Markedsføring

Providing a practical, evidence-based vision of how to enhance and enrich customer experience through tangibles, exterior and interior design and space within the service industry. In other words, looking through the space-scape and design-scape to improve service performance to better address customer needs and desires.

First Published in 1968, The Assessment of Industrial Markets offers a quite different approach to the subject of industrial marketing research. The book is essentially practical and contains an important innovation.

First Published in 1965, The Marketing of Industrial Products is the product of diverse talents and experiences. The first words of Aubrey Wilson's introduction to this book emphasise the importance and relevance of industrial marketing to everyone connected with industry.

While some academic attention has been paid to the impact of new digital technologies on African media in the colonial languages of English, French and Portuguese, there is a dearth of research into African language digital communication. The book will interest scholars of media, journalism, communication, social media and culture.

Brand management is firmly established as a core business and marketing activity, whilst the study of how consumers react to brands is evolving globally. This shortform book provides a premium research overview of these core business topics as a platform for future research and practice.

Unlike its status as one of the most developed economies in the world, Korea still suffers from backward struggle between the state and family firms over property rights and family successions issues. This book spells out current governance problems within the chaebol, state reform policies and success and failures of the reforms.

This book presents an innovative application of strategic and experiential marketing in the museum sector, which uses a new cultural mediation model to enrich the visitor experience via increased audience engagement.

In this book, the resilience of business models and ecosystems is analysed aiming to investigate further the specifics of the relevant processes securing resilience and its outcomes. The resilience of business models and ecosystems is scrutinised as a credible way for enhancing the predispositions of firm's survivability.

This book explores the rise of promotional communication with a particular focus on public relations (PR) and its role.

This book pulls together work from experts around the world in a variety of key disciplines such as law, management, and business ethics. It provides an all-inclusive resource, specifying everything key in the development and maintenance of a strong compliance and legal risk management culture.

The book carefully addresses and simplifies the issue of integrity in Halal logistics and supply chain. It gathers findings to shed light of current issues, developments and future trends on the theory and practice of Halal in the logistics sector.

This book provides a detailed insight into the current state of journalism and its future challenges. Offering new insights into this fast-developing area, this volume will be an engaging and vital resource for media professionals and researchers in journalism and communication studies.

Through introspection, through celebrating successes and learning from failures (retrospection) and through looking forward (prospection), this book aims to inspire a future of management education and leadership development that demonstrates its relevance to sustainable development.

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 infilltrate legitimate businesses, and sheds light on the important role the private sector can play to fight back.

Sustainable Marketing and Customer Value establishes an overview and framework for major ideas that connect marketing, consumption and sustainability.

This book explores the complex legal, cultural, economic and human rights issues associated with development-induced displacement and resettlement in Vietnam. It presents new paradigms and practises that place affected households at the centre of project planning and implementation to fully address the needs of the most vulnerable.

This shortform book defines and situates the role of Public Relations as a creative industry and discusses the trends and issues that the sector is facing within the wider context of the Creative Industries.

This book explores the intersection between business and religion from a legal perspective. Taking a fresh look at some of the most compelling literature in law and religion, it proposes a rethinking of what scholars on both sides of the Atlantic have dubbed 'church autonomy' or, more recently, 'corporate religious freedom'

This book demonstrates the concept of CSR and how it is included as an element of value-based marketing. Using research from the Polish market, the author explores the concept of value-based marketing, how organisations are implementing CSR and analyses the effect on consumer behaviour.

Responsible Finance and Accounting positions itself as a key pillar in tomorrow's better world for business, society, and planet.

The rise of China poses a significant challenge to the existing, Western-dominated world economic order. The effectiveness of the Regional Comprehensive Economic Partnership (RCEP) is contingent on a smooth transition of the world¿s economic center toward the Asia-Pacific Region. For Western investors, the vast market opportunities can be tempting. However, the lack of experience and knowledge of international management in China ¿ a country with radically different business rules and cultural background ¿ poses a substantial risk.This book provides comprehensive insights into the fast-changing business world in China. Based on the authors¿ theoretical knowledge and invaluable years of practical experience, it discusses the various options for doing business in China, with current examples that demonstrate how European SMEs can successfully position themselves between multinational companies and local competitors. It also highlights new opportunities arising from Chinäs international involvement (New Silk Road, RCEP) and addresses risk management for European SMEs operating in China. Moreover, it sheds light on how to form relationships of mutual trust between Chinese policymakers and their advisors/cooperation partners from abroad.Readers with an interest in doing business in China will find this book particularly valuable.

When it comes to branding the energy space, an exciting and largely unexplored field of research emerges. Energy companies are under the spotlight as consumers press for positive action on sustainability, CSR, and environmental issues. In light of this, this book has two objectives. First, the author explores the challenges and opportunities that experts within the field face when deciding on strategic brand direction. The results indicate that practitioners in recently liberalised markets have met the emerging branding challenges, such as differentiating commodities, meeting new consumer demands, and building strong brands. Second, the book examines, from an expert-practitioner point of view, whether branding and building brands are activities relevant to this type of market. This book, therefore, attempts to fill a literature gap, as it examines the applicability of theoretical and practical methods of branding and brand strategies in a commodity market, in this case the energy market.

Big brands are the gods of today's world, and the algorithm is their gospel. What makes the cult marketing vortex so attractive to otherwise smart people, and how does online manipulation render us victim to the dangerous whims of digital companies, corporations, and conglomerates? Hoodwinked reveals the new world of digital marketing where steady, seductive tactics once used by spiritual charlatans are now applied to sell everything from toothpaste to apps and even political leaders. Companies have discovered that us consumers are lured by sophisticated and deceptive marketing techniques, like sensory marketing, cult branding, influencers, and AI programmed to induce maximum anxiety. Combined with behavior-modifying apps and persuasively designed UX that compels us to buy things we don't need or cannot afford, goods and services like prestige education, fitness trackers, makeup, and those viral leggings from American Eagle seem like must-haves rather than luxury extras. Aided by algorithms and buoyed by the greed of social media CEOs, marketers use the same deceptive and emotionally manipulative tactics that cults do, including scarcity, an all-encompassing ideology, and a charismatic leader. Once indoctrinated, consumer-followers become ensnared in the perfect capitalist loop: anxiety-purchase-anxiety-purchase-anxiety-purchase. Then, social media appearances reinforce the cycle of purchase, performance, and panic.Using memorable real-life cautionary tales, Dr. Einstein narrates how smart, sensible people are sucked into the cult marketing vortex and, importantly, what enables them to get out. Protection comes from understanding the scope of the problem and knowing how to spot the many pervasive tactics used. Combining industry interviews, advertising campaign analysis, and business and scholarly research, Hoodwinked offers an insider's view into how marketers co-opt our emotions in the name of corporate profits. Armed with this information, readers can learn to spot cult-inspired marketing so they can decide how, or if, they should engage with it.

The book gives an overview of the current state of knowledge of comparative religious research, how religious affiliations affect consumer behaviour, and its significance for companies that operate across borders. This volume will be of interest to scholars of international marketing and business, consumer behaviour, and religious studies.

This handbook acts as a catalyst for the dialogue between two ecosystems with much to gain from collaboration: AI and philanthropy. It offers a robust academic foundation for studying both how AI can be used and implemented within philanthropy and how philanthropy can guide the future development of AI in a responsible way.

This book dives deep into the critical need to challenge and transform the foundations of marketing education. Aimed at researchers and academics in the field of marketing, this book offers a profound exploration of teaching and learning dynamics from a more inclusive and diverse perspective.

This book explores the much talked about but less understood issue of sustainability reporting, linking it to the application of blockchain and other technologies. It provides a transnational platform to examine the experiences of investors, researchers, and policymakers as they confront these concerns across a variety of industries.

Your brand is the most important part of your business -- it's a living thing. Learn to find, shape, and share it with the world.Consider this: every individual and business tells a story to the world, and that story is their brand. It's a saga, constantly unfolding, experienced in real-time by everyone around it. Now ask yourself, are you consciously shaping and broadcasting that brand story? Is it under your diligent care and control, or is it running amok, causing chaos everywhere it goes? Or, perhaps even more tragic, is it sitting in a corner sulking, wondering why no one notices it?BrandJitsu(TM) is a practical and effective way to get that pesky brand under control so it tells the story you want it to tell. A meaningful and memorable tale that will not just attract the attention of your ideal customers but also the best employees, partners, and suppliers -- a story that will be remembered.Mastering BrandJitsu(TM) won't take years. It's a skill that can be quickly learned, understood, and applied as soon as you put down this book. It teaches you to sharpen your focus, strategically align your brand's DNA, and ensure your story is not just heard but felt, leaving a lasting impression on everyone it touches.