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Handbook of Marketing Strategy
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketin...
Handbook of Research on Customer Engagement
Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.
Global Higher Education Practices in Times of Crisis
Taking forward the notion of the scholar without borders, Global Higher Education Practices in Times of Crisis provides a critical review of the teaching practices in international higher education in the post-COVID era.
Managing Customers for Profit
“This is a milestone book in marketing. Most companies claim they are focused on customers, but even those who are, probably do not take a scientific approach to customer management. Professor V. Kumar is the acknowledged expert on the science of customer management. This important book raises all the key questions in managing customers, provides the analytical tools for optimization, and illustrates these tools with a number of company examples.” —Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University “Delivering lasting client value is at the heart of profitable businesses today. Managing Customers for ...
Emergent Research on Business and Society: An India-Centric Perspective
This book edited by Prof. Dr. Uday Salunkhe, Dr. V. Kumar, Prof. Dr. D.N. Murthy, and Bharath Rajan brings together critical and up to date analysis by more than 30 experts on business and management research in India. The editors offer a scoping review management research in the Indian context and reflect on ways in which this strand of research can help better understanding and solving business and societal challenges. Herein, twelve chapters presented in the volume collectively illustrate the emerging research insights for business and society as seen from the perspective of India. Along with some key insights identified, authors also explore possible avenues for future research in three ...
Stakeholder Wellbeing and Value Creation
The relationship between firms and stakeholders is held together by a continuous two-way cycle of value creation. In this, how can value be managed such that the stakeholder's wellbeing is ensured? How does stakeholder wellbeing vary across business contexts? Are there varied perspectives in understanding stakeholder wellbeing? These and other pertinent questions have been addressed in this book. Particularly, this book provides a synthesis of research perspectives on value creation and stakeholder wellbeing through a collection of chapters from scholars in this area. It synthesizes research perspectives on value into three categories – firm-focused, customer-focused, and community-focused...
Innovation and Strategy
This volume focuses on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy.
Parking
Most parking research to date has been conducted in Western countries. Parking: An International Perspective is different. Taking a planetary view of urbanism, this book examines parking policies in 12 cities on five continents: Auckland, Bangkok, Doha, Los Angeles, Melbourne, Nairobi, Rotterdam, Santiago, Sao Paulo, Shenzhen, Singapore, and Tokyo. Chapters are similarly structured, and contain detailed information about the current parking strategies and issues in these cities. The discussion of parking is placed in the context of transport, mobility, land-use, society, technology, and planning in each of these cities
