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Bianchi M: Writing From the Inside Out

Writing From the Inside Out

How Purpose, Storytelling, and Action Come Together

Develop culturally intelligent marketing strategies for a digitally connected global marketplace. International Marketing is designed for postgraduate marketing students studying International Marketing and International Marketing Strategy. This textbook equips students with the theoretical frameworks and applied tools required to design, implement and evaluate marketing strategies across borders in an increasingly digital and regulated environment. Sue Ollerhead explores how brands can enter, compete and grow internationally while remaining culturally sensitive, legally compliant and strategically coherent. This book integrates core international marketing theory with practical application, covering market entry strategies, dynamic pricing, cross-border brand positioning and digital platform management. Students examine how organizations adapt products and services to meet local market needs while maintaining universal quality standards, sustainability commitments and ethical responsibility. Legal and regulatory considerations are embedded throughout, alongside discussion of environmental impact, societal expectations and global governance frameworks. Real-world examples from Coca-Cola, Depop and MPesa illustrate how international marketing decisions influence long-term brand performance and customer relationships across diverse markets. This textbook includes: - Guidance on digital international marketing, including market entry, pricing and cross-border brand strategy - Chapter overviews, key learning outcomes, key concept boxes and exercise questions - Online resources including lecture slides and a lecturer's manual with exercise answers - Strategic insights and analysis on operating effectively within international environments

Utilize a Digital Approach in International Marketing Strategies

International Marketing

Original and unique, this text is an invaluable and exciting summary of a complex and extremely important subject. It gathers together an anthology of articles relating to corporate brands, supplemented with incisive commentary from the editor.

Revealing Corporate Brands

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

Reviving an Iconic Brand

A Levi's Story

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

Vietnam And The Global Economy

The Vietnamese Economy and the Fourth Industrial Revolution is a collection of in-depth studies that provides a comprehensive view of Vietnam's economy in the context of the Fourth Industrial Revolution. The book not only presents theoretical concepts but also emphasizes practical insights, contributed by scholars, practitioners, government officials, and business leaders.

Readers will explore applied research in fields such as marketing, behavioral economics, tourism, and management, with prominent topics including consumer behavior in Ho Chi Minh City, the impact of service quality on university branding, and leadership styles in Vietnamese businesses. The book also analyzes human factors in management, including ethical leadership, female leadership, work motivation, as well as topics like microfinance, remittances, and digital transformation, shedding light on changes in consumer behavior and business management strategies in the digital age.

Additionally, the book discusses the influence of independent directors and tourism on Vietnam's economy, offering up-to-date information on the challenges and opportunities Vietnam faces in the era of globalization and industrialization. This book is an essential resource for researchers who wish to gain a deeper understanding of Vietnam's modern economy.

The Vietnamese Economy And The Fourth Industrial Revolution

This book provides a comprehensive overview of marketing for the tourism and hospitality industry. With a focus on the Indian subcontinent, it explores various frameworks and marketing strategies and their application in diverse areas and markets.

This book provides a comprehensive overview of marketing for the tourism and hospitality industry. With a focus on the Indian subcontinent, it explores various frameworks and marketing strategies and their application in diverse areas and markets.

Concepts and Cases

Tourism and Hospitality Marketing

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

Series on Innovation and Knowledge Management

Communication And Knowledge Transfer: Theories And Cases In Journalism, Public Relations And Advertising

Marketing

Apply entrepreneurial thinking to build sustainable marketing strategies in resource-limited environments. Principles of Entrepreneurial Marketing by Paul Booth and Zach Thompson is designed for undergraduate and postgraduate students studying marketing, entrepreneurship and small business management. Aligned to core modules in entrepreneurial marketing and venture creation, this textbook equips students with the fundamental knowledge and applied skills required to design effective marketing strategies in start-up and growth-focused contexts. This textbook provides a structured framework that guides students through identifying market opportunities, developing new ventures and crafting marketing strategies that support sustainable growth. From understanding the customer journey to developing pricing strategy, brand purpose and digital presence across ecommerce platforms and social media, this book connects theory directly to entrepreneurial action. This textbook includes: - A step-by-step entrepreneurial marketing framework with defined learning deliverables - Guidance on pricing, digital marketing, customer journey mapping and growth planning - Activities such as building a content calendar, planning an ad campaign and developing a brand identity kit - Real-world examples and entrepreneur interviews linking theory to venture creation, including from BigBelly (USA), Inspired Bicycles (UK), Pauline Cosmetics (Kenya) and Mecado Libre (South America) &gt;Whether studying marketing, entrepreneurship or preparing to launch a venture, Principles of Entrepreneurial Marketing provides students with the strategic tools and practical confidence to build innovative, market-driven businesses.

Strategy and Applied Practice

Principles of Entrepreneurial Marketing

This book provides a comprehensive overview of marketing for the tourism and hospitality industry. With a focus on the Indian subcontinent, it explores various frameworks and marketing strategies and their application in diverse areas and markets.The volume discusses the dynamics of the tourism and hospitality industries and provides an overview of conventional and non-conventional marketing strategies for better decision-making, service and promotion. It looks at tools and techniques for businesses to understand the customer’s needs, customer-behaviour, building partnerships with other service providers, using digital and social media marketing and using a marketing mix to design an overall marketing strategy which will serve the business’s objectives. With various case studies, the book analyses the essential marketing tenets for the hospitality and tourism industry and the importance of implementing a marketing plan which prioritizes customer relationship.This textbook will be an indispensable resource for students, academics, as well as industry professionals working in tourism, hospitality, travel management, marketing, communication, digital marketing and public relations.

Writing From the Inside Out

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