Маркетинг, PR
3584 кн.
Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in a marketing-led approach to brand-building, and offer in its place a highly-participative, organization-wide process that delivers fulfillment to employees and value to customers. Drawing on a wide range of sources, they show that the key to a participatory approach is that customers and other external audiences must join managers...
| Автор | Nicholas Ind |
A comprehensive volume that offers the most current thinking on the practice and theory of engagement With contributions from an international panel of leaders representing diverse academic and professional fields The Handbook of Communication Engagement brings together in one volume writings on both the theory and practice of engagement in today’s organizations and societies. The expert contributors explore the philosophical, theoretical, and applied concepts of communication engagement as it...
| Автор | Maureen Taylor |
Marketing is all about ideas. And Marketing Excellence is about good ideas made great. The companies it features have been selected because they are winners – both literally and commercially. Literally in that they have received Marketing Society Awards for their work in Britain; commercially in that these efforts have resulted in measurable market success. They come from a diverse range of markets; it’s likely that some operate in yours. Written by two marketing thought leaders and featuring...
| Автор | Hugh Burkitt |
There is growing interest in the use of Neuro Linguistic Programming (NLP) as a Qualitative Market Research technique. NLP was previously used in psychology to understand how people think and react, and as a tool in self-development, interpersonal skills and business, looking at how our brains think and experience the world. Qualitative Market research experts now see that using NLP can help the researchers understand the human brain and, armed with this power, they can find out the truth from...
| Автор | Roger Terry |
In 1988, on Stephen King’s retirement JWT published ‘The King Papers’ a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King’s most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today. The...
| Автор | Judie Lannon |
This book is a response to a need in the market place in the fast-growing field of customer profitability analysis and the profitable management of customer relationships. It combines innovative approaches to calculating the value of customers, with the management strategies necessary to make and keep customers profitable. It includes easy-to-follow instructions on how to calculate customer profitability, including worked examples (non-technical) and discusses strategies and their applications...
| Автор | Группа авторов |
Use Adobe Analytics as a marketer —not a programmer! If you're a marketer in need of a non-technical, beginner's reference to using Adobe Analytics, this book is the perfect place to start. Adobe Analytics For Dummies arms you with a basic knowledge of the key features so that you can start using it quickly and effectively. Even if you're a digital marketer who doesn't have their hands in data day in and day out, this easy-to-follow reference makes it simple to utilize Adobe Analytics. With the...
| Автор | David Karlins |
It’s a bargain! The definitive guide to buying and selling success on eBay Want to know the best way to get rid of some of that clutter laying around the house and make some cash? Or sell that beautiful jewelry you made recently? It might be time to take a quick trip to a market with more than 175 million buyers and start a global bidding war. eBay remains the easiest way to sell to hungry consumers worldwide and to uncover incredible bargains and unique items for yourself in the process. Marsha...
| Автор | Marsha Collier |
Il concetto di marketing virale è semplice. Implementare un’entità così avvincente, interessante e preziosa, che chiunque entri in contatto con essa abbia subito il desiderio di condividerla con qualcuno che conosce. In altre parole, è VIRALE! Ma solo nel senso che una volta che quell’entità è là fuori, assume una vita propria, si diffonde e si moltiplica come un virus potente ma non minaccioso. Scoprirete le migliori e più produttive tecniche di marketing virale e come implementarle. Ecco solo...
| Автор | Carolina Meli |
Financial technology—or fintech—is gaining in popularity globally as a way of making financial services more efficient and accessible. In rapidly developing China, fintech is taking off, catering to markets that state-owned banks and an undersized financial sector do not serve amid a backdrop of growing consumption and a large, tech-savvy millennial generation. It is becoming increasingly likely that some of China’s fintech firms will change the way the world does business.In China’s Fintech...
| Автор | Sara Hsu |
Amazon is the most powerful corporation on the planet and its CEO, Jeff Bezos, has become the richest person in history, and one of the few people to profit from a global pandemic. Its dominance has reshaped the global economy itself: we live in the age of 'Amazon Capitalism'. 'One-click' instant consumerism and its immense variety of products has made Amazon a worldwide household name, with over 60% of US households subscribing to Amazon Prime. In turn, these subscribers are...
| Автор | Группа авторов |
The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing...
| Автор | Milton Kotler |
Have you ever wondered how one can save from taxi rides during surge pricing? Why you would shop more under sunny weather? What effects does a bankrupt neighbour have on residents living in the estate? How do people perceive risks during the coronavirus pandemic? Kiasunomics©2 explores these issues and more in a light-hearted and easy-to-understand manner, by showing the economic ramifications of individual choices through the lens of Teng, the protagonist of this book, and his family...
| Автор | Sumit Agarwal |
An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy. Covering all aspects of digital marketing planning, and t he latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan and concludes with a ready-made digital marketing plan template to download and...
| Автор | Annmarie Hanlon |
Améliorez vos compétences en relations humaines pour une communication efficace avec vos pairs, vos amis, votre famille, vos relations et vos affaires aujourd'hui! Vous sentez-vous mal à l'aise dans des situations sociales où les premières impressions sont si vitales? Manquez-vous de confiance et de charisme dans vos communications quotidiennes qui vous font paraître distant et désengagé? Si tel est le cas, vous pourriez manquer de compétences humaines cruciales qui sont essentielles à votre...
| Автор | Jayden Navarro |
In this clear and informed guide to the business model that’s set to dominate twenty-first-century commerce, Adam Levinter makes a compelling case that the phenomenal success of companies like Amazon, Netflix, Spotify, and Salesforce wouldn’t be possible without the foundation they all have in common: subscription. A surge of subscription boxes in 2012 earned buzz for offering everything from razors to meal kits to underwear; since then the model has proven to be adaptable, profitable, and...
| Автор | Adam Levinter |
Do your salespeople feel under extreme pressure to retain accounts or gain new business at any cost? If so, you may be leaving big money on the table. Consider the integrated-circuit supplier representative who lost $500,000 of potential profit on a single transaction, just to «win» a deal that he would have closed anyway at the higher price. Do not make price concessions. Become a value merchant instead. In this authoritative book, James Anderson, Nirmalya Kumar, and James Narus explain how...
| Автор | Nirmalya Kumar |
Wer will das nicht: Marketing betreiben und dafür weniger Geld ausgeben? Growth Hacking wurde genau dafür entwickelt, es sollte Startups helfen, ohne viel Geld zu wachsen. Dieses Buch gibt Ihnen einen Einblick in die Grundlagen des Growth-Hacking-Prozesses. Der Autor erläutert außerdem, wie Sie Kommunikationslinien mit Ihren Kunden eröffnen, wie Sie Testmodelle etablieren und wie Sie sich die nötigen Werkzeuge aneignen, um erfolgreich kostengünstiges Marketing zu betreiben. Zudem geht er noch...
| Автор | Anuj Adhiya |
Bringen Sie Ihr Unternehmen in das digitale Zeitalter, ohne Ihr Kerngeschäft zu beeinträchtigen!<br> In ihrem Buch zeigen die Autoren Unternehmen, wie sie mit neuen und innovativen Produkten und Dienstleistungen digitaler werden sowie gleichzeitig ihr Kerngeschäft vorantreiben können. Das Buch erläutert, wie man das schwierige Gleichgewicht zwischen dem Aufbau eines neuen (digitalen) Geschäfts und der Revitalisierung – und Digitalisierung – des Altgeschäfts findet.<br> Der Kern des...
| Автор | Hannah M. Mayer |
Why are recommendations like «Think outside the box!», «Go around», «Think Different!» the real killers of creative thought? What are the eight proven tools which lead to a winning idea, even for one who does not consider himself a creative person? What is the ideal product and how does it help to sell the real product? What is a powerful approach ad people can borrow from physicists and children? Why is the trial-and-error method a sure way to waste intellectual resources? How...
| Автор | Alexey Ivanov |
Dieses Buch enthält Fragen und Antworten für zeitgemäße und sichere Umgangsformen. Sie stellen sich vielleicht die Frage: »Worin besteht die Notwendigkeit eines solchen Wissens?« Gutes Benehmen stärkt nicht nur das Selbstvertrauen und bewirkt damit eine positive Ausstrahlung auf andere. Es ist auch eine wichtige Voraussetzung für Bewerbungen und den Erfolg im späteren Beruf und im Leben. Dieses Buch ist in Zusammenarbeit mit Wolf Dietrich Speck von Sternburg entstanden.
| Автор | Frauke Weigand |
Βελτιώστε τις κοινωνικές σας δεξιότητες για να μπορείτε να επικοινωνείτε αποτελεσματικά με τους συνομήλικούς σας, τους φίλους σας, την οικογένειά σας, τον σύντροφό σας και τις επαγγελματικές σας γνωριμίες Σήμερα! Αισθάνεστε άβολα σε κοινωνικές καταστάσεις όπου οι πρώτες εντυπώσεις είναι τόσο ζωτικής σημασίας; Έχετε χαμηλή αυτοπεποίθηση και έλλειψη του χαρίσματος της καλής επικοινωνίας στην καθημερινότητά σας το οποίο σας κάνει να φαίνεστε απόμακροι και αδρανείς; Αν ναι, τότε υπάρχει περίπτωση να...
| Автор | Jayden Navarro |
Was hat man als KursleiterIn bei einem Seminar für Bewerbertraining zu beachten? Welche Methoden haben sich bewährt und warum sind innovative Konzepte für diese Zielgruppe nur bedingt einsetzbar? Es ist zu beachten, dass das Seminarziel für Umschulungen, Qualifizierungsmaßnahmen oder Bewerbertraining nicht nur Wissensvermittlung ist, sondern vor allem das Erreichen der vereinbarten Vermittlungsquote. Der Autor hat mit seinem berufsbezogenen Marketing und als Inhaber eines der größten...
| Автор | Gerhard Seidel |
Marketing 2.0 für Handwerk und KMU Immer mehr Menschen suchen Produkte, Dienstleistungen und Lieferanten über das Internet. Die Konsequenz: Handwerksbetriebe ohne eigene Internetpräsenz werden von vielen (potenziellen) Kunden erst gar nicht wahrgenommen. Im Zeitalter von Facebook, Twitter und Co. ist der eigene Internetauftritt deshalb Pflicht, Social Media die 'Kür'. Wie Sie diese Kür meistern, einen eigenen Blog einrichten und erfolgreich zu Marketingzwecken nutzen, zeigt der...
| Автор | Hubert Baumann |