Marknadsföring

Develop a practical and flexible marketing plan that puts your customer at the forefront and builds real connections.

This book explores the historical and theoretical classification of True Cost Accounting (TCA) and its business-oriented ways of implementation. It will interest students and scholars of environmental economics and inspire practitioners in sustainable supply chain management and social accounting.

Mindful Marketing and Strategic Management is a great resource for management and practitioners as it provides practical tools and approaches for incorporating mindfulness into effective strategic management practices

Leads Machine is the ultimate guide to building automated sales systems that capture and nurture leads to generate consistent, predictable sales.

Skip the Agency, Go to Market! Advertising production is a trillion-dollar industry ripe for disruption, says Jon Sneider, the founder and president of Wild Gravity, a multi-award-winning creative production agency in Seattle, WA. Hacking Advertising, Sneider's authoritative debut work, comes as a result of his firsthand experience (as the client for some of the country's largest brands) of the mind-blowing inefficiencies of the advertising-production complex. While managing agencies for L.L.Bean, Windows, and Redfin, Sneider developed a vision that would allow him to make world-class adswithout the staggering costs, timelines, and complexities of traditional agencies. That compelling vision became a reality when Sneider launched his creative production shop that quickly ended up displacing agencies hundreds of times its size at billion-dollar brands. In Hacking Advertising, Sneider shares the secrets behind producing cinema-quality advertising with small teams of seasoned pros for giants like Amazon, Microsoft, Hasbro, Nintendo, Coca-Cola, LEGO, Zeiss, the NBA, and more. He presents a blueprint for brands to bypass the old agency model with a direct-to-production approach. Readers will learn how to save millions by sidestepping conventional shops and production models. Leaving no one in the cold, Sneider reveals how advertising agencies and production shops can evolve to become creative production agencies and unlock millions of dollars in revenue and profits. Sneider not only gives valuable insights into making advertising faster, less expensive . . . and better--he also delivers a thoroughly entertaining and engaging read with real stories from his multi-decade career working with the largest brands and most prominent agencies. Jon holds an MBA. in Entrepreneurship from Babson College and has over 25 years of experience in the advertising and marketing industry from both agency-side and client-side.

This book explores how trust can be built, maintained, and evaluated in a world increasingly reliant on AI technologies. Designed to be accessible to a broad audience, the book blends theoretical insights with practical approaches, offering readers a comprehensive understanding of the topic.

Based on extant and emerging research the book presents new evidence and innovative theoretical structures and concepts to explore how data analytics and AI can influence consumer thinking and behaviour. It is a seminal work on a complex but urgent issue in social and behavioural science.

This book explores the future of retail and service design, offering cutting-edge insights from leading researchers. Ideal for researchers, designers, educators, students, and innovation enthusiasts, it delivers fresh perspectives on the rapidly evolving world of retail and service design.

This book comprehensively analyses non-financial reporting, specifically sustainability reporting, in Central and Eastern European (CEE) countries. It identifies key trends and common practices among regional companies.

Counterfeit Luxury and Consumption provides a holistic approach to explore counterfeit luxury consumption. It will be of interest to researchers, post graduate students, and policymakers across the fields of luxury management, marketing, consumer behavior, brand management, and ethical and responsible business.

International Marketing in Practice features select case studies relating to businesses from various markets and countries facing the challenges and decisions involved when undertaking international marketing.

International Marketing in Practice features select case studies relating to businesses from various markets and countries facing the challenges and decisions involved when undertaking international marketing.

This book offers a comprehensive exploration of the key concepts shaping today's world. This book examines the complex relationship between trust, sustainability, and resilience across various domains, providing insights into their significant implications for both organizations and consumers.

Who is the most important employee in a company? The CEO? The CFO? No. The most important employee is the customer service representative. Customer service reps are the face of your company. They are the people that the public sees and deals with. Their attitude and behavior will dictate whether customers come back a second (or third) time. How to understand customers How to lead and empower a customer service team How to give customers what they want The path to extraordinary service The power of active listening How to deal with difficult customers How to keep your own emotions at bay with obnoxious people The role of compromise in customer relations Tips for sticky situations Follow-up to ensure repeat business And much, much more! In an ever-evolving technological era, the role of employees in a business--and how they handle the people who buy your product or service--ironically becomes far more important than ever before. As it becomes easier to lose sight of the people factor, the more you need to focus on it. More than 3 million organizations and 13 million individuals--from startups to the Fortune 500--choose Pryor Learning because it provides more for their training dollars than anyone else. Pryor Learning is the wise choice for igniting, upgrading, and upskilling professionals of all levels. Stellar Customer Service gives you access to the wisdom and expertise of Pryor Learning in enhancing customer service at all levels and all industries. Anyone whose job has a public interface--and anyone who manages personnel who do--will find this book a concise, enjoyable, and indispensable guide.

This book provides a comprehensive account of how non-state actors rely on international criminal law as a tool in the service of progressive political causes.

This book examines the intricate relationship between culture and public relations within the Middle Eastern context, adopting an interpretive, inductive approach to explore how various cultural dimensions shape the enactment of key public relations concepts.

An eye-opening look at the rapidly rising growth of gaming and the companies--including Peloton, Burberry, the New York Times, BMW, and Chipotle--that are using games to win over customers.Today's consumers demand more than products--they crave immersive, personalized experiences. So traditional marketing and engagement strategies have lost their edge. The new frontier? Gaming, where over three billion people worldwide spend their time, attention, and money.In Press Play, Bastian Bergmann, the founder and COO of Solsten, shows how visionary companies are capitalizing on gaming's unstoppable rise. Drawing on exclusive interviews and access to forward-thinking companies--from luxury fashion houses to groundbreaking startups--Bergmann provides an insider's view of gaming's transformative power. He also delivers a practical road map for business leaders, offering strategies that scale from low-risk partnerships to ambitious, full-scale gaming ventures.Filled with cutting-edge insights and behind-the-scene stories, Press Play will help you understand the lucrative world of video games and offer customers what they really crave.

Figurative communication (the use of metaphor, metonymy, hyperbole and irony) provides economy of expression, clarity, persuasiveness, politeness, evaluation, and communication of emotions. However, it also increases the potential for misunderstanding in situations when people lack shared background knowledge. This book combines theoretical frameworks with empirical studies that measure the effectiveness of different approaches to the use of figurative language in advertisements, to show how to maximise the benefits of creative metaphor and metonymy in global advertising. It highlights how subtle differences in colour, layout, and combinations of different kinds of figurative language affect the reception and appreciation of creative advertising, shedding new light on the nature of figurative communication itself. With a balance between theory, experiments and practical case studies, this book is accessible for academics in linguistics and communication studies, as well as advertising and marketing professionals.

This book explores how digital marketing can drive disability inclusion in consumer culture by addressing accessibility, representation, and research methodologies. It inspires marketers, researchers, and advocates to adopt more inclusive and socially conscious marketing practices.