This visionary book presents a systematic, next-generation approach to marketing strategy, demonstrating how success is gained and sustained via continuous innovation to create new value for customers. George S. Day develops the outside-in approach to formulating strategy, while providing compelling insights into key market stakeholders to illustrate how to sustain customer value leadership in the face of mounting market turbulence.

This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organizations? And what are the implications of the offline–online shift?

The Advanced Introduction to Digital Marketing identifies the core concepts of research on digital marketing and provides theoretical frameworks and empirical findings. Topics such as digital product evolution, marketing strategy, and research on place, price, and promotion are thoroughly reviewed alongside controversial areas such as the harmful effects of technology on consumers. It also suggests research opportunities for those wishing to explore a particular area in greater depth.

Providing a panoramic overview of the evolving world of scenario planning, this Advanced Introduction uses topical case studies to analyze the developing methodologies of scenario planning. Written by Paul J.H. Schoemaker, a leading authority on the topic, this book synthesizes rigorous theory and practical experiences including best practises, normative views, and future challenges or opportunities for scenario planning.

øElgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by some of the world�s leading scholars. Designed to be accessible yet rigorous, they offer concise an

This Advanced Introduction explores strategies of pricing products (goods and services) that can be employed by a firm. The analytical techniques and data necessary for implementing the pricing strategies are described in an easy-to-understand manner, along with examples. Pricing strategies covered include cost-plus, reference value pricing, product line pricing, pricing product bundles, pricing over time, pricing under competition, and subscription pricing.

Focusing on the adoption of the UN Guiding Principles on Business and Human Rights (UNGPs) in 2011, this timely book charts the field of business and human rights, finding that corporate responsibility to respect human rights is gradually evolving into a binding legal duty in both national and international law. Following the structure of the UNGPs, Peter T. Muchlinski also covers the state duty to protect against business violations of human rights, the corporate responsibility to respect human rights and access to remedies for corporate violations of human rights.

This Advanced Introduction provides an illustrative guide to private equity, integrating insights from academic research with examples to derive practical recommendations. Paul Gompers and Steven Kaplan begin by reviewing the history of private equity then exploring the evidence on performance of private equity investments at both the portfolio company level and fund level, documenting the creation of economic value. The book then presents a set of actionable frameworks for driving value creation in private equity investments. It concludes by examining how private equity investors raise funds and how they successfully manage their private equity firms.

This Advanced Introduction offers a succinct yet comprehensive introduction to the multidisciplinary field of children’s rights. Inspired by the dilemma of difference in the discussion of children’s rights, chapters explore the equal rights that children share with adults as well as their differentiated and special rights.

This Advanced Introduction provides a critical review and discussion of research concerning spatial statistics, differentiating between it and spatial econometrics, to answer a set of core questions covering the geographic-tagging-of-data origins of the concept and its theoretical underpinnings, conceptual advances, and challenges for future scholarly work. It offers a vital tool for understanding spatial statistics and surveys how concerns about violating the independent observations assumption of statistical analysis developed into this discipline.