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Research Handbook on Luxury Branding
Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound socioeconomic, psychological, technological and political changes that are affecting the luxury industry, and that will continue to shape its future.
The Underdog Edge
A prominent consultant reveals secrets to help you influence and persuade others—even when you aren't in a position of power. We all have occasions in which we want or need to persuade someone of greater clout, prestige, or authority to see things our way. There are books that show how to effect change from a leadership position or how to work with peers within your own organization—but what can you do when you need to exert "upward influence" with decision makers who can help you achieve your goals? In this book, a popular speaker and successful consultant with expertise in grassroots efforts shows which tactics are most successful when you're the underdog. She also shares real-world stories of everyday people who have achieved persuasion success in politics and business with someone up the food chain, the peer-reviewed science behind their success—as well as insights from those whose minds they changed.
The Frontman
Kerry Vance is a legend, a leather-lunged, Grammy-nominated, heavy metal madman. When he dies under mysterious circumstances at the start of his latest European tour, his fans are crushed. To the outside world it looks like just another rock-n-roll tragedy, another talented musician done in by excess. But there is much more at play than his family and friends realize. As they try to come to terms with their loss, a mysterious woman from Kerry’s past comes to them and tells them that his death was no accident. And if things are to be set right, they’ll have to be willing to put everything on the line.
Marketing Management
Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumpt...
Brand Management
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland′s rebrand as The Netherlands.
A Research Agenda for Intellectual Property Law and Gender
A Research Agenda for Intellectual Property Law and Gender expertly examines patent, copyright and trade mark law, bringing to light hidden gender biases and narratives that impact intellectual property law and practice today. Exploring how gender discrimination and inequality are often built into the way the law functions, it assesses the possibilities and limits of existing strategies to improve gender inclusion and equality and paves a research agenda for the future.
Managing Customer Experience and Relationships
Every business on the planet is trying to maximize the value created by its customers Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world's leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to "treat different customers differently." This latest edition adds new material including: How to manage the mass-customization principles that drive digit...
Stage Eight
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哈佛商業評論2010年11月號
執行長與指揮官 美國MBA名校賓州大學華頓商學院裡，某一天，65位MBA一年級新生，在上課鐘響前十分鐘就已坐定，屏氣凝神地等待，他們等的不是名教授或學者，出現在課堂上的，是美國參謀長聯席會議主席。 這不是一時興起的例外，其實，邀請軍事將領進入校園，是華頓商學院領導課程的例行重頭戲。此外，規畫這堂課的尤辛教授（Michael Useem），還會把學生帶到軍隊裡。他每年兩度安排九十位MBA學生，到美國海軍陸戰隊在維吉尼亞州的預備軍官學校參加訓練課程，甚至帶領學生參觀著名的古戰場。 軍事與商業， 在「領導...
哈佛商業評論2015年4月號
催生銷售尖兵 業務主管們常感到納悶，為什麼自家產品功能優異、銷售人力充足，且也已投入大筆教育訓練費用，業績還是不見起色？那是因為他們忽略了其中一個重要環節，也就是沒有用對的激勵方式來鼓舞銷售人員。然而，面對當前幾股大趨勢，像是數位行銷讓銷售人員的角色式微、大數據的興起可更精準測量顧客價值、全球化使得銷售人員的薪酬不能再一體適用等，迫使業務主管走到關鍵時刻，必須要檢視自己的激勵方式到底是否仍有效，以及應如何改革。 首先，過去銷售目標的設定，以及給予銷售人員多少誘因，...
