Marknadsföring

Note: This is the version of Hello $FirstName that is primarily built on Swedish case studies!The title of this book Hello $FirstName is a reference to what could very well be the most common example of Personalization in the world. The personalized salutation of often used in an email or a LinkedIn connection request. However, as this book will show, there is much more to personalization than putting people's first name into a subject line.The book is aimed at all marketers working with personalization, to help them get a clear understanding of the concept and share this with their team to ultimately create better results with the resources at hand. The first and second parts of the book focus on understanding the concept in detail and will be helpful for marketing practitioners of all levels. The last two parts focus on the prerequisites as well as the organizational foundation of personalization and will be particularly helpful to marketing leaders and CEOs wishing to guide their organization towards creating the best possible customer experience.* * *"Balancing brand communication with personalized communication is a challenge. To be more relevant, try to understand your customers' behaviour and preferences. Be consistent expressing your brand message and values. Don't get lost in data but use it to boost creativity. The combination will build trust and create recognition, and helps create a deeper relationship with your customers. If you don't believe it - read this book!"- LARS AXELSSON, CHIEF MARKETING OFFICER, AJ PRODUKTER* * *"Hello $FirstName is a truly remarkable book that offers a fresh and insightful perspective on the power of personalization in today's business landscape and its impact on customers and their experience. The authors' expertise and passion for the topic shines through, and there are numerous case studies so readers will undoubtedly walk away with newfound knowledge and appreciation for the importance of personalization to take their business to the next level!"- ANNELIE NÄSSÉN, CHIEF EXECUTIVE OFFICER, FOREX* * *"Personalization within marketing is extremely challenging but if done correctly, will become the key to your success. Hello $FirstName is by far one of the best books to help you navigate this complex universe and map out the crucial strategy needed. A must-have for every modern marketer!"- FREDRIK SALZEDO, DIRECTOR, GLOBAL MARTECH AND AUTOMATIONS, WARNER BROS. DISCOVERY* * *"Customer relevance is - and should be - on the lips of any marketeer, but at which point does really the benefits of personalized and one-to-few communication outweigh the costs? Hello $FirstName provides a nuanced and hands-on approach to personalization strategy. A must read for any marketeer who see the value of obsessing even more about their customers!"- HELENA HOLMSTRÖM, DIRECTOR CUSTOMER AND BRAND, CLAS OHLSON* * *"At Wednesday Relations we have a huge interest in the complex topic of personalization to increase relevance for the receiver and revenue for the company. It has quickly become a necessity to have a One2One strategy as consumers get more and more used to relevant messages. Hello $FirstName is highly relevant for supporting you and your organization in setting up processes, organizations, and infrastructure to be successful in the world of personalization."- MATS GUSTAFSSON, CEO AND FOUNDER, WEDNESDAY RELATIONS * * *

You'll also learn how to stand out from other candidates and what to avoid that could cause you to fail in the interview process.

Dieses Buch führt in die Ziele, Strategien und Maßnahmen des Nachhaltigkeitsmarketings ein. Dabei werden ökonomische, ökologische und soziale Perspektiven berücksichtigt. Die Absicht ist, vor allem die Prinzipien und Merkmale des Nachhaltigkeitsmarketings stärker als Standard für alle Marketingaktivitäten zu verankern. Eine ausgewogene Mischung aus theoretischen Grundlagen und Fallbeispielen ¿ wie Allos-Hofmanufaktur, dm-drogerie Markt, Initiative Tierwohl und Edeka Zentrale Stiftung & Co. KG, Migros, Molkerei Söbbeke, Pampers, Raizen Biosprit Produktion, Rügenwalder Mühle, Vaude, Waschbär, Weleda ¿ machen das Buch sowohl für Studierende als auch für die unternehmerische Praxis interessant.Die 2. Auflage wurde vollständig überarbeitet und um zahlreiche Praxisbeispiele erweitert. Insbesondere wurden folgende Anpassungen vorgenommen: Integration der Sustainable Development Goals (SDG) als normativen Orientierungspunkt für die Ausgestaltung des Nachhaltigkeitsmarketings bis 2030Stärkere Berücksichtigung der normativen, strategischen und operativen ManagementebeneIntegration der Digitalisierung im Rahmen von digitalen Märkten, einer organisatorischen und instrumentellen Ebene (Technologien und Dienste)Zudem erhalten Sie Zusatzmaterial via App: Laden Sie die Springer Nature Flashcards-App herunter und nutzen Sie exklusive Inhalte, um Ihr Wissen zu überprüfen.

What do Disney Imagineering and nonprofit organizations have in common? More than you think!Although nonprofits are rarely known as creative powerhouses, we'll explore how to use the same principles that make Disney Imagineering the gold standard of imaginative thinking to transform your organization into an equally inventive and creative environment.The Nonprofit Imagineers explores how more innovation can happen at nonprofits, no matter how small the budget, how meager the staff, how tight the board oversight or how limited the time commitment. Using more than 100 real-life examples from theme parks, movies, and Walt Disney's life, you will come away inspired to experiment with Disney Imagineering principles such as blue-sky meetings, storytelling, creative intent, kinetics, plussing, and weenies. Yes, weenies.This book is perfect for employees, managers, board members and volunteers at schools, faith-based organizations, community centers and assorted other organizations of all sizes looking to use creativity to improve their programming, fundraising and relationship with their families, members, and donors.

What is the best way to make money from your podcast?You have a podcast, and you have always dreamed of using your podcast to land more clients for your high-ticket offer, but you have tried a lot of strategies with none working, or you don't even know what to do to achieve that.There are just three problems you need to solve to have many high-paying clients coming your way through your podcast.1. Your most qualified and ideal clients don't know you or your podcast exist.2. Your most qualified and ideal clients have a busy life with no time to click listen to your podcast.3. You have been using your podcast (if you already have one) or planning to use your podcast (if you plan to start one soon) to focus on the audience side of podcasting that offers only big audience podcasters the chance to make big money.And to solve these problems, you need a viable, scalable, measurable system that will turn your podcast into a consistent pool that fills your sales pipeline with high-ticket clients.Yes!You should use systems - the right systems.Your podcast "gurus" will tell you to start a podcast and then try to get a lot of downloads to make money from your podcast.That will work - if you have a big email list and audience.But that's a dead-end strategy to bank on when you are selling high-ticket offers and when you don't have a big audience that can drive the sales you want.Podcasting to make it to the famed "New and Noteworthy", getting tons of downloads, and even having popular influencers as guests to get more downloads do not work for selling high-ticket and high-value products or services.In this book, you will learn one simple but powerful and easy 30 to 40-minute podcast interview system you can start tomorrow to fill up your sales pipeline with tons of conversations with your ideal clients.And the best part?You don't even need an audience. You also don't need to care about getting tons of downloads for your podcast.Get a copy now!

Customers love it when employees are ENGAGED to deliver an experience. However, it doesn't come easy for most companies. The level to which your workforce is ENGAGED also has a significant impact every day on employees' happiness and productivity, the customer experience, and your company's profitability.Your company can be one that customers love to do business with ... one that turns customers into loyal followers who buy more and more often. The journey through ENGAGED!, will teach you what leading companies do to create "customer love."In this book, you'll discover the Eight Principles that every manager needs to create a workforce that "lives the company brand" in ways that leads to an experience that helps you create customers for life. With the tools and techniques outlined in this book, your company can: Get all employees "on stage" to deliver a more consistent customer experience.Increase employees' happiness so they make your customers happier.Go beyond announcing your culture to getting every employee consistently living it.Quantify your culture and customer experience to create unheard of visibility that gets everyone focused on results.Create an environment of appreciation that empowers employees and helps them to become more motivated and committed to your company's success.Fill every manager's toolbox with practical and proven techniques for making your company's values and desired customer experience a part of the conversation ... every day!Gregg Lederman taps into his vast experience of helping many "best companies to work for" to share his proven principles for defining the work culture and customer experience, reminding the workforce to live the brand daily, and-most importantly-quantifying the experience and holding the workforce accountable for financial results.This book dispels popular myths about employee rewards (they don't work the way you think they do) and employee and customer satisfaction efforts (which, for most companies, are more of a distraction than useful data linked to tangible results). The author introduces the ENGAGED Index (a tool you can use to find out how ENGAGED your company is). This book will help you put your plan together so that rather than imagining what could be, you'll actually design what should be.

Monique Richardson draws on decades of experience and examples of exceptional service-driven leaders and organisations across all sectors to show that caring for your people is at the heart of all service leadership.

Move beyond 'top-of-mind'. Business relationships start where all worthwhile relationships start: in the heart, not the head.

Stai cercando un modo comprovato per generare reddito passivo e raggiungere l'indipendenza finanziaria?Ti senti sopraffatto dalle innumerevoli risorse di marketing di affiliazione disponibili e non sei sicuro da dove cominciare? Scopri la guida definitiva per padroneggiare l'arte del marketing di affiliazione e sbloccare i segreti del successo online con "Affiliate Marketing per principianti: Un corso accelerato per sfruttare i social media, scoprire nicchie redditizie e padroneggiare passo dopo passo gli strumenti essenziali per generare reddito passivo online". Questa guida completa è progettata per fornirti tutte le conoscenze, gli strumenti e le strategie pratiche di cui hai bisogno per avviare e far crescere una fiorente attività di marketing di affiliazione. Concentrandosi sull'utilizzo dei social media, sulla scoperta di nicchie redditizie e sull'utilizzo di un approccio graduale per padroneggiare gli strumenti essenziali, questo corso accelerato è l'unico luogo da cui partire per avviare il tuo viaggio nel marketing di affiliazione. In questa guida, scoprirai: Una chiara introduzione al marketing di affiliazione, con una spiegazione dei suoi concetti fondamentali e dei suoi vantaggi per i principianti.Tecniche comprovate per la ricerca e l'individuazione di nicchie redditizie che ti porteranno sulla strada del successo.Consigli esperti per la scelta dei programmi di affiliazione giustiUn'approfondita esplorazione degli strumenti e delle piattaforme essenziali di cui avrai bisogno per ottimizzare il tuo flusso di lavoro e le tue campagne.Suggerimenti pratici per costruire la tua presenza online, creare contenuti di alta qualità e utilizzare il marketing via email per far crescere il tuo pubblico e aumentare le conversioni.Un'immersione completa nella promozione sui social media, nelle tecniche di pubblicità a pagamento e nella collaborazione con influencer e partner per massimizzare la portata e l'engagement.Numerosi esempi facili da capire che chiariscono concetti complessi e assicurano una facile esperienza di apprendimento per i lettori.Strategie avanzate per padroneggiare l'ottimizzazione del tasso di conversione, l'ottimizzazione per i motori di ricerca, l'analisi dei dati e la presa di decisioni basata sui dati.E molto, molto di più! Pieno di esempi pratici, casi studio reali e consigli pratici, questa guida è la risorsa definitiva per chiunque voglia entrare nel mondo del marketing di affiliazione e costruire un'attività online redditizia. Che tu sia un principiante assoluto o abbia già qualche esperienza alle spalle, questo corso accelerato ti fornirà le competenze e le conoscenze per far decollare il tuo successo. Non lasciare che l'incertezza ti trattenga ancora. È tempo di prendere in mano il tuo futuro finanziario e creare la vita che hai sempre sognato.Con "Affiliate Marketing per principianti", avrai accesso a una ricchezza di informazioni, ad una guida esperta e strategie potenti che ti porteranno sulla strada del successo. Sei pronto a trasformare la tua vita e sbloccare il potenziale illimitato del marketing di affiliazione? Fai il primo passo verso la libertà finanziaria e il successo online senza limiti prendendo la tua copia di "Affiliate Marketing per principianti" oggi stesso!

This book is a must read for business owners, leadership teams and marketers who want to stop acting tactically and start making big strategic moves to create unfair advantages in their businesses.Marketing is one of the most misunderstood but crucial areas of business. Most of us are drowning in the ever-expanding lists of marketing tactics and do not understand that acting strategic is the solution to gain business breakthrough, simplification, efficiency and effectiveness. So, many undertake expensive and misguided efforts that yield little-to-no ROI, reducing strategic growth and increasing strategic risks, as well as squandering profits.To better assess your options, this "manual" demystifies marketing and presents six key truths that will equip you and your team to enact deliberate, advantage-creating changes in your business. From introducing standardized "mental models" to challenging thinking patterns to creating a multi-year business road map, Mike and Bruce team up to help you dismantle the Great Marketing Lie and replace it with actionable, competitive strategies.This is not just a book you're going to "read." You'll want a pen in hand to take notes that you'll want to apply to your business and team. This is not a book you finish saying, "that was nice." No. The foundational and easily applied strategic marketing principles come with tools to work through them. Get your white board ready for the team. Your goal is to get your company "from here to there," and The Great Marketing Lie was written for just that purpose: To create a competitive moat around your business. To be a team of "sharks with laser beams." To think like a raptor while your competitors are asleep. To go from red ocean to blue.The Great Marketing Lie is a book you'll want to return to over time as your business and markets continue to change.

Stai cercando di far crescere la tua piccola impresa? Se è così, non c'è mai stato un momento migliore per farlo.Social media è scoppiata sulla scena globale come l'ormai dominante medio di connessione e collaborazione. Mentre sono emerse nuove sfide, le piccole imprese hanno più di un'occasione che mai ad esplodere su di un panorama competitivo attivata dai social media marketing e il più grande spazio di digital marketing.La maggior parte di social media marketing libri predicare obsolete strategie che si fermano a Facebook annunci e consigli sul social media crescita che si riduce a "essere se stessi".Ho deciso di creare una guida aggiornata che mostra esattamente come navigare nel social media marketing dello spazio attraverso le esperienze che ho avuto nella costruzione dell'influenza sociale e la redditività di decine di piccole imprese. Ho focalizzarsi su tre aspetti chiave di social media marketing:Come Stabilire una Strategia Digitale e la Presenza SocialeNella prima parte dell'audiolibro, mi mostra esattamente come trovare e raggiungere il tuo target di riferimento. Ci sono molte piattaforme di social networking là fuori, come Facebook, Instagram, Youtube, TikTok, LinkedIn e così via. Ogni piattaforma ha i suoi punti di forza e di debolezza-picking il giusto quelli per mettere a fuoco è essenziale in modo da poter identificare rapidamente e connettersi con il proprio target di riferimento.Come Costruire un PubblicoUna volta che hai capito dove trovare il pubblico e ha stabilito una digitale ottimale e la strategia di social media, è importante mantenere costantemente attraverso la creazione di contenuti di valore. Questo richiede molto tempo, quindi dovremo esplorare come automatizzare il processo e ad esternalizzare la creazione di contenuti. Questo consentirà di liberare tempo e quindi si può lavorare sul vostro business, non per il vostro business.Come Pubblicizzare e OttimizzareUna volta che avete trovato il vostro pubblico e avere qualche grande contenuto pubblicato, è il momento di fare un po ' di soldi. Non c'è modo più facile per crescere e scala di un business di social media ads. Il Social media marketing è il pay-to-win, e io vi mostrerò come vincere.In somma, il Social Media Marketing per le Piccole Imprese, stabilisce un collaudato percorso verso il successo misurabile per l'imprenditorialità e imprenditori. Il mondo è andato digitale, si soccombere per l'entropia, la confusione e la concorrenza, o sfruttare il fatto di costruire un solido business?Se si desidera prendere il vostro business al livello successivo, scorrere verso l'alto e clicca su "aggiungi al carrello"!

Why Facebook is a good tool for online marketers, how to make more money using Facebook, how easy it is to earn on Facebook, how it can expand your business, and how to amass 500 friends in 30 days! Why use Facebook? and other introduction-related topics are covered in this book. How to create a Facebook account, develop a compelling profile, add friends and expand your network, obtain more than 500 friends in 30 days, use Facebook ads to find qualified prospects, and much more! Get your copy today!

Businesses that focus on the value-rather than the cost-to the customer can command nearly any price they choose. Pricing for Profit teaches business owners how to break free from industry pricing and obtain pay that reflects the genuine worth of the product or service being delivered.Readers will discover how to quantify the worth of their products or services, differentiate between price and value purchasers, bundle their offers for competitive advantage and enhanced customer value, and create a powerful marketing strategy that communicates value.The low prices that small firms feel obligated to offer limit their potential to earn profits, slowing their reaction to changing client needs. This accessible and practical guide is a must-read for anyone who wants to create more unit sales, close more transactions overall at higher prices, and make more money with less unneeded effort. It is filled with easy-to-use formulas, sample scripts, clear examples, instructive exercises, and more.

A revised and expanded edition of the book described by Books Monthly as `an absolute gem. A bible, in fact¿. If the future is going to be creative, then Hegarty on Advertising points you in the right direction. Written by one of the world¿s legendary advertising men, this best-selling book contains five decades¿ worth of wisdom from the man behind hugely influential campaigns for brands such as Levi¿s, Audi, Boddingtons and Lynx. In this new and improved edition John Hegarty reveals what lies behind a great idea and effective advertising, the ingredients of a successful brand, the right way and the wrong way to run and launch an advertising agency, why you should always question the brief, the art of pitching to a potential client, the central role of storytelling in advertising, the impact of new technology in a rapidly evolving industry, and the importance of dealing with succession. And if that isn¿t enough, read the final chapters on winemaking and The Garage Soho, a startup incubator that he has co-founded, to find out what happens when an advertising man becomes the client and has ideas sold to him. Both a credo for creativity and a brilliantly entertaining memoir, Hegarty on Advertising provides unparalleled industry insight through stories and anecdotes about the agencies in which Hegarty has played a vital role and the many characters with whom he has worked along the way. Packed with straight-down-the-line, generous, engaging and witty advice, it will be of immense appeal across the whole creative spectrum, from those who want to work in advertising to chief executives who understand the power and value of ideas that sell.

¿This book provides an updated overview of the recent progress in the theoretical study of third-degree price discrimination. It is a marketing tactic and is said to be present if the unit price is different across different groups of buyers. Its welfare evaluation is often difficult because it entails two countervailing effects: on one hand, it exploits surplus from consumers who have high willingness-to-pay, but on the other hand, it generates gains from trade from consumers who otherwise would not purchase the good. Recognizing this difficulty, we provide new insights on evaluation of third-degree price discrimination in consideration of network effects and vertical product differentiation. Our analysis is particularly useful for the industries related to information and communication technologies (ICT) because these two elements characterize them. Furthermore, we also study the welfare effects of third-degree price discrimination under imperfect competition other than monopoly.At first, it seems that it may complicate the analysis under monopoly. However, we argue that the main thrusts of analysis under monopoly carry over to the case of oligopoly. We also take into account behavioral aspects and their implications for studying third-degree price discrimination. Overall, this book is designed to provide implications for contemporary management and policy issues by advancing theoretical issues in industrial organization.

Note: This is the version of Hello $FirstName that is primarily built on Norwegian case studies!The title of this book Hello $FirstName is a reference to what could very well be the most common example of Personalization in the world. The personalized salutation of often used in an email or a LinkedIn connection request. However, as this book will show, there is much more to personalization than putting people's first name into a subject line.The book is aimed at all marketers working with personalization, to help them get a clear understanding of the concept and share this with their team to ultimately create better results with the resources at hand. The first and second parts of the book focus on understanding the concept in detail and will be helpful for marketing practitioners of all levels. The last two parts focus on the prerequisites as well as the organizational foundation of personalization and will be particularly helpful to marketing leaders and CEOs wishing to guide their organization towards creating the best possible customer experience.* * *

For every company that is active internationally, a systematically operated cross-national marketing management is indispensable in order to secure its own existence in the long term. The rapid changes on many markets and in many countries also mean that professional information gathering and processing of market-relevant data must take place within the framework of international market research. Based on this data, market-oriented decisions have to be made within international marketing management in order to achieve operational goals. This book deals not only with the "classic" topics of international marketing, such as international market research and the international use of individual marketing instruments, but also with the various management sub-functions of planning, controlling, organization and human resources management in internationally active companies, each with a specific reference to marketing in the sense of market-oriented corporate management. The theoretically presented correlations are enriched by current data on the relevant framework conditions on international markets, empirical findings on the individual fields of action of international marketing management as well as numerous current examples from entrepreneurial practice. With this comprehensive presentation of international marketing management, the authors address lecturers and students as well as practitioners who deal with marketing issues in an international context.

This book presents high-quality cases on different social marketing campaigns that have been developed by NGOs, Public Administration, and businesses. They will be specifically focused on achieving, or contributing to achieving, the different Sustainable Development Goals (SDGs) by The United Nations, and how these campaigns can raise awareness and contribute to achieving the SDGs. This book takes an international approach, gathering cases developed in different countries and cultures around the world.