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

Identifying customer loyalty as a crucial success factor in contemporary marketing thinking and practice, this innovative Handbook incorporates a rich collection of perspectives on the current topics and research-driven practices in the field. Leading scholars offer an insightful reimagining of the research methods, metrics, and designs for the future of measuring and predicting customer loyalty. The Handbook recognises loyalty as a strategic asset, and analyses incentive structures such as loyalty-based learning, gamification, and automaticity to track the evolution of customer loyalty programmes. Examining the impacts of globalization and cutting-edge technologies on the customer loyalty journey, it identifies an increase in customer defection and a rapid erosion of single-brand loyalty. Forward-thinking, it concludes by reflecting on how trends like voice technology, augmented reality, and influencer marketing will shape the domain of customer loyalty in the future. Gathering together contemporary concepts, practice, measures and challenges to inform future research, this Handbook will prove an enlightening read for students and scholars of marketing, business and management, and psychology. Its illustrative case studies will also prove invaluable for practitioners in a diverse range of fields looking to future-proof and reimagine their loyalty strategies.

Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound changes that are affecting the luxury industry, and that will continue to shape its future. Chapters consider the socioeconomic, psychological, technological and political shifts in consumers' desires, practices and purchases of luxury products, taking a multi-method, cross-disciplinary approach that offers both offers concrete research avenues and outlines future management challenges. This comprehensive Handbook will be critical reading for students of marketing, branding and advertising looking for an overview of the field of luxury branding research, as well as proving useful to scholars both as a reference tool and to help generate their own research ideas. It will also provide practical guidance to managers of luxury brands. Contributors include: F. Bardhi, A. Basu Monga, L.S. Beitelspacher, R. Belk, S. Crener, S. Czellar, D. Dahlhoff, D. Dubois, G.M. Eckhardt, D. Goor, D. Grewal, H. Hagtvedt, K. Hung, A. Keinan, R.V. Kozinets, G. Laurent, L. Malar, F. Morhart, M. Pandelaere, V.M. Patrick, A.L. Roggeveen, E. Samsioe, B. Schmitt, E. Schweiger, L.J. Shrum, A.T. Stephen, D.K. Tse, L.M. Visconti, Y. Wang, K. Wilcox, J.L. Zaichkowsky, J. Zhang

Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of established and emerging marketing scholars examine how we might better understand and serve new generations of consumers from a variety of generational, ethnic, and religiously diverse market segments. Cognisant of the cultural diversity within cultures, the Handbook considers the ethical ramifications of culture- and race-based targeting and segmentation, advancing a culture-based marketing approach that addresses the similarities and differences across groups while recognising the variety that exists within them. Chapters explore a compelling array of topics, from advocating for a departure from the white, Eurocentric, and heteronormative ideals that dominate the global beauty industry and investigating how Hip Hop's move into the mainstream raises questions about authenticity and cultural appropriation, to addressing the role played by religion in consumer behaviour and mapping the diverse and complex markets of Latin America and Asia. Featuring multidisciplinary research which builds towards a more vibrant ethnic and sub-cultural marketing literature, this compelling Handbook will inform and inspire the work of current and future marketing scholars. It will also be an essential resource for corporations interested in targeting ethnic and religious marketing segments.

Proponents applaud location-based advertising as a way to bridge the gap between online and physical customer experiences and promote impulse purchases. Skeptics question whether location-based marketing (LBM) will cause consumer burn-out and violate consumer privacy if the data that is gathered through LBM is not used, shared, protected, and stored properly. Companies engaging in LBM should take measures to ensure customer privacy through stringent opt-in policies and security safeguards. Enhancing Customer Engagement Through Location-Based Marketing presents the main techniques of geo-marketing, introduces the idea of a "geo-marketing mix," and develops the mobile marketing concept based on geolocation techniques. Covering key topics such as data management, augmented location, and mobile targeting, this premier reference source is ideal for business owners, entrepreneurs, managers, marketers, policymakers, researchers, academicians, practitioners, scholars, instructors, and students.

A hands-on field guide to consistently creating page-turning content that your audience loves. (And that delivers real results.) In the newly revised and updated edition of Everybody Writes, marketer and author Ann Handley improves on her Wall Street Journal bestselling book that's helped hundreds of thousands become better, more confident writers. In this brand-new edition, she delivers all the practical, how-to advice and insight you need for the process and strategy of content creation, production, and publishing. This new edition also includes: All-new examples, tools, resources Updated step-by-step writing framework Added and expanded chapters that reflect the evolution of content marketing (and evolution of Ann's thinking about what works today) The same witty and practical how-to approach How to attract and retain customers with stellar online communication How to choose your words well, sparingly, and with honest empathy for your customers Best practices and ideas for crafting credible, trustworthy content "Things Marketers Write" The fundamentals of 19 specific kinds of content that marketers like you write Inspiration. Confidence. Fun. In this book, you'll discover: Content marketing has evolved. Yet writing matters more than ever. In this new edition of Everybody Writes, you'll find the strategies, techniques, tips, and tools you'll need to refine, upgrade, and (most of all) inspire your own best content marketing.

THE MARKET-PROVEN PRINCIPLES OF SOLUTION SELLING FOR TODAYS HIGH-SPEED, HIGHER-PRESSURE SALES ENVIRONMENT

The long-awaited sequel to Solution Selling, one of historys most popular selling guides

Nearly 10 years ago, the influential bestseller Solution Selling literally rewrote the rules for selling big-ticket, long-cycle products. The New Solution Selling expands the classic texts cases, examples, and situations and sharpens its focus on streamlining the sales process to achieve greater success in fewer steps and a shorter time frame. Much in sales has changed in the past decade, and The New Solution Selling incorporates those changes into an integrated, tailored approach for improving both individual productivity and organizational return on investment. Written to enhance the results and careers of sales pros and managers in virtually any industry, this performance-focused book features:

• A completely revamped, updated sales philosophy,management system, and architecture
  
• Tools to increase the quality and velocity of sales pipeline opportunities
  
• Techniques that Best of the Best use to prospect for success
  

Solution Selling created new rules for one-to-one selling of hard-to-sell items. The New Solution Selling focuses on streamlining the proven Solution Selling process and quickly differentiating both oneself and ones products from the competition while decreasing the time spent between initial qualifying and a successful, profitable close.

An ideal companion to support apprentices throughout their on-programme learning of Customer Service Practitioner Level 2 Apprenticeship Standard Apprenticeship Handbook for Customer Service Practitioner (Level 2) provides apprentices with all the support they will need throughout the on-programme component of the Customer Service Practitioner Level 2 Apprenticeship Standard. It is a course companion that covers all the knowledge required by the apprenticeship Standard and set out in the Pearson EPA Amplification. It will also help apprentices identify and understand how to apply the appropriate skills and behaviours in the workplace.

The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. The Handbook explores [1] what makes an identity come to mind [2] what creates strong associations between identities and products [3] how consumers use brands to verify who they are or want to become [4] how consumption enhances or resolves conflict amongst identities and [5] how marketing and consumption becomes particularly relevant to particular identities. Each of these five principles are fully analyzed by a who's who of world-class international marketing scholars. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers. Contributors include: J. Angle, K. Aquino, J.J. Argo, A. Barasch, D.A. Briley, L.N. Chaplin, S. Chen, N.V. Coleman, S. Connors, S.W. Dagogo-Jack, D.W. Dahl, S. Danziger, K.G. DeMarree, K. Diehl, S.L. Dommer, L. Dunn, K.M. Durante, J. Edson Escalas, I. Gallo, T. Gaustad, M. Graso, L. Grewal, V. Griskevicius, G.R. Henderson, T. Hill, K.C. Husemann, G.V. Johar, A.C. Jones, K. Jung, K.L. Kettle, C. Lamberton, J. Laran, C. Lelchuk, E. Leung, T.M. Lowrey, B. McFerran, R. Mehta, A.C. Morales, H. Nikolova, E. Ok, J.G. Olson, G. Paolacci, A.W. Perkins, S. Puntoni, T. Rank-Christman, R. Scott, J. Shang, L.J. Shrum, B. Simpson, K. Spangenberg, A.T. Stephen, L. Weiss, S.C. Wheeler, K. White, K. Wilcox, K.P. Winterich, L. Xu, G. Zauberman

Major global events such as the COVID-19 pandemic and the UN Sustainable Development Goals have changed the business landscape with significant consequences for trade. Understanding such environmental issues, politics, economics and more, is critical in international marketing strategy. Fully updated and revised, the ninth edition of this popular text reflects the changing focus of international marketing and ensures students are fully up-to-date with the challenges posed by new patterns of development in global markets. It provides accessible content from around the world including newly emerging economies as well as explaining increasingly global risks and the role of digital developments. An exciting range of features including Management Challenges, Illustrations and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.

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

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 provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organizations? And what are the implications of the offline-online shift? Key Features include: Theoretical analysis of how advertising works with specific research insights and practical cases Discussion of the ethical ramifications, pitfalls and societal consequences of current advertising practice An overview of the many contemporary advertising formats that are present today, discussing the various stages in the advertising planning process, and analyzing their effects. This Advanced Introduction will be a valuable resource for higher education students and teachers in business, marketing and communication sciences. It will also be beneficial for advertising professionals and brand managers who are interested in a concise structured overview of the important issues that matter in planning, carrying out and measuring the results of advertising campaigns.

A groundbreaking exploration of purchasing behaviour and its essential role in smarter marketing practices to benefit your organization If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviours. Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioural knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviours for more effective brand management, from strategy to implementation to new product development. You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices. This updated edition of Decoded provides new material that marketers can apply to informed, successful practices. Gain an understanding of the Jobs to Be Done (JTBD) approach Take a closer look at the Ferrero neuroscience study that supports JTBD See updated and relevant case studies of JTBD at work Discover how to engage customers through digital touchpoints If you're a marketing practitioner, an understanding of decision science will enhance your day-to-day work. Decoded helps you see how science and marketing come together. Immerse yourself in the science of why people buy and gain a stronger base of knowledge as you develop strategies, implement marketing plans, and meet customer needs through innovation.

Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students' discussion. Key Features: International co-authors provide their perspectives to give a rounded view of the topic Extensive case studies that allow students to learn how cross-cultural marketing works in practice A European perspective that offers students insight into multiple subcultures' experience of cross-cultural marketing Innovative marketing strategies are discussed in detail in cross-cultural contexts, allowing students to develop knowledge at the cutting-edge of international marketing techniques. Focused on the intercultural evolution taking place in our connected world, this textbook will be an essential core text for cross-cultural marketing and international marketing courses at Masters level. It will also serve as a supplementary text for other marketing and management courses, preparing students for the world of work in an interconnected environment.

One key for success of an entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing focuses on the essential elements of success in order to achieve these needed sales and revenues and to grow the company. The authors build a comprehensive, state-of-the-art picture of entrepreneurial marketing issues, providing major theoretical and empirical evidence that offers a clear, concise view of entrepreneurial marketing. Through an international approach that combines both theoretical and empirical knowledge of entrepreneurship and marketing, this book informs and enhances the entrepreneurs' creativity, their ability to bring innovations to the market, and their willingness to face risk that changes the world. Key components addressed include: identifying and selecting the market; determining the consumer needs cost-effectively; executing the basic elements of the marketing mix (product, price, distribution, and promotion); and competing successfully in the domestic and global markets through implementing a sound marketing plan. Numerous illustrative examples throughout the book bring the content to life. The mix of theoretical content, examples, empirical analyses, and case studies make this book an excellent resource for students, professors, researchers, practitioners, and policymakers all over the world.

How to blow away the competition by being the only competition -- in this step-by-step guide to creating and dominating new markets. Many executives and managers want to create and then dominate new markets. The rewards include unmatched brand awareness, the luxurious financial position of having no competition, and the exhilaration of building something completely new. Creating and Dominating New Markets shows managers, executives, and business owners how to emulate the remarkable success of savvy market creators such as Microsoft, FedEx, and AOL. The book delivers specific success strategies on how to: * Identify the right market to create * Use common denominators for success * Avoid common and costly pitfalls that can easily derail efforts * Find funding to support a new market * Make the best use of time, money, people, and technology. Packed with instructive examples and entertaining stories, the book teaches readers new skills -- or helps them re-tool old skills -- for jumping ahead of the competition and building an exciting, profitable venture."

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 unique Advanced Introduction offers an insight into how sales leaders seek and maintain a sustainable competitive advantage for both organizations and customers. Lawrence B. Chonko explores how sales leaders take professional selling to the next level by focusing on serving the customer. Discussing the key skills of sales leaders - technological proficiency, managing change, and harnessing and using knowledge - Chonko analyzes how sales leaders are distinguished from other sales professionals. Key features include: analysis of how sales leaders anticipate future events focus on sales leaders emphasizing long-term customer relationships rather than transactions discussion of how sales leaders have adopted the servant leadership philosophy in order to enhance the overall customer experience. This Advanced Introduction will be a useful resource for scholars and advanced students studying marketing. Its focus on the qualities of sales leaders will also be beneficial for sales professionals interested in enhancing their customer relations skills.

Adoption of new technologies in logistics and supply chain processes is crucial for the continued effectiveness of supply chains. Technology has the potential to address the issue of logistics and supply chain visibility throughout the supply chain, from raw materials through manufacturers and end users. When properly implemented, improved forecasting of inventory levels, employee productivity, adequate accountability, and higher warehouse savings are all possible. Additionally, businesses must upskill their supply chain workers and recruit and manage digital talent in cross-functional teams. The Handbook of Research on Promoting Logistics and Supply Chain Resilience Through Digital Transformation discusses the ways in which global logistics and supply chains have been severely disrupted by digital technology transformation. The book helps policymakers in designing a resilient framework that can absorb external shocks like the COVID-19 pandemic and also enhances the performance and operational capability of the logistics and supply chain network. Covering topics such as oil and gas maintenance support, stakeholder management, and business optimization strategy, this major reference work is essential for logistics professionals, business leaders and executives, IT managers, government officials, manufacturers, students and faculty of higher education, librarians, researchers, and academicians.