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Use psychology to tap into your customers' inner narratives in order to create brand stories that really resonate.

Jordan P: Creating a Brand Story

Creating a Brand Story

Use Psychology to Deliver a Customer-Centred Narrative

Section - ONE: Stories and Identities Chapter - 01: Why stories are important Chapter - 02: How stories can speak to customers' identities Chapter - 03: How to find and understand customers' desired identities Section - TWO: Archetypes Chapter - 04: Archetypes and how to use them for market segmentation Chapter - 05: How brands can use archetypes to tap into customers' desires Section - THREE: Methods and Processes Chapter - 06: User requirements Chapter - 07: Branding and brand attributes Chapter - 08: Creating and using personas Chapter - 09: Measuring and evaluating success

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

This essential textbook will equip students to understand core marketing principles through the lens of real-world AI applications. Artificial Intelligence in Marketing by Kshitij Bhoumik is ideal for upper-level undergraduate and postgraduate students taking modules in AI in Marketing and Digital Marketing as part of their Marketing degrees. This textbook bridges the gap between technical possibility and marketing purpose, empowering future marketers to shape the technology, not just adopt it. This textbook includes: - Foundational marketing principles - The role AI plays in enhancing marketing techniques and strategies from using Generative AI to create new campaigns to how AI can be used to spot trends in social media - Real-world examples from global brands such as Bloom &amp; Wild, Monzo, Heinz, Glossier and Duolingo to help students apply theory to practice - Critical ethical questions and debates in each chapter, challenging students to consider issues such as bias, fairness and regulation -Twelve chapters structured around 12-weeks of teaching with activities and pedagogical features to match classroom needs and engage student with real-world technologies and tools

Theory, Ethical Practice and Strategy

Artificial Intelligence in Marketing

Routledge Advances in Risk Management

This book comprehensively reviews existing literature on consumer panic stockpiling behaviour, suggesting strategies to effectively manage supply chains during such disruptions.The book examines the prevalent operation strategies for managing consumer stockpiling based on analytical models and numerical experiments. This includes retailers' inventory preparation, pricing and quota policies, strategic disclosure of information, and persuasion techniques. The work also explores manufacturers' robust sourcing strategies to mitigate disruption impacts. By incorporating real-world case studies from diverse sectors, including retail, manufacturing, and logistics, the book offers evidence-based guidance on which strategies prove most effective in different situations.An invaluable resource for researchers, supply chain managers, retail executives, and policymakers concerned with enhancing supply chain resilience and managing consumer behaviour during periods of uncertainty and disruption.

Effective Management of Supply Chain Disruptions

Consumer Panic Buying in Times of Crisis

Routledge Revivals

First published in 1988, The World Newspaper Industry surveys the state of the world newspaper industry in the twentieth century. This book will be a valuable resource for anyone interested in the historical and economic aspects of the newspaper industry.

The World Newspaper Industry

Discover how to capitalize on what makes your business-and its products-truly valuable to customers In Pay Back: Turning Customer Value into Lasting Revenue, a team of veteran business strategy thought leaders delivers an innovative, pragmatic approach to value that will transform the way you understand competitive advantage and improve your company's financial performance. The authors explain the customer's journey in evaluating what makes a product or service meaningful and unique in the marketplace. They show you how to navigate and translate that evaluation process into sustained revenue. Pay Back offers a step-by-step guide to a continuous process linking product and service investments with realized customer perceptions of value and, ultimately, the firm's financial results. It combines a practical perspective on customer value with a grounded framework you can implement at your own firm. The book offers: <ul> <li>Proven strategies for creating, positioning, and pricing products and services that are meaningful and unique to customers</li> <li>Insightful illustrations of how today's typical interactions between companies and customers unnecessarily waste value, to the detriment of both parties</li> <li>Pricing and monetization techniques that help leaders focus on profitable ways to capture value from different groups of customers </li> </ul> Perfect for company executives who set product and service strategy, Pay Back is also a must-read guide for seasoned business leaders trying to turn around underperforming product lines, as well as MBA students and anyone else with an interest in practical business strategies that deliver results.

Turning Customer Value Into Lasting Revenue

Pay Back

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 Business of Pitching will be the first major work looking at how business pitches for the Public Relations industry are conceived, planned, delivered and assessed. The PR industry is now worth in excess of £13bn and employs around 85,000 people in the UK alone. This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs. The authors' expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.

The Public Relations Perspective

The Business of Pitching

Revealing Corporate Brands

Routledge Research in Human Resource Management

This book examines the critical role of human resources (HR) in advancing sustainability within organisations. It articulates a compelling business case for integrating sustainability into HR practices and explores foundational theories and concepts at the intersection of HR and sustainability. Readers will acquire a deeper understanding of people management strategies designed to attract and retain talent committed to sustainability. The book addresses methods for acknowledging and rewarding employee contributions to sustainability, developing effective training programmes, and fostering employee engagement in sustainability initiatives. It also underscores the significance of an inclusive workplace culture and the role of technology in advancing sustainable HR practices. Furthermore, the book assesses the influence of cultural norms in shaping workplace sustainability efforts, demonstrating how sustainable HR practices contribute to broader organisational, societal, and environmental objectives. It therefore serves as an essential resource for researchers, academics, HR professionals, and students dedicated to promoting socially responsible workplace practices. It holds significant value for those aiming to integrate sustainability into HR strategies to enhance organisational performance and contribute to a sustainable future.

Integrating People Management with Social Responsibility

Sustainable Human Resource Management

This helpful resource shows you how to transform unconvincing messages into compelling copy. The new rules for persuasive messaging. When it comes to messaging, what worked in the past won't work today. Our noisy, digital world has undermined our ability to focus. For a message to grab attention and persuade, it now must pass the SAUCE test and be: Simple, Appealing, Unexpected, Credible, and Emotional.This book comes with a 15-question SAUCE test and a Heat Gauge which allows you to precisely measure the persuasive impact of your messages. Short, easy to read, and packed with visuals, Secret Sauce provides: <ul><li>Clear examples of what works and what doesn't</li><li>Fascinating insights from behavioral and neurological research</li><li>Powerful lessons from successful and failed campaigns</li></ul>Less than 10 percent of marketing messages are truly compelling-engaging the head and heart. Secret Sauce helps you weed out the clutter and craft messages that stick.

How to Pack Your Messages with Persuasive Punch

Secret Sauce

Creating a Brand Story

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