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34 produkter
34 produkter
Inbunden, Engelska, 2021
2 202 kr
Skickas inom 10-15 vardagar
A sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management. By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts – People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities. This book is perfect for academics, postgraduate and final-year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world.
Häftad, Engelska, 2021
687 kr
Skickas inom 10-15 vardagar
A sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management. By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts – People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities. This book is perfect for academics, postgraduate and final-year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world.
Inbunden, Engelska, 2021
2 414 kr
Skickas inom 10-15 vardagar
Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders.The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical framework. The following sections cover key stages during the corporate brand development process: Brand signature design, its components and impact on brand reputation; website design and how it builds customer perception of the brand; corporate architecture design and the branding of space and place; brand experience design from a sensuality perspective. International case studies from a range of industries feature in each chapter to demonstrate how the theory translates to practice, alongside case questions to cement learning and definitions of the key constructs.By combining academic theory with practical case studies and examples, readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand. The book is a useful resource for advanced undergraduate and postgraduate students of strategic brand management, corporate brand design and visual identity, and marketing communications.
Häftad, Engelska, 2021
687 kr
Skickas inom 10-15 vardagar
Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders.The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical framework. The following sections cover key stages during the corporate brand development process: Brand signature design, its components and impact on brand reputation; website design and how it builds customer perception of the brand; corporate architecture design and the branding of space and place; brand experience design from a sensuality perspective. International case studies from a range of industries feature in each chapter to demonstrate how the theory translates to practice, alongside case questions to cement learning and definitions of the key constructs.By combining academic theory with practical case studies and examples, readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand. The book is a useful resource for advanced undergraduate and postgraduate students of strategic brand management, corporate brand design and visual identity, and marketing communications.
Inbunden, Engelska, 2021
2 202 kr
Skickas inom 10-15 vardagar
Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world.The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.
Häftad, Engelska, 2023
602 kr
Skickas inom 10-15 vardagar
Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world.The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.
Inbunden, Engelska, 2023
2 273 kr
Skickas inom 10-15 vardagar
Researching and Analysing Business: Research Methods in Practice provides an accessible and practical guide to various data collection and data analysis techniques within management, from both quantitative and qualitative perspectives.This key resource functions as a comprehensive reference tool – covering a broad variety of methodologies – examining both the theory behind them and their application in practice. These include systematic literature review through bibliometric and meta-analysis, secondary vs primary sources, qualitative research vs quantitative research, combining qualitative and quantitative methods, qualitative and quantitative research method approaches, fsQCA, data mining, and sentiment analysis. Chapters are rich in examples, data sets, practical exercises, easy-to-follow slides, and a glossary, which help readers to understand and apply research approaches as well as to assess the strengths and weaknesses of each method.Unique in its practical approach and with insights from active researchers, this book is required and recommended reading for advanced undergraduate and postgraduate students studying research methods as a core module within business and management courses. It is also a useful tool for PhD students and academics within the discipline.Online support materials include PowerPoint slides.
Häftad, Engelska, 2023
644 kr
Skickas inom 10-15 vardagar
Researching and Analysing Business: Research Methods in Practice provides an accessible and practical guide to various data collection and data analysis techniques within management, from both quantitative and qualitative perspectives.This key resource functions as a comprehensive reference tool – covering a broad variety of methodologies – examining both the theory behind them and their application in practice. These include systematic literature review through bibliometric and meta-analysis, secondary vs primary sources, qualitative research vs quantitative research, combining qualitative and quantitative methods, qualitative and quantitative research method approaches, fsQCA, data mining, and sentiment analysis. Chapters are rich in examples, data sets, practical exercises, easy-to-follow slides, and a glossary, which help readers to understand and apply research approaches as well as to assess the strengths and weaknesses of each method.Unique in its practical approach and with insights from active researchers, this book is required and recommended reading for advanced undergraduate and postgraduate students studying research methods as a core module within business and management courses. It is also a useful tool for PhD students and academics within the discipline.Online support materials include PowerPoint slides.
Häftad, Engelska, 2021
626 kr
Skickas inom 10-15 vardagar
Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand.Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations.This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.
Inbunden, Engelska, 2023
2 202 kr
Skickas inom 10-15 vardagar
Technological advances, alongside increasing globalisation and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organisations must react and adapt quickly to compete. This book investigates and explores the impact of digital transformation on building corporate branding, identity, and reputation. The book brings together international contributors to provide examples from a wide range of industries and fi rms, including the retailing and agri-food industries, and illustrates the many dimensions of corporate branding and theories, and how they can be aided by digital transformation. It explores the connection of branding with artificial intelligence, social media networks, and technologies 4.0 as well the limitations and challenges they might deliver. Using a combination of theory, primary research findings, and practice, the book offers viewpoints and expertise from multiple regions, appealing to a global audience. This edited collection serves as an importance resource for researchers, scholars, and postgraduate students of marketing, brand management, and corporate communications, and those interested in the emerging relationship with technology.
Häftad, Engelska, 2024
602 kr
Skickas inom 10-15 vardagar
Technological advances, alongside increasing globalisation and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organisations must react and adapt quickly to compete. This book investigates and explores the impact of digital transformation on building corporate branding, identity, and reputation. The book brings together international contributors to provide examples from a wide range of industries and fi rms, including the retailing and agri-food industries, and illustrates the many dimensions of corporate branding and theories, and how they can be aided by digital transformation. It explores the connection of branding with artificial intelligence, social media networks, and technologies 4.0 as well the limitations and challenges they might deliver. Using a combination of theory, primary research findings, and practice, the book offers viewpoints and expertise from multiple regions, appealing to a global audience. This edited collection serves as an importance resource for researchers, scholars, and postgraduate students of marketing, brand management, and corporate communications, and those interested in the emerging relationship with technology.
Inbunden, Engelska, 2024
2 060 kr
Skickas inom 10-15 vardagar
The academic and scholarly interest in the subject of branding in both the consumer and industrial markets has grown substantially in the dynamic post-pandemic environment. The growth in research outputs by a handful of business scholars explains the impact of brand in an industrial business-to-business setting at the cognitive level only and has not considered its impact specifically on logistics and transportation despite the value it can offer. Considering these gaps in the periphery of our existing knowledge, this book explores corporate brand management within the logistics and transportation sector, from the perspective of image, reputation, and identity.This edited collection offers a blend of comprehensive and extensive high quality research from global, highly reputed contributors. It covers issues related to the establishment of brands, relevant niches such as service performance and social support, aviation and maritime industries, media relations, crisis branding, and innovation. Exploring a wide range of sectors within logistics and transport, the book illustrates the many dimensions of corporate branding and theories, future trends and developments, as well as proposing a model for future research.Containing a balance of theory and practice with effective case studies, Corporate Branding in Logistics and Transportation will appeal to marketing academics and upper-level graduates in particular. It will also be a valuable resource for those studying or researching logistics, supply chain management, and transport studies.
Häftad, Engelska, 2025
658 kr
Skickas inom 10-15 vardagar
The academic and scholarly interest in the subject of branding in both the consumer and industrial markets has grown substantially in the dynamic post-pandemic environment. The growth in research outputs by a handful of business scholars explains the impact of brand in an industrial business-to-business setting at the cognitive level only and has not considered its impact specifically on logistics and transportation despite the value it can offer. Considering these gaps in the periphery of our existing knowledge, this book explores corporate brand management within the logistics and transportation sector, from the perspective of image, reputation, and identity.This edited collection offers a blend of comprehensive and extensive high quality research from global, highly reputed contributors. It covers issues related to the establishment of brands, relevant niches such as service performance and social support, aviation and maritime industries, media relations, crisis branding, and innovation. Exploring a wide range of sectors within logistics and transport, the book illustrates the many dimensions of corporate branding and theories, future trends and developments, as well as proposing a model for future research.Containing a balance of theory and practice with effective case studies, Corporate Branding in Logistics and Transportation will appeal to marketing academics and upper-level graduates in particular. It will also be a valuable resource for those studying or researching logistics, supply chain management, and transport studies.
Inbunden, Engelska, 2024
2 202 kr
Skickas inom 10-15 vardagar
This international case study book provides 28 expertly curated case studies on entrepreneurship and innovation in tourism, each with detailed implementation instructions for the instructor to maximise student participation and learning.The dynamic characteristic of the tourism industry under the influence of micro and macro environment factors requires future professionals to be equipped with appropriate skills and competencies to deal with change and development in real-life practices. Curated and developed by industry experts and practitioners, these case studies embody real-world scenarios with the aim of best preparing students for their future careers. This compelling set of case studies explores the dynamics of entrepreneurship in global context, analyses emerging markets and new business models, and elicits the implications of innovation and entrepreneurship in different contexts and within a transdisciplinary perspective. The cases illustrate innovation and entrepreneurship as an accelerator of tourism growth and development, under a sustainable perspective.With reflective questions throughout to aid both in-class discussion and self-study, this book is an ideal study resource for use in higher and vocational education, and its unique, teaching-led approach positions it as a vital study tool for instructors and students alike.
Häftad, Engelska, 2025
658 kr
Skickas inom 10-15 vardagar
This international case study book provides 28 expertly curated case studies on entrepreneurship and innovation in tourism, each with detailed implementation instructions for the instructor to maximise student participation and learning.The dynamic characteristic of the tourism industry under the influence of micro and macro environment factors requires future professionals to be equipped with appropriate skills and competencies to deal with change and development in real-life practices. Curated and developed by industry experts and practitioners, these case studies embody real-world scenarios with the aim of best preparing students for their future careers. This compelling set of case studies explores the dynamics of entrepreneurship in global context, analyses emerging markets and new business models, and elicits the implications of innovation and entrepreneurship in different contexts and within a transdisciplinary perspective. The cases illustrate innovation and entrepreneurship as an accelerator of tourism growth and development, under a sustainable perspective.With reflective questions throughout to aid both in-class discussion and self-study, this book is an ideal study resource for use in higher and vocational education, and its unique, teaching-led approach positions it as a vital study tool for instructors and students alike.
Inbunden, Engelska, 2024
2 202 kr
Skickas inom 10-15 vardagar
This book delves into contemporary trends in consumer behaviour and marketing strategies in the field of sustainable tourism. It explores effective promotion methods for sustainable tourism development, emphasizing the involvement of various stakeholders such as communities, local residents, visitors, organizations and governments.With an international perspective, this interdisciplinary book specifically examines the human aspects of environmental change, covering topics like smart growth; heritage; place identity, place image, and reputation; technology and innovation; life-cycle thinking and circular economy; waste management; ecosystems and global change; transitions to low-carbon economy; etc. The book raises several original research questions about the essential nature of sustainable tourism in the post-pandemic era, aiming to fill knowledge gaps and drive transformative change. Offering a blend of theoretical insights and practical case studies, this book is valuable for students, researchers and academics in business management, marketing, communication and tourism, as well as for managers and decision-makers.
Häftad, Engelska, 2025
658 kr
Skickas inom 10-15 vardagar
This book delves into contemporary trends in consumer behaviour and marketing strategies in the field of sustainable tourism. It explores effective promotion methods for sustainable tourism development, emphasizing the involvement of various stakeholders such as communities, local residents, visitors, organizations and governments.With an international perspective, this interdisciplinary book specifically examines the human aspects of environmental change, covering topics like smart growth; heritage; place identity, place image, and reputation; technology and innovation; life-cycle thinking and circular economy; waste management; ecosystems and global change; transitions to low-carbon economy; etc. The book raises several original research questions about the essential nature of sustainable tourism in the post-pandemic era, aiming to fill knowledge gaps and drive transformative change. Offering a blend of theoretical insights and practical case studies, this book is valuable for students, researchers and academics in business management, marketing, communication and tourism, as well as for managers and decision-makers.
Inbunden, Engelska, 2023
2 202 kr
Skickas inom 10-15 vardagar
Technological advances, alongside increasing globalization and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organizations must react and adapt quickly to compete. This book investigates and explores the impact of digital transformation on building corporate branding, identity and reputation. This book brings together international contributors to provide examples from a wide range of industries and firms, including the retailing and agrifood industries, and illustrates the many dimensions of corporate branding and theories and how they can be aided by digital transformation. It explores the connection of branding with artificial intelligence, social media networks and technologies 4.0, as well as the limitations and challenges they might deliver. Using a combination of theory, primary research findings and practice, this book offers viewpoints and expertise from multiple regions, appealing to a global audience. This edited collection serves as an important resource for researchers, scholars and postgraduate students of marketing, brand management and corporate communications and those interested in the emerging relationship with technology.
Häftad, Engelska, 2024
602 kr
Skickas inom 10-15 vardagar
Technological advances, alongside increasing globalization and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organizations must react and adapt quickly to compete. This book investigates and explores the impact of digital transformation on building corporate branding, identity and reputation. This book brings together international contributors to provide examples from a wide range of industries and firms, including the retailing and agrifood industries, and illustrates the many dimensions of corporate branding and theories and how they can be aided by digital transformation. It explores the connection of branding with artificial intelligence, social media networks and technologies 4.0, as well as the limitations and challenges they might deliver. Using a combination of theory, primary research findings and practice, this book offers viewpoints and expertise from multiple regions, appealing to a global audience. This edited collection serves as an important resource for researchers, scholars and postgraduate students of marketing, brand management and corporate communications and those interested in the emerging relationship with technology.
Inbunden, Engelska, 2026
2 202 kr
Skickas inom 10-15 vardagar
This timely book critically explores contemporary issues around sustainability in tourism, hospitality and events, as well as challenges including climate change and social implications, offering new, holistic insights into sustainability in these industries.To fulfil these aims it examines cutting-edge topics such as digital transformations, AI, virtual reality, circular economy, and biomimicry, with both international case studies and deep theoretical discussions after Covid. Importantly, it does not solely focus on theory but introduces practical solutions and actionable strategies, for the implementation of sustainable practices. By doing so it calls for a shift from compliance-driven to creativity-driven sustainability.Written by leading academics, this significant volume will be of interest to students, researcher and academics interested in tourism, hospitality, events, development studies and business.
Häftad, Engelska, 2026
626 kr
Kommande
This is a comprehensive edited volume that explores the global workplace through the lens of cross-cultural management. It serves as both a theoretical foundation and a practical guide for students, preparing them to operate effectively in a multicultural world.Organised into six parts, the book introduces fundamental concept of culture and its impact on management; explores cultural dimensions like individualism versus collectivism, and power distance; develops cultural intelligence with strategies for enhancing awareness, understanding, and respect for cultural differences; delves into common challenges such as managing cross-cultural conflicts and leading virtual teams; and, prepares readers for global leadership roles by fostering skills to create inclusive, productive work environments. Each chapter features case studies and best practices from global companies to illustrate successful management strategies and is structured with features such as learning objectives and discussion questions.An in-depth approach that combines theory with practice, this text is suitable as recommended reading for advanced undergraduate and postgraduate students of human resource management, international business, global leadership and management and organizational behaviour.Online resources for this book include chapter-by-chapter PowerPoint slides to aid teaching.
Inbunden, Engelska, 2026
2 292 kr
Kommande
This is a comprehensive edited volume that explores the global workplace through the lens of cross-cultural management. It serves as both a theoretical foundation and a practical guide for students, preparing them to operate effectively in a multicultural world.Organised into six parts, the book introduces fundamental concept of culture and its impact on management; explores cultural dimensions like individualism versus collectivism, and power distance; develops cultural intelligence with strategies for enhancing awareness, understanding, and respect for cultural differences; delves into common challenges such as managing cross-cultural conflicts and leading virtual teams; and, prepares readers for global leadership roles by fostering skills to create inclusive, productive work environments. Each chapter features case studies and best practices from global companies to illustrate successful management strategies and is structured with features such as learning objectives and discussion questions.An in-depth approach that combines theory with practice, this text is suitable as recommended reading for advanced undergraduate and postgraduate students of human resource management, international business, global leadership and management and organizational behaviour.Online resources for this book include chapter-by-chapter PowerPoint slides to aid teaching.
Inbunden, Engelska, 2019
2 202 kr
Skickas inom 10-15 vardagar
This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand’s identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level.Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods.Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.
Häftad, Engelska, 2019
687 kr
Skickas inom 10-15 vardagar
This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand’s identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level.Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods.Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.
Inbunden, Engelska, 2019
2 138 kr
Skickas inom 10-15 vardagar
Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand.Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations.This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.
Inbunden, Engelska, 2022
2 026 kr
Skickas inom 5-8 vardagar
Even before the outbreak of COVID-19, scholars and marketers alike were paying increased attention to the complex array of stakeholders that corporations need to address to maintain a strong brand, identity, and reputation. To date, however, little empirical research into these issues has been published, and no single work has taken stock of the major changes in the field of stakeholder communication as they apply to corporate branding.The Emerald Handbook of Multi-Stakeholder Communication gathers an international, multidisciplinary team of experts to present just such sorely needed insight into effective brand messaging for multiple stakeholders, all while utilizing a diverse array of theoretical and methodological approaches that cumulatively present an up-to-date overview of the whole field. Starting with an introductory section on corporate messaging in a post-COVID era, chapters cover branding, identity, and reputation, respectively before covering differing marketing approaches and building a concluding reflection on future challenges and opportunities. These chapters offer comparative analyses of many different types of stakeholders from all over the globe. B2C, B2B, C2C and P2P contexts are all considered, as are recent developments in the field related to social media relations, sustainability and inclusivity, and virtual, mixed, and augmented reality.This comprehensive handbook is a must-have resource not only for students and researchers in business, management, brand management, communication, consumer behaviour, and marketing, but also for marketing practitioners, advertising and PR practitioners, and business consultants.
Inbunden, Engelska, 2024
1 175 kr
Skickas inom 5-8 vardagar
The emergence of new digital technologies, awareness of corporate social responsibility, and the greater need for innovation and problem-solving skills are becoming a de-facto part of the everyday management agenda. A key question to be answered in these turbulent times is, how is it possible for corporations to incorporate safety, security, and satisfaction of stakeholders in the design of their business models while they are struggling to achieve sustainability goals related to the environment and climate change?The chapters in Business Strategies and Ethical Challenges in the Digital Ecosystem act as a forum for examining current and future trends related to management and technological adoption. The research encourages academics and practitioners to use a multi-disciplinary approach to boldly bring together bodies of related knowledge to produce new insights exploring digital business strategy and industry 5.0, changing consumer behaviour, sustainability, marketing, ethics, data security and much more.The findings are relevant and useful for academics, researchers, policy makers and management executives.
- Nyhet
Inbunden, Engelska, 2026
1 106 kr
Skickas inom 5-8 vardagar
Corporate Marketing Strategy offers a comprehensive treatment of the nature of relationships between companies, brands, and stakeholders in different regions of the world. The timely collection will serve as an important resource for international marketing and brand practitioners, who require more than anecdotal evidence, on important aspects relating to companies’ strategy, brands, identity, stakeholders, and reputation. The authors have blended an interesting mix of theory, primary research findings, and practice that will appeal to students, academics, and practitioners of international branding, identity, and marketing alike.
Inbunden, Engelska, 2020
1 079 kr
Skickas inom 5-8 vardagar
The authors of this book delve into the rapidly developing field of dual marketing, investigating the strategic alliances, multi-stakeholder perspectives and branding potential it holds. They promote the adoption of the multichannel approach which is fundamental to facing the challenges of marketing 4.0. Readers will glean innovative and practical insights, providing them with the ability to comprehend the existing link between dual marketing and multichannel marketing and explore its relation to branding and integrated marketing communication. This book also rejuvenates the analysis of the digital context and offers critical advice to organisations interested in online marketing processes. With worldwide appeal, the theoretical and empirical analysis carried out in this book offers cutting edge ideas and techniques to marketing practitioners, supply chain managers and B2B2C company managers looking to understand the digital transformation permeating the whole of organisational life beyond just marketing and communication facets. The book will also be invaluable for doctoral, graduate and postgraduate students in marketing and management.
Inbunden, Engelska, 2024
1 435 kr
Skickas inom 10-15 vardagar
There has been a growing interest in the subject of internal marketing: issues and perspectives, principles, foundations and concepts in recent years amongst academics and practitioners because there is a belief that successful and improvement in a competitive market gains through deliver better service to customer (firstly, to internal customers;