The newly qualified manager may well be equipped with the skills of the "What" of marketing and management, but not know the "How." The practicing marketer is well served with guides on strategy, mainly of the "four minute plan" variety, but poorly served in terms of basic advice on implementing the strategy and plans. This book is therefore designed to give clear guidance in managing the marketing function as a practical entity and allowing the new marketer to grasp how the theory can be applied to the job. Written by practitioners who are also active in the marketing education and training sectors it gives the reader a clear overview of- *How the key areas of marketing knowledge can be made operationally effective *How to make marketing practical and measurable *A huge range of examples and vignettes illustrating best practice *A truly international perspective The book will be an invaluable toolkit for the newly qualified and newly appointed marketer trying to apply their knowledge of the theory

Asia is no longer simply the continent to which the world turns for outsourcing and off shoring of production, leaving retailing to Western countries. Asia now contains many of the world's largest markets plus many emergent markets as well. North America is fast ceding ground to China as the world's largest economic power. Europe has been able to make productivity gains from trade, fiscal and monetary harmonization to remain globally competitive while Africa, whose nations practice free trade, is largely ignored both in terms of forgiving debt and providing further credit. Each chapter of this volume details the characteristics of an individual market in Asia and demonstrates the challenges that marketers are likely to face in these environments. Covering not just production or consumption but trade as it is practiced now, this book outlines the new norms, conventions and service performance levels that these markets demand.

Coffee, as a commodity and through its global value chains, is the focus of much interest to achieve fair trade and equitable outcomes for producers, processors and consumers. It has iconic cultural and economic significance for Colombia, which is one of the world's major coffee producers for the global market. This book examines sustainable coffee production in Colombia, specifically the initiatives of Nestle to create shared value. It describes the transformation of the coffee landscape by the development of economically, socially and environmentally viable and dedicated supply chains. Suppliers have been encouraged to shift production and quality paradigms, in order to develop long-term and sustainable strategies for higher value and premium quality products. This has been partially achieved by establishing a robust partnership with the Coffee Growers Federation and other public, private and social actors, thereby taking control of the institutional architecture and knowledge base that exists in the country. The book provides an important lesson of corporate social responsibility and the creation of shared value for the benefit of farmers, corporations and consumers.

Since 2008, the financial sector has been the subject of extensive criticism. Much of this criticism has focused on the morality of the actors involved in the crisis and its extended aftermath. This book analyses the key moral and political philosophical issues of the crisis and relates them to the political economy of finance. It also examines to what extent the financial sector can or should be reformed. This book is unified by the view that the financial sector had been a self-serving and self-regulating elite consumed by greed, speculation and even lawlessness, with little sense of responsibility to the wider society or common good. In light of critical analysis by authors from a variety of backgrounds and persuasions, suggestions for reform and improvement are proposed, in some cases radical reform. By placing the world of finance under a microscope, this book analyses the assumptions that have led from hubris to disgrace as it provides suggestions for an improved society. Rooted in philosophical reflection, this book invites a critical reassessment of finance and its societal role in the 21st century. This book will be of interest to academics, politicians, central bankers and financial regulators who wish to improve the morality of finance.

The Business Guide to Sustainability is a practical introduction to implementing a comprehensive sustainability strategy in any organization. Written by top business consultants, this useful book can be applied in both large and small enterprises. This edition shifts away from a discussion of CSR to focus more squarely on sustainability. It explores strategies for implementing sustainability in each of the functional areas of the corporation (accounting, HR, operations, etc.), while providing examples from a range of sectors, including manufacturing, services, and government. The book also includes the authors' S-CORE assessment tool to help organizations determine whether they are on the right track, identify new opportunities, and assign accountability and responsibility. Brimming with interesting stories and examples, and covering new developments such as the emergence of BRICs and the effects of the Great Recession, this book will interest managers, business owners, and students for whom sustainability is a priority.

In Sticky Marketing Grant Leboff argued that the old marketing system of shouting messages at people was finished, replaced by providing value around your product or service: brands needed to become sticky. This new edition of Sticky Marketing, Stickier Marketing, remains a complete guide to producing effective marketing communications in a world of consumers empowered by new digital technology who do not want to be shouted at but engaged with. It shows readers how providing return on engagement, rather than return on investment, and a customer engagement point, rather than a unique selling point, is what will make the difference in today's cluttered marketing place. Updated throughout, this new edition also includes brand new chapters on content marketing, discovery and mobile marketing.

A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences. 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. Since the publication of Pires' and Stanton's 2005 book there has been continuing changes in the political, social and economic environment in many countries which have growing ethnic minorities. Incorporating new research across disciplines on the marketing relevance of ethnic minorities, this book also integrates contributions and excerpts from in-depth interviews conducted with leading marketing experts, whose views and insights stimulate discussion and result in in an invaluable guide to best practice in ethnic marketing across the world, plus expert insights into the future of this dynamic area. This is an excellent resource for researchers and advanced marketing students taking both postgraduate and undergraduate courses in marketing management or strategy, as well as government, marketing practitioners and businesses seeking ways to reach ethnic communities.

This first edition of Marketing Management offers a unique perspective on the people, the markets, and culture of the Arab world. The adapting authors of this book, Baalbaki, Shamma and Hassan, have first-hand experience of the region and have used this knowledge to create a resource especially designed for this part of the world. Available in summer 2012, this book is a first of its kind, combining international marketing theory with an Arab perspective.

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.

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

Market Management and Business Development in Projects is a guide to the theory of marketing and selling projects in business, a process termed business development. Successfully marketing and selling a project to investors is so crucial an element of project management that it dictates whether the project is funded, and as a result, whether it can go ahead. But marketing and promotion are often not part of the competent project manager's skills set. Moreover, most books available are limited to the selling of construction projects, leading to potential blind spots in this area for students, specialists and practitioners which have potential to threaten the success of real-life projects on the ground. This book is the first of its kind to provide a set of key principles and guidelines to marketing all types of projects to all types of customers, both B2B and B2C, setting out a range of theoretical developments and applying them throughout to practical scenarios and cases to link theory to practice. Smyth structures his guide around three stages in the process of marketing a project: corporate management, business development and project execution.This provides guidance through every stage of a project, from its inception all the way through to its launch to market. This book is valuable reading for all students and specialists in project management, as well as project managers in business, management, the built environment, or indeed any industry.

Market Management and Business Development in Projects is a guide to the theory of marketing and selling projects in business, a process termed business development. Successfully marketing and selling a project to investors is so crucial an element of project management that it dictates whether the project is funded, and as a result, whether it can go ahead. But marketing and promotion are often not part of the competent project manager's skills set. Moreover, most books available are limited to the selling of construction projects, leading to potential blind spots in this area for students, specialists and practitioners which have potential to threaten the success of real-life projects on the ground. This book is the first of its kind to provide a set of key principles and guidelines to marketing all types of projects to all types of customers, both B2B and B2C, setting out a range of theoretical developments and applying them throughout to practical scenarios and cases to link theory to practice. Smyth structures his guide around three stages in the process of marketing a project: corporate management, business development and project execution.This provides guidance through every stage of a project, from its inception all the way through to its launch to market. This book is valuable reading for all students and specialists in project management, as well as project managers in business, management, the built environment, or indeed any industry.

The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing Science is a timely review of the accomplishments of marketing scientists in a number of research areas.Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are treated to a highly readable and easy-to-digest historical analysis by the contributing authors. Each chapter provides a chronological timeline of key historical developments in the area of marketing science covered. Readers of other disciplinary backgrounds outside of economics, statistics, and operations research will be more than able to appreciate the development of marketing science as a field of research and its pioneers through the book.

The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing Science is a timely review of the accomplishments of marketing scientists in a number of research areas.Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are treated to a highly readable and easy-to-digest historical analysis by the contributing authors. Each chapter provides a chronological timeline of key historical developments in the area of marketing science covered. Readers of other disciplinary backgrounds outside of economics, statistics, and operations research will be more than able to appreciate the development of marketing science as a field of research and its pioneers through the book.

NATIONAL BESTSELLER ** USA Today Bestseller ** Los Angeles Times Bestseller ** Wall Street Journal Bestseller

A lively and practical guide on how to sell anything and achieve long-term success in business.

Ryan Serhant was a shy, jobless hand model when he entered the real estate business in 2008 at a time the country was on the verge of economic collapse. Just nine years later, he has emerged as one of the top realtors in the world and an authority on the art of selling. Sell It Like Serhant is a smart, at times hilarious, and always essential playbook to build confidence, generate results, and sell just about anything. You'll find tips on:

• The Seven Stages of Selling
• How to Find Your Hook
• Negotiating Like A BOSS
• How to Be a Time Manager, Not a Time Stealer
• And Much More!

If product is no longer king, what is? Companies like Dell Computers, Lexus, Wal-Mart and Amazon.com have found phenomenal success by coming up with the answer-channels. The channels by which goods are marketed and distributed have become the new drivers of economic success. From these channels flow customer satisfaction, market share, revenue gains and profitability. It's not so much what you sell today, but how you sell it. And there is no going back.
In The Channel Advantage, Booz?Allen & Hamilton consultants Steven Wheeler an Evan Hirsh write about dozens of companies that have excelled in this channel-driven economy. In one telling example, Wheeler and Hirsch analyze the great success of Dell Computer. While Dell makes top-quality personal computers, it's the company's direct-to-customer sales channel that sets it apart. By building computers to order, Dell keeps inventory low, lets consumers buy exactly what they want, and pushes prices down by cutting out the middleman.
The Channel Advantage examines today's "Channel Champions," the companies that have mastered this new environment. Wheeler and Hirsh tell us how Lexus broke into the luxury car business by focusing so intensely on customer service that dealers personally called up customers to report a product recall. The authors also explain how the rise of Amazon.com represents the exploration of an entirely new channel: e-commerce via the Internet.
Wheeler and Hirsh, both partners at Booz?Allen & Hamilton, the leading management consulting firm, base their exploration and analysis on real-world experience working with clients. They've not only identified this change, they've lived-making The Channel Advantage a must-read for anyone who wants to understand what it takes to thrive in today's channel-based economy.

* The first primer on investor stewardship, addressing both theoretical frameworks and practical considerations * Based on the renowned ICGN training course on stewardship, also developed by the authors * Includes a detailed case study on Volkswagen's 'Dieselgate' scandal, to highlight real-world corporate governance issues and inspire professionals and students to come up with their own ideas on ESG

The aim of this book is to outline an organisational perspective in exploring public trust. A public management model, adopted for ongoing considerations, covers both changes in public organisations themselves, namely in their internal environment, as well as changes spurred by dynamic shifts in the external environment, such as the management system as a whole. The study attempts to demonstrate that efficient functioning of public organisations has a significant impact on shaping relationships based on trust within and between organisations. It also presents the concepts of corruption, fraud and trust. The research completed with regard to the organisational perspective of creating public trust is a contribution to the advancement of organisational theory.

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.

New edition of an established, well-liked core textbook Lively, direct, accessible style and rich range of practitioner insights and real life cases bring learning to life Excellent clear structure that leads the student through introductory macro understanding and theory, through cultural pespectives, through to strategy, functions, and finally, the future Enriched with a range of support materials for both tutors and students

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 work explores the development in Japan throughout the 20th century of marketing, consumption and marketing thought. It shows how Japan had a long established indigenous tradition of marketing thought, separate from Western marketing thought, and discusses how Japanese marketing thought was applied in the form of new marketing activities, which, responding to changing patterns of consumption, contributed considerably to Japan's economic success. The book concludes with a discussion of how Japanese marketing and marketing thought are likely to develop at a time when globalization and international marketing are having an increasing impact in Japan.

Who is most likely to buy and what is the best way to target them? How can I use both consumer analytics and modelling to improve the impact of marketing campaigns? Marketing Analytics takes you step-by-step through these areas and more. Marketing Analytics enables you to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, it offers a complete resource for how statistics, consumer analytics and modelling can be put to optimal use. This revised and updated third edition of Marketing Analytics contains new material on forecasting, customer touchpoints modelling, and a new focus on customer loyalty. With accessible language throughout, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Supported by a glossary of key terms and supporting resources consisting of datasets, presentation slides for each chapter and a test bank of self-test question, this book supplies a concrete foundation for optimizing marketing analytics for day-to-day business advantage.

* Helps business to set out a clear plan to deliver a carbon reduction plan. * Provide lessons-learned and real-life case studies. * Presents the issues around developing a business climate action plan in an entertaining and engaging way.