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Co-creating Brands
Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating with consumers in brand development. The focus of brand management has shifted to the intersection between the organisation and its stakeholders. Co-Creating Brands is an accessible exploration of how co-created brands produce value and how the success of this approach can be measured and assured.
Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior
Anthropology is a science specialized in the study of the past and present of societies, especially the study of humans and human behavior. The disciplines of anthropology and consumer research have long been separated; however, it is now believed that joining them will lead to a more profound knowledge and understanding of consumer behaviors and will lead to further understanding and predictions for the future. Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior is a cutting-edge research publication that examines an anthropological approach to the study of the consumer and as a key role to the development of societies. The book also provides a range of ma...
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...
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...
Business Architecture Management
This book presents a comprehensive overview of enterprise architecture management with a specific focus on the business aspects. While recent approaches to enterprise architecture management have dealt mainly with aspects of information technology, this book covers all areas of business architecture from business motivation and models to business execution. The book provides examples of how architectural thinking can be applied in these areas, thus combining different perspectives into a consistent whole. In-depth experiences from end-user organizations help readers to understand the abstract concepts of business architecture management and to form blueprints for their own professional approach. Business architecture professionals, researchers, and others working in the field of strategic business management will benefit from this comprehensive volume and its hands-on examples of successful business architecture management practices.
Immanent Critiques
Fifty years after the appearance of The Dialectical Imagination, his pioneering history of the Frankfurt School, Martin Jay reflects on what may be living and dead in its legacy. Rather than treating it with filial piety as a fortress to be defended, he takes seriously its anti-systematic impulse and sensitivity to changing historical circumstances. Honouring the Frankfurt School's practice of immanent critique, he puts critical pressure on a number of its own ideas by probing their contradictory impulses. Among them are the pathologization of political deviance through stigmatizing "authoritarian personalities," the undefended theological premises of Walter Benjamin's work, and the ambivale...
Consumption and Violence
Reveals the relationship between the rise of political violence in West Germany to the unprecedented growth of consumption
Finding New Ways to Engage and Satisfy Global Customers
This proceedings volume explores the new and innovative ways in which marketers find new global customers and build meaningful bridges to them based on their wants and needs in order to ensure high levels of customer satisfaction. Customer loyalty is ensured through continuous engagement with an ever-changing and demanding customer base. Global forces are bringing cultures into collision, creating new challenges for firms wanting to reach geographically and culturally distant markets, and causing marketing managers to rethink how to build meaningful and stable relationships with evermore demanding customers. In an era of vast new data sources and a need for innovative analytics, the challeng...
Brand Management
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland′s rebrand as The Netherlands.
Branding Inside Out
Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind. Branding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people. Online resources include supporting PowerPoint slides and case studies for each chapter.
