Marketing

This book is the first comprehensive study combining and integrating advertising, culture and translation within the framework of colonial, Commonwealth, and postcolonial studies, and globalization. It addresses a number of controversial issues evident in two relatively young disciplines, as a result of decades of research and teaching in university courses. A cross-cultural approach to translational issues and the translatability of advertising cohesively is adopted here, exploring the dynamics of the conflict between the ‘centre'and the ‘periphery'

Effective SMEs: A Trainer's Guide for Helping Subject Matter Experts Facilitate Learning is the blueprint to managing SME-led training. Authors Dale Ludwig and Greg Owen-Boger offer first-rate advice gleaned from decades helping presenters, instructional designers, and SMEs become better communicators. Underlying all their tips is their belief that SMEs and instructional designers must get comfortable with each other's role. The authors lay the groundwork for you, describing the fundamental principles of a successful training event and the personal approach they contend every SME and ID bring to the training table. You'll discover how to design learning events with the needs of SMEs in mind. And you'll try out best practices for coaching SMEs to deliver training efficiently and effectively. The authors also share detailed and relatable workplace scenarios drawn from their vast business experience as well as job aids to assist you in a variety of learning situations. Effective SMEs is the rare book that addresses both designing for SMEs to deliver training and coaching them to be effective once they're in the training room. Don't plan your next live training event without it.

Essentials of Advertising is designed to help students navigate their way through the field of advertising. It will introduce readers to the key concepts of advertising as they have been developed not only by psychologists and economists, but also by sociologists, historians, marketers and media researchers - not to mention advertising practitioners themselves. Meticulously researched, Essentials of Advertising will allow readers to understand not just what different research traditions say about advertising, but why they say it. This will help students develop key analytic skills to critically evaluate and exploit existing research on advertising, based on a greater understanding of where it comes from. This allows them to develop greater perception and awareness professionally, and acts as a springboard for students to jump into the wider area of advertising studies and to develop their careers according to their interests. Online resources include lecture slides, self-test questions, group activities, figures, and case studies for specific chapters, plus web links to industry body research and relevant further reading.

A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences.

This book bridges the disciplines of economics and marketing and brings them to bear on the analysis of contemporary business problems. The world has changed dramatically over the last four decades. Sociologically, technologically, economically and politically speaking the world is changing at an increasing pace. The spread of ideas and values are reinforcing the impact of globalization on various business operations and activities.

The demands of a more dynamic, globalized business world have led to sophisticated methods for quantifying marketing success. This informative guide defines and explains the use of more than 110 key marketing metrics for the success of your business.

Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, how skiers consume a ski resort, and how small retailers can combat the practice of "showrooming" by consumers comparing online prices with mobile devices to the nature of consumer "presence, rethinking the meanings of prices, and buying counterfeit luxuries with friends. These and other practices provide eye-opening insights of their own. But they also spark the imagination by demonstrating what qualitative research can do and why it is an increasingly popular set of techniques.

A volume in Research in Strategic Alliances Series Editor: T. K. Das, City University of New York Strategic Alliances for SME Development is a volume in the book series Research in Strategic Alliances that focuses on providing a robust and comprehensive forum for new scholarship in the field of strategic alliances.