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Research Handbook on Brand Co-Creation - Theory, Practice and Ethical Implications

Research Handbook on Brand Co-Creation - Theory, Practice and Ethical Implications

Author: Stefan Markovic

Publisher: Edward Elgar Publishing

ISBN: 1839105410

Category:

Page: 448

View: 421

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Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders. Chapters contribute to clarifying the ontological and epistemological assumptions underlying brand co-creation, gaining deeper insights into the co-creation of intangible and tangible brand assets, as well as uncovering the ethical implications of brand co-creation. The impressive selection of contributors also foreshadow and critically reflect on possible future developments related to brand co-creation, and illustrate practical applications in the form of case studies. In an ever more interconnected business environment, this timely Research Handbook will be an ideal read for students studying courses related to branding, marketing, innovation and business ethics. It will also be welcomed by scholars conducting research in these fields, as well as practitioners and managers implementing co-creation strategies.

Research Handbook on Brand Co-Creation

Research Handbook on Brand Co-Creation

Author: Markovic, Stefan

Publisher: Edward Elgar Publishing

ISBN: 9781839105425

Category: Business & Economics

Page: 448

View: 464

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Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.

The Routledge Companion to Corporate Branding

The Routledge Companion to Corporate Branding

Author: Oriol Iglesias

Publisher: Routledge

ISBN: 9781000573602

Category: Business & Economics

Page: 534

View: 923

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This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.

Research Handbook of Innovation and Creativity for Marketing Management

Research Handbook of Innovation and Creativity for Marketing Management

Author: Eric Shiu

Publisher: Edward Elgar Publishing

ISBN: 9780857937957

Category: Business & Economics

Page: 264

View: 991

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This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.

Market Research Handbook

Market Research Handbook

Author: ESOMAR

Publisher: John Wiley & Sons

ISBN: 047051793X

Category: Business & Economics

Page: 654

View: 332

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The fifth edition of what was formerly know as The ESOMAR Handbook of Market and Opinion Research has been completely revised to reflect the latest approaches in the rapidly changing world of professional market research. The new Handbook stands out from earlier editions by explaining the latest research techniques and methodologies within a contemporary business context. Yet it remains an invaluable and practical day to day reference work for the modern market researcher. Truly international in outlook and approach, the Handbook combines contributions from over 40 research thought leaders and specialists from across the world including the UK, US, Europe, Australia and S.E.Asia. "The editors and authors make an overdue contribution to bridging the Theory-Practice divide. Their client perspective will delight, inform and inspire market research specialists and users alike." —Prof. Seán Meehan (Switzerland), Martin Hilti Professor of Marketing and Change Management, IMD – International Institute for Management Development

Research Handbook on Luxury Branding

Research Handbook on Luxury Branding

Author: Felicitas Morhart

Publisher: Edward Elgar Publishing

ISBN: 9781786436351

Category: Business & Economics

Page: 368

View: 181

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Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound socioeconomic, psychological, technological and political changes that are affecting the luxury industry, and that will continue to shape its future.

Research Handbook of Finance and Sustainability

Research Handbook of Finance and Sustainability

Author: Sabri Boubaker

Publisher: Edward Elgar Publishing

ISBN: 9781786432636

Category:

Page: 680

View: 234

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The severe consequences of the global financial crisis 2008-2009 and numerous accounting frauds and financial scandals over the last fifteen years have let to calls for more ethical and responsible actions in all economic activities including consumption, investing, governance and regulation. Despite the fact that ethics in business and corporate social responsibility rules have been adopted in various countries, more efforts have to be devoted to motivate and empower more actors to integrate ethical behavior and rules in making business and managerial decisions. The Research Handbook of Finance and Sustainability will provide the readers but particularly investors, managers, and policymakers with comprehensive coverage of the issues at the crossroads of finance, ethics and sustainable development as well as proposed solutions, while focusing on three different levels: corporations, investment funds, and financial markets.

Handbook of Research on Small and Medium Enterprises in Developing Countries

Handbook of Research on Small and Medium Enterprises in Developing Countries

Author: Ahmad, Noor Hazlina

Publisher: IGI Global

ISBN: 9781522521662

Category: Business & Economics

Page: 479

View: 615

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Smaller companies are abundant in the business realm and outnumber large companies by a wide margin. Understanding the inner workings of small businesses offers benefits to the consumers and the economy. The Handbook of Research on Small and Medium Enterprises in Developing Countries is an essential handbook for the latest research on the intentions, performance, and application models of independent firms. Featuring exhaustive coverage on a broad range of topics such as green IT, entrepreneurial ventures, and social capital, this publication is ideally designed for researchers, academicians, and practitioners seeking current research on the different opportunities and challenges in relation to this specific sector of business around the globe.

Research Handbook on Sport Governance

Research Handbook on Sport Governance

Author: Mathieu Winand

Publisher: Edward Elgar Publishing

ISBN: 9781786434821

Category: SPORTS & RECREATION

Page: 496

View: 163

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Sports governance has developed into a considerable field of research, and has piqued many researchers’ interest worldwide. What’s more, recent scandals that have affected the world of sport can be directly related to misgovernance. Research Handbook on Sport Governance aims to gather the state-of-the art research on sports governance. It offers a vital reference point for advancing research on the matter, while illustrating different approaches and perspectives, such as good governance principles, systemic governance, political governance and network governance.

Handbook of Research on Global Fashion Management and Merchandising

Handbook of Research on Global Fashion Management and Merchandising

Author: Vecchi, Alessandra

Publisher: IGI Global

ISBN: 9781522501114

Category: Business & Economics

Page: 862

View: 263

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Innovation and novel leadership strategies have aided the successful growth of the fashion industry around the globe. However, as the dynamics of the industry are constantly changing, a deficit can emerge in the overall comprehension of industry strategies and practices. The Handbook of Research on Global Fashion Management and Merchandising explores the various facets of effective management procedures within the fashion industry. Featuring research on entrepreneurship, operations management, marketing, business modeling, and fashion technology, this publication is an extensive reference source for practitioners, academics, researchers, and students interested in the dynamics of the fashion industry.

Routledge Handbook on Consumption

Routledge Handbook on Consumption

Author: Margit Keller

Publisher: Taylor & Francis

ISBN: 9781317380900

Category: Social Science

Page: 488

View: 493

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Consumption research is burgeoning across a wide range of disciplines. The Routledge Handbook on Consumption gathers experts from around the world to provide a nuanced overview of the latest scholarship in this expanding field. At once ambitious and timely, the volume provides an ideal map for those looking to position their work, find new analytic insights and identify research gaps. With an intuitive thematic structure and resolutely international outlook, it engages with theory and methodology; markets and businesses; policies, politics and the state; and culture and everyday life. It will be essential reading for students and scholars across the social and economic sciences.

Handbook of Research on Ethnic and Intra-cultural Marketing

Handbook of Research on Ethnic and Intra-cultural Marketing

Author: Brodowsky, Glen H.

Publisher: Edward Elgar Publishing

ISBN: 9781800880054

Category: Business & Economics

Page: 247

View: 160

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Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of established and emerging marketing scholars examine how we might better understand and serve new generations of consumers from a variety of generational, ethnic, and religiously diverse market segments.