Teaching Marketing prompts the reader to reflect on why marketing is taught, how it is taught and what should be included in curricula in tertiary-level programmes. The international contributors have a wide range of expertise in marketing education and provide their own perspectives on these questions while considering a variety of different points of view so encouraging the reader to develop their own opinion. Topics range from all-encompassing issues such as the importance of grounding marketing education on a sound ethical foundation, to focused explorations of how to teach subjects that marketing students typically find tricky, such as research methods, business-to-business marketing, and marketing science. The use of new classroom techniques such as business simulation games is also covered, as well as how to teach marketing theory and critical marketing. With sound advice from experienced marketing educators at both curriculum and classroom level, this book will be essential for those looking for assistance with curriculum development and programme planning in marketing.

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.

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."

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.

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.

Offering a critical approach to youth marketing, this comprehensive book provides a framework to better understand the mechanisms that shape youth consumption cultures and behaviours. The ideas investigated include how to advertise to digital natives, how to engage young customers, and why digital natives adopt or reject brands.

Youth Marketing to Digital Natives introduces a youth consumption culture perspective that captures the paradoxical and emotion-driven behaviours of young consumers while offering insight into the impact of social media, advertising and age segmentation. Wided Batat explores concepts such as fun culture, youth identity fragmentation, juxtaposition and virtual consumption, as well as examples of companies and brands that target the youth market.

Providing the reader with new market research tools to study digital natives, this book will be a welcome companion for students and researchers with an interest in marketing and consumer research. This will also be an interesting read for businesses and scholars looking to develop their knowledge of youth consumption culture and digital natives.

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.

A level of decision making is concerned with deciding the organization's objectives, resources, and policies. A significant problem at this decision-making level is predicting the organization's future and its environment as well as matching the organization's characteristics to that environment. This process generally involves technology and knowledge from the market and clients. In the current era, the implementation of marketing information systems supported with AI techniques is crucial to being a unique opportunity to leverage marketing strategies with cutting-edge technologies. Global Perspectives on the Strategic Role of Marketing Information Systems communicates the recent advances in marketing information systems. Covering topics such as digital entrepreneurship, international business, and micro and small enterprises, this premier reference source is a cutting-edge resource for marketers, entrepreneurs, business leaders and managers, IT managers, students and educators of higher education, librarians, researchers, and academicians.

David Ogilvy is 'The Father of Advertising' and in this new format of his seminal classic, he teaches you how to sell anything. 'The most sought-after wizard in the advertising business.' Times Magazine From the most successful advertising executive of all time comes the definitve guide to the art of any sale. Everything from writing successful copy to finding innovative ways to engage people and from identifying with your audience to the various ways to sell a lifestyle, Ogilvy on Advertising looks at what sells, what doesn't and why. And, in doing so, he teaches what you can do to sell the most brilliant item of all... yourself. From a titan of not just the advertising industry, but the business world, this book is David Ogilvy's final word on what you're doing wrong in any pitch and how you can finally fix it.

This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the 'country' and 'place' silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions. Chapters explore interdependencies among residents, visitors, brand managers, and consumers; image effects of place and social identity, cross-border acquisitions, popular culture exports, and sporting mega-events; country-of-origin research, cross-cultural consumer behaviour, international marketing, destination branding, and brand modelling; and cutting-edge methodological approaches and managerial best practices in place marketing. The book's interdisciplinary know-how and approach makes it an invaluable and comprehensive reference for researchers, managers, consultants, and students alike, in areas from marketing, place management, international business, and tourism to communications, social psychology, urban geography, and regional economics.

True leadership isn't a matter of having a certain job or title. In fact, being chosen for a position is only the first of the five levels every effective leader achieves.

To become more than "the boss" people follow only because they are required to, you have to master the ability to invest in people and inspire them. To grow further in your role, you must achieve results and build a team that produces. You need to help people to develop their skills to become leaders in their own right. And if you have the skill and dedication, you can reach the pinnacle of leadership-where experience will allow you to extend your influence beyond your immediate reach and time for the benefit of others.

The 5 Levels of Leadership are:

• Position - People follow because they have to
• Permission - People follow because they want to
• Production - People follow because of what you have done for the organization
• People Development - People follow because of what you have done for them personally
• Pinnacle - People follow because of who you are and what you represent

Through humor, in-depth insight, and examples, internationally recognized leadership expert John C. Maxwell describes each of these stages of leadership. He shows you how to master each level and rise up to the next to become a more influential, respected, and successful leader.

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.

Distribution channels are the most complex element of the marketing mix to fully grasp and to profitably manage. In this Handbook the authors present cutting-edge research on channel management and design from analytical, conceptual, and empirical perspectives. The ultimate objective of this Handbook is a comprehensive theory of distribution channels for scholars presented in enlightened surveys of the literature to tightly reasoned investigations. Channel management topics include value creation, interorganizational knowledge transfer, contract design, governance and control, and relationship management. Channel design topics encompass coordination, supply-chain management, price vs. quantity competition, channel breadth, franchising, resale price maintenance, and bricks-and-mortar vs. online retailer competition. The book concludes with a sketch of a ''Comprehensive Theory of Distribution Channels'' meant to incorporate and extend current thinking. The breadth of this Handbook makes it appropriate for use in a doctoral course on distribution channels, or as a knowledge-broadening resource for faculty and researchers who wish to understand types of channels research that are outside the scope of their own approach to distribution. Contributors include: K.D. Antia, B.L. Baker, P. Bicen, C.P. Blocker, J.R. Brown, G. Cai, N.N. Chau, S.C. Choi, J.L. Crosno, T.H. Cui, Y. Dai, R.P. Dant, R. Desiraju, K. Eshghi, D.J. Flint, K.M. Frias, M. Ghosh, S. Gilbert, G.T. Gundlach, C.M. Harmeling, J.D. Hibbard, M.B. Houston, C.A. Ingene, K. Jerath, G. John, J. Johnson, M. Kacker, G. Lai, Z. Li, R.F. Lusch, P. Mallucci, A.J. Malter, S. Mani, A.L. Matthews, R.W. Palmatier, S.-J. Park, R.E. Paul, J. Raju, S. Ray, F. Sadeh, R.S. Sohi, J.M. Song, R. Staelin, A.S. Vinhas, M. Viswanathan, K.H. Wathne, S.K. Weaven, X. Xu, W. Zhang, Z.J. Zhang, Y. Zhao

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.

Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary. This cutting-edge Research Agenda for Place Branding explores ideas and debates that inform a refreshing take on the future of place branding and marketing. It argues that we are at a juncture where the logical and sensible step is to push the 'reset button' on such activity and fully reconsider its purpose and goals. Chapters span a range of important themes in contemporary place branding and are organised into sections covering place branding governance, contexts, experience and creativity. Drawing on contributions from key international scholars across a variety of academic disciplines, the book showcases an interplay of oppositional perspectives - ranging from those who see place branding as a potential means of improving the economic vitality of places, to others who consider much existing place branding activity exclusionary to certain sectors of society. Providing a wealth of creative and innovative suggestions on how place branding can be done, thought about and researched differently in the future, this Research Agenda will be a key resource for research-oriented academics and students in marketing, geography, planning and tourism.

This book is to help people avoid challenges, heartache, and pitfalls in life and business. You no longer have to learn these lessons The Hard Way like Brad did. If Brad had this book growing up and applied what's in it, his life would have been much better, and he would have found success much sooner.

The goal for this book is that it finds its way to anyone wanting to succeed. You will learn these lessons one way or another, but the question is are you going to learn it The Hard Way or the easy way; the easy way is by reading The Hard Way. This book explains life lessons and universal laws that you need to be successful. This a collection of stories and the lessons Brad Lea has learned to help him build an incredible life and ultimately it is his bible on how to do sales, business, and life.

Learn more about Brad by subscribing to his YouTube channel at BRADLEA.TV or checking out his website at Bradlea.com. This book is intended to change your life- let it happen and remember to always keep it real.

In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. Examining the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this premier reference source is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.