Essays in Business Management. A Handbook for Master's Students

      Аннотация: This book presents an innovative and systematic approach for writing open-ended, essay-type research questions on selected brands (e.g. Samsung, Tesla, Tesco, InBev etc.) – including business leaders like Elon Musk and Sundar Pichai. It has five sections.The first part on Samsung’s Customer Experience (CX) Strategy discusses the concept/ importance of CX, Consumer Persona Creation, Customer Journey Mapping, Omnichannel Marketing, CX Performance Metrics and more. Other sections of the book contain essays on “Global Strategy and Sustainability,” “Leading Through Digital Disruption,” “3 Pillars of Sustainability” and “Personal Effectiveness” of Google CEO, Sundar Pichai. Theories applied in the research essays include Stephen Covey’s 7 Habits of Highly Effective People, Archie Carroll’s CSR Pyramid, Business Ethics, Sales Funnel etc. This book is a valuable reference guide for practitioners and students of Business Management.

Ключевые слова: Essays, in business management, a handbook, for master's students, Irobiko Chimezie Kingsley, innovative and systematic approach, open-ended, essay-type research, Brands, Samsung, TESLA, Tesco, InBev, business leaders