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Gottsegen P: Do The Opposite (sort of)

Do The Opposite (sort of)

Unlocking Opportunity by Overruling Conventional Wisdom

Routledge Studies in Leadership Research

Adaptive Leadership and Complexity: Theory, Practice, and Future Directions offers a critical and comprehensive exploration of adaptive leadership as both a scholarly framework and a practical tool for navigating complexity. Structured around four thematic parts-locating adaptive leadership, core commitments, engaging practice, and adaptive futures-this book provides an integrated examination of adaptive leadership's intellectual heritage, defining principles, real-world applications, and future possibilities. It is an essential resource for understanding how leadership can address systemic challenges in dynamic and uncertain environments. This edited volume brings together leading voices from academia and practice to deliver fresh insights into adaptive leadership's conceptual foundations, ethical dimensions, and empirical applications. Readers will benefit from its rigorous synthesis of theory, evidence-based case studies, and forward-looking research agenda, which collectively illuminate the promise and paradoxes of adaptive leadership. Key features include a focus on global contexts, interdisciplinary perspectives, and actionable strategies for leaders seeking to build adaptive capacity in their organizations. Designed for academic scholars, postgraduate students, and research-engaged practitioners, this book also serves as a valuable resource for leadership development professionals, consultants, and executives. Whether exploring adaptive leadership for research, teaching, or practice, this volume offers the depth and versatility needed to address today's most pressing leadership challenges.

Theory, Practice, and Future Directions

Adaptive Leadership and Complexity

Deliver proven, data-led marketing performance and leadership insight across the modern marketing organization.In the fully updated second edition of Marketing Metrics by Christina Inge, marketing leaders gain the strategic tools needed to build enterprise-grade, data-powered marketing strategies that deliver measurable business results. Written for CMOs, marketing directors and senior analytics leaders, this authoritative guide shows how to translate marketing metrics, data and analytics into informed decision making, stronger governance and clear financial impact.Featuring new content on AI-powered marketing metrics and enterprise analytics capability, this book equips senior professionals with the frameworks and models required to embed measurement into marketing leadership and long-term strategy.You will learn how to: - Implement a data-first marketing strategy aligned with business outcomes - Measure channel, campaign and brand ROI with confidence - Apply AI-powered metrics including predictive customer lifetime value - Build enterprise analytics capability and AI-ready marketing teams - Evaluate vendors and technology for strategic marketing investmentSupported by real-world examples and practical strategic models, this book provides senior marketing leaders with the tools to strengthen accountability, guide investment decisions and deliver measurable marketing performance at scale.Themes include: marketing metrics, marketing ROI, data-driven marketing strategy, AI in marketing analytics, customer lifetime value, marketing leadership

Leverage Analytics, Data and AI to Optimize Marketing Strategies

Marketing Metrics

"SELL," 8th Edition helps you build the professional selling skills valued in today's marketplace. Updated and streamlined content covers the latest sales concepts, industry practices, and technologies, including the role of artificial intelligence in the selling process. Learn how to build customer relationships through storytelling, customer engagement, customer experience strategies, ethical decision-making, and virtual selling techniques. Real-world case studies, role-play activities, and end-of-chapter case studies help you apply key concepts to real-world sales challenges. Cengage's learning platform, MindTap, supports your learning experience by providing you with instant access to course content, quizzes, homework, study tools, and more.

Sell

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

Build an organization engineered for disruption, not just resistant to it In The Adaptive Organization: How to Succeed in an Era of Constant Change, Dr. John Kotter, New York Times bestselling author of 23 books and Harvard Business School professor emeritus, joins his Kotter International colleagues to present a framework for building organizations that thrive amid AI disruption, geopolitical volatility, and cyber threats. The authors argue that incremental fixes to legacy operating models are no longer sufficient. The Adaptive Organization introduces three interlocking shifts required for true organizational adaptability: management practices redesigned to invite rather than stifle change, cultures that inspire leadership from many rather than the few, and broadly distributed change capabilities across the entire workforce. Real-world case studies from NBC Universal, NASA, FedEx, and Netflix ground the framework in proven practice. Readers will also find: <ul> <li>A framework built on five decades of research and two decades of hands-on consulting with Global 5000 companies</li> <li>Strategies for redesigning management practices so they accelerate organizational change rather than obstruct or slow it down</li> <li>Approaches to building organizational cultures where leadership capability is distributed broadly rather than concentrated among the few at the top</li> <li>Methods for embedding change capabilities across the entire workforce to create organizations that anticipate and respond to ongoing disruption</li> <li>Insights drawn from transformations at organizations including Microsoft, Uber, and 3M across more than 20 countries</li> </ul> Designed for senior executives, change leaders, and organizational strategists facing relentless disruption, The Adaptive Organization provides a research-grounded playbook for redesigning management practices, distributing leadership, and embedding change capabilities at every level of the enterprise.

How to Succeed in an Era of Constant Change

The Adaptive Organization

The Product Shift

Series on Innovation and Knowledge Management

Communication And Knowledge Transfer: Theories And Cases In Journalism, Public Relations And Advertising

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

Understand how artificial intelligence is transforming marketing strategy and practice. Artificial Intelligence in Marketing by Kshitij Bhoumik is designed for upper-level undergraduate and postgraduate students studying AI in marketing, digital marketing and contemporary marketing strategy. Bridging the gap between technical capability and marketing decision-making, this textbook considers how AI supports segmentation, targeting, personalization, content creation and performance analysis. From generative AI in campaign development to predictive analytics and social media trend detection, students explore how AI tools enhance marketing effectiveness while maintaining brand integrity and customer trust. Reflective questions and applied exercises at the end of chapters challenge students to engage with current AI tools to create their own marketing content and strategies. This textbook includes: - Clear explanations of foundational marketing principles applied through AI - Structured ethical debates and critical thinking activities in every chapter - Real-world examples from global brands such as Bloom &amp; Wild, Monzo, Heinz, Glossier and Duolingo to illustrate how theory translates into measurable business outcomes - Additional online resources to encourage ongoing learning of new developments and debates in AI Whether preparing for assessment or building future-ready marketing expertise, Artificial Intelligence in Marketing provides students with the analytical skills and strategic confidence to apply AI responsibly and effectively in modern marketing practice.

Theory, Ethical Practice and Strategy

Artificial Intelligence in Marketing

Uncover the psychological shortcuts that shape every decision you make - and learn how to use them in business. Voted #1 in the BBH World Cup of Advertising Books Winner of the Sales and Marketing Category at the Business Book Awards Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research. Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing. 'Actionable, memorable and powerful' - Seth Godin, bestselling author of This is Marketing Now part of the Harriman House Essentials Collection, a series showcasing the very best of business and finance books.

Harriman House Essentials

The Choice Factory

The leaders who thrive over the next decade will not be the ones who compete with AI on its own terms. They will be the ones who invest deeply in the qualities that make them irreplaceable. This is The Human Brand.We are at an inflection point in the history of leadership. The qualities that used to be the bedrock of great leaders--analytical skills, deliverable speed, clear communication--can now be easily matched or outperformed by AI. So if these don't make a leader great, what does?The Human Brand argues it's the fundamentally human qualities of leadership that will make them thrive--the ability to exercise genuine judgment, build real trust, or be authentically present with another human being. Those qualities are not footnotes to leadership. They are what leadership is. That is your human brand and this book provides a clear, grounded, and practical path to building one.<ul><li>In Part 1, you'll tackle the anxiety surrounding AI head-on to better understand your value in the company when AI can do what you used to do. You'll learn what tasks can easily be tackled by AI without value loss and which you should focus on.</li><li>In Part 2, you'll learn the how to develop the four core qualities of the human brand--judgment, empathy, courage, and presence--and what makes them so important.</li><li>In Part 3, you'll translate those qualities into action, learning how to hone the art of storytelling and use your brand to build a company culture that can stand the test of time.</li><li>Finally, in Part 4, you'll learn a framework for self-development and how to leave a legacy built on your humanity.</li></ul>The Human Brand is a book for leaders who want to navigate the AI era not with anxiety, but with clarity, purpose, and a deep confidence in what makes them irreplaceable.

How Leaders Stay Relevant and Competitive in the Age of AI

The Human Brand

The second edition of Strategic Brand Management and Development provides a comprehensive, multi-perspective approach to creating and marketing successful brands, now updated with new content on brand purpose, AI in branding, and expanded case studies including a brand of Indian origin.Readers will gain practical knowledge for developing effective brand strategies through the book's unique combination of managerial, socio-cultural, and psychological perspectives. New features include chapter-opening concept summaries for quick reference, expanded coverage of brand equity models, and new sections on brand purpose and AI in branding. The addition of two in-depth global brand case studies allows readers to see the interconnections between different branding concepts in real-world applications, while updated content on brand activism and aesthetic strategies reflects current industry trends.This textbook is designed for undergraduate and postgraduate students studying brand management, marketing strategy, and consumer behaviour who already possess fundamental marketing knowledge. It is particularly suitable for courses in Strategic Brand Management, Branding, and Brand Design in higher education institutions.Supporting materials include PowerPoint slides with additional content and an updated document with links to sources and examples that can be used in classroom teaching.

An Interdisciplinary Approach to Marketing Successful Brands

Strategic Brand Management and Development

Do The Opposite (sort of)

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