Marketing and sales prioritize AI and machine learning more than any other business department, yet often struggle with how to scale and strategize the opportunities they present. AI Strategy for Sales and Marketing presents a framework for understanding how AI can boost customer-centricity and sales by creating a connected strategy that delivers value today and into the future. Supported by practical tips and advice throughout, it covers topics including personalization, upskilling, customer experience for both on and offline shopping channels and the importance of using AI responsibly to create consumer trust. Featuring original research and interviews with leading practitioners, it also contains global case studies from organizations in a range of sectors, including Samsung, PwC, Rolls Royce, Deloitte and Hilton, with insights into the various stages of their adoption journeys. Written by a recognized industry expert, it is an invaluable resource for those wanting to benefit from using AI strategically in marketing, sales and CX.

The leading academic authorities contributing to this book have been involved in major studies carried out for international organisations, individual governments, and national trades' union organisations; in Vulnerable Workers they consider the growth of job insecurity, the prevalence of flexible or temporary work, and the emergence of precarious forms of self-employment. They look at the new market economies of post-communist Eastern Europe and China, where economic development may occur at the expense of workers' lives and health; 'misclassification' by employers of workers as 'contractors', denying them access to rights; and the plight of migrant, transient and 'invisible' workers. The impact of supply chain business strategies on the most vulnerable workers; and on the complex relationships between levels of job security and the presence of different kinds of risks are similarly assessed. The contributors also propose responses to the challenges they highlight. The role of employee representatives is examined, together with the potential to enhance worker capability through organisational change. New legislative approaches, and changes to traditional compensation and social security systems are considered. Academics and researchers, policy makers, regulators, trades unionists and occupational health professionals - and wise employers - will all find a use for this book.

Over the past four decades many European welfare states have seen an increasing involvement of the commercial sector in their mixed economies of welfare. One aspect of this development that has yet to be fully understood in social policy analysis is the engagement of businesses to address social problems, such as social exclusion, through activities labelled as 'corporate social responsibility' ('CSR'). Although CSR has gained increasing currency on both national and international policy agendas since the 1990s, it remains a topic which is predominantly researched in business schools and from a business perspective. This book aims to redress this imbalance by focusing on the social aspect of CSR. Based on interviews with a wide spectrum of people who work with CSR professionally in England, Denmark and in the EU Commission, the book argues that when CSR is linked to social exclusion it is a way of renegotiating responsibilities in mixed economies of welfare. The book also offers a comprehensive historical understanding of CSR as it traces the emergence and development of CSR in West European welfare economies as diverse as England, Denmark, Sweden, Norway, Germany and France. By situating CSR within the conceptual framework of the mixed economy of welfare and using Historical Institutionalism as a theoretical perspective to explore and explain the relationship between the welfare state and CSR, this book makes an innovative contribution to critical debates in comparative social policy.

In today's business environment, advanced sellers must not only achieve sales quotas, but must also sell more and more complex products and services that drive profitable revenue growth. The road from journeyman to expert is not achieved through traditional behavior-based training that requires large amounts of dedicated time, but instead happens between the ears-through cognitive skill development. Science has proven that experts differ from novices primarily in the speed in which the right knowledge is accessed and through their ability to perform the basics consistently well. In Expert Selling: A Blueprint to Accelerate Sales Excellence , sales trainer and success coach Sedric Hill unpacks the elusive "windows of expert advantage" and wraps them into the professional selling and persuasive communication domains. He reveals insights to expertise by teaching you to understand and improve the supreme mental skill in selling, connecting, which involves detecting, interpreting, and responding to buyers' messages. You also discover the six essentials of persuasive communication-a roadmap to building excellent communication fundamentals (becoming brilliant at the basics). Finally, Hill introduces two innovative training approaches designed to accelerate selling expertise without requiring large amounts of dedicated training time. Expert Selling is not a typical how-to book. It's more of a blueprint, guiding you like a GPS to the next level of success. As sales quotas and the preponderance of complex offerings continue to rise, a burning platform is created hastening the need for good salespeople to become journeymen and for journeymen to become experts faster than ever before!

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.

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.

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.

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 '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.

Social media, when deployed strategically and effectively in B2B channels, offers a uniquely personal long-term networking opportunity for sales teams and business professionals. For many, this has supercharged their sales performance, with empowered teams, faster results, and higher revenues. For others, the challenges of navigating social channels for business can be daunting. Concerns over social media confidence, personal and professional conflicts of interest, and a loss of management control can lead to a lack of action or ineffective modes of engagement. B2B Social Selling Strategy provides a clear framework for identifying the right social channels, connecting with potential and existing customers and measuring success against objectives and KPIs. Featuring original research, case studies and interviews with industry professionals, the book also shows how to generate content to attract attention and gain trust, work with B2B influencers and create a social selling culture. Exploring how to build your personal brand in synergy with your business and integrate social selling with other sales and marketing channels, it is supported by online interactive tools and templates to be used to create and execute your own social selling strategy. Written by a recognized social media expert, B2B Social Selling Strategy is an indispensable guide for B2B sales, marketing and social media professionals.

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'.

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.

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.

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.

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.

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.

With changing business needs and increased levels of consumer awareness concerning social and ecological issues, organisations need to realign their profitability strategies in order to demonstrate their engagement with sustainable practices. Sustainability Marketing: New directions and practices explores how an increase in customer's desire for sustainable products can form a key part of new marketing strategies. The authors shed new light on strategies that capture the benefits of sustainability from an ecological, social and profitability standpoint in business, while explaining the strategic intent required for building marketing strategies that will provide a competitive advantage. The book harnesses the Triple Bottom Line concept by highlighting the significance of developing, refining, and implementing marketing strategies with a key focus on sustainability, in order to leave a positive impact upon the planet and people. Sustainability Marketing provides solutions to scholars, marketers and decision makers aiming to gain an advantage in businesses where sustainability is increasingly prioritised.

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.

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.