Marknadsföring

This book explores strategic brand management both in and through sport, thus helping in deepening our understanding of this promising field, while offering directions for future research in the area. The chapters in this book were originally published in Journal of Strategic Marketing.

Strategic City Branding: Insights from Asian Cities brings together concepts, case studies, and strategic management tools for effective city branding. This volume is an essential resource for city branding and marketing practitioners, postgraduate students beginning their research, and undergraduate students new to the topic.

Fashion Trends and Forecasting explores how designers, merchandisers, buyers, marketers and strategists use fashion trend forecasting to predict upcoming trends and understand past or current ones. This text is recommended and core reading for students studying Fashion Forecasting, Fashion Buying and Fashion Marketing.

Fashion Trends and Forecasting explores how designers, merchandisers, buyers, marketers and strategists use fashion trend forecasting to predict upcoming trends and understand past or current ones. This text is recommended and core reading for students studying Fashion Forecasting, Fashion Buying and Fashion Marketing.

This book provides an innovative and policy-oriented analysis of gender stereotypes in advertising regulation from a socio-legal perspective.

This book emerges as a critical exploration into the essence and impact of narrative in branding. It delves into the strategic dimensions of brand storytelling and presents a comprehensive journey from the foundational theories to the practical implications of storytelling in marketing.

This essential guide to financial communication provides a concise critical overview of this increasingly important field. It will be of interest to researchers in the fields of public relations, financial communication, accounting and financial management as well as practitioners working in financial PR and investor relations.

Whether you're promoting a company, product, a service or even your own personal brand, this guide will empower you to simplify your approach. You'll learn how to connect with your audience by understanding what they want and positioning your brand meaningfully. Through this book, you'll gain tools to navigate the complexities of marketing, avoid common pitfalls and ultimately work smarter - not harder.From avoiding jargon traps to staying customer-focused, this book provides insights that you can apply immediately, whatever your marketing challenge. It's a fresh perspective for a cluttered field, focusing on clarity, simplicity and real results.

The book addresses and documents a gap in BM research and the BM community - but also proposes a generic definition and language of a BM and BMI layers. The significance and importance of this work is related to significant and unexplored possibilities that BMI offers today, and can offer tomorrow.

This book helps you explore the fusion of artificial intelligence with the world of online retail, providing an in-depth understanding of how AI technologies are revolutionizing ecommerce. From decoding ecommerce business models to optimizing efficiency in ecommerce deliveries, each chapter delves into a specific aspect of AI-powered ecommerce, providing practical insights and strategies for success.The journey commences with decoding ecommerce business models in a diverse landscape. From direct selling to marketplace platforms, the book illuminates the inner workings of each model, exploring revenue drivers, cost considerations, and the components of profitability. As you progress through the book, it delves deeper into the ecommerce platform itself, exploring its role in facilitating transactions and nurturing customer relationships. Subsequent chapters delve into the intricacies of merchandising in ecommerce, search, recommendation engines, ranking algorithms, personalization techniques, and efficiency improvements. From teaching the science behind matching queries to products to crafting personalized customer experiences, each chapter offers invaluable insights and actionable strategies for leveraging AI in ecommerce.Whether you're a seasoned ecommerce professional or a newcomer, this book equips you with the knowledge and actionable use cases needed to stay ahead of the curve in an increasingly competitive landscape.What You Will Learn Understand the buyer and seller aspects of ecommerce platforms and how they engage customers Know the diverse landscape of ecommerce business models Apply AI/ML technologies to ecommerce to enhance user experience and drive business outcomes Know how AI/ML can influence revenue generation and cost optimization in ecommerce businesses

This book brings clarity to the new, often still opaque world of the Metaverse. It concisely shows how the business areas of sales and marketing can specifically unleash their potential within it. Develop a fundamental understanding of the key terms and tools of the Metaverse with this book, and learn how Augmented Reality (AR) and Virtual Reality (VR) can shape the future of your business ¿ and how you can optimally present and sell yourself in virtual worlds. With numerous use cases, strategies, and best practices, you will be well-equipped to help shape the Metaverse of tomorrow today.

Competitive advantage is the core of a winning strategy. Still, only a few companies have a competitive advantage. This book helps a business create a competitive advantage. It replaces product- and production-oriented thinking with a market-oriented way of thinking. Competitive advantages are created only by thinking in new way. By thinking what has not been thought.

Gamechangers and Rainmakers is the compelling story of sports marketing and the creation of a trillion-dollar global business. From the troubled 1960s to the game-changing 1980s, through to the 21st century with emerging nations hosting sport's top events and overseas investors buying football clubs, this book traces the money trail.

This book unravels the complexities of carbon control practices, offering insights into financial, operational, and sustainable dimensions. Bridging the gaps in fragmented academic research, it offers an innovative interpretative key to the phenomenon of decarbonization in the hydrogen economy.