Relationship management (RM) is an essential part of business, but its success as a business model can be hard to measure, with some firms embracing a model that is truly relationship-orientated, while others claim to be relationship-orientated but in fact prefer transactional short-term gain. This open access book aims to develop a mid-range theory of relationship management, examining truly relationship-orientated firms to discover not only what qualities these firms have that make them successful at the RM model, but also what benefits this model has for the firm. It addresses questions like how RM-mature companies achieve and sustain competitive advantage, and what determines the scale and scope of these firms, illustrating with case studies. This book will be of interest to scholars studying leadership and strategy, especially those interested in relationship management, business ethics and corporate social responsibility. It will also be of interest to professionals looking to develop their understanding of relationship management.

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.

This volume, edited by Kim Golombisky, applies an intersectional lens to advertising, focusing on gender, race, ethnicity, sexuality, disability, age, class, and nationality. Intersectional feminist perspectives on advertising are rare in the advertising industry, even as it faces pressure to reform. This anthology focuses on advertising messaging to follow up the professional practices covered in Feminists, Feminisms, and Advertising, edited by Kim Golombisky and Peggy Kreshel. In this new collection, contributors write from a variety of perspectives, including Black, African, lesbian, transnational, poststructuralist, material, commodity, and environmental feminisms. The authors also discuss the reproductive justice framework, feminist disability studies, feminist ethnography, feminist discourse analysis, and feminist visual rhetoric. Together, these scholars introduce big ideas for feminist advertising studies. The first section, titled "Historicize This!," includes work dealing with historicized analyses of advertising, ranging from more than a century of stereotypes about black women to early twentieth-century white women purchasing automobiles, all contextualized with women's complex relations with technologies from cars to Twitter. The second section, "Advertising Body Politics," groups work on topics related to body politics in advertising, including lesbians, disabled women, aging women, and Chinese "promotion girls." The third section, "Media Reps," revisits advertising representation in novel ways from operational definitions of race and advertising news about gay men to advertising twenty-first-century masculinities in Ghana and the United States. The last section, "Reproduction and Postfeminist Empowerment," ends the book with a selection of case studies on the advertising industry's cooptation and commodification of feminism, particularly in regressive postfeminist ideologies about women's reproductive health and mothering.

Just because you are a nonprofit does not mean that you can ignore marketing. Marketing impacts every aspect of your organization from your fundraising and friend-raising to your community credibility and relevancy. This book provides you with the fuel to quick-start your marketing efforts-public relations, golf outings, advertising, guerilla marketing techniques, Web sites and so much more. So before you hire another marketing director you need to read Nonprofit NonMarketing. In short order this book will have you creating a brand image that is sure to propel your organization for years to come.

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.

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 volume explores the governance and management of science, technology, and innovation (STI) in relation to innovation policy and governance systems, highlighting its goal, challenges, and opportunities. Divided into two sections, it addresses the role of governments in promoting innovation in Latin-American contexts as well as barriers and opportunities for STI governance in the region. The chapters tackle the role of institutions, innovation funding, technological trajectories, regional innovation policies, innovation ecosystems, universities, knowledge appropriation, and markets. Researchers and scholars will find an opportunity to grasp a better understanding of innovation policies in emerging economies. This interdisciplinary work presents original research on science, technology and innovation policy and governance studies in an understudied region.

Until recently, profit in the television industry went to the owners of the conduit, the distributors of content. As the industry enters the digital age, the distribution bottleneck will disappear and be replaced by the content creators themselves. This book explains patterns of profitability from the golden age of television to the emerging digital age. Television today is not just 500 channels: it is countless millions of hours of programming stored on video servers around the world. For media companies wanting to create value in this new era, including the major networks, digital branding is key. Just as consumers manage to make their way in 30 seconds through a 100-foot aisle jammed with hundreds of boxes of cereal by reaching for a box of whatever name brand product they know and love, viewers will also navigate through the vast wasteland of content by returning to their favorite digital brand.

This book provides detailed historical data, financial models, and informed discussion of profitability trends in the industry. It offers a framework for understanding and predicting profitability and describes the nature of branding as it applies to the television industry. It shows how a handful of dominant brands will emerge as sought-after organizers of content. Investors, industry consultants and executives, policy makers, students and academics will all find this book fascinating and informative.

This volume presents advanced techniques to modeling markets, with a wide spectrum of topics, including advanced individual demand models, time series analysis, state space models, spatial models, structural models, mediation, models that specify competition and diffusion models. It is intended as a follow-on and companion to Modeling Markets (2015), in which the authors presented the basics of modeling markets along the classical steps of the model building process: specification, data collection, estimation, validation and implementation. This volume builds on the concepts presented in Modeling Markets with an emphasis on advanced methods that are used to specify, estimate and validate marketing models, including structural equation models, partial least squares, mixture models, and hidden Markov models, as well as generalized methods of moments, Bayesian analysis, non/semi-parametric estimation and endogeneity issues. Specific attention is given to big data. The market environment is changing rapidly and constantly. Models that provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the identification of changes in marketing programs that can improve brand performance. In today's environment of information overload, the challenge is to make sense of the data that is being provided globally, in real time, from thousands of sources. Although marketing models are now widely accepted, the quality of the marketing decisions is critically dependent upon the quality of the models on which those decisions are based. This volume provides an authoritative and comprehensive review, with each chapter including: * an introduction to the method/methodology * a numerical example/application in marketing * references to other marketing applications * suggestions about software. Featuring contributions from top authors in the field, this volume will explore current and future aspects of modeling markets, providing relevant and timely research and techniques to scientists, researchers, students, academics and practitioners in marketing, management and economics.

Based on neuroscience research, this book presents and demonstrates a 'Ten Enablers' model as a framework to help change leaders successfully lead and manage change. It focuses on the execution of change processes within volatile and challenging emerging markets with high growth potential. The book first presents the organizational development and change research on which the model is based, and discusses the basic neuroscience principles. It then introduces a systematic model of the ten enablers, taking readers through the process of change, from considering the ethos prior to embarking on it, including engagement of stakeholders, up to the final phase, where change leaders exit the process or the organization. It highlights this circular process through several step-by-step illustrations, supported by examples from emerging markets. Further, it includes neuroscience research and principles to help leaders understand and manage change in themselves and others. This well-researched and practical book is a valuable resource for students and professionals alike.

This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the marketplace and how it functions. Further, determining new marketing theories and practical methods whose effectiveness can be truly measured must be added to the list of current challenges for today and tomorrow. In such a period in marketing history, achieving and managing efficient and effective marketing actions is a necessity. Determining such actions is based on practical experience, solid theory and appropriate research methodology. The enclosed papers focus on new research ideas on vibrant topics that can help academics and practitioners gain new perspectives and insights into today's turbulent marketplace. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

As the first international convention focused on stimulating trade through policy actions, the International Symposium on Trade Promotion and Assistance sought to present a comprehensive treatment of the role of the public sector in trade promotion. The papers presented at the conference have been collected in this book, and they review trade promotion activities at the international, state, and local levels. They also address the roles of private-sector institutions such as universities, trade centers, and trade associations in providing information and assistance to those companies interested in exporting. The book presents the invaluable experience and advice of experts who discuss obstacles firms face in exporting efforts and suggest how to achieve higher awareness levels, how to best assist firms in getting into the market, and how to make experienced exporters more successful.

Divided into four parts, this collection features eighteen selections that address various aspects of trade promotion and assistance. The five chapters that make up Part I focus on state and federal programs in trade promotion. Part II, which contains seven chapters, looks at trade promotion programs in such countries as England, Norway, Australia, and China. Part III presents four readings on university and private initiatives in stimulating partnerships for export promotion, and Part IV features three chapters of empirical research findings on exporting with implications for public policy. A conclusion and index are also included, as well as a number of tables and figures. This book will be an important reference for companies involved in international business and sales, for business and marketing courses, and for public and academic libraries.

This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. It presents a detailed outline of the Brazil, Russia, India and China (BRIC) markets to understand their cultural and socio-economic complexity. With emerging markets at the center, major paradigm shifts are explained such as 'one world strategies'. The author reveals the importance of market-driven positioning that uses local differences and consumer preferences as opportunities without contradicting a corporation's global positioning. Professionals in international marketing and business strategists will find the hands-on guidance to 25 new success strategies particularly useful. This book is also a must-read for people dealing with branding and marketing in a 'glocalized' world.

Reflecting the emergence of new organizational forms and hybrid organizations, this edited collection explores the processes of exchange, collaboration and technological management that have changed organizational structures. By investigating the impact that inter-organizational collaboration can have on the production and implementation of ideas within new firms, this study contributes to the growing field of innovation and responds to the need for a greater understanding of renewed processes. The authors argue that collaborations need to go beyond existing practices to create emerging paths such as bricolage, experimentation, effectuation and learning. Drawing together a diverse body of literature on the internal dynamics that drive organizational change, Learning and Innovation in Hybrid Organizations presents multiple perspectives on combining organizational flexibility with learning and innovation, and provides implications for future practice.

This book is based on the assumption that "organic has lost its way". Paradoxically, it comes at a time when we witness the continuing of growth in organic food production and markets around the world. Yet, the book claims that organic has lost sight of its first or fundamental philosophical principles and ontological assumptions. The collection offers empirically grounded discussions that address the principles and fundamental assumptions of organic farming and marketing practices. The book draws attention to the core principles of organic and offers different clearly articulated and well-defined conceptual frameworks that offer new insights into organic practices. Divided into five parts, the book presents new perspectives on enduring issues, examines standards and certification, gives insights into much-discussed and additional market and consumer issues, and reviews the interplay of organic and conventional farming. The book concludes with a framework for rethinking ethics in the organic movement and reflections on the positioning of organic ethics.

In complex business-to-business sales processes, buyers are rewriting the rules. Today's instantaneous access to an online array of information and resources from brochures to portals to Web 2.0 social media - means buyers can quietly self-educate and autonomously direct the pace, direction, and timing of the purchase (not sales) cycle. For companies accustomed to relying on trained sales professionals to act as trusted advisors and guide buyers through a defined, structured process from the very inception of the sales opportunity - these changes are potentially disruptive on a massive scale. In this virtual marketing environment, a savvy sales rep can no longer read the room. Today, B2B marketers must decode a buyer s digital body language to understand the roles, information needs, timing, and buying intentions of its largely faceless and elusive target market. In this thoughtful and groundbreaking book, Steven Woods helps B2B marketing professionals understand the new dynamics of marketing complex products and services. He walks through the new tools available to buyers, how to read digital body language, and how to respond most effectively to maximize the volume and quality of leads. Woods shows that, by embracing the concept of digital body language, marketers can re-engage with sales colleagues on a more strategic level and increase their value to the enterprise.

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.

"Differentiating yourself from your peers is the challenge that every professional faces. This book gives you the clarity, process and confidence to make yourself stand out in a crowded market place."

Toni Hunter, Partner, George Hay Chartered Accountants

"This easy-to-read book shows you how to build a firm foundation to win business regularly from your network. Highly recommended for any corporate professional or small business owner."

Charlie Lawson, National Director, BNI UK & Ireland

"The Go-To Expert" provides no-nonsense advice on managing your transition into a well-known and trusted name within your industry.

Discover: Simple steps to build your profile How to market and sell yourself with ease and confidence Techniques to make your clients come to you

"If you want to move your career on, shifting from being just another professional advisor to being truly recognised as a go-to expert, this book will show you the way."

Richard Newton, award-winning author of "The Management Book"

Master the science of funnel building to grow your company online with sales funnels in this updated edition from the $100M entrepreneur and co-founder of the software company ClickFunnels.

DotCom Secrets is not just another "how-to" book on internet marketing. This book is not about getting more traffic to your website--yet the secrets you'll learn will help you to get exponentially more traffic than ever before. This book is not about increasing your conversions--yet these secrets will increase your conversions more than any headline tweak or split test you could ever hope to make.

Low traffic or low conversion rates are symptoms of a much greater problem that's a little harder to see (that's the bad news), but a lot easier to fix (that's the good news). What most businesses really have is a "funnel" problem. Your funnel is the online process that you take your potential customers through to turn them into actual customers. Everyone has a funnel (even if they don't realize it), and yours is either bringing more customers to you, or repelling them.

In this updated edition, Russell Brunson, CEO and co-founder of the multimillion-dollar software company ClickFunnels, reveals his greatest secrets to generating leads and selling products and services after running tens of thousands of his own split tests.

Stop repelling potential customers. Implement these processes, funnels, frameworks, and scripts now so you can fix your funnel, turn it into the most profitable member of your team, and grow your company online.

Most of what CEO's know about public relations isn

Managing the entire environment in which products are conceived, manufactured, transported, stored, marketed, sold, and consumed is the marketing channel orientation to marketing management. Marketing managers will not perform product development and manufacturing functions, but they must be a part of the planning that controls these functions in order to reflect the needs of the marketing channel. How to accomplish this important management task is structured step by step in this comprehensive, instructive and practical book devoted to the development and management of the marketing channel. The book starts with a pragmatic approach to the development of a marketing channel structure, the selection and motivation of channel participants and the adoption of management programs and methods to insure the marketing company can reach its objectives with the greatest efficiency. Section One presents the physical distribution and channel structure section. The second section is dedicated to the presentation of creative management methods, skills and systems of analysis. These methods are presented as a way to plan and implement a successful marketing channel management. The primary, full channel, management focus is directed to product and market management. It includes marketing program development, advertising, promotion, marketing planning, pricing strategies and product positioning. People management and methods of motivation embraces all marketing channel members from manufacturers, wholesalers, agents, and retailers to users or consumers.

Special attention is given to key topics such as the management tasks involving the collection and analysis of marketing and sales statistics, forecasting and profit planning methods. Product pricing methods and positioning are also emphasized. Effective alternatives for management action to competitive promotions are directed to all levels of the marketing channel. The special needs of product and market managers, who have accepted broad responsibilities without the authority of position power to accomplish them, are accommodated with the Manager's Authority Profile. This is a method designed to provide these managers with the power to perform without the risk of conflict. The book concludes with what Paul Harvey would call the rest of the story. It is about the rest of the marketing channel participants we identify as competitors. The competitive analysis system presented incorporates an outline for the development of a unique competitive profile. It also offers a new competitive market share analysis process. This book is intended to be a complete marketing management reference for the development of physical distribution with the creation and management of marketing programs for the entire marketing channel.