Sales and marketing Books

Book SynopsisMarket relations are changing not only the distribution and promotion of literary works but also their content, their language, and their social and political function. This book penetrates the intricacies of literary production, circulation and reception, focusing on some of the most original and representative authors of today such as Roberto Bolaño, Gabriela Cabezón Camara, Yuri Herrera, and Irmgard Emmelhainz, among others. The book also illuminates on the “materialitity” of literature and the strategies of literary marketing: festivals, book fairs, digitalization, and translation. Globalization and regional particularisms meet, then, in the symbolic territories of the literary world, and expose their dynamics and intrinsic negotiations.Table of ContentsList of Illustrations Notes on Contributors Introduction: A Few Turns of the Kaleidoscope  Mabel Moraña Part 1: Word and World: (Re)Inscriptions 1 The Global Alt-Right as Prefigured by Roberto Bolaño  Héctor Hoyos 2 “En tanto poeta, ¡zas!, novelista”: On Bolaño and Latin American Poetry in the World Literature System  Jorge J. Locane 3 Rejoicing Materiality: A Geological Writing by Gabriela Cabezón Cámara  Cristina Rivera Garza 4 New Media and New Technologies in Contemporary Latin American Writing  Edmundo Paz Soldán 5 The Consecration and Repositioning of a Border Writer: The Phenomenon of the Publishing Market in the Work of Yuri Herrera  Juan Rogelio Rosado Marrero Part 2: Latin American Genres, Themes and Writings in a Global World 6 Latin American Crónicas: The World-Regional Circulation of a Local Genre  Juan Poblete 7 The Archives of an Exception to Come: Literature, Cinema and the World in Irmgard Emmelhainz’s El cielo está incompleto (2017)  Ignacio M. Sánchez Prado 8 Beyond (Cuban) Literature: Global Issues in Generation Zero  Catalina Quesada-Gómez 9 The Digital Condition: Algorithms, Language, and Imagination in Latin American Digital Literature  Carolina C. Gainza Part 3: Literary Culture and Global Consumptions 10 Materialities of Literature in Latin America  Gustavo Guerrero 11 Literary Culture and Spectacle: The Boom in Literary Festivals in Latin America  Ana Gallego Cuiñas 12 Measuring the Consumption of Bibliodiversity and Foreign Literatures in Translation: Supply and Sales of Translated Books in Germany between 2007 and 2018  Marco Thomas Bosshard Afterword: The Latin American Writer and the Global Market  Ana Gallego Cuiñas Index

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Book SynopsisThis book represents a unique collection of European and Asian perspectives on the production, trade and consumption of high quality food. The rapidly growing demand for organic and quality food in Europe imposes new challenges on competing food value chains. Europe, as the biggest worldwide food importer, attracts many developing and developed countries in Asia. Prospering Chinese and Thai food markets offer new opportunities for European operators. Wealthy and informed consumers on both continents search for trustworthy high quality food products. Farmers, operators and retailers from distant cultures are coping with different standards, facing the ever increasing necessity for mutual understanding. This publication is the output of Bean-Quorum, a European funded Asia-Link project. Bean-Quorum represents a consolidated network of researchers working together with the business sector and NGOs to enhance European Asian understanding about organic and quality food. This book describes global trends in organic and quality food trade and connects them with recent developments in Asian and European market structures. Selected case studies illustrate the impact of organic and quality food production on topics ranging from sustainable rural development, to the potential of exotic new plant varieties to purchase decisions of European or Asian retail managers. Selected European markets are mirrored by the situation in Chinese and Thai markets. Finally, environmental issues concerning global trade of quality food are addressed.

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Book Synopsis'Neuromarketing in food retailing' provides the reader with fundamental theoretical and practical neuromarketing issues applied in food retailing. It covers essential terminology, interdisciplinary relations of neuromarketing and neuropsychology, ethical issues, neuromarketing research methods and applications from the sphere of consumer behaviour, visual merchandising in retailing and services. A final chapter is devoted to the future of neuromarketing including new trends in marketing and technologies as well as augmented reality and virtual reality. The book provides the readers (university students, scholars, retailers and other professionals) with tips on how to use neuromarketing techniques to reveal and understand hidden consumer reactions and make conditions for shopping more convenient and effective.

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Book SynopsisSmell is one of the most sensitive senses and is closely connected with emotions. Everyone has experienced a moment where a scent changed their mood and brought up memories. In this book monitoring of the effect of aromas on consumer emotions is described. It starts with a general overview of the role of scents in marketing and the use of neuroscience tools in monitoring the impact of the stimuli on consumer emotions. Tools used by the authors are a consumer neuroscience tool - electroencephalography (EEG), a biometric method that monitors the galvanic skin response or skin perspiration (GSR), and a traditional data collection method - a questionnaire. With these tools, consumer response to three selected scents were monitored. One of the initial scents was selected and tested under ‘normal’ restaurant conditions. The authors describe how the information was obtained, and how the effect on consumer emotions was determined. 'The use of consumer neuroscience in aroma marketing' concludes with recommendations to improve the effectiveness of aromatisation in practice.

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