Marketing Essentials 2e explains the nature of marketing and the importance of understanding the complexities of the market place in a concise manner. This comprehensive text is easy to read, reflects accurately the current thinking in the world of marketing and is informative, interesting and topical. Marketing Essentials follows a logical structure enabling students to clearly see how effective marketing requires an analysis of the market place, the recommendation of a marketing strategy and the implementation of the desired strategy. Marketing Essentials is ideal for use on introductory marketing modules at both undergraduate and MBA level. The strategic content of the text makes it suitable for use on strategic marketing, marketing analysis and marketing management courses.

Don't Fire Them, Fire Them Up is a real-world story of winning in business by motivating employees in the most positive way possible -- nurturing them, showing that you value their accomplishments, and giving them the skills and the responsibility to become winners. Frank Pacetta, the hard-working man who engineered the drastic performance turnarounds of Xerox's Cleveland and Columbos sales staffs, gives the reader the same techniques he uses to build a winning business team:

* How to develop trust and create loyalty
* How to generate enthusiasm and excitement
* How to establish feedback and accountability
* How to rebuild an organization, and then lead and energize it
* How to put the organization on top and keep it there year after year

This book is check-full of practical, proven tips on leadership and management, everything from motivation to communication to all the nuts and bolts of selling successfully. And Pacetta has included his Top Ten Tips (and created Ten More Top Tips), which were featured in The Wall Street Journal and which have been copied and posted on office bulletin boards across the country.

This book explores the definition, nature and context of public relations crises; it also examines and defines the main elements of public relations crises and positions it in the context of the current communication sphere. Public Relations Crisis Communication: A New Model investigates existing group communication theories, including organizational culture, critical theory of organizations, media ecology, public rhetoric, and cross-cultural communication theory to establish their relevance in the context of the new model of public relations crisis. Key concepts from existing public relations crisis theory are also discussed and validated in order to establish prevailing thought. Through a case study of Malaysia Airlines MH370, involving a textual analyses of press communications on the Malaysia Airlines website, this book scrutinises prevailing theory and definitions. Most valuably, this book proposes a new definition and model of public relations crisis, alongside a suggested extension to existing crisis communication theory in the form of a hierarchy of publics to be addressed during crises. This will help to address divergent publics with differing priorities in public relations crisis communication. This book is of interest to students, teachers, researchers and practitioners of public relations, communication, media and marketing, as well as professionals in the aviation industry and international relations.

Provides clear steps for readers to attain resilience and a sense of wellness in a digital age. The book is told through the voices of entrepreneurs and practising leaders, which gives the book authenticity and sets it apart from other books on the market. Adopts an engaging story-telling approach, which makes the book accessible to both managers and students.

* The books is very timely: Many expect a return to business as usual after Covid19, but the bigger problem of life-threatening climate change makes it clear that the way humans live and work must change. * The book is informative and stimulating: As technological progress made, it is important that those who need to know are informed. This includes both interested members of the public as well as key policy makers and other climate change stakeholders. * The book is controversial: The degree of change is large, with winners and losers coming from ideas and approaches that in some cases appear to contradict current thinking (e.g. electric cars). * The book is written by an expert: The author has had a distinguished career, in designing safe systems using technology pushed to the limit of optimum performance while making sure that everything is safe throughout the whole life. He has served on many advisory boards reporting at high level to the prime minister, and ministerial level both in UK, and in Indonesia.

This book explores the purpose, practice and effects of public relations (PR) at a time that has been variously described as an era of populism, post-truth and fake news. It considers how PR processes have contributed to the current social condition of post-truth and what constitutes PR work in this environment. Post-Truth Public Relations: Communication in an Era of Digital Disinformation proposes that while we can now look back upon the last 80-100 years as a period of classical PR, that style is being supplemented by the emergence of a post-classical form of PR that has emerged in response to the post-truth era. This new style of PR consists of a mixed repertoire of communicative work that matches the new geometry of digital media and delivers a mix of online engagement and persuasion in order to meet the needs of increasingly partisan audiences. Using contemporary case studies and original interviews with PR practitioners in several countries, including China and the Philippines, the book investigates how PR workers have reconciled their role as communicative intermediaries with the post-truth era of digital disinformation. This thought-provoking book will be of great interest to researchers and advanced students interested in the changing nature of PR and its practice.

* Describes the principles of capitalism and how they can be used in the space industry to maximize creation of value for humanity. * Develops pragmatic criteria for readers to use in assessing value to humanity of initiatives and business decisions in the space industry. * Describes the world's greatest problems and how space systems may help address them with emphasis placed on how the space industry supports sustainability of humanity and the planet. * Provides all of the above in an integrated format that is accessible to readers, whether coming from technical, business, or policy backgrounds.

1. This uniquely caters to distinctive marketing concepts and theories pertaining to Bottom of Pyramid (BoP) instead of identifying just the selling propositions and aspects related to marketing to the poor. 2. Will be of interest to students and researchers of marketing, business administration, rural management, marketing management, rural marketing, economics, and development studies in the UK and USA.

The text is a European adaptation of our current US book: Strategic Market Management, 9th Edition by David Aaker. This new edition is a mainstream textsuitable for all business students studying strategy and marketingcourses. Strategic Market Management: Global Perspectives ismotivated by the strategic challenges created by the dynamic natureof markets. The premise is that all traditional strategicmanagement tools either do not apply or need to be adapted to amore dynamic context. The unique aspects of the book are its inclusion of: * A business strategy definition that includes product/marketscope, value proposition, and assets and competences. * A structured strategic analysis including a detailed customer,competitor, market, and environmental analysis leading tounderstanding of market dynamics that is supported by a summaryflow diagram, a set of agendas to help start the process, and a setof planning forms. * Concepts of strategic commitment, opportunism, and adaptabilityand how they can and should be blended together. * Bases of a value proposition and strong brands. A strategywithout a compelling value proposition will not be market driven orsuccessful. Brand assets that will support a business strategy needto be developed. * Creating synergetic marketing with silo organisations definedby products or countries. All organisations have multiple productsand markets and creating cooperation and communication instead ofcompetition and isolation is becoming an imperative. A global perspective is an essential aspect of this new edition.This reflects the lived experience of the student reader but alsotheir likely professional challenges. This is achieved by theextensive use of new examples and vignettes.

Advertising is one of the most prominent, powerful, and ubiquitous contemporary uses of language. Its seductive and controversial quality has attracted consistent and intense attention across a range of academic disciplines including linguistics, media studies, politics, semiotics, and sociology. The reasons for this academic interest are far from superficial. The study of advertising brings together many of the key social and political issues of our time: the new capitalism; globalization; overconsumption and the environment; cultural and individual identities; and the communications revolution. It provides insight into the ideologies and values of contemporary societies. Advertising's creative use of language makes it a particularly rich site for language and discourse analysis. Operating in all media and exploiting the interaction between word, sound, and image, it provides a key location for studies of multimodal communication. Simultaneously poetic and commercial, it raises questions about the nature of creativity and art. Ever since the intensification of advertising in the 1950s, leading scholars have analysed its use of language. This new four-volume Routledge Major Work brings together for the first time the most seminal and controversial works, allowing users to obtain a wide and inclusive view of this rewarding topic. It will be welcomed by scholars and other researchers in the field as an invaluable 'mini library' on the language of advertising.

All people should have access to all that is available in their community and beyond. Neurodiverse individuals often experience barriers when engaging with businesses, even when obstacles can be easily remedied. This book will provide business owners, leaders, managers, team members, and associates the tools to integrate strategies and techniques that will enhance neurodiversity and inclusion, improving the delivery of a quality experience and increasing a varied customer base.

"A tactical primer for any business embarking on the critical work of actively building community."--Seth Godin, Author, This is Marketing "This book perfectly marries the psychology of communities, with the hard-earned secrets of someone who's done the real work over many years. David Spinks is the master of this craft."--Nir Eyal, bestselling author of Hooked and Indistractable The rise of the internet has brought with it an inexorable, almost shockingly persistent drive toward community. From the first social networks to the GameStop trading revolution, engaged communities have shown the ability to transform industries. Businesses need to harness that power. As business community expert David Spinks shows in The Business of Belonging: How to Make Community your Competitive Advantage, the successful brands of tomorrow will be those that create authentic connection, giving customers a sense of real belonging and unlocking unprecedented scale as a result. In his career of over 10 years in the business of building community, Spinks has learned what a winning community strategy looks like. From the fundamental concepts--including how community drives measurable business value and what the appropriate metrics are--to high-level community design and practical engagement techniques, The Business of Belonging is an epic journey into the world of community building. This book is for decision makers who want to better understand the value and opportunity of community, and for community professionals who want to level up their strategy. Featuring a foreword by Startup Grind and Bevy cofounder Derek Andersen, it will give you a step-by-step model for strategically planning, creating, facilitating, and measuring communities that drive business growth. Attracting and retaining community members who are also loyal customers, brand evangelists, and leaders--that's the goal for today's connected businesses, and this book is the map to getting there.

Handbook of Hospitality Marketing Management is packed with investigations into mainstream hospitality marketing issues and practices which offer practical guidelines for applying topical research results to industry s daily operations. Internationally recognized leading researchers provide thorough discussion, reviewing hospitality
marketing research by specifc topics.
The depth and coverage of each topic is unprecedented. This book is a must-read for hospitality researchers and educators, students and industry practitioners.
* Fundamental issues of hospitality marketing including the concept of hospitality, social responsibilities and basic principles
* Essentials of the hospitality marketing mix such as branding, advertising and business performance
* Hospitality consumer behavior including information search behavior, customer satisfaction and behavioral pricing
* Destination marketing issues such as push and pull dynamics in travel decisions, and group decision making in travel
* Special marketing topics such as internal marketing and casino marketing

Is your organisation in good shape for today's digital world? Has it effectively changed the way it works to keep up with the new connected consumer? Or is it still stuck on the digital business basics, losing relevance and falling behind in the race for customers? Get Fit for Digital Business will help you to assess where you are now, where you need to go and how you can get there. Leaning on two decades of business transformation experience, Rob Laurens describes the difference between just doing digital and being digital. He provides a practical six-step process that any leader can use to accelerate change, seize the opportunities and counter the threats that digital technology brings. This is people-first business transformation for the real world; the way to build core strength, speed and agility throughout your organisation. Free from digital jargon and corporate gobbledegook, it's a complete framework for leaders who don't have time for an MBA in digital business - but who do want to get their teams in great shape to survive and thrive in a digital world. Get Fit for Digital Business will help you to create an enterprise that is not just more productive and profitable, but also happier and healthier - leaving you and your team feeling and performing better in every department.

This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field, it strives to contribute to the establishment of visual marketing as a coherent discipline. The chapters represent an array of issues in visual marketing. They address three areas in theory: attention and perception (chapters 2-5) visual cognition (chapters 6-9) and action and choice (chapters 10-12). The chapters go beyond what is known, and offer in many cases a more speculative and visionary account of the directions that visual marketing research could and should take.

Rather than being confined to advertising only, this new volume shows how visual marketing permeates almost all consumer and marketing activities. It will be of interest to undergraduate and graduate students in marketing, management, industrial design, and consumer and social psychology. Professional practitioners, especially those involved with marketing communications, retail, and in store marketing and market research, will also benefit from the empirically based and innovative ideas put forth in this book.

The Routledge Handbook of Service Research Insights and Ideas offers authoritative coverage of current scholarship in the expanding discipline of service research. Original chapters from the world's leading specialists in the discipline explore foundations and innovations in services, highlighting important issues relating to service providers, customers, and service design. The volume goes beyond previous publications by drawing together material from different functional areas, including marketing, human resource management, and service process design and operations. These topics are important in helping readers become knowledgeable about how different functional areas interact to create a successful customer experience. This book is ideal as a first port of call for postgraduate students desiring to get up to speed quickly in the services discipline. It is also a must-read for academics new to services who want to access cutting-edge research.

This book is part of the Human Centered Book Trilogy, the 2021 volumes of the Routledge Human Centered Management HCM Series. HCM books are pioneering transformation from the traditional humans-as-a-resource approach of the industrial past, to the humans at the center management and organizational paradigm of the 21st century. HCM is built on talent and wellbeing of people in the workplace driving work engagement, quality standards, high performance and productivity for long-term organizational sustainability in the global VUCA (volatile, uncertain, complex, ambiguous) environment. This book was carefully crafted by recognized international human centered scholars from four continents. Although all organizations seek to have an optimal culture, unstoppable disruptions in the VUCA environment easily derail even the best efforts. Conventional assumptions of culture as a unifying organizational force are hardly defendable today. HCM maintains that culture is not only about cohesiveness and consensus but effective management of conflict and disagreements continuously testing the capacity of people to work together. This book is about organizational transformation positioning people at the center. Complementary chapters integrate as antidotes to overcome disruptions in the VUCA environment and the effects of the COVID-19 pandemic affecting people and organizations worldwide. This and its two complementary titles Soft Skills for Human Centered Management and Global Sustainability and Sensible Leadership: Human Centered, Insightful and Prudent are timely readings for leaders, managers, researchers, academics, practitioners, students and the general public responsible for organizations across industries and sectors worldwide pursuing quality standards and organizational transformation to attain sustainability.

In this edited volume, the leading scholars in the field engage with consumers, marketers, corporations and policymakers as well as space dynamics and network formation to provide an in-depth examination of anti-consumption: a voluntary behavioural inclination to minimise rather than grow, to decelerate and simplify and to reduce the unnecessary exploitation of resources fuelled by consumer culture. This book does not place anti-consumption on the high moral ground but rather demonstrates its complexity to spur innovative and critical thinking on how people, organisations, businesses and governments can treat consumption more as a necessity for survival than as a tool for self-expression, pleasure and economic growth. The first part of this book looks at anti-consumption from a diversity of perspectives. It analyses voluntary simplicity, a self-motivated engagement in consumption reduction, and boycotting, a politically-motivated reaction against unacceptable corporate practices, as distinct manifestations of anti-consumption that nonetheless remain rooted in the logic of the market. Paving the way to critical perspectives on the interface between anti-consumption, people and the environment, the second part of the book projects anti-consumption to issues of waste production and provides possible answers to global challenges of resources depletion, social inequalities and global warming. In this section, anti-consumption is critically assessed as an actor of change, both in terms of social change and paradigm change. To move the field forward, the third part of this book presents several theoretical frameworks that help set a roadmap for future research. Anti-Consumption will be of direct interest to scholars and researchers within the fields of marketing, consumer research, business studies, environmental studies and sustainability. It will also be of value to those researching the economics and/or sociology of markets.

Imagination is a word that is widely used by marketing practitioners but rarely examined by marketing academics. This neglect is largely due to the imagination's 'artistic' connotations, which run counter to the 'scientific' mindset that dominates marketing scholarship. Of late, however, an artistic 'turn' has taken place in marketing research, and this topical study argues that the mantle of imagination has now passed on from the artist to the marketer. It contends, moreover, that the tools and techniques of artistic appreciation can be successfully applied to all manner of marketplace phenomena. Key features include: * the treatment of artistic artefacts as a source of marketing understanding * a detailed discussion surrounding the argument that marketers should adopt more imaginative modes of academic expression * an analysis of the kind of art that marketing is, and the place of imagination in marketing's artistic palette. This book provokes a new way of thinking about marketing, and will prove invaluable to marketing academics, researchers and practitioners.

Marketing Through Search Optimization, Second Edition, is the step-by-step marketer's guide to improving your web ranking in search engines and getting your site listed effectively in online directories. Search engine placement has become a key task for those engaged in website marketing because good positioning in search engines and directories dramatically increases visitor traffic. Optimizing search engine ranking will be the most important and cost-effective way of marketing your website, and customers use search engines more than any other method to locate websites. Submitting to search engines is only part of the challenge. It is also vital to prepare a website through "search engine optimization," ensuring that your web pages are accessible and focused in ways that drive traffic to your site.

To manage key accounts profitably you need strategic planning that works. This book is the definitive guide to achieving this based on the unmatched practical and research experience of Ryals and McDonald. Key Account Management is proven to deliver substantial benefits to the bottom line. Best practice companies know that real results from managing powerful customers are not achieved through short-term cost cutting. Instead, as the best companies understand, it depends on fostering carefully developed and profitably managed relationships with an equally carefully selected group of key accounts. This is a genuinely strategic activity that goes well beyond sales management and the simplistic use of budgets to generate targets. It is about the behaviours and practices that make predictable, profitable and sustainable Key Account Management possible. To achieve this the book is constructed to deliver- * Clear descriptions of the various techniques and the reason for their importance * A hugely powerful step by step approach to using the key techniques to build strategic skills * Templates for building real plans * Cases, examples and vignettes to show best real world practice Based on wide application in the business world, and the world class research at Cranfield Management School this book will be an essential introduction to the principles and reality of Strategic Key Account Planning. For senior managers, key account managers at all levels as well as those on executive and MBA courses it will be an essential guide and text.

Cybernetics is about having a goal and taking action to achieve that goal. Knowing whether you have reached your goal (or at least are getting closer to it) requires "feedback", a concept that was made rigorous by cybernetics. The subject of Cybernetic Synergy, although emanating from a socio-economic experiment of economic control by cybernetic means in Chile in the early 1970s, has never been approached as an applied subject in its own right. Indeed, the subject of applied cybernetics has never been addressed as a separate issue, although it has been shown that the overall subject of cybernetics applies to a wide range of disciplines, from biology to business via mathematics and engineering. Cybernetic synergy is the study of relationships and controls of and between corporate entities, on an external basis, and departments within corporate entities, on an internal basis. It concerns the decision-making process, and how decisions can be made based on feedback from any part of the organization being managed. It therefore concerns the issue of input of raw material or information, the output of the transformed information and materials, and the rectification of any issue based on negative feedback related to the productive process. It investigates not only the basic theory of the subject but also its applications in the commercial and business environment, as well as touching on government and administrative issues where shortcomings have emerged owing to a lack of synergy and communication. There are already several books available on the subject to cybernetics, but they are all concerned with mathematical approaches along with very heavy technical texts, most of which are completely alien to the layman or the simple practitioner. Furthermore, other than references to business or economic practice in some books, there has never been a book published purely about the subject of applied cybernetics relating to business practices. The book covers the subjects of management and economic cybernetics, and how the theory of cybernetic control can be used to manage business and government functions, whether small, medium or large. It looks at the history of cybernetics, and how some pioneering cybernetic concepts were used in Chile in the early 1970s to manage the Chilean economy. It uses these same principles, along with later cybernetic models, to show how such concepts can be applied to the present-day economy and business practices. It examines present-day business practices and shows how weaknesses in these systems can be addressed and eliminated by the application of cybernetic practices. The aims of the book are to provide an insight into the subject of management and business cybernetics, using the principle of cybernetic synergy, to resolve intra-corporate issues and create more efficient business practices based on simple command-and-control processes. Essentially, this book provides an in-depth insight into the use of cybernetics in business and administration environments, and would explain how cybernetics is a valuable tool in resolving corporate issues concerning efficiency and overall control. It would give a detailed explanation of the various practices and functions involved in business operations and practices.

Market Research in Action is an examination of various marketing research techniques using a running case study based on a real product. The use of this device shows how research impacts on product development and the product launch, with particular reference to fast moving consumer goods. To demonstrate other marketing research techniques the author has added additional cases introducing a selection of techniques to show how these techniques are developed or used in different arenas, for instance while dealing with service products or marketing in a retail, international and B2B marketing environment.

Straightforward advice for taking your sales team to the next level! If your sales team isn't producing the results expected, the pressure is on you to fix the situation fast. One option is to replace salespeople. A better option is for you to optimize your performance as a sales leader. In The Sales Manager's Guide to Greatness, sales management consultant Kevin F. Davis offers 10 proven and distinctly practical strategies, skills, and tools for overcoming the most challenging obstacles sales managers face and moving your team ahead of the pack. This book will help you: Learn the 6 sales rep instincts that can cripple your management effectiveness, and replace these instincts with a more powerful leadership mindset -- true sales leadership begins with improving the leader within Stop getting bogged down by distractions, become more proactive, and find more time to coach, lead, and inspire your salespeople Get every salesperson on your team to be more accountable and driven to achieve breakthrough sales results Master the 7 keys to hiring great salespeople Create a more customer-driven sales team by blending the buyer's journey into your sales process Speed up the improvement of your team by mastering the 7 keys to achieving better coaching outcomes Excel at the most challenging coaching conversation you face -- how to solve a sales performance problem that is caused by a rep's lousy attitude Attain higher win-rates by intervening as a coach at the most critical stages of a buying cycle, quickly identify opportunities at risk, and coach more deals to the close Discover why so many salespeople fail at sales forecasting and how to impress your company's upper management by submitting more accurate forecasts And much more You can apply the strategies outlined in this book immediately to take control of your time and priorities as a sales manager, become more strategic, deliver high-performance coaching that grows revenues, and ultimately drive your team to greatness.