Marknadsföring

In the rapidly evolving world of business, technology isn't just an asset--it's the driving force behind innovation and success. This work is an indispensable resource for business leaders, marketers, and technologists who are eager to stay ahead of the curve.

Demonstrating the profound impact of the Green Concept's emergence, and how companies are altering their marketing strategies to leverage green and sustainable messaging, this work presents real cases from around the world and how they are used for business success.

Digitalization has completely transformed marketing. It has changed consumption habits, consumer behaviour, and purchasing processes. This work provides the most up-to-date research on the challenges connected with the expanding ground of digitalization and marketing.

The New Rules of the Road: How to Navigate the Rapidly Changing Marketing Landscape by Dan Kahn is an essential guide for marketers, PR professionals, and business leaders navigating the complex and ever-evolving world of digital communication. Drawing from his extensive experience in the industry, Dan offers a comprehensive roadmap for success in modern PR and marketing.This book takes readers on a journey through the transformation of PR and marketing, from traditional media relations to the current landscape dominated by social media, influencer partnerships, and direct-to-consumer engagement. Dan expertly blends historical context with cutting-edge strategies, providing readers with a deep understanding of how the industry has evolved and where it's headed.Key topics covered include: The convergence of PR, marketing, and technology Leveraging social media and influencer relationships effectively Crafting compelling brand narratives in the digital age Implementing data-driven strategies for measuring and optimizing PR efforts Navigating crisis communication in real-time online environments Adapting to emerging technologies like AI and automationWhat sets The New Rules of the Road apart is Dan's practical approach. The book is filled with real-world case studies, from global brands to startups, illustrating how these principles can be applied across various industries and scales. Dan doesn't just theorize; he provides actionable insights and strategies that readers can implement immediately.Whether you're a seasoned PR veteran looking to stay ahead of the curve, a marketing professional aiming to integrate your efforts more effectively, or a business owner seeking to understand the modern communication landscape, this book offers valuable insights. Dan's writing style is accessible yet authoritative, making complex concepts easy to grasp and apply.The New Rules of the Road is more than just a book-it's a toolkit for success in the digital age. It empowers readers to not only keep pace with the rapidly changing marketing landscape but to lead the way in innovation and effectiveness. For anyone looking to master the art of modern communication and drive real business results, this book is an indispensable resource.

The ultimate marketing strategy to help SMB companies break sales plateaus and beat the competition.

This book confronts and analyses how competition law in its present form is unable to deal with the new advances in digital technology that have made tech giants not subject to national jurisdictions as they straddle the world, with a particular focus on Japan, China, UK, EU and USA.

Based on over a decade of research, this book examines the social harms of Australian prescription and non-prescription medicines regulation and how these ultimately stem from neoliberalism and its reinforcement of state and corporate power.

This book explores the intersection of contemporary sport, advertising, promotional culture and wider society.

Customer service is of critical importance for the for the tourism and hospitality sector now more than ever before as customers are looking to increase value for money and are less forgiving of mediocre service. However, despite its importance, quality customer service is the exception rather than the norm in many parts of the world. 'Customer Service for hospitality and tourism: the lost art' is a unique text and vital to both students and practitioners as it explains not only the theory behind the importance of customer service but also acts as a guidebook for those wishing to put this theory into practice. In essence it is the 'whys' and 'hows'of customer service. It is easy to read, very current, and full of references to all the latest research from both academic and practitioner literature. Chapters cover important topics such as the financial and behavioural consequences of customer service, consumer trends influencing service, developing and maintaining a service culture, managing service encounters, the importance of market research, building and maintaining customer relationships, providing customer service through the servicescape, the impact of technology on customer service, the importance of service recovery, and promoting customer service internally and externally. Key features include: An 'At Your Service' Spotlight at the beginning of each chapter focuses on the achievements of successful individuals related to the art of customer service. Each chapter contains a 'Service Snapshot' - short, real-life cases to illustrate a particular concept or theoretical principle presented in the chapter. Detailed international 'Case Studies', which cover a variety of sectors, organizations and regions designed to foster critical thinking, the cases illustrate actual business scenarios that stress several concepts found in the chapter. They analyze customer service in the U.S., South America, South Africa, Europe, Russia, Australia, China, Canada, Korea and Dubai. Dr. Simon Hudson is an Endowed Chair in Tourism at the University of South Carolina. He has held previous academic positions at universities in Canada and England, and has worked as a visiting professor in Austria, Switzerland, Spain, Fiji, New Zealand, the United States, and Australia. Louise Hudson is a freelance journalist living in South Carolina (www.tourismgurus.com). She has collaborated with Dr Hudson on many of his books and research projects and co-wrote Golf Tourism with him. Originally trained in journalism in England, she now writes for many publications including the LA Times, Dallas Morning News, Canada's Globe and Mail and Dreamscapes Magazine, Calgary Sun, Calgary Herald and and BC Inn Focus magazine among others. Researched at Victoria University, Melbourne, Australia and Oxford Brookes University, UK.

This volume explores the spread of false or misleading information online through the lens of marketing theory and consumer research. The book is a must-read for scholars in journalism, media studies, and political communication, as well as policymakers interested in the democratic governance of social media platforms.

The contribution of this book is the development of the assessment tool for measuring social responsibility of every enterprise - Enterprise Social Responsibility Index (EnSRI) and Consumer Social responsibility Index (CnSRI).

This book presents and discusses the main issues and challenges posed by communication, leadership, and trust.

Atmosphere is a term often used in everyday life to describe how a consumption space feels, and has long been an important theme within marketing.

At the crossroads of culture and commerce, the advertising industry is a regime of paradoxes. This book examines the place of advertising in today's creative industries, exploring the major challenges advertisers confront as they engage with other creative sectors.

This book analyses the relationship between the private sector, UK official development aid (ODA) and poverty alleviation in Sub-Saharan Africa. The book will interest researchers from business management, development studies and political science, as well as to practitioners with an interest in the role of the private sector in ODA.

The book will analyze the psychological tactics that the world's most impressive brands use to power their marketing success.

This book points out various aspects of COO, its dimensions and COE that remain significant challenges for consumers, companies and brands not only from emerging and developing countries but also from developed ones.

Building on evidence from international experience, this book provides grounded solutions to challenges affecting small and medium-sized enterprises (SMEs), particularly in Africa, and offers guidance on how to build resilience to counteract future shocks.