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Luxury Brand Management
A fascinating and comprehensive examination of the different dimensions of luxury management in various sectors. This is a powerful book for marketers, advertisers and brand managers in understanding the intricacies of the luxury market- how it is designed, defined and divined. Written by the authors of Pro-Logo, this book sets the benchmark for luxury brand management.
Marketing Apocalypse
The present volume of essays examines the extent to which the end of marketing is nigh. The authors explore the present state of marketing scholarship and put forward a variety of visions of marketing in the twenty first century. Ranging from narratology to feminism, these suggestions are always enlightening, often provocative and occasionally outrageous. Maketing Apocalypse is required reading for anyone interested in the future of marketing.
Consuming Experience
This book covers the ‘hot topic’ of the experiential consumption in an accessible manner and from a unique industry perspective which is not used in any other book. It highlights the idea that an experience is not something that can be readily managed by firms and is not limited to the market: an individual’s daily life is made up of consuming experiences that can occur with or without a market relation. Offering an overview of the consumption experience, it outlines a continuum of experiences of consumption that consumers go through, including: those that are mainly constructed by consumers around small items that comprise their daily life, such as organic products and non-profit or local associations those that have been co-developed by companies and consumers: tourism or adventure projects, rock concerts and cultural events those that have been largely developed by the companies where consumers are immersed in a hyper-real context such as fashion, sports brands, edutainment and retail. Broad and comprehensive, this book provides a challenging vision of the consumption experience, which is an invaluable tool for all those studying marketing and consumer behaviour.
The Rhetoric and Reality of Marketing
This book compares and contrasts how different firms approach marketing within the same country. It concerns issues revolving around marketing as a form of rhetoric and marketing as a living reality for firms who practice it and contains cutting edge thinking from expert commentators on the marketing scene worldwide. It uses 16 case study examples of marketing practice in eight countries and shows whether marketing allegiance is openly proclaimed but in practice merely a rhetorical device or whether it is deeply embedded in organizational culture.
Culture and Consumption II
New insights into modern consumer culture by a master critic.
The European Union, Emerging Global Business and Human Rights
Emerging and developing states are home to powerful corporations capable of deploying economic activities on a global scale through the rapid pace of technological change and globalisation. But such corporations have to date been largely overlooked in the field of business and human rights. Treatment of such corporations has typically been in the context of supply chain studies, as subsidiaries of corporations from economically developed Western states. This book takes a radically different approach. It aims to investigate the conditions under which the European Union and its Member States regulate and remedy human rights violations by corporations from emerging and developing states. Stemming from the hypothesis that the EU intends to play a central role, Aleydis Nissen explores how the EU and its Member States attempt to ensure that EU-based businesses are not undercut by emerging competition, drawing on global examples to illustrate this developing phenomenon.
New Frontiers of Customer Strategy
Digital transformation has shaped a new landscape for companies and their customers, offering companies a wealth of data with which to develop customer knowledge. However, this evolution is just one of many transformations in customer marketing within an increasingly complex reality, thrown into turmoil by environmental and social changes. New frontiers in customer relations strategies are thus being drawn, some in new territories grounded in efforts to preserve scarce resources, while others are built on expectations of social responsibility. These profound societal changes also reveal darker frontiers, where companies have insufficient ethical considerations for vulnerable customers, or merely react to changes in legislation. New Frontiers of Customer Strategy offers practitioners, lecturers and students an up-to-date reflection on the role of customer relations now and in the future, to keep pace with environmental, digital, inclusive and ethical issues, as well as organizational governance.
How collages reveal your deepest thoughts: A guide to consumers' minds
A deeper understanding of how consumers think, feel and act is vital to the success of management and provides valuable information for managerial decision making in many areas of business. One key to this understanding is brand knowledge, which is the representation of a brand in consumers’ minds. Unfortunately, a substantial amount of relevant knowledge within people’s minds is unconscious and cannot be retrieved, accessed and recalled by consumers. As a consequence, certain methods of retrieval are required, such as projective techniques. The method this book works with is the collage technique, an expressive projective method. The aim of this book is to create a multi-layered approach that facilitates the interpretation of collages without the need of any additional information given by the participants, based on metaphor analysis, color theory, a communication model and structural analysis.
Augmented Customer Strategy
Digital transformation is shaping a new landscape for businesses and their customers. For marketing professionals, advancing technology (artificial intelligence, robots, chatbots, etc.) and the explosion of personal data available present great opportunities to offer customers experiences that are ever richer, more fluid and more connected. For customers, this ecosystem is synonymous with new roles. They are more autonomous and have power alongside the company: they influence, innovate, punish and more. These developments push companies to implement new customer strategies. It is in this context, marked by pitfalls and paradoxes, that the authors of this book reflect on the customer relationship, what it has become and what it will be tomorrow. The book provides practitioners, teacher-researchers and Master's students with a state of the art and a prospective vision of customer relations in a digital world. It is aimed at those who want to gain an up-to-date understanding of the field and find all the keys needed to project themselves into the future.
