Marknadsföring

Learn the fundamentals of market research with this essential resource for students, new researchers and marketers.

The best food and beverage experiences have the power to move us. But why do some create a deep and lasting impact on us, while others just fall flat?In The Shape of Taste, renowned food psychologist Chris Lukehurst explains how it's our emotional experiences, rather than just textures and flavors, that shape our responses to what we consume. With over 20 years' experience working with leading global brands, Chris introduces his Shape of Taste model, which illustrates the intricate connection between our sensory experiences and emotional responses, whilst offering crucial insights into harnessing these to develop more compelling products and marketing strategies. An essential guide for anyone in the food industry who wants to understand the emotional drivers behind consumer behaviour, you'll discover:the powerful psychological factors that influence taste preferences and consumer behavior,how to create products that resonate emotionally with consumers, leading to greater satisfaction, increased sales and word of mouth,the secrets of crafting compelling messaging that connects with consumers on a deeper level, enhancing their loyalty, engagement and enjoyment of your products. By mastering the emotional journeys behind every bite and sip your customers take, you can develop products that not only satisfy their cravings but also forge lasting and memorable connections. Whether you're innovating flavors or refining brand messaging, this book equips you with the knowledge and tools you need to captivate your audience and create food and drink experiences that truly stand out.

Topics include resisting temptation and refocusing on long-term goals, how money lenders hide pricing, partitioned pricing, drip pricing, the issue with status branded credit cards, and taking scientifically proven steps for making better financial decisions.

Obtain and utilize necessary innovative and creative skills needed within public relations and communications with this undergraduate and postgraduate textbook.

Use this textbook to understand the psychological underpinning of the various challenge marketers face, from packaging and advertising to store design and copywriting, and how to apply them in practice.

This book explores the recent academic and practice-based research and thinking on race, diversity and social mobility within the public relations industry, arguing for the necessity of more transformative actions to address systemic inequities.

"The first thing you need to know about selling is this: Selling is helping. But before I tell you more about that, let me tell you how I got here. When I was little-and no, I'm not telling you my whole story or what year I was born-but when I was just five freaking years old, I thought I could change the world. I didn't really know what "changing the world" meant, by the way."-- Provided by publisher.

The Meaning of Branded Objects by Dr. Tom Guarriello explores how everyday objects gain significance through branding, examining the psychology, emotion, and cultural impact behind brand identity and consumer connection.

Meet the creative minds shaping our world in Chief Design Officers At Work, the captivating new addition to the acclaimed At Work series from Apress. Explore the realm of design management, unveiling unique perspectives, strategies, and innovative approaches to building businesses with design in mind.Through a collection of insightful interviews, gain an illuminating glimpse into the daily lives, challenges, and triumphs of prominent design executives from various industries, spanning zero-to-one products to established brands. Each of these design experts have played a pivotal role in shaping design-driven approaches, leading to groundbreaking industry evolutions and market disruption. The remarkable stories and insights from these visionaries reveal how design-led thinking can be a powerful catalyst for driving bottom line success. From building user-centric products to creating cohesive brand experiences, these design leaders demonstrate the transformative impact design can have on business outcomes.Readers who are design practitioners, launching their own startup, revitalizing an existing product, or established executives will find invaluable lessons and inspiration within these pages. What You Will LearnHow design leaders navigate complex business landscapes to craft compelling user experiences and brand strategiesValuable insights and practical advice that can elevate their own practiceHow to make a lasting impact in your industry as a designer

In this book, seasoned identity consultant Stijn van Diemen explores eight strategic perspectives on corporate identity, each illustrated with engaging real-world cases. These cases bring the concepts to life, showing how the strategic models can be applied in different contexts. By following these examples, you'll be better equipped to translate the insights into your own organisation, sector, or region.Filled with dozens of practical models and design principles, this book helps managers and marketers make better decisions, gain stakeholder support, and build a solid foundation for their strategy. The practical case studies make it easier to see how the strategies work in real life, enabling you to adapt them to your own unique situation and drive success.

This book explains how organizations can build new sales structures or assess and optimize existing ones. In volatile times with high customer expectations and interchangeable products and services, sales organizations need to be rethought or even completely restructured. Often, they are historically developed, outdated, and operate rigidly, with hybrid approaches frequently being overlooked.The author explains how decision-makers can systematically develop a detailed understanding of the market, customers, and organization to optimize their sales channels and remain competitive. The book provides a structured approach, detailing which employees and departments need to be involved and coordinated, and how the analysis, planning, and implementation can succeed in each specific task area within the company-integrated, deliberate, and flexible. This book is for anyone looking to ensure a sustainable and successful future for their business.Contents Importance of strategic sales structuring The Market: Building a detailed understanding of the market and competition The Customer: Developing a detailed understanding of buyers and customers The Sales Channel: Determining sales channels and structuring options The Organization: Integrating and coordinating sales channels The Employees: Determining the number and distribution of employees The Management: Establishing strategic sales goals and their monitoringThe AuthorDr. Manuel Beck is the Managing Partner at the consulting firm Bricklog and serves as the Chief Sales Officer (CSO) in the marketing and sales department at Brain4Data. He is also a guest lecturer at various universities. He is an expert in developing go-to-market strategies and in building and leading sales teams.The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.

This book is a groundbreaking exploration of the lived experiences of women in Nigeria's public relations industry. It will inspire students, researchers, and professionals to foster greater inclusivity and innovation in communication practices, and will resonate with policymakers and associations focused on equity in the workplace.

4 Steps to Supercharged Sales Teams is a revised and updated version of Serve, Lead, Succeed! It's a how-to book for successful sales management, showing how servant leaders across the nation have transformed sales teams from mediocre to exemplary. It includes real-life sales stories as well as research illustrating the effectiveness of servant leadership in sales team success. The book is all about supercharging sales performance, bringing the joy of selling to your team, and becoming a leader that people respect and remember. It shows how supportive leaders use empathy, humility and teamwork to empower sales teams that are accountable and passionate to succeed.

Discover the history of the iconic swoosh. This remarkable journey unveils the evolutionof a brand that has not only transformed the sports industry but has also shaped popularculture across the globe.

This book provides an account of the media portrayal of two presidents - Donald Trump of the United States and Vladimir Putin of the Russian Federation - as mythologized figures. It will also be an essential read for scholars and graduate students interested in political communication, public relations, and cognitive marketing.

This book investigates how the pillars of the Aarhus Convention and a broader understanding of transparency by Civil Society (CS) can be transposed into Radioactive Waste Management (RWM), particularly in the establishment of Radioactive Waste (RW) facilities in different national contexts.

"As the golden age of loyalty continues, it is a subject we all need to understand much, much more and Evert and Xiao Yao help us do just that".Adam Daniels, CEO IAG Loyalty"This book fills a void by thoroughly exploring the potential of loyalty currencies, generously shared by Evert and Xiao Yao for the entire industry's benefit."Jay Malowney, President Points (a Plusgrade company)"Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla consequat maximus tempus. Pellentesque eget justo sit amet ex convallis accumsan a non nisl."Russ Hinckley, Senior Vice President U.S. Bank, Partner Credit Card GroupExtracting value from loyalty programs used to be the domain of marketing. But not anymore.In this new book, de Boer and Chin turn the tables and introduce the concept of the Currency Effect. They unravel the secrets behind running the world's most successful loyalty currencies and provide hands-on practical guidance on how to reap the full benefits from your own.With their unique experience as advisors to the world's leading loyalty programs, and unparalleled expertise around program valuations, de Boer and Chin for the first time share their insights around the optimal management of loyalty currencies.Through a combination of new concepts and definitions, the authors explain the workings of what many consider the black box of loyalty program currencies.Loyalty Programs and the Currency Effect is an indispensable guide for everyone involved in loyalty programs, from program operators and owners to investors, and offers a complete manual on how to realize the full value potential of your loyalty program.Evert de Boer is Managing Partner at On Point Loyalty, Singapore, and CEO at Fidivio. He has researched and worked in loyalty strategy since 2000, providing strategic guidance to leading companies globally, including more than 40 airlines.  Evert has published numerous articles and white papers on loyalty strategy and finance, including the Harvard Business Review. He is the author of Strategy in Airline Loyalty (Palgrave Macmillan, 2017).Xiao Yao Chin is a Partner at On Point Loyalty, Kuala Lumpur, Malaysia. Her loyalty experience spans program design, strategic planning, member analytics and program valuations. Prior to joining On Point Loyalty, Xiao Yao has worked on numerous strategic projects for leading financial institutions across Southeast Asia during her time with Bain & Company. She holds a PhD from the University of Cambridge, UK.

This book explores the essence of nostalgic branding by presenting the concept of nostalgia, analysing nostalgic attitudes and consumer behaviour, and illustrating how to position nostalgic brands using the toy market as an example.