Successful brand building helps sustain relationships with consumers, creating long-term sustainable competitive advantage and protecting businesses from market turbulence and uncertainties. Manufacturing processes can often be duplicated in ways that strongly held attitudes established in consumers minds cannot. Branding and Sustainable Competitive Advantage: Building Virtual Presence explores the processes involved in managing brands for long-term sustainable competitive advantage. Managers, professionals, and researchers will better understand the importance of consumers perceptions in brand management, gain insight into the interface of positioning and branding, learn about the management of brands over time and in digital and virtual worlds, be able to name new products and brand extensions, and discover how marketers develop and apply strategies to position their brands.

Although social marketing is generally associated with communication activities and mass media, there exists a broader scope of social marketing that utilizes a systematic approach to defining concepts, behaviors, and products for promotion and distribution. Dynamics of Competitive Advantage and Consumer Perception in Social Marketing explores important social issues that call for reform such as healthcare, self-perceptions, and corporate responsibilities to the environment. This publication will guide readers in the understanding and appreciation of social marketing and give insight to how it can be used to positively alter social conscience and create social change.

The purpose of emotion management is to build brand and create a sustainable competitive advantage. Emotions can organize cognitive processes or disorganize them, be active or passive, lead to adaptation, or be maladaptive. Consumers may be conscious of their emotions or may be motivated by unconscious emotions. The primary emotions like joy, fear and anger individually or in combined form with different intensities have an adaptive significance in a consumers life. Therefore the purpose of this book is to emphasizes the value of emotions and explore mental behavioral and emotional dimensions that affect consumers of all age groups, societies and cultures. This books approach provides an integrated view of the different perspectives of consumer emotions. The book examines the different elements of emotion, evidence of how emotions govern and organize consumer life, and emotion and individual functioning, including consumer psychological experiences through facial expressions, inner feelings and feedback. The book provides an ability to understand and appreciate the power of emotions and consumer experiences in marketing and develop an understanding of issues of emotions and conscience in the area of marketing and how marketing can both help and hinder our realization of better living and working conditions.

The intelligent corporates are becoming data-driven and AI-powered enterprises to compete, differentiate, and successfully reach consumers. This book develops a critical understanding of the digital marketing landscape. The author explores and examines the various aspects of digital marketing process and their implications. It takes an in-depth look at what firms can do to pioneer and successfully execute the digital marketing innovations in a mobile-synchronized and mobile-optimized world for building and sustaining the online customer relationship and loyalty. The author explores and analyzes the digital and social media dynamics for virtual world, including the mechanism involved in bringing targeted traffic and increasing brand awareness in the real-time programmatic and algorithmic world of communication, where the new digital world is progressively being propelled by the blockchain-enabled social media platforms. In this connected world, the consumers are connected with portals of interactive multi-smart shared interfaces. Kapoor discusses and demonstrates that the practitioners should direct their endeavors more toward fostering the positive brand image and the consumer-based brand equity than short-range transactions. This book is intended for a broad audience including students and professors in graduate business schools, and practicing business executives. The goal is to inform management practice and help current and future business leaders navigate through the competitive storms unleashed by digital technology for reaching market segments, for conducting market research, and for managing content, no matter what industry it is.