経営学・会計学 — 全 下位分類

This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application.

Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include:

• The Manager's Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion.
• Marketing in Action: These sections ask students to apply concepts and theories to actual business situations.
• Web Exercises: These mini sections provide students with real world issues and suggest websites for more information.

In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities.

Relationship management (RM) is an essential part of business, but its success as a business model can be hard to measure, with some firms embracing a model that is truly relationship-orientated, while others claim to be relationship-orientated but in fact prefer transactional short-term gain.

This open access book aims to develop a mid-range theory of relationship management, examining truly relationship-orientated firms to discover not only what qualities these firms have that make them successful at the RM model, but also what benefits this model has for the firm. It addresses questions like how RM-mature companies achieve and sustain competitive advantage, and what determines the scale and scope of these firms, illustrating with case studies.

This book will be of interest to scholars studying leadership and strategy, especially those interested in relationship management, business ethics and corporate social responsibility. It will also be of interest to professionals looking to develop their understanding of relationship management.

This book offers rich critical perspectives on the marketing of a variety of toys, brands, and product categories. Topics include marketing undertaken by specific children's toy brands such as American Girl, Barbie, Disney, GoldieBlox, Fisher-Price, and LEGO, and marketing trends characterizing broader toy categories such as on-trend grotesque toys; toy firearms; minimalist toys; toyetics; toys meant to offer diverse representation; STEM toys; and unboxing videos. Toy marketing warrants a sustained scholarly critique because of toys' cultural significance and their roles in children's lives, as well as the industry's economic importance. Discourses surrounding toys-including who certain toys are meant for and what various toys and brands can signify about their owners' identities-have implications for our understandings of adults' expectations of children and of broader societal norms into which children are being socialized.

Stock market manipulation is detrimental to traders and corporations, causes unnecessary price fluctuations, and only benefits financial criminals. The research presented here determines an appropriate model to help identify stocks witnessing activities that are indicative of potential manipulation through three separate but related studies.

In Developing an Effective Model for Detecting Trade-Based Market Manipulation, classifiers based on three different techniques namely discriminant analysis, a composite classifier based on Artificial Neural Network and Genetic Algorithm and support Vector Machines is proposed. The proposed models help investigators, with varying degree of accuracy, to arrive at a shortlist of securities which could be subject to further detailed investigation to detect the type and nature of the manipulation, if any.

Following a fluid outline, Developing an Effective Model for Detecting Trade-Based Market Manipulation, introduces the topic, explores the aims and scopes of the research, before delving into the data and modelling to explore their application to the stock market to detect price manipulation.

Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management.

Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning.

This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.

This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, (2) measures of social interaction, and (3) measures related to broader societal outcomes such as sustainability and quality of life. Measures of firm performance covered include the marketing implications of financial accounting, customer feedback metrics, drivers of brand equity, brand failure, market orientation capabilities, and multichannel attributions. Measures of social interaction encompass environmental and social performance, social networks, and attitudinal word-of-mouth drivers. The final chapter is devoted to measures related to societal outcomes and focuses on attractiveness of inner city for society.

Each chapter presents thought-provoking discussions and new insights which will be relevant to researchers, professionals and students of marketing, branding and consumer behaviour

Consumers' beliefs and attitudes towards online sales significantly influence buying behavior on the internet. However, the impact of these thoughts and beliefs on the decision to make an online purchase is not direct. It can be moderated by the emotions experienced while browsing an e-commerce website. Impulse buying in particular is influenced by a number of factors, for example how stimulating the e-shopping platform is, and how easy it is to click on the cart a certain product, for instance a smartphone. But what happens after an online impulse buy is made? Often the customer can regret the purchase and in the throes of anxiety, look for reasons to justify the choices made. Consumer behaviour scholars and pyschologists call this phenomenon cognitive dissonance, and certain individuals are more sensitive than others in developing this than others.

This book offers a deep investigation around online impulse buying and subsequent cognitive dissonance. Specifically, the authors present a research case study of a group of millenials who are shopping for smartphones to study whether an initial positive state can reduce the onset of cognitive dissonance in consumers. Based on substantial research and a sample of 212 impulsive millennial buyers, the book provides a comprehensive, but simple and synthetic framework of impulse buying, cognitive dissonance and positive affect state, highlighting their relationships.

This comprehensive book features recent works on leveraged marketing communications (LMC)-an intentional pairing of a brand to benefit from the associations the target audience has with the object. LMC conceptually binds a wide range of marketing communication strategies previously studied in isolation: celebrity endorsements, sponsorship, product placements, cause-related marketing, and cobranding. LMC strategies assume that an entity (e.g., Michael Jordan) can be paired with a brand (e.g., Nike) to evoke associations that ultimately enhance brand awareness and evaluations.

The collection of chapters in this book examines the association between brands and entities, ideas, and contexts and combines theory and practice to offer new perspectives to help academics, practitioners, and policymakers better understand and apply LMC research. The chapters collectively provide a theoretical framework for building brand equity via linking brands to people, places, and things; examine how marketers can best leverage brand alliances; explore ways to maximize the effectiveness of sponsorship, product placement, corporate social responsibility (CSR), and cause-related marketing; and summarize our knowledge of the various forms of LMC.

The chapters in this book were originally published in the International Journal of Advertising.

This book devises an alternative conceptual framework to understand digital transformation in the cultural heritage sector. It achieves this by placing a high importance on the role of technology in the strategic process of modeling and developing cultural services in the digital era. The focus is on how marketing activities and customer processes are being transformed by digital technologies to create better value, which can also be communicated to customers through an engaged and personalized approach.

This book tackles the question of how tourism development and suitable policies can be used to promote sustainable development in Low-Density Territories (LDTs). The respective chapters, written by prominent experts, identify the problems associated with LDTs; highlight the comparative advantages of these territories with regard to tourism; propose methodologies for assessing the impact of tourism; and present case studies on the application of sustainable policies in tourism. Given its scope, it will be especially interesting for academics and researchers investigating LDTs and sustainable tourism, and for policymakers interested in developing these territories.

The Chapter "Tourism, immigrants and lifestyle entrepreneurship: The (In)coming of people as a key factor for sustainability of low-density territories - A case study in Portugal" is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.

Tourism is all about visuals. Visuals stimulate our imagination, create fantasy, and drive the audiences to take actions to realize these dreams through perceived reality. With media content presented through channels of television drama, reality shows, TV commercials, and movies, this book presents findings that help us better understand the relationships between nostalgia and film tourism; how reality TV shows affect tourist experience and authenticity; and how visuals stimulate audiences' taste and olfactory senses and their relationship with gastronomical tourism. The book presents findings that explain the psychological mechanism of how modality and navigability influence tourists' behavioral intention.

With its balanced research methodology (qualitative, quantitative, and the combination of both) and important topics covered in media tourism, Visual Media and Tourism serves as a pertinent reference book for subjects related to special interest tourism, such as film tourism, in undergraduate programs, or modules related to research methods in both undergraduate and graduate programs. It helps readers become better informed on how visuals stimulate travel motivations, condition tourist behaviors, and affect travel experiences.

The chapters in this book were originally published as a special issue of the Journal of Travel & Tourism Marketing.

The rapid growth and development of global transportation and communication technology systems are some key 21st century drivers, which provide faster, more accessible inter-continental connectivity, continuity, convergence and collaboration to create billions of opportunities for global citizens. Through this tourism has become one of the world's most vital, vibrant, volatile and value-oriented service industries. However, sometimes this mobility may be a great cause of unprecedented pandemics. Recent extensive viral outbreaks such as Zika, Ebola, Swine Flu and the global spanning COVID-19 pandemic have had a momentary disruptive impact of the mobility of tourists and devastated the tourism industry to continue operating.

Virus Outbreaks and Tourism Mobility: Strategies to Counter Global Health Hazards uses innovative and cutting-edge research to map out the background and impacts of national, regional and international viral outbreaks. With case studies exploring the strategic responses and management of these crises, with perspectives offered on local economies, tourist destinations or the transport and aviation services, this study focuses on illuminating new viewpoints to help build effective strategic responses to global health hazards.

This significant volume is the first to focus on both the changing nature of tourism and the capacity of tourism to effect change, especially in the Global South.

Geographically, this changing nature of tourism is based on the transforming relationships between demand, supply and location. While this is nothing new in tourism, recent decades have intensified the changing characteristics of global tourism. From another perspective, tourism represents a change, and nowadays many localities and regions aim to use tourism as a tool for positive change, i.e. development. However, this has turned out to be a challenging task in practice, especially in the Global South context where the relationship between tourism growth and local development has often been controversial. This book looks at a host of critical concepts in one volume, such as growth and development, adaptation and resilience, sustainability and responsibility, governance and planning and heritage and destination management strategies. By understanding the drivers of change, this book sheds new insight into the promise and role of sustainability and responsibility in tourism development.

This book will be of great interest to all upper-level students, academics and researchers in the fields of Tourism, Geography and Cultural and Heritage studies.

This cutting-edge Research Agenda for Place Branding explores ideas and debates that inform a refreshing take on the future of place branding and marketing. It argues that we are at a juncture where the logical and sensible step is to push the 'reset button' on such activity and fully reconsider its purpose and goals.

Chapters span a range of important themes in contemporary place branding and are organised into sections covering place branding governance, contexts, experience and creativity. Drawing on contributions from key international scholars across a variety of academic disciplines, the book showcases an interplay of oppositional perspectives - ranging from those who see place branding as a potential means of improving the economic vitality of places, to others who consider much existing place branding activity exclusionary to certain sectors of society.

Providing a wealth of creative and innovative suggestions on how place branding can be done, thought about and researched differently in the future, this Research Agenda will be a key resource for research-oriented academics and students in marketing, geography, planning and tourism.

Marketing in the tourism and hospitality industry has transformed with the development of digital marketing tools and the evolution of social culture. Recently, the advent of new technologies such as smartphones, artificial intelligence, virtual reality, robots, and new GIS systems has created more possibilities for marketing innovations. Advancements in information technology are leading to changes in business processes, service standards, and management mindsets. Meanwhile, consumers are also adapting to the new marketing paradigm. Researchers are interested in studying this newly-emerging and unpredictable business environment, customer decision making, new management tactics, and business analytic strategies.

Future of Tourism Marketing aims to assess the role of modern technologies in marketing tourism destinations and their effects on potential visitors. This book will provide an update on research into the new marketing paradigm that is developing as a result of new technologies in a post-modern era.

The chapters in this book were originally published in Journal of Travel & Tourism Marketing.

This unique book explores a variety of heritage dialogues, pursuing global and specific approaches, and combining different views, perceptions and senses, including video fragments.

This book focuses on women in tourism in Muslim countries, specifically where a woman can be seen as a tourism consumer, or a woman producing tourism. This book discusses the role of women in the Muslim world and founds that socio-culturally Islam has a greater impact on women than men. The process of identity construction and the religious values of women have also been extensively researched. But little is known about the role of Muslim women in the tourism industry and this book addresses these themes in the Asian context. This book explores these ideas as defined key categories; Muslim women from Asia travelling to a non-Muslim country, non-Muslim women travelling to Asian Muslim countries, and Women working in the tourism field in Muslim countries.

This book highlights Asian countries as holding a complex mixture of cultures and identities. As Muslim communities are central in many Asian countries the tourism experience is different mainly because of cultural norms and religion. Ultimately, this book examines whether and how these complexities enrich both women and tourism industry within Asian context.

Tourism is not only affected by pandemics and epidemics but also contributes to their spread, affecting not only tourists but also the communities in their destinations. The COVID-19 pandemic brought about a new crisis, challenging the travel industry more than ever before. Several studies have suggested that there will be long-term severe effects that could continue for an unspecified period of time across the world, both medically, socially and economically.

Pandemics and Travel: COVID-19 Impacts in the Tourism Industry analyses the wider impacts of epidemics, diseases and virus outbreaks on tourism and mobility. Chapters examine a wide range of interrelated issues, including the concept of Health Risk and Tourism, the impacts of the recent COVID-19 crisis on tourism activity in several countries, and considers new challenges that the tourism industry will face in the post-COVID era.

This book is essential reading for researchers seeking to understand the ongoing effects of pandemics on travel, tourism, hospitality and health industries.

The hospitality industry's rapid evolution provides career-seekers with tremendous opportunity-and unique challenges. Changes in the global economy, rising interest in ecotourism, the influence of internet commerce, and myriad other trends contribute to the dynamic nature of this exciting field. Introduction to Hospitality Management presents a thorough overview of historical perspectives, current trends, and real-world practices. Coverage of bar and restaurant management, hotel and lodging operations, travel and tourism, and much more gives students a comprehensive survey of this rewarding field.

Focusing on practicality, this text presents real-world examples of traditional methods alongside insightful discussions surrounding changes in consumer demands and key issues affecting the industry. The industry's multifaceted nature lends itself to broad exploration, and this text provides clear guidance through topics related to foodservice operation, convention management, meeting planning, casino and gaming management, leadership and staffing, financial and business models, and promotion and marketing. Emphasis on career planning and job placement strategies give students a head start in charting their future in hospitality.