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Contemporary Issues in Marketing

Gbadamosi Ayantunji: Contemporary Issues
in Marketing

Contemporary Issues in Marketing

Principles and Practice

Preface Part I: Introducing Contemporary Marketing Chapter 1: Marketing: The Paradigm Shift Chapter 2: Contemporary Global Marketing Chapter 3: Contemporary Marketing Research Chapter 4: Neuromarketing Part II: Exploring Meanings in Contemporary Consumption Chapter 5: The Contemporary Consumer Chapter 6: Brands, Branding and Brand Culture Chapter 7: Marketing Ethics, Green and Sustainable Marketing Part III: Technology, Business and Contemporary Marketing Chapter 8: Digital Marketing Chapter 9: Entrepreneurial and SME Marketing Chapter 10: Business-to-Business (b2b) Marketing Part IV: Marketing Non-Conventional Market Offerings Chapter 11: Social and Non-Profit Marketing Chapter 12: Nation and Place Marketing Chapter 13: Arts Marketing Chapter 14: Religion and Consumer Behaviour

Routledge Research in Human Rights Law

Business and Human Rights in Africa raises interesting questions about the legitimacy and long-term viability of the business and human rights agenda in Africa, and in developing countries more generally. It explores the key issues for business and human rights in Africa and asks how and to what extent are the UN Guiding Principles changing the law and policy in Africa or the behavior of businesses operating in the continent? The book examines both the international and regional legal and policy initiatives on business and human rights in Africa and how these initiatives are being implemented in selected countries.

History, Politics, Context, and Emerging Trends

Business And Human Rights in Africa

Business Ethics

Grow your brand with smart, psychology-driven marketing strategies Marketing is how you reach the right people with the right message at the right time. But with AI, social media, and digital channels constantly evolving, keeping up can feel like a full-time job. Marketing For Dummies gives you a friendly, accessible roadmap for attracting, engaging, and retaining customers using strategies rooted in real buyer psychology and paired with the tools that matter most right now. You'll get the hang of blending human insight with AI-powered tools for smarter segmentation, creative development, and search optimization, including Generative Engine Optimization. Discover how CRM platforms and personalized messaging can strengthen customer relationships, and explore updated tactics for social media, influencer partnerships, email, and digital advertising that reflect how people actually discover brands today. Inside this book: <ul> <li>Learn how AI fits into your marketing workflow, including its scope, risks, and best practices for brand safety</li> <li>Build dynamic budgets, measure KPIs, and pivot quickly so you avoid wasted spend on campaigns that aren't working</li> <li>Explore psychology and behavior-science techniques that deepen customer understanding and improve loyalty and referrals</li> <li>Create acquisition and retention strategies using account-based marketing, content personalization, and community-driven approaches</li> <li>Master search marketing across GEO, SEO, and Google Ads to boost your brand's discoverability in an AI-driven landscape</li> </ul> Whether you're a small business owner, entrepreneur, student, or career-switcher looking to sharpen your marketing skills, this Dummies guide makes it easy to connect with customers and grow with purpose. Time to get your marketing moving!

Marketing For Dummies

A Global Perspective on Legal Frameworks and Jurisdictional Challenges

Regulating AI in the Workplace

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

Drive measurable growth, engagement and ROI from your content marketing strategy in an AI-driven landscape. High-Impact Content Marketing shows senior marketing leaders, content strategists and digital teams how to turn content into a scalable revenue engine while navigating budget pressure, AI disruption and rising audience expectations for authenticity. As content marketing reaches a critical inflection point, this second edition provides a clear, strategic framework for delivering impact across channels while maintaining trust and relevance. Written by Purna Virji, a globally recognized marketing leader and Principal Consultant at LinkedIn, this award-winning book combines behavioral science with proven content strategy to help organizations stand out and convert. Drawing on real-world examples from Patagonia, Duolingo and Morning Brew, it demonstrates how leading brands align creativity with commercial outcomes and build sustainable competitive advantage. You'll learn how to: - Build high-impact content strategies aligned to revenue goals - Apply behavioral science to increase engagement and conversion - Measure ROI using attribution and revenue influence frameworks - Integrate AI into content workflows responsibly and effectively - Scale distribution across channels to maximize reach and performance This second edition includes new guidance on AI-augmented workflows, multi-touch attribution models and inclusive prompt engineering to reduce bias and risk. It also highlights how subject matter expertise creates defensible advantage in an era of automation. Future-proof your content marketing approach with a strategic, data-led system designed to deliver measurable business results, strengthen customer relationships and sustain long-term growth. Themes include: content marketing strategy, AI in marketing, customer engagement, marketing ROI, content distribution, behavioral science

Strategies to Make Your Content Intentional, Engaging and Effective

High-Impact Content Marketing

Routledge Research in Sustainability and Business

This book explores what it will take for corporate sustainability to move beyond sustainability-as-usual and considers how accelerating cultural, societal, and political shifts are reshaping the path forward.As businesses confront intensifying environmental and societal pressures, a deeper tension has come into focus: the challenge of driving meaningful change within an economic system still fundamentally optimized for growth and profit maximization. Framed around the challenge of reimagining what transformative sustainability can look like, this collection draws on over a decade of the author's published work to critique, reimagine, and reconstruct the models, assumptions, and strategies companies use to pursue sustainability. The book is structured into five thematic chapters, each bookended by framing essays that connect and contextualize the selected articles around the chapter's key themes, with postscripts following selected articles to consider recent updates. These chapters explore topics such as regeneration, degrowth, innovation, systems thinking, and personal agency, all from a strategic design perspective. Overall, the book questions foundational assumptions in the corporate sustainability playbook while proposing bolder, more relevant, and more adaptive approaches that respond to the complex realities of today's world.The New Sustainability Sandbox will be a great resource for sustainability professionals, business strategists, designers, and educators working at the intersection of sustainability and business. It will also be of interest to students and researchers of sustainable business, design for sustainability, organizational change, and innovation strategy.

Breaking Free from Business-as-Usual

The New Sustainability Sandbox

Deliver measurable business impact by transforming customer advocacy into a strategic driver of growth, retention, and executive influence. Customer Advocacy That Counts is the definitive guide for customer advocacy, customer marketing, and customer experience leaders who need to prove value, secure stakeholder buy-in, and connect advocacy initiatives to business performance. Written by Alison Bukowski, this practical and evidence-based playbook addresses one of the biggest challenges facing advocacy professionals today: demonstrating strategic impact in environments where influence often matters more than authority. Drawing on frameworks, diagnostic assessments, stakeholder management tools, and executive communication templates, Alison Bukowski provides a structured approach to aligning advocacy with organizational priorities. Featuring insights and real-world examples from leaders at Google, Microsoft, Siemens, Adobe, Freshworks, Forrester, and Optum/UnitedHealth Group, the book shows how high-performing advocacy teams translate customer engagement into outcomes that executives understand and support. You'll learn how to: - Measure advocacy impact using meaningful business metrics - Build executive influence without direct authority - Align advocacy programs with revenue and retention goals - Communicate value using leadership-focused business language &gt;Customer Advocacy That Counts equips you with the tools, frameworks, and leadership mindset needed to turn customer advocacy into a measurable source of growth and competitive advantage. Themes include: customer advocacy, customer marketing, customer experience, stakeholder management, customer retention, executive influence, business impact measurement, advocacy strategy, revenue growth, customer-led growth

How to Build Influence and Drive Customer Experience Results

Customer Advocacy That Counts

Most people believe success in sales comes from the right pitch, the right script, or the right opportunity. Durale Harper believes it comes from something far simpler and far harder to master: standards, discipline, and real relationships.In Sales Unscripted, Durale Harper shares the lessons that shaped his journey from the field to leading high-performing teams in one of the most competitive industries in the country. Drawing from years of real experience in the beverage and consumer packaged goods business, Harper reveals what truly separates average performers from those who consistently win.Through honest stories, practical insight, and direct challenges, Sales Unscripted shows how relationships open doors that pressure and persuasion never will. Harper explains why discipline, preparation, consistency, and service build the kind of trust that leads to long-term success.This is not a book about shortcuts and quick wins. It is about showing up with purpose, building real relationships, and holding oneself to a higher standard every day.For professionals who want to grow, lead, and win the right way, Sales Unscripted delivers a simple truth: Success is built one relationship, one decision, and one standard at a time.

Dominate Any Market Without Scripts Or Gimmicks

Sales Unscripted

The Product Shift

Organizations in Context

Contemporary Issues in Marketing

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