'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

NO Is Short for Next Opportunity is all about the attitude of top sales professionals. Martin Limbeck illustrates that the right attitude toward selling is the key to sales success. What good are all sales techniques and methods if salespeople don't have the guts to apply them? Why are so many salespeople afraid to experience rejection? Covering aspects such as sales smarts, courage, honesty, and discipline, Martin shares his secrets for success in sales, helps salespeople overcome their fears, and inspires them to be proud of who they are and what they do.

In Obstructive Marketing, Maitland Hyslop deals with a very negative kind of activity which embraces activities, legal or otherwise, designed to prevent or restrict the distribution of a product or service, temporarily or permanently, against the wishes of the product manufacturer, service provider or customer. When the author defined this phenomenon as Obstructive Marketing and started to research it more than a decade ago, it was seen as a valid concept that was perhaps ahead of its time. The World has moved on and in the era of globalization a study of this negative aspect of marketing is now required. Obstructive Marketing is now seen as the business equivalent of asymmetric warfare, which is increasingly understood because the rise of the South and East at the expense of the North and West has brought some Obstructive Marketing stratagems into sharp focus. Using the author's own research, this book explains what Obstructive Marketing is and why it is not called Anti-Marketing. The author explains who practises Obstructive Marketing, where, when and how; and why businesses are particularly vulnerable when entering new markets and engaging in change and innovation. Intriguing concepts such as cultural risk are illuminated along with formal links between Obstructive Marketing, asymmetric warfare and terrorism. This all leads to identification of the need for a strong Government/Business partnership to counter the effects of this darkest kind of marketing.

This book should be viewed as a primer for any new or aspiring CMO, C-suite peer to marketing, or marketer looking to 'up their game', and as such it provides a range of ideas, concepts, approaches and considerations from a wide range of CMOs who are driving significant transformation within their organizations. The chief marketing officer is arguably the least understood role in the C-suite by both the outside world and internal audiences. Job specifications differ widely - much more than for the chief executive officer (CEO), chief financial officer (CFO), or chief talent officer. This book helps to define parameters for both B2C and B2B marketers and points to some game-changing strategies designed to lead change and deliver success. Following the success of her first book, The Changing MO of the CMO, MaryLee Sachs has drawn on her research and interviews with some of the most inventive new CMOs from companies in established and emerging markets. What the New Breed of CMOs Know that You Don't speaks to the future of marketing, the strategic value of the function and the role of the CMO.

Airport Marketing examines the management vision of airport marketing in the post-September 11th environment, presenting in-depth analysis of current airport management practices for both aviation and non-aviation-related activities. The 'aviation-related activities' section covers how an airport as a company develops its own marketing relationship with carriers and, in a broader sense, with all actors within the air transport pipeline, with the aim of increasing the number of intermediate clients consistent with its chosen positioning. The 'non-aviation-related' section, by contrast, focuses on how best-in-class airports have been developing new powers of attraction to customers in their regions, well beyond the simple concept of airport retailing, by use of the so-called 'commercial airport' model. Finally, the impact of September 11th is shown in terms of increased security measures and the future of the aviation industry as a whole. An analysis of worldwide airport industry is provided in the final chapter. Airport Marketing is essential reading for airport managers, government agencies, airlines, consultants, contributors, advisors and sub-contractors to this industry, as well as both undergraduate and graduate level aviation students.

Territorial Development and Action Research examines the role of action research within fields such as territorial development and innovation. Most researchers analyse these fields from the outside, developing a theoretical understanding of what should be done, but not of how to do it. Based on their own experience of territorial development processes from the inside out, James Karlsen and Miren Larrea argue that filling the gap regarding social relations in the innovation process makes it possible for researchers to engage in the processes taking place in the territory, thereby revealing how to make things work. This book will help researchers face the pressure to engage and play a useful role in the development of their host regions. It will help policy makers to continuously learn and redefine policy approaches and bring about collaboration through networks, programs and projects where researchers and practitioners in regional, local and urban development work together to construct territorial development. Readers will acquire a better understanding of micro-territorial development processes and the roles played by individuals and coalitions in endogenous development processes.

In the wake of financial meltdown and environmental disaster, employers increasingly demand that managers have an understanding of ethical decision making, corporate social responsibility and values-based management. Business ethics is therefore increasingly being taught in business schools and is a rapidly developing research topic. Managing Responsibly explores the limitations of the thinking that dominates Western corporate and business culture. Contributors then draw on non-Western traditions and experience to suggest workable inter-cultural models to enhance organizational effectiveness in an increasingly globalised environment. With chapters written by specialists in economics, management, ethics, health sciences and history, the editors - one a historian and one a management specialist - ensure a truly interdisciplinary overall approach. Part One highlights the acute need for less self-interested approaches to management if local and global communities and the environment are to escape on-going damage and exploitation. Part Two draws on values from Indian and Maori traditions to propose alternatives to Western models of business ethics. Part Three suggests ways of approaching the challenges of developing sustained ethical leadership in the contemporary globalised economy. This original addition to Gower's Corporate Social Responsibility Series will appeal to a wide range of teachers, researchers and higher level students of management, as well as practitioners participating in executive development programmes. It will also serve the needs of those with a more specialist interest in business ethics and in sustainable and responsible management.

In the global financial crisis, the need to develop a new kind of economy with a closer relation between ethics and economics has become an important challenge to the international society. This book contributes to this debate by investigating different aspects of global business ethics and corporate social responsibility which are becoming more and more important in the ongoing discussions on the relation between market institutions and democratic governments. The different chapters of the book deal with fundamental philosophical issues of the ethics of the market economy, including discussions of the role of the social sciences and economics in contributing to a sustainable economics and global responsibility in the twenty-first century. In this sense, the book takes up the transnational debate on ethics and economics in order to contribute to a more balanced, fair, just and conscientious development in the world. The book starts with a European perspective on these issues, based on philosophical, sociological and economic views from Europe. These views are further developed in order to share thoughts of how to improve corporate social responsibility, welfare and justice, and the advancement of ethical principles in the international context. It is argued that in the international community, good corporate citizenship as social and environmental responsibility is realized through individual and organizational cosmopolitan responsibility for fostering the common good for humanity. The chapters of the book were originally presented at a conference in Copenhagen, organized together with the German Cultural Institute - the Goethe Institute of Copenhagen, Copenhagen Business School and Roskilde University, Denmark.

Blogging and other types of social media such as wikis and social networking sites have transformed the way we use the internet in recent years. It is a transformation that business is eager to exploit. In order to do so, a clear commercial strategy needs to be established; does your organization wish to use the media actively as a business tool, or do you need to respond to the use of social media by others? Blogging and Other Social Media will address this question with practical guidance on using social media as well as the risks associated with it. A collaboration by leading thinkers and business users of social media, the book contains detailed and practical advice on the various forms of social media - their applications, advantages and disadvantages, how these technologies are evolving, and whether or not their use will benefit your business. The section covering social media and the law explains the risks and remedies related to abuse of copyright, defamation, privacy, data protection and user contracts as well as the opportunities and threats for online reputation. If you are looking to encourage your employees but want to protect your business from the threats this emerging media presents, get a copy of this practical guide and study it before you start including social media as part of your corporate marketing or communications strategy.

Unlock the full potential of modern marketing and sales In the newly revised and updated edition of No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing, celebrated speaker, writer, and Chief Market Officer of 6sense, Latane Conant, delivers an eye-opening and engaging guide for salespeople and marketers to use technology to identify prospects and put them at the center of everything they do. You'll learn how to prioritize which accounts to work, engage the entire buying team, uncover hidden intent signals, and measure real success. You'll also discover: Strategies for building a tech-stack that prioritizes your customers Ways for chief marketing officers to stop playing defense and go on offense Insights for the modern sales leader, including how to sellers up to win, design successful territories, and hire and retain top sellers How the modern era of marketing and sales is different from what it used to be and how to capitalize on your new capabilities A can't-miss handbook for marketers, salespeople, and team leads, No Forms. No Spam. No Cold Calls. is an original and thought-provoking journey through the techniques and strategies made possible by modern revenue technologies.

Our traditional ways of looking at economics, business and politics are not fit for purpose. The causes of the recent crisis were behavioural and international, but our measures are superficial and financial, recorded at a national or company level. This is combined with a fervent quest for endless 'growth', no matter how unsustainable. Theory has to catch up with reality. Many books chart different courses for economic and business management but New Normal, Radical Shift is different. Using examples from international organizations around the world, it analyses not only the business model that failed, but challenges wider economic and political beliefs that employees' interests always conflict with those of managers and business owners. Neela Bettridge and Philip Whiteley argue that the right messages about good practice in business struggle to be heard, not because of indifference or inertia, but because dysfunctional philosophies are still supported not only within business and business schools, but also within political circles and by trade unions, NGOs and others campaigning for workers' rights. The central belief of the 'old normal' is that profits are made by exploiting workers and the environment. In this book the authors' arguments - all supported by exemplary case studies -demonstrate that this belief is false, opening up enormous possibilities in a 'new normal' of enhanced working lives, environmental protection and business success.

Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries.

This volume breaks new ground by approaching Socially Responsible Investment (SRI) as an explicitly ethical practice in financial markets. The work explains the philosophical and practical shortcomings of 'long term shareholder value' and the origins and conceptual structure of SRI, and links its pursuit to both its deeper philosophical foundations and the broader, multi-dimensional global movement towards greater social responsibility in global markets. Interviews with fund managers in the Australian SRI sector generate recommendations for better integrating ethics into SRI practice via ethically informed engagement with invested companies, and an in-depth discussion of the central practical SRI issue of fiduciary responsibility strengthens the case in favour of SRI. The practical and ethical theoretical perspectives are then brought together to sketch out an achievable ideal for SRI worldwide, in which those who are involved in investment and business decisions become part of an 'ethical chain' of decision makers linking the ultimate owners of capital with the business executives who frame, advocate and implement business strategies. In between there are investment advisors, fund managers, business analysts and boards. The problem lies in the fact that the ultimate owners are discouraged from considering their own values, or even their own long term interests, whilst the others often look only to short term interests. The solution lies in the latter recognising themselves as links in the ethical chain.

It is very easy for organizations to ignore or overlook the impact of social and commercial change-of increased pressure to deliver profit (above all else) and of transformation in the ways in which we are now working-on the mental health and, consequently, the performance of their employees. And yet there is plenty of evidence that in many workplaces, performance is down, stress is up and professional employees are struggling to balance their home and work lives. This collection, while looking at individuals, places the spotlight on organizational initiatives to support the development of attitudes, values, character and behaviors in employees. The aim of these initiatives is to increase our resilience to those experiences and events which impact on performance. There is a particular focus on managerial and professional jobs where employee discretion and commitment are critical. The Fulfilling Workplace extends the themes developed in early titles in the Psychological and Behavioral Aspects of Risk Series deeper into organizations; to explore the organization's role in coming to grips both with human frailties and toxic workplaces-both destructive to individual and organizational health.

The author of this thought provoking addition to Gower's Transformation and Innovation Series has worked as a management consultant in the Arab Middle East for 25 years. In Islamic Values and Management Practices she acknowledges that businesses and other organizations in the region face urgent concerns in relation to quality and transformation, but argues that these issues might be more appropriately addressed by the application of an Islamic Management Model, rather than the 'Western' one hitherto applied. Over time, a set of management systems based on Islamic values has been developed by the author. These systems recognise the need to build human organizations, socially and politically as well as commercially, and also the recognition that for Muslims, justice is the ultimate value, bringing balance between the individual's soul and spirit on the one hand, and the organization's soul and spirit on the other. This Islamic management model stresses that effectiveness is an outcome of operating efficiently and at the same time unifying the organization's objectives with those of its employees and wider society, and ensuring that at the strategic level the long view is always maintained. Recounting her own personal and business journey, Maqbouleh Hammoudeh presents the outcomes of research that has tested the application of the Islamic Management Model and its ability to deliver the desired quality and transformation outcomes in a major civic or profit making organization. At a time when many practitioners and business educators are seeking new management approaches, this revealing case study sheds light on the evolution of a contemporary theory of management for the Muslim World.

This book is concerned with the application of the behvioural sciences, notably social psychology and sociology, to the study of consumer behaviour. The emphsisi throughout is on making these sciences practical for the markeitng manager by focusing on thos aspects of consumer behaviour which provie useful for managerial decision-making. The introduction defines the scope of the book in these terms and outlines a model fo the consumer buying process. The book conlcudes with detailed models of consumer choice.

Corporate Risk and Governance addresses corporate risk management and governance requirements affecting large organizations in all industry sectors and countries. The book strongly advocates implementation of Corporate Governance Codes, ISO 31000 Risk Management, ISO 22301 Business Continuity Management and PAS 200 Crisis Management but warns against treating any standard or model slavishly, as if it can offer easy salvation or a simple route to a risk nirvana. Alan Waring challenges many hallowed beliefs, attitudes and practices that continue to hamper the delivery of effective Enterprise Risk Management (ERM) and thereby good governance. Those boardroom and corporate cultures that are complacent about risk exposures and risk management or, worse, encourage 'chancers' and a 'what can we get away with' attitude, are examined in depth along with what is required to embed a culture of responsible risk-taking. Some 75 cases from around the world provide graphic examples and lessons to be learned. Although the text includes some summary practical guidance, this book is designed primarily as a thinking aid rather than a risk management cookbook. It is something to encourage better informed risk-decision making; a more informed view of enterprise risk exposures, control and mitigation issues and an awareness of boardroom and corporate culture issues and their impact on effective ERM.

After a century in which charities suspected the motives of cynical business people, and business people dismissed the contributions of amateur volunteers, the two sectors are coming together today as never before. The third sector has increased its business capacity through the experience gained from a decade of providing commissioned services to the public sector. Society today expects employers to do more to engage with both communities and good causes and the business case for doing so can be and is being made. But business also realises that charities do conscience better than they can and so co-working is increasingly being sought. In Partners for Good, Tom Levitt points the way to successful partnerships at local, national and international levels. There is now even an agreed international standard on what constitutes the social responsibility obligations of organisations operating in all sectors, in all parts of the world, over and above international legal frameworks. Sustainability today refers to the triple bottom line (financial, social, environmental) rather than being a green concept alone. On the down side, grants and other funding opportunities provided by governments to the third sector over the last ten years are suddenly ending and support structures are disappearing. The incentives for forging successful and sustainable win:win partnerships between businesses and charities in the new Big Society are therefore high, however demanding the time scale on offer.

The video game industry has been one of the fastest-growing cultural phenomena of our times with market conditions that demand a specific skill set from its marketers. To a new generation of "indie gamers", being a game developer isn't just about design and production, a successful video game demands entrepreneurial skills and astute business acumen. The creators need to know what their customers want, how to reach those customers and how to sell to them. Video Game Marketing: A student textbook is for development students or aspiring developers who want to know how to promote and sell the results of their efforts. This book is a much-needed guide to: * the essentials of marketing strategy; * video games as products or services; * marketing research for game development; * branding video games; * marketing through game: gamification, advergames. Replete with pedagogy to aid learning such as objectives and discussion questions for each chapter, this book is all that aspiring video game developers will need to unleash the potential of their games.

An important contribution to marketing literature, this volume offers a comprehensive guide to market-based pricing strategies. The authors present pricing as a relatively simple, but extremely powerful marketing tool--a creative variable which managers can manipulate to accomplish a wide variety of ends. Arguing that companies must move away from the traditional, short-term, reactive methods relied upon to set and manage prices, the authors call for a systematic, strategic and market-based approach to the pricing problem. Their central unifying theme is that pricing begins and ends with the customer and that every pricing action should be part of a larger pricing program build around the realities of customer needs and competitor pressures. Written with a minimum of jargon and amply illustrated with explanatory tables and figures, this is an excellent introduction to pricing for both seasoned and aspiring marketing and product managers.

Morris and Morris begin by examining the overall concept of price as a statement of value. Subsequent chapters offer in-depth guidance on the development of market-based pricing, addressing such critical issues as pricing strategy over the product life cycle, linking pricing and marketing strategy, understanding and using elasticity, the psychology of pricing, and negotiating prices with customers. Particular attention is paid to the question of price differentials--charging different prices to different classes of consumers--and the legal and ethical ramifications of adopting strategies based on price differentials. The authors also explore cost-based pricing, industry and competitor analysis, pricing across the product line, and computers as an aid in pricing. Throughout, references to real-world cases and problems helps the manager to relate the concepts of market-based pricing to the pricing decisions and considerations actually confronted on the job.

Influencer Marketing is the most important new approach to marketing in a decade for those professionals at the leading edge of purchasing decision making. It shows that key decision makers in all major markets operate within communities of influencers- because major decisions are too complex and risky to taken in isolation. The 'ecosystems' this creates are full of these critically important people, whose impact on purchasing decisions is both pivotal and misunderstood. This new book demonstrates that- * As mass media impact wanes so the role of influencers grows - marketers need to know why and how to use this knowledge * The impact of blogs, wikis and other social media is that they enable new influencers to emerge, and disperse traditional sources of influence. * Large and small businesses worldwide pour billions of pounds each year into influencing what they think are their influencers. This book shows you that most of that money is being spent on the wrong people, leaving the real influencers all too often untouched. * Influencers do not do the buying, are not obvious, cannot be bought, and start off neutral - which is why their potential to affect sales is so great * Influencers are not all equal - they can be assessed, ranked and prioritised to be used effectively * Influencers can be influenced - the question is how to get to them to generate market awareness, leads and address sales barriers Influencer marketing is closely related to the relentless rise and success of word of mouth (WOM) and relationship marketing, and is now established as one of the armoury of new techniques professionals must use. For all those involved in marketing and sales this book will be an essential analysis of how to identify who has influence, how they apply it, and how you can turn it to your advantage.

Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company's CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.

Social marketing is an exciting new field of study that promises much to help alleviate many dilemmas of the human condition. It may be associated with any social project undertaken where human interests (short and long term) override commercial ones. The Promise of Social Marketing examines the potential of this new field to help address effectively local and global issues that most nations are grappling with. It clarifies the history, philosophies, disciplines and techniques associated with best practice and highlights the need to engage with this field to help develop it further, so as to benefit humanity as a whole. There is an ongoing debate about the nature of marketing and whether it is able to fulfill or adapt to both commercial and social objectives. The unifying view is that marketing is a tool that can be used for individual, organizational or social benefits, and the aim of this book is to introduce the reader to an approach that is developing into a promising and rich new science, currently known as Social Marketing. It is a tool that brings hope to improving the world for good. The book guides the reader, step by step, demonstrating how this promising area can be applied to aims as diverse as HIV/AIDS prevention, responsible (global) citizenship, conflict resolution or the promotion of a worthwhile education. It will be of interest to not only those who study marketing, management, business ethics, education and public policy but anybody who's interest is in improving the human condition.

Communicating with the Multicultural Consumer highlights demographic changes impacting the consumer marketplace in the United States. Growing multiculturalism creates both new opportunities for marketers as well as new challenges. With a balance of theoretical and practical perspectives, this text explores how to develop successful campaigns targeting Hispanic Americans, African Americans, and Asian Americans. Complete with current examples and case studies, it addresses the key issues that must be kept in mind when creating effective communications programs for ethnic consumers - from marketing mix elements to cultural norms and values. Communicating with the Multicultural Consumer is an ideal text for advanced undergraduate and graduate students in specialized courses dealing with ethnic advertising or marketing. It is also an effective supplementary text for introductory advertising, marketing or mass communication courses, and would be useful to advertising practitioners - whether on the client side or within the advertising agency.

This collection of articles deal with marketing history and the history of marketing thought, placing these subjects within a marketing management context. Despite the crucial role that historical research can play in expanding our understanding of marketing, studies of the history of marketing are thin on the ground. This volume aims to address this gap. Topics include the history of the Boston Consulting Group's growth-share matrix, branding, the emergence of marketing schools of thought, managerialism, the marketing concept, relationship marketing, scientific management and marketing, and critical marketing studies. The introduction discusses the three themes that run through the collection: historical method, marketing history, and the history of marketing thought. This book was originally published as a special issue of the Journal of Marketing Management.