This unique and timely text is designed to help food science students learn to perform critical analysis of food processing technology and consider the incorporation of elements that touch on contemporary technological developments in the food sector. As the food industry adjusts to new consumer demands for safe and low processed foods, the time has come to harmonize product and process engineering with 'relationship engineering' from farm to fork. This increasingly allows the opportunity for food sector professionals to consider the existence of new drivers of food consumption. These newly discovered drivers are explored in great detail over the course of this book from industrial, economic and human resource viewpoints. Social Drivers In Food Technology presents a series of helpful case studies are presented covering six important food sectors: chocolate, coffee, yogurt, juice, baby food and snacks. These cases have been chosen in order to illustrate dynamic and innovative advances in food processing technology. The information provided over the course of this book has been gained through the thorough study of both scientific literature and organizational reports from food processing companies. The major economic aspects related to food technology are also outlined throughout the text. This multidisciplinary approach is motivated by the opportunity to contextualize the technological debate in strategy and organizational economics, contributing to the formation of human resources. This text is informed by the concept that one must look beyond the technology of the food processing sector and discuss opportunities that involve re-thinking product innovation and process, knowledge generation and human resource training. These innovations have been highlighted in food science & technology literature, but their economic and managerial implications have remained unexplored until now. With its informative case studies, helpful illustrations and quizzes and comprehensive, well-organized scope, Social Drivers In Food Technology is a much-needed textbook that will allow students to look at food processing technology from both industrial and economic perspectives and to consider the important human resource elements involved.

It is well understood that many business operations are evolving to fit within the mold of society's technological advancement. This is no different for marketing. While there are indicators proving the evolution of marketing, there are still many questions that must be addressed when examining the changes made to the field: whether this evolution will force new tactics, whether it will be reduced to technological tools, and more. These questions must be answered in order to allow organizations to be more customer-oriented and competitive. Promoting Organizational Performance Through 5G and Agile Marketing provides knowledge and skills to allow readers the ability to understand the evolution and trends of marketing, as well as its implications in organizations and customer relationships. It consolidates concepts introduced in recent years and examines possible opportunities to broaden the breadth of marketing, demonstrating its interdisciplinarity. Covering topics such as loyalty programs, brand attachment, and purchase intention, this premier reference source is an excellent resource for business leaders and executives, brand managers, IT managers, marketers, communications professionals, students and faculty of higher education, librarians, researchers, and academicians.

This book explores key factors associated with consumer behaviour, from both a theoretical and practical perspective. It particularly focuses on the consumer in the 21st century - educated and conscious, but also impatient, disloyal and capricious. The book is divided into three main parts: the first part discusses the theoretical and legal aspects of consumers' behaviour, analysing the government's role in regulating consumer behaviour and the role of the European Union. The second part then examines organisational strategies, such as omni-channel retailing and branding products. And lastly, the third part describes consumer behaviours in the context of individual products and services, from coffee to energy.

"Trying to figure out how to connect with customers when traditional marketing has lost much of its value, and why 'connecting' is a whole lot more than today's buzzword? This is the book for you."
-Kelly Erickson, author of Maximum Customer Experience

Most people know that branding is the most effective marketing strategy to build a long-term relationship with a dedicated group of customers. But many of us forget about the zeitgeist.

The zeitgeist is the evolving collective consciousness of society, and it is what people are talking about. It's what determines trends and buying behaviors.

Companies can tap into the power of the zeitgeist by providing customers with the tools they need to spread marketing messages through word-of-mouth and other viral channels. Chris Houchens, a marketing expert, uses real-world examples to show how branding works. Discover: Methods to craft and hone messages How to make the most out of first impressions Ways to harness groupthink The importance of logos and visual brand elements How to use social media How to measure the effectiveness of branding efforts And much more If you have no idea how to create a marketing strategy or if you just need a fresh perspective on branding, then Brand Zeitgeist is for you.

Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers. Geared to the fast-changing media world of the 21st century, The Entrepreneur's Guide to Advertising was written to offer both basic advertising concepts and advanced, state-of-the-art information about the new advertising environment. In its pages, two expert authors walk the entrepreneur through each and every stage necessary to create an integrated and synergistic advertising and marketing communications program. This guide covers all of the many facets of advertising, as well as the variables that make up the Integrated Marketing Communication (IMC) mix. Most notably, the book provides a framework entrepreneurs can use to develop a marketing communication (MARCOM) plan of their own. Readers will come away from The Entrepreneur's Guide to Advertising with an enhanced ability to make research-based judgments about their market and a new savvy about their approach to communications. Includes an Integrated marketing communication flow chart and section-by-section steps for the development of an Integrated Marketing Communication plan

For undergraduate courses in Customer Service, Training and Development, and Service Marketing; also as a supplement for a course in Marketing Principles. The market-leader, Customer Service: A Practical Approach, Sixth Edition, goes beyond providing reasons why customer service is important to defining proven methods for creating customer service excellence. Using a hands-on approach, it covers a wide range of knowledge and skills and offers an extensive collection of activities to enliven and invigorate any lecture. This edition features a revised chapter on technology, new Ethics in Action exercises and coverage of the latest trends in the customer service field. Focusing on problem solving, communication strategies and technology, this classic text pinpoints the skills needed to improve and sustain customer satisfaction and business relationships

SELLING AND SALES MANAGEMENT IN ACTION

The Sales Book picks out the top challenges that you are likely to face and shows you how to maximise your own performance and that of a sales team. Every challenge is broken down into user-friendly advice that follows a clear structure:

# The objectives of each section

# An overview of the main principles

# What you need to do to achieve success

# A speed-read checklist to help you remember key points

Whether you're looking for practical sales techniques or advice on how to build a sales strategy, this easy to use guide is a must-have for those involved in sales at any level.

Worldwide Casebook in Marketing Management comprises a large collection of case studies in marketing and business management. It covers a huge array of decision-making areas and many different industries ranging from computers, petrol retailing and electronic gaming to drinks, fashion, airlines and mobile communication. The worldwide cases are all related to many well-known brands and corporations like British Airways, Red Bull, Nintendo, Google, Microsoft, Cacharel, etc.

Here in a single, thoroughly updated volume, is everything you must know to develop a menu that will dramatically enhance a restaurant's image. The Fourth Edition addresses the full spectrum of restaurant establishments and the entire gamut of menu possibilities from the perspective of design.

Growing revenue in this evolved economy is a challenge. Products are hard to describe and value is difficult to explain. Traditional sales techniques are ineffective. Buyers are more sophisticated, selling cycles are longer and customers have increasingly complex buying processes. With CEOs, sales management and professional sales executives in mind, Donal Daly and Paul O'Dea have created the SELECT SELLING methodology to address this challenge. Between them, they have started six successful companies. In 40 years' combined experience, spanning five continents, they have sold complex products, managed and trained sales teams, and helped companies grow revenue through the definition and implementation of organizational process - from strategic market positioning to sales execution. Using SELECT SELLING, learn how to: select the right customers to pursue; become an expert in your customer's business; guide the sale with advanced questioning techniques; increase your sales conversion rate; and know which deals you can win. The SELECT SELLING methodology has been designed to equip anyone selling high value, complex products to large corporations with a defined and rigorous process that can be moulded to an individual salesperson's style but which also takes much of the uncertainty out of the sales process. It combines high-level, strategic marketing principles to draw the map, with focused tactics to complete each journey, addressing the practical stops along the way. SELECT SELLING will be of particular value to those in the high technology industry. It will help them enhance their productivity, hit their targets more consistently, and increase revenue. Each major chapter in the book is accompanied by a worksheet and the book is supported by a website, www.selectselling.com.

The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.

By taking corporate marketing concepts and applying it to countries, ""nation branding"" is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economics and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with this purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. Future Policies and Strategies for Nation Branding discusses how exactly nation branding works to benefit the function and mission of these nations along with showing how nation branding can be used as a strategic asset for the redesign of economic, political, and social characteristics of a country. The chapters outline the given situation of nations and the nature and implications of the brand that is required, measure branding inference, and propose future steps for nation branding. This book is a critical reference source for brand managers, tourism professionals, marketers, advertisers, government officials, travel agencies, academicians, researchers, and students working in the fields of international relations, economics, social sciences, business studies, marketing, and entrepreneurship.

This book features a selection of the best papers presented during the 8th ATMC (Advances in Tourism Marketing Conference) of 2019. With contributions from internationally regarded academic experts, this edited collection addresses two major challenges for the tourism industry. Firstly, the criticism that tourism marketing is exploitative and fuels hedonistic consumerism. This volume seeks to illustrate that marketing skills and techniques can also be used for the good purposes, by understanding market needs, designing more sustainable products and identifying more persuasive methods of communication to transform tourist unsustainable behaviours. The contributions in this volume present theories, methods and results for enhancing such techniques for more sustainable marketing. Secondly, the challenge of new and growing collaborative business models, with champions as Airbnb or Uber, that are often presented as more sustainable than traditional ones, as they empower ordinary people and promote the shared use of resources. This volume explores how sharing practices in business raises new social challenges and the ethical questions that arise as a consequence. Sustainable and Collaborative Tourism in a Digital World offers discussion and insights from some of the world experts in the area as to how tourism marketing can evolve and advance to rise-up to these new challenges and opportunities. Part of the Advances in Tourism Marketing Series - a series of cutting-edge research-informed edited books that introduce the reader to a range of contemporary marketing phenomena in the domain of travel and tourism. Series editors: Alan Fyall, UCF, USA, Metin Kozak, Dokuz Eylul University, Turkey and Antonia Correia, Universidade do Algarve, Portugal.

The availability of big data, low-cost commodity hardware, and new information management and analytic software have produced a unique moment in the history of data analysis. The convergence of these trends means that we have the capabilities required to analyze astonishing data sets quickly and cost-effectively for the first time in history. They represent a genuine leap forward and a clear opportunity to realize enormous gains in terms of efficiency, productivity, revenue, and profitability especially in digital marketing. Data plays a huge role in understanding valuable insights about target demographics and customer preferences. From every interaction with technology, regardless of whether it is active or passive, we are creating new data that can describe us. If analyzed correctly, these data points can explain a lot about our behavior, personalities, and life events. Companies can leverage these insights for product improvements, business strategy, and marketing campaigns to cater to the target customers. Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing aids understanding of big data in terms of digital marketing for meaningful analysis of information that can improve marketing efforts and strategies using the latest digital techniques. The chapters cover a wide array of essential marketing topics and techniques, including search engine marketing, consumer behavior, social media marketing, online advertising, and how they interact with big data. This book is essential for professionals and researchers working in the field of analytics, data, and digital marketing, along with marketers, advertisers, brand managers, social media specialists, managers, sales professionals, practitioners, researchers, academicians, and students looking for the latest information on how big data is being used in digital marketing strategies.

This book explores the growing phenomenon of the social media storm in the context of educational establishments. With a methodological approach that draws on aspects of virtual and offline ethnography, the text presents a series of case studies of public online risk-related incidents. Our ethnographic methodology adopts the use of unobtrusive data collection approaches, to explore publicly available data from online interactive behaviours. Drawing on a range of methods from internet mediated research (IMR) to inform our ethnographic account, the book provides an in-depth exploration of the public and organisational discourses arising from four short, clear high-profile internet risk case studies in the education sector ranging from early year to higher education. It considers the social construction of a new 'risk' culture arising computer-mediated social interactions and its impact on, and response by, the organisations and society.

The world of brands is undergoing a sea of change in the domain of consumer culture and it has become a challenge to cater to the minds of audiences. As such, effective branding has moved from being product- and service-oriented to organizational- and social movement-oriented. Holistic Approaches to Brand Culture and Communication Across Industries is a pivotal reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Featuring extensive coverage on relevant areas such as consumer behavior, observational research, and brand equity, this publication is an ideal resource for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.