Marketing & Sales

Wine, Food, and Tourism Marketing offers an overview of contemporary practices and trends in food and wine tourism marketing. International in scope, the book draws on studies from Canada, England, France, New Zealand, South Africa, and Scotland for analyses of contemporary practices and trends that explain how to develop, implement, and maintain strategic competitive advantages. It examines case studies of...

The imperative of the twenty-first century is sustainability: to raise the living standards of the world's poor and to achieve and maintain high levels of social health among the affluent nations while simultaneously reducing and reversing the environmental damage wrought by human activity. Scholars and practitioners are making progress toward environmental and economic sustainability, but we have very little understanding...

The global art market has recently been valued at close to $50bn — a rise of over 60% since the global financial crisis. These figures are driven by demand from China and other emerging markets, as well as the growing phenomenon of the artist bypassing dealers as a market force in their own right. This new textbook integrates, updates and...

The Unaccountable & Ungovernable Corporation is a comprehensive exploration of the corporation as a major vehicle of business activity worldwide. It continually incurs social costs and generates benefits, raising questions about whether it still provides a net benefit to society. The last decade of corporate sagas and the roles of accounting and auditing provide evidence that a serious rethink is...

From pitches and press releases to news and feature stories to social media writing and more, this new book by author Whitney Lehmann and a handful of experienced contributors breaks down the most widely used types of public relations writing needed to become a PR pro. The Public Relations Writer’s Handbook serves as a guide for those both in the...

Identifying and assessing the ways in which changes in the marketing mix affect consumer behaviour is key to a successful marketing strategy. The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including: Secondary research and data mining Internet marketing research Qualitative and exploratory research Statistical...

Based on hundreds of hours of in-depth interviews with senior marketing and corporate communications managers from top companies such as Hewlett-Packard, Ericsson, Philips, and Xerox, this book provides keys to thriving in the upcoming Customer Century. Companies must learn to integrate communications three dimensionally: externally with key customers, vertically between senior management and front-line workers, and horizontally across departments. Packed...

This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and...

This new (third) edition of Rethinking Public Relations continues the argument of previous editions that public relations is weak propaganda. However, while earlier editions focused on PR as representative of the uneven power distribution in society, this book goes further, conceiving the power of PR as more than just structural but also as having an important rhetorical component. In this...

This second edition of Qualitative Research Methods in Public Relations and Marketing Communications is a practical guide for students undertaking qualitative research, encouraging them to engage effectively and critically with the practices and discourses of professional communication.

Historically, public relations research has been dominated by organisational interests, treating the profession as a function to help organisations achieve their goals, and focusing on practice and processes first and foremost. Such research is valuable in addressing how public relations can be used more effectively by organisations and institutions, but has tended to neglect the consequences of the practice on...

Historically, public relations research has been dominated by organisational interests, treating the profession as a function to help organisations achieve their goals and focusing on practice and processes first and foremost. Such research is valuable in addressing how public relations can be used more effectively by organisations and institutions, but has tended to neglect the consequences of the practice on...

The industry of public relations is rapidly evolving, requiring practitioners to have greater specialisation than ever before. Hand in hand with the growth of the industry, educational programmes have developed to address the growing need for quality preparation for future practitioners. Public Relations: Competencies and Practice focuses on the required competencies expected and applications of public relations into specific sectors...

In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology – but what are they talking about? Why do some positions taken by organisations crystallise in the minds of audiences, while others fail? Whilst positioning is not something new in public relations, Positioning Theory and Strategic Communication is the first book to explicate what...

Effective advertising is, almost always, persuasive advertising. And while not all advertising seeks to persuade, in a competitive situation those who best persuade are those most likely to win. This exciting new book seeks to explain the precise ways in which advertising successfully persuades consumers, setting out the strategies for advertisers to adopt and illustrating the theories at work. Offering...

When a sprinkler malfunctioned at a Baltimore menswear store, three inches of water sat on the floor and much of the merchandise was wet. The owner, the author of this book, could have done the normal thing and sell the wet merchandise to a Jobber—a business that buys damaged goods in bulk for cheap. Instead, he did the outrageous thing—he...

Marketing Your Library’s Electronic Resources shows library and information professionals how to develop strategic marketing plans to inform users how their library’s e-resources can have an impact on their lives, from providing a trusted answer to a quick question to offering sage advice to inspire them through a long-term project of their own design. Newly expanded and updated, this manual...

Sea-changes in society, technology, consumer expectations and our understanding of behavioural economics have caused us to rethink our understanding of the scope of knowledge required to navigate, analyse and shape consumer behaviour. You hold in your hand a field guide for this adventure. Ron Hill and Cait Lamberton have gathered together the very top professors from around the world and...

Today, one of the top priorities of an organisation’s modern corporate strategy is to portray itself as socially responsible and environmentally sustainable. As a focal point of sustainability initiatives, green supply chain management has emerged as a key strategy that can provide competitive advantages with significant parallel gains for company profitability. In designing a green supply chain, the intent is...

Traditional qualitative interviews typically involve a single subject; interviews of dyads rarely appear outside marketing research and family studies. Experienced qualitative researcher David Morgan’s brief guide to dyadic interviewing provides readers with a road map to expand this technique to many other settings. In dyadic interviews, the interaction and co-constructions of the two subjects provide the data for the researcher....

This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. The definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. In this influential textbook, de Chernatony, McDonald...

Corporate Responsibility and Sustainable Development are two concepts that may be able to reconcile many of the big challenges facing the world; challenges such as tensions between respect for the natural environment, social justice, and economic development; the long view versus short-term imperatives and the competing priorities between developed and developing economies. This book explores the gaps and overlaps between...

Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies, and techniques from a unique marketing perspective. While other textbooks are limited to a managerial or PR perspective, this book provides a complete, holistic overview of the many ways communication can add value to an organisation. Step by step, this text introduces the main concepts of...

Sustainable consumption is a central research topic in academic discourses of sustainable development and global environmental change. Informed by a number of disciplinary perspectives, Challenging Consumption is structured around four key themes in sustainable consumption research: Living, Moving, Dwelling and Futures. The collection successfully balances theoretical insights with grounded case studies, on mobility, heating, washing and eating practices, and concludes...

Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks,...

This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic...

Organizational Reputation Management Teaches public relations through the management of relationships with key organisational publics, perfect for business and management students. Organizational Reputation Management: A Strategic Public Relations Perspective presents comprehensive coverage of how corporations, governments, and non-profit organisations build and maintain their reputation. This unique textbook provides students with a solid understanding of the function of public relations as...

Discover the secrets of written persuasion! The principles of hypnosis, when applied to copywriting, add a new spin to selling. Joe Vitale has taken hypnotic words to set the perfect sales environment and then shows us how to use those words to motivate a prospect to take the action you want. This is truly a new and effective approach to...

Centred around the research findings of marketing and design consultants whose clients include Coca-Cola, P&G, General Motors, Deloitte, and Vodafone, among many others, Design for Business takes a practical approach to the role of design as a strategic resource to business. Including the studies of eminent academics, graphic designers, and corporate consultants who have worked with Bentley, Cadbury, British Airways,...

An updated and revised version of the business classic Power Base Selling Power Base Selling, originally published in 1990, left readers with an understanding of and language for gaining political advantage within accounts. Now famous among sellers, the concept of aligning with powerful customer individuals or "Foxes" is taken to a new level. The New Power Base Selling offers an...

Don't let anyone tell you that you have to choose between making money and making a difference. Selling With Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud, 2nd Edition, is an update of the acclaimed book that changed the game in sales. Using real-world data, compelling stories, and psychological research, Selling With Noble Purpose explains...

Unleash your music's potential by taking charge of your career! In Music Marketing for the DIY Musician, industry veteran Bobby Borg provides a step-by-step guide to producing a fully customised, low-budget plan of attack for marketing one's music, helping to propel independent artists and other players towards success in the new music industry. This third edition provides major updates: Cutting-edge...

Presents a comprehensive and up-to-date account of the evolution and underlying rationale of marketing theories Marketing is a dynamic discipline, subject to evolutionary changes over time. Over the years, many schools of marketing thought have enriched the discipline. Today, some of the schools are only found in history books, while others have transformed into new, modern schools of thought shaped...

Through ten detailed case studies on groundbreaking brands like Vivienne Westwood, Vera Wang, Levi’s®, and The Gap Inc., Fashion Brand Stories shows how fashion retailers and designers use storytelling to establish and maintain relationships with their customers. These entertaining case studies explore the evolution of each brand as a cultural entity with its own carefully crafted personality. Aided by interviews...

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organisations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organisation can continue to spend on marketing without knowing what's working and what's wasted. Data-Driven Marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing...

From the Los Angeles riots to the Columbine High School massacre, Americans witnessed events and purchased items that reflected the best and worst of the decade. Bill Clinton's presidency was in jeopardy, the digital age had erupted, and Silicon Valley was affecting everyone on the planet. Meanwhile, nudity and sex ruled the pages of magazines, selling everything from haute couture...

With the cold war ebbing, crime and inflation at record levels, and movie star-turned-President Ronald Reagan launching a Star Wars of his own, the 1980s did not seem likely to become one of the most outrageous, flamboyant, and prosperous decades of the 20th century. The "greed is good" mantra on Wall Street spawned the power-dressing, exercise-obsessed "Me Generation" of Yuppies....

As McCarthyism swept across the United States and capitalism was king, white America enjoyed a feeling of pride and security that was reflected in advertising. Carelessly flooding society with dangerous misinformation, companies in the 50s promoted everything from vacations in Las Vegas, where guests could watch atomic bombs detonate, to cigarettes as healthy mood-enhancers, promoted by a baby who claims...

Good information gives designers a competitive advantage. Understanding the wishes of a client and the needs and preferences of their audience drives innovation. The ability to gather research, analyse findings, and apply them to project goals is as important to successful design teams as their conceptual and aesthetic skills. This essential handbook will help readers understand what design research is...

The art of selling financial products and services is a challenging process, requiring new skills and continuous learning to thrive in a constantly changing environment. With skeptical, bear-market bruised consumers demanding more for less, a solid, practical guideline is needed for both new and experienced salespeople to follow. Each chapter in this guide addresses a fundamental issue in selling, representing...

An irreplaceable, start-to-finish guide for entrepreneurs building high-growth companies in the era of artificial intelligence. In the first edition of The Startup Checklist: 25 Steps to a Scalable, High-Growth Business, David S. Rose tackled the other half of the investor-entrepreneur relationship, explaining—in straightforward, granular detail drawn from a lifetime of successful experience in technology leadership—how to build exceptional companies that...

Whether you're in the trenches or the boardroom, you're going to encounter demanding, dissatisfied, and disagreeable customers. Are your people (and you) prepared to deal with them? Ignore a valid complaint and you could be the next viral sensation for all the wrong reasons. But give in to every demand and you may be consumed with the often petty complaints...

Step (or jitterbug) into the dazzling world of 1930s American advertising, where bold promises, slick design, and more than a touch of wishful thinking kept the country dreaming through the Great Depression. While wallets tightened, creativity soared—glossy magazine pages teemed with cheerful, colourful ads selling everything from beauty creams to Hawaiian vacations, all wrapped in an air of optimism that...

"I told you how to find them. Now learn how to sell them." - Dr. Thomas J. Stanley. Dr. Stanley's strategies consider the real needs of the high-income professionals – needs that go beyond any product or service. These needs are psychological and revolve around the recognition of the individual's extraordinary level of achievements. He provides some terrific insights as...

Learn to master the #1 "lever" to growing your personal income: sales. Every great invention and advancement in history took place because someone was willing to use their words to sell something. Whether you are trying to grow a business, make more money, or simply live a better life, you need to master the game of influence. The concepts Taylor...

Boost your business, grow an online community or promote a side-hustle with Instagram Rules. Instagram is an essential tool for any business, and an estimated 60% of users discover new products via the platform. But how can you use it effectively? Social media expert Jodie Cook breaks it down into 125 bite-sized rules, making Instagram an easy and efficient method...

A revelatory way to unlock the creativity of any team, from Nike's former Chief Marketing Officer. Creativity. It's the rocket-fuel that powers the planet's coolest brand, ensuring that Nike's campaigns connect with the deepest emotions of customers around the world. Creativity. It's the downfall of countless companies every year - its absence leading to tired ideas, predictable branding, and bored...

Designing Brand Identity Design/Business Whether you’re the project manager for your company’s rebrand, or you need to educate your staff or your students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy to design execution, launch, and governance, Designing Brand Identity is a compendium of tools for branding success and best practices for inspiration....

The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services customers not only want to buy, but are willing to pay premium prices for. How do companies know how to grow? How can they create products that they are...

A lively look at an underexplored niche in the history of American ads: pop-ups. Drawing from Ellen G. K. Rubin’s extensive collection of more than 7,000 pop-up books and related ephemera, Animated Advertising demonstrates how animated and dimensional paper devices have been used throughout US history to promote products, art, entertainment, and ideas. The book displays the creativity of advertisers...

From the founder of LogoLounge comes a definitive guide to creating timeless visual identities. The LogoLounge Guide to Iconic Branding blends decades of trend forecasting and practical insight to help designers build logos that last. Known for his annual trend reports and top LinkedIn Learning courses, author Bill Gardner, founder of Gardner Design, reveals the principles, patterns, and processes behind...

Nicknamed "the father of public relations," Edward Bernays (1891-1995) was a pioneer in the fields of propaganda and PR. Combining theories on crowd psychology with the psychoanalytical ideas of his uncle, Sigmund Freud, Bernays elucidated how corporations and politicians could manipulate public opinion. His seminal 1928 book, Propaganda, laid out how propaganda could be used to regiment the collective mind...

Public relations is, by design, the least visible of the persuasive industries. It operates behind the scenes, encouraging us to consume, vote, believe and behave in ways that keep economies moving and citizens from storming the citadels of power. In this important new book, Sue Curry Jansen explores the ways in which globalization and the digital revolution have substantially elevated...

The fourth edition of Social Media Strategy is an essential step-by-step blueprint for innovating change, supporting traditional marketing, advertising, and PR efforts, and leveraging consumer influence in the digital world. With a completely integrated marketing, advertising, and public relations framework, Keith Quesenberry’s up-to-date textbook goes beyond tips and tricks to systematically explore the unique qualities, challenges, and opportunities of social...

WINNER: 2024 Axiom Business Book Awards - Bronze Medal in Business Reference WINNER: 2023 Goody Business Book Awards - Business - Travel & Hospitality Deepen your understanding of how to adapt to international travellers' different needs and backgrounds. Harness the burgeoning levels of tourism and learn everything you need to engage travellers with your business and spending money. The modern...

DISTINGUISHED FAVOURITE: NYC Big Book Award 2021 - Marketing & PR Many organisations and leaders struggle to respond effectively to fast-evolving customer expectations driven by innovations in products, services, and technologies such as AI and mobile. Failing to build the necessary strategy, culture, and processes, they suffer from high costs, dissatisfied customers, and brand damage. The mandate to get customer...

The eagerly awaited sequel to the worldwide bestseller How to Build a Multi-Level Money Machine from Direct Selling icon and Hall of Famer Randy Gage Randy Gage revolutionised the Direct Selling profession with the bestselling phenomenon How to Build a Multi-Level Money Machine, translated into more than 20 languages. Now he’s at it again with the long-awaited sequel: Direct Selling...

Brand Identity Essentials, outlines and demonstrates basic logo and branding design guidelines and rules through 100 principles. These include the elements of a successful graphic identity, identity programmes and brand identity, and all the various strategies and elements involved. A company's identity encompasses far more than just its logo. Identity is crucial to establishing the public's perception of a company,...

With the consumerist euphoria of the fifties still going strong and the race to the moon at its height, the mood of advertising in the sixties was cheerful, optimistic, and at times, revolutionary. The decade's ads touted perceived progress—such as tang and instant omelettes, "just add water"—while striving to reinforce good old American values. Stars like Sean Connery, Woody Allen,...

Chanel suits, Louis Vuitton bags and Omega watches are now objects that embody a globalised material culture. Over the past 30 years, the luxury goods industry has undergone a tremendous expansion around the world. However, it remains largely dominated by European companies, ranging from diversified conglomerates such as LVMH and Richemont to independent companies such as the Italian fashion houses...

WALL STREET JOURNAL BESTSELLER! If you're in sales, fear has cost you millions of dollars, and this book is for you. Fear is the reason most salespeople don't like to pick up the phone (salespeople average just four hours per week on the phone, and our job is to talk to humans!). Fear is the reason we don't ask for...

Market Segmentation: How to do it and how to profit from it, revised and updated 4th Edition is the only book that spells out a totally dispassionate, systematic process for arriving at genuine, needs-based segments. These segments can enable organisations to escape from the dreary, miserable, downward pricing spiral which results from getting market segmentation wrong. Nothing in business works...

Marketing and Social Media: A Guide for Libraries, Archives, and Museums is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. This book serves both as an introductory textbook and a guide for working professionals on developing a comprehensively planned marketing campaign that integrates social media into a holistic marketing strategy. Beginning with...

In Consumer Behavior, the authors deliver a cutting-edge examination of consumer behaviour, combining a thorough introduction to the subject with an overview of common and important consumer behaviours, contemporary social issues impacting consumer behaviour including social media, a global mindset of consumer behaviours, and the ethical aspects of consumer behaviour. The authors draw on extensive consumer behaviour research and teaching...

An Independent Book of the Month 'Funny and readable, [it] will make us all see the world in a very different way' - Dr Chris van Tulleken, author of Ultra-Processed People 'Brilliant ... if you thought your brain was being gently warmed by the advertising industry, read this book and you'll realise it's being fried' - Jeremy Vine, BBC Radio...

The go-to guide to social media skills, now in an updated and revised Third Edition The Social Media Bible is a comprehensive 700-plus page social media resource that will teach corporate, small business, and non-profit marketers strategies for using social media to reach their desired audiences with powerful messages and efficiency. This newly revised 3rd edition addresses technology updates to...

Marketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within—and value to—an organization, before zooming in to detail the granular view of...

A concise and up-to-date treatment of foodservice marketing with an emphasis on digital and mobile-friendly strategies In Marketing in Foodservice Operations, a team of distinguished foodservice educators and practitioners delivers an insightful and practical exploration of contemporary foodservice marketing. Capturing the wide range of dramatic changes that have gripped the discipline in the last two decades, the book discusses basic...

All customers differ. All customers change. All competitors react. All resources are limited. Robert W. Palmatier’s dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models, and methodologies. When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth...

“To have the preeminent graphic designer in America—the leading proponent of the Modern—intelligently and forcefully speak out makes this a document for today and the ages. Rand’s book is a classic.” —Stephen Heller (1993) Paul Rand (1914–1996) was a pioneer in the field of advertising design and typography, and his work still exerts a profound influence on the design profession....

Become a LinkedIn power user and harness the potential of social selling With the impact of COVID, remote working has become significant, along with the use of digital and virtual sales tools. More sales teams want and need to understand how to use social media platforms like LinkedIn to sell, yet most do not use it properly. The Ultimate LinkedIn...

Package design is one of the most dynamic and fast-evolving fields of design today. Featuring over 600 creations from more than 35 countries, this compact edition celebrates extraordinary work from the global packaging design community. Showcasing the winners of the Pentawards from the past decade, the world's leading packaging design competition. The Package Design Book. Volume 2 by Pentawards brings...

Enhance your copywriting skills with psychology-driven techniques to create standout copy that taps into consumer decision making and sells, using this second edition of the ultimate copywriting survival guide for the 21st century - essential for every marketing or creative professional's bookshelf. With many professionals now developing their skills on the job, it is notoriously difficult to benchmark successful copy....

The challenges of delivering value in industries as diverse as music, tourism, visual arts, heritage, and cinema are different from those one might encounter in conventional commercial organisations. This textbook addresses the specific challenges of marketing in the creative industries and applies marketing theory to a wide range of international examples. Marketers in the creative industries create and deliver customer...

A practical and heartfelt guide to cultivating a community, online or IRL. Although communities feel magical, they don't come together by magic. Get Together is a practical and heartfelt guide to cultivating a community. Whether starting a run crew, connecting with fans online, or sparking a movement of K12 teachers, the secret to getting people together is this: build your...

This exciting new textbook offers an accessible, business-focused overview of the key theoretical concepts underpinning modern data analytics. It provides engaging and practical advice on using the key software tools, including SAS Visual Analytics, R, and DataRobot, that are used in organisations to help make effective data-driven decisions. Combining theory with hands-on practical examples, this essential text includes cutting-edge coverage...

What does it mean to make a brand “believable,” and why should we care? In a world flooded with brand noise, authors Allison J. Steinke and Haseon Park show how authenticity, consistency, innovation, quality, emotional attachment, and credibility build believability. An essential concept for every marketing professional and student to explore! This book introduces core brand concepts of belief systems,...

Discover the stories of 25 North American fashion entrepreneurs who have created queer- and trans-focused fashion brands in the 21st century. Illuminating their journeys of self-expression, identity formation, and resistance within the fashion industry, Queer and Trans Fashion Brands highlights the resilience, creativity, and cultural contributions of the interviewees. It shows how they serve as agents of change, actively challenging...

Uber. Airbnb. Amazon. Apple. PayPal. All of these companies disrupted their markets when they launched. Today they are industry leaders. What's the secret to their success? These cutting-edge businesses are built on platforms: two-sided markets that are revolutionising the way we do business. Written by three of the most sought-after experts on platform businesses, Platform Revolution is the first authoritative,...

In-depth, authoritative overview of sustainability issues and how sustainability is integrated into management and marketing theory and practices Marketing and Sustainability equips readers in the fields of management and marketing with an in-depth understanding of sustainability issues and how sustainability is integrated into business. Examples from across the globe are included on topics such as how businesses use services, sharing...