A leading Professor of Retail Marketing presents 5 new frames through which students and practitioners can understand and approach the evolving environment of retailing today: Entrepreneurial mindset, Excitement, Education, Experience, and Engagement.

Five to ten years form now the majority of all advertising, including TV, radio, print, and outdoor advertising, will be bought through digitla automated trading systems. Imagine a world where people only watch ads they want to watch at moments that suit them, rather than ads we want them to watch at moments that suit us. How would your brand and advertising strategy change? Which of the things you do now would no longer work? Which assets and skills do you lack? Would your job still exist? A...

Many of the most successful and recognizable protest movements in the world make use of branding techniques, even when they simultaneously reject the general concepts of branding. Branded Protest dives into this antithesis. It researches the power of branding and the influence it has on current protest movements and gives iconic examples of unique branding-efforts that support protests.

We are all exposed to branding: from a torn sheet of cardboard scrawled with handwriting to slick corporate...

Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years. A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management.

Mor...

Societal challenges are urgent and affect everyone, including politicians, citizens, government officials, business professionals, NGOs, designers and researchers. Understanding and addressing these challenges is difficult because no single stakeholder or organisation is solely responsible. Everything is interconnected and constantly changing, resulting in challenges being neglected and stakeholders being unable or unwilling to make important decisions.

The Co-Design Canvas is a practical and...

Generatiedenken is geen wetenschap, maar wel een betrouwbaar kader voor een succesvolle marketing-, communicatie- en productstrategie. Generation Y is ondertussen de meest beschreven demografische groep ooit. Hun kinderen vormen de voorhoede van de allereerste cohorte van de 21ste eeuw.Dit boek beschrijft die groep, geboren tussen 2010 - het jaar van de lancering van iPad en Instagram - en 2025, in een wereld van enorme technologische evolutie. Kidpreneurs en kidfluencers zetten nieuwe media ...

A lot of therapists, coaches, counsellors and healers with a practice crave financial stability and abundance, but they don't know how to establish that. Apart from feeling insecure and stressed, they also feel undervalued and underpaid, and they have insufficient knowledge to change this. Within the industry there is a massive taboo about discussing financial success and money. This has monstrous undermining consequences for the professional. Perhaps it is one of the most ignored subjects in...