Can Uslay – författare

In a world where brands are no longer just selling but also taking a stand, Navigating Brand Activism, written by leading thinkers of the marketing world, is your guide to the fascinating, messy, and at times, head-shaking world of brand activism. This groundbreaking book delves into the motivations behind this movement, dissects potential pitfalls, and celebrates triumphs. This book is for anyone who wants to understand:Why some purpose-driven brands are winning hearts, minds, and market shareHow to differentiate your brand in a crowded marketplace through activismHow to spot authentic activism from mere marketing ploysThe future of brand activism and its potential to create a better worldThe potential downsides of brand activism, including political backlash, consumer boycotts, and brand dilutionMost importantly, when and when not to engage in brand activism.Whether you’re a business leader, a conscious consumer, or simply curious about this evolving landscape, this book will challenge, inspire, and empower you to navigate the world of woke washing and genuine advocacy.

In a world where brands are no longer just selling but also taking a stand, Navigating Brand Activism, written by leading thinkers of the marketing world, is your guide to the fascinating, messy, and at times, head-shaking world of brand activism. This groundbreaking book delves into the motivations behind this movement, dissects potential pitfalls, and celebrates triumphs. This book is for anyone who wants to understand:Why some purpose-driven brands are winning hearts, minds, and market shareHow to differentiate your brand in a crowded marketplace through activismHow to spot authentic activism from mere marketing ploysThe future of brand activism and its potential to create a better worldThe potential downsides of brand activism, including political backlash, consumer boycotts, and brand dilutionMost importantly, when and when not to engage in brand activism.Whether you’re a business leader, a conscious consumer, or simply curious about this evolving landscape, this book will challenge, inspire, and empower you to navigate the world of woke washing and genuine advocacy.

Presents a comprehensive and up-to-date account of the evolution and underlying rationale of marketing theories Marketing is a dynamic discipline, subject to evolutionary changes over time. Over the years, many schools of marketing thought have enriched the discipline. Today, some of the schools are only found in history books, while others have transformed into new, modern schools of thought shaped by changing marketing contexts and the emergence of digital technology. Marketing Theory examines 16 schools of marketing thought that emerged, evolved, and dominated the marketing discipline over the course of a century. Written by a team of noted experts, this acclaimed book provides in-depth evaluations of each school—utilizing a rigorous metatheoretical framework based on scientific criteria such as syntax, semantics, and pragmatics. In this new global expanded edition, Marketing Theory identifies four new schools of marketing thought that have emerged in the past 30 years, each with separate chapters devoted to their assessment. It remains a must-read book for doctoral students in marketing, as well as young scholars and practitioners who want to understand the rationale and theoretical tenets of the various schools and contextualize their role in developing contemporary marketing theory. New to this Edition: New chapters on four new schools of marketing thoughtNew content on contenders for a general theory of marketing: Market Orientation, Service-Dominant Logic, Rule of Three Theory, and Resource Advantage (R-A) Theory of CompetitionNew and expanded coverage of Relationship Marketing, with greater emphasis on R-A TheoryNow includes insightful questions for analysis and advanced-level discussions for every chapterWiley Advantage: Covers the main concepts and principles underlying marketing theory and practiceProvides a comprehensive typology for the 16 major schools of marketing thoughtDescribes concepts and axioms useful in generating a practical theory of marketing.Offers a practical approach to marketing theory that generates a more realistic view of marketing issuesIllustrates how marketing problems have been solved in the real world of business by connecting theory to practiceIncludes extensive references throughout, including many pioneering yet lesser-known works

Marketing is arguably amidst a paradigm shift. With the emerging value co-creation perspective, a single transaction can blossom to a process in which the customer and the marketer collaborate (rather than negotiate) for best total value through products, features, delivery terms, maintenance, and financing options for both B2B as well as B2C markets. Marketers increasingly need to develop and maintain long-term, win-win relationships that extend beyond customers, such as those with distributors, dealers, suppliers, competitors and other external influencers.Business executives, marketing students, and those who are interested in learning about the transformative power of relationship marketing and CRM analytics in the business enterprise would highly benefit from reading this book.

Similarly, the world where conglomerates go bargain-hunting for acquisitions in emerging markets has been turned upside-down.This book reveals and illustrates the Global Rule of Three phenomenon, which stipulates that in competitive markets only three companies (which the authors call "generalists") can dominate the market.