21st Century Marketing
Author: Philip Kotler, Kohzoh Takaoka, Marc Oliver Opresnik
Publisher: Opresnik Management Guides
In this ever-changing world, enterprises, organizations and societies are influenced and affected by several mega trends. These include digitalization, disruption - which goes along with the need to transform companies through innovation - and corporate social responsibility. As a result, marketing is undergoing rapid change and must embrace these factors that shape the macro-environment of each and every company and organization. This book describes the guidelines for marketing in the 21st century and practically shows how companies and organizations can achieve market-based sustainability via sophisticated digital and social media marketing, transformation through innovation and Marketing 4.0. This holistic "market orientation plus!" enables enterprises to align themselves with the market-focused needs and wants of customers and the interests of all stakeholders. Endorsements 'This book is an indispensable guide for 21st century professional marketers, who seek to leverage their innovation potential, social media marketing communication and holistic approach to win in stakeholder relationship management.' Al Ries, Chairman, Ries & Ries 'In an increasingly digitalized and disrupted world, marketing too has to change. This is the book that will help you master marketing in disruptive times via effective social media marketing, achieve transformation through innovation and implement a holistic Marketing 4.0 framework which results in sustainable growth for companies and organizations alike.' V Kumar, Ph.D., Richard and Susan Lenny Distinguished Chair, & Regents' Professor of Marketing, Georgia State University, USA The authors Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past decades. Philip Kotler is the recipient of numerous awards and honorary degrees and is widely considered as the 'Father of Modern Marketing'. Marc Opresnik is a distinguished Professor of Marketing at Luebeck University of Applied Sciences and Member of the Board of Directors at SGMI Management Institute St. Gallen. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts. Kohzoh Takaoka is the Representative Director, President & CEO, Nestlé Japan Ltd. He proposed and built new business models, such as the KITKAT exam campaign and NESCAFÉ AMBASSADOR which increased profit margins. He endeavors to establish a global business model for mature and developed markets by encouraging marketing in all departments, including personnel and sales departments.
Social Media Marketing
Author: Philip Kotler, Svend Hollensen, Marc Oliver Opresnik
Publisher: Opresnik Management Guides
Here comes the 2nd edition of the compendium 'Social Media Marketing' by marketing guru Philip Kotler, Svend Hollensen and Marc Opresnik. Marketing communication is undergoing a digital revolution. The increasing popularity of blogging, podcasting, and social networks enables world customers to broadcast their views about a product or service to a potential audience of billions. Traditional advertising does not work as well as it has in the past. This second updated and extended edition of 'Social Media Marketing' guides through the maze of communities, platforms, and social media tools so that markers can decide which ones to use, and how to use them most effectively. With an objective approach and clear, straightforward language, it shows how to plan and implement campaigns intelligently, and then measure results and track return on investment. For beginners overwhelmed by too many choices as well as seasoned professionals eager to improve their game, this comprehensive book is full of tactics that have been proven to work in the real marketing world. This book will take you beyond the jargon to social media marketing mastery. Reviews 'This book is an indispensable guidance for 21st century professional marketers, who seek to leverage social media to win in consumer communication.' Kohzoh Takaoka, President & CEO, Nestlé Japan Ltd. 'In marketing today, there is social media and everything else. This is the book that will help you master social media, the indispensable element in every marketing program.' Al Ries, Chairman, Ries & Ries 'This book is a comprehensive treatment of social media marketing where the principles and strategies laid out for the executives could result in a significant profitable growth for many firms.' V Kumar, Ph.D., Richard and Susan Lenny Distinguished Chair, & Regents' Professor of Marketing, Georgia State University, USA The authors Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past decades. Philip Kotler is the recipient of numerous awards and honorary degrees and is widely considered as the 'Father of Modern Marketing'. Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank. Marc Opresnik is a distinguished Professor of Marketing at Luebeck University of Applied Sciences and Member of the Board of Directors at SGMI Management Institute St. Gallen. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts.
The two volumes IFIP AICT 414 and 415 constitute the refereed proceedings of the International IFIP WG 5.7 Conference on Advances in Production Management Systems, APMS 2013, held in University Park, PA, USA, in September 2013. The 133 revised full papers were carefully reviewed and selected for inclusion in the two volumes. They are organized in 4 parts: sustainable production, sustainable supply chains, sustainable services, and ICT and emerging technologies.
This book constitutes the refereed proceedings of the 13th IFIP WG 5.1 International Conference on Product Lifecycle Management, PLM 2016, held in Columbia, SC, USA, in July 2016. The 57 revised full papers presented were carefully reviewed and selected from 77 submissions. The papers are organized in the following topical sections: knowledge sharing, re-use and preservation; collaborative development architectures; interoperability and systems integration; lean product development and the role of PLM; PLM and innovation; PLM tools; cloud computing and PLM tools; traceability and performance; building information modeling; big data analytics and business intelligence; information lifecycle management; industry 4.0; metrics, standards and regulation; and product, service and systems.
International Academic Conference on Teaching, Learning and E-learning and International Academic Conference on Management, Economics and Marketing and International Academic Conference on Transport, Logistics, Tourism and Sport Science
The Quintessence of Marketing
Author: Nils Bickhoff, Svend Hollensen, Marc Oliver Opresnik
What actually is marketing? Many people think of marketing as only sales and advertising because every day we are bombarded with TV commercials, flyers, catalogues, sales calls, and commercial e-mail. However, selling and advertising are only one element of marketing. Today, marketing must be understood not in the old sense of making a sale but in a contemporary and holistic sense of satisfying customer needs. In this book the authors develop the Quintessential Marketing Arena by following the logic of the three major steps of the marketing process. Along this process they present the fourteen most important marketing instruments that occur during this process. Having read this book: You will have a basic understanding of marketing and the process of marketing management You will know the most important marketing instruments and how they interact You can develop your own marketing plan based on the Quintessential Marketing Arena
Author: Mark Batey
This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic examples of brand meaning in practice from various countries, and expands on the theory, methods and applications of brand meaning. The book’s multidisciplinary approach and concise yet comprehensive content makes it an ideal supplemental reader for undergraduate, graduate, and MBA courses, as well as valuable reading for practitioners in the fields of marketing, advertising and consumer research. For more information, visit www.brandmeaning.com.
Negotiations in professional or private life often take an unsatisfactory course due to stress, confrontation with aggressive or unfair behavior, or because of overwhelming situations. Negotiations generally require a thorough preparation, strategy and a sophisticated tactic to make us feel safe in the presentation of our goals and arrive at a mutually satisfactory outcome. Conventional books about negotiations are usually limited to strategies and techniques, but leave out elements of psychological communication and emotional intelligence, which include non-verbal communication and empathy, which in turn are essential for successful negotiation. Therefore, this book on the one hand constitutes the essential techniques and strategies in the context of negotiation, but also considers "soft skills" without which negotiations cannot be successful. This book presents practical examples in dealing with situations such as salary, contract and sales negotiations. In particular on context and time appropriate negotiation techniques; analyzing negotiation partners and their motives; interpret group processes, and how to successfully implement negotiation psychology.
This updated and revised edition outlines strategies and models for how to use technology and knowledge to improve performance, create jobs and increase income. It shows what skills will be required to produce, sell and manage performance over time, and how manual jobs can contribute to reduce the consumption of non-renewable resources.
Trouble in the Making?
Author: Mary Hallward-Driemeier, Gaurav Nayyar
Publisher: World Bank Publications
Technology and globalization are threatening manufacturing’s traditional ability to deliver both productivity and jobs at a large scale for unskilled workers. Concerns about widening inequality within and across countries are raising questions about whether interventions are needed and how effective they could be. Trouble in the Making? The Future of Manufacturing-Led Development addresses three questions: - How has the global manufacturing landscape changed and why does this matter for development opportunities? - How are emerging trends in technology and globalization likely to shape the feasibility and desirability of manufacturing-led development in the future? - If low wages are going to be less important in defining competitiveness, how can less industrialized countries make the most of new opportunities that shifting technologies and globalization patterns may bring? The book examines the impacts of new technologies (i.e., the Internet of Things, 3-D printing, and advanced robotics), rising international competition, and increased servicification on manufacturing productivity and employment. The aim is to inform policy choices for countries currently producing and for those seeking to enter new manufacturing markets. Increased polarization is a risk, but the book analyzes ways to go beyond focusing on potential disruptions to position workers, firms, and locations for new opportunities. www.worldbank.org/futureofmanufacturing
Management of Permanent Change
Author: Horst Albach, Heribert Meffert, Andreas Pinkwart, Ralf Reichwald
In the current times of more frequent crises and ever shortening innovation cycles, the management of change has become a crucial task of survival. While it is not a new topic in business research, the developments of the last decade have posed many new challenges for the change management of firms and organizations and have thus also raised many new questions for academic research in business administration, which the present book turns to deepen. Its particular focus is on disruptive change including its driving forces as well as effective and sustainable management. This publication constitutes a collection of articles that discuss change and innovation processes across different sectors of the economy (industry, banking, and retail), the role of leadership and corporate governance for the effectiveness and sustainability of organizational change.
Author: Svend Hollensen, Marc Oliver Opresnik
Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien: “Marketing – A Relationship Perspective” is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach suggesting that a company should in any case pursue an integrative and situational marketing management approach. Svend Hollensen’s and Marc Opresnik’s holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers and practitioners alike.
Author: Theresa M. Senft
Publisher: Peter Lang
This book is a critical and ethnographic study of camgirls: women who broadcast themselves over the web for the general public while trying to cultivate a measure of celebrity in the process. The book’s over-arching question is, «What does it mean for feminists to speak about the personal as political in a networked society that encourages women to ‘represent’ through confession, celebrity, and sexual display, but punishes too much visibility with conservative censure and backlash?» The narrative follows that of the camgirl phenomenon, beginning with the earliest experiments in personal homecamming and ending with the newest forms of identity and community being articulated through social networking sites like Live Journal, YouTube, MySpace, and Facebook. It is grounded in interviews, performance analysis of events transpiring between camgirls and their viewers, and the author’s own experiences as an ersatz camgirl while conducting the research.
Effective supply chain integration, and the tight co-ordination it creates, is an essential pre-requisite for successful supply chain management. Decision-Making for Supply Chain Integration is a practical reference on recent research in the area of supply chain integration focusing on distributed decision-making problems. Recent applications of various decision-making tools for integrating supply chains are covered including chapters focusing on: Supplier selection, pricing strategy and inventory decisions in multi-level supply chains, RFID-enabled distributed decision-making, Operational risk issues and time-critical decision-making for sensitive logistics nodes, Modelling end to end processes to improve supply chain integration, and Integrated systems to improve service delivery and optimize resource use. Decision-Making for Supply Chain Integration provides an insight into the tools and methodologies of this field with support from real-life case studies demonstrating successful application of various decision-making techniques. By covering such a range of topics in this way, Decision-Making for Supply Chain Integration is a useful reference for researchers looking to develop their knowledge or find potential new avenues of research.
Sustainability in the Hospitality Industry, Third Edition, is the only book available to introduce students to economic, environmental and socially sustainable issues specifically facing the industry as well as exploring ideas, solutions and strategies of how to manage operations in a sustainable way. Since the second edition of this book, there have been many important developments in this field and this latest edition has been updated in the following ways: Updated content including sustainable food systems, hotel energy solutions, impacts of technology, water and food waste management, green hotel design, certification and ecolabelling systems and the evolving nature of corporate social responsibility strategies. New chapters exploring environmental accounting and the internalization of externalities as well as the management of accessibility in hospitality. Updated and new international case studies with reflective questions throughout to explore key issues and show real-life operational responses to sustainability within the hospitality industry. Enhanced online material for students and lecturers including: web and video links, a test bank, PowerPoint slides and additional case studies. This accessible and comprehensive account of Sustainability in the Hospitality Industry is essential reading for all students and future managers in the hospitality industry.