The Invisible Economy of Consumer Engagement: Uncovering, Defining and Optimizing the Ocean of Trade Promotion and Channel Incentives Money That Drive

The Invisible Economy of Consumer Engagement: Uncovering, Defining and Optimizing the Ocean of Trade Promotion and Channel Incentives Money That Drive PDF Author: Robert L. Hand
Publisher:
ISBN: 9781737787914
Category : Business & Economics
Languages : en
Pages : 294

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Book Description
Trade promotion spending is the second largest line item on a major consumer products company's financials, yet it continues to fail to generate positive ROI more than half of the time. This book provides a detailed road map for how to reverse that failure and achieve near-100% ROI with dramatically higher value consumer engagement.This is the first book to fully and comprehensively address the problems consumer products manufacturers and retailers have with breaking the cycle of failure of the hundreds of billions of dollars spent annually on trade channel promotions, negatively impacting revenue growth and consumer engagement. It changes the current business-to-business paradigm of thought and purpose to centering the consumer as the primary focal point and purpose for every promotion.The Invisible Economy of Consumer Engagement identifies the root causes resulting in failed promotions and offers a realistic and well-founded series of steps which must be taken to improve trade promotion fund management, account and promotion planning, channel promotion execution, and analysis. It is a realistic road map for the improvement of process, technology, data, and performance analysis of the huge amounts of money spent on retailer trade promotions. The book addresses the evolving technology of artificial intelligence-driven predictive and prescriptive analytics, advanced technology like the Internet of Things, blockchain, and how to improve the value, quality, and trustworthiness of all data. With interviews and statements from senior sales, marketing, finance, and IT executives from the world's top consumer goods companies and retailers, the author leverages his own industry-leading domain experiences to expose realistic issues, concerns, and problems that cause the failure of trade promotion. The book offers an intelligent array of insights and proven solutions that effectively accomplish strategic and tactical objectives of any consumer products company competing globally today.The Invisible Economy of Consumer Engagement is a must-read for anyone working at any level of a consumer products or retail company's marketing, sales, trade promotion, revenue growth management, supply chain, IT and financial organizations. It should also be required reading for university students studying these disciplines.

The Invisible Economy of Consumer Engagement: Uncovering, Defining and Optimizing the Ocean of Trade Promotion and Channel Incentives Money That Drive

The Invisible Economy of Consumer Engagement: Uncovering, Defining and Optimizing the Ocean of Trade Promotion and Channel Incentives Money That Drive PDF Author: Robert L. Hand
Publisher:
ISBN: 9781737787914
Category : Business & Economics
Languages : en
Pages : 294

Get Book Here

Book Description
Trade promotion spending is the second largest line item on a major consumer products company's financials, yet it continues to fail to generate positive ROI more than half of the time. This book provides a detailed road map for how to reverse that failure and achieve near-100% ROI with dramatically higher value consumer engagement.This is the first book to fully and comprehensively address the problems consumer products manufacturers and retailers have with breaking the cycle of failure of the hundreds of billions of dollars spent annually on trade channel promotions, negatively impacting revenue growth and consumer engagement. It changes the current business-to-business paradigm of thought and purpose to centering the consumer as the primary focal point and purpose for every promotion.The Invisible Economy of Consumer Engagement identifies the root causes resulting in failed promotions and offers a realistic and well-founded series of steps which must be taken to improve trade promotion fund management, account and promotion planning, channel promotion execution, and analysis. It is a realistic road map for the improvement of process, technology, data, and performance analysis of the huge amounts of money spent on retailer trade promotions. The book addresses the evolving technology of artificial intelligence-driven predictive and prescriptive analytics, advanced technology like the Internet of Things, blockchain, and how to improve the value, quality, and trustworthiness of all data. With interviews and statements from senior sales, marketing, finance, and IT executives from the world's top consumer goods companies and retailers, the author leverages his own industry-leading domain experiences to expose realistic issues, concerns, and problems that cause the failure of trade promotion. The book offers an intelligent array of insights and proven solutions that effectively accomplish strategic and tactical objectives of any consumer products company competing globally today.The Invisible Economy of Consumer Engagement is a must-read for anyone working at any level of a consumer products or retail company's marketing, sales, trade promotion, revenue growth management, supply chain, IT and financial organizations. It should also be required reading for university students studying these disciplines.

Global Health and International Relations

Global Health and International Relations PDF Author: Colin McInnes
Publisher: John Wiley & Sons
ISBN: 0745663079
Category : Medical
Languages : en
Pages : 238

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Book Description
The long separation of health and International Relations, as distinct academic fields and policy arenas, has now dramatically changed. Health, concerned with the body, mind and spirit, has traditionally focused on disease and infirmity, whilst International Relations has been dominated by concerns of war, peace and security. Since the 1990s, however, the two fields have increasingly overlapped. How can we explain this shift and what are the implications for the future development of both fields? Colin McInnes and Kelley Lee examine four key intersections between health and International Relations today - foreign policy and health diplomacy, health and the global political economy, global health governance and global health security. The explosion of interest in these subjects has, in large part, been due to "real world" concerns - disease outbreaks, antibiotic resistance, counterfeit drugs and other risks to human health amid the spread of globalisation. Yet the authors contend that it is also important to understand how global health has been socially constructed, shaped in theory and practice by particular interests and normative frameworks. This groundbreaking book encourages readers to step back from problem-solving to ask how global health is being problematized in the first place, why certain agendas and issue areas are prioritised, and what determines the potential solutions put forth to address them? The palpable struggle to better understand the health risks facing a globalized world, and to strengthen collective action to deal with them effectively, begins - they argue - with a more reflexive and critical approach to this rapidly emerging subject.

The Experience Economy, With a New Preface by the Authors

The Experience Economy, With a New Preface by the Authors PDF Author: B. Joseph Pine II
Publisher: Harvard Business Press
ISBN: 1633697983
Category : Business & Economics
Languages : en
Pages : 437

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Book Description
Time is limited. Attention is scarce. Are you engaging your customers? Apple Stores, Disney, LEGO, Starbucks. Do these names conjure up images of mere goods and services, or do they evoke something more--something visceral? Welcome to the Experience Economy, where businesses must form unique connections in order to secure their customers' affections--and ensure their own economic vitality. This seminal book on experience innovation by Joe Pine and Jim Gilmore explores how savvy companies excel by offering compelling experiences for their customers, resulting not only in increased customer allegiance but also in a more profitable bottom line. Translated into thirteen languages, The Experience Economy has become a must-read for leaders of enterprises large and small, for-profit and nonprofit, global and local. Now with a brand-new preface, Pine and Gilmore make an even stronger case for experiences as the critical link between a company and its customers in an increasingly distractible and time-starved world. Filled with detailed examples and actionable advice, The Experience Economy helps companies create personal, dramatic, and even transformative experiences, offering the script from which managers can generate value in ways aligned with a strong customer-centric strategy.

Invisible Capital

Invisible Capital PDF Author: Chris Rabb
Publisher: ReadHowYouWant.com
ISBN: 1459626176
Category : Business & Economics
Languages : en
Pages : 282

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Book Description
Writer, consultant and speaker Chris Rabb coined the term invisible capital to represent the unseen forces that dramatically impact entrepreneurial viability when a good attitude, a great idea, and hard work simply aren't enough. In his book, Invisible Capital: How Unseen Forces Shape Entrepreneurial Opportunity, Rabb puts forth concrete and...

Digitization of Economy and Society

Digitization of Economy and Society PDF Author: Sudeshna Basu Mukherjee
Publisher: CRC Press
ISBN: 1000407276
Category : Social Science
Languages : en
Pages : 362

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Book Description
This new volume looks at a selection of important issues resulting from the digitization of society, which has fundamentally transformed organizations. These new technological innovations are creating new opportunities as well as new challenges. This volume considers the emerging paradigm of digitization in economy and society, which covers a wide spectrum of digitization processes and consequences, accelerated by the current COVID-19 pandemic, the lockdown scenario, and the increase in digitization by individuals, businesses, and governments. The book explores digital social trends, digital marketing, and the service industry, as well as the societal consequences of technologies and solutions to those problems. The diverse topics include the societal impact of digitization on gender issues, virtual relationships, e-government, online privacy, the gig economy (using Uber as an example), work life changes, online education, online media health public service advertisements, loneliness of the elderly, and more. This book is essential reading for students and faculty of social sciences, economics, and management technology to understand the broad dimensions of digitization in our everyday life and the theoretical and practical utilization and outcome of digitization.

The Garment Economy

The Garment Economy PDF Author: Michelle Brandstrup
Publisher: Springer Nature
ISBN: 3031333020
Category : Business & Economics
Languages : en
Pages : 625

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Book Description
This book introduces the reader to the business of clothes, with flashbacks into the past, business models of today, and ideas for a sustainable future. Historical perspectives discuss the cotton industry in India, Bangladesh, Greece, and Central Asia, which help trace the evolution of the clothing industry during the 20th century. Chapters also discuss fashion marketing, greenwashing, blockchain in the fashion supply chain, social media, sustainability issues, and sensory models. Several business models are explained; topics covered include blue ocean strategy, the unstitched market, the luxury sector, access-based consumption, and ethics. Among other topics explored are the future retail experience, consumer value creation, technology, and the impact of virtual atmospheres. The book also includes helpful case studies in understanding the country and culture-specific nuances of the clothing business.

The Orange Economy

The Orange Economy PDF Author: Inter American Development Bank
Publisher: Inter-American Development Bank
ISBN:
Category : Art
Languages : en
Pages : 242

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Book Description
This manual has been designed and written with the purpose of introducing key concepts and areas of debate around the "creative economy", a valuable development opportunity that Latin America, the Caribbean and the world at large cannot afford to miss. The creative economy, which we call the "Orange Economy" in this book (you'll see why), encompasses the immense wealth of talent, intellectual property, interconnectedness, and, of course, cultural heritage of the Latin American and Caribbean region (and indeed, every region). At the end of this manual, you will have the knowledge base necessary to understand and explain what the Orange Economy is and why it is so important. You will also acquire the analytical tools needed to take better advantage of opportunities across the arts, heritage, media, and creative services.

Contemporary Research on Management and Business

Contemporary Research on Management and Business PDF Author: Siska Noviaristanti
Publisher: CRC Press
ISBN: 1000778126
Category : Business & Economics
Languages : en
Pages : 378

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Book Description
This book contains 74 selected papers presented at the 5th International Seminar of Contemporary Research on Business and Management (ISCRBM 2021), which was organized by the Alliance of Indonesian Master of Management Program (APMMI) and held in Jakarta, Indonesia on 18 December 2021. This online conference was hosted by the Master of Management Program of Indonesia University. This year, ISCRBM focused on research related to driving sustainable business through innovation. Business has had to deal with the Covid-19 pandemic, so a new approach towards managing business to survive competition is indispensable. Innovation is the key for all organizations in surviving in the new normal and beyond. The Seminar aimed to provide a forum for leading scholars, academics, researchers, and practitioners in the business and management area to reflect on the issues, challenges and opportunities, and to share the latest innovative research and best practices. This seminar brought together participants to exchange ideas on the future development of management disciplines: human resource, marketing, operation, finance, strategic management and entrepreneurship. The Open Access version of this book, available at www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.

Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications

Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications PDF Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522551883
Category : Business & Economics
Languages : en
Pages : 1755

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Book Description
Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Invisible Labor

Invisible Labor PDF Author: Marion Crain
Publisher: Univ of California Press
ISBN: 0520286405
Category : Business & Economics
Languages : en
Pages : 326

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Book Description
"Demographic and technological trends have yielded new forms of work that are increasingly more precarious, globalized, and brand centered. Some of these shifts have led to a marked decrease in the visibility of work or workers. This edited collection examines situations in which technology and employment practices hide labor within the formal paid labor market, with implications for workplace activism, social policy, and law. In some cases, technological platforms, space, and temporality hide workers and sometimes obscure their tasks as well. In other situations, workers may be highly visible--indeed, the employer may rely upon the workers' aesthetics to market the branded product--but their aesthetic labor is not seen as work. In still other cases, the work occurs within a social interaction and appears as leisure--a voluntary or chosen activity--rather than as work. Alternatively, the workers themselves may be conceptualized as consumers rather than as workers. Crossing the occupational hierarchy and spectrum from high- to low-waged work, from professional to manual labor, and from production to service labor, the authors argue for a broader understanding of labor in the contemporary era. This book adopts an interdisciplinary approach that integrates perspectives from law, sociology, and industrial/labor relations"--Provided by publisher.