Marketing

This is the first book to focus on crowdfunding in sport. Crowdfunding is an important new financial instrument that is becoming more popular with sports organisations, and this book examines the research evidence for crowdfunding and considers how it might be successfully implemented.

The essence of the book is to investigate the forms, benefits, and limitations of engaging consumers in the development of cultural institution offerings. It will be of interest to scholars interested in culture marketing and consumer behaviour, as well as managers of museums, science centres, and other cultural institutions.

This book is a comprehensive exploration of the critical role of trust in the rapidly evolving world of AI, providing a thorough examination of how trust influences the integration and effectiveness of generative AI in various aspects of society.

This state-of-the-art handbook provides a comprehensive review of recent research and academic thought on the relationship between marketing and sustainability. This unique volume will be welcomed by researchers, students, and practitioners from a variety of fields including marketing, business ethics, sociology and environmental studies.

How to create value with all the customers in a portfolio, from the stronger relationships that increase profit margins to the weaker relationships that increase scale.Which would you rather have: a smaller, watertight bucket of loyal customers or a larger, leaky bucket of both loyal and not-so-loyal customers? In Customer Portfolio Management, Fred Selnes and Michael Johnson argue that for most companies and organizations the larger leaky bucket is more valuable. While loyal customers are generally more profitable, the weaker, or “leaky,” relationships in a portfolio provide scale economies and a source of future loyal customers. The basic principle behind customer portfolio management (CPM), they explain, is to view a company’s market strategies as long-term investments in the strength of relationships over an entire portfolio of current and future customers.This book helps business leaders understand when and how much to focus on acquiring customers, how to defend and leverage those relationships, and how to convert some of these relationships into stronger, more profitable ones. The authors present an implementable framework for CPM that involves:(1)       segmenting customers into strangers, acquaintances, friends and partners;(2)       understanding the lifetime value, or revenues and costs over time, across relationship segments; and(3)       determining when and how much to invest in customer acquisition, relationship defense, relationship leverage, and relationship conversion.Case studies and examples that include Amazon, Apple, IKEA, and dozens of other companies are used along the way to illustrate effective portfolio management principles and growth strategies.

Leveraging the power of emotional intelligence ensures you are better able to relate and respond to your clients, allowing you to unlock higher sales.

Public Sector Ethics: Compliance, Integrity, and Comparison presents a comprehensive treatment of the subject of ethics in the public sector. What structural elements are necessary and how to create organizations that make ethics their priority are the questions that this edited volume addresses.

Pricing power is a simple concept, yet so many successful people overlook it, leaving money on the table. It's not about charging more; it's about discovering the only type of value your customers will pay more for.Not all value is equal. Want to 2X your earnings? If you operate with a 15-percent profit margin, you could grow your business by 100 percent, managing twice the resources and doubling your complexity. Or you could simply increase your pricing power by 15 percent. While few know how, the companies, leaders, and productive individuals embracing the lessons of Re-Valuing do it every day.Join the Re-Value Revolution and Ignite Your Team to: Discover what your customers are willing to pay more for.Identify where your business is leaking value and intervene.Cut through competing priorities by asking the right questions.Ensure your strategies will stand the test of time.REVALUE shares a wealth of game-changing insights within an easy-to-apply framework, distilling a 20] year pursuit into an entertaining read that you can easily digest on your next domestic plane ride.

Fair Trade Enclaves tells the story of exploitation in the production of Fair Trade bananas. The book is valuable reading for scholars of Anthropology, Development and Latin American Studies.

In der Marketingbranche spielt sich dank der Einführung von künstlicher Intelligenz eine Revolution ab: KI-Tools sind in der Lage, Texte, Bilder, Audio, Video, Websites und mehr zu erstellen, und verändern so die Arbeitsabläufe von Grund auf. Der führende Marketingmanager Shiv Singh schildert in diesem Buch, wie KI das Marketing verändern wird, und hilft neuen und erfahrenen Marketingfachleuten, KI-basierte Marketingpläne, Inhalte, kreative Assets und lokalisierte Kampagnen in Angriff zu nehmen. Ausführliche Fallstudien zeigen, wie KI bereits in Marketingkampagnen großer Unternehmen eingesetzt wird. So lernen Sie, wie Sie die Umstellung auf KI in Ihrer Abteilung erfolgreich meistern. Jede Menge Praxistipps und Hinweise auf wichtige Tools und Plattformen runden das Buch ab.

Animal Suffering and Public Relations conducts an ethical assessment of public relations, mainly persuasive communication and lobbying, as deployed by some of the main businesses involved in the animal industrial complex - the industries participating in the systematic and institutionalized exploitation of animals.