Markedsføring

This book discusses the effectiveness of Western organizations' social media strategies in the Middle East. Including case studies of Middle Eastern companies, this book provides a comprehensive analysis of the rise of social media in the MENA region and the often-neglected role of culture in research in this area.

This edited volume brings together research on symbiotic themes of entrepreneurship, resource planning, and regional development and their impact on global-local business imperatives.

Stories of breakthrough ideas and innovations from the world of marketing and branding - and their lessons.

Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to:diagnose and direct research questions that will support marketing decision making, appreciate what excellent research design means, utilise data collection techniques; qualitative and quantitative methods and forms of analysis, manage the ethical dilemmas and social and cultural issues faced by researchers in todays global, online world, integrate new developments in social media research with traditional marketing research methods.

A practical book about the subtleties of selling - a book to be read from cover to cover or to be dipped into to find a great tip for today's selling tasks. It is a no-holds-barred approach, a complete 'how to' guide that will be welcomed by experienced sales people just as readily as by newcomers to the business.

Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing.

Using the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics.

This book explores the workplace experiences, opportunities, and challenges that emerge from the nuances of diversity and inclusion dynamics in Latin American and Caribbean countries.

Winner of the 2021 National Communication Association PRIDE award in the 'Outstanding Textbook' category!Explore a wide range of theoretical frameworks and themes for public relations in this comprehensive and authoritative work Public Relations Theory: Capabilities and Competencies is a comprehensive overview of the major theoretical perspectives in public relations, considering the evolution, diversification and merger of approaches that have been spurred by rapid changes in society, cultural boundaries, technology, and media environments. Authors Jae-Hwa Shin and Robert Heath explain both organizational and social theories of public relations, including cases and challenges to help students bring theory and research to bear on solving the daily challenges of public relations practice. Rather than advocate in favor of a particular theoretical view or position, Public Relations Theory: Capabilities and Competencies covers a broad range of theoretical perspectives and themes in public relations, including:* An examination of excellence theory, contingency theory, rhetorical theory, and critical theory as these perspectives apply to public relations* Issues management, crisis management, risk management and conflict management with respect to public relations* Combining theory and practice for conceptualization and strategic execution of robust public relations programs and campaigns* The importance of public relations ethics to serve the public good* How to define "the public" or "relationships" in the field of public relationsThe book closes with discussion of emerging topics and the recent transformation of public relations theory to take diversity, technology, and global identity into account and offers insight into future direction. This book is perfect for upper level undergraduate and graduate students of public relations in journalism and communication. It will also be useful for public relations practitioners who hope to improve their understanding of the theoretical background and principles of their work and serve as an excellent reference for doctoral students and researchers in the area.

A transnational encyclopedia on interest groups, lobbying and public affairs designed to satisfy a growing global need for knowledge and in depth understanding of these key political and corporate activities for the researcher, student, policy maker and modern manager.

This book investigates the effects of utilitarian and hedonic shopping behavior, drawing on original empirical research.

At the same time, the workforce's desire for flexibility and the increasing speed at which skill requirements are changing are producing disparities at the spatial, social, and economic levels. This book discusses the global and local drivers behind these developments.

Providing evidence of the role of human capital on innovation in the Middle East, this edited collection closely examines the unique nature of the workforce in this region.

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.

This book explores Donald Trump's political communication as a candidate and in the first two years in office. Trump's jokes, mockeries and distinct rhetoric - showing similarities to rhetorical strategies of Nazis during the 1930s - help him impersonate the populist 'everyday man' who fights against the elites.

Focuses on the relationship between innovation and competitiveness in business. Featuring coverage on a broad range of topics including open innovation, business incubators, and competitiveness dynamics, this book is designed for entrepreneurs, government officials, executives, investors, policymakers, researchers, academics, and students.

Presents research that reviews some of the most exigent facets of today's fandom and highlights understudied cultures of fandom as well as emerging intricacies of established fandom. While looking at topics such as esports and influencer culture, this book explores qualitative and quantitative approaches and methods of social science.