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Explore the cutting-edge of marketing new products and services from leading businesses in Asia In Reimagining Operational Excellence: Inspirations From Asia, world-renowned marketing guru and bestselling author Philip Kotler delivers a groundbreaking book unveiling the transformative marketing strategies that have propelled Asia to the forefront of the global business arena. In this insightful text, Kotler explores the dynamic competition between Asia and the global West, revealing how it has catalyzed Asia's adoption of incisive and effective marketing practices. The book delves into various dimensions of marketing operations, including quality, cost, delivery, service, creativity, and innovation, highlighting the crucial role of entrepreneurship and leadership in achieving operational excellence. Kotler's analysis extends to significant developments within the global business ecosystem, showcasing how countries like Singapore, Japan, Korea, India, and China are redefining business efficiency and continuous improvement. You'll also find In-depth examinations of China's unique and competitive economic ecosystem Discussions of the increasingly foundational role played by Singapore as an international business hub An analysis of the latest economic developments in South Korea driving marketing excellence in that country Reimagining Operational Excellence: Inspirations From Asia is an essential guide for anyone involved in marketing, advertising, business operations, or entrepreneurship. This book is not just an analysis of Asian marketing prowess; it's a blueprint for harnessing these strategies to drive business growth and success in today's rapidly changing global market.

The ideal text to help you develop your knowledge around rigorous marketing strategies from formulation to implementation Marketing Strategy and Competitive Positioning, 8th Edition, by Hooley, Nicoulaud, Rudd and Lee, helps you grow an in-depth understanding of how to develop and implement a marketing strategy, and achieve sustainable competitive positioning. This text is suitable for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management. By focusing on competitive positioning that lies at the heart of marketing strategy, this text introduces an in-depth discussion of the marketing processes to achieve competitive advantage in a business environment. Key features include: Focus on two central issues in marketing strategy formulation – identifying target markets and creating a differential advantage Increased emphasis on competing through differentiation and customer knowledge, including new business models Updated content to reflect changed context and impacts on businesses, consumers/society and marketing activity Emphasis on competing globally within a digitalization context Updated vignettes and new case studies to help you connect marketing principles with practical applications

There are almost 10,000 shopping centres in Europe, and in the United States there are over 100,000, many of which have entered the end-of-life phase due to growing e-retail. Therefore, the issue of how customers perceive the value of these facilities and customer engagement in the relationship with the shopping centre is becoming increasingly important.In this book, the authors evaluate the relationship between the perceived value of a shopping centre and customer engagement by identifying consumer motives, purchase behaviour and responsiveness to marketing strategies. It offers an analysis of the conceptualisation and history of shopping centres and utilises both theoretical and empirical research, presenting results from extensive studies and building a framework for value creation in retail spaces.The book will find a wide audience among scholars interested in marketing and retail management. The practical implications discussed will also provide further research opportunities and insights for astute practitioners.

Discover game-changing marketing tactics and strategies essential for your business to thrive and stand out in today's ever-changing marketplace.Succeeding in marketing your business goes beyond catchy slogans and flashy offers; it requires a well-defined, adaptable business and product aligned with the current environment and trends. This book aims to equip you with practical insights into how consumers select brands, cultivate loyalty, and execute effective marketing strategies, even as a team of one. You'll discover how to:Define your value and distinguish your brand in the marketplace.Comprehend the trends, attitudes, and purchase criteria influencing your customers.Gain insights into the psychology driving consumer behavior and choices.Develop and implement a marketing plan to achieve revenue goals.Create engaging content and optimize digital advertising strategies.This book caters to entrepreneurs aiming to establish a standout business, grasp customer psychology, and generate tangible revenue using effective marketing techniques tailored to your business.

The undisputed global bestseller in marketing management that consistently reflect changes in marketing theory and practice A key text both for undergraduate and postgraduate programmes in Marketing Management. An encyclopaedia of marketing, the classic Marketing Management is considered by many as the authoritative book on the subject. Inspired by the US editions, the 5th European edition of this bestselling text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. It explores the challenges facing European marketing practitioners and admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern and future themes. Key features of this book include: A structure designed specifically to fit the way the course is taught in Europe New and updated in-depth European case studies help readers bridge the gap between knowledge and practice Focus on digital technologies such as robotics, AI, augmented and virtual reality, and their impact on marketing management skill sets and practices Coverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability Featuring work from prominent European academics, new practical examples and exercises, it remains one of the most significant textbooks in marketing management.

In diesem Open Access-Buch untersucht Dr. Fabio-Yannick Laschet unter Berücksichtigung der konstitutiven Besonderheiten des Business-to-Business-Marketings spezifische Determinanten des Noncomplainer-Verhaltens sowie ausgewählte Ansatzpunkte zur Bindung von Noncomplainern. Der Wandel, in dem sich aktuell Business-to-Business-Märkte befinden, stellt Anbieter angesichts sich verändernder Kundenerwartungen, aber auch gesellschaftlicher Entwicklungen, vor neue Herausforderungen. Eine Möglichkeit, um diesen entgegnen zu können, stellt ein ausgeprägtes Wissen über aktuelle und potenzielle Kunden dar - und damit auch Kundeninformationen. Vor diesem Hintergrund können Noncomplainer, die ihre Unzufriedenheit nicht unmittelbar an den Anbieter artikulieren, als eine wertvolle Informationsquelle für notwendige Innovations- und Verbesserungspotenziale des Leistungsportfolios gesehen werden. Anhand der in dieser Arbeit entwickelten Neuausrichtung des Business-to-Business-Beschwerdemanagements - dem sogenannten'Ambidexterity-Complaint-Management'- zeigt Dr. Fabio-Yannick Laschet, wie die Erreichung psychografischer und ökonomischer Marketingzielgrößen in der betrieblichen Praxis obgleich der Noncomplainer-Herausforderung gesichert werden kann.

The latest edition of the leading and internationally bestselling text on marketing planning In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm's marketing and is complemented by brand-new content on digital marketing and sustainable marketing. The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides: A best-practice, step-by-step process for coordinating marketing strategy and planning Methods to create powerful, differentiated value propositions Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profits Lessons from the leaders on how to embed world-class marketing within the organisation. Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world's leading resource on the critical topic of marketing strategy and planning.

This book provides an overview of recent and current research which defines and scopes the field of responsible marketing in one single edited book. It brings together diverse perspectives from contributors at Birmingham University, leading the academic development of knowledge of the subject, to contribute to the learning curriculum and reach out to those interested in improving marketing practices and standards. Responsible Marketing for Well-being and Society draws together a rich and diverse body of scholarly research from a variety of perspectives from individual to global, macro and micro, producer and consumer, environmental, stakeholder, supply chain, and other intermediary viewpoints. The embryonic research in this field involves different philosophical and methodological positions, theoretical approaches, and research communities including aspects of corporate social responsibility, marketing ethics, critical marketing, consumer culture theory, and macromarketing.The book takes a predominantly organisational or enterprise-level perspective in order to understand and explain how individuals and organisations can manage their marketing activities and relationships responsibly. The actions of other stakeholders are also a crucial component in achieving responsible outcomes; therefore, a broader perspective on the impacts of marketing decisions and actions on other stakeholders, such as consumers, employees, the environment, and society, is also taken as a basis for analysis and discussion. The book provides an authoritative overview for the academic market, including university libraries, research teams, PhD students, and independent researchers.The topics and contents of responsible marketing are relevant to several disciplinary fields of study including, marketing, advertising, retailing and other business subjects, consumer studies, sustainability, ethics, public policy, media studies, psychology, economics, and other social sciences.

The business world has undergone major upheavals since 2020, when the world started to experience a completely different business environment. Businesses had to adapt their operations in a drastic and profound manner simply to survive. With the world literally shutting down, the way in which business had previously been done came to an end. As the saying goes, the only constant in the business environment is change. The pandemic that hit the world in 2020 has led to massive changes in the business environment. All businesses had to adapt their ways of doing business. This led to many innovations, with businesses being forced to be proactive and innovative in their approach. In many respects, businesses have adapted to the challenges posed by the environment and, even though some businesses did not survive, many have excelled and grown in these turbulent times. These changes have forced businesses to build relationships with their customers and to improve loyalty. The focus in the short term will be on the customer experience, customer retention and customer loyalty, as businesses work hard to survive over the next few years. In order to meet the expectations of today's demanding and unpredictable consumers, marketers and students of marketing alike need to be aware of the latest trends in marketing methods and technologies and how to use them to attract and keep customers. The fifth edition of Marketing Management: A South African Perspective, the leading marketing textbook in Southern Africa, adopts a new perspective on the business environment and the way in which businesses can deal with changes in that environment.

Strategic International Marketing, 2e offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model.Compact and readable, this practical text offers the reader insights into the globalisation phenomenon, partner relations and strategic positioning in international markets. This 2nd edition has been fully updated to include coverage of the complex international business environment, consider how technological development has shaped buyer behaviour, channels of distribution and payments systems globally, and the impact of digitalisation on the global economy more broadly. New international case studies and examples are included throughout to demonstrate how the theory translated into practice.This text is strategic and applied, and an ideal introduction to international marketing for advanced undergraduates and postgraduates in Business and Management, as well as those studying for MBAs and executive qualifications. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories. Supplementary online resources are available to aid instructors.

Learn to identify, select, implement, and adapt market-driven business strategies for profitable growth in competitive markets In Strategic Market Management, David Aaker and Christine Moorman deliver an incisive, practical, and up-to-date guide for identifying, selecting, implementing, and adapting market-driven business strategies in increasingly complex, dynamic, and crowded markets. The authors provide the concepts, frameworks, tools, and best practice case studies required to develop capabilities in key strategic marketing tasks, achieve high-quality decision making, and drive long-term profitable growth. Extensively revised and updated, the twelfth edition of Strategic Market Management offers newly written chapters focused on growth and branding that reflect cutting-edge frameworks based on the most recent research and the authors'experiences with leading companies. New real-world examples and stronger frameworks, including cutting-edge approaches for environmental analysis, offering market selection, and target market selection. New “digital marketing strategy” topics—including the metaverse, algorithmic bias, augmented reality, influencers, and gamification—are integrated throughout the book. Strategic Market Management, Twelfth Edition, is an excellent textbook for courses at all levels that seek a strategic view of marketing, such as Strategic Market Management, Strategic Market Planning, Strategic Marketing, Marketing Strategy, Strategic Planning, Business Policy, and Entrepreneurship. It is also a valuable reference and guide for MBA and EMBA students, managers, planning specialists, and executives wanting to improve their marketing strategy development and planning processes or looking for a timely overview of recent issues, frameworks, and tools.

This edition of Strategic Marketing has been revised and updated to include the latest trends and examples in business. This edition provides a concise and thorough look at the strategic business issues todays managers must cope with. The focus is on how organisations need to adapt and cope with the demands from the global and local business environment, and in the process better understand their responsibilities their own organisations needs and their own products and other offerings. Over the years and with all the new developments in the world and technological advances, the four key questions all organisations must answer still remain as follows: Where are we now? Where do we want to be? How will we get there? Did we get there? These questions sound easy and straight forward but it is not as simple as it sounds. It requires a thorough understanding of the organisation and all the elements in the business environment that can and will impact on the business. This edition addresses these questions in an easy to understand and practical manner and covers a range of topics including an analysis of the external business environment, a detailed analysis of customers and competitors, market analysis, analysing the internal environment. There after the focus moves to marketing strategy and metrics which is applicable to organisations and the importance thereof, and added to this is the management of customer experiences and market strategies, and a global view of strategic marketing from the organisation's perspective. All this planning and strategizing is placed in context by looking at how lo leverage a business, developing future strategies and the management of the implementation of these strategies. As an added feature there is a focus on updated electronic market strategies.

As part of an emerging literature on place branding, this book fills the important gap between practice-oriented literature—which lacks in-depth and critical analysis—and technical academic literature—which tends to miss down-to-earth practitioners'concerns and to overlook policy and political contexts. Providing frameworks and knowledge on how to practice place branding effectively, this book anchors place-branding practices in a solid analytical framework. It presents place-branding practices through the lenses of public sector marketing, strategic management, and governance processes and structures, as well as communication tools.Marketing a place is more than creating a logo and a motto; this book presents the key strategic aspects to be considered when promoting a place. Readers will gain knowledge about the most important features of place promotion: the development of brands and marketing campaigns in the public sector, the establishment of dedicated politico-administrative structures, and the increasing involvement of various stakeholders that play a central role as place promoters. This book will be a valuable resource for researchers and postgraduate students across place branding, marketing and management, and urban studies, as well as public management, administration, and policy. The practical conclusions discussed in the book will also appeal to practitioners, business consultants, and people working in public administration and politics.

An eye-opening discussion of the future of marketing, from four of the leading minds in the field In Entrepreneurial Marketing: Beyond Professional Marketing, a renowned team of marketing leaders, including the “Father of Modern Marketing,” Professor Philip Kotler, delivers a groundbreaking and incisive redefinition of entrepreneurial marketing. In the book, some of the marketing sector's brightest minds explore the increasingly essential initiative to build new capabilities beyond the mainstream marketing approach that also consider the effect of digital connectivity on consumers and companies everywhere. This book also discusses what marketers need to do to break the stagnation of normative marketing approaches that are often no longer effective in dealing with dynamic business environments. The authors introduce a fresh entrepreneurial marketing approach, converging dichotomies into a coherent form. The book also includes: A post-entrepreneurial-marketing view of the commercial landscape which puts the operational aspect at the center of the action, converging marketing and finance, and adopting technology for humanity Discussions of the strategies and techniques that will drive the actions of the marketing departments to create value with values that will lead the company to success through the year 2030 Explorations of the paradox between the development of core competencies and collaboration with various parties, including competitorsThe latest publication from some of the foremost minds in marketing—and in business, generally—Entrepreneurial Marketing: Beyond Professional Marketing is a must-read combination of unique insight, concrete advice, and implementable strategies that introduce a new mindset for every professional marketer, entrepreneur, and business leaders worldwide.

This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning) and finally details the overall implementation and creation of customer values.This second edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analyzing consumer needs, setting goals, choosing a brand positioning, and marketing communication. Subjects such as big data, AI, online behavioral targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy.With a broad range of international case studies that bring the theory to life, this well-renowned text is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process. Support materials include PowerPoint slides.

Marketingcommunicatiestrategie is al jaren een standaardwerk voor het vakgebied marketingcommunicatie. Het boek slaagt erin om de voortdurende veranderingen in de wereld van marketingcommunicatie een fundament te geven door de werking en de mogelijke inzet ervan te beschrijven aan de hand van cases uit de praktijk. Centraal staan het marketingcommunicatieplan, het bouwen van sterke merken (offline en online) en het behalen van commercieel succes. Opvallende en recente voorbeelden uit binnen- en buitenland brengen de modellen en stappenplannen tot leven. In de herziene, negende editie krijgen nieuwe ontwikkelingen een plek. Er is meer aandacht voor nieuwe vormen van online communicatie en de toepassing daarvan. Van influencers tot AI, VR en de metaverse. Maar ook de impact van online kopen en de implicaties hiervan voor marketingcommunicatie komen aan bod. De stevige en wetenschappelijke basis is een onderscheidende kracht van het boek. Een basis die houvast biedt te midden van alle ontwikkelingen. In deze editie is daarom aandacht voor nieuwe reclamewerkingsmodellen en op veler verzoek wordt ook de visie van de auteurs op positioneren beschreven. Marketingcommunicatiestrategie is geschikt voor studenten aan een hbo-opleiding in de richting van Marketing, Communicatie en Media.

Strategische marketingplanning (vaak kortweg de ‘Alsem'genoemd) is uitgegroeid tot een standaardwerk op het gebied van strategische marketing en het maken van een marketingplan. Studenten leren situatieanalyses uit te voeren voor een merk en van daaruit een succesvol marketingplan te ontwikkelen. Het boek is in staat theorie te combineren met direct bruikbare methoden en technieken en praktische toepassingen. In dit boek wordt het planningsproces voor marketingstrategieën zeer toegankelijk en gestructureerd uiteengezet. Elk hoofdstuk is een stap in het strategische marketingplanningsproces, geïllustreerd door praktische voorbeelden en een slotcase. Het boek is van toepassing op alle ondernemingen en organisaties die een product of dienst aanbieden en biedt een perfecte combinatie van theorie en praktijk. Nieuw in deze editie is de prominentere rol voor duurzaamheid. Dit thema wordt volledig geïntegreerd in alle planningsfasen en is nu ook onderdeel van het vernieuwde BrandBenefitting Model. Het boek is nu, als eerste in Nederland, een leidraad voor duurzame, strategische marketingplanning. Ook zijn enkele nieuwe onderwerpen toegevoegd, zoals inclusieve marketing en customer experience management en er zijn diverse nieuwe cases toegevoegd. Strategische marketingplanning is met name geschikt voor opleidingen als Commerciële Economie, Ondernemerschap & Retail Management en Bedrijfskunde maar het kan ook worden ingezet bij aanverwante bedrijfskundige opleidingen en ondernemerschapsonderwijs. ‘Ik gebruik dit boek al jaren voor colleges Strategische Marketing. Het is verplichte kost en het is zeer helder opgezet. Het is eigenlijk het enige standaardwerk waarin het planningsproces in al zijn eenvoud staat uitgewerkt.'HBO-docent ‘Karel Jan Alsem is er op bewonderingswaardige wijze in geslaagd om alle stappen van het marketingplanningsproces op overzichtelijke wijze in kaart te brengen. Daarbij maakt hij steeds op heldere wijze gebruik van bestaande theorieën op ons vakgebied, waarbij ook recent ontwikkelde plannings- en onderzoeksmethoden aandacht krijgen.'Tijdschrift voor Marketing

Master's Thesis from the year 2022 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Bamberg (Lehrstuhl für Vertrieb und Marketing), language: English, abstract: The present work addresses the following questions: What is the Metaverse, and to what extent can it expand and optimize business activities in marketing and sales? How will its development look, and what opportunities and risks arise from participating in it? With the renaming of the Facebook conglomerate to Meta in 2021, CEO Mark Zuckerberg promotes the idea of the Metaverse. Popular media and public discourse have recently generated extensive interest, as strong emotions are associated with this futuristic technology, and various visions of its future appearance have been put forth. There are indications that a new digital revolution, similar to the introduction of the internet, is on the horizon. However, to reach that point, several technological, societal, and regulatory stages need to be overcome. The topic has also gained traction in the marketer world. When you ask marketers today how they keep up with the digital transformation in their companies, the term Metaverse will be mentioned. However, at this moment, it is not definitively determined how it will be precisely defined and to what extent it will influence business activities. To gain a competitive advantage, companies, primarily in the B2C sector, are already venturing into the Metaverse and exploring this novel technology. By entering this new market early, brands can convey an innovative image and offer customers a unique shopping experience. Various application possibilities also exist for the B2B sector. The Metaverse could be used for various activities, such as meetings and events, maintaining customer relationships, hybrid selling, innovative marketing, Smart Contracts, and also serving as an advertising platform.

The Secret to Growing Your Business is Simple — Invest in Marketing that Works Step away from viewing marketing as a cost center that drains money from annual budgets and delivers unreliable results. It's really a burgeoning profit generator that can power growth and abundance in every aspect of your business. But only if you do it right. In Here We Grow, you'll learn how to build scalable and repeatable marketing programs that result in transformational change — whatever that may look like for your business. Along the way, you'll get to know Marcia Barnes, founder and CEO of Valve+Meter Performance Marketing and her personal story of transformation that took her from poor beginnings to building a marketing methodology that grew one company's annual revenue from $2 million to $440 million. Now on a mission to help a hundred companies realize 10x more in business valuation, Marcia offers not only her marketing secrets but also sound advice for getting the most out of yourself, your teams, and your business.

Virtual Reality (VR) technology has become more sophisticated and widespread. Consumers embrace it for gaming and entertainment. New industries are using it to showcase their products and services, with VR experiences becoming more immersive and realistic than ever. Where does VR fit into your marketing strategy? How can your brand use it to leave a lasting impression on users? And how can your brand utilize VR to interact with your target market to improve consumer engagement and loyalty? The Reality of Virtuality is both practitioner-oriented and evidence-based, showing marketing managers in the B2C and B2B sectors how to design a compelling VR marketing strategy and leverage it for their brand. It discusses how to select the appropriate VR type dependent on resources, technology, and audience. It shows how to align the VR experience with marketing objectives and how to create a purpose-driven VR experience to ensure it is engaging and meaningful. Lastly, it shows how to incorporate VR into the consumer journey, ways to reach consumers before the VR experience, and the long-lasting effects after it. The authors use examples, references, and industry expert opinions throughout, giving marketers a solid foundation for their VR endeavours.

Discover the teachings and insights from the world's leading marketing courses with The 30 Day MBA in Marketing. From advertising and promotion to buyer behaviour and budgets, this comprehensive book includes all of the modules you would find at a top business school, allowing you to fill the gaps in your knowledge and develop your creative, analytical and decision-making skills. It also features an array of fascinating case studies from some of the world's most successful businesses, clarifying how these skills drive success.With its comprehensive insights and accessible guidance, The 30 Day MBA in Marketing is essential reading whether you are a professional looking to accelerate your career or a student interested in expanding your knowledge.About the 30 Day MBA Series...MBAs are expensive, demanding and time-consuming. Covering marketing, finance and international business, this internationally bestselling series offers you the same world-class insights and guidance without the costly investment.

This book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, etc. Various human resource models are insufficient to define internal marketing. Therefore there is a need to focus on the models and key concepts of human resource management and internal marketing and in what way they contribute to organizational success. It involves motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. The current need for human resource management is to link human resource management and marketing practices which are called internal marketing. Internal marketing plays an eminent role in organizational success.This book helps students, practitioners, start-ups, and educationists. This is a research monograph that will assist an organization to decide the future of human resource management as well as organizational development. This book is for marketing as well as human resource discipline, as internal marketing is the integration of marketing and human resource management. Due to new technology, globalization, and liberalization market need and demand are also changing, thus it is necessary to understand new trends in the application of human resources. Therefore, it is necessary to motivate and satisfy internal customers and make them market and skill-oriented.

Marketing und Vertrieb – Umfassend, anschaulich und praxisorientiert aufbereitet für das Studium und als Ratgeber für die Praxis In diesem Standardlehrbuch werden Aufgaben und Methoden von Marketing und Vertrieb wissenschaftlich fundiert und umfassend praxisorientiert dargestellt. Das Buch eignet sich für Studierende der Fachrichtungen Wirtschaftswissenschaften und Wirtschaftsingenieurwesen im Bachelor und Master und liefert gleichzeitig kundenorientierten Führungskräften das notwendige Grundwissen für das Kundengeschäft. Die Themen folgen der strategischen Marketingsicht: Marketing als marktorientierte Unternehmensführung – mit den vier Marketingmix-Instrumenten. Im Gegensatz zu „typischen'Marketinglehrbüchern geht der Fokus über die Konsumgüterwelt mit der üblichen Betonung von Kommunikation und Werbung hinaus. Arbeitsgebiete wie Vertriebsteuerung, Sales Management und CRM im Firmenkundengeschäft werden ausführlich dargestellt. Durch die Vielzahl an Checklisten und Empfehlungen eignet sich das Buch als Ratgeber für die Praxis. Das Buch behandelt in der neunten Auflage zahlreiche aktuelle Trends, wie die zunehmende Digitalisierung in Marketing und Vertrieb, Influencer Marketing, Hybrid Selling, modernes Kundenwertmanagement sowie Nachhaltigkeit und Resilienz in Marketing und Vertrieb.

Grow your business faster with this revolutionary marketing framework Do you want to stop wasting time and money on marketing that doesn't get results? The Very Good Marketing Guide explains exactly where to spend your next marketing dollar and where to focus your attention — so your marketing will make a real difference in growing your business and profits. In this book, marketing expert Amy Miocevich shares a simple but genius 5-step model for marketing your small business. She reveals crucial insights into why marketing fails, including common mistakes and marketing myths, and shows you how to assess where and why your marketing is most effective. With The Very Good Marketing Guide, you'll create targeted solutions for turning strangers into customers — and customers into superfans of your business and brand. Whether you're a manager, a small business owner, or an entrepreneur, you'll learn how to: Understand and use your marketing data more effectively Improve conversion rates at every touch point Nurture your most valuable customer and client relationships Make sure your website and social media are doing what they should Create a marketing strategy that's uniquely suited to your business's needsWith a clear and practical framework, real-life examples, and timeless principles you can apply, this is the ultimate practical guide for marketing success. The Very Good Marketing Guide will help you to direct your energy where it gets the best results … which ultimately means you can get back to doing what your business does best!

All customers differ. All customers change. All competitors react. All resources are limited. Robert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies. When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement? As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue. Marketing Analytics will help you to:· Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework.· Understand technical analyses by engaging with a pertinent range of vivid examples, and a running case study to contextualize practical, jargon-free descriptions.· Embark on an applied learning pathway with a comprehensive companion website including datasets and walk-through videos on challenging tasks: bloomsbury.pub/marketing-analytics.· Take a software-agnostic approach to learning, enhanced by the provision of examples in free, open-source R and Tableau software.Authored by world-leading experts in marketing strategy, Marketing Analytics is the ideal textbook for advanced undergraduate, postgraduate and MBA students of marketing, and practitioners seeking to direct effective strategy from an analysis-based evidential approach.

Hoe slagen organisaties erin succesvol te zijn én te blijven in hun benadering van de markt? In het compacte boek Marketingstrategie leggen Ruud Frambach en Ed Nijssen uit hoe effectieve marketing hieraan bijdraagt. Centraal staat het ontdekken, creëren en leveren van unieke klantwaarde met oog voor de eigen organisatie, de juiste zakenpartners en stakeholders. Deze unieke klantwaardeis dé basis voor tevreden klanten en marktsucces. De marketeer van vandaag is een spil in het realiseren van waardevolle en onderscheidende klantervaringen. Frambach en Nijssen passen een duidelijke procesbenadering toe. Iedere stap van het strategische marketingproces wordt besproken en van praktische aanwijzingen voorzien. Recente wetenschappelijke inzichten worden vertaald in een toegankelijke praktijkgerichte aanpak. Speciaal geschreven voor studenten en professionals die zich bezighouden met strategische marketing op hbo-, wo- en/of NIMA C-niveau is het boek een handig leerhulpmiddel én gids. Deze nieuwe editie van Marketingstrategie is volledig ‘geüpdatet'. Het marketingecosysteem – waarin een bedrijf samen met zijn zakenpartners waarde voor klanten en stakeholders creëert – staat centraal. Uiteraard is er ook aandacht voor digitalisering en de strategische en tactische effecten daarvan op de marketingplanning en -uitvoering. Beide aspecten komen terug in de externe en interne analyse én in checklists van competenties van de organisatie. Tot slot is de systematiek van het komen tot een afgewogen strategiekeuze gestroomlijnd en in een compleet nieuw jasje gestoken. Het boek is een ‘must'voor iedere marketingprofessional en professional in spe.

A step-by-step guide to creating a successful marketing plan: from carrying out a marketing audit, setting objectives and devising budgets to writing, presenting and implementing the plan.How to Write a Marketing Plan includes advice on producing mini-plans and the most current information on email marketing, web usage, mobile commerce and social media. This 7th edition now features even more practical exercises, useful templates, and top tips to help you develop this all-important business skill. Including helpful chapter summaries and a detailed sample marketing plan, it is essential reading for anyone who wants to boost their product or business.The Creating Success series of books...Unlock vital skills, power up your performance and get ahead with the bestselling Creating Success series. Written by experts for new and aspiring managers and leaders, this million-selling collection of accessible and empowering guides will get you up to speed in no time. Packed with clever thinking, smart advice and the kind of winning techniques that really get results, you'll make fast progress, quickly reach your goals and create lasting success in your career.

This book helps marketing decision makers in allocating their budget to diverse communication channels and different business units in an ROI-optimal way, and to adapt it in an agile manner. The optimal allocation of resources in marketing is not very complex in theory, but in practice a variety of questions arise, for example: How do you find the optimal mix, even across brands and product lines, and how do you adjust it dynamically? What is the right balance between image and performance marketing? How do you tackle strategic data management and other organizational challenges?The authors guide the reader through the entire process from data collection to marketing mix modeling and campaign tracking to tool selection. The book strikes the right balance between theoretical sophistication and necessary pragmatism, with numerous concrete recommendations for decision makers.

Książka stanowi prezentację teoretycznych założeń dobrych i najlepszych praktyk zarządzania marketingowego oraz przykładów ich implementacji w biznesie. Dobrane przykłady stanowią ilustrację aktualnych wyzwań, jakie stoją przed organizacjami polskimi i międzynarodowymi, a także odpowiedzi organizacji for profit i non profit, które mogą stanowić wzór do naśladowania dla innych podmiotów. Publikacja stanowi kontynuację podręcznika wydanego pod redakcją Grażyny Golik-Góreckiej pod tytułem Mariaż nauki z praktyką. Najlepsze praktyki zarządzania marketingowego w polskich i międzynarodowych przedsiębiorstwach. Studia przypadków (Wyd. UŁ, Łódź 2020). Niniejszy podręcznik powstał dzięki współpracy pracowników naukowych z Katedry Marketingu na Wydziale Zarządzania Uniwersytetu Łódzkiego, praktyków biznesu oraz byłych już studentów programów Erasmus i Mobility, którzy uczestniczyli w warsztatach „Marketing Management in Practice” na Wydziale Zarządzania UŁ. • Publikacja zawiera ciekawe studia wielu przypadków z różnych obszarów społecznych oraz gospodarczych. Analizy te są atrakcyjne z wielu powodów – metodycznych, poznawczych, a także są ważnymi ilustracjami procesów, które można wykorzystać w dydaktyce. Prezentowane przypadki mają też wartość pragmatyczną – mogą służyć praktykom prowadzącym różnorodne przedsiębiorstwa. Z recenzji Jacka Otto

The marketing firm is that business organisation which responds to the imperatives of consumer-orientation. Its style of management is marked by its adherence to the criteria of goal separation, participation in marketing transactions, entrepreneurial sovereignty and reciprocal entrepreneurial management, all of which are explored in this pioneering book. It assumes the proposition, uncontroversial enough to marketing academics and students, that contemporary firms can survive and prosper – achieve their financial goal, be it the maximization of profit or sales or growth – only if they respond appropriately to those imperatives: specifically, the forces that promote consumer discretion and consumer sophistication. Surprisingly, however, theories of the firm, based on economics, strategic management or behavioural science, show scant recognition of this observation which is abundantly clear from the most elementary treatment of marketing management. Renowned scholar Gordon R. Foxall argues that this proposition should form the starting point of a theory of the firm and explores its implications for marketing theory in the light of the findings of consumer behaviour analysis and research on the marketing firm. Hence, while pursuing a competence theory of the marketing firm based on the idealised implications of the imperatives of consumer-orientation, the book rests its conception on a groundwork of empirical evidence on consumer behaviour and corporate action.

Start thinking like a marketer with the gold-standard text for today's Marketing Management. Marketing Management, 16th edition by Kotler, Keller, and Chernev, is the latest version of this landmark text, offering an extensive analysis of the latest theories and practices in the marketing environment. Ideal for undergraduates and graduates who want to follow a career in the field, the book introduces you to the Marketing Manager's way of thinking, focusing on the role, issues, and decisions that Managers face in alignment with company needs and objectives. The text's reader-friendly content provides balanced coverage and a clear structure that will guide you through the necessary steps to build, execute and manage successful marketing campaigns and compelling brands. The latest edition uses a multidisciplinary approach, providing in-depth knowledge and broader understanding of the essential marketing principles and core concepts. It will challenge your critical thinking and analytical skills with universal practical applications, covering a wider spectrum of products, services, and marketing strategies. A range of examples includes Wegmans, Starbucks, and Uniqlo, bringing first-hand experience regarding how a successful marketing strategy works in large-scale organisations. Reflecting recent changes and developments in the field, the book aims to provide an in-depth understanding of the best marketing practices and arm you with the knowledge and tools necessary for a successful future career in the field. Pearson MyLab® Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask- your instructor for the correct ISBN. MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation. It discusses the facets in which markets can be reached sustainably delivering value to people, planet and create prosperity. Sustainable Marketing and Customer Value establishes an overview and framework for major ideas that connect marketing, consumption and sustainability. It addresses dominant areas of research of sustainability from the marketing perspective, the origin of interest in sustainability, as well as the practice of deprioritising sustainability ideas in pursuit of short-term business goals. Research scholars and business students will find this book of primary relevance, but it is also written for marketing academics and professionals, especially those in large corporations.

Marketing orientation is an essential for the success of business organisation, as marketing has become cumbersome in competitive era. Fundamental understanding of marketing principals and marketing techniques help the business organisation to have the consumer acceptance and loyalty profitably. Understanding of marketing is also essential for the consumer to take right buying decision at right time. The present book is a sincere effort to provide through understanding of conceptual base of marketing to the readers. It covers a wide range of topics relevant to marketing and promotion of products. It focuses on the importance of marketing for the marketers. Depending upon the present era or market the focus has been given on Marketing Philosophies, Marketing Mix, Product & Services, Consumers Behaviour, Branding, Advertising, etc. Caselet has been developed in the beginning and case studies in the end of the chapters. The Learning objectives provide the outline to the chapter detail and summery put the chapter detail in nutshell. Multiple choice, short questions and long questions during the chapters helps in quick revision of the developed topics. The objective of the book is to through knowledge about the numerous dimensions of marketing in a systematic manner. We hope our efforts would help all those who are desirous to have marketing knowledge

Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders.The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical framework. The following sections cover key stages during the corporate brand development process: Brand signature design, its components and impact on brand reputation; website design and how it builds customer perception of the brand; corporate architecture design and the branding of space and place; brand experience design from a sensuality perspective. International case studies from a range of industries feature in each chapter to demonstrate how the theory translates to practice, alongside case questions to cement learning and definitions of the key constructs.By combining academic theory with practical case studies and examples, readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand. The book is a useful resource for advanced undergraduate and postgraduate students of strategic brand management, corporate brand design and visual identity, and marketing communications.

Eine Anleitung von Designern für Unternehmer und MarketingexpertenEin gut definiertes Corporate Design verleiht Ihrem Erscheinungsbild in allen Kommunikationskanälen Wiedererkennbarkeit und unterstreicht den Anspruch Ihrer Produkte oder Dienstleistungen.Bevor Sie sich von professioneller kreativer Seite ein Design entwerfen lassen, klären Sie in einer Analyse Ihre Zielsetzung und auch Ihren Bedarf. Ihre Antworten sind Ihr Wegweiser in der Umsetzung des Corporate Designs mit dem Kreativpartner. Lernen Sie hierbei, Umwege oder eine unübersichtliche Anzahl an Entwürfen, die Sie in Ihrem Anliegen nicht weiterbringen, zu vermeiden.Ein Herzstück des Corporate Design Planers ist der Designcheck, der Ihnen Kriterien an die Hand gibt, nach denen Sie Designentwürfe logisch beurteilen können.Miriam Ertl und Aenne Storm arbeiten seit mehr als 15 Jahren in den Bereichen Corporate Design, Editorial Design und Markenführung in bekannten Agenturen und jetzt als selbstständige Designerinnen.In diesem Buch zeigen sie, wie der Weg zu einem erfolgreichen Design gelingt und geben von den Vorüberlegungen bis hin zur Produktion wertvolle Insidertipps für Unternehmer und Marketingexperten, die für das Design ihrer Firma verantwortlich sind.Die kreativen Arbeiten von Miriam Ertl und Aenne Storm wurden mit Designpreisen ausgezeichnet, unter anderem mit dem iF DESIGN AWARD und dem Red Dot Award.

The increasing interconnection and the unlimited exchange of data and information has led to a maximized transparency of globally offered and sold products and services. The desires, needs and wants of the consumer are the critical issues today in creating new or offering existing products and services. This book outlines successful marketing and sales strategies with a clear focus on practical relevance. It provides a systematic overview and description of selling, pricing and negotiation concepts which enable the reader to apply the best-case scenario in their company. Tools such as the marketing mix or marketing strategies are well explained for practical application in industry. The book also integrates elements of change, lean and innovation management as drivers for performance excellence. Featuring industry case studies, this book is a practical guide for marketing professionals, academics and policy makers to enable enterprises to achieve long-term competitive advantages through best-in-class marketing, sales and pricing activities.

Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students'decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates.Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies.New to this Edition:- Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies- Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion- Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments- Vibrant visual presentation with a new full colour design

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.This visionary book presents a systematic, next-generation approach to marketing strategy, demonstrating how success is gained and sustained via continuous innovation to create new value for customers. George S. Day develops the outside-in approach to formulating strategy, while providing compelling insights into key market stakeholders to illustrate how to sustain customer value leadership in the face of mounting market turbulence. Key features:Provision of customer, consumer, and competitor perspectives to help innovate new customer value and grow faster than the marketAdvances in the outside-in approach to marketing strategy formulation, applying developments from supportive organizational cultures, dynamic capabilities, market orientation, and design thinkingDeep insights into the evolution and progress of marketing over the past 50 years, to help marketers better anticipate and prepare for new organizational realities, emerging digital technologies, and proliferating market uncertainties The forward-looking marketing approaches explored in this Advanced Introduction ensure that the book will be an essential resource for students in MBA, EMBA, and Executive Education programs. Its innovative perspectives on strategy formulation and implementation will also benefit academics and practitioners in the fields of marketing, management, strategy development, and innovation.

‘A trusted referral is the holy grail of advertising'– Mark ZuckerbergThe fastest, easiest, most sustainable way to bring in new clients and grow sales is to ask for referrals from your network; clients, intermediaries, family, friends, and existing and former colleagues. And yet most sales professionals don't ask, or if they do, they end up making themselves and their client feel awkward.Graham Eisner has spent 30 years understanding the mindset and methods behind asking for referrals. His 7-step plan helps salespeople understand their own reluctance, change their mindset, and apply practical techniques so they can ask in a way that's both natural and effective.From preparation before the meeting and identifying the ‘bridge line'to qualifying the referral and managing the response, each step is supported by worksheets and summaries to help you put the principles into action today, so that you can start growing your sales and your business immediately.Graham became one of Goldman Sachs's most successful sales professionals by developing a powerful referrals methodology, and he now teaches his system to clients worldwide, including Barclays, Julius Baer, and Deutsche Bank, as well as smaller businesses.Foreword by Brett LankesterFormer Chief Executive Officer, London, Union Bancaire Privée

How do you sell an innovative product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that have the power to change the marketplace. Existing market research data will be largely irrelevant in these cases, making sales and marketing of innovative new products especially challenging to entrepreneurs. Entrepreneurial Marketing focuses on this challenge.Classic core marketing concepts, such as segmentation, positioning, and the marketing mix undergo an ‘extreme makeover'in the context of innovative products hitting the market. Edwin J. Nijssen stresses principles of affordable loss, experimentation, and adjustment for emerging opportunities, as well as cooperation with first customers. Containing many marketing examples of successful and cutting-edge innovations (including links to websites and videos), useful lists of key issues, and instructions on how to make a one-page marketing plan, Entrepreneurial Marketing provides a vital guide to successfully developing customer demand and a market for innovative new products. This third edition has been thoroughly expanded, including: Expanded content on leveraging digital technologies and their new business models More practical tools, such as coverage of the Lean Canvas model Updated references, cases, and new examples throughout; and, Updated online resources This book equips advanced undergraduate and postgraduate students of marketing strategy, entrepreneurial marketing, and entrepreneurship with the fundamental tools to succeed in marketing.

Every firm in the market for industrial products offers a distinct value to consumers. As such, they derive some market power based on the intrinsic value of their products. However, firms often utilize non-price strategies to reveal value to consumers because both the consumers and firms experience information asymmetry with respect to such value. They may also orient some strategies to increase their market share. In general, non-price strategies contain information about value beyond the market shares they achieve, and the shifts in market demand provide the firm with some transient market power. This book indicates that, given the transaction costs to the consumers, of switching between products, the increase in demand tends to be of a longer-term nature. It will not be eliminated over time, as is often conjectured. Measures of the intrinsic value of products, transient market power, and the changes in non-price strategies of firms that tend to perpetuate it are also defined and estimated in the text.

Business to Business (B2B) markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. B2B buyers, often dealing with highly complex products, have specialist product knowledge and are far more knowledgeable and demanding than the average consumer. This textbook takes a uniquely international approach to this complex environment, the result of an international team of authors and real-life cases from across the globe.This new edition has been fully revised with new and updated case studies from a variety of regions. Every chapter has been brought in line with current business to business research, alongside new coverage of non-profit and government marketing, digital marketing, ethics, and corporate social responsibility. Other unique features include:• The placement of B2B in a strategic marketing context.• A full discussion of strategy in a global setting including hypercompetition.• A detailed review of global B2B services marketing, trade shows, and market research.More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introductory B2B and intensive courses. It is also comprehensive enough to cover all the aspects of B2B marketing management that any marketer needs, whether they are students or practitioners seeking to improve their knowledge.The textbook is also accompanied by an extensive collection of resources to aid tutors, including a full set of PowerPoint slides, test bank of questions, and practical exercises to aid student learning.

Markt, Management und Marketing im Markt der Zeitgenössischen Kunst (Contemporary Art) werden zu den 26 involvierten Akteuren analysiert und i.W. empirisch untersucht. Konzepte des Vorgehens vor – und nach Corona werden vorgestellt.

This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application. Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include: The Manager's Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion. Marketing in Action: These sections ask students to apply concepts and theories to actual business situations. Web Exercises: These mini sections provide students with real world issues and suggest websites for more information. In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities.

The ultimate Dan Kennedy collection.Millionaire-maker Dan S. Kennedy has told it like it is for over 30 years: If you're not focusing on converting social media traffic into sales, you might as well set your money on fire. Now, this ultimate collection of Kennedy's best sales and marketing wisdom from 12 of his best selling titles, showcases the top content from the legendary millionaire maker himself.Kennedy teaches business owners the customer-getting, sales-boosting, classic marketing strategies you need so you can stop accepting non-monetizable'likes'and'shares'and start making the marketing moves that really count. Inside, you will learn:The most powerful marketing tactics no matter what business you're inHow to get riches with niches and become a magnet to your customersThe monetizing magic of crafting effective communicationThe #1 way to prevent wasted marketing dollars5 ways to grow your list for FREE (before spending a dime on advertising)How to turn passive content into an active conversion toolCreate raving fans who introduce you to their networksDiscover the principles behind successful marketing campaigns and start making dollars and cents out of your social media strategy.

Von der Content-Strategie über die -Planung, -Erstellung und -Distribution bis hin zum -Controlling Mit umfangreichem Kapitel zum Schreiben guter Webtexte Zahlreiche Beispiele, praktische Checklisten und Aufgaben Content Marketing ist heutzutage kein Nice-to-have, sondern vielmehr ein unverzichtbarer Bestandteil in jedem Marketing-Mix des Unternehmens. Es geht dabei um nützlichen Content, der dem Konsumenten in unterschiedlichsten Alltagssituationen das Leben erleichtert. Doch guter Content alleine reicht längst nicht mehr aus. Die Konsumenten wünschen sich relevante Informationen und Content, der wirklich weiterhilft und offene Fragen beantwortet. Oder Content, der begeistert und ein Lächeln ins Gesicht zaubert - ob auf der Website, im Blog oder auf Social Media, ob als Text, Bild oder Video. Mit diesem Buch erhältst du eine Schritt-für-Schritt-Anleitung, die dich von Anfang bis zum Ende auf deinem Weg zu einem erfolgreichen Content Marketing begleitet und dir bei der praktischen Umsetzung zur Seite steht. Die Autorin führt dich schrittweise durch die fünf Phasen des Content-Marketing-Zyklus: von der Definition von Marke, Zielen und Zielgruppen über die strategische Content-Planung, -Erstellung und -Distribution bis hin zum -Controlling. In jedem Kapitel findest du Aufgaben und Challenges sowie zahlreiche Checklisten und Tipps, die dich bei der konkreten Umsetzung unterstützen. Zusätzlich bietet dir das Workbook genug Platz für deine eigenen Notizen, damit du sofort loslegen kannst. Das Workbook richtet sich an Content-Marketing-Newbies und an alle, die mit ihren Content-Marketing-Maßnahmen inhaltlich und strategisch durchstarten möchten. Aus dem Inhalt: Teil I: Vorbereitung Markenkern und Elevator Pitch Content-Marketing-Ziele definieren Zielgruppen, Personas, Bedürfnisgruppen und Generationenschubladen Teil II: Content-Planung Themenfindung: Interes-sen und Bedürfnissen gerecht werden Content-Formate und ihre Eigenschaften Mit dem richtigen Content begeistern Content entlang der Customer Journey Kategorisierung von Content Ressourcen- und Redaktionsplan Teil III: Content-Erstellung Content-Audit Grundlagen guter Webtexte: SEO und Lesearten im Web Textarten für die Website Webtexte: Briefing, Recherche, Schreiben, Optimieren, Lektorieren Social Media, Visual & Audio Content Teil IV: Content-Distribution Mediatypen Distributionskanäle Teil V: Content-Erfolg messen, analysieren, optimieren Content-Controlling Recycling und Re-Publishing Ines Eschbacher studierte Kommunikationswissenschaften und gründete im Jahr 2013 die Content-Marketing-Agentur punkt & komma mit dem Fokus auf die Ressorts Content-Strategie, Inbound-Marketing, Content Creation, Social Media und Visual Storytelling.

This collection of papers focusing on the contributions of Margaret Henderson Blair, a pioneer in advertising and marketing practice and a champion of high quality, managerially relevant marketing research, provides insights into effective advertising. It captures five decades of Blair's thoughts about the critical roles of the message in advertising, the necessity of reliable and valid measurement of advertising effects, and the centrality of persuasion as an outcome of advertising. Her thoughts are backed up by careful and readable research. Introductory chapters and editors'comments prior to each chapter provide context to the collection as a whole and Blair's individual presentations and papers are the heart of the book. It will appeal to advertising and marketing professionals who are seeking specific guidance for planning advertising and justifying expenditures, as well as marketing academics and scholars interested in the history of advertising.

Gain essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more, with this practical and essential guide to digital marketing. The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate, Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digital transformation to best-practice basics and trends, packed with clear and informative case studies and examples.This fifth edition of the bestselling Understanding Digital Marketing is fully updated to reflect the latest global developments in the industry including martech, consumer data and privacy considerations, influencer marketing and voice marketing. Complete with first-hand accounts of what success in digital marketing looks like, this book is an essential resource for practitioners and students alike. It is now required reading for more than 100 universities and colleges, and has received endorsements from Harvard University, Hult Business School and the Chartered Institute of Marketing.

Marketing Management collectively uses a managerial orientation, an analytical approach, a multidisciplinary perspective, universal applications, and balanced coverage to distinguish it from all other marketing management texts out there. Unsurpassed in its breadth, depth, and relevance, the 16th Edition features a streamlined organization of the content, updated material, and new examples that reflect the very latest market developments. After reading this landmark text, you'll have the knowledge and tools to succeed in the new market environment around you.