Marknadsföring

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.

Drawing upon the research in the Editors first book Charity Marketing: Contemporary Issues, Research and Practice, this volume focuses on how charities can prepare for the future through sharing big ideas and examples of best practice.

Drawing upon the research in the Editors first book Charity Marketing: Contemporary Issues, Research and Practice, this volume focuses on how charities can prepare for the future through sharing big ideas and examples of best practice.

This textbook provides a theoretically sound, highly relevant, introduction to the topic of socially and environmentally responsible business. It takes an international perspective, has a strong theoretical basis, and fully integrates the topics of sustainability, ethics, and responsibility.

Absolute Essentials of Public Relations offers a valuable quick-start introduction to the many facets and forms of public relations theory and practice. Offering a concise and approachable alternative to the mainstream, this book provides a comprehensive introduction to public relations theory and practice.

This book explains how the system of awq¿f leads to welfare in society by facilitating financial and social intermediation. It describes waqf in accessible terms, focusing on how it can help make societies equitable, peaceful, efficient, and more prosperous. Specifically, the book takes Pakistan as a case study.

This handbook highlights the essential issues and debates of cooperatives and provides a future research agenda, outlining the distinctions and similarities between individual and (inter)organizational cooperation, and explores the connections of cooperative economics and management to fundamental ethical principles.

Green Innovation in Central and Eastern Europe aims to explore the crucial role of green innovation in guiding organizations towards sustainable development amidst contemporary environmental challenges.

Strategies: Aviation and Tourism Perspectives offers a contemporary global vision of airport marketing strategies in the context of the aviation and tourism sectors.

Learn from a successful businessman with 42 years of sales experience across multiple industries

Digital transformation has shaped a new landscape for companies and their customers, offering companies a wealth of data with which to develop customer knowledge. However, this evolution is just one of many transformations in customer marketing within an increasingly complex reality, thrown into turmoil by environmental and social changes. New frontiers in customer relations strategies are thus being drawn, some in new territories grounded in efforts to preserve scarce resources, while others are built on expectations of social responsibility. These profound societal changes also reveal darker frontiers, where companies have insufficient ethical considerations for vulnerable customers, or merely react to changes in legislation. New Frontiers of Customer Strategy offers practitioners, lecturers and students an up-to-date reflection on the role of customer relations now and in the future, to keep pace with environmental, digital, inclusive and ethical issues, as well as organizational governance.

With increased competition from new wine-producing countries and substitute products, declining wine consumption, climate change, health crises and geopolitical contexts, the wine industry has been facing serious difficulties in recent years. Paradoxically, however, this recent period also offers new opportunities. Through the presentation of original research results, reading grids, illustrations and case studies, Wine Management and Marketing 2 analyzes the main challenges facing the wine industry and considers new opportunities: a renewed dynamism of technical, organizational and commercial innovations; the adaptability of actors; a greater introduction of new technologies; etc. The multi-faceted approach adopted by the authors and experts offers an enriched reflection, which provides a better understanding of the current state of the wine industry, and presents various levers for adapting to new commercial, societal and environmental expectations.

This book offers a comprehensive exploration of the powerful intersection between behavior science and performance improvement and demonstrates the myriad ways in which this science can advance performance improvement. The chapters in this book were originally published in the Journal of Organizational Behavior Management.

This handbook emphasizes the importance of Meaningful Stakeholder Engagement (MSE) as a management approach, cutting across various disciplines like stakeholder theory, natural resource management, impact assessment and responsible business. It is an essential resource for researchers, developers, investors and civil society organisations.