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When Luxury Meets Art
Increasingly, luxury brands join forces with the arts today. Yet, these cross-over collaborations do not constitute a homogeneous strategy, but become manifest in manifold forms and appearances. Regardless of their growing practical relevance for the creation of contemporary luxury brands though, the varied forms of Luxury Brand-Art Collaborations (LBACs) have remained largely unexplored to date. Olga Louisa Kastner aims at systematizing the dominating collaborative patterns between luxury brands and the arts. She empirically derives distinct types of LBACs, based on methodically developed attributes and a large number of real cases. Finally, the author describes the main characteristics of the identified types and illustrates them by prototypical cases.
Welcome to The New Normal: Life After The Chaos
Change is the only constant that marketers deal with on a regular basis. However, the recent pandemic brought about change for every individual on the planet. It not only brought about changes to technology, but it also reshaped the thinking of consumers and organizations through behavioral and cultural shifts in the market. This volume provides new insights and ideas in marketing research, theory, and practice as we continue to adapt to the new normal world post-pandemic. It provides success stories and regional case studies to offer marketers new ways in which to serve consumers and satisfy their needs. Featuring papers presented at the 2023 Academy of Marketing Science Annual Conference i...
The Routledge Companion to Corporate Branding
This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that c...
THE BRAND MATRIX
To run a successful business, you need to engage and inspire your employees. To do that, first clarify the promises and values that make up your organization’s identity core – then align the core with every aspect of the business. Drawing on his influential Harvard Business Review article, Mats Urde shows how to tackle this critically important task and forge a corporate brand identity that will boldly stand out from the competition. As a visual aid, he introduces the Corporate Brand Identity Matrix, a simple-to-use tool that ties the identity core to the organization’s mission, strategy, communications, and reputation, helping you create a coherent, clearly understandable whole that will fire employees’ imaginations and wow customers. The book is packed with stories and practical insights from renowned organizations like IKEA, Trek Bikes, Volvo, and the Nobel Prizes that struggled at first but eventually succeeded in motivating employees and winning over customers by defining the identity core. Whether you’re a board member, executive, or entrepreneur, this book offers you a roadmap to success.
Creativity and Marketing
Creativity and Marketing: The Fuel for Success presents a diverse collection of theoretical analysis, real world evidence, and case study applications to synthesize emerging studies on how creativity is important for marketing success.
Elgar Encyclopedia of Consumer Behavior
Modern commercial landscapes are characterized by rapidly evolving markets, and this authoritative Encyclopedia acts as an essential navigational guide to such changeable consumer environments.
Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
This volume includes the full proceedings from the 2013 World Marketing Congress held in Melbourne, Australia with the theme Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the communi...
Secrets of Economics Editors
Editors of academic journals are often the top scholars in their fields. They are charged with managing the flow of hundreds of manuscripts each year -- from submission to review to rejection or acceptance -- all while continuing their own scholarly pursuits. Tenure decisions often turn on who has published what in which journals, but editors can accept only a fraction of the papers submitted. In this book, past and present editors of economics journals discuss navigating the world of academic journals. Their contributions offer essential reading for anyone who has ever submitted a paper, served as a referee or associate editor, edited a journal -- or read an article and wondered why it was ...
Investment and Liquidity Constraints
Based on a unique database of German firms, the Deutsche Bundesbank's Corporate Balance Sheet Statistics, Andreas Behr explores the link between financial factors and a firm's investment decision within the framework of the Q-theory of investment.
Marketing — Management
1 Vgl. Scheirer, 2001, S. 4 2 Deutsche Post, Direktmarketing Deutschland 2000, Studie 11, In: Focus Media-Guide 2001, S.52 3 TNS Emnid Studie 2000, S. 6 4 Brown, 2000, S.13 5 Deutsche Post, Direktmarketing Deutschland 2000, Studie 11, In: Focus Mediaguide 2001, S. 53 6 McKinsey Quarterly 2000, Nr. 3, S. 164 7 Perl 2000, In: Ganz Direkt, S. 85 8 Heil,2000, S. 62 9 ABum/Piske, 1997, S. 510 10 TNS Emnid Studie 2000, S. 10 Literatur Bottler, S., Komm, ich schenk Dir was, In: w & v online, veroffentlicht 19.06.2001. BDSG 2001, Das Neue Bundesdatenschutzgesetz, Beilage in: DSB, Nr. 5, 2001. Dallmer, H., Jager wird Gejagter, In: Mail Marketing, Nr. 361, 1995. Dallmer, H., Online Dienste losen Maili...
