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Luxury as is the case with most abstract notions has a somewhat floating and mercurial character. It has undergone considerable changes during the last centuries (Kapferer 2008; Lasslop 2005; Valtin 2008) and there are good reasons for supposing that the concept will be subject to changes in the future as well. Luxury finds its expression in tangible products or services and there is a huge industry which caters to the needs of those who can afford the ultimate in price and quality. We will try and analyse the ways and means with which luxury goods succeed in finding or defending their position in this highly competitive market (Strauss 2011: online). In order to better understand the concept of luxury in our time it is useful to highlight some historical and economic factors which have contributed to the shaping of our present-day perception without attempting an in-depth historical or sociological analysis.
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Stop marketing. Start UnMarketing.
No one likes cold calls at dinnertime, junk mail overflowing your mailbox, and advertisements that interrupt your favorite shows. If this is 'marketing,' then the world would probably prefer whatever is the opposite of that.
If you're ready to stop marketing and start engaging, then welcome to UnMarketing. The landscape of business-customer relationships is changing, and UnMarketing gives you innovative ways out of the old 'Push and Pray' rut. Instead, draw the right customers to you through listening and engagement, enabling you to build trust and position yourself as their logical choice when they need you.
This updated and revised edition includes new information on building relationships through Twitter, Facebook, LinkedIn, and Google+. UnMarketing supplies you with a winning approach to stop ineffective marketing and put relationships first—then reap the long-term, high-quality growth that follows!
'[INSERT NAME HERE] has written a game changer for [INSERT INDUSTRY HERE]. Drop everything and read this book!'—Famous author who hasn't read this book
'This book has a great amount of words.'—Fortune 500 CEO who was at an open-bar event with the author and agreed to give testimonial
'This book is the greatest business book in the world, besides mine.'—Author who only gives testimonials to people who give him one in return
Islamic Branding and Marketing: Creating A Global Islamic Business provides a complete guide to building brands in the largest consumer market in the world. The global Muslim market is now approximately 23 percent of the world's population, and is projected to grow by about 35 percent in the next 20 years. If current trends continue, there are expected to be 2.2 billion Muslims in 2030 that will make up 26.4 percent of the world's total projected population of 8.3 billion.
As companies currently compete for the markets of China and India, few have realized the global Muslim market represents potentially larger opportunities. Author Paul Temporal explains how to develop and manage brands and businesses for the fast-growing Muslim market through sophisticated strategies that will ensure sustainable value, and addresses issues such as:
More than 30 case studies illustrate practical applications of the topics covered, including Brunei Halal Brand, Godiva Chocolatier, Johor Corporations, Nestle, Unilever, Fulla, Muxlim Inc, and more.
Whether you are in control of an established company, starting up a new one, or have responsibility for a brand within an Islamic country looking for growth, Islamic Branding and Marketing is an indispensable resource that will help build, improve and secure brand equity and value for your company.
Strategy in Practice presents a practitioner-focussed approach to strategy. Rigorously founded on current thinking and theoretical concepts in the field of strategic management, it aims to:
The book offers students and executives the tools they need to develop insight or 'get the big picture' on the basis of limited information and fast reaction to unexpected crisis. Its concise format will make it a popular primer for all readers.
Do you see branding as the key to the success of your business but aren't sure where to start? This book, written by enthusiastic experts, will help you to maximise your brand, even in a downturn. All aspects of branding are covered including brand creation and protection. Fascinating case studies of famous brands, including the disaster stories, nail their advice in the real world.
All aspects of branding are covered including:
- what is a brand and why it is heart, soul and core of a business
- brands in a recession, including the success stories
- methods to value a brand
- brand focus
- brand creation and structure
- brand audience and brand vision
-importance of creativity
- brand implementation
- personal branding
- brand protection- trademark, intellectual property
- brand delivery
Throughout the book the authors include their own extensive experiences and guidance. A multitude of fascinating case studies include Harley Davidson, IKEA, Aldi, Lego, Cadbury and the Apple iPod plus the disaster stories such as Woolworths and MFI are given throughout the book to nail the advice given in the real world. Even examples of branding behaviour such as Susan Boyle, banks and MPS are analysed!
NOT GOT MUCH TIME?
One, five and ten-minute introductions to key principles to get you started.
Lots of instant help with common problems and quick tipsfor success, based on the author's many years of experience.
Tests in the book and online to keep track of your progress.
EXTEND YOUR KNOWLEDGE
Extra online articles at www.teachyourself.com to give you a richer understanding of computing.
In Motivate to Win Richard Denny shows how you can transform your dreams of success into reality by becoming more motivated.
Motivation is essential for business survival as well as a rewarding personal life, so learning the skills and techniques to improve it is never time wasted. This stimulating book covers every aspect of this important life-skill including, how to become highly motivated and achieve goals, understanding what motivates others and inspiring them, and avoiding the pitfalls of de-motivation.
Richard Denny defies anybody not to attain greater achievements by following the techniques in this book. For anyone who wants to motivate themselves or those around them, this book is the key to great results.
What is cool? Who knows. But there is one thing every marketer does know– nothing increases sales like cool does. In The Cool Factor, Del Breckenfeld, a long-time marketer at Fender® Musical Instruments Corp., presents an inside look at how Fender became the coolest name in musical instruments and how marketers at Fender partnered with cool products, musicians, and events to up their "cool factor" even more. If you're a marketer, The Cool Factor offers lessons for keeping your brand on top.
To analyse the consumer behaviour presents an important criteria to be successful in the airline industry. This text gives answers to most relevant questions regarding consumer behaviour, using Air Lingus as an example. Finally, it includes a plan to implement a relationship marketing programme.
This research investigates in what context national culture, personality traits and external influences have an impact on entrepreneurial activity. The cross-cultural research has been conducted in Germany and the UK.
Two sets of questionnaires, issued in German and English language, have been distributed to entrepreneurs in both countries. 117 replies have been qualified for the research analysis.
The research has identified similarities of both countries in key traits of entrepreneurial behaviour such as assertiveness, emphasis on work goals and materialism. In addition, differences in cultural characteristics could be detected. Germany showed to be less risk loving as the UK that can be reflected by the higher level of bureaucracy. Gender, bureaucracy and financial issues have been established as main entry barriers and threats of business start-ups.
Recommendations have been drawn from the survey and it has been proposed that a simplification of bureaucracy in Germany due to an elimination of the 'advance return for tax on sales and purchases' would support entrepreneurs in the business start up stage. Additionally, it has been suggested that a decrease of taxation for angel and venture investors would create additional financial support for entrepreneurs.