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.

Distill Maximum Value from Your Digital Data! Do It Now! Why hasn't all that data delivered a whopping competitive advantage? Because you've barely begun to use it, that's why! Good news: neither have your competitors. It's hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to customer service to social media marketing! Prioritize-because you can't measure and analyze everything Use analysis to craft experiences that profoundly reflect each customer's needs, expectations, and behaviors Measure real digital media ROI: sales, leads, and customer satisfaction Track the performance of all paid, earned, and owned digital channels Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR Start optimizing digital content in real time Implement advanced tools, processes, and algorithms for accurately measuring influence Make the most of surveys, focus groups, and offline research synergies Focus new marketing investments where they'll deliver the most value * Identify and understand your most important audiences across the digital ecosystem "Chuck and Ken lead marketers clearly and efficiently through the minefield of digital marketing measurement. And they do so with a lightness of touch and absence of jargon so rare in this overhyped, much-misunderstood ecosystem." - Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data

There's a science to getting others to buy from you-a secret only the best salespeople, business leaders, entrepreneurs, and thought leaders in the world know: selling, at its core, isn't really about moving a product or service. It's about moving people. Having spent nearly three decades meticulously examining the skillsets required for connecting with others-through the training and coaching of thousands of sales leaders and their teams for some of the biggest brands in the world-bestselling author Lance Tyson has mastered the powers of persuasion and influence, while decoding the intricacies of why people buy from others. Whether you're a seasoned professional or an entrepreneur trying to pitch the next great idea-or maybe you just want to get better at getting what you want-The Human Sales Factor: The Human-to-Human Equation for Connecting, Persuading, and Closing the Deal is for you. This book is a peek under the hood of Lance's proven, predictable, scalable process. It's designed for sales leaders and their teams, yet is still approachable and applicable for the person who just wants to open doors and increase the chances of getting anything they want or need. Connecting and persuading are no longer soft skills. They are fundamental skills that can help you attract investors, sell products, build brands, inspire teams, and trigger movements. Despite all the processes, lingo, methodologies, and corporate rhetoric, sales-no matter the industry-has never truly been B2B or B2C. It always has and always will be done Human-to-Human.

Forge deeper and more meaningful connections with consumers and embrace the latest opportunities occurring across the physical and digital retail landscape to become more adaptable, resilient and successful. While change is a constant in retail, flux has accelerated in innovation, digital disruption and changing consumer demands and expectations. Written for both digital-first and physical retailers, Next Generation Retail describes how to respond to the needs and expectations of today's consumers and connect with Generations Z and Alpha in an authentic and relevant way. Highly practical in approach, it explores the latest opportunities and pitfalls to avoid for developments including the metaverse, livestream shopping, instant commerce, blockchain and non-fungible tokens (NFTs). Next Generation Retail also describes how to create compelling content and retail media to drive commerce and monetize data while maintaining customer trust. Featuring original research and interviews with top industry experts, it contains examples and case studies from a range of brands and organizations including Lancome, Burberry and Walmart. This is an essential resource for retailers of all sizes to adapt to and thrive in today's environment of breakneck change and innovation.

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.

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.

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.

* Provides clarity to the confusing the field of business enterprise; * Draws on theories, concepts and models from the established business great and good; * Contains international case studies to illustrate and examine globalisation. For the first time in history, more than half of the world's businesses are small, however, the technological revolution has meant that some small firms are "born global" i.e. they operate in multiple markets and/or geographies from the outset. Business enterprises need to move and adapt quickly, in line with competition and changing customer tastes. The challenges they face to succeed are relentless. '''Enterprise and its Business Environment''' offers a clear and insightful introduction to the world of business enterprise and the inner workings of the firm. It explores the role of entrepreneurs, consumers and businesses to understand how their roles affect the production and allocation of good and services and provides a solid base from which those new to the study of business can develop their own interests in relation to the most powerful economic and entrepreneurial forces shaping the world in which we live. '''Enterprise and its Business Environment''' is written and contributed to by a team of expert scholars from Heriot-Watt University, who teach across the globe. This important text: * Brings structure to the field of 'business enterprise' by organizing basic ideas and introducing concepts; * Builds on the established theories and contributions of the great and good in the field of management and organization; * Uses international case studies to examine globalisation and its significance to organisations. To help support their learning, readers have access to a range of online resources including chapter-by-chapter multiple choice questions which will enable them to assess how well they have grasped individual chapters. The text also features a range of supplementary readings, in text exercises and cases/examples to help bring concepts to life. Part of the '''The Global Management Series'''; a complete portfolio of global business and management texts that successfully meets the needs of students on international undergraduate and postgraduate business and management degree courses. Each book is a clear, concise and practical and has a thorough pedagogic structure to suit a 12 week semester. The series offers a flexible 'pick and mix' choice of downloadable e-chapters, so that users can select and build learning materials tailored to their specific needs. See www.goodfellowpublishers.com/GMS for details. Each book in the series is edited and contributed to by a team of experienced academics based in the UK, Dubai and Malaysia it provides an essential learning aid for students across a wide range of business and management courses and an invaluable teaching tool for lecturers and academics. '''Series Editors''': Robert MacIntosh, Professor of Strategy and Kevin O'Gorman, Professor of Management, both at Heriot-Watt University, UK]

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.

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.

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

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.

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

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

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

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.