Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.
This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert’s effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector. Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.
Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.
This book offers theoretical and practical insights into the marketing of higher education in Africa. It explores the key players, challenges and policies affecting higher education across the continent; their marketing strategies and the students' selection process. While acknowledging the vast size of the continent, this book aims to provide an understanding of the dynamics of higher education in Africa. This book recognises the private and government involvement in higher education provision and students and staff as stakeholders in the marketisation process. Strategic efforts are directed by universities to attract prospective students. This book further addresses issues such as the responses of higher education sectors to the notion of markets and marketing; consumerism and competition in higher education in Africa; conceptions of the commodification of higher education in Africa; and the dominance of Western epistemologies and their influence in transforming higher education sectors. Students as consumers in increasingly marketised higher education sectors in Africa are also discussed. Though primarily for marketing students and academic researchers, the book's feature of blended theoretical and practical knowledge means that it will also be of interest to marketing practitioners and university managers.
This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert’s effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector. Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.
Marketing in Healthcare-Related Industries captures the concepts and complexities of marketing healthcare in today’s environment. The book provides detailed conceptual and practical insights that will be of great benefit to healthcare scholars and practitioners. Topics on healthcare marketing have been carefully selected to provide wide coverage and are illustrated by mini-cases with a highly practical marketing tool kit for healthcare managers included. The healthcare sector in the 21st century face a multiplicity of challenges, which include changing disease patterns, more technology-driven health interventions, a more assertive and quality conscious clientele, as well as a rapidly growing for-profit segment of the industry. This places more responsibilities on healthcare service providers in both the public and private sectors, to deliver value-for-money services at competitive costs. To respond to the changing business environment, a carefully crafted marketing approach is needed by all players in the industry to create value and sustain the confidence of clientele and stakeholders. Praise for Marketing in Healthcare-Related Industries: "Marketing in Healthcare-Related Industries is a timely book as the healthcare industry grows more customer-focused and faces increasing pressure to deliver high-quality service at more affordable costs. This book will serve as a roadmap for practitioners as it synthesizes insights from many marketing researchers into useful and actionable advice. It should also help students easily master the application of marketing principles to the healthcare industry with tools like review questions at the end of each chapter and mini-cases to apply marketing concepts." ~ Dr. Bruce A. Huhmann, Department Chair and Professor of Marketing, Virginia Commonwealth University "Marketing In Healthcare-related Industries could not have come at a better time. Just as the epidemiological and demographic transitions have changed the cycle of planning, resource allocation, delivering, monitoring and evaluating healthcare (especially in developing countries), shrinking domestic and donor resources for health, and ambitious agendas like the Universal Health Coverage 2030 Agenda, make it imperative that healthcare providers do more with less. This book provides a clear road map to a MARKETING TRANSITION, which links healthcare and marketing in a way hitherto not so clearly outlined. The Toolkit will be a valuable tool for undergraduate and graduate students in healthcare provision, as well as health practitioners who have traditionally not been trained in this area. I commend it highly as a must-read book in this area." ~ Dr. Victor Asare Bampoe - Former Deputy Minister of Health, Ghana and currently Director & Coordinator, Global Financing & Technical Support, Joint United Nation Programme on HIV&AIDS, Geneva "A truly remarkable scholarly work of our time. An easy-to-read and insightful book that captivates the reader, whether practitioner or student." ~ Dr. Abigail Mensah, Korle-Bu Teaching Hospital, Ghana "This book is well-written, easy-to-understand, and very up-to-date in its approach to marketing in healthcare-related industries. It is useful for undergraduate and graduate students as well as healthcare practitioners." ~ Dr. Gouher Ahmed, Professor of Strategic Leadership & International Business, Skyline University College, UAE
Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.
This book presents a holistic picture of Nigeria's financial services landscape. This includes identifying service providers and regulatory bodies, understanding consumer behaviour, and examining the unique challenges faced by Nigerian financial institutions. The book presents up-to-date research on recent developments and regulatory changes within Nigeria's financial sector, as well as future considerations for how financial services and financial inclusion can play a crucial role in the country's sustainable economic growth. Combining academic analysis with practical insights, the book takes readers through Nigeria's key financial services providers, regulators, consumers, marketing strategies and challenges. A core focus throughout is on financial inclusion and the opportunities associated with reaching financially underserved or excluded populations, demonstrating how increasing financial access at a country-wide level aligns with global goals of reducing inequalities and promoting growth. It will have interdisciplinary appeal to scholars, students and professionals working in finance, economics, business, public policy and development studies.
Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.
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