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Author: Jan Lies Publisher: Taylor & Francis ISBN: 1040049656 Category : Business & Economics Languages : en Pages : 268
Book Description
Brands started out as communication tools to influence the image of companies or products (inside-out thinking) but have developed into channels of social forces. Powerful brands impact not just customer decisions but also markets and social institutions, such as fashion trends, city life, or even social movements. This book explores the implications of Niklas Luhmann’s theory of social systems for the theory and practice of agile brand management, in particular highlighting the central role of brand aesthetics and of brands as channels for mutual education between companies and consumers. Since the rise of social media, “perfect” brands have become the mirror of community values as the communities themselves develop brand content. Brands themselves become “living systems” and evolve like systems do. The author introduces systems theory to provide a conceptual framework that integrates the different views of branding: inside-out and outside-in thinking. This Luhmannian theory of branding is discussed against the current background of (Western) societies, which are undergoing a broad shift from hard to soft selling in marketing, influenced by social media. The book is not about whether closed systems analysis and discussion can or should replace traditional management; moreover, it emphasizes the fruitful insights and demonstrates that the power of management is limited and should be extended by looking at the means of closed systems. This book will be of primary value to scholars with an interest in systems theory and thinking, brand theory, and management. The interdisciplinary approach also makes the book a valuable resource for those researching change management, agile management, and sociology.
Author: Jan Lies Publisher: Taylor & Francis ISBN: 1040049656 Category : Business & Economics Languages : en Pages : 268
Book Description
Brands started out as communication tools to influence the image of companies or products (inside-out thinking) but have developed into channels of social forces. Powerful brands impact not just customer decisions but also markets and social institutions, such as fashion trends, city life, or even social movements. This book explores the implications of Niklas Luhmann’s theory of social systems for the theory and practice of agile brand management, in particular highlighting the central role of brand aesthetics and of brands as channels for mutual education between companies and consumers. Since the rise of social media, “perfect” brands have become the mirror of community values as the communities themselves develop brand content. Brands themselves become “living systems” and evolve like systems do. The author introduces systems theory to provide a conceptual framework that integrates the different views of branding: inside-out and outside-in thinking. This Luhmannian theory of branding is discussed against the current background of (Western) societies, which are undergoing a broad shift from hard to soft selling in marketing, influenced by social media. The book is not about whether closed systems analysis and discussion can or should replace traditional management; moreover, it emphasizes the fruitful insights and demonstrates that the power of management is limited and should be extended by looking at the means of closed systems. This book will be of primary value to scholars with an interest in systems theory and thinking, brand theory, and management. The interdisciplinary approach also makes the book a valuable resource for those researching change management, agile management, and sociology.
Author: Jan Lies Publisher: ISBN: 9781032792170 Category : Business & Economics Languages : en Pages : 0
Book Description
"Brands started out as communication tools to influence the image of companies or products (inside- out thinking) but have developed into channels of social forces. Powerful brands impact not just customer decisions, but also markets and social institutions, such as fashion trends, city life or even social movements. This book explores the implications of Niklas Luhmann's theory of social systems for the theory and practice of agile brand management, in particular highlighting the central role of brand aesthetics and of brands as channels for mutual education between companies and consumers. Since the rise of social media, "perfect" brands have become the mirror of community values as the communities themselves develop brand content. Brands themselves become "living systems" and evolve like systems do. The author introduces systems theory to provide a conceptual framework which integrates the different views of branding: inside-out and outside-in thinking. This Luhmannian theory of branding is discussed against the current background of (western) societies, which are undergoing a broad shift from hard to soft selling within marketing, influenced by social media. The book is not about whether closed systems analysis and discussion can or should replace traditional management, moreover it emphasizes the fruitful insights and demonstrates that the power of management is limited and should be extended by looking at the means of closed systems. This book will be of primary value to scholars with an interest in systems theory and thinking, brand theory and management. The interdisciplinary approach also makes the book a valuable resource for those researching change management, agile management, and sociology"--
Author: Andrea Fryrear Publisher: National Geographic Books ISBN: 1523090987 Category : Business & Economics Languages : en Pages : 0
Book Description
The leading authority on agile marketing shows how to build marketing operations that can pivot freely and yet remain committed to priorities. As a marketer, are you tired of chasing marketing fads and algorithm rumors that seem to change every couple of months? This guide to building the perfect marketing department will help you achieve the latest and greatest without having to rebuild your operations from scratch every time the wind shifts. Agile strategies have been the accepted modus operandi for software development for two decades, and marketing is poised to follow in its footsteps. As the audiences we market to become ever more digital, agile frameworks are emerging as the best and only way to manage marketing. This book is a signpost showing the way toward the agile future of marketing operations, explaining how every role, from social media intern up to chief marketing officer, can work in unison, responding to the market's demanding challenges without losing focus on the big picture. You will learn what it takes for marketing agility to thrive--customer focus, transparency, continuous improvement, adaptability, trust, bias for action, and courage--along with the antipatterns that can drag you down. Most important, you will learn how to implement the systems, strategies, and practices that will truly transform your marketing operations.
Author: Santos, José Duarte Publisher: IGI Global ISBN: 1668455250 Category : Business & Economics Languages : en Pages : 332
Book Description
It is well understood that many business operations are evolving to fit within the mold of society’s technological advancement. This is no different for marketing. While there are indicators proving the evolution of marketing, there are still many questions that must be addressed when examining the changes made to the field: whether this evolution will force new tactics, whether it will be reduced to technological tools, and more. These questions must be answered in order to allow organizations to be more customer-oriented and competitive. Promoting Organizational Performance Through 5G and Agile Marketing provides knowledge and skills to allow readers the ability to understand the evolution and trends of marketing, as well as its implications in organizations and customer relationships. It consolidates concepts introduced in recent years and examines possible opportunities to broaden the breadth of marketing, demonstrating its interdisciplinarity. Covering topics such as loyalty programs, brand attachment, and purchase intention, this premier reference source is an excellent resource for business leaders and executives, brand managers, IT managers, marketers, communications professionals, students and faculty of higher education, librarians, researchers, and academicians.
Author: Wei Jiang Publisher: Springer Science & Business Media ISBN: 3642539890 Category : Business & Economics Languages : en Pages : 379
Book Description
In the rapidly changing business world, only a small percentage of firms are able to survive and prosper despite recessions, industrial evolutions and economic changes. An often-asked question is: What determines a firm’s sustainable competitive advantage? One of the most popular competitive strategies is partnering with other firms. So: How do firms make intelligent and informed decisions when it comes to selecting business partners, to utilizing available resources and capabilities in partnerships, and to managing relations to maximize partnership benefits? This book studies 300 firms across various industries, providing readers with a comprehensive view of how firms develop sustainable competitive advantages by establishing business partnerships. Young academics and experienced researchers alike will find solid theoretical foundations and fresh business insights.
Author: Alla, Lhoussaine Publisher: IGI Global ISBN: Category : Business & Economics Languages : en Pages : 520
Book Description
In the world of contemporary marketing, a challenge exists — the relationship between data engineering, artificial intelligence, and the essential elements of effective marketing. Businesses find themselves at a crossroads, grappling with the imperative to navigate this complex landscape. This challenge serves as the backdrop for the exploration in AI and Data Engineering Solutions for Effective Marketing, a comprehensive reference tailored for academic scholars. Seamlessly integrating theoretical models with real-world applications, the book delves into critical facets of strategic and operational marketing. From the adoption of data science techniques to grappling with big data's vast potential, it offers a guide for academics seeking profound insights into the future of marketing strategies and their efficient execution. Designed for researchers, practitioners, and students with an interest in the intersection of artificial intelligence, data engineering, and marketing, this book serves as a guide for implementing new marketing management solutions and optimizing their operational efficiency. While the primary audience is researchers and practitioners in the field, the book is also tailored to benefit students seeking a deep understanding of the latest developments in marketing.
Author: Evan Leybourn Publisher: IT Governance Ltd ISBN: 184928492X Category : Business & Economics Languages : en Pages : 272
Book Description
Chapter 1 looks at your role as a manager. How will your responsibilities change under Agile Business Management? What techniques can you use to manage your staff? Chapter 2 discusses your organisation’s relationship and interaction with its customers. What are their needs and goals, and how can you work together to achieve them? Chapter 3 provides the organisational context in which Agile Business Management operates. It discusses lean management structures and the techniques to manage different types of staff, teams and organisations. Chapter 4 looks at how you and your team work the “agile way” and describes tools and techniques to help optimise workflow, exploit change and manage customer requirements. The book closes with a look at associated financial models that support your Agile organisation, the processes you can use to run an Agile Business Management transformation, and the first steps to take towards that transformation.
Author: Sergio Barile Publisher: Springer ISBN: 3319619675 Category : Business & Economics Languages : en Pages : 263
Book Description
This book targets the critical issue of decision making in uncertain conditions and situations. The aim is to increase readers’ understanding of complexity and of socio-economic interactions through the application of systems thinking perspectives. Among the various areas and topics addressed are complexity and sustainable management, markets as complex adaptive systems, the impacts of psychological and emotional factors upon value co-creation exchanges, and ICT enablers of service network performance and service exchange fulfillment. Thanks to the chosen perspectives, all of which are based on different systems research streams, the book will support more consistent and robust decisions, leading to sustainable, wise, and viable systems dynamics. It will aid managers, practitioners, and consultants in their decision-making processes and will also be of interest for academics and scholars in management, systems, computer science, engineering, and marketing.
Author: Jim Ewel Publisher: John Wiley & Sons ISBN: 1119712041 Category : Business & Economics Languages : en Pages : 304
Book Description
Transform your organization using Agile principles with this proven framework The Six Disciplines of Agile Marketing provides a proven framework for applying Agile principles and processes to marketing. Written by celebrated consultant Jim Ewel, this book provides a concise, approachable, and adaptable strategy for the implementation of Agile in virtually any marketing organization. The Six Disciplines of Agile Marketing discusses six key areas of practical concern to the marketer who hopes to adopt Agile practices in their organization. They include: Aligning the team on common goals Structuring the team for greater efficiency Implementing processes like Scrum and Kanban in marketing Validated Learning Adapting to Change Creating Remarkable Customer Experiences The Six Disciplines of Agile Marketing also discusses four shifts in beliefs and behaviors necessary to achieving an Agile transformation in marketing organizations. They include: A shift from a focus on outputs to one based on outcomes A shift from a campaign mentality to one based on continuous improvement A shift from an internal focus to a customer focus A shift from top-down decisions to de-centralized decisions Perfect for anyone in a leadership position at a marketing agency, The Six Disciplines of Agile Marketing also belongs on the bookshelf of anyone interested in improving the efficacy and efficiency of their own marketing efforts. Full of practical advice and concrete strategies that have been successfully implemented at Fortune 500, Silicon Valley, and non-profit organizations alike, this book is an indispensable resource to help your organization make the leap to Agile.
Author: Gillian Ragsdell Publisher: Springer Science & Business Media ISBN: 1461506018 Category : Computers Languages : en Pages : 464
Book Description
Welcome to the proceedings of the Seventh International Conference of the UK Systems Society being held at York University, United Kingdom from July 7th to 10th, 2002. It is a pleasure to be able to share with you this collection ofpapers that have been contributed by systems thinkers from around the world. As with previous UKSS conferences, the aim ofthis conference is to encourage debate and promote development of pertinent issues in systems theory and practice. In current times where the focus has moved from 'information' to 'knowledge' and where 'knowledge management', of everyday speak, it seemed fitting to 'knowledge assets' and so on, have become part offer a conference title of'Systems Theory and Practice in the Knowledge Age'. In keeping with another tradition of previous conferences, the UKSS Conference 2002 Committee decided to compile a collection ofdelegates' papers before the event as a platform from which to launch discussions in York. Ideas presented in the following papers will, undoubtedly, be developed during the dialogue generated at the conference and new papers will emerge. In his abstract for his plenary at this conference, Professor Peter Checkland throws down the gauntlet to systems thinking and its relevance in the knowledge age with the following statement: "30 Years In The Systems Movement: Disappointments I Have Known and Hopes/or the Future Springing from a lunchtime conversation at an American University, the Systems Movement is now nearly 50 years old.
Author: Jan Lies
Author: Jan Lies
Author: Jan Lies
Author: Andrea Fryrear
Author: Santos, José Duarte
Author: Wei Jiang
Author: Alla, Lhoussaine
Author: Evan Leybourn
Author: Sergio Barile
Author: Jim Ewel
Author: Gillian Ragsdell