Markedsføring

Relationship marketing builds and maintains long-term relationships with customers through value creation and delivery. This book examines the key principles of relationship marketing and online relationship marketing. It looks at three main areas of relationship marketing as understanding relationship marketing and the continuum, the drivers and scope of relationship marketing, and how organisations should restructure for successful relationship marketing in the digital context.The book also addresses the opportunities and challenges associated with the implementation of relationship marketing in various types of organisation and suggests different effective relationship-building strategies and techniques for successful customer relationship management.

Trust, Digital Business and Technology: Issues and Challenges presents and discusses the main issues and challenges related to digital trust and information technologies. The subject of trust is relevant to both practitioners and researchers. It is widely recognized and confirmed that trust, especially mutual trust, when it is built at the right level, reduces the risk of interaction and increases the collaboration between partners. Readers will gain from this book theoretical and practical knowledge on digital trust; theoretically, well-grounded knowledge on digital trust and related concepts, empirically validated by practice. Most authors have taken innovative approaches to consider issues highlighting a selected aspect of the core theme of this book. The intended audiences of this book are professionals, scholars, and students.

This book examines the sustainability of supply chains in small and medium sized enterprises (SMEs), in developed and emerging economies.Drawing on contributions from experts in the field and examining case studies from a range of countries, including Thailand, Bangladesh, France, Spain, Austria and Greece, this book provides researchers and industry practitioners with guidance on how to make SMEs more sustainable through appropriate trade-offs between economic, environmental and social aspects. Over the course of the book, the authors examine the current state of sustainable supply chain practices, highlight the key issues and challenges, and identify critical success factors across different industries and geographical locations. They also explore how supply chain carbon footprints and effectiveness are measured, and navigate the delicate balance between reducing the carbon footprint whilst still ensuring enhanced productivity. Finally, the book reflects on how the circular economy model might facilitate higher sustainability of SMEs.Supply Chain Sustainability in Small and Medium Sized Enterprises will be of great interest to scholars and practitioners of supply chain management and sustainable business.

This book is the first to provide evidence-based experience to showcase how stakeholder management can be applied within social marketing programs, as well providing contemporary discussions of social marketing research. The book aims to bring practitioners and academics together to address the calls made by scholars to address inherent challenges involved in identifying, involving and prioritising different stakeholders in social marketing interventions.Through sharing real-world experience, the text aims to extend and synthesise current knowledge in the field and contribute to establishing stronger and long-lasting alliances with stakeholders involved in social marketing interventions with an aim of ensuring sustainable behavioural change. This book features a diverse series of case studies from different countries (including but not limited to Australia, Finland, India, Slovenia, the United Kingdom) conducted in various behaviour change contexts (including alcohol consumption, nutrition intake, and breast feeding). Leading international social marketing and social science scholars provide case studies on stakeholder involvement in an intervention or multiple interventions and elucidate relevant lessons to inform theoretical as well as practical implications for multi-stakeholder social marketing interventions.This volume will be of interest to researchers, advanced students, practitioners and policy makers in social marketing and health policy.

Like any other subject, the study of religion is a child of its time. Shaped and forged over the course of the twentieth century, it has reflected the interests and political situation of the world at the time. As the twenty-first century unfolds, it is undergoing a major transition along with religion itself. This volume showcases new work and new approaches to religion which work across boundaries of religious tradition, academic discipline and region.The influence of globalizing processes has been evident in social and cultural networking by way of new media like the internet, in the extensive power of global capitalism and in the increasing influence of international bodies and legal instruments. Religion has been changing and adapting too. This handbook offers fresh insights on the dynamic reality of religion in global societies today by underscoring transformations in eight key areas: Market and Branding; Contemporary Ethics and Virtues; Intimate Identities; Transnational Movements; Diasporic Communities; Responses to Diversity; National Tensions; and Reflections on 'Religion'. These themes demonstrate the handbook's new topics and approaches that move beyond existing agendas.Bringing together scholars of all ages and stages of career from around the world, the handbook showcases the dynamism of religion in global societies. It is an accessible introduction to new ways of approaching the study of religion practically, theoretically and geographically.

Since the publication of the ground-breaking first edition, there has been an exponential growth in research and literature about the digital world and its enormous potential benefits and threats. Fully revised and updated, this new edition brings together an expertly curated and authoritative overview of the impact and emerging horizons of digital consumption.Divided into sections, it addresses key topics including digital entertainment, self-representation, communication, Big Data, digital spirituality, online surveillance, and algorithmic advertising. It explores developments such as consumer data collection techniques, peer-to-peer payment systems, augmented reality, and AI-enhanced consumer well-being, as well as digital transgression, secrecy, crypto-currencies, NFTs, and cultural concerns such as the spread of conspiracy theories and fake news. From digital influencers, digital nomads, and digital neo-tribalism to robots and cyborgs, it explores existences that blur boundaries between humans and machines, reality and the metaverse, and the emerging "technoculture" - a state of all-encompassing digital being.This unique volume is an essential resource for scholars, practitioners, and policy makers, and will continue to provide a new generation of readers with a deep understanding of the universe of digital consumption.

This volume explores the dynamic nature of emerging markets, which constitute a major share of global GDP, with a focus on the opportunities for growth and the challenges for businesses in meeting the needs of a diverse set of consumers.With the objective to ensure sustainable growth, there is a need for multinationals belonging to and working in emerging economies to learn best practices and continuously evolve. To conduct business in both urban and rural areas, marketing and promotions are potent tools when applied correctly to portray the right brand image. The book studies recent trends and developments in promotional practices as business strategy, sustainability, and innovation across businesses, including retail, textile, and digital technology. It highlights the path that managers should take in order to better understand the potential of distinct market segments and take marketing managerial decisions accordingly.This book will be useful to scholars and researchers of marketing, management studies, business management, financial management, business economics, international business, finance, digital technologies, development studies, and economics. It will also interest policymakers and practitioners in the field.

This book contributes to the literature on organized crime by providing a detailed account of the various nuances of what happens when criminal organizations misuse or penetrate legitimate businesses. It advances the existing scholarship on attacks, infiltration, and capture of legal businesses by organized crime and sheds light on the important role the private sector can play to fight back. It considers a range of industries from bars and restaurants to labour-intensive enterprises such as construction and waste management, to sectors susceptible to illicit activities including transportation, wholesale and retail trade, and businesses controlled by fragmented legislation such as gambling.¿Organized criminal groups capitalize on legitimate businesses beleaguered by economic downturns, government regulations, natural disasters, societal conflict, and the COVID-19 pandemic. To survive, some private companies have even become the willing partners of criminal organizations. Thus, the relationships between licit businesses and organized crime are highly varied and can range from victimization of businesses to willing collusion and even exploitation of organized crime by the private sector - albeit with arrangements that typically allow plausible deniability. In other words, these relationships are highly diverse and create a complex reality which is the focus of the articles presented here.¿This book will appeal to students, academics, and policy practitioners with an interest in organized crime. It will also provide important supplementary reading for undergraduate and graduate courses on topics such as transnational security issues, transnational organized crime, international criminal justice, criminal finance, non-state actors, international affairs, comparative politics, and economics and business courses.

Focusing on the issue of power as the main building block of relationships between business buyers and sellers, this book explains the complex nature of power with its multidimensional and multi-directional character.As a complex construct, inter-firm power is treated as a matter of perception as well as in terms of total and relative power. The book analyses extensively the issue of power asymmetry with its dynamics and its consequences for business-to-business (B2B) relationships, particularly analyzing the dynamic mechanism of power. Various theoretical domains or research streams regarding managing an asymmetrical business relationship by the weaker partner are also examined. Based on the studies of other scholars as well as on the authors' own research, this book shows how weaker suppliers or buyers deal with high-power partners in business relationships and the approaches of more powerful parties to asymmetrical relationship development. Additionally, the book presents the specific nature of power in international B2B relationships, including its connection to culture and conflict, as well as how to handle power in managing export performance within international B2B relationships.It is written for scholars and students who are interested in academic research concerning B2B marketing and B2B relationship marketing domains, specifically those who are interested in literature dealing with supply chain management, key account management, relationship portfolio management, distribution channel management and the network approach.

This volume presents a collection of different views and perspectives, featuring both theoretical and empirical contributions, to provide deep insight into the role of innovation and of non-technological innovation (NTI) in contemporary business. It illustrates how NTI encourages organizational development as well as competitive advantage.Chapters display a variety of research methods, both qualitative and quantitative, including case studies, best practices, surveys, novel approaches to interpretations, concepts and theories. Together they contribute to a significant extension of the existing knowledge on non-technological innovations and their role in organizations. This volume highlights the effects of marketing and organizational innovation strategies on companies' innovation and overall performance, while demonstrating that the effects of NTI may vary depending on the phase of the innovation process, and how it differs within small, medium and large enterprises from manufacturing and service industries. It explores the bidirectional relationship between technological innovation (TI) and NTI, and considers the competences needed to implement NTI.The book is written for scholars and academic professionals from a wide variety of disciplines addressing issues of organizational change and innovation, new management techniques and strategies, and the sustainable growth of organizations. It may also be an interesting source of knowledge for graduate and postgraduate students in management.

The global lubricants market exceeds $110 billion, with strong future-estimated annual growth projections. While much has been written about the technical aspects of lubricant development, Lubricant Marketing, Selling, and Key Account Management fills a need for a comprehensive guide on the important commercial aspects of the business, offering unique and valuable insights from a veteran of the industry. It answers questions and offers insights on how to effectively market and sell all types of lubricants, including automotive, industrial, mining, marine, agricultural and aerospace, among others.Covers how and why people and companies buy lubricants.Instructs readers how to research and analyze markets and use the results to plan marketing and sales campaigns and activities.Details how to identify specific target market segments and sell to key lubricant accounts.Discusses how to forecast future demand for lubricants in all types of global markets.This practical book is written for technical and non-technical readers involved in the sale and management of lubricant products and offers hands-on guidance for how to successfully navigate and grow your profitability in this vitally important product sector.

The Impact of Corporate Social Responsibility: Corporate Activities, the Environment and Society adds to the current debate on the societal-level impacts of corporate social responsibility (CSR). This edited volume offers conceptual and empirical contributions highlighting various dimensions of CSR impacts. What differentiates the book from others is that we examine the impact of CSR at the societal level, rather than focussing only on those at occur at the level of the firm. The book's contributions present novel perspectives that comprise, among others, empirical analyses of CSR activities, accounts of impacts in various geographic locations, and state-of-the-art reviews of extant literature on the topic. The practical examples and theory-building presented here help us to better capture the societal impacts of contemporary CSR practice. This book will appeal to scholars and students as well as practitioners and policy makers interested in practical and theoretical aspects of CSR impacts at the societal-level.

YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence.What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for "fake news"? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more.Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence.

This book critically analyses the prospects of overhauling the legal framework of climate change regulation of corporations in African state. It adopts the dilute interventionism regulatory framework to tackle the culture of regulatory resistance by corporations in Africa.Over the course of this volume, Kikelomo O. Kila critiques the climate change legal framework in all 53 African states and conducts an in-depth case study of the two largest economies in Africa - Nigeria and South Africa - to highlight the commonality of the problems in Africa and the potential for the dilute interventionism paradigm to significantly address these problems. The book establishes why African states should directly intervene through legislative mechanisms to compel corporations to incorporate climate change mitigation in their business activities. It proposes that this direct intervention should comprise a blend of prescriptive and facilitative mechanisms structured in a dilute interventionism regulatory model. Overall, this volume argues that implementing this model requires the institution of a strong and independent regulator with a veto firewall protection system that guarantees its de facto independence from government and external influences.Corporate Regulation for Climate Change Mitigation in Africa will be of great interest to climate change stakeholders at the international, regional, and domestic levels, policymakers, regulatory practitioners, and legal experts on corporate regulation. It will also be an insightful resource for students and scholars of climate change and environmental law, policy, and governance.

Corporate governance developed to maintain the accountability, stability, and performance of corporations. It has evolved to concern not just the financial health of the company, but its social and environmental impact. There is considerable international institutional diversity in corporate governance. The role and significance of market institutions varies among different governance systems.This work provides a concise insight into the defining impulses of late twentieth- and early twenty-first-century corporate governance evolving through a series of competing epoch-making paradigmatic contests. The present paradigm highlights a shift towards corporate sustainability involving the corporate delivery of long-term value in financial, social, environmental, and ethical terms. In analysing the purpose of the company and the definition of value creation, the hegemony of agency theory and shareholder primacy is challenged. More expansive theoretical explanations are considered which recognise the deeper values companies are built upon, the wider purposes they serve, and the broader set of relationships they depend upon for their success.This book will be of value to researchers, scholars, and students in corporate governance, sustainability, business, and accounting. Managers, professionals, and other general business readers will also find this text of interest.

In this edited volume, the leading scholars in the field engage with consumers, marketers, corporations and policymakers as well as space dynamics and network formation to provide an in-depth examination of anti-consumption: a voluntary behavioural inclination to minimise rather than grow, to decelerate and simplify and to reduce the unnecessary exploitation of resources fuelled by consumer culture. This book does not place anti-consumption on the high moral ground but rather demonstrates its complexity to spur innovative and critical thinking on how people, organisations, businesses and governments can treat consumption more as a necessity for survival than as a tool for self-expression, pleasure and economic growth.The first part of this book looks at anti-consumption from a diversity of perspectives. It analyses voluntary simplicity, a self-motivated engagement in consumption reduction, and boycotting, a politically-motivated reaction against unacceptable corporate practices, as distinct manifestations of anti-consumption that nonetheless remain rooted in the logic of the market. Paving the way to critical perspectives on the interface between anti-consumption, people and the environment, the second part of the book projects anti-consumption to issues of waste production and provides possible answers to global challenges of resources depletion, social inequalities and global warming. In this section, anti-consumption is critically assessed as an actor of change, both in terms of social change and paradigm change. To move the field forward, the third part of this book presents several theoretical frameworks that help set a roadmap for future research.Anti-Consumption will be of direct interest to scholars and researchers within the fields of marketing, consumer research, business studies, environmental studies and sustainability. It will also be of value to those researching the economics and/or sociology of markets.