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Series on Innovation and Knowledge Management

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

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

This timely book challenges the prevailing notion that marketing is--or should be--a purely scientific discipline. Drawing inspiration from Germaine Greer's claim that "marketing is the art form of the twentieth century," Tasgal argues that the field's relentless pursuit of scientific rigor--particularly its imitation of physics through universal laws, reductionism, and "arithmocracy"--has suppressed marketing's artistic and cultural essence.Tasgal delivers a powerful call to action for marketers and communicators, urging them to reclaim creativity from the margins and restore it to the heart of their work. He asks why creativity was ever isolated and reserved for a select group of "creatives," rather than recognized as fundamental to all marketing endeavors.The Art in Marketing Book offers a compelling vision for bridging the false divide between science and art in marketing, showing how a shift toward an art-centered approach can unlock greater distinctiveness, creativity, and meaningful insight for brands in today's complex marketplace.

Why we need less science and more art in marketing

The Art in Marketing

Harriman House

Why are children more inventive than adults? How do entrepreneurs - and tight-rope walkers - manage risk? And what can magic shows, honeybees and stale tortillas teach us about fresh thinking? The answer to all these questions, and many more, can be found inside this book. But the really amazing stuff is inside your head. That's because - despite the undoubted advances of AI - the human brain remains the world's most powerful generator of great ideas, if you know how to use it. In Your Creative Flame, award-winning adman and author Andy Nairn explains how this supercomputer works - and which buttons to push. Across 24 colourful chapters, he sets out the latest learnings from science but also tells short stories from all walks of life and his 30 years in the creative industry, to show how you can maximise your imagination - even if you don't think you're creative. In particular, he demolishes the myths that are holding you back, shows how you can develop a creative routine that works brilliantly for you and explains how technology can be your friend rather than your enemy. At a time when creativity is more important than ever - for us as individuals, but also to solve the problems facing society and our planet - this book is essential reading. So forget the doom and gloom and recognize the brilliance that lies within you. It's time to unleash your imagination, enrich your life and safeguard your future. It's time to ignite your creative flame.

24 Ways to ignite your imagination

Your Creative Flame

Hidden Code

Secret Science Behind Every Memorable Brand

Hidden Code of Branding

Marketing

Build a repeatable capability to create customer value propositions that win in AI-accelerated B2B markets. Creating Customer Offers with AI is a practical guide for senior commercial leaders, sales directors, key account managers and product leaders who need to develop differentiated offers, align cross-functional teams and turn customer insight into measurable revenue growth. Written by Cranfield Visiting Fellows Richard Brooks MBA, Sue Holt PhD and Mark Davies MBA MSc, this book introduces the Offer Development &amp; Innovation (ODI) framework, a three-phase system covering customer needs analysis, offer ideation and customer value proposition development. It shows how AI can support each phase by strengthening analysis, coaching teams and accelerating the work required to build offers customers understand and act on. Moving beyond prompt engineering, this book helps leaders use AI as a strategic partner in complex B2B environments. It equips you to: Diagnose root-cause customer needs Build cross-functional offer processes Quantify value in customer language Apply AI across ODI stages Shift toward value-based growth Featuring real-world examples from Pfizer, Siemens, ThermoFisher, Grant Thornton, Zoetis and Nylacast, Creating Customer Offers with AI demonstrates how organizations can create unique customer value repeatedly, systematically and faster than the competition. Themes include: customer value propositions, B2B sales strategy, AI for business, offer innovation, value-based selling, commercial transformation

How to Build an Offer that Outsmarts the Competition

Creating Customer Value Propositions With AI

Insights from a Luxury Brand Expert

The Art of Customer Relations

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

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.

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