Advertising Books

Book SynopsisIn a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. Examining the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this premier reference source is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.

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Book SynopsisHappiness is a cigar called Hamlet. Hovis, as good for you today as it's always been. Heineken refreshes the parts other beers cannot reach. These are three of the most famous advertising campaigns ever produced, and all the work of Collett, Dickenson, Pearce & Partners. There was something in the air at CDP that made it special. Some compared it with being in the Beatles. Others said it was like playing for a football club at the top of the Premier League. Certainly, CDP possessed an ethos driven by an unshakeable belief in creativity: the new, the brilliant, the witty and the vital. It was relentless in its search for ideas that not only contributed to the success of its clients, but also to the happiness of the nation. CDP commercials became as much a part of the fabric of British popular culture as Fawlty Towers, The Two Ronnies and Eric and Ernie. In 2012, at an evening to mark the 50th anniversary of Design & Art Direction, CDP won yet another award - for being the 'most awarded agency' of the last 50 years. This book tells the story of the ads that won these awards: how they were conceived and the men and women who dreamed them up. Whether you are a student of advertising, work in the business, or are simply a member of the public who remembers these ads with fondness, this book will entertain you.Trade Review"Mike Everett, himself an award-garlanded creative practitioner during the golden age of the world's greatest ever advertising agency, has written this affectionate, funny, generous and historically important account of the making of many of CDP's most loved campaigns. If you have any interest in our business please read this and share it. It describes a time when people liked what we did and explains why."; Tim Lindsay, Chairman D&ADTable of ContentsIntroduction; A potted history of Collett Dickenson Pearce; One: Twenty-five years of Happiness; Two: The hunt for Hovis Hill; Three: 'Frank Lowe unleashes his disemboweling knife'; Four: The cartoon and the Dinky Toy army; Five: A real Turkish delight; Six: Bringing back lovely legs; Seven: The shoe commercial shot on a shoestring; Eight: 'Let's do some famous work.'; Nine: From Dudley Moore to Alan Whicker; Ten: Taking the Mickey out of David; Eleven: A success with many fathers; Twelve: Making a splash for Cinzano; Thirteen: How Mr. Spock was born; Fourteen: A tale of two Hamlets; Fifteen: A glorious, politically incorrect romp; Sixteen: A rather expensive factory visit; Seventeen: A silk purse from a sow's ear; Eighteen: The art of stealing a brief; Nineteen: Selling the brand as a band; Twenty: Killing time in Carefree; Afterword;

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Book SynopsisEvery day, print and online trade magazines and news sources tout developments in online advertising, branding, and marketing.Trade Review"Tuten (Longwood Univ.) looks at a new advertising landscape in which ads are interactive rather than one-way, unpaid rather than purchased, and consumer-generated instead of controlled by a sponsor. The author advises that advertisers need to recognize that they are not calling the shots alone anymore. Consumer-generated online videos, posts, and blogs all shape a brand's image now. Recommended. Marketing and e-commerce practitioners, faculty, and students, upper-division undergraduate and up." - ChoiceTable of ContentsAcknowledgments 1: Advertising Online: Engaging Consumers with Web 2.0 2: Socialcentricity and the Emergence of Social Media Marketing 3: Friendvertising: Advertising and Brand Building with Social Networks 4: Advertising in the Imagination: Social Virtual Networks and the Vlobalization of Brands 5: From Moments to Minutes: Advertising with Social Play 6: Influence the Influencers: Building Brands with Social News Media 7: Citizen Advertising: Consumer-Told Brand Folklore 8: In My Opinion: The Social Influence of Consumer Product Reviews 9: Social Fiction: Branding with Alternate Reality Games 10: Ads in Play: Immersing Brands In and Around Social Games 11: Social Media Impact: Balancing Metrics and Insight for Advertising Success Epilogue Glossary Notes

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Book SynopsisIn the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions. Critics argue, however, that for-profit advertisers who endorse social responsibility are inherently serving commercial purposes and diluting the value of socially responsible advertising. Scholars in many fieldsâadvertising, marketing, communications, and psychologyâexplore ways to encourage consumers, companies, and policymakers to adopt socially responsible behaviours, and to provide theoretical and practical insights regarding effective applications of pro-social and pro-environmental marketing messages. This book comprises ten chapters that contribute to advertising theory, research, and practice by providing an overview of current and diverse research that comparTable of ContentsIntroduction: Social and environmental issues in advertising 1. Pro-environment advertising messages: the role of regulatory focus 2. How consumer knowledge shapes green consumption: an empirical study on voluntary carbon offsetting 3. ‘Kid tested, mother approved’: the relationship between advertising expenditures and ‘most-loved’ brands 4. Do bans on illuminated on-premise signs matter? Balancing environmental impact with the impact on businesses 5. Impact of fear appeals on pro-environmental behaviour and crucial determinants 6. Effort investment in persuasiveness: a comparative study of environmental advertising in the United States and Korea 7. The effect of non-stereotypical gender role advertising on consumer evaluation 8. In distrust of merits: the negative effects of astroturfs on people’s prosocial behaviors 9. Empowering social change through advertising co-creation: the roles of source disclosure, sympathy and personal involvement

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Book SynopsisUniversity branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing ''internationalization'' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand.This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perTrade Review"Convincing brand management has become a central challenge for all HEIs. The book presented by Nguyen, Melewar, and Hemsley-Brown offers an excellent opportunity to mentally penetrate and analyze the specific problem situation of HEI's and develop appropriate brand strategies and action programs. I am convinced that not only students but also practitioners in particular will benefit from reading the book." - Prof. Dr. Klaus-Peter Wiedmann, Full Chaired Professor of Marketing and Management and the Director of the Institute of Marketing and Management at the Leibniz University Hannover, Germany."Strategic Brand Management in Higher Education offers a unique, robust and useful perspective to all university stakeholders. The book is well organised around a strategic planning structure, updated by contemporary branding developments like co-creation. Building blocks are strategy, planning, co-creation and metrics. Well- timed to effectively meet the sector’s challenges." - Professor Bill Merrilees, Professor of Marketing, Griffith Business School, Australia."The book Strategic Brand Management in Higher education is a very timely topic since higher education institutions undoubtedly face severe competition, not only concerning student attraction, but also financing and funding challenges, and in attracting companies for co-operation within teaching and research. This places more pressure on institutions to move from mere communication approaches towards developing the university brand in a strategic way. The book also has an important angle since most universities’ communication is handled by administrational staff with very limited understanding on strategic marketing and branding." - Anne Rindell, Associate Professor in Marketing, Hanken School of Economics, Finland. "This book provides a comprehensive text on all aspects of corporate brand management in the higher education sector. The editors are leading academics in the fields of corporate branding and higher education and they have assembled an excellent cast of experts to produce the most comprehensive book in this specialised field. The topics covered will be valuable to students as well as practitioners in this highly competitive sector." - Russell Abratt, Professor of Marketing, Huizenga College of Business and Entrepreneurship, Nova Southeastern University, Florida, USA.Table of ContentsChapter 1: Introduction to Strategic Brand Management in Higher Education PART I: STRATEGY Chapter 2: Co-creating brand identity: The case of UK higher education Chapter 3: Organisational culture in higher education branding: Branding the core values and beliefs Chapter 4: Brand leadership and brand support: Influencing employees via internal branding Chapter 5: Competition in higher education PART II: PLANNING Chapter 6: Corporate brand communication in higher education Chapter 7: Corporate design: What makes a favourable university logo? Chapter 8: Brand image and reputation development in higher education institutions Chapter 9: Co-creation of value: A customer-integration approach PART III: MEASUREMENT Chapter 10: Measuring higher education brand performance and brand impact Chapter 11: Building a trustworthy university brand: An inside-out approach Chapter 12: Scale development in higher education: University corporate brand image, student satisfaction and student behavioural intention Chapter 13: Evaluating branding scales in higher education Chapter 14: Conclusion to Strategic Brand Management in Higher Education

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Book SynopsisBranding Diversity considers how brands both reflect and affect contemporary discussions of cultural diversity. Advancing an innovative, critical perspective on advertising, the book challenges the latent assumption that advertisers are inherently conservative and reluctant to represent anything other than popularly agreeable scripts and narratives. On the contrary, advertising is now replete with progressive messaging. Through Budweiser, Gillette, Vogue and Patagonia, Susie Khamis demonstrates that such forays into the political realm are not just shrewd appraisals of popular causes, but also inevitable outcomes of contemporary media and politics. This book will be of interest to scholars in advertising studies, marketing communications and media studies.Table of ContentsIntroduction The rise of programmatic (and problematic) advertising Budweiser – reimagining America’s beer Gillette – the best a man can be Vogue – finally fashioning diversity Patagonia – ‘don’t buy this jacket’ Conclusion

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Book SynopsisThis book presents a comprehensive guide for public relations and strategic communication professionals and entrepreneurs to effectively manage the communication aspects of startups in the context of business in China. Drawing on interdisciplinary theories, current issues, and updated research evidence obtained from entrepreneurs and startup leaders in China, this concise volume provides research-based insights on the best practices for public relations and strategic communication in the unique context of startups. It addresses relationships with stakeholders, public relations practice, leadership communication, and how to leverage the power of social media in the entrepreneurial context.Strategic Communication for Startups and Entrepreneurs in China will be of great benefit to public relations and strategic communication scholars and practitioners, startup leaders and entrepreneurs interested in opportunities in China, and advanced students in public relations, business communication, and entrepreneurship. Table of Contents1 Why Startup Strategic Communication? 2 The State of Startups and Entrepreneurship in China 3 Understanding the Stakeholders of Startups 4 The Functions of Public Relations in Startups 5 Cultivating Stakeholder Relationships for Startups 6 Building an Effective Startup Culture 7 Entrepreneurial Leadership Communication 8 Social Media Communication Strategies for Startups 9 Best Practices of Startup Strategic Communication

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Book SynopsisBringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development.This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!,Trade Review"Insightful and distinctive, it provides a comprehensive overview of brands that balances knowledge and practice that will be useful to anyone interested in brands and their management. A particular strength is the way the book offers a rich context for understanding brands, drawing from culture, design, and history, as well as clear guidance for developing and communicating brands."Jonathan Schroeder, William A. Kern Professor of Communications, Rochester Institute of Technology, New York, USA"Branding continues to be an extremely important topic in business. This book covers all the angles of branding in superb ways, from value creation and communications to brand strategy and brand futures. An essential book for anybody who must know about brands now and going forward."Bernd Schmitt, Robert D. Calkins Professor of International Business at Columbia Business School, USATable of Contents1. Introduction: History and the Importance of Brands 2. Developing Brand Equity, Positioning, Personality, and Values 3. Creating Brand Identity: Brand Aesthetics and Symbolism 4. Brand Communications and the Attention Economy 5. Holistic Brand Experiences and Emotional Branding 6. Consumer Collectives, Brand Avoidance, and Political Consumption 7. Brand Ethics, Social Responsibility, and Sustainable Consumption 8. Brand Performance and Metrics 9. Brand Growth: Brand Architecture and Brand Extensions 10. Brand Futures: Technology and Innovation in Branding Strategies

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Book SynopsisThis book is an essential guide for anyone who wishes to develop successful business communication. It provides authentic and memorable workplace scenarios where learners become English communicators when solving authentic problems doing business together.The book aims to help learners: Use authentic workplace materials to solve problems using English Understand how language can be used as a lingua franca effectively when communicating Understand how intertextuality between shared spoken and written texts drives communication Improve communicative performance in spoken and written texts Become familiar with the communication realities of workplaces that are becoming increasingly technology driven and globalised This book will help learners become better equipped with communication strategies through its real life applicable and skills-based examples and will be a useful reTable of ContentsIntroduction. 1. Introduction to the Companies and Personnel of GlobeNet and CommunicAsian. 2. Opportunity Knocks for CommunicAsian. 3. Building a Business Response. 4. Winning the bid. 5. Building the team. 6. Planning the Project: People, Process and Technology. 7. Working on the project: the big ideas. 8. Problems, problems, problems. 9. Solution and Resolution. 10. Declare Success: Project Product Launch and Leadership. Appendix 1. The dictionary, business words and expressions. Appendix 2. The audio transcripts. Appendix 3. Reading lists.

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Book SynopsisThis book explores the ways in which the environmental factor of advertising can influence childrenâs food choice and health status, and how it contributes to the significant public health issue of childhood obesity.Food Advertising and Childhood Obesity seeks to gain a better understanding of childrenâs food choice based on childrenâs exposure to different advertising by analyzing food type, brand mascot physique, health messages, and media. The book begins by reviewing the ways in which children become consumers and the role of advertising in this process. It then explores a range of advertising variables in childrenâs food choice and consumption. This includes theoretical and practical discussion of foods and brand mascots, health messages embodied in food advertising, and comparisons of the effects of different advertising based on entertainment level, such as using new media to present âadvergamesâ supported by television advertising. Each chapter is supported with relevTable of ContentsPreface1 Children as consumers2 Advertising targeting children3 Advertising and food choice4 Stereotyping and advertising characters/mascots5 Health messages; as a food product appeals6 Food products placement: integration of advertising and entertainment7 Marketing research and childrenTheories and modelsBibliographyIndex

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Book SynopsisThis fascinating new book explores the benefits and dynamics of social media storms and identifies the possible opportunities that they present for further engagement with customers. It provides actionable managerial advice on planning for, measuring, and innovatively navigating social media storms.Based on a sound theoretical background and illustrated by vivid real-life examples and case studies throughout every chapter, this book combines thorough explanations of the elements of business decision-making, market interaction, consumer psychology, branding, and business communication. In comparison to the existing literature, the book departs from the classical, but insufficient crisis communication management approaches to suggest novel frameworks and tools for empowering businesses, consumers, and broader societies in the digital age.Social Media Storms: Empowering Leadership Beyond Crisis Management provides advanced undergraduate and postgraduate digital marTrade Review"This book is a brilliant piece of work that is a must-read for this era of exponential swells and dynamic change – not just for marketing and communication executives, but also for general managers and CEOs. The key insights are so timely: social media storms need to be reframed as regenerative opportunities rather than crises, and managing them will increasingly be part of everyday normal management practice!"…This is the most strategic probe and thoughtfully useful analysis of social media storms that I have seen. It is one of these rare books that is able to take advantage of scholarly insights, illustrative examples, thoughtful sensemaking and mindset reconceptualizations – while simultaneously giving us practical ways to act as managers and leaders. The book gives us the why, the what, the how, and the what’s next of social media storms. The international team of authors brings examples and viewpoints with global implications and multiple perspectives that go beyond consumers and brands, but that also address societal issues and multiple stakeholder concerns. The treatment of reflective and resilient leadership of social media storms is invaluable, as are the sensemaking ways of managing stakeholder interactions. It is a most compelling narrative for this dynamic age."Omar El Sawy, Stonier Chair in Business Administration, Professor of Information Systems, USC Marshall School of Business, USA"To never let a good crisis go to waste, you need to prepare. Guided by rigorous research, insightful cases, and actionable strategies, this book serves as a powerful guide to understand, prepare for, and weather the storm."Christian Daugaard, Nordic Social Media Lead at Boston Consulting Group"This book is a must-read book for anyone who wants to be successful in business in the 21st century. And it comes at a critical time. Although most people think they know about social media and consumer relations, it is painfully clear that very few know enough about the rapidly changing consumer-company interaction landscape to avoid the serious pitfalls as well as benefit from the new opportunities that this aspect of business represents."Torben Riise, MBA ExecuTeam & Kaizen Management Phoenix, Arizona, USA"An insightful and impressive analysis of social media storms. What should brand managers do when huge quantities of messages containing negative word-of-mouth circulate in social media? Read the book to understand the phenomenon and how to respond."Ayşegül Özsomer, Professor of Marketing, Koç University, Turkey"This is a highly useful text and resource for dealing with the contemporary issue of social media storms. There is an excellent flow of contents in the book and several outstanding cases enhance the reader’s understanding of SMSs. The book is written in an engaging style and melds together scholarly research and on the ground experiences. In the new normal era of greater customer power and the added pressures of the COVID-19 pandemic, this is an essential read for all managers of communications."Alastair M. Morrison, Research Professor, University of Greenwich, UK"This is an important and timely book. It addresses a major digital age phenomenon--social media storms--that has vital implications for marketing practitioners and academics. Based on strong theoretical foundations, the authors demonstrate how managers and organizations should engage with stakeholders not only to weather social media storms, but also to take advantage of them and to strengthen customer engagement. The book is full of real-life examples and useful case studies. It should be an interesting read for everyone who wants to understand what social media storms are and how they should be managed."Josko Brakus, Professor, University of Leeds, UKTable of Contents1. Introduction 2. Understanding Preconditions of Social Media Storms 3. Insights into Social Media Storms 4. Challenges of a Changing Marketing Landscape 5. Managerial Framing of Risks and Opportunities 6. Reflective and Resilient Leadership of Social Media Storms 7. Business-Stakeholder Interactions during Social Media Storms 8. The Next Frontier – Social Media Storms as a Marketing Tool

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Book SynopsisThis fascinating new book explores the benefits and dynamics of social media storms and identifies the possible opportunities that they present for further engagement with customers. It provides actionable managerial advice on planning for, measuring, and innovatively navigating social media storms.Based on a sound theoretical background and illustrated by vivid real-life examples and case studies throughout every chapter, this book combines thorough explanations of the elements of business decision-making, market interaction, consumer psychology, branding, and business communication. In comparison to the existing literature, the book departs from the classical, but insufficient crisis communication management approaches to suggest novel frameworks and tools for empowering businesses, consumers, and broader societies in the digital age.Social Media Storms: Empowering Leadership Beyond Crisis Management provides advanced undergraduate and postgraduate digital marTrade Review"This book is a brilliant piece of work that is a must-read for this era of exponential swells and dynamic change – not just for marketing and communication executives, but also for general managers and CEOs. The key insights are so timely: social media storms need to be reframed as regenerative opportunities rather than crises, and managing them will increasingly be part of everyday normal management practice!"…This is the most strategic probe and thoughtfully useful analysis of social media storms that I have seen. It is one of these rare books that is able to take advantage of scholarly insights, illustrative examples, thoughtful sensemaking and mindset reconceptualizations – while simultaneously giving us practical ways to act as managers and leaders. The book gives us the why, the what, the how, and the what’s next of social media storms. The international team of authors brings examples and viewpoints with global implications and multiple perspectives that go beyond consumers and brands, but that also address societal issues and multiple stakeholder concerns. The treatment of reflective and resilient leadership of social media storms is invaluable, as are the sensemaking ways of managing stakeholder interactions. It is a most compelling narrative for this dynamic age."Omar El Sawy, Stonier Chair in Business Administration, Professor of Information Systems, USC Marshall School of Business, USA"To never let a good crisis go to waste, you need to prepare. Guided by rigorous research, insightful cases, and actionable strategies, this book serves as a powerful guide to understand, prepare for, and weather the storm."Christian Daugaard, Nordic Social Media Lead at Boston Consulting Group"This book is a must-read book for anyone who wants to be successful in business in the 21st century. And it comes at a critical time. Although most people think they know about social media and consumer relations, it is painfully clear that very few know enough about the rapidly changing consumer-company interaction landscape to avoid the serious pitfalls as well as benefit from the new opportunities that this aspect of business represents."Torben Riise, MBA ExecuTeam & Kaizen Management Phoenix, Arizona, USA"An insightful and impressive analysis of social media storms. What should brand managers do when huge quantities of messages containing negative word-of-mouth circulate in social media? Read the book to understand the phenomenon and how to respond."Ayşegül Özsomer, Professor of Marketing, Koç University, Turkey"This is a highly useful text and resource for dealing with the contemporary issue of social media storms. There is an excellent flow of contents in the book and several outstanding cases enhance the reader’s understanding of SMSs. The book is written in an engaging style and melds together scholarly research and on the ground experiences. In the new normal era of greater customer power and the added pressures of the COVID-19 pandemic, this is an essential read for all managers of communications."Alastair M. Morrison, Research Professor, University of Greenwich, UK"This is an important and timely book. It addresses a major digital age phenomenon--social media storms--that has vital implications for marketing practitioners and academics. Based on strong theoretical foundations, the authors demonstrate how managers and organizations should engage with stakeholders not only to weather social media storms, but also to take advantage of them and to strengthen customer engagement. The book is full of real-life examples and useful case studies. It should be an interesting read for everyone who wants to understand what social media storms are and how they should be managed."Josko Brakus, Professor, University of Leeds, UKTable of Contents1. Introduction 2. Understanding Preconditions of Social Media Storms 3. Insights into Social Media Storms 4. Challenges of a Changing Marketing Landscape 5. Managerial Framing of Risks and Opportunities 6. Reflective and Resilient Leadership of Social Media Storms 7. Business-Stakeholder Interactions during Social Media Storms 8. The Next Frontier – Social Media Storms as a Marketing Tool

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Book SynopsisDesigned to support the paradigm shift in media and communication, this book presents the basic tenets of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications.Drawing on the latest research in the field, the text introduces students to the theories of strategic communication while at the same time outlining how to apply them to everyday practice. To facilitate learning and tie concepts to practice, each chapter includes introductory focus questions, a contemporary global case study, a career profile of a current practitioner, end-of-chapter discussion questions, and features that highlight how research methods can be applied to strategic communication practice.Principles of Strategic Communication is ideal as a core text for undergraduate students in strategic communication courses within media, communication, marketing, and advertising programs.The accompanying online support material feaTrade Review"Principles of Strategic Communication is a thrilling new text that introduces students to the emerging field of strategic communication grounded in both theory and practice. It emphasizes strategic decision-making and execution based on research and planning. Real-life case studies and industry insights include international examples, exposing students to diverse ways of thinking and problem-solving. Overall, this book presents the field of strategic communication as an exciting and rewarding career choice for the next generation of professional communicators."Frauke Hachtmann, University of Nebraska-Lincoln, USA“This textbook provides a thorough and thoughtful introduction to strategic communication. It helps students to understand key concepts, apply them to practical challenges, and build a career in the field. The integrated approach and fresh case studies set the book apart. A fundamental work that many scholars worldwide have been waiting for--highly recommended.” Ansgar Zerfass, Leipzig University, Germany"Principles of Strategic Communication is a thrilling new text that introduces students to the emerging field of strategic communication grounded in both theory and practice. It emphasizes strategic decision-making and execution based on research and planning. Real-life case studies and industry insights include international examples, exposing students to diverse ways of thinking and problem-solving. Overall, this book presents the field of strategic communication as an exciting and rewarding career choice for the next generation of professional communicators."Frauke Hachtmann, University of Nebraska-Lincoln, USA“This textbook provides a thorough and thoughtful introduction to strategic communication. It helps students to understand key concepts, apply them to practical challenges, and build a career in the field. The integrated approach and fresh case studies set the book apart. A fundamental work that many scholars worldwide have been waiting for--highly recommended.” Ansgar Zerfass, Leipzig University, GermanyTable of Contents1. Introduction to the Theory of Strategic Communication 2. Careers in Strategic Communication 3. The Concept of Strategy 4. The Three Management Levels of Strategic Communication 5. Ethics and Societal Issues 6. Research 7. Strategic Communication Planning 8. Stakeholders 9. Message Tactics 10. Traditional Media 11. Evolving Media 12. Branding 13. Strategic Communication Campaigns

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Book SynopsisA sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management. By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts â People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities. This book is perfect for academics, postgraduate and final-year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world.Trade Review"Contemporary Issues in Sustainable Branding: Ethical, Social, and Environmental Perspectives offers interesting and illuminating insights into sustainable brands and communications in the second decade of the 21st century. It is useful for brand managements, communications practitioners and postgraduate students. Sustainable brands still can be somewhat of an enigma to non-marketers, consumers love them, and company reputations and images can be built around them. The book tackles original research questions, and addresses these well, providing plural solutions using the integrated perspective. Well worth reading."-Philip Kitchen, Professor of Marketing at Salford, University Business School"Contemporary Issues in Sustainable Branding: Ethical, Social, and Environmental Perspectives" does what it states on the cover. To managers it engages the power of sustainable branding to stimulate new target markets. To those studying branding it is a highly informative book covering concepts and applications with a diversity of examples and cases."-Len Tiu Wright, Professor and Editor-in-Chief at Cogent OA Business & Management"An very significant contribution to a rapidly growing field, valuing its diversity and at the same time making important inroads into clarifying some key concepts. "-Jillian Farquhar, Professor in Management,Solent University"The authors present Contemporary Issues in Sustainable Branding: Ethical, Social, and Environmental Perspectives. The topic has long been of interest to marketing practitioners and academics but now takes on a new importance. This book is an excellent contribution to contemporary thinking. I strongly recommend it to all who want to know more about Sustainable Branding following Ethical, Social, and Environmental Perspectives."-Charles Dennis, Professor of Consumer Behaviour, Departmental Research Leader, Middlesex University London"Sustainable Branding: Ethical, Social, and Environmental Perspectives offers interesting and illuminating insights into sustainable brands and communications in the second decade of the 21st century. It is useful for brand managements, communications practitioners and postgraduate students. Sustainable brands still can be somewhat of an enigma to non-marketers, consumers love them, and company reputations and images can be built around them. The book tackles original research questions, and addresses these well, providing plural solutions using the integrated perspective. Well worth reading."Philip Kitchen, Professor of Marketing at Salford University Business School, UK"Sustainable Branding: Ethical, Social, and Environmental Perspectives does what it states on the cover. To managers it engages the power of sustainable branding to stimulate new target markets. To those studying branding it is a highly informative book covering concepts and applications with a diversity of examples and cases."Len Tiu Wright, Professor and Editor-in-Chief at Cogent OA Business & Management"An very significant contribution to a rapidly growing field, valuing its diversity and at the same time making important inroads into clarifying some key concepts. "Jillian Farquhar, Professor in Management, Solent University, UK"The topic has long been of interest to marketing practitioners and academics but now takes on a new importance. This book is an excellent contribution to contemporary thinking. I strongly recommend it"Charles Dennis, Professor of Consumer Behaviour, Departmental Research Leader, Middlesex University London, UKTable of ContentsIntroduction to contemporary issues in sustainable branding: ethical, social, and environmental perspectives Pantea Foroudi and Maria PalazzoPART I People 1 Place heritage and CSR: synergies between cultural tourism and corporate branding Angela Bargenda2 Let’s go green –planet, people, product, packaging, pricing, and promotion (6Ps) Awele Achi, Ogechi Adeola, and Vanessa Burgal3 Branding for social marketing: keys for success Luis Doña Toledo, Lucia Porcu, Juan Miguel Rey Pino, and Maria Palazzo4 Sustainable brand management: goodwill as a tool to quantify brand value from the perspective of stakeholders Ivana Podhorska, Wlodzimierz Sroka, and Jana Majerova5 Place, branding, and smart growth Oluwayemisi Olomo, Kehinde Mokwenyei, Olutayo Otubanjo, and Ogechi Adeola6 Corporate social responsibility and employee volunteerism: a broad overview of CSR through volunteerism Sudeepta Pradhan, Makhmoor Bashir, Sanjit Roy, and Bang NguyenPART II Planet 7 Climate change, environmental auditing, and corporate/brand strategy Maria Teresa Cuomo, Rosa Maria Caprino, Cinzia Genovino, and Debora Tortora8 Analyzing the scientific evolution of sustainable technology research in Business and Management Science Morteza Akbari, Rahime Zaman Fashami, and Maryam Khodayari9 Waste to Wealth (W2W): the need for a social enterprise approach to turn waste into wealth David Luigi Fuschi, Alireza Nazarian, and Pantea Foroudi10 Life cycle thinking and the circular economy Octavio Ibarra, Maria Carolina Ovalle, and Maria Palazzo11 Transition to a low carbon economy: opportunities and challenges S. Asieh H. Tabaghdehi12 Global political ecology Francisco J. Montoro RíosPART III Prosperity 13 Multicultural identity: developing a comprehensive understanding of multicultural identity, its aspects and influence on business adaptability and sustainable brands Maria Jerez-Jerez14 The unexpected players in branding and advertising: advertising shakeout, traditional folk media, and influencer marketing Nastaran Norouzi Richards-Carpenter and Kelly Tafoya15 Exploring value co-creation concept: a bibliometric analysis of 20 years of research and theory Yousef Alqayed, Pantea Foroudi, Kaouther Kooli, Mohammad Foroudi, and Maria Antonella Ferri16 Sustainability and social innovation: in the case of Covid-19 pandemic Sadaf Sartipi, Pantea Foroudi, Maria Palazzo, and Mahmoud Ahmadpour Daryani17 Sustainable branding in healthcare within Generation Z in a developing economy Durga Vellore-Nagarajan, Constantinos-Vasilios Priporas, and Mark McPherson18 The market reaction to unexpected earnings via discretionary accruals and sustainability reporting Javad Izadi Z.D., Maria Palazzo, and Alfonso SianoIndex

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Book SynopsisThis book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers.The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advertâs effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector.Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.Trade Review'The book is very helpful and much needed in the digital age, it covers all the aspects of advertising. Emmanuel Mogaji has encapsulated all the imperative aspects and domains of advertising very effectively. Commendable work!'Varsha Jain, Professor of Marketing, Co-chairperson, Doctoral Program, and Research, MICA, India'A critical view of modern advertising... This book teaches you the management side of the advertising process. As an advertising lecturer, I enjoyed reading Emmanuel's insights and can't wait to share them with my students and colleagues.'Ismail Erkan, Assistant Professor at Izmir Katip Celebi University, Turkey‘A simple yet packed advertising and communications book that achieves to highlight the advertising process as well as showcasing contemporary examples by brands. This book is very engaging and I will definitely introduce to my students due to ease of navigation, real life examples and link to day-to-day life messages we all come across.’Shelton Giwa, Senior Lecturer in Digital Marketing and Consumer Culture, Leicester Castle Business School, De Montfort University, UK'Introduction to Advertising: Understanding and Managing the Advertising Process offers an insight into the various ways in which advertising can be studied from an academic perspective. It explores different advertising theories and engages the reader by including reflective questions at the end of each chapter to assess the readers understanding. Very interesting read.'Claudette Kika, Lecturer in Management, University of Bedfordshire, UK'This is a relevant book that introduces a layman or a beginner to Advertising and Marketing Communications. The book exposes the reader to the how, why, and when of Advertising campaigns from a multidisciplinary perspective. It's helpful to students, academics, researchers, and practitioners. Indeed, the author, Dr. Mogaji, displayed his professional knowledge, experience, and academic training in writing this book.'Taiwo O. Soetan, Instructor, School of Business, IT & Applied Arts, Red River College, Winnipeg, CanadaTable of Contents1. Advertisement: Message from the Brand Theme 1: Creating the Message 2. The theories behind the Message 3. Advertising agencies working on the message 4. The creative elements of advertisements Theme 2: Sharing the Message 5. Advertisements shared through traditional media 6. Advertisements shared through digital and emerging media Theme 3: Engaging the Message 7. Advertisements reflecting the values of the target audience 8. Offensive or unoffensive: Regulating advertisements Theme 4: Evaluating the Message 9. Evaluating the effectiveness of the advertisement 10. What lies ahead: The future of advertising

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Book SynopsisThis book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniquesâ from body image, identity and mental imagery, to self-exposure and LCM4P â intersecting with branding and advertising constructs and practices.The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities.Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguisticsTable of ContentsIntroduction 1. Snapshot and insights on theories, methods and topics in branding and advertising research 2. Communicating Brand Personality: Research, Challenges, and Opportunities 3. Branded content: practices and governance 4. Audio design in branding and advertising 5.Social Robots as a brand strategy 6.Body image in advertising messages 7. Effect of exposure to sexual appeals in print advertisements on attention, memory, attitude, and purchase intention 8.Self-exposure in social media. Teenagers' transmedia practices for the construction of a personal brand 9. Fanadvertising and prosumer the new trend in Television Series

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Book SynopsisThis book is a manifesto for responsible marketing. Taking a critical look at marketing practices of the last 50 years, it explains why they have led to an ethical stalemate and sometimes even a business impasse.Exposed to such practices, consumers have grown tired of meaningless offers coupled with the destruction of value as prices are driven down. As a result, today's marketing professionals find themselves in the firing line of a combat focused on greater social responsibility and environmental sustainability. Thanks to new ways of understanding consumers and branding, this book suggests how such a challenge can be met. Through the presentation of experiences, studies and concrete cases, the reader gains a tangible, fresh perspective on marketing: a new global, responsible, creative and collaborative model that helps respect sustainable consumption.Implicative Marketing presents a paradigm shift, one that will be of considerable interest not juTrade Review"Is traditional marketing definitely dead? For most observers in the marketing and communications fields, it is less and less efficient, and consumers are more and more reluctant to its methods. In this context, "implicative marketing" is a breakthrough: it allows students and professionals to imagine new ways of promoting products and services, based on peer-to-peer principles instead of top-down communications. A precious contribution by Florence Touzé." — Hervé Monier, brandnewsblog.com"This book invents a new and more responsible mission for marketing. Based on a critical analysis of the current role of marketing in the vast majority of companies, it describes emerging practices and makes concrete suggestions for a marketing that contributes to a positive social and environmental impact." — André Sobczak, associate dean for faculty and research, Audencia Business SchoolTable of ContentsIntroduction 1. Marketing’s Headlong Rush 2. Complexity Killed The Marketing Mix 3. The Emancipated Consumer 4. The Brand: Friend or Foe? 5. Implicative Marketing Afterword

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Book SynopsisIncreasingly graduates, and anyone who is entering employment, need an individual digital presence to stand out and showcase themselves to secure their first professional role. This book takes an employability approach to encourage those currently studying, or about to enter the world of work, to develop a set of skills that enables them to recognise and deliver an effective digital presence, firstly for themselves and then for the organisations who would employ them. It does not assume any prior technical knowledge and emphasises the value and benefits of creating a presence to actively participate in the digital economy.By structuring the chapters incrementally, the reader is guided through the development of their own presence while also being given the concepts and tools that will enable them in the future to scale this activity to suit the needs of a startup, an SME or a social business. By using well-established business principles to design a strategy, the reader is guTrade Review"This is a must-read book for students of all disciplines looking to improve their own digital presence, that of their employer, or of any other organisation or group for that matter. The book takes the reader through a systematic process of change and development bringing theory and practice together. The benefits and impact are long term!"Professor Rachel McLean, Director of Liverpool Screen School, Liverpool John Moores University, UK"This book is an essential resource for both learners and business users. It addresses foundational skills that can boost graduates' employability and help businesses build a rewarding digital presence. The digital skills deficit affects many SMEs and this book is a starting point and framework to build the digital first approach that has characterised the last year."Subrahmaniam Krishnan-Harihara, Head of Research at Greater Manchester Chamber of Commerce, UK"This book delivers valuable insights into the 'what', 'how' and 'why' of identifying, creating and maintaining a digital presence. The authors set out an integrated journey, helpfully unpacking the meaning of digital presence using contemporary and relevant case examples. They set out carefully sequenced ‘calls to action’ equipping students, professionals and organisations with the necessary tools and strategic insight into generating, deploying and sustaining a successful value proposition. It also addresses the ethical challenges as well as the benefits – a rarity in this field."Dr Rebecca Casey, Lecturer in Information Systems Management & MBA Director, Newcastle University, UK'The contents of this text make it ideal for both undergraduate and postgraduate students. Interspersed with examples throughout, it provides a clear overview and evaluation of how to generate a digital presence.'Dr David W. Peck, Teaching Fellow in Marketing, Loughborough University, UK "The real-world running case study accompanying every chapter – of how to start, grow, monetise and make successful a food blog called InDeborasKitchen – is a useful and practical teaching tool as it allows students to participate in the process and then reapply the knowledge to their own digital presence."Marta Jakowczyk, Sustainability Program Manager in Europe, Middle East and Africa at HP Inc.Table of ContentsPart I: Concepts 1. What is a digital presence? 2. You need a digital presence 3. You need a strategic digital presence 4. Personas: Understanding your audience 5. Ethical and legal issues Part II: Planning 6. What is a Theory of Change? 7. Tactics for building your presence 8. Content is king Part III: Delivery 9. Build the parts: The components of your digital presence 10. Look and feel: Make your presence reflect you 11. Curation: Sharing with your audience 12. Connect: Find friends and create advocates through social media 13. Search: Build visibility and draw an audience to you 14. Measure: From SMART to SMARTER Part IV: Maintenance 15. Maintaining your digital presence 16. Securing your digital presence Part V: Extending 17. Extend your value proposition 18. Digital by default: Future tools and opportunities

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Book SynopsisIncreasingly graduates, and anyone who is entering employment, need an individual digital presence to stand out and showcase themselves to secure their first professional role. This book takes an employability approach to encourage those currently studying, or about to enter the world of work, to develop a set of skills that enables them to recognise and deliver an effective digital presence, firstly for themselves and then for the organisations who would employ them. It does not assume any prior technical knowledge and emphasises the value and benefits of creating a presence to actively participate in the digital economy.By structuring the chapters incrementally, the reader is guided through the development of their own presence while also being given the concepts and tools that will enable them in the future to scale this activity to suit the needs of a startup, an SME or a social business. By using well-established business principles to design a strategy, the reader is guTrade Review"This is a must-read book for students of all disciplines looking to improve their own digital presence, that of their employer, or of any other organisation or group for that matter. The book takes the reader through a systematic process of change and development bringing theory and practice together. The benefits and impact are long term!"Professor Rachel McLean, Director of Liverpool Screen School, Liverpool John Moores University, UK"This book is an essential resource for both learners and business users. It addresses foundational skills that can boost graduates' employability and help businesses build a rewarding digital presence. The digital skills deficit affects many SMEs and this book is a starting point and framework to build the digital first approach that has characterised the last year."Subrahmaniam Krishnan-Harihara, Head of Research at Greater Manchester Chamber of Commerce, UK"This book delivers valuable insights into the 'what', 'how' and 'why' of identifying, creating and maintaining a digital presence. The authors set out an integrated journey, helpfully unpacking the meaning of digital presence using contemporary and relevant case examples. They set out carefully sequenced ‘calls to action’ equipping students, professionals and organisations with the necessary tools and strategic insight into generating, deploying and sustaining a successful value proposition. It also addresses the ethical challenges as well as the benefits – a rarity in this field."Dr Rebecca Casey, Lecturer in Information Systems Management & MBA Director, Newcastle University, UK'The contents of this text make it ideal for both undergraduate and postgraduate students. Interspersed with examples throughout, it provides a clear overview and evaluation of how to generate a digital presence.'Dr David W. Peck, Teaching Fellow in Marketing, Loughborough University, UK "The real-world running case study accompanying every chapter – of how to start, grow, monetise and make successful a food blog called InDeborasKitchen – is a useful and practical teaching tool as it allows students to participate in the process and then reapply the knowledge to their own digital presence."Marta Jakowczyk, Sustainability Program Manager in Europe, Middle East and Africa at HP Inc.Table of ContentsPart I: Concepts 1. What is a digital presence? 2. You need a digital presence 3. You need a strategic digital presence 4. Personas: Understanding your audience 5. Ethical and legal issues Part II: Planning 6. What is a Theory of Change? 7. Tactics for building your presence 8. Content is king Part III: Delivery 9. Build the parts: The components of your digital presence 10. Look and feel: Make your presence reflect you 11. Curation: Sharing with your audience 12. Connect: Find friends and create advocates through social media 13. Search: Build visibility and draw an audience to you 14. Measure: From SMART to SMARTER Part IV: Maintenance 15. Maintaining your digital presence 16. Securing your digital presence Part V: Extending 17. Extend your value proposition 18. Digital by default: Future tools and opportunities

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Book SynopsisBuilding Value through Marketing provides a hands-on guide to understanding and building compelling marketing plans that create value, not only in profit terms but also for customers and stakeholders.Working step-by-step through strategy development, this book empowers those responsible for creating or managing new products or services to have the right mindset, understand the most important marketing tools that they can use and apply these to create unprecedented levels of value. Founded on the principle of Service Dominant Logic, the book is organized into three key sections: The Value Mindset, The 12 Building Blocks of Value, and Value-Focused Marketing in Action, which walk through the process of value-focused product and service development. The strategies and tools put forward have been tested successfully across multiple industries and countries and are grounded in academic theory, emphasized by real-life case studies throughout. Readers will gain the ability to align their marketing scholarship and practices with the current definition of why a business exists and the role that marketing plays within these business practices.This is essential reading for those studying Marketing Planning and Strategy at Advanced Undergraduate, Postgraduate and MBA levels. Its uniquely applied approach also makes it an excellent guide for marketing practitioners and institutions offering professional qualifications.Trade Review'Historically, value has been viewed singularly through the eyes of a product or service. What value does it bring to customers and how can we optimize our business activities around that? This old-world view is refuted in Building Value through Marketing. Philip Sugai masterfully articulates the modern value exchange and expands value's stakeholders to include the many actors and types of value that great marketers and businesses must leverage to win today. This book will bring enormous value to all who embrace it.'Doug May, Vice President, Global Value Acceleration, Databricks, Inc.‘Value Creation is critical for organizations and their leaders to focus upon. Philip Sugai has written a great and long needed book that offers clear, actionable insights into how marketing activities can create value for companies, their customers, shareholders, employees, partners, society and the planet.’Gautam Mahajan, Editor of the Journal of Creating Value, and Mentor, Creating Value Alliance‘Today's companies must make sure that their work creates positive outcomes for society. They should work to serve society and the people, exactly as Philip Sugai outlines within this book. As long as companies pursue a value-focused attitude, they will continue to thrive and grow. Those companies that ignore these value-focused principles will surely fail.’Dr. Sachio Semmoto, Renova, Inc. Executive Chairman ‘Get ready to rethink what you believe marketing is all about - "Aha!" moments abound, as you get through this step by step guide, for how to understand, capture and measure value - I use the lessons learned daily!’Adrian V.J Sossna, Chief Marketing Officer, Hacarus Table of ContentsIntroduction; - The Building Value from Marketing Manifesto ; - Preface; - Who should read this book?; Section 1 : The Value Mindset; - What is Marketing?; - What is Value?; - How to Calculate Value; - What is Marketing Strategy?; Section 2 : The 12 Building Blocks; - Destination Strategy; - Building Block #1: Core Values; - Building Block #2: The Lightning Rod Target Customer; - Building Block #3: The Problem Worth Solving; - Building Block #4: Solution [S] Product; - Building Block #5: Story; - Building Block #6: Communication Channels; - Building Block #7: Distribution Channels; - Building Block #8: The Value System; - Building Block #9: The Competitors; - Building Block #10: The Force of Attraction; - Building Block #11: The Ecosystem; - Building Block #12: Service Flow; Section 3 : Creating Value-focused Marketing Strategy; - The Nine Rules; - Step 1: Define Core Values; - Step 2: Define The Why; - Step 3: Brainstorm LRTC Candidates; - Step 4: Brainstorm PWS Candidates; - Step 5: Define the LRTC & PWS; - Step 6: Build & Answer the Question Tree; - Step 7: Build the Value System Map & Define Key Drivers; - Step 8: Define Scarce & Abundant Resources; - Step 9: Set S.M.A.R.T. Objectives; - Step 10: Brainstorm Strategic Elements; - Step 11: Create Marketing Strategy & Value Proposition; - Step 12: Launch, Monitor, Analyze & Revise

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Book SynopsisBuilding Value through Marketing provides a hands-on guide to understanding and building compelling marketing plans that create value, not only in profit terms but also for customers and stakeholders.Working step-by-step through strategy development, this book empowers those responsible for creating or managing new products or services to have the right mindset, understand the most important marketing tools that they can use and apply these to create unprecedented levels of value. Founded on the principle of Service Dominant Logic, the book is organized into three key sections: The Value Mindset, The 12 Building Blocks of Value, and Value-Focused Marketing in Action, which walk through the process of value-focused product and service development. The strategies and tools put forward have been tested successfully across multiple industries and countries and are grounded in academic theory, emphasized by real-life case studies throughout. Readers will gain the abilityTrade Review'Historically, value has been viewed singularly through the eyes of a product or service. What value does it bring to customers and how can we optimize our business activities around that? This old-world view is refuted in Building Value through Marketing. Philip Sugai masterfully articulates the modern value exchange and expands value's stakeholders to include the many actors and types of value that great marketers and businesses must leverage to win today. This book will bring enormous value to all who embrace it.'Doug May, Vice President, Global Value Acceleration, Databricks, Inc.‘Value Creation is critical for organizations and their leaders to focus upon. Philip Sugai has written a great and long needed book that offers clear, actionable insights into how marketing activities can create value for companies, their customers, shareholders, employees, partners, society and the planet.’Gautam Mahajan, Editor of the Journal of Creating Value, and Mentor, Creating Value Alliance‘Today's companies must make sure that their work creates positive outcomes for society. They should work to serve society and the people, exactly as Philip Sugai outlines within this book. As long as companies pursue a value-focused attitude, they will continue to thrive and grow. Those companies that ignore these value-focused principles will surely fail.’Dr. Sachio Semmoto, Renova, Inc. Executive Chairman ‘Get ready to rethink what you believe marketing is all about - "Aha!" moments abound, as you get through this step by step guide, for how to understand, capture and measure value - I use the lessons learned daily!’Adrian V.J Sossna, Chief Marketing Officer, Hacarus Table of ContentsIntroduction; - The Building Value from Marketing Manifesto ; - Preface; - Who should read this book?; Section 1 : The Value Mindset; - What is Marketing?; - What is Value?; - How to Calculate Value; - What is Marketing Strategy?; Section 2 : The 12 Building Blocks; - Destination Strategy; - Building Block #1: Core Values; - Building Block #2: The Lightning Rod Target Customer; - Building Block #3: The Problem Worth Solving; - Building Block #4: Solution [S] Product; - Building Block #5: Story; - Building Block #6: Communication Channels; - Building Block #7: Distribution Channels; - Building Block #8: The Value System; - Building Block #9: The Competitors; - Building Block #10: The Force of Attraction; - Building Block #11: The Ecosystem; - Building Block #12: Service Flow; Section 3 : Creating Value-focused Marketing Strategy; - The Nine Rules; - Step 1: Define Core Values; - Step 2: Define The Why; - Step 3: Brainstorm LRTC Candidates; - Step 4: Brainstorm PWS Candidates; - Step 5: Define the LRTC & PWS; - Step 6: Build & Answer the Question Tree; - Step 7: Build the Value System Map & Define Key Drivers; - Step 8: Define Scarce & Abundant Resources; - Step 9: Set S.M.A.R.T. Objectives; - Step 10: Brainstorm Strategic Elements; - Step 11: Create Marketing Strategy & Value Proposition; - Step 12: Launch, Monitor, Analyze & Revise

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Book SynopsisThis companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates andTrade Review'Like seemingly everything with business these days, corporate branding is undergoing a sea change in strategy and execution. This stimulating and insightful handbook assembles some of the sharpest thinking from around the world on the most important and compelling topics in this area.'Kevin Keller, Senior Associate Dean for Marketing and Communications and E.B. Osborn Professor of Marketing, Tuck School of Business'Corporations are more than ever coming back, after being hidden by their brands during decades. Moreover the growth of the Benefit-corporation now adds a layer of purpose above the brands themselves. Clearly corporate branding needed to be reanalyzed. This is well done by this internationally co-created excellent book.'Jean-Nöel Kapferer, Emeritus Professor, HEC Paris'The Routledge Companion to Corporate Branding provides a much-needed overview of the history and evolution of corporate branding as a distinct field of study and practice as well as offering insight into its possible futures. Embracing both theoretical and practical contributions, it promises much value for anyone drawn to this rapidly expanding field.'Mary Jo Hatch, Professor Emerita, University of Virginia'When one wants to master a field, then what is really needed is a collection of high quality and well-crafted contributions from real and well recognised experts. This is exactly what the readers of The Routledge Companion to Corporate Branding will get. In this collection of articles top academics share their deep knowledge, offering important information and summarising the present and future of Corporate Branding. This collection of papers is an essential reading for those who want to understand, work, research or teach in Corporate Branding – a real "must have."'Cleopatra Veloutsou, Professor of Brand Management, University of GlasgowTable of ContentsA. An introduction to the corporate brand management field 1. Introduction: Towards a paradigm shift in corporate brand management Oriol Iglesias, Nicholas Ind, and Majken Schultz 2. Demarcating the field of corporate brand management Russell Abratt and Michela Mingione 3. Corporate brand management from a co-creative perspectiveHans Mühlbacher4. Welcome to the matrix: How to find and use your corporate brand’s core identityMats Urde 5. Commentary: Towards a paradigm shift in corporate brand management Joachim Kernstock and Shaun PowellB. Building brands together: Co-creating corporate brands with multiple stakeholders 6. Embracing a co-creation paradigm of lived-experience ecosystem value creationVenkat Ramaswamy 7. Brands in Action: Understanding corporate branding dynamics from an Action Net PerspectiveSlyvia Von Wallpach and Andrea Hemetsberger 8. Reconceptualizing corporate brand identity from a co-creational perspective Catherine Da Silveira and Claudia Simoes 9. In search of corporate brand alignment: philosophical foundations and emerging trendsMichela Mingione and Russell Abratt 10. Commentary: Co-creating corporate brands with multiple stakeholdersFrancisco Guzman C. Building strong corporate brands: towards valuable and sustainable experiences 11. B*Canvas 2.0 – Holistic and co-created brand management tool and use cases for corporate brandsCarsten Baumgarth 12. Brand experience co-creation at the time of artificial intelligence Federico Mangiò, Daniela Andreini and Giuseppe Pedeliento 13. Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovationsSeidali Kurtmollaiev, Tor W. Andreassen and Line Lervik-Olsen 14. A systematic literature review of sustainability in corporate service branding: Identifying dimensions, drivers, outcomes, and future research opportunities Stefan Markovic, Yuqian Qiu, Cristina Sancha and Nikolina Koporcic15. Commentary: Building strong corporate brands: towards valuable and sustainable experiencesNicholas IndD. Polysemic corporate brand narratives 16. Integrating multiple voices when crafting a corporate brand narrativePaul Argenti 17. Corporate brand management and multiple voices: Polyphony or cacophony? Anna Karina Kjeldsen and Line Schmeltz18. Polysemic corporate branding: managing the idea Alessandra Zamparini, Francesco Lurati and Luca M. Visconti 19. Visitors’ destination brand engagement’s effect on co-creation: An empirical studyRaouf Rather, Linda D. Hollebeek, Dale Smith, Jana Kukk and Mojtaba Ghasemi 20. Commentary: Corporate brand narratives: Polysemy, voice and purposeJoep Cornelissen E. The Temporality of Corporate Branding: Balancing the Past and Future21. Towards a co-creational perspective on corporate heritage brandingMario Burghausen22. Cross-fertilization of heritage between product and corporate branding Fabien Pecot 23. Closing corporate branding gaps through authentic internal brand strategiesMichael Beverland and Pinar Cankurtaran 24. When history inspires brand strategy: Lessons for place brands and corporate brandsMihalis Kavaratzis 25. Commentary: Balancing the past and future in corporate brandingMajken Schultz F. Branding inside-out: Corporate culture and internal branding 26. Branding inside-out: Development of the internal branding concept Rico Piehler 27. A co-created perspective on internal branding Holger Schmidt and Pieter Steenkamp 28. Exploring how to build a strong internal brand community and its role in corporate brand co-creationSaila Saraniemi 29. Co-creating conscientious corporate brands inside-out through values-driven brandingGalina Biedenbach and Thomas Biedenbach30. Commentary: Branding inside-out: Corporate culture and internal brandingCeridwyn King

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Book SynopsisThis book examines the evolution of corporate communication in the recent past in the context of the rapidly changing contemporary business environment in India. Using several case studies, it illustrates the growing need for small and large businesses to recognize and form a direct connection with their stakeholders and further explains the effective ways through which specific business requirements are realized by communication managers. The book explores the greater dependency and function of multiple media strategies and their challenges. It also offers various theoretical and practical insights into the successful integration of diverse communication and marketing strategies like employee communication, investor relations, corporate social responsibility and philanthropy, branding, crisis management, and corporate ethics and governance, among others. Lucid and comprehensive, this book will be an essential read for students and scholars of corporate communications,Table of ContentsPreface. Acknowledgements. PART I 1. Corporate Environment : An Overview 2. Corporate Communication 3. Forms and Structure of Corporate Communication PART II 4. Corporate Constituencies and Stakeholder Mapping 5. Stakeholders Communication- Tools and Methods PART III 6. Corporate Branding 7. Corporate Social Responsibility (CSR) 8. Crisis Communication and Management PART IV 9. Communication Strategy and Campaign Planning PART V 10. Corporate Ethics and Guidelines References. Index.

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Book SynopsisCorporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders.The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical framework. The following sections cover key stages during the corporate brand development process: Brand signature design, its components and impact on brand reputation; website design and how it builds customer perception of the brand; corporate architecture design and the branding of space and place; brand experience design from a sensuality perspective. International case studies from a range of industries feature in each chapter to demonstrate how the theory translates to practice, alongside case questions to cement learning and definitions of the key constructs.By combining academic theory with practical case studies and examples, readers will gain a thorough understanTable of ContentsPart I: Introduction to Corporate Brand Design 1. The Emergence, Development, and Changing Uses of Corporate Brand Design, 1760 to Date 2. Corporate Brand Design Management from Different Perspectives Part II: Corporate Brand Signature Management 3. Corporate Brand Signature Management: Logo, Design, Typeface, and Colour 4. Corporate Brand Signature: Image and Reputation Part III: Corporate Architecture Design 5. Corporate Architecture Design Management 6. Corporate Architecture Design and Human Factors, Needs, and Performance 7. Corporate Architecture Design, Corporate Identity, and Identification Part IV: Corporate Brand Website Design 8. Corporate Brand Website Design Management 9. Corporate Brand Website Design, Image, Identification, and Loyalty Part V: Corporate Brand Sensuality 10. Evolution of branding: Towards an historical understanding of the concept branding, experience, and senses 11. Evolution of senses: From no-nonsense era to the rise of sensory marketing 12. Sensory marketing: Environmental psychology theory approach 13. Sensory marketing: Visual cues and Audial cues 14. Sensory marketing: Olfactory cues and Haptic cues 15. Gustative signatures as corporate brand identifiers: Exploring the sensuality of taste as a marketing strategy

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Book SynopsisCorporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders.The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical framework. The following sections cover key stages during the corporate brand development process: Brand signature design, its components and impact on brand reputation; website design and how it builds customer perception of the brand; corporate architecture design and the branding of space and place; brand experience design from a sensuality perspective. International case studies from a range of industries feature in each chapter to demonstrate how the theory translates to practice, alongside case questions to cement learning and definitions of the key constructs.By combining academic theory with practical case studies and examples, readers will gain a thorough understanTable of ContentsPart I: Introduction to Corporate Brand Design 1. The Emergence, Development, and Changing Uses of Corporate Brand Design, 1760 to Date 2. Corporate Brand Design Management from Different Perspectives Part II: Corporate Brand Signature Management 3. Corporate Brand Signature Management: Logo, Design, Typeface, and Colour 4. Corporate Brand Signature: Image and Reputation Part III: Corporate Architecture Design 5. Corporate Architecture Design Management 6. Corporate Architecture Design and Human Factors, Needs, and Performance 7. Corporate Architecture Design, Corporate Identity, and Identification Part IV: Corporate Brand Website Design 8. Corporate Brand Website Design Management 9. Corporate Brand Website Design, Image, Identification, and Loyalty Part V: Corporate Brand Sensuality 10. Evolution of branding: Towards an historical understanding of the concept branding, experience, and senses 11. Evolution of senses: From no-nonsense era to the rise of sensory marketing 12. Sensory marketing: Environmental psychology theory approach 13. Sensory marketing: Visual cues and Audial cues 14. Sensory marketing: Olfactory cues and Haptic cues 15. Gustative signatures as corporate brand identifiers: Exploring the sensuality of taste as a marketing strategy

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Book SynopsisBrands â corporate, products, service â today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brandTrade Review"This proposed edited collection will offer a timely updating of the theory and practice of corporate identity, image and reputation to reflect the realities of the contemporary digital era, acknowledging the increasing variety of technology-mediated means by which consumers engage with brands. The breadth of the range of proposed contributions to this volume indicate that it will provide a comprehensive overview of this vitally important aspect of marketing practice".-Professor Gary Warnaby, Marketing Retail & Tourism / Institute of Place Management"This excellent book edited by professors Melewar, Dennis and Foroudi is a welcome addition to the corporate branding literature. It provides both academic rigor through systematic analyses and syntheses of literature on a wide range of topics within the area, and practical relevance through in-depth cases that help students and practitioners to apply the concepts in real life." -Guido Berens, Editor in Chief – Corporate Reputation Review Table of ContentsPart I: Introduction 1.Introduction: Building Corporate Identity, Image and Reputation in the Digital Era Part II: Building a Corporate Brand Identity 2.Corporate identity: Definition and Component 3.Managing Marketing Competencies: A framework for understanding antecedents of marketing capability and its relation to company’s core competencies 4.Reputation: Configuring the Symmetrical and Asymmetrical Paths to Architecture in a Retail Setting 5.Conceptualising Sensory Brand Experience: Using Review of Knowledge Fields and Bibliometric Data to Identify Potential Future Research Direction 6.Corporate brand identity: Virtual space 7.Aesthetic heritage and corporate branding: Luxury heritage brands between tradition and modernity Part III: Building a Corporate Brand Image 8.Corporate Multi-Channel Branding: Platforms for #CorporateBranding 9.Value co-creation behaviour: Antecedents and Consequences 10.An assessment of Customer Experience Concept: Looking Back to Move Forward 11.Employees occupational identity 12.Behavioral intentions in the UK fashion industry: The impact of perceived fashion innovativeness on fashion brand image with the moderating role of social media marketing and lovemark 13.Corporate brand image: Technology and innovation in e-tailing Part IV: Building a Corporate Brand Reputation 14.Take a New Turn: Relationships between corporate identity management and corporate reputation in a hospitality context 15.Islamic Brand Love 16.Societal corporate branding and political discourse: where brand ethics meets with consumers’ clicktivism 17.Brand Knowledge, Brand Community and Brand Engagement 18.Building and Sustaining Personal Brand: Examining the Effectiveness of Personal Branding in the Context of Education 19.How the digital environment and its user experience effects the customer’s perception of luxury brands and co-creation of Brand Value 20.Celebrity endorsement, theories, models, existing literature and corporate identity, image and reputation

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Book SynopsisBrands  corporate, products, service today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and braTrade Review"This proposed edited collection will offer a timely updating of the theory and practice of corporate identity, image and reputation to reflect the realities of the contemporary digital era, acknowledging the increasing variety of technology-mediated means by which consumers engage with brands. The breadth of the range of proposed contributions to this volume indicate that it will provide a comprehensive overview of this vitally important aspect of marketing practice".-Professor Gary Warnaby, Marketing Retail & Tourism / Institute of Place Management"This excellent book edited by professors Melewar, Dennis and Foroudi is a welcome addition to the corporate branding literature. It provides both academic rigor through systematic analyses and syntheses of literature on a wide range of topics within the area, and practical relevance through in-depth cases that help students and practitioners to apply the concepts in real life." -Guido Berens, Editor in Chief – Corporate Reputation Review Table of ContentsPart I: Introduction 1.Introduction: Building Corporate Identity, Image and Reputation in the Digital Era Part II: Building a Corporate Brand Identity 2.Corporate identity: Definition and Component 3.Managing Marketing Competencies: A framework for understanding antecedents of marketing capability and its relation to company’s core competencies 4.Reputation: Configuring the Symmetrical and Asymmetrical Paths to Architecture in a Retail Setting 5.Conceptualising Sensory Brand Experience: Using Review of Knowledge Fields and Bibliometric Data to Identify Potential Future Research Direction 6.Corporate brand identity: Virtual space 7.Aesthetic heritage and corporate branding: Luxury heritage brands between tradition and modernity Part III: Building a Corporate Brand Image 8.Corporate Multi-Channel Branding: Platforms for #CorporateBranding 9.Value co-creation behaviour: Antecedents and Consequences 10.An assessment of Customer Experience Concept: Looking Back to Move Forward 11.Employees occupational identity 12.Behavioral intentions in the UK fashion industry: The impact of perceived fashion innovativeness on fashion brand image with the moderating role of social media marketing and lovemark 13.Corporate brand image: Technology and innovation in e-tailing Part IV: Building a Corporate Brand Reputation 14.Take a New Turn: Relationships between corporate identity management and corporate reputation in a hospitality context 15.Islamic Brand Love 16.Societal corporate branding and political discourse: where brand ethics meets with consumers’ clicktivism 17.Brand Knowledge, Brand Community and Brand Engagement 18.Building and Sustaining Personal Brand: Examining the Effectiveness of Personal Branding in the Context of Education 19.How the digital environment and its user experience effects the customer’s perception of luxury brands and co-creation of Brand Value 20.Celebrity endorsement, theories, models, existing literature and corporate identity, image and reputation

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Book SynopsisThis book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.Consumer Behaviour and Social Network Sites tackles different themes relating to negative eWOM. Drawing on both intensive scientific research and professional examples, it bridges the gap between the academic and professional worlds. The book contrasts negative social eWOM to traditional WOM while discussing the specificities of different social networking sites in diffusing such information. It looks at why and how consumers decide to create, share and react to negative social eWOM, suggesting that there are more reasons than are commonly presumed for consumers to articulate themselves on these platforms. It also provides an appreciation of web users'' behaviours with regards to negative social eWOMTrade Review"The effect of positive and negative word of mouth is a major player in an offline or online brand’s reputation. While many academic studies have paid much interest in positive word of mouth, this book highlights the importance of studying negative word of mouth in social media contexts. Being amongst the few to contextualize NEWOM in academic literature, this book adds value to today's social media communications studies. It is highly recommended to academics and professionals who wish to gain in-depth understanding on the topic." - Ghalia Boustani, Ph.D. Paris 1 Panthéon Sorbonne"Consumer Behaviour and Social Networks is a powerful and timely investigation that offers captivating insights into the workings of the human mind on a subject still unexplored and unknown to many: Why do consumers take on social networks to spread negative word of mouth about brands? As a global marketer, this compelling research has opened my eyes as to better understanding the underlying reasons consumers choose to voice and spread negative reactions on social networks but more importantly how it can be avoided. Dr. Sarah Zaraket’s detailed studies and results are told in engaging ways of storytelling which makes it relatable and delightful to read. This book should be an essential reading and guide for all marketing professionals, business owners but most importantly consumers." - Janane Haddad, Marketing Manager, Compagnie Financière Richemont SA"Since people tend to believe negative WOM more than positive WOM, it is important to understand it in order to manage it.Sarah Zaraket 's book is very useful in understanding such negative behavior and its impacts on brand reputation.Through a rich literature review, it clearly identifies the sources and the mechanisms of such negative word of mouth. It also explains how to deal with this Negative e-WOM." - Regine Vanheems, Université de Lyon 3"This book is the ultimate reference on electronic word of mouth and its negative impact on businesses. Dr Sarah Zaraket goes deep into an aspect of online marketing that we so far know little about. A must-read to all marketing professionals and academics who want to be equipped with all the right resources to understand and react to negative word of mouth on social media. The future (and present) of businesses relies on this understanding." - Hicham Zaraket, Founder of The Rocket Marketing "This book integrates in the context of social media, the electronic word of mouth (eWOM) as a powerful and essential tool for the marketing strategy. It bridges the gap between theory and practice through a strong conceptual framework that can be useful for professionals as well as academics and students. By integrating consumer-to-consumer interactions it proposes new insights for brands that wants to understand the reason why consumers want to react to the negative e-WOM." - Héla Cherif-Benmiled, Associate professor at University Paris 1 Panthéon SorbonneTable of ContentsIntroduction 1. Once upon a word… 2. … social media amplified the voice for WOM 3. People started talking negatively about brands on SNS… 4. … this impacted other consumer’s reactions 5. So how can you deal with NSWOM? Conclusion

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Book SynopsisThis book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists and areas in which new perspectives may enrich our understanding of this crucial subject.Internal marketing is the use of traditional strategies by organisations to market themselves to their employees. Presented in bite-sized sections, each of which dissects the most important themes and concepts underpinning the subject, this book explains how subsidiary areas of study have emerged and suggests how the introduction of concepts and perspectives from channel management literature can help analyse the dyadic encounters in which internal marketing takes place. Brown critically extends the scope of internal marketing theory yet further by presenting and analysing new interview transcripts to suggest that internal demarketing an organisation making itself less attractive to its employees mTable of Contents1. Introduction to Internal Marketing 2. Internal Marketing: the theoretical exploration 3. Selected theoretical evolutions beyond Internal Marketing 4. Dyadic perspectives: how Channel Management theories can inform our understanding of Internal Marketing 5. The dark side of Internal Marketing: Internal Demarketing 6. Conclusion: the future of Internal Marketing

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Book SynopsisThis book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists and areas in which new perspectives may enrich our understanding of this crucial subject.Internal marketing is the use of traditional strategies by organisations to market themselves to their employees. Presented in bite-sized sections, each of which dissects the most important themes and concepts underpinning the subject, this book explains how subsidiary areas of study have emerged and suggests how the introduction of concepts and perspectives from channel management literature can help analyse the dyadic encounters in which internal marketing takes place. Brown critically extends the scope of internal marketing theory yet further by presenting and analysing new interview transcripts to suggest that internal demarketing an organisation making itself less attractive to its employees mTable of Contents1. Introduction to Internal Marketing 2. Internal Marketing: the theoretical exploration 3. Selected theoretical evolutions beyond Internal Marketing 4. Dyadic perspectives: how Channel Management theories can inform our understanding of Internal Marketing 5. The dark side of Internal Marketing: Internal Demarketing 6. Conclusion: the future of Internal Marketing

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Book SynopsisThis book serves as a reader exploring the scholarly inquiry, professional education, and practice of Russian public relations and advertising in multiple contexts. It examines significant parts of what can be encompassed under the umbrella of strategic communications, including public relations and advertising, rather than investigating all areas of communication in Russia.Within the context of Russiaâs history, culture, and ideology, the book begins by tracing the development of communication as a field, as a discipline, and as a social institution in Russia. It then samples current studies in Russian strategic communications, examining this professional specializationâs current state and likely future directions. The bookâs authors are mostly Russians who are experts in their specializations. Chapters are predicated upon the premise that this is an exciting time of great opportunity for Russian strategic communications. However, in Russia, exploiting such opportunities forTable of ContentsPART I: Views on strategic communication(s) in Russia 1: What is (are) strategic communications in Russia? 2: Russian strategic communications on the global stage PART II: Examining the historical and contemporary development of communication(s) in Russia 3: The forms and shapes of today’s communication as a field, as a discipline, and as a social institution in Russia: Communication development as a result of society’s modernization 4: The history of the development of public relations as an institutionalized field and as a discipline in the post-Soviet space PART III: The academic and professional development of strategic communications in Russia: Examining current and future challenges 5: The Russian Professional Public Relations Standard 6: Modern scientific knowledge of public relations and its objective-subjective field 7: Modern Russian legislation and regulation in advertising and advertising trends 8: Understanding advertising in modern Russia: Role, functions, and problems PART IV: Examples of current studies in Russian communication(s) 9: Media relations in contemporary Russia: Media catching 10: Social media and Russian society 11: How advertising agencies are transforming: View from Russia 12: Hybridity of crisis communication professional discourse in Russia 13: Communication and health knowledge production in contemporary Russia from institutional structures to intuitive ecosystems PART V: Conclusion: The future of communication(s) in Russia 14: The future of Russia’s strategic communications: An effects-based approach 15: Conclusion: What is next for strategic communication(s) in Russia? Index

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Book SynopsisThe Business of Aspiration is about how consumers'' shifting status symbols affect business and brand strategy. These changing status symbols, like taste, aesthetic innovation, curation or environmentalism create the modern aspirational economy.In the traditional economy, consumers signaled their status through collecting commodities, Instagram followers, airline miles, and busy back-to-back schedules. By contrast, in the aspirational economy, consumers increasingly convey status through collecting knowledge, taste, micro-communities, and influence. This new capital changes the way businesses and entire markets operate, and yet the modern aspirational economy is still an under-explored area in business and culture. The Business of Aspiration changes that. In this book, marketers will find examples, analyses and tools on how brands can successfully grow in the modern aspirational economy. The Business of Aspiration answers quTrade Review"What is most inspiring and impressive about Ana’s writing is her ability to uncover such diverse and unique insights from across a wide range of terrain – be it creative, cultural, culinary, digital or fashion. She then succinctly translates these multi-layered insights into fresh perspectives and concrete strategic frameworks that can be applied globally by brands." - Rori DuBoff, Managing Director, Innovation and Strategy, Accenture Interactive"What Ana captures in this book is a sea change of human behavior that is shifting the market. If the last age of brand thinking was about monetizing old symbols of status, the coming age will make moral value highly profitable, and it's all here in these pages. The Business of Aspiration is simultaneously a look into the future of business as well as the heart of today's consumer: the kind of intel any strategist or brand owner is always searching for." - Jasmine Bina, Founder and CEO of Concept Bureau, and Creator and Host of the Unseen Unknown Podcast"If there's anyone who knows what makes the consumer tick, it is Ana Andjelic. This book is a distillation of her wisdom on how brands must move the needle to match the shifting values of aspiration, desire and transparency." - Mickey ALAM KHAN, Editor-in-Chief, Luxury Daily"Ana Andjelic has written a must-read primer for marketers, brand owners, entrepreneurs and everyone else interested in business transformation…read this book - and learn from one of the smartest brains in marketing today." - Tony King, Founder and CEO of King & Partners"Real stories about real products that create meaningful relationships with consumers still matter. And the consumers' needs are constantly evolving. They always have. but so many brands forget this. Or they think that faking it works too. It doesn’t. This book dives deep into the subject and offers unique insights." - Simon Collins, Founder and CEO of WeDesign, Founder of Fashion Culture Design, and former Dean of School of Fashion at the Parsons School of Design"Ana Andjelic is able to see through the noise of trends and focus on the bigger story which are the elemental things that connect people, which is what branding is about." - Sam Valenti IV, Founder and CEO of Ghostly International"What is most inspiring and impressive about Ana’s writing is her ability to uncover such diverse and unique insights from across a wide range of terrain – be it creative, cultural, culinary, digital or fashion. She then succinctly translates these multi-layered insights into fresh perspectives and concrete strategic frameworks that can be applied globally by brands." - Rori DuBoff, Managing Director, Innovation and Strategy, Accenture Interactive"What Ana captures in this book is a sea change of human behavior that is shifting the market. If the last age of brand thinking was about monetizing old symbols of status, the coming age will make moral value highly profitable, and it's all here in these pages. The Business of Aspiration is simultaneously a look into the future of business as well as the heart of today's consumer: the kind of intel any strategist or brand owner is always searching for." - Jasmine Bina, Founder and CEO of Concept Bureau, and Creator and Host of the Unseen Unknown Podcast"If there's anyone who knows what makes the consumer tick, it is Ana Andjelic. This book is a distillation of her wisdom on how brands must move the needle to match the shifting values of aspiration, desire and transparency." - Mickey ALAM KHAN, Editor-in-Chief, Luxury Daily"Ana Andjelic has written a must-read primer for marketers, brand owners, entrepreneurs and everyone else interested in business transformation…read this book - and learn from one of the smartest brains in marketing today." - Tony King, Founder and CEO of King & Partners"Real stories about real products that create meaningful relationships with consumers still matter. And the consumers' needs are constantly evolving. They always have. but so many brands forget this. Or they think that faking it works too. It doesn’t. This book dives deep into the subject and offers unique insights." - Simon Collins, Founder and CEO of WeDesign, Founder of Fashion Culture Design, and former Dean of School of Fashion at the Parsons School of Design"Ana Andjelic is able to see through the noise of trends and focus on the bigger story which are the elemental things that connect people, which is what branding is about." - Sam Valenti IV, Founder and CEO of Ghostly International"There is no one better equipped to help brands navigate the ever-shifting aspirational economy than Ana. With her signature wit and candor, Ana combines years of experience, keen intuition and an unfailing ability to see two steps ahead of the curve to provide the type of insights that can transform a business and a mindset alike." - Steve Dool, Head of Brand Partnerships, Depop"Brands across categories, take note. This book comes at the perfect time, when consumers have heightened awareness of brands’ values and tone deaf moves, and are making the conscious choice to wear brands they’re proud to support. This book acts as the ultimate guide to resetting priorities to be in step with the behavior of modern consumers, who have moved on from flaunting wealth and status to showing they have a conscience. They know that, based on their fashion choices, they could be seen as clueless and shallow or, as Ana says, woke. It’s a difference of wearing a Dolce & Gabbana logo or tagging an outfit of the day with #Gannigirls. Now is the time brands should be cleaning up their processes, checking in on their values and strengthening their community. Depending on the brand, this will serve as a checkpoint for priorities or a necessary wake-up call."- Jill Manoff, Editor-in-Chief, GlossyTable of ContentsIntroduction: The Modern Aspiration Economy 1. To Hack Growth, Brands Have to Hack Culture First 2. Three Models of Social Influence 3. Why Taste Communities are the Future of Marketing 4. Mimicry as Taste: Why Cultural Sameness is a Matter of Social Design 5. The 4Cs: Brand Strategy Meets Aspiration Economy Conclusion: Coronavirus Killed the Modern Aspiration Economy. What Comes Next?

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Book SynopsisThis book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques from body image, identity and mental imagery, to self-exposure and LCM4P intersecting with branding and advertising constructs and practices.The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities.Innovation in Advertising and Branding Communication will be a valuable resource for scholars workiTable of ContentsIntroduction 1. Snapshot and insights on theories, methods and topics in branding and advertising research 2. Communicating Brand Personality: Research, Challenges, and Opportunities 3. Branded content: practices and governance 4. Audio design in branding and advertising 5.Social Robots as a brand strategy 6.Body image in advertising messages 7. Effect of exposure to sexual appeals in print advertisements on attention, memory, attitude, and purchase intention 8.Self-exposure in social media. Teenagers' transmedia practices for the construction of a personal brand 9. Fanadvertising and prosumer the new trend in Television Series

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Book SynopsisNation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of nation banding, in which the principles of brand strategy and management are applied to countries globally. This new edition has been comprehensively updated and its influential original framework modified to reflect the very latest changes in the field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New Academic Perspectives and Practitioner Insights in each chapter Updated and new cases from a broad range of nations and cultures Fresh coverage of online branding and social media New material covering the critical and ethical issues of nation branding, including the limitations Updated references and sources Updated online resources, including PowerPoint slides and Instructor Manual with end-of-chapteTrade Review "A timely and enriched revisit of the seminal and comprehensive manual for nations seeking to competitively and sustainably re-imagine their nation brands beyond the pandemic. It is a rich and valuable academic and pragmatic reference with insightful best practices for emerging and established nations alike." - Thebe Ikalafeng, Founder and Chairman, Brand Africa "Not that it needed conformation, but the fact that Keith Dinnie’s masterpiece is now in its third edition proves that it is the go-to standard handbook on nation branding (and has been for a while)." - Robert Govers, author of the award-winning book Imaginative Communities (2018) "The most comprehensive and updated book in this field. Dinnie’s work is building a global brand for the study and practice of nation branding." - Koh Buck Song, author of Brand Singapore "The 3rd Edition of Nation Branding is an essential read for those interested in branding places - it is a comprehensive book that covers all aspects of nation branding. Contributors include well-known researchers and practitioners from the field, which enriches the book from both a theoretical angle and a practical approach. The 3rd Edition of Nation Branding is the most important manual for students, researchers, professors and professionals who work in the area or have an interest in nation branding." - João Ricardo Freire, professor at Ipam and researcher at ICNOVA in Lisbon, Portugal "A timely and enriched revisit of the seminal and comprehensive manual for nations seeking to competitively and sustainably re-imagine their nation brands beyond the pandemic. It is a rich and valuable academic and pragmatic reference with insightful best practices for emerging and established nations alike." - Thebe Ikalafeng, Founder and Chairman, Brand Africa "Not that it needed confirmation, but the fact that Keith Dinnie’s masterpiece is now in its third edition proves that it is the go-to standard handbook on nation branding (and has been for a while)." - Robert Govers, author of the award-winning book Imaginative Communities (2018) "The most comprehensive and updated book in this field. Dinnie’s work is building a global brand for the study and practice of nation branding." - Koh Buck Song, author of Brand Singapore "The 3rd Edition of Nation Branding is an essential read for those interested in branding places - it is a comprehensive book that covers all aspects of nation branding. Contributors include well-known researchers and practitioners from the field, which enriches the book from both a theoretical angle and a practical approach. The 3rd Edition of Nation Branding is the most important manual for students, researchers, professors and professionals who work in the area or have an interest in nation branding." - João Ricardo Freire, professor at Ipam and researcher at ICNOVA in Lisbon, Portugal Table of Contents PART 1: Scope and scale of nation branding Chapter 1: The relevance, scope and evolution of nation branding Chapter 2: Nation brand identity, image and positioning Chapter 3: Nation brand equity PART 2: Conceptual roots of nation branding Chapter 4: Nation branding and the country-of-origin effect Chapter 5: Nation branding and national identity Chapter 6: From country-of-origin and national identity to nation branding PART 3: Ethical and pragmatic issues in nation branding Chapter 7: Ethical issues in nation branding Chapter 8: Pragmatic challenges to the nation branding concept PART 4: Current practice and future horizons for nation branding Chapter 9: Elements of nation branding strategy Chapter 10: Future horizons for nation branding

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Book SynopsisNation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of nation banding, in which the principles of brand strategy and management are applied to countries globally. This new edition has been comprehensively updated and its influential original framework modified to reflect the very latest changes in the field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New Academic Perspectives and Practitioner Insights in each chapter Updated and new cases from a broad range of nations and cultures Fresh coverage of online branding and social media New material covering the critical and ethical issues of nation branding, including the limitations Updated references and sources Updated online resources, including PowerPoint slides and Instructor Manual with end-of-chapteTrade Review "A timely and enriched revisit of the seminal and comprehensive manual for nations seeking to competitively and sustainably re-imagine their nation brands beyond the pandemic. It is a rich and valuable academic and pragmatic reference with insightful best practices for emerging and established nations alike." - Thebe Ikalafeng, Founder and Chairman, Brand Africa "Not that it needed conformation, but the fact that Keith Dinnie’s masterpiece is now in its third edition proves that it is the go-to standard handbook on nation branding (and has been for a while)." - Robert Govers, author of the award-winning book Imaginative Communities (2018) "The most comprehensive and updated book in this field. Dinnie’s work is building a global brand for the study and practice of nation branding." - Koh Buck Song, author of Brand Singapore "The 3rd Edition of Nation Branding is an essential read for those interested in branding places - it is a comprehensive book that covers all aspects of nation branding. Contributors include well-known researchers and practitioners from the field, which enriches the book from both a theoretical angle and a practical approach. The 3rd Edition of Nation Branding is the most important manual for students, researchers, professors and professionals who work in the area or have an interest in nation branding." - João Ricardo Freire, professor at Ipam and researcher at ICNOVA in Lisbon, Portugal "A timely and enriched revisit of the seminal and comprehensive manual for nations seeking to competitively and sustainably re-imagine their nation brands beyond the pandemic. It is a rich and valuable academic and pragmatic reference with insightful best practices for emerging and established nations alike." - Thebe Ikalafeng, Founder and Chairman, Brand Africa "Not that it needed confirmation, but the fact that Keith Dinnie’s masterpiece is now in its third edition proves that it is the go-to standard handbook on nation branding (and has been for a while)." - Robert Govers, author of the award-winning book Imaginative Communities (2018) "The most comprehensive and updated book in this field. Dinnie’s work is building a global brand for the study and practice of nation branding." - Koh Buck Song, author of Brand Singapore "The 3rd Edition of Nation Branding is an essential read for those interested in branding places - it is a comprehensive book that covers all aspects of nation branding. Contributors include well-known researchers and practitioners from the field, which enriches the book from both a theoretical angle and a practical approach. The 3rd Edition of Nation Branding is the most important manual for students, researchers, professors and professionals who work in the area or have an interest in nation branding." - João Ricardo Freire, professor at Ipam and researcher at ICNOVA in Lisbon, Portugal Table of Contents PART 1: Scope and scale of nation branding Chapter 1: The relevance, scope and evolution of nation branding Chapter 2: Nation brand identity, image and positioning Chapter 3: Nation brand equity PART 2: Conceptual roots of nation branding Chapter 4: Nation branding and the country-of-origin effect Chapter 5: Nation branding and national identity Chapter 6: From country-of-origin and national identity to nation branding PART 3: Ethical and pragmatic issues in nation branding Chapter 7: Ethical issues in nation branding Chapter 8: Pragmatic challenges to the nation branding concept PART 4: Current practice and future horizons for nation branding Chapter 9: Elements of nation branding strategy Chapter 10: Future horizons for nation branding

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Book SynopsisIs it your objective to bring about positive change for your business or organisation by influencing the policy and regulatory environment in which you operate?Do you need to know how to engage with decision-makers in government and other key influencers?Are you looking to pursue or advance your career in Public Relations?Ambitious practitioners working within Public Relations and Corporate Social Responsibility, inside or outside government respectively, and in private or non-profit organisations, will find this an invaluable guide.Revealing insights into the inner workings of government and drawing on real-life case studies, this book offers practical, clear, creative ideas and innovative strategies designed to empower Public Relations professionals to engage with key stakeholders effectively and to influence government policy and regulation. At a time of considerable uncertainty and ever-evolving government policy and regulation, this booTrade Review‘‘Practitioners face major barriers in getting their voice heard. I have considerable experience of the formal and informal processes involved when engaging with decision-makers in government and other key influencers, and I have developed strategies that work. Writing this book enables me to share my experiences and insights with public relations practitioners and related professionals so that they can become more effective influencers’’. Chris Anastasi, Author.'Society today has given voice to many diverse views. People and institutions expect to have a voice in issues that affect their government, their society and their lives. Successful institutions, both public and private, need to find ways to speak to these diverse and (sometimes) competing views such that all stakeholders feel their positions and opinions have been fairly and fully considered. This book gives excellent guidance based on examples of successful stakeholder engagement programs and the experience of leaders who have been successful in effective stakeholder engagement.' — Bill Coley CBE, former President of Duke Power and CEO of British Energy 'Many CEOs and FDs struggle to appreciate the real value of stakeholder engagement. They find it hard to envision what effective stakeholders can achieve for the bottom line in opportunities realised or pitfalls avoided. They should read this book to understand how crucial a focused campaign can be to commercial success. The case studies are illuminating on what works and what not to do. They depend on building trust and relationships based on strong ethical standards. There are lessons here for the private sector in delivering value for money and the public sector in wrongly assuming a government relations function is not needed. It is. Most importantly, there's an understanding of the hands-on role of a Company's leaders in the stakeholder dialogue and building credibility. This is a team effort. The other key audience for this book is Government Affairs professionals. Those running, or setting up, these departments will find the step by step guide to a targeted programme invaluable. Chris Anastasi describes to audiences to target, the many tiers of influencers that shape policy, the importance of galvanising wider support, and above all a focused approach to securing opportunities and managing risks. The case studies show how tangible value can be measured and delivered, Government relations professionals can use this unique book as a benchmarking resource or a template for success. It plugs a gap in the field of stakeholder relations.' — Robert Armour OBE, Deputy-Chair NuGeneration'Never before has it been so vital for business to ensure that its side of the story is properly told and understood. Chris Anastasi has written an invaluable practical guide to strategic stakeholder engagement.' — Sir Adrian Montague CBE, Chairman Aviva'As Energy Adviser to the Welsh Government I am happy to endorse the basic premise of this book which is the importance for successful developments of well-structured and actioned strategic stakeholder engagement. In a UK context it is interesting to reflect on the stress by the UK Government on the four new industrial strategy grand challenges. These cover the widespread use of artificial intelligence; modernised mobility, healthy ageing and clean growth. With all these sectors, effective stakeholder engagement is vital and includes the huge variation of stakeholders from individual consumers to pension funds looking to invest £billions for secure long term returns. The only sensible way to do this is to adopt a very professional and well-researched approach which normally involves the commitment of significant resources. Chris’ book, based on his front-line experience in the energy field and in depth case studies covering a very wide range of circumstances, provides an excellent overview for anyone who is interested in understanding the complexity of the issues and the core elements essential for success. In his book Chris does stress the importance of a clear story as the basis for a successful engagement strategy, whoever the targeted stakeholder. This importance, along with leadership can not be over-stressed: points which Chris makes well, once again illustrated through the use of diverse real-life case studies.' — Professor Ron Loveland, Energy AdviserTable of Contents1. Setting the scene for strategic stakeholder engagement 2. Decision-makers 3. Key influencers 4. Stakeholder engagement processes 5. Organising for stakeholder engagement 6. Delivering the engagement strategy and programme 7. Reflection

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Book SynopsisSummarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in different geographic markets.Conversations among consumers on social media now have an unprecedented ability to shape attitudes toward people, products, services, brands and to influence buying decisions. Consequently, the digital era brings to the fore the importance of interpersonal relations and the power of personal recommendations. This book is the first to empirically investigate how the form and appeal of marketing communications in social networks influence electronic word of mouth, including an examination of brand type and geographic market. The author focuses on motivations and reveals why people exchange opinions about brands, products and services in the digital environTable of Contents1. Marketing communications in the digital age 2. Social media and their users 3. Word of mouth 4. Content analysis in social media 5. Results overview 6. The influence of marketing communications in social media on electronic word of mouth

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