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Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs
Marketing is one of the most optimistic business disciplines with the goal of serving consumers or organizations and increasing customer satisfaction and happiness. The COVID-19 pandemic has disrupted the optimism of the world, thus hindering these marketing goals. This book explore the challenges faced by marketers during and post-COVID-19 and offers strategies for marketers to invoke a sense of optimism as the world enters the “new normal”. It provides success stories and regional case studies to offer marketers new ways in which to serve consumers and satisfy their needs. It also acknowledges the role digital technology and innovation have played a crucial role during these dark times...
Dilemma of "Make in India" for Dalmec Industrial Manipulator S.P.A, Italy
Dalmec Industries Manipulators India Pvt. Ltd. was incorporated in 2011 as a private limited company under the Companies Act, 1956. The company was formed to carry on importing machinery and distributing it to the clients. This case focuses on the dilemma faced by the company: whether it should establish a manufacturing unit in India or continue with the current operation procedures. Dalmec has faced various problems in India regarding local players, low-cost material handling equipment and the nascent stage of material handling industry. In Europe and the Middle East, the industries are more focused on safety standards and provide high quality material handling products to their workers, co...
Experiential Marketing
Why do some brands make us feel good, while others frustrate us? What makes us engage with certain brands, rebuy the same products, return to the same store or revisit the same destination over and over again? Is there a framework underlying how past and lived shopping experiences can affect our future experiences, our buying decisions, and our brand loyalty? In this exciting new book, Wided Batat introduces readers to the new customer experience framework and the era of the "Experiential Marketing Mix." She introduces the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process); a tool that focuses on the consumer as a starting point ...
Marketing Transformation: Marketing Practice in an Ever Changing World
This proceedings volume examines transformation in marketing to better understand current and future standing of the marketing field. From whether there is a need for transformation in our field; what methodological transformations are necessary; historical looks at how the field has transformed and continues to transform; how learning institutes are transforming and how marketing theory, practice, consumption practices and people are transforming as the world continues to change. It is by understanding these changes and transformations that marketers have a better knowledge of the discipline. Featuring the full proceedings from the 2017 Academy of Marketing Science (AMS) World Marketing Con...
Marketing to the Poor
This book looks at markets in low-income economies and how they require fundamentally different marketing systems and strategies. Analyzing the sociocultural characteristics of these markets, it offers solutions for businesses to overcome spatial, institutional, and financial challenges while working in these contexts. Markets for the poor are characterized by resource scarcity, weak institutions, and low literary rates, as well as a strong presence of cultural and community ties. This book provides an understanding of these marketplaces, including the consumer’s wants and aspirations, the relationship of the individual within the social milieu, and their unique cultural contexts. It provides strategies for businesses to develop a bottom-up knowledge of global markets and incorporates practices which are inclusive and sustainable. It also explores the links between human development, entrepreneurship, and marketing which are especially relevant in the pandemic-hit global economy. This book will be of interest to students and researchers of marketing, business studies, business administration, rural management, marketing management, economics, and development studies.
African Bank Investment Ltd (ABIL)
The teaching case is set on 6 August 2014 when Ian Matthews, the Head of Equities at a South African Asset Manager, BG Wealth, gets a call while on leave. The call is from his boss, chief investment officer, Deryck Medley, informing him of the negative trading update and asking him to come back to prepare for an emergency investment committee that afternoon. The case traces Matthews day as he reviews the research reports BG Wealth had put together on ABIL over the previous 15 months. Matthews also recalls the process the investment team went through internally before finally deciding to invest in the company. The case highlights not only the corporate governance failures of ABIL but also the lack of consideration given to ESG factors by BG Wealth.
A Primer on Corporate Governance
A Premier on Corporate Governance: Turkey takes an in-depth and comprehensive assessment of corporate governance in Turkey at a cross section in time when the country is going through major multidimensional transformations. Structural characteristics of its economy and the historical antecedents of corporate governance are provided to the readers as a background in the first part of the book. External and internal mechanisms of corporate governance are built on this background. Legal system of the country, its company laws, regulatory authorities and the state of the market for corporate control as well as the socio-cultural norms, ways of doing business, and the Turkish code of good governance are examined as the external mechanisms shaping the corporate governance practices of companies in the context. Internal control mechanisms analyzed in this book include the characteristics of the board of directors, ownership structure, and management teams of Turkish companies. In conclusion, the authors discuss current and future corporate governance challenges in the Turkish business context.
A Primer on Corporate Governance
Annotation This book will provide a comprehensive insight of the characteristics and development of corporate governance in Italy. Both the external institutional mechanisms, such as the codes of best practices and the mandatory auditor rotation, and the internal corporate governance devices, such as boardsâe(tm) structure and composition and director compensation, will be analyzed. In particular, this book is presented to provide the reader an insight on the ownership structure and the control enhancement mechanisms adopted by the Italian dominant shareholders as well as the typical - and unique - two tier-board structure, with a board of directors and a board of statutory auditors, that is widely adopted among Italian companies. This book reveals that while corporate governance in Italy has - to some extent - converged towards other European and international models, there are certain core features that remain (and are likely to do so in the near future as well) and their knowledge and understanding is relevant to investors and other stakeholders.
A Practical Guide to Sustainable Fashion
Packed with examples from groundbreaking designers such as Vivienne Westwood, Stella McCartney, Edun and People Tree, A Practical Guide to Sustainable Fashion is a much-needed overview of current models of fashion design and production. Alison Gwilt introduces the key issues associated with the production, use and disposal of fashion clothing and gives step-by-step guidance on how to identify and evaluate the potential impacts of a garment during the design process. With innovative examples of best practice from international designers and brands, the chapters follow each key stage in the life cycle of a fashion garment and explores approaches such as low-impact textiles techniques, mono-materiality, zero waste techniques, upcycling, repair and maintenance techniques and closed-loop design systems. New to this edition: More in-depth coverage of design thinking, materials manufacture, practical techniques for creating 'faster' recyclable fashion and new ways forward for fashion, such as including the circular economy and the Sustainable Development Goals.
A Practical Guide for Holistic Project Management
Project management is a multidisciplinary profession requiring not only knowledge and experience but also a lot of personal skills. A project is defined as: A temporary organisation that is created for the purpose of delivÂering one or more business products according to an agreed business case (Prince2 [1]). A project is executed on behalf of and by people. In fact it is all about people. This book is a holistic approach of project management which not only describes items such as risk management in a very practical way but also pays attention to the project impact and psychological part. Furthermore the challenges regarding outsourcing are described in order to reduce the amount of 'surprises'.
