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Books > Business & Economics > Business & management > Sales & marketing
Export, Thrive, Change the World is a practical guide for small
business owners who would like to export but are unsure how.
Jennifer addresses the major concerns she has encountered whilst
working with small business owners including Brexit. Then shares
her seven steps to export success. Jennifer intends to provide
business owners with all the tools and resources necessary to
export.
Book of Branding is a creative guide for new businesses, start-ups
and individuals, which puts visual identity at the heart of brand
strategy. The conversational, jargon free, tone of the book helps
the reader to understand essential elements of the brand identity
process. Offering first hand experience, insights and tips
throughout, the book uses real life case studies to show how great
collaborative work can be achieved. Book of Branding is an
essential addition to the start-up toolkit, designed for
entrepreneurs, founders, graphic designers, brand creators and
anyone seeking to decode the complicated world of brand identity.
Elgar Advanced Introductions are stimulating and thoughtful
introductions to major fields in the social sciences, business, and
law, expertly written by the world's leading scholars. Designed to
be accessible yet rigorous, they offer concise and lucid surveys of
the substantive and policy issues associated with discrete subject
areas. This Advanced Introduction explores strategies of pricing
products (goods and services) that can be employed by a firm. The
analytical techniques and data necessary for implementing the
pricing strategies are described in an easy-to-understand manner,
along with examples. Pricing strategies covered include cost-plus,
reference value pricing, product line pricing, pricing product
bundles, pricing over time, pricing under competition, and
subscription pricing. Key Features: Analytics for implementing
price strategies and practice of auctions and several novel pricing
strategies such as pay-what-you wish pricing, freemium pricing, and
neuro pricing Exploration of the concept of willingness to pay
Review of important behavioral aspects useful in designing and
implementing pricing strategies Business students, both
undergraduate and MBA, professional pricing executives and
marketing managers alike will appreciate the depth of knowledge
provided in this Advanced Introduction to Pricing Strategy and
Analytics.
The new rules for persuasive messaging. When it comes to messaging,
what worked in the past won't work today. Our noisy, digital world
has undermined our ability to focus. For a message to grab
attention and persuade, it now has to pass the SAUCE test and be:
Simple, Appealing, Unexpected, Credible, and Emotional. Secret
Sauce shows you how to transform unconvincing messages into
compelling copy. It comes with a 15-question SAUCE test and a Heat
Gauge which allows you to precisely measure the persuasive impact
of your messages. Short, easy to read, and packed with visuals,
Secret Sauce provides: Clear examples of what works and what
doesn't * Fascinating insights from behavioral and neurological
research * Powerful lessons from successful and failed campaigns
Less than 10 percent of marketing messages are truly
compelling-engaging the head and heart. Secret Sauce helps you weed
out the clutter and craft messages that stick.
Get into the contemporary European Consumer mindset with this
industry-leading text. Consumer Behaviour: A European Perspective,
7th Edition is the latest version of this market-leading textbook,
providing the most comprehensive and engaging introduction to the
field in Europe and around the world. Well known for its
accessible, reader-friendly writing style and contemporary
approach, this textbook is ideal for Second and Third-Year
Undergraduates, as well as Master's students who study relevant
courses. The latest version includes new examples and case studies
from the European consumer viewpoint, aiming to retain the
content's character. The extensive European material also comprises
a number of extra advertisements that will help you study the
different theoretical characteristics of marketing applications.
The book does not limit knowledge to the European market, however:
it also discusses the broader global consumer scene, with American
and other non-European examples illustrating various similarities
and differences. Key features include: 'Marketing Opportunity',
'Marketing Pitfalls', and 'Multicultural Dimensions' Boxes
throughout the text illustrate the impact of Consumer Behaviour on
marketing activities. 'Consumer Behaviour as I See It' Boxes
feature marketing academics talking about the relevance of Consumer
Behaviour issues in their everyday work. Brand new Case studies
about European companies and topics offer a better insight into the
world of Consumer Behaviour. New coverage of sustainable
consumption and emerging technologies is integrated into the text.
Extensive analysis of the new world of digital consumers, social
media, and online behaviour. From theory to practice, this ultimate
guide on Consumer Behaviour will support your understanding and
critical thinking skills, offering the tools necessary to get into
the contemporary European consumer mindset and excel in the field.
We are witnessing the new age of empowered customers, armed with
online reviews, five-star ratings and social media, never has it
been more important to manage your reputation and referrals.This
book is for anyone who wants to systematically build their
reputation and increase their referral sales whilst delivering a
consistent and continually improving customer experience. Put
together in a simple, clear, no nonsense way, with step by step
instructions on what to do along the journey. The information is
based on over 10 years coaching, advisory and training experience
in the area of feedback, customer experience and referrals, and all
the advice is underpinned by real life experience and examples
...and continued doses of common sense!
Performing an in-depth exploration of the gendered nature of
marketing theory and practice, this timely book unpacks the many
ideological assumptions embedded in marketing thought and action.
Drawing on past and present scholarship at the intersection between
marketing and feminism, Pauline Maclaran and Andreas Chatzidakis
highlight the gendered silences in the history of marketing. By
referencing core bodies of feminist theory and engaging with
interdisciplinary perspectives on feminism and marketing, they
illustrate a comprehensive understanding of the subtleties at work
in the gendering of marketing. Structured around five key areas,
the book examines the history of marketing thought, communications,
product design and branding, marketing's free externalities, and
the marketing organisation. Identifying the biases, misconceptions
and prejudices perpetuated by gendered marketing, it concludes by
questioning if and how marketing can be de-gendered, in order to
empower and transform consumers. Tracking the evolution of feminist
thought and its critique of market-related structures and
activities, this book will prove invaluable to students and
scholars of marketing, media studies, sociology and gender studies.
With insights into industry practices, it will also prove a vital
reference guide to practitioners and policymakers working in
advertising, marketing and the media who are concerned with gender
and feminism.
Reviewing and analysing the most relevant concepts, theories and
strategies related to the field, this timely book reveals what
makes for strong social marketing and social advertising campaigns.
With a comprehensive understanding of social advertising models and
their applications, chapters present original case studies and
scenarios from international researchers to illustrate strategies
and concepts in practice. Exploring the mechanics of social media,
contributors highlight what makes a successful campaign. They
evaluate the use and impact of emotions in social power, exploring
the power of storytelling, whilst weighing ethical implications.
The book covers important and upcoming areas of interest in the
field including the rise of social media influencers, the use of
memes, the functionality of social media, and the use of fear,
guilt and shame in communications campaigns as well as positive
emotions. This book will assist marketing academics and
practitioners in the development of successful campaigns as it
highlights not only what these campaigns look like, but also why
they achieve success. It will also prove an excellent guide for
government organisations and public policy makers interested in
using social marketing for health promotion and social change.
Do your marketing efforts rely on your best guesses? Would you
rather be a data-led marketer, working from hard facts and with a
clear strategy? Learn how to improve your marketing, get ahead of
your competitors, and enhance your career with this whistle stop
tour of the modern marketing landscape, where data and marketing go
hand-in-hand.
Today's ever-changing marketing environment, accompanied by
unpredictable competitive actions, creates uncertainty for
enterprises and presents dilemmas, challenges and problem
situations that necessitate planning ahead in order to survive.
Directional/strategic marketing planning presents a step-by-step
approach to developing plans that give direction to future
marketing actions. Directional/strategic marketing planning begins
with the marketing audit, which provides a clear understanding of
the enterprise's current position in the market, the nature of the
opportunities and threats in the external environment, and the
enterprise's internal strengths and weaknesses. Once the basic
directional market options available in the future have been
determined, specific decisions that the marketer needs to make
given a range of specific plans are discussed.
Directional/strategic marketing planning is aimed at third and
fourth year marketing students.
Entrepreneurs build businesses to fulfil dreams for themselves,
their families, their employees and their community. Their business
lives therefore have an impact on a wide range of people.
Entrepreneurial skills focuses on the essential concepts and skills
needed to grow and manage a business successfully. Entrepreneurial
skills presents current, relevant content in unique and interesting
ways. It draws from real-world examples to introduce the reality of
the entrepreneurial life so that the reader will better understand
his or her motivations for starting a business and avoid distorted
concepts about what is required to be an effective business owner.
Entrepreneurial skills will equip undergraduates at universities
and universities of technology as well as practising entrepreneurs
to deal with the challenges and develop the necessary skills for
running a business.
e-Commerce is a broad term that covers all business activities that
use the internet as the platform for conducting exchanges or
forming and maintaining relationships. It encompasses social media,
the sharing economy, mobile applications, e-tailing, the changes to
business models and developments such as wearables, and is a
rapidly growing component of business education. The separation
between real and virtual worlds is becoming more intangible as we
rapidly face a new world of integrated technology. e-Commerce
provides a solid grounding in this dynamic discipline as well as
tools and techniques to leverage for e-commerce business success.
e-Commerce is written from the perspective of a developing country
and makes use of many South African examples. It uncovers the main
business drivers that practitioners need to be aware of in this
rapidly developing field, from an overview of the e-commerce
environment and the digital business models and strategies that
have emerged from it, to an in-depth look at the strategic drivers
for digital and social marketing, operations and emerging trends in
the digital future. e-Commerce is aimed at students who already
have an understanding of general business theory, specifically
basic concepts in economics, marketing and management.
If you ask people what the biggest challenge is in their job it is
often handling difficult customers. In the charitable sector,
whether the customer is a beneficiary or a benefactor, as in any
other 'business' the successful management of customers can make or
break an organisation. This book is designed to give such
organizations simple templates and tools which they can use with
very little training experience. It also serves as a refresher for
those who have undergone trainer training. It is essential reading
for everyone who interfaces with customers and for CEOs and
managers for whom happy customers are critical to the performance
of their organisation. The book is designed so that you can dip
into individual chapters if you know where you need help, or, you
can treat it as a short course in designing and delivering
training.
Elgar Advanced Introductions are stimulating and thoughtful
introductions to major fields in the social sciences, business and law,
expertly written by the world’s leading scholars. Designed to be
accessible yet rigorous, they offer concise and lucid surveys of the
substantive and policy issues associated with discrete subject areas.
The Advanced Introduction to Digital Marketing identifies the core
concepts of research on digital marketing and provides theoretical
frameworks and empirical findings. Topics such as digital product
evolution, marketing strategy, and research on place, price, and
promotion are thoroughly reviewed alongside controversial areas such as
the harmful effects of technology on consumers. It also suggests
research opportunities for those wishing to explore a particular area
in greater depth.
Key Features:
- Builds upon influential articles to advance knowledge
- Provides a state-of-the-art review for each area of digital
marketing
- Showcases an original Customer-Centric Digital Marketing
Framework to effectively organise digital marketing research
This Advanced Introduction will be a crucial read for scholars and
researchers of marketing and those working with brand marketing,
customer experience and social media.
The No#1 Marketing Book for Local Trades. If you are a local trades
or service based business this is for you...Whether you are an
electrician, a plumber, gas engineer, carpet cleaner, handyman or
gardener, this easy-to-implement, proven six-step system is
designed to position you as the go-to person in your area for the
service you provide. It doesn't matter if you are starting out or
have been trading for years, the SPARKS Blueprint(TM) can help
boost your business, find new customers and keep them.
Taking a multidisciplinary approach, this comprehensive Handbook
comprises contributions from international researchers of diverse
educational and research backgrounds. Chapters present
methodological issues within marketing research, sharing the
researchers' experiences of what does and does not work, as well as
discussing challenges and avenues for innovation. Divided into four
parts covering quantitative and qualitative research approaches,
mixed-methods approaches, and critical issues regarding how
research is conducted, the Handbook offers guidance for all
marketing researchers. This guidance includes insights on scale
development, necessary condition analysis, experimental design,
visual research methods, phenomenology and mobile ethnography.
Chapters also consider recent advances in marketing research
methods, legal aspects of marketing research, research ethics and
how a forensic science framework can be used in marketing research.
Generating wider methodological debates, this Handbook will be a
valuable resource for researchers and students of marketing, as
well as scholars interested in research methods in the business and
management field. Its practical recommendations will also be
beneficial for marketing practitioners interested in research.
Marketing your business has never been so challenging. So much
change, so many new opportunities, especially when it comes to
engaging with your customers. Digital has seen to that but the
capabilities it has opened up have barely been exploited. The fact
is that businesses need to become customer-centric but don't know
how. Intelligent Customer Engagement is the 'how'. It is the next
natural evolutionary step that businesses will take to commercially
market to their audiences. Built on a foundation of existing
marketing, communications and technological capabilities,
Intelligent Customer Engagement is a pioneering methodology that is
already being deployed by businesses that are seeking new ways to
transform the engagement they have with their audiences. The
authors have written this book as a working manual of how to
develop and deploy Intelligent Customer Engagement and readers will
benefit from it being continuously supported online through their
content hub at www.timihub.com.
Marketing your business has never been so challenging. So much
change, so many new opportunities, especially when it comes to
engaging with your customers. Digital has seen to that but the
capabilities it has opened up have barely been exploited. The fact
is that businesses need to become customer-centric but don't know
how. Intelligent Customer Engagement is the 'how'. It is the next
natural evolutionary step that businesses will take to commercially
market to their audiences. Built on a foundation of existing
marketing, communications and technological capabilities,
Intelligent Customer Engagement is a pioneering methodology that is
already being deployed by businesses that are seeking new ways to
transform the engagement they have with their audiences. The
authors have written this book as a working manual of how to
develop and deploy Intelligent Customer Engagement and readers will
benefit from it being continuously supported online through their
content hub at www.timihub.com.
Elgar Advanced Introductions are stimulating and thoughtful
introductions to major fields in the social sciences, business and
law, expertly written by the world's leading scholars. Designed to
be accessible yet rigorous, they offer concise and lucid surveys of
the substantive and policy issues associated with discrete subject
areas. This visionary book presents a systematic, next-generation
approach to marketing strategy, demonstrating how success is gained
and sustained via continuous innovation to create new value for
customers. George S. Day develops the outside-in approach to
formulating strategy, while providing compelling insights into key
market stakeholders to illustrate how to sustain customer value
leadership in the face of mounting market turbulence. Key features:
Provision of customer, consumer, and competitor perspectives to
help innovate new customer value and grow faster than the market
Advances in the outside-in approach to marketing strategy
formulation, applying developments from supportive organizational
cultures, dynamic capabilities, market orientation, and design
thinking Deep insights into the evolution and progress of marketing
over the past 50 years, to help marketers better anticipate and
prepare for new organizational realities, emerging digital
technologies, and proliferating market uncertainties The
forward-looking marketing approaches explored in this Advanced
Introduction ensure that the book will be an essential resource for
students in MBA, EMBA, and Executive Education programs. Its
innovative perspectives on strategy formulation and implementation
will also benefit academics and practitioners in the fields of
marketing, management, strategy development, and innovation.
This timely and incisive Handbook provides critical contemporary
insights into the theory and practice of entrepreneurship and
marketing in the twenty-first century. Bringing together rich and
varied contributions from prominent international researchers, it
offers a reflective synthesis of scholarship at the interface
between marketing and entrepreneurship. Emphasising the need for
contextual analysis of marketing and entrepreneurial practices,
this Handbook explores the effectiveness of a variety of
behaviours, supporting its insights with relevant theory. Chapters
cover areas such as innovation, strategy and networking for SMEs,
social media and crowdfunding, and entrepreneurial marketing in the
arts, including a focus on the growing phenomenon of cultural
entrepreneurship. Scholars and postgraduate students in
entrepreneurship and marketing, and particularly those working on
the intersections between them, will find this Handbook an
invaluable read. Its examination of the efficacy of various
practices will also be of great interest to marketing professionals
and entrepreneurs themselves. Contributors include: C. Ball, A.
Bayraktar, S. Brown, D. Cummins, J.H. Deacon, N. Dennis, E.
Erdogan, I. Fillis, J.B. Ford, I.S. Fraser, P.J. Fraser, L.
Frondigoun, E. Gallagher, A. Gilmore, V. Gustafsson, B. Hynes, B.
Jones, R. Jones, M. Kelly, F. Kerrigan, A. Kincaid, T.A. Kirchner,
O.F. Lee, K. Lehman, E. Lloyd-Parkes, S. Loane, M. Macaulay, S.
Mawson, M.P. Miles, S. Mirvahedi, S.C. Morrish, T. Morrow, S.
Mottner, E.L. Ngan, K. Nightingale, R. Noorda, A. Patterson, C.
Preece, E. Ramsey, R. Rentschler, E. Ritch, V.L. Rodner, J.E.
Schroeder, Z. Sethna, R. Shannon, A.M.J. Smith, R. Smith, M.
Suoranta, N. Telford, P. Tjabbes, C. Uslay
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