Societal marketing has gained widespread recognition in the marketing discipline both in academia and the professional industry. The Handbook of Research on Contemporary Consumerism is an essential reference source that provides an in-depth understanding on the various aspects and issues of consumerism and reveals the critical success factors and conceptual and theoretical frameworks of these concepts from recent contexts and perspectives. Additionally, it examines the impact of identity on marketing and branding from the consumerist perspective, discusses consumerism as a source of innovation and product development, and provides insights on consumerism and profitability. Featuring research on topics such as circular economy, digital marketing, and social media, this book is ideally designed for practitioners, managers, marketers, academic researchers, and students.

Technology plays a vital role in bridging the digital divide and fostering sustainability in educational development. This is evident through the successful use of social media in educational marketing campaigns and through the integration of massive open online courses to reorient learner interactions in higher education environments. Marketing Initiatives for Sustainable Educational Development contains the latest approaches to maximize self-guided, interdisciplinary learning through the use of strategies such as web-based games to elicit collaborative behavior in student groups. It also explores the important role that technology serves in educating students, especially in the realm of technological skills and competencies. This book is a vital resource for educators, instructional designers, administrators, marketers, and education professionals seeking to enhance student learning and engagement through technology-based learning tools.

In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.

Integrating the Packaging and Product Experience in Food and Beverages: A Road-Map to Consumer Satisfaction focuses on the interrelationship between packaging and the product experience. In both industry and academia there has been a growing interest in investigating approaches that capture consumer responses to products that go beyond traditional sensory and liking measures. These approaches include assessing consumers' emotional responses, obtaining temporal measures of liking, as well as numerous published articles considering the effect of situation and context in the evaluation of food and beverage products. For fast-moving consumer goods (FMCG) products in particular, packaging can be considered as a contributor to consumer satisfaction. Recent cross-modal research illustrated consumers' dissatisfaction or delight with a product can be evoked when there is dissonance between the packaging and the product experience. The book includes an extensive overview of an adapted satisfaction scale that has been tailored for the food and beverage sector and which identifies varying satisfaction response modes such as contentment, pleasure, and delight with a product. This is an important development as it provides insights about products that can be used to market specific categories and brands of foods and beverages. The book demonstrates the value of this approach by bringing together case studies that consider the interrelationships between packaging design, shape, on-pack sensory messages, expectations, and consumer satisfaction with the product.

The current pandemic intensifies underlying structural bottlenecks and systemic inefficiencies. At the same time, it provokes the hasty adoption of innovations made possible by the already accelerating technological developments before being accompanied by necessary institutional and systemic adjustments. This leads to multidimensional crises as well as new socioeconomic challenges and prospects globally. The book enables readers to anticipate separate, yet interrelated functional spheres of global socioeconomic reality, understand their structure, and recognize potential vulnerabilities and opportunities in light of the current pandemic and the induced transformations. It tackles global aspects of the crisis by means of standard and innovative economic policies at the national and international level, faces challenges by businesses and revealing models of effective transformations and strategies in the present circumstances, and discusses individual and collective societal problems in light of sustaining our constantly upgrading humanitarian values in the 21st century. It is ideal for academicians, master's or Ph.D. degree students, university teachers, and scientists working in the field of management, business, economics, computer science, and engineering.

Whether you are branding your company, your product, your service, or yourself, learn to boost the power of your story and convey a compelling message in any setting by incorporating villains, victims, and heroes. Compelling stories exalt, motivate, and acculturate every worker in an enterprise. They also attract customers and media alike. Imagine an elderly man, snowed in, unable to shop for groceries until a supermarket comes to the rescue and delivers his food. The story of this company going out of its way to help a customer in need will resonate not only with consumers but also with employees. This book explains not just how to tell a captivating story, but also what elements-namely, villains, victims, and heroes-it should include in the first place. This approach is based on the notion that in business messaging, the villains may just be your best friends. The "villains" are simply any problems that cause pain, discomfort, or extra expense for customers, who are in effect the "victims." As for the "heroes," they are best illustrated by the supermarket going beyond expectations. Who in business wouldn't want to emulate that company? If your products and services offer real solutions to customers' predicaments, there is nothing more powerful than communicating that message and making sure your potential customers remember it. Provides a blueprint for constructing a story that will connect narrator and listener through the scientifically proven effect of neural coupling Emphasizes the importance of personal authenticity in effective storytelling Provides abundant tips on emotional branding, writing, rhetoric, vocalization, pacing, graphics, body language, breathing, and above all, creating drama Applies to a broad array of applications and settings, such as job interviews, ad campaigns, and professional presentations

The application of marketing and management concepts to sports products and services is vital to the success of the industry. When appealing to the target audience of an event, it is essential to construct a strong marketing plan by utilizing emergent technologies and strategies. Sports Media, Marketing, and Management: Breakthroughs in Research and Practice is a comprehensive reference source for the latest scholarly material on the effectiveness of current methodologies and theories, in an effort to improve promotional activities, management, and the organization of all aspects of the sports industry. Highlighting a range of pertinent topics, such as brand management, social media, and sports tourism marketing, this publication is ideally designed for students, researchers, academicians, professionals, and practitioners as well as scientists and executive managers interested in the marketing strategies of sporting media and events.

Social networking venues have increased significantly in popularity in recent years. When utilized properly, these networks can offer many advantages within business contexts. Strategic Uses of Social Media for Improved Customer Retention is a pivotal reference source for the latest scholarly research on the implementation of online social networks in modern businesses and examines how such networks allow for a better understanding of clients and customers. Highlighting theoretical concepts, empirical case studies, and critical analyses, this book is ideally designed for researchers, practitioners, professionals, and upper-level students interested in improving and maintaining customer relationships.