Marketing

The book aims to provide a comprehensive analysis of the theoretical and practical aspects related to values in international business, including changes in the value creation process and the adaptation and evolution of firms in an environment affected by various crises.

These days, the term 'gamification' is increasingly, and at the same time, widely used in business. Globally, businesses are adopting gamification as the primary method in transforming business operations. Gamification refers to the practice of incorporating game concepts into non-game environments, such as a corporate website, online community, or company intranet, in order to boost employee engagement. Gamification aims to engage and motivate customers, staff members, and partners to encourage co-operation, sharing and interaction. Businesses utilize game elements, such as leaderboards, badges and rewards to recruit, onboard, and train new employees; to motivate compliance with administrative requirements, such as filing travel and expense reports, to engage remote teams and to improve employee performance.Gamification helps organization by encouraging the desired employee behaviour. This book considers the application of gamification and its implementation in the business context across global enterprises. It aims to explain the importance and applications of gamification towards the business context in areas including marketing, human resource management and financial services and provide an understanding of the essence of gamification in organizations, its role in the present. The book investigates the founded applications and games within the book chapters, based on the organizational behavioral context, international marketing management and financial services context. Furthermore, it presents practical real-world examples of application-based gamification for organizations in this book.

This book integrates insights from studies conducted across Asia to provide a comprehensive account of the fake news problem in the region.

Examines the opportunities and challenges presented by phygitalization and highlights strategies companies in different industries can use to leverage its full potential. Discusses the multifaceted nature of phygital marketing and provides valuable insights into how businesses can navigate this evolving landscape.

This unique new text explores marketing ethics, the impact of marketing on consumers' lives, and the wider social, cultural, and political context of marketing activities.A much-needed and relevant textbook that brings together all the key contemporary topics in marketing ethics.

This unique new text explores marketing ethics, the impact of marketing on consumers' lives, and the wider social, cultural, and political context of marketing activities.A much-needed and relevant textbook that brings together all the key contemporary topics in marketing ethics.

Most personas and journey maps crash land shortly after takeoff. This step-by-step playbook provides a revolutionary approach to creating these pivotal artifacts in product design through the concept of altitudes. They will guide you in conceptualizing your users through research techniques that directly inform persona characteristics.Discover how to create personas that are free from irrelevant attributes and learn to develop high-altitude personas with sufficient lift to guide product roadmaps and organizational strategy. You'll also master constructing flight paths for journey maps that capture the user's journey at the perfect level of detail, uncovering key moments in their experience. Then, as personas and journeys evolve, you will learn to measure the impact of product experience improvements.With this book as your co-pilot, you'll navigate the creation process with the help of templates and real-world examples reflecting the latest methods for personas and journey maps. The Persona and Journey Map Playbook will provide you with the tools and strategies to create impactful personas and journey maps that will drive user-centered design and product success.

Discusses how digital transformation can help service and manufacturing firms to deliver better customer experience. Seeks to disseminate novel technical concepts and features. Addresses questions such as the relevance of e-service quality in customer satisfaction and loyalty, the IoET in marketing and healthcare, and more.

Revised edition of the authors' Contemporary selling, 2013.

Drawing back on the ever-evolving stakeholder management theory, this book responds to calls for more empirical research into the managerial sense making of the stakeholder concept. The book explores how managers make sense of stakeholder management, especially in complex and challenging business contexts.

This book is a cultural history of post-Wall urban, social, political, and cultural transformations in Berlin.

Many new challenges including competitiveness are emerging for sustainable business during this era of disruption. This book analyses these challenges to sustainable development and growth and addresses the impact of corporate social responsibility on the competitiveness of organisations.

Luxury Marketing, Sustainability and Technology explores how new technologies, sustainability and relationship marketing impact and change the future of luxury brand management.

This volume explores the applications of narrative and storytelling in corporate, public health and political communications, and its implications for those fields.

This book examines the 2020 campaign and election in the United States of America from the perspective of political marketing, always intrinsic to democratic elections. The chapters in this book were originally published in the Journal of Political Marketing.

Between Brexit, efforts to 'Make America great again' and ongoing appeals for patriotic consumption to boost economies, the intersection between national identity, marketing campaigns, and consumer choices has been brought to the fore. This book argues that the history of 'Made in' can be used to shed light on society at large.

Embracing listening as a useful tool for strengthening organization-publics and organization-employee relationships, this book offers theoretical and practical insights for listening across myriad strategic communication contexts.

Entrepreneurial Cosplay takes a comprehensive and insightful look at the business of cosplay, exploring the ways that artists and fans engage in entrepreneurial and intrapreneurial practices to gain personal and professional success.