This book proposes a model of internal communication based on empirical research to demonstrate how contemporary organizations strategize, organize, perform, and measure it. Internal communication is the management of communication between an organization and its members to inform, motivate, engage, and cocreate meanings to make organizations more effective. The book presents key concepts defining the successful implementation and execution of internal communication: internal communication satisfaction, employee engagement, employer branding, organizational support, and psychological contract fulfillment. Including an extensive literature review and informed by in-depth interviews conducted with corporate communication directors and human resource management directors in 25 Croatian organizations, the book uses original research to give practical guidance on internal communication best practices. The book is an ideal resource for researchers and advanced students of public relations and corporate communication broadly and internal and employee communication specifically.

This book analyses the household demand for consumer goods using a diverse database, consisting of 45 developed and developing countries. Household consumption patterns have undergone dramatic changes due to rapid economic growth, increasing household income and changing demographics. Using the most recent data available and the latest econometric techniques, the authors model demand for 12 different commodities such as food, alcohol and tobacco, housing, health, transport, health communication, and recreation and provide insightful comparisons of consumption patterns in developed and developing countries. The analysis presented in this book highlights valuable policy insights for planning government budgetary allocations and implementing policies towards an enhanced standard of living for people. The book also provides some important guidance for researchers interested in the theory and empirical application of the analysis of consumer demand.

Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing's contribution to the bottom-line and link marketing investments and assets to metrics that matter to them. This Handbook relates marketing actions to various types of risk and return metrics that are typically used in the domain of finance. It provides current knowledge of this marketing-finance interface in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The research in the marketing-finance interface spans tactical and strategic marketing actions related to the creation, communication, delivery and appropriation of the value proposition. The chapters, specifically written for this Handbook, draw on theoretical developments in economics, accounting, finance, psychology and cutting-edge statistical and econometric approaches. Academics and doctoral students in marketing, accounting, finance, and applied economics, along with marketing and brand strategy-focused business practitioners and consultants, will appreciate the state-of-the-art research herein. Contributors include: S. Bharadwaj, A. Chakravarty, Y. Chen, S. Fournier, S. Ganesan, I. Geyskens, K. Gielens, R. Grewal, M. Hanssens, L. Hsu, J. Hulland, M. Hutt, V. Kumar, D. Kurt, Y. Liu, X. Luo, N. Mizik, J. Pennings, K. Poewels, D. Sihi, A. Sorescu, R. Srinivasan, S. Srinivasan, C. Tarasi, K. Tuli, N. Umashankar, P. Verhoef, B. Walker

Branded Lives explores the increasingly popular concept of employee branding as a new form of employment relationship based on brand representation. In doing so it examines the ways in which the production and consumption of meaning at work are increasingly mediated by the brand. This insightful collection draws on qualitative empirical studies in a range of contexts to include services, retail and manufacturing organizations. The contributors explore the nuances of employee branding from various disciplinary standpoints such as: organization studies, marketing, human resource management and industrial relations. They take a critical perspective on work and organizations and document the lived experience of work and employment under branded conditions. In investigating the extent to which a variety of organizational strategies seek to mould workplace meanings and practices to further build and sustain brand value and the effectiveness of these in terms of employee responses, the authors question whether the attempt to brand workers lives actually enhances or diminishes the meaning and experience of work. Based on in-depth qualitative, ethnographic and case study research this compendium will prove essential for researchers working within the general area of employment studies and specifically on branded employment and work. Students in marketing, human resource management and management as well as HR and marketing practitioners interested in employee branding will also find this book relevant and stimulating. Contributors include: S. Bennett, M. Buchanan-Oliver, J. Cushen, M. Edwards, S. Hurrell, E. Kelan, C. Land, S. Russell, D. Scolarios, M. Simms, V.V. Tarnovskaya, S. Taylor, H. Willmott

Make a fast, effective impact on the financial success of your business. Setting the optimum price for your products and services that's right for your customers and market, is vital to success. But how do you know what you're charging is doing the best job possible? In this smart, savvy Authority Guide, pricing expert Shaz Nawaz takes you step by step through everything you need to know to build a solid, reliable pricing strategy for your business. Thrive, flourish and open the door to instant increased turnover, the best customers and accelerated growth with the key to profitable pricing.

* Provides a step-by-step and applied approach to Digital Marketing practice, preparing students for a role in industry. * Text includes exercises, checklists, further reading and, of course, an abundance of further links * New edition of a well-established text, fully updated with latest theory and practice, including new international case studies, which test students' ability to apply theory, models and good practice to real-life scenarios. * Comprehensive support material available online for both students and instructors, including links to articles and opinion pieces, PowerPoint lecturer slides, lecture videos, and questions.

Comprehensive volume that provides an expert overview of current scholarship in the field. Reflects current challenges and perspectives. Essential resource for students and researchers in PR, communication, marketing, media, and cultural studies.

Most companies treat service as a low-priority business operation, keeping it out of the spotlight until a customer complains. Then service gets to make a brief appearance -- for as long as it takes to calm the customer down and fix whatever foul-up jeopardized the relationship. In Uncommon Service, Frances Frei and Anne Morriss show how, in a volatile economy where the old rules of strategic advantage no longer hold true, service must become a competitive weapon, not a damage-control function. That means weaving service tightly into every core decision your company makes. The authors reveal a transformed view of service, presenting an operating model built on tough choices organizations must make: * How do customers define "excellence" in your offering? Is it convenience? Friendliness? Flexible choices? Price? * How will you get paid for that excellence? Will you charge customers more? Get them to handle more service tasks themselves? * How will you empower your employees to deliver excellence? What will your recruiting, selection, training, and job design practices look like? What about your organizational culture? * How will you get your customers to behave? For example, what do you need to do to get them to treat your employees with respect? Do you need to make it easier for them to use new technology? Practical and engaging, Uncommon Service makes a powerful case for a new and systematic approach to service as a means of boosting productivity, profitability, and competitive advantage.

Market access is the fourth hurdle in the drug development process and the primary driver for global income of any new drug. Without a strategy in place for pricing, showing value for effectiveness and an understanding of the target purchasers' needs, the drug will fail to reach its intended market value. Introduction to Market Access for Pharmaceuticals is based on an accredited course in this area, taken from the European Market Access University Diploma (EMAUD), and is affiliated with Aix Marseille University. Key Features: The first guide to market access for pharmaceuticals based on tested teaching materials Addresses both pharmaceutical and vaccine products Includes case studies and scenarios Covers market access consdierations for Western Europe, the USA, Japan and China Explains the impact the changing healthcare market will have on your product

This edited volume makes a unique and timely contribution by exploring in depth the topic of strategic communication and COVID-19 from a global perspective. It is widely agreed that effective and timely communication and leadership are crucial to the successful management of any pandemic. With the ongoing and possibly long-lasting impact COVID-19 has had on many aspects of communication and multiple sectors of our societies, it is critical to explore the role of strategic communication in change management during the COVID-19 pandemic and beyond. This book addresses such a need and is thoroughly grounded in rich empirical evidence gained through a global study of COVID-19 communication experiences and strategies. In the second half of 2020, a transnational team of senior researchers conducted research to investigate COVID-19 communications (COM-COVID-19) in different countries, representing Europe, Africa, Latin America, North America, South America, and Asia. The results presented in this book provide a compelling, current picture of the COVID-19 pandemic and strategic communication globally. Chapters individually explore the national and regional experiences and discuss relevant successes and failures of pandemic communication and specific learning from the 2020-2021 crises. By emphasising the discussion on key communication channels, sources of information, facts and concerns as related to the COVID-19 pandemic, the editors call for actions to develop effective strategies within unique national contexts, which can shed light on global expectations on necessary public health responses and communication. This book is written for scholars, educators and professionals in communication, public relations, strategic communication and corporate communication. It is also appropriate to use this book as a supplementary text for advanced undergraduate and graduate courses on relevant courses.

Alcantara, Shinohara, and their contributors evaluate the current state of diversity and inclusion (D&I) within business and higher education in Japan, and the importance of D&I to the growth of Japan's economy and the enrichment of its society. Japan is widely understood to be a homogenous and patriarchal society, and while this is changing and was never wholly accurate, it certainly faces challenges in becoming more diverse and inclusive, particularly in its business and higher educational cultures. Grounded in research and offering best practices, the chapters in this book analyze critical issues relating to D&I in Japan at the individual, organizational, and industry levels. They present both a longitudinal analysis of the evolution and performance outcomes of D&I policies in Japanese corporations across industries, and rich studies of different underrepresented groups in Japan. These groups include immigrants, women, and people with disabilities. The contributors prescribe policies for promoting D&I in higher education, within businesses and at the governmental level. This book is an essential contribution to D&I discourse in the Japanese context that will be of great value to scholars of Japanese society and business, and an important extended case study for those looking at D&I more widely. CC BY NC ND

Original, prescient and very different from most finance books which are highly technical and inaccessible, and also impersonal and exclusive/neoliberal. The book is informed by academic research and thinking, but not written in academic jargon and language. This research has significant global potential in reviving business education to embrace different cultural approaches to finance, long ignored by the mainstream. It helps retain timeless wisdoms and cultural values and reinvigorate social enterprise and sustainable business practices. This is a unique book, it is plural and inclusive, and at the same time, shows a solid understanding of the theory and practice of finance.

What's stopping you from doing the best work of your life? People are sick of the old ways of doing business. Despite the enthusiasm that surrounded the emergence of a hybrid working world, it still takes for ever to get anything done. Meetings and emails are almost belligerently incessant. Bureaucracy and hierarchy continue to stifle creativity and talent. So - after literal decades of management theory, as well as multiple shifts in the technological landscape - why can't we do better? Aaron Dignan is an expert in modernizing workplaces. He has built a career teaching top-level companies how to change to suit their workforce better and, in doing so, how to foster genuine innovation, loyalty and growth. In Brave New Work, he uses stories and experiences gathered from that career to lay out a fearless manifesto for a new type of work. This book will show you how to transform your team, department or business from the inside out, making work more adaptable, enjoyable and human. It's packed with tactics and tips for updating your company's operating system: the assumptions so deeply embedded within your organization that you don't even know you're being crippled by them. Learn how to reignite passion and energy throughout your organization, how to retain and attract a dedicated and happy workforce, and, ultimately, how to build a company that runs itself.

A step-by-step guide to creating a successful marketing plan: from carrying out a marketing audit, setting objectives and devising budgets to writing, presenting and implementing the plan. How to Write a Marketing Plan includes advice on producing mini-plans and the most current information on email marketing, web usage, mobile commerce and social media. This 7th edition now features even more practical exercises, useful templates, and top tips to help you develop this all-important business skill. Including helpful chapter summaries and a detailed sample marketing plan, it is essential reading for anyone who wants to boost their product or business. The Creating Success series of books... Unlock vital skills, power up your performance and get ahead with the bestselling Creating Success series. Written by experts for new and aspiring managers and leaders, this million-selling collection of accessible and empowering guides will get you up to speed in no time. Packed with clever thinking, smart advice and the kind of winning techniques that really get results, you'll make fast progress, quickly reach your goals and create lasting success in your career.

Managers of multinational organizations are struggling to win the strategic competition for the hearts and minds of external stakeholders. These stakeholders differ fundamentally in their worldview, their understanding of the market economy and their aspirations and fears for the future. Their collective opinions of managers and corporations will shape the competitive landscape of the global economy and have serious consequences for businesses that fail to meet their expectations. This important new book argues that the strategic management of relationships with external stakeholders - what the author calls "Corporate Diplomacy" - is not just canny PR, but creates real and lasting business value.Using a mix of colourful examples, practically relevant tools and considered perspectives, the book hones in on a fundamental challenge that managers of multinational corporations face as they strive to compete in the 21st century. As falling communication costs shrink, the distance between external stakeholders and shareholder value is increasingly created and protected through a strategic integration of the external stakeholder facing functions. These include government affairs, stakeholder relations, sustainability, enterprise risk management, community relations and corporate communications. Through such integration, the place where business, politics and society intersect need not be a source of nasty surprises or unexpected expenses. Most of the firms profiled in the book are now at the frontier of corporate diplomacy. But they didn't start there. Many of them were motivated by past failings. They fell into conflicts with critical stakeholders - politicians, communities, NGO staffers, or activists - and they suffered. They experienced delays or disruptions to their operations, higher costs, angry customers, or thwarted attempts at expansion. Eventually, the managers of these companies developed smarter strategies for stakeholder engagement. They became corporate diplomats. The book draws on their experiences to take the reader to the forefront of stakeholder engagement and to highlight the six elements of corprate diplomacy.

Trust and Digital Business: Theory and Practice brings together the theory and practice of trust and digital business. The book offers a look at the current state, including a comprehensive overview of both research and practical applications of trust in business. Readers will gain from this book in the following areas: knowledge across disciplines on trust in business, theoretical underpinnings of trust and how it sustains itself through digital dissemination, and empirically validated practice regarding trust and its related concepts. The international team of authors from seven countries (Finland, Germany, Italy, Malaysia, Poland, Turkey, and the U.S.) ensures the diversity and quality of the content. The intended audiences of this book are professionals, scholars, and students.

Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the consumers themselves and others on the organizations acting in the market. What determinants are inducing these changes in consumers` needs, perceptions, attitudes, values, and finally, purchasing behavior? This edited collection offers a comprehensive description of the consumer behavior process and the determinants that affect it in the era of digitalization. This book offers a holistic perspective of consumer behavior in the 21st century in different European cultures that are characterized by new technologies, including smartphones, AR, IoT, AI, and social media, as well as cultural changes and the Covid-19 pandemic. The first part of the book is devoted to characteristic phenomena in consumer behavior in the era of digitalization, such as changes in the consumer buying decision-making processes, e-commerce, prosumers' and consumers` attitudes towards innovations. The second part will describe the consumers, their decision-making processes, with examples from almost all geographical regions in Europe, including Germany, Spain, Italy, Finland, Poland and Russia. Both individually and collectively, the contributors provide discussion points and practical implications resulting from the changes observed in consumer behavior in each country. European Consumers in the Digital Era provides a comprehensive overview of digital consumer behavior, offering timely insights for scholars and researchers. It will also appeal to postgraduate students of related fields, including marketing, innovation and sociology.

From Marcus Collins, strategist to Apple, Nike and Beyoncé, discover the powerful force behind what we buy, what we do, and who we want to be . . . 'Compelling and vivid' – Robert Cialdini, author of Pre-Suasian We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest or a company executive selling the next big thing. In For the Culture, Marcus Collins argues that the most powerful vehicle for influencing behaviour is true cultural engagement. To inspire communities, we first need to think hard about how we appeal to their values and what we will contribute to their culture. With a deep perspective based on a century’s worth of data, Collins breaks down the many ways in which culture influences behaviour. Using captivating stories from his own life as a top marketer – including spearheading digital strategy for Beyoncé, working with iTunes and Nike+ on their collaboration, and designing ads for McDonalds – he shows readers how they can do the same. Full of memorable examples, from 1960s hippy culture to the enduring success of Patagonia, For the Culture offers the essential tools for creating lasting engagement and influence. 'Some people seem to intuitively ‘get it.’ Most do not. Collins articulates ‘it’ for the rest of us and provides not just an understanding, but a guide for how to actually engage and influence culture' – Steve Huffman, co-founder and CEO, Reddit

Mark Donnolo applies years of firsthand knowledge as a leading sales consultant for Fortune 500 companies to address the tough questions leaders should be asking. Featuring real lessons from the field and valuable thought models, What Your CEO Needs to Know About Sales Compensation enlightens you about how miscomprehension at the higher levels leads to fundamental misalignments between sales strategy and organizational goals. Insights from C-level executives showcase that the way a company designs its sales compensation program has a greater impact on behavior and results than any sales training, sales management method, or leadership message. Most tangibly, the book's expert Revenue Roadmap identifies the four major competency areas and sixteen related disciplines that must connect for an organization to grow profitably: Insight Sales Strategy Customer Coverage Enablement By striking a happy balance between overcompensation and under compensation, your sales plan will gain the momentum needed to power the performance of the entire business.

Country of origin and consumer ethnocentrism are evolving constructs as consumers' perception of country, state, or region changes over time. Understanding consumer motivations and attitudes towards a country and its products can provide valuable insights for marketing strategies. This book explores the phenomena of consumer ethnocentrism and country-of-origin effect on the food market using examples from Polish retailers. The book aims to determine how appeals to the domestic or foreign country-of-origin provided through claims, symbols, labels, and quality signs can affect consumer attitudes and food purchase intentions as well as to contextualise consumer behaviour issues in the broader picture of the entire system of food production and distribution. The reader will gain a comprehensive understanding of consumer ethnocentrism and country-of-origin effect on the food market based on a series of original research studies conducted in Poland. The combination of quantitative and qualitative research methods provides novel and valuable insights into the phenomena under study. Based on original research, this innovative volume will be a valuable resource for consumer behaviour, food marketing, and international marketing scholars and students.

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.

Internationally diverse scholars from various theoretical and disciplinary backgrounds contribute overviews of definitive aspects of nonprofit communication. Includes case studies that illustrate the theories covered in the volume.

How did a bunch of unelected, unaccountable admen end up running British politics? Sam Delaney wanted to find out more about the strange relationship between British politics and advertising. What happened when a rag-tag band of scruffs and smart-arses invaded Westminster, sprinkling creative fairy dust over earnest politicians? How much did snappy slogans and simplistic soundbites influence election results and even government policies? Sam decided to talk to the people at the heart of it: Alistair Campbell, Peter Mandelson, Tim Bell, Maurice Saatchi, Norman Tebbit, Neil Kinnock - and many more. Everything is here - the moment Margaret Thatcher met the Saatchi brothers, the famous 'Labour Isn't Working' poster and the infamous 'Demon Eyes' campaign. Here, too, are the stories they didn't want you to hear: the man who snorted coke in Number 10, the fist-fights in Downing Street, the all-day champagne binges in Westminster. Dark, revealing and frequently hilarious, Mad Men and Bad Men is a hugely entertaining behind-the-scenes tour of the election campaigns of the last four decades. Here are the posters, political broadcasts, slogans and stunts that got us into the mess of spin and hype we are in today.