Cost-effective Marketing Strategies for Businesses, Employees and Customers

Catherine Prentice (Autor)

Buch | Hardcover

306 Seiten

2024 | Unabridged edition
Cambridge Scholars Publishing (Verlag)
978-1-0364-0868-8 (ISBN)

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Marketing is generally an expensive practice of facilitating exchanges of values, goods and services to maximise benefits for the stakeholders. In most cases, the return on marketing investments is minimal or fails to justify the endeavours. This book introduces cost-effective marketing strategies that require minimal organisational resources to achieve organisational benefits including financial outcomes and the wellbeing of employees and customers. These strategies are approached from 1) the human perspective; 2) the product perspective; and 3) the technological perspective, for instance, the use of artificial intelligence. This book begins with addressing employee wellbeing and performance, followed by customer wellbeing and loyalty with non-organisational factors. For employees, this book discusses how employees' personal traits and volitional activities can shape their wellbeing and performance, and subsequently organisational wellbeing. Subsequently, this book discusses how customers' mindfulness, self-determination, social motives, and volitional engagement are related to their relationships with business organisations. Moving from customer psychological antecedents, the book discusses how product traits and external forces influence consumer purchases.

Catherine Prentice is Professor of Marketing and Head of Marketing Discipline at the University of Southern Queensland, Australia, Director of the Asia Pacific Association for Gambling Studies. She has published several books and more than 100 journal articles, and her main research interests include artificial intelligence, emotional intelligence, service research, public health, wellbeing, consumer psychology, consumer behaviours, branding, services and relationship marketing, tourism, hospitality and gambling studies. She currently serves as Regional Editor of the International Journal of Contemporary Hospitality Management, and Associate Editor of the Service Industries Journal, Journal of Hospitality and Marketing Management, Tourism Review, and Journal of Global Scholars of Marketing Science. Prior to her academic career, Catherine was an entrepreneur, owning multiple businesses and consulting firms, as well as a senior corporate executive at the Genting Group, Malaysia.

Erscheint lt. Verlag	1.9.2024
Verlagsort	Newcastle upon Tyne
Sprache	englisch
Maße	148 x 212 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-10	1-0364-0868-X / 103640868X
ISBN-13	978-1-0364-0868-8 / 9781036408688
Zustand	Neuware