Social media has become an imperative for almost every business. Discover how to successfully implement an effective social media strategy that is supported and integrated throughout every part of your organization, with this essential handbook to enhancing your online presence. Social Media Marketing for Business provides a step-by-step roadmap to setting up effective workflows, team configurations, governance models and social media policies, alongside creating and measuring content and social media campaigns that have the competitive edge. Featuring insights from leading industry experts, it covers areas such as balancing social media ownership, measuring success using analytics and conducting a social media audit. Containing an array of international case study examples from organizations such as The World Wildlife Fund (WWF), Deloitte Digital, Dell, Burger King and LVMH, Social Media Marketing for Business explores how to build a supportive culture, get buy-in and the common pitfalls to avoid. Supported by a content calendar templates, content marketing framework and online presentation slides, this book is a one-stop-shop for developing effective social media marketing strategies and integrating them within your business.

The book offers new critical insights into the relationship between corporate social responsibility (CSR) and sustainable development in Africa. The extent to which CSR initiatives can contribute to sustainable development in Africa remains debatable. This book examines in a very clear structure how, when, and whether CSR initiatives are able to contribute to the realization of the sustainable development goals, peace, and environmental sustainability at the micro-levels of society. It also explores some macro-level issues such as the relationship between taxation and CSR, CSR and human rights, and CSR and public governance and, in so doing, challenges existing CSR dogmas. With themes aligned with the UN Sustainable Development Goals (SDGs), this book provides useful practical guidance for policymakers and business leaders seeking to better understand the strength and limitations of CSR as a vehicle for advancing sustainable development in Africa. It will also appeal to scholars, researchers, and students of African studies, development studies, international business, strategic management, and business and society.

Corporate social responsibility (CSR) has developed into a crucial corporate and organizational issue around the world. It has been incorporated into various sectors and countries, and includes many types of activities and dimensions. It is a common notion that organizations are more inclined today to broaden and shift their performance focus from short-term goals towards long-term social, environmental, and value-added perspectives. Under the framework of corporate governance, organizations and companies are motivated to promote fairness, transparency, ethics, and accountability in their transactions, while concurrently maintaining enhanced standards of governance. This means that organizations and corporations must align their activities with community aspirations which is an issue falling within the sphere of CSR. Increased attention has been placed on the organizations regarding their approach towards the needs of various stakeholders. However, a crucial issue that this book attempts to address is the association, intersection, and inter-relationship between governance and CSR within the EU region, which are not adequately established in the existing literature. The book will show that governance and CSR are highly connected. With the purpose of studying the association of CSR with legal, managerial and empirical aspects of governance in corporations and not-for-profit organizations, in various sectors of the economy, the book also intends to provide useful policy implications, as well as to offer constructive directions for future research. This book will be of value to researchers, academics, practitioners, policymakers, and students in the fields of CRS and governance, organizational theory, marketing management, business ethics and human resource management.

Get closer to "tailor made" marketing!Ever-changing customer needs and intense competition make it crucial for companies to find new, creative ways to attract and retain customers. The Handbook of Niche Marketing: Principles and Practice fills the information gap long seen in niche marketing research by presenting the essential and influential articles from recent years in one book. This unique educational resource reveals the theories, the strategies, and real-life case studies of niche marketing success and why it is on its way to becoming the next global marketing wave.
The Handbook of Niche Marketing features respected authorities' insightful research and valuable discussions on a variety of marketing issues, such as niche marketing theory, niche vs. mass marketing, choosing niche strategy, brand loyalty, overlap, and product line cannibalization--with practical guidelines for using niche marketing strategy in various markets. This well-referenced guide includes extensive tables, graphs, illustrations, and real-life case studies to clearly illustrate ideas and concepts.The Handbook of Niche Marketing explores niche marketing's: concepts and theories principles empirical research customer satisfaction issues strategies applications different types of niche marketsThe Handbook of Niche Marketing is a comprehensive text invaluable for marketing students, instructors, and anyone wanting to maximize their marketing abilities in niche markets.

Every business manager needs intelligence to find suppliers, mobilize capital, win customers and fend off rivals. Obtaining this is often an unplanned, instinctive process. The manager who has a conscious, systematic approach to acquiring intelligence will be better placed to recognize and seize opportunities whilst safeguarding the organization against the competitive risks that endanger its prosperity - and sometimes even its survival. Christopher Murphy's Competitive Intelligence explains: c the theory of business competition c how companies try to get ahead of their rivals c methods of research and sources of information that generate the raw material for creating intelligence c analytical techniques which transform the mass of facts and opinions thus retrieved into a platform of sound, useable knowledge to support informed business decision making. The text includes plenty of examples and experiences from the author's own consulting experience. He draws on a wide variety of disciplines, including literary criticism (or how to read between the lines of company reports, announcements and media stories) and anthropology (understanding corporate culture), as well as the more obvious ones such as financial analysis, management theory and business forecasting techniques. This fusion of insights from many fields of expertise provides a very readable, practical and imaginative framework for anyone seeking to gather and make effective use of market and company data. While focused on the British business environment, the lessons drawn are of universal application, and examples are taken from across the globe. In addition a chapter is devoted to researching industries and companies in other countries. Although primarily concerned with commercial enterprises, many of the principles and techniques will also be of considerable practical relevance to managers in the public sector or not-for-profit organizations. Competitive Intelligence also provides a legal

Marketing in a Digital World focuses on how the digital revolution has affected the science and practice of marketing. Consisting of nine essays authored by some of the world's leading marketing scholars, this volume of Review of Marketing Research is forward-looking and illuminating. The book considers the nature and consequences of a number of important new digital technologies and practices, including human-machine communication, software, mobile marketing, online reviews, big data, 3D printing and a wide range of other digital innovations. Many of these technological developments were completely unanticipated and as such the transformation is still unfolding. Therefore, whilst consumers have largely embraced and actively co-create many of these new innovations, there are also growing concerns about privacy and other adverse effects of digital technology. Each essay provides a thoughtful examination of this rapidly shifting landscape and offers a set of bold ideas regarding its future impact on the foundations of marketing and consumption. The volume is essential reading for both scholars and managers seeking fresh insights into marketing and offers a number of exciting new concepts, propositions and predictions about marketing in the digital world.

Volume 17 of Research in Occupational Stress and Well Being is focused on the stress and well-being related to the marketing discipline. This volume is focused on the connections between employee stress, health, and well-being as it relates to marketing, sales, and customers. We have 7 chapters devoted to critical topics such as internal selling, stress at the consumer-employee interface, how leaders can affect the customer experience, and the unique stressors associated with being a persuasion agent. Further, we have two comprehensive empirical reviews of topics in this domain. The first examines the degree to which positive psychology constructs relate to sales performance. The second examines customer mistreatment towards employees and how it impacts their well-being. The final chapter takes a more practitioner perspective and examines the importance of taking into account stress tolerance when selecting and training sales personnel. The objective of this series is to promote theory and research in the increasingly growing area of occupational stress, health and well-being, and in the process, to bring together and showcase the work of the best researchers and theorists who contribute to this area. Questions of work stress and well-being span many disciplines and many specialized journals. One of the virtues of this series has been to provide a multidisciplinary and international platform that gives a thorough and critical assessment of knowledge, and major gaps in knowledge, on occupational stress and well-being.

Sales isn't about pushing products or being efficient; it's about building the right systems to manage and empower your salespeople. If you read nothing else on sales, read these 10 articles. We've combed through hundreds of Harvard Business Review; articles and selected the most important ones to help you understand how to create the conditions for sales success. This book will inspire you to: Understand your customer's buying center Integrate your sales and marketing operations Assess your business cycle and its impact on your sales force Transition away from solution sales Leverage the power of micromarkets Introduce tiebreaker selling and consensus selling Motivate your sales force properly This collection of articles includes: "Major Sales: Who Really Does the Buying," by Thomas V. Bonoma; "Ending the War Between Sales and Marketing," by Philip Kotler, Neil Rackham, and Suj Krishnaswamy; "Match Your Sales Force Structure to Your Business Life Cycle," by Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer; "The End of Solution Sales," by Brent Adamson, Matthew Dixon, and Nicholas Toman; "Selling into Micromarkets," by Manish Goyal, Maryanne Q. Hancock, and Homayoun Hatami; "Dismantling the Sales Machine," by Brent Adamson, Matthew Dixon, and Nicholas Toman; "Tiebreaker Selling," by James C. Anderson, James A. Narus, and Marc Wouters; "Making the Consensus Sale," by Karl Schmidt, Brent Adamson, and Anna Bird; "The Right Way to Use Compensation," by Mark Roberge; "How to Really Motivate Salespeople," by Doug J. Chung; and "Getting Beyond 'Show Me the Money,'" an interview with Andris Zoltners by Daniel McGinn.

The business world is at an important crossroads. The age of the stakeholder is rapidly superseding that of the shareholder as climate change and political and societal shifts upend years of seeming prosperity. To move past this agitated age, business and society must learn to lead sustainably by putting purpose on equal footing with profit. The first step is understanding what's meant by sustainability and how it offers an opportunity for both business and society. Inspired by the launch of the 2030 United Nations Sustainable Development Goals (SDGs), the book captures the ideas of more than 100 change makers from around the world about how business is putting sustainability at the core of strategy to survive, thrive, and realign its interests with society's. Leading Sustainably looks at how sustainability has evolved in a business context, offering powerful insights, key facts, and guidance on building sustainability capability within companies, measuring and managing impact, sustainable finance's transformation, and other topics critical to aligning businesses' central activities with sustainable principles. The book introduces five vignettes profiling best-in-class companies that were sustainable from the start and international case studies on business sustainability efforts, spanning industries from hospitality to waste management, fashion, finance, and more. Finally, Bridges and Eubank provide frameworks and in-depth direction firms can leverage when accelerating their transition to more sustainable business models. The book is a perfect guide for mid-level to senior managers seeking to understand this fast-changing business environment, how to factor sustainability into their decision-making, and why the SDGs changed everything.

Hundreds of thousands of small business owners are tossing and turning at night, trying to figure out how to attract more customers. They need to know how to sell, both individually and through their organizations. How to Sell Anything to Anyone Anytime was written primarily for them.
How to Sell Anything to Anyone Anytime distills the fundamental sales process into simple, easy-to-understand and easy-to-implement principles, processes and practices, and applies them to a wide variety of sales situations. It is packed with real-world examples and applications to a wide variety of situations - from the corner coffee shop, to the freelance professional, to the sophisticated B2B seller. It features:
Easy-to-understand practices and processes that can be applied to every business and professional practice.
Guidelines and step-by-step how-to's to turn ideas into practice.
Powerful insights on selling that will enable everyone--from the aspiring entrepreneur to the experienced sales pro--to be more successful.
Power nuggets--ways to add even more power to the practice and become even better.

Create and apply responsive and adaptive marketing principles and practices with this guide to redesigning marketing structures, processes and culture, to be fit for purpose in today's changeable environment. Agile Marketing is an essential and practical roadmap to transforming your marketing by applying agile principles at scale and overcoming mindset and culture challenges to enable greater efficiency and quicker response times. Covering areas such as putting data and automation at the centre of agility, measuring success and creating and maintaining space for innovation, it features a range of invaluable frameworks, practical guidance and insightful examples from organizations such as Dell and Pepsi. Written by a recognized agile expert and marketing thought-leader who has worked with marketing teams in some of the largest global organizations, Agile Marketing also explores how to empower high-performing marketing teams and develop and pivot agile campaigns and content. Featuring tips and tools throughout and a step-by-step agile marketing transformation blueprint, it is a crucial resource for creating effective and streamlined marketing today and into the future.

The retail industry and associated business models have gone through a significant phase of disruption. The rapid emergence of new technologies, digital business models and the evolution of social media platforms as a new sales channel continue to influence the sector. Key contextual or external trends will affect and shape the retail landscape in the years to come. Therefore, it seems important to prepare for this situation and be ready with a head start in terms of knowledge. This textbook provides its readers basic knowledge about the national and international retail sector and gives important insights into trends and developments. It deals with key trends, in particular new patterns of personal consumption, evolving geopolitical dynamics, technological advancements and structural industry shifts. Moreover, it explains why it is so important that retailers use these trends, adapt their retail strategies and tactics, create strong brands and come up with innovative, new ways of doing business. Today we are living in a challenging time for retail. This textbook tries to give insights and explanations to better understand these challenges and provide managerial implications.

Emerging multinational enterprises (or EMNEs) have made a huge impact on the international business stage by internationalising at a rapid rate. And they have performed remarkably well in both developing and developed countries. Accordingly, there is a growing strand of literature on how EMNEs manage their international human resource (IHRM) practices in different international contexts. However, the majority of the literature on IHRM practices of EMNEs is limited to explaining what international management practices EMNEs implement in their foreign subsidiaries and how they implement them. Too often, EMNEs struggle to transfer their weak management practices across national borders as they have limited experience, resources and capabilities when compared to MNEs from developed countries. Developing a better understanding on the manner in which EMNEs adopt their international human resource management and development practices abroad is, therefore, paramount to fully understand their globalisation-related behaviours. This dedicated book will aim to provide a holistic picture and contemporary insights on IHRM in emerging multinational enterprises. It will be of interest to researchers, academics and students in the fields of business and management, especially those with a particular interest in human resource management, firm internationalisation and emerging markets.

WINNER: Business Book Awards 2018 - 'Selling The Dream' category (1st edition) In an increasingly competitive professional services sector, it is vital that firms have an effective tendering strategy. The advantages gained from winning and retaining clients can be transformative, and the cost of losing key tenders can be catastrophic. Strategic Tendering for Professional Services provides end-to-end best practice guidance, from the crucial decision of which request-for-proposals to respond to, right through to the all important face-to-face presentation and post-pitch follow-up. Now in its second edition, this practical book captures insights from both sides of the market through interviews with both proposal professionals and decision makers from the client side. Focusing on key considerations, including the need for diversity and inclusion, providing evidence of global citizenship and how public sector pitching differs from the private sector, this book is packed with features and tools to help professionals turn guidance into practice. Strategic Tendering for Professional Services is the essential guide to improving your pitches, honing your tendering skills and boosting your win rate.

* Strategic approach - from goal-setting and planning to implementation and control * Depth and breadth - substantial enough for any undergraduate or graduate course * Cutting-edge - completely new cases and examples, and new material on e-marketing and technology

Easily accessible, real-world and practical, "Dalrymple's Sales Management 10e" by Cron and DeCarlo introduces the reader to the issues, strategies and relationships that relate to the job of managing an effective sales force. With a lively and engaging style, this book places emphasis on developing a sales force program and managing strategic account relationships. With additional information on team development, diversity in the work force, problem-solving skills, and financial issues, this title provides a complete guide for taking student past the classroom and into a future career in sales management.

Consumer-facing and business-to-business organizations know that if they get their approach to customers right, they will be rewarded with unprecedented customer loyalty. This will lead to increased market share, improved sales, an enhanced reputation and higher profitability. Despite this, many of today's companies fail to recognize that the notable improvements in their service delivery are not keeping up with increased customer expectations. Creating Customer Loyalty outlines simple, easy to understand strategies for creating a sustainable customer loyalty management programme that will win loyal customers. Demonstrating how to focus solely on the things that enable and enhance success, this book shows how to make loyalty a habit and structure a business that attracts and retains the best customers. Using examples from both UK and international companies such as Lexus, Aldi, Dyson, The Ritz-Carlton and Virgin Atlantic, Creating Customer Loyalty explains why customer experience management alone does not build lasting loyalty, and why customer expectation and customer memory management are essential. It outlines how to make every occasion epic by removing those 'ouch' moments, replacing them with 'wow' experiences, and developing dazzling recovery techniques to create unforgettable stories and positive memories.

Direct Marketing in Practice is a practical manual for all managers and marketers getting to grips with the powerful techniques available to skilled direct marketers. The book shows how to: * Plan a direct marketing campaign * Integrate new technology with conventional direct marketing practice * Maximise the impact, efficiency and return on investment of your activites * Evaluate the success of a campaign - and improve on it next time! Accessible and illuminating, each chapter in the book includes review questions and exercises to help you practice what you have learnt. In addition, the authors have used their considerable experience in the field to assemble many examples of best practice worldwide. These place the theory in a practical, real-world context, and demonstrate what a dramatic effect direct marketing can have on sales and profitability. Those contemplating or starting a career in direct marketing will find Direct Marketing in Practice an invaluable guide to contemporary practice. It is essential reading for all undergraduate students of marketing and business, as well of those undertaking professional examinations in this area.

WINNER: CMI Management Book of the Year Awards 2015 - Innovation and Entrepreneurship Category (1st edition) Many organizations approach customer-centic marketing and innovating their business strategy in isolation to one another, missing groundbreaking opportunities for advancement. Customer Innovation, second edition, turns this on its head by starting with the customer, innovating around their needs, then building a customer led business strategy around it. It presents a well-constructed three-by-three formula of connect, convert, collaborate, laying the foundations for innovation and change, to improve the current customer journey and expand into new customer horizons. This enables new product and service development to flow with outstanding efficiency and substantial growth. Customer Innovation, second edition, includes exciting updates around co-creation and the benefits of involving customers, stakeholders and employees from the beginning. It provides guidance on using technology to reinvent traditional business models, with consumer needs at the heart. With a spectacular range of case studies, including Disney, LEGO and Johnson & Johnson, all delivered with active takeaways, this is the ultimate handbook for any leader, business or marketing strategist, ready to pave the way in a new era of customer led strategy.