Cost-effective Marketing Strategies for Businesses, Employees and Customers
Jul 2024 · Cambridge Scholars Publishing
Ebook
306
Pages
family_home
Eligible
info
reportRatings and reviews aren’t verified Learn More
About this ebook
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.
About the author
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.
Rate this ebook
Tell us what you think.
Reading information
Smartphones and tablets
Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.
Laptops and computers
You can listen to audiobooks purchased on Google Play using your computer's web browser.
eReaders and other devices
To read on e-ink devices like Kobo eReaders, you'll need to download a file and transfer it to your device. Follow the detailed Help Center instructions to transfer the files to supported eReaders.
