Trousson, Raymond / Vercruysse, Jeroom (dir.), Dictionnaire general de Voltaire. (Champion classiques, references et dictionnaires 18) 1272 p. 2020:10 (Champion, FR) <670-9>
ISBN 978-2-38096-016-7 paper ¥7,064.- (税込) EUR 38.00

Derval, Diana, Frontiers in Product Innovation Strategy: Predicting Market Outcomes and Creating Winning Products for a People and Planet-friendly Future. (Business Guides on the Go) 132 pp. 2023:4 (Springer, GW) <695-700>
ISBN 978-3-031-25822-0 hard ¥14,384.- (税込) EUR 59.99 *

The book shares a cutting-edge approach to innovation strategies and product innovation by showing how advances in management and science can now help explain and predict innovation response and market outcomes across industries (health, cosmetics, food, leisure, insurance, automotive). A comprehensive review of the latest breakthroughs - from behavioral science to sustainable practices - sheds a new light on product innovation management allowing brands and teams to develop daring yet low-risk innovation strategies, while increasing their positive impact on people and planet.Readers will particularly benefit from the self-paced online video-based learning modules provided with the innovative Book+Course format.

Neeb, Hans-Peter, Account Management Strategies in B2B Sales: Generating Customer Value and Building Sustainable Business Relationships - Methodology, Processes, Tools. 139 pp. 2023:1 (Springer, GW) <695-705>
ISBN 978-3-658-40449-9 paper ¥15,583.- (税込) EUR 64.99 *

This book provides employees and managers in sales with a clearly defined process for building sustainable business relationships along the account journey. Using a structured method, you will learn how to set yourself up for success right from the start, increase your competitiveness, increase market share and generate more sales.In B2B sales today, it's no longer primarily about just solving the customer's problems and winning as much of the customer's budget as possible. The decisive factor for success is that you ask your customer the right questions, understand his strategy in all facets and help him to achieve his goals with your offer - this is the only way to create a fruitful and long-term partnership at eye level. If you align your messages with these goals, you will generate tailored customer value, and the customer will have no choice but to accept your offer. This paradigm shift should make it easier for customers to buy, and it can be instrumental in helping account managers in B2B increase their sales over the long term. The book provides practical tools and a blueprint for salespeople to succeed and for managers to lead their teams with purpose.

Benito, Maria Rodriguez-Rabadan, Branded Content and Entertainment in Advertising: A Theoretical and Empirical Study of Creative Advertising Practices. (Routledge Studies in Marketing) 192 pp. 2023:6 (Routledge, UK) * paper 2024 <695-739>
ISBN 978-1-032-31641-3 hard ¥41,470.- (税込) GB￡ 145.00 *
ISBN 978-1-032-31642-0 paper ¥11,436.- (税込) GB￡ 39.99 *

In recent years, branded content and entertainment have become standard practice for brands, advertising agencies, and production companies. This volume analyzes branded content through a theoretical and empirical study to examine the factors that have led to exponential growth and the adaptation of creative advertising processes in the creation of branded content. The book debates the suitability and acceptability of branded entertainment as an advertising practice, the different degrees of involvement of the brand in creating content, and the brands' mastery of entertainment. It explores the implications that may underpin the practice and discusses the necessary creative elements involved in their successful execution, as well as the effects it has on consumers and audiences. This insightful book will be a valuable guide for academics and upper-level students across marketing disciplines, including advertising, brand management and communications, as well as screenwriting.

国際マーケティング管理
Berndt, Ralph / Fantapie Altobelli, Claudia / Sander, M., International Marketing Management. 595 pp. 2023:5 (Springer Gabler, GW) <695-740>
ISBN 978-3-662-66799-6 paper ¥23,976.- (税込) EUR 99.99 *

For every company that is active internationally, a systematically operated cross-national marketing management is indispensable in order to secure its own existence in the long term. The rapid changes on many markets and in many countries also mean that professional information gathering and processing of market-relevant data must take place within the framework of international market research. Based on this data, market-oriented decisions have to be made within international marketing management in order to achieve operational goals. This book deals not only with the "classic" topics of international marketing, such as international market research and the international use of individual marketing instruments, but also with the various management sub-functions of planning, controlling, organization and human resources management in internationally active companies, each with a specific reference to marketing in the sense of market-oriented corporate management. The theoretically presented correlations are enriched by current data on the relevant framework conditions on international markets, empirical findings on the individual fields of action of international marketing management as well as numerous current examples from entrepreneurial practice. With this comprehensive presentation of international marketing management, the authors address lecturers and students as well as practitioners who deal with marketing issues in an international context.

Burmann, Christoph / Riley, Nicola-Maria et al., Identity-Based Brand Management: Fundamentals-Strategy-Implementation-Controlling. 2nd ed. 200 pp. 2023:5 (Springer Gabler, GW) <695-741>
ISBN 978-3-658-40188-7 hard ¥8,869.- (税込) EUR 36.99 *

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

Frohmann, Frank, Digital Pricing: A Guide to Strategic Pricing for the Digital Economy. (Management for Professionals) 369 pp. 2023:4 (Springer, GW) <695-744>
ISBN 978-3-031-24590-9 hard ¥15,583.- (税込) EUR 64.99 *

This is one of the first books to combine the current megatrend of digitalization and pricing as the most effective lever for increasing and sustaining profits. The book presents the basics of digital pricing as well as modeling methods and implementation examples. This structure helps in tackling the latest developments and challenges due to digitalization. Readers will gain a detailed insight into using innovative revenue and price models to generate a sustainable competitive advantage for their companies. The author uses his cross-industry experience to draw on several examples of innovative digital pricing approaches which can be applied in industrial sectors such as automotive, industrial goods and machinery, as well as service sectors like telecommunications, transportation and tourism.

倫理的消費－研究の概観
Hiller, Alex / Goworek, Helen, Ethical Consumption: A Research Overview. (State of the Art in Business Research) 96 pp. 2023:4 (Routledge, UK) * paper 2024 <695-745>
ISBN 978-1-032-16063-4 hard ¥14,868.- (税込) GB￡ 51.99 *
ISBN 978-1-032-16064-1 paper ¥5,716.- (税込) GB￡ 19.99 *

Arising from foundations in green and eco-consumerism, ethical consumption is a multidisciplinary area of research. This shortform book presents an expert view of the empirical evidence on ethical consumption, incorporating perspectives from marketing, psychology and sociology.It takes both a historical and a thematic perspective, covering definitions of ethical consumption, typologies of ethical consumer practices, successes brought about from consumer actions and the current challenges. It also focuses on the emergence of contemporary perspectives on ethical consumer behaviour from three discrete perspectives: those focusing on consumer segmentation (the profiling of ethical consumers), those which take a psychological approach (the decision- making processes which underpin ethical consumption) and those which are sociological in nature (the identities and practices which underpin ethical consumption). The book finally synthesises these perspectives in the context of the 'problems' that are often claimed to exist, such as the existence of the 'attitude- behaviour gap', and provides conclusions which make recommendations for practice and further research.It will be of interest to academics and students of marketing, consumption and related fields, as well as to practitioners and policymakers who want to understand more about the evidence pertaining to ethical consumers, what motivates them, and how to encourage and educate them to consume more ethically.

Hoerner, Thomas, Advertising Impact and Controlling in Content Marketing: Recognize Impact Mechanisms, Optimize Controlling and Adapt Strategy. 263 pp. 2023:3 (Springer, GW) <695-746>
ISBN 978-3-658-40550-2 paper ¥16,782.- (税込) EUR 69.99 *

Content marketing is now a firmly established discipline in online marketing. But how exactly does content marketing work? What are the consequences for strategic content planning and what does valid content marketing controlling look like? This book goes beyond the usual tips on how to implement content marketing by asking what the fundamental effect of content marketing is on companies' customers and prospects. The author not only describes the requirements and procedures for the strategic design of content marketing, but also presents a comprehensive content marketing controlling framework based on the analyzed impact mechanisms. With this book, marketing managers receive a theoretical foundation of the discipline of content marketing as well as numerous recommendations for successful implementation in companies.

Liozu, Stephan M. / Hinterhuber, Andreas (eds.), Digital Pricing Strategy: Capturing Value from Digital Innovations. 272 pp. 2023:6 (Routledge, UK) <695-747>
ISBN 978-1-032-12771-2 hard ¥42,900.- (税込) GB￡ 150.00 *
ISBN 978-1-032-12772-9 paper ¥12,008.- (税込) GB￡ 41.99 *

Digital Pricing Strategy provides a best-practice overview of how companies design, analyze, and execute digital pricing strategies. Bringing together insights from academic and professional experts globally, the text covers essential areas of the value and pricing of data, platform pricing, pricing of subscriptions and monetization of the global environment.Case studies, examples and interviews from leading organizations, including Zuora, Honeywell, Relayr, Alcatel Lucent, ABB, Thales, and General Electric, illustrate key concepts in practice. To aid student learning, chapter objectives, summaries, and key questions feature in every chapter, alongside PowerPoint slides and a test bank available online for lecturers.Comprehensive and applied in its approach, this text provides postgraduate, MBA, and Executive Education students with an understanding of the capabilities, processes, and tools that enable executives to effectively implement digital transformations and capture value from digital innovations.

Prior, Daniel D., B2B Customer Engagement Strategy: An Introduction to Managing Customer Experience. 233 pp. 2023:3 (Palgrave Macmillan, UK) <695-749>
ISBN 978-3-031-23408-8 paper ¥16,782.- (税込) EUR 69.99 *

Business to business (B2B) transactions account for 60-70% of all transactions globally. Considering this, many supplier firms aspire to create high levels of customer engagement, and this involves identifying various ways to improve customer experience. In fact, companies such as Google, Amazon, Microsoft, and others now employ professionals in customer engagement roles and dedicate entire corporate divisions to ensure seamless customer engagement. Creating high customer engagement is challenging without a cohesive, strategic approach - particularly in B2B markets. This textbook introduces students to customer engagement strategy in B2B markets, the foundation of which is customer engagement capability. Companies must develop and implement four sub-capabilities - customer journey management, customer relationship management, customer communications and data analytics and insight to succeed. With a myriad of case studies, discussion questions and prompts forfurther reading, the textbook translates theory into practice and serves as a useful foundation for executive courses as well as fundamental reading for masters-level specialist courses in customer engagement, marketing, sales, and strategy. In addition, practitioners in supplier firms will also be able to use to build their customer engagement capability.

Roeding, Tobias, Technology-Oriented Customer Touchpoints in Context of Services in Retailing: A Differentiated Analysis on Social Presence and Privacy Calculus. (Handel und Internationales Marketing Retailing and International Marketing) 245 pp. 2023:1 (Springer Gabler, GW) <695-750>
ISBN 978-3-658-40553-3 paper ¥20,379.- (税込) EUR 84.99 *

In this book, Tobias Roeding addresses the topic of technology use along different touchpoints in context of different services in retailing, both in offline and online retail, with a total of eight essays. In particular, the interaction of technology use and the frontline employee is also considered and a special focus is placed on aspects of data disclosure by customers. In this context, the essays concentrate in varying degrees on the social interaction between customer, frontline employee and a service-technology, as well as on the balancing of benefits and risks for the customer in a possible disclosure of personal information. Based on the essays' findings, implications for both practice and academia are provided..

Thaichon, Park / Quach, Sara (eds.), Luxury Marketing, Sustainability and Technology: The Future of Luxury Management. (Routledge Studies in Luxury Management) 208 pp. 2023:6 (Routledge, UK) * paper 2024 <695-752>
ISBN 978-1-032-34291-7 hard ¥41,470.- (税込) GB￡ 145.00 *
ISBN 978-1-032-34292-4 paper ¥11,436.- (税込) GB￡ 39.99 *

Luxury Marketing, Sustainability and Technology explores how new technologies, sustainability, and relationship marketing impact and change the future of luxury brand management. Whilst the luxury industry is experiencing exponential growth, further research is vital to improve knowledge and understand how luxury management operates in the new age of marketing.Through a range of empirical and theoretical contributions, this book offers clear insights into relationship marketing and luxury management. It examines the growth of luxury, marketing strategies for luxury brands, advertising and communication of luxury brands, AI and disruptive technology in luxury marketing, and sustainability and pro-environmental luxury. All the chapters close with practical summaries and recommendations for businesses practice.This book is a useful reference for scholars and postgraduate researchers across luxury management and marketing, including those interested in international marketing, social media marketing, and fashion management, as well as innovation management and sustainability.

Vignolles, Alexandra / Waiguny, Martin K. J. (eds.), Advances in Advertising Research (Vol. XII): Communicating, Designing and Consuming Authenticity and Narrative. (European Advertising Academy) 332 pp. 2023:3 (Springer Gabler, GW) <695-753>
ISBN 978-3-658-40428-4 hard ¥38,364.- (税込) EUR 159.99 *

This volume is a compilation of research presented at the 19th International Conference in Advertising (ICORIA), held in Bordeaux (France) in June 2021. Renowned scholars from around the globe share their knowledge and contribute to state-of-the-art research on advertising research. This volume is intended to academic, professional and student readership.

Edgar, Matthew, Tech SEO Guide: A Reference Guide for Developers and Marketers Involved in Technical SEO. 165 pp. 2023:5 (Apress, US) <695-655>
ISBN 978-1-4842-9053-8 paper ¥8,389.- (税込) EUR 34.99 *

Tech SEO Guide provides a reference for everyone who works on the technical side of SEO. SEO has always had a technical component but over the last several years, the technical challenges are increasing as websites deliver richer and more engaging experiences. Those experiences can make it harder for Google to crawl a website and rank a website in search results. Given how important organic search rankings can be for a website’s traffic, it is more important than ever to make sure the technical fundamentals are in place to support a website’s SEO performance.SEO professionals includes marketers, developers, programmers, UX professionals, designers, and business executives because technical SEO impacts and overlaps with so many different areas of a business. Because the book addresses a wider audience, it provides technical details but also includes higher-level discussions about how search engines and robots work too. There are many different aspects of technical SEO and it is difficult to keep track of every detail, especially for people who only work on technical SEO matters on an occasional basis. Because of that, this guide book can be read all at once for those wanting to study technical SEO in detail or it can be read a paragraph at a time, allowing people to refer back to quickly jog their memory or review a complex topic. Each chapter walks through a different area of technical SEO, addressing specific scenarios and questions about that particular area. After discussing each section, the chapter will conclude with a summary of the important items to measure and monitor related to that section. What You Will Learn What factors to keep in mind as you begin a redesign of the website How to evaluate technical factors to see if a technical configuration is causing traffic to drop How to perform regular audits of a website to identify problems or areas of opportunity Who This Book is For Marketers, developers, programmers, UX professionals, designers, and business executives

Sarapin, Susan H. / Morris, Pamela L., Holy Hype: A Guide to Religious Fervor in the Advertising of Goods and the Good News. 258 pp. 2022:1 (Lexington Books, US) <695-242>
ISBN 978-1-7936-2934-0 hard ¥25,155.- (税込) US$ 121.00 *

Holy Hype: Religious Fervor in the Advertising of Goods and the Good News defines and explores the intersection of the sacred-religious symbols, themes, and rhetoric-within the profane realm of advertising and promotion. Susan H. Sarapin and Pamela L. Morris trace the historical overlap of consumer and religious ideologies in society, offering detailed examples of its use throughout history through analyses of over a hundred collected advertisements, from monks selling copiers, to billboard messages from God, to angels and the worship of vodka. Throughout the book, the authors continually evaluate if and when the technique of 'holy hype' is effective through its use of recognizable sacred symbols that capture audiences' attentions and inspire both positive and negative emotions. Scholars of communication, media studies, religion, advertising, and cultural studies will find this book particularly useful.