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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.
⢠Takes a unique approach to considering the digital consumer and
digital consumption, considering it from the perspective of the
brand and how brands engage with, understand and manage their
customers. ⢠Suitable as core and recommended reading across a
broad range of Digital/Online Consumer Behaviour, Digital Marketing
and Marketing Management modules. ⢠Real-life examples and case
studies from across sectors are used to explain how brands operate
in practice, whilst reflective questions and activities allow
students to critically reflect on their learning.
This timely book provides an understanding of how an ageing
population can maintain health in the ageing process in their
preferred homes and neighbourhoods while coping with global crises
of climate change events, infectious diseases, systemic violence,
and radical or extreme industrialisation. It is the first-known
volume to consider the four crises as health and social threats to
healthy longevity from a sustainability perspective. The
book is a collection of commentaries, theoretical frameworks, case
studies, and empirical evidence that: (1) provides an analysis of
how the crises affect neighbourhood attributes and the ability of
residents to use them to maintain health while living in their
preferred neighbourhoods, and (2) suggests potential interventions
for enabling residents to utilise these attributes for health while
living at home in contexts experiencing the
crises. Contributions are authored by scholars and
practitioners from various disciplines including public health,
health care, architecture, engineering, human resources
development, information technology, and finance. Among the
topics covered: The Impact of Crises on Older Adultsâ Health and
Function: An Intergenerational Perspective A Behavioural
Approach to Sustainable Neighbourhoods: A Philosophical
Construction of a Friendly Neighbourhood Assistive Technologies for
Ageing in Place: A Theoretical Proposition of Human Development
Postulates  âSustainable Ageingâ in a World of
Crises Sustainable Neighbourhoods for Ageing in Place: An
Interdisciplinary Voice Against Global Crises serves as both a
primary and secondary text particularly suited for post-graduate
level study (e.g., MSc, PhD). Each chapter richly describes events,
phenomena and models in a way that fits contemporary curricula for
students and instructors in sociology, gerontology, architecture,
environmental science studies, sustainability, ageing studies, and
public health. Researchers in a broad range of disciplines can use
the book as a research guide to design their studies based on
models and insights described in its contents. With theoretical
frameworks and recommendations from this book, stakeholders can
understand what a sustainable neighbourhood is in the context of
crises by presenting problems and solutions from different
countries and disciplines.
This edited volume elucidates how artificial intelligence (AI) can
enable customer service to achieve higher customer
engagement, superior user experiences, and increased well-being
among customers and employees. As customer expectations
dictate 24/7 availability from service
departments and market pressures call for lower
costs with higher efficiency, businesses have accepted
that AI is vital in maintaining customer satisfaction. Yet, firms
face tough challenges in choosing the right
tool, optimizing integration, and striking the
appropriate balance between AI systems and
human efforts. In this context, chapters in this book capture
the latest advancements in AI-enabled customer service
through real-world examples. This volume offers a global
perspective on this contemporary issue, covering topics such as the
use of AI in enhancing customer well-being, data and technology
integration, and customer engagement.
This book provides and sheds light on insights, challenges, and
opportunities to support the development and economic growth of the
fashion industries within emerging markets. The fashion industry is
growing rapidly in emerging markets; fashion marketers and
retailers are increasingly becoming aware of the benefits of this
market and are forced to seek their future growth potentials in
this part of the world; in addition, marketing strategies, tools
and technologies have also evolved. With a growing demand for
additional research, information, recommendations and insight from
practitioners, entrepreneurs, students, and academics, contributing
authors use multiple methods and theories to uncover, analyse,
demonstrate, and present the facts in their chapters and provide
integrated guideposts for future research. This book is intended to
satisfy the needs of stakeholders in the quest for practical
insights into fashion marketing in emerging economies, especially
in South America, Asia and Africa. It offers timely information on
growing areas such as sustainability, digital platforms, supply
chain and logistics and provides a good insight for anyone seeking
to explore opportunities in emerging market economies. The book
offers a much needed resource for students, scholars and
practitioners.
⢠Takes a unique approach to considering the digital consumer and
digital consumption, considering it from the perspective of the
brand and how brands engage with, understand and manage their
customers. ⢠Suitable as core and recommended reading across a
broad range of Digital/Online Consumer Behaviour, Digital Marketing
and Marketing Management modules. ⢠Real-life examples and case
studies from across sectors are used to explain how brands operate
in practice, whilst reflective questions and activities allow
students to critically reflect on their learning.
Over the past few decades emerging markets have experienced an
increased share of global manufacturing service within the fashion
industry, coupled with an increasing market share, particularly for
women's mid-market apparel. In order for fashion firms to succeed
in these markets it is crucial to gain an understanding of the
state of the industry, macro-environmental factors, traditions and
religious beliefs. A one-size-fits-all approach to global fashion
marketing strategy now requires a step-change; fashion firms
require dedicated strategies which fit the need of the fashion
brands that are operating or seeking to operate within emerging
markets. In this contributed volume, authors shed light on fashion
marketing strategy for emerging economies and recognise these
markets as major growth centres. Chapters explore core topics such
as brand management, sustainability, digital marketing, analytics
and data science. Covering a wide range of emerging markets,
chapters provide case studies from China, India, Ethiopia, Romania,
Turkey, Brazil and Nigeria, among others. This book responds to the
growing demand for research, information, recommendations and
insight from practitioners, entrepreneurs and academics who are
eager to understand marketing strategies, tools and technologies
that will work within this unique industry.
This book explores the challenges and precarity of higher education
post-pandemic, explicitly focusing on higher education in emerging
countries. Looking beyond the pandemic, the editors and
contributors provide a holistic view of the residual legacies of
global health crises like COVID-19 in developing countries. The
book calls for the need to reimagine, reevaluate and reposition the
higher education system: exploring the challenges experienced by
students, staff, administrators and other stakeholders. Bringing
forth insights from researchers, practitioners and senior
leadership, the book shares theoretical and practical insights on
dealing with the aftermath of a pandemic and what can be learned
for the future. It will be of interest and value to researchers,
practitioners and leaders who wish to understand a develop new
approaches for their teaching and management post-pandemic.
Strategic Marketing of Higher Education in Africa explores higher
education marketing themes along the lines of understanding higher
education markets, university branding and international marketing
strategies, digital marketing, and student choice-making. The
Higher Education landscape around the world is changing. There is
global competition for students' enrolments, universities are
competing within their home market as well as in the international
market, and as government funding for public universities is
reducing there is pressure on universities to seek additional
income by increasing their student enrolment. African universities
are not an exception in this competitive market. This book is
unique in providing a composite overview of strategic marketing and
brand communications of higher education institutions in Africa. It
recognises that there is a growing need for universities to
understand the stakeholders and develop strategies on how best to
engage with them effectively. Highlighting the unique
characteristics, nature, and challenges of African universities,
this book explores the marketisation strategies of African
universities, with focus on the strategic digital marketing and
brand management. The book provides significant theoretical and
marketing practice implications for academics, higher-education
administrators, and practitioners on how best to market higher
education in Africa and reach out to prospective students.
International practitioners aiming to market to Africans and start
a partnership with an African university will also find this
relevant in understanding the dynamics of the African market.
This book offers theoretical and practical insights into the
marketing of higher education in Africa. It explores the key
players, challenges and policies affecting higher education across
the continent; their marketing strategies and the students'
selection process. While acknowledging the vast size of the
continent, this book aims to provide an understanding of the
dynamics of higher education in Africa. This book recognises the
private and government involvement in higher education provision
and students and staff as stakeholders in the marketisation
process. Strategic efforts are directed by universities to attract
prospective students. This book further addresses issues such as
the responses of higher education sectors to the notion of markets
and marketing; consumerism and competition in higher education in
Africa; conceptions of the commodification of higher education in
Africa; and the dominance of Western epistemologies and their
influence in transforming higher education sectors. Students as
consumers in increasingly marketised higher education sectors in
Africa are also discussed. Though primarily for marketing students
and academic researchers, the book's feature of blended theoretical
and practical knowledge means that it will also be of interest to
marketing practitioners and university managers.
Offers an up to date overview of the full advertising process,
starting from the brand as the originator of the marketing message
and through to the consumers; Includes case studies in every
chapter from big-named brands as well as smaller and non-profit
organizations; Focuses on the role of the advertising agencies, the
creative design process of advertising and the regulators and
advertising codes of practices.
Offers an up to date overview of the full advertising process,
starting from the brand as the originator of the marketing message
and through to the consumers; Includes case studies in every
chapter from big-named brands as well as smaller and non-profit
organizations; Focuses on the role of the advertising agencies, the
creative design process of advertising and the regulators and
advertising codes of practices.
Marketing in Healthcare-Related Industries captures the concepts
and complexities of marketing healthcare in today's environment.
The book provides detailed conceptual and practical insights that
will be of great benefit to healthcare scholars and practitioners.
Topics on healthcare marketing have been carefully selected to
provide wide coverage and are illustrated by mini-cases with a
highly practical marketing tool kit for healthcare managers
included. The healthcare sector in the 21st century face a
multiplicity of challenges, which include changing disease
patterns, more technology-driven health interventions, a more
assertive and quality conscious clientele, as well as a rapidly
growing for-profit segment of the industry. This places more
responsibilities on healthcare service providers in both the public
and private sectors, to deliver value-for-money services at
competitive costs. To respond to the changing business environment,
a carefully crafted marketing approach is needed by all players in
the industry to create value and sustain the confidence of
clientele and stakeholders.
Management of information technology will continue to be an
essential endeavour for organisations as we experience the
accelerating advancement of digital technology. Managers will need
to understand how technology is changing their business operations
and the emergence of digital consumers who demand more innovative,
technologically driven experiences. This 29th volume in the
Advanced Series in Management is built to provide theoretical
insight for managers and researchers to co-create their technology
values and better understand its prospects and challenges.
Management and Information Technology in the Digital Era:
Challenges and Perspectives explores the management and practical
implications of digital information management across a broad range
of technologies, sectors, and countries. Chapters from a spectrum
of international authors provide a significant contribution to the
growing body of work on information technology, artificial
intelligence, and technology management, reflecting the diversity
of current research and delving into the varying perspectives of
management and information technology in the digital era.
Significantly recognised are the growing prospects of Artificial
intelligence and how it is revolutionising different sectors,
further presenting critical challenges for managers on how to
harness the prospects of this technology for their business
prospects.
This book explores the key players, challenges and policies
affecting higher education in Africa. It also explores the
marketing strategies and the students' selection process, providing
theoretical and practical insights into education marketing in
Africa. In particular, it focuses on the competition for students.
The growing number of student enrolments, the public sector's
inability to meet the ever-increasing demands and new private
universities springing up mean that it is essential for
universities to identify their market and effectively communicate
their messages. Although there has been substantial theoretical
research to help shed light on students' choices and universities'
marketing strategies, little work has been undertaken on higher
education in the African context. Filling that gap in the research,
while at the same time acknowledging the regional differences in
Africa, this book offers empirical insights into the higher
education market across the continent.
Literature on green marketing continues to gain traction in the
sustainability discourse, focusing on core subject areas such as
green product development, green marketing strategy and green
advertising. Achieving green marketing success encompasses
influencing, orientating, and communicating green offerings of an
organisation to the consumers. Emerging markets particularly
provide unique opportunities for green product innovations to
thrive due to their rapid industrialisation and economic growth;
hence the value proposition of organisations must be rightly
communicated to the consumers. The book is part of a multi-volume
work that highlights the goals of green marketing, such as
influencing consumers' green adoption, behaviour, and attitude
towards sustainability practices. This book provides insights to
researchers, students and practitioners interested in marketing and
sustainability initiatives in the context of emerging markets. It
is also recommended for marketing managers and brand consultants
who desire an in-depth understanding of how to communicate their
organisation's green offerings while positioning the organisation
as a green brand to influence consumers' green purchasing
behaviours.
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 the key players, challenges and policies
affecting higher education in Africa. It also explores the
marketing strategies and the students' selection process, providing
theoretical and practical insights into education marketing in
Africa. In particular, it focuses on the competition for students.
The growing number of student enrolments, the public sector's
inability to meet the ever-increasing demands and new private
universities springing up mean that it is essential for
universities to identify their market and effectively communicate
their messages. Although there has been substantial theoretical
research to help shed light on students' choices and universities'
marketing strategies, little work has been undertaken on higher
education in the African context. Filling that gap in the research,
while at the same time acknowledging the regional differences in
Africa, this book offers empirical insights into the higher
education market across the continent.
Strategic Marketing of Higher Education in Africa explores higher
education marketing themes along the lines of understanding higher
education markets, university branding and international marketing
strategies, digital marketing, and student choice-making. The
Higher Education landscape around the world is changing. There is
global competition for students' enrolments, universities are
competing within their home market as well as in the international
market, and as government funding for public universities is
reducing there is pressure on universities to seek additional
income by increasing their student enrolment. African universities
are not an exception in this competitive market. This book is
unique in providing a composite overview of strategic marketing and
brand communications of higher education institutions in Africa. It
recognises that there is a growing need for universities to
understand the stakeholders and develop strategies on how best to
engage with them effectively. Highlighting the unique
characteristics, nature, and challenges of African universities,
this book explores the marketisation strategies of African
universities, with focus on the strategic digital marketing and
brand management. The book provides significant theoretical and
marketing practice implications for academics, higher-education
administrators, and practitioners on how best to market higher
education in Africa and reach out to prospective students.
International practitioners aiming to market to Africans and start
a partnership with an African university will also find this
relevant in understanding the dynamics of the African market.
This book offers theoretical and practical insights into the
marketing of higher education in Africa. It explores the key
players, challenges and policies affecting higher education across
the continent; their marketing strategies and the students'
selection process. While acknowledging the vast size of the
continent, this book aims to provide an understanding of the
dynamics of higher education in Africa. This book recognises the
private and government involvement in higher education provision
and students and staff as stakeholders in the marketisation
process. Strategic efforts are directed by universities to attract
prospective students. This book further addresses issues such as
the responses of higher education sectors to the notion of markets
and marketing; consumerism and competition in higher education in
Africa; conceptions of the commodification of higher education in
Africa; and the dominance of Western epistemologies and their
influence in transforming higher education sectors. Students as
consumers in increasingly marketised higher education sectors in
Africa are also discussed. Though primarily for marketing students
and academic researchers, the book's feature of blended theoretical
and practical knowledge means that it will also be of interest to
marketing practitioners and university managers.
Literature on green marketing continues to gain traction in the
sustainability discourse, focusing on core subject areas such as
green product development, green marketing strategy and green
advertising. Achieving green marketing success encompasses
influencing, orientating, and communicating green offerings of an
organisation to the consumers. Emerging markets particularly
provide unique opportunities for green product innovations to
thrive due to their rapid industrialisation and economic growth;
hence the value proposition of organisations must be rightly
communicated to the consumers. The book is part of a multi-volume
work that highlights the goals of green marketing, such as
influencing consumers' green adoption, behaviour, and attitude
towards sustainability practices. This book provides insights to
researchers, students and practitioners interested in marketing and
sustainability initiatives in the context of emerging markets. It
is also recommended for marketing managers and brand consultants
who desire an in-depth understanding of how to communicate their
organisation's green offerings while positioning the organisation
as a green brand to influence consumers' green purchasing
behaviours.
Advertisements are considered as stimuli which consumers will
respond to. Banks can develop emotionally appealing advertisements,
but they are not guaranteed a positive emotional reaction. The
unprecedented turbulence and uncertainty experienced in the banking
industry has increased the need to appear more appealing to
consumers.Taking into consideration the global financial crisis,
the current challenges of competition and open banking, and the
looming threat of Brexit, this book explores how UK banks are
pulling at consumers' heart strings with appeals that are often
filtered through personal ideologies, life experiences and previous
exposure to brands. It investigates consumers' perception of this
strategy, as well as the wider implications of using emotional
appeals in financial services advertising. Based on empirical data
and research, this books will prove invaluable to students,
researchers and managers alike.
Branding is an increasingly important part of business strategy for
all types of businesses, including start-ups, SMEs, NGOs, and large
corporations. This textbook provides an introduction to brand
management that can be applied to all these types of organizations.
Using story-telling to guide the reader through the main concepts,
theories and emerging issues, it offers a theoretical and applied
perspective to brand management. Highlighting the relationship
between different brand concepts, this textbook explores the role
of branding from both a corporate and a consumer perspective and
highlights implications for employability and future career
options. With case studies, activities, learning objectives and
online resources for lecturers, this book is an ideal accompaniment
for undergraduates, post graduates or students who have never
studied branding before. Written in an approachable way, it gives
readers the basics, allowing them to enhance their understanding of
the core topics and advance their study further.
Marketing in Healthcare-Related Industries captures the concepts
and complexities of marketing healthcare in today's environment.
The book provides detailed conceptual and practical insights that
will be of great benefit to healthcare scholars and practitioners.
Topics on healthcare marketing have been carefully selected to
provide wide coverage and are illustrated by mini-cases with a
highly practical marketing tool kit for healthcare managers
included. The healthcare sector in the 21st century face a
multiplicity of challenges, which include changing disease
patterns, more technology-driven health interventions, a more
assertive and quality conscious clientele, as well as a rapidly
growing for-profit segment of the industry. This places more
responsibilities on healthcare service providers in both the public
and private sectors, to deliver value-for-money services at
competitive costs. To respond to the changing business environment,
a carefully crafted marketing approach is needed by all players in
the industry to create value and sustain the confidence of
clientele and stakeholders.
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