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Gottsegen P: Do The Opposite (sort of)

Do The Opposite (sort of)

Unlocking Opportunity by Overruling Conventional Wisdom

Routledge Revivals

First Published in 1965, The Marketing of Industrial Products is the product of diverse talents and experiences. The first words of Aubrey Wilson's introduction to this book emphasise the importance and relevance of industrial marketing to everyone connected with industry. He goes on to stress the need to set industrial marketing into a wider perspective and, at the same time, to provide for the urgent requirements of students for a basic authoritative book.Each chapter (with one exception) is an original contribution, especially commissioned for the book which has been devised and edited as an integrated work. The editor comments that there can be few if any people who are able to write with equal authority on each function of marketing. He has therefore invited eighteen leaders in their own particular function to contribute to this book. It immediately establishes itself as a standard work. This is a must read for students of marketing and business management.

The Marketing of Industrial Products

In our hyper-connected world, where every interaction generates valuable data, artificial intelligence (AI) is having a profound impact on marketing, marketing research, and customer data analytics.This book sheds light on the untapped potential of AI-driven analytics in market research so that businesses can better understand and interact with their customers. The transformation of marketing and market research over recent decades has only accelerated thanks to breathtaking AI developments that are reshaping data analytics and insights generation while enabling more effective foresight and actionability.These technologies are moving the field beyond solicited customer opinion, traditionally gathered through surveys and focus groups, allowing marketers to leverage unstructured big data for a whole new type of customer feedback: the unsolicited opinion. Acting as a guide to what's possible, the book explores the redefinition of insight in the age of AI and stresses the need for every true insight to inspire action. It dives into techniques for analysis and the AI science behind the analytics, automated brand recommendations, and content creation, introducing AI-specific research and data analysis tools. The birth of synthetic data is discussed, with advantages including privacy compliance, cost-effectiveness, and the ability to generate diverse datasets on demand. The book also covers critical ethical issues, such as data privacy, algorithmic bias, transparency, and the potential for AI to be used manipulatively, and raises important questions around knowledge, creativity, and the future of the field of marketing research.This book's clear-eyed guidance and thoughtful reflections will benefit anyone involved in marketing, market research, digital advertising, and business strategy, including CX practitioners, business leaders tasked with delivering growth, data scientists, marketing agency executives and consultants, and advanced business and marketing students.

Marketing Research Reconfigured

AI Powered Insight

Contemporary Management Practices

In a time when consumers are more eco-aware than ever, this book provides a clear framework for businesses to make marketing decisions that not only drive profitability but also positively impact the environment and society. Through its demonstration of how companies can thrive by integrating sustainability into their core marketing strategies, it is designed for businesses who are looking to grow responsibly in emerging markets. Divided into two parts - 'Consumer-Driven Marketing Strategy' and 'Purpose-Driven Marketing Strategy'-it emphasizes the importance of offering eco-friendly products, fostering meaningful local partnerships, and aligning marketing efforts with the values of conscious consumers. What makes this book unique is its focus on practical solutions tailored to emerging markets, where cultural, social, and environmental factors create both challenges and opportunities. Covering sectors like manufacturing and retail, it demonstrates how sustainability and smart marketing decisions can work together to drive long-term success. This is an essential resource for building a profitable, future-ready business aligned with global values. Part of the Contemporary Management Practices series, this book will be useful to academics, research scholars, and industry practitioners who are interested in marketing, business strategy, sustainability, and environmental management, marketing management, sustainable business, consumer behaviour, business environment, strategic management, strategic marketing, and green marketing.

Navigating Marketing Decisions for Sustainable Growth

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

A practical, research-based guide to maximizing the most overlooked driver of lasting success and fulfillment--your values.What if one simple shift could make you feel as satisfied as getting an $84,000 raise? Research shows that really understanding your core values--and living by them--can deliver just that. Yet most of us struggle with this. We go about our work and our lives with only a vague sense of the values that underpin everything we do.In What Do You Really Stand For? Columbia Business School professor Paul Ingram reveals that values are far more than a moral compass--they're a source of advantage that can boost your performance, your leadership effectiveness, and your well-being.Drawing on decades of research and the frameworks he's used with students and executives, Ingram presents a set of exercises and tools to help you articulate your values, integrate them into your work and life, build stronger relationships, and achieve better outcomes in all that you do.Whether you're navigating a career decision or managing conflict, leading a team or an entire organization, or simply trying to live with greater purpose, What Do You Really Stand For? offers a powerful guide to taking more intentional control of your life and career--and leading yourself and others with more clarity, confidence, and purpose.

The One Question That Will Transform Your Work and Life

What Do You Really Stand For?

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

The International Conference on Business Innovation (ICOBI) marks its eighth successful edition this year, continuing its legacy as a premier academic platform that bridges the disciplines of Management and Education. Organised by the Faculty of Business at NSBM Green University, ICOBI 2025 stands out for its broad thematic coverage and global reach. This year's conference features an impressive array of thematic tracks including: Economic Advancements and Business Analytics; Entrepreneurial Ecosystems and Innovations; Events, Tourism and Hospitality Management; Governance, Compliance and Legal Enforcements; Human Resource Management and Applications; Logistics and Supply Chain Management; Manufacturing and Service Operations; Marketing and Branding; Media and Communication; Strategic Business Transformation and Project Development; Accounting and Finance; Global and Sustainable Business Management; Adaptive Learning and Educational Practices; and Technology-Enhanced Language Learning.A distinct feature of ICOBI is its interdisciplinary focus, combining insights from both the management and education spheres to foster cross-disciplinary dialogue and collaboration. The conference will host three distinguished keynote speakers, both local and international, who will address cutting-edge developments in both management and education. This year, ICOBI has attracted submissions from a diverse pool of scholars and practitioners, with around 90 papers already received, of which approximately 25% are authored by international contributors from countries such as Brazil, India, UK, Sweden, Australia, Indonesia and UAE.What sets ICOBI apart is not only its thematic richness but also the quality and rigour of its review process. Papers are reviewed by a panel of respected academics and professionals from both local and international universities, ensuring high scholarly standards. The conference is expected to draw a vibrant audience comprising academics, researchers, industry professionals, and postgraduate students, both from Sri Lanka and across the globe, making it a truly international forum for exchanging innovative ideas and practices in business and education.

Applied Research in Business and Education

Inclusion isn’t a program. It’s a practice. It’s also the future of leadership.
Whether you're a leader in business, education, nonprofits, or community organizations or working in HR, management, or coaching- Coaching Inclusion&nbsp;provides practical tools to translate values into action. Grounded in global coaching experience across Asia, the Middle East, Europe, and the U.S., this book offers a roadmap for leading with empathy, navigating power dynamics, and embedding inclusive behaviors into everyday work.
Through real-world case studies and practical scenarios, you’ll discover what inclusive leadership looks like in action. Learn how to listen deeply, ask better questions, challenge assumptions, and build habits that create meaningful, lasting change—without relying on checklists or labels.
This book takes a forward-looking approach, calling for a more human, connected&nbsp;style leadership&nbsp;style, grounded in the belief that inclusion is not an add-on, but a defining practice for ethical, effective, and future-focused organizations.
Written in an accessible and natural style, the author draws upon extensive coaching experience with executive teams across the Asia Pacific region and beyond. This practical expertise adds depth and applicability to the insights shared within the book, making it a valuable resource for leaders committed to building inclusivity in their organizations.
Inside you’ll find:
<ul>
<li>Practical tools and coaching strategies to support inclusive behavior change</li>
<li>Reflective exercises to guide individual and team development</li>
<li>Insights on appreciating the whole person and navigating the challenges of language and interpretation across cultures</li>
</ul>

Inclusion isn’t a program. It’s a practice. It’s also the future of leadership.
 Whether you're a leader in business, education, nonprofits, or community organizations or working in HR, management, or coaching- 
 Coaching Inclusion
 &nbsp;provides practical tools to translate values into action. Grounded in global coaching experience across Asia, the Middle East, Europe, and the U.S., this book offers a roadmap for leading with empathy, navigating power dynamics, and embedding inclusive behaviors into everyday work.
 Through real-world case studies and practical scenarios, you’ll discover what inclusive leadership looks like in action. Learn how to listen deeply, ask better questions, challenge assumptions, and build habits that create meaningful, lasting change—without relying on checklists or labels.This book takes a forward-looking approach, calling for a more human, connected&nbsp;style leadership&nbsp;style, grounded in the belief that inclusion is not an add-on, but a defining practice for ethical, effective, and future-focused organizations.Written in an accessible and natural style, the author draws upon extensive coaching experience with executive teams across the Asia Pacific region and beyond. This practical expertise adds depth and applicability to the insights shared within the book, making it a valuable resource for leaders committed to building inclusivity in their organizations.Inside you’ll find:<ul><li>Practical tools and coaching strategies to support inclusive behavior change</li><li>Reflective exercises to guide individual and team development</li><li>Insights on appreciating the whole person and navigating the challenges of language and interpretation across cultures</li></ul>

Empowering Behaviours for Positive Change

Coaching Inclusion

In the age of social media as personal television, it's not about being the best at what you do, it's about being the best at getting the right people to see it. Guru, Inc. reveals how to position yourself as the go-to authority in your niche and build a personal media company that turns attention into influence, trust, and revenue. Digital marketing expert AJ Kumar reveals the hidden journey from having expertise to becoming the next level thought leader everyone turns to for answers. Most experts focus on getting better at their craft, but the real game is creating such a strong mental association that people can't think about your niche without thinking about you. Drawing from growing up around spiritual gurus, working with TV stars, and helping experts build million-dollar personal brands, Kumar shows how to make this internal shift and transform your very presence into something people seek out, remember, and can't ignore. Inside, you’ll discover: <ul> <li>The Guru Ladder: Go beyond Level 3, where most experts plateau, and rise to guru status.</li> <li>The 3 Strategic Moves: Become the name people default to when they need your expertise, without shouting louder.</li> <li>Return on Attention Created (ROAC): Turn views into value by measuring what actually moves the needle.</li> <li>The Personal Media Company Model: Run your social media like a TV exec, not a wannabe influencer, and become binge-worthy by design.</li> <li>The Hidden Language of Virality: Trigger emotion, stop scrolls, and create content that feels personal to every viewer.</li> <li>Breaking the VOLT: Cure the Virus of Limited Thinking that keeps most experts stuck in obscurity.</li> </ul> This isn't about posting more or getting lucky with the algorithm. It's about understanding why some experts naturally command respect while others with the same knowledge get ignored. The difference isn't talent or luck, it's an internal shift that changes how people perceive and respond to you. With a foreword by Neil Patel, Guru, Inc. will show you how to position your expertise, but the real transformation happens in how you see yourself. Most experts wait for permission to lead. The ones who break through simply decide they already belong. Your expertise deserves to be seen. This book shows you how to make that happen.

Win in the Creator Economy, Build an Iconic Brand, and Become the Go-To Authority in Your Niche

Guru, Inc

If you’ve ever tried to build, launch, or grow a tech product, you’ve probably wrestled with this question: how do we really win customers’ hearts and minds? Most tech ventures fail to stand out or connect meaningfully with customers until it’s too late. What separates promising products from true market leaders isn’t just great technology—it’s embedding brand power into your product’s DNA from day one, not as an afterthought after the product is built. Too many founders and product managers dismiss brand as a fluffy marketing activity that can wait. That assumption kills promising products. As global brand and marketing leader Lifang He reveals, when you build in brand power from the start, you don’t just build better products and experiences, you create a far more valuable business. That’s the hidden opportunity most companies miss. Drawing on everything she’s learned from launching and scaling breakthrough products for Apple, Amazon, and Ring, plus hard-won lessons from leaders at Rivian, Airbnb, Robinhood, Notion, and other category winners, she offers a repeatable framework for: <ul> <li>Building brand power into product development, go-to-market, and scaling strategies.</li> <li>Transforming customer experiences to drive differentiation and value.</li> <li>Leading cross-functional teams to maximize product success from the earliest stages.</li> <li>Navigating AI’s impact on branding, customer experience, and product growth.</li> </ul> Written for founders, product builders, marketers, business leaders, and anyone driving innovation and growth, Brand Power Built In gives you the insider playbook to win customers’ hearts and minds from day one and across the entire product journey. Brand is how you win. This book shows you how.

How Tech Products Really Win Hearts and Minds

Brand Power Built In

Au cœur de l'expérience client explore les mécanismes qui influencent le comportement des consommateurs, du magasin traditionnel aux environnements digitaux. À travers des analyses qualitatives et des cadres conceptuels, ce livre révèle comment chaque interaction, chaque dispositif phygital et chaque élément de l'expérience peut déclencher l'achat impulsif et renforcer l'engagement des clients.
Destiné aux professionnels du marketing, aux commerçants et aux étudiants, cet ouvrage propose un panorama complet des tendances actuelles et des stratégies efficaces pour concevoir une expérience client mémorable. Il met en lumière les leviers qui transforment une simple visite en magasin ou en ligne en un moment captivant et irrésistible, capable de générer fidélité et satisfaction.
Pratique et accessible, ce livre fournit des insights précieux pour comprendre les comportements d'achat et optimiser l'expérience client dans un monde de plus en plus phygital. Découvrez comment l'expérience client peut devenir un véritable moteur de performance et un atout stratégique pour toute entreprise moderne.

Comment Transformer chaque Interaction en Achat

Au Coeur de l'Expérience Client

Leveraging its distinctive global perspective on the business-to-business (B2B) marketing environment, the fifth edition of this well-regarded textbook provides readers with essential strategies for navigating the increasingly borderless world of B2B marketing today.All chapters have been updated to incorporate contemporary research insights on B2B marketing. New material has been added throughout the book addressing cutting-edge technological developments in the B2B sphere, particularly artificial intelligence, empowering readers to confidently overcome the disruption affecting the field and instead harness the strategic opportunities offered by these changes. This textbook is supported by a wealth of pedagogical features, also revised for this edition, such as international case studies and real-life examples, accompanying case questions, talking points, chapter objectives, chapter summaries and review questions.Comprehensive and readable, this book is ideal for advanced undergraduate and postgraduate students of B2B marketing, marketing management and marketing strategy.Online supplementary resources include chapter PowerPoint slides and a comprehensive instructor guide containing teaching notes, practical exercises, a test bank of exam questions and essay topics, and an additional case study with questions designed for each chapter topic to aid student learning.

A Global Perspective

Business to Business Marketing Management

Do The Opposite (sort of)

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