Information Privacy continues to evolve as an important business and public policy issue of our time. This book focuses on privacy issues related to information exchange and use in the online business marketplace. Drawing upon published empirical and theoretical research, the book provides a balanced and insightful overview of this topic from both consumers’ and businesses’ perspectives. The book’s content includes background about the hard to define concept of privacy, with an emphasis on the information exchange process between marketers and consumers. It presents an argument why it is important to manage from both the perspective of the consumer who wants to use information technology to help navigate the digital world as well as businesses that desire to have access to consumer information for their marketing efforts. The nature of information exchange is reviewed, highlighting the inhibitors and promoters of the process. There is a focus on specific harms that can occur and a discussion of the marketing technologies that can lead to these harms. Also there is a review of the forms of privacy protection offered through legal, self-regulatory, and technological avenues and thoughts about the direction of privacy protection in the future. This book is targeted to a wide audience including professors, students at all levels (undergraduate, graduate, and executives), and business managers.
The subject of ethics within the commercial environment has gone beyond its traditional application due to three primary factors and a host of additional elements. Existing and potential global managers need to be aware of the ramifications of limiting the conventional vision of ethical applications to their operations as the scope of the modern rendition of the term has changed. It has morphed into a wider more extensive meaning having a greater effect on the successful performance of transnational companies than ever before. Although a good start, international firms can no longer be satisfied with simply orchestrating a code of conduct to combat laps in ethical considerations – a historical defensive or reactive approach. It has become a judgment mechanism, part of the applied criteria that both consumers use to measure a company alongside the quality and price of the products and services they offer. Even potential employees question the ethical standing of the firms they wish to join. Managers need to get positively proactive as ethical related areas have exploited in importance as value added elements in the corporate mix. The peripheral limbs on the morality tree, corporate social responsibility and responsible management, have matured into major branches eclipsing the issues fundamental ethical roots from which they grew. They have to be more deeply integrated into strategic determinations and tactical actions. Decent acceptable conduct is not a sideline issue any more. It is a major contributor while also remaining as a significant deterrent to managing a successful sustainable global enterprise.
Up to 74% of marketing budgets can be spent on sales promotions, with manufacturers, suppliers and retailers employing a wide range of incentives from price discounts to complex Omni-channel consumer competitions and contests. Sales promotions are a vital strategic and tactical tool within the marketing value chain and those responsible for campaign planning must negotiate objectives, options and outcomes to ensure their initiatives deliver real results in competitive trading environments. Managers with limited understanding of the principles and practices of sales promotions often rely on past experience or preferences to guide their decision-making. Not surprisingly, without guiding principles, many sales promotions fail to achieve their full potential.
This book is a resource for sales promotion professionals looking to improve the effectiveness of their sales promotions. The book is based on an extensive review of over 400 articles and cases. It presents the findings of global research which explores the very DNA of sales promotions, including their role, rationale, nature and function, key decision-making processes and campaign evaluation. Illustrations of sales promotion decision-making in practice based on research conducted in the retail supply chain is also incorporated. This book offers a comprehensive and critical appreciation of the core concepts that underpin sales promotion thinking. The goal is to empower decision-makers, consultants and stakeholders to make confident, informed and effective campaign decisions in the complex field of sales promotions.
The Public Relations Firm takes an in-depth look at the client/agency relationship by discussing what business leaders should expect of their public relations agencies. It discusses how and why they should pick an agency along with the types of firms at their disposal. The book provides expert advice on everything from hiring a firm to defining output and outcome expectations and everything in between. This book takes an in-depth look at the client/agency relationship by discussing what business leaders should expect of their public relations agencies. It discusses how and why they should pick an agency along with the types of firms at their disposal. The book provides expert advice on everything from hiring a firm to defining output and outcome expectations and everything in between. This book is intended for a broad audience including students and faculty in public relations programs and practicing business executives. The goal is to inform management practice and help current and future business leaders identify and better utilize public relations agencies.
Data Analytics and Data-based Decision-making are hot topics now. Big Data has entered the common parlance. Many kinds of data are generated by business, social media, machines, and more. Organizations have a choice: they can be buried under the avalanche of data, or they can do something with it to increase competitive advantage. A new field of Data Science is born, and Data Scientist has been called the sexiest job of the decade. Students across a variety of academic departments, including business, computer science, statistics, and engineering are attracted to the idea of discovering new insights and ideas from data. This is a proposal for a short and lucid book on this whole area. It is designed to provide a student with the intuition behind this evolving area, along with a solid toolset of the major data mining techniques and platforms, all within a single semester- or quarter-long course.
This book will provide a practical overview of how digital content, social media and search engine optimization work together in driving website traffic and sales leads. The goal of the book is to educate readers on the new mindset and social technologies required to drive this traffic in a timely and non-intrusive way. Readers will benefit from a comprehensive but succinct overview of how social networking; search friendly blogging, trustworthy content, contextually targeted online campaigns and mobile marketing techniques are transforming companies that embrace inbound marketing. Targeted for business professionals and students that are saturated with social technology updates, the book offers a more strategic orientation to these subjects as they relate to sales nurturing and thought leadership. And unlike books that cover social media one platform or technology at a time, this book is organized for readers to master elements of strategy in the order of their implementation. In so doing, it will help order the steps of professionals in the midst of launching new digital marketing initiatives as well as students tasked with completing social media marketing plans.
This book is about helping entrepreneurs sift through the ‘noise’ regarding bootstrapping to craft an informed strategy for successfully navigating the beginning period of a firm’s existence. The book is a theory-driven, evidence-based look at bootstrapping, defined as: ‘highly creative ways of acquiring the use of resources without borrowing money or raising equity financing from traditional sources’ (Freear, Sohl, & Wetzel , 1995). In this era of lean startups, effectuation, and bricolage; bootstrapping is oft romanticized, but seldom analyzed. The evidence, while admittedly still in infancy, is compelling: bootstrapping is a non-ideal state.. So, practically speaking, an entrepreneur should avoid bootstrapping; however, realistically, most entrepreneurs will need to engage in some form of bootstrapping. The argument then, importantly, shifts to: how should one bootstrap? This book on ‘strategic bootstrapping’ outlines methods for bootstrapping with the goal of ceasing bootstrapping activities. This includes a highlighting of the useful aspects of bootstrapping, effectuation, and bricolage. It will attempt to provide the cold-hard facts on bootstrapping; it will outline how to minimize time in bootstrapping mode; and it will report–from research–best practices in bootstrapping. Without this more strategic stance on bootstrapping, an entrepreneur will likely never exit this bootstrapped configuration.
This book is for marketers (from newbies to CMO level) who want to learn why and how to use mobile marketing to engage and convert consumers. A Beginner’s Guide to Mobile Marketing will teach you about the exploding opportunities that mobile marketing offers and why it is so important to embrace it in your integrated marketing strategy.
Cell phones are no longer just for calling people. Based on the latest trends in consumer behavior on mobiles, the authors introduce ways that marketers can use smartphone popularity to reach people with tactics like mobile apps, mobile web, social media, mobile advertising and more. Exercises are included to ensure that the reader understands the material as well as how to apply it in the real world.
The chief executive officer (CEO) of a corporation and her executive team are responsible for the management of the business and its continued financial success. This team is almost always highly compensated and the relative total compensation has mushroomed over time. Most of the compensation now is designed to be performance-based; but this structure leads to charges that it provides executives with incentives to manipulate short term corporate earnings and stock prices to serve their own compensation self interests. The book explores this premise and provides guidance into how such determinations are made. Three key points are emphasized in this book. First is the role that accounting and disclosure play in informing the process of determining executive compensation. Second is the recognition that executive compensation can affect corporate behavior in a variety of ways; and finally, there is the acknowledgement that executive compensation cannot be fully understood without one first becoming familiar with economic theory and empirical research related to compensation models. Because the rationale for executive compensation and the way it is viewed has changed over time, this book adopts a historical/chronological perspective. This perspective allows the book to make several observations about the state of executive compensation and how public disclosures about it have been demanded and have increased over time. The business culture and institutional framework for compensation of top executives has changed dramatically since the 1930s, with important ramifications. Types and amounts of executive pay have bounced up and down based on tax laws, regulatory changes and executive self-interest, as executives find new ways to be paid more. Yet research has shown that, despite some notable excesses, overall executive compensation is often more reasonable than recent perceptions would suggest.
The vast array of themes reflects how international business reaches every corner of our world today. This volume makes much of this complexity more accessible by presenting the topics, its analysis and controversies, and possible new directions in a few pages – just enough for bedtime reading. Also, each analysis is accompanied by a cartoon developed by Czinkota and award-winning cartoonist, David Clark.This compilation of articles and editorials by Prof. Czinkota published in news media worldwide contains thoughtful insight into core dimensions of international business and trade. The vast array of themes reflects how international business reaches every corner of our world today. This volume makes much of this complexity more accessible by presenting the topics, its analysis and controversies, and possible new directions in a few pages – just enough for bedtime reading. Also, each analysis is accompanied by a cartoon developed by Czinkota and award-winning cartoonist, David Clark. Through the parsimonious use of the word and the frequent offer of insightful cartoons, we hope to enhance understanding and appreciation of the international trade and investment environment. We live in a global community in many ways, however many sectors need to catch up to these approaches–such as international marketing and trade policies. Additionally, an international market only functions through trust and relationships between merchants and companies. In spite of better communications across great distances, business relationships are still as important as ever, and will not be disappearing anytime soon. Political and international affairs directly impact every form of business. However, readers are bombarded with a colossal volume of reports and articles, which can be overwhelming. Therefore, in spite of progress in transparency, it becomes increasingly burdensome to understand the consequences of a global market. This is why the book offers these short commentaries, editorials, and cartoons to encourage comprehension of and thinking about the most important and relevant topics today. The articles of this book touch on the natural ebb and flow in every economy and how set-backs actually bring about innovation and often inspire new business policies and practices that increase efficiency. Recent recessions do not signal a decline on the world stage, but rather an opportunity to move forward with new determination and pursue different frontiers. At the same time, if we demand that government provides the greatest protection possible, then we have to be willing to give up a certain amount of privacy, as is discussed in the section about economic growth and freedom. This book also outlines some of the far-reaching consequences that wars, international conflict, and overall lack of trust can have on business relationships and therefore trade. From the increasing conflict in the Middle East, to the current situation between Russian and Ukraine, to global terrorism, all of these events cause people to divert investments elsewhere, which can have a large economic and financial impact. In closing, this book outlines important aspects of international business, and often does so with a bit of humor and in an entertaining manner.
