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Vieira W: The Impatient Manager

The Impatient Manager

Purpose, Responsibility, and Resonance

Branding as a Cultural Force

Something's changed.Your product's getting copied faster. Buyers are harder to reach. Campaigns cost more and deliver less. The growth engines that used to reliably deliver pipeline and sales are all starting to stall.This isn't a dip. It's a reset. AI is moving faster than most companies can adapt. Market-Led Growth shows you how to rebuild for this new reality, where demand shifts overnight, and the old go-to-market models can't keep up.This isn't a book of hacks. It's a blueprint for running a business that learns faster than the market changes. You'll learn how to spot signals early, test what works, and scale before the window closes. If you're still running the last decade's playbook with diminishing returns, this book will show you what to do instead.

A new operating system for business in the age of AI

Market-Led Growth

In a time defined by accelerating complexity, where technological breakthroughs-from artificial intelligence to blockchain to the emerging contours of Industry 5.0-are rapidly reshaping economic and societal landscapes, the capacity to innovate is no longer optional. It is foundational. Yet innovation itself, while often romanticized as spontaneous or disruptive, demands structure, intent, and governance. It requires systems.This book is a timely and relevant contribution to this evolving field. The publication of the International Organization for Standardization (ISO) 56001 standard in December 2024 marked a significant milestone: for the first time, organizations have access to a formal, certifiable framework dedicated specifically to innovation management systems (IMS). This book both contextualizes and operationalizes that framework.Built around the eight core principles of the ISO 56000 series-ranging from leadership and strategy to value realization, adaptability, systems thinking, and collaboration-this volume translates abstract standards into practical, analytically grounded content. It does so through a structured progression across six chapters and a final annex. Each chapter builds on the ISO 56000 principles to examine not only the theoretical underpinnings of innovation management but also its practical manifestations in organizational life.Drawing from established literature, standards, and real-world practice, this book provides a reliable foundation for anyone seeking to implement or deepen an innovation management system. It will be of particular value to three audiences: practitioners responsible for building innovation capability within their organizations, students eager to understand the logic and structure of innovation systems, and scholars seeking a coherent reference that bridges academic theory with normative frameworks.In this sense, this book is not just a guide to ISO 56001. It is a comprehensive, well-informed resource for engaging with innovation management as a strategic discipline-one that is rigorous, relevant, and indispensable in the present era.

A Guide to ISO 56001 and Its Principles

Mapping Innovation Management Systems

This book offers a comprehensive guide to the fast-growing study tour industry, led by frontline practitioners with rich hands-on experience. Through practical case studies, it examines core topics including market supply and demand analysis, product positioning, brand building, channel strategies, new media marketing, and the use of smart digital platforms. Readers will find clear frameworks and actionable insights for designing study tour programs, building strong brands, and developing effective marketing capabilities.The book brings together forward-looking international perspectives with China's distinctive practices in study tour development. By combining education and tourism, it highlights how study tours can embrace digital transformation and create deeper value for institutions, educators, and students alike. In today's era of quality-oriented education, such integration is reshaping the way young people learn, explore, and connect with the world.

Marketing Practices In Educational Tourism: Practitioner-led Approach To Strategy, Branding, And Innovation

Routledge Companions in Marketing, Advertising and Communication

The Routledge Companion to Critical Marketing curates cutting-edge research in Critical Marketing Studies into a single authoritative volume. Bringing together leading scholars and emerging voices, it offers a comprehensive survey of this vibrant field.This second edition includes new research on digital technologies, including AI, social media, consumer privacy and power relations, as well as sustainability and degrowth. The contributors show how adopting a critical perspective deepens our understanding of marketing theory and practice, illuminates its role in society and reconsiders its relationship with consumers.This seminal work is unmissable for scholars and students of marketing and consumer research as well as those exploring sociology, media studies, anthropology and consumption scholarship more generally.

The Routledge Companion to Critical Marketing

This timely book challenges the prevailing notion that marketing is--or should be--a purely scientific discipline. Drawing inspiration from Germaine Greer's claim that "marketing is the art form of the twentieth century," Tasgal argues that the field's relentless pursuit of scientific rigor--particularly its imitation of physics through universal laws, reductionism, and "arithmocracy"--has suppressed marketing's artistic and cultural essence.Tasgal delivers a powerful call to action for marketers and communicators, urging them to reclaim creativity from the margins and restore it to the heart of their work. He asks why creativity was ever isolated and reserved for a select group of "creatives," rather than recognized as fundamental to all marketing endeavors.The Art in Marketing Book offers a compelling vision for bridging the false divide between science and art in marketing, showing how a shift toward an art-centered approach can unlock greater distinctiveness, creativity, and meaningful insight for brands in today's complex marketplace.

Why we need less science and more art in marketing

The Art in Marketing

In an era where traditional marketing techniques are losing their effectiveness, businesses must embrace innovative and forward-thinking strategies to maintain a competitive edge. AI-Driven Blue Ocean Strategies offers business managers, marketers, and entrepreneurs a detailed reference on how to leverage artificial intelligence to create and sustain new Blue Ocean strategies. By combining the power of Artificial Intelligence with the principles of Blue Ocean Strategy, this book provides actionable insights on uncovering new market opportunities, developing differentiated value propositions, and ensuring long-term business success.
With contributions from a diverse team of experts, this book presents a robust framework for applying AI in market research, consumer analysis, and trend forecasting. Through real-world case studies, readers will learn how leading companies are using AI-driven approaches to break free from saturated markets and establish new, uncontested market spaces. The authors provide an avenue for discussion of all aspects of how AI is transforming marketing and customer experience, from big data analysis and predictive analytics to content generation and real-time customer interactions.

Ai-Driven Blue Ocean Strategies

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

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

Strategy and Applied Practice

Principles of Entrepreneurial Marketing

Retail Marketing in the Modern Age explores contemporary concepts and strategies essential to building successful retail brands globally. The book captures the essence of modern retail marketing by examining both traditional and extended elements of the retail mix in today's dynamic, evolving business environment. It provides a comprehensive understanding of how digital transformation, driven by technologies such as AI, ML, VR, AR, IoT, Blockchain, cloud computing, and data analytics, along with advanced PoS systems, CRM platforms, ERP systems, and RFID technology is reshaping integrated marketing communication, brand campaigns, merchandise management, category management, assortment planning, personalization, and the shopping experience, reflecting the purpose and promise of a brand.Focusing on emerging trends, the book explores new formats and business models, with emphasis on omni-channel retailing and its key constituents. It also addresses the tangible and intangible aspects of retailing, offering insights into how to achieve deeper customer engagement and patronage loyalty. It provides an in-depth overview of contemporary retail design elements, store ambiance, visual merchandising, planograms, and fixtures. Latest, practical insights on Human Resource Management, managing luxury brands, building curated Private Label Brands, mall operations, location strategies, Public Relations, influencer marketing, loyalty programs, and sustainability initiatives provide a holistic outlook.Designed for students, researchers, and professionals in Retail Management, Marketing, and Branding, this book combines theory with practical applications. Through real-world examples, case studies, and illustrations, it equips readers with critical skills to navigate the complexities of modern retail marketing.

Retail Marketing in the Modern Age

Leading experts on greenwashing offer a playbook for achieving competitive advantage by combatting misleading claims and building trust. Greenwashing has reached epidemic proportions, and consumer confidence in business sustainability commitments is falling. Those most affected by greenwashing are genuine green firms, and companies truly committed to sustainability goals can find it hard to communicate their commitments and distinguish themselves in this sea of greenwash. These companies need to confront their rivals head on to win the trust of stakeholders. From Greenwash to Green Trust offers a new paradigm for how to gain and maintain competitive advantage in a world of exaggerated green claims. &nbsp;&nbsp;Building on more than a decade of research on greenwashing, Tom Lyon and Wren Montgomery offer a three-step approach for companies determined to rise above their greenwashing competitors:&nbsp;&nbsp; <ul> 	<li> 		Understand why trust has been broken: First, learn how greenwashing works, and hurts, in today's world.&nbsp;&nbsp; 	</li> 	<li> 		Build trust: Then, look in the mirror, acknowledge your own shortcomings, and substantiate your company's commitment to sustainability goals. 	</li> 	<li> 		Leverage trust: Finally, create powerful relationships to outcompete greenwashers and turn integrity into lasting advantage. 	</li> </ul> In the end, the message of From Greenwash to Green Trust is a positive one. While there are plenty of businesses doing the "right" thing on sustainability, with this novel strategic approach to beating greenwashing, businesses can center transparency and trust—to restore consumer confidence and support rapid growth.

How Honest Firms Win in a World of Spin

From Greenwash to Green Trust

The Impatient Manager

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