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BUSINESS &amp; ECONOMICS / General

Payne M: How to Kill a Unicorn / LF

How to Kill a Unicorn

and Build Bold Ideas that Make It to Market, Transform Industries and Deliver Growth

Routledge Studies in the History of Marketing

This book addresses the need to understand marketing practices in the context of the rich and varied history of India. Such an understanding will not only enrich marketing as a discipline, but also provide marketers and academics with valuable insights into the cultures and behaviors of Indian consumers. By analysing historical writings on business in India over 2000 years, and providing a coherent narrative of the marketing practices during these periods, it critically engages with the larger socio-economic structures which influenced, and were influenced by these practices. All scholars of marketing history will find this a fascinating and unique assessment of a highly significant market.

History of Marketing in India

This book presents a cohesive collection of cutting-edge research focused on advanced decision-support methodologies for complex and ambiguous operational contexts. This volume systematically assembles ten pivotal studies employing uncertain decision-making, multi-criteria decision analysis (MCDA), and tailored optimization models to address substantive challenges in supply chain management, sustainable operations, and strategic planning.The contributions span a rigorous methodological spectrum, including fuzzy PDCA cycles for green performance evaluation, hybrid MCDM frameworks for lean tool selection, and robust optimization for resilient network design. Applications are drawn from critical domains such as healthcare logistics during epidemic response, sustainable supply chain configuration, and large-scale project trade-off analysis under resource constraints. Each chapter demonstrates the translation of theoretical computational models into applied solutions for decision-making under volatility, incomplete information, and multi-objective pressures.This volume will serve as a significant reference for academics and graduate researchers in management science, operations research, and industrial engineering. It provides a structured examination of how contemporary soft computing and operational research techniques can be leveraged to enhance analytical rigor and strategic outcomes in the face of pervasive environmental uncertainty.The chapters in this book were published in International Journal of Management Science and Engineering Management.

Innovation Decision-Making Under Uncertain Environment

From Modern Marketer to Executive Leader

Design the leadership the future demands. You don't have to choose between results and relationships, authenticity and authority, or success and sustainability. Leadership by Design gives you the blueprint to build all three, without compromise.This isn't a book about leadership theory. It's a hands-on playbook for designing influence that lasts. Grounded in a proven three-part framework-Winning Hearts, Building Your Brand, and Achieving Success-this guide will help you:· Forge real trust and an emotional connection that makes people want to follow you· Shape how your leadership is perceived through bold, intentional choices· Deliver results that matter-measured in meaning, values, and legacyEach strand strengthens the others, forming an unbreakable rope of leadership that holds under pressure and adapts through change.This book is an invaluable resource specifically tailored for leaders, educators, and anyone keen on navigating the dynamic crossroads of leadership and personal branding, empowering professionals to ascend to new heights.Stop improvising. Start architecting. Great leadership isn't born-it's designed.

Winning Hearts, Building Your Brand, and Achieving Success

Leadership by Design

Use this jargon-free, step-by-step guide to create an agile, customer-centric marketing strategy and unlock the full capability of data and analytics.

Leverage Analytics, Data and AI to Optimize Marketing Strategies

Marketing Metrics

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

Proven blueprint to master the art of sponsorships and start signing million-dollar deals The Sponsorship Bible: The Proven Framework for Winning Marketing Partnerships Across Any Industry shatters the mystery surrounding lucrative partnerships with a revolutionary methodology that transforms sponsorship from haphazard logo-slapping into a precision-engineered revenue machine. Drawing on strategies implemented by thousands of real-world clients, this book reveals the exact framework that propels organizations from sending ignored proposals to closing substantial six- and seven-figure deals. Written by Chris Baylis, the undisputed authority in the sponsorship industry, this book is packed with word-for-word scripts, plug-and-play templates, and battlefield-tested frameworks that eliminate guesswork and replace it with a methodical system for partnership success. Readers will gain insights on: <ul> <li>The astonishing raw numbers behind sponsorships, the ultimate untapped goldmine in modern marketing-a $200+ billion industry exploding at 9% annually, where budgets outperform traditional advertising three-to-one</li> <li>The entire process of securing sponsorships, from initial audience identification to proposal creation, prospect outreach, discovery calls, negotiation strategies, and renewal tactics</li> <li>The psychology, language, and tactics that consistently drive seven-figure deals in today's most competitive markets</li> </ul> The Sponsorship Bible is required reading for professionals across every conceivable sector-festival organizers, museum directors, esports producers, nonprofit executives, podcast creators, university development officers, and beyond-seeking to unlock transformative revenue using proven techniques.

The Proven Framework for Winning Marketing Partnerships Across Any Industry

The Sponsorship Bible

Rigorously revised, with brand new chapters on additional private sources of funding, due diligence, sustainable finance, and deep tech investing, the second edition of this successful textbook provides a cutting-edge, practical, and comprehensive review of the financing of entrepreneurial ventures. From sourcing and obtaining funds, to financial tools for growing and managing the financial challenges and opportunities of the startup, this engaging text will help entrepreneurs, students, and early-stage investors to make sound financial decisions at every stage of a business' life. The text is grounded in sound theoretical foundations with a strong European perspective and reference to the Middle East and Africa. New case studies and success stories, and up-to-date perspectives from experts and the media, provide real-world applications, while a wealth of activities give students abundant opportunities to apply what they have learned. A must-have text for graduate and undergraduate students in entrepreneurship, finance, and management programmes, as well as aspiring entrepreneurs and early-stage investors in any field.

The Art and Science of Growing Ventures

Entrepreneurial Finance

Routledge Studies in Innovation, Organizations and Technology

Increasingly firms are moving away from the 'closed innovation paradigm' in which most R&amp;D is carried out in-house, in isolation and secrecy, to a more open way of working in which firms actively collaborate with other companies and institutions. Although this 'open innovation' is receiving more attention in academic research, the existing literature is largely qualitative and focused on the practices of high-technology multi-national firms and generally ignores the work being carried out in this area by SMEs. Using a combination of theory and cutting edge empirical (quantitative) investigation, Pooran Wynarczyk strives to address this major gap in current literature.

How to Kill a Unicorn

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