Marknadsföring

Industry expert Kevin Moehlenkamp believes that in every company is a Craveable Brand that will capture the hearts and minds of customers and drive exponential growth.Drawing on his work as an ad agency journeyman for the likes of Dunkin', HBO, Microsoft, and Chili's, Kevin shares a series of plain-spoken guideposts and case studies that serve as the manifesto for breakthrough branding. Executives are often led astray by today's diluted and confusing definitions of "brand," thereby missing out on the transformational effects of true, effective branding.Garrand Moehlenkamp empowers industry professionals to find the hearts and voices of their companies and bake an enduring brand into every decision. Kevin puts brand power back into growing companies, arming them with straightforward and first-hand knowledge of what a brand truly is and how it can enable them to challenge and ultimately outperform the Goliaths of their day.

Unforgettable: New Rules for Business Storytelling solves a vexing business problem: how do you tell exceptional stories in a corporate environment? The age-old advice that works for novelists and how-to authors doesn't translate well to the business world. Mainstream authors aren't immersed in a tug-of-war between case study production and authentic storytelling. They don't need to reach different audiences at various altitudes, and they don't battle against firmly entrenched yet classically dull marketing lingo. Perhaps most important, they don't face the same type of political battles.Author Elaine Brammer shares everything you need to know to publish truly great stories. You will discover when to tell a story, when not to, and how to nail a storyline. You will master new video skills and learn fresh techniques to hook your audience from beginning to end. And finally, you will learn to finesse your way through business hurdles such as release forms, review cycles, and legal approvals.

This book draws on recent debate surrounding the emergence of cognitive intelligence in organizations, exploring the redefinition of the labor market and consequently, employment. Now in its second edition, it has been re-conceived to reflect the huge transformation experienced by organizations and individuals following the COVID-19 pandemic, which has changed our understanding of the meaning of working and has reshaped HRM and its function within organizations.With a particular focus on Human Resource Management (HRM), the authors analyse the socio-cultural transformation of traditional practices and methodologies that are occurring in the workforce. Digital HR presents detailed case studies and interviews with HR managers of large multinational companies, providing comprehensive empirical evidence for academics and students interested in the development of HRM in today¿s digital landscape. The book will also be valuable to practitioners and managers looking to adapt the role of HR in their own companies or organizations.

Stories speak to the part of the brain where decisions are made.Often the decision between a customer choosing you over someone else is your ability to know exactly what to say, when to say it, and how to make it count.In this Book, I'm going to show you how to convert your stale, boring sales pitch the repetitive features and benefits that you (and most of your competitors) are assaulting your prospects with into mesmerizing, memorable sales messages, using sales techniques that your prospects actually enjoy.It's going to make selling fun again and most importantly, help your potential customer come to the buying decision in such a way that they thought it was their idea all along. No more pushy, 1980's used car sales techniques and tactics.Double your sales skills in only 10 minutes per day which can 2-10X your sales (Ideally within the next 60 days when you apply yourself.) even if you think you suck at storytelling.This is a Book you will use now and benefit from for years to come. These are evergreen techniques and skills where every minute you invest learning will pay you back 10-Fold.So, why not give it a shot?What have you got to lose? If you do nothing, nothing will change.You're given step by step instructions and easy to follow exercises.Best of all, you'll have my help should you have questions or need help applying the techniques in a specific situation.

Examines the impact of the COVID-19 pandemic and the digital revolution on HR management practices. Topics include work-from-home, workplace digitization, work-life balance, task automation via AI, employee development, e-recruitment, internal marketing, etc, Includes case studies and data gathered from employee/worker surveys.

This book offers an expansive overview of the relevant issues, global initiatives and trends in the management, governance, and operation of Islamic sustainable impact finance. It identifies the models and mechanisms required to achieve sustainable impact finance in the context of Islamic investment and project development.

This second open access book in the EFMD Management Education series explores business schools¿ increasing focus on, and search for, meaningful societal and economic research impact. The book doesn¿t simply highlight the need for the dominant research model in business schools to evolve, but illustrates how this can happen in practice.

There is widespread rhetorical agreement that the fashion industry must get itself onto a more sustainable footing. What does this mean in practice, and how can sustainability be achieved in different regions around the world?

This book opens up the discussion on sustainable impact finance by offering a Shariah-compliance perspective. It is a primer on how Islam addresses and offers solutions to the challenges facing us within the spirit of Maqasid al-Shari'ah, among others, in tackling poverty, food supply, health and well-being, quality education.

This book examines the important role which civil society organisations in South Africa play in challenging poor corporate governance in state-owned enterprises and demanding better government accountability, transparency, and citizen participation.

This work provides a concise insight into the defining impulses of late 20th and early 21st century corporate governance through a series of competing epoch-making paradigmatic contests.

This book explores sport marketing analytics. Successful sport marketing begins and ends with the consumer, so understanding the consumer experience is critical. Marketing Analysis in Sport Business demonstrates how analytical procedures are the key to developing effective, evidence-based marketing practices that reflect consumer needs.

This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.

Current models of corporate citizenship largely consider business as one coherent entity. This view of business as a corporate force overlooks the growing evidence that most businesses are run by families. Family businesses are the most common form of business in existence - across countries, continents and geopolitical divides - and yet we know remarkably little about their approach to corporate citizenship. Where families run businesses, they create a concentration of family values that - for good or ill - influence the way business practices and behaviours develop. The role of the family in business has, therefore, an influence on the development of society that is partially mediated through corporate citizenship. This book pulls together current thinking from several diverse research fields that intersect with family business research to offer insight into current research and examples of practice for those studying and researching in the fields of family business, business values and corporate practice. The book will also explore the fact that family businesses tend to take a longer-term approach to business and that this is reflected in their behaviour towards the environment, community engagement, employee development and innovation.Bringing together contributions from researchers in the diverse fields of family business, philanthropy, community engagement, corporate social responsibility, innovation and policy, this book explores the many ways in which family businesses contribute to the corporate citizenship agenda.

The aim of this book is to present selected theoretical and practical aspects of corporate social responsibility and sustainability, with particular emphasis on the journey (transition) from values to impact.Values play an important role in business world and they shape the responsible approach of organizations. However, pressing and still unresolved challenges of the present day show evidently that there exist significant discrepancies between organizations' declarations on values and their real impact. COVID-19 pandemic, Globalization 4.0, climate catastrophe and challenges emphasized by SDGs, constitute the new environment that contemporary organizations face. In effect business is part of the problem and a solution as well. It is necessary to quickly and effectively push for action taking into account the power of responsible business to co-create human live and environment. Both the theoretical considerations and the practice-based studies presented in this monograph make a significant contribution to the theory and practice of management. The book is an extension and enrichment of the existing knowledge in the field of socially responsible management in organizations. Corporate Social Responsibility and Sustainability will be of value to academics, researchers and advanced students in the fields of business and management, especially those interest in the intersection of management and CSR and sustainability, and those focusing the impact that business activities have on the environment.

This book examines contemporary sport marketing, with a particular focus on strategic marketing, the process of longer-term planning and development that involves identifying the needs and wants of potential customers and satisfying their needs through the exchange of products and services. It presents cutting-edge case studies from around the world, including from the United States, China, Europe, the Middle East, South America, and Africa. It considers some of the most interesting emerging themes and topics in contemporary sport business, including fitness marketing, the role of sustainability in sport marketing, social media and digital marketing, athlete-brand relationships, and the promotion and development of collegiate and scholastic sport. As a whole, this volume presents a snapshot of the opportunities and challenges facing sport marketers around the world. Sport Marketing in a Global Environment is fascinating reading for any advanced student, researcher, or professional working in sport business and management, sport development, marketing, strategic management, or global business.

This book contributes to the ongoing dialog within the digital government research and practice community by addressing leadership and management challenges through the interplay of five interconnected themes: management, policy, technology, data, and context.

This volume explores how and why we deny, or manipulate, or convert, or enhance reality.

This book explores the communications of the President, and other actors, including groups promoting turnout and fact-checking candidate statements. It highlights different features of the changing role of democratic and group norms in presidential elections.

This book delves into the origins and evolution of trademark and branding practices in a wide range of geographical areas and periods, providing key knowledge for academics, professionals, and general audiences on the complex world of brands.The volume compiles the work of twenty-five prominent worldwide scholars studying the origins and evolution of trademarks and branding practices from medieval times to present days and from distinct European countries to the USA, New Zealand, Canada, Latin America, and the Soviet Union. The first part of the book provides new insights on pre-modern craft marks, on the emergence of trademark legal regimes during the nineteenth century, and on the evolution of trademark and business strategies in distinct regions, sectors, and contexts. As industrialisation and globalisation spread during the twentieth century, trademarking led to modern branding and international marketing, a process driven by new economic, but also cultural factors. The second part of the book explores the cultural side of the brand and offers challenging studies on how luxury, fashion, culture associations, and the consolidation of national identities played a key role in nowadays branding. This edited volume will not only be of great value to scholars, students and policymakers interested in trademark/branding research, but to marketing and legal practitioners as well, aiming to delve into the origins of modern brand strategies. The chapters in this book were originally published as two special issues of the journal, Business History.

While prior research has been focused on love at the workplace from the viewpoint of psychologists, this book explores the impact of love within organizational contexts from various viewpoints including management, psychology, and philosophy.