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Catalogue complet

Scott David Meerman: Marketing Lessons
from the Grateful Dead

Marketing Lessons from the Grateful Dead

What Every Business Can Learn from the Most Iconic Band in History

Digital marketing within the travel industry can be complex and difficult for marketers to navigate. From ideation to campaign planning, through to execution and measurement, there are many stages for the modern travel marketer to consider.

Digital Marketing for Travel Brands outlines each of the areas that a travel marketer must understand to get the best from the time and money spent on their marketing endeavours. Providing a holistic approach to digital marketing in travel, author Andy Headington explores how to build a robust digital marketing strategy tailored to your business, how to avoid common marketing pitfalls and what the future holds for technology in the travel industry.
 
In an era of unprecedented digital transformation, the travel industry demands marketing strategies that are both innovative and meticulously crafted. Navigating the intricate landscape of digital marketing requires more than creativity-it demands a strategic approach that bridges imagination with measurable results. Packed with real-world examples from brands such as Trip.com, Princess Cruises and Oasis Travel, Digital Marketing for Travel Brands will be your go to guide to help create better marketing plans which will last beyond the latest fad.

Practical Strategies for Effective Marketing

Digital Marketing for Travel Brands

Develop an understanding of how the principles of neuromarketing can be applied to your everyday marketing for a competitive edge.

Practical Insights for Improving Customer Engagement

Neuromarketing

Luxury Marketing provides students with practical insights into marketing luxury brands, incorporating the latest trends including digital innovation, sustainability and globalization.

While luxury is often associated with exclusivity and high value, marketing luxury products and brands requires a nuanced understanding of history, cultural influences and consumer psychology. Luxury Marketing delves into the European cultural and historical significance embedded in luxury and demystifies the sector by bridging the gap between theoretical concepts and practical applications. This textbook is ideal for postgraduate students taking modules in Luxury Marketing and Luxury Brand Management.

Features include: 
- essential definitions and concepts, showing students how to distinguish between 'luxury' and 'premium' brands and their different approaches to marketing.
- guidance on how to integrate both tradition and innovation by exploring time-honoured brand values alongside current trends like sustainability and digital transformation.
- exploration of the psychology behind luxury consumption, how to appeal to preferences of various consumer segments and the importance of creating unique customer experiences. 
- key concept boxes, exercises and review questions, as well as online resources of lecturer PowerPoint slides and instructor manuals.
- real-world examples from global brands such as Shang Xia, Gaggenau and Aman Resorts.

Develop Innovative Marketing Strategies for Luxury Brands

Luxury Marketing

Consumer trust in advertising has dropped to an all-time low, making it hard for advertisers and marketers to communicate effectively with their audiences. With trust being the single biggest issue affecting the industry, this roadmap for how every practitioner can work to build consumer trust is vital.

The advertising landscape in the 21st century has changed beyond recognition. Whilst some rules remain constant such as the important of creativity, new considerations around volume and the use of customer data in targeting has created new considerations for mid-senior career executives in advertising and new concerns for consumers. With trust in advertising linked so closely with advertising success and positive business results, it's absolutely critical that the industry is able to address the concerns consumers have with advertising and build back trust to ensure advertising can become more effective.
 
Drawing on the latest research and insights from the world's leading sources, Trusted Advertising highlights the issues within the field and provides practical techniques used in advertising to positively strengthen trust. Alongside this, it will explore how trust is protected and maintained as well as how trust in advertising is managed across different media channels and tech platforms.

Featuring real-world examples from brands such as Nationwide, Aldi, Guinness and Giff Gaff, and including insight from Credos, the Advertising Association, the IPA and ISBA, this book will become every advertiser's go-to-guide for creating trusted, effective campaigns.

How to Harness the Value of Trust in Your Brand

Trusted Advertising

This introductory textbook demystifies the complex field of marketing analytics, taking students on a journey from fundamental concepts to practical insights.

Ideal for undergraduate students, beginning to learn marketing analytics, Principles of Marketing Analytics covers:

- Data collection and measurement
- Customer segmentation and targeting
- Marketing campaign optimization
- Machine learning for marketing
- Forecasting future marketing trends

As well as web analytics, social marketing analytics and exploring the potential of generative AI for A/B testing and customer engagement. Learn how to implement data-driven marketing strategies through practical exercises and valuable insights. Online resources include PowerPoint slides and a guide for lecturers, and in-text features include a glossary, key learning points and real-world examples from companies such as Netflix and Airbnb.

Understand Data-Driven Decision-Making

Principles of Marketing Analytics

A new operating system for business in the age of AI

Market-Led Growth

This concise introductory textbook enables students to understand and apply the key concepts of marketing.

Concepts and Contexts

Introduction to Marketing

The Sage Handbook of Industrial Marketing&nbsp;addresses the dynamic and complex landscape of industrial marketing, emphasizing the unique challenges and opportunities within business-to-business transactions. In an era marked by technological advancements and globalization, this handbook offers a comprehensive resource that defines the industrial marketing field, captures its historical foundations, and charts a course for its future. It aims to be a benchmark, offering both retrospective and prospective international perspectives to frame, assess, and synthesize the current state of industrial marketing.
Emphasizing the industrial context, the handbook defines the boundaries of industrial marketing, differentiating it from consumer-focused approaches. It explores the distinctive characteristics of business-to-business products and services within industrial markets, acknowledging the specialized nature of these transactions.
The edited collection aims for a holistic view of industrial marketing, encompassing organizational aspects, customer behavior, market research, customer value proposition, market segmentation, product innovation, product management, marketing communications, channels of distribution, and emerging industrial trends. This breadth ensures that readers gain a deep understanding of the multifaceted nature of industrial marketing.
Recognizing the global nature of industrial markets, the handbook brings together leading scholars from around the world. This inclusivity ensures diverse perspectives, addressing global variations and challenges inherent in industrial marketing practices.
The handbook is thematically organized into sections, each dedicated to a crucial aspect of industrial marketing. This structure allows for an in-depth exploration of specific topics, ensuring a nuanced examination of both traditional and contemporary industrial marketing issues. A dedicated section explores emerging industrial trends, ensuring the collection remains relevant in the face of evolving technologies and market dynamics specific to the industrial context.
The Sage Handbook of Industrial Marketing&nbsp;is an essential resource for scholars, practitioners, and students seeking to navigate the complexities of industrial marketing and leverage opportunities within business-to-business transactions.
Part 1: Field of Business-to-Business Marketing 
Part 2: Business-to-Business Organizations 
Part 3: Business-to-Business Customer Behavior 
Part 4: Business-to-Business Market Research 
Part 5: Business Customer Value Proposition 
Part 6: Market Segmentation and Positioning 
Part 7: Product Innovation 
Part 8: Product Management 
Part 9: Marketing Communications 
Part 10: Channels of Distribution 
Part 11: New Trends
&nbsp;

The Sage Handbook of Industrial Marketing

How can organizations create actionable marketing strategies that are innovative and driven by data? This textbook provides students with a comprehensive, step-by-step framework to harness data for marketing initiatives.

Data-Driven Marketing Strategy enables marketing students to not only comprehend metrics but also interpret them into innovative, influential campaigns that resonate with target audiences while yielding quantifiable outcomes. The holistic approach ensures that students have a complete toolkit for success. This textbook is ideal for upper-level undergraduate students taking modules on Marketing Strategy and Data-Driven Marketing as part of their degrees.

Features include:
- chapters that cover the entire marketing process, from understanding customer needs and crafting value propositions to executing campaigns and measuring results. 
- step-by-step guidance on how to create detailed customer personas, segment audiences effectively and tailor messaging to meet specific needs. 
- material covering the latest trends and tools in digital marketing such as the rise of customer experience (CX) as a key differentiator, in addition to ethical considerations of the use of AI and machine learning for personalization.
- best-practice tips, checklists and real-world examples that make it easy for readers to apply what they learn.
- online resources of lecturer slides and downloadable templates.

How to apply data to achieve measurable results

Data-Driven Marketing Strategy

Through theory and data-driven techniques this postgraduate textbook will help advanced students turn their marketing data into practical insights.

Transform Data into Insights

Advanced Marketing Analytics

Transformational and Wellness-Driven Hospitality

Ultra-Luxury Travel

Marketing Lessons from the Grateful Dead

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