Advertising Books
Ohio University Press From Submarines to Suburbs
Book SynopsisUsing documentary evidence in the form of numerous advertisements of the time, From Submarines to Suburbs is a fascinating analysis of the way corporations made the successful switch from supporting the war effort to building on the peacetime prosperity by re-tooling the patriotic fervor of the home front.Trade ReviewThis is a rich and sophisticated elaboration of the history of corporate restoration and should be widely read. * Journal of American History *Not since Roland Marchand’s work on interwar advertising and public relations has there been such a sophisticated historical analysis of corporate rhetoric, whether verbal or visual.... From Submarines to Suburbs is a major work. * Technology and Culture *Henthorn’s well-written and extensively illustrated book about "American commercial propaganda" from 1939-1959 fills an important gap in the emerging historical narrative.... Drawing on a wealth of sources, including an impressive number of institutional advertisements, Henthorn explores how corporations promoted a strong consumer ethos during the war and beyond. * The Historian *A substantial and thoroughly researched book.... Henthorn also includes sixty-nine well-chosen illustrations from newspaper and magazine advertisements and industrial sources...making the work more rewarding and accessible to a variety of readers. * Journalism History *Readers will appreciate the numerous illustrations as well as Henthorn’s deft analysis of advertising copy and imagery. A skillful synthesis that yields new insights, From Submarines to Suburbs is a valuable contribution to both business and cultural history. * Business History Review *
£23.39
Duke University Press Selling Modernity
Book SynopsisExplores such themes as the relationship between advertising and propaganda in Nazi Germany, the influence of the United States on German advertising, and the use of advertising to promote mass consumption in West Germany. This book focuses on the actors who had the greatest stake in successful merchandising.Trade Review“Selling Modernity is an excellent collection; every essay is superb. The contributors examine advertising and public relations in contrasting contexts: a monarchy, a liberal democracy, a popular dictatorship, a cold war democracy, a communist dictatorship, and a post–cold war reunited nation: what a historical laboratory!”—Claudia Koonz, author of The Nazi Conscience“A highly readable and wide-ranging compilation of innovative essays on German advertising and the people who produced it under dramatically different political regimes. This major contribution to understanding the culturally specific workings of modern economies will be of interest to specialists, students, and a broader audience.”—Uta G. Poiger, author of Jazz, Rock, and Rebels: Cold War Politics and American Culture in a Divided Germany“Advertising—this imaginative, erratic, and invasive aspect of capitalism—finds in Selling Modernity a creative and resourceful interpreter. The book marks an important shift from recent studies on consumer culture by emphasizing advertising as the link between production and consumption. It excellently shows that the ethical and economic meanings of advertisements were above all a reflection of Germans’ fantasies and dreams between 1871 and 1990.”—Alon Confino, author of Germany as a Culture of Remembrance: Promises and Limits of Writing HistoryTable of ContentsList of Illustrations ix Foreword / Victoria de Grazia xiii Acknowledgments xix Introduction / Pamela E. Swett, S. Jonathan Wiesen, and Jonathan R. Zatlin 1 1. Marketing, Modernity, and “the German People’s Soul”: Advertising and Its Enemies in Late Imperial Germany, 1896-1914 / Kevin Repp 27 2. Visions of Prosperity: The Americanization of Advertising in Interwar Germany / Corey Ross 52 3. Branding Germany: Hans Domizlaff’s Markentechnik and Its Ideological Impact / Holm Friebe 78 4. “Planting a Forest Tall and Straight like the German Volk”: Visualizing the Volksgemeinschaft through Advertising in German Forestry Journals, 1933-1945 / Michael Imort 102 5. Selling the “Racial Community”: Kraft durch Freude and Consumption in the Third Reich / Shelley Baranowski 127 6. “Die erfrischende Pause”: Marketing Coca-Cola in Hitler’s Germany / Jeff Schutts 151 7. Lufthansa Welcomes You: Air Transport and Tourism in the Adenauer Era / Guillaume de Syon 182 8. “The History of Morals in the Federal Republic”: Advertising, PR, and the Beate Ushe Myth / Elizabeth Heineman 202 9. “Wowman! The World’s Most Famous Drug-Dog”: Advertising, the State, and the Paradox of Consumerism in the Federal Republic / Robert P. Stephens 230 10. “True Advertising Means Promoting a Good Thing through a Good Form”: Advertising in the German Democratic Republic / Anne Kaminsky 262 11. Promoting Socialist Cities and Citizens: East Germany’s National Building Program / Greg Castillo 287 12. “Serve Yourself!” The History and Theory of Self-Service in West and East Germany / Rainer Gries 307 Bibliography 329 Contributors 347 Index 351
£112.20
Duke University Press Advertising Diversity Ad Agencies and the
Book SynopsisAnthropologist Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements and marketing. Focusing on Asian American ad firms, she describes the day-to-day process of creating ads and argues that advertising has framed Asian Americans as "model consumers," thereby legitimizing their presence in American popular culture.Trade Review"The combination of Shankar’s critical lens and outsider perspective commingle to produce an originative piece of work. Advertising Diversity offers even the most seasoned consumption and marketing scholars a compelling (but all too rare) look inside the world of Asian-American advertising, where culture and consumption converge to create 'model consumers.'” -- Kevin D. Thomas * Consumption Markets & Culture *"In the cultural hermeneutic tradition of great storytelling, Shalini Shankar has produced an empirically rich and theoretically sound ethnography. In it she tells a brilliant analytic story about race, Asian America, and the assumed 'post-racial' world of advertising.... Advertising Diversity is an ideal book for upper-level undergraduate and graduate classes in anthropology, Asian American studies, ethnic studies, and business." -- Stanley Thangaraj * Journal of Anthropological Research *"Shankar has accomplished plenty with this work and can be justly applauded for bringing to bear the detailed processes by which Asian American—images, sounds, languages, bodies, and lives—inhabit our mediascape. Advertising Diversity vividly demonstrates the role of ad agencies in constructing a place for Asian Americans to take at the colorful table of multicultural consumerism." -- Christine R. Yano * Business History Review *"This book will be of great interest to anthropologists as well as scholars and students from a wide variety of fields that engage with popular culture as well as the study of ethnicity and race, and it could be successfully used in a number of advanced undergraduate courses on related topics. Overall, Shankar does a masterful job at demonstrating the nuances of media production in a multicultural society and her latest contribution to the field should be widely read." -- Susan Dewey * Journal of Linguistic Anthropology *"Advertising Diversity is a valuable addition to this area of study.... [T]he book makes a powerful case for the way in which corporate uses of apparently progressive ideas like 'diversity' and 'multiculturalism' are in fact deeply retrogressive, normalizing various types and groups of people into a convenient, colourblind and postracial monoculture." -- Nicky Falkof * Ethnic and Racial Studies *"[T]his book is a valuable and innovative contribution to the burgeoning field of media ethnography and particularly useful to those interested in conducting fieldwork in media industries. It is here, in the backrooms and boardrooms of corporate America, where Shankar’s work shines as she illuminates the internal dynamics of racial naturalization and its circulation.... This is an important and innovative book for scholars interested in Asian American studies, communication, media studies, media industries, cultural studies, and visual culture." -- Vincent N. Pham * Anthropological Quarterly *"Shalini Shankar’s new book Advertising Diversity ... makes an ... important contribution by improving our understanding of the subtle techniques through which difference is depoliticized and reproduced through racial and ethnic representation." -- Cindy Isenhour * American Anthropologist *"Offers some fascinating insights into advertising industry practices and relationships." -- Stephanie O'Donohoe * Journal of the Royal Anthropological Institute *Table of ContentsPreface ix Introduction. The Pitch 1 1. Account Planning 37 2. Creative 89 3. Account Services 147 4. Production and Media 191 Conclusion. Audience Testing 250 Acknowledgments 269 Appendix 1. Transcription Key 271 Appendix 2. Asian American Populations in the United States 272 Notes 275 Glossary 287 References 289 Index 307
£98.60
Duke University Press Advertising Diversity
Book SynopsisAnthropologist Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements and marketing. Focusing on Asian American ad firms, she describes the day-to-day process of creating ads and argues that advertising has framed Asian Americans as "model consumers," thereby legitimizing their presence in American popular culture.Trade Review"The combination of Shankar’s critical lens and outsider perspective commingle to produce an originative piece of work. Advertising Diversity offers even the most seasoned consumption and marketing scholars a compelling (but all too rare) look inside the world of Asian-American advertising, where culture and consumption converge to create 'model consumers.'” -- Kevin D. Thomas * Consumption Markets & Culture *"In the cultural hermeneutic tradition of great storytelling, Shalini Shankar has produced an empirically rich and theoretically sound ethnography. In it she tells a brilliant analytic story about race, Asian America, and the assumed 'post-racial' world of advertising.... Advertising Diversity is an ideal book for upper-level undergraduate and graduate classes in anthropology, Asian American studies, ethnic studies, and business." -- Stanley Thangaraj * Journal of Anthropological Research *"Shankar has accomplished plenty with this work and can be justly applauded for bringing to bear the detailed processes by which Asian American—images, sounds, languages, bodies, and lives—inhabit our mediascape. Advertising Diversity vividly demonstrates the role of ad agencies in constructing a place for Asian Americans to take at the colorful table of multicultural consumerism." -- Christine R. Yano * Business History Review *"This book will be of great interest to anthropologists as well as scholars and students from a wide variety of fields that engage with popular culture as well as the study of ethnicity and race, and it could be successfully used in a number of advanced undergraduate courses on related topics. Overall, Shankar does a masterful job at demonstrating the nuances of media production in a multicultural society and her latest contribution to the field should be widely read." -- Susan Dewey * Journal of Linguistic Anthropology *"Advertising Diversity is a valuable addition to this area of study.... [T]he book makes a powerful case for the way in which corporate uses of apparently progressive ideas like 'diversity' and 'multiculturalism' are in fact deeply retrogressive, normalizing various types and groups of people into a convenient, colourblind and postracial monoculture." -- Nicky Falkof * Ethnic and Racial Studies *"[T]his book is a valuable and innovative contribution to the burgeoning field of media ethnography and particularly useful to those interested in conducting fieldwork in media industries. It is here, in the backrooms and boardrooms of corporate America, where Shankar’s work shines as she illuminates the internal dynamics of racial naturalization and its circulation.... This is an important and innovative book for scholars interested in Asian American studies, communication, media studies, media industries, cultural studies, and visual culture." -- Vincent N. Pham * Anthropological Quarterly *"Shalini Shankar’s new book Advertising Diversity ... makes an ... important contribution by improving our understanding of the subtle techniques through which difference is depoliticized and reproduced through racial and ethnic representation." -- Cindy Isenhour * American Anthropologist *"Offers some fascinating insights into advertising industry practices and relationships." -- Stephanie O'Donohoe * Journal of the Royal Anthropological Institute *Table of ContentsPreface ix Introduction. The Pitch 1 1. Account Planning 37 2. Creative 89 3. Account Services 147 4. Production and Media 191 Conclusion. Audience Testing 250 Acknowledgments 269 Appendix 1. Transcription Key 271 Appendix 2. Asian American Populations in the United States 272 Notes 275 Glossary 287 References 289 Index 307
£25.19
Fordham University Press A Word from Our Sponsor Admen Advertising and
Book SynopsisDescribes how admen, advertising agencies, and sponsors shaped U.S. radio into a commercial entertainment medium from the late 1920s until the early 1950s. Views the development of twentieth-century popular culture through the lens of the advertising and broadcasting industries. Examines the intersection of commerce and culture in American mass media.Trade Review"Well written and organized, this book is a welcome addition to a growing number of revisionist studies of the broadcasting industry... Highly Recommended" -Choice Magazine "A Word from Our Sponsor is a truly groundbreaking study of the fateful union of broadcasting and advertising in their formative years. At long last, Meyers provides us with an in-depth, inside account of the creation and essential interdependence of these two dominant American culture industries, as sponsors and their ad agencies shaped "commercial radio" into a machine of mass entertainment and, in the process, into the nation's most effective advertising medium." -- -Thomas G. Schatz University of Texas at Austin, College of Communication "This is a terrific and much-needed book. Cynthia Meyers tells the compelling story of one of the most productive yet hidden cultural forces of the twentieth century." -- -Michele Hilmes University of Wisconsin, MadisonTable of ContentsIntroduction Chapter 1 Dramatizing a Bar of Soap: The Advertising Industry Before Broadcasting Chapter 2 The Fourth Dimension of Advertising: The Development of Commercial Broadcasting in the early 1920s Chapter 3 They Sway Millions as If by Some Magic Wand: The Advertising Industry Enters Radio in the late 1920s Chapter 4 Who Owns the Time? Advertising Agencies and Networks Vie for Control in the 1930s Chapter 5 The 1930s' Turn to the Hard Sell: Blackett-Sample-Hummert's Soap Opera Factory Chapter 6 Showmanship on Radio: Ballet, Ballyhoo, and the Soft Sell of Young & Rubicam Chapter 7 Two Agencies: Batten Barton Durstine & Osborn, Crafters of the Corporate Image, and Benton & Bowles, Radio Renegades Chapter 8 Madison Avenue in Hollywood: J. Walter Thompson and Kraft Music Hall (1936-46) Chapter 9 Advertising, Commercial Radio, and the War Effort, 1942-45 Chapter 10 On a Treadmill to Oblivion: The Peak and Sudden Decline of Network Radio in the late 1940s Conclusion Bibliography
£85.50
Fordham University Press A Word from Our Sponsor Admen Advertising and
Book SynopsisDescribes how admen, advertising agencies, and sponsors shaped U.S. radio into a commercial entertainment medium from the late 1920s until the early 1950s. Views the development of twentieth-century popular culture through the lens of the advertising and broadcasting industries. Examines the intersection of commerce and culture in American mass media.Trade Review"Well written and organized, this book is a welcome addition to a growing number of revisionist studies of the broadcasting industry... Highly Recommended" -Choice Magazine "A Word from Our Sponsor is a truly groundbreaking study of the fateful union of broadcasting and advertising in their formative years. At long last, Meyers provides us with an in-depth, inside account of the creation and essential interdependence of these two dominant American culture industries, as sponsors and their ad agencies shaped "commercial radio" into a machine of mass entertainment and, in the process, into the nation's most effective advertising medium." -- -Thomas G. Schatz University of Texas at Austin, College of Communication "This is a terrific and much-needed book. Cynthia Meyers tells the compelling story of one of the most productive yet hidden cultural forces of the twentieth century." -- -Michele Hilmes University of Wisconsin, MadisonTable of ContentsIntroduction Chapter 1 Dramatizing a Bar of Soap: The Advertising Industry Before Broadcasting Chapter 2 The Fourth Dimension of Advertising: The Development of Commercial Broadcasting in the early 1920s Chapter 3 They Sway Millions as If by Some Magic Wand: The Advertising Industry Enters Radio in the late 1920s Chapter 4 Who Owns the Time? Advertising Agencies and Networks Vie for Control in the 1930s Chapter 5 The 1930s' Turn to the Hard Sell: Blackett-Sample-Hummert's Soap Opera Factory Chapter 6 Showmanship on Radio: Ballet, Ballyhoo, and the Soft Sell of Young & Rubicam Chapter 7 Two Agencies: Batten Barton Durstine & Osborn, Crafters of the Corporate Image, and Benton & Bowles, Radio Renegades Chapter 8 Madison Avenue in Hollywood: J. Walter Thompson and Kraft Music Hall (1936-46) Chapter 9 Advertising, Commercial Radio, and the War Effort, 1942-45 Chapter 10 On a Treadmill to Oblivion: The Peak and Sudden Decline of Network Radio in the late 1940s Conclusion Bibliography
£27.90
University of Hawai'i Press Flower of Capitalism
Book SynopsisAn ethnography of advertising in postmillennial South Korea, Flower of Capitalism details contests over advertising freedoms and obligations among divergent vested interests while positing far-reaching questions about the social contract that governs advertising in late-capitalist societies.
£51.00
University of Hawai'i Press Flower of Capitalism
Book SynopsisAn ethnography of advertising in postmillennial South Korea, Flower of Capitalism details contests over advertising freedoms and obligations among divergent vested interests while positing far-reaching questions about the social contract that governs advertising in late-capitalist societies.Trade ReviewIn Flower of Capitalism, Olga Fedorenko offers a multisited ethnography of South Korean advertising. Against scholarly approaches that universalize the function of advertising as a predictable element of capitalism, she insists on the historical and situational specificity of advertising’s role and function, and the social expectations placed upon it, in different contexts." —Robert M. Oppenheim, The University of Texas at Austin"South Korea evinced a precocious interest in noncommercial and public service advertising: in the wake of its devastating war, the market became the medium of all public communication partly because preexisting social ties were so badly ruptured. Fedorenko offers us a compelling catalogue both of how advertising takes shape and how it is interpreted in the militarized modernity of post-Cold War South Korea." —Arvind Rajagopal, New York University
£22.36
Edward Elgar Publishing Ltd Rethinking Advertising as Paratextual
Book SynopsisProviding new insights into the textual and paratextual character of brands and advertising, this innovative book showcases an extensive selection of vivid and topical case examples that assist the practical understanding of advertising paratexts.Trade Review‘Rethinking Advertising as Paratextual Communication by Chris Hackley and Rungpaka Amy Hackley is that remarkable and rare book that compromises in neither theoretical sophistication nor contemporary practical relevance. It will delight those looking for new practical tools or “cool” examples to learn from. The book’s real gift is the concept of paratextual advertising itself, which has the potential to become the new preferred framework for understanding how advertising works in this messy digital age of ours. Buy this book.’ -- Henri Weijo, Aalto University School of Business, Finland‘People generally believe persuasion requires focused attention, something which is more difficult for advertising in the current age. However, high attention is only one way to consume an ad. The Hackley’s have hashed out the paratextual one, a way to consume advertising that is more inclusive of the collection of texts of which the ad is a member. It makes for a fascinating read of how consumers draw cultural meaning from advertising texts and paratexts.’ -- Tom van Laer, The University of Sydney, Australia‘Innovative, exemplary, outstanding, Hackley and Hackley are the Rolls and Royce, the Moët and Chandon, the Dolce and Gabbana of paratextual communication. Their book’s an investment you can’t afford to ignore.’ -- Stephen Brown, Ulster University, UKTable of ContentsContents: 1. Advertising as paratextual communication 2. Reading advertising 3. Understanding advertisements as social texts 4. Paratexts and the meaning of the brand 5. How does advertising ‘work’? 6. Storytelling and paratextual advertising 7. Paratextual advertising strategy 8. Paratextual advertising and the future Index
£23.95
Edward Elgar Publishing Ltd Research Handbook on Brand CoCreation
Book SynopsisBringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.Trade Review‘Brand co-creation is an idea that has arrived and the compilation of insights and ideas from leading academics offers a welcome and stimulating perspective.’ -- David Aaker, author of Owning Game-Changing Subcategories‘The processual view on branding is strongly reinforced by this impressive collection of chapters on branding as co-creation – a splendid, international group of authors bring forth a plethora of perspectives that is bound to enrich future discussions and research on brands and branding.’ -- Søren Askegaard, University of Southern Denmark, Denmark‘I fully recommend this Research Handbook to anyone interested in branding and co-creation. The editors have assembled some of the finest thinkers from a diverse range of theoretical perspectives to explore how brand meaning is co-created between marketers, employees, customers, influencers, communities, and other stakeholders, across a range of industry and national contexts.’ -- Michael Beverland, University of Sussex Business School, UK‘Brands aren’t created any more. They’re co-created by a combination of contributing consumers, curating corporations, and a constellation of complementary collaborators. Chock-a-block with challenging ideas, this co-created book contains everything you need to know about brand co-creation.’ -- Stephen Brown, Ulster University, UK‘Creating brands in the boardroom without any collaborative input from customers and other key stakeholders is becoming increasingly passé. This Research Handbook provides an excellent collection of papers that represent the latest evidence-based thinking on brand co-creation, combined with best practice cases for brand co-creation’s successful implementation. No doubt, this is a must read for brand researchers and managers alike!’ -- George Christodoulides, American University of Sharjah, United Arab Emirates‘A really comprehensive Research Handbook providing an authoritative critical reflection and in-depth analysis on brand co-creation and its ethical implications. This topic is of great importance in the digital age where companies and customers are strongly connected and are part of a larger digital ecosystem.’ -- Margherita Pagani, SKEMA Business School, France‘The modern consumer increasingly feels a greater connection to the brand than that of just being the passive customer. This learned work on brand co-creation examines this phenomenon from multiple angles. I am pleased that the work investigates not just traditional f.m.c.g products as brands but also personalities and ideas as branded entities. In addition, all branding is not positive and the text takes us to the darker side of branding as a reminder that the study of brands is not unambiguous.’ -- Stuart Roper, University of Huddersfield, UK‘A timely addition to a growing research field that is shaping the future of consumption and brand practices. The Research Handbook on Brand Co-Creation will be equally valuable to scholars looking for a comprehensive starting point in a fragmented field, and to advanced scholars looking to deepen their understanding of current research trends in the co-creation literature. The Handbook critically discusses co-creation from complementary perspectives, from epistemological aspects to ethical ones. A remarkable tour de force, the Handbook gathers cutting-edge insights from an international team of authors shaping current co-creation research.’ -- Benjamin G. Voyer, ESCP Business School, UKTable of ContentsContents: Preface xxiv PART I THE ONTOLOGY AND EPISTEMOLOGY OF BRAND CO-CREATION 1 A conceptual analysis of labels referring to brand co-creation 2 Jaana Tähtinen and Kati Suomi 2 Establishing the boundaries of brand co-creation 32 Catherine da Silveira and Cláudia Simões 3 Brands as co-creational lived experience ecosystems: an integrative theoretical framework of interactional creation 47 Venkat Ramaswamy and Kerimcan Ozcan 4 Reassessing brand co-creation: towards a critical performativity approach 65 Andrea Lucarelli, Cecilia Cassinger and Jacob Östberg PART II CO-CREATION OF INTANGIBLE BRAND ASSETS 5 Co-creation of intangible brand assets: an integrative S-D logic/organic view of brand-based conceptual framework 80 Victor Saha, Venkatesh Mani, Praveen Goyal and Linda D. Hollebeek 6 Co-creation or co-destruction? Value-based brand formation 90 Andrea Hemetsberger, Maria Kreuzer and Hans Mühlbacher 7 Dealing with discrepancies of a brand in change: recomposition of value and meanings in the network 105 Anu Norrgrann and Saila Saraniemi 8 The role of brand-facing actors in shaping institutions through brand meaning co-creation 122 Kieran D. Tierney, Ingo O. Karpen and Kate Westberg 9 Co-creation of multi-sensory brand experiences: a manufacturer perspective 138 Clarinda Rodrigues, Andreas Aldogan Eklund, Adele Berndt and Susanne Sandberg 10 B2B branding in global commodity networks: a cultural branding analysis of a Danish company going global 153 Christian Dam and Dannie Kjeldgaard PART III CO-CREATION OF BRAND OFFERINGS 11 Freedom and control in brand co-creation communities 167 Nicholas Ind and Oriol Iglesias 12 Exploring the brand co-creation–brand performance linkage and the roles of innovation and firm age: resource-based and dynamic capabilities views 177 Ahmed Rageh Ismail 13 Toward a co-creation approach to nation branding: an integrative framework 198 Mai T. Pham and Roderick J. Brodie 14 The dark side of brand co-creation: a psychological ownership perspective 218 Fabian Bartsch and Bart Claus PART IV ETHICAL IMPLICATIONS OF BRAND CO-CREATION 15 The universal moral standards and the ethics of co-creation 241 Sumire Stanislawski 16 Co-creation of conscientious corporate brands – facilitating societal change towards sustainability: a structured literature analysis 256 Christine Vallaster and Philip Lechner 17 Organizational citizenship behaviour principles: a guide for employees and customers in the brand value co-creation journey 274 Maja Arslanagić-Kalajdžić and Vesna Babić-Hodović 18 “We look within... So we can look up” – towards a nonviolent ethics of human brand co-creation 291 Monica Porzionato and Cecilia Cassinger 19 The ethics of conspicuous virtue signaling: when brand co-creation on social media turns negative 303 Ulf Aagerup PART V CRITICAL REFLECTIONS ON THE FUTURE OF BRAND CO-CREATION 20 Brand co-creation and degrowth: merging the odd couple 317 Feyza Ağlargöz 21 Brand co-creation management in the light of the social-materiality approach 337 Géraldine Michel and Valérie Zeitoun 22 Violent brands: from neoliberal vessels to far-right fantasies 348 Sofia Ulver PART VI CASE STUDIES ON BRAND CO-CREATION 23 Alternative methods to study affective information processing in brand co-creation 359 Monika Koller and Peter Walla 24 Prolonging the shared project value of surplus co-creation 367 Yun Mi Antorini and Gry Høngsmark Knudsen 25 The iconization of Greta Thunberg: the role of myths in co-creating a person brand 374 Teresa Brugger and Verena E. Wieser 26 Finding new product ideas at Eisenbeiss: integrating non-frontline employees into co-creation processes 381 Oliver Koll 27 Turning lead into gold: from weighty consumer feedback to co-creation 387 Peter Espersen Closing remarks 393 Index 394
£43.65
John Wiley & Sons Inc Advanced Google AdWords 3e
Book SynopsisThe ultimate guide to Google AdWords is fully updated for its third edition This is the ultimate guide for those who want to quickly get beyond AdWords basics to learn and apply the advanced techniques and tactics that are used by Fortune 500 companies.Table of ContentsForeword xxxi Introduction xxxiii Chapter 1 Understanding Search Theory 1 The Origins of Google AdWords 2 Google Enters the Arena 5 Google AdWords Select Revolutionizes PPC 6 The Psychology of Search 7 Turning Concepts into Words 8 Understanding Search Results 10 The Purpose of Ad Copy 11 Landing Pages Lead to New Customers 12 Advertising Is Not Advertising When It Is Information 14 Goal Alignment: Google vs. You vs. the Searcher 15 Best Practices for Applying Search Theory 17 Chapter 2 Performing Keyword Research 19 Understanding the Buying Funnel 20 Examining the Buying Funnel Phases 21 How Do Consumers Flow Through Your Buying Funnel? 22 Understanding Keywords 23 Types of Commercial Keywords 24 Finding Keyword Ideas 26 How Many Keywords Should You Have in Your Account? 29 Creating Keyword Lists 31 Using Long-Tail Keywords 33 Wide vs. Deep Keywords 35 Discerning Keyword Match Types 36 Broad Match 37 Modified Broad Match 38 When Should You Use Broad Match? 40 Phrase Match 40 Exact Match 42 Variation Match 43 Which Match Type Is Best? 44 Using Negative Match 46 Implementing Negative Keywords 46 Negative Broad Match 49 Negative Phrase Match 50 Negative Exact Match 51 Putting Negative and Positive Keywords Together 52 Researching Negative Keywords 53 Using Advanced Organizational Techniques 55 Adding Multiple Match Types to the Same Ad Group 55 Restricting Match Types by Ad Group 56 Restricting Match Types by Campaign 56 Taking Control of Your Ad Display 57 Best Practices for Conducting Keyword Research 58 Chapter 3 Keyword Tools: Extracting Valuable Data from Google 59 AdWords Keyword Planner 60 Generating Keyword Ideas 61 Advanced Options and Filters 65 Ad Group and Keyword Ideas 69 Traffic Estimates 76 AdWords Keyword Planner vs Third-Party Keyword Tools 82 Google Trends 83 What Services Should You Offer? 85 Determining Your Messaging 87 Determining Consumer Interest 88 Bing Ads Intelligence 89 Best Practices for Using Keyword Tools 90 Chapter 4 Writing Compelling Ads 93 Do Your Ads Reflect the Search Query? 94 Writing Effective Ads 96 Calls to Action 97 Touching the Emotional Core 98 Following Google’s Editorial Guidelines 99 Character Lengths 99 Editorial Requirements 100 Developing Unique Selling Propositions 102 Distinguishing Features and Benefits 103 Benefits, Features, and the Buying Funnel 104 When to Use a Feature vs. a Benefit 105 Employing Themes That Get Clicks 106 Utilizing Numbers in Ads 107 How Strong Is Your Call to Action? 110 Writing Informational Ad Copy 111 Utilizing Negative Ad Copy 114 Do Not Forget the Display URL 114 Controlling Your Mobile Ads 116 Spicing Up Your Ads with Ad Extensions 118 Sitelink Extensions 118 Call Extensions 125 Additional Extensions 127 Limited Betas for New Extensions 129 Showcasing Your Products with PLAs 129 Following the Law: Trademarks 131 Trademark Exceptions 134 The Quest for the Holy Grail of Advertising 135 Best Practices for Writing Compelling Ads 136 Chapter 5 Creating Landing Pages That Convert Searchers into Buyers 139 Does Your Landing Page Answer the Searcher’s Question? 140 Everything about Destination URLs 142 Using Destination URLs for Tracking 144 Complying with Destination URL Editorial Policies 151 Choosing Landing Pages That Increase Conversion Rates 152 Choosing Landing Pages Based on the Type of Query 153 Differentiating Local Business Queries 157 Using Segmentation Pages 159 Using Forms as Landing Pages 160 Thanking Your Customers 162 Crafting Perfect Landing Pages 164 Employing Usability, Trust, and Web Technology 164 Using Web Technology to Implement Usability and User Security 165 Psychological Factors That Increase Conversion Rates 173 Your Website’s Usability Goals 180 Best Practices for Landing Pages 181 Chapter 6 Learning Advanced Optimization Techniques 183 Optimizing for Traffic 184 Exploring Strategies to Show Your Ads More Often 184 Taking Advantage of Dynamic Keyword Insertion 190 Increasing Page Views 194 Optimizing for Conversions 198 Writing Ad Copy That Sells 199 Creating Landing Pages That Increase Conversions 200 Making Additional Conversions to Increase Your Profits 210 Best Practices for Advanced Optimization Techniques 213 Chapter 7 Demystifying Quality Score 215 What Is Quality Score? 216 How Quality Score Affects Ad Rank 218 Quality Score Factors for Search 221 Viewing Your Quality Score 225 Landing Page Quality: Making Your Pages Relevant 228 Spiderability 228 Relevance 229 Transparency 230 Navigation 230 Estimating Your First Page Bid 231 Understanding the Display Network Quality Score 233 Quality Score for Managed Placements 234 Diagnosing Your Quality Scores 235 Ignoring Quality Score 240 Increasing Quality Scores 243 Creating Highly Relevant Ad Groups 244 Ad Testing to Increase Quality Scores 246 Landing Page Fixes 248 What to Do if Your Quality Score Drops 249 Quality Score FAQs 251 Best Practices for Optimizing Quality Scores 254 Chapter 8 Beyond Text: Employing Image, Video, and Mobile Ads 257 Beyond the Desktop: Creating Mobile Ads 258 Reaching Smartphone Users 258 Smartphone Extensions 261 Reaching Other Mobile Users: WAP Mobile Ads 262 Ad Preview and Diagnosis Tool 264 Beyond Static Text: Creating Rich Media Ads 266 Creating Effective Image Ads 266 Developing Profitable Video Ads 272 AdWords Ad Gallery 275 Best Practices for Employing Image, Video, Mobile Ads 278 Chapter 9 Understanding the Display Network 279 What Is the Display Network? 280 Advantages of the Display Network 281 Display Targeting Methods 282 Automatic vs. Managed Placements 283 Creating Search- and Display-Only Campaigns 284 Managing Ad Group Targeting 285 Creating a Successful Display Network Campaign 286 Creating Keyword-Based Display Ad Groups 287 Display Network Topic Targeting 292 Targeting Ads Based on a User’s Interest 296 Placement Targeting: Choose the Actual Sites Where Your Ads Are Displayed 298 Blocking Your Ads from Being Shown across the Display Network 305 Determining Negative Display Keywords 309 Smart Pricing: Measure Success with Cost per Conversion 310 Choosing CPM or CPC Bidding 312 Using the Display Planner Tool 314 Best Practices for the Display Network 320 Chapter 10 Utilizing Advanced Display Network Techniques 323 Remarketing: Bringing Visitors Back to Your Site 324 Define an Audience 324 Place the Script on Your Site 328 Create a Remarketing Ad Group 330 The 100 Cookie Rule 332 Remarketing Strategies 332 Don’t Creep Out Your Customers 340 Flexible Targeting: Mixing and Matching Every Display Targeting Option 341 Flexible Targeting Options 342 Bid Modifiers for Display 344 Flexible Bidding Examples 345 Optimizing Your Display Campaigns 351 Organizing Your Display Campaigns 353 Creating Scenarios to Understand and Reach Your Target Audience 357 Writing Effective Display Ads 359 Best Practices for Advanced Display Network Advertising 361 Chapter 11 Utilizing Advanced Geographic Targeting Techniques 363 What Is Geographic Targeting? 364 The Technology behind Location Targeting 364 How Accurate Is Location Targeting? 366 Reaching Users in Specific Locations 369 Finding Locations to Target 370 Radius Targeting 374 Location Groups and Bid Modifiers 375 Advanced Location Targeting Options 376 Location Targeting Considerations 378 Targeting Multiple Countries 378 Reaching Users in an Area Smaller than a Country 380 Treating Locals and Nonlocals Differently in Your Ad Copy 385 Automatically Inserting Your Address into the Ad Copy 387 A Case Study into Local Belief Systems 390 Viewing Geographic Results 391 Geographic Performance Reports 393 Best Practices for Geographic Targeting 396 Chapter 12 Saving Time and Scaling Accounts with AdWords Editor 399 AdWords Editor Overview 400 Choosing Your Viewpoint 400 Viewing Your Account in AdWords Editor 404 Scaling Your Account 408 Importing Keywords 409 Creating Thousands of Keywords and Ad Groups 411 Easily Creating Thousands of Ads 414 Optimizing Display with AdWords Editor 420 Best Practices for Using AdWords Editor 421 Chapter 13 Devising Profitable Bid Strategies 423 Setting Your Marketing Goals 424 Measuring Results with Google’s Conversion-Tracking Code 425 AdWords Conversion-Tracking Code 426 Google Analytics Tracking 430 Accessing Valuable Conversion Data in AdWords Reports 432 Tracking Phone Calls 434 Exploring AdWords Bidding Options 435 Focus on Clicks, Option 1 435 Focus on Clicks, Option 2 435 Enhanced CPC 436 Conversion Optimizer 437 Focus on Impressions 443 Flexible Bidding 443 Profitable Bidding Strategies 448 ROAS vs Profit 449 Revenue per Click 450 Taking Margins into Account 453 How Can Publishers Determine Revenue per Click? 455 Tracking Long Sales Cycles with Conversion Funnels 457 Calculating Your Max CPC 460 Setting Bids Based on ROAS 460 Bidding for Exposure 461 Bid Modifiers: Automatically Changing Bids by Time, Geography, Devices, and More 464 Location Bid Modifiers 467 Ad Scheduling: Automatically Changing Bids by Time Periods 471 Finding Conversion Information by Time Frames 473 Examples of Ad Scheduling Success 476 Creating Time-Sensitive Offers 479 Device Modifiers 480 Understanding Attribution Management 481 Examining AdWords Reports to Make ROAS Bid Decisions 484 Best Practices for Utilizing Profitable Bid Strategies 487 Chapter 14 Organizing Accounts Successfully 489 What Is an AdWords Account? 490 What Are the Limits of an AdWords Account? 490 Managing Multiple Accounts the Easy Way 491 Becoming a Google Partner 494 Developing a Successful Campaign Structure 496 Reasons to Create New Campaigns 496 Structuring Campaigns to Achieve Business Goals 497 Organizing an Ad Group to Increase CTR and Conversion Rates 513 Ad Group Organization for Mobile Bid Modifiers 515 Best Practices for Account Organization Strategies 516 Chapter 15 Implementing Testing Techniques That Will Increase Profits 519 Testing Is Essential to Increasing Profits 520 Testing Ad Copy to Increase Conversions 520 Ad Copy Messages You Should Test 521 Ad Copy Themes to Spark Your Creativity 521 Test Discounts Instead of Prices 522 Creating the Ad Copy Test 525 General Guidelines for Statistical Significance 527 Measuring the Results of Your Ad Test 529 Multi-Ad Group Testing 532 Testing Mobile Ads 534 Testing Landing Pages to Increase Conversions 535 Testing Where to Send Traffic 536 Landing Page Testing Factors 541 Making Ads and Landing Pages Work Together 547 Essential Items to Test First 553 Creating a Landing Page Test 553 Testing Profit per Click and Profit per Impression 556 AdWords Campaign Experiments 559 Best Practices for Testing Techniques That Will Increase Profits 561 Chapter 16 AdWords Reports: Extracting Actionable Information 563 Choosing General AdWords Report Settings 564 Customizing the Interface 564 Downloading Your Data 568 Using Reports to Optimize Your Account 571 Campaign Reports 571 Ad Group Performance Report 573 Ad Performance Report 573 Keyword Report 576 Display Network Reports 579 Dimensions Reports 581 Creating Custom Alerts 585 Best Practices for Using AdWords Reports 587 Chapter 17 Step by Step: Creating and Monitoring Your AdWords Account 589 Before You Create Your Account 590 Creating Campaigns 592 Creating Search Campaigns 593 Creating Display-Targeted Campaigns 597 Creating Managed Placements Campaigns 598 Other Campaign Types 600 Optimizing Ongoing Campaigns 601 Optimizing Search Campaigns 601 Managing Maximize Clicks Campaigns 605 Optimizing Display Campaigns 606 Optimizing Managed Placements Campaigns 608 Optimizing CPM Campaigns 609 Optimizing Other Campaign Types 611 Creating an Optimization Schedule 612 Best Practices for Creating and Managing Your AdWords Account 615 Glossary 619 Index 627
£27.20
John Wiley and Sons Ltd Media Selling
Book SynopsisThe must-have resource for media selling in today's technology-driven environment The revised and updated fifth edition of Media Selling is an essential guide to our technology-driven, programmatic, micro-targeted, mobile, multi-channel media ecosystem. Today, digital advertising has surpassed television as the number-one ad investment platform, and Google and Facebook dominate the digital advertising marketplace. The authors highlight the new sales processes and approaches that will give media salespeople a leg up on the competition in our post-Internet media era. The book explores the automated programmatic buying and selling of digital ad inventory that is disrupting both media buyers and media salespeople. In addition to information on disruptive technologies in media sales, the book explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, sales stage management guides, and sampleTable of ContentsAbout the Authors ix Acknowledgments xi Preface xiii 1 The Marketing/Media Ecology 1Charles Warner 2 Selling in the Digital Era 15Charles Warner 3 Sales Ethics and Transparency 47Charles Warner 4 The AESKOPP Approach, Attitude, and Goal Setting 61Charles Warner 5 Emotional Intelligence 81Charles Warner 6 Effective Communication, Effective Listening, and Understanding People 91Charles Warner 7 Influence and Creating Value 111Charles Warner 8 The New Buying and Selling Process 139Charles Warner 9 Prospecting and Qualifying 155Charles Warner 10 Researching Insights and Solutions 187Brian Moroz 11 Educating 207Charles Warner 12 Proposing 235Charles Warner 13 Negotiating and Closing 245Charles Warner 14 Customer Success 293Charles Warner 15 Marketing 305Charles Warner 16 Advertising 327Charles Warner 17 Programmatic Marketing and Advertising 353William A. Lederer 18 Measuring Advertising 375William A. Lederer 19 Selling Digital and Cross‐Platform Advertising 391Charles Warner 20 Google and Search 415Brian Moroz 21 Facebook and Social Media 425Charles Warner 22 Television 457Charles Warner 23 Print and Out of Home 475Charles Warner 24 Audio 495Charles Warner 25 Time Management 513Charles Warner Appendix: Digital Advertising Glossary 523 Index 535
£57.56
Kogan Page Paid Attention
Book SynopsisFaris Yakob, Based in New York City, New York, is co-founder of Genius Steals LLC, an ideas and innovation consultancy and of The School of Stolen Genius, an online learning community for marketers and creative thinkers. He is former Chief Innovation Officer at MDC Partners, EVP & Chief Technology Strategist at McCann Erickson, plus Global Digital Strategy & Creative Director at Native Communications. Yakob is a prominent international speaker, guest lecturer for a number of universities and has written for publications including the Financial Times, Forbes, Advertising Age and Media Week.Trade Review"A must read for anyone in the communications industry." * Lisa Batty, Head of Brand Strategy & Planning at TikTok *"Paid Attention is the most stimulating and useful blueprint for genuinely fresh thinking about advertising and communications that I have read in the last ten years." * Adam Morgan, author of Eating The Big Fish *"The most useful, entertaining and insightful examination of communication theory and commercial creativity that I have read." * Catherine Coleman-Jinks, Director of Marketing Excellence, Twinings *"In a world where the rate of technological change is ever faster, this new edition is a must for any ambitious marketer, strategist or creative." * Laura Jordan Bamback, Chief Creative Officer, Grey London *"What next for media, brands and even humanity now we have reached peak attention? Faris powerfully explains and expounds the future in his trademark smart, witty and always surprising tone." * Sara Tate, CEO, TBWA London *"Faris's book is a roller coaster of a book - full of ideas on ideas, it held my attention at every turn. Packed full of theories and evidence to weigh and consider, this is the advertising/communications/ideas book of the year." * Adam Ferrier, Chief Strategy Officer, Cummins & Partners *"At a time when almost every pundit seems to be questioning whether advertising has a future, Faris is offering some answers." * Will Collin, Strategy Lead, Karmarama *Table of Contents Section - ONE: Paid attention; Chapter - 00: Introduction - Paid attention - How much is it worth?; Chapter - 01: Logocentrism - What’s in a name?; Section - TWO: Attention deficit disorders; Chapter - 02: Uncovering hidden persuaders - Why all market research is wrong; Chapter - 03: Advertising works in mysterious ways - Modern theories of communication; Chapter - 04: Is all advertising spam? Communication planning in an on-demand world; Chapter - 05: The spaces between - The vanishing difference between content, media and advertising; Section - THREE: Attention arts and sciences; Chapter - 06: Do things, tell people - How to behave in a world of infinite content; Chapter - 07: Recombinant culture - Talent imitates, genius steals; Chapter - 08: Combination tools - How to have ideas - A genius steals process; Chapter - 09: Advertising for advertising - Is the industry paying attention?; Chapter - 10: Integrative strategy and social brands - Be nice or leave!; Chapter - 11: Prospection - Planning for the future we want; Section - FOUR: 2020 Foresight; Chapter - 12: Everything is PR; Chapter - 13: The quantity, quality, qualia and cost of attention; Chapter - 14: Epilogue - Talkin’ about your generation
£24.99
Kogan Page Paid Attention
Book SynopsisFaris Yakob, Based in New York City, New York, is co-founder of Genius Steals LLC, an ideas and innovation consultancy and of The School of Stolen Genius, an online learning community for marketers and creative thinkers. He is former Chief Innovation Officer at MDC Partners, EVP & Chief Technology Strategist at McCann Erickson, plus Global Digital Strategy & Creative Director at Native Communications. Yakob is a prominent international speaker, guest lecturer for a number of universities and has written for publications including the Financial Times, Forbes, Advertising Age and Media Week.Trade Review"A must read for anyone in the communications industry." * Lisa Batty, Head of Brand Strategy & Planning at TikTok *"Paid Attention is the most stimulating and useful blueprint for genuinely fresh thinking about advertising and communications that I have read in the last ten years." * Adam Morgan, author of Eating The Big Fish *"The most useful, entertaining and insightful examination of communication theory and commercial creativity that I have read." * Catherine Coleman-Jinks, Director of Marketing Excellence, Twinings *"In a world where the rate of technological change is ever faster, this new edition is a must for any ambitious marketer, strategist or creative." * Laura Jordan Bamback, Chief Creative Officer, Grey London *"What next for media, brands and even humanity now we have reached peak attention? Faris powerfully explains and expounds the future in his trademark smart, witty and always surprising tone." * Sara Tate, CEO, TBWA London *"Faris's book is a roller coaster of a book - full of ideas on ideas, it held my attention at every turn. Packed full of theories and evidence to weigh and consider, this is the advertising/communications/ideas book of the year." * Adam Ferrier, Chief Strategy Officer, Cummins & Partners *"At a time when almost every pundit seems to be questioning whether advertising has a future, Faris is offering some answers." * Will Collin, Strategy Lead, Karmarama *Table of Contents Section - ONE: Paid attention; Chapter - 00: Introduction - Paid attention - How much is it worth?; Chapter - 01: Logocentrism - What’s in a name?; Section - TWO: Attention deficit disorders; Chapter - 02: Uncovering hidden persuaders - Why all market research is wrong; Chapter - 03: Advertising works in mysterious ways - Modern theories of communication; Chapter - 04: Is all advertising spam? Communication planning in an on-demand world; Chapter - 05: The spaces between - The vanishing difference between content, media and advertising; Section - THREE: Attention arts and sciences; Chapter - 06: Do things, tell people - How to behave in a world of infinite content; Chapter - 07: Recombinant culture - Talent imitates, genius steals; Chapter - 08: Combination tools - How to have ideas - A genius steals process; Chapter - 09: Advertising for advertising - Is the industry paying attention?; Chapter - 10: Integrative strategy and social brands - Be nice or leave!; Chapter - 11: Prospection - Planning for the future we want; Section - FOUR: 2020 Foresight; Chapter - 12: Everything is PR; Chapter - 13: The quantity, quality, qualia and cost of attention; Chapter - 14: Epilogue - Talkin’ about your generation
£63.65
Kogan Page From Marginal to Mainstream
Book SynopsisDr Helen Edwards straddles the business and academic worlds of marketing through teaching, writing and consultancy. She is an award-winning columnist at Marketing Week, an adjunct associate Professor of Marketing at London Business School, and sits on the board of the UK Effies. She is also the author of Creating Passion Brands, published by Kogan Page and is based in London, UK.Trade Review"Essential reading for any organization seeking growth in today's difficult economic environment. Full of practical tools and examples." * Costas Markides, Professor of Strategy and Holder of the Robert Bauman Chair in Strategic Leadership, London Business School *"Every business is desperate for growth but few know where to find it. In this exhaustively researched book, Helen Edwards encourages us all to look to the margins, to the marginal behaviours that will become mainstream in time. But this is no theoretical perspective, it's a practical playbook, offering a clear approach to finding the future of our businesses. As Edwards says, 'The margins matter and they can be read'." * Richard Huntington, Chief strategy officer, Saatchi & Saatchi *"Any book that teaches you how to market insects for food, understand the rise of witchcraft, and the techniques for recovering an additional 21 years of life is well worth reading. This is an eye-opening analysis of an increasingly powerful aspect of successful brand and marketing strategy - one that will become ever more key to the evolution and growth of the great businesses of the future. For marketers, the tools, techniques and frameworks present an excellent guide to navigating the otherwise high-risk challenges of identifying future markets, trends and categories for investment." * Cheryl Calverley CEO eve sleep, consultant, advisor, coach *"I almost want to keep this book under wraps: it feels like the best-kept secret for growth is now well and truly out! Explained, codified and laid out - taking the best thinking to the mainstream... please DO NOT read... a few of us want this all to ourselves!" * Jon Wilkins, Global Chief Strategy Officer, Accenture Song *"Marketers talk a lot about wanting to break out from being a fringe discipline and be right at the heart of the business. Well here is a way to get there: ironically, by understanding the margins of human behaviour. Helen Edwards gives us the behaviours to explore, a way to understand them better, and practical ideas to apply." * Sara Bennison, Chief Marketing and Product Officer, CEO of The Mortgage Works *"Where there is asymmetry there is opportunity! One of the greatest pieces of marketing advice I have ever seen by one of the most thoughtful writers on branding going. Helen Edwards rightly identifies the limits to growth faced by brands and identifies a solution. Extracting value from fringe culture is not new, but Edwards goes further in identifying the ways in which brands can mainstream the causes of marginal groups of consumers in a way that creates value for all. Recommended for brand marketers looking for new ways to address the imperatives of growth." * Professor Michael Beverland, Head of Strategy and Marketing, University of Sussex Business School, author of Building Brand Authenticity: 7 Habits of Iconic Brands. *"Marketers talk a lot about growth and about change. But they are remarkably silent on where these two crucial concepts actually originate. From Marginal to Mainstream provides wonderful insights on these issues and suggests that by looking to the wings of the market, in the correct ways, marketers can predict and prepare for both. Strongly recommended." * Mark Ritson *"This is a game-changing read for anyone wanting to win in business today. As marketers, we need to be on the front foot, finding new opportunities to connect with our customers in highly competitive markets, and this book gives you all you need to further turbo your performance." * Peter Markey, CMO, Boots UK *"One perhaps overlooked problem with 'evidence-based, accountable marketing' is that money tends to be spent too late on things which are already successful - casting a spotlight on things which are already centre-stage. How much more powerful would marketers be - and how much richer would society be - if we instead learned to identify and illuminate the best among those many great ideas which have been unfairly left too long lurking in the wings or in the shadows backstage? Well, thankfully, in this book you will learn how to do exactly that." * Rory Sutherland, Vice Chairman, Ogilvy *"How can we find dynamic growth if we're all scrabbling in the same pit for the same customers and using the same methods and insights? In From Marginal to Mainstream, Helen Edwards shows us a path out of that pit with surprising and compelling arguments for looking broad and deep for new customer growth where we might least expect it. It's time for some bold moves with insightful foundations and the margins may be where we find that." * Sonia Sudhakar, Managing Director Marketing and Digital, Royal Mail *"Growth can come to organisations that correctly identify behaviours and ways of life at the fringes of society that succeed in breaking through into the mainstream. This well-researched and clearly-written book is full of practical tools and excellent examples that will help you identify and exploit these marginal-to-mainstream opportunities. This is essential reading for any organisation seeking growth in today's difficult economic environment!" * Costas Markides, Professor of Strategy and Holder of the Robert Bauman Chair in Strategic Leadership, London Business School *"A fresh and insightful perspective on how to understand the marginal behaviours of today, to identify the mainstream behaviours of tomorrow." * Nils Goller, Senior Vice President, Orkla Marketing & Innovation, Orkla. *"A rigorous and compelling argument for why marketing needs to radicalise its thinking, and turn common practice upside down, if it is to find the growth it promises." * Kate Waters, Director of client strategy and planning, ITV *"From Marginal to Mainstream is a fascinating book which leans into one of the biggest challenges facing marketers today - how to continue driving growth when it seems to be eluding many of even the most successful companies. Helen flips the narrative on diversity and the margins from 'nice to have' side-projects and shows how the brands of the future are grown by better understanding and building on exactly these unique experiences." * Jerry Daykin, VP Head of Media at Beam Suntory, WFA Diversity Ambassador *"This book is for the growth-hungry, curious marketer - a reminder to hunt for tension and to overlook 'niche' at your peril. With Helen's unique blend of wit and intellectual horsepower she makes the complex simple and provides us all with a 'how to'. Thank you Helen for this reminder that in such competitive, often homogenous, categories that the marginal can seed the mainstream." * Holly Turner, VP EMEA, Johnson and Johnson *Table of Contents Chapter - 00: Introduction; Section - ONE: The margins and why they matter; Chapter - 01: From ‘Does anyone do that?’ to ‘Doesn’t everyone do that?’; Chapter - 02: Why modern mainstream marketing is a low-growth zone; Chapter - 03: Going for growth - Why the margins? And why now?; Section - TWO: How to read the margins; Chapter - 04: Overview; Chapter - 05: A smouldering fire in the fringes - The elemental beacons; Chapter - 06: What’s hidden, what’s there and what could be - The revelatory beacons; Chapter - 07: Shakers of place and pace - The opportunity beacons; Chapter - 08: An irresistible momentum - The growth beacons; Section - THREE: A strategy for growth; Chapter - 09: Overview; Chapter - 10: Entrepreneurs get it – They are marginals too; Chapter - 11: Growth from the margins - A marketer’s playbook; Chapter - 12: The M2M advantage - Seven things every leader should know
£73.80
Kogan Page Marketing Communications
Book SynopsisPR Smith is a marketing consultant, bestselling business author and inspirational speaker. He has helped hundreds of businesses, from innovative start-ups to established blue-chip companies. He is founder of SOSTAC Planning framework, voted in the Top 3 Business Models worldwide by the Chartered Institute of Marketing's Centenary Poll, and created the Great Sportsmanship Programme.Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in helping the creative industries fulfil both their missions and business goals. He is a visiting academic at Regent's University London and consults on digital marketing for private-sector disruptive start-ups.
£148.50
University of Nebraska Press Brand Antarctica
Book SynopsisAntarctica is, and has always been, very much “for sale.” Whales, seals, and ice have all been marketed as valuable commodities, but so have the stories of explorers. The modern media industry developed in parallel with land-based Antarctic exploration, and early expedition leaders needed publicity to generate support for their endeavors. Their lectures, narratives, photographs, and films were essentially advertisements for their adventures. At the same time, popular media began to use the newly encountered continent to draw attention to commercial products. These advertisements both trace the commercialization of Antarctica and reveal how commercial settings have shaped the dominant imaginaries of the place. By contextualizing and analyzing Antarctic advertisements from the late nineteenth century to the present, Brand Antarctica identifies five key framings of the South Polar continent: a place for heroes, a place of extremity, a place of purity, a placTrade Review“Innovative and engaging. . . . Brand Antarctica is packed full of intriguing reflections about a myriad of advertisements, packaging, and sensationalist materials. Hanne Nielsen shows remarkably clearly how Antarctica has been and continues to be commodified, marketized, and thematized.”—Klaus Dodds, professor of geopolitics at Royal Holloway University of London and author of Antarctica: A Very Short Introduction“This exploration into the materiality of place, and how it manifests in the Antarctic, offers surprising insights to readers who are less familiar with the Antarctic while also appealing to Antarctic research scholars. . . . Brand Antarctica includes a wide array of polar scholars, which offers others interested in the environmental humanities a ‘golden Rolodex’ of contemporary researchers.”—Leslie Carol Roberts, author of The Entire Earth and Sky: Views on Antarctica
£45.00
University of Pennsylvania Press Branding Trust: Advertising and Trademarks in
Book SynopsisIn the early nineteenth century, the American commercial marketplace was a chaotic, unregulated environment in which knock-offs and outright frauds thrived. Appearances could be deceiving, and entrepreneurs often relied on their personal reputations to close deals and make sales. Rapid industrialization and expanding trade routes opened new markets with enormous potential, but how could distant merchants convince potential customers, whom they had never met, that they could be trusted? Through wide-ranging visual and textual evidence, including a robust selection of early advertisements, Branding Trust tells the story of how advertising evolved to meet these challenges, tracing the themes of character and class as they intertwined with and influenced graphic design, trademark law, and ideas about ethical business practice in the United States. As early as the 1830s, printers, advertising agents, and manufacturers collaborated to devise new ways to advertise goods. They used eye-catching designs and fonts to grab viewers’ attention and wove together meaningful images and prose to gain the public’s trust. At the same time, manufacturers took legal steps to safeguard their intellectual property, formulating new ways to protect their brands by taking legal action against counterfeits and frauds. By the end of the nineteenth century, these advertising and legal strategies came together to form the primary components of modern branding: demonstrating character, protecting goodwill, entertaining viewers to build rapport, and deploying the latest graphic innovations in print. Trademarks became the symbols that embodied these ideas—in print, in the law, and to the public. Branding Trust thus identifies and explains the visual rhetoric of trust and legitimacy that has come to reign over American capitalism. Though the 1920s has often been held up as the birth of modern advertising, Jennifer M. Black argues that advertising professionals had in fact learned how to navigate public relations over the previous century by adapting the language, imagery, and ideas of the American middle class.Trade Review"Why would anyone trust an advertisement? Why, especially, in the long nineteenth century when novel products and media entered rapidly growing markets from unfamiliar sources? Jennifer M. Black probes these and other questions in Branding Trust, the most significant study of American advertising history in a generation. Masterful insights follow from her immense and innovative research to explain how pioneers in print advertising designed imagery to convey their trustworthiness and legitimacy. Through her rare appreciation for the interplay of evolving media, markets, courts, and diverse cultures, Black explains and generously illustrates the history of advertising’s visual rhetoric." * Pamela Walker Laird, author of Advertising Progress: American Business and the Rise of Consumer Marketing *"Jennifer Black recasts our understanding of how American capitalism came to rest so powerfully on corporate brands. That process involved a century of experimentation by manufacturers, merchants, advertising firms, and publishers, all of whom wrestled with the moral economy of competition, the legal boundaries of fraud, and the underpinnings of consumer trust amid industrialization. The establishment of reputations for quality, Black shows, was bound up as much with debates over gender roles and racial hierarchies as it was with technological advances, inventiveness in graphic design, and efforts to track consumer response to ad campaigns." * Edward J. Balleisen, author of Fraud: An American History from Barnum to Madoff *
£38.25
University of Minnesota Press Profit over Privacy: How Surveillance Advertising
Book SynopsisA deep dive into the political roots of advertising on the internet The contemporary internet’s de facto business model is one of surveillance. Browser cookies follow us around the web, Amazon targets us with eerily prescient ads, Facebook and Google read our messages and analyze our patterns, and apps record our every move. In Profit over Privacy, Matthew Crain gives internet surveillance a much-needed origin story by chronicling the development of its most important historical catalyst: web advertising.The first institutional and political history of internet advertising, Profit over Privacy uses the 1990s as its backdrop to show how the massive data-collection infrastructure that undergirds the internet today is the result of twenty-five years of technical and political economic engineering. Crain considers the social causes and consequences of the internet’s rapid embrace of consumer monitoring, detailing how advertisers and marketers adapted to the existential threat of the internet and marshaled venture capital to develop the now-ubiquitous business model called “surveillance advertising.” He draws on a range of primary resources from government, industry, and the press and highlights the political roots of internet advertising to underscore the necessity of political solutions to reign in unaccountable commercial surveillance.The dominant business model on the internet, surveillance advertising is the result of political choices—not the inevitable march of technology. Unlike many other countries, the United States has no internet privacy law. A fascinating prehistory of internet advertising giants like Google and Facebook, Profit over Privacy argues that the internet did not have to turn out this way and that it can be remade into something better.Trade Review"A surveillance-oriented internet was not inevitable. As Matthew Crain brilliantly documents, the data-obsessed web was manifested to appease and uphold the advertising beast. By untangling the historic strings of policy, politics, and financial interests, Profit over Privacy invites the reader to question why we've come to accept the panoptic internet we know today."—danah boyd, author of It’s Complicated: The Social Lives of Networked Teens"In this exceptionally insightful and important book, Matthew Crain presents a definitive history of the evisceration of internet privacy. Rooted in a deep understanding of the history of advertising markets and the political economy of finance, Profit over Privacy focuses readers' attention on the fundamental forces demanding ever more data about our lives. Although it tells a dark story, its accessible and lively prose makes it a pleasure to read—and provides the historical knowledge necessary to help future regulators avoid the many mistakes of the past."—Frank Pasquale, author of New Laws of Robotics: Defending Human Expertise in the Age of AI "The book provides a fascinating look at the way that commercial and private interests and the companies and lobbyists representing them wonout over other interests, such as public ownership and public interests,in anumber of debates and processes largely in the United States that created the global internet infrastructure we have now... Anyone interested in online and digital spaces, surveillance practices, the history of internet companies,and discussions of public policy in the internet age should want to read Profit Over Privacy."—Surveillance & Society"Revealing the emergence of a market logic that has placed individual surveillance at its core, this is a forceful and engaging book."—LSE Review of Books"His writing skills, including his ability to make the sociopolitical complexities of political economy accessible and engaging for a broad audience, from undergraduates to business executives, are most impressive."—International Journal of Communication"Brilliantly researched and thoroughly documented, the book argues that surveillance capitalism could not have existed outside of politics."—Technical Communication"In documenting the historical development of surveillance advertising, Crain makes a forceful argument against the status quo in favor of strong privacy laws."—College & Research LibrariesTable of ContentsContentsIntroduction1. The Revolution Will Be Commercialized2. A Framework for Global Electronic Commerce3. The Web Gets a Memory4. The Dotcom Bubble5. Surveillance Advertising Takes Shape6. The Privacy Challenge7. The Legacy of the Dotcom EraAcknowledgmentsNotesIndex
£72.00
University of Minnesota Press Profit over Privacy: How Surveillance Advertising
Book SynopsisA deep dive into the political roots of advertising on the internet The contemporary internet’s de facto business model is one of surveillance. Browser cookies follow us around the web, Amazon targets us with eerily prescient ads, Facebook and Google read our messages and analyze our patterns, and apps record our every move. In Profit over Privacy, Matthew Crain gives internet surveillance a much-needed origin story by chronicling the development of its most important historical catalyst: web advertising.The first institutional and political history of internet advertising, Profit over Privacy uses the 1990s as its backdrop to show how the massive data-collection infrastructure that undergirds the internet today is the result of twenty-five years of technical and political economic engineering. Crain considers the social causes and consequences of the internet’s rapid embrace of consumer monitoring, detailing how advertisers and marketers adapted to the existential threat of the internet and marshaled venture capital to develop the now-ubiquitous business model called “surveillance advertising.” He draws on a range of primary resources from government, industry, and the press and highlights the political roots of internet advertising to underscore the necessity of political solutions to reign in unaccountable commercial surveillance.The dominant business model on the internet, surveillance advertising is the result of political choices—not the inevitable march of technology. Unlike many other countries, the United States has no internet privacy law. A fascinating prehistory of internet advertising giants like Google and Facebook, Profit over Privacy argues that the internet did not have to turn out this way and that it can be remade into something better.Trade Review"A surveillance-oriented internet was not inevitable. As Matthew Crain brilliantly documents, the data-obsessed web was manifested to appease and uphold the advertising beast. By untangling the historic strings of policy, politics, and financial interests, Profit over Privacy invites the reader to question why we've come to accept the panoptic internet we know today."—danah boyd, author of It’s Complicated: The Social Lives of Networked Teens"In this exceptionally insightful and important book, Matthew Crain presents a definitive history of the evisceration of internet privacy. Rooted in a deep understanding of the history of advertising markets and the political economy of finance, Profit over Privacy focuses readers' attention on the fundamental forces demanding ever more data about our lives. Although it tells a dark story, its accessible and lively prose makes it a pleasure to read—and provides the historical knowledge necessary to help future regulators avoid the many mistakes of the past."—Frank Pasquale, author of New Laws of Robotics: Defending Human Expertise in the Age of AI "The book provides a fascinating look at the way that commercial and private interests and the companies and lobbyists representing them wonout over other interests, such as public ownership and public interests,in anumber of debates and processes largely in the United States that created the global internet infrastructure we have now... Anyone interested in online and digital spaces, surveillance practices, the history of internet companies,and discussions of public policy in the internet age should want to read Profit Over Privacy."—Surveillance & Society"Revealing the emergence of a market logic that has placed individual surveillance at its core, this is a forceful and engaging book."—LSE Review of Books"His writing skills, including his ability to make the sociopolitical complexities of political economy accessible and engaging for a broad audience, from undergraduates to business executives, are most impressive."—International Journal of Communication"Brilliantly researched and thoroughly documented, the book argues that surveillance capitalism could not have existed outside of politics."—Technical Communication"In documenting the historical development of surveillance advertising, Crain makes a forceful argument against the status quo in favor of strong privacy laws."—College & Research LibrariesTable of ContentsContentsIntroduction1. The Revolution Will Be Commercialized2. A Framework for Global Electronic Commerce3. The Web Gets a Memory4. The Dotcom Bubble5. Surveillance Advertising Takes Shape6. The Privacy Challenge7. The Legacy of the Dotcom EraAcknowledgmentsNotesIndex
£19.79
Business Expert Press A Beginner's Guide to Mobile Marketing
Book SynopsisThis book is written at a more macro level to engage students and professors and to show them how mobile is integrated into an overall marketing communications strategy. It provides a look at mobile strategy and it emphasizes the mobile ecosystem and career opportunities in the mobile marketing industry. Each chapter will guide the student through the steps of creating a mobile marketing strategy so that they end up with a final mobile marketing plan. This book is intended for a broad audience including students and professors in undergraduate and graduate business schools, and practicing business executives. The goal is to inform management practice and help current and future business leaders navigate through the competitive storms unleashed by technological change
£18.00
Business Expert Press Mobile Commerce: How it Contrasts, Challenges and Enhances Electronic Commerce
Book SynopsisDo you know anyone who does not own a mobile device? Consumers use mobile devices not only for communicating but for shopping as well. Searching for product information, inquiring about services, comparing prices, and purchasing make-up are just some of the shopping functions done on mobile devices. How does this change how firms do business? What are the differences between desktop computer shoppers and mobile device shoppers? Moreover, are firms prepared to do business in this changing environment?The purpose of this book is to answer questions concerning the benefits of mobile commerce and its commonalities and contrasts with electronic commerce. Electronic commerce is still viable and we examine its validity along with mobile commerce. Mobile commerce is not electronic commerce, and we discuss the differences, as well as how one can enhance the other. Consumers use both electronic commerce and mobile commerce, as well as offline shopping, on their path to purchase in total omnichannel environment—using all channels. We integrate the opportunities and challenges to bring an idea of the future of marketing with an emphasis on both mobile and electronic commerce, into digital commerce.
£18.00
Business Expert Press Presentation Skills: Educate, Inspire, and Engage Your Audience
Book SynopsisThe popularity of the TED talk has raised the bar for public speaking and presentations. Audiences expect to be educated, inspired and engaged whether they are sitting in a conference room or an auditorium. Yet too often presenters lack the skills to take command and deliver persuasive and entertaining pitches and presentations.The audience is the hero of the story and the presenter is their guide to take them on a journey. Like a one act play, a presentation is not a meeting, it’s a performance. And it is the job of the presenter to respect the audiences’ wishes, wants and needs. With the advent of smartphone, the job of the presenter to keep the audience’s attention on them rather than on the tiny device in their hand has become increasingly more difficult. The purpose of this book is to inspire you to take the next step in your presentation skills and practice.
£18.00
Business Expert Press Fostering Brand Community Through Social Media
Book SynopsisThis book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Further, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities.Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.
£18.00
Wharton Digital Press Global Brand Power: Leveraging Branding for
Book SynopsisThe branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.Trade Review"Regardless of your industry, building a brand is synonymous today with building a company and a thriving business. As Barbara Kahn points out in Global Brand Power, the key is to begin and end every discussion thinking about what is right for the customer. At Macy's, Inc., we saw a dramatic improvement in business trends when we reorganized our business model and consciously put the customer at the center of all decisions. The principles presented in Global Brand Power can benefit every business leader." --Terry J. Lundgren, chairman, president, CEO and Chief Customer Officer, Macy's, Inc. "Great global brands have to be built and don't happen by chance. Barbara Kahn explores and develops the relationship between customer and brands and how to achieve international loyalty. I learned new information from reading this book." --Roger Farah, President and COO, Ralph Lauren Corporation "In our fast-changing world, visionary business leaders must build a brand flexible enough to grab key opportunities and strong enough to weather any storm. Barbara Kahn's Global Brand Power is a superb must-read for those who want to do just that and position their brands for long-term, global growth." --George Feldenkreis, Chairman and CEO, Perry Ellis International "Kahn has captured the true essence of brand stewardship. That is, while strong brands are managed by marketers, they are owned by consumers. Global Brand Power is a concise yet comprehensive tutorial for how to purposefully build, measure and manage brands for sustained relevancy. A great resource for brand marketers, consumer researchers and marketing services providers." --Philip McGee, Director, Shopping Insights, Campbell Soup Co.
£14.39
Business Expert Press The Seven Principles of Digital Business Strategy
Book SynopsisStrategy creates competitive advantage. People and a culture of innovation sustain it. Technology and communications are the means by which it is delivered. If we are creating most of our competitive advantage at the strategic planning stage, why are we spending so little time on this and so much time on technology?This book is not about why you should digitally transform and become more strategic; it’s about how. It lays out the steps that must be taken, the data that should be used, and the decision tree to be followed.Following the principles laid out in this book allows organizational leaders, marketers, and technologists to talk at a high strategic level without getting bogged down in the tactics and delivery that consumes most of the time, attention, and activity in the modern workplace. Use The Seven Principles of Digital Business Strategy to define the direction of travel for your business in today’s digital economy.
£18.00
Business Expert Press #Share: How to Mobilize Social Word of Mouth (sWOM)
Book SynopsisEach day, millions of consumers venture online to search and exchange product information and to seek out and share opinions. Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries (King, Racherla, and Bush 2014). A significant portion of eWOM occurs on social media platforms. Whether it is a status update to Facebook of an upcoming vacation, a picture of a laundry room makeover on Pinterest, or a YouTube video discussing the features on the new iPhone, consumers are turning to a variety of social platforms to make everyday purchasing decisions easier for themselves and others. Indeed, social word of mouth (sWOM)—a subset of eWOM—has incredible reach with the potential to influence over two billion active social media consumers. The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. The goal of this book is to bring together industry best practices and academic research to help construct social media content that speaks with your brand voice, stimulates engagement, inspires consumers to share (#share), and complies with industry and federal guidelines. Each chapter highlights a key area of sWOM that will further your understanding and provide actionable information to assist you in mobilizing positive sWOM for your company.
£18.00
Business Expert Press Super Sonic Logos: The Power of Audio Branding
Book SynopsisThis book looks at the best of the best of sonic logos from the people who gave them notes. Whether you consider them to be music to your ears or earworms, these are the ten most noteworthy sonic logos of all time and one future hall of famer. So open your computer and meet Water Werzowa the creator of the Intel logo and Brian Eno who gave Windows 95 sound.Remember your favorite television show or movie and say hello to Mike Post from Law and Order fame, Dr. James "Andy" Moore from THX and John Williams who scared us in Jaws…and don't forget to honor those NBC chimes. Keep your phone on in case you get a ring from Lance Massey on your T-Mobile or Joel Beckerman on your AT&T commercial. And if you get hungry, there's always something from McDonald's courtesy of Bill Lamar or a Coke from Joe Belliotti and Umut Ozaydini. Finally, pay for it all with your Raja Rajamannar's Mastercard.
£25.16
Business Expert Press Direct Selling: A Global and Social Business Model
Book SynopsisThe Power of Direct Selling. Direct selling is not an industry per se nor is it merely a go-to-market business model and channel to reach consumers. It is bigger than any of this–direct selling is people. The ability for people with entrepreneurial spirit to build a successful business, whether it be from the ground up or by representing a company's product, is at the heart of direct selling and it is people who made (and continue to make) direct selling the successful marketplace that it is today. The direct selling marketplace is comprised of mission-driven and socially responsible companies offering a wide variety of product and services, and the list of direct selling companies is abundant with entrepreneurs who built their businesses by utilizing an independent salesforce channel to market and sell their products or services directly to consumers.Possibly one of the most prominent of these entrepreneurs is Mary Kay Ash, a legend as a glass-ceiling breaker and a woman who built a very successful business with a go-to-market strategy of direct selling. Unlike Mary Kay Ash, however, not all aspiring business owners are willing/able to invest their savings and time on a start-up business. These micro-entrepreneurs desire to have the economic and social benefits of managing their own businesses but do not want the startup costs and demands associated with traditional business planning.As such, becoming a direct selling distributor offers a low-risk, low-cost pathway to micro-entrepreneurship. The traditional barriers to small business ownership are removed when a micro-entrepreneur builds a direct selling business that is backed by established brands. These established brands, several of which are featured in this book, offer the micro-entrepreneurs quality products, business training, and technological resources to achieve a self-determined metric of success. Framed within the context of entrepreneurship and an historical overview of the long-term sustainability of this business model, this book is intended for practitioners who want to read about the breadth and depth of direct selling.Importantly, this book provides considerable depth in terms of three particular issues associated with direct selling: Compensation , Ethics & compliance, and Global reach. For scholars, this book is built on a strong foundation of valid and reliable research endeavors. The authors have published research on direct selling in high quality, reputable and peer-reviewed academic and practitioner journals. Thus, this book can add foundationally to the research efforts of academics who are conducting research in a wide variety of topics (such as sales, women empowerment, business strategy, ethics, distribution models, gig economy, and global entry – to name a few), as well as to members of the press who want reliable and valid content upon which to build their stories. The book's content is also particularly informative for policymakers at the local, state, national, and international levels. For students, reading this book will offer a variety of insights, particularly related to the intricacies of channel selection and design. Direct Selling: A Global and Social Business Model is a collective project from eight academics and practitioners who have dedicated much of their careers to understanding direct selling as both a go-to-market strategy and a channel of distribution and to capturing the people who are the foundation of direct selling.The pages of this book bring together a wealth of research and knowledge that can inform a broad spectrum of constituents about the economic and social benefits of direct selling, while also providing detail and clarity on key issues related to direct selling as a sustainable business model.
£21.80
Business Expert Press Stand Out!!: The Secrets of Branding For A New
Book SynopsisStand Out!! uncovers the secrets of brand success and explores less travelled paths in the world of branding.This book: uncovers the secrets of brand success introduces 'Generation B' - today's generation of brand natives challenges current paradigms reveals the roots and rationale of financial brand valuation presents a range of popular valuation methods and approaches explains the conditions for brand value growth The forces that challenge brand strategy planning today are discussed in the context of our new world order of diversifying media platforms and integrated, synchronized, personalized communication. In light of this, Stand Out!! makes the case for ongoing brand stewardship in the life of an organization and concludes with a focus on brand leadership and the key principles, truths and challenges that influence brand success.This book is a key reference text for anyone interested in brand development, leadership, innovation, and sustainable business growth. Reader understanding is enhanced by: supporting tables illustrative charts case examples expert tips real-life experiences pull-out quotes "word wizard" brand glossaries Stand Out!! is an invaluable resource for the business masses – for any business owner, executive, student or branding practitioner seeking to be apprised of the latest learnings, insights and innovations in professional brand thinking and practice.
£21.80
Business Expert Press Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics
Book SynopsisIn a global survey of more than four thousand senior executives, consulting firm PwC found that 80 percent of the respondents admitted that few of their associates understood their company's corporate strategy. And even that figure is wildly optimistic. According to research reported in the Harvard Business Review, 95 percent of a company's employees, on average, are unaware of or do not understand its strategy.Brand Vision: The Clear Line of Sight Aligning Marketing Tactics and Business Strategy hopes to change that by offering simple, easily implemented tools connecting a company's marketing program to its business strategy. It's based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. Not just externally, but internally as well.The author has covered this territory for more than four decades, working as a strategist, creative director, and writer for one of the country's largest business-to-business advertising agencies. He has worked with large international companies to develop marketing campaigns and programs from social media, search, email, and websites to more traditional print advertising and direct marketing. He knows this territory well.
£21.80
Business Expert Press Digital Brand Romance: How to Create Lasting Relationships in a Digital World
Book SynopsisDigital Brand Romance is highly practical and offers tactical, helpful advice to apply in your business immediately.Tomorrow arrived, and all great relationships now begin online – including the ones between your future customer and your brand.Whether you are selling shoes, software or spaceship parts, the romance begins and evolves in a digital world. While over 80% of businesses think they provide excellent customer experiences – only 8% of customers agree. The reality is that the state of modern, digital brand relationships is quite dysfunctional: an average conversion rate of 3% means that 97% of engagements with your brand fail. Not only does this inefficiency chew up marketing budget, but it also taints future engagements with your brand. In Digital Brand Romance, you will learn the proprietary six-step ADORE Process that has helped brands worldwide consistently achieve conversion rates above 20%. The ADORE Process is used by some of the most innovative scale-ups, fast growth exporters and leading brands to consistently sell more, more often. Each step of the ADORE Process aligns with one of the key moments of influence in the digital relationship with your brand. Understanding the forces that drive each moment will allow you to identify signs of relationship breakdown; common causes of issues and how to resolve them; and which metrics to track to measure progress. You will also learn how to apply the process to conduct regular digital relationship audits, removing your reliance on luck in the future success of your brand.Digital Brand Romance is highly practical and offers tactical, helpful advice to apply in your business immediately.
£21.80
Business Expert Press The Big Miss: How Organizations Overlook the
Book SynopsisIn The Big Miss: How Businesses Overlook the Value of Emotions, Zhecho Dobrev reveals how organizations are frequently deceived by customers and fail to act on what they fail to notice–thus are missing the biggest driver of profitable customer behavior!What are the emotional and subconscious drivers behind your customers' behavior? Do you have a science and data-based strategy to drive this in the direction you want?In The Big Miss: How Businesses Overlook the Value of Emotions, Zhecho Dobrev reveals how organizations are frequently deceived by customers and fail to act on what they fail to notice–thus are missing the biggest driver of profitable customer behavior! His extensive research shows that emotions are the key drivers of customer behavior, yet few organizations have a strategy to evoke specific emotions based on science and data. Does yours?In this book, the author provides business leaders with a practical framework for how to embed emotions in their business practices, which includes learning how to: Discover the difference between what customers say and do Create a data-based strategy around specific emotions Use customer science to future-proof your business and make the most out of Digital Transformation, Data, and AI …and much more.Behind every business problem, there is a customer problem! This book will change how you think about customer behavior and challenge you to harness the business power of emotions.
£21.80
Business Expert Press Pay Attention!: How to Get, Keep, and Use
Book SynopsisGetting, keeping, and using attention is one of the hardest and most important challenges for marketers today. People's attention is being pulled in a million different directions by social media, podcasts, TV, Facebook/Instagram, family, friends, politics, the list goes on.Marketing veterans Cassandra Bailey and Dana Schmidt have developed a simple model that any business or nonprofit can use to identify which types of attention they need and create plans to go get them. In a step-by-step process, the authors outline the five types of attention, six potential audiences, three parts of messaging, five kinds of content, four bridges to move people, and a surround sound approach to pull it all together.The result is the one thing all brands need today: Sustained attention from the people who matter most.
£21.80
Business Expert Press Brand Positioning with Power: Maximize Your
Book SynopsisPowerful Brand Positioning Harnesses Key Building BlocksBrand Positioning with Power: Maximizing Your Marketing Impact is a new take on Al Ries and Jack Trout's original positioning concept. The book delivers measurable results because it: Is remarkably easy to use Uses a proven, systematic positioning process Leverages exciting, practical real-world examples You'll see how the three essential building blocks of positioning lead organically to increased success, whether you are a sole proprietor or a Fortune 500 organization.Written in an enthusiastic, concise, and conversational style, Brand Positioning with Power offers ground-breaking insights, including the vital role emotion plays in effective positioning. This is the tool you need today to take your brand from where you are to where you want to go.Trade Review“Whether you are an experienced marketer or a novice, Robert Gordon's Brand Positioning with Power: Maximizing Your Marketing Impact is a must read. Gordon delivers a contemporary and meaningful guide to how positioning can act as a business's 'North Star.' He expertly provides a comprehensive framework for applying his concepts and shows, in detail, why positioning is one of the most important elements of the marketing and branding process.” - Barry Silverman, PhD (candidate), Brand Marketer and Adjunct Professor, Branding and Integrated Communications, Program, City College of New York“In Brand Positioning with Power: Maximizing Your Marketing Impact, Robert Gordon explains, step-by-step, why it's so important to position your brand. And he tells you how to do it! Other books tell you the why but not the how. Gordon gets right to the point, using a conversational style. He gives real-world examples showing both the steps in the process and what the outcome should be. Countless companies need to use what he is laying out here to better market their services.” - Tim Brown, Digital Marketing and Data Management Executive
£25.16
Edward Elgar Publishing Ltd Handbook of Research on International Advertising
Book SynopsisThe Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.Trade Review’An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.’ - Subhash C. Jain, University of Connecticut, US ’Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume’. - Don E. Schultz, Northwestern University, USTable of ContentsContents: Foreword Preface PART I: LEADING THOUGHTS 1. Best Practices for Cross-Cultural Advertising Research: Are the Rules Being Followed? Charles R. Taylor and C. Luke Bowen 2. Understanding the Role of Culture in Advertising Wei-Na Lee and Jinnie Jinyoung Yoo 3. Adoption of Global Consumer Culture: The Road to Global Brands Ayşegül Özsomer PART II: CULTURE 4. Project GLOBE and Cross-cultural Advertising Research: Developing a Theory-driven Approach Narda R. Quigley, Mary Sully de Luque and Robert J. House 5. Typologies of Cultural Dimensions and their Applicability to International Advertising Ralf Terlutter, Sandra Diehl and Barbara Mueller 6. Culture and the Mind: Implications for Art, Design and Advertisement Takahiko Masuda, Huaitang Wang, Kenichi Ito and Sawa Senzaki PART III: RETROSPECTIVE 7. Advertising and Consumer Culture in Old Shanghai Russell Belk and Xin Zhao 8. Unearthing Insights into the Changing Nature of Japanese Advertising via the Grounded Theory Approach Shintaro Okazaki and Barbara Mueller 9. Twenty Years On – Retailer Advertising During and Since the Fall of the Soviet Union: Tallinna Kaubamaja, ‘Estonia’s Department Store’ Brent McKenzie PART IV: RESEARCH METHOD 10. International Advertising Research: Conceptual and Methodological Issues C. Samuel Craig and Susan P. Douglas 11. Sampling in International Advertising Research Louisa Ha 12. Using Partial Least Squares Path Modeling in Advertising Research: Basic Concepts and Recent Issues Jörg Henseler, Christian M. Ringle and Marko Sarstedt PART V: THE DIGITAL INFORMATION AGE 13. International Advertising Theory and Methodology in the Digital Information Age Carolyn A. Lin 14. Online Advertising: A Cross-Cultural Synthesis Yuping Liu-Thompkins 15. The Role of e-WOM in International Communication Salvador Ruiz, María Sicilia, Inés López and Manuela López PART VI: CROSS-CULTURAL COMPARISON 16. A Comparative Study of Corporate Reputation between China and Developed Western Countries Yang Zhang and Manfred Schwaiger 17. Probability Markers in Croatian and Belgian Advertisements and Tolerance for Ambiguity Ivana Bušljeta Banks and Patrick De Pelsmacker 18. Social Media Usage and Responses to Social Media Advertising in Emerging and Developed Economies Shu-Chuan Chu and Sara Kamal PART VII: SOCIAL INTERACTION 19. Raising the Golden Arches: Advertising’s Role in the Socialization of the World Jefferey K. Johnson and Carrie La Ferle 20. Transnational Trust in Advertising Media Martin Eisend and Silke Knoll 21. The Relation between Gender and Cultural Orientation and its Implications for Advertising Ashok K. Lalwani and Sharon Shavitt PART VIII: IMC AND THE GLOBAL MARKET 22. The Importance and Relevance of Integrated Marketing Communications: A Global Perspective Philip J. Kitchen and Marwa Tourky 23. Analysis of the Relationship between Advertisers and Advertising Agencies in the Global Market Hirokazu Takada, Makoto Mizuno and Ling Bith-Hong Index
£46.95
Edward Elgar Publishing Ltd Recent Developments in the Economics of
Book SynopsisThe research review discusses important papers in the Economics of Advertising since the Millennium. It covers embellishments of established theories, newer theories, and empirical testing of both. Topics include informative, persuasive, and comparative advertising, content analysis, targeting, information congestion, signalling, and information disclosure. Scholars of marketing and economics will find here both a back-drop and recent advances.Table of ContentsContents: Introduction Simon P. Anderson PART I ECONOMIC THEORIES OF ADVERTISING 1. C. Christou and N. Vettas (2008), ‘On Informative Advertising and Product Differentiation’, International Journal of Industrial Organization, 26 (1), January, 92–112 2. Claude Fluet and Paolo G. Garella (2002), ‘Advertising and Prices as Signals of Quality in a Regime of Price Rivalry’, International Journal of Industrial Organization, 20 (7), September, 907–30 3. Edward L. Glaeser and Gergely Ujhelyi (2010), ‘Regulating Misinformation’, Journal of Public Economics, 94 (3–4), April, 247–57 4. Ivan Pastine and Tuvana Pastine (2002), ‘Consumption Externalities, Coordination, and Advertising’, International Economic Review, 43 (3), August, 919–43 5. Ganesh Iyer, David Soberman and J. Miguel Villas-Boas (2005), ‘The Targeting of Advertising’, Marketing Science, 24 (3), Summer, 461–76 6. Greg Shaffer and Florian Zettelmeyer (2004), ‘Advertising in a Distribution Channel’, Marketing Science, 23 (4), Fall, 619–28 7. Kurt R. Brekke and Michael Kuhn (2006), ‘Direct to Consumer Advertising in Pharmaceutical Markets’, Journal of Health Economics, 25 (1), January, 102–30 PART II INFORMATION DISCLOSURE 8. Simon P. Anderson and Régis Renault (2006), ‘Advertising Content’, American Economic Review, 96 (1), March, 93–113 9. Justin P. Johnson and David P. Myatt (2006), ‘On the Simple Economics of Advertising, Marketing, and Product Design’, American Economic Review, 96 (3), June, 756–84 10. Simon P. Anderson and Régis Renault (2013), ‘The Advertising Mix for a Search Good’, Management Science, 59 (1), January, 69–83 11. Oliver Board (2009), ‘Competition and Disclosure’, Journal of Industrial Economics, LVII (1), March, 197–213 12. Monic Sun (2011), ‘Disclosing Multiple Product Attributes’, Journal of Economics and Management Strategy, 20 (1), Spring, 195–224 13. Archishman Chakraborty and Rick Harbaugh (2014), ‘Persuasive Puffery’, Marketing Science, 33 (3), May–June, 382–400 PART III COMPARATIVE ADVERTISING 14. Simon P. Anderson and Régis Renault (2009), ‘Comparative Advertising: Disclosing Horizontal Match Information’, RAND Journal of Economics, 40 (3), Autumn, 558–81 15. Francesca Barigozzi, Paolo G. Garella and Martin Peitz (2009), ‘With a Little Help from My Enemy: Comparative Advertising as a Signal of Quality’, Journal of Economics and Management Strategy, 18 (4), Winter, 1071–94 16. Winand Emons and Claude Fluet (2012), ‘Non-comparative versus Comparative Advertising of Quality’, International Journal of Industrial Organization, 30 (4), July, 352–60 PART IV INFORMATION OVERLOAD AND ADVERTISING CONGESTION 17. Timothy Van Zandt (2004), ‘Information Overload in a Network of Targeted Communication’, RAND Journal of Economics, 35 (3), Autumn, 542–60 18. Simon P. Anderson and André de Palma (2012), ‘Competition for Attention in the Information (overload) Age’, RAND Journal of Economics, 43 (1), Spring, 1–25 19. Simon P. Anderson and André de Palma (2013), ‘Shouting to Be Heard in Advertising’, Management Science, 59 (7), July, 1545–56 20. Justin P. Johnson (2013), ‘Targeted Advertising and Advertising Avoidance’, RAND Journal of Economics, 44 (1), Spring, 128–44 PART IV EMPIRICAL TESTING 21. Daniel A. Ackerberg (2001), ‘Empirically Distinguishing Informative and Prestige Effects of Advertising’, RAND Journal of Economics, 32 (2), Summer, 316–33 22. Daniel A. Ackerberg (2003), ‘Advertising, Learning, and Consumer Choice in Experience Good Markets: An Empirical Examination’, International Economic Review, 44 (3), August, 1007–40 23. Michelle Sovinsky Goeree (2008), ‘Limited Information and Advertising in the U.S. Personal Computer Industry’, Econometrica, 76 (5), September, 1017–74 24. Ignatius Horstmann and Glenn MacDonald (2003), ‘Is Advertising a Signal of Product Quality? Evidence from the Compact Disc Player Market, 1983–1992’, International Journal of Industrial Organization, 21 (3), March, 317–45 25. Bharat N. Anand and Ron Shachar (2011), ‘Advertising, the Matchmaker’, RAND Journal of Economics, 42 (2), Summer, 205–45 26. Jean-Pierre Dubé, Gunter J. Hitsch, and Puneet Manchanda (2005), ‘An Empirical Model of Advertising Dynamics’, Quantitative Marketing and Economics, 3 (2), June, 107–44 [38] 27. Gregory Lewis (2011), ‘Asymmetric Information, Adverse Selection and Online Disclosure: The Case of eBay Motors’, American Economic Review, 101 (4), June, 1535–46] 28. Simon P. Anderson, Federico Ciliberto and Jura Liaukonyte (2013), ‘Information Content of Advertising: Empirical Evidence from the OTC Analgesic Industry’, International Journal of Industrial Organization, 31 (5), September, 355–67 Index
£290.00
Edward Elgar Publishing Ltd Research Handbook on Luxury Branding
Book SynopsisUnique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound changes that are affecting the luxury industry, and that will continue to shape its future. Chapters consider the socioeconomic, psychological, technological and political shifts in consumers' desires, practices and purchases of luxury products, taking a multi-method, cross-disciplinary approach that offers both offers concrete research avenues and outlines future management challenges. This comprehensive Handbook will be critical reading for students of marketing, branding and advertising looking for an overview of the field of luxury branding research, as well as proving useful to scholars both as a reference tool and to help generate their own research ideas. It will also provide practical guidance to managers of luxury brands. Contributors include: F. Bardhi, A. Basu Monga, L.S. Beitelspacher, R. Belk, S. Crener, S. Czellar, D. Dahlhoff, D. Dubois, G.M. Eckhardt, D. Goor, D. Grewal, H. Hagtvedt, K. Hung, A. Keinan, R.V. Kozinets, G. Laurent, L. Malär, F. Morhart, M. Pandelaere, V.M. Patrick, A.L. Roggeveen, E. Samsioe, B. Schmitt, E. Schweiger, L.J. Shrum, A.T. Stephen, D.K. Tse, L.M. Visconti, Y. Wang, K. Wilcox, J.L. Zaichkowsky, J. ZhangTrade Review'Previously limited to the wealthiest, luxury is now a central phenomenon of our modern societies. Luxury brands reflect the diffusion of materialism across social classes and generations, the extent of social competition and self-branding and the aestheticization of desire. As a result, luxury branding is now studied by researchers from around the world and different angles. It is high time that a handbook brought these researchers together, summarized current research and paved the way for future research. Well done!' --Jean-Noël Kapferer, INSEEC U. Luxury Research Center, FranceTable of ContentsContents: Foreword xviii Sandor Czellar, David Dubois and Gilles Laurent List of abbreviations xxxi PART I EVOLVING NATURE OF LUXURY 1 The changing notions of materialism and status in an increasingly dematerialized world 2 Russell Belk 2 Liquid luxury 22 Fleura Bardhi, Giana M. Eckhardt and Emma Samsioe PART II LUXURY CONSUMPTION FUNCTIONS 3 Evolutionary function of luxury consumption 44 Yajin Wang 4 Fulfilling identity motives through luxury consumption 57 Mario Pandelaere and L.J. Shrum 5 Fulfilling social needs through luxury consumption 75 David Dubois PART III LUXURY BRAND MANAGEMENT 6 Luxury brand consumption in emerging economies: review and implications 93 Kineta Hung and David K. Tse 7 Building and growing luxury brands: strategies for pursuing growth while maintaining brand coherence 117 Vanessa M. Patrick and Alokparna (Sonia) Basu Monga 8 Pricing luxury goods: more art than science 138 Denise Dahlhoff and Z. John Zhang 9 Managing the luxury shopping experience: implications for retail channels 150 Elisa Schweiger, Dhruv Grewal, Anne L. Roggeveen and Lauren Skinner Beitelspacher PART IV LUXURY BRAND CULTURE 10 Art and aesthetics 171 Henrik Hagtvedt 11 Authenticity in luxury branding 190 Felicitas Morhart and Lucia Malär 12 Sensuality and experience 208 Bernd Schmitt PART V LUXURY BRAND COMMUNICATION 13 Communicating luxury brands through stories 225 Luca M. Visconti 14 Social media and luxury 248 Andrew T. Stephen PART VI MORALITY ISSUES OF LUXURY 15 The evolution of counterfeit luxury consumption 265 Keith Wilcox and Judith Lynne Zaichkowsky 16 #Luxe: influencers, selfies, and the marketizing of morality 282 Robert V. Kozinets 17 Luxury and environmental responsibility 300 Anat Keinan, Sandrine Crener and Dafna Goor Index 323
£164.00
Kogan Page Ltd Brand Elevation: Lessons in Ueber-Branding
Book SynopsisHow can a brand become one of those peerless 'Ueber-Brands' we all admire and are willing to pay a premium for? Is there a proven process? Where should we start? Brand Elevation explains the main drivers behind brands becoming peerless and priceless and how to harness these principles to develop a winning brand strategy. Written for marketers and brand managers of all levels of experience, and for both those working in start-ups and established players, it proposes a six-step, easy-to-follow program to elevate your brand. Brand Elevation explores challenges such as creating a distinct and brand-guiding mission, mediating between exclusivity and inclusion and mastering the art of seduction. Featuring case studies and expert accounts from organizations including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand.Trade Review"A must-read for both the managers of mass brands that used to dominate and teams at start-ups that set out to disrupt the market." * Russ Klein, CEO, The American Marketing Association *"I always believed that a brand is what makes a product worth more than the product itself. And what makes it worth a whole lot more is creating an Ueber-Brand. It takes creativity, courage and cash to make that happen - and the principles outlined in this excellent book." * Ivan Pollard, Global CMO, General Mills *"In this second book on 'Ueber-Branding', The authors provide a step-by-step approach on how to build brands that instil strong desires in customers." * Bernd Schmitt, Professor at Columbia Business School and author of "Experiential Marketing" *"A well-curated practical guide for brand builders who understand the value of values. The thought-provoking 'Dream-Do-Dare' framework will help you define and operationalize your brand purpose in a way that elevates profit as well." * Virginie Helias, Chief Sustainability Officer, Procter & Gamble *"Provides insightful guidance and inspiration not only on how to create a 'love brand', but how to maintain one." * Leonardo Chavez, Global Brand President, Kiehl’s Since 1851 *"Standing out in a burgeoning panoply of branding literature is no mean feat. Schaefer and Kuehlwein have done it again with Brand Elevation - a practitioner's road-map to curating brand desire and equity." * Deryck J van Rensburg, Dean, Pepperdine Graziadio Business School *"An astute, practical and ethical guide to branding and marketing for companies willing to self-examine the best purpose of their enterprise, and cultivate long-term relationships with their customers on the basis of shared values and identity." * Vincent Stanley, Director of Philosophy, Patagonia, co-author of "The Responsible Company: What We've Learned From Patagonia's First 40 Years" and poet *"Makes an incredibly complex marketing innovation clear to anyone: it provides the fundamentals to break down what gives a brand meaning and how to give inanimate objects animate characteristics." * Scott Galloway – Professor at NYU Stern School of Business, author of "The Four" and founder of L2Inc. and Section 4 *"Explains perfectly how much the classical approach to marketing has changed and how small new brands - Ueber brands with a real story to tell - become so relevant. A must-read for everyone who wants to understand this recent development!" * Felix Ahlers, CEO, FRoSTA AG *"A highly relevant book for every business executive and marketing student, offering in-depth analyses, a hands-on how-to program, and rich case studies all in one. A unique and outstanding reference to deliver superior brand performance." * Glyn Atwal, Associate Professor, Burgundy School of Business and co-author of "Luxury Brands in China and India" *"A must-read for any marketer wanting to elevate a brand - and that is almost everyone of us." * Erich Joachimsthaler, Founder and CEO, Vivaldi Group and author of "Brand Leadership" with David Aaker and of "Hidden in Plain Sight" *"This book follows-up on JP and Wolf's first book with step-by-step instructions on how brand builders can go about elevating their brands and taking them 'ueber' - above and beyond the crowd of competitors." * Frédéric Fekkai, Executive Chairman and Founder, Frederic Fekkai & Co and Bastide *Table of Contents Section - ONE: RECAP – THE PRINCIPLES OF UEBER-BRANDINGTM; Section - 01: Principle 1 - Mission incomparable – Having a distinct, brand-guiding Mission; Section - 02: Principle 2 - Longing vs belonging – Balancing exclusivity and inclusion; Section - 03: Principle 3 - Un-selling – Mastering the art of seduction; Section - 04: Principle 4 - From Myth to meaning – Giving the brand soul; Section - 05: Principle 5 - Behold the product! Making your product manifest the Myth; Section - 06: Principle 6 - Living the dream – Letting the brand radiate from the inside out; Section - 07: Principle 7 - Growth without end – Balancing scaling and brand building; Section - TWO: HOW TO – SIX STEPS TO ELEVATE YOUR BRAND; Section - 08: Step 1 - Set Your Mission; Section - 09: Step 2 - Write Your Myth; Section - 10: Step 3 - Realize Your Dream; Section - 11: Step 4 - Live Your Dream; Section - 12: Step 5 - Find Your Ueber-Target; Section - 13: Step 6 - Ignite All Targets; Section - 14: Summing up – The Ueber-Branding Model; Section - THREE: LESSONS – UEBER-BRANDING IN ACTION; Section - 15: Case 1 - TerraCycle – From Mission to Myth to movement, or – How to ‘eliminate the idea of waste’; Section - 16: Case 2 - Acqua di Parma – The power of a mythical core, or – How to build your business and your equity simultaneously; Section - 17: Case 3 - Burt’s Bees – Growing an Ueber-Brand ground up, or – How purpose and profit can live in harmony; Section - 18: Case 4 - Starbucks – The renaissance plan, or – How to leap ahead by going back to quality and service; Section - 19: Case 5 - Airbnb – The importance of culture, or – How Airbnb found, launched and lives its purpose; Section - 20: Case 6 - Lakrids – Growth without end, or – How to scale a dream; Section - 21: Case 7 - YouTube – Platform or brand of the future, or – How to be one when you are many; Section - EPILOGUE: Crises – Times of Ueber-Opportunities; Section - 22: References and further reading; Section - 23: Index
£31.34
Kogan Page Ltd Brand Elevation: Lessons in Ueber-Branding
Book SynopsisHow can a brand become one of those peerless 'Ueber-Brands' we all admire and are willing to pay a premium for? Is there a proven process? Where should we start? Brand Elevation explains the main drivers behind brands becoming peerless and priceless and how to harness these principles to develop a winning brand strategy. Written for marketers and brand managers of all levels of experience, and for both those working in start-ups and established players, it proposes a six-step, easy-to-follow program to elevate your brand. Brand Elevation explores challenges such as creating a distinct and brand-guiding mission, mediating between exclusivity and inclusion and mastering the art of seduction. Featuring case studies and expert accounts from organizations including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand.Trade Review"A must-read for both the managers of mass brands that used to dominate and teams at start-ups that set out to disrupt the market." * Russ Klein, CEO, The American Marketing Association *"I always believed that a brand is what makes a product worth more than the product itself. And what makes it worth a whole lot more is creating an Ueber-Brand. It takes creativity, courage and cash to make that happen - and the principles outlined in this excellent book." * Ivan Pollard, Global CMO, General Mills *"In this second book on 'Ueber-Branding', The authors provide a step-by-step approach on how to build brands that instil strong desires in customers." * Bernd Schmitt, Professor at Columbia Business School and author of "Experiential Marketing" *"A well-curated practical guide for brand builders who understand the value of values. The thought-provoking 'Dream-Do-Dare' framework will help you define and operationalize your brand purpose in a way that elevates profit as well." * Virginie Helias, Chief Sustainability Officer, Procter & Gamble *"Provides insightful guidance and inspiration not only on how to create a 'love brand', but how to maintain one." * Leonardo Chavez, Global Brand President, Kiehl’s Since 1851 *"Standing out in a burgeoning panoply of branding literature is no mean feat. Schaefer and Kuehlwein have done it again with Brand Elevation - a practitioner's road-map to curating brand desire and equity." * Deryck J van Rensburg, Dean, Pepperdine Graziadio Business School *"An astute, practical and ethical guide to branding and marketing for companies willing to self-examine the best purpose of their enterprise, and cultivate long-term relationships with their customers on the basis of shared values and identity." * Vincent Stanley, Director of Philosophy, Patagonia, co-author of "The Responsible Company: What We've Learned From Patagonia's First 40 Years" and poet *"Makes an incredibly complex marketing innovation clear to anyone: it provides the fundamentals to break down what gives a brand meaning and how to give inanimate objects animate characteristics." * Scott Galloway – Professor at NYU Stern School of Business, author of "The Four" and founder of L2Inc. and Section 4 *"Explains perfectly how much the classical approach to marketing has changed and how small new brands - Ueber brands with a real story to tell - become so relevant. A must-read for everyone who wants to understand this recent development!" * Felix Ahlers, CEO, FRoSTA AG *"A highly relevant book for every business executive and marketing student, offering in-depth analyses, a hands-on how-to program, and rich case studies all in one. A unique and outstanding reference to deliver superior brand performance." * Glyn Atwal, Associate Professor, Burgundy School of Business and co-author of "Luxury Brands in China and India" *"A must-read for any marketer wanting to elevate a brand - and that is almost everyone of us." * Erich Joachimsthaler, Founder and CEO, Vivaldi Group and author of "Brand Leadership" with David Aaker and of "Hidden in Plain Sight" *"This book follows-up on JP and Wolf's first book with step-by-step instructions on how brand builders can go about elevating their brands and taking them 'ueber' - above and beyond the crowd of competitors." * Frédéric Fekkai, Executive Chairman and Founder, Frederic Fekkai & Co and Bastide *Table of Contents Section - ONE: RECAP – THE PRINCIPLES OF UEBER-BRANDINGTM; Section - 01: Principle 1 - Mission incomparable – Having a distinct, brand-guiding Mission; Section - 02: Principle 2 - Longing vs belonging – Balancing exclusivity and inclusion; Section - 03: Principle 3 - Un-selling – Mastering the art of seduction; Section - 04: Principle 4 - From Myth to meaning – Giving the brand soul; Section - 05: Principle 5 - Behold the product! Making your product manifest the Myth; Section - 06: Principle 6 - Living the dream – Letting the brand radiate from the inside out; Section - 07: Principle 7 - Growth without end – Balancing scaling and brand building; Section - TWO: HOW TO – SIX STEPS TO ELEVATE YOUR BRAND; Section - 08: Step 1 - Set Your Mission; Section - 09: Step 2 - Write Your Myth; Section - 10: Step 3 - Realize Your Dream; Section - 11: Step 4 - Live Your Dream; Section - 12: Step 5 - Find Your Ueber-Target; Section - 13: Step 6 - Ignite All Targets; Section - 14: Summing up – The Ueber-Branding Model; Section - THREE: LESSONS – UEBER-BRANDING IN ACTION; Section - 15: Case 1 - TerraCycle – From Mission to Myth to movement, or – How to ‘eliminate the idea of waste’; Section - 16: Case 2 - Acqua di Parma – The power of a mythical core, or – How to build your business and your equity simultaneously; Section - 17: Case 3 - Burt’s Bees – Growing an Ueber-Brand ground up, or – How purpose and profit can live in harmony; Section - 18: Case 4 - Starbucks – The renaissance plan, or – How to leap ahead by going back to quality and service; Section - 19: Case 5 - Airbnb – The importance of culture, or – How Airbnb found, launched and lives its purpose; Section - 20: Case 6 - Lakrids – Growth without end, or – How to scale a dream; Section - 21: Case 7 - YouTube – Platform or brand of the future, or – How to be one when you are many; Section - EPILOGUE: Crises – Times of Ueber-Opportunities; Section - 22: References and further reading; Section - 23: Index
£90.00
Kogan Page Ltd Understanding Digital Marketing: A Complete Guide
Book SynopsisGain essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more, with this practical and essential guide to digital marketing. The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate, Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digital transformation to best-practice basics and trends, packed with clear and informative case studies and examples. This fifth edition of the bestselling Understanding Digital Marketing is fully updated to reflect the latest global developments in the industry including martech, consumer data and privacy considerations, influencer marketing and voice marketing. Complete with first-hand accounts of what success in digital marketing looks like, this book is an essential resource for practitioners and students alike. It is now required reading for more than 100 universities and colleges, and has received endorsements from Harvard University, Hult Business School and the Chartered Institute of Marketing.Trade Review""Understanding Digital Marketing accomplishes well the difficult feat of assembling current practical strategies from leading experts in the digital marketing field."" * Carol Stuckey, Dean, School of Professional Studies, MCPHS University *""Comprehensive, contextualized and current. Does a great job of balancing solid overview with specific, insightful case examples. An essential addition to any marketer's bookshelf."" * Agnes Nairn, Professor of Marketing, School of Management, University of Bristol *"Gives you the information and insight necessary to implement a great foundation for a successful digital business. And in today's world, every business is a digital business." * Scott Brinker, Editor, chiefmartec.com, author, Hacking Marketing *""A no-nonsense, clearly written book which you can dip in and dip out of depending on your digital needs. Excellent to see that the 'human side of digital' has a clear presence throughout."" * Dr Sarah Warnes SFHEA, Principal Teaching Fellow, UCL School of Management *"A must-read for those wishing to become digital marketers or improve their existing knowledge and skills. The book diligently covers the fundamental cornerstones of the modern marketing mix, whilst delivering best practices, advice and real-world case studies from market-leading brands."" * John Horsley, Founder & CEO, Digital Doughnut *""A must-read, whether you're new to online advertising or are already experienced but need a refresher or deep subject dive. Covers all the bases from a human, user point of view. Full of examples and case histories - and it's readable too!"" * Bob Wootton, Principal, Deconstruction and Mediatel columnist *""This book seeks to help the reader both understand digital marketing and develop marketing strategies that work within the digital realm. An attractive, accessible and informative guide with a great affordable price tag to match."" * Darren Ingram, Editor, Darren Ingram Media *Table of Contents Chapter - 01: Introduction - Digital transformation; Chapter - 02: Digital marketing strategy setting; Chapter - 03: Being online: Welcoming the world; Chapter - 04: Search - Being found online; Chapter - 05: Email marketing; Chapter - 06: Mobile marketing; Chapter - 07: Social media; Chapter - 08: Content marketing and native content; Chapter - 09: Programmatic marketing; Chapter - 10: Performance marketing; Chapter - 11: How to form meaningful insights from data
£71.25
Kogan Page Ltd Marketing Communications: Integrating Online and
Book Synopsis"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." Dave Chaffey, Co-founder and Content Director, Smart Insights This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for - to be able to implement genuinely integrated marketing campaigns. This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students: - How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns - The opportunity and risks of social media - How to navigate ethical and data management challenges - How to use the current preferred digital marketing tools and technology Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation. Online resources include lecture slides for each chapter, multiple choice question banks and video reviews.Trade Review"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. The latest edition of Marketing Communications is filled with examples to inspire you, and I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." * Dave Chaffey, Co-founder and Content Director, Smart Insights *Table of Contents Section - ONE: Communications background and theories; Chapter - 01: New integrated marketing communications; Chapter - 02: Branding; Chapter - 03: Customer relationship management; Chapter - 04: Buyer behaviour; Chapter - 05: Communications theory; Chapter - 06: Marketing communications research; Chapter - 07: Marketing communications agencies; Chapter - 08: International marketing communications; Chapter - 09: The marketing communications plan; Chapter - 10: The changing communications environment; Section - TWO: Communications tools; Chapter - 11: Selling, social selling, marketing automation and martech; Chapter - 12: Advertising; Chapter - 13: Publicity and public relations; Chapter - 14: Sponsorship; Chapter - 15: Content marketing and other sales promotion; Chapter - 16: Direct mail, email, messaging and chatbots; Chapter - 17: Exhibitions, events and experiential marketing; Chapter - 18: Merchandizing and point of sale; Chapter - 19: Packaging; Chapter - 20: Owned media – websites and social media; Chapter - 21: Index
£130.50
Edward Elgar Publishing Ltd Rethinking Advertising as Paratextual
Book SynopsisProviding new insights into the textual and paratextual character of brands and advertising, this innovative book showcases an extensive selection of vivid and topical case examples that assist the practical understanding of advertising paratexts. Chris Hackley and Rungpaka Amy Hackley draw on many examples of creative advertisements to illustrate the key features of paratextual advertising and all types of brand communication, practice, strategy and research. The book examines the idea of an advertisement as something that is read and interpreted as a text by an audience, drawing on some of the pioneering research literature that introduced literary forms of analysis into business, management and related fields of scholarship. The authors utilise ideas from literary theory to examine how advertising can be understood, as well as consider semiotic and anthropological perspectives on advertising and digital media. Aiming to change the way advertising is understood by students, scholars, and by media and management professionals, this book will be a valuable resource for those with an interest in advertising and promotion, marketing, communication, business management, and branding.Trade Review‘Rethinking Advertising as Paratextual Communication by Chris Hackley and Rungpaka Amy Hackley is that remarkable and rare book that compromises in neither theoretical sophistication nor contemporary practical relevance. It will delight those looking for new practical tools or “cool” examples to learn from. The book’s real gift is the concept of paratextual advertising itself, which has the potential to become the new preferred framework for understanding how advertising works in this messy digital age of ours. Buy this book.’ -- Henri Weijo, Aalto University School of Business, Finland‘People generally believe persuasion requires focused attention, something which is more difficult for advertising in the current age. However, high attention is only one way to consume an ad. The Hackley’s have hashed out the paratextual one, a way to consume advertising that is more inclusive of the collection of texts of which the ad is a member. It makes for a fascinating read of how consumers draw cultural meaning from advertising texts and paratexts.’ -- Tom van Laer, The University of Sydney, Australia‘Innovative, exemplary, outstanding, Hackley and Hackley are the Rolls and Royce, the Moët and Chandon, the Dolce and Gabbana of paratextual communication. Their book’s an investment you can’t afford to ignore.’ -- Stephen Brown, Ulster University, UKTable of ContentsContents: 1. Advertising as paratextual communication 2. Reading advertising 3. Understanding advertisements as social texts 4. Paratexts and the meaning of the brand 5. How does advertising ‘work’? 6. Storytelling and paratextual advertising 7. Paratextual advertising strategy 8. Paratextual advertising and the future Index
£85.81
Edward Elgar Publishing Ltd Advanced Introduction to Advertising
Book SynopsisElgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organizations? And what are the implications of the offline-online shift?Key Features include: Theoretical analysis of how advertising works with specific research insights and practical cases Discussion of the ethical ramifications, pitfalls and societal consequences of current advertising practice An overview of the many contemporary advertising formats that are present today, discussing the various stages in the advertising planning process, and analyzing their effects. This Advanced Introduction will be a valuable resource for higher education students and teachers in business, marketing and communication sciences. It will also be beneficial for advertising professionals and brand managers who are interested in a concise structured overview of the important issues that matter in planning, carrying out and measuring the results of advertising campaigns.Trade Review‘In Advanced Introduction to Advertising, Patrick De Pelsmacker concisely captures the most important advertising principles that advertising students and practitioners need to be aware of. The book is very timely with its coverage of recent changes in the field, including the digital revolution. It is particularly impressive in its ability to explain theories of how advertising works and how to plan effective strategy as well as measuring outcomes. De Pelsmacker also provides a global perspective and takes a broad look at ethical issues in the field - both critical issues today. Most impressive is how effectively all of this is communicated in a relatively short number of pages.’ -- Charles R. Taylor, Villanova University, US‘As a lecturer, I know how difficult it is to find a comprehensive and current book that covers all important aspects of advertising. Advanced Introduction to Advertising meets this widely felt need. Students and practitioners will enjoy this book in which the highly regarded Professor Patrick De Pelsmacker elegantly shares with us his broad knowledge on advertising formats, processes, planning, effects and ethics.’ -- Peter C. Neijens, University of Amsterdam, the Netherlands‘Patrick De Pelsmacker managed to produce an excellent research-driven, theoretically informed yet very practical, up-to-date and engaging book about advertising. A must read for all who want to understand how advertising really works in today’s world.’ -- Martin Eisend, European University Viadrina Frankfurt (Oder), GermanyTable of ContentsContents: Preface 1. Advertising today 2. Advertising formats 3. How advertising works 4. Advertising planning 5. Advertising effectiveness 6. Advertising ethics Index
£89.00
Edward Elgar Publishing Ltd Advanced Introduction to Advertising
Book SynopsisElgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organizations? And what are the implications of the offline-online shift?Key Features include: Theoretical analysis of how advertising works with specific research insights and practical cases Discussion of the ethical ramifications, pitfalls and societal consequences of current advertising practice An overview of the many contemporary advertising formats that are present today, discussing the various stages in the advertising planning process, and analyzing their effects. This Advanced Introduction will be a valuable resource for higher education students and teachers in business, marketing and communication sciences. It will also be beneficial for advertising professionals and brand managers who are interested in a concise structured overview of the important issues that matter in planning, carrying out and measuring the results of advertising campaigns.Trade Review‘In Advanced Introduction to Advertising, Patrick De Pelsmacker concisely captures the most important advertising principles that advertising students and practitioners need to be aware of. The book is very timely with its coverage of recent changes in the field, including the digital revolution. It is particularly impressive in its ability to explain theories of how advertising works and how to plan effective strategy as well as measuring outcomes. De Pelsmacker also provides a global perspective and takes a broad look at ethical issues in the field - both critical issues today. Most impressive is how effectively all of this is communicated in a relatively short number of pages.’ -- Charles R. Taylor, Villanova University, US‘As a lecturer, I know how difficult it is to find a comprehensive and current book that covers all important aspects of advertising. Advanced Introduction to Advertising meets this widely felt need. Students and practitioners will enjoy this book in which the highly regarded Professor Patrick De Pelsmacker elegantly shares with us his broad knowledge on advertising formats, processes, planning, effects and ethics.’ -- Peter C. Neijens, University of Amsterdam, the Netherlands‘Patrick De Pelsmacker managed to produce an excellent research-driven, theoretically informed yet very practical, up-to-date and engaging book about advertising. A must read for all who want to understand how advertising really works in today’s world.’ -- Martin Eisend, European University Viadrina Frankfurt (Oder), GermanyTable of ContentsContents: Preface 1. Advertising today 2. Advertising formats 3. How advertising works 4. Advertising planning 5. Advertising effectiveness 6. Advertising ethics Index
£18.95
Edward Elgar Publishing Ltd Research Handbook on Luxury Branding
Book SynopsisUnique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound changes that are affecting the luxury industry, and that will continue to shape its future. Chapters consider the socioeconomic, psychological, technological and political shifts in consumers' desires, practices and purchases of luxury products, taking a multi-method, cross-disciplinary approach that offers both offers concrete research avenues and outlines future management challenges. This comprehensive Handbook will be critical reading for students of marketing, branding and advertising looking for an overview of the field of luxury branding research, as well as proving useful to scholars both as a reference tool and to help generate their own research ideas. It will also provide practical guidance to managers of luxury brands. Contributors include: F. Bardhi, A. Basu Monga, L.S. Beitelspacher, R. Belk, S. Crener, S. Czellar, D. Dahlhoff, D. Dubois, G.M. Eckhardt, D. Goor, D. Grewal, H. Hagtvedt, K. Hung, A. Keinan, R.V. Kozinets, G. Laurent, L. Malär, F. Morhart, M. Pandelaere, V.M. Patrick, A.L. Roggeveen, E. Samsioe, B. Schmitt, E. Schweiger, L.J. Shrum, A.T. Stephen, D.K. Tse, L.M. Visconti, Y. Wang, K. Wilcox, J.L. Zaichkowsky, J. ZhangTrade Review'Previously limited to the wealthiest, luxury is now a central phenomenon of our modern societies. Luxury brands reflect the diffusion of materialism across social classes and generations, the extent of social competition and self-branding and the aestheticization of desire. As a result, luxury branding is now studied by researchers from around the world and different angles. It is high time that a handbook brought these researchers together, summarized current research and paved the way for future research. Well done!' --Jean-Noël Kapferer, INSEEC U. Luxury Research Center, FranceTable of ContentsContents: Foreword xviii Sandor Czellar, David Dubois and Gilles Laurent List of abbreviations xxxi PART I EVOLVING NATURE OF LUXURY 1 The changing notions of materialism and status in an increasingly dematerialized world 2 Russell Belk 2 Liquid luxury 22 Fleura Bardhi, Giana M. Eckhardt and Emma Samsioe PART II LUXURY CONSUMPTION FUNCTIONS 3 Evolutionary function of luxury consumption 44 Yajin Wang 4 Fulfilling identity motives through luxury consumption 57 Mario Pandelaere and L.J. Shrum 5 Fulfilling social needs through luxury consumption 75 David Dubois PART III LUXURY BRAND MANAGEMENT 6 Luxury brand consumption in emerging economies: review and implications 93 Kineta Hung and David K. Tse 7 Building and growing luxury brands: strategies for pursuing growth while maintaining brand coherence 117 Vanessa M. Patrick and Alokparna (Sonia) Basu Monga 8 Pricing luxury goods: more art than science 138 Denise Dahlhoff and Z. John Zhang 9 Managing the luxury shopping experience: implications for retail channels 150 Elisa Schweiger, Dhruv Grewal, Anne L. Roggeveen and Lauren Skinner Beitelspacher PART IV LUXURY BRAND CULTURE 10 Art and aesthetics 171 Henrik Hagtvedt 11 Authenticity in luxury branding 190 Felicitas Morhart and Lucia Malär 12 Sensuality and experience 208 Bernd Schmitt PART V LUXURY BRAND COMMUNICATION 13 Communicating luxury brands through stories 225 Luca M. Visconti 14 Social media and luxury 248 Andrew T. Stephen PART VI MORALITY ISSUES OF LUXURY 15 The evolution of counterfeit luxury consumption 265 Keith Wilcox and Judith Lynne Zaichkowsky 16 #Luxe: influencers, selfies, and the marketizing of morality 282 Robert V. Kozinets 17 Luxury and environmental responsibility 300 Anat Keinan, Sandrine Crener and Dafna Goor Index 323
£31.30
Edward Elgar Publishing Ltd Research Handbook on Brand Co-Creation: Theory,
Book SynopsisBringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders. Chapters contribute to clarifying the ontological and epistemological assumptions underlying brand co-creation, gaining deeper insights into the co-creation of intangible and tangible brand assets, as well as uncovering the ethical implications of brand co-creation. The impressive selection of contributors also foreshadow and critically reflect on possible future developments related to brand co-creation, and illustrate practical applications in the form of case studies. In an ever more interconnected business environment, this timely Research Handbook will be an ideal read for students studying courses related to branding, marketing, innovation and business ethics. It will also be welcomed by scholars conducting research in these fields, as well as practitioners and managers implementing co-creation strategies.Trade Review‘Brand co-creation is an idea that has arrived and the compilation of insights and ideas from leading academics offers a welcome and stimulating perspective.’ -- David Aaker, author of Owning Game-Changing Subcategories‘The processual view on branding is strongly reinforced by this impressive collection of chapters on branding as co-creation – a splendid, international group of authors bring forth a plethora of perspectives that is bound to enrich future discussions and research on brands and branding.’ -- Søren Askegaard, University of Southern Denmark, Denmark‘I fully recommend this Research Handbook to anyone interested in branding and co-creation. The editors have assembled some of the finest thinkers from a diverse range of theoretical perspectives to explore how brand meaning is co-created between marketers, employees, customers, influencers, communities, and other stakeholders, across a range of industry and national contexts.’ -- Michael Beverland, University of Sussex Business School, UK‘Brands aren’t created any more. They’re co-created by a combination of contributing consumers, curating corporations, and a constellation of complementary collaborators. Chock-a-block with challenging ideas, this co-created book contains everything you need to know about brand co-creation.’ -- Stephen Brown, Ulster University, UK‘Creating brands in the boardroom without any collaborative input from customers and other key stakeholders is becoming increasingly passé. This Research Handbook provides an excellent collection of papers that represent the latest evidence-based thinking on brand co-creation, combined with best practice cases for brand co-creation’s successful implementation. No doubt, this is a must read for brand researchers and managers alike!’ -- George Christodoulides, American University of Sharjah, United Arab Emirates‘A really comprehensive Research Handbook providing an authoritative critical reflection and in-depth analysis on brand co-creation and its ethical implications. This topic is of great importance in the digital age where companies and customers are strongly connected and are part of a larger digital ecosystem.’ -- Margherita Pagani, SKEMA Business School, France‘The modern consumer increasingly feels a greater connection to the brand than that of just being the passive customer. This learned work on brand co-creation examines this phenomenon from multiple angles. I am pleased that the work investigates not just traditional f.m.c.g products as brands but also personalities and ideas as branded entities. In addition, all branding is not positive and the text takes us to the darker side of branding as a reminder that the study of brands is not unambiguous.’ -- Stuart Roper, University of Huddersfield, UK‘A timely addition to a growing research field that is shaping the future of consumption and brand practices. The Research Handbook on Brand Co-Creation will be equally valuable to scholars looking for a comprehensive starting point in a fragmented field, and to advanced scholars looking to deepen their understanding of current research trends in the co-creation literature. The Handbook critically discusses co-creation from complementary perspectives, from epistemological aspects to ethical ones. A remarkable tour de force, the Handbook gathers cutting-edge insights from an international team of authors shaping current co-creation research.’ -- Benjamin G. Voyer, ESCP Business School, UKTable of ContentsContents: Preface xxiv PART I THE ONTOLOGY AND EPISTEMOLOGY OF BRAND CO-CREATION 1 A conceptual analysis of labels referring to brand co-creation 2 Jaana Tähtinen and Kati Suomi 2 Establishing the boundaries of brand co-creation 32 Catherine da Silveira and Cláudia Simões 3 Brands as co-creational lived experience ecosystems: an integrative theoretical framework of interactional creation 47 Venkat Ramaswamy and Kerimcan Ozcan 4 Reassessing brand co-creation: towards a critical performativity approach 65 Andrea Lucarelli, Cecilia Cassinger and Jacob Östberg PART II CO-CREATION OF INTANGIBLE BRAND ASSETS 5 Co-creation of intangible brand assets: an integrative S-D logic/organic view of brand-based conceptual framework 80 Victor Saha, Venkatesh Mani, Praveen Goyal and Linda D. Hollebeek 6 Co-creation or co-destruction? Value-based brand formation 90 Andrea Hemetsberger, Maria Kreuzer and Hans Mühlbacher 7 Dealing with discrepancies of a brand in change: recomposition of value and meanings in the network 105 Anu Norrgrann and Saila Saraniemi 8 The role of brand-facing actors in shaping institutions through brand meaning co-creation 122 Kieran D. Tierney, Ingo O. Karpen and Kate Westberg 9 Co-creation of multi-sensory brand experiences: a manufacturer perspective 138 Clarinda Rodrigues, Andreas Aldogan Eklund, Adele Berndt and Susanne Sandberg 10 B2B branding in global commodity networks: a cultural branding analysis of a Danish company going global 153 Christian Dam and Dannie Kjeldgaard PART III CO-CREATION OF BRAND OFFERINGS 11 Freedom and control in brand co-creation communities 167 Nicholas Ind and Oriol Iglesias 12 Exploring the brand co-creation–brand performance linkage and the roles of innovation and firm age: resource-based and dynamic capabilities views 177 Ahmed Rageh Ismail 13 Toward a co-creation approach to nation branding: an integrative framework 198 Mai T. Pham and Roderick J. Brodie 14 The dark side of brand co-creation: a psychological ownership perspective 218 Fabian Bartsch and Bart Claus PART IV ETHICAL IMPLICATIONS OF BRAND CO-CREATION 15 The universal moral standards and the ethics of co-creation 241 Sumire Stanislawski 16 Co-creation of conscientious corporate brands – facilitating societal change towards sustainability: a structured literature analysis 256 Christine Vallaster and Philip Lechner 17 Organizational citizenship behaviour principles: a guide for employees and customers in the brand value co-creation journey 274 Maja Arslanagić-Kalajdžić and Vesna Babić-Hodović 18 “We look within... So we can look up” – towards a nonviolent ethics of human brand co-creation 291 Monica Porzionato and Cecilia Cassinger 19 The ethics of conspicuous virtue signaling: when brand co-creation on social media turns negative 303 Ulf Aagerup PART V CRITICAL REFLECTIONS ON THE FUTURE OF BRAND CO-CREATION 20 Brand co-creation and degrowth: merging the odd couple 317 Feyza Ağlargöz 21 Brand co-creation management in the light of the social-materiality approach 337 Géraldine Michel and Valérie Zeitoun 22 Violent brands: from neoliberal vessels to far-right fantasies 348 Sofia Ulver PART VI CASE STUDIES ON BRAND CO-CREATION 23 Alternative methods to study affective information processing in brand co-creation 359 Monika Koller and Peter Walla 24 Prolonging the shared project value of surplus co-creation 367 Yun Mi Antorini and Gry Høngsmark Knudsen 25 The iconization of Greta Thunberg: the role of myths in co-creating a person brand 374 Teresa Brugger and Verena E. Wieser 26 Finding new product ideas at Eisenbeiss: integrating non-frontline employees into co-creation processes 381 Oliver Koll 27 Turning lead into gold: from weighty consumer feedback to co-creation 387 Peter Espersen Closing remarks 393 Index 394
£198.00
Edward Elgar Publishing Ltd Handbook of Research on International Advertising
Book SynopsisThe Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.Trade Review’An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.’ - Subhash C. Jain, University of Connecticut, US ’Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume’. - Don E. Schultz, Northwestern University, USTable of ContentsContents: Foreword Preface PART I: LEADING THOUGHTS 1. Best Practices for Cross-Cultural Advertising Research: Are the Rules Being Followed? Charles R. Taylor and C. Luke Bowen 2. Understanding the Role of Culture in Advertising Wei-Na Lee and Jinnie Jinyoung Yoo 3. Adoption of Global Consumer Culture: The Road to Global Brands Ayşegül Özsomer PART II: CULTURE 4. Project GLOBE and Cross-cultural Advertising Research: Developing a Theory-driven Approach Narda R. Quigley, Mary Sully de Luque and Robert J. House 5. Typologies of Cultural Dimensions and their Applicability to International Advertising Ralf Terlutter, Sandra Diehl and Barbara Mueller 6. Culture and the Mind: Implications for Art, Design and Advertisement Takahiko Masuda, Huaitang Wang, Kenichi Ito and Sawa Senzaki PART III: RETROSPECTIVE 7. Advertising and Consumer Culture in Old Shanghai Russell Belk and Xin Zhao 8. Unearthing Insights into the Changing Nature of Japanese Advertising via the Grounded Theory Approach Shintaro Okazaki and Barbara Mueller 9. Twenty Years On – Retailer Advertising During and Since the Fall of the Soviet Union: Tallinna Kaubamaja, ‘Estonia’s Department Store’ Brent McKenzie PART IV: RESEARCH METHOD 10. International Advertising Research: Conceptual and Methodological Issues C. Samuel Craig and Susan P. Douglas 11. Sampling in International Advertising Research Louisa Ha 12. Using Partial Least Squares Path Modeling in Advertising Research: Basic Concepts and Recent Issues Jörg Henseler, Christian M. Ringle and Marko Sarstedt PART V: THE DIGITAL INFORMATION AGE 13. International Advertising Theory and Methodology in the Digital Information Age Carolyn A. Lin 14. Online Advertising: A Cross-Cultural Synthesis Yuping Liu-Thompkins 15. The Role of e-WOM in International Communication Salvador Ruiz, María Sicilia, Inés López and Manuela López PART VI: CROSS-CULTURAL COMPARISON 16. A Comparative Study of Corporate Reputation between China and Developed Western Countries Yang Zhang and Manfred Schwaiger 17. Probability Markers in Croatian and Belgian Advertisements and Tolerance for Ambiguity Ivana Bušljeta Banks and Patrick De Pelsmacker 18. Social Media Usage and Responses to Social Media Advertising in Emerging and Developed Economies Shu-Chuan Chu and Sara Kamal PART VII: SOCIAL INTERACTION 19. Raising the Golden Arches: Advertising’s Role in the Socialization of the World Jefferey K. Johnson and Carrie La Ferle 20. Transnational Trust in Advertising Media Martin Eisend and Silke Knoll 21. The Relation between Gender and Cultural Orientation and its Implications for Advertising Ashok K. Lalwani and Sharon Shavitt PART VIII: IMC AND THE GLOBAL MARKET 22. The Importance and Relevance of Integrated Marketing Communications: A Global Perspective Philip J. Kitchen and Marwa Tourky 23. Analysis of the Relationship between Advertisers and Advertising Agencies in the Global Market Hirokazu Takada, Makoto Mizuno and Ling Bith-Hong Index
£200.00
