Böcker av Joao Heitor De Avila Santos

Brand Management in Digital and Sustainable Times is a book intended to serve as a reference guide for undergraduates, graduates, as well as professionals aiming to understand and overcome the challenges of brand management. Brands have various applications for companies, goods, and individuals. Nowadays, every customer is a publisher and has a brand to promote goods through social media platforms. Companies should leverage this aspect as maintaining the brands reputation is essential. When a company decides on a brand to represent itself in the public eye, it must first establish its identity or how it wants to be perceived. The book presents seven carefully written chapters. Chapter one presents an introduction to brand management. A holistic approach to branding is presented in Chapter 2. Chapter 3 discusses product placement and brand integration. Chapter 4 covers brand identity, a critical requirement for any company to progress. Chapter 5 focuses on retail management, providing an overview of the visual merchandising concept, and focusing on customer relationship management (CRM), brand management, and sales management. Chapter 6 concentrates on digital branding and marketing. The final chapter, Chapter 7, explores the fundamental concepts, challenges, and issues of contemporary sustainable brand management in light of the concepts multidisciplinary aspects. With these seven chapters, readers are expected to have a comprehensive introduction to brand management in the current marketing environment. A list of references is presented in each chapter to support the reader with additional literature on the subject.

Multi-Channel Marketing System: An Overview is a book is targeted to undergraduate and graduate students, as well as marketing professionals playing across diverse channels of distribution from online to brick-and-mortar stores. It addresses the practice of interacting with customers across various platforms, both direct and indirect, to sell them goods and services, blending different distribution and advertising channels into a single approach to attract consumers. This book serves as a step-by-step guide through the functions of multi-channel marketing systems, covering theory and practices. This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, elaborating how these new ways to reach customers can be integrated into marketing plans. The contents are presented into seven chapters. Chapter 1 : Multi-Channel Marketing System: An Overview; Chapter 2: Social Media as a Marketing Tool. Chapter 3: Mobile Marketing; Chapter 4: Email marketing; Chapter 5: Content marketing/blogging; Chapter 6: SEO in Marketing, and finally, Chapter 7: Branding in Marketing. We hope the reader enjoys the approach and the overview presented in all these seven chapters.

Focuses on consumer behaviour and culture in the 21st century. The aim is to raise awareness about the importance of consumer behavior and provide insights on how it gets significantly impacted by the culture of people.

Offers fresh insights into new challenges in terms of efficiency and quality improvement, networking, and logistics in the globalized world. The book also addresses the current developments in the operational and financial system of private enterprises.

Provides an introduction to the meaning of business and society, and the concept of integrity management in business. The book throws light on international corporate responsibility and talks about the role of e-commerce and business in a changing society.

Explores the concept of international entrepreneurship. The book discusses strategic entrepreneurship and its contribution to international businesses, development of a global plan, business opportunities in the international market, the global monetary system and capacity development in international firms.

Examines various aspects of customer relationship management, including an extensive historical overview of marketing strategies and relationship marketing. The book includes definitions of strategic approaches of marketing, managing business relationships and buying behaviour.