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Contemporary Issues in Branding

The most exciting aspect of the book Contemporary Issues in Branding is that
readers are exposed to differing methods and approaches applied to
stakeholders and communication research design. The methods range from
qualitative, ...

Author : Pantea Foroudi

Release : 2019-12-16

Publisher : Routledge

ISBN : 0429769121

File Size : 77.40 MB

Format : PDF, Kindle

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This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand’s identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.

Contemporary Issues in Marketing

Using vignettes on topics such as technology, ethics and practitioner viewpoints, this book explores the paradigm shift in marketing and developments in thoughts throughout the discipline.

Author : Ayantunji Gbadamosi

Release : 2019-09-02

Publisher : SAGE

ISBN : 1526485427

File Size : 78.64 MB

Format : PDF, ePub

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As the landscape of marketing knowledge changes, contemporary buyers, be it individuals or organisations are now more informed, more demanding and crave value co-creation with marketers. This, coupled with technological and socio-cultural changes, provides robust evidence that the old perspectives, assumptions, and practices of marketing are no longer satisfactory. Contemporary Issues in Marketing is a comprehensive, up-to-date, and cutting edge resource that presents a coherent understanding of topical issues in marketing. Bringing together theory and practitioners’ perspectives, it firmly addresses the prevailing challenges in the marketing world. Using vignettes on topics such as technology, ethics and practitioner viewpoints, this book explores the paradigm shift in marketing and developments in thoughts throughout the discipline.

Current Issues in Political Marketing

This unique book examines how to adapt marketing to politics, including which marketing tools and concepts can be successfully transferred, and looks at the advantages--and problems--that political marketing can bring.

Author : Walter W. Wymer

Release : 2005

Publisher : Psychology Press

ISBN : 9780789024381

File Size : 62.11 MB

Format : PDF, Mobi

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Explore the increased need for marketing within the political arena Current Issues in Political Marketing presents up-to-date theory and research findings from academics working in political science, advertising, and management, and guidance from successful practitioners who know what it takes to make a nonprofit organization stand out in a crowd. The book presents the latest thinking on marketing issues and the consequences of political marketing, including insights into current British politics that can easily be applied to democratic countries. It will help you develop strategies that make effective use of limited resources as nonprofit organizations face greater competition for reduced government funding. Current Issues in Political Marketing addresses the ethical and practical difficulties in implementing traditional business approaches into the political and public arena. Political parties, the media, universities, local governments, charities, and legislatures are all adopting tools of marketing intelligence to understand their market needs and demands. This unique book examines how to adapt marketing to politics, including which marketing tools and concepts can be successfully transferred, and looks at the advantages--and problems--that political marketing can bring. Topics examined in Current Issues in Political Marketing include: political frames agenda setting voter attitude public-policy marketing change management relationship marketing voter disengagement party identification market orientation product anatomy branding segmentation and much more! Current Issues in Political Marketing is a valuable resource for directors and managers of nonprofit and charitable organizations, and for academics working in nonprofit management and social work.

Contemporary Issues in Marketing and Consumer Behaviour

... Marketing Thought' (Chapter 2), Mark Tadajewski provides an important
foundational, historical background against which to understand the
development of the contemporary issues that follow, enabling us to locate them in
relation to the ...

Author : Elizabeth Parsons

Release : 2009-06-04

Publisher : Routledge

ISBN : 1136441549

File Size : 70.47 MB

Format : PDF, Docs

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An exciting new book that covers all the latest buzzwords within marketing and consumer behavior: building brand cultures; gender; ethics; sustainable marketing; the green and the global consumer among many more. Importantly, Contemporary Issues in Marketing and Consumer Behaviour makes clear links between theory and practice in marketing. It also locates the recent development of both marketing ideas and applications within the wider global, social and economic contexts. Written by a team of experts in the field, this title fills a gap in a growing market interested in these contemporary issues. It provides a complete off-the-shelf teaching package for Masters, MBA and advanced undergraduate modules in marketing and consumer behavior and a useful resource for dissertation study at both undergraduate and postgraduate levels.

The Routledge Companion to Contemporary Brand Management

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars.

Author : Francesca Dall'Olmo Riley

Release : 2016-07-15

Publisher : Routledge

ISBN : 1317751574

File Size : 68.78 MB

Format : PDF, Docs

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The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

Fashion Marketing: Contemporary Issues

The role of store image in the re-branding of Selfridges Andrew J. Newman and
Nick Atkinson Introduction and core concepts This chapter considers the
independent fashion retailer Selfridges & Co. and how it developed a new
branding ...

Author : Tony Hines

Release : 2012-10-12

Publisher : Routledge

ISBN : 1136004254

File Size : 76.85 MB

Format : PDF, Mobi

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'Fashion Marketing' is a book of key chapter contributions from renowned academics and practitioners that addresses many of the contemporary issues facing one of the world's largest and most global of industries. With international contributions from the UK, USA and China, 'Fashion Marketing' covers all of the key themes and issues of this area, including: * forecasting * sourcing * supply chain management (demand management) * new product development * design management * logistics * range planning * colour prediction * market testing * e-commerce * strategy Ideal for use on any undergraduate or postgraduate courses in Fashion, Textiles, Apparel and Retailing Management where there is a need to address the topic of fashion marketing, this book will also serve as a useful, informative and authoritative text for senior managers in the fashion marketing industries wanting to gain further understanding of current and future developments within the industry.

Global Sport Marketing

This study of contemporary sports marketing examines the opportunities and threats posed by a global sports market, outlining the tools and strategies that marketers and managers can use to take advantage of those opportunities.

Author : Michel Desbordes

Release : 2012

Publisher : Routledge

ISBN : 0415507200

File Size : 61.39 MB

Format : PDF, Docs

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Globalization has had a profound impact on the sports industry, creating an international market in which sports teams, leagues and players have become internationally recognized brands. This important new study of contemporary sports marketing examines the opportunities and threats posed by a global sports market, outlining the tools and strategies that marketers and managers can use to take advantage of those opportunities. The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies from the Americas, Europe and Asia. It assesses the impact of globalization on teams, leagues, players, sponsors and equipment manufacturers, and highlights the central significance of culture on the development of effective marketing strategy. Global Sport Marketing is key reading for any advanced student, researcher or practitioner working in sport marketing or sport business.

International Marketing Strategy

This reader collects together key articles in international marketing, building on a four-part framework of market analysis, strategy development, implementation issues and international marketing management.

Author : Isobel Doole

Release : 1997

Publisher : Cengage Learning EMEA

ISBN : 9781861522337

File Size : 53.83 MB

Format : PDF, ePub

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This reader collects together key articles in international marketing, building on a four-part framework of market analysis, strategy development, implementation issues and international marketing management. It explores in more depth the essential elements of marketing in the international context, illustrating developments in the area with detailed examples of particular strategies and techniques; it covers such topics as strategic alliances, entrepreneurship, advertising, branding, culture and multinational portfolios. The editors provide an overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework. This reader collects together key articles in international marketing, building on a four-part framework of market analysis, strategy development, implementation issues and international marketing management. It explores in more depth the essential elements of marketing in the international context, illustrating developments in the area with detailed examples of particular strategies and techniques; it covers such topics as strategic alliances, entrepreneurship, advertising, branding, culture and multinational portfolios. The editors provide an overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework.

Brands and Brand Management

This book accomplishes that task, with contributions from leading experts in the science of branding, national and international.

Author : Barbara Loken

Release : 2010

Publisher : Psychology Press

ISBN :

File Size : 39.73 MB

Format : PDF, Docs

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Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.

Contemporary Research in E-Branding

Because the Internetis in a continuous dynamic state, firms need to follow a
flexible e-brand management policy. ... the issue of e-branding, no one has
articulated the critical differences between traditional and online brand
management.

Author : Bandyopadhyay, Subir

Release : 2008-11-30

Publisher : IGI Global

ISBN : 1599048159

File Size : 35.68 MB

Format : PDF, Docs

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Provides research on the emergent issue of the Internet as a central organizing platform for integrating marketing communications.

International Place Branding Yearbook 2011

Places endeavoring to tackle current economic or social issues through the
creation, management and promotion of place brands, and focused on future
strategicgoals and astrategic repositioning,arestillinvoking theirpasts in their
branding ...

Author : Frank M. Go

Release : 2011-09-29

Publisher : Springer

ISBN : 0230343325

File Size : 51.43 MB

Format : PDF, Mobi

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The second annual volume of the International Place Branding Yearbook; this collection looks at the case for applying brand and marketing strategies and to the economic, social, political and cultural development of cities, towns and regions around the world to help them compete in the global, national and local markets.

Contemporary Thoughts on Corporate Branding and Corporate Identity Management

Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications.

Author : T. Melewar

Release : 2008-10-23

Publisher : Springer

ISBN : 0230583229

File Size : 50.4 MB

Format : PDF, ePub, Mobi

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A new look at the latest thinking and issues in the areas of branding, identity and communication, drawing on recent academic and practical thought on corporate branding. Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications.

Fundamentals of Marketing

While it covers most of the topics found in other texts it also provides a solid
theoretical background which can act as a springboard to discuss contemporary
issues and controversies within marketing theory and practice. The text is
focused on ...

Author : Marilyn A Stone

Release : 2007-01-24

Publisher : Routledge

ISBN : 1134197446

File Size : 74.40 MB

Format : PDF, ePub, Mobi

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Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool. The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing. Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today. Visit the Companion website at www.routledge.com/textbooks/9780415370974

Marketing and the Common Good

Through original research and scholarship from the influential Mendoza School of Business, this book looks at marketing’s ramifications far beyond simple economic exchange.

Author : Patrick E. Murphy

Release : 2013-07-24

Publisher : Routledge

ISBN : 1134091141

File Size : 52.30 MB

Format : PDF, ePub, Docs

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Marketing is among the most powerful cultural forces at work in the contemporary world, affecting not merely consumer behaviour, but almost every aspect of human behaviour. While the potential for marketing both to promote and threaten societal well-being has been a perennial focus of inquiry, the current global intellectual and political climate has lent this topic extra gravitas. Through original research and scholarship from the influential Mendoza School of Business, this book looks at marketing’s ramifications far beyond simple economic exchange. It addresses four major topic areas: societal aspects of marketing and consumption; the social and ethical thought; sustainability; and public policy issues, in order to explore the wider relationship of marketing within the ethical and moral economy and its implications for the common good. By bringing together the wide-ranging and interdisciplinary contributions, it provides a uniquely comprehensive and challenging exploration of some of the most pressing themes for business and society today.

Tourism and Hospitality Marketing

CONTEMPORARY. ISSUES. IN. TOURISM. AND. HOSPITALITY. MARKETING.
Second Life and the Virtual Hotel It is October 2006, and performer Ben Folds is
promoting his new album by playing at the opening party for Aloft, a new
Starwood ...

Author : Simon Hudson

Release : 2008-02-18

Publisher : SAGE

ISBN : 1849204888

File Size : 87.56 MB

Format : PDF, Docs

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With over 70 global case studies and vignettes, this textbook covers all the key marketing principles applied to tourism and hospitality, showing how these concepts work in practice and demonstrating the diverse range of tourism and hospitality products on offer. Chapters are packed with pedagogical features that will help readers consolidate their learning, including: - Chapter objectives - Key terms - Discussion questions and exercises - Links to useful websites - Profiles of successful individuals and organizations Tourism and Hospitality Marketing is accompanied by a website that offers lecturers answers to the discussion questions and exercises in the book, case study questions, a test bank, PowerPoint slides and a list of additional teaching resources.

Global Marketing Management

'Global Marketing Management' provides comprehensive coverage of the issues which define marketing in the world today, equipping students with some of the most current knowledge and practical skills to help them make key management ...

Author : Kiefer Lee

Release : 2009

Publisher : Oxford University Press, USA

ISBN : 9780199239429

File Size : 40.85 MB

Format : PDF, ePub

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'Global Marketing Management' provides comprehensive coverage of the issues which define marketing in the world today, equipping students with some of the most current knowledge and practical skills to help them make key management decisions in the dynamic and challenging global trade environment.

Selected Readings on Information Technology Management: Contemporary Issues

Contemporary Issues Kelley, George. xxiv • Scheduling and deadline
management • Marshaling and resource allocation • Digital warehousing and
distribution • Electronic marketing and brand building • Multi-modal financing and
payments ...

Author : Kelley, George

Release : 2008-08-31

Publisher : IGI Global

ISBN : 1605660930

File Size : 79.10 MB

Format : PDF, Mobi

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"This book presents quality articles focused on key issues concerning the management and utilization of information technology"--Provided by publisher.

Branding Faith

We normally think of these types of cable shows as legitimate news programs,
sparking debate and discussion on contemporary issues, but I soon discovered
the exasperating limitations. Because of my busy travel schedule, I was usually ...

Author : Phil Cooke

Release : 2010-10-26

Publisher : ReadHowYouWant.com

ISBN : 1459606507

File Size : 20.8 MB

Format : PDF, ePub

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Have you hit a wall with your church, ministry or non-profit organization? In spite of a genuine calling, an exceptional team and solid investment in the vision, have you noticed that the spark never catches fire? Media and marketing expert Phil Cooke wants every ministry to ask, Who are we? By identifying what makes your organization different from the thousands clamoring for attention, you can get your message heard. Cooke has consulted with many of the most recognized churches and non-profits in the world, and in Branding Faith; Why Some Ministries Impact Culture and Others Don't, he shares his road-tested strategies for using media and marketing to make your mark on people's minds and hearts. Whatever the size of your organization, his helpful hints and insider know-how will give you the tools to set your ministry's strategies ablaze.

Driving Customer Appeal Through the Use of Emotional Branding

Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales.

Author : Garg, Ruchi

Release : 2017-09-13

Publisher : IGI Global

ISBN : 1522529225

File Size : 81.84 MB

Format : PDF, ePub, Mobi

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The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.

Contemporary Perspectives on Corporate Marketing

Contemplating Corporate Branding, Marketing and Communications in the 21st
Century John M.T. Balmer, Laura Illia, ... Her current research focuses on how
issues of organisational identity, social responsibility, corporate communication
and ...

Author : John M.T. Balmer

Release : 2013-07-24

Publisher : Routledge

ISBN : 1135100616

File Size : 63.70 MB

Format : PDF, Mobi

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Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company’s CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.