Identity-Based Brand Management


Book Description

This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.




Architectures of Knowledge


Book Description

'Architectures of Knowledge' demonstrates that a recognition of the importance of the role of knowledge in economics may lead to a new conception of the firm or business enterprise, and public policy.




Customer Relationship Marketing: Theoretical And Managerial Perspectives


Book Description

'Put this on your bookshelf and in your classroom! This is a comprehensive guide to understanding and managing customer relationships from two top scholars and educators.'Dr Linda L PriceUniversity of Wyoming, andEditor, Journal of Consumer ResearchCustomer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows:




The Theory of the Firm


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Nations and Firms in the Global Economy


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Conclusion: 13.




Proceedings of the Annual Convention


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Developing Leadership


Book Description

What kind of a leader do you want to become? The role of business schools in developing future managers and leaders has long been scrutinised and critiqued. This has been exacerbated by the recent financial crisis and many books have been written that condemn business schools for producing leaders who graduate without the ability to respond to the changing world around them, innovate, or act in a responsible way. By way of remedy this provocative book takes the critique and debate further, proposing a number of ethical and spiritual resources including Heiggarian philosophy, classical Greek philosophy, and the Maori notion of wairua. It explores existing teaching practices and suggests ways that business schools can: Encourage a greater understanding of different world views Introduce different perspectives such as the arts, philosophy and spirituality Encourage the practice of responsible and ethical leadership Nurture innovation and creativity. Developing Leadership is accompanied by filmed seminars exploring the central debates, and interviews with the expert team of contributors. ′A rare thing, this book gives more than the label promises. The title is about "questions", yet each chapter gives us answers to why important issues are not addressed in business schools – and what to do about it. This is a manifesto for reform, and the next big question is what will you, reader, do about it?′ - Professor Jonathan Gosling, Director, Centre for Leadership Studies, University of Exeter, UK, and Distinguished Visiting Professor of Leadership Development, INSEAD, France




The Theory of the Marketing Firm


Book Description

The marketing firm is that business organisation which responds to the imperatives of consumer-orientation. Its style of management is marked by its adherence to the criteria of goal separation, participation in marketing transactions, entrepreneurial sovereignty and reciprocal entrepreneurial management, all of which are explored in this pioneering book. It assumes the proposition, uncontroversial enough to marketing academics and students, that contemporary firms can survive and prosper – achieve their financial goal, be it the maximization of profit or sales or growth – only if they respond appropriately to those imperatives: specifically, the forces that promote consumer discretion and consumer sophistication. Surprisingly, however, theories of the firm, based on economics, strategic management or behavioural science, show scant recognition of this observation which is abundantly clear from the most elementary treatment of marketing management. Renowned scholar Gordon R. Foxall argues that this proposition should form the starting point of a theory of the firm and explores its implications for marketing theory in the light of the findings of consumer behaviour analysis and research on the marketing firm. Hence, while pursuing a competence theory of the marketing firm based on the idealised implications of the imperatives of consumer-orientation, the book rests its conception on a groundwork of empirical evidence on consumer behaviour and corporate action.




Corporate Social Responsibility, Sustainability, and Ethical Public Relations


Book Description

This book offers practical advice for building organizations with social responsibility and sustainability organically built in – based on two-way communication between human resources (HR) and public relations (PR) departments working together as an organizational conscience touchstone benefiting People, Planet, and Profit.




Flat World Navigation


Book Description

Flat World Navigation introduces the new future of work in the 'flattened world' of the new digital attention-based economy, where real connections can be made in seconds across departments, businesses, cultures and countries. Combining the best elements of networking, social media outreach and collaborative techniques, flat world navigation is an essential capability to build and maintain relationships between colleagues, customers and partners. Employees who can transform themselves into flat world navigators, experts in mediating these powerful relationships and bringing the customer into the conversation, will mean the difference between success and failure in business. Flat World Navigation includes exclusive insights and interviews with international business leaders who successfully use flat world navigation skills, such as the Emmy-winning former NBC and Wall Street Journal reporter Kare Anderson, Sandy Carter at IBM, Gordon Feller at CISCO Systems, Aria Finger at DoSomething.org, Louise Guido at ChangeCorp, Jeffrey A. Finkle at the International Economic Development Council and Carolyn Lawrence, CEO of Women of Influence. This book is grounded in real-world experience with insights and advice to build your skills base and empower the next generation of business people. Additionally, it is of great use to business owners and managers looking to effectively leverage the skills of these flat world navigators, whose critical role brings attention to ideas, products and services and, as such, must be part of a successful business strategy.