The notion of customer orientation is becoming a necessity rather than a choice for many companies. It is a lasting response to competitive pressure and supports the company in a renewed definition of its mission, beyond direct economic gain. Within B2B services, the manager, through proximity to their team, their market and their client, is the essential actor in the deployment of this orientation. A Customer-oriented Manager for B2B Services provides managers with the knowledge and tools necessary to implement customer orientation themselves, with the involvement of their extended team. To this end, this book presents a four-step approach: understand the fundamentals of customer orientation in B2B services, know the customer, make the most of the offer and deliver the service.

The federation of an online community around the brand is considered one of the priorities of many brands to improve their presence on the Internet. In the era of Web 2.0, communication strategies become multichannel, it is for companies to deploy a strong online presence to stand out from the competition and strengthen its position. The creation of content (videos, articles, images) has become a new way to promote the brand and create a close relationship with the customer and build loyalty. However, the advent of web 2.0 has led to a rebalancing of power between the customer and the company through the consumer's voice about the brand and referral behavior via electronic word of mouth. Customers use these online platforms not only to learn about and obtain credible product information, but also to share their opinions. Indeed, community sites offer the opportunity to the user to interact directly with the brand and with other users. This book provides relevant theoretical frameworks and the latest results of empirical research in the field. It is written for professionals who wish to improve their understanding of the strategic role of marketing 2.0, digital customer experience, and social customer relationship management on social networks. The transition from CRM to CVM and the importance of social networks to build loyalty in the web 4.0 era.

The Research Handbook on Export Marketing provides a wealth of vital knowledge from scholars who are experts in their fields from around the world. The book emphasizes the most topical issues in international marketing today - small and medium enterprises, exporting performance, the services sector, new products, and dynamic capabilities. The articles are well written and informative. The volume makes an excellent contribution to this important literature.' - Gary Knight, Willamette University, USThere has been a proliferation of research published in the area of export marketing in the last four decades. As research output has grown, some previous research has noted that poor conceptualization of performance measures can produce weak theoretical foundations that may eventually become irrelevant in practice. This Handbook aims to inject rigor into this debate and will act as a starting point for future research on export marketing. The Research Handbook on Export Marketing profiles the following main theoretical frameworks used in export marketing: contingency theory; the eclectic paradigm; industrial organization theory; resource-based theories; relational exchange theory; internationalization process theory; network theory; agency theory and transaction cost economics. The different measures of export marketing performance cited in the literature, together with the nature of the relationships between antecedent variables and dependent variables of export marketing performance, are also examined. With expert contributions, this book outlines the development of export marketing theory from its inception to the current day and explores the utility of export marketing theory in assessing export marketing performance. Giving prominence to theoretical approaches in export marketing, this book will provide a necessary reference point for academics and students alike researching export marketing. Practitioners engaged in the pursuit of export management will also benefit from this insight. Contributors include: Y. Ali, M. Amin, S. Arora, Y. Asseraf, B. Aykol, V. Bamiatzi, D.L. Dean, F. Durrieu, I. Ferreira, J. Heyl, A. Hinterhuber, C.C. Julian, E.T. Kahiya, I. Kardes, O.T. Koc, L.C. Leonidou, L.-Y. Li, S.M. Liozu, J. Liu, T.K. Madsen, G.O. Ogunmokun, J.C. Pinho, S. Rezaei, Md. A. Saleh, S. Samiee, A. K. Shamsuddoha, A. Shoham, C.A. Solberg, A.A. C. Teixeira

Artificial intelligence (AI) describes machines/computers that mimic cognitive functions that humans associate with other human minds, such as learning and problem solving. As businesses have evolved to include more automation of processes, it has become more vital to understand AI and its various applications. Additionally, it is important for workers in the marketing industry to understand how to coincide with and utilize these techniques to enhance and make their work more efficient. The Handbook of Research on Applied AI for International Business and Marketing Applications is a critical scholarly publication that provides comprehensive research on artificial intelligence applications within the context of international business. Highlighting a wide range of topics such as diversification, risk management, and artificial intelligence, this book is ideal for marketers, business professionals, academicians, practitioners, researchers, and students.

The Presentation Book 2/e has been officially shortlisted in the 'New Manager' category for the 2018 Management Book of the Year prize which has just been announced by the Chartered Management Institute (CMI) and the British Library. Make the next presentation you do, the best you've ever done. The Presentation Book shows how you can easily put your nerves behind you and calmly and confidently deliver a clear, sharp and very influential presentation. With Emma Ledden's expert help, quick tips and proven three-step visual approach, you'll learn how to: Plan and prepare properly - learn the secrets of the great presenters and how you can use them too Profile your audience - quickly understand what your audience needs and exactly how to deliver it Shape your message - transform your raw data into three cleverly crafted points Design your slides - get the right visuals in the right place, at the right time Inform, inspire and entertain your audience and deliver your next presentation like a pro. 'The best book on presentation skills I have ever come across.' Robert Freese, Director, Talent and Organisation Development, First Data Corporation 'Finally, a book that can guide the inexperienced and experienced to better results from the presentations they deliver.' Mary O'Reilly, Senior Manager, Talent, Development and Learning, Deloitte & Touche 'Very engaging ... and useful ... this book will encourage presenters to improve and refine their approach.' Elaine McGleenan, Director, Learning and Organisational Development, KPMG

Social media platforms are powerful tools that can help organizations to gather user preferences and build profiles of consumers. These sites add value to business activities, including market research, co-creation, new product development, and brand and customer management. Understanding and correctly incorporating these tools into daily business operations is essential for organizational success. Managing Social Media Practices in the Digital Economy is an essential reference source that facilitates an understanding of diverse social media tools and platforms and their impact on society, business, and the economy and illustrates how online communities can benefit the domains of marketing, finance, and information technology. Featuring research on topics such as mobile technology, service quality, and consumer engagement, this book is ideally designed for managers, managing directors, executives, marketers, industry professionals, social media analysts, academicians, researchers, and students.

"Knock your socks off service doesn't just happen. It requires coaching on an ongoing basis. Now, thanks to authors Kristin Anderson and Ron Zemke, supervisors have a practical guide to the day-to-day challenges that arise in training superior customer service people. This newest "Knock Your Socks Off" book explains how to help frontline employees hone their skills, maintain the motivation to perform, and meet new situations head-on. The authors present a model for successfully coaching anyone, anywhere, and they show readers how to apply it in familiar coaching situations. Everyone can appreciate Zemke and Anderson's strategies for handling the toughest coaching problems. And they will learn a most important new skill - teaching employees to be peer coaches, a growing need in the current era of teams and of doing more with less."

Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.