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Business and Management (R0)

Varsha Jain

Githa S. Heggde

Russell Belk

George Spais

Marketing in the Digital Age

Insights into Consumer Decisions, Social Influence, and Responsible Marketing

&lt;p&gt;Chapter 1: Consumer Involvement in the Digital Era Classical Insights and AI Applications in India.- Chapter 2: Consumer Responses to Influencer Marketing Does Mindfulness lead to Mindful Consumption.- Chapter 3: Travel 2.0 The Role Of Cognition And Affect In Consumer To Consumer C2C Travel Influence.- Chapter 4: The Hungry Calls The Influence of Push Notification on Impulse Buying From Food Delivery Apps.- Chapter 5: LetS Talk Money The Role of Fin Influencers Inshaping GenzS Investment Willingness.- Chapter 6: Fall out to Building Reputation Leveraging Social Media Influencers in Managing Brand Crisis. Chapter 7: How Online Brand Communities Affect Consumer Engagement.- Chapter 8: From crafting Moments to Marketing The Conceptualization and Conceptual Framework of Moment Marketing.- Chapter 9: Advertising of CSR Activities and its Impact on Brand Equity A Study of FMCG Sector in India.- Chapter 10: Effects of Sustainable Marketing Practices on Consumer Buying Behaviour in Quick Commerce.- Chapter 11: Consumer Data Privacy on User-Created Content - Designing Consumer Personas to Privacy Concern.- Chapter 12: Posts Privacy and Plight&amp;nbsp; Investigating Ethical Boundaries of Consumer Data Usage.- Chapter 13: The Impact of Marketing Analytics on Business Performance Navigating Consumer Insights and Ethical Considerations.- Chapter 14: The Impact of Heatmap Metrics on Consumer Decision Making in Metaverse Fashion Spaces.- Chapter 15: Impact of Online Food Aggregator OFA Loyalty Programs on Customer Loyalty An Empirical Study.&lt;/p&gt;

Mastering Fashion Management

Fashion Advertising and Public Relations offers a historically-grounded analysis of advertising and public relations in the fashion industry. This unique textbook will be valuable for students of fashion marketing, business, and communication undergraduates studying public relations and advertising considering a career in fashion.

A Historical and Sociological Perspective

Fashion Advertising and Public Relations

This textbook explores the core concepts and contemporary themes of consumer behavior relating to the digital environment.Illustrated through lively short examples and longer case studies from around the world, the book explores how technology influences consumers' cognitive, affective, and behavioral aspects and how the consumer makes decisions in this context. Highly comprehensive, topics covered include data-driven consumer decision-making, consumer value co-creation, consumer knowledge sharing, social media, social factors, customer experience, diversity, and inclusion. Each chapter begins and ends with a case, providing live situations where students can connect with the core concepts, chapter objectives, key learning points, and discussion questions to frame and structure learning.Offering an in-depth understanding of the dynamic changes in consumer behavior, this text is ideal core reading for advanced undergraduate and postgraduate students studying consumer behavior, particularly in the digital environment, customer experience management, digital marketing, and the digital consumer.Online resources include PowerPoint lecture slides and a test bank.

Digital Consumer Behavior

If you are a volunteer fundraiser and face the challenge of needing to raise funds for a charity, Charitable Incorporated Organisation (CIO), Community Amateur Sports Club (CASC) or voluntary/community group, this book is for you.The Volunteer Fundraiser's Handbook is the essential companion for all those who need to raise money through professional-level fundraising strategies-without the professional price tag. This extensively revised second edition bridges the gap between professional fundraising knowledge and volunteer-led implementation. Drawing on Jimmy James' decades of experience raising millions for charities, this practical handbook provides insights into the methods of fundraising, governance and communications. Specifically, this second edition covers these important new developments:<ul> <li>Communications: The increase in use of social media and What's App; the changing use of websites;</li> <li>National and international events: Brexit and the loss of European funding; the short and long-term effects of coronavirus and the current economic situation;</li> <li>Digital Fundraising: Leverage QR codes, text-to-give, fundraising platforms, and crowdfunding techniques specifically designed for volunteer-led campaigns;</li> <li>AI-Powered Fundraising: Harness artificial intelligence tools to multiply your effectiveness while working with limited volunteer resources.</li> </ul>The book provides the key answers volunteer fundraisers are looking for - in one simple guide.

The Volunteer Fundraiser's Handbook

This book explores the evolving art of public speaking, a timeless skill rooted in persuasion, leadership, and teaching, as it undergoes a profound transformation in the age of artificial intelligence and immersive technologies. Many experience performance anxiety when preparing presentations, searching for the right words, slides, and script to feel prepared.For example, Bank of America's VR training program, iCoach - an AI-powered conversation simulator for practicing difficult interactions - reports that 97% of employees feel more confident applying what they learned after simulations. Similarly, an Intel case study with HTC Vive Enterprise found that immersive training reduced costs and delivered an estimated 300% ROI over five years, with 94% of trainees requesting additional VR courses. According to PwC's 2022 Metaverse Survey, 51% of companies are now integrating VR into their strategy or have already built it into at least one business line, increasingly adopting immersive environments for public speaking rehearsals, interviews, and digital events. Yet traditional communication training remains largely unchanged, still rooted in classical rhetorical models and offering little guidance for hybrid, AI-enhanced, or fully virtual contexts.This book fills that critical gap. It redefines public speaking by integrating emerging dimensions such as human-machine interaction, avatar-mediated communication, AI-generated speech, and virtual presence. The book is divided into three parts.Part I, "Principles," includes three chapters covering icebreaking basics, storytelling foundations, and augmented creativity for pitch and speech improvement. It comprises four interviews with global experts: Damian Scavo (founder of Streetbeat), Alvin Wang Graylin (technological leader, author, and entrepreneur), Davide Viglialoro (lecturer in Strategy and Entrepreneurship), and Canto i Fatti (a case study of innovation in social channels using AI-powered storytelling).Part II, "Augmented Rhetorics: Rethinking Speech in the Age of Technology," includes two chapters: "Train Your Thinking" and "The Evolution of the Words." This section analyzes types of thinking and two relevant human skills-reading and writing. It also discusses linguistic intelligence and its role with the advent of prompt engineering. Two interviews are presented: one with Francesco Frasca (two-time world champion in bench press powerlifting) and the second with Francesco Finazzi (founder and CEO of Myndoor, a start-up addressing mental well-being).Part III, "Augmented Speaker," with three chapters, prepares the reader for their first public speaking simulation in virtual reality, from technical headset settings to possible features. It discusses building a long-term strategy across five levels, introducing AI agents, outlining their applications, and creating a continuous improvement loop. The last chapter, "From Zero to Pitch," is an exercise in improving prompting and pitching. Additionally, two interviews are presented: one with Professor Jeremy Bailenson (communication professor at Stanford University and founding director of the Virtual Human Interaction Lab) and the second with Alberto Tono (expert in artificial intelligence and PhD in Computer Science from Stanford University).Finally, the book includes an analysis and presentation of a new platform, VoxcoachAI, launched as part of this book's case study, for receiving real-time AI feedback, practicing with interactive roleplay, tracking progress, and improving public speaking, presentations and pitches.

Mastering Public Speaking in the Age of AI, VR, and the Metaverse

The Augmented Speaker

Routledge Media and Cultural Studies Handbooks

This cutting-edge text brings together a diverse range of scholars and practitioners to examine how digital has become the default space for advertising- in practice, communication, and commercial process.Providing a wide-ranging and multi-disciplinary account of a complex contemporary moment for promotional communications, Digital Advertising Evolution charts recent and profound shifts in the advertising industry's working models and assumptions about media, audience, data, research, consumer practices, and modes of persuasive promotional communication. Innovations and new advertising formats, including programmatic ads, AI, advergames, memes, branded content, and influencers, have transformed and reframed advertising theories and practices for a new generation. Contributions examine major technological and cultural shifts in the advertising field, considering how platforms have provoked a paradigm shift in the character and conceptual framework defining advertising. This thorough analysis of the field critically explores key concepts, genres, campaigns, history, academic theories, and major actors, as well as governance, regulation, and ethics to provide a complete picture of the current state of the industry. Written for a global readership, Digital Advertising Evolution is ideal for advanced students and researchers of digital advertising and promotional cultures. It will also be of interest to professionals seeking to reflect on the changing industry.

Digital Advertising Evolution

After a 27-year journey that began in 1994, Firehouse Subs reached $1 billion in annual system sales for the first time. This culminated in the sale of the company to Restaurant Brands International in 2021, marking the end of the brand originally started by brothers Chris and Robin Sorensen. 
 In this book, author Don M. Fox (who was CEO of Firehouse Subs for more than 14 years) traces the brand's development from its founding through its major achievements. It includes insights from other key members inside the organization, detailing strategies, decisions, and internal operations that shaped the company's growth. It also addresses how Firehouse Subs navigated challenges such as the Great Recession and the Covid-19 pandemic.

Building a Billion Dollar Brand in America's Most Competitive Industry

Welcome to Firehouse!

Strengthen your advertising strategy by learning how to develop, protect and apply brand trust in an evolving media landscape.

Trusted Advertising is a practical guide for mid-career marketers, agency professionals and brand leaders who want to build credibility, apply evidence-based principles and deliver campaigns that drive long-term consumer trust. As advertising faces declining confidence and rising complexity, this book provides a roadmap to optimize creative effectiveness and improve decision making across channels. Drawing on the latest research and insights from organizations including Google, WPP and the Advertising Standards Authority, authors Matt Bourn and James Best outline how trust is created, measured and maintained in modern advertising ecosystems. Through detailed chapters, actionable tools and real-world examples from McDonald's, Tesco, Specsavers and more, the book shows how trusted communication can elevate campaign performance and strengthen brand equity. You'll learn how to: 
- Apply trust-building principles to improve creative strategy and execution
- Implement frameworks for managing trust across media, platforms and influencer partnerships
- Develop strategies to optimize campaign transparency, consistency and audience engagement
- Understand the role of Gen AI, tech platforms and regulation in shaping trusted advertising
- Use real-world case examples to guide decision making and strengthen professional credibility With a blend of strategic insight and hands-on guidance, Trusted Advertising helps you develop the skills and confidence to implement campaigns that perform today and build resilient, trusted brands for the future. Themes include: advertising strategy, brand trust, creative effectiveness, media planning, influencer marketing, AI and regulation

How to Harness the Value of Trust in Your Brand

Trusted Advertising

Palgrave Debates in Business History

A Critical Analysis

Smooth Marketing and Consumption in Tumultuous Pre-1949 China

Discovering the Creative Industries

This book uses rigorous case studies with definitive conclusions and develops a critical Cultural Studies perspective on both the cultural and creative industries (CCIs) and diversity politics.Through examining sophisticated processes through which race is negotiated and produced across film, television, public relations and advertising, this book reveals how these industries simultaneously understand race uniformly while operating through heterogeneous structures that both address and enact racism. This analysis exposes the contradictory nature of creative industries that publicly champion inclusivity while perpetuating systemic inequalities through their operational structures. By examining specific sectors within the CCIs, the book illustrates how racial difference is managed, commodified and reproduced through seemingly progressive diversity initiatives. Nwonka and Keddo call for a radical reconceptualisation of how we understand the CCIs' production and management of racial difference, challenging readers to move beyond surface-level diversity metrics towards deeper structural analysis of how creative industries function as sites of racial negotiation.Race and Racism in the Cultural and Creative Industries' critical examination provides essential insights for scholars, practitioners and policymakers working within creative industries, offering frameworks for understanding the complex relationship between cultural production, racial identity and systemic inequality in contemporary Britain.

Race and Racism in the Cultural and Creative Industries

Do you want to know how to come up with bold, innovative ideas? Are you keen to learn how culture can be leveraged to create change? Are you eager to learn from industry insiders? This innovative new textbook assembles leading names from the world of advertising to share their insights and experience from all aspects of the industry, helping you understand the various professional roles available and how they relate to your study. Professionals working at a range of recognisable brands (such as the BBC and Molson Coors) and leading advertising agencies - including ManningGottlieb and VCCP - come together to provide the inside story on everything from idea generation to planning global ad campaigns. At the end of each chapter, editors Mike Ryder and Mary Hargreaves, leading scholars from Lancaster University Management School, provide academic responses to the issues raised. Intuitively structured to take you on a journey from the beginnings of advertising as a medium to topical considerations such as influencer marketing, Advertising: A Practitioner Perspective covers both the creative and analytical aspects of the discipline. By discovering the concerns and outlooks of some of the industry's leading lights, you will gain a deeper understanding of both sides of the agency-client relationship, as well as the critical and theoretical perspectives of the theorists who helped shape them. Perfect for undergraduate and postgraduate students aiming to work in advertising, this unique book offers a grounded, accessible and experience-led look at the industry. Advertising: A Practitioner Perspective helps you connect theoretical knowledge with practical insight, enabling you to embark on a well-researched career path fully prepared to hit the ground running in the dynamic world of advertising.

A Practitioner Perspective

Advertising

Global PR Insights

This book examines the intricate relationship between culture and public relations within the Middle Eastern context, adopting an interpretive, inductive approach to explore how various cultural dimensions shape the enactment of key public relations concepts. Using the Global Public Relations Framework (GPRF) as a guiding structure, the book analyzes the influence of political, economic, societal, media, activist, and organizational cultures on public relations in Israel and the United Arab Emirates (UAE).The book first focuses on Israel, investigating how cultural factors influence organizational identity and reputation. The book then shifts to the UAE, exploring how cultural dynamics affect organizational listening and engagement among organizations and publics. By examining the dialectical interaction between local and global cultural factors, the book offers a nuanced understanding of how public relations is practiced in these diverse Middle Eastern contexts.This book provides valuable insights for scholars, practitioners, and students interested in global public relations, intercultural communication, and Middle Eastern studies. It highlights the significance of cultural specificity in shaping public relations strategies and practices, offering a unique contribution to the field's understanding of public relations in non- Western settings.

Insights from the Middle East

Intercultural Public Relations

Marketing in the Digital Age

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