If you're looking for books that not only enhance your knowledge but also spark fresh ideas in the business world, delve into literature on brand building, innovation, and marketing strategies. These reads are valuable not only for startup founders but also for anyone curious about how modern businesses thrive and what it takes to create a strong, successful brand.
In today’s world, businesses and brands evolve beyond traditional models, relying on innovation, social connections, and trust. Books on marketing strategies and innovation provide insights into the ever-changing business landscape, where every decision plays a key role in long-term success.
This time, the VILNIUS TECH Library invites our community to explore these inspiring books via the VILNIUS TECH virtual library:
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This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.
It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.
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Consumer culture theory / edited by Eric J. Arnould, Craig J. Thompson, David Crockett & Michelle F. Weinberger. 2023 Over the past forty years, Consumer Culture Theory (CCT) has emerged as a distinctive field of study that synthesizes diverse subjects such as anthropology, cultural studies, marketing, political theory and sociology to provide new insights into consumers’ relationships to the marketplace and the influence of commercial action on culture. This book, edited by leading scholars in CCT, contains contributions by many of its leading researchers, and distills this interdisciplinary field into a concise accessible overview for students and early career researchers. It describes the key themes, concepts and theoretical areas of CCT; explains why they are useful in understanding consumption and marketplace phenomena; and shows how they can be applied to a wide range of research contexts. |
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Digital trust : social media strategies to increase trust and engage customers / Barry Connolly. 2020 Digital Trust provides an overview of how e-SMEs can use social media platforms to conduct their own research into increasing trust and engagement, with the positives and negatives highlighted for specific industry considerations. For enterprises that rely on e-commerce, engaging customers and building brand trust is vital for driving sales and achieving long-term success. Trust plays a critical part during the online shopping process and is a key precursor for consumer patronage, and social media can provide the ideal environment for SMEs to gain customer trust as part of their online operations. |
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International business / edited by Peter J. Buckley, Peter Enderwick, Hinrich Voss. 2022 Now in its second edition, and in collaboration with their contributing authors, world renowned academics Peter J. Buckley FBA OBE, Peter Enderwick, and Hinrich Voss draw on their wealth of experience and expertise to present a truly global text on international business.The Global Factory framework, developed by Peter J. Buckley, forms an overarching, coherent and accessible model for understanding how businesses operate globally. Synthesising perspectives from economics, social anthropology, political economy, and management, International Business also provides a multitude of examples, case studies and insights from across the globe that link theory to management practices – all to equip you for the challenges faced in the business world today. Engaging examples include internationally-recognised companies such as Nike, Ben & Jerry''s, TikTok and Maersk, as well as organizations from emerging markets such as Saudi Arabia, Brazil and Turkey.Opening cases discuss real challenges faced by international businesses, inviting you to discuss and devise your own solutions, while closing cases and ''IB Insights'' offer opportunities to further reflect on international business practices at real, global companies.Stretch your critical thinking skills by engaging with the ''Topics for Debate'', and build strong academic understanding by looking at the ''Research Insights'', which introduce key scholarship and provide commentary on seminal international business research. |
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Building distinctive brand assets / Jenni Romaniuk. 2023 Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets. Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues. |
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Event studies : theory and management for planned events / Donald Getz and Stephen J. Page. 2024 Event Studies (5th edition) – key updates include a comprehensive overview of event management and tourism, covering event types, experiences, and their meanings. New content includes gender studies, human rights, crisis management, sustainability, and events as agents of change. The book's structure has been reorganized to focus more on theoretical foundations and core management functions. Expert opinions are provided on technology, virtual events, corporate event trends, and event-sector recovery. Additionally, the book expands on design, policy, management fundamentals, event tourism, and related challenges such as risk, security, health, and the environment. This book is essential for event studies students throughout their undergraduate programs. |
You can borrow books to take home through the VILNIUS TECH Virtual Library. After receiving a notification about your prepared order, come to pick up the publications at the designated location: the Central Library (1st floor lobby) or the reading room in your faculty.
The VILNIUS TECH institutional members can access the e-books free of charge by logging on to the University's computer network and from home by connecting to the VILNIUS TECH network via VPN.
More books can be found in the VILNIUS TECH Virtual Library.
