Marknadsföring

The book explores how diverse stakeholder groups-particularly community and regulatory stakeholders-shape corporate environmental practices. An essential read for policymakers, corporate managers, and academics seeking to understand the nuanced relationships between businesses, governments, and communities.

This book characterizes and evaluates how stock markets operate in European Union (EU) countries in terms of the sustainable development of public companies. It presents the methodology for constructing ESG indicators, with particular emphasis on Refinitiv, which is one of the largest and most recognizable databases in this area.

When your customers succeed, your business succeeds. Customer Success is all about generating revenue growth through customer relationships, outcomes, trust, loyalty, retention and referrals - and Kellie Lucas is a pioneer in the discipline.Discover how to maximise customer retention, recurring revenue and growth, build a productive and balanced team and excel as a Customer Success professional - in just 6 minutes!

No sector can escape the challenge of the climate crisis. This book brings together a team of academic experts to urgently examine the intersection of sustainability and the Cultural and Creative Industries (CCIs).

This collection of short essays from leading media scholars reflects on critical issues of media history, power, ownership, influence and impact. The book uses the acclaimed media title Power Without Responsibility (PWR) as a calling card, a cue to reflect on the limitations of the media in different countries and to advocate solutions aimed at stimulating more democratic forms of communications. Organised in five sections, contributions in this book identify the relevance of PWR and then pick out and develop its core themes. The first section provides both a reminder of PWR's significance to media history and analysis and then explores its conclusions in relation to media systems in places including Europe, South and East Asia, Africa and Latin America. The second section takes up the argument that 'market censorship' impoverishes the media while the third explores the book's lessons for contemporary media reform. The fourth section explores the contribution of public service broadcasting and its relevance for future communications systems. The fifth section considers PWR's analysis of radical journalism in relation to both historical and contemporary initiatives while the concluding section features two original essays by the authors of PWR, James Curran and Jean Seaton, reflecting on their book 43 years and nine editions after it was first published.

Learn the fundamentals of market research with this essential resource for students, new researchers and marketers.

The best food and beverage experiences have the power to move us. But why do some create a deep and lasting impact on us, while others just fall flat?In The Shape of Taste, renowned food psychologist Chris Lukehurst explains how it's our emotional experiences, rather than just textures and flavors, that shape our responses to what we consume. With over 20 years' experience working with leading global brands, Chris introduces his Shape of Taste model, which illustrates the intricate connection between our sensory experiences and emotional responses, whilst offering crucial insights into harnessing these to develop more compelling products and marketing strategies. An essential guide for anyone in the food industry who wants to understand the emotional drivers behind consumer behaviour, you'll discover:the powerful psychological factors that influence taste preferences and consumer behavior,how to create products that resonate emotionally with consumers, leading to greater satisfaction, increased sales and word of mouth,the secrets of crafting compelling messaging that connects with consumers on a deeper level, enhancing their loyalty, engagement and enjoyment of your products. By mastering the emotional journeys behind every bite and sip your customers take, you can develop products that not only satisfy their cravings but also forge lasting and memorable connections. Whether you're innovating flavors or refining brand messaging, this book equips you with the knowledge and tools you need to captivate your audience and create food and drink experiences that truly stand out.

Topics include resisting temptation and refocusing on long-term goals, how money lenders hide pricing, partitioned pricing, drip pricing, the issue with status branded credit cards, and taking scientifically proven steps for making better financial decisions.

Obtain and utilize necessary innovative and creative skills needed within public relations and communications with this undergraduate and postgraduate textbook.

Use this textbook to understand the psychological underpinning of the various challenge marketers face, from packaging and advertising to store design and copywriting, and how to apply them in practice.

This book explores the recent academic and practice-based research and thinking on race, diversity and social mobility within the public relations industry, arguing for the necessity of more transformative actions to address systemic inequities.

"The first thing you need to know about selling is this: Selling is helping. But before I tell you more about that, let me tell you how I got here. When I was little-and no, I'm not telling you my whole story or what year I was born-but when I was just five freaking years old, I thought I could change the world. I didn't really know what "changing the world" meant, by the way."-- Provided by publisher.

Proven framework to propel your organization into a top market position Endless Customers delivers a proven framework for businesses to become the most trusted and recognized brands in their markets by harnessing the power of developing the right content, website, sales activities, technology, and culture of performance. When executed correctly, this framework enables marketing, sales, and leadership teams to sync up on a business strategy that is transformative to the organization's growth, creating long-term success-and endless customers. An evolution of Marcus Sheridan's first book, They Ask, You Answer, the Endless Customers model has been enriched by years of practical application, hundreds of case studies, and recognizing the monumental impact AI is having on business and the buyer's journey. In this book, readers will learn about: Becoming the most trusted and known brand in their market, leading to more consistent lead flow and sustainable business growth Creating a culture of sales and marketing that is built to last, in a time when digital transformation and AI are changing the world of business and buying as we know it Promoting organizational change by investing in the right people in the right seats so as to evolve to a NEW way of effective sales, marketing, and brand growth With all of the real-world examples, tools, and frameworks you need to immediately put theory into practice, Endless Customers earns a well-deserved spot on the bookshelves of ambitious business leaders, executives, managers, and entrepreneurs seeking to make their businesses household names in their industries.

The Meaning of Branded Objects by Dr. Tom Guarriello explores how everyday objects gain significance through branding, examining the psychology, emotion, and cultural impact behind brand identity and consumer connection.

Meet the creative minds shaping our world in Chief Design Officers At Work, the captivating new addition to the acclaimed At Work series from Apress. Explore the realm of design management, unveiling unique perspectives, strategies, and innovative approaches to building businesses with design in mind.Through a collection of insightful interviews, gain an illuminating glimpse into the daily lives, challenges, and triumphs of prominent design executives from various industries, spanning zero-to-one products to established brands. Each of these design experts have played a pivotal role in shaping design-driven approaches, leading to groundbreaking industry evolutions and market disruption. The remarkable stories and insights from these visionaries reveal how design-led thinking can be a powerful catalyst for driving bottom line success. From building user-centric products to creating cohesive brand experiences, these design leaders demonstrate the transformative impact design can have on business outcomes.Readers who are design practitioners, launching their own startup, revitalizing an existing product, or established executives will find invaluable lessons and inspiration within these pages. What You Will LearnHow design leaders navigate complex business landscapes to craft compelling user experiences and brand strategiesValuable insights and practical advice that can elevate their own practiceHow to make a lasting impact in your industry as a designer

In this book, seasoned identity consultant Stijn van Diemen explores eight strategic perspectives on corporate identity, each illustrated with engaging real-world cases. These cases bring the concepts to life, showing how the strategic models can be applied in different contexts. By following these examples, you'll be better equipped to translate the insights into your own organisation, sector, or region.Filled with dozens of practical models and design principles, this book helps managers and marketers make better decisions, gain stakeholder support, and build a solid foundation for their strategy. The practical case studies make it easier to see how the strategies work in real life, enabling you to adapt them to your own unique situation and drive success.

This book explains how organizations can build new sales structures or assess and optimize existing ones. In volatile times with high customer expectations and interchangeable products and services, sales organizations need to be rethought or even completely restructured. Often, they are historically developed, outdated, and operate rigidly, with hybrid approaches frequently being overlooked.The author explains how decision-makers can systematically develop a detailed understanding of the market, customers, and organization to optimize their sales channels and remain competitive. The book provides a structured approach, detailing which employees and departments need to be involved and coordinated, and how the analysis, planning, and implementation can succeed in each specific task area within the company-integrated, deliberate, and flexible. This book is for anyone looking to ensure a sustainable and successful future for their business.Contents Importance of strategic sales structuring The Market: Building a detailed understanding of the market and competition The Customer: Developing a detailed understanding of buyers and customers The Sales Channel: Determining sales channels and structuring options The Organization: Integrating and coordinating sales channels The Employees: Determining the number and distribution of employees The Management: Establishing strategic sales goals and their monitoringThe AuthorDr. Manuel Beck is the Managing Partner at the consulting firm Bricklog and serves as the Chief Sales Officer (CSO) in the marketing and sales department at Brain4Data. He is also a guest lecturer at various universities. He is an expert in developing go-to-market strategies and in building and leading sales teams.The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.