Marketing

This book points out various aspects of COO, its dimensions and COE that remain significant challenges for consumers, companies and brands not only from emerging and developing countries but also from developed ones.

Building on evidence from international experience, this book provides grounded solutions to challenges affecting small and medium-sized enterprises (SMEs), particularly in Africa, and offers guidance on how to build resilience to counteract future shocks.

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.

Agility, sustainability, and business value have become crucial in the ever-changing world of modern business. This book investigates how these can work harmoniously and create value for businesses.

This reference work showcases the power of a multidisciplinary approach in providing a comprehensive view of the complex subject of philanthropy. It identifies areas for improvement and discusses the relationships between governance in philanthropic organizations and important issues such as trust, equality, and democracy.

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.

Whetherprofessional or amateur, sports businesses must develop their brand and imageto meet the expectations of a diverse environment, consisting of fans,sponsors, and other stakeholders. The value and instruments of market researchcan provide the required resources for sports businesses to realize theirplans.In Market Research in the Sports Industry,Jasenko Ljubica and Neven Seric provide a comprehensive elaboration of marketresearch methods to be used by sports businesses. The book identifies andexplains the most effective uses of market research, drawing upon real-lifecase studies. The application of the methodspresented in this book, ranging from the simplest - monitoring the environment- to the most complex sampling methods, can significantly contribute to thedevelopment of sports businesses by increasing the number of members, sponsors,followers and fans.The book will beinvaluable for researchers, educators and students of Sports Management andMarketing, and it will also prove useful to sporting professionals seeking togain a competitive edge in the market.

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.

Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisfied in the same way. This book helps to understand the complexities of marketing on a global scale.

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.