In recent years, the environment in which advertising operates has changed. As a result, company leaders are under rising pressure to increase turnover and profits ahead of the industry average while fighting for new consumers. Unfortunately, marketing, as an organizational function, has been downgraded from a strategic role to a marginalized tactical and sales support department. In a comprehensive guide that addresses these current challenges, seasoned marketing executive Corneliu Vilsan leads advertising professionals through a practical set of principles, tools, and case studies to help the marketing function recapture its strategic importance by returning to the basics to create results that can be measured, analyzed, and replicated. While closing the gap between theory and reality and reconciling rational thoughts with creative ones, Vilsan introduces the phronesis methodology to challenge assumptions and encourage the creation of business or case studies to advance marketing excellence. Included are training insights and a marketing effectiveness test that lay the groundwork so an organization can survive and thrive within today’s complex environments. Phronesis Marketing shares wisdom, principles, and tools that guide company leaders through a comprehensive roadmap to improve the strategic position of marketing within their organizations.

Marketing, Rhetoric and Control investigates the tensions that surround the place of persuasion (and, more broadly, control) in marketing. Persuasion has variously been seen as an embarrassment to the discipline, a target for anti-marketing sentiment, the source of marketing’s value in the modern organisation, a mysterious black box inside the otherwise rational and logical endeavour of enterprise, and a rather insignificant part of the marketing programme. This book argues that this multifarious reputation for persuasion within marketing stems from the influence of two quite oppositional paradigms – the scientific and the magico-rhetorical – that ebb and flow across the discourses of its discipline and practice. Constructing an interface between original, challenging close readings of texts from the beginnings of the Western rhetorical tradition and an examination of the ways in which marketing has set about describing itself, this text argues for a Sophistic interpretation of marketing. From this perspective, marketing is understood as providing intermediary services to facilitate the continuing exchange of attention and regard between firm/client and stakeholders. It seeks to manage and direct this exchange through an appreciation of the changing rational and irrational motivations of the firm and stakeholders, using these as resources for the construction of both planned and improvised persuasive interactions in agonistic (or competitive) environments. This book is aimed primarily at researchers and academics working in the fields of marketing, marketing communications, and the related disciplines of marketing theory, critical marketing, and digital marketing. It will also be of value to marketing academics in business schools, including those working in the areas of media and communication studies who have an interest in commercial and corporate communication, brand use of interactive media, and communication theory.

Phronesis and Quiddity in Management addresses the issue of the excellence in judgment-making, its concept and characterisation. This book investigates first into what constitutes excellent managerial skills centred on leadership revolving around judgement-making (rather than decision-making) and second into whether they can be taught.

This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.

Marketing and communications are ever-evolving areas, with trends and issues quickly emerging, and often fading just as fast. An evergreen issue that continues to gain more and more traction is that of socially responsible and ethical marketing. The text discusses the increasing importance of socially responsible and ethical marketing and communication in today's world, where social media and social marketing have a wide reach. With practical applications and case studies for marketing and management practitioners to implement socially responsible and ethical communication campaigns, the book provides a tool kit for marketing and management practitioners to implement socially responsible and ethical communication campaigns. It is a must-read for researchers in social and ethical marketing, as well as educators in marketing, communication, social responsibility, sustainability, and ethics.

Phronesis is collection of articles from our talented board of writers. It is a great platform for all the young budding authors to rejuvenate the world around them with their penned writeups. "The more you quiche the more you learn This book consists of all the emotions packed tight through words to make the world more glorified than ever and is specially aimed to encourage all those budding authors who penned their emotions and feelings The is compiled by vasuki dhuruvendhiran Who loves to pen down everything experiences throughout her life.

How can Higher Education Institutions (HEIs) position themselves to be competitive in global market economies? How has widening participation affected the marketing of HEIs? What kind of students do employers want in the twenty-first century? The marketing of higher education has become a natural consequence of the market in which HEIs are created and function. The shift from government grant to fee income, the homogenization of institutions under the title, ‘University’, the rhetoric of diversification and the realization of competition for students based on reputation and brand (academic and otherwise) has driven institutions to embrace the market. This book is unique in considering these matters as well its attempt to examine the relationship between marketing and the education that is being marketed. These issues are global and touch on the very nature of the place of HEIs in society as well as how they need to position themselves to compete. The readership for this book includes those studying higher education management, as well as those interested in higher education policy issues, but it has something of interest for all those engaged in higher education today.

Marketers have attracted criticism from advocates of marketing ethics for not giving equal attention to all consumers. In other contexts, other nomenclatures such as “less privileged” or “low-income consumers” are being used to describe consumers. However, a critical view of the scope of the disadvantaged consumers shows that it is beyond having limited income and encapsulates all forms of limitations that prevent full inclusion in marketplace opportunities. Critical Perspectives on Diversity, Equity, and inclusion in Marketing focuses on exploring diversity, equity, and inclusion in marketing as related to individuals, groups, organizations, and societies. It provides insight into consumption practices, diversity, inclusion, limitations, and their theoretical and practical implications. Covering topics such as ethnic identity negotiation, marketing implications, and consumer vulnerability, this premier reference source is an eclectic resource for business leaders and managers, marketers, sociologists, DEI professionals, libraries, students and educators of higher education, researchers, and academicians.

This book contributes to the understanding of how tourism can be designed to provide conditions for learning. This involves learning for tourists, the tourist industry, public authorities and local communities. We explore how tourism, knowledge and learning can be used as means towards sustainable development through current, new or changed structures, concepts, activities and communication efforts. The book should be seen as both an inspiration for tourism actors (e.g. tourism attractions, policy makers and other industry actors), and a scholarly contribution to further research. A holistic approach distinguishes this book from most existing literature that focuses on separate units of tourism, for instance, personal or community well-being, nature-based tourism, cultural heritage tourism or tourism that is a result of researchers’ travels (so-called scientific tourism). The various contributors to the book provide a range of perspectives and experiences, from social sciences with a focus on marketing, innovation management, human geography and environmental law, to arts and humanities with a focus on heritage studies, archaeology and photography, and, finally, to natural sciences with a focus on marine sciences. 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

Innovation is a widely applied yet poorly understood term in the context of public policies and practices among Western nations. Technological innovations specifically have and will continue to advance civilization, shape modern society, and drive the economic health and geo-political standing of nations. This book offers a unique interpretation of science, technology & innovation (STI) policies in Western nations, particularly in regard to government-sponsored programs. The author challenges established thinking, directly addressing numerous myths that cloud our understanding of innovation and proposes a fresh perspective grounded in fundamental logic and analysis. Written in short chapters and presented in an alphabetically organized framework, this book addresses what is working and what isn’t working in current STI policies and suggests that the most efficient and effective way to generate technological innovations that yield the desired socio-economic benefits, is for national governments to sponsor directed scientific research and directed engineering development, and align both with the requirements of carefully managed commercial production. The book also features examples drawn from government data, scholarly literature, practitioner anecdotes and the author’s personal experience.