Eco-Label Visual Design and Sustainability
This book delves into the critical role of eco-labels as signals in a marketplace increasingly driven by consumer demand for sustainable products. It begins with an exploration of how eco-labels function within a tripartite system involving consumers, producers, and third-party certifiers, highlighting the challenges and opportunities in their creation, promotion, and validation. Building on this foundation, the book examines the influence of visual aesthetics on consumer perceptions, drawing from aesthetic psychology and marketing literature to explore how design elements--such as visual and conceptual complexity, color, and text--affect consumer attitudes and trust. The empirical core of the book evaluates real-world eco-labels, analyzing how their visual design impacts sustainability perceptions and label adoption. By synthesizing theoretical insights and empirical findings, the book offers practical recommendations for marketers, designers, and policymakers, aiming to improve eco-label effectiveness in fostering sustainable consumer behavior.
![Crystallizing Public Opinion - [Paperback]](https://cdn.kingstone.com.tw/english/images/product/6641/9789362056641m.webp?Q=8283c "Crystallizing Public Opinion - [Paperback]")
How to Get to Know Your Customer
If you run a small business, you probably wish you had access to the sophisticated market research techniques that big businesses have at their disposal. Imagine being able to really understand your customers!Well, now you can. Katie Tucker reveals 10 simple road-tested tools and techniques that big businesses use and which YOU can use immediately to transform your market knowledge, in just 6 minutes!
The Speed Storytelling Toolkit
Getting media coverage helps you stand out as a business. But how come it always seems to be your competitor, not you, who gets the headlines?Former BBC journalist Felicity Cowie has the insider secrets you need to build great relationships with the media so that you become the go-to authority in your field. Discover how to set your business apart and secure outstanding coverage, consistently, in just 6 minutes!
Branding From The Windsurfing Perspective
In this book, we argued brand concept from the perspective of windsurfing consumers. Brand trust, brand satisfaction, brand passion and brand loyalty are mainly focused topics. In a niche sport like windsurfing, the relationships between brand passion, trust, satisfaction and loyalty play an important role in the development of marketing and brand management strategies. The emotional and psychological bonds athletes establish with brands play a key role in their becoming loyal customers. Brand management strategies emphasize the importance of emotional messages and experiences appropriate to the target audience.
Contemporary Selling
Contemporary Selling is the only book that combines full coverage of up-to-date personal selling processes with a straightforward look at sales management practices, delivered in a way that students want to learn and instructors want to teach.The overarching theme of the book is enabling salespeople to build relationships successfully and to create value with customers. It is a comprehensive, holistic source of information about the selling function in modern organizations that links the process of selling (what salespeople do) with the process of managing salespeople (what sales managers do). A strong focus on the modern tools of selling, such as customer relationship management (CRM), social media and technology-enabled selling, and sales analytics, means the book continues to set the standard for the most up-to-date and student-friendly selling book on the market today. The book has been fully updated with new content throughout, including the impact of the COVID-19 pandemic, the rise of remote working and virtual selling, advances in sales technology and tools, such as the use of AI and automation, value-based sales, and social selling.Pedagogical features include: Mini-cases to engage students and reinforce learning objectives Ethical Dilemma and Global Connection boxes that simulate real-world challenges New Cultural Sales Challenges that engage, inform, and develop students' cultural intelligence in sales scenarios New Application Exercises at the conclusion of each chapter with specific applications for 'in the classroom' and 'in the field'. Role Play exercises that enable students to learn by doing Discussion Questions to drive classroom discussion and help students connect important concepts This 7th edition is an invaluable resource for students of personal selling at both undergraduate and postgraduate levels.Supplementary resources include an instructor's manual and PowerPoint slides.
Public Relations for Dummies
Understand what it takes to develop successful public relations campaigns Effective public relations (PR) can help level the playing field between you and your competitors. You don't necessarily need a big budget to establish brand awareness and a positive reputation. With enough practice, anyone can learn to think like a PR specialist. Public Relations For Dummies helps you understand the mechanics of PR and gives you all the tools you need to succeed. This friendly guide gives you practical insights on using the many components of PR to create successful campaigns. You'll learn how to assemble a PR plan, create a budget, develop winning ideas, cultivate media contacts, create pitches, leverage social media and podcasts, secure public speaking engagements, and beyond. Plus, this new edition covers the latest technology for reaching more people and analyzing your results. No business jargon in this book--just clear, simple information and advice on making PR work for you. Understand the purpose and process of public relations management Choose the right PR tactics to meet your specific goals Use social media, including TikTok, to your advantage Connect with people who can help you build your brand's reputation This Dummies guide is great for small business owners and people who want to learn more about doing PR for larger companies. Nonprofit organizations and influencers will also love these tips on getting noticed.
Click Here
The ultimate guide to digital marketing and advertising from one of the most influential digital marketers in the world, Alex Schultz, Chief Marketing Officer of Meta. "Alex is one of a small handful of people that I can say without his work, our community would not have connected more than 2 billion people around the world." --Mark Zuckerberg, CEO, Meta Growth is good. But how do you achieve growth for your business in the digital age? Now, more than ever, there are a myriad of ways to achieve growth by marketing your business, large or small, using the tools available on the internet. There are any number of different channels and platforms, and a vast array of tools and mechanisms to advertise to your potential customers. But how do you decide which is best for your product or service? The answers are right here, thanks to Alex Schultz. Alex's unparalleled expertise and experience is crystalized in this essential bible for digital marketing. He guides readers through the key principles for maximizing the impact of your marketing budget, whether you are working for a global corporation or running your own start-up. From understanding channels, to testing creative, to measuring incremental gains, Click Here is the book you need to read if you want to grow your business. "Few people understand marketing and growth better than Alex." --Daniel Ek, CEO, Spotify
Supply Chain Operations in the Arctic
A deep dive into the Arctic, this edited volume endeavors to fill this opulent lacuna by placing the unjustly forsaken concept of social sustainability at the forefront of supply chain management (SCM) research.
Visual Marketing
Visual Marketing analyses the digital transformation taking place across an increasingly competitive marketing landscape. Against this background, the book utilises proven principles in consumer psychology, marketing, and neuroscience to propose creative and useful visual strategies to increase the effectiveness of marketing efforts.
Marketing
An introduction to marketing theory and practice based around Palmatier's acclaimed 'first principles', this textbook provides a global perspective and an abundance of engaging case studies. Palmatier's four principles - all customers differ, all customers change, all competitors react, all resources are limited - provide a framework for understanding the diverse and idiosyncratic world of modern marketing. Whether offline or digital, B2C or B2B, products or services, domestic or international, the same principles apply. This textbook dives headfirst into marketing controversies. Unique learning features, Marketing Fail and Shades of Grey, capture the messy reality of the business world and encourage students to reflect critically on both sides of a debate. A focus on application means that a large share of the text is devoted to case studies featuring contemporary organisations such as Beyond Meat, Zoom, IKEA, and the World Health Organization. The perfect textbook for introductory modules on the essentials of marketing, Marketing: Based on First Principles provides a unique and dynamic approach, allowing students to develop effective and flexible methods to deal with diverse and complex problems of marketing today.
Transforming Sales Strategies
This book explains how organizations can build new sales structures or evaluate and optimize existing ones. In volatile times with high customer expectations and interchangeable products and services, sales organizations need to be rethought or even completely restructured. Often, these organizations are historically developed, outdated, and operate rigidly, with hybrid approaches usually being entirely overlooked. The author explains how decision-makers can systematically develop a detailed understanding of the market, customers, and organizational structure to optimize their sales channels and remain competitive. The book outlines, step by step, which employees and departments need to be involved and coordinated, and how analysis, planning, and implementation can succeed in each specific task area within the company--integrated, deliberate, and flexible. It's a book for anyone looking to secure a sustainable and successful future for their business.
Finding A Perfect Audience
Unlock the Secret to Reaching Your Perfect Audience and Skyrocketing Your Success!In Finding A Perfect Audience, John Edmonds Kozma reveals the proven strategies and timeless principles to attract and connect with the audience that truly matters. It is a universal approach to establishing a position of influence on social media using content to collect data. This book provides a roadmap for creating meaningful connections that transform your business and personal life.Learn to identify and engage your perfect audience with clarity and precision.Harness the power of the law of attraction to attract the quintessential customer or fan.Master the tone and timing of your business. Leverage demographics to realize your business's social media landscape. Understand how this process helps human behavior AI. With step-by-step guidance and interactive exercises, this book equips you to thrive in any business by aligning your message with your audience's needs and wants. Whether you are a corporation, entrepreneur, entertainer, marketer, or creative, Finding A Perfect Audience is your go-to resource for standing out in a crowded world.Do not wait-your perfect audience is waiting for you to attract them. Grab your copy today and start connecting like before!
Advertising Account Planning
An essential guide for all advertising students and future professionals, this book systematically covers the account planning process from brand basics and data analytics to building a creative brief. The second edition explores the latest digital opportunities, adding activities using AI tools and an entirely new chapter on consumer insights.
International Business Essentials You Always Wanted to Know
A Beginner's Guide to Global Strategies, Market Entry, Cultural Intelligence & World Trade. Unlocking success across bordersUnlock global success with International Business Essentials You Always Wanted to Know. This foundational guide is ideal for entrepreneurs, students, and professionals who want to navigate the financial and strategic complexities of today's global marketplace. Covering key topics from trade and currency dynamics to cultural intelligence, this book informs business planning by simplifying the forces that shape modern international business.You'll Learn About: Global market entry strategies necessary for expanding into new marketsCultural intelligence models that demystify cultural differences, helping you build adaptable skills for successful global interactionsRisk mitigation strategies to address currency fluctuations, tariffs, and other dynamic conditionsFinancial tools and strategies that help companies thrive in competitive, interconnected world marketsFrameworks for navigating political and economic risks and opportunitiesPrepare to succeed in any international business environment with this essential resource-your key to building expertise in global commerce.
The Big Myth
"An immense scholarly feat."-New Yorker * "[A] scorching indictment of free market fundamentalism . . . and how we can change, before it's too late."-Esquire With a New Afterword by the Authors. The bestselling authors of Merchants of Doubt offer a profound, startling history of one of America's most tenacious-and destructive-false ideas: the myth of the "free market." In their landmark book Merchants of Doubt, Naomi Oreskes and Erik M. Conway revealed the origins of climate change denial. Now, they unfold the truth about another disastrous dogma: the "magic of the marketplace." In the early 20th century, business elites, trade associations, wealthy powerbrokers, and media allies set out to build a new American orthodoxy: down with "big government" and up with unfettered markets. With trenchant archival evidence, Oreskes and Conway document campaigns to rewrite textbooks, combat unions, and defend child labor. They detail the ploys that turned hardline economists Friedrich von Hayek and Milton Friedman into household names; recount the libertarian roots of the Little House on the Prairie books; and tune into the General Electric-sponsored TV show that beamed free-market doctrine to millions and launched Ronald Reagan's political career. By the 1970s, this propaganda was succeeding. Free market ideology would define the next half-century across Republican and Democratic administrations, giving us a housing crisis, the opioid scourge, climate destruction, and a baleful response to the Covid-19 pandemic. Only by understanding this history can we imagine a future where markets will serve, not stifle, democracy.
