経営学・会計学 — 全 下位分類

Inextricably linked to human evolution, storytelling has always been a key element of the marketer's toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating.

Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers' hearts and minds.

Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

This easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow you to explore topics in more detail and content to encourage relating theory to practice.

Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 5th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice.

The new edition has been fully updated to include:

• New case studies and examples, offering truly global perspectives.
• Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation and cutting-edge theory.
• A new and fully streamlined companion website, featuring a range of resources for students and lecturers.

Focus boxes throughout the text such as Global, Research, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to.

The new edition comes packed with features that can be used in class or for self-directed study.

The book Advertising, Brands and Consumer Behaviour through the exploration of 79 well-known Indian brands, explains how consumer behaviour is applied in conjunction with advertising management and brands. The Indian examples from varied product categories will enable students to identify with the conceptual linkages that occur across branding, advertising and consumer behaviour. The USP of the book is that it adds value and practical insights to the fundamentals dealt with in the various textbooks on the subject. Besides being a reference book for students of post graduate programmes in management, the book will be useful for professionals in the domain of marketing. The exercises presented in the book will enable students to readily connect with the Indian environment. Further, there are references to research readings that will help readers to probe deeper into the linkages across the three subjects.

Key Features:

? Focuses on building conceptual perspectives that trigger critical thinking in a given context

? Provides real-life examples of brands (creating theory-practice linkages)

? Covers several well-known Indian brands across product categories

? Includes online resources explaining the use of the book for instructors of consumer behaviour courses and related subjects.

Rediscover the fundamentals of marketing from the best in the business

In Marketing 5.0, the celebrated promoter of the "Four P's of Marketing," Philip Kotler, explains how marketers can use technology to address customers' needs and make a difference in the world.

In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade.

Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including:

? Artificial Intelligence for marketing automation

? Agile marketing

? "Segments of one" marketing

? Contextual technology

? Facial recognition and voice tech for marketing

? The future of Customer Experience (CX)

? Transmedia storytelling

? The "Whatever-Whenever-Wherever" service delivery

? "Everything-As-A-Service" business model

? Internet of Things and blockchain for marketing

? Virtual and augmented reality marketing

? Corporate activism

Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.

In this 13th edition of Sales Force Management, Mark Johnston and Greg Marshall continue to build on the book's reputation as a contemporary classic, fully updated for modern sales management teaching, research, and practice. The authors have strengthened the focus on the use of technology in sales management, offered new discussions on innovative sales practices, and further highlighted sales and marketing integration.

By identifying recent trends and applications, Sales Force Management combines real-world sales management best practices with cutting-edge theory and empirical research in a single, authoritative source. Pedagogical features include:

• Engaging breakout questions designed to spark lively discussion.
• Leadership Challenge assignments and Minicases at the end of every chapter to help students understand and apply the principles they have learned in the classroom.
• Leadership, Innovation, and Technology boxes that simulate real-world challenges faced by salespeople and their managers.
• Ethical Moment boxes in each chapter put students on the firing line of making ethical choices in sales.
• Role-Play exercises at the end of each chapter, designed to enable students to learn by doing.
• A comprehensive selection of updated and revised longer sales management case studies, in the book and on the companion website.

This fully updated new edition offers a thorough and integrated overview of accumulated theory and research relevant to sales management, translated clearly into practical applications-a hallmark of Sales Force Management over the years. It is an invaluable resource for students of sales management at both undergraduate and postgraduate levels.

The companion website features an instructor's manual, PowerPoints, case studies, and other tools to provide additional support for students and instructors.

This book presents a series of empirically based case studies conducted by social change scholars from Asia-Pacific, showcasing the latest social marketing approaches geared at improving societal well-being in the region. Cutting across cultural perspectives, the contents gather ideas on social marketing campaigns and strategies from around the region and use these case studies as a platform to address concomitant challenges in employing marketing tools to positively change social behaviour. The selection of case studies covers and compares aspects of public health and well-being, and public environmental consciousness in terms of driving attitudes towards implementing improved sustainability in developing and developed countries. Drawing on related policies and legislation, and examining social behaviour at the individual, community, and organisational levels, the authors propose innovative new methods in social marketing and social change research. The book is of interest to researchers and practitioners in social marketing, business ethics, behavioural science, public health, and development studies.

Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives.

Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include:

• Two brand new chapters on Social Media Advertising and Digital Advertising
• Commentary on how the COVID-19 pandemic has and will impact advertising
• The evolving role of advertising agencies in the post digital era
• Emerging forms of advertising and promotion, including the role of influencers

The second volume of this research monograph describes a number of applications of Artificial Intelligence in the field of Customer Relationship Management with the focus of solving customer problems. We design a system that tries to understand the customer complaint, his mood, and what can be done to resolve an issue with the product or service.

To solve a customer problem efficiently, we maintain a dialogue with the customer so that the problem can be clarified and multiple ways to fix it can be sought. We introduce dialogue management based on discourse analysis: a systematic linguistic way to handle the thought process of the author of the content to be delivered. We analyze user sentiments and personal traits to tailor dialogue management to individual customers. We also design a number of dialogue scenarios for CRM with replies following certain patterns and propose virtual and social dialogues for various modalities of communication with a customer.

After we learn to detect fake content, deception and hypocrisy, we examine the domain of customer complaints. We simulate mental states, attitudes and emotions of a complainant and try to predict his behavior. Having suggested graph-based formal representations of complaint scenarios, we machine-learn them to identify the best action the customer support organization can chose to retain the complainant as a customer.

In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help them better navigate the unpredictable environment. For traditionalists, this change has posed a challenge. Many have tried to incorporate new approaches into the old models they grew up with, only to be frustrated with the results.

From the bestselling authors of The Social Employee, and LinkedIn Learning course authors, comes a powerful new textbook that cracks the marketing code in our hyper-focused digital age.

The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is a GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation.

We can't predict the future. But our goal is to help make Masters/MBA students and marketing practitioners future-ready and successful.

Brennan, Canning & McDowell cover both the theory and practice of global business-to-business (b2b) marketing from a European perspective, illuminating the subject with a wide range of learning features and case studies.

New to the 5th edition:

• Coverage throughout of digital transformation and social responsibility in business markets
• 'Scenario' boxes which provide reflective decision-based situations for students to think through, helping them prepare for future roles.
• Examples and case studies covering ethics and bribery, circular economy, machine learning, artificial intelligence and blockchain to reflect developments in the b2b marketing environment
• Further and updated company content, including brands such as Barry Callebaut, Embraer, Flokk, Givaudan, ING, Ingersoll Rand and Pret-a-Manger
• Updated online resources, including author-selected SAGE journal articles and videos supporting each chapter.

This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers.

The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert's effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector.

Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.

This book examines the global scope of tourism-related grabbing of land and other natural resources.

Tourism is often presented as a peaceful and benevolent sector that brings people from different cultural backgrounds together and contributes to employment, poverty alleviation, and global sustainable development. This book sheds light on the lesser known and much darker side of tourism as it unfolds in the Global South. While there is no doubt that tourism has been an engine of economic growth for many so-called developing countries, this has often come at the cost of widespread dispossession and displacement of Indigenous and non-indigenous communities. In many countries of the Global South, tourism development is increasingly prioritised by governments, businesses, international financial institutions and donors over the legitimate land and resource rights of local people. This book examines the actors, drivers, mechanisms, discourses and impacts of tourism-related land grabbing and displacement, drawing on more than thirty case studies from Latin America and the Caribbean, sub-Saharan Africa, South and Southeast Asia, the Middle East and the Southwest Pacific. The book provides solid grounds for an informed debate on how different actors are responsible for the adverse impacts of tourism on land rights infringements, what forms of resistance have been deployed against tourism-related land grabs and displacement, and how those who have violated local land and resource rights can be held accountable.

Tourism, Land Grabs and Displacement will be essential reading for students and scholars of land and resource grabbing, tourism studies, development studies and sustainable development more broadly, as well as policymakers and practitioners working in those fields.

Some companies are great for customers - not only do they care but they change whole markets to work better for the customers they serve. Think of Amazon, easyJet and Sky. They make things easier and improve what really matters - obvious, surely? They have also enjoyed huge business success, growing and making plenty of money.

The Customer Copernicus answers the question that follows - if it's obvious and attractive why is it so rare? And then it answers a second question, because Tesco, O2 and Wells Fargo were like this once. Why, having mastered it, would you ever stop? Because all three did, and two ended up in court.

The Customer Copernicus explains how to become and how to stay customer-led. Essential reading for leaders and teams who want their organisations to stay competitive by developing a more purposeful and innovative culture.

This book presents methodological approaches that can help explore the ways in which people develop emotional attachments to historic urban places.

With a focus on the powerful relations that form between people and places, this book uses people-centred methodologies to examine the ways in which emotional attachments can be accessed, researched, interpreted and documented as part of heritage scholarship and management. It demonstrates how a range of different research methods drawn primarily from disciplines across the arts, humanities and social sciences can be used to better understand the cultural values of heritage places. In so doing, the chapters bring together a series of diverse case studies from both established and early-career scholars in Australia, China, Europe, North America and Central America. These case studies outline methods that have been successfully employed to consider attachments between people and historic places in different contexts.

This book advocates a need to shift to a more nuanced understanding of people's relations to historic places by situating emotional attachments at the core of urban heritage thinking and practice. It offers a practical guide for both academics and industry professionals towards people-centred methodologies for urban heritage conservation.

Place is integral to tourism. In tourism, almost all issues can ultimately be traced back to human-place interactions and human-place relationships. Sense of place, also referred to as place attachment, topophilia, and community sentiment, has received significant attention in tourism studies because it both contributes to, and is affected by, tourism.

This book, written by notable authors in the field, examines sense of place and place attachment in terms of a typology of sense of place/place attachment that includes genealogical/historical, narrative/cultural, economic, ideological, cosmological, and dynamic elements. Dimensions of place attachment such as place identity, place dependence, and affective attachment are discussed as well as place marketing, place making, and destination management.

Complete with a range of illustrative international cases and examples ranging from Santa Claus to the importance of place in indigenous and traditional cultures, this book represents a substantial addition to knowledge on the inseparable relationship between tourism and place and will be of great interest to all upper-level students and researchers of Tourism.

Cultural Sustainability, Tourism and Development considers how tourism provides a lens to examine issues of cultural sustainability and change. It discusses how cultural and natural assets, artistic interventions, place identity, policy strategies, and community well-being are intertwined in (re)articulations of place and local dynamics that occur in tourist locations.

With a primary focus on culture in sustainable development, the book clarifies connections between culture as a core dimension of local sustainability and cultural dimensions of sustainable tourism. It highlights the roles and place of cultural expression, artistic activity, and heritage resources in local or regional sustainable development contexts. Chapters critically examine the dimensions of tourism-invoked dynamics of change and the cultural impacts of tourism-related activities. The book concludes with proposals for new culture-informed and creativity-based approaches, mediations, and relations to encourage a better balance between visitors and residents' quality of life and the broader sustainability of the area. Interdisciplinary and international in scope, contributions reflect on communities and rural areas located in Brazil, Canada, Croatia, India, Italy, Japan, the Netherlands, Poland, Portugal, and the United States.

This book will be of great interest to students and scholars of cultural development and policy, heritage studies, cultural tourism and sustainable tourism, cultural geography, and regional development.

Tourism is a fast-growing and changing industry, which has become a driver of economic development in both developed and underdeveloped countries. While the tourism industry's potential for shared value creation and sustainable development is acknowledged, the concerns around the environmental and social pressures remain a challenge for businesses, organizations, and destinations. This is because sustainable tourism arguably conflicts with the predominant neoliberal structure of the economy and with the hierarchical, profit- and consumption-driven societies. The emphasis on competition, growth, and profitability may undermine economic viability itself by consuming unreproducible resources and by undermining the six essential elements-dignity, people, prosperity, social justice, planet, and partnership-that are conceptually linked to sustainable development. The crises recurrently challenging the global travel and tourism environment, including climate change, bushfires, extreme weather disasters, pandemics, and the financial crisis, show the weaknesses of neoliberal approaches and the collective economic dependency of countries on tourism that is vulnerable, if not completely unsustainable. This vulnerability asks for understanding that the collective future depends on developing entirely new approaches and interpretation of tourism to effectively respond to the human, societal, social, and climate challenges.

This book offers a novel and original perspective entailing the application of a humanistic management approach to sustainable tourism, which is centered on the value of human life, the protection of human dignity and the promotion of well-being. Multiple theoretical approaches, methods, and practical cases, on an international scale, shed light on shared value creation and human dignity as a necessary condition for its achievement in different contexts. Implicitly and explicitly, they respond to the current urgency to implement strategies to recover from the worldwide impact of the pandemic crisis and to provide a vision of what tourism could and should be when it recovers. It will be of interest to researchers, academics, professionals, and postgraduates in the fields of management, sustainability, and tourism development.