Markedsføring

International Marketing in Practice features select case studies relating to businesses from various markets and countries facing the challenges and decisions involved when undertaking international marketing.

This book offers a comprehensive exploration of the key concepts shaping today's world. This book examines the complex relationship between trust, sustainability, and resilience across various domains, providing insights into their significant implications for both organizations and consumers.

Who is the most important employee in a company? The CEO? The CFO? No. The most important employee is the customer service representative. Customer service reps are the face of your company. They are the people that the public sees and deals with. Their attitude and behavior will dictate whether customers come back a second (or third) time. How to understand customers How to lead and empower a customer service team How to give customers what they want The path to extraordinary service The power of active listening How to deal with difficult customers How to keep your own emotions at bay with obnoxious people The role of compromise in customer relations Tips for sticky situations Follow-up to ensure repeat business And much, much more! In an ever-evolving technological era, the role of employees in a business--and how they handle the people who buy your product or service--ironically becomes far more important than ever before. As it becomes easier to lose sight of the people factor, the more you need to focus on it. More than 3 million organizations and 13 million individuals--from startups to the Fortune 500--choose Pryor Learning because it provides more for their training dollars than anyone else. Pryor Learning is the wise choice for igniting, upgrading, and upskilling professionals of all levels. Stellar Customer Service gives you access to the wisdom and expertise of Pryor Learning in enhancing customer service at all levels and all industries. Anyone whose job has a public interface--and anyone who manages personnel who do--will find this book a concise, enjoyable, and indispensable guide.

This book provides a comprehensive account of how non-state actors rely on international criminal law as a tool in the service of progressive political causes.

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.

An eye-opening look at the rapidly rising growth of gaming and the companies--including Peloton, Burberry, the New York Times, BMW, and Chipotle--that are using games to win over customers.Today's consumers demand more than products--they crave immersive, personalized experiences. So traditional marketing and engagement strategies have lost their edge. The new frontier? Gaming, where over three billion people worldwide spend their time, attention, and money.In Press Play, Bastian Bergmann, the founder and COO of Solsten, shows how visionary companies are capitalizing on gaming's unstoppable rise. Drawing on exclusive interviews and access to forward-thinking companies--from luxury fashion houses to groundbreaking startups--Bergmann provides an insider's view of gaming's transformative power. He also delivers a practical road map for business leaders, offering strategies that scale from low-risk partnerships to ambitious, full-scale gaming ventures.Filled with cutting-edge insights and behind-the-scene stories, Press Play will help you understand the lucrative world of video games and offer customers what they really crave.

Figurative communication (the use of metaphor, metonymy, hyperbole and irony) provides economy of expression, clarity, persuasiveness, politeness, evaluation, and communication of emotions. However, it also increases the potential for misunderstanding in situations when people lack shared background knowledge. This book combines theoretical frameworks with empirical studies that measure the effectiveness of different approaches to the use of figurative language in advertisements, to show how to maximise the benefits of creative metaphor and metonymy in global advertising. It highlights how subtle differences in colour, layout, and combinations of different kinds of figurative language affect the reception and appreciation of creative advertising, shedding new light on the nature of figurative communication itself. With a balance between theory, experiments and practical case studies, this book is accessible for academics in linguistics and communication studies, as well as advertising and marketing professionals.

This book explores how digital marketing can drive disability inclusion in consumer culture by addressing accessibility, representation, and research methodologies. It inspires marketers, researchers, and advocates to adopt more inclusive and socially conscious marketing practices.

The book ventures into new and often-contested terrains of NFT consumption to explore what they reveal about digital ownership. While the primary intended audience for this book are consumption scholars and students, many other readers interested in digital ownership, digital markets and Web3 will find it interesting and relevant.

The book explores how diverse stakeholder groups-particularly community and regulatory stakeholders-shape corporate environmental practices. An essential read for policymakers, corporate managers, and academics seeking to understand the nuanced relationships between businesses, governments, and communities.

This book characterizes and evaluates how stock markets operate in European Union (EU) countries in terms of the sustainable development of public companies. It presents the methodology for constructing ESG indicators, with particular emphasis on Refinitiv, which is one of the largest and most recognizable databases in this area.

When your customers succeed, your business succeeds. Customer Success is all about generating revenue growth through customer relationships, outcomes, trust, loyalty, retention and referrals - and Kellie Lucas is a pioneer in the discipline.Discover how to maximise customer retention, recurring revenue and growth, build a productive and balanced team and excel as a Customer Success professional - in just 6 minutes!