Marknadsföring

This contemporary book offers current perspectives on routines and rituals to extend an understanding of the scope of these concepts, with a view to challenging conventional wisdom and to offer insight for practitioners. The chapters in this book were originally published as a special issue of Journal of Marketing Management.

Luxury and sustainability appear to be incompatible, however, this book resolves the divergence between them, shedding light on the evolving dynamics within the luxury brand market. Thanks to an in-depth analysis of the definition of luxury, the authors demonstrate that sustainability is aligned with young consumers' idea of it.

Sustainability Teaching for Impact is an essential step-by-step, practical guide for those wanting to inspire and engage higher education students in the areas of sustainability.

Sustainability Teaching for Impact is an essential step-by-step, practical guide for those wanting to inspire and engage higher education students in the areas of sustainability.

Trust and Brand Management covers the main topics of heritage-based corporate brand management and its relationship to external factors and performance. The benefit for managers is the presentation of terms and specific tools related to corporate brand management in the market and customer outcomes.

This book is for everyone who is concerned about the successful future of a very special institution - the National Health Service (NHS).

Emerging markets due to their dynamism, resilience and complexities are a significant area of study for management theorists and practitioners. This volume brings together case studies from diverse corners of the industry and offers insightful analyses of real-world management challenges and strategies in dynamic environments.

This cutting-edge text brings together a diverse range of scholars and practitioners to examine how digital has become the default space for advertising - in practice, communication, and commercial process.

This book is for everyone who is concerned about the successful future of a very special institution - the National Health Service (NHS).

This is the first book to examine the critically important topic of sustainability in sport through the lens of integrity. Adopting a holistic view on sustainability, it argues that integrity is the foundation on which sustainable sports organisations, actions and processes must be built.

Learn to master the #1 “lever” to growing your personal income: sales.Every great invention and advancement in history took place because someone was willing to use their words to sell something.Whether you are trying to grow a business, make more money, or simply live a better life, you need to master the game of influence. The concepts Taylor shares in this book have created dozens of 7 and 8 figure brands. Now, for the first time, he’s giving you the masterpiece “source material” to influencing human decisions.He pulls on the personal experience of training almost 5,000 clients, hundreds of thousands of customers, and over 700,000 sales calls to teach you how to grow your influence without being gross. You will not only get better at sales, you will learn the secret art of human connection. Filled with models, concepts, frameworks and scripts, this book is a guide that you will read again and again to influence people to make decisions that are good for them and good for you.Learning how to sell is about more than just what to say. It’s how you say it; when you say it; when to say nothing at all; and the emotional state you are in when you finally do speak. It’s about human advocacy and respect for your customer. And whether you’re brand new to sales or a seasoned professional looking for an edge, it will teach you to get so good that your clients and customers will say “thank you” for letting them buy.

"Diving into the evolution of Customer Experience this text offers an insightful exploration of the paradigm shift from customer service to Customer Experience (CX) within the Caribbean context. Unveiling the dynamics of CX's influence on satisfaction, loyalty, and business profitability, this book delves into strategic planning, employee development, data-driven decisions, and emerging technological trends, and it fills a crucial gap in the literature with: - An array of Caribbean case studies; - Enhanced theoretical concepts and a deep appreciation of customer experience management in the Caribbean; - References of best practices to address critical issues affecting the delivery of a quality customer experience. Scholars and practitioners within customer service, services marketing, customer experience management and customer relationship marketing in the retail hospitality and tourism, financial, health care and education sectors will find this a valuable resource on CX's transformative power in this region and beyond"--

Whether you're just starting out or are an experienced veteran, this book will help you achieve more and better results. You will learn practical steps, tactical applications and insights that will help you improve continuously. Most importantly, you will learn a proven process that can be applied again and again to increase sales and build a great business. You will learn how to: Become a thought leader in your company and for your industry Develop an unstoppable mindset Discover how to motivate yourself instantly Become a better thinker Set big goals and achieve them Generate more leads and prospects without the need for a marketing departmentBuild trust and credibility quickly Develop insights that elevate your status and get your prospects to see you as an expert Glean valuable information from your prospect by uncovering pain points, challenges and problems Build an irresistible offer for your future clients & customers Present powerfully and persuasively Remove the barriers that prevent buying decisions Close more deals by using techniques that work in this century Build a referral machine that keeps on delivering

Jump start your business and career with this book of practical wisdom. In such fast-changing, and often confusing times, America needs a straight-talk dose of Larry Winget reality more than ever. Known as the Pitbull of Personal Development, and New York Times bestselling author of 31-Days To Getting What You Want, is Larry Winget's "tell it like it is." This is the ultimate wake-up call for anyone who's looking for a lifeline for their career or their business and true empowerment. With action-steps you can take immediately Larry will guide you to excel in business success through Leadership, and Sales Management. Learn to: Get What You Want Find Success Get Along with Others Be a Great Leader Make More Sales

Decentering Fashion on the Silk Roads focuses on the dynamism of fashion, textile craft, heritage and sustainability in Central Asia and beyond. This rich travelogue is a refreshing resource for international scholars and postgraduate students studying and researching fashion theory and management in particular.

In this book, faculty and researchers from ESSEC Business School, a recognised leader among European schools of business and management, provide a multi-faceted perspective on the obstacles that come in the way of the transformation of dominant business models, and how to overcome them in order to move away from "business as usual."

The Routledge Companion to Disability and Work explores the realities faced by disabled individuals in the workplace and beyond. This comprehensive guide is essential for students, teachers, and researchers looking to intersect disability and business, paving the way for a more inclusive and equitable future.

Porsches for soccer moms? Finance bros in Patagonia? Bud Light Pride cans? Drive-through Starbucks? What happens when your growth strategy creates conflict between customers?You always want to grow your brand, but there's a dilemma: the more customer segments you target for growth, the harder it becomes to avoid conflict. Sometimes you do such a good job building a loyal following that attempts to court other customers feel like betrayal to your core. Sometimes, a segment adopts your products without you targeting them, alienating your existing customers. Sometimes, your growth strategy flies in the face of what people have decided your brand means to them.Welcome to "the conflict zone," where brands must navigate these incompatibilities to achieve growth--or face losing customers rather than growing. How did Supreme's attempts to cross over cost the brand its coveted reputation among skateboarders? How did Apple lose one of its most devoted customer bases when it updated a piece of software? What does Gucci do when the cast of Jersey Shore starts toting their handbags around?Marketing experts and professors Annie Wilson and Ryan Hamilton answer these questions, and through dozens of cases provide insight into how brands can drive growth by attracting new segments without alienating or losing their current customers. With a fresh, simple framework for growing without imploding, Wilson and Hamilton show you how to recognize when you're heading for the conflict zone, how to steer clear of it, and what to do if you find yourself in it.Here you'll find a better way to strategically select new target markets and evaluate, monitor, and manage multiple customer segments. The Growth Dilemma is your road map to brand growth.

AI is going to change brand strategy and marketing forever. Are you ready?What does the rapid rise and astonishing rate of improvement of AI mean for brands in the next five years? Listen to what OpenAI CEO Sam Altman told authors Adam Brotman and Andy Sack when he met them: "It will mean that 95% of what marketers use agencies, strategists, and creative professionals for today will easily, nearly instantly, and at almost no cost be handled by the AI--and the AI will likely be able to test the creative against real or synthetic customer focus groups. No problem."With that astonishing statement, the authors began a journey of discovery to understand what this transition to an AI-first world means. You'll hear from a who's who of tech visionaries who spoke with the authors, including Altman, Bill Gates, and Reid Hoffman, sharing how they're thinking of the transition to the new reality. You'll also hear from practitioners bold enough to be surfing this tidal wave of change, including one who audaciously mandated experimentation with AI for all his employees.Brotman is the former chief digital officer at Starbucks, pivotal in the development of the coffee giant's mobile payment and loyalty programs. Sack is a legendary tech visionary and former adviser to Microsoft CEO Satya Nadella. Together, they formed strategic consultancy Forum3 to take on every aspect of the challenge to becoming an AI-first organization, including how you think about the design of jobs, what skills you need to start developing, what customers will expect from brands that they don't today, how to achieve early wins, and how to compete in an AI-first arena, where nearly anyone can build creatively engaging brands quickly and cheaply.It's time to get ready for a brand-new world. Start here.

Learn how businesses can leverage their success to drive positive social impact. Kurt Avery delves into a range of proven business and marketing techniques, including some developed through his own professional experiences as the founder, owner, and president of Sawyer Products.Sawyer Products has achieved remarkable success with its innovative water filtration and insect repellent products, but it hasn’t stopped there. Sawyer Thinks reveals how the company has harnessed its profitability to make a significant charitable impact worldwide and provides a clear roadmap that other businesses can follow.Sawyer Thinks aims to inspire and empower business leaders to think beyond the bottom line and use their resources to create meaningful change. It includes a step-by-step guide on increasing charitable giving and philanthropic efforts while also enhancing overall profitability and sustainability.