Enlightened Marketing In Challenging Times

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Enlightened Marketing in Challenging Times

Felipe Pantoja,Shuang Wu,Nina Krey
Enlightened Marketing in Challenging Times Book PDF

Author : Felipe Pantoja,Shuang Wu,Nina Krey
Publisher : Springer Nature
Page : 658 pages
File Size : 47,9 Mb
Release : 2020-09-17
Category : Business & Economics
ISBN : 9783030425456

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Enlightened Marketing in Challenging Times by Felipe Pantoja,Shuang Wu,Nina Krey Pdf

This volume explores the interconnection of social, political, technological and economic challenges that impact consumer relationships, new product launches and consumer interests. Featuring contributions presented at the 2019 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Edinburgh, Scotland, the theme of this proceedings draws from the Scottish Enlightenment movement of the mid-Eighteenth Century, which centered on ideas of liberty, progress and the scientific method. The core values of this movement are being challenged by the rapidly changing, globally shifting and digitally connected world. The contributions presented in this volume reflect and reframe the roles of marketers and marketing in incorporating and advancing the ideas of the Scottish Enlightenment within contemporary marketing theory and practice. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. The series deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Nostalgia Marketing

Marco Pichierri
Nostalgia Marketing Book PDF

Author : Marco Pichierri
Publisher : Springer Nature
Page : 166 pages
File Size : 50,7 Mb
Release : 2023-03-11
Category : Business & Economics
ISBN : 9783031209147

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Nostalgia Marketing by Marco Pichierri Pdf

The book examines the use of nostalgia as a marketing lever that can potentially affect consumer behavior. Beginning with a thorough examination of nostalgia as a construct, the book then presents and discusses four studies to show the possible effects of nostalgia in the context of sport marketing, charitable giving, sustainable consumption and sports tourism. The book is a valuable resource for scholars and those interested in discovering advancements in consumer research. In addition, it offers benefits to marketers and practitioners seeking to include nostalgic stimuli in their advertising communications.

Advances in Digital Marketing and eCommerce

Francisco J. Martínez-López,Luis F. Martinez
Advances in Digital Marketing and eCommerce Book PDF

Author : Francisco J. Martínez-López,Luis F. Martinez
Publisher : Springer Nature
Page : 319 pages
File Size : 44,8 Mb
Release : 2022-06-07
Category : Business & Economics
ISBN : 9783031057281

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Advances in Digital Marketing and eCommerce by Francisco J. Martínez-López,Luis F. Martinez Pdf

This book highlights the latest research articles presented at the Third Digital Marketing & eCommerce Conference in June 2022. Papers include a varied set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies and social commerce characteristics. The papers also extends to the topics of branding, business models, user and data privacy, social video marketing and commerce, among others.

Artisan Entrepreneurship

Vanessa Ratten,Paul Jones,Vitor Braga,Eduardo Parra-López
Artisan Entrepreneurship Book PDF

Author : Vanessa Ratten,Paul Jones,Vitor Braga,Eduardo Parra-López
Publisher : Emerald Group Publishing
Page : 200 pages
File Size : 43,6 Mb
Release : 2022-01-26
Category : Business & Economics
ISBN : 9781802620771

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Artisan Entrepreneurship by Vanessa Ratten,Paul Jones,Vitor Braga,Eduardo Parra-López Pdf

Artisan Entrepreneurship analyses handicraft enterprise using different approaches at an individual, group and societal point of view, providing a better understanding about how these workers contribute to societal wellbeing and aid cultural heritage preservation for future generations.

Navigating the Web

Claire Y. Shih
Navigating the Web Book PDF

Author : Claire Y. Shih
Publisher : Cambridge University Press
Page : 124 pages
File Size : 53,5 Mb
Release : 2023-04-13
Category : Language Arts & Disciplines
ISBN : 9781009396967

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Navigating the Web by Claire Y. Shih Pdf

This Element reports an investigation of translators' use of web-based resources and search engines. The study adopted a qualitative eye tracking-based methodology utilising a combination of gaze replay and retrospective think aloud (RTA) to elicit data. The main contribution of this Element lies in presenting not only an alternative eye tracking methodology for investigating translators' web search behaviour but also a systematic approach to gauging the reasoning behind translators' highly complex and context-dependent interaction with search engines and the Web.

Migration Practice as Creative Practice

Dieu Hack-Polay,Ali B. Mahmoud,Agnieszka Rydzik,Mahfuzur Rahman,Paul Agu Igwe,Gary Bosworth
Migration Practice as Creative Practice Book PDF

Author : Dieu Hack-Polay,Ali B. Mahmoud,Agnieszka Rydzik,Mahfuzur Rahman,Paul Agu Igwe,Gary Bosworth
Publisher : Emerald Group Publishing
Page : 231 pages
File Size : 55,8 Mb
Release : 2021-01-13
Category : Social Science
ISBN : 9781838677671

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Migration Practice as Creative Practice by Dieu Hack-Polay,Ali B. Mahmoud,Agnieszka Rydzik,Mahfuzur Rahman,Paul Agu Igwe,Gary Bosworth Pdf

Migration Practice as Creative Practice presents an in-depth evaluation of the contributions made by migrants to modern socio-economic structures. The book also discusses the creative energies that migrant inject in the economic structures in both private and public spheres.

Digital Storytelling for Brands

Bridget Tombleson,Katharina Wolf
Digital Storytelling for Brands Book PDF

Author : Bridget Tombleson,Katharina Wolf
Publisher : SAGE Publications Limited
Page : 318 pages
File Size : 54,6 Mb
Release : 2023-08-05
Category : Business & Economics
ISBN : 9781529786385

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Digital Storytelling for Brands by Bridget Tombleson,Katharina Wolf Pdf

Digital storytelling for brands has become a non-negotiable skill in the 21st century, due to the need to connect and communicate with diverse audiences across multiple channels and platforms. The ability to understand narrative(s) is now a prerequisite for many business, communication, marketing and public relations professionals, as well as content creators and journalists. This book teaches essential skills in deconstructing the traditional narrative and how to adapt narrative to fit contemporary platforms. Co-creative methods are emphasised and provide readers with a theoretical underpinning of participatory culture, and narrative. For the first time ever, this book brings together extant arts and humanities-based models with business theory. It provides learners with a clear understanding of the creative and persuasive form of narrative within a digital context, whilst building brand. Contemporary case studies highlight challenges faced in the digital world, including implications for reputation management, considerations associated with mis- and disinformation and the crucial role of the collective narrative. A key principle guiding this book is: ‘the more digital we become, the more we crave to feel human’ and it is this very space where digital storytelling can cut through the (digital) noise to provide an authentic connection. Bridget Tombleson is an academic at Curtin University, Perth, Western Australia, with more than twenty years’ experience in public relations and the communication industry. Katharina Wolf is an Associate Professor at Curtin University in Perth, Western Australia, and Lead of the Faculty of Business and Law’s public relations program.

Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs

Bruna Jochims,Juliann Allen
Optimistic Marketing in Challenging Times Serving Ever Shifting Customer Needs Book PDF

Author : Bruna Jochims,Juliann Allen
Publisher : Springer Nature
Page : 436 pages
File Size : 46,9 Mb
Release : 2023-03-13
Category : Business & Economics
ISBN : 9783031246876

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Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs by Bruna Jochims,Juliann Allen Pdf

Marketing is one of the most optimistic business disciplines with the goal of serving consumers or organizations and increasing customer satisfaction and happiness. The COVID-19 pandemic has disrupted the optimism of the world, thus hindering these marketing goals. This book explore the challenges faced by marketers during and post-COVID-19 and offers strategies for marketers to invoke a sense of optimism as the world enters the “new normal”. It provides success stories and regional case studies to offer marketers new ways in which to serve consumers and satisfy their needs. It also acknowledges the role digital technology and innovation have played a crucial role during these dark times and how they impact current and future customer experiences. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

Guerrilla Marketing During Tough Times

Jay Conrad Levinson
Guerrilla Marketing During Tough Times Book PDF

Author : Jay Conrad Levinson
Publisher : Morgan James Publishing
Page : 148 pages
File Size : 47,9 Mb
Release : 2011-08-01
Category : Business & Economics
ISBN : 9781933596112

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Guerrilla Marketing During Tough Times by Jay Conrad Levinson Pdf

The multimillion-selling creator of Guerrilla Marketing offers action steps for businesses stuck in a rut or roiled by a recession. Chances are, your business could use some help about now, regardless of the ups or downs of the economy. Let’s face it, we all could. In this book, bestselling author Jay Conrad Levinson gives you a treasure trove of marketing tactics to help you weather even the toughest times. It tells you exactly how to position your business so you can propel to new heights you never dreamt were possible. Each of the twelve chapters in Guerrilla Marketing During Tough Times includes action steps you can use, and an exercise to help you focus your energy on the areas of your business you must change. It’s real-life advice from a real marketing expert.

Marketing Communications

PR Smith,Ze Zook
Marketing Communications Book PDF

Author : PR Smith,Ze Zook
Publisher : Kogan Page Publishers
Page : 673 pages
File Size : 48,8 Mb
Release : 2019-12-03
Category : Business & Economics
ISBN : 9780749498658

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Marketing Communications by PR Smith,Ze Zook Pdf

"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." Dave Chaffey, Co-founder and Content Director, Smart Insights This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for - to be able to implement genuinely integrated marketing campaigns. This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students: - How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns - The opportunity and risks of social media - How to navigate ethical and data management challenges - How to use the current preferred digital marketing tools and technology Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation.

Real-Time Marketing and PR

David Meerman Scott
Real Time Marketing and PR Book PDF

Author : David Meerman Scott
Publisher : John Wiley & Sons
Page : 272 pages
File Size : 45,9 Mb
Release : 2011-12-01
Category : Business & Economics
ISBN : 9781118266168

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Real-Time Marketing and PR by David Meerman Scott Pdf

Launch effective real-time communications to win in today's always-on world Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. "Real time" means news breaks over minutes, not days. It means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller, David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to: Develop a business culture that encourages speed over sloth Read buying signals as people interact with your online information Crowdsource product development, naming, and even marketing materials such as online videos Engage reporters to shape stories as they are being written Command premium prices by delivering products at speed Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!

Setting the Table

Danny Meyer
Setting the Table Book PDF

Author : Danny Meyer
Publisher : Harper Collins
Page : 244 pages
File Size : 41,8 Mb
Release : 2009-10-13
Category : Business & Economics
ISBN : 9780061868245

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Setting the Table by Danny Meyer Pdf

The bestselling business book from award-winning restauranteur Danny Meyer, of Union Square Cafe, Gramercy Tavern, and Shake Shack Seventy-five percent of all new restaurant ventures fail, and of those that do stick around, only a few become icons. Danny Meyer started Union Square Cafe when he was 27, with a good idea and hopeful investors. He is now the co-owner of a restaurant empire. How did he do it? How did he beat the odds in one of the toughest trades around? In this landmark book, Danny shares the lessons he learned developing the dynamic philosophy he calls Enlightened Hospitality. The tenets of that philosophy, which emphasize strong in-house relationships as well as customer satisfaction, are applicable to anyone who works in any business. Whether you are a manager, an executive, or a waiter, Danny’s story and philosophy will help you become more effective and productive, while deepening your understanding and appreciation of a job well done. Setting the Table is landmark a motivational work from one of our era’s most gifted and insightful business leaders.

Does Marketing Need Reform?: Fresh Perspectives on the Future

Jagdish N Sheth,Rajendra S Sisodia
Does Marketing Need Reform Fresh Perspectives on the Future Book PDF

Author : Jagdish N Sheth,Rajendra S Sisodia
Publisher : Routledge
Page : 360 pages
File Size : 45,8 Mb
Release : 2015-01-28
Category : Business & Economics
ISBN : 9781317472872

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Does Marketing Need Reform?: Fresh Perspectives on the Future by Jagdish N Sheth,Rajendra S Sisodia Pdf

Many marketers fear that the field's time-worn principles are losing touch with today's realities. "Does Marketing Need Reform?" collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the agenda for a new generation of marketing principles. As the editors note in their introduction; "Marketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well." The contributors seek to understand and explain how and why marketing has veered significantly off course in order to steer it back in the right direction. The concepts and perspectives presented in this book will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and society as a whole by synergistically aligning company, customer, and social interests.

Strategic Uses of Alternative Media: Just the Essentials

Robyn Blakemen
Strategic Uses of Alternative Media Just the Essentials Book PDF

Author : Robyn Blakemen
Publisher : Routledge
Page : 192 pages
File Size : 42,9 Mb
Release : 2014-12-18
Category : Business & Economics
ISBN : 9781317459323

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Strategic Uses of Alternative Media: Just the Essentials by Robyn Blakemen Pdf

Designed for students and practitioners in the fields of organizational behavior and human resource training and development, this book examines improving organizational communication. Terrence Gargiulo shows how the use of storytelling is the key to effective communication and learning.

Enlightened Planning

Christopher Chapman
Enlightened Planning Book PDF

Author : Christopher Chapman
Publisher : Routledge
Page : 849 pages
File Size : 46,8 Mb
Release : 2019-06-26
Category : Business & Economics
ISBN : 9780429757860

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Enlightened Planning by Christopher Chapman Pdf

Strategy, risk management and project management are often considered separately by those applying their principles—but at their most effective, all are dependent upon each other for success. Enlightened Planning teaches this holistic perspective and demonstrates how a synthesis of these approaches yields far greater opportunities. A strategic, calculated risk, for example, can be less inherently risky than chronic risk aversion over time. Here, a respected specialist and teacher demonstrates how to become an 'enlightened planner', one that is aware of project, strategy and risk concerns, and their potential interplay. Following the core principle of Keep It Simple Systematically, he shows how organised, systematic thought processes can demystify the complexities of decision-making when considering a huge variety of concerns at once. Supported throughout with real-life cases from the author’s considerable experiences with commercial organisations, it is also supported by a website containing even more cases, learning and teaching materials. This book is essential reading for any practitioner specialising in risk management, project management or strategy; as well as those teachers or participants in executive programmes.