Optimizing Service Encounters
Most value creation in services takes place in service encounters -- at the interfaces between customers, employees, and service organizations. However, managers are often unable to effectively optimize them, because their tools either fail to fully comprehend these interfaces, lying therefore on the fringes of the value creation process, or predate digital technologies. Optimizing Service Encounters reviews the recent development of three levers for optimizing service encounters, which lie at the core of the service value creation process and are relevant in a digital world. These include leveraging co-production to innovate in service design, delighting customers through experience design, and fostering employee engagement by putting people first. Given today's abundant datasets and short feedback loops enabling scientific experimentation, the time is ripe for effectively optimizing service encounters.
Causes of Brand Attachment and Its Effect on Consumers' Information Processing, Evaluations, and Behaviors
B2B Marketing Guidebook - Vol. 2
The future of B2B marketing isn't coming -- it's already here. The second volume of the significantly updated edition of "B2B Marketing" dives deep into the execution layer of modern marketing. This edition is packed with AI/PI-driven methods, advanced digital tactics, and best-in-class case studies from global leading companies such as Daikin, Mayr, Predictores, SK Laser, Thyssenkrupp and W羹rth to help B2B professionals scale growth, deepen relevance, and lead in a data-first world. Whether building a smarter lead generation engine, optimizing touchpoints, embracing account-based strategies, or navigating social selling and influencer marketing, this book provides the frameworks, tools, and insights to turn vision into reality. Readers will learn how to ignite digital growth, master touchpoint performance management, and align content strategy with AI. Essential for CMOs, marketing professionals, strategists, and consultants, this volume is a must-have for moving from theory to results. Volume 1 gave you the roadmap. Volume 2 gives you the tools to drive it.
Pre-decision Information Accessing and Behavioral Process Technology (BPT)
Legal Considerations Applying to Consumer Decision Making and Purchase Behavior-Part 1
Mastering Strategic Marketing for Specialty Pharmaceuticals
In today's rapidly evolving pharmaceutical and biotech industries, effective marketing plays a crucial role in ensuring that the right drug reaches the right patient. This book offers a transformative journey into the heart of strategic marketing in the biopharmaceutical industry, with a special focus on specialty medicines. It provides a wealth of insights, concepts, frameworks, definitions, and examples that transcend industry boundaries, offering a roadmap for success to marketers in biopharmaceuticals, making it highly relevant for the MedTech sector as well.The book delves deeply into strategic topics such as strategic analysis, forecasting, customer segmentation, pre-launch readiness, launch execution, strategic brand planning, portfolio management, life cycle management, and communication strategy. It leaves no stone unturned in its mission to unlock the secrets of strategic marketing and optimize the value of any product for internal and external stakeholders. By combining commonly used industry concepts and tools in a step-by-step approach, the book introduces new, pioneering models focused on innovation management, portfolio strategy, and life cycle management.While the book does not cover operational aspects such as promotion or education tactics, it provides a solid foundation in the strategic principles that underpin these tactics.Whether readers are novices eager to learn or seasoned professionals seeking fresh perspectives, this book offers a comprehensive and insightful exploration of strategic marketing principles essential for success in today's competitive landscape. With its wealth of resources and practical guidance, it serves as an indispensable companion on the path to strategic marketing excellence in the life sciences industry.
Legal Considerations Applying to Consumer Decision Making and Purchase Behavior-Part 1
Legal Considerations Applying to Consumer Decision Making and Purchase Behavior-Part 2
EXOTICISM, Brands & Society
Exoticism is an old word from an old world.The Enduring Power of Exoticism. The word has become obsolete because of its association with the exactions of colonial times and an era when distant lands were still mysterious and challenging to access. Yet, despite evolving societal norms, exoticism remains a powerful force in society, at the heart of consumption and geopolitical decisions. It is a source of desire, dreams, and sometimes hatred, driven by human curiosity for the unfamiliar and the desire to escape from daily routines'History Matters - Exoticism cannot be separated from its colonial past, but its modern application requires a nuanced understanding that respects diversity and avoids stereotypes. Inspired by Victor Segalen's efforts in his Essay on Exoticism (1908), the author sets out to give new relevance to a term that defines an omnipresent phenomenon in our society.Identity versus Otherness - Alterity and Distance are mirrors in which one can apprehend one's identity. Exoticism figures are the Other and Elsewhere and the mysteries associated with them. The author extrapolates Segalen's essay's subtitle to Ethics and Aesthetics of the Diverse to transform it into an analytical instrument. Semiotics and expert semioticians have contributed to understanding how the phenomenon generates meaning.Exoticism in Modern Marketing - Brands use exoticism not just to signify difference, but to activate a sense of desire, adventure, distance, exploration and mystery, helping to elevate their products. Numerous examples of brand communication in perfumes, watches, soft drinks, musei, etc., have fed the reasoning and exposed how brands frequently use the phenomenon. Market research has analyzed Thailand consumers' reactions to different types of exoticisms. Specific recommendations guide brands in optimally using exoticism in their communication and creation activities. As Diversity is the term gradually replacing exoticism in the 21st century, an entire chapter is dedicated to it.Ethics of exoticism - The book raises important ethical questions about how exoticism is used in relation to the representation of diversity in media and advertising.To borrow from Victor Segalen and Jean Baudrillard's (1993) expressions, this book addresses, through multidisciplinary methodologies, the eternal incomprehensibility, the irreducible foreignness of cultures, manners, faces, languages, and the impenetrability of Individuals and races-all sources of genuine exotic feelings. It is a genuine tribute to the enchantment of elsewhere and alterity, the exciting expectations for the unusual, and a drive for an authentic discovery of the world.
Mastering Strategic Marketing for Specialty Pharmaceuticals
In today's rapidly evolving pharmaceutical and biotech industries, effective marketing plays a crucial role in ensuring that the right drug reaches the right patient. This book offers a transformative journey into the heart of strategic marketing in the biopharmaceutical industry, with a special focus on specialty medicines. It provides a wealth of insights, concepts, frameworks, definitions, and examples that transcend industry boundaries, offering a roadmap for success to marketers in biopharmaceuticals, making it highly relevant for the MedTech sector as well.The book delves deeply into strategic topics such as strategic analysis, forecasting, customer segmentation, pre-launch readiness, launch execution, strategic brand planning, portfolio management, life cycle management, and communication strategy. It leaves no stone unturned in its mission to unlock the secrets of strategic marketing and optimize the value of any product for internal and external stakeholders. By combining commonly used industry concepts and tools in a step-by-step approach, the book introduces new, pioneering models focused on innovation management, portfolio strategy, and life cycle management.While the book does not cover operational aspects such as promotion or education tactics, it provides a solid foundation in the strategic principles that underpin these tactics.Whether readers are novices eager to learn or seasoned professionals seeking fresh perspectives, this book offers a comprehensive and insightful exploration of strategic marketing principles essential for success in today's competitive landscape. With its wealth of resources and practical guidance, it serves as an indispensable companion on the path to strategic marketing excellence in the life sciences industry.
Modern Advertising Essentials You Always Wanted to Know
Learn Advertising Psychology, AI in Advertising, Social Media Marketing & Campaign Success Strategies. The advertising playbook for brands that refuse to be ignoredWhether developing your first campaign or optimizing high-profile marketing initiatives, Advertising Essentials You Always Wanted to Know provides actionable solutions to help you engage with your audience. It equips you to learn what Nike, Apple, and Spotify discovered about storytelling to win hearts, and how missteps have cost other brands millions of dollars. It is an easy-to-use resource on the art and science of modern advertising for leaders and professionals.This book offers: Guidance on optimizing your campaign's performanceReal-world knowledge to create impactful advertisingInsights into digital, social media, and influencer marketing tacticsUnderstanding of strategic advertising models
Press Play
An eye-opening look at the rapidly rising growth of gaming and the companies--including Peloton, Burberry, the New York Times, BMW, and Chipotle--that are using games to win over customers.Today's consumers demand more than products--they crave immersive, personalized experiences. As a result, traditional marketing and engagement strategies have lost their edge. The new frontier? Gaming, where over three billion people worldwide spend their time, attention, and money.In Press Play, Bastian Bergmann, cofounder and COO of Solsten, shows how visionary companies are capitalizing on gaming's unstoppable rise. Drawing on exclusive interviews and access to forward-thinking companies--ranging from Adidas and Puma to NASCAR and Unilever--Bergmann provides an insider's view of gaming's transformative power. He also delivers a practical road map for business leaders, offering strategies that range from low-risk partnerships to ambitious, full-scale gaming ventures.Filled with cutting-edge insights and behind-the-scenes stories of iconic organizations and groundbreaking startups, Press Play will help you understand the lucrative world of video games and enable you to offer your customers what they really crave.
Market and User Research Operations
Research Operations is a reasonably new field but one that offers businesses huge opportunities to produce more high-quality customer insights by reducing the administrative toll on research departments, freeing up resource to deliver more value. With customers demanding more personalization of experiences, fully understanding the consumer and their experience of your brand or product has never been more important. This, in turn, is increasing the demand for more, higher quality customer insights, and as a result, research teams are under more pressure than ever. However, many companies don't yet fully understand how they can operationalize their research in order to scale consistent and robust research practices, enabling their teams to create more impactful research outcomes that deliver the much needed value to key stakeholders. This is a practical guide on what exactly research operations is and how it can benefit your research by streamlining your administration so the research team can focus on delivering more impactful insights with more frequency on time and to budget. This guide takes mid-career professionals through how you can reduce waste by increasing the capability of reusing past research and minimizing the potential for doing unnecessary research, how to plan your research to ensure the best outcome and how to choose the best tools for your research and business needs. It covers the incredibly practical, from considerations of GDPR, how to recruit participants and how to set up research projects so they run smoothly, as well as providing insight into how AI can be used as part of the research process, how to democratize research and how to adapt to changing needs and requirements.
