapter, this new edition also includes digital learning materials, case studies and exercises available in a supporting online learning environment. The online materials further enhance learners' experience and support a worldwide learning community.

Social Marketing shows how marketing techniques can be used to social ends and tackle the immense challenges humankind faces. Social inequalities have driven popular revolts, from Black Lives Matter to Brexit; the climate is in crisis; and COVID-19 has highlighted power imbalances across the globe. In these turbulent times, this 4th edition will arm you with: Fresh content on climate breakdown, inequality and diversity, public health and poverty The critical capacity to analyse the origins, workings, and future of our economic system Contemporary case studies from around the world demonstrating how change happens Reflective questions and critical thinking tasks to aid understanding This popular introductory textbook has been fully updated to enable you to challenge the bad, champion the good and enact meaningful change. If you already have marketing know-how then it will help you apply this in a health, social and ecological context. If you come from a social science, public health, or ecological background, and have little knowledge of marketing, it will introduce you to its key principles and give you the chance to apply these ideas in familiar settings.

In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Characterized by lightning quick innovation, abrupt shifts in technology, and shorter lifecycles, the marketing of IT products and services presents a unique set of challenges and often requires IT managers and developers to get involved in the marketing process. Marketing IT Products and Services is written to help busy IT managers and marketing managers get up to speed quickly and easily on what's needed to develop effective marketing strategies and campaigns. Focusing on the unique issues involved, this one-stop resource provides everything needed to understand the roles, responsibilities, and management techniques essential for the development of successful strategies. It covers strategic market planning, targeting markets, researching markets, understanding the competition, integrating market and sales strategies, nuances of global markets, developing marketing budgets, pricing, and implementing marketing campaigns. A plethora of appendices included on the book's downloadable resources allow you to get up and running right away. Aside from a complete marketing glossary, two complete marketing plans-one for a hardware product; the other for a software product-enable you to bypass the "scut" work of developing a marketing plan so you can focus on the creative aspects of marketing. Because a marketing plan is closely aligned with an organization's business and strategic plans, this book provides you with templates for both of these, as well as a template for that all-important business plan executive summary. The downloadable resources also feature loads of fill-in templates including customer and competitor analysis surveys, sample press releases, letters of agreement, demographic and target market worksheets, and cost benefit forms. If you have a marketing need, this book has an effective template to meet that need.

The concept of value has been at the heart of marketing thought and practice. Marketers strive to develop a unique value proposition to satisfy the needs of customers in order to create a differentiated offering to targeted customers, be they end consumers or business users. It is the unique value delivered by products and services that defines firm's competitive market positioning. Recent advances in marketing theory have enhanced the interpretation of value in terms of its types, manifestations and determinants. Value in marketing is delivered to customers, stakeholders, shareholders, ecosystems and society. While the literature has been unanimously emphasizing the economic interpretation of value, measured in money terms, marketing has been at the forefront of critical thinking bringing to the fore new meanings and interpretations of value that have unlocked the psychological, emotional, social and ecological value of products and services to customers. It is the marketing thought that has extended the understanding of value-in-use and has indisputably positioned value in context. Marketing has developed the notion of value delivered by intangible assets that can create much greater value than the tangible product and/or service. Marketing has unravelled the multi-layered nature of value to the customer and thus augmented the meanings and interpretations, as well as the analytical and practical potential of this notion. Consequently, we see the need to revisit the concept of value in marketing in order to address its complexity. This book sets to provide an insight in the concept of value in marketing in its contemporary interpretation and level of development. The aim is to offer an overview of debates and developments in our understanding of value in marketing that can raise the awareness of the scholarly and business communities of its pivotal importance for businesses and consumers. Value in Marketing presents reflections and analysis of value in marketing by consecutive generations of scholars who have made theoretical contribution to the contemporary understanding of the concept, its interpretations, dimensions and importance. The chapters address various issues including: customer value development, implications, and trajectories; intra-variable and inter-variable perspectives of value; the importance of the value concept in the international marketing context; value developed in networks that is intrinsically associated with knowledge creation in the internationalization, meanings and interpretations of value in diverse contexts that help us develop further the dimensions of the concept. We trust the book will be of interest to researchers, scholars and students in the fields of marketing management and international business, and to people who wish to have a better understand what marketing really brings to consumers.

Greater understanding of the forms and consequences of investment and disinvestment in the extractive industries is required as a result of capitalist expansion, recent declines in global commodity prices, and claims that extractive sector projects, especially in the global south, are poverty reduction projects. This book explores emergent forms of governance in mining and extractive industry projects around the world. Chapters examine efforts to govern extractive activities across multiple political scales, through intermediaries, instruments, technologies, discourses, and infrastructures. The contributions analyse how multiple micro-processes of rule reverberate through societies to shape the material conditions of everyday life but also politics, social relations, and subjectivities in extractive economies. Detailed case studies are included from Africa (Chad, Nigeria, Rwanda, and Sao Tome and Principe), Latin America (Bolivia, Ecuador, and Peru), and the UN Climate Conference.

This book explores the intersection of two emergent and vibrant fields of study in international human rights law: transitional justice and corporate accountability for human rights abuses. While both have received significant academic and political attention, the potential links between them remain largely unexplored. This book addresses the normative question of how international human rights law should deal with corporate accountability and violations of economic, social and cultural rights in transitional justice processes. Drawing on the Argentinian transitional justice process, the book outlines the theoretical and practical challenges of including corporate accountability in transitional justice processes through existing mechanisms. Offering specific insights about how to deal with those challenges, it argues that consideration of the role of all actors, and the whole spectrum of human rights violated, is crucial to properly address the root causes of violence and conflict as well as to contribute to a sustainable and positive peace. This interdisciplinary book will be of interest to students and scholars of transitional justice, human rights law, corporate law and international law.

The UN Sustainable Development Goals, an increasing interest in Environmental, Social and Governance factors, the climate crisis, stakeholder pressure, the lessons of corporate scandals and the COVID-19 pandemic have triggered a massive change in how companies approach finance and accounting practices. From being a 'nice-to-have' to becoming a 'must-have', Responsible Finance and Accounting positions itself as a key pillar in tomorrow's better world for business, society, and planet. In this book, leading researchers and practitioners in the field of CSR, from the schools and corporate partners of the Council on Business & Society, give you key insights into green finance and social and environmental reporting, national, international and corporate stakes in green taxonomy and carbon tax, and triple capital accounting. It also details how to model effective and low-cost social impact reporting, ethics in finance and accounting, and strategies for microfinance and finance-related social innovation. Each insight is accompanied by key takeaways, food for thought and micro-case study sections. This accessible book will be a valuable resource for scholars, instructors and upper-level students across finance and accounting as well as corporate social responsibility and business ethics. It will also serve as a guide for professionals aiming to deepen their understanding of new finance and accounting practice.

The first book to look at how energy companies can develop brands as they move to more sustainable energy solutions. The world is facing climate crisis, and never before has the world been looking at the energy industry to solve the delivery of power in ways that do not damage the planet. Includes insights from energy business leaders and is therefore more than an academic thesis, but a practical guide to resolving these branding and sustainability challenges.

Specifically designed for ease of use and implementation. Written by an award-winning team of climate change mitigation experts. Easy to capture key information. There is an executive summary included in each chapter, plus detailed figure on how to implement the suggested climate change mitigation. Can be used across all different types of organisation and at all levels.

Perspectives on Purpose brings together industry leaders to advocate for a more human-centered and socially-conscious future for businesses. Sharing stories from their work at companies like Ben & JerryaEURO (TM)s, Sephora, Airbnb, Diageo, VF Corporation, and Hyatt, these authors demonstrate how weaving purpose into the profit-making core of business helps companies do good and do well. Foreword by Jessica Alba and Christopher Gavigan, Co-founders of The Honest Company Chapters by: Jorge Aguilar (Prophet) Tom Andrews (TJALeadership, SYPartners) Maryam Banikarim (Hyatt, NBC Universal, Gannett, Univision) Ila Byrne and Ryan Hunter (Diageo) Corrie Conrad (Sephora) Alexandra Dimiziani (TwentyFirstCenturyBrand, Airbnb) Ambika Gautam Pai (Wolf & Wilhelmine) Heidi Hackemer (And So We Hunt) Sam Hornsby (TRIPTK) Jonathan Jackson (Harvard University, Blavity) Sam Liebeskind (Gin Lane, Wolff Olins) Rob Michalak (Ben & Jerry's) Thomas Ordahl (Landor) Frank Oswald (Columbia University) Sarah Potts (Thorn) Matthew Quint (Columbia Business School) Haley Rushing (The Purpose Institute) Letitia Webster (VF Corporation) Freya Williams (Futerra) Perspectives on Purpose and its sister book, Perspectives on Impact, bring together leading voices from across sectors to discuss how we must adapt our organizations for the twenty-first century world. Perspectives on Purpose looks at the shifting role of the corporation in society through the lens of purpose; Perspectives on Impact focuses on the recalibration of social impact approaches to tackle complex humanitarian, social, and environmental challenges.

We need strategy. The world is changing, the future uncertain. What is required is vision: What might the future bring? Where is our business going? What are our fundamental business values? This book is a manual for all those who want to apply strategy in organisations. It is intended for everyone who wants to put the future on the agenda, to look beyond the short term and beyond mere profit. It describes in practical terms the eight questions we must continually discuss in order to pursue a future-proof strategy in a dynamic and uncertain world: mission, trends, scenarios, options, vision, roadmap, action and monitoring. If you are dissatisfied with an approach to strategy based on simple backward looking analysis, management controls and problems solving after the fact, but would like to make a positive contribution to thinking about the future, Scenario-based Strategy offers the instruments to turn your intention into practice. The text provides examples from commercial to government and trade organizations; showing how others have undertaken future explorations and how they used these explorations to create a dynamic strategy. Paul de Ruijter has a deep insight into the theory, alongside practical experience working with some of the most highly regarded and resilient organizations. The result is a rich combination of methodology and practical, engaging examples that shows you how to go about creating an agenda for the future.

* The first comprehensive guide to UX analytics, written for digital business professionals at all levels and without an analyst background * Serves as a ready reference, with over 50 case studies and 35 cheat sheets to guide smart decision-making * Teaches the C-SUITE method for applying UX analytics to any digital optimization challenge, created by a trained software engineer and multichannel marketing expert

Completely revised with fresh examples and all new chapters, the second edition of Red-Hot Cold Call Selling reveals the secrets, strategies, and tips readers can use to elevate their prospecting skills and take their sales into the stratosphere. Readers will learn how they can: * define and target their ideal market -- and stop squandering time, energy, and money on unfocused prospecting * develop a personalized script utilizing all the elements of a successful cold call * get valuable information from assistants -- and then get past them * view voice mail not as a frustrating barrier, but as a unique opportunity Red-Hot Cold Call Selling is a vital resource for all sales professionals, brimming with field-proven techniques that work in any industry. The book includes new information on using the Internet for research and prospecting; cold-calling internationally; using e-mail instead of calling; and much more.

As demand for natural resources increases due to the rise in world population and living standards, conflicts over their access and control are becoming more prevalent. This book critically assesses different approaches to and conceptualizations of resource fairness and justice and applies them to the analysis of resource conflicts. Approaches addressed include cosmopolitan liberalism, political economy and political ecology. These are applied at various scales (local, national, international) and to initiatives and instruments in public and private resource governance, such as corporate social responsibility instruments, certification schemes, international law and commodity markets. In doing so, the contributions contrast existing approaches to fairness and justice and extend them by taking into account the interplay between political scales, regions, resources, and power structures in "glocalized" resource politics. Various case studies are included concerning agriculture, agrofuels, land grabbing, water resources, mining and biodiversity. The volume adds to the academic and policy debate by bringing together a variety of disciplines and perspectives in order to advance both a research and policy agenda that puts notions of resource fairness and justice center-stage.

To fully comprehend corporate social responsibility (CSR), corporations must understand the many-sided nature of CSR. This book provides insight into the theoretical foundation, beliefs, and expectations of the multiple stakeholders; the governance of CSR commitment; and corporations' strategies associated with the design, development, implementation and communication strategies for CSR through the case study on Malaysia. The book also explains why corporations should pursue a dual economic and social function and why it being critical to an organisation's success. It also describes the CSR trends and influences such as sustainability and globalisation on the future of CSR.

Bringing together the latest thinking on both celebrity brands and celebrity culture from academics specialising in the field of marketing, this book explores a range of insightful contexts in order to add vigour and vitality to our understanding of the connections between celebrities, markets and culture. It unpacks the identity theoretics which have their origins in the turn to celebrity culture and the spectacle and glamour of mass-media practices. In doing so, the contributors hint at new forms of individuation where the line between the virtual and the actual is blurred, and where images of celebrities construct and deconstruct themselves. This book was originally published as a special issue of the Journal of Marketing Management.

Unique selling point: Theory, strategies, tools, and technology to create a more inclusive organization Core audience: Business managers, project managers, and consultants Place in the market: The book is in line with social justice trends as well as technology trends to meet the needs of management professionals

The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world-including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age-strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer-seller relationships.

There are two major parallel challenges facing managers and leaders: first, how to adapt to global changes in markets, competition and supply, and second, how to grow a business while observing recognisably sustainable practices. Companies must now align their values with customers who increasingly seek people-friendly and planet-friendly products and services. Using sustainable marketing techniques to create value ultimately leads to improved customer satisfaction, better professional relationships and increased effectiveness. With marketing planning absent from the current textbook offering, this book provides practical insights, tools and frameworks to help readers produce tactically and strategically appropriate marketing plans. Showing how to embed sustainability in these strategies and reflecting on the historical and current criticisms aimed at marketing, students will be shown how to implement changes while being encouraged to reflect on why they are needed. Full of tools and frameworks to improve comprehension, including chapter-by-chapter learning outcomes, summaries, exercises, applied activities and mini case studies, it bridges the gap between theory and practice effectively and accessibly. Finally, PowerPoint lecture slides and Multiple Choice Questions sections are provided for each chapter as electronic resources. Presenting contemporary themes and challenges at the cutting edge of business research and practice, this book should be core reading for advanced undergraduate and postgraduate students of sustainable marketing, marketing planning and marketing strategy, as well as professionals seeking to improve the competitive advantage of their organisations.

- Uses a case analysis approach to explore the interrelationship of business, society, and government - Animates technical concepts through cases, case questions, personal and professional applications, ethical dilemmas, and practical exercises - Exposes students to real-world business concerns to stimulate critical thinking about concepts