Marknadsföring

Casting light on the evolution of political marketing in Central and Eastern Europe, this book delivers an intriguing snapshot into both the sophistication of campaign strategies and the triumphs and trials facing democratic progress in this increasingly complex political landscape.Free elections, following the fall of the communist regimes in Central and Eastern Europe, brought the need to attract voters through election campaigns and therefore, races involving political marketing began, and electoral campaigns in CEE began to resemble those of Western democracies. Most political parties operating in the region became quickly accustomed to the new approach to politics and a broad range of political marketing tools and techniques. This edited volume focuses on political campaign professionalization in general (in Lithuania) and in TV spots (in Poland), and celebritization (in Croatia). The second part of the volume focuses on struggles of opposition in authoritarian regime (in Russia), whether Facebook can serve as an effective political marketing tool in an illiberal context (in Hungary), and the communication and campaigning of authoritarian presidents in a hybrid regime (in Serbia). All of them are recent case studies.The chapters in this volume were originally published as a special issue of the Journal of Political Marketing.

This fourth edition of Financial Services Marketing firmly reinforces the book's role as a leading global educational resource, combining appropriate conceptual principles with practical insights on how financial products and services are marketed in the real world. The authors draw upon their extensive international experience marketing some of the world's best known financial brands including Lloyds TSB and Barclays. Readers will gain a firm understanding of how financial products and services work within the commercial, social, economic, governmental, regulatory, and environmental context in which they operate. This fully updated and revised edition features: - A brand-new chapter devoted to environmental, social, and corporate governance- Revised coverage of the impact of digital advances in all aspects of business models and marketing practice, including how AI and social marketing are changing financial services and customer experience- The latest regulatory developments for safeguarding the fair treatment of customers- New and improved case studies that showcase best practice from around the world- An upgraded companion website including new teaching aids and referencesFinancial Services Marketing is essential reading for advanced undergraduate and postgraduate students studying Marketing for Financial Services, Marketing Strategy, and Consumer Ethics in Finance. It is also suitable for executive students studying for professional qualifications and executive MBAs.

Amazon and Walmart, with more than half a trillion in revenues annually, are the two largest companies in the world. They have not only redefined the retail industry-- Walmart in the 1980s/1990s and Amazon since 2000-- but have also been the benchmark for business best practices (e.g., the use of IT, supply chain, data analytics, customer orientation). This year, it is anticipated that Amazon will dethrone Walmart as the world's largest company, a position that Walmart has occupied for more than two decades.By examining these two companies and their business models in depth, Professor Nirmalya Kumar elucidates on the more general phenomenon of incumbents competing with disruptors (e.g., Volkswagen vs Tesla, Marriott vs Airbnb) as well as the move to omnichannel retail where physical stores must coexist with online retailers.

Finally, the book that everyone has been waiting for is here when the hotel industry needs it the most. This type of book has never been written before. The one book that covers everything about hotel revenue including sales, revenue management, front desk sales, food and beverage revenue, catering, digital marketing, social media marketing, internet ads, social media ads, and more.The Hotel Revenue Bible is the "cure all" for all hotels that are ready to 10x their revenue numbers. This book allows you to increase your revenue with little to no additional expenses. The Hotel Revenue Bible will finally allow you to stop cutting expenses and focus on increasing your real problem and that's revenue. Learn about: Hotel Sales - stop parking lot shopping and get free leads from the government for pennies. Revenue Management - set your rates to resonate with a guest's mental cerebral so they are subconsciously led to book your hotel using rate psychology.Hotel Digital Marketing - swipe guests from your competition by being first in-line and first in-time with defensive and offensive digital marketing strategies.Hotel Social Media Marketing - market to the right audience on social media and track your competitions group business via social media.Hotel Internet Ads - Run Google, Facebook, and internet ads to expand your reach and reduce your ad spend cost with direct targeting and retargeting campaigns.Hotel Catering - increase catering sales with special closing techniques you never knew existed.Hotel F&B Revenue - double your hotel's restaurant traffic with in-house and local touch marketing. Hotel Front Desk - make selling upgrades as easy as 1-2-3 and triple your "other income" without increasing cost.This is the first book that will allow you to understand each department, and how they can work together as one cohesive unit to drive revenue to the topline at a faster pace.

Brand partnerships cut through the noise of modern-day marketing to drive billions of dollars of consumer preference, but hardly anyone talks about them. A practical, digestible, principle-based guide for developing strong brand partnerships has never existed... until now.Brand Together presents a principle-based approach for developing successful brand partnerships. By analyzing dozens of brand partnerships that have driven over $100 million in revenue, interpreting leading academic research, and leveraging insights from brand partnership professionals, this book distills our best collective thinking on brand partnerships down to six golden principles that any brand can apply. Packed with profound insights, illustrative examples, and colorful storytelling, Brand Together is written for curious consumers, marketing professionals, and everyone in-between.

Welcome to the forefront of the marketing revolution through the book titled "Artificial Intelligence in Marketing Management". In this book, we delve into the transformative power of Artificial Intelligence (AI) within the realm of marketing management. As businesses navigate an increasingly complex and competitive landscape, AI emerges as a game-changer, offering unparalleled insights, efficiency, and effectiveness in reaching and engaging target audiences. The fusion of AI and marketing management represents a seismic shift in how companies understand consumer behavior, optimize campaigns, and drive business growth. No longer confined to traditional methods of market research and demographic analysis, AI empowers marketers to harness the vast reservoirs of data generated by digital interactions, transforming raw information into actionable insights with unprecedented speed and accuracy. In the following chapters, we embark on a journey through the multifaceted applications of AI in marketing management. From predictive analytics and customer segmentation to personalized content delivery and real-time optimization, we explore the myriad ways in which AI revolutionizes every aspect of the marketing lifecycle. Drawing upon real-world case studies and cutting-edge examples, this book serves as a comprehensive guide for marketers, business leaders, and academics alike, seeking to unlock the full potential of AI in driving strategic decision-making and fostering meaningful connections with consumers. May this book inspire curiosity, spark innovation, and pave the way for a new era of marketing management powered by Artificial Intelligence. Welcome to the dawn of AI-driven marketing management.

Google Analytics for Success: A Beginner's Guide to Mastering Web & Marketing Insights Analyze Website Data, Improve Marketing, and Boost Your BusinessAre you ready to transform your website data into actionable insights? This comprehensive guide unlocks the power of Google Analytics, empowering you to understand your audience, optimize your marketing, and achieve your online business goals.Inside this book, you'll discover: The Essentials: Master the core concepts of Google Analytics, from setup to deciphering key reports.Data-Driven Decision Making: Learn how to translate website metrics into strategic improvements for your content, campaigns, and the overall user experience.Advanced Techniques: Level up with custom dashboards, event tracking, audience segmentation, and integrations with powerful tools like Google Ads.Actionable Strategies: Get practical examples and expert tips to increase conversions, boost ROI, and gain a competitive advantage.Privacy and Beyond: Navigate the evolving landscape of data collection, cookies, and user privacy best practices.Whether you're a website owner, marketer, or entrepreneur, "Google Analytics for Success" is your indispensable guide to: Increasing website trafficImproving user engagementOptimizing conversion ratesDemonstrating the value of your online effortsTransform guesswork into growth. Let Google Analytics light the way to your online success!

Imagine a small coffee shop in a quaint neighborhood, which, through the power of effective marketing, transforms into a global phenomenon. Picture a startup with a revolutionary idea, using just the right blend of marketing strategies to become a household name. These stories, and countless others, form the tapestry of marketing's rich and varied history, a tapestry this book aims to explore and elucidate.At the heart of our journey is the quest to understand the essence of marketing. We begin in the past, delving into the foundational theories crafted by pioneers of the trade. These theories, like the story of David Ogilvy who revolutionized advertising with his focus on direct, customer-centric messaging, lay the groundwork for all that marketing has become today.As we move through the chapters, we encounter the practices that have shaped the present landscape of marketing. We tell tales of companies like Nike, which harnessed the power of brand storytelling to build an empire, and of small businesses that leveraged social media marketing to compete with industry giants. These stories illuminate the practical applications of marketing theories, demonstrating their power and versatility.In addressing ethical and sustainable marketing, we recount narratives of brands like Patagonia, which has woven environmental responsibility into its marketing fabric, inspiring a generation of conscious consumers and marketers alike. These tales underscore the growing importance of ethics in marketing, highlighting the shift towards more responsible business practices.The digital revolution in marketing brings its own set of stories. We delve into the world of AI and VR, recounting how these technologies are creating new frontiers in customer engagement, much like how Spotify uses data analytics to personalize user experiences, redefining the music industry's marketing strategies.Data-driven marketing strategies are no less dramatic. We explore how Netflix's data analytics have not just shaped marketing campaigns but also content creation, turning viewer preferences into blockbuster hits.Our global perspective includes tales of cross-cultural marketing successes and faux pas, learning from brands that have skillfully navigated the complex tapestry of global markets, and from those who stumbled, offering invaluable lessons in the importance of cultural sensitivity.As we peer into the future, we share predictions and possibilities, like the potential impact of blockchain technology on marketing transparency and customer trust. These forward-looking perspectives prepare our readers for the exciting, uncharted territories of marketing yet to come.In crafting "Marketing: Theory, Practice, and Perspectives," the goal was not just to create a book but to weave a story - a story that captures the imagination, imparts wisdom, and inspires action. It is a story that invites you, the reader, to be a part of this incredible world of marketing, to learn from its past, engage with its present, and shape its future.

Tired of Failed Product Launches for Your Complex B2B Product?This book is your guide to launching complex B2B products successfully, avoiding the common pitfalls that doom so many launches. Author Dave Daniels, with decades of product launch experience, shares his BrainKraft Product Launch System(TM).Here's the Problem: Most companies launch products as an afterthought, relying on luck and heroics instead of a deliberate plan. This leads to disaster.Here's the Solution: The BrainKraft Product Launch System(TM) is a structured, repeatable system that ensures all aspects of your launch are considered and addressed. It includes a process framework, methodology, and tools to give you a roadmap to success.What You'll Get: Learn the 4Cs critical for a successful launch: Communication, Collaboration, Coordination, and Commitment.Discover how to define clear launch objectives and measure success.Understand your ideal customer and target market.Craft a winning product position and pricing strategy.Get your organization launch-ready and identify any gaps that need to be filled.Continuously improve your launch process based on what works and what doesn't.Stop wasting time and money on product launches that lack business impact! Get The Product Launch Survival Guide and launch your next B2B product with confidence.

As a popular pastime on the American frontier, horse racing could always draw a crowd to admire and bet on horseflesh. Realizing its appeal, boosters of the nascent West Texas community of San Angelo used horse racing to attract investors and settlers and to distance themselves from competing communities in the Concho Valley. Betting on Horses: Racing as an Economic Development Tool in Frontier West Texas, 1886-1896, explores how San Angelo promoters incorporated racing into their boosterism, sending local horses across the nation and broadening the community's national exposure and reputation. Betting on Horses is the story of one frontier town's efforts to survive and thrive as it vied with competitors for the telegraph, for the railroad, for exposure that would attract investors and for its long-term survival. Too, it's the story of Concho Valley racehorses like Belle P, Get There, Hal Fisher and Viola Belle, who raced on tracks from San Francisco to New York and from Chicago to New Orleans. Most famous of all the San Angelo racers was Charley Wilson, the star-crossed chestnut with the gigantic stride that beat fabled California mare Geraldine in two out of three races but was later tarnished in a cheating scandal. Betting on Horses offers a fresh look at the role of horses in frontier life and boosterism.

"The Facebook Formula: Mastering the Art of Successful Facebook Marketing Strategies" is the ultimate guide for businesses looking to harness the power of Facebook to reach new customers and drive long-term success.In this comprehensive guide, you'll learn the basics of Facebook marketing, including how to craft a winning strategy, create compelling content, and understand Facebook's algorithm. You'll also discover how to target your ideal audience on Facebook, leverage Facebook ads, and build a community with Facebook groups.But that's just the beginning. This book goes deep into the details of Facebook marketing, exploring advanced strategies such as using Facebook Messenger, building a brand on Facebook, and using Facebook Live to engage with your audience in real-time.You'll also learn how to measure your Facebook marketing success, leveraging key metrics and tools to ensure you're getting the best results. And for e-commerce businesses, this book offers specific strategies and tips for using Facebook marketing to drive sales and reach new customers.But perhaps most importantly, "The Facebook Formula" provides a roadmap for long-term success on Facebook. You'll learn how to build a strong and engaged community, provide value to your audience, and adapt to the ever-changing landscape of Facebook marketing.Whether you're new to Facebook marketing or a seasoned pro, "The Facebook Formula" is a must-read for any business looking to unlock the full potential of this powerful platform. Packed with actionable tips, best practices, and real-world case studies, this book will help you master the art of Facebook marketing and drive long-term success for your business.

The book is dedicated to everyone seeking financial independence during these times of pandemic hardship. So many people have lost their health and/or jobs, hence a source of income. This fact makes trading for profit especially topical.Over 2020, the number of brokerage accounts has doubled. Experts predict the same growth rate this year too.The book discusses a unique combination of approaches to trading on financial markets. Based on this strategy called Rich Harbor, an online project of the same name was launched.The strategy has been applied to hundreds of price charts and showed effectiveness of about 80%.It provides proven results on any trading instrument, including cryptocurrency.Over a long period of time, the author made numerous live trades on a variety of markets. ROI was as high as 15-30% per month, while the risk in every transaction was kept under 2% of the account balance.Based on the collected data, it is safe to say that this trading strategy is really helpful and topical in current market conditions.

Academic scholars find themselves confronted with a formidable challenge: staying abreast of the ever-evolving landscape of Artificial Intelligence(AI). The intricate interplay between AI and its profound impact on various facets of society, including customer engagement, remains an enigma for many. This knowledge gap not only hampers their ability to contribute meaningfully to their fields but also leaves them trailing behind the dynamic developments taking place in industries worldwide. As AI continues to reshape the business environment, it becomes imperative for academia to bridge this chasm between theory and practice. Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement is an effective solution to the pressing problem at hand. With meticulous clarity, it unravels the complexities of ChatGPT, an innovative AI technology, and its revolutionary potential in the realm of customer engagement. It offers a lifeline to academic scholars seeking to navigate the uncharted territory of AI, providing them with an in-depth understanding of how ChatGPT can reshape customer interactions.

This comprehensive guide offers a deep dive into the latest versions of Microsoft's robust framework, ASP.NET Core 7.0, and Google's progressive web app framework, Angular 16. It is meticulously designed to equip you with the knowledge and skills needed to become an expert in building high-performance web applications. Starting with a solid introduction to the fundamental concepts of full stack development, this book advances to exploring the power of ASP.NET Core 7.0, where you'll learn to set up your development environment and build your first ASP.NET Core application. You'll understand the MVC architecture in depth, learn about controllers, views, models, middleware, security, testing, and deploying ASP.NET Core applications. Then, the focus shifts to Angular 16. You'll set up your Angular environment and create your first Angular application, exploring components, modules, and services in depth. You'll also delve into data binding, directives, routing, navigation, forms, testing, and deploying Angular applications. Once you've grasped the individual components, you'll step into full stack development with ASP.NET Core and Angular. This section provides a step-by-step guide to building a basic full stack application, including effective frontend and backend communication. The book then introduces advanced full stack concepts, such as implementing authentication and authorization, advanced data handling, and performance optimization. In the "Real-World Full Stack Project" section, you'll be given the opportunity to apply what you've learned by building real-world full stack application the "Book Helper". Finally, you'll delve into mastering testing and deployment, covering unit testing, integration testing, and test automation, along with deployment strategies and CI/CD. Featuring best practices and common mistakes to avoid, this guide is more than just a tutorial. It serves as a comprehensive reference, perfect for developers who want to master ASP.NET Core 7.0 and Angular 16 and apply these skills to create powerful, real-world applications. Embark on your journey to mastering full stack development today with "Unleashing the ASP.NET Core 7.0 and Angular 16: A Comprehensive Guide".

"The Art of Heartbeat Marketing" by Lauren Tobey is a groundbreaking exploration into the transformative power of Heartbeat Marketing, a concept that champions the significance of emotional connections and genuine storytelling in the marketing world. Lauren Tobey, leveraging her extensive experience in the nonprofit sector and as the founder of Beyond Ordinary Creatives, a digital marketing and PR firm, guides readers through the intricacies of establishing meaningful, emotional connections with customers beyond the traditional metrics-driven approach.The book delves into the philosophy that every brand has a 'heartbeat'-a unique rhythm that pulsates with life, values, and stories awaiting to be shared. Tobey argues that in an era dominated by data, metrics, and quantifiable objectives, the essence of marketing-human connection-has been overshadowed. Heartbeat Marketing seeks to bridge this gap, emphasizing empathy, connection, and the art of storytelling as central pillars for engaging with today's diverse audiences across generational divides.Through practical insights, real-world case studies, and actionable strategies, Tobey illustrates how brands can navigate the complexity of digital marketing by aligning their core values with their marketing strategies to foster deep, lasting relationships with consumers. The book underscores the importance of understanding customers' emotional needs and preferences, advocating for a marketing approach that resonates on a personal level, thereby enhancing customer satisfaction, loyalty, and ultimately, the brand's financial health."The Art of Heartbeat Marketing" is not just a call to return to the basics of marketing or a rejection of data's role in strategic planning. Instead, it represents a harmonization of data and humanity, respecting the insights numbers can provide while highlighting the need for empathy, connection, and genuine storytelling. This approach acknowledges that behind every transaction, click, and conversion lies a human experience-an emotion, a need, or a dream waiting to be understood and addressed.In essence, Tobey's work is a comprehensive guide for marketers, business owners, and anyone interested in understanding the power of emotional engagement in the digital age. It offers a new perspective on marketing, one where emotional intelligence and authentic connections form the cornerstone of successful brand strategies, ultimately leading to a more emotionally intelligent marketplace where every interaction is an opportunity for connection.

This book is a must-read for any business owner or marketer seeking to thrive in Nigeria's modern-day market. With the rate of social media growth in Nigeria currently in double digits, it has become an attractive tool for marketers to engage directly with their target consumers. As more organisations, brands, startups, and SMEs continue to use social media to connect with their consumers, it is imperative to understand the impact of these marketing tools on consumer purchasing behaviour. Furthermore, with the increasing rate of celebrity brand endorsement in Nigeria, it has become a norm for businesses to adopt this marketing strategy. Celebrity endorsement has proven to be an effective way to reach more consumers and increase brand awareness. However, it is crucial to understand the impact of these endorsements on consumer buying behaviour. This book explores the influence of social media and celebrity endorsements on consumer purchasing behaviour in Nigeria, providing valuable insights for organisations and businesses.

Эта книга - обязательное чтение для любого владельца бизнеса или маркетолога, стремящегося преуспеть на современном рынке Нигерии. Поскольку темпы роста социальных сетей в Нигерии в настоящее время выражаются двузначными числами, они стали привлекательным инструментом для маркетологов, позволяющим напрямую взаимодействовать с целевыми потребителями. Поскольку все больше организаций, брендов, стартапов и малых и средних предприятий продолжают использовать социальные сети для связи со своими потребителями, крайне важно понять, как эти маркетинговые инструменты влияют на покупательское поведение потребителей. Кроме того, с ростом числа знаменитостей, поддерживающих бренды в Нигерии, для компаний стало нормой использовать эту маркетинговую стратегию. Одобрение знаменитостей оказалось эффективным способом охватить большее количество потребителей и повысить узнаваемость бренда. Однако очень важно понять, как эти поддержки влияют на покупательское поведение потребителей. В этой книге исследуется влияние социальных сетей и одобрения знаменитостей на покупательское поведение потребителей в Нигерии, что дает ценные сведения для организаций и предприятий.

Questo libro è una lettura obbligata per qualsiasi imprenditore o marketer che voglia prosperare nel mercato moderno della Nigeria. Il tasso di crescita dei social media in Nigeria, attualmente a due cifre, è diventato uno strumento interessante per i marketer che vogliono entrare in contatto diretto con i loro consumatori target. Poiché un numero sempre maggiore di organizzazioni, marchi, startup e PMI continua a utilizzare i social media per entrare in contatto con i propri consumatori, è indispensabile comprendere l'impatto di questi strumenti di marketing sul comportamento d'acquisto dei consumatori. Inoltre, con l'aumento del tasso di sponsorizzazione dei marchi delle celebrità in Nigeria, è diventato normale per le aziende adottare questa strategia di marketing. L'endorsement delle celebrità si è rivelato un modo efficace per raggiungere un maggior numero di consumatori e aumentare la consapevolezza del marchio. Tuttavia, è fondamentale capire l'impatto di queste sponsorizzazioni sul comportamento d'acquisto dei consumatori. Questo libro esplora l'influenza dei social media e delle sponsorizzazioni delle celebrità sul comportamento d'acquisto dei consumatori in Nigeria, fornendo indicazioni preziose per le organizzazioni e le aziende.

Ce livre est une lecture incontournable pour tout propriétaire d'entreprise ou spécialiste du marketing qui cherche à prospérer sur le marché moderne du Nigéria. Avec un taux de croissance à deux chiffres, les médias sociaux sont devenus un outil attrayant pour les spécialistes du marketing, qui peuvent ainsi entrer en contact direct avec leurs consommateurs cibles. Alors que de plus en plus d'organisations, de marques, de startups et de PME continuent d'utiliser les médias sociaux pour entrer en contact avec leurs consommateurs, il est impératif de comprendre l'impact de ces outils de marketing sur le comportement d'achat des consommateurs. En outre, avec l'augmentation du nombre de marques cautionnées par des célébrités au Nigeria, il est devenu normal pour les entreprises d'adopter cette stratégie de marketing. L'endossement par des célébrités s'est avéré être un moyen efficace d'atteindre davantage de consommateurs et d'accroître la notoriété d'une marque. Toutefois, il est essentiel de comprendre l'impact de ces mentions sur le comportement d'achat des consommateurs. Cet ouvrage étudie l'influence des médias sociaux et de la notoriété des célébrités sur le comportement d'achat des consommateurs nigérians et fournit des informations précieuses aux organisations et aux entreprises.

Dieses Buch ist ein Muss für jeden Geschäftsinhaber oder Vermarkter, der auf dem modernen nigerianischen Markt erfolgreich sein will. Da die Wachstumsrate der sozialen Medien in Nigeria derzeit im zweistelligen Bereich liegt, sind sie zu einem attraktiven Instrument für Vermarkter geworden, um direkt mit ihren Zielkunden in Kontakt zu treten. Da immer mehr Organisationen, Marken, Start-ups und KMUs die sozialen Medien nutzen, um mit ihren Kunden in Kontakt zu treten, ist es unerlässlich, die Auswirkungen dieser Marketinginstrumente auf das Kaufverhalten der Verbraucher zu verstehen. Darüber hinaus ist es mit der zunehmenden Anzahl von Prominenten, die in Nigeria für Marken werben, zur Norm für Unternehmen geworden, diese Marketingstrategie zu übernehmen. Die Unterstützung durch Prominente hat sich als wirksames Mittel erwiesen, um mehr Verbraucher zu erreichen und das Markenbewusstsein zu steigern. Es ist jedoch von entscheidender Bedeutung, die Auswirkungen dieser Befürwortungen auf das Kaufverhalten der Verbraucher zu verstehen. Dieses Buch untersucht den Einfluss der sozialen Medien und der Prominentenwerbung auf das Kaufverhalten der Verbraucher in Nigeria und liefert wertvolle Erkenntnisse für Organisationen und Unternehmen.

Este livro é uma leitura obrigatória para qualquer empresário ou comerciante que pretenda prosperar no mercado moderno da Nigéria. Com a taxa de crescimento das redes sociais na Nigéria a atingir atualmente os dois dígitos, estas tornaram-se uma ferramenta atractiva para os profissionais de marketing se relacionarem diretamente com os seus consumidores-alvo. À medida que mais organizações, marcas, empresas em fase de arranque e PME continuam a utilizar as redes sociais para se ligarem aos seus consumidores, é imperativo compreender o impacto destas ferramentas de marketing no comportamento de compra dos consumidores. Além disso, com o aumento da taxa de endosso de marcas por celebridades na Nigéria, tornou-se uma norma para as empresas adoptarem esta estratégia de marketing. A adesão de celebridades provou ser uma forma eficaz de chegar a mais consumidores e aumentar o conhecimento da marca. No entanto, é fundamental compreender o impacto destas adesões no comportamento de compra dos consumidores. Este livro explora a influência das redes sociais e dos apoios de celebridades no comportamento de compra dos consumidores na Nigéria, fornecendo informações valiosas para organizações e empresas.

Die Sammlung präsentiert die Arbeiten junger Forscher - Studenten des Instituts für Journalismus der Belarussischen Staatlichen Universität - Irina Vysotskaya, Yulia Demeshko, Polina Dolgopolova, Victoria Puzatko, deren Aufmerksamkeit auf verschiedene Aspekte der Werbung und Medienförderung von Marken führender belarussischer und ukrainischer Exporteure auf den Märkten der Gemeinschaft Unabhängiger Staaten, der Europäischen Union und Asiens gerichtet ist. Die Relevanz dieses Themas erklärt sich aus der Tatsache, dass heute neben der Diversifizierung der Handels- und Wirtschaftsbeziehungen, der Optimierung der Gesetzgebung im Bereich der Exportförderung, der Stimulierung der Exporteure von Waren und Dienstleistungen zur Erweiterung der Produktpalette und der Arten von Dienstleistungen, der Verbesserung der Ansätze für die Arbeit mit kleinen und mittleren Unternehmen in Exportfragen, der Schaffung von Bedingungen für die Stimulierung von High-Tech-Exporten, die gleiche Belarus die Aufgabe der Förderung der Exportkultur in Form von Konsolidierung in den Massenmedien stellt. Die vorliegende Studie beschreibt, wie diese Aufgabe bei der Erschließung ausländischer Märkte unter Nutzung der Möglichkeiten von Werbung und Medien gelöst werden kann.

The collection presents the works of young researchers - students of the Institute of Journalism of the Belarusian State University - Irina Vysotskaya, Yulia Demeshko, Polina Dolgopolova, Victoria Puzatko, whose attention is focused on various aspects of advertising and media promotion of brands of leading Belarusian and Ukrainian exporters to the markets of the Commonwealth of Independent States, the European Union, and Asia. The relevance of this topic is explained by the fact that today, along with diversification of trade and economic relations, optimisation of legislation in the sphere of export support, stimulation of exporters of goods and services to expand the product range and types of services, improvement of approaches to work with small and medium-sized businesses on export issues, formation of conditions for stimulating high-tech exports, the same Belarus sets the task of promoting export culture in the form of consolidation in the mass media. This study describes how this task can be solved when developing foreign markets using the possibilities of advertising and media.

La collection présente les travaux de jeunes chercheurs - étudiants de l'Institut de journalisme de l'Université d'État du Belarus - Irina Vysotskaya, Yulia Demeshko, Polina Dolgopolova, Victoria Puzatko, dont l'attention se porte sur divers aspects de la publicité et de la promotion médiatique des marques des principaux exportateurs bélarussiens et ukrainiens sur les marchés de la Communauté des États indépendants, de l'Union européenne et de l'Asie. La pertinence de ce sujet s'explique par le fait qu'aujourd'hui, parallèlement à la diversification des relations commerciales et économiques, à l'optimisation de la législation dans le domaine du soutien aux exportations, à la stimulation des exportateurs de biens et de services pour élargir la gamme de produits et les types de services, à l'amélioration des approches pour travailler avec les petites et moyennes entreprises sur les questions d'exportation, à la création de conditions pour stimuler les exportations de haute technologie, le même Belarus se fixe pour tâche de promouvoir la culture de l'exportation sous la forme d'une consolidation dans les médias de masse. Cette étude décrit comment cette tâche peut être résolue lors du développement des marchés étrangers en utilisant les possibilités de la publicité et des médias.

La raccolta presenta i lavori di giovani ricercatori - studenti dell'Istituto di Giornalismo dell'Università Statale Bielorussa - Irina Vysotskaya, Yulia Demeshko, Polina Dolgopolova, Victoria Puzatko, la cui attenzione si concentra su vari aspetti della pubblicità e della promozione mediatica dei marchi dei principali esportatori bielorussi e ucraini sui mercati della Comunità degli Stati Indipendenti, dell'Unione Europea e dell'Asia. La rilevanza di questo tema si spiega con il fatto che oggi, insieme alla diversificazione delle relazioni commerciali ed economiche, all'ottimizzazione della legislazione in materia di sostegno alle esportazioni, alla stimolazione degli esportatori di beni e servizi ad ampliare la gamma di prodotti e le tipologie di servizi, al miglioramento degli approcci alla collaborazione con le piccole e medie imprese sulle questioni relative all'esportazione, alla formazione delle condizioni per stimolare le esportazioni ad alta tecnologia, la stessa Bielorussia si pone il compito di promuovere la cultura dell'esportazione sotto forma di consolidamento nei mass media. Questo studio descrive come questo compito possa essere risolto nello sviluppo dei mercati esteri utilizzando le possibilità della pubblicità e dei media.

A coleção apresenta os trabalhos de jovens investigadores - estudantes do Instituto de Jornalismo da Universidade Estatal da Bielorrússia - Irina Vysotskaya, Yulia Demeshko, Polina Dolgopolova, Victoria Puzatko, cuja atenção se centra em vários aspectos da publicidade e da promoção mediática das marcas dos principais exportadores bielorrussos e ucranianos nos mercados da Comunidade de Estados Independentes, da União Europeia e da Ásia. A relevância deste tema explica-se pelo facto de, atualmente, a par da diversificação das relações comerciais e económicas, da otimização da legislação no domínio do apoio à exportação, do estímulo aos exportadores de bens e serviços para alargarem a gama de produtos e os tipos de serviços, da melhoria das abordagens para trabalhar com as pequenas e médias empresas em questões de exportação, da criação de condições para estimular as exportações de alta tecnologia, a mesma Bielorrússia estabelece a tarefa de promover a cultura de exportação sob a forma de consolidação nos meios de comunicação social. Este estudo descreve a forma como esta tarefa pode ser resolvida no desenvolvimento de mercados estrangeiros utilizando as possibilidades da publicidade e dos media.

This book offers 117 concrete applicable behavior patterns for an improved user experience and conversion rate along the customer journey. The author explains how people decide, which unconscious behavior patterns they use, and how these can be addressed in digital marketing. Science now agrees that our brain works with two systems: an emotional-intuitive and a rational decision-making system. The rational system is provided with sufficient arguments in e-commerce, but accounts for only around 5% of all decisions! The remaining 95% of the customer's brain has so far been largely neglected. There, decisions are made based on deeply anchored, unconscious patterns of behavior - the so-called "behavior patterns". Knowledge of behavior patterns makes it possible to finally understand online customer behavior in depth. This reveals the opportunity to specifically improve the user experience and make your business more successful. The content behavior patterns and how they can be used in the digital environment improving the user experience and your conversion rate library of 117 behavior patterns from awareness to retention framework for identifying suitable behavior patterns ethical-moral limits of use

Review of Marketing Research pushes the boundaries of marketing - broadening the marketing concept to make the world a better place. This special issue provides a roadmap for future research on different aspects of consumer vulnerabilities, which include not only the scarcity of financial and materialistic resources, but also scarcity mindsets, a lack of mental resources and self-knowledge, and the non-fulfilment of motivational needs. New insights, approaches and directions are set out for research on consumer vulnerabilities. The Review of Marketing Research continues its mission of systematically analyzing and presenting accumulated knowledge in the field of marketing as well as influencing future research by identifying areas that merit the attention of researchers.

Has we lost our way as business leaders?Algorithms. Artificial intelligence. Big data. No matter what your industry, you can't escape the influence of technology in every facet of your business. But in spite of their incredible potential, these and similar technologies are forcing us to face a vital question: are we in danger of gaining the world but losing our souls?Using stories and case studies from business, entertainment, psychology, and history, seasoned sales leader Adam Boggs uses the metaphor of jazz to remind us that storytelling, innovation, and human connection are crucial for good business. If you're in business, you're also an artist with the potential to craft meaningful work.In The Business Artist, you'll come face-to-face with a simple truth: as we head into a data-driven future, the only way forward is by becoming more human.