There can be little doubt about the profound impact that the Internet has had on all aspects of business over the past decade. Indeed, it is now widely accepted that we have entered a new and even more revolutionary phase in the development of the Net as a global marketing and communications platform; a phase characterised by information 'pull' rather than 'push', user-generated content, openness, sharing, collaboration, interaction, communities, and social networking. New generation Web-based communities and hosted applications are beginning to have a major impact on customer behaviour across a diverse range of industries. These new applications represent a fundamental change in the way people use the Internet, their online expectations, and experiences. From a marketing perspective, the most distinctive feature is not the technology involved but rather the growth of a new global culture - a 'Net generation' culture based on decentralised authority rather than hierarchy and control, online socialising and collaboration, user-generated and distributed content, open communications, peer-to-peer sharing, and global participation. Success in this new online environment, characterised by people and network empowerment, requires new 'mindsets' and innovative approaches to marketing, customer, and network relationships. This book makes a valuable contribution to the field by examining recent and future developments in online marketing, including the revolutionary impact of new media. Chapters cover a wide range of topics, including: information exchange on bulletin board systems and in online consumer portals; Web 2.0 and 'New-Wave Globals'; online tribal marketing; co-creation; industry impact; privacy issues; online advertising effectiveness; and practitioner prognostics for the future of online marketing. This book was originally published as a special issue of the Journal of Marketing Management.

Corporate social responsibility has grown into a global phenomenon that encompasses businesses, consumers, governments, and civil society, and many organizations have adopted its discourse. Yet corporate social responsibility remains an uncertain and poorly defined ambition, with few absolutes. First, the issues that organizations must address can easily be interpreted to include virtually everyone and everything. Second, with their unique, often particular characteristics, different stakeholder groups tend to focus only on specific issues that they believe are the most appropriate and relevant in organizations' corporate social responsibility programs. Thus, beliefs about what constitutes a socially responsible and sustainable organization depend on the perspective of the stakeholder. Third, in any organization, the beliefs of organizational members about their organization's social responsibilities vary according to their function and department, as well as their own managerial fields of knowledge. A Stakeholder Approach to Corporate Social Responsibility provides a comprehensive collection of cutting-edge theories and research that can lead to a more multifaceted understanding of corporate social responsibility in its various forms, the pressures and conflicts that result from these different understandings, and some potential solutions for reconciling them.

Digital Marketing Fundamentals is the first fully-fledged textbook on digital marketing that covers the entire marketing process. Both the scientific theory behind digital marketing as well as techniques and media are discussed. Digital Marketing Fundamentals is easy to read and contains many International examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning and organisation. The application of social media and mobile communication is seamlessly integrated into the topics. Digital Marketing Fundamentals is very suitable for commercial and management courses in Higher Education and also for professionals active in digital marketing.

“Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning....”—David Bohnett, Chairman and Founder of GeoCities

A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals—including tens of thousands of Ries and Trout groupies, worldwide—the work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why “positioning” a product in a prospective customer’s mind is still the most important strategy in business, and includes numerous examples of campaigns that followed, or didn’t follow, Ries and Trout’s thinking.

MaryLee Sachs explores the relationship and increasing blur between the marketing discipline and the public relations profession. How do the two mix? What is their role in a world where the growth of digital and social media has contributed to an increasing lack of control over how brands are perceived? Drawing on the experiences of Chief Marketing Officers (CMOs) from 10 iconic organizations with business and consumer brands across the globe, The Changing MO of the CMO explores how some organizations are making the most of a blended approach to communications and marketing and how CMOs can respond to and prepare for their new responsibilities. It illustrates how PR can provide: c authenticity, relevance and advocacy to marketing; c integration of an organization's approach to paid, owned and earned media channels; c a strategic risk management tool for assuring reputation and managing crisis communication. Changing the traditional roles of marketing and communications may be an imperative for organizations. That doesn't make it easy. This readable and credible short guide provides a sense of the opportunities and obstacles involved and the vision required to change the culture of marketing and communications. The Changing MO of the CMO is an important book for developing a new model of marketing; it should be read by all CMOs charged with defining and implementing changes.

Many of the concepts, values and basic assumptions on which 'modern' economic and business theory is based do not translate into or convey the same meaning in non-European languages or non-Western cultures as they do in Western societies. This results in a mismatch between what Many of the concepts, values and basic assumptions on which 'modern' economic and business theory is based do not translate into or convey the same meaning in non-European languages or non-Western cultures as they do in Western societies. This results in a mismatch between what have now become global economic values and 'local' cultural ones. Kensei Hiwaki considers a new paradigm - that a sound culture is needed to underpin development, employment and trade, and an optimal development path. This concept is discussed against the background of the author's contention that his own Japanese society has succumbed to unsustainable modern tendencies leading to the antithesis of sustainable development and placing the society and economy in a 'credibility trap' into which it is predicted other countries, like China, might also fall. Professor Hiwaki presents a detailed theoretical framework for balanced socioeconomic development relevant to sustainable development of the global community, explaining the pivotal concepts on which it is based, as well as the institutional and practical implications of adopting the paradigm, including new approaches to taxation, employment, trade, multi-media communications, and global governance. Culture and Economics in the Global Community is a challenging but ultimately hopeful book that introduces new perspectives for leaders in the political arena, in business, in development agencies, and to researchers and others with a professional or academic interest in economics, trade, governance and environmental issues, social policy or cultural anthropology.

In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel "push" marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.

The 'MisLeadership' of this book's title is a description of the phenomenon the authors have uncovered through their analysis of the validity, or otherwise, of current leadership styles and achievements, in the light of the challenges leaders face, and particularly of the urgent global issues with which business leaders are now confronted. John Rayment and Jonathan Smith examine existing approaches to leadership with a focus on their shortcomings, categorized according to the four main types of misLeadership the authors have identified - Missing, Misguided, Misinformed and Machiavellian leadership. Each of these forms of misleadership has a corollary in one of the four elements of the kind of holistic leadership that the authors advocate - the capacity for effective decision making, the adoption of a global perspective, the move to a new business paradigm to replace the current economic and social one, and commitment to a contemporary mission. From Rayment and Smith's passionately argued, but well reasoned perspective, leaders, the led and those responsible for leadership development will gain an insight into the prevalence and causes of misleadership and into ways in which it can be identified and overcome. A range of examples and case studies is provided to enable the concepts presented here to be related to practice. As well as illustrating instances of 'misleadership' these also demonstrate that the emphasis in relation to the decision making models currently available to leaders may not be the most important stages of the processes involved. The global perspective emphasized by the authors is not just about globality in the geographical sense. An important part of the way forward suggested here involves considering all aspects of humanity - the physical, mental and spiritual strength, stamina and fitness of individuals, groups and societies, in the context of a 'Global Fitness Framework'. All this is presented in a practical and approachable style that enables these authors to introduce a new approach to a key element of management thinking, in a way that will encourage and empower individuals to think on a different scale, challenge assumptions and exercise effective leadership.

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.

The present economic system requires us to consume and throw away more and more goods. Yet often it's our desire, and the best interests of the environment, for these goods to last. The contributors to this book, who comprise many of the most significant international thinkers in the field, explore how longer lasting products could offer enhanced value while reducing environmental impacts. If we created fewer but better quality products, looked after them carefully and invested more in repair, renovation and upgrading, would this direct our economy onto a more sustainable course? The solution sounds simple, yet it requires a seismic shift in how we think, whether as producers or consumers, and our voracious appetite for novelty. The complex range of issues associated with product life-spans demands a multidisciplinary approach. The book covers historical context, design, engineering, marketing, law, government policy, consumer behaviour and systems of provision. It addresses the whole range of consumer durables - vehicles, kitchen appliances, audio-visual equipment and other domestic products, furniture and floor coverings, hardware, garden tools, clothing, household textiles, recreational goods and DIY goods - as well as the re-use of packaging. Longer Lasting Products provides policy makers, those involved in product design, manufacturing and marketing, and all of us as consumers, with clear and compelling guidance as to how we can move away from a throwaway culture towards an economy sustained by more durable goods.

This comprehensive guide to both the theory and application of psychology to marketing comes from the author team that produced the acclaimed Customer Relationship Management. It will be of immeasurable help to marketing executives and higher level students of marketing needing an advanced understanding of the applied science of psychology and how it bears on consumers; on influencing; and on the effective marketing of organizations themselves, as well as of products and services. Drawing on consumer, management, industrial, organizational, and market psychology, The Psychology of Marketing's in-depth treatment of theory embraces: c Cognition theories. c Personality, perception and memory. c Motivation and emotion. c Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides a trans-national perspective on how the theory revealed here is applied in practice. Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'.

Talk of a demographic time bomb is not new. The notion first entered public consciousness some time ago, but there is a lack of clarity about what such talk is really all about. Ageing populations are seen both as a threat and an opportunity. There is concern about discrimination against older workers, at the same time as there is concern about a shortage of labour. Migration of labour from places with young populations to places with ageing populations is sometimes seen in a positive light and sometimes quite differently. With chapters reflecting different perspectives from around the world, this book constitutes a major contribution to serious, informed debate on issues that all too often have been the subject of sensationalised media treatment. Professor Stella Vettori has assembled a collection of expert writers on the social, cultural, political and economic factors that have implications both for labour markets and the well being of older people both in developed and developing countries. As a result, anyone involved with workplace and employment policy and practice, and issues of diversity and discrimination, either at a corporate or societal level, will want to read this book. Policy implications are considered and possible solutions to seemingly intractable problems are offered in a remarkable book that embraces serious academic debate and a practical focus on real issues.

What are the financial and psychological costs of risky behavior in business to the individuals concerned and their organizations? Risky Business provides a perspective on addictive behaviors such as gambling, drug taking and even addiction to work; criminal behaviors such as theft and corruption; and behaviors such as aggression and violence. The authors then look at their implications to employee and organizational health within the context of the workplace environment; an environment that is often synonymous with psychological demands, stress, long hours, overwork and shortages of staff or other essential resources. An essential guide for occupational psychologists, human resource specialists, risk managers and for researchers in this field.

The first edition of this book looked at the emergence of 'ecopreneurs' - environmental entrepreneurs gaining competitive advantage for their firms through understanding and utilising green issues. These green entrepreneurs have led the way in enabling market forces to generate economic growth whilst protecting the environment and encouraging sustainability. This new edition continues the examination of what distinguishes these green entrepreneurs from others. It draws on a diverse range of case studies embracing examples of both successful and unsuccessful ecopreneurial ventures on at least four continents. Contributions have been updated and a number of entirely new chapters describe sustainable business projects in places ranging from the USA , India, western Europe, UK, Australia, central America and New Zealand. Making Ecopreneurs, second edition, charts recent developments and remains highly relevant to researchers in the fields of sustainable business development and entrepreneurship, to policymakers within governments and NGOs, and to those running businesses.

Start thinking like a marketer with the gold-standard text for today's Marketing Management. Marketing Management, 16th edition by Kotler, Keller, and Chernev, is the latest version of this landmark text, offering an extensive analysis of the latest theories and practices in the marketing environment. Ideal for undergraduates and graduates who want to follow a career in the field, the book introduces you to the Marketing Manager's way of thinking, focusing on the role, issues, and decisions that Managers face in alignment with company needs and objectives. The text's reader-friendly content provides balanced coverage and a clear structure that will guide you through the necessary steps to build, execute and manage successful marketing campaigns and compelling brands. The latest edition uses a multidisciplinary approach, providing in-depth knowledge and broader understanding of the essential marketing principles and core concepts. It will challenge your critical thinking and analytical skills with universal practical applications, covering a wider spectrum of products, services, and marketing strategies. A range of examples includes Wegmans, Starbucks, and Uniqlo, bringing first-hand experience regarding how a successful marketing strategy works in large-scale organisations. Reflecting recent changes and developments in the field, the book aims to provide an in-depth understanding of the best marketing practices and arm you with the knowledge and tools necessary for a successful future career in the field. Pearson MyLab (R) Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask- your instructor for the correct ISBN. MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Every banking crisis, whatever its particular circumstances, has two features in common with every previous one. Each has been preceded by a period of excessive monetary ease, and by ill thought out regulatory changes. For many the recent hiatus in inter-bank lending has been seen as a blip - enormous in size and global in scope, but, nonetheless, a blip. Finance at the Threshold offers a unique perspective from an English economic and monetary historian. In it the author asks: Why did the banks stop lending to one another, and why now? Was it merely a matter of over-loose credit due to the relaxation of traditional prudence, or did global finance find itself at its limits? Have government bail-outs saved the day or merely postponed the problem? Christopher Houghton Budd offers a radical view of the global financial crisis, spanning a wide gamut of current thinking. He argues that we need, above all, to overcome the left-right divide so much taken for granted today, and promote financial literacy to young people. His contribution to the Transformation and Innovation Series claims that global finance has brought us to the limits of what mechanistic economic explanations can capture. New ideas and above all new instruments are needed so that innovation can shift from its dexterous exploitation of inefficiencies and turn its attention instead to fresh initiative. Finance at the Threshold is essential reading for academics and practitioners concerned with financial and economic policy and needing to develop a sense of the history thus understanding the forward prospects for global finance.

An Adventure in Service-Learning argues that education can provide not just knowledge and skills but it can also encourage the development of values and responsibility Service-Learning is a teaching method unlike any other. It allows students to use their classroom theory to help others through relevant service or volunteering activity. In so doing, it gives students the opportunity to use the experiences of helping others to strengthen their understanding of subject material. Service-learning is like a bridge that connects education with the outside world. It breathes life and clarity into any subject and better prepares students for life after college. An Adventure in Service-Learning is a well written and easy to read book. It introduces the newcomer to service-learning and provides the seasoned practitioner with an important analysis of this most interesting of teaching methods. Its discussion of learning and the role of higher education will interest educationalists and its consideration of service will be important to those who are concerned about community. A passionate belief in education and its possibilities permeates An Adventure in Service-Learning. The book examines service-learning in project management, leadership and management consultancy and provides readers with an understanding of how the method can work in any subject or discipline. It clarifies the need for community and discusses the nature and possibilities of what it means to be human. The book will help to renew and reinvigorate practitioners, policy makers and the education system as a whole.

Key skills to make sales managers better developers of salespeople

Get out of the firefighting business and into the business of developing the people who develop your profits. Successful salespeople rightfully become sales managers because of superior sales records. Yet too often these sales stars get stuck doing their old sales job while also trying to juggle their manager role, and too often companies neglect to train their sales managers how to excel as managers. That's the "sales management trap," and it's exactly what The Accidental Sales Manager addresses and solves.

Full of helpful steps you can apply immediately?whether you're training a sales manager, or are one yourself?this practical guide reveals step-by-step methods sales managers can use to both learn their jobs and lead their teams.Get tactics to stop burning time and exhausting yourself, while taking effective actions to use time better as a leaderDiscover how to integrate learning into leading and make sales meetings an active conversation on what works and what doesn'tAuthor has a previous bestseller, The Accidental Salesperson

Don't get caught in the "sales management trap" or, if you're in it, get the tools you need to escape it. Get The Accidental Sales Manager and lead your team to do what you do best: make sales, drive profits, and get winning results.

No matter how many resources we consume we never seem to have enough. The Economics of Abundance is a balanced book in which Wolfgang Hoeschele challenges why this is so. He claims that our current capitalist economy can exist only on the basis of manufactured scarcity created by 'scarcity-generating institutions', and these institutions manipulate both demand and supply of commodities. Therefore demand consistently exceeds supply, and profits and economic growth can continue - at the cost of individual freedom, social equity, and ecological sustainability. The fact that continual increases in demand are so vital to our economy leads to an impasse: many people see no alternative to the generation of ever more demand, but at the same time recognize that it is clearly unsustainable ecologically and socially. So, can demand only be reduced by curtailing freedom and is this acceptable? This book argues that, by analyzing how scarcity-generating institutions work and then reforming or dismantling them, we can enhance individual freedom and support entrepreneurial initiative, and at the same time make progress toward social justice and environmental sustainability by reducing demands on vital resources. This vision would enable activists in many fields (social justice, civil liberties, and environmental protection), as well as many entrepreneurs and other members of civil society to work together much more effectively, make it more difficult to portray all these groups as contradictory special interests, and thereby help generate momentum for positive change. Meanwhile, for academics in many fields of study, the concept of the creation of scarcity or abundance may be a highly useful analytical tool.

Learn what makes a luxury brand, how to successfully market them in a changing global context and what opportunities sustainable luxury and the latest technological developments present. Managing Luxury Brands offers comprehensive coverage of key and cutting-edge topics in luxury brand management. Examining the socio-cultural contexts of luxury and the ways in which prestige brands create meaning, it presents a framework for understanding, analysing and developing a modern luxury brand. Unlike many other texts, it also explores the environmental and social impact of luxury, sustainable luxury and the opportunities of new technological innovations including the metaverse, artificial intelligence and non-fungible tokens (NFTs). With case studies and examples from a range of brands including Ferrari, Balenciaga and Shang Xia, Managing Luxury Brands brings together insights from leading academics in the field from across the globe who draw on extensive consulting and industry experience. Supported by a range of features which include learning objectives, discussion questions and chapter summaries, accompanying online resources consist of lecture slides and video interviews with industry experts. This textbook is an invaluable resource for any student studying luxury brand management.

Sustainability is normally considered to be about choices for the future being limited by decisions made in the present, and is frequently portrayed as concerning environmental issues alone. The Durable Corporation rejects both of these notions to argue that sustainability is a more complex concept that involves balancing many factors. It explores the nature, value and role of sustainability in business and maintains that resource utilization must be based upon the twin pillars of equity and efficiency rather than attempting to ensure that our choices in the future are not reduced. The authors of The Durable Corporation propose a new model of sustainability and a fresh approach to managing resources. They extend this to the development of difference strategies for achieving sustainability and an alternative approach to managing for the future. These features make it essential reading for all those with responsibility for the sustainability or durability of the enterprises in which they are engaged or in the study of the issues at stake.

Business is coming under increasing pressure from government, customers and campaigning groups to improve its environmental performance. Soaring utility and compliance costs are hitting companies where it hurts - on their bottom line. But there is another way of looking at the green agenda - as an opportunity rather than a threat. Written by renowned green business expert Gareth Kane, this practical 'how-to' guide contains everything you need to know about making your business green and increasing profits. Key features include: ' The Three Secrets of Green Business Success. ' Preparing To Go Green - change management, indicators, communication and marketing. ' Small Steps - the easy actions that will cut waste of materials, water and energy and save you money. ' Huge Leaps - the really big changes that will make your business truly green by changing your processes, products and business models. ' Hundreds of handy hints and tips. ' Checklists and a brainstorming tool Packed with examples, this book provides a highly accessible, practical guide to those who want to introduce sustainability into their business or organization quickly and effectively.

A nation's economic success depends on the capacity of its companies and trading organizations to develop business relationships, trade and do business in the international arena. Doing business across borders subtly changes the processes and skills the successful manager needs. Cultural, social, geographic and legal factors serve to complicate the picture. The mantra for managers today is think global, act local. In this handbook the authors concentrate on the big developments that currently are happening at an international level. They consider how managers operating in the global business landscape must change what they do to create advantages and remain competitive. The Global Business Handbook is based on the structure of the very successful IA0/00SEG International School of Management's programme on international management. It includes a global focus, backed by the latest research on different aspects of international business carried out in different parts of the world.

Do you know how to turn the attention your content receives into profit? With a meaningful content marketing strategy, you can. An organization's content communicates everything to consumers. Content marketing is one of the most important pieces of the marketing plan, but many businesses do not take approach it strategically. As Chief Strategy Advisor for the Content Marketing Institute and CEO and Chief Strategy Officer for The Content Advisory, Robert Rose helps transform brands by honing their content marketing. In this book, he walks readers through his scalable, strategic approach. Content Marketing Strategy explains what top brands are doing to streamline their content and how marketing strategists can scale their methods to create business success. The chapters cover stacking a team, working with marketing and branding professionals on a consistent tone and message, setting meaningful goals for the content strategy, implementing it, and measuring the resulting outcomes. Filled with compelling examples from leaders in content marketing, including Red Bull, Cleveland Clinics, Amazon, and Arrow Electronic, the book offers a new model that will transform and optimize your content marketing.

- 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