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Brand Desire
Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can succe...
In Good Conscience
When a customer, employee, or investor is faced with a choice of companies amidst a sea of competitors, they increasingly consider how responsible that organization is. Customers want to buy ethical and sustainable; employees want to feel a sense of purpose at work, and investors need reassurance that their investments are good for the long term. To be competitive and valuable to society, firms need to develop an organizational conscience that drives key strategic decisions and spurs sustainable and responsible innovation. In this book, the authors argue that organizations need to think critically about their role and to use their conscience to guide actions. With plenty of concrete suggestions based on substantive research, it shows how firms can reconcile the competing interests of stakeholders, create an organization that is fair, open and transparent and do the right thing while building a profitable business. With integrated videos and international case studies featuring multinational companies as well as small firms, this book explains how firms can make the transition to becoming conscientious.
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...
Marketing turístico
Desde que se produjo la gran revolución de la actividad turística tras la Segunda Guerra Mundial, se ha creado alrededor del turismo un organigrama complejo que tiene como uno de los pilares el marketing. Los autores de este libro estudian los diversos conceptos de esta materia, analizan casos prácticos de éxitos y fracasos del sector y afirman: "el marketing turístico ha de combinar de forma magistral el rigor metodológico, la creatividad y la pasión". En este libro ellos ya ponen la metodología, el resto dependerá de todos y cada uno de los futuros gestores turísticos.
Organic Brands
The world of brands abounds in models, but almost universally the ideas presented are based on an organizational perspective. Branding is something managers do to the products and services they sell. The problems with this perspective are various. First, it is based on distance between the organization and the customer, which leads to informed guessing as to what people want and lack of real innovation. Second, as a glance at any of the core marketing texts show, one-way communication, in spite of its ever diminishing effectiveness, is still seen as the dominant mechanism for building a brand. Third, the organisational perspective adopts, at best, an opaque picture of the organization, where as much as possible is hidden away from prying eyes - a position that is less and less tenable in our networked, trust-seeking world. But what if we change perspective? What if we advocate radical transparency? And, what if we allow ourselves to see the world of brands as fluid rather than fixed?
Advances in Corporate Branding
This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.
Ideas in Marketing: Finding the New and Polishing the Old
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 community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2013 Academy of Marketing Science (AMS) Annual Conference held in Monterey, California, entitled Ideas in Marketing: Finding the New and Polishing the Old.
Approaches to Corporate Social Responsibility
Following recent growth of ethical consumerism, customers and other stakeholders increasingly pressure organizations to be socially responsible and minimize their negative impact on the environment. Accordingly, a plethora of firms have integrated corporate social responsibility (CSR) at the center of their business strategies and actions. Whilst this has resulted in many firms meeting their broader responsibilities toward society and the environment, some firms have used CSR in a manipulative and insincere way. As stakeholders become aware of such misuse of CSR, largely thanks to the rapid evolution of information technologies, they start to penalize firms by spreading negative word of mout...
The Labyrinth of Sustainability
‘The Labyrinth of Sustainability’ offers the first comprehensive effort to analyze corporate sustainability systematically in the Latin American context—and to extract lessons for companies across the developing world. Featuring an introduction by the prizewinning author and Yale professor Daniel Esty, the book starts off with examining the “sustainability imperative”—the notion that businesses must work toward sustainability to be successful in today’s marketplace. The 12 chapters that follow present a collection of carefully developed and tightly framed case studies from companies across Latin America highlighting how they are addressing this imperative. Contributions from leading experts around the region bring a freshness and authenticity as well as a nuanced and grounded approach that make this volume a must-read for business leaders, government officials, non-governmental organization advocates, journalists and academics in Latin America and across the world.
