Sales and marketing Books
Lannoo Publishers Why Now?: Because your prospects should have been
Book SynopsisIn Why Now? Michael Humblet teaches you how to create the right pitch to maximise your impact and speed up the conversion of prospects into customers. Learn how to tailor sales and closing techniques to the needs of your prospects to formulate the ultimate sales pitch. Humblet’s phone rings: ‘Michael, people are interested in our product, and we write scores of offers but take-up is poor. What are we doing wrong?’ Humblet’s reply is invariably: ‘Why should a customer buy from you today? Why now?’ Sales pitches will fail if this fundamental issue is not addressed, a problem Humblet encounters in 90% of his client companies. They know how to identify prospects, but they do not have a compelling story, tailored to individual prospects. Humblet’s clients want to know how to speed up the sales process and close more deals. Humblet tells you how in Why Now? Having optimised more than 500 sales pitches, in Why Now? Humblet shares the five elements needed to turn prospects into customers. With case studies and before and after examples, Why Now? gives you a blueprint for how to best describe your offer in a sales pitch, website, brochure or sales offer and gives you proven tools to close deals. You will learn how to create the ultimate sales flow. It's closing time!
£28.00
£24.70
Ediciones Granica, S.A. El Búho de Minerva
Book Synopsis
£18.99
Stanford Inversiones Spa The Secrets Of Building A Successful High Ticket
Book Synopsis
£14.24
Springer Verlag, Singapore Nuanced Account Management: Driving Excellence in
Book SynopsisThis book is a comprehensive practical guide for account managers, sales teams and account leaders operating in the B2B space. It provides knowledge to excel in developing, growing and retaining top accounts in local and global environments. With a nuanced version of ‘account management’ that will potentially be a game changer, the book offers a personnel-and-process based agenda that can create a ‘competitive advantage’ on its own.Table of Contents1. Introduction and Fundamentals2. Tactics and Approaches for Sales Effectiveness3. Strategies for Deep Customer Engagement4. Skillsets and Knowledge (of Account Teams)5. Proactive Relationship Management6. Organizational and Human Resource Imperatives7. Customer Innovation Bias8. Pitfalls to Avoid9. The Payoff and Concluding Chapters
£17.99
World Scientific Publishing Co Pte Ltd Pricing Of Products & Services
Book SynopsisThe price of a product or a service is a critical element of the marketing mix. Price influences product demand, and the firm's revenue and profits. Prices also signal product quality and value, customer self-image, and the seller's pricing practices. With appropriate balance of theory, applications, and analytics, this book provides business students and practitioners the tools to make profitable pricing decisions under a variety of real-life contexts — current and emerging.Theoretical foundations for pricing decisions come from microeconomics, psychology, and behavioral decision theories. Well-established economic principles, with available data and analytics, help firms customize prices based on customers' willingness to pay, quantity purchased, timing and urgency of purchase, and by bundling their products and services. Pricing and promotional strategies of firms are further informed by the consideration of consumer psychology as well as the decision rules that consumers employ in framing of and responding to prices.As a practical step-by-step guide for firms, the book presents a comprehensive framework for pricing decisions. The framework illustrates how firms' pricing decisions are shaped by customer valuation of the product or service, firm cost, and competition within the category. Additional considerations include: channel arrangements, legal and regulatory limits, public sentiments, and the overriding strategy for the firm. Short cases and numerical examples help illustrate how these factors can be incorporated in firm making decisions.In addition to offering the theoretical foundation and practical guidelines for pricing, there are several distinctive features of the book.Pedagogically, the book takes a quantitative approach to pricing decisions and places a special emphasis on the utilization of data and analytics. Nevertheless, sound intuition and judgments remain a prerequisite.
£85.50
World Scientific Publishing Co Pte Ltd Marketing Strategy In The Digital Age: Applying
Book SynopsisThe market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.
£47.50
World Scientific Publishing Co Pte Ltd Marketing Strategy In The Digital Age: Applying
Book SynopsisThe market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.
£28.50
World Scientific Publishing Co Pte Ltd What Sponsors Want: An Inspirational Guide For
Book SynopsisThis book offers a practical but conceptually grounded view of the future of sponsorship. It is based on the reality that the world of sponsorship marketing is far too focused on impressions, logos, and 'money can't buy experiences' — experiences which are miraculously secured with money. The author asks questions such as: 'Do any corporate sponsors really believe that more logos are what their consumers want?' and, 'do organizations selling sponsorship believe they have nothing more valuable to sell than digital and physical signage?'In a culmination of real-life experiences, industry learnings and third-party professional research, What Sponsors Want provides expert-supported arguments to show that the traditional bronze, silver and gold packages of sponsorship belong to a model of the past. In outlining the conceptual model for successful sponsorship, this book provides five key principles of what sponsors want for you to take on your next sponsorship challenge.
£52.25
World Scientific Publishing Co Pte Ltd Markplus Inc: Winning The Future - Marketing And
Book SynopsisThis book seeks to understand how a one-man consultancy practice can grow to become what is arguably the largest such enterprise in one of the world's largest countries. It follows the incredible story of the start-up MarkPlus and its journey to become what it is today. Through this journey, one will discover the importance of developing innovative and original marketing frameworks and practices, along with the purpose and passion of a start-up's founder. This insightful book covers many well-established marketing concepts and practices and sheds light on the path that many entrepreneurs must take in establishing their own businesses.
£52.25
World Scientific Publishing Co Pte Ltd Markplus Inc: Winning The Future - Marketing And
Book SynopsisThis book seeks to understand how a one-man consultancy practice can grow to become what is arguably the largest such enterprise in one of the world's largest countries. It follows the incredible story of the start-up MarkPlus and its journey to become what it is today. Through this journey, one will discover the importance of developing innovative and original marketing frameworks and practices, along with the purpose and passion of a start-up's founder. This insightful book covers many well-established marketing concepts and practices and sheds light on the path that many entrepreneurs must take in establishing their own businesses.
£23.75
World Scientific Publishing Co Pte Ltd Customer Xperience Leadership: A Blueprint To
Book SynopsisThe success of private sector companies as well as public sector organizations is positively correlated with the level of customer experience they deliver. Outstanding experiences lead to high performance, satisfied customers, and many other positive outcomes. Poor experiences lead to countless negative problems and obstacles within the company and dissatisfied, frustrated customers outside.Given the importance of experiences, substantial resources are invested in improving them. Yet, the results are often disappointing. Companies have a difficult time fulfilling customers' expectations and satisfying their needs consistently, over time. Especially in the digital era we live in. This raises a question: Is there a roadmap that can help people and organizations achieve their experience goals? This book focuses on this issue.This interdisciplinary book offers a holistic, step-by-step blueprint for students, practitioners, and managers interested in understanding how to create exceptional customer experiences and learning how to effectively manage them. A unique model is presented. It includes four parts which are broken down into fourteen lectures. Each lecture deals with a specific topic and includes research-based figures and graphs, practical tools, and easy-to-implement customer-focused actions. Every lecture is one piece of the blueprint and together, they offer a path to experience leadership.
£85.50
World Scientific Publishing Co Pte Ltd History Of Marketing Science, The
Book SynopsisThe field of marketing science has evolved significantly in the last 70 years. Throughout its rich history, developments in this field have always been anchored on marketing phenomena that drew on economics, statistics, operations research, and related disciplines. This book reviews the accomplishments of notable marketing scientists in several research areas. It emphasizes both the role and the importance that pioneers in marketing science have had in the rapid development of this field and honors those contributions.This second edition of the book offers updates of the former chapters and six new chapters on emerging areas of marketing science including machine learning, field experimentation methods, and internet marketing. Combined with older areas of research like endogeneity, services, and market segmentation, this book provides a road map for the development of 22 areas of marketing science, which not only is useful from a historical perspective but also identifies important gaps in the literature which can provide an impetus for future research. As such, it provides an important resource for the main consumers of the academic marketing research literature: doctoral students, faculty, and marketing science practitioners in consulting firms and companies.
£157.50
World Scientific Publishing Co Pte Ltd Marketing Analytics Practitioner's Guide, The -
Book SynopsisAs the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume II, Parts III to V, is dedicated to Product, Advertising, Packaging, Biometrics, Price and Promotion. Part III focuses on the product development process, covering the analytic methods and procedures used to screen ideas, concepts, and products during development, launch, and post-launch.Part IV delves into advertising, packaging, and biometrics. The fundamentals, concepts, and core themes of advertising are covered in a chapter that explains how advertising works and what makes it effective and impactful. The chapter on Advertising Analytics focuses on audience engagement, both behavioural and attitudinal, and the analytic techniques and research processes used to test and track advertising.The chapter on packaging is devoted to the analytics and research techniques employed throughout the stages of packaging development and the chapter on biometrics covers biometric techniques and the relevant technologies, devices, metrics, and applications of these techniques that are useful to practitioners.Finally, Part V deals with price and promotion, covering a variety of pricing research methods and techniques for promotions evaluation. This will help the reader to gain an understanding of the importance and application of pricing and promotions in marketing strategy.
£49.50
World Scientific Publishing Co Pte Ltd Marketing Analytics Practitioner's Guide, The -
Book SynopsisAs the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume IV is divided into two parts — Retail and Statistics for Marketing Analytics. Retail delves into the various aspects of retail tracking, sales and distribution, retail analytics, and category management.The chapter on retail tracking covers in detail the processes that make up a retail measurement service, including the metrics supported by the service, the key benefits of the service, and how the data is interpreted.The sales and distribution chapter covers five key managerial objectives — building distribution, targeting the right channels and chains, optimizing assortment, securing retailer support, and managing stocks in trade.The retail analytics chapter covers a range of diagnostic analytic tools used to extract insights from disaggregate outlet-level data.Category management offers a framework for retailers to manage their business and for suppliers to understand the dynamics of trade marketing.Statistics for Marketing Analytics covers basic statistics, sampling, and marketing mix modelling. It aims to equip readers with the statistical knowledge and tools necessary to analyse and interpret marketing data. The chapters in this part provide a comprehensive understanding of statistical methods and their applications in marketing analytics, including sampling techniques, probability distributions, hypothesis testing, and regression analysis.
£49.50
World Scientific Publishing Co Pte Ltd Beyond The Dark Arts: Advancing Marketing And
Book SynopsisMarketing and communications are ever-evolving areas, with trends and issues quickly emerging, and often fading just as fast. An evergreen issue that continues to gain more and more traction is that of socially responsible and ethical marketing. The text discusses the increasing importance of socially responsible and ethical marketing and communication in today's world, where social media and social marketing have a wide reach. With practical applications and case studies for marketing and management practitioners to implement socially responsible and ethical communication campaigns, the book provides a tool kit for marketing and management practitioners to implement socially responsible and ethical communication campaigns. It is a must-read for researchers in social and ethical marketing, as well as educators in marketing, communication, social responsibility, sustainability, and ethics.
£114.00
World Scientific Publishing Co Pte Ltd Customer Xperience Leadership: A Blueprint To
Book SynopsisThe success of private sector companies as well as public sector organizations is positively correlated with the level of customer experience they deliver. Outstanding experiences lead to high performance, satisfied customers, and many other positive outcomes. Poor experiences lead to countless negative problems and obstacles within the company and dissatisfied, frustrated customers outside.Given the importance of experiences, substantial resources are invested in improving them. Yet, the results are often disappointing. Companies have a difficult time fulfilling customers' expectations and satisfying their needs consistently, over time. Especially in the digital era we live in. This raises a question: Is there a roadmap that can help people and organizations achieve their experience goals? This book focuses on this issue.This interdisciplinary book offers a holistic, step-by-step blueprint for students, practitioners, and managers interested in understanding how to create exceptional customer experiences and learning how to effectively manage them. A unique model is presented. It includes four parts which are broken down into fourteen lectures. Each lecture deals with a specific topic and includes research-based figures and graphs, practical tools, and easy-to-implement customer-focused actions. Every lecture is one piece of the blueprint and together, they offer a path to experience leadership.
£38.00
World Scientific Publishing Co Pte Ltd Marketing Analytics Practitioner's Guide, The (In
Book SynopsisAs the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.
£414.00
World Scientific Publishing Co Pte Ltd History Of Marketing Science, The
Book SynopsisThe field of marketing science has evolved significantly in the last 70 years. Throughout its rich history, developments in this field have always been anchored on marketing phenomena that drew on economics, statistics, operations research, and related disciplines. This book reviews the accomplishments of notable marketing scientists in several research areas. It emphasizes both the role and the importance that pioneers in marketing science have had in the rapid development of this field and honors those contributions.This second edition of the book offers updates of the former chapters and six new chapters on emerging areas of marketing science including machine learning, field experimentation methods, and internet marketing. Combined with older areas of research like endogeneity, services, and market segmentation, this book provides a road map for the development of 22 areas of marketing science, which not only is useful from a historical perspective but also identifies important gaps in the literature which can provide an impetus for future research. As such, it provides an important resource for the main consumers of the academic marketing research literature: doctoral students, faculty, and marketing science practitioners in consulting firms and companies.
£76.00
World Scientific Publishing Company Finding Wisdom in Brand Tragedies Managing
Book Synopsis
£28.50
World Scientific Publishing Company Marketing Driven Revenue Growth A Guide To
Book Synopsis
£90.00
Springer Verlag, Singapore The Post-Pandemic Business Playbook:
Book SynopsisCOVID-19 forced a dramatic change to customer behavior that resulted in an economic crisis not witnessed by anyone alive. Businesses can no longer operate as before because their customers are no longer operating as before. This book provides customer-centric based guidance for how businesses should adapt to this new reality, deriving insights from academic research, case studies, interviews, and best practice examples from around the world. As validated by hundreds of top-level executives, its readers will gain a better understanding of why customer behavior has changed so they can use the book’s solutions to navigate through and succeed in the post COVID-19 future.Table of Contents 1.Introduction.- 2.Section One: How and why the COVID-19 economic crisis occurred? A customer behavior-based perspective.- 3.Five phases for how customer behavior changed in response to COVID-19.- 4.Psychological and economic explanations for why the COVID-19 economic crisis occurred.- 5. Section Two: Customer-centric growth strategies.- 6. An opportunity unlike ever before.- 7. First quadrant: status quo growth strategy.- 8. Second quadrant: new customer markets.- 9. Third quadrant: new products.- 10. Fourth Quadrant: Diversify simultaneously into new markets with new or modified products.- 11. Section Three: The COUNTER COVID customer-centric framework your firm needs to employ NOW.- 12. Create emotional connections to CREATES loyalty.- 13. Demonstrate product value.- 14. Extend digital footprint.- 15. Conclusion.
£25.19
Springer Verlag, Singapore The Post-Pandemic Business Playbook:
Book SynopsisCOVID-19 forced a dramatic change to customer behavior that resulted in an economic crisis not witnessed by anyone alive. Businesses can no longer operate as before because their customers are no longer operating as before. This book provides customer-centric based guidance for how businesses should adapt to this new reality, deriving insights from academic research, case studies, interviews, and best practice examples from around the world. As validated by hundreds of top-level executives, its readers will gain a better understanding of why customer behavior has changed so they can use the book’s solutions to navigate through and succeed in the post COVID-19 future.Table of Contents 1.Introduction.- 2.Section One: How and why the COVID-19 economic crisis occurred? A customer behavior-based perspective.- 3.Five phases for how customer behavior changed in response to COVID-19.- 4.Psychological and economic explanations for why the COVID-19 economic crisis occurred.- 5. Section Two: Customer-centric growth strategies.- 6. An opportunity unlike ever before.- 7. First quadrant: status quo growth strategy.- 8. Second quadrant: new customer markets.- 9. Third quadrant: new products.- 10. Fourth Quadrant: Diversify simultaneously into new markets with new or modified products.- 11. Section Three: The COUNTER COVID customer-centric framework your firm needs to employ NOW.- 12. Create emotional connections to CREATES loyalty.- 13. Demonstrate product value.- 14. Extend digital footprint.- 15. Conclusion.
£26.59
Springer Verlag, Singapore Sociolinguistics and Business Talk: A
Book SynopsisThis book delivers essential skills in “spoken” professional communications, presenting theoretical and applied frameworks for business talk using English as a lingua franca. Adopting a role-playing approach mimicking various professional settings, it assesses the strength of the well-reasoned argument, the logical links that convince the audience of the coherence of the speaker’s argument and the necessary linguistics competencies. This book centers on a variety of situations that commonly take place in business organizations (such as relational talk; call center talk; job application talk) and addresses key skills such as conflict resolution and collaborative problem solving through communication, which are key for both students and practitioners. In addition it analyses spoken business discourse data with the four main sources of communicative competence: grammatical competence, discourse competence, sociolinguistic competence and strategic competence in order to highlight how they are used in business speaking practices. Table of Contents
£35.99
Springer Verlag, Singapore Customer-Centricity in Organized Retailing: A Guide to the Basis of Winning Strategies
This book provides a compendium of cutting-edge knowledge for an efficacious retailing strategy, with lessons from the organized retailing sector in India. It explores customer needs and their impact on developing successful retailing strategies and organized retailing in emerging economies with changing consumer behavior. It discusses the importance of developing appropriate retailing strategies in the context of an emerging economy, being agile and forward-thinking to implement a customer-centric approach across the retail value chain's upstream and downstream actions, and the requirement of clarity on the exact tools and techniques that will allow the retailers to move from their present product-centric state to the looked-for customer-centric state.This book aids the practitioners in developing and adopting a culture of customer-centricity and focuses on various retail strategy concepts and their implementation. It aims to present the multifaceted and multifarious questions of retail marketing in two studies, where each study provides a comprehensive solution.
£62.99
Springer Verlag, Singapore Dealing with Socially Responsible Consumers:
Book SynopsisThis book contains a collection of teaching cases that study and emphasise how twenty-first-century businesses address and satisfy the needs and wants of socially conscious consumers while remaining profitable. This book explores the practise of marketing for societal benefit through real-life case studies. It provides a critical understanding of marketing approaches such as social marketing, sustainability marketing, and other practises of a similar nature. This book is made up of both long and short real-life cases from various industries, with varying degrees of difficulty.Table of ContentsSection 1: Introduction.- Section 2: Key Principles and Concepts.- Section 3: Current Developments (Review of extant literature).- Section 4: Case Studies.
£67.49
Springer Verlag, Singapore Tourism and Hospitality in Asia: Crisis,
Book SynopsisThis book analyses the ways in which crises, including COVID-19, can be managed within the tourism and hospitality industries in Asia, in ways that support the future of these industries and help to make them more resilient. This book supports efforts to develop a new direction for the tourism and hospitality industry by considering their development holistically in the context of sustainable development. Going further, this book highlights actions to make the tourism system more resilient to external shocks and crises. Readers of this book will get insights into the economic, social, technological, and environmental implications of crises on the tourism and hospitality industry in Asia, including issues within the food and beverage industry in the Asian post-COVID-19 period. This book has three major objectives: to explore the crisis context of Asian tourism and hospitality, to present multiple cases from countries in Asia, and finally to envisage the paths to make the Asian tourism system more resilient, through the discussion of new trends and issues emerging following the pandemic. This book examines the economic, social, environmental, and technological implications of crises on the Asian tourism and hospitality industry and discusses the various ways of managing these crises more efficiently, contributing new knowledge to the industry. In its wider context, this book covers tourism management, crisis management, and destination management. At the more micro level, themes explored include tourism economics, marketing management, hospitality management, food and beverage management and tourism technology.Table of ContentsIntroduction (Azizul Hassan et al)The Crisis ContextChapter 1. Crisis, Resilience and Recovery in Tourism and Hospitality: A Synopsis (Mohammed Ghanim Ahmed et al)Chapter 2. Community Resilience and Crisis Management: Stakeholders Perspective of the Tourism Industry (Bindi Varghese and Joseph Chacko Chennattuserry)Chapter 3. Corporate Social Responsibility in Tourism Post COVID-19 Pandemic: A Paradigm Shift (Samik Ray)Chapter 4. Effects of COVID-19 on Consumer Behavior in the Tourism Industry (K. N. Lokesh Kumar and G. K. Jaya Bharath Reddy)Chapter 5. Pandemic Crisis and Prospects of Tourism along the BCIM Economic Corridor (Saleh Shahriar)Chapter 6. Impact of COVID-19 Pandemic on the Tourism and Hospitality Industry of Pakistan: An Insight from Techno and Social-Economics Crisis Perspective (Muhammad Saeed Meo et al)Chapter 7. Indian Medical Tourism: Post COVID-19 Planning and Reviving Approaches (Hafizullah Dar and Kirti Kashyap)Chapter 8. Disrupted Diners: Impacts of COVID-19 on Restaurant Service Systems and Technological Adaptations (Priyakrushna Mohanty et al)Chapter 9. Impact of COVID-19 Outbreak on Smallholder Producers of Farming Products Supply to Tourism Business in Sri Lanka (Musthapha Mufeeth and Kaldeen Mubarak)Resilience and Recovery in the Post COVID-19 PeriodChapter 10. Pandemic, Tourism and Economic Crisis: An Analysis of Performance of the Bangladesh Parjatan Corporation (Shuvra Chowdhury et al)Chapter 11. Does Tourism and Hospitality Workplace Fun Influence Employee Deep Acting in a Moderated Situation? (Md. Aftab Uddin et al)Chapter 12. COVID-19 Effects, Challenges and Recovery of Rural Tourism in Iran (Mana Khoshkam and Roya Rahimi)Chapter 13. Role of Tourist Guides in Destination Recovery Process through Cultural Tourism Product Development in Post COVID-19 Period (Gül Erkol Bayram et al)Chapter 14. How to Make Place Branding Content Viral in Pre and Post-Pandemic Situations through Instagram? (Gourav Roy and Varsha Jain)Chapter 15. Influence of Ethnic Foods on Culture and Post COVID-19 (Nishi Priya et al)Chapter 16. Effects of COVID-19 and Recovery Process in the Turkish Tourism Industry (Elham Anasori and Kemal Gürkan Küçükergin)Chapter 17. The Impact of COVID-19 on Malaysia’s Hospitality and Tourism Industry: Any Recovery Measures for Transformation? (Velan Kunjuraman and Nitanan Koshy Matthew)Chapter 18. Short and Long Term Recovery of Tourism as a Way out of COVID-19 Crisis: The Case of Turkey (Selcen Seda Türksoy)Chapter 19. Digital Acceptance and Resilience in Rural Tourism Destination: A Case of Bali (I Gede Gian Saputra and Putu Diah Sastri Pitanatri)The Future AheadChapter 20. The Future of Post-Pandemic Tourism and Hospitality Industry: A Comprehensive Assessment (Hande Uyar Oğuz)Chapter 21. Rerouting Tourism and Hospitality in Crisis: A Systematic Literature Review and Future Research Directions (Rokibul Hossain et al)Conclusion (Azizul Hassan et al)
£151.99
World Scientific Publishing Co Pte Ltd Creative Marketing For New Product And New
Book SynopsisNew products and new business development require innovative, creative marketing solutions in order to successfully differentiate them from competing products in the marketplace. This important book explores and elucidates the essence of creativity, with an emphasis on how to proceed with R&D activities strategically and how to connect them with successful products, services and commercialization. Using interesting, real case studies such as “Healthy Tea™” developed by Japan Coca-Cola, Inc., the recommendation engine “Teach Me Electronic Appliances”, and the development of various robots, the book uncovers the secret of successful marketing and shows how to develop and deploy new products and services on a sustainable basis. It will therefore appeal to both business practitioners as well as researchers and students interested in innovation and marketing issues.Table of ContentsStrategic Planning and R&D Management; Designing, Selecting and Assessing R&D Projects; Systematization and Fortification of Information; Important Considerations in Proceeding with R Information Search in Developing "Healthy Tea "; Development of "Teach Me Electronic Appliances"; Cases of Robot Development; Incidents of Product Malfunctions in Corporations.
£94.50
World Scientific Publishing Co Pte Ltd Marketing Manipulation: A Consumer's Survival
Book SynopsisMarketing Manipulation deals with the tactics and strategies used by marketers that prey on human cognitive, social and memory based biases ultimately influencing consumer behavior in their favor.Kamins focuses on examples from academic research where consumers have been found to be susceptible to bias and therefore have made less than optimal purchase decisions. Particularly, academic research in the area of Pricing, Product, Promotion, Sales and marketing research. Written in an accessible manner, this book puts the consumer (you!) in the center and aims to helps making all of us a better decision maker when confronted with a range of stimuli in a marketing environment.
£76.00
World Scientific Publishing Co Pte Ltd Modern Health Care Marketing
Book SynopsisThis book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.It also addresses recent changes in the U.S. health care industry. Some key issues covered are the increase in federal and state government involvement and oversight of health care delivery; increase in laws and regulations affecting health care management and marketing; growth of specialized health care markets such as Medicare, Medicaid and Affordable Care Act; globalization of health care and greater focus on legal and ethical health care marketing practices.Modern Health Care Marketing is an essential read to understand the integrated nature of health care marketing in the technologically driven, customer/patient-focused and globalized environment. It is also a useful reference for professionals to pick up best practices on addressing challenges faced in the modern health care industry.
£130.50
Marshall Cavendish International (Asia) Pte Ltd Inside Her Pretty Little Head: A New Theory of
Book SynopsisWomen make 80 percent of all purchasing decisions and are therefore undoubtedly the largest and most important consumer group, yet women have been poorly understood and badly served by marketing that has operated as if all customers are inherently the same. A deep understanding of the differences between men and women leads to more relevant, meaningful ideas that will contribute significantly to a brand's success. Derived from the latest research on gender, readers will learn that women judge and purchase goods and services by four main codes: altruism, aesthetic, ordering, and affinity. This essentially new approach provides the tools, clear constructs, and case studies to help companies take full advantage of the opportunities offered by gender-based marketing.
£9.49
World Scientific Publishing Co Pte Ltd Architecting Experience: A Marketing Science And
Book SynopsisIn a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person. Effectively appealing to customers requires delivery of brand experiences built on relevance and recognition of context. Just as in any conversation, delivering relevance in context requires understanding the person one is speaking with and shared environment.Wheeler answers the biggest question facing digital marketers today: 'with an ever expanding array of digital touch points at one's disposal, how does one deliver content and experiences around one's brand that build relationships and drives results?' The quick answer to this is 'through the application of data and analytics to drive highly relevant, contextual targeted content and adaptive experience', but since this answer is not as easy to achieve as it is to say, Architecting Experience has been designed to help readers develop the understanding of marketing data, technology and analytics required to make this happen.Table of ContentsThe Foundations of Personalization; Consumer Decision Journey and Data Design; The Changing World of Owned Media; Social Media Analytics; Paid Media Analytics; Experience Design and Content Strategy; Data Management and Marketing Science; Organizational Change; Privacy, Internet of Things, Quantified Self and Personal Data Management;
£61.75
World Scientific Publishing Co Pte Ltd Worldwide Casebook In Marketing Management
Book SynopsisWorldwide Casebook in Marketing Management comprises a large collection of case studies in marketing and business management. It covers a huge array of decision-making areas and many different industries ranging from computers, petrol retailing and electronic gaming to drinks, fashion, airlines and mobile communication. The worldwide cases are all related to many well-known brands and corporations like British Airways, Red Bull, Nintendo, Google, Microsoft, Cacharel, etc.
£265.50
Marshall Cavendish International (Asia) Pte Ltd Presentation Skills for Quivering Wrecks
Book SynopsisSpiders, death, dentists, snakes and flying are in the list of the top ten fears of businesspeople (Book of List). But the top position is held by “public speaking”. So great is this fear that most businesspeople have a single objective: to get off the platform as soon as possible. This book, based on a hugely successful course given to thousands of businesspeople, shows how anyone can speak with confidence to an audience of any size. Laced with humour and wit, the author emphasizes that you don’t have to be a brilliant orator to be an effective speaker in business. Simply being good is plenty, because 95% of all business presenters are so awful! 10 reasons you must buy this book and avoid “death by slide-show”! 1. Most business audiences have a single objective: to get out of the room. 2. Most business presenters have a single objective: to sit down in the audience again. 3. Most corporate audiences can’t remember, 24 hours later, what was presented, the title of the presentation or the presenter’s name. 4. Like it or not, 55% of the persuasive power of a presentation is transmitted by the speaker’s body language, 38% by the speaker’s voice tone and only 7% by the content. 5. 75% of speaker-nerves disappear with correct rehearsal. 6. You can discover how to generate applause when you want it. 7. There is a simple model you can use which will create a terrific presentation for you every time. 8. Bullet points are not what slides are for, and using all capital letters makes long stretches of text very hard to read. 9. Reading words off slides (as most presenters do) puts your audience to sleep in about 30 seconds. 10. Good presenters are very rare. When you become a good presenter you can often negotiate better employment terms, a higher salary, and even get yourself promoted – I did... so can you! [Facsimile reprint edition]
£14.50
Marshall Cavendish International (Asia) Pte Ltd Touch: Building Your Brand in the Experience
Book Synopsis
£13.29
Marshall Cavendish International (Asia) Pte Ltd The Next Big Asian Brands: Who Will Emerge
Book Synopsis
£12.59
Springer Original Brand Manufacturing Business Model
Book SynopsisThe evolution of OEM, ODM and OBM business models.- Navigating the Digital Shift: OBM Business Model in the Era of Digital Transformation-Chapter.- Crafting a Global Vision: Purpose Management for OBM.- Innovation at the Core: R&D Strategies for OBM.- Building Brand Power: Marketing Strategies for OBM.- Efficiency and Value Creation: Production Strategies in OBM.- Streamlining Operations: Supply Chain Management in OBM.- Sustainability in Focus: Circular Economy Approaches for OBM.- Shaping the Future: Trends and Prospects for OBM Evolution.
£98.99
World Scientific Publishing Company Mastering Strategic Marketing For Specialty
Book Synopsis
£100.00
World Scientific Publishing Company Mastering Strategic Marketing For Specialty
Book Synopsis
£52.25
Egea Spa - Bocconi University Press Customer Loyalty
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£30.01
Aiditorial Books Social Media Marketing: 2 in 1: Become an
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£22.49
Ugly Mug Marketing Full Circle Marketing: Transform Your Marketing &
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£9.95
Sara Mehideb Creative Horizons: Exploring the Multifaceted
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£20.89
Kenneth Pealock Google Bard AI
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£12.49
Victor Palandi Copywriting Descomplicado
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£10.35
Maple Spring Publishing Crystallizing Public Opinion: Complete and
Book SynopsisThe Bare-Knuckled Truths of Edward BernaysYou may not know Edward Bernays, but Edward Bernays knows you. His 1923 classic Crystallizing Public Opinion set down the principles that corporations and government have used to influence and manipulate public attitudes over the past century, and the mass media continues that practice today.This seminal work on how public opinion is created and shaped, offers a glimpse into the world of propaganda and advertising. Bernays, who believes the public behaves like a herd of animals, shows how ideas about what to eat, and how we should look and dress can easily be put into our heads. He outlines how the masses can be controlled in whatever way the influencer chooses.This original and complete edition includes a new Introduction by PEN Award-winning historian, Mitch Horowitz.By adapting the ideas that this pioneering PR strategist, who considered himself part of an intellectual and economic elite entitled to govern public opinion and global policy, governments and advertisers have been able to regiment the mind. His work explains the popularity of today's TV news shout-fests and angry social media posts because, as Bernays observed, crowds love a contest. This crowd-contest dynamic fuels the hostile and sarcastic comment chains that populate Twitter, Facebook, and other social media outlets.We know that beliefs can gain sudden popularity based on the public's proclivity for seven factors: flight-fear, repulsion-disgust, curiosity-wonder, pugnacity-anger, self-display-elation, self-abasement-subjection, parental-love-tenderness.Named as one of the 100 most influential Americans of the 20th Century by Life magazine, Bernays' clients included the American Tobacco Company, several U.S. presidents and the opponents of the Guatemalan revolution. This Austrian-born nephew of Sigmund Freud made a study of the different ways to use propaganda. Crystallizing Public Opinion was his first major effort to sell himself and his philosophy of public relations.
£12.34
£29.69
Apress Raising Creative Teams
Book SynopsisChapter 1: Create Gratitude: Say Thank You (and mean it).- Chapter 2: Create Transparency: What You Can Expect from This Book.- Chapter 3: Create Clarity: What Exactly Does a Creative Leader Do?.- Chapter 4: Create Foundations: How to Have One-To-Ones.- Chapter 5: Create Culture: How to Let Your Team Thrive.- Chapter 6: Create Opportunity: How to Build Your Team.- Chapter 7: Create Creative: How to Give Feedback and Direction.- Chapter 8: Create Success: How to Sell Work (Or: The Myth of the Dog and Pony Show).- Chapter 9: Create Gratitude (Part 2): How to Say Thank You.- Chapter 10: Create Change: Your Creative Vision and Your Personal Brand.- Chapter 11: Create Connections: A Little Help from My Friends.- Chapter 12: Create Understanding: Final Exam.- Chapter 13: Create Gratitude (Part 3): Thank You.
£29.99
