The best marketing doesn't just focus on the individual psychology of the consumer, it operates at a cultural level. It frames choices so that the consumer isn't aware their buying decisions are being influenced. Hackley shows how marketing must set the scene and identify the broader cultural context to successfully influence consumers.

In a world of limitless media noise, how can businesses break through to customers? Context. We are in the midst of a massive media revolution. For the first time in history, ordinary people around the world have the ability to create, distribute, and consume content instantly, from anywhere, using connected devices. The massive increase in media "noise" created by these consumers and devices creates an entirely new situation that makes conventional marketing models obsolete. And yet countless companies and marketing organizations continue to rely on traditional models, assuming that their "campaigns" will sway customers. They couldn't be more wrong. In this provocative and practical book, Salesforce marketing maven Mathew Sweezey boldly outlines this new "infinite media" environment and poses a profound question: In a transformed world where customers shape their own experience, what is the key to breaking through and motivating them to buy? It is context--the close linkage between an individual's immediate desires and the experiences a brand creates to fulfill them. Drawing on new research and new insights into current consumer psychology, Sweezey defines the five key elements of context. Customer experiences must be: Available: Helping people achieve the value they seek in the moment Permissioned: Giving people what they've asked for, on their terms Personal: Going beyond how personal it is to how personally you can deliver it Authentic: Combining voice, empathy, and brand congruence simultaneously Purposeful: Creating a deeper connection to the brand, beyond the product Sweezey uses vivid examples to highlight a new marketing model used by high-performing brands big and small. The final part of the book shifts to execution, providing a new rule book for context-based marketing. The Context Marketing Revolution will change forever how you think about the purpose and practice of marketing.

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. - includes extensive literature search on social media in the context of the marketing discipline - provides key areas for future research and recommendations for practitioners - shows the importance for marketers of understanding individual behaviour on social media

This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.

Jim Blythe and Phil Megicks Marketing Planning Strategy, Environment and Context For marketers, planning revolves around what we think our consumers want us to do: we then need to work out how we can profit from meeting their needs. This book is intended to guide the reader through the maze of factors that affect marketing planning, and provides some tools and techniques for implementing marketing planning in practice. Blythe and Megicks provide an overview of the essential elements of marketing planning with a particular emphasis on the components of the marketing planning process, whilst highlighting the three core themes of strategy, environment and context. The book features an innovative running case study which follows a company through the entire process of marketing planning, stage by stage and chapter by chapter, finishing with a completed marketing plan. Key features Case studies of internationally-recognised companies including JJB Sports, Toyota, Thomson Holidays, BMI, Bulmer's Cider and Honda show how knowledge of marketing planning can lead to more effective marketing and organisational success across a range of different contexts, sectors and industries. Examples in each chapter cover key overarching themes such as innovation, ethics and globalisation to highlight topical issues in marketing today. ‘Talking Point’ boxes are thought-provoking and controversial in order to stimulate discussion and critical thinking. A sample marketing plan provided in the appendix gives students the opportunity to compare their results. - Online resources available atwww.pearsoned.co.uk/blythe include an Instructor’s Manual and PowerPoint slides for instructors, along with sample exam questions and weblinks for students. The book is written for the syllabus for the Chartered Institute of Marketing unit on the Marketing Planning Process, and covers everything you will need to study for a marketing planning course at both undergraduate and MBA level. About the authors Jim Blythe is Visiting Reader at Plymouth Business School. An experienced textbook author, he is Senior Examiner for the Marketing Essentials unit run by the CIM. Phil Megicks is Professor of Marketing and Strategy and Head of the School of Business and Management at the University of Plymouth. He is Senior Examiner with the CIM and designed the Level 6 'Marketing Planning Process' unit launched in 2009.

In The 24-Hour Customer, Adrian C. Ott—the CEO and founder of a top Silicon Valley–based consulting firm—challenges businesses to re-conceive their approaches to time and technology in order to win an unprecedented share of their customers’ attention and loyalty. Filled with powerful and provocative ideas, The 24-Hour Customer is an indispensible handbook for any company competing for business in today’s around-the-clock economy.

Efficient management of managerial tasks by capable managers is essential in order to grow and remain competitive in today’s global business market. On the other hand, digital transformation enables organizations to better compete with their global counterparts. In the process of digital transformation, many firms find it difficult to acquire qualified leadership with adequate knowledge and competence to drive success. Without integrating the dual edges of managerial competence and digital evolution, it is next to impossible for a firm to both survive and grow. Managerial Issues in Digital Transformation of Global Modern Corporations is a critical scholarly publication that examines current challenges in the digital transformation of modern business corporations from a managerial and leadership perspective. Featuring a wide range of topics such as digital transformation, marketing, and global business, this book is ideal for corporate executives, managers, IT specialists, entrepreneurs, business administrators, industry practitioners, academicians, researchers, policymakers, and students from various relevant disciplines that include economics, information and technology, business administration, management science, and commerce.