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Best Practices in Marketing and their Impact on Quality of Life
This book is based on the premise that marketing is central to understanding and advancing companies, businesses, countries, major economic areas and every-day problems. It opposes the view held by some social scientists that the positive effects of marketing in a society are a product of capitalist enterprises and that marketing involves excessive exploitation and is a tool for creating and maintaining their power structures. To illustrate its point, the book examines successful marketing practices with implications for consumers’ quality of life. Its compilation of cases from all over the world provides a unique and concise review of best practices in marketing and their impact on QOL. Each case in the book presents a specific social problem and discusses details of the marketing strategy adopted to resolve it, as well as the results obtained both for society at large and in terms of the citizens’ quality of life. In addition, each case addresses the theoretical background of the specific area of marketing used in the case.
Human Resource Management and Internal Marketing
This book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, etc. Various human resource models are insufficient to define internal marketing. Therefore there is a need to focus on the models and key concepts of human resource management and internal marketing and in what way they contribute to organizational success. It involves motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. The current need for human resource management is to link human resource management and marketing practices whic...
Innovation, Social Responsibility and Sustainability
This edited collection draws together a number of chapters, organized into two parts – developing social responsibility and developing sustainability – both of which are interlinked and interdependent.
Marketing Perspectives on Phygitalization
The fusion of physical and digital experiences has given rise to a new phenomenon known as “phygitalization,” where companies seamlessly integrate both realms to create a cohesive and immersive customer experience. This new book examines the opportunities and challenges that this convergence presents and highlights strategies that companies can employ to leverage its full potential. Drawing upon the expertise of marketing professionals, industry leaders, and academic researchers, this book offers a comprehensive overview of the key concepts, strategies, and best practices for employing phygitalization in marketing, providing a practical perspective through case studies and focused discussions.
Entrepreneurship
Entrepreneurship has a tremendous impact on the economic development of a country. As can be expected, many public policies foster the development of self- entrepreneurship in times of unemployment, praise the creation of firms and con- sider the willingness to start new ventures as a sign of good fortune. Are those behaviours inherent to a human being, to his genetic code, his psychology or can students, younger children or even adults be taught to become entrepreneurs? What should be the position of universities, of policy makers and how much does it matter for a country? This book presents several articles, following different research approaches to answer those difficult questions. The researchers explore in particular the psychology of entrepreneurship, the role of academia and the macroeconomic impact of entrepreneurship.
Regulation and Best Practices in Public and Nonprofit Marketing
The volume contains the papers presented during the 9th International Congress of the International Association on Public and Nonprofit Marketing (IAPNM) entitled "Regulation and Best Practices in Public and Nonprofit Marketing." Structured in accordance with the sessions of the mentioned Congress, the volume includes papers and relevant contributions on marketing research development in the public administration, healthcare and social assistance, higher education, local development and, more generally, nonprofit organizations. The social marketing specific issues take an important part of the volume giving the diversity of the approached topics as well as the large number of researchers con...
Innovation, Engineering and Entrepreneurship
This book presents endeavors to join synergies in order to create added value for society, using the latest scientific knowledge to boost technology transfer from academia to industry. It potentiates the foundations for the creation of knowledge- and entrepreneurial cooperation networks involving engineering, innovation, and entrepreneurship stakeholders. The Regional HELIX 2018 conference was organized at the University of Minho’s School of Engineering by the MEtRICs and Algoritmi Research Centers, and took place in Guimarães, Portugal, from June 27th to 29th, 2018. After a rigorous peer-review process, 160 were accepted for publication, covering a wide range of topics, including Control...
Handbook of Research on Global Competitive Advantage through Innovation and Entrepreneurship
As businesses seek to compete on a global stage, they must be constantly aware of pressures from all levels: regional, local, and worldwide. The organizations that can best build advantages in diverse environments achieve the greatest success. The Handbook of Research on Global Competitive Advantage through Innovation and Entrepreneurship explores the emergence of new ideas and opportunities in various markets and provides organizational leaders with the tools they need to take full advantage of those opportunities. With a focus on economic growth in a fast-paced environment, this handbook is a critical reference for business leaders, economists, and students of economic theory.
Handbook Transdisciplinary Learning
What is transdisciplinarity - and what are its methods? How does a living lab work? What is the purpose of citizen science, student-organized teaching and cooperative education? This handbook unpacks key terms and concepts to describe the range of transdisciplinary learning in the context of academic education. Transdisciplinary learning turns out to be a comprehensive innovation process in response to the major global challenges such as climate change, urbanization or migration. A reference work for students, lecturers, scientists, and anyone wanting to understand the profound changes in higher education.
