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Sensible Selling Through Sensory
Neuromarketing

Sensible Selling Through Sensory Neuromarketing

How to Stay Valuable When Everything Else Changes

The Future Proof Product Manager

Sportrecht

Levi's former CEO--who joined the company after a 28-year career at Procter &amp; Gamble, where dozens of his direct reports became CEOs of other companies--shares how to build great brands and ignite growth.Levi's was lost. For more than a decade, the company that changed how the world dressed had been stagnating--at one point near bankruptcy--as its iconic product, 501 jeans, faded into a nostalgic relic amid more-fashionable competitors.Fast-forward to today. Levi's are back and just about everywhere, from college campuses and concerts to workplaces and red carpets. Influencers style them. Taylor Swift sings about them, and Beyoncé and Post Malone's hit "Levii's Jeans" compares them to a lover's hug. To paraphrase British Vogue, the jeans beloved by James Dean, Marilyn Monroe, Bruce Springsteen, and Kurt Cobain, as well as presidents and protestors, are once again part of the culture, worn by style icons like Hailey Bieber and Kendall Jenner, as well as moms and dads.This is the inspiring, instructive story of Levi's resurgence, from the CEO who led it.Chip Bergh was a die-hard Levi's fan when he was tapped to be CEO thanks to his track record leading successful brands at P&amp;G. In this brisk narrative, he reveals the most consequential decisions and the six timeless tenets of what he coins "brand-driven leadership" that fueled Levi's revival: origin stories matter; the brand is the business; marketing is an investment, not an expense; be customer obsessed; control how the brand shows up; and play the long game.With rich storytelling and actionable insights, Bergh shows how universal leadership principles returned Levi's to relevance, as he surprises readers with fun facts about the history of the company that introduced denim jeans to the world.For any leader facing crucial strategic choices, and anyone who loves jeans, A Levi's Story is a compelling narrative and a vital resource to start, build, or revive brands and unlock growth.

Leading the Revival of an Iconic Brand

A Levi's Story

Palgrave Studies of Internationalization in Emerging Markets

This edited collection analyzes the challenges, opportunities and strategies that shape the role of digital marketing in the internationalization of African SMEs. Digital economies are expanding rapidly, motivating this volume, which provides critical insights into effective strategies for SMEs seeking to enhance their global competitiveness.The contributors present a nuanced perspective of digital marketing’s impact on SME performance, addressing critical questions about market access, consumer behavior, and brand management.Ideal for entrepreneurs, policymakers, and researchers, this volume serves as a vital reference for those interested in empowering African SMEs to be successful digitally in the global market. Whether you’re a student or a practitioner, this book offers actionable insights to navigate the complexities of digital marketing in emerging economies.Kathy-Ann Fletcher
 is a Lecturer in Marketing in the Dundee Business School, Abertay University, UK. Her research focuses on consumer behaviour, branding and marketing management. She has published in areas of sustainability, digital and social media marketing, consumer behaviour and luxury brands.
 Raphael Odoom
 is a research associate at the Department of Marketing Management, University of Johannesburg, and is currently with the University of Ghana Business School. His research interests are in the areas of branding, digital marketing and small business management. He has published in European Business Review, Journal of Brand Management, Journal of Enterprise Information Management, Journal of Product and Brand Management, Marketing Intelligence and Planning, Qualitative Market Research: An International Journal, Services Marketing Quarterly, Management Research Review, among others.
 Kofi Osei-Frimpong
 is an Associate Professor of Marketing at the Africa Business School, Mohammed VI Polytechnic University, Rabat, Morocco. He is also a Research Fellow at the Vlerick Business School. He received his PhD from the University of Strathclyde, Glasgow, UK. His research interest includes value co-creation in healthcare service delivery, customer engagement practices, social media use, and service design. He is published in 
 Journal of&nbsp;Business Research, European Journal of Work and Organizational Psychology, Computers in Human Behavior, Journal of Marketing Theory and Practice, International Journal of Retail &amp; Distribution Management, Journal of Service Theory and Practice
 , among others.

Challenges, Opportunities and Strategies for SME Internationalization

Digital Marketing in Africa

"SELL," 8th Edition helps you build the professional selling skills valued in today's marketplace. Updated and streamlined content covers the latest sales concepts, industry practices, and technologies, including the role of artificial intelligence in the selling process. Learn how to build customer relationships through storytelling, customer engagement, customer experience strategies, ethical decision-making, and virtual selling techniques. Real-world case studies, role-play activities, and end-of-chapter case studies help you apply key concepts to real-world sales challenges. Cengage's learning platform, MindTap, supports your learning experience by providing you with instant access to course content, quizzes, homework, study tools, and more.

Sell

European Advertising Academy

The sixteenth volume of Advances in Advertising Research presents 12 top papers from the 23rd ICORIA conference in the Netherlands, hosted by Erasmus University Rotterdam. Selected from 152 global contributions, it discusses social media and AI-driven advertising, representation in advertising as well as data privacy, offering valuable insights for researchers and practitioners in advertising, communication and media management.The EditorsDr. Freya De Keyzer
 is assistant professor for Media and Business at the Erasmus University Rotterdam, Rotterdam, The Netherlands.
 Dr. Kyriakos Riskos
 is assistant professor for Media and Business at the Erasmus University Rotterdam, Rotterdam, The Netherlands.
 FH-Prof. Dr. Martin Waiguny
 is Executive Managing Director at the Carinthia University of Applied Sciences in Villach, Austria.

Advertising with a Purpose: Creating Impact through Research Excellence

Advances in Advertising Research XVI

11 Cheatcodes to Unlock the Life You Want

What’s Stopping You?

Contributions to Finance and Accounting

This monograph explores the relationship between financial structure optimization decisions and business performance in an emergent economy. Focusing on Romanian motor parts and accessories wholesale companies, the book provides a data-driven examination of how capital structure influences profitability, return on equity, and financial stability, particularly during periods of economic uncertainty. Drawing on real-world financial data at the national level, the study evaluates the impact of different financing strategies and employs analytical tools such as the Regression Analysis based on the sector's data alongside industry-specific performance indicators to assess performance, leverage and financial profitability.Addressing key themes including financial decision-making under uncertainty, access to capital in emerging markets, and the influence of ownership structures on "long-term outcomes". This book offers valuable insights for academics, finance professionals, policymakers, and researchers. Its findings contribute to a deeper understanding of capital structure dynamics, financial profitability, and business performance within evolving market environments.Rodica Baciu 
 (Bucharest University of Economic Studies, Romania)
 
 is a researcher and entrepreneur with over 25 years of leadership experience in the Romanian automotive sector. Her research interests include corporate finance, financial structure, and insolvency risk in the Romanian context.

Evidence from Romania's Automotive Parts Distribution Sector

Capital Structure and Financial Performance

Connect creator-driven influence with commerce media for full-funnel customer activation In Creator Marketing &amp; Commerce Media: How Creators Can Build Brands and Drive Sales, Frank Dudley, a faculty member at Northwestern University and the University of Pennsylvania and the first Director of the IAB, connects two disciplines that have traditionally operated in silos. With the creator economy projected to approach $500 billion and US commerce media and spend expected to reach $118 billion by 2030, this book shows how content, influence and commerce converge to guide customers from awareness to advocacy.&nbsp; The book introduces four original frameworks. The Customer Choice Journey maps the eight decision stages customers actually move through, and the Six Loops show how leading brands run that journey as a continuous system. The Brand-Creator-Retailer Triangle aligns the three partners who shape every purchase, and The Edge identifies the six creator behaviors that decide whether a campaign delivers. Real-world examples include MrBeast's expansion from YouTube into Feastables, Fenty Beauty and CeraVe building trust through creator partnerships, and Walmart Connect's integration of first-party data with off-site campaigns to drive measurable results.&nbsp; Readers will also discover: <ul> <li>Ready-to-use tools, including creator brief and commerce media activation brief templates, the Hook to Proof to CTA mesasging framework, and an ambassador performance scorecard.&nbsp; </li> <li>How retail media networks, TikTok Shop, connected TV, and digital out-of-home advertising amplify creator influence where purchase decisions happen</li> <li>How AI is reshaping creator discovery, content, targeting, and budget planning&nbsp;</li> <li>Methods to measure and defend creator marketing ROI with multi-touch attribution and marketing mix modeling&nbsp;</li> <li>Compliance guidance for the US, EU, China, India, Singapore, and Brazil&nbsp;</li> <li>Case studies from four continents, including Vessi, Perfect Dairy, Duolingo, Gymshark, and Salesforce, spanning both B2C and B2B.&nbsp;</li> </ul> Written for marketers, brand strategists, agency professionals, and advanced undergraduate, graduate, and executive students in marketing and media programs, this book delivers the frameworks and tools that connect creator marketing and commerce media to real business results.&nbsp;

How Creators Can Build Brands and Drive Sales

Creator Marketing & Commerce Media

Understand how artificial intelligence is transforming marketing strategy and practice. Artificial Intelligence in Marketing by Kshitij Bhoumik is designed for upper-level undergraduate and postgraduate students studying AI in marketing, digital marketing and contemporary marketing strategy. Bridging the gap between technical capability and marketing decision-making, this textbook considers how AI supports segmentation, targeting, personalization, content creation and performance analysis. From generative AI in campaign development to predictive analytics and social media trend detection, students explore how AI tools enhance marketing effectiveness while maintaining brand integrity and customer trust. Reflective questions and applied exercises at the end of chapters challenge students to engage with current AI tools to create their own marketing content and strategies. This textbook includes: - Clear explanations of foundational marketing principles applied through AI - Structured ethical debates and critical thinking activities in every chapter - Real-world examples from global brands such as Bloom &amp; Wild, Monzo, Heinz, Glossier and Duolingo to illustrate how theory translates into measurable business outcomes - Additional online resources to encourage ongoing learning of new developments and debates in AI Whether preparing for assessment or building future-ready marketing expertise, Artificial Intelligence in Marketing provides students with the analytical skills and strategic confidence to apply AI responsibly and effectively in modern marketing practice.

Theory, Ethical Practice and Strategy

Artificial Intelligence in Marketing

WSPC (US)

SERVICES MARKETING (10TH ED)

Fifteen marketing principles that make your brand the one customers choose, not the one they compare Marketing has a strategy problem disguised as an output problem. Teams ship more work than ever and get remembered for less of it. In Outbrand: The 15 Essential Marketing Principles to Outthink, Outposition, and Outlast Your Competition, Chris Aarons gives you a decision system for the moments when the answer is not obvious and the safe choice makes your brand easier to ignore. Aarons is a Wall Street Journal bestselling co-author of The Digital Helix and an award-winning marketing professor at the University of Texas McCombs School of Business. The book works in three moves. Outthink is the strategic choice that sets direction. Outposition is the brand positioning and differentiation that earn relevance. Outlast is the trust and discipline that hold the advantage after competitors start copying you. The principles are not opinions. Aarons interviewed the people whose ideas keep working: Roger Martin on strategy, Rory Sutherland on behavioral science, Marcus Sheridan on trust, Neil Hoyne on customer value, Roger Dooley on friction, Jay Baer on usefulness, and Rob Malcolm, who took Diageo from one of eight global priority brands growing to seven of eight. Aarons pressure-tested all fifteen across three decades with teams at Microsoft, Amazon, Coca-Cola, and Cisco, then on six years of MBAs who demanded proof. Rooted in human psychology and behavioral research, Outbrand holds when platforms shift and tools change. Every principle gives you the contrarian call most teams miss, the research behind it, a brand that won by living it, a brand that paid for ignoring it, and a filter you can run on your own work. Cases include Liquid Death, Oatly, Nike, British Airways, Gong, and Wendy's. Readers will also find: <ul> <li>Brand positioning competitors cannot copy and will not choose, built on Roger Martin's Can't/Won't test</li> <li>A standard for content so useful that customers would pay for it, plus a ninety-day gate that kills what does not earn its place</li> <li>Never Rules that stop good strategy from drifting back toward average</li> <li>Real-world case studies of how Liquid Death, Gong, Oatly, and British Airways built competitive advantage rivals could not copy</li> <li>A quarterly review that keeps the system working after the launch push fades</li> </ul> Written for startup founders, corporate executives, and marketing professionals seeking more than marginal improvements, Outbrand replaces tactical churn with a marketing strategy your team can run the week it arrives. AI and automation made average easy to produce. Judgment is the part that stayed scarce.

The 15 Essential Marketing Principles to Outthink, Outposition, and Outlast Your Competition

Outbrand

Sensible Selling Through Sensory Neuromarketing

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