Marknadsföring

Details sustainable marketing, and the promotion of environmentally and socially responsible products, practices, and brand values. Explores integrating sustainability into a marketing strategy and how to develop, broaden, and maintain an effective sustainable marketing strategy. Connects marketing, consumption, and sustainability.

A new lens for understanding how to navigate political and social issues in business leadership communicationsCorporate leaders are increasingly expected to issue statements on a range of complex and controversial political and social issues as they arise. As a result, chief executives run the risk of falling into the "talking trap," and thus needing to comment on every issue du jour. However, those whose only strategy is to avoid risk by saying nothing do so at their own peril.Speaking Out offers a new framework for understanding how to manage corporate communications challenges with a shared emphasis on actions and words. Case studies of leaders who have spoken out and backed their words with action are contrasted with those of others who have had mixed records on accountability, failed to show progress in public commitments or faced consequences for taking a stance. These real-world examples demonstrate the difference between public relations efforts that can be easily dismissed as spin and authentic communication that enhances credibility and trust.Speaking Out demonstrates that managing risk today involves knowing not just when to speak and what to say but also what to do. Providing much-needed guidance, this book will be an invaluable compass for effective corporate communications for established and aspiring C-suite leaders alike. Professionals working in corporate and executive communications, marketing and branding, government relations, corporate social responsibility, and public relations will also benefit from the wisdom within Speaking Out.

Nifty Thrifty Dentists provides a simple three-part formula any dentist can use to build the dental practice of their dreams. Whether they’re looking to build a highly profitable yet fulfilling lifestyle practice, grow to a more entrepreneurial practice, or build into a large single- or multiple-location structure, Dr. Glenn Vo will walk dentists through everything they need to develop as a leader, with their team or in their operations.Unlike most “how-to” guides, Nifty Thrifty Dentists doesn’t just give individuals a handful of one-size-fits-all systems to follow but rather provides them with a flexible framework that teaches them how to create the specific systems they need to get them exactly where they want to go.This informative resource will appeal to dentists who feel stressed and overworked or who are struggling to build a dental team that is motivated and equipped to serve patients well.

This book analyses the household demand for consumer goods using a diverse database, consisting of 45 developed and developing countries. The analysis presented in this book highlights valuable policy insights for planning government budgetary allocations and implementing policies towards an enhanced standard of living for people.

This book suggests a robust risk management maturity model and illustrates the application in crisis situations. It will interest entrepreneurs, managers and risk management professionals, who can use the model in their management processes, as well as enterprise stakeholders and academics.

This book sheds new light on the role businesses can play in contributing to sustainability objectives, and how governance actors can better encourage their contributions.

Trade Unions and Regions: Better Work, Experimentation, and Regional Governance is about the place of workers and their unions in the modern world. It addresses current challenges for unions working in regions and the experiments that may take place at this level of governance.

The book aims to evaluate social media users' attitude towards social media advertising in mainland China.

This book examines the sustainability of supply chains in Small and Medium Sized Enterprises (SMEs), focusing specifically on the developed and emerging economies of the UK and India.

This comprehensive book examines the impact of smart technologies in consumer behaviour from a contemporary perspective, blending marketing and retailing along with other disciplines such as psychology, media studies and sociology.

This timely volume brings together various issues in Muslim consumer cultures and provides a comprehensive account of Muslim tourism and tourist behaviour.

Trust and Digital Business: Theory and Practice brings together the theory and practice of trust and digital business.

Trust, Digital Business and Technology: Issues and Challenges presents and discusses the main issues and challenges related to digital trust and information technologies.

This book provides an analysis of the impact of the climate crisis on corporate law and theory in the coming decades as the world seeks to meet the target of net zero carbon emissions by 2050. It will be of interest to students and researchers in the field of climate and environmental law, as well as corporate law and theory.

This book offers a holistic perspective of consumer behavior in the 21st century in different European cultures that are characterized by new technologies, including smartphones, AR, IoT, AI, and social media, as well as cultural changes and the Covid-19 pandemic.

The fifth Factor X publication from the Federal Environment Agency (Umweltbundesamt, UBA), The Impossibilities of the Circular Economy provides an overview of the limits to the circular economy, emphasising the relationship between integrated resource use and more systemic leadership-management approaches.

The main objective of this book is to provide both academics and practitioners with a global vision of the evolution of internal auditing in a fast-changing business landscape driven by digital transformation. The book also investigates the impact of the COVID-19 pandemic on internal auditing.

This book proposes a model of internal communication based on empirical research to demonstrate how contemporary organizations strategize, organize, perform and measure it.

The Impact of Corporate Social Responsibility: Corporate Activities, the Environment and Society adds to the current debate on the societal-level impacts of corporate social responsibility (CSR).

This edited volume analyses leadership in the public relations (PR) industry with a specific focus on women and their leadership styles and preferences.

This volume presents a collection of different views and perspectives, featuring both theoretical and empirical contributions, to provide deep insight into the role of innovation and of non-technological innovations (NTIs) in contemporary business.

Public Relations is a uniquely pervasive force in our modern economy, influencing every aspect of our lives from the personal to the political. This comprehensive volume provides an expert overview of current scholarship, reflecting the impact of technology, society, and demographic shifts in a complex global environment.

Responsible Leadership in Corporate Governance: An Integrative Approach introduces an integrative model of responsible leadership in governance that positions the board as a nexus of all corporate participants.

Wie erreichen Start-ups ein schnelles und gleichzeitig effizientes Wachstum und dessen Beschleunigung? Nach Björn W. Schäfer schaffen sie dies nicht mit Marketing oder Vertrieb allein, sondern nur durch eine ganzheitliche Go-to-Market-Strategie und im Zusammenspiel der kaufmännischen Abteilungen Marketing, Vertrieb und Customer Success mit dem Produkt.Schäfers Buch setzt deshalb einen markanten Gegentrend zum "Zu viel - zu schnell" unserer Zeit - sowohl inhaltlich als auch in der Sprache. Das Flywheel ist nicht nur eine Metapher, sondern eine Haltung. Ein Mantra. Unternehmen, die dieses Konzept verstanden haben, gewinnen nicht nur an Schwung, sondern erreichen ein sich selbst beschleunigendes Momentum, das nahezu unaufhaltsam ist. Die Basis ist Fokus. Und Einzigartigkeit.Es handelt sich dabei nicht um ein theoretisches Handbuch, sondern um ein erfrischendes Toolset für die sofortige Umsetzung. Die LeserInnen erhalten einen Rahmen für den Aufbau eines Wachstumsmotors, beginnend mit einer präzisen Kundensegmentierung, die über bloße demografische Daten hinausgeht. Sie lernen die Geheimnisse der Umwandlung von Leads in greifbare Umsätze und die Aufrechterhaltung und Beschleunigung von Wachstum mit herausragenden Unit Economics. Die einprägsame Flywheel-Mentalität gewährleistet einen langfristigen, sich selbst tragenden und skalierbaren Erfolg.