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Books > Business & Economics > Business & management > Sales & marketing
In this groundbreaking 1923 work, written after he retired as
president and chairman of one of the world's biggest ad agencies,
Hopkins shares the secrets of successful marketing that are just as
relevant today as they were almost a century ago. Learn: how
advertising laws are established the importance of just
salesmanship why businesses must offer service mail order
advertising: what it teaches what makes headlines effective
understanding customer psychology how to use art in advertising how
to use samples the best way to test campaigns the impact of
negative advertising and much more.American advertising pioneer
Claude C. Hopkins (1866-1932) is still renowned today for
developing such marketing innovations as coded coupons that could
be used to track the success of varying offers. His methods are
still prized for their efficacy today.
In the modern hospitality industry, it is critical to understand
travelers' needs and wants for businesses to survive and remain
competitive. Further study on understanding travelers' motivations
is essential in this field. Cases on Traveler Preferences,
Attitudes, and Behaviors: Impact in the Hospitality Industry
showcases several research-based case studies to understand
travelers' preferences, attitudes, and behaviors to illustrate
empirical methodologies in order to guide academics and
practitioners in their research endeavors. Covering key topics such
as destinations, rural areas, social impacts, and tourism
management, this reference work is ideal for industry
professionals, policymakers, researchers, academicians, scholars,
practitioners, instructors, and students.
Advertising, just like medicine and engineering, is a universal
discipline of study, providing insight into understanding the
business process anywhere in the world. Ideally, due to its
universal nature, that is how advertising should be taught. For
decades, marketers and advertisers have amassed an array of
strategies, tactics, and principles that, it is claimed, can be
applied to any particular advertising campaign. In today s
technological world, the challenge is to apply that knowledge to
the discipline of online advertising, the assumption being that
there is no need to claim any special status for a specific
marketing effort such as sports, electronics, or clothing. Online
Advertising and Promotion: Modern Technologies for Marketing
educates executives and students on how to meet online advertising
and Internet marketing challenges for both present and future
tactics. The book will outline the changes and challenges that have
impacted how online advertising decisions are being made and how
decision-makers are getting their information in an online world.
Marketing has for years promised to generate growth and transform
business. This promise has been backed by increasing amounts of
money spent on innovation, advertising and other forms of
communication, as well as people. Yet marketers and general
managers alike see that most new products and communication
campaigns fail and worry that this huge spend on marketing might be
wasted. They also worry that they are slow to react to changes in
the customer and competitive environment. In this book, full of
case studies and practical advice, Anthony Freeling argues that the
problem lies in the usual approach to marketing strategy. Agile
Marketing develops an approach, inspired by evolution, to do
marketing and to innovate, that is better, faster and cheaper. The
marketing community glories in "big leaps" towards radically
different offers and communication programs. Dr Freeling argues
that this is too risky. It is based on a generally misplaced belief
that marketers can predict their customers' and competitors' future
actions. In nature, creatures evolve by continuously making changes
and keeping those changes that are fittest to survive in their
environment. The book describes how to use a continuous process of
fast, practical "test, learn and commit (TLC) loops" of marketing
experiments to change marketing offers. These adapted offers are
fittest to survive in their environment - the marketplace. The book
also considers when other forms of marketing such as guerilla
marketing should be used. Dr Freeling shows how to implement Agile
Marketing and when Agile Marketing is best and when classic
marketing is best. The author also provides advice on the necessary
organizational and cultural changes that will be required to adopt
Agile Marketing successfully.
Customer-Centric Knowledge Management (CCKM) is needed in order to
build good customer relations and to maintain customer satisfaction
and loyalty. It includes the management of processes and techniques
used to collect information regarding customers' needs, wants, and
expectations for the development of new and/or improved products
and services. Customer-Centric Knowledge Management: Concepts and
Applications is a comprehensive collection addressing managerial
and technical aspects of customer-centric knowledge implementation.
It seeks to expand the literature and business practices and
contributes to the dynamic and emerging fields of organizational
knowledge management, customer relationship management, and
information and communication technologies (ICTs).
This book offers rich critical perspectives on the marketing of a
variety of toys, brands, and product categories. Topics include
marketing undertaken by specific children's toy brands such as
American Girl, Barbie, Disney, GoldieBlox, Fisher-Price, and LEGO,
and marketing trends characterizing broader toy categories such as
on-trend grotesque toys; toy firearms; minimalist toys; toyetics;
toys meant to offer diverse representation; STEM toys; and unboxing
videos. Toy marketing warrants a sustained scholarly critique
because of toys' cultural significance and their roles in
children's lives, as well as the industry's economic importance.
Discourses surrounding toys-including who certain toys are meant
for and what various toys and brands can signify about their
owners' identities-have implications for our understandings of
adults' expectations of children and of broader societal norms into
which children are being socialized.
This edited volume presents the results of a three-year comparative
study on Chinese cultural diplomacy (CD) across Europe, Central
Asia, the Middle East, and Southeast Asia, which contributes to the
broader theoretical debate on China`s increasing soft power in
international relations. The study, 'China's Cultural Diplomacy and
the Role of Non-State Actors' was conducted by a research team at
the Oriental Institute of the Academy of Sciences of the Czech
Republic from 2015 to 2018. This book pays special attention to
China's localized forms of CD, focusing on the regional variations
and involvement of non-state actors, especially local actors
outside China. Local actors involved in Chinese CD diplomacy are
characterized by their intermediary status as working for the aims
of two states, while trying to bridge conflicts and enhance mutual
understanding. This book will be of interest to scholars,
diplomats, and China watchers.
This book studies the Chinese "Belt and Road Initiative" (BRI),
also called "New Silk Road", and focuses on its regional and local
effects. Written by experts from various fields, it presents a
range of case studies on the geopolitical, socio-economic,
ecological and cultural implications of the BRI for European
regions and their stakeholders. The book is divided into four
parts, the first of which discusses the history of and China's
motivations for the BRI. The second part explores the global
phenomenon from a number of regional standpoints. In turn, the
third part presents studies on the political, socio-economic,
cultural and ecological implications of the New Silk Road project.
The final part highlights the tourism prospects in connection with
the Silk Road project, as tourism has established itself as an
important economic sector in many regions along the historic Silk
Road. This book will appeal to scholars of economics, international
relations and tourism, decision-makers, managers, chambers of
commerce and entrepreneurs with special interests in establishing
collaboration with the Chinese market.
Following the success of the first two editions, Age of
Conversation 3: It's Time to Get Busy again kick-starts the
discussion about how the global marketing landscape is changing.
With over 170 of the world's leading marketers, writers, thinkers
and creative innovators contributing chapters, this collaborative
work investigates the roles that community, conversation,
experimentation, engagement, and collaboration play in shaping the
21st century's economy of ideas. As businesses, public and private
organizations, and individuals realize that there's much more to
social media and its impacts than meets the eye, Age of
Conversation 3 shows us which platforms, tools, and approaches
truly work, as well as those that simply don't. "Social media" may
be the business buzzword (or, buzz-phrase) of 2010, but what's
happening beyond the hype? What new practices and guidelines is
social media imposing on business-as-usual? And what makes this
type of media so much different than the media we're all used to?
From the boardroom to the locus of customer interaction, social
media is transforming the way we do business. The impact of this is
being felt in every customer interaction, each business decision,
and even in the way we source, retain and engage our staffs. This
third book in the Age of Conversation series is crowdsourced,
bringing together the world's leading practitioners to share their
stories, perspectives, observations, and strategies. Their diverse
insights and varying approaches are a reflection of the global,
changing nature of business today.
As marketing professionals look for more effective ways to promote
their goods and services to customers, a thorough understanding of
customer needs and the ability to predict a target audience's
reaction to advertising campaigns is essential. The Handbook of
Research on Social Marketing and Its Influence on Animal Origin
Food Product Consumption is a critical scholarly resource that
examines the role of social marketing in understanding and changing
behavior regarding the negative impacts of consuming animal-based
foods. Featuring coverage on a broad range of topics, such as the
psychology of meat consumption, food waste, and meat substitutes,
this publication is geared towards academicians, students, and
professionals seeking current research on social marketing
interventions and the demarketing of meat.
Rural tourism marketing is a subject that remains significantly
under-researched. Gunjan Saxena seeks to encourage a fuller
understanding of rural tourism marketing by uncovering the lived
experiences and enterprise of different actor groups as they
respond to the impact of tourism on their communities and cultural
identities. Marketing Rural Tourism presents actor narratives to
reveal nuances inherent in their practices and perceptions as they
develop, support or oppose tourism in their locality. By focusing
on actors' experience and enterprise involved in the ongoing
production, consumption and marketing of rural landscapes for
tourism, this book enables an insight into varied storylines that
underlie the processes of place making. Academics in the area of
marketing and tourism as well as development studies will
appreciate the contribution this book will make to the wider
marketing discourse that circulates about rural destinations. The
book will also be a valuable resource to undergraduate students
looking to incorporate fresh conceptual insights into their
projects, as well as postgraduate students looking to apply newer
approaches to conceptualising tourism or place marketing.
Highlights the trailers, merchandising and cultural conversations
that shape our experiences of film and television It is virtually
impossible to watch a movie or TV show without preconceived notions
because of the hype that precedes them, while a host of media
extensions guarantees them a life long past their air dates. An
onslaught of information from print media, trailers, internet
discussion, merchandising, podcasts, and guerilla marketing, we
generally know something about upcoming movies and TV shows well
before they are even released or aired. The extras, or "paratexts,"
that surround viewing experiences are far from peripheral, shaping
our understanding of them and informing our decisions about what to
watch or not watch and even how to watch before we even sit down
for a show. Show Sold Separately gives critical attention to this
ubiquitous but often overlooked phenomenon, examining paratexts
like DVD bonus materials for The Lord of the Rings, spoilers for
Lost, the opening credits of The Simpsons, Star Wars actions
figures, press reviews for Friday Night Lights, the framing of
Batman Begins, the videogame of The Thing, and the trailers for The
Sweet Hereafter. Plucking these extra materials from the wings and
giving them the spotlight they deserve, Jonathan Gray examines the
world of film and television that exists before and after the show.
Social media and emerging internet technologies have expanded the
ideas of marketing approaches. In particular, the phenomenon of the
internet in China challenges the common perception of new media
environments. Internet Mercenaries and Viral Marketing: The Case of
Chinese Social Media presents case studies, textual analysis, media
reviews, and in-depth interviews in order to investigate the
Chinese "pushing hand" operation from the conceptual perspective of
communications and viral marketing. This book is significant to
researchers, marketers, and advocates interested in the persuasive
influence of social networks.
First of all, the level everyone understands isthat an executive is
the person who is responsiblefor policy and direction of a
departmentalfunction. I call this the functional silo. Theyare in
charge and lead the Sales and Marketingeffort, the Manufacturing
Division, the R&Defforts, the financial function or various
otherareas. Each has the primary responsibility forestablishing
policy and direction within theirdepartment making certain that
BOTH support theoverall corporate direction. Their efforts
anddecisions in this functional silo are not basedon the slickness
or sexiness of a particulartechnology or application, but rather on
itsoverall ability to bring their silo into alignmentwith the
corporation's strategic intent.But this is only part of their job.
There isa second part which carries a greater deal ofinvolvement
and time investment. When you are ableto recognize and understand
this, it will createmore value opportunities for you. Executives
mustalso establish policy and direction at the corporatelevel. I
call this the corporate strategic silo.This corporate silo always
takes precedence overthe functional silo. If the two ever come
intoconflict, the corporate silo always wins. Perhapsthis might
explain why salespeople who go into ameeting with an executive to
"pitch their wares,"and are addressing the impact they can bring to
thefunctional department silo lose the executive'sinterest. While
this "stuff," (which is how theexecutives usually describe it), is
important tothe salesperson and possibly the functional silo, it
does not capture the executive's attention, or address the value
they most care about or arelooking for. The response that usually
followssounds something like, "This is very interesting.I would
like you to continue this discussion withmy Director of
Manufacturing," thus effectivelyGET OUT OF MY OFFICE 31ending the
opportunity for you to build any kindof relationship with this
executive. Understandthat relationships will be built based on
thevalue you can offer. For the executive the valuethat would cause
them to entertain the idea of therelationship will be separate from
the impact youmay have on their functional silo. Remember,
theirprimary responsibility, by definition, will be thecorporate
silo. They will have others to managethe functional aspects of the
corporation.I have used the word "primary" several times andit
bears some explanation. I am trying to conveythat executives have
multiple responsibilities.Sometimes it will be necessary to get
theircoveralls on and go down into the bowels of theship. While
they may often have to make theseroad trips, please don't confuse
this with thechance for you to bring in your value propositionand
have it fall on eager and accepting ears.Executives are NOT
managers. They have people totake care of the tactical efforts of a
functionor project. The executive will LEAD and determinethe
direction of the silo and team up with theircolleagues to lead the
company.When people get a meeting with an executive, they typically
have a conversation that addressesthe executive not from the
corporate silo butrather as the highest-ranking manager of
thefunctional silo. Yes the executive can and willtalk the talk,
look the look and walk the walk, with technical, functional silo
language, but atthe end of the day the value that they are
lookingfor as an executive has not been addressed in thistype of
exchange.Allow me to illustrate this in another way.Have you ever
wondered why there is such a hugedifference in compensation between
executives andthe rest of the organization? The typical companyhas
a pay scale that is used for all employees.32 KEVIN L. STINSONFrom
the lowest level employee to the highestsenior management position,
there might be 20
This book focuses on the latest developments in behaviormetrics and
data science, covering a wide range of topics in data analysis and
related areas of data science, including analysis of complex data,
analysis of qualitative data, methods for high-dimensional data,
dimensionality reduction, visualization of such data, multivariate
statistical methods, analysis of asymmetric relational data, and
various applications to real data. In addition to theoretical and
methodological results, it also shows how to apply the proposed
methods to a variety of problems, for example in consumer behavior,
decision making, marketing data, and social network structures.
Moreover, it discuses methodological aspects and applications in a
wide range of areas, such as behaviormetrics; behavioral science;
psychology; and marketing, management and social sciences.
Combining methodological advances with real-world applications
collected from a variety of research fields, the book is a valuable
resource for researchers and practitioners, as well as for applied
statisticians and data analysts.
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