New Perspectives on Marketing by Word-of-Mouth is a collection of key articles on this area of high and increasing importance to marketers worldwide. This collection offers insights across a range of sectors. Some of the things the book will explain include: - How brand love is built in the fashion
industry - How larger organisations can respond most effectively to negative comments on social media. - The effectiveness of a Facebook fanpage for the MINI car brand. Modern communications technology means that the influence of the consumer in building or damaging a brand reputation is increasing.
Find out some of the reasons why by reading this collection.
Digital communication has altered the flow of global information, evolved consumer values and changed consumption practices worldwide. These challenges in the marketplace are being driven by international, social and technological advances.
New Perspectives on Critical Marketing and Consumer Society is a groundbreaking textbook allowing readers to understand, critique and engage with this disrupted context. Editors Elaine L. Ritch and Julie McColl bring together a range of specialist contributors to identify and examine widespread
social and technological disruptions in the marketplace, covering new topics that illustrate new consumer values, through chapters examining:
disruptive innovation
'woke' branding
data ethics
social shopping
inclusive identities
retail spaces as examples of disruption innovation.
The work presents an in-depth discussion of the newest social and technological developments around marketing and consumption across core three themes, 'Disruption and the digital landscape', 'Pseudo Modernity and co-creation of experiences', 'Evolutionary societies and woke branding'. Chapters
illustrate how current advances in business and marketing are looking at different approaches for a radically new landscape in marketing and consumer behaviour. New Perspectives on Critical Marketing and Consumer Society provides an illuminating, challenging and thought-provoking guide through
changing and fast moving business and retail contexts for all upper-level students of marketing, branding and consumer behaviour.
The advertising attention marketplace is a confusing and vast playing field where the rules have changed drastically over the last decade. Make yourself heard and win the attention of your target audience with the new edition of this ultimate guide.Paid Attention delivers new and innovative insights
into advertising ideas: what they are, why they are evolving and how to use them in day to day strategy to ensure commercial stability within a changing digital landscape. Packed with real-world examples of advertising campaigns such as Google, Sony and Old Spice, it provides a robust model for
influencing human behaviour and toolkits that offer best practice on brand behaviour and effective communication.This second edition includes two new chapters exploring the latest evidence about attention spans and trends in online advertising, as well as new case studies on compelling brand ideas.
In a world where being a consumer is confusing, learn to take control of the situation and make yourself heard in today's crowded attention marketplace.
What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's?
And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang
Schaefer have dedicated themselves to studying what drives the success of prestige brands.
Rethinking Prestige Branding collects their insights.Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success
stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros.
This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.
About Wolfgang Schaefer
Wolfgang Schaefer is CEO and Founder of zwoelf consulting, specialized in narrative brand strategies. Based in Berlin and NYC, he lectures at XU Exponential University Potsdam and other schools in Europe and the US. For the past 25 years as chief strategist he has worked with many of the world's top
marketers at LVMH, P&G, Miele, Swarovski, Coty and Unilever et al.
About JP Kuehlwein
JP Kuehlwein is the Founder of marketing consultancy Ueber-Brands. He's also Adjunct Professor of Marketing at NYU Stern and Columbia Business School and leader of the Marketing Institute at The Conference Board think tank. Previously, he was Executive Vice President at Frederic Fekkai & Co as well
as Brand Director and Director of Corporate Strategy at Procter & Gamble.
Table of contents
Section - ONE: Rethinking prestige branding;
Chapter - 01: The times they are a-changing;
Chapter - 02: From marker to myth – a brief history of branding;
Chapter - 03: A new kind of prestige – or what we mean by Ueber-Brands™;
Section - TWO: The seven secrets of Ueber-Brands;
Chapter - 04: Principle 1: Mission incomparable – the first rule is to make your own;
Chapter - 05: Principle 2: Longing versus belonging – the challenge is both;
Chapter - 06: Principle 3: Un-selling – the superiority of seduction;
Chapter - 07: Principle 4: From myth to meaning – the best way up is to go deep;
Chapter - 08: Principle 5: Behold! – the product as manifestation;
Chapter - 09: Principle 6: Living the dream – the bubble shall never burst;
Chapter - 10: Principle 7: Growth without end – the ultimate balancing act
Mobile devices, new digital technologies and the increasing popularity of social media all contribute to the ever-growing gap between internet-savvy consumers and traditional means of advertising.
With the old tried and tested techniques no longer being effective, marketers, who do not want to fall behind, need to find novel ways to engage with the new-sprung breed of consumers. To do this, learning to listen and communicate with your consumers is critical.
Based on four years of primary research, The Conversation Manager explains the evolution of the modern consumer and clearly demonstrates why traditional advertising no longer works. Illustrated with an extensive number of examples of advertising campaigns, this book is full of practical tools to
help you transform your company strategy and kick-start conversations with your customers.
This books comes to you in hardback. Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies.
Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down.
Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across
different markets.
It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands.
Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
Benjamin Berghaus, Prof. em Dr. Gnter MllerStewens, Sven Reinecke
£37.49
Book + eBook
Examine luxury branding on a global scale, with more than fifty cutting edge contributions from the foremost thought leaders in luxury management and marketing.The Management of Luxury, second edition, presents a unique snapshot of best practice insights into the increasing challenges faced in
luxury business, with contributions shared by more than fifty global leaders on luxury management. The highly renowned editors draw these together into one essential handbook, ranging from luxury brand strategy, luxury consumer behaviour and market positioning, through to management succession,
heritage, counterfeiting and competing effectively as a luxury SME. Fully updated in its second edition, The Management of Luxury explores the newly evolving direction of Asian market trends and how to integrate digitalization into sales and product strategies. Both are crucial for competitive
advantage in the luxury market, featured alongside iconic case studies such as Burberry, Louis Vuitton and Leica. The book's value is not only in streamlining management processes and return on investment; but equally for those who marvel at an industry unlike any other, striving to trust both in
the conventional and innovate new paths towards the extraordinary. Highly influential, applicable and enlightening, it is a vital addition to every luxury business manager's collection.
FINALIST - Business Book Awards 2019 - Embracing Change CategoryBrands are built on trust, but in a post-truth world they're faced with a serious challenge: so much of modern life is defined by mistrust. A shattering of the vital trust connection between brands and consumers, together with the
evaporation of authenticity as a core brand pillar, is causing enormous problems for businesses on a global scale. If a brand isn't seen as trustworthy, then when choice is available it will be rejected in favour of one that is.The Post-Truth Business provides a way forward for any organization
wishing to rebuild brand authenticity in a distrustful world. It explains the interconnected problems facing businesses, with important topics including:- The impact of fake news, disinformation and the weaponizing of lies- The safeguarding of privacy, alongside privacy as a tradable asset- Why and
how brands must create communication with meaning- The dangers of inauthentic cultural marketing activities- Examples of conscious capitalism and brand activism- Lessons in authenticity from artisans and innovators- National branding and reputation capital- Leveraging the power of 'brand trust' The
Post-Truth Business shows how to strengthen consumer engagement by closing the 'brand credibility gap'. It's packed with examples of inspiring people, brands and international campaigns from the fashion, beauty, outdoor, motor, drinks, finance, media, technology, entertainment and health sectors.
Each of them demonstrates a dynamic and positive way forward.
The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate, Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digital transformation to
best-practice basics and trends. Clear, informative and packed with case studies and examples, it gives an essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more.This fifth edition of the bestselling Understanding Digital Marketing is fully
updated to reflect the latest global developments in the industry. Complete with first-hand accounts of what success in digital marketing looks like, this book is an essential resource for practitioners and students alike. It is now required reading for more than 100 universities and colleges, and
has received endorsements from Harvard University, Hult Business School and the Chartered Institute of Marketing.
Understanding Social Media is the essential guide to social media for students and professionals alike. Drawing on the experience, advice and tips from dozens of digital marketers and social media superstars, it is an extensive crowd-sourced guide to social media platforms.Illustrated throughout
with case studies from both successful and failed campaigns, Understanding Social Media democratizes knowledge of social media and promotes best practice, answering questions such as 'How do you create a compelling social media campaign?', 'How do you build and engage with an audience?' and 'Where
is the line between online PR and social media drawn?' It is the most comprehensive and practical reference guide to social media available.