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University branding has increased substantially, due to demands on
universities to enrol greater numbers of students, rising tuition
fees, the proliferation of courses, the growing
'internationalization' of universities, financial pressures, and
reliance on income from foreign students. As higher education
continues to grow, increased competition places more pressure on
institutions to market their programs. Technological, social, and
economic changes have necessitated a customer-oriented marketing
system and a focus on developing the university brand. This book is
unique in providing a composite overview of strategy, planning, and
measurement informed by ground-breaking research and the
experiences of academics. It combines theoretical and
methodological aspects of branding with the views of leading
exponents of branding in different contexts and across a range of
higher education institutions. Expert contributors from research
and practice provide relevant and varying perspectives allowing
readers to access information on international trends, theory, and
practices about branding in higher education. Readers are exposed
to the critical elements of strategic brand management, gain
insights into the planning process of higher education branding,
and gain a solid understanding of the emerging research area of
branding concepts in higher education. Advanced students, and
researchers will find this book a unique resource and it will also
be of interest to brand practitioners in both education and public
sector markets.
Even before the outbreak of COVID-19, scholars and marketers alike
were paying increased attention to the complex array of
stakeholders that corporations need to address to maintain a strong
brand, identity, and reputation. To date, however, little empirical
research into these issues has been published, and no single work
has taken stock of the major changes in the field of stakeholder
communication as they apply to corporate branding. The Emerald
Handbook of Multi-Stakeholder Communication gathers an
international, multidisciplinary team of experts to present just
such sorely needed insight into effective brand messaging for
multiple stakeholders, all while utilizing a diverse array of
theoretical and methodological approaches that cumulatively present
an up-to-date overview of the whole field. Starting with an
introductory section on corporate messaging in a post-COVID era,
chapters cover branding, identity, and reputation, respectively
before covering differing marketing approaches and building a
concluding reflection on future challenges and opportunities. These
chapters offer comparative analyses of many different types of
stakeholders from all over the globe. B2C, B2B, C2C and P2P
contexts are all considered, as are recent developments in the
field related to social media relations, sustainability and
inclusivity, and virtual, mixed, and augmented reality. This
comprehensive handbook is a must-have resource not only for
students and researchers in business, management, brand management,
communication, consumer behaviour, and marketing, but also for
marketing practitioners, advertising and PR practitioners, and
business consultants.
University branding has increased substantially, due to demands on
universities to enrol greater numbers of students, rising tuition
fees, the proliferation of courses, the growing
'internationalization' of universities, financial pressures, and
reliance on income from foreign students. As higher education
continues to grow, increased competition places more pressure on
institutions to market their programs. Technological, social, and
economic changes have necessitated a customer-oriented marketing
system and a focus on developing the university brand. This book is
unique in providing a composite overview of strategy, planning, and
measurement informed by ground-breaking research and the
experiences of academics. It combines theoretical and
methodological aspects of branding with the views of leading
exponents of branding in different contexts and across a range of
higher education institutions. Expert contributors from research
and practice provide relevant and varying perspectives allowing
readers to access information on international trends, theory, and
practices about branding in higher education. Readers are exposed
to the critical elements of strategic brand management, gain
insights into the planning process of higher education branding,
and gain a solid understanding of the emerging research area of
branding concepts in higher education. Advanced students, and
researchers will find this book a unique resource and it will also
be of interest to brand practitioners in both education and public
sector markets.
This casebook provides students and academics in business
management and marketing with a collection of case studies on
services marketing and service operations in emerging economies. It
explores current issues and practices in Asia, across different
areas, countries, commercial and non-commercial sectors. This book
is important and timely in providing a framework for instructors,
researchers, and students to understand the service dynamics
occurring in these countries. It serves as an invaluable resource
for marketing and business management students requiring insights
into the operationalization of services across different
geographical areas in Asia. Students will find it interesting to
compare and contrast different markets covering important aspects
related to services.
This casebook provides students and academics in business
management and marketing with a collection of case studies on
services marketing and service operations in emerging economies. It
explores current issues and practices in Asia, across different
areas, countries, commercial and non-commercial sectors. This book
is important and timely in providing a framework for instructors,
researchers, and students to understand the service dynamics
occurring in these countries. It serves as an invaluable resource
for marketing and business management students requiring insights
into the operationalization of services across different
geographical areas in Asia. Students will find it interesting to
compare and contrast different markets covering important aspects
related to services.
Customers are treated badly. Not all customers. Not always. But
many are and often. Some customers are bad. They treat firms badly.
Firms have to react. Employees and customers endure the
consequences. Such bad behaviours, by firms and customers, have
consequences for perceptions of trust and fairness, for
endorsements and referrals, for repeat purchasing and loyalty, and
ultimately for a firm's profitability and RoI. The management of
customer relationships is core to the success and even survival of
the firm. As The Dark Side of CRM explores, this is an area fraught
with difficulties, duplicitous practice and undesirable behaviours.
These need acknowledging, mitigating and controlling. This book is
the first of its kind to define these dark sides, exploring also
how firms and policy-makers might address such behaviours and
manage them successfully. With contributions from many of the
leading exponents globally of CRM and understanding customers, The
Dark Side of CRM is essential reading for students, researchers and
practitioners interested in managing customers, relationship
marketing and CRM, as well as social media and marketing strategy.
Since the first edition of this landmark textbook, online shopping
has grown exponentially to the point that it now threatens to
eclipse the high street. With online retail offering both
advantages and challenges that are distinct from traditional
commerce, this textbook provides new approaches to retailing and as
such helps readers to take advantage of new digital technologies.
This long-awaited new edition provides a thorough and substantial
update to its solid core principle of digital retailing and its
relationship with conventional retail methods. These principles are
explained clearly and practically to provide students,
entrepreneurs and researchers with a reliable guide to the
implementation and operation of a successful online retailing
business. Updates to this edition include: Search engine marketing
and search engine optimization. New and updated case studies,
including Tesco's virtual store, Ray-Ban's smart mirror, IKEA's
mobile catalogue and Nordstrom's TextStyle. Social networks and
electronic word-of-mouth communication. A new chapter on ubiquitous
retailing. A brand new companion website to support tutors. With
accessibly written features such as key learning points, questions,
think points and further reading, Internet Retailing and Future
Perspectives is ideal for anyone using, studying or researching
digital commerce.
Since the first edition of this landmark textbook, online shopping
has grown exponentially to the point that it now threatens to
eclipse the high street. With online retail offering both
advantages and challenges that are distinct from traditional
commerce, this textbook provides new approaches to retailing and as
such helps readers to take advantage of new digital technologies.
This long-awaited new edition provides a thorough and substantial
update to its solid core principle of digital retailing and its
relationship with conventional retail methods. These principles are
explained clearly and practically to provide students,
entrepreneurs and researchers with a reliable guide to the
implementation and operation of a successful online retailing
business. Updates to this edition include: Search engine marketing
and search engine optimization. New and updated case studies,
including Tesco's virtual store, Ray-Ban's smart mirror, IKEA's
mobile catalogue and Nordstrom's TextStyle. Social networks and
electronic word-of-mouth communication. A new chapter on ubiquitous
retailing. A brand new companion website to support tutors. With
accessibly written features such as key learning points, questions,
think points and further reading, Internet Retailing and Future
Perspectives is ideal for anyone using, studying or researching
digital commerce.
Customers are treated badly. Not all customers. Not always. But
many are and often. Some customers are bad. They treat firms badly.
Firms have to react. Employees and customers endure the
consequences. Such bad behaviours, by firms and customers, have
consequences for perceptions of trust and fairness, for
endorsements and referrals, for repeat purchasing and loyalty, and
ultimately for a firm's profitability and RoI. The management of
customer relationships is core to the success and even survival of
the firm. As The Dark Side of CRM explores, this is an area fraught
with difficulties, duplicitous practice and undesirable behaviours.
These need acknowledging, mitigating and controlling. This book is
the first of its kind to define these dark sides, exploring also
how firms and policy-makers might address such behaviours and
manage them successfully. With contributions from many of the
leading exponents globally of CRM and understanding customers, The
Dark Side of CRM is essential reading for students, researchers and
practitioners interested in managing customers, relationship
marketing and CRM, as well as social media and marketing strategy.
There is a growing interest in firms' adoption of ethical and
social marketing approaches among academics and practitioners
alike. Ethical Marketing is the application of ethics into the
marketing process, and Social Marketing is a concept that seeks to
influence a target audience for the greater social good. Ethical
and Social Marketing in Asia examines this so-far unexplored area,
investigating why differing cultures and consumption behaviours
require different emphasis in different markets. The diversity of
the Asian countries provides a perplexing environment to the
development and management of ethical and social marketing. The
belief that bottom line profits is enough for a company, is often
not favourably viewed by Asian countries emphasising collective,
social and long term benefits for the people and country. Due to
these interesting characteristics and complexities, the study of
ethical and social marketing in Asia is a timely topic. The first
chapters introduce Ethical Marketing in Asia, followed by case
studies of how the approach is used across 14 diverse economies,
geographically based on 'clusters'; North East, (China, Taiwan,
Japan, South Korea), South East (Singapore, Malaysia, Thailand,
Vietnam, Cambodia, the Philippines, Indonesia) and South Asia
(India, Pakistan, Bangladesh). The second part discusses Social
Marketing using the same sequence of regions and economies and the
third part explores the unique link to Fairness Management in Asia,
followed by a conclusion.
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