Marknadsföring

Dieses Buch bietet eine umfassende Einführung in das App-Marketing ¿ inklusive Praxisbeispielen aus über 80 Unternehmen.Ein professionalisiertes App-Marketing muss weit über das Generieren von Downloads und die Akquise neuer Nutzer hinausgehen. Vielmehr braucht es ein umfassendes Verständnis über den gesamten Lebenszyklus der App-Nutzer. Das beinhaltet auch die Konzeption und Entwicklung von Features, die Aktivierung und kontinuierliche Zufriedenheit der akquirierten Nutzer sowie deren Bindung und langfristige Monetarisierung.Der Autor stellt die Ziele des App-Marketings dar, bettet sie im 4P-Marketing-Mix ein und erörtert die Verankerung in der Unternehmensorganisation. Apps werden mit Blick auf ihre Relevanz in diversen Geschäftsmodellen diskutiert und Anforderungen von App-Nutzern erörtert. Die App-Vermarktung zur Nutzergewinnung wird mit unterschiedlichen inhaltlichen Ansätzen und über verschiedene Kanäle dargestellt. Das Kapitel zum App-CRM erläutert Optionen zur Steigerung des User Engagements (z. B. Gamification und Social Features) und geht umfassend auf Push Notifications zur Aktivierung und Bindung der App-Nutzer mittels Personalisierung, Location-Based Marketing und Marketing Automation ein. Zentrales Ziel ist die langfristige Bindung und profitable Monetarisierung der Nutzerbasis.Aus dem Inhalt Grundlagen: Begriffe, Ziele, Einbettung im Marketing-Mix, organisatorische Verortung sowie aktuelle Trends und EntwicklungenÜberblick: Marktdaten, Geschäfts- und Erlösmodelle, grundlegende Technologien sowie Erwartungen und Anforderungen von App-NutzernApp-Vermarktung: Definition von Zielgruppen, inhaltliche Ansätze und ausführliche Überlegungen zur Nutzer-Akquise auf 14 KanälenApp-CRM: Ansätze zur Steigerung des Engagements der App-Nutzer sowie zum Einsatz von Push Notifications, insbesondere mit Blick auf Segmentierung & Personalisierung, Location-Based Marketing und Marketing AutomationTracking und Analytics im App-Marketing: Relevante Kennzahlen und technischen Überlegungen bei der Erfolgsmessung entlang des gesamten Lebenszyklus der App-NutzerBeispiele aus über 80 Unternehmen

Dieses Buch verrät, wie Sie Ihre Kunden begeistern und Geschäftskontakte zu unvergesslichen Erlebnissen machen. Susanne Beckmann und Ralph Lange präsentieren in ihrem Buch die geballte Erfahrung aus über 20 Jahren Praxis für eine Transformation in Ihrem Unternehmen. Wie kann New Work Ihren Service verändern und wie leiten Sie einen Kulturwandel hin zu wirklich exzellenter Kundenorientierung ein? Emotional Power verbindet innovative Ansätze mit bewährten Techniken, die Ihre Kunden und Mitarbeiter gleichermaßen stärken.Das Besondere an Emotional Power? Es ist kein typischer Ratgeber. Die Autoren setzen auf Authentizität und scheuen sich dabei nicht, Humor als Werkzeug einzusetzen. Denn, wie sie betonen (nach Guy de Maupassant): ¿Es sind die Begegnungen mit Menschen, die das Leben lebenswert machen.¿ Und genau das ist der Kern von Emotional Power ¿ Menschen begegnen und dabei begeistern. Erleben Sie, wie Kundenbeziehungen aufblühen und werden Sie Teil dieser Bewegung ¿ für begeisterte Kunden, motivierte Mitarbeiter und nachhaltige Umsätze.

Delve into the captivating world of healthcare marketing with "THE NATURE OF MARKETING: A Comprehensive Marketing Guide for Natural Healthcare Providers." Author Bradley Jerome Johnson is not only a marketing coach and consultant, but also co-owner of a naturopathic medical practice. This comprehensive guide takes you on an inspiring journey through ten transformative chapters. Discover how to craft a lasting brand identity, master the art of persuasion, and implement effective strategies for behavioral change. Elevate your online presence with web design secrets, create a results-driven marketing plan, and harness the power of social media for brand awareness. Uncover strategies for cohesive campaigns across digital channels and maximize your impact with digital media. Explore holistic advertising techniques and align your public relations strategy with your business goals. Transform your natural healthcare practice into a thriving, well-loved brand with this essential guide.

Das vorliegende Buch eröffnet tiefe Einblicke in Unternehmenskommunikation. Es analysiert prägende Faktoren und untersucht situative Verhandlungstaktiken. Mit verschiedenen Perspektiven beleuchtet es Geschäftsbeziehungen und Kommunikationsstrategien. Die Mischung aus Theorie und Forschung bietet praktische Strategien und Werkzeuge, die Verhandlungsführer benötigen, um ihre Fähigkeiten zu optimieren und überzeugende Ergebnisse zu erzielen. Ein gemischter Forschungsansatz enthüllt Verhaltensweisen und Interaktionen, die den Verhandlungserfolg beeinflussen. Mit diesen Erkenntnissen werden Verkaufsgespräche revolutioniert. Das Buch ist ein praktischer Leitfaden, um Verkäufer-Interaktionen zu erfassen, Kommunikationsansätze zu überprüfen und weiterzuentwickeln. Es bietet Organisationen eine Methode für das Coaching ihrer Außendienstmitarbeiter und zeigt Verkäufern, wie sie ihre sozialen Kompetenzen optimieren können.

Dieses Buch analysiert die Messewirtschaft unter dem Druck multipler Transformationen. Der Fokus auf Messen ist aufgrund der systemrelevanten Position dieser Branche gewählt, die gleichzeitig Repräsentanz der Wirtschaft ist und selber Wirtschaftsakteur. Die Vorgehensweise folgt den Prinzipien der Real World-Experimente durch Erfassung und Analyse der einschlägigen Äußerungen, Stellungnahmen und Einschätzungen von vielen Akteuren, die das Messewesen prägen und/oder seine Nutzer sind. Sie werden ergänzt durch fachliche Expertisen und Befunde von empirischen Studien. Das Ergebnis besteht aus mehr als 1000 dekonstruierten Einzelaussagen, die ihrer eigenen inhaltlichen Logik gemäß in Clustern systematisiert werden. Diese Rekonstruktion von Zusammenhängen der Befunde ortet vor allem die Problembereiche der Messewirtschaft und ihrer Kunden. So entsteht das Bild von ¿Collective Wisdom¿, vor allem im Hinblick auf zukunftsorientierte Lösungen der so identifizierten Herausforderungen und ihreröffentlichen Dokumentation. Das Buch bietet keine theoretischen Ratschläge und Modelle, sondern leitet direkt Diagnosen ab und liefert damit Lösungen für die Praxis.

This illustrated book retraces the career of renowned and eclectic Chinese designer Yin Jiulong, featuring his prolific body of work spanning twenty years.This is the first comprehensive monograph on Jiulong’s creations. Lavishly illustrated with 200 photographs and illustrations, this book provides complete documentation of the history, inspiration, and details of his eclectic career. Straddling graphic design, art, space and product design, and branding, Jiulong’s creative output mixes Chinese traditional aesthetics, sought after materials, and contemporary artworks. His work has been extensively published in important magazines and newspapers such as AD, Ideat, Elle Decoration, Vogue, Pattern, Life magazine, and Modern Weekly. It has also been exhibited in China, Japan, the Netherlands, and London, as well as at Museum Prinsehof Delft (Delft), Beijing Design Week, Design Shanghai, and Chengdu MoCA (Chengdu).This volume offers beautifully photographed products and exhibition views of the designer’s charming artworks, while also featuring important projects made in collaboration with artists and fashion brands, including renowned Chinese artist Zhang Xiaogang, curator Lü Peng, and celebrated sneakers brand Feiyue.

Монография по теме «Цифровая маркировка продовольственной и непродовольственной продукции» рекомендуется к публикации в связи с практически полным отсутствием научных исследований и публикаций в республике.Рецензируемая монография вписывается в проблематику реально происходящих изменений рынков, инструментов регулирования рыночной среды, вопросов интеграции наднационального уровня, информационных систем и межведомственного взаимодействия.Актуальность работы обусловлена происходящими процессами по формированию условий для защиты интересов потребителей, создания среды регулирования и обеспечения баланса интересов государства, бизнеса, населения.В качестве объекта анализа рассмотрены практически все стороны системы маркировки и регулирования, в том числе политические, нормативно-правовые, технологические и технические аспекты внедрения и использования систем маркировки и прослеживаемости.В монографии в концентрированном виде дано описание принципов и критериев эффективности, используемого мирового опыта по странам и отдельным рынкам, описаны технологические процессы.Монография представлена в виде набора инфографических материалов, отдельные страницы которой обеспечивают информационное наполнение эквивалентное 3-4 страницам печатного текста. Данный формат выбран не случайно, подача материалов удобна для изучения в сжатые сроки и разработки документации необходимой для формирования документов стратегического характера. Кроме того, данный формат становится стандартом представления данных при подготовке управленческих решений, так как позволяет обеспечить подачу значительного объема информации в удобном виде.Для удобства понимания монография структурирована по следующим блокам термины и определения, текущая ситуация и мировой опыт, принципы и подходы создания систем маркировки и прослеживаемости, оценка информационно-технологических, организационных мероприятий для внедрения системы, оценка нормативной правовой базы.Содержание монографии позволяет использовать ее в качестве базы для разработки политики государственного регулирования в данном направлении, использовать дл

No musicians worth their salt would ever begin performing without first making sure they're in tune. But in marketing and advertising we often jump into working relationships without Tuning Up.In marketing and advertising, Tuning Up means harmonising responsibility and control. But being out of tune is much more painful than the cacophony of ill-prepared musicians. Responsibility without control can cause extreme stress; control without responsibility can create arrogant ogres or benevolent dictators.But when we have responsibility and corresponding control we can achieve flow; operating to the peak of our capabilities and with greatest satisfaction.In Tuning Up, we explore how responsibility and control relate to one another, to colleagues, clients and agencies. Using the Meikle Matrix business model, case studies and bizarre and amusing anecdotes, Tuning Up guides us to improving our performance and reducing our stress - leading us to happier and more fulfilling lives in two of the world's more demanding industries.

"Dan Kennedy and Parthiv Shah leverage their extensive marketing expertise to teach you proven, no-nonsense strategies for achieving successful marketing automation"--

The Email Advantage: Maximizing Your Marketing Potential with Effective Email Campaigns is the ultimate guide for businesses and marketers looking to master the art of email marketing. In this comprehensive book, you will learn how to build and grow your email list, create engaging and effective email content, design visually compelling emails, maximize deliverability, and measure success through email metrics and analytics.You will also discover advanced strategies for segmentation, personalization, automation, A/B testing, mobile optimization, list hygiene, and integration with other marketing channels, such as social media and SEO. Additionally, the book covers important topics related to email compliance, including the CAN-SPAM Act, GDPR, and CASL, and provides practical tips for ensuring data protection and security.The Email Advantage also includes specific chapters on using email marketing for e-commerce, product launches, events, and seasonal campaigns, as well as building strong relationships with new subscribers through welcome and onboarding emails, and bringing inactive subscribers back into engagement with re-engagement and win-back emails.Finally, the book looks to the future of email marketing, with insights on emerging trends and predictions for the next decade. With real-world examples, case studies, and practical tips, The Email Advantage is an essential resource for any business or marketer looking to maximize their marketing potential through effective email campaigns.

About the BookDiscover the art of thriving in India's ever-shifting PR landscape with insights from 75+ seasoned experts who will help you chart a path towards modern-day brand management in uncertain times.This is a new era for public relations. Never before has reputation been so important, and never before so fraught. At a time when thoughtfulness, transparency and authenticity are seen as key tenets, navigating India's unique cultural, social and economic diversities poses a challenge both for fresh professionals and seasoned leaders. Added to this are emergent technologies across fields. PR professionals have but one choice: adapt to these far-reaching transformations and survive.The Pursuit of Reputation is a one-stop survival guide to this new world. At the heart of this book lies a profound recognition that the way we communicate is undergoing an enormous shift thanks to the growing influence of social media, the rise of influencers, data-driven decision-making and the blurring of lines between earned, owned and paid media. But with shifts come new opportunities-PR professionals are uniquely placed in this matrix to enhance brand reputation, engage stakeholders and drive impactful campaigns that strongly resonate with consumers. With expert insights from seventy-five acclaimed PR professionals working across industry sectors and geographies, the book offers PR strategies for navigating an uncertain environment. It also envisions a future that PR professionals can build: one based on emotional sensitivity, thoughtful responsibility and a healthy respect for environmental, social and governance issues. An essential read for anyone seeking to understand the art of crafting reputations. About the Authors AMITH PRABHU is a pioneering public relations professional with twenty years of experience. He has co-founded platforms such as PRAXIS, SCoRe and Reputation Today among others. He was recently conferred the annual award for Outstanding Contribution to Public Relations by PRCA Asia Pacific. He currently mentors The Promise Foundation.SUJIT PATIL is an acclaimed corporate and brand communications maven with twenty-five years of experience. He has been listed on PRovoke Media's list of the world's most influential CCOs and CMOs, every year from 2018 to 2023. He currently heads Corporate Brand and Communications at Godrej Industries Limited and Associate Companies.

The People¿s Money shows how sovereign money creation through public banking, as pioneered by nineteenth century American populists, can reduce inequalities of wealth and power and help restore prosperity and democracy in America.

This flexible textbook provides an integrated approach to User Experience (UX) writing and equips students and practitioners with the essential principles and methods to succeed in writing for user experience.

Social media influencer marketing emerged in Web 2.0 as a new form of celebrity endorsement in which the Internet-famous create word-of-mouth marketing for brands and organizations on their personal social media pages, blurring the line between organic and sponsored content for their followers. This book explores social media influencer marketing through the lens of philosophy of communication with a praxis-centered approach. Kati E. Sudnick utilizes a multitude of theoretical touchstones¿including Christopher Lasch¿s narcissistic culture, Marshall McLuhan¿s global village, Daniel Boorstin¿s human pseudo-event, Jacques Ellul¿s propaganda, and the interplay between charismatic leadership and parasocial relationships¿in order to consider consequences surrounding Hannah Arendt¿s social condition, which appears in hyper-form within social media influencer marketing as a major integrated marketing communication tool. Sudnick applies these concepts to three major case studies surrounding Audible, BetterHelp, and Fyre Festival, drawing implications and conclusions for this integrated marketing communication tactic in an era entrenched within the banality of the social. Ultimately, the author argues for a more aware and conscientious public when it comes to engaging with influencers online. Scholars of communication, philosophy, and media studies will find this book of particular interest.

Search Never Sleeps brings SEO (Search Engine Optimisation) back to basics with Jonathan's straightforward and insightful explanation of the three rules of the world's most popular search engine, Google.Informative, engaging, and user-friendly, this comprehensive guide to simplifies complex SEO topics, delves into the history of SEO, and expertly dispels common myths and misconceptions.This low-tech and practical approach ensures SEO amateurs and specialists alike can begin to understand how search engines work and, more importantly, why they operate the way they do.By delving into the 'why' instead of focusing solely on the 'what', Search Never Sleeps emphasises the value of effective, sustainable, and ethical SEO for SMEs (small and medium-sized enterprises).Learn how:3 Rules govern how search engines will rank your websiteSimple changes can make a massive difference To get the maximum return for the minimum effortTo successfully manage what your SEO Agency do for youTo ask the right questions of your web developersYou can understand the essentials of SEO - this book will show you how.Featuring real-life examples, key takeaways, clear case studies, simple diagrams, and a whole host of useful tips that anyone can put into practice, Search Never Sleeps artfully covers the SEO essentials as well as more complex topics for advanced SEO technicians.

Dieses essential ist eine praxisnahe Einführung in den digitalen Verkaufsprozess und unterstützt Sie bei der professionellen Planung und Durchführung virtueller B2B-Verkaufsgespräche. Vertriebsprofi Henrik Trenkel erläutert erprobte Strategien und konkrete Taktiken, mit denen Sie Ihre Kunden auch online begeistern und von Ihrem Angebot überzeugen können.

Get ready to embark on a journey through twenty-three power moves that will help you grow a successful healthcare, biotech, or IT company. With practical tips and real-world success stories, Stop Starvation Marketing is a must-read for tech leaders looking to take their marketing to the next level. Every chapter is packed with tactics, tips, and punchy anecdotes that immediately demonstrate each point.Action strategies are clearly outlined and provide a blueprint for success. If you are serious about marketing results-and enjoy a spot of humor along the way-this book is for you.

A blueprint for digital transformationEffective marketing is both art and science-a beautiful combination of data, intuition, and empathy. In Holistic Marketing, you will discover how to create a high-performing demand-generation engine that changes the conversation about marketing's contribution to organizational value in a gripping and comprehensive review.Today, "digital transformation" can mean any number of things, but there is a gap in the literature. There is no how-to book that takes on the task of clearly defining the process, the personnel, and the technology required to successfully transform an organization. In Holistic Marketing, Locher draws on his decades of experience as a marketing leader to provide an instruction manual for marketing professionals to transform their teams and transcend dated expectations as companies evolve from start-up to scale-up and beyond.Holistic Marketing represents a new era in marketing, an evolved state where data-driven decision-making supplants guesses to create a predictable, accountable, and transparent engine of growth that delivers maximum impact.

This book will help you improve upon your sales process. From re-imaging the basics to adding to your unique way of selling, this book is a full sales training program in the palm of your hands.

Embark on a transformative expedition into the world of network marketing with the master himself, Rob Sperry. A renowned coach, international speaker, and the host of the most prestigious masterminds in the industry, Rob's wisdom is a treasure trove for anyone seeking success in this dynamic field.In "Journey to a Six-Figure Income," Rob collaborates with the top leaders in network marketing to share decades of insights, strategies, and lessons that have shaped his illustrious career. This is more than a book; it's a comprehensive guide to mastering the art and science of network marketing.Here's what you'll discover inside:The Art of Self Marketing: How to present yourself in a way that attracts opportunities and success.Overcoming Self-Doubt: Empowering strategies to conquer insecurities and realize your full potential.Success on Social Platforms: Master the digital landscape and connect with a broader audience.Leveraging Likeability: Harness your unique qualities to build lasting relationships.Creating Engaging Videos: Step-by-step instructions to capture attention with compelling content.Taprooting Techniques: Dive deep into connections and grow your network.Lead Follow-Ups: A proven approach to nurturing and converting leads into opportunities.And so much more!Jam-packed with wisdom, this book offers you the tools, techniques, and secrets that have made these leaders successful in the network marketing industry.Whether a novice or a seasoned professional, "Journey to a Six-Figure" provides the blueprint to elevate your career to new heights.Join Rob and his esteemed collaborators as they guide you through amazing topics in network marketing, arming you with the knowledge you need to thrive. The journey to a six-figure income begins with the turn of a page.

This book examines users¿ digital content contribution and consumption behavior from a social perspective. Digital content is everywhere¿from search results on search engines to posts on social media. Incentivizing users to contribute abundant content and motivating users to engage in and pay for digital content are vital for online platforms, especially those relying on digital content generated by users. This book develops a theoretical framework to incorporate social influence, including social presence, social interaction, social comparison, social loafing, and social relationships, in users¿ digital content contribution and consumption decisions. Further, using a large volume of data from online platforms, the author empirically studies the role of social interaction in digital content provision and monetization from the supply side. Also, regarding the digital content demand side, this book explores how to boost content consumption via social motives and social norms. The bookenriches the understanding of social influence in digital content contribution and consumption and provides practical suggestions for digital platforms¿ mechanism design.

This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher  education  institutions  operate  in  a  strong  competitive  environment  due  to  the homogenous  nature  of  their  services  and  always  look  for  new  marketing  strategies  to  be competitive  in  the  marketplace.  Therefore,  building  customer-based  brand  equity  has  become crucial  for  higher  education  institutions  to  differentiate  themselves  from  others  to  attract prospective  students.  Social  media-based  marketing  facilitated  prospective  students  to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As  such,  drawing  from  social  information  processing  theory,  this  book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.

This book focuses on the issues and challenges posed by COVID-19, proposing ways to deal with the supposed 'new normal' which the pandemic has introduced in the functioning of business, society, and environment. Among the issues discussed are employee well-being and mental health, impact of changes in education sector, marketing, selling and distribution of goods, change in business model for SME, impact on travel and personal grooming sector, consumer preferences, performance impact of intellectual capital, performance of banks-pre merger, and so on. Focus is on presenting strong research results backed by statistical analysis using different tools. There are managerial solutions to the problems being faced by businesses and firms. The presentations would throw great insights on how businesses have coped during pandemic times in a developing economy like India. 

The End Game Law dictates that we enjoy the process of earning an income and celebrating it even before we see or experience the results. The process of thinking about money must be as the enjoyment we get from having and using it. Ultimately, the process must be more profitable than the result. Enjoy the quotables.

How many marketing books have you read that have promised the earth, yet never delivered a damn thing? Whether your business is just starting out, in a growth phase or stagnating you'll probably be looking for ideas to attract new clients and customers to your business - if not now, then certainly in the near future.In Engage & Grow you'll discover and explore 97 methods for growing your business, many of which are completely free to do, and are often overlooked by even the most experienced business owners. Whatever your industry, as a business owner you are in marketing - and how you market your business determines its success. Your business isn't all about you, but YOU are the one who can change it!Engage & Grow is the 97-point action plan you need to become THE authority within your sector."A ticklist to success. Darren and Lianne's book achieves the tricky balance of being comprehensive enough to cover everything, but simple enough to for us act on. I love it! Do everything in his book - in the way they say it - and your business will grow - a lot more, a lot faster, in a lot less time"Sales expert Andy Bounds, www.andybounds.com"If you are frustrated with your business not earning you the income you deserve then read this book now! Darren has dedicated his life to helping business owners attract leads, turn them into clients and fall in love with their businesses again. Read this book like your life depended on it!"Jessen James - International Award-Winning Speaker, Business Mentor & Investor