Cases in Public Relations Management
This fourth edition of Cases in Public Relations Management features a combination of new and tried-and-tested cases that give students a practical view of how on-the-ground public relations is practiced today.Showcasing both successes and failures in public relations management, this text uses a problem-based case study approach that encourages readers to put their knowledge to the test to assess what has worked and consider alternate approaches to the situations these cases explore. It features questions for discussion and prompts to "dig deeper" into the cases at hand. New to the fourth edition: Fifteen new cases, including Anheuser-Busch-InBev, Dove, Juul, FTX, Norfolk Southern, Barbie, and Nike Emphasis on social media, sustainability, ethics, and social responsibility for communication management today End-of-chapter activities that reinforce concepts. Developed for advanced students in strategic communication and public relations, this book prepares them for their future careers as communication and public relations professionals.The fourth edition features fully updated online instructor resources. Instructors will find PowerPoint lecture slides, an instructor case guide, including an answer key for the quizzes, and end-of-chapter activities. Please visit www.routledge.com/9781032163642.
Intercultural Public Relations
This book examines the intricate relationship between culture and public relations within the Middle Eastern context, adopting an interpretive, inductive approach to explore how various cultural dimensions shape the enactment of key public relations concepts.
Marketing Your Invention, Product, or Journey, Fourth Edition
From radio to podcasting to social media to employing artificial intelligence, the way we market in launching an invention or product requires skills and strategies all inventors and entrepreneurs need to be up-to-date and knowledgeable about. In this book, authors in multiple fields share their experiences and best practices so you can maximize your marketing efforts and avoid pratfalls and pitfalls.With new marketing outlets and technologies come legal, ethical, and practical considerations. How to Market Your Invention, Product, or Journey, Fourth Edition is here to guide you as you dovetail your marketing strategy with your intellectual property to ensure your inventions, products, and ideas have the greatest reach and impact possible!
Market Research Methods in the Sports Industry
Whether professional or amateur, sports businesses must develop their brand and image to meet the expectations of a diverse environment, consisting of fans, sponsors, and other stakeholders. The value and instruments of market research can provide the required resources for sports businesses to realize their plans. In this second edition of Market Research Methods in the Sports Industry, Neven Seric and Jasenko Ljubica provide a comprehensive elaboration of market research methods used by sports businesses. Identifying and explaining the most effective uses of market research, drawing upon a range of updated, real-life case studies, this updated edition brings new chapters and case studies specifically focused on creation and management of sports brands. The application of the methods presented in this book, ranging from the simplest - monitoring the environment- to the most complex sampling methods, can significantly contribute to the development of sports businesses by increasing the number of members, sponsors, followers and fans. Market Research Methods in the Sports Industry is invaluable for researchers, educators and students of Sports Management and Marketing, and it will also prove useful to sporting professionals seeking to gain a competitive edge in the market.
The Righteous Brand
Bringing order to the chaos of modern brand marketing, the second edition of Brand Love is not Enough combines an intuitive model of how consumers relate to brands, with an up-to-the-moment analysis of how brands are both victims and players in today's raging culture wars.
Nation Branding in the Americas
This book provides an overview of nation branding in the Americas, an often neglected continent(s) in debates about the creation, dissemination and management of national images. It will particularly be of interest for students and researchers specialized in marketing, media and communication, and international relations.
![Crystallizing Public Opinion - [DELUXE HARCOVER EDITION]](https://cdn.kingstone.com.tw/english/images/product/4142/9789362054142m.webp?Q=3ff69 "Crystallizing Public Opinion - [DELUXE HARCOVER EDITION]")
Strategic Agility in Marketing
This book offers a comprehensive guide to establishing marketing organizations and teams based on Agile principles. By emphasizing a customer-centric mindset, flexible structures, cross-functional collaboration, and continuous success measurement, agility empowers marketing teams to strengthen customer relationships, foster innovation, and amplify organizational impact. When implemented effectively, agile marketing positions teams as true business enablers within their organizations. In light of recent global challenges--such as the pandemic, economic shifts, and rapid technological advancements--the need for adaptability has become more critical than ever. This book delves into developing an agile mindset, values, and principles while providing practical methods and tools for operationalizing agile marketing. Readers will gain insights into positioning marketing as a strategic business enabler and thriving in dynamic environments, transforming marketing into a key success factor for their organizations. Targeted at marketing professionals, business leaders, and academics, this book is an essential resource for anyone looking to leverage agility to gain a competitive edge in today's fast-changing world.
The Personal Branding Playbook
Take control of your personal brand and become a person of influence today. Everyone has a personal brand. You have a personal brand with the people you work with, the people you love, the people who serve you your morning coffee and the people who you greet on your morning commute. Every single interaction we have builds a picture of who we are as a person - a personal brand. But what that personal brand looks like depends on whether or not you're willing to take control of your own narrative, or allow other people to write it for you. Written by Amelia Sordell, founder of one of the world's leading personal branding agencies, The Personal Branding Playbook: Turn your personality into your competitive advantage reveals the strategy and tactics Amelia used to build a reach of over 100 million people and a 100% inbound model. This tactical guidebook will first show you how to take control of your personal brand and build an entirely authentic reputation that drive real results. It's strategic take on leveraging your personality to win great clients, attract awesome opportunities and accelerate your personal and professional growth. The Personal Branding Playbook draws on Amelia's real life experience to show how you to: Craft your story. Design your personal brand strategy. Share your story with the world online. Build a community of loyal fans, not followers. Drive inbound leads, opportunities and introductions. Position you as the option, not just an option in your market. Engaging, practical and refreshingly honest, The Personal Branding Playbook: Turn your personality into your competitive advantage is packed with real failures, successes, lessons and strategies from the author, Amelia Sordell's life. This book is the ultimate guide to helping CEOs to freelancers and students leverage their unique personality to gain advantage, and become a person of influence.
Sales Psyche
In the relentless world of sales, where targets loom large and rejection can be a constant companion, the toll on your mind is often underestimated. This book is a transformative resource in the challenging world of sales. Unlike traditional manuals fixated on skillsets, this book delves into the overlooked realm of mental and emotional tools, fostering a healthy and high-performing mindset essential for getting results and developing a career in sales. The author addresses unspoken challenges in sales, offering essential insights, stories and tools to unlock full potential in mind management and nurture success. From overcoming limiting beliefs and reframing stress to building resilience, leveraging imposter syndrome and combating burnout--the silent sales killer - the book stands as a go-to resource for any salesperson. In fact, Sales Psyche is more than a guide - it's a comprehensive resource for any salesperson wanting to build a successful and sustainable career.
Marketing 5.0
Marketing 5.0: The Role of Human-Mimicking Technology focuses on 'human-mimicking technology' in the age of marketing, wherein consumers and technology are blended as one. It reimagines technology creating a human touch, which not only enhances the customer experience but also builds an ecosystem of personalised sense-and-respond experiences, leading towards greater sustainability. It is this age of Augmented and Agile marketing, which delivers tech-empowered human interaction at pace and scale, achieving the perils and promises of digitalization. Marketing is witnessing a shift from Marketing 4.0 to Marketing 5.0. In this change, there is a continuous struggle for gaining digital business presence. Marketing 5.0 introduces academics and marketers to the concept of human-mimicking technologies to create, communicate, deliver, and enhance value across the customer journey. The objective is to learn and understand the blended approach, where consumers and technology integrate as one. Marketing 5.0 explores the importance of technology to marketing 5.0 and will be of benefit to practitioners, academics, and industry researchers, and students at master's and doctoral levels.
Advances in Advertising Research XIII
This book provides insights into modern advertising's evolving landscape, revealing how digital innovation and social media have transformed communication strategies and consumer engagement. It addresses the crucial need to understand advertising's multifaceted nature in an era where digital platforms continually redefine brand-consumer interactions. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 20th International Conference in Advertising (ICORIA), held in Prague (Czech Republic) in June 2022. This insightful collection is designed for academic researchers, instructors, students in advertising, communication, marketing, and media management, and professionals seeking to stay ahead in the ever-evolving world of advertising.
