Marknadsföring

Brand Lady Gaga: Storytelling in the Context of Music Stardom offers a close reading of Lady Gaga's branding. Nelligan uses discourse and textual analyses to examine Gaga's media interviews, product marketing, live performances, films and documentaries, songs, albums, and music videos, and she teases out the many narratives that shape Gaga's public image. These include: Gaga's relationship with her fans and the Monster collective; individual agency and neoliberalism in the marketing of Haus Laboratories; mental health and well-being and Gaga's work with the Born This Way Foundation; LGBTIQ rights and social activism; creative agency and Gaga's merging of pop music, couture fashion, and performance art; family relationships and Gaga's connection to her late aunt, Joanne. These themes provide the basis for what Nelligan argues is Gaga's central brand narrative of authenticity. The book contributes to ongoing debates on persona and image construction in popular music studies and provides insight into the political economy of stardom in 21st century pop music.

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.

Offers a fresh and comprehensive perspective on current and innovative topics related to consumer preferences, attitudes, perceptions and reactions in service industries and delves into the impact of contemporary trends and emerging technology, by providing a holistic view on the future of the trends and behaviour within the service sector.

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.

Drive events, rather than be driven by them, with the techniques laid out in the fully-revised new edition of this popular definitive guide to planning PR and event campaigns.

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.

This book proposes that sustainable marketing should be founded on a higher level of consciousness, governed by the Eastern ethical principles of dharma and karma. It suggests a socially responsible, integrated marketing strategy to boost transformational heritage tourism.

This book proposes that sustainable marketing should be founded on a higher level of consciousness, governed by the Eastern ethical principles of dharma and karma. It suggests a socially responsible, integrated marketing strategy to boost transformational heritage tourism.

A writing and planning resource that is suitable for public relations students and practitioners.

Gain essential skills for career development with this concise and comprehensive guide to determining goals, prioritising tasks and managing your time effectively.

Gain essential skills for career development with this step-by-step guide to improving your ability to research and write a marketing plan.

Understand how traditional marketing methods can be directly applied to B2B businesses to deliver results across brand, reputation, relationships and revenue.

Taking stock of the technological, political, economic, and social trends that exist today, this book extends the discussion to analyze and predict how they will affect the public relations and strategic communication industry of the future.

Taking stock of the technological, political, economic, and social trends that exist today, this book extends the discussion to analyze and predict how they will affect the public relations and strategic communication industry of the future.

The book provides an in-depth exploration of cutting-edge technologies and how they are used to support data-driven marketing strategies and empower organizations to make the right decisions.

This book will help you better understand the purchase decisions of your customers: How do customers decide? Are we confused by too much choice? Are we deceived by a decoy on the shelf? How well can we compare prices? How do hunger and caffeine influence our purchasing behavior?As a marketing and sales professional, you regularly deal with purchase decisions made by your customers regarding your product offerings. Marketing decisions are sometimes made under great uncertainty and with little reliable knowledge ¿ but with a lot of "gut feeling".In 33 short chapters, Sebastian Oetzel and Andreas Luppold, experts in shopper marketing and shopper research, present relevant factors and phenomena that influence purchasing decisions. The authors illuminate various aspects of purchase decision-making and discuss and sometimes refute common hypotheses from the perspectives of classical economics, behavioral economics, and psychology.A book for anyone professionally or academically involved in purchase decisions ¿ and for anyone who wants to better understand and question their own purchase decision-making processes.With a foreword by Dr. Alexander Lauer (Aldi Nord) and Prof. Dr. Bernd Skiera (Goethe University Frankfurt).Excerpt from exciting questions for which you will find insights and actionable answers: Why we should use positive frames. And why the higher number brings more. Why "¿ 0.-" is better than "Free". And why the chance to get it for free works better than a guaranteed discount. Why individuality can lead to more dissatisfaction. And why men shouldn't shop together. Why price guarantees can lead to higher prices for buyers. And why they simultaneously improve the retailer's price image. Why we are unconsciously influenced by stimuli before making a purchase decision. And why some stimuli tempt us to do exactly the opposite.... and 28 more phenomena.

This book gives an indispensable guide to navigating the shift in customer behavior and discovers how to rally their resources, cultivate capabilities, and forge strategies that harness cutting-edge technologies. In today's tech-centric world, customers crave lightning-fast digital experiences and demand instant solutions. In response, firms are changing the way they do business by accelerating the application of new age technologies, revamping processes, building new organizational structures, and innovating new business models.The authors unveil the secrets of integrating diverse data sources, principles of Marketing 5.0 and employing advanced techniques to unearth profound insights about the customers.This work is the ticket to the latest in AI, machine learning, drones, and other game-changing technologies. Stay ahead of the curve by learning not just what tech to use, but how, when, and why to deploy it in this digital age.For the trailblazers with the influence and resources to reshape marketing strategies, this book is the essential read. Executives climbing the corporate ladder will find it a compass, unraveling how new age technologies dance with both traditional and emerging marketing practices. And for MBA students hungry for insights on navigating the digital era's competitive landscape, this book is the treasure trove of tools and real-world cases. Dive in and chart the course in the tech-driven marketing landscape!