This book is developed by focusing on the four issues: (1) product strategy of private brand; (2) pricing strategy of private brand; (3) channel strategy with private brand introduction; and (4) supply chain coordination with private brand introduction. Private brand (PB), also known as private label (PL) or store brand (SB), refers to a brand created and controlled by a retailer. In the 1960s and 1970s, private labels began to emerge in France and England. Although private label has grown rapidly worldwide, market share varies greatly from region to region. According to Nielsen's 2018 Global Private Label Report, the largest markets for private-label products are found primarily in the more mature European retail markets. In recent years, many large domestic retail enterprises have launched their own brand products. With the growth of e-commerce, some online retailers have also launched private-label goods. JD started to introduce its private brands in 2010, with annual sales of its private brand products reaching several hundred million yuan. However, at present, the market share of China's private label is only 1-3%, which still has a big gap compared with Europe and America.The main challenges to China's private label lie in private brand operations management. Among them, how to select the correct product categories, how to make pricing decision, how to restructure channels and how to coordinate supply chain after introducing private brands are four operations management problems need to be solved.

"Hawks, Seagulls, & Mice" is an eye-opening resource for executives, entrepreneurs, venture capitalist, and everyone else involved in sales and marketing in business markets. It presents business-tested conceptual and quantitative models for driving performance in creating customers and capturing profits in plain-spoken terms and supported by numerous case studies and examples. Explore business markets from the following perspectives: Strategic growth patterns Sales and marketing organization design Sales and marketing activity management Customer buying process Psychological and business value communication Sales and marketing performance audits

"Finally Someone has shifted the old B2B paradigm of sales and marketing and provided some dynamic, new, easy-to-use, quantitative models for integrating the two around business goals."
-Gordon Hochhalter, Partner, Creativitystrategyconnectivity, Mobium Creative Group

""HSM" fills two major gaps in the marketing book universe-marketing in business-to-business markets and the integration of sales and marketing functions. Smith addresses these gaps in a systematic and comprehensive manner. A solid effort."
-Puneet Manchanda, Associate Professor of Marketing, University of Chicago Graduate Schools of Business

"Smith's."Hawks, Seagulls, & Mice" is a just-in-time work, immediately needed by many and useful to all those businesses that wish to grow their revenues in today's dynamic and exceedingly complex competitive marketplace."
-Green R. Miller, PhD, Professor of Economics, Morehead State University

Pairing "big ideas" in marketing with the popular activity of content curation, The Rise of the Curator Class positions curation as a "humanization" movement that is restructuring the internet. Curation is set to overturn the $2.2 trillion global creative industry, revolutionizing how we create, market, and discover content. In the era of content overload and fake news, in which everything to buy, listen to, read, or watch is available online, there is one group of people who have learned to thrive in this climate of superabundance: the curator class, whose influence and power grows as more people look to them as guides. This new curator class is rewriting traditional curation, tackling the overload and making sense of it for others. In the past, curation was available to an elite few. Now, internet platforms such as Pinterest, Spotify, and Twitter empower hundreds of millions of people to curate their ideas for anyone who may be interested, revolutionizing how content is marketed and sold. The Rise of the Curator Class explains how curation is disrupting internet commerce as consumer trust moves farther away from traditional brands and closer to the curators who lead tastes, and it equips readers to think critically about how curation can work for them. Describes the current state of content overload and how curation is solving it Explains how curation changes the structure of the internet and economy as legions of consumers demand curated experiences to cut through the noise Delivers a new toolkit for anyone-in marketing, advertising, sales, content creation, or product development-seeking to stay or become relevant in an increasingly curation-centric marketplace Provides strategic advice to make passionate audience segments, the opposite of mass marketing, work for you-whether you're buying, selling, or creating

Technological developments have created new opportunities for contemporary businesses. Online stores can now utilize a specific branch of marketing in order to maximize the revenue of their business and increase website traffic. Driving Traffic and Customer Activity Through Affiliate Marketing is an essential reference publication highlighting the latest scholarly research on the method of increasing online business traffic and sales by external referrals. Featuring extensive coverage on a broad range of topics and perspectives such as networking, program management, and customer satisfaction, this book is ideally designed for academicians, practitioners, and students seeking current information on ways to increase customer activity.

This book examines the capital structure dynamics in Indian MSMEs, offering empirical evidence to better understand the financial practices within entrepreneurial settings. Altaf and Shah in this book assess the financing pattern of Indian MSMEs, response of capital structure determinants to different macroeconomic states, links between working capital and capital structure, cash flow volatility and capital structure and also the impact of credit risk on capital structure and firm performance relationship. This book enthuses the audience looking to understand newer dynamics of capital structure and its interplay in the Indian MSMEs.

In interaction with their environment, firms change constantly; in trying to reduce uncertainties, they influence both their markets and the wider socio-political environment. Dynamics of the Firm addresses theoretical, empirical and policy issues concerned with the changing structure of firms. This book seeks to develop a theory of the dynamics of the firm which contrasts with the neoclassical view of the firm as a static production function in a world of given technology and institutions. Papers discussing new institutional theories of the firm in relation to sociological approaches, in which power and trust play an important role, are followed by contributions which focus on empirical issues such as pricing strategies, industrial groups and networking. The public policy implications are discussed extensively. Offering an original analysis of the organizational structures of firms operating in changing environments, this volume of essays by a distinguished group of economists will be welcomed by students, teachers and researchers in the areas of industrial organization and organizational economics.

Modern corporations face a variety of challenges and opportunities in the field of sustainable development. Properly managing assets and maintaining effective relationships with customers are crucial considerations in successful businesses. Innovations in Services Marketing and Management: Strategies for Emerging Economies presents insights into marketing strategies and tactical perspectives in both large and small enterprises. The chapters in this book explore case studies, contemporary research, and theoretical frameworks in effective business management, providing students, academicians, researchers, and managers with the resources and insight necessary to identify key trends in emerging economies and build the next generation of innovative services.

Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Promoting environmentally responsible practices through green marketing has been identified as a key solution. This book provides theoretical and practical insights into how businesses in emerging economies can integrate green objectives into their marketing activities to achieve sustainable outcomes and attain green-focused goals. It discusses green marketing from strategic and operational perspectives, which considers target consumers, products, processes, promotion and sustainability of resources and presents the institutional logic of embedding greenness across organisational marketing activities. Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book. Ultimately, this collection contributes to and extends theoretical conversations on green marketing while also providing actionable recommendations for organisations and the larger society in emerging economies. Chipo Mukonza is a Lecturer at the Tshwane University of Technology in Polokwane, South Africa. Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School, Pan-Atlantic University, Nigeria. Isaiah Adisa is a management researcher and consultant based in Nigeria. Robert E. Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School. Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, United Kingdom.

This book explores total revenue management (TRM), an emerging concept in revenue management that incorporates existing principles and tools of revenue management across all profit streams. It is a professional's guide to using TRM in an optimal and innovative manner to gain competitive advantage. Readers will gain comprehensive insights into the strategies, tools and principles of TRM including existing and emerging revenue streams across the value chain. The author offers a transparent and holistic explanation of pricing strategies, segmentation methods and distribution principles which enable implementation of TRM in organizations.

For courses in Marketing Research at two- and four-year colleges and universities An engaging, do-it-yourself approach to marketing research Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles-Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation-author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today's undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.

This book is about wellness and well-being and is meant to serve different groups of people in specialized ways. There is a widening health care information gap between health consumers and care providers. The material presented here bridges the gap between laypeople as health care consumers and medically oriented health care providers, with detailed natural healing information based on medical and scientific knowledge.

This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.

This book focuses on the implementation of the China-Pakistan Economic Corridor (CPEC), a multi-billion-dollar infrastructure development project intended to connect Asia with Europe, the Middle East and Africa. By introducing a new analytical approach to the study of economic corridors, it gauges the anticipated economic and geopolitical impacts on the region and discusses whether the CPEC will serve as a pioneer project for future regional cooperation between and integration of sub-national regions such as Balochistan, Khyber Pakhtunkhwa, the Federally Administered Tribal Areas, and Gilgit-Baltistan. Further, it explores the interests, expectations and policy approaches of both Chinese and Pakistani local and central governments with regard to the CPEC's implementation. Given its scope, the book will appeal to regional and spatial sciences scholars, as well as social scientists interested in the regional impacts of economic corridors. It also offers valuable information for policymakers in countries participating in the Belt-and-Road Initiative or other Chinese-supported development projects.