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Social Sciences (R0)

Charlotte Hommerberg

Maria Lindgren

Depicting the Consumer of Experiential Luxury

Identities, Values and Consumption Goals in Online Reviewer Discourse on Wine, Perfume and Chocolate

1.&amp;nbsp;Introduction.- 2. Contemporary luxury.- 3. Field-specific competencies.- 4. Our study.- 5. Attitude in manifestos.- 6. Judgement in reviewer self-presentations.- 7. Involvement in reviews.- 8. Composition and Reaction in reviews.- 9. Valuation in reviews.- 10. The consumers of review-based luxury.

Discover a foolproof method for crafting customer-centric copy that converts visitors into leads and leads into sales—while staying true to your brand. The most effective copywriters aren’t wordsmiths—they’re salespeople. They follow a hidden system that helps them sell anything, from tech to subscriptions to experiences. They work with their marketers to engineer deliberate, strategic messaging. They understand that copy that sounds good isn’t the same as copy that sells. Their secret? Start with the customer, not the brand. Drawing on her experience as the inventor of conversion copywriting and decades of consulting for brands like AWS and Canva, Joanna Wiebe demonstrates how most copywriting fails to connect with its audience—and offers a time- and industry-tested alternative that generates leads and revenue at scale. As a copyseller, learn to: <ul> <li>Skip brainstorming and pinpoint your core message by listening to new leads and customers</li> <li>Replace guesswork with a foolproof message matrix that increases your chances of delivering the right message at the right time on the right channel</li> <li>Troubleshoot tractionless copy and use formulas to find messaging that pops</li> <li>Understand how AI tools like ChatGPT and Claude are changing the industry and how best to leverage them in your practice</li> <li>Connect with marketers and salespeople to strategize and and create copy that energizes your team</li> </ul> Transform your copywriting into salesmanship in print. With The Copyselling System’s surefire system, you can streamline your writing process to create dynamic, customer-focused, brand-friendly copy that sells.

The Secret System for Driving Conversions and Maximizing Revenue

The Copyselling System

A savvy, real-world guide to creating a profitable social media presence that stands out in an oversaturated industry Today, when the average American spends around 4.5 hours a day on their phones—including 2.5 hours scrolling social media—it is undeniable that a well-crafted social media platform is a powerful lever when it comes to credibility, visibility, and opportunity in any professional field. But how do you create a lasting platform that can thrive in a swamp of competing content? A practical guide to smart social media strategy, Attention Is the New Currency breaks down the complex ins-and-outs of the influencer industry into a step-by-step plan to stand out, get paid, and leverage your platform to make a difference. Sisters Marissa Rachel and Shanna Lisa—veteran creators with billions of views and past brand deals with Disney, Marvel, and Amazon—share candid advice to help you: <ul> <li>Identify your niche and authentically connect with your audience</li> <li>Stay on top of trends, understand your analytics, and strategically go viral</li> <li>Gracefully navigate online hate and create a cancel-proof personal platform</li> <li>Establish steady business practices for yourself and healthy, burnout-free boundaries</li> <li>Reach out to brands, write winning pitches, and land your dream partnerships</li> </ul> Whether you’re starting from scratch or scaling an existing platform to a larger audience, Attention Is the New Currency will help you invest your time wisely and create a confident online presence that resonates with the right audience and stays as lucrative and reliable as any 9 to 5.

The Ultimate Guide to Standing Out and Getting Paid on Social Media

Attention Is the New Currency

The book comprehensively covers the subject of brand management in a fiercely competitive market environment. In an age in which brand is the most valuable asset in a business, the book discusses, with illustrations, the process of building and protecting brands, what it takes for a popular name to become a brand, and then, a power brand.With relevant case studies and examples, particularly of fast-moving consumer goods (FMCG), this volume provides strategic directions and lessons for creating and developing brands that can stand test of the time. It also expounds on building brand equity in challenging times, brand extension, brand strategy as well brand accounting and valuation. The book also covers strategies for building service brands -- marketing strategies and processes have changed over time with technology and brands now must be built through social media and digital marketing, which is discussed comprehensively with cases in this title.The book will be useful to students and teachers of Marketing, Advertising and Brand Management, Business Studies, Business Communication, Media and Journalism and Public Relations. It will also be an invaluable resource for brand marketers and practitioners.

Surviving the Competitive Environment

Strategic Brand Management

Lessons on life and business you are guaranteed to find nowhere else.The true, larger-than-life story of George "Boe" Boedecker, his fire to succeed, his "don't just break the rules but make up new ones" attitude, his partners, his light bulb moment, the ridiculous origin story (of both shoe and man), and then the explosion (in more ways than one) of Crocs.This is a modern-day 'Big Fish' tale of lovers and haters, rivals and thieves, the hard partying, the strongest man in the world and the Mexican police, the fender bender with Fleetwood Mac and the enterprising way into the hearts of the San Francisco 49ers, the little boy lost and Superman, the millions made and just given away, and how it nearly destroyed him.Boe helped create the clunkiest - many would say ugliest - looking shoe in the world, which also became the best-selling non-sneaker brand on the planet. Everyone considered it a fad when he went public almost two decades ago - and it's bigger now than it's ever been, with billions and billions on feet in every corner of the world. More hated, more loved, never out of fashion. Ugly is beautiful... We're not talking about the shoe anymore.In Croc, Boe tells his wild story through lessons on life and leadership that you are guaranteed not to find anywhere else. Strap in because it's going to be a crazy ride, and you may be surprised at what you learn in the end. Funny, twisted, touching, exuberant. Sample lessons include: <ul><li>Do Not Listen to Anyone</li><li>When to Not Follow the Rules</li><li>Avoid Bosses</li><li>You Never Know When Opportunity Will Present Itself</li><li>If You Threaten to Kill Your Brother-in-Law, Do Not Provide Time and Place.</li><li>Ugly is Beautiful </li></ul>

Lessons on life and business you are guaranteed to find nowhere else.

How I Invented the World’s Most Popular Shoe, Became a Massive Success, and Nearly Destroyed Myself in 15 Easy Lessons

Croc

Drawing on 25 years of research, consultancy, and teaching experience in the fast-moving consumer goods sector, Primal Marketing reveal the hard-wired motives driving customer behaviour and the secrets of leveraging these to craft higher-impact marketing strategies.While markets, technologies, and media channels have transformed rapidly, the human mind that buys, chooses, and connects has remained fundamentally the same. By introducing an evolutionary approach to marketing, the book argues that effective marketing works not by manipulating desire, but by aligning brands with deep, enduring human needs. Structured around ten major product categories-including food, fashion, health, home, play, technology, transport, and finance-the book shows how everyday consumption reflects primal drives related to survival, belonging, status, attraction, care, and learning. These insights are organised through the PRIMAL framework, a practical strategic tool designed to help marketers diagnose what truly motivates their audiences and translate insight into clear positioning, storytelling, and brand decisions.Written primarily for marketing practitioners, brand leaders, and strategists, and supported by examples suitable for students and educators, the book bridges theory and application. Readers will gain a powerful lens for understanding consumer behaviour, sharpening brand strategy, and future-proofing marketing decisions by grounding innovation in timeless human psychology.

Evolutionary Secrets for Higher-Impact Marketing Strategies

Primal Marketing

Mastering Public Speaking in the Age of AI, VR, and the Metaverse

The Augmented Speaker

Understanding professional communication is essential for understanding how organisations and communication imagine, enact, and change their culture and lived realities. Professional Communication is an essential resource for anyone interested in understanding and navigating the multifaceted, complex, and dynamic world of professional communication, including issues and trends in the field.Through real-world case studies and scenarios, Professional Communication explores key themes of technological disruption, industrial convergence, and the future of professional communication across increasingly complex platform ecosystems. It highlights the critical skills, core competencies, and ethical considerations necessary to navigate the evolving landscape and prepare students for diverse professional communication roles. As well as discussions on crucial ethical and cultural considerations in professional communication, the collection includes strategies for engaging diverse audiences and stakeholders. Showcasing practical guides for building effective communication strategies, the collection offers insights into trends in the field, the necessary skills for ever-changing roles in professional communication, and the increasing importance of fostering social good.The collection is divided into four major thematic sections, each of which details the increasingly blurred boundaries, convergence, and hybridisation of existing professional communication industries and disciplines. Reflecting the ever-changing nature of contemporary professional communication, the collection's modular structure caters to students and emerging professionals across a range of disciplines, fields, and roles, providing a flexible resource for excelling in today's and tomorrow's evolving professional communication landscape.

Influencing, Engaging, and Transforming

Professional Communication

Strengthen your advertising strategy by learning how to develop, protect and apply brand trust in an evolving media landscape.

Trusted Advertising is a practical guide for mid-career marketers, agency professionals and brand leaders who want to build credibility, apply evidence-based principles and deliver campaigns that drive long-term consumer trust. As advertising faces declining confidence and rising complexity, this book provides a roadmap to optimize creative effectiveness and improve decision making across channels. Drawing on the latest research and insights from organizations including Google, WPP and the Advertising Standards Authority, authors Matt Bourn and James Best outline how trust is created, measured and maintained in modern advertising ecosystems. Through detailed chapters, actionable tools and real-world examples from McDonald's, Tesco, Specsavers and more, the book shows how trusted communication can elevate campaign performance and strengthen brand equity. You'll learn how to: 
- Apply trust-building principles to improve creative strategy and execution
- Implement frameworks for managing trust across media, platforms and influencer partnerships
- Develop strategies to optimize campaign transparency, consistency and audience engagement
- Understand the role of Gen AI, tech platforms and regulation in shaping trusted advertising
- Use real-world case examples to guide decision making and strengthen professional credibility With a blend of strategic insight and hands-on guidance, Trusted Advertising helps you develop the skills and confidence to implement campaigns that perform today and build resilient, trusted brands for the future. Themes include: advertising strategy, brand trust, creative effectiveness, media planning, influencer marketing, AI and regulation

How to Harness the Value of Trust in Your Brand

Trusted Advertising

Great Thinkers in Marketing

The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume. This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. This volume, edited by Kevin Lane Keller, addresses Lehmann’s impact on advertising and branding research. Examining his work on advertising effectiveness and efficiency, it also focuses on his contributions to building and assessing brand strength. Additionally, Lehmann's exploration of communication and branding strategies for new products is discussed. Featuring an interview with Lehmann himself as well as three insightful commentaries from frequent co-authors of his, this work showcases Lehmann’s enduring influence on advertising and branding scholarshipKevin Lane Keller
 is the E. B. Osborn Professor of Marketing and the Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College, USA. Through the years, he has served as brand confidant to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, L.L. Bean, Nike, Procter &amp; Gamble, and Samsung. His textbook, 
 Strategic Brand Management
 , co-authored with Vanitha Swaminathan, in its 5th edition, has been heralded as the “bible of branding.

Advertising and Branding

The Research Contributions of Donald R. Lehmann to Marketing, Volume 5

Break bad habits and build your rich life by mastering the art of strategic subtraction.Unhinged Habits will revolutionize your relationship to work, money, and even adult friendship.Read Unhinged Habits if: <ul><li>Your calendar's packed, yet you feel like you're missing what matters.</li><li>You've bought things meant to bring happiness, but the satisfaction didn't last.</li><li>You suspect you're living someone else's definition of success rather than your own.</li></ul> We're all habitual by nature. We fall into patterns and get stuck. We form habits and never question them.Some habits propel us forward. Others can work against us over time.The key? Get the order right. Balance short-term desires with long-term planning. Set yourself up for a bright future without missing the magic in the present.Unhinged Habits pushes back against slow and incremental progress in the pursuit of some faceless, better future. Lots of people are consistent, yet few get ahead. What's missing are intermittent bouts of unhinged intensity.This is a book about wanting a better life and going after it. Or be okay not having it. Both are fine. Just get out of the middle.For over 13 years, Jonathan Goodman has challenged societal norms and built multi-million-dollar businesses, all while exploring over 30 countries with his family. In Unhinged Habits, Goodman shares the essential insights that freed him from conventional expectations. You will learn: <ul><li>The 8:4 Rule. The counterintuitive seasonal approach that embraces unbalance to level up your relationships with people, money, and health.</li><li>The Explorer's Compass. A framework to break routine and rediscover wonder in your everyday life.</li><li>The Three Proxies of True Friendship. How to categorize your friends so you spend more time with the true ones and feel less guilt for letting others go.</li></ul> Buckle up, because this book is going to break you out of the routines you've accepted as normal, but no longer serve you, so that you can finally live your definition of success.

Break bad habits and build your rich life by mastering the art of strategic subtraction.Unhinged Habits will revolutionize your relationship to work, money, and even adult friendship.Read Unhinged Habits if:<ul><li>Your calendar’s packed, yet you feel like you're missing what matters.</li><li>You've bought things meant to bring happiness, but the satisfaction didn't last.</li><li>You suspect you're living someone else's definition of success rather than your own.</li></ul>&nbsp;We’re all habitual by nature. We fall into patterns and get stuck. We form habits and never question them.Some habits propel us forward. Others can work against us over time.The key? Get the order right. Balance short-term desires with long-term planning. Set yourself up for a bright future without missing the magic in the present.Unhinged Habits pushes back against slow and incremental progress in the pursuit of some faceless, better future. Lots of people are consistent, yet few get ahead. What’s missing are intermittent bouts of unhinged intensity.This is a book about wanting a better life and going after it. Or be okay not having it. Both are fine. Just get out of the middle.For over 13 years, Jonathan Goodman has challenged societal norms and built multi-million-dollar businesses, all while exploring over 30 countries with his family. In Unhinged Habits, Goodman shares the essential insights that freed him from conventional expectations. You will learn:<ul><li>The 8:4 Rule. The counterintuitive seasonal approach that embraces unbalance to level up your relationships with people, money, and health.</li><li>The Explorer's Compass. A framework to break routine and rediscover wonder in your everyday life.</li><li>The Three Proxies of True Friendship. How to categorize your friends so you spend more time with the true ones and feel less guilt for letting others go.</li></ul>&nbsp;Buckle up, because this book is going to break you out of the routines you’ve accepted as normal, but no longer serve you, so that you can finally live your definition of success.&nbsp;&nbsp;

A Counterintuitive Guide for Humans to Have More by Doing Less

Unhinged Habits

Gain an invaluable insight into the entire marketing communications process with this contemporary and accessible textbook which integrates both traditional principles and digital techniques.

Marketing Communications for a Digital Age

For the first time ever, one of the world's most iconic business leaders shares the story of his remarkable life and career.Ken Chenault has lived his life at the confluence of the historical forces that have shaped modern America, keenly aware of both the burdens of its past and the dynamic potential of its future. Born in 1951, when segregation was still inscribed in the laws of the land, he ascended to the peak of corporate America over the course of the next fifty years. In his thoughtful and wide-ranging memoir, Chenault reflects on his personal journey, the mentors who shaped him, and his lifelong quest to realize his own potential and make a meaningful difference in people's lives. Equal to the Task is a classic American story for our times.After joining American Express, Chenault steadily worked his way up to the very top. He led the company for almost two decades, driving market-leading innovations, before stepping down and making another surprising life choice. Eschewing the more traditional roles for former CEOs, he joined a dynamic venture capital firm, seeking to help build enduring companies that leverage technology for both profit and purpose. Over the past years, he has continued to be a steady voice of moral clarity in the public and private sectors."In these pages, I share how I managed the opportunities and challenges encountered over the course of my life and career. In doing so, I hope to convey the values I hold most dear. Values passed down to me by my ancestors, my parents, my teachers, my heroes, and my mentors. These values have guided me throughout my journey, and I consider them pivotal to meeting these extraordinary times as my country wrestles with its own identity, its future, and its role in the 21st century."

A Leadership Memoir

Equal to the Task

Depicting the Consumer of Experiential Luxury

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