This book offers both a descriptive and prescriptive mixture of theoretical expertise, contextual experience and the application of insight from data-driven, customer-specific marketing research. Grounded in extensive practitioner empirical evidence, it provides an intellectual, sociological and philosophical analysis of brand meaning, whilst delivering a practical strategic approach to creating brands with purpose. The authors have extensive expertise and experience in the broad conceptual, practical and pedagogical aspects of marketing as students, managers, authors, lecturers, consultants and teaching at every level of UG, PG and Post-Experience. Tom’s technology-based research agency, FUZE - specialising in evaluating customer-culture-employee experiences against organisation’s branding strategy - allows him to bring a unique blend of targeted ‘empirical case data’, cutting-edge methodologies and academic expertise. His role as Associate Head of Department in creating and delivering a suite of Global MBA programmes, has continually identified a deficiency in standard MBA programmes with critical disconnect between theory and practice. This is something which is unique in Tom’s practice work and academic experience will be a vital part of the book’s direction and unique data-driven content. Pedagogic logic Aimed at instructors and students, as well as being a strategic instructional manual of applied empirical marketing research, the teaching methodology (or pedagogic logic) below describes how the fusion of marketing theory and marketing practice will be addressed in the textbook, delivered in the classroom and practiced in market context. 1. Book Structure The book is divided into 3 separate but integrated sections of informed brand strategy: The foundations of theory: the socio-psychological philosophy of cultural value and meaning. The development of strategy: the components of successful brand strategy. The application of purpose and practice: the practical application of marketing insight and brand sustainability. 2. Chapter Structure and contents Each chapter has a consistent layout containing the following elements of teaching methodology: Golden thread: an integrative, on-going narrative of theory to practice/practice to theory is present throughout each chapter. Explicit pedagogical structure: Each chapter has a ‘4Es lesson plan’ format (Exposition, Explanation, Example, Exercise) which is consistent with good teaching practice and echoes the format of previous published texts. Learning outcomes boxes: The ‘learning objectives’ approach is a standard teaching method. ‘Opening’ and ‘Closing’ mini cases: illustrating key conceptual and contextual examples will reinforce the above but also the ‘theory into practice’ theme. Glossary: a ‘learning lexicon’ (on-the-page glossary) as a conceptual aid to understanding the subject matter and the language of marketing and branding (interactive for e-book with hyperlinks and website). Conceptual frameworks: practical models offering visual explanation of marketing and brand theory. Chapter 8　‘Towards Holistic Strategic Marketing’ acts as both a summative guide for Sections 1 and 2 and also a unique integrative strategic analysis of a broad range of marketing specialisms (inc. Service Marketing, Branding, Integrated Marketing Communications, Data-driven insight) deployed in the consultative work of a practising consultancy. 3. Extended ‘theory-practice symbiosis’ case analyses Chapter 9 ‘Delivering impact from insight’ acts as a summative guide to Chapters 10-14 Extended Case Analyses, demonstrating how a functioning consultancy integrates theory, practice and praxis based on data-driven, customer-specific marketing research. Extended Case Rationale: A unique differentiator of this text, these ‘living’ cases will describe, diagnose and deliver ‘primary data-insight, empirically driven’ cases based on FUZE’s hybrid academic rigour/practiced-based commercial know-how. Each real-world case may have different applications of theory and each have a consistent structure using an explicit ‘Brand Fusion Development Template’ for each case analysis. All cases have a global appeal and (primary and secondary) data gathered from across the world. For instance, from a pedagogic perspective there is a set ‘structure’ to allow the reader to have consistent touchpoints as the concept/topic rationale is set, analysed and learning is brought to life. weiterlesen