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Freeman R: Big Brand Marketing

Big Brand Marketing

High impact strategies for small businesses

Routledge Studies in Central and Eastern European Business and Economics

Strategy and Organizational Resilience

Social Media, Ethics, and Management

La Mécanique Narrative des Marques Intemporelles

Capital Historique

Routledge Studies in the History of Marketing

This book addresses the need to understand marketing practices in the context of the rich and varied history of India. Such an understanding will not only enrich marketing as a discipline, but also provide marketers and academics with valuable insights into the cultures and behaviors of Indian consumers. By analysing historical writings on business in India over 2000 years, and providing a coherent narrative of the marketing practices during these periods, it critically engages with the larger socio-economic structures which influenced, and were influenced by these practices. All scholars of marketing history will find this a fascinating and unique assessment of a highly significant market.

The concepts and practices of marketing, as well as the ideologies that impel these, are rooted in specific social and cultural contexts, predominantly those of the USA, and Europe. Moreover, the Western dominance of marketing thought permeates it with Western values such as individualism and rationalism. This has led to important contexts outside these traditions such as India being overlooked. India has an enormously rich and varied culture and history, and this book addresses the need to understand marketing practices within this diverse context. Such an understanding will not only enrich marketing as a discipline, but also provide both Western and Indian marketers and academics with valuable insights into the cultures and behaviors of Indian consumers. By analysing historical writings on business in India from the BCE period to the current period, and providing a coherent narrative of the marketing practices during these periods, it critically engages with the larger socio-economic structures which influenced, and were influenced by these practices. All scholars of marketing history will find this a fascinating and unique assessment of a highly significant market.

History of Marketing in India

Every Airbnb Host's Tax Guide is a clear, practical resource for U.S. short-term rental hosts. Packed with up-to-date information, you'll learn everything you need to know about short-term rental taxes in Every Airbnb Host's Tax Guide. This book is the essential, easy-to-follow reference for U.S. short-term rental hosts to learn about how to save on taxes, maximize deductions, and stay compliant with current IRS rules. Whether you rent your property through Airbnb, Vrbo, or another platform, you want to make sure you understand all the tax rules, including the 20% pass-through deduction. Every Airbnb Host's Tax Guide tells rental hosts everything they need to know about taxes for short-term rentals, including deductions they may take, depreciation, when short-term rentals are tax-free, and how to report rental income. This new edition also has information on how short-term rental hosts can protect themselves from IRS audits, as well as strategies for deducting rental losses. It also discusses how the One Big Beautiful Bill Act (the massive tax reform law passed in 2025) affects short-term rental hosts. Take all the short-term rental deductions to which you're entitled, pay no more tax than is legally required, and stay out of trouble with the IRS. This book provides all of this information in a practical, easy-to-understand way. All short-term rental hosts in the United States can benefit from this comprehensive tax guide. Every Airbnb Host's Tax Guide is the first, and still the best, of its kind.

Every Airbnb Host's Tax Guide

The Business of Pitching will be the first major work looking at how business pitches for the Public Relations industry are conceived, planned, delivered and assessed. The PR industry is now worth in excess of £13bn and employs around 85,000 people in the UK alone. This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs. The authors' expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.

The Business of Pitching will be the first major work looking at how business pitches for the Public Relations industry are conceived, planned, delivered and assessed. The PR industry is now worth in excess of £13bn and employs around 85,000 people in the UK alone. This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs.The authors’ expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.

The Public Relations Perspective

The Business of Pitching

This book summarizes the 'rules of the service game' and presents the distilled lessons from three leaders' decades-long experience in consulting, teaching, and research on service, summarizing the 'rules of the game' they have learned. In particular, the authors emphasize that people (customers, employees, and managers) remain a prominent key to success in service, regardless of the level and extent of technology, robotics, and artificial intelligence (AI) involved.Embracing the social psychology of the various stakeholders and the settings in which they interact is critical for the long-term health of service organizations because this is what can yield sustainable competitive advantage. To be effective, service leaders need to understand the complexities of people so that they can create and support appropriate psycho-social contexts in their organizations.This book draws on the interrelated disciplines of social psychology, organizational behavior, and organizational psychology to distill fundamental principles that help inform the effective management of people and their organizational contexts. This book summarizes the most important 'rules of the game' on how to build effective service organizations for people to innovate, design, and co-create value.Rules of the Service Game provides a sharp and concise summary of how to manage a service organization by three thought leaders in this field. It reveals how people are central to the development of services whether those are delivered via technology, personally, or -- more likely -- a combination of these. This book deals with the organizational and contextual issues that produce the service quality marketing promotes. A central focus of the book is talent management -- how to attract, retain, and manage the talent necessary for creating and implementing the wide range of service delivery systems that will be required in the future.

Rules of the Service Game: What Service Leaders Need to Know

How access is replacing ownership--and changing who we are."You'll own nothing. And you'll be happy. Whatever you want you'll rent." That was the World Economic Forum's number one prediction for 2030, made back in 2016. The timing might be slightly off, but it's undeniably true that ownership is on a significant decline and is creating a tectonic shift from a society of owners to a society of users, renters, and streamers.As a result, we're trading ownership for access, purchases for subscriptions, and possessions for the rights to cloud-stored digital copies. Homeowners are giving way to forever renters, and some have even embraced the life of a digital nomad.This shift is more than just an economic one; it's a profound challenge to centuries of using ownership to form our identity. In fundamental, human ways, we are what we own. So what are we if we don't own much?In Possessions, Carey Morewedge, a leading researcher and powerful voice in behavioral science, marketing, and consumer behavior, leads us on a journey to answer that question. He takes us on a fascinating tour of the rapidly shifting landscape, from a life of creating ownership--possessing things--to a life of "liquid consumption"--life-as-a-service, in which all you possess are your experiences and your brand (and probably a phone). From Delaware goat farms to Australian housing tracts to a Quebec City ice hotel; from an artist in London to a former economist who lived for a time with only his devices and what he could carry on his back, you'll visit places and meet people that show just how complicated and compelling the idea of ownership is, why you value your things so much, and what happens when you can't (or decide not to) own something.As the economy continues to shift toward a reality closer to the World Economic Forum's prediction for 2030, Possessions will help you understand that shift and what it means to all of us--when we own less and use more.

How We Think about Our Stuff--And Ourselves--As We Own Less and Use More

Possessions

A Practitioner's Handbook

Trade Associations

The Right Call is for leaders who recognise that ethics is not an afterthought but the architecture of every meaningful decision. As choices become embedded in systems, policies and technologies, the quality of an organisation's ethical reasoning shapes outcomes long before a dilemma becomes visible. This book shows how to strengthen that capability.It begins by translating the four major ethical traditions into decision tools leaders can use in real time. Virtue, duty, consequences and care become practical ways of diagnosing tensions, clarifying what is at stake and understanding how values guide judgement under pressure. The book then examines the organisational infrastructure of decision-making, showing how language, power and informal norms shape what people call the right thing to do. Through diagnostic templates and research-based insights, readers learn to surface assumptions, identify cultural blind spots and create conditions where integrity can scale. The INTEGRITI(TM) model, a disciplined nine-step approach to leading values-based conversations, provides a clear method for turning intent into action, navigating stakeholder tensions and embedding integrity into everyday practice.This is a book for anyone responsible for choices that carry consequences.

A Leader’s Guide to Ethical Decision-Making in Practice

The Right Call

As the tech billionaires dominate the headlines, this groundbreaking book reveals the overlooked yet formidable influence of multi-generational family wealth on the global economy. It provides essential insights into the largest wealth transfer in human history-as 2% of the global population inherits vast fortunes over the next 25 years-revealing how this tsunami of inherited capital will transform investment landscapes, industrial financing, and potentially undermine nation-state autonomy.Drawing from extensive research and industry expertise, David Molian charts the meteoric rise of ultra-wealthy dynasties whose collective impact rivals-and may outlast-Silicon Valley's tech titans. It charts the historical patterns behind industry-dominating family businesses and their evolution into business dynasties, and how the coming $30+ trillion wealth transfer will reshape global finance, investment, and economic development. In stagnating economic times, the search for growth and prosperity dominates government agendas throughout the world. The evidence suggests that family businesses outpace their peers. Through numerous case histories and industry analyses this book explains why, and how harnessing and supporting their success may be a critical part of regenerating national economies. It also explains the forces-chiefly the components of globalism-that have propelled family wealth in the eastern hemisphere in the last half-century.Essential reading for anyone seeking to understand where true economic power lies in the 21st century, the book is specifically of interest to professionals involved in family business, including private banks, family offices, family consultants, law firms and large accountancy practices.

The Real Impact of Family Businesses on the Global Economy

The Dynasty Effect

In a world where many organizations drift amid disjointed data, fragmented processes, and isolated initiatives, Connected Signature Experience argues that the future of customer experience depends on mastering two strategic dimensions: Connection, which integrates, and Signature, which differentiates. Connection ensures that experiences flow seamlessly: Externally, between customers and the brand, and internally, among the people, data, and competences that bring them to life. Signature gives each experience a distinctive imprint that expresses purpose and identity at every touchpoint, whether human, digital, or physical. The book presents the Connected Signature Experience Framework, an actionable model that uses the metaphor of an iceberg to reveal both the visible and invisible dimensions of customer experience. Above the surface lie the Signature interactions that simplify, delight, inspire, and co-create. Beneath it are the aligned foundations of purpose, people, technology, data, and content that enable them.

A Strategic Framework for Customer and Employee Engagement at the Intersection of People, Technology, and Data

Connected Signature Experience

Big Brand Marketing

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