Contemporary Research In Brand Management Uum Press

This book is about research in brand management and contemporary issues in marketing. It is designed to bring today’s professionals, managers, academicians and students the current research findings relating to issues in branding and marketing across the globe. Generally, branding has been accepted as an important strategy in managing business and marketing activities. This is because effective branding and marketing strategies can help improve business performance and bring up companies to a better position. Hence, this book is a good reference to those who wanted to understand factors influencing product and service brand performance, issues on brand loyalty, consumer purchase intention and Islamic retailing.

Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.

Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.

This collection offers a sample of contemporary works on tourism and its impact on the Malaysian environment, written by academics from a variety of perspectives. Given the growing body of literature on different aspects of the industry the coverage is by no means representative, let alone exhaustive, of the current discourse. Nonetheless the nineteen chapters cover a range of interests and concerns which have emerged as a consequence of spectacular growth in tourist arrival which currently places Malaysia as one of the most popular destinations in Asia. Recent forecast indicates that the growth trends will continue for at least another decade before the country as a destination approaches maturity. This volume would be a useful reference for students, academic and other researchers who are looking for detailed information to enable them to analyse the impacts and implications of tourism development on the host society.

The book Halal Marketing: Concept and Strategies aims to fulfil the gap in the literature by encompassing all the perspectives and ethical values of Islamic marketing. This is not a spiritual enlightenment book but an outline of the practical aspects of Islamic marketing. This book presents a useful combination of Islamic concept with marketing and consumption. Various topics including fashion, cosmetics, consumption, advertising, branding, and corporate social responsibility have been covered in this book. The comprehensive themes which encompass the nexus between Islam and marketing have been covered in this book as well. It is worthwhile for practitioners and academicians to study the connection between Islam, marketing as well as sociology. The book provides knowledge not only for Muslim practitioners but also to non-Muslim practitioners. The authors of the book recognize the dimensions of Islamic marketing in practices as well as in morality. The book delivers a comprehensive guideline for the organizations when trying to customize their marketing activities and offerings products according to the Islamic consumer group. The book sheds light on the topics of supply channels, positioning, pricing, and cultural norms as well.

This is the fourth volume of the compilation of case studies by UUM’s Institute of Management and Business Research (IMBRe). Following the successful publication of its three predecessors, the current Volume 4 selects and includes the best Malaysian case studies in the broad areas of management, economics and marketing. It is IMBRe’s aspiration to encourage both academics and students to embrace the case-study approach as an effective pedagogical tool. The cases are designed and written by academics to be used for both undergraduate and postgraduate courses, in which the academics themselves, more often than not, serve as instructors. Although each case is written specifically to cater for a particular course, it can be adapted for other related courses.

Organisations, including hotels, usually have more than one human resource practices system. Thus, this book is written to provide an understanding of the human resource practice system for managerial and non-managerial employees in the context of hotel industry. This book focuses specifically on five-star beach resort hotels in Malaysia. The human resource practices system for managerial employees includes empowerment while the recruitment and selection is more thorough. Their compensation is more attractive and their training is more rewarding. Both groups of employees are provided with a clear job description, orientation, employment security, objective performance appraisal, career development opportunity and effective communication.

Institute for Management and Business Research (IMBRe) is pleased to put forward this book which contains a compilation of business management case studies. The cases in this book are meant for teaching and learning purposes which could be used for both the undergraduate and postgraduate levels. In specific, the first case about Lang Buana Museums requires students to apply their knowledge of how to manage an entity in public sector with respect to its accountability, financial management and accounting to address the Museums’ problems in trying to improve the operation and financial conditions of the Museums. The second case about Regular Care insurance and Critical Care insurance requires students to apply their knowledge of insurance management and also financial management about time value of money (TVM) concept in making purchase decisions for different needs of medical care and for different premium payment terms. The third case about BFN Bank Berhad requires students to apply their knowledge of bank management with respect to commercial bank’s operations and its lending activities to come up with turnaround strategies in reducing the bank’s non-performing loans (NPLs) to enable the bank to generate high return. The fourth case about Langkawi Buffalo Park requires students to apply their knowledge of how to manage a farm to improve its performance with respect to management, marketing and finance by conducting SWOT analysis and re-establishing the length of time expected to break even. The fifth case about a small family business requires students to apply their knowledge of strategic management by performing SWOT analysis, explaining how business creates values under cost-leadership strategy, discussing the disadvantages of resource-based model and identifying exit barriers. The sixth and last case about Knots Group Café requires students to apply their knowledge of human resource management with regard to the recruitment, development (talent management) and retention of employees for business sustainability.