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Catalogue complet

Colgan L: Level Up Your Sales

Level Up Your Sales

A Sales Playbook That Puts People before Pitches and Still Gets Results

This book fills a significant gap by providing a leadership guide to balance innovation and safety. With the rapid business transformation underway to leverage artificial intelligence (AI), executives must allocate substantial investments in governance, corporate purpose, and risk management tailored to their organization's strategic goals. The stakes are high, and very few organizations are generating positive returns on their investments. As a result, leaders must reevaluate their strategies, focusing on maximizing benefits while curtailing unnecessary costs. This book emphasizes the importance of carefully integrating humans into AI processes and introduces a robust leadership framework that prioritizes innovation without compromising safety. Diverse industry examples offer rich insights into pathways for striking a balance between advancing AI capabilities and mitigating potential risks.This book equips leaders with the tools to navigate the complexities of AI responsibly. It sheds light on often¿verlooked topics in major AI literature, including in¿epth discussions on strategic scenarios, risks and controls, legal frameworks, and effective measurement systems. Offering a wealth of strategic and operational insights from credible sources, this authoritative resource is indispensable for senior executives aiming to design, develop, and implement successful AI initiatives within their organizations.

An Executive Guide to Balancing AI Innovation and Safety

The AI Precipice

Routledge Studies in Innovation, Organizations and Technology

The traditional narrative of innovation often centers around the firm, overlooking the role of the customer as the ultimate judge and beneficiary of innovations. This book challenges the firm's right to define innovation, advocating instead for a customer-centric approach.The ultimate aim of this book is to help innovate both for and with the most critical stakeholder-the customer. To achieve this aim, the book explores various aspects of the customer perspective on innovation through five parts: 1) strategies for increasing market attractiveness through innovation, 2) commercial innovation, 3) social innovation, 4) digital innovation, and 5) innovation outcomes and prospects. Drawing on recent research from national innovation indexes in Norway, Finland, Sweden, Denmark, Spain, Belgium, and the USA, the book presents ideas and examples that explain how adopting the customer perspective on innovation can help transform challenges into opportunities and achieve higher returns.By exploring customer-oriented strategies and discussing the implications of commercial, social, and digital innovations, the book provides a detailed guide for leaders, innovators, entrepreneurs, and students to navigate the complexities of modern business environments. It will be a valuable resource for scholars of innovation management, strategic management, and marketing.

Exploring Commercial, Social, and Digital Innovation from the Customer Perspective

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

Concepts and Practice for the Digital Age

AI Marketing Essentials

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.

The concepts and practices of marketing, as well as the ideologies that impel these, are rooted in specific social and cultural contexts, predominantly those of the USA, and Europe. Moreover, the Western dominance of marketing thought permeates it with Western values such as individualism and rationalism. This has led to important contexts outside these traditions such as India being overlooked. India has an enormously rich and varied culture and history, and this book addresses the need to understand marketing practices within this diverse context. Such an understanding will not only enrich marketing as a discipline, but also provide both Western and Indian marketers and academics with valuable insights into the cultures and behaviors of Indian consumers. By analysing historical writings on business in India from the BCE period to the current period, 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

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 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

Research shows that professional services firms can improve their approaches to attract, retain and develop their clients. However, even those firms that have invested in marketing and business development are now facing the challenges of integration of these functions along with sophisticated digital and global communications. Clients now have opportunities to research potential suppliers through a variety of channels including social media. Many of the large and medium-sized firms have global clients seeking local servicing. This book covers both strategic and tactical perspectives and processes for all involved in seeking, keeping, developing and servicing clients. The text is supported by the annual Marketing Benchmark carried out by Meridian West and the Managing Partner's Forum combined with a new, 2015, BD Benchmark of professional service practitioners. The findings, complemented with interviews with practitioners, fee-earners and clients, will underpin the practical advice and professional service examples provided by the authors. Effective Marketing and Business Development in Professional Services offers a new model of integration between marketing, business development, firm's culture and buyer behaviour. In doing so, it addresses the issues that are at the heart of professional service firms' struggle to survive and thrive in a fast-changing world market.

Research shows that professional services firms can improve their approaches to attract, retain and develop their clients. However, even those firms that have invested in marketing and business development are now facing the challenges of integration of these functions along with sophisticated digital and global communications.    Clients now have opportunities to research potential suppliers through a variety of channels including social media.  Many of the large and medium-sized firms have global clients seeking local servicing. This book covers both strategic and tactical perspectives and processes for all involved in seeking, keeping, developing and servicing clients.  The text is supported by the annual Marketing Benchmark carried out by Meridian West and the Managing Partner’s Forum combined with a new, 2015, BD Benchmark of professional service practitioners.  The findings, complemented with interviews with practitioners, fee-earners and clients, will underpin the practical advice and professional service examples provided by the authors. Effective Marketing and Business Development in Professional Services offers a new model of integration between marketing, business development, firm’s culture and buyer behaviour. In doing so, it addresses the issues that are at the heart of professional service firms’ struggle to survive and thrive in a fast-changing world market.

Effective Marketing and Business Development in Professional Services

Who Speaks for the Customer? uniquely focuses on raising the customer's voice to the strategic level by linking the customer experience to business economics. It also illustrates how businesses can improve their bottom line and succeed by providing outstanding customer experience while still creating a solid profit. The book explores both the theory and the practical foundation to change into or build a customer-centered business that can help transform companies. It is written with the intent of helping business leaders achieve good financial results by leveraging core success factors. Through this process, all of us who are customers might just benefit from a better business experience as well!Successful businesses change and adapt regularly. Change is often inspired by external market factors, such as economic downturns, globalization, politics, pandemics, new technology including AI, and disruptive competitive practices. Businesses are driven to make a profit, and they operate with an internal focus to create and execute strategy that drives the "bottom line." In practice, this often happens at the expense of good customer experience. Companies that take a longer-term strategic view and understand how to include customer experience in their strategy can perform better and achieve more profit than those that focus their strategy primarily on product or market trends or technology. We live in a business era where technology is integral, AI is influencing interactions, personalization is expected, and shifts in generational preferences are changing the way we work and communicate. What used to be "good enough" as a customer experience can now put a company out of business. Customer experience is essential for a company to succeed, but most executives and managers lack a full understanding of what that means for their business.The subscription business model is prevalent in many sectors. Unfortunately, business school curriculum and most legacy businesses do not understand the economics behind these overarching shifts in how business is operated. Businesspeople are unaware of how customer-centered strategy can positively impact this current business environment, and they often choose not to prioritize it. They don't recognize how directly it impacts their bottom line. The information in this book provides existing executives, managers, and those who are studying business with techniques that have the proven potential to change how businesses operate, improve customer experience, and positively impact financial success.

Improving Results with a Customer-Centered Framework

Who Speaks for the Customer?

The first of its kind, this book shows that enterprises owned and managed by their own staff as cooperatives, estimated to be over 300,000 in the world and to employ over 15 million people, can be economically sustainable in the long term and substantially contribute to community development.Comprising 26 case studies, the book showcases how by providing membership and control to worker-member-owners and promoting community empowerment, worker-owned cooperatives have built sustainable businesses and fostered democratic decision-making across various sectors and geographies. The analysis emphasises the importance of education and training, capital accumulation facilitated by supportive regulatory frameworks and inter-cooperative systems (networks, agencies, federations, and peer groups), and the role of worker cooperativism in promoting equality, community development, and environmental sustainability. Worker and social cooperatives are well-positioned to address global challenges by promoting sustainable development, equality, and community-centric solutions. Worker cooperativism has shown a strong capacity to innovate socially, but also technologically, including over the past few years, while providing high levels of employment security and welfare.The book is of great use to practitioners within the cooperative movement, in particular the worker-members of worker and social cooperatives themselves, as well as developers of such cooperatives within the cooperative movement, but also among development NGOs and social movements.

Worker-owned Cooperatives Across the World

Cooperativism at Work

Artificial Intelligence (AI) has transcended its origins as a computational discipline to become a transformative force across nearly every domain of human endeavour.

Innovations, Challenges and Sustainable Business Landscapes

Artificial Intelligence and New Age Technology

The continuing evolution of digital marketing and technology means businesses are no longer confined to local markets for their customer base. With this textbook, students will learn how brands can generate successful international marketing strategies to build customer relationships across borders. International Marketing provides cutting-edge guidance on how to harness the power of digital technologies while maintaining a culturally sensitive and legally compliant approach to international marketing. It combines theoretical frameworks with practical applications and real-world examples, equipping students with the knowledge and tools needed to thrive in an increasingly digital and interconnected world. This textbook is ideal for postgraduate marketing students taking modules on International Marketing as part of their degrees. Features include: - Guidance on how to leverage digital platforms in international marketing, from market entry and dynamic pricing strategies to building brand loyalty across borders - Coverage on how organizations can develop products that meet local market needs and universal quality standards whilst considering environments and societal impact - Examination of legal and regulatory issues in international marketing, as well as the sustainability goals and ethical practices that need to be considered in the global marketplace - Chapter overviews, key learning outcomes, key concepts boxes and exercise questions to support student learning - Online resources of PowerPoint lecture slides, lecturers' manuals and exercise answers.

Utilize a Digital Approach in International Marketing Strategies

International Marketing

Level Up Your Sales

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