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Researching and Analysing Business: Research Methods in Practice
provides an accessible and practical guide to various data
collection and data analysis techniques within management, from
both quantitative and qualitative perspectives. This key resource
functions as a comprehensive reference tool - covering a broad
variety of methodologies - examining both the theory behind them
and their application in practice. These include systematic
literature review through bibliometric and meta-analysis, secondary
vs primary sources, qualitative research vs quantitative research,
combining qualitative and quantitative methods, qualitative and
quantitative research method approaches, fsQCA, data mining, and
sentiment analysis. Chapters are rich in examples, data sets,
practical exercises, easy-to-follow slides, and a glossary, which
help readers to understand and apply research approaches as well as
to assess the strengths and weaknesses of each method. Unique in
its practical approach and with insights from active researchers,
this book is required and recommended reading for advanced
undergraduate and postgraduate students studying research methods
as a core module within business and management courses. It is also
a useful tool for PhD students and academics within the discipline.
Online support materials include PowerPoint slides.
Technological advances, alongside increasing globalization and
growing awareness of socio-cultural and socio-political issues, are
driving corporate branding innovations and organisations must react
and adapt quickly to compete. This book investigates and explores
the impact of digital transformation on building corporate
branding, identity and reputation. The book brings together
international contributors to provide examples from a wide range of
industries and firms, including the retailing and agri-food
industries, and illustrates the many dimensions of corporate
branding and theories, and how they can be aided by digital
transformation. It explores the connection of branding with
artificial intelligence, social media networks and technologies 4.0
as well the limitations and challenges they might deliver. Using a
combination of theory, primary research findings and practice, the
book offers viewpoints and expertise from multiple regions,
appealing to a global audience. This edited collection serves as an
importance resource for researchers, scholars and postgraduate
students of marketing, brand management, and corporate
communications, and those interested in the emerging relationship
with technology.
Technological advances, alongside increasing globalization and
growing awareness of socio-cultural and socio-political issues, are
driving corporate branding innovations and organisations must react
and adapt quickly to compete. This book investigates and explores
the impact of digital transformation on building corporate
branding, identity and reputation. The book brings together
international contributors to provide examples from a wide range of
industries and firms, including the retailing and agri-food
industries, and illustrates the many dimensions of corporate
branding and theories, and how they can be aided by digital
transformation. It explores the connection of branding with
artificial intelligence, social media networks and technologies 4.0
as well the limitations and challenges they might deliver. Using a
combination of theory, primary research findings and practice, the
book offers viewpoints and expertise from multiple regions,
appealing to a global audience. This edited collection serves as an
importance resource for researchers, scholars and postgraduate
students of marketing, brand management, and corporate
communications, and those interested in the emerging relationship
with technology.
Brands - corporate, products, service - today are collectively
defined by their customers, deriving from personal experiences and
word of mouth. This book acts as a forum for examining current and
future trends in corporate branding, identity, image and
reputation. Recognising the complexity and plurality at the heart
of the corporate branding discipline, this book fills a gap in the
literature by posing a number of original research questions on the
intrinsic nature of corporate branding ideas from corporate
(external) and organisation (internal) identity perspectives as
they relate to brand management, corporate reputation, marketing
communications, social media, smart technology, experiential and
sensory marketing. It incorporates current thinking and
developments by both multidisciplinary academics and practitioners,
combining a comprehensive theoretical foundation with practical
insights. The text will serve as an important resource for the
marketing, identity and brand practitioners requiring more than
anecdotal evidence on the structure and operation of stakeholders
communication in different geographical areas. It determines
current practices and researches in diverse areas, regions and
commercial and non-commercial sectors across the world. The book
provides scholars, researchers and postgraduate students in
business and marketing with a comprehensive treatment of the nature
of relationships between companies, brands and stakeholders in
different areas and regions of the world.
* Fills a gap in the current Business and Management literature by
addressing the relationship between a brand's visual identity and
their stakeholders. * Combines a literature-based and theoretical
approach with real life case studies from a broad range of
industries. * Covers the full process of corporate brand design
management, making the book suitable recommended reading for a
broad range of modules and disciplines.
Brands - corporate, products, service - today are collectively
defined by their customers, deriving from personal experiences and
word of mouth. This book acts as a forum for examining current and
future trends in corporate branding, identity, image and
reputation. Recognising the complexity and plurality at the heart
of the corporate branding discipline, this book fills a gap in the
literature by posing a number of original research questions on the
intrinsic nature of corporate branding ideas from corporate
(external) and organisation (internal) identity perspectives as
they relate to brand management, corporate reputation, marketing
communications, social media, smart technology, experiential and
sensory marketing. It incorporates current thinking and
developments by both multidisciplinary academics and practitioners,
combining a comprehensive theoretical foundation with practical
insights. The text will serve as an important resource for the
marketing, identity and brand practitioners requiring more than
anecdotal evidence on the structure and operation of stakeholders
communication in different geographical areas. It determines
current practices and researches in diverse areas, regions and
commercial and non-commercial sectors across the world. The book
provides scholars, researchers and postgraduate students in
business and marketing with a comprehensive treatment of the nature
of relationships between companies, brands and stakeholders in
different areas and regions of the world.
Place branding as a field of research is still in a state of
infancy. This book seeks to address this, offering a theory of
place branding based on the tourist experience, keeping in mind the
roles of stakeholders, both public and private organisations and
DMOs in managing the place brand. Place Branding: Connecting
Tourist Experiences to Places seeks to build a customer-based view
of place branding through focusing on the individual as a tourist
who travels to undertake a memorable experience. The place is the
key creator of this experience, which begins well before the
travel-to and ends well after the travel-back. Individuals choose
the places where to go, collect information on them, ask for advice
and suggestions from fellow travellers, give feedback when they
come back and talk a lot about their experience, spreading
word-of-mouth. The book enables readers to understand how the
tourist experience can be managed as a brand. Readers are exposed
to a variety of problems, methodological approaches, and
geographical areas, which allows them to adapt frames to different
contexts and situations. This book is recommended reading for
students and scholars of business, marketing, tourism, urban
studies and public diplomacy, as well as practitioners, business
consultants and people working in public administration and
politics.
A sustainable brand should integrate environmental, social,
economic and issues into its business operations. Sustainable
Branding considers how broader perspectives on sustainability and
corporate social responsibility can be applied to the
practicalities of brand management. By addressing a range of
perspectives and their application to branding, the authors go
beyond sustainable branding to question the role brands play in a
wider sustainable society. Structured around three core parts -
People, Planet and Prosperity - contributions from experts in the
field consider the human dimensions of environmental change,
identity and reputation, technology and innovation, waste
management, public and brand engagement, environmental ecosystems
and the circular economy. Combining theoretical insight and
empirical research with practical application, each chapter
includes real-life international cases and reflective questions to
allow discussion, best-practice examples and actionable suggestions
on how to implement sustainable branding activities. This book is
perfect for academics, postgraduate and final-year undergraduate
students in sustainable branding, sustainable business, corporate
social responsibility, brand management and communications. It
provides a comprehensive treatment of the nature of relationships
between environmental, economic, social, companies, brands, and
stakeholders in different areas and regions of the world.
A sustainable brand should integrate environmental, social,
economic and issues into its business operations. Sustainable
Branding considers how broader perspectives on sustainability and
corporate social responsibility can be applied to the
practicalities of brand management. By addressing a range of
perspectives and their application to branding, the authors go
beyond sustainable branding to question the role brands play in a
wider sustainable society. Structured around three core parts -
People, Planet and Prosperity - contributions from experts in the
field consider the human dimensions of environmental change,
identity and reputation, technology and innovation, waste
management, public and brand engagement, environmental ecosystems
and the circular economy. Combining theoretical insight and
empirical research with practical application, each chapter
includes real-life international cases and reflective questions to
allow discussion, best-practice examples and actionable suggestions
on how to implement sustainable branding activities. This book is
perfect for academics, postgraduate and final-year undergraduate
students in sustainable branding, sustainable business, corporate
social responsibility, brand management and communications. It
provides a comprehensive treatment of the nature of relationships
between environmental, economic, social, companies, brands, and
stakeholders in different areas and regions of the world.
Researching and Analysing Business: Research Methods in Practice
provides an accessible and practical guide to various data
collection and data analysis techniques within management, from
both quantitative and qualitative perspectives. This key resource
functions as a comprehensive reference tool - covering a broad
variety of methodologies - examining both the theory behind them
and their application in practice. These include systematic
literature review through bibliometric and meta-analysis, secondary
vs primary sources, qualitative research vs quantitative research,
combining qualitative and quantitative methods, qualitative and
quantitative research method approaches, fsQCA, data mining, and
sentiment analysis. Chapters are rich in examples, data sets,
practical exercises, easy-to-follow slides, and a glossary, which
help readers to understand and apply research approaches as well as
to assess the strengths and weaknesses of each method. Unique in
its practical approach and with insights from active researchers,
this book is required and recommended reading for advanced
undergraduate and postgraduate students studying research methods
as a core module within business and management courses. It is also
a useful tool for PhD students and academics within the discipline.
Online support materials include PowerPoint slides.
* Fills a gap in the current Business and Management literature by
addressing the relationship between a brand's visual identity and
their stakeholders. * Combines a literature-based and theoretical
approach with real life case studies from a broad range of
industries. * Covers the full process of corporate brand design
management, making the book suitable recommended reading for a
broad range of modules and disciplines.
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.
This book provides students and academics with a comprehensive
analysis of the theory and practice of branding. The challenge to
explore new and effective ways of harnessing the power of
communication to engage with company stakeholders in interactive,
immediate and innovative ways is ever-present in the digital era.
Digital marketing and social media create opportunities for
managers to communicate their brand's identity to their consumers
and stakeholders. Yet, limited empirical research exists to
elucidate these issues, and less still that assists our
understanding of branding issues at an international level.
Recognising the complexity and plurality at the heart of the
branding discipline, this text explores the relationship between
brands, identity and stakeholders. Working through building,
designing and maintaining a brand, the authors consider such
aspects as strategic planning and campaign management, research and
measurement, media relations, employee communication, leadership
and change communication, and crisis branding. Critically,
differing methods and approaches applied to branding and
communication research design are assessed, including both
qualitative and quantative methods. Proposing a mixture of theory
and practice with international case studies, this book is an
invaluable companion for advanced undergraduate and postgraduate
students, academics of marketing and strategic brand management, as
well as managers and decision makers globally.
Place branding as a field of research is still in a state of
infancy. This book seeks to address this, offering a theory of
place branding based on the tourist experience, keeping in mind the
roles of stakeholders, both public and private organisations and
DMOs in managing the place brand. Place Branding: Connecting
Tourist Experiences to Places seeks to build a customer-based view
of place branding through focusing on the individual as a tourist
who travels to undertake a memorable experience. The place is the
key creator of this experience, which begins well before the
travel-to and ends well after the travel-back. Individuals choose
the places where to go, collect information on them, ask for advice
and suggestions from fellow travellers, give feedback when they
come back and talk a lot about their experience, spreading
word-of-mouth. The book enables readers to understand how the
tourist experience can be managed as a brand. Readers are exposed
to a variety of problems, methodological approaches, and
geographical areas, which allows them to adapt frames to different
contexts and situations. This book is recommended reading for
students and scholars of business, marketing, tourism, urban
studies and public diplomacy, as well as practitioners, business
consultants and people working in public administration and
politics.
This book provides students and academics with a comprehensive
analysis of the theory and practice of branding. The challenge to
explore new and effective ways of harnessing the power of
communication to engage with company stakeholders in interactive,
immediate and innovative ways is ever-present in the digital era.
Digital marketing and social media create opportunities for
managers to communicate their brand's identity to their consumers
and stakeholders. Yet, limited empirical research exists to
elucidate these issues, and less still that assists our
understanding of branding issues at an international level.
Recognising the complexity and plurality at the heart of the
branding discipline, this text explores the relationship between
brands, identity and stakeholders. Working through building,
designing and maintaining a brand, the authors consider such
aspects as strategic planning and campaign management, research and
measurement, media relations, employee communication, leadership
and change communication, and crisis branding. Critically,
differing methods and approaches applied to branding and
communication research design are assessed, including both
qualitative and quantative methods. Proposing a mixture of theory
and practice with international case studies, this book is an
invaluable companion for advanced undergraduate and postgraduate
students, academics of marketing and strategic brand management, as
well as managers and decision makers globally.
The authors of this book delve into the rapidly developing field of
dual marketing, investigating the strategic alliances,
multi-stakeholder perspectives and branding potential it holds.
They promote the adoption of the multichannel approach which is
fundamental to facing the challenges of marketing 4.0. Readers will
glean innovative and practical insights, providing them with the
ability to comprehend the existing link between dual marketing and
multichannel marketing and explore its relation to branding and
integrated marketing communication. This book also rejuvenates the
analysis of the digital context and offers critical advice to
organisations interested in online marketing processes. With
worldwide appeal, the theoretical and empirical analysis carried
out in this book offers cutting edge ideas and techniques to
marketing practitioners, supply chain managers and B2B2C company
managers looking to understand the digital transformation
permeating the whole of organisational life beyond just marketing
and communication facets. The book will also be invaluable for
doctoral, graduate and postgraduate students in marketing and
management.
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