Everyday consumers buy into the concept of brands and their associated meanings--the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to "brand equity," the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management of brand meanings, or semiotics.
The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world.
The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years of academic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time.

As marketing roles continue to evolve, expand and embrace the complexities of the modern world of business, marketers are under increasing pressure to perform as individuals and teams. The Whole Marketer argues that now is the time to take stock of technical skills required, examine the latest thinking, identify capability gaps and discover how to be fulfilled in a professional context and as a human. Abigail Dixon looks at the functions of a marketing team through a lens of personal development. Her rich experience comes from leading marketing teams, and training hundreds of marketers at varied stages of their career to achieve formal qualifications. The book will help marketers to be a better version of themselves tomorrow.

Pride/Ferrell's MARKETING, 21st Edition, helps students develop the knowledge and decision-making skills necessary to succeed in today's competitive business environment through its visually engaging and reader-friendly presentation of essential marketing concepts and strategies.

Expanded coverage of business markets and buying behavior, marketing channels and supply chain management, retailing, personal selling and marketing analytics as well as practical applications and real-world examples enhance students' understanding.

Dieses Woerterbuch knupft unmittelbar an das Standard-Woerterbuch fur Werbung, Massenmedien und Marketing/Standard Dictionary of Advertising, Mass Media and Marketing an. Es unterscheidet sich von dem Vorgangerwerk dadurch, dass die Begriffe erganzt und erweitert wurden. Zu jedem Begriff finden sich die in der Marketingpraxis gangigen UEbersetzungen zusammen mit einer kurzen Begriffsdefinition und/oder Erlauterung. Damit wird es den Bedurfnissen von Nutzern in der Praxis gerecht, die hier verlassliche UEbersetzungen und pragnante Begriffserklarungen in einem Satz finden.

This book takes a fresh look at pricing, product differentiation and the need for decommoditisation in market sectors where products and services are standardised and interchangeable. In the first chapters the book explains what commodities are, and puts them into a historical perspective to promote an understanding of their production and its effects. From this baseline the book then presents a case study on how decommoditisation has progressed within the energy industry. Building on this case study and learnings from other sectors, it develops a theoretical framework, characterising the processes and mechanisms observed to be extended towards different industries. This framework is then utilised in the following chapters as a model to explain the progression of decommoditisation, and to examine other sectors through this lens. To conclude, the book presents the implications for stakeholders and suggestions on how to respond to them from a policy and business standpoint. In a final chapter the book develops an outlook on current trends and possible alternative pathways, and summarizes the main takeaways for management professionals and policymakers alike.

This book discusses the experience of enterprise transformation and upgrading and the role of government in promoting this dramatic change in Asian emerging economies. The author specifically explores the direction, influencing factors, paths and modes of enterprise transformation and upgrading by conducting intensive case studies on a number of enterprises having accomplished upgrading in mainland China and Taiwan, and draws experience and lessons from them. These theoretical and practical insights have great significance for Chinese enterprises in improving their ability to respond to drastic external changes and provide useful reference for the formulation of government policies.

This unique book helps business executives to improve their company's business performance by showing how to build an effective and future-proof distribution channel, and adopt effective commercial policies and value-based pricing strategies. For the first time, an ex-McKinsey consultant and general manager reveals the methodology adopted by successful Fortune 100 multinationals, offering readers a concise, informative and pragmatic guide to the core principles, with an abundance of concrete examples and visual frameworks. Every good business manager needs to have a microscope on one eye and a telescope on the other eye - this practical, easy to follow book, anchored in solid analytic principles, allows for fast and solid transitions between diagnosis, long-term strategic thinking, and short-term execution. Bruno Barcelos, General Manager Sandoz, a Novartis Company

Tattoo is about how customer zealots are inspired. The book makes a compelling business case for companies of all sizes to create customer advocates (customers who go out and bring business to you).
Using examples and interviews from Harley Davidson, Ritz Carlton, Starbucks, as well as several small businesses, Tattoo shows that fans are born from customer-focused, consistent actions by companies.
It offers a blueprint for businesses to follow and shows that "customer advocacy" does not have to be expensive or complicated to be effective.
The book gets its title from the surprising behavior of Harley Davidson motorcycle fans that tattoo their bodies with the Harley logo. Step-by-step, Tattoo explores how the company inspires its customers and employees with passion to create an experience that is so remarkable that they feel compelled to tell a story about their passion for the product.
Tattoo makes the point that feeling special is a human experience--one that companies create. From the small business dry cleaners that sew a button on your clothes to the Ritz Carlton "experience," this book provides a wealth of examples and inspiration for the business owner or executive charged with growing the company.

This book focuses on Indian manufacturing industries and analyses the impact of inward foreign direct investment on the domestic sector on the one hand, and exports and outward foreign direct investment by Indian companies on the other. Although the emphasis is mostly general, specific industries, such as the automotive industry or the wind energy sector are also explored. The differences between low and high technology industries are also addressed. In terms of theoretical setting and analysis, the book draws both from international business and industrial organization literature. The various characteristics of Indian industries, such as the determinants and impacts of R&D, the effects of spillovers, the drivers of productivity and technical efficiency are thoroughly researched employing appropriate quantitative methodologies that are relevant to the specific domain and topic under investigation. The book also focuses on the bearing of policy on promoting manufacturing industries in India and is therefore of interest to researchers, industrialists and policy makers alike.

Customer-orientation, customer-centricity, and customer relationship management (CRM) are not new concepts or practices. But information technology has unleashed tremendous opportunities in dealing with a customer and in creating value to the customer. And yet the majority of CRM investments and initiatives fail because firms do not have the appropriate orientation to serving the customer. The principal aim of this book is to get the reader to think about th firm and the way it conducts its business in a certain way--with a customer focus.

It is now becoming clearly evident that all firms compete on service. Providing superior service becomes a prerequisite for any differentiation strategy to succeed. To provide superior service for a competitive advantage requires a concrete understanding of what service-orientation means. This orientation, in the form of frame of mind, is essential for the firm to take advantage of opportunities and to address the challenges so as to gain a competitive advantage. For excellent service firms, the challenges and opportunities in providing services are a constant endeavor. For others, these challenges and opportunities are not that obvious. A complementary aim of this book, therefore, is to instill into the reader the principles of managing services.

This work describes all aspects of service provision, from the definition of customer need to the day-to-day techniques of managing customer satisfaction. It includes guidelines for negotiating a service level agreement, methods for understanding the customer's requirements, and the identification of key issues associated with help-desks and customer assistance centres. The book is intended for IT and telecommunications managers, service suppliers, system architects, designers and help-desk staff in businesses using networks and communications services to achieve high level services.

TO CLOSE MORE SALES, STOP SELLING Bestselling author Marc Miller delivers a new, critical tool for connecting with decision makers to make more and bigger sales. He offers a sales approach designed to help you earn a "seat at the table"-the place reserved for those select people who set the direction and the budget of an enterprise. Miller explains how to connect with decision makers from the very first point of contact-psychologically, strategically, and financially-enabling you to create demand for your products and services, protect your core business, and close more sales. He offers all of the tools you need to stop being a salesperson and become a businessperson who sells: A simple, analytical matrix for illuminating customer strategies A first-call methodology that will have every contact offering up the information that you need to make the sale An adaptable template for generating recommendations that are perfectly aligned with customer strategic needs With these tools, you'll be closing more and bigger deals-and helping your customers succeed, too.

This proceedings volume analyzes the impact of globalization on international financial flow as well as harmonized financial reporting. Featuring contributions presented at the 18th Annual Conference on Finance and Accounting held at the University of Economics in Prague, this book examines the economic consequences of the globalized world in the sphere of corporate and public finance, monetary systems, banking, financial reporting and management accounting. The global perspective is accompanied by local specific cases studies, including those from emerging markets. In addition, the combination of micro- and macroeconomic approaches provide insights on the behavior of all relevant stakeholders in the process and the results of dynamic pressures surrounding global capital markets and international investments. This book will serve as a useful resource for scholars and researchers, practitioners and policy makers in the fields of finance, economics and accounting.

Identifying the people best suited to marketing a firm to new clients is critical to the success of new business acquisition. Weitzul's research, plus his own consulting (and new business acquisition) experience, convinces him that not only are some people better suited than others to this delicate task, but that there are ways to identify the traits that make them better--and before costly mistakes can happen. Weitzul guides managing partners and others with marketing responsibilities through the various steps in selecting their rainmakers, then offers help in developing their talents. Readable, with questionnaires and checklists, the book will be an essential, pragmatic resource for any professional services firm or consultancy.

This book provides an overview of the concept of economic psychology from behavioral and mathematical perspectives and related theoretical and empirical findings. Economic psychology is defined briefly as a general term for descriptive theories to explain the psychological processes of microeconomic behaviors and macroeconomic phenomena. However, the psychological methodology and knowledge of economic psychology have also been applied widely in such fields as economics, business administration, and engineering, and they are expected to become increasingly useful in the future-a trend suggested in several eminent scholars' studies. The book explains the numerous behavioral and mathematical models of economic psychology related to micro- and macroeconomic phenomena that have been proposed in the past, and introduces new models that are useful to explain human economic behaviors. It concludes with speculations about the future of modern economic psychology, referring to its connection with fields related to neuroscience, such as neuroeconomics, which have been developed in recent years. Readers require no advanced expertise; nonetheless, an introductory understanding of psychology, business administration, and economics, and a high- school-graduate level of mathematics are useful. To aid readers, each chapter includes a bibliography, which can be referred for more details related to economic psychology.

This book presents a comprehensive glossary that pulls together in a scholarly manner over two thousand terms and concepts drawn from subject areas normally included in the study of marketing, including marketing principles, marketing management and strategy, product management, distribution management, advertising and promotion, pricing, consumer behaviour, and marketing research. The Glossary is prepared primarily to serve the needs of both students and teachers of marketing who have yearned for a comprehensive glossary of marketing terms to aid in the teaching and learning of marketing, as well as of marketing practitioners who need an in-depth knowledge and understanding of the terms and concepts used as the tools of their trade. Because marketing affects everyone - from an unborn child who is nurtured by her mother's nutritional diets to a dead man or woman who 'needs' a tombstone erected 'in memoriam', this Glossary also serves the interests of the general public and other stakeholders in marketing for knowledge and understanding of the terms and concepts used in marketing practices that affect their daily lives as participants in the marketing system.

Who are the consumers of high-tech goods and services, and what will their needs and preferences be as we move into the next century? Allan Reddy and his team of marketing researchers and professionals lay out the essentials of a high-tech consumer profile, then dig into the implications this holds for developing successful marketing strategies. They synthesize the important current research and its findings, and by taking a multi-specialist approach to their subject, they bring a variety of interlocking and essential viewpoints to bear on it. A must read for professional marketers and their academic colleagues, and a useful overview for high-tech industry strategists and planners.

Reddy divides the book into eleven chapters and three appendices. Essays introduce the major ideas about the high-tech consumer and look at this consumer in business-to-business marketing. Other chapters look at the Telecommunications Act, the Internet, the importance of quality in high-tech goods, the measurement of high-tech innovators, the global consumer, and distribution considerations. The last chapter presents conclusions and implications for marketers, while the appendices look at research techniques, Internet marketing, and just-in-time retailing. The book has substantive references and author and subject indexes.

"Exhibition organizers and venue managers must have a thorough knowledge of their customers and they must be very close to the industries they serve. We must react rapidly to their changing needs and even be ahead of the curve in providing the tools and services which they ll need to successfully meet their business objectives. This book, Exhibit Marketing and Trade Show Intelligence, will assist all those in the exhibition industry to stay on top of trends and changes as we work to improve our customer s ROI and at the same time strengthen our own bottom line."

Paul Woodward

Managing Director

UFI, the Global Association of the Exhibition Industry

"The Exhibit and Event industry has been rapidly expanding over the past several years and offers many global opportunities for a fascinating and rewarding career. Exhibit Marketing & Trade Show Intelligence provides those interested in a career in Exhibit and Event Management a solid foundation on how to become a valuable asset to any organization."

Jim Wurm, Executive Director

Exhibit & Event Marketers Association (E2MA)

"Dr. Klaus Solberg Soilen's book is a vital handbook for all marketers who work with exhibitions as a marketing tool. The book provides clear and extremely useful recommendations for actions before, under and after the exhibition has taken place."

Svend Hollensen, author of "Global Marketing"(Pearson) and Associate Professor of International Marketing at the University of Southern Denmark.

"

Ideas are like goods and services--they can be sold--indeed, they must be. Friesen maintains that many executives, particularly those who aspire to similar positions in upper management, often do not understand this and wonder why their recommendations go unheeded and why they don't move up the organizational ladder. Others may wonder why they don't seem to have the authority they thought they had and why people who report to them often appear indifferent. Friesen's book makes clear that there are productive ways of selling your ideas, and he shows that these methods can and must be learned. He shows why organizations tend to be defensive and how to sell ideas effectively in a way that averts resistance to change. The result is an engrossing and practical book of advice for people at all levels in all organizations, public and private.

Executives at all levels and in every type of organization achieve their executive status in one of two ways: they either inherit it or they earn it through hard work, aspiration, and a bit of luck. Friesen directs his book at executives who wish to improve their ability to sell and implement ideas, and, in doing so, continue their rise up the corporate ladder. This book will also be of value to executives who have a desire to increase their authority and/or their administrative position and to those who wish to inspire a sense of loyalty among their employees, and those who hope to lead their orgaizations into the next century.

Friesen explains why organizations tend to be defensive and how recognizing this can lead to greater levels of personal success. He also provides a thorough background on the nature of power, contrasting legitimate power and authority, and helping one understand how to increase it without formal advancement in the organization. A specific process one can use to sell ideas as well as to develop relationships is described and illustrated. The book is intended for specialists in organizational behavior and top-level executives. It is organized to provide value as a reference work and to provide readers with unusual and useful strategies for their personal advancement and the enrichment of their communication skills.

This book, the result of a symposium co-sponsored by several academic and professional organizations, provides information and insights useful for anyone aspiring to succeed in marketing to consumers in the 1990s. The book is unique in that it blends thoughtful commentaries of distinguished academics with the reasoned perspectives of executives of such firms as J. C. Penney, Avon, and Mary Kay in arriving at an agenda of critical propositions and issues relating to the nature and structure of retailing by the year 2000. What types of retailers will exist in the next century? How many retailers will there be? What will be the relationship between retailing and society? Questions such as these are asked and answered in the book. By focusing on likely trends in traditional retailing, direct marketing, direct selling, and multi-channel distribution networks, and overlaying these trends with the impact of technology and changing consumption patterns, the book provides a set of guidelines for achieving retailing success.

The book identifies the single-most important key to success in the remainder of this century--relationship management. Only by managing relationships between the firm and its customers, between the firm and its employees, and between employees and customers will a firm be able to survive in the 1990s. As the book notes, retail leaders in the next millennium will have learned to respect the lifetime value of both their customers and employees. The book concludes by identifying 25 conditions that will face retailers in the 1990s. These conditions, which range from hypersaturated markets to demographic trends (income polarization, smaller households, educational decline, more working women, time poverty), database marketing, show biz shopping, and concerned customers, are likely to both inhibit and facilitate retailing in the remainder of the century. Hence, the book should be of interest to business academics, business practitioners engaged in, or wanting to be engaged in, marketing to consumers, and anyone interested in the future of retailing from a societal or public policy perspective.