Marketing: Real People, Real Decisions is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. Timely, relevant, and dynamic, this reader-friendly text shows students howmarketing concepts are implemented, and what they really mean in the marketplace. With this book, the authors show how marketing can come alive when practiced by real people who make real choices. The 3rd European Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what's happening in the world of marketing today. This edition features a large number of new cases from prominent marketing academics and professionals from around Europe.
Creating Value for Consumers in Their World (Not Yours)
Author: Jeffrey Rayport
Category: Business & Economics
How to engage consumers in a demand-scarce world flooded with ubiquitous, fragmented media In the golden age of advertising and marketing, families would gather around the television to watch one of just a few available channels, a captive audience to the big brands that paid to reach out to them. There was no remote control and no way to fast-forward through those advertisements. Today, media gather around us—on television, but also via mobile devices, websites, email, and social networking. No longer are consumers captive to advertisers. Instead, advertisers are captives to fickle consumers, fighting over limited time, attention, and purchasing power. In Embedded Marketing, Jeffrey Rayport argues that the famous marketing framework of the Four P's—Product, Price, Promotion, and Place—is no longer a framework for success in this new marketing landscape. Effective marketing is no longer about figuring out where and when consumers are available to receive brand messaging, but rather figuring out how to make your brand an invited guest in domains already controlled by customers. As a result, marketers must engage consumers in the four primary spheres they inhabit—public, social, tribal or familial, and psychological. Embedded Marketing shows marketers how to deploy programs and campaigns mapped to these spheres, creating more relevant and engaging marketing messages. Offers updated marketing principles that can engage customers even in demand-scarce world of fragmented media Includes powerful insights on current consumer habits and how media and marketing must adapt to fit them Written by a marketing strategy consultant and former Harvard Business School professor who taught the first e-commerce course in the United States Marketing has changed, as have consumers. Embedded Marketing offers an update on marketing practices that will unlock scarce consumer time, attention, and dollars.
Native Ads, Content Marketing, and the Covert World of the Digital Sell
Author: Mara Einstein
Publisher: OR Books
Category: Business & Economics
From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It’s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed. Black Ops Advertising dissects this rapid rise of “sponsored content,” a strategy whereby advertisers have become publishers and publishers create advertising—all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers “engage” with us so that we share, share, SHARE—the ultimate subtle sell. Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make “likes” and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. And because we are being manipulated to spend time with technology, to interact with “friends,” to always be on, even when it is to our physical and mental detriment.
A provocative collection of articles that begins with the idea that the "popular" in classrooms and in the everyday lives of teachers and students is fundamentally political. This anthology includes articles by elementary and secondary public school teachers, scholars and activists who examine how and what popular toys, books, films, music and other media "teach." The essays offer strong critiques and practical pedagogical strategies for educators at every level to engage with the popular.
Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather than the exchange of goods, as the proper subject of marketing. It moves the orientation of marketing from a "market to" philosophy where customers are promoted to, targeted, and captured, to a "market with" philosophy where the customer and supply chain partners are collaborators in the entire marketing process. The editors elaborate on this model through an historical analysis, clarification, and extension of service-dominant logic, and distinguished marketing thinkers then provide further insight and commentary. The result is a more comprehensive and inclusive marketing theory that will challenge both current thinking and marketing practice.
The Challenges : an Integrated and International Perspective
Author: Sudi Sudarsanam
Publisher: Pearson Education
Category: Business & Economics
This text studies mergers and acquisitions in Europe within a common framework and provides a comparative analysis of the M & A scene in Europe and in the US. It develops a coherent, international and multidisciplinary perspective of the M & A scene.
This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing.
Globalization affects urban communities in many ways. One of its manifestations is increased intercity competition, which compels cities to increase their attractiveness in terms of capital, entrepreneurship, information, expertise and consumption. This competition takes place in an asymmetric field, with cities trying to find the best possible ways of using their natural and created assets, the latter including a naturally evolving reputation or consciously developed competitive identity or brand. The Political Economy of City Branding discusses this phenomenon from the perspective of numerous post-industrial cities in North America, Europe, East Asia and Australasia. Special attention is given to local economic development policy and industrial profiling, and global city rankings are used to provide empirical evidence for cities’ characteristics and positions in the global urban hierarchy. On top of this, social and urban challenges such as creative class struggle are also discussed. The core message of the book is that cities should apply the tools of city branding in their industrial promotion and specialization, but at the same time take into account the special nature of their urban communities and be open and inclusive in their brand policies in order to ensure optimal results. This book will be of interest to scholars and practitioners working in the areas of local economic development, urban planning, public management, and branding.
Children today are growing up in an increasingly commercialised world. But should we see them as victims of manipulative marketing, or as competent participants in consumer culture? The Material Child provides a comprehensive critical overview of debates about children's changing engagement with the commercial market. It moves from broad overviews of the theory and history of children's consumption to insightful case studies of key areas such as obesity, sexualisation, children's broadcasting and education. In the process, it challenges much of the received wisdom about the effects of advertising and marketing, arguing for a more balanced account that locates children's consumption within a broader analysis of social relationships, for example within the family and the peer group. While refuting the popular view of children as incompetent and vulnerable consumers that is adopted by many campaigners, it also rejects the easy celebration of consumption as an expression of children's power and autonomy. Written by one of the leading international scholars in the field, The Material Child will be of interest to students, researchers and policy-makers, as well as parents, teachers and others who work directly with children.
Proceedings of the AHFE 2021 Virtual Conferences on Usability and User Experience, Human Factors and Wearable Technologies, Human Factors in Virtual Environments and Game Design, and Human Factors and Assistive Technology, July 25-29, 2021, USA
Author: Tareq Z. Ahram
Publisher: Springer Nature
Category: Biomedical engineering
This book addresses emerging issues in usability, interface design, human-computer interaction, user experience and assistive technology. It highlights research aimed at understanding human interactions with products, services and systems and focuses on finding effective approaches for improving the user experience. It also discusses key issues in designing and providing assistive devices and services for individuals with disabilities or impairment, offering them support with mobility, communication, positioning, environmental control and daily living. The book covers modeling as well as innovative design concepts, with a special emphasis on user-centered design, and design for specific populations, particularly the elderly. Further topics include virtual reality, digital environments, gaming, heuristic evaluation and forms of device interface feedback (e.g. visual and haptic). Based on the AHFE 2021 Conferences on Usability and User Experience, Human Factors and Wearable Technologies, Human Factors in Virtual Environments and Game Design, and Human Factors and Assistive Technology, held virtually on 25-29 July, 2021, from USA, this book provides academics and professionals with an extensive source of information and a timely guide to tools, applications and future challenges in these fields.
Why They Have More Rights Than You Do and what You Can Do about it
Author: Jeffrey D. Clements
Publisher: Berrett-Koehler Publishers
Category: Business & Economics
Encourages the nullification of the Citizens United decision that makes corporations people and provides a guideline to forming a grassroots effort to obtain a constitutional amendment to reverse the decision.
This work deals with hybrid value creation, i.e., the process of generating additional value by innovatively combining products (tangible component) and services (intangible component). Vivek K. Velamuri provides a systematic assessment of the state-of-the-art of the field and identifies empirically derived strategies for hybrid value creation. In addition, it helps practitioners to come to grips with understanding the dynamics of hybrid value creation, irrespective of the industry they are in. At the same time directions for future research are identified and provided.
2009 RUSA Outstanding Business Reference Business in today's world is increasingly diverse. Undertaking commerce, even by an individual, can mean working globally through a welter of new media with opportunities of all kinds rapidly appearing. The boundaries, scope, content, structures, and processes of a business activity can morph into completely different ones in the course of a project. Contemporary businesses, and certainly future businesses, find it incumbent upon them to fit within the requirements of environmental and economic sustainability of the others who inhabit our world. With more than 1,000 entries, the Encyclopedia of Business in Today's World is packed with essential and up-to-date information on the state of business in our world. Not only does it reflect where business is, it also conveys the trajectory of business farther into the 21st century. These four volumes provide clear overviews of the important business topics of our time, ranging from culture shock to currency hedging, political risk, offshoring, and transnational corporations. The wealth of topics represent an integrated vision by the editor of a perplexity of functions, technologies, and environmental factors. Key Features Provides insight into the development and current business situation globally through articles on many individual countries Examines the processes, responsibilities, and ethics of business in the global market Offers entries written by experts from diverse fields Includes an appendix that looks at World Trade Organization statistics Presents a vast range of topics, including key companies, business policies, regions, countries, dimensions of globalization, economic factors, international agreements, financial instruments, accounting regulations and approaches, theories, legislation, management practices and approaches, and much more Key Themes Competitive Forces Countries Corporate Profiles Cultural Environments Economics of International Business Economic Theories of International Business Ethics, Corruption, and Social Responsibility Export/Import Strategies Foreign Direct Investment Globalization and Society Human Resource Management International Accounting International Finance International Monetary System International Trade Legal and Labor Issues Management and Leadership Manufacturing and Operations Marketing Political Environments Regional Economic Integration Supranational and National Organizations The Encyclopedia of Business in Today's World serves as a general, nontechnical resource for students, professors, and librarians seeking to understand the development of business as practiced in the United States and internationally.
In the newly revised 19th Edition of Contemporary Business, a distinguished team of business experts delivers an accessible and intuitive introduction to central concepts in business and management. Designed to engage with and cultivate interest in the world of business, the book explores topics as varied as entrepreneurship, promotion and pricing strategies, the role of technology in modern business, and customer-driven marketing.
How B2b Marketers Use Word of Mouth Marketing in a Marcom Engine to Drive Quality Lead Generation
Author: Keith Winfield Bates
Category: Business & Economics
Why read Embedded Word of Mouth? Marketers today need to understand how to apply word of mouth marketing, which took off dramatically about 10 years ago, because this is the umbrella concept, or foundation, which spawned social media. From Pete Blackshaw, author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000, evolved the concept of CGM (consumer-generated media). To use Pete's words, "What exactly is CGM? It is the currency of a new commercial relationship between business and consumer. It is the endless stream of comments, opinions, emotions, and personal stories about any and every company, product, service or brand, which consumers can now post online and broadcast to millions of other consumer with the click of the mouse." Sort of sounds like social media doesn't it? So now that we see the relationship between word of mouth marketing and social media how do we bundle them with the still-relevant and valuable disciplines of traditional marketing? That's where the marcom engine comes in. It provides a vehicle and a blueprint for blending messaging and media into a viable sales and marketing communications go-to-market strategy. Get a copy. Share with a friend. Help a marketing buddy bridge the gap between traditional advertising and today's accelerating social media juggernaut. You'll be glad you did. Keith Bates
Every business professional faces challenges in managing their time to be as efficient and productive as possible. Information management has become an important everyday task in helping manage these challenges successfully, and Microsoft Outlook is the gold standard to help users stay organized. Outlook not only helps manage contacts, appointments, and tasks, it also serves as the e-mail and fax client. Outlook 2007 has been redesigned and improved with a new user interface, electronic business cards, RSS support, smart scheduling, anti-phishing capabilities, junk e-mail filter, and more. Case study sections called "Improving Your Outlook" illustrate how to apply the information learned in real-world situations. Troubleshooting sections in each chapter illustrate common problems that occur when using Outlook, followed by a detailed solution. With this book, you learn the latest features and improvements in Outlook by focusing on user productivity through real-world techniques in real-world environments.
Contemporary architecture of theme-based design is examined in this book, leading to a new understanding of architecture's role in the increasingly diversified consumer environment. It explores the ‘Experience Economy’ to reveal how everyday environments strategically and opportunistically blur our leisure, work, and personal life experiences. Considering scientific design research, consumer psychology, and Hollywood story-telling techniques, the book looks at how the design of theme parks, casinos, and shopping malls has influenced our more unexpectedly themed spaces, from the city to the hospital. Widely taking architecture as a social practice, this text is of relevance to all cultural and sociological studies in the built and material environment.
This is the first scholarly book dedicated to reading the work of contemporary filmmakers and their impact on modern marketing and advertising. Drawing from consumer culture theory, film and media studies, the author presents an expansive analysis of a range of renowned filmmakers who have successfully applied their aesthetic and narrative vision to commercial advertising. It challenges some traditional advertising tropes and sheds light on the changing nature of advertising in the contemporary media context. Utilising Deleuze and Guattari’s notion of assemblage, this book addresses themes of spatiality and time, narrative and aesthetics and consumer reception within a new frame of reference that re-contextualises classical concepts of genre, platform and aesthetic categories. These diverse elements are embedded into a larger discussion of the resonance of contemporary advertising for consumer culture and the implications of the hybridity characteristic of convergent media platforms for understanding the potential of advertising in the twenty-first century. It offers a cutting-edge, interdisciplinary perspective for researchers, academics, and practitioners working in marketing communications, advertising, and media studies.