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Gottsegen P: Do The Opposite (sort of)

Do The Opposite (sort of)

Unlocking Opportunity by Overruling Conventional Wisdom

Develop culturally intelligent marketing strategies for a digitally connected global marketplace. International Marketing is designed for postgraduate marketing students studying International Marketing and International Marketing Strategy. This textbook equips students with the theoretical frameworks and applied tools required to design, implement and evaluate marketing strategies across borders in an increasingly digital and regulated environment. Sue Ollerhead explores how brands can enter, compete and grow internationally while remaining culturally sensitive, legally compliant and strategically coherent. This book integrates core international marketing theory with practical application, covering market entry strategies, dynamic pricing, cross-border brand positioning and digital platform management. Students examine how organizations adapt products and services to meet local market needs while maintaining universal quality standards, sustainability commitments and ethical responsibility. Legal and regulatory considerations are embedded throughout, alongside discussion of environmental impact, societal expectations and global governance frameworks. Real-world examples from Coca-Cola, Depop and MPesa illustrate how international marketing decisions influence long-term brand performance and customer relationships across diverse markets. This textbook includes: - Guidance on digital international marketing, including market entry, pricing and cross-border brand strategy - Chapter overviews, key learning outcomes, key concept boxes and exercise questions - Online resources including lecture slides and a lecturer's manual with exercise answers - Strategic insights and analysis on operating effectively within international environments

Utilize a Digital Approach in International Marketing Strategies

International Marketing

The quiet way lawyers win the clients they want

Referred

The ultimate PR toolkit for businesses who want to raise their profile, get featured in the media and boost their brand's credibility, featuring insider tips and secrets from the point of view of the media professional who will receive your pitch.

Take Your Business from Invisible to Unstoppable

The PR Bootcamp

Based on a million conversations about what matters most... In The Values Map: Discover What Drives You and How to Move Others, David Allison reveals that shared human values-not age, gender, or geography-are the most powerful predictors of behavior. Drawing from nearly one million surveys across 180 countries, this book provides a proven framework for understanding what truly drives you and the people around you. Through vivid storytelling, Allison demonstrates how values drive our decisions, shape relationships, and transform organizations. Readers use a variety of tools and techniques, then watch their own core values appear throughout the stories that follow. Each chapter illuminates how global brands, grassroots movements, and individuals have used values to reshape industries and lives. Readers will also find: <ul> <li>Values assessment frameworks that personalize your reading experience and reveal the values that drive who you are and what you do</li> <li>Real-world case studies from organizations, governments, communities and individuals that demonstrate values-based strategies in action</li> <li>A data-backed methodology now included in university courses as part of human-centered strategy curricula worldwide</li> <li>Practical frameworks for building stronger teams, engaging stakeholders authentically, and making more aligned life choices</li> <li>Insights from the most comprehensive values dataset ever created, spanning 152 languages and every major culture</li> </ul> Essential for CEOs seeking authentic stakeholder connection, managers building cohesive teams, and anyone wanting to understand their own motivations more clearly, The Values Map delivers both the framework and inspiration to move beyond surface-level assumptions toward deeper, more meaningful human connection.

Discover What Drives You and How to Move Others

The Values Map

The Psychology of the Buyer Who Pays Full Price, Never Haggles, and Refers His Friends

Confirmed, Not Convinced

This concise introductory textbook enables students to understand and apply the key concepts of marketing.

Concepts and Contexts

Introduction to Marketing

In a world of tremendous change, uncertainty, and simplistic AI-driven answers, it is easy to look to an uncertain future with anxiety. In The Leader's Oracle, Chief Strategy and Innovation Officer Roopa Unnikrishnan shows that the wisest leaders instead look to the ancient past for inspiration. By channeling the Oracle of Delphi, these leaders ask better questions and challenge their organizations to transform. Offering a provocative lens on the future of strategic leadership, The Leader's Oracle is not just a book about strategy—it is a call for a cultural shift in how we lead, how we think, and how we build organizations. Through this uniquely powerful framework, readers examine and harness the timeless wisdom of the ancients to help their own business and career: <ul><li>operate at the edge of clarity</li><li>interpret patterns and possibilities</li><li>provoke transformation, not comfort </li><li>serve the powerful, but answer to the truth</li><li>protect future-facing wisdom in a reactive world</li></ul> This unique framework on business strategy and leadership explores a critical paradox in today’s corporate environment: in a world obsessed with operational excellence and short-term wins while struggling with historic transformational changes, we often neglect the voices of the long-term thinkers, the strategic questioners, the ones who highlight or introduce ambiguity to force clarity. The Leader's Oracle serves as a call to arms for leaders, board members, and aspiring strategists to embrace their inner Delphic voice—one that cuts through noise, evokes questions, and drives tectonic shifts, not just tactical maneuvers.

Using Ancient Wisdom to Improve Strategy and Decision-Making

The Leader's Oracle

Vietnam And The Global Economy

The Vietnamese Economy and the Fourth Industrial Revolution is a collection of in-depth studies that provides a comprehensive view of Vietnam's economy in the context of the Fourth Industrial Revolution. The book not only presents theoretical concepts but also emphasizes practical insights, contributed by scholars, practitioners, government officials, and business leaders.

Readers will explore applied research in fields such as marketing, behavioral economics, tourism, and management, with prominent topics including consumer behavior in Ho Chi Minh City, the impact of service quality on university branding, and leadership styles in Vietnamese businesses. The book also analyzes human factors in management, including ethical leadership, female leadership, work motivation, as well as topics like microfinance, remittances, and digital transformation, shedding light on changes in consumer behavior and business management strategies in the digital age.

Additionally, the book discusses the influence of independent directors and tourism on Vietnam's economy, offering up-to-date information on the challenges and opportunities Vietnam faces in the era of globalization and industrialization. This book is an essential resource for researchers who wish to gain a deeper understanding of Vietnam's modern economy.

The Vietnamese Economy And The Fourth Industrial Revolution

A comprehensive postgraduate textbook for understanding and marketing luxury brands in a global context. Luxury Marketing gives postgraduate students in marketing, business, and fashion management practical insight into how luxury brands create value, connect with culture, and stay relevant within a fast-changing market. Written by Kent Lee, it bridges theory and practice to show how digital innovation, sustainability and globalization are redefining the luxury experience. This textbook explores how luxury brands balance exclusivity with accessibility, blending heritage and creativity to sustain desirability. Students learn how history, culture, and psychology shape the meaning of luxury and how marketers translate those influences into powerful brand stories and customer experiences. Real-world examples from Shang Xia, Gaggenau and Aman Resorts demonstrate how leading brands balance tradition with adaptation to new audiences and global markets. Designed to support modules in Luxury Marketing and Luxury Brand Management, this textbook includes: 
- Definitions and frameworks that distinguish luxury from premium branding
- Guidance on integrating heritage, innovation, and sustainability in strategy
- Exploration of consumer psychology and the creation of brand desire
- Key concept boxes, review questions, and applied exercises for classroom use
- Online lecturer resources, including PowerPoint slides and instructor manuals Whether studying luxury marketing or preparing for a professional role in brand management, Luxury Marketing equips students with the insight and confidence to navigate the evolving world of luxury.

Develop Innovative Marketing Strategies for Luxury Brands

Luxury Marketing

Bloomsbury Handbooks

A series of diverse insights from emerging and established researchers contribute to this comprehensive volume. Occupying a cross-disciplinary domain and integrating the respective fields of entrepreneurship and marketing, this edited collection of contributed chapters on Entrepreneurial Marketing presents a range of theoretical, conceptual and empirical insights, future trends and critical evaluations. The Bloomsbury Handbook of Entrepreneurial Marketing begins with a series of reflection chapters written by established scholars on how the field has evolved over their careers and on the multiple schools of thought within current scholarship. This is followed by expert contributions on the current state of the interface, where value is to be gained from a diverse range of topics such as Entrepreneurial Marketing in the era of AI and technological development, sustainability and corporate social responsibility, Entrepreneurial Marketing in unconventional settings, and explorations of the dark side of the subject. The final section looks to the future, highlighting key avenues to facilitate further research and carefully outlining that which scholars can unpack to continue broadening existing knowledge of Entrepreneurial Marketing. A truly international collection of industry-specific insights from researchers in the UK, India, Saudi Arabia, Canada, US, Australia, New Zealand and Finland contribute to this handbook on the past, present and future of the Entrepreneurial Marketing interface.

The Bloomsbury Handbook of Entrepreneurial Marketing

Reviving an Iconic Brand

A Levi's Story

Apply entrepreneurial thinking to build sustainable marketing strategies in resource-limited environments. Principles of Entrepreneurial Marketing by Paul Booth and Zach Thompson is designed for undergraduate and postgraduate students studying marketing, entrepreneurship and small business management. Aligned to core modules in entrepreneurial marketing and venture creation, this textbook equips students with the fundamental knowledge and applied skills required to design effective marketing strategies in start-up and growth-focused contexts. This textbook provides a structured framework that guides students through identifying market opportunities, developing new ventures and crafting marketing strategies that support sustainable growth. From understanding the customer journey to developing pricing strategy, brand purpose and digital presence across ecommerce platforms and social media, this book connects theory directly to entrepreneurial action. This textbook includes: - A step-by-step entrepreneurial marketing framework with defined learning deliverables - Guidance on pricing, digital marketing, customer journey mapping and growth planning - Activities such as building a content calendar, planning an ad campaign and developing a brand identity kit - Real-world examples and entrepreneur interviews linking theory to venture creation, including from BigBelly (USA), Inspired Bicycles (UK), Pauline Cosmetics (Kenya) and Mecado Libre (South America) &gt;Whether studying marketing, entrepreneurship or preparing to launch a venture, Principles of Entrepreneurial Marketing provides students with the strategic tools and practical confidence to build innovative, market-driven businesses.

Strategy and Applied Practice

Principles of Entrepreneurial Marketing

Do The Opposite (sort of)

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