Online marketing / Social media marketing Books
Business Expert Press Consumer Protection in E-Retailing in ASEAN
Book SynopsisWhile many sectors have been badly affected by the COVID-19 pandemic, e-retailing is one of the booming sectors during this period. Actually, the e-retailing sector was already booming even before the global pandemic. Although e-retailing offers many opportunities for businesses and consumers, there are several issues associated with e-consumer protection. This book examines how consumers are protected on the online marketplace in the context of ASEAN countries. Specifically, this project: (i) Discusses the six issues of e-consumer protection (e.g., information about transaction, product quality, privacy, security, redress, and jurisdiction); (ii) Examines the policy/governance approach adopted by different sectors to address the issues of e-consumer protection; and (iii) Proposes a multi-sector governance framework for e-consumer protection. Three short case studies on Lazada in Singapore, Shopee in Vietnam, and Zalora in Malaysia are also included to illustrate how well-known e-retailers protect their e-customers. Overall, this book is interdisciplinary, including research on consumer protection, governance, management, and policy/regulation. It provides sources of information and knowledge which focus on both theoretical and practical aspects of e-consumer protection in ASEAN countries. Also, the roles from different sectors are examined to produce comprehensive findings and analysis of the governance process.
£25.16
Springer Nature Switzerland AG Digital Business in Africa: Social Media and
Book SynopsisThis edited volume seeks to examine how enterprises in Africa can utilize digital technologies and innovations in creating value for their customers and clients in order to increase effectiveness and efficiency. Through social media, businesses are increasingly reaching and engaging their customers in several ways and so enterprises in Africa must harness the opportunities in the digital space if they want to remain competitive, earn profit, and meet their customers’ needs. Accordingly, this book looks at how digital technologies are helping shape the financial, educational, and advertising sectors in Africa. As digital technologies raise challenges, the chapters that follow will discuss ethical and social practical frameworks to effective digital business in Africa. This volume promises to fore both theoretical underpinnings, and practical implementations of digital technologies in the African business context.Table of ContentsChapter 1. Digital Business in Africa: Social Media and Related Technologies – An IntroductionPart 1 – Social Media Chapter 2. Ethical Social Media Marketing in Africa Chapter 3. The Benefits and Challenges of Social Media Marketing: Experience from Small and Rural-Based Entrepreneurs in the Vhembe District of Limpopo Province, South Africa Chapter 4. Influence of Facebook Usage on Organisational Performance in Ghana: The Pivotal Role of Social Capital and Salesperson Extra-Role Behaviour Chapter 5. Examining the Impact of Value-Driven Social Media Content Strategies and Product Type on Social Media Behavioural Engagement: Evidence from Nigeria Chapter 6. A Self-Concept Interactionist Model of Social Media Reputation Chapter 7. Africa's Digital Marketplace: The Role of Social Media in Customer Engagement Part 2 – Related Technologies Chapter 8. Digital Financial Inclusion: M-PESA in KenyaChapter 9. Fintech, Cryptocurrency and Blockchain Technology: Towards Promoting a Digital Africa Chapter 10. Role, Characteristics and Critical Success Factors of Big Data (BD) - Implications for Marketing in Africa Chapter 11. Driving Business Performance through Customer Value Management Practice: A Case of Digital Tag Channel in an Emerging Mobile Market Chapter 12. Fostering a Digital Learning Ecosystem in NigeriaPart 3 - ConclusionChapter 13. Digital Tools and Platforms as the New Market Place: Driving Digital Business in Africa
£104.49
Springer Nature Switzerland AG Marketing Communications and Brand Development in
Book SynopsisAdvances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. The unplanned ravaging effects of the covid-19 pandemic, the vulnerability of our planet due to unsustainable living, and the changing digital landscape require that businesses are strategically aligned to these realities in order to adapt and effectively communicate their offerings. The second of this two-volume work examines marketing communications and brand development in an uncertain and changing world. With specific focus on the covid-19 pandemic, social responsibilities, and emerging technologies, this book examines how organisations in emerging economies can effectively engage in marketing communications and brand activity challenges posed by a changing world. Meanwhile, Volume I provides insight into contemporary issues in marketing such as brand avoidance, health and personal branding, and offers a futuristic perspective on marketing communications. Taken together, this two-volume works is a definitive resource for scholars and students or marketing, branding and international business. Table of ContentsChapter 1 Marketing Communications and Brand Development in A Changing World – Introduction, Issues and Perspectives (Ogechi Adeola, Robert E Hinson, A. M. Sakkthivel) Chapter 2 SMEs Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy (Sany Sanuri Mohd Mokhtar and Maruf Gbadebo Salimon) Chapter 3 Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the Hospitality and Tourism Service Sector (Kandappan Balasubramanian, Puvaneswaran Kunasekaran, Rupam Konar & A. M. Sakkthivel) Chapter 4 #BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour during the Covid-19 Pandemic in an Emerging Economy (Nguyen Phong Nguyen & Emmanuel Mogaji) Chapter 5 Marketing Communcations During a Pandemic: Perspective from a Developing Country (Gloria K.Q. Apyapong) Chapter 6 Brand Management During a Crisis: Lessons for Indigenous Hospitality Organisations in Africa (Isaish Adisa, Oserere Ibelegbu & Blessing Chukwuka) Chapter 7 Corporate Responsibility and Brand Development in Emerging Markets: Lessons from the Covid-19 Interventions in Nigeria (Silk Ugwu Ogbu)Chapter 8 Examining the Significance of Corporate Social Responsibility in Building Employee Value Proposition and Brand Value in the United Arab Emirates (Kakul Agha & Jason Fitzsimmons) Chapter 9 Corporate Social Responsibility and Corporate Bran Building in Africa’s Emerging Markets (Abel Kinoti Meru & Mary Wanjiru Kinot) Chapter 10 Brand Development through Sustainability Certifications in Emerging Markets: Adoption of B Corporation Certification in Vietnam (Nguyen Phong Nguyen & Emmanuel Mogaji)Chapter 11 Critical Green Innovation Themes for Brand Development in Emerging Markets Chapter 12 Marketing Communications: Embedding Sustainability Practices in a Changing World (Ogechi Adeola & Evans Olaniyi)
£123.49
Springer International Publishing AG Advances in Digital Marketing and eCommerce:
Book SynopsisThis book highlights the latest research articles presented at the Third Digital Marketing & eCommerce Conference in June 2022. Papers include a varied set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies and social commerce characteristics. The papers also extends to the topics of branding, business models, user and data privacy, social video marketing and commerce, among others.
£999.99
De Gruyter The Reality of Virtuality: Harness the Power of
Book Synopsis 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.
£32.85
Springer International Publishing AG Digital Influence: Unleash the Power of
Book SynopsisThis book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices. Written for busy marketing professionals working in both domestic and international markets, it addresses these topics in a highly actionable and engaging manner. Digital Influence covers everything from how to identify the right influencers and determine “level of influence” to collaborating with influencers and measuring ROI. It turns out, it’s not all about paying online celebrities outrageous sums to post sponsored content. Backaler also provides much-needed context for why influencer marketing is flourishing today, and perspective into what a more technologically-enabled, globally-connected future will look like. Ultimately, people want to learn from trusted peers, not faceless companies. Better than any corporate marketing function, influencers understand how to make best use of social media platforms and tailor content for their respective cultures to engage consumers in their home markets. Business leaders should arm themselves with Backaler's book to ensure they're not left behind.Trade Review“This is a much-needed book, as many strictly academic or textbooks still have a weakness around all things digital and the so-called new media. … Digital Influence is a highly actionable book with well-researched studies and content. An in-depth guidance towards achieving meaningful results and focused on the understanding of influencers is a core goal that is achieved. This book is an easy read but with insightful content.” (Bradley Wilson, Information, Communication & Society, Vol. 22 (10), 2019)“The rich insights in this book will interest more than the digital marketing crowd. Using case studies, frameworks, and industry figures, the author presents a wealth of details in a relevant and effective manner. … Summing Up: Recommended. All readers.” (S. M. Mohammed, Choice, Vol. 56 (9), May, 2019)Table of ContentsChapter 1: IntroductionChapter 2: Then vs. Now: Influencer Marketing (Re-Defined)Chapter 3: Levels of Influence: Key Characteristics of Modern-Day InfluencersChapter 4: A Global Phenomenon: The Rise of Influencers Around the WorldChapter 5: Business to Consumer (B2C) Influencer Marketing LandscapeChapter 6: Business to Business (B2B) Influencer Marketing LandscapeChapter 7: Discover Influencers: Finding the Perfect MatchChapter 8: Engage Influencers: Developing an Effective Outreach StrategyChapter 9: Collaborate with Influencers: Potential Paths to TakeChapter 10: Know the Risks: The Dark Side of Influencer CollaborationChapter 11: Measure Success: What’s the Return on Investment?Chapter 12: Case Studies: Influencer Marketing Best Practices from Around the WorldChapter 13: What's Coming: The Future of Influencer Marketing
£23.74
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Marketing und Sales Automation: Grundlagen –
Book SynopsisDieses Buch klärt, was man über Marketing und Sales Automation wissen muss, wie man Projekte zu deren Umsetzung steuert, Werkzeuge auswählt und implementiert und welche Ergebnisse man erzielen kann. Zudem werden die erwartbaren Entwicklungen in der Zukunft aufgezeigt. Über die Hälfte der Inhalte dieser zweiten Auflage wurden im Vergleich zur Vorauflage erneuert. Das Themenspektrum spannt den Bogen von der Schaffung einer validen Datengrundlage über die Auswirkungen der Datenschutzgrundverordnung bei der Ansprache von Kunden und Interessenten bis hin zu Empfehlungen zur Auswahl und Implementierung der notwendigen IT-Systeme. Experten berichten von ihren Erfahrungen und geben Tipps und Hilfestellungen. Dabei wird ein besonderer Fokus auf die Verzahnung von Marketing und Vertrieb und das Management der Customer Journey sowie die Verbesserung der Customer Experience gelegt.Der Inhalt Digitalisierung von Marketing und Vertrieb Status Quo und Entwicklung von Marketing und Sales Automation Automation als Wachstumstreiber Entwicklung von Buyer Personas Datenschutz und rechtskonforme Marketing Automation Roadmap zum Einsatz von Automationslösungen Evaluation von Automation Tools Lead Management Automation Evaluierung der Touchpoint-Performance entlang der Customer Journey Funnel Performance Management Account-based Marketing Künstliche Intelligenz in Marketing und Vertrieb Mit Beitragen von Gerrit Ahlers, A.T. KearneyManfred Aull, Aull Sales SuccessJan Beco, BeConsulting Marc Bernrath, Wendero GmbH Prof. Dr. Nikolas Beutin, PwC DeutschlandProf. Dr. Simone Braun, Hochschule Offenburg Philipp Baron von der Brügen, leadtributor GmbHProf. Dr. Claudia Bünte, SRH Berlin University of Applied Sciences und Kaiserscholle GmbHDr. habil. Roland Burkholz, chain relations GmbHThomas Foell, Kommunikationsagentur wob AG Thomas Geiger, Market Data Analyst in einem internationalen Technologiekonzern Melanie Gipp, Adobe Deutschland Fabienne Halb, leitet das globale Customer Relationship Management in einem internationalen TechnologiekonzernDr. Martin Handschuh, eco2nomy GmbHDr. Klaus Heinzelbecker, Instituts für Sales und Marketing AutomationTorsten Herrmann, chain relations GmbHSabine Heukrodt-Bauer, Kanzlei RESMEDIA in Mainz und BerlinUlrich Hoffmann, ByteConsult Alexander Körner, b.relevant - Agile Digital Marketing Agency GmbH Dennis Krieger, SNP Schneider-Neureither & Partner SE Vivien Kupplmayr, Cisco SystemsPhilipp Moder, Phocus Direct Communication GmbHSteffen Oder, A.T. Kearney Martin Philipp, SC-Networks GmbHAndrew Sanderson, Ansaco Norbert Schuster, Strategieberater bei strike2Dr. Uwe Seebacher, Executive Advisor Thorsten Sydow, SALT Solutions GmbH Tobias Voigt, markenmut AGRoger Voland, t-systems Tony Vormelcher, ByteConsult Alexander Woelke, Cloudbridge ConsultingTable of Contents1 Grundlagen der Marketing und Sales Automation1.1 Marketing und Sales Automation1.2 Marketing und Sales Automation in Deutschland1.3 Valide Daten als Voraussetzung einer erfolgreichen Customer Journey1.4 Entwicklung einer Buyer Persona1.5 Rechtskonforme E-Mail-Marketing-Automation 2 Der Weg zur Automation von Marketing- und Vertriebsprozessen2.1 Marketing Automation führt zu Prozessoptimierung2.2 Verzahnung von Marketing und Sales Automation2.3 Marketing-Automation-Projekte erfolgreich umsetzen2.4 Roadmap zur Marketing Automation2.5 Evaluation von Marketingautomationssystemen2.6 Wie Sie die Versprechen der Marketing Automation einlösen 3 Automation im Lead Management3.1 Ran an den Kunden – So wird die Customer Journey zum Erfolgstrip3.2 Wirkungsvolle Kundenerlebnisse durch Marketing Automation3.3 Erfolgreiches Lead Management ist ohne CRM undenkbar3.4 Zusammenspiel von Lead Management und CRM entlang der Customer Journey3.5 B2B-Neugeschäft durch Marketing Automation3.6 Marketing Automation sorgt für ein effizientes Lead Nurturing3.7 Marketing Automation und Lead Management bei Kverneland3.8 Absatzsteigerung durch Marketing Automation3.9 Marketing Automation in Kleinunternehmen3.10 Internationalisierung mit Inbound Marketing und Marketing Automation stärken 4 Integration von Marketing und Vertrieb durch Automation4.1 Vertrieb 2030 – Megatrends und ihre Folgen für den Vertrieb4.2 Digitalisierung und Automation des B2B-Vertriebs4.3 Die Integration von Customer Relationship Management und Marketing Automation4.4 Verbesserung der Zusammenarbeit von Marketing und Vertrieb durch automatisiertes Lead Management4.5 Integration der Vertriebspartner in das Lead Management4.6 Auswirkungen der Sales und Marketing Automation auf den Vertrieb4.7 Account-based Marketing mit Marketing-Automation-Systemen4.8 Marketing Humanization 5 Anbieterverzeichnis mit Bewertungen 6 Glossar
£47.49
Springer Online Marketing
Book SynopsisAlle Grundlagen des Online-Marketings vereint in einem BuchWenn Sie sich für Online-Marketing interessieren, ist dieses Buch genau richtig für Sie. Es führt Sie behutsam in die Grundlagen der Online-Werbung ein und erläutert verschiedene Gebiete dieses umfangreichen Themenkomplexes. Neben den unterschiedlichen Erfolgsfaktoren und Zielsetzungen im Online-Marketing stellt der Autor auch zahlreiche Instrumente zur Erfolgsmessung vor. Mit diesem umfassenden Grundlagenwerk erhalten Sie nicht nur eine Einführung in das Online-Marketing, sondern auch einen detaillierten Einblick in das E-Commerce im Allgemeinen. Die vorliegende zweite Auflage wurde umfassend überarbeitet und um die neuesten Entwicklungen im Online-Marketing ergänzt. Neu sind unter anderem ausführliche Kapitel zu Themen wie E-Mail-, Social-Media- und Suchmaschinenmarketing.Optimale Prüfungsvorbereitung für Marketing-StudentenDer Autor legt großen Wert auf eine nachhaltige Wissensvermittlung, was sich in der didaktische Struktur des Werkes widerspiegelt. Es richtet sich insbesondere an Bachelorstudierende und Nebenfachstudenten des Studiengangs Marketing. Durch übersichtliche Lerneinheiten mit begleitenden Kontrollmodulen können sie das gelernte Wissen prüfen und vertiefen und sich so optimal auf Klausuren vorbereiten.Aber auch Angestellte in Werbeagenturen profitieren von der Expertise des Autors, da er nie den Praxisbezug zum Online-Marketing aus den Augen verliert. Dank vieler Leseempfehlungen können sich Interessierte spielend leicht tiefergehend mit den einzelnen Themen befassen.Table of ContentsInstruments, success factors and goals of online marketingConception of the online marketing deploymentInstruments of online marketingE-commerce
£52.24
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Quick Guide Digital Marketing Roadmap: Analyse,
Book SynopsisIn diesem Buch wird mit der Digital Marketing Roadmap ein Konzept vorgestellt, mit dem Sie das Marketing Ihres Unternehmens im digitalen Umfeld planen, umsetzen und messen können. Die Digitalisierung bringt nahezu täglich neue Möglichkeiten und Tools, um mit Kunden in Kontakt zu treten und Kaufimpulse auszulösen. Gleichzeitig steigen die Anforderungen an das Marketing, den eigenen Beitrag zum Verkaufserfolg zu belegen. Hierzu braucht es einen strukturierten Fahrplan, um sicherzustellen, dass die einzelnen Maßnahmen auch messbar auf die Erreichung der Marketingziele einzahlen.Erfahren Sie in diesem Buch, wie Sie eine Digital Marketing Roadmap für Ihr Unternehmen entwickeln, dabei Customer Journey und Sales Funnel verbinden und Ihr Onlinemarketing durch Erfolgsmessung stetig verbessern. Trade Review“... Alexander Schwarz-Musch, Alexander Tauchhammer und Bernhard Guetz haben in der Folge ein dreistufiges Konzept entwickelt, das sie in ihrem Buch „Quick Guide: Digital Marketing Roadmap“ vorstellen. Mit einer Schritt-für-Schritt Anleitung helfen sie Marketing-Verantwortlichen dabei, den Überblick zu bewahren und führen sie durch die drei Stufen Analyse und Ziele, Konzeptentwicklung sowie Erfolgsmessung und Optimierung …” (Kärntner Wirtschaft - Die Zeitung der Wirtschaftskammer Kärnten, 10. Februar 2023)Table of ContentsRe!think Marketing: Neue Möglichkeiten erfordern ein neues Denken.- Roadmap Step 1 – Analyse und Ziele: Buyer Personas, Relevante Touchpoints, Entwicklung der Customer Journey, Definition des Sales Funnels.- Roadmap Step 2 – Konzeptentwicklung: Auswahl Touchpoints, Definition Maßnahmen und Content.- Roadmap Step 3 – Erfolgsmessung und Optimierung: Gängige KPIs, Messinstrumente und mögliche Verbesserungsansätze.- Best Case Dr. Oetker Österreich.
£23.74
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Quick Guide Online-Reputation für KMU: Wie Sie
Book SynopsisDieses Buch gibt einen kompakten Einblick in die Grundlagen des Online-Reputationsmanagements und zeigt auf, warum es für jedes Unternehmen unabhängig von der Größe unverzichtbar ist, sich aktiv um seinen guten Ruf zu kümmern. Denn neben physischen Gütern prägen heute auch die immateriellen Werte das Image eines Unternehmens ganz entscheidend.Angriffe auf das Image drohen von allen Seiten – durch falsche Berichte, Cyberangriffe, Shitstorms oder Fake News. Sie können aber auch selbstverschuldet sein, wenn ein Unternehmen zum Beispiel schlechte Qualität oder einen miserablen Kundenservice bietet. Der beste Zeitpunkt, sich um die eigene Reputation zu kümmern, ist dann, wenn sie noch keinen Schaden erlitten hat. Dabei hilft dieser Quick Guide. Aber auch diejenigen, die sich schon im akuten Krisenmanagement befinden, werden durch dieses Buch wertvolle Impulse bekommen, um ihre Reputation wiederherzustellen.Table of ContentsWas Reputation ist, wie und wo sie gebildet wird.- Besondere Herausforderungen für den Mittelstand.- Die Ist-Analyse: Herangehensweise und Tools.- Reputationsmanagement: Vertrauensaufbau intern und extern.- Krisenmanagement: den guten Ruf wiederherstellen.
£23.74
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Grundlagen der Onpage-Optimierung: Wie Sie
Book SynopsisDieses Essential erklärt, wie Sie Ihre Webseite oder Ihren Onlineshop für die Top-Plätze der Suchmaschinen fit machen können – insbesondere beim Marktführer Google. Denn wenn Sie heute mit digitalen oder physischen Produkten oder auch Dienstleistungen in den Online-Verkauf einsteigen wollen, sind Sie auf gute Positionen in der organischen Suche angewiesen. Zudem gewinnen Sie nur mit einer attraktiven Seite und überzeugenden Inhalten das gute Bauchgefühl Ihrer Seitenbesucher und erzielen die gewünschten Conversions. Der Autor erläutert alle grundlegenden Regeln der Suchmaschinenoptimierung, welche Bedeutung der Algorithmus hat, wie eine fundierte Webseitenanalyse aussieht und alles Wissenswerte rund um Keywords und technische Aspekte.Eine kompakte Einführung für kleine und mittelgroße Unternehmen, Einzelkämpfer, Gründer und Start-ups und alle, die ihre Webseite boosten wollen.
£12.99
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Eventforschung: Events und ‚The New Normal'
Book SynopsisLive, digital und hybrid - Das New Normal steht für die Integration analoger und digitaler Kanäle. Die Beiträge in diesem Konferenzband gehen auf die erfolgreiche Verknüpfung von Medien im Umgang mit den aktuellen Herausforderungen in einem pandemischen Umfeld ein. Vor diesem Hintergrund zeigen Forscher und Branchenexperten Trends und Strategien der Event- und Messewirtschaft im Umfeld der Krise auf, beleuchten hochaktuelle Themen zur Nachhaltigkeit und diskutieren die zukünftigen Entwicklungen der Veranstaltungsbranche in den bevorstehenden Monaten und Jahren. Die Beiträge in diesem Tagungsband bieten vielfältige Handlungsempfehlungen für die Branche und geben Impulse für Forschung und Wissenschaft.Table of Contents„ZÄHL DAZU“.- Next Level Marketing.- BOCOM.- Wie funktionieren Messen und Veranstaltungen in fünf Jahren?; Messestand der Zukunft.- Die RECHTLICHE Normalität bei anlogen, hybriden und digitalen Events.- Digitale Konferenzformate.- Sind digitale Events per se nachhaltiger…oder worauf kommt es an? - Status der Wissensvermittlung zum Thema Nachhaltigkeit in Eventmanagement-Studiengängen an Hochschulen in Deutschland und deren Notwendigkeit für die Beratungskompetenzen im Eventmanagement.- Digitale und hybride Events als Chance für Erwachsenenbildung.- Quo Vadis.- S.A.F.E.- Nach der Krise ist vor der Krise.- Neue Möglichkeiten zur Bewältigung von Verlusterfahrungen durch app-basierte Co-Creation Prozesse.- Bedeutung von Destinationen in der Live-Kommunikation.- Quo vadis MICE- und Tourismus-Destinationen in Deutschland post Corona.
£66.49
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Quick Guide Sales Enablement: Wie Sie durch die
Book SynopsisDieses Buch zeigt, wie es gelingt, eine optimal ausgestaltete Vertriebsorganisation zu etablieren, die konsequent auf Kunden und deren Kaufentscheidungen basiert und dadurch entscheidende Wettbewerbsvorteile generiert. Denn nur so kann heutzutage der Unternehmenserfolg gesichert und gesteigert werden.Im Mittelpunkt steht der Sales-Enablement-Prozess als holistisches Rahmenkonzept. Er bildet die Infrastruktur, die eine effiziente Zusammenarbeit aller Unternehmensabteilungen gewährleistet. Die Autor*innen erläutern die Ausrichtung sämtlicher Ziele, Motivationen, Denkmuster, Aktionen und Kampagnen an den Bedürfnissen der Kunden. Zudem zeigen sie, welche Methoden und Herangehensweisen aus ihrer Sicht besonders erfolgversprechend sind und wie der praktische Start in ein Sales Enablement konkret aussehen kann. Trade Review“... Wer eine hilfreiche Anleitung für modernes Sales Enablement sucht und sich mit den Methoden und der Herangehensweise dazu beschäftigen möchte, liegt mit diesem praxisorientierten Buch genau richtig.” (Sales Excellence, 1. Oktober 2022)Table of ContentsSales Enablement als Führungsaufgabe: strategische Unternehmensführung und Vertriebsstrategie.- Sales Enablement im Überblick: der Prozess, Training und Sales Coaching, Content und Content-Erstellung, Tools und Technologie, Sales-Enablement-Charta, Lösungsansätze, das Design-Thinking-Format.- Der praktische Start ins Sales Enablement.
£23.74
Springer Fachmedien Wiesbaden Konsumentenverhalten im digitalen Kontext: Wie
Book SynopsisDieses Buch gibt einen ersten Einblick in die Grundlagen des Marketings, insbesondere des Konsumentenverhaltens und betrachtet anschließend, inwieweit sich der digitale Kontext speziell auf das Thema Konsumentenverhaltensforschung auswirkt. Im Fokus des Interesses steht dabei die Einstellungsforschung. Diese wird hinsichtlich ihrer Besonderheiten im Kontext der fortwährenden Digitalisierung aller Lebensbereiche betrachtet. Damit schafft es dieses Buch, neben einer Einführung in das Marketing und das Konsumentenverhalten, die beiden Themenkomplexe, digitaler Kontext und Konsumentenverhaltensforschung, gemeinsamen zu betrachten und Wechselwirkungen eingehend zu beschreiben. Es bietet wichtige Informationen, die für Praktiker ebenso relevant sind wie für Studierende und Lehrende.Table of ContentsAusgewählte Grundlagen des Marketings - Einführung in das Konsumentenverhalten - Digitale Transformation - Einstellungen in der digitalen Welt - Praxisprojekt: Wie verändert sich die Einstellung in Reaktion auf eWoM – Eine beispielhafte, empirische Erhebung - Cheat Sheet
£26.59
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Grundlagen der Offpage-Optimierung:
Book SynopsisDieses essential beschreibt, wie Sie durch den Aufbau von Backlinks (Signale aus den sozialen Netzwerken oder gezieltes Reputationsmanagement jenseits der eigenen Websiteoptimierung) hohe Positionen bei Google & Co erreichen können. Offpage-Optimierung, auch oft Offsite-Optimierung genannt, bezeichnet alle Maßnahmen im Online-Marketing, die nicht die eigene Seite betreffen, sondern auf anderen Webseiten Einfluss auf das eigene Ranking nehmen. Der Autor gibt einen Einblick in die Mechanismen der Offpage-Optimierung und eine strukturierte Anleitung, wie Sie Ihr Ranking durch gezielte Maßnahmen verbessern können. Eine kompakte Einführung für kleine und mittelgroße Unternehmen, Einzelkämpfer, Gründer und Start-ups und alle, die ihre Webseite boosten wollen.Table of ContentsDefinition: Was versteht man überhaupt unter Offpage-Optimierung?.- Vorarbeit.- Links: Das Herz der Offpage-Optimierung.- Reputationsmanagement.- Vermarktung und Content-Seeding.- Offpage-Optimierung über Social Signals.- Analyse und Erfolgskontrolle.
£11.77
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Green Nudging im E-Commerce: Wie Sie nachhaltige
Book SynopsisDieses Buch bietet einen Einstieg in die Entwicklung und Herausforderungen des nachhaltigen Konsumverhaltens im E-Commerce und zeigt auf, wie mittels Nudging im Onlinehandel bewusster Konsum gefördert werden kann. In den letzten Jahren hat sich ein gesteigertes Interesse an Nachhaltigkeit entwickelt und eine Vielzahl an Konsument:innen äußert die Absicht, bei Kaufentscheidungen vornehmlich ökologischen und sozialen Aspekten mehr Gewicht einzuräumen. In der Praxis lässt sich hingegen häufig beobachten, dass diese Absichten nicht in tatsächliche Handlungen überführt werden. Insbesondere im E-Commerce verleitet das komplexe und vielfältige Angebot dazu, einfache statt bewusste Entscheidungen zu treffen. Digital Green Nudges setzen hier an und können als „Anstupser“ verstanden werden, bei Konsument:innen Verhaltensänderungen zugunsten eines bewussten, ökologischen Konsums zu erwirken. Die Autor:innen liefern einen Überblick der verschiedenen Ausprägungen von Nudging im Allgemeinen und zeigen anhand von Praxisbeispielen auf, wie diese speziell auf den nachhaltigen Onlinehandel übertragen werden können. Der vorgestellte Handlungsleitfaden sowie die Evaluierung des Nudging-Konzepts helfen Onlinehändler:innen, selbst Digital Green Nudges zu konzipieren und deren Einsatz zielorientiert zu gestalten.Table of Contents1 Einleitung2 Die Entwicklung des (nachhaltigen) E-Commerce2.1 Der Wandel des Einkaufsverhaltens im E-Commerce2.2 Charakteristika und Marktüberblick des E-Commerce2.3 Nachhaltigkeit im E-Commerce3 Konsumverhalten3.1 Nachhaltiges Konsumverhalten3.2 Herausforderungen des nachhaltigen Handelns3.3 Arten von Kaufentscheidungen3.4 Strukturen und Prozesse der Kaufentscheidung im Onlinehandel4 Nudging4.1 Begriffserklärung Nudges und Green Nudges4.2 Digital Green Nudges4.3 Nudge-Mechanismen4.3.1 Entscheidungsinformationen4.3.2 Entscheidungsstrukturen4.3.3 Entscheidungsassistenz5 Praktische Beispiele5.1 Green Nudges im Bereich Entscheidungsinformationen5.1.1 Informationen übersetzen5.1.2 Informationen sichtbar machen5.1.3 Soziale Referenzpunkte setzen5.2 Green Nudges im Bereich Entscheidungsstrukturen5.2.1 Voreinstellungen verändern5.2.2 Entscheidungsaufwand verändern5.2.3 Zusammensetzung von Entscheidungsoptionen verändern5.2.4 Entscheidungskonsequenzen verändern5.3 Green Nudges im Bereich Entscheidungsassistenz5.3.1 Erinnerungen bereitstellen5.3.2 Selbstverpflichtung fördern6 Leitfaden zur Erarbeitung und Umsetzung von Digital Green Nudges7 Möglichkeiten und Grenzen des Digital Green Nudgings 8 Fazit und Ausblick
£31.34
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Ökologische Nachhaltigkeit im E-Commerce:
Book SynopsisDas Fachbuch zeigt kompakt, wie E-Commerce einen Fokus auf eine ökologisch-nachhaltige Handlungsweise legen kann und so zum Umweltschutz beiträgt.Denn in Zeiten, in denen die Auswirkungen des menschlichen Handels auf die Natur für jeden selbst erlebbar oder zumindest in den Medien nachvollziehbar geworden sind, wird der E-Commerce mit einigen Kritikpunkten konfrontiert. Beispiele hierfür sind die Förderung unnötigen Konsums, die Verursachung eines erhöhten Verkehrsaufkommens und damit verbundenen CO2-Emissionen, die Entsorgung von Retouren oder auch die Erzeugung von großen Mengen an Verpackungsmüll.Der Autor stellt Ansätze und praktische Handlungsempfehlungen vor, um Retouren zu vermeiden und die Verpackungen sowie die Logistik zu optimieren. Beispiele aus der Praxis vermitteln Impulse, wie Unternehmen bereits im Sinne der ökologischen Nachhaltigkeit handeln.Table of ContentsVorwort.- 1. Einleitung.- 2. Grundlagen E-Commerce.- 3. Nachhaltigkeit.- 4. Ansatzpunkte der ökologischen Nachhaltigkeit im E-Commerce.- 5. Fazit.
£26.59
Springer Sales Enablement: Tools and Techniques for Modern
Book SynopsisThis book helps in building an optimally designed and customer-oriented sales organization. It places a special emphasis on purchasing decisions and leads to producing a decisive competitive advantage. The focus is on the sales enablement process as a holistic framework concept. It forms the infrastructure that ensures efficient cooperation between all areas of the company. The book explains the alignment of all goals, motivations, thought patterns, actions and campaigns in relation to the needs of the customer. In addition, it shows the most promising methods and approaches and how the practical start of sales enablement can look like. The book is aimed at managers and all who deal with sales strategies. Table of Contents
£31.34
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Marken im Metaverse: Chancen und Risiken. Best
Book SynopsisDieses essential zeigt, wie strategisch und konzeptionell ein Markenauftritt im Metaverse entwickelt werden muss und was es dafür braucht. Die Vorgehensweise wird an vier realen Beispielen konkret illustriert. Kaum ein Thema wird gerade so kontrovers wie das Web 3.0 und seine Metaversen diskutiert. Täglich wächst die Zahl der Publikationen, Veranstaltungen und Produkte, die sich damit beschäftigen sowie auch die Zahl der Unternehmen, die auf keinen Fall den abfahrenden Zug verpassen wollen. Mindestens genauso groß ist aber die Zahl derer, die das Ganze für sinnlos ausgegebenes Marketingbudget halten. Es wird Zeit, Licht ins Dunkel der unendlichen Weiten des Web 3.0 zu bringen, Grundlagen und Begriffe zu erklären, Wege und Chancen aufzuzeigen, aber auch laut und deutlich vor den Risiken und Fehlern zu warnen.Table of ContentsDie Macht der Marke – gestern, heute und morgen.- Das kleine Einmaleins des Metaverse.- Marken im Metaverse.- Best way to best case.
£11.77
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Ordnung im Chaos – Kybernetik der Markenführung
Book SynopsisDie Kybernetik ist eine Wissenschaft, um Informationen zu verstehen und systematisch zu nutzen. Als Thema der Kybernetik wird die Marke gerade in Zeiten der Beschleunigung und der unendlichen, globalen Warenmärkte zunehmend wichtiger. Denn Bestand hat nur, wer vermag, sein Muster im Zeitalter der Veränderung zu bewahren und immer wieder an die Erfordernisse der Zeit anzupassen. Dabei helfen weder Kundendaten noch kreative Ideen, sondern eine fundierte Kenntnis der strukturellen Funktionsweise aller Lebewesen – organischer und sozialer. Durch die Zusammenführung von Markensoziologie und Management-Kybernetik werden in diesem essential die unsichtbaren sozialen Anziehungskräfte verdeutlicht. Indem die übergreifenden Dynamiken aller (lebenden) Systeme dargestellt werden, lassen sich universelle Erkenntnisse gewinnen und planvolle Strategien entwickeln.Table of ContentsWas ist, was will eine kybernetische Markenführung?.- Was ist ein System?.- Die Kybernetik – Grundverständnis.- Die Marke als Bündnis.- Perspektiven einer kybernetischen Markenführung.
£11.77
Springer Verlag, Singapore The Post-Pandemic Business Playbook:
Book SynopsisCOVID-19 forced a dramatic change to customer behavior that resulted in an economic crisis not witnessed by anyone alive. Businesses can no longer operate as before because their customers are no longer operating as before. This book provides customer-centric based guidance for how businesses should adapt to this new reality, deriving insights from academic research, case studies, interviews, and best practice examples from around the world. As validated by hundreds of top-level executives, its readers will gain a better understanding of why customer behavior has changed so they can use the book’s solutions to navigate through and succeed in the post COVID-19 future.Table of Contents 1.Introduction.- 2.Section One: How and why the COVID-19 economic crisis occurred? A customer behavior-based perspective.- 3.Five phases for how customer behavior changed in response to COVID-19.- 4.Psychological and economic explanations for why the COVID-19 economic crisis occurred.- 5. Section Two: Customer-centric growth strategies.- 6. An opportunity unlike ever before.- 7. First quadrant: status quo growth strategy.- 8. Second quadrant: new customer markets.- 9. Third quadrant: new products.- 10. Fourth Quadrant: Diversify simultaneously into new markets with new or modified products.- 11. Section Three: The COUNTER COVID customer-centric framework your firm needs to employ NOW.- 12. Create emotional connections to CREATES loyalty.- 13. Demonstrate product value.- 14. Extend digital footprint.- 15. Conclusion.
£20.99
Springer Verlag, Singapore Sharing Behavior of Brand Crisis Information on
Book SynopsisThis book adopted 66 brand crisis events as research samples taking place from 2010 to 2016 on social media (Chinese Weibo), performs research on influence mechanism of brand-crisis information-sharing behavior on social media from contextual perspective. The book explores into the fluctuation characteristics of information-sharing behavior, the contextual influence factors, both the static and dynamic mechanism of information-sharing behavior, and regulation measures of crisis information sharing behavior. The important features of the book are reflected in accurate analysis of the autocorrelation, trend characteristics, periodic characteristics and cluster characteristics of the fluctuation of crisis information sharing behavior, and deep exploration of dynamic mechanism and static mechanism of the time lag characteristics, impulsive disturbance, and marginal influence of the impact of information sharing behavior from perspective of situational factors. The book mainly focuses on the field of brand crisis management, and construct the formation and evolution mechanism of brand crisis information sharing behavior from both vertical and horizontal dimensions through a combination of theoretical exposition and case analysis, so that readers can got a clear understanding of brand crisis information communication and management through dimension reduction. The book can be used as a textbook for undergraduates and postgraduates in economics and management in colleges and universities, can also be a reference for business managers, scientific researchers and others interested in the field of crisis management.Table of ContentsIntroduction.- Literature Review and Theoretical Foundation.- Fluctuation Features of Brand Crisis Information Sharing by Weibo Use.- Contextual Factors Affecting Brand Crisis Information Sharing by Weibo Use.- Static Influencing Mechanism of Weibo Users’ Information Sharing of Brand Crisis Cases.
£104.49
Cognella, Inc Integrated Marketing in a Modern World
Book SynopsisIntegrated Marketing in a Modern World provides readers with a clear understanding of the role and importance of integrated marketing communication in the development of comprehensive marketing plans for organizations. It also addresses the role and objective of each integrated marketing plan element, emphasizing how each element has a critical purpose in the development and execution of a winning marketing plan.Opening chapters introduce integrated marketing, review the key elements of a marketing plan, and speak to audience targeting and market segmentation. The book compares the ways in which outside agencies and in-house marketing departments operate, as well as the benefits and detractors of each. Additional chapters discuss the role of agency search consultants, critical elements of integrated marketing communication strategies across media, and how integrated marketing can build strong brands and drive sales. The final chapter features a collection of real-world case studies to demonstrate effective integrated marketing communication campaigns in practice.Based on the author's extensive experience in the advertising and marketing industry, Integrated Marketing in a Modern World is an exemplary resource for courses and programs in marketing.
£79.90
Obelisco Un Millon de Seguidores
Book Synopsis
£17.07
Taylor & Francis Ltd The Dynamics of Influencer Marketing
a huge range and FREE tracked UK delivery on ALL orders.
£135.00
Taylor & Francis Ltd Creating Brand Cool Brand Distinction in the Online Marketplace
a huge range and FREE tracked UK delivery on ALL orders.
£135.00
HarperCollins Publishers Inc Crush It
Book SynopsisGary Vaynerchuk has captured attention with his multi-faceted approach to personal branding and business. After utilizing traditional advertising techniques to build his family's local wine business into a national industry leader, Gary leveraged social media tools such as Twitter and Facebook to promote Wine Library TV, his video blog.Trade Review"Gary is a force of nature. His authentic, raw passion and caring touches everyone. His insights into social media & his message of opportunity could not be more timely." -- Tony Robbins "Gary was the first person to push me on the importance of personal brand and transparency - this was months before anyone was talking about it, he's always two steps ahead of anyone else." -- Kevin Rose, Founder of Digg.com "Anyone looking to supercharge their career should beg, borrow, and steal to learn Gary Vee's techniques. He reinvented the rules to build a $60-million business from scratch-on his own terms." -- Tim Ferriss, #1 NY Times bestselling author of The 4-Hour Workweek "Gary Vaynerchuk is one of those entrepreneurs who has discovered the secret to combining passion with business. He is always an inspiration and always entertaining. You owe it to yourself to read this book!" -- Tony Hsieh, CEO of Zappos.com "Gary Vaynerchuk has become a walking, talking (and oh, such talking!), webbing and Tweeting example of how believing in what you do and keeping it fun can step up your life in all ways. There is nobody I would rather talk sports with-or wine or life." -- Scott Simon, host of Weekend Edition Saturday on NPR
£18.04
HarperCollins Publishers Inc Chaos Monkeys
Book Synopsis
£16.19
HarperCollins Publishers Inc Crushing It
Book SynopsisTrade Review“Gary is a masterful entrepreneur with a gift for communication that cuts through all the bullshit that can often hinder one’s success. We share the same simplistic business philosophy which is why we’ve become good friends: Be willing to put in the hard work. And always be grateful. Crushing It! is a must-have for all individuals who want to be the best at what they do.” — Dwayne “The Rock” Johnson “The name GaryVee has become synonymous with motivating an entire generation. No one understands the power of social media better than Gary, because none of what he preaches is theory—it’s an understanding born from his deep experience in business and in life.” — Casey Neistat “Gary is helping to calibrate the desires and expectations of a new generation searching for a way to break through the noise. He’s loud, he’s high energy—and he’s exactly right.” — John Mayer Vaynerchuk identifies the most important components that contribute to successful online marketing in a personable, lively way. Going beyond simple “how-to” guides for the various platforms, he gets at the heart of what it takes to succeed in a competitive environment. Recommended for anyone looking to get started online or increase their media currency. — Laurel Tacoma, Fairfax Cty. P.L., VA
£19.00
Oxford University Press Social Media Management Persuasion in Networked
Book SynopsisTrade Review"Social Media Management simplifies the often-mysterious world of social media strategy with an approachable style that challenges and enlightens students of all professional backgrounds."--Eric Brey, University of Wisconsin-Stout "This is one of the most effective, foundational textbooks available for students looking to master their abilities to create strategic social media plans at an organizational level."--Kirsten Whitten, Regis College, Curry College, and Stonehill College "A great overview of strategic social media that ties together the importance of social media being couched in business and marketing strategy and practical, relevant examples and case studies that engage students."--Mary C. Martin, Fort Hays State University "In the 'old days' of analog marketing, most faculty consumed newspapers, magazines, and TV, so it was very easy to understand advertising and/or marketing communications. Today, many faculty are aware of digital marketing, but have a very limited use of the varied platforms available. This book offers both enough technical detail and examples on the various platforms for even the digitally naive faculty member to leads a class, along with a good strategic overview that seems to be lacking from so many treatments of social media marketing."--Eric J. Karson, Villanova University "Informative and also effective! I would strongly suggest that my colleagues adopt this book because it's current, relevant, and learner-centered and will add value from a social media marketing perspective for a long time to come."--Mohammed Nadeem, National University and the University of San FranciscoTable of ContentsPreface Chapter 1. Maximizing Business Value Social Media Equals Business Opportunity (And Not Just for Cats) What Is Social Media Management? Evolving from a Platform-Driven to a Goal-Centric Approach Setting Goals to Drive Value Social Media Management Framework What's Next? Platforms May Change, But The Industry Will Still Grow Your Turn: A Goal-Setting Exercise for Your School Chapter 2. Targeting Social Audiences Collecting Social Audience Segmenting Social Audiences Data Prioritizing Target Audiences Engaging Social Audiences It's Complicated Your Turn: Analyze Your Class Chapter 3. Adopting Social Platforms Renting or Buying in Social Media Conducting a Platform Audit Platform Fit Test Adopting Multiple Platforms Platform Analysis Never Stops Your Turn: Strategic Platform Choice Chapter 4. Developing Social Brand Strategy Why Brand Strategy in Social Media Matters Branding Social Media Presences Extending a Brand Personality Structuring a Social Media Portfolio Managing a Social Brand Portfolio The Cocktail Party Your Turn: Trader Joe's Social Brand Strategy Chapter 5. Designing Social Content Building Blocks of Social Content Tailoring Social Content to the Platform Social Content Development Creating and Evolving Your Turn: Represent Your Culture Chapter 6. Distributing Social Content Inventory Social Media Marketing Assets Decide on Social Media Marketing Campaigns Implement a Social Media Marketing Campaign Sample Social Media Campaign Grid Ready, Set, Go Viral Your Turn: Develop a Social Media Marketing Plan for Fidelity Chapter 7. Measuring Social Media Results Dimensionalizing the Business Value of Social Media Measuring Brand Value Measuring Revenue Value Measuring Operational Value Measuring Cultural Value Measuring Results Is Not Easy Your Turn: Devising a Measurement Plan for Sanergy Chapter 8. Managing Crisis in Social Media Crisis in Social Media Evaluating a Social Media Crisis Responding to a Social Media Crisis Executing Social Media Crisis Management Another Day, Another Potential Crisis Your Turn: Kashi Crisis Management Chapter 9. Building a Social Culture Social Media Use Within Organizations Trade-offs of Internal Social Media Use Internal Social Media Use in Action Key Success Factors The World's Best Boss Your Turn: Internal Social Media Strategy for Comcast Customer Service Chapter 10. Defining Your Personal Brand In Social Media Assume Everything You Post Is Public Social Media Management Framework Considerations Possible Strategic Directions Managing the Risks of a Social Media Presence Tips on Execution It's All About You Your Turn: Personal Social Media Audit Epilogue: Leadership in Data Privacy
£999.99
Hay House Inc Overdeliver
Book SynopsisTrade Review“Overdeliver is the bridge that connects the timeless fundamentals of direct response marketing to the state-of-the-art marketing strategies, tactics, and channels of today. Brian Kurtz is a living legend. . . . Nobody but Kurtz could've written this book.”— Ryan Levesque, #1 national best-selling author of Choose and Ask“Brian Kurtz knows real marketing better than almost anyone. This book is a must-read for marketers of all generations.”— Ryan Deiss, founder and CEO, Digital Marketer“How many guys can put Dan Kennedy, Gary Bencivenga, Joe Sugarman, Ken McCarthy, Jay Abraham, a billionaire or two, and 300 of the best marketers on earth in one room? You can count them on one hand and Brian is one of those hombres.”— Perry Marshall, author, 80/20 Sales & Marketing, Ultimate Guide to Google AdWords, and Ultimate Guide to Facebook Advertising“Brian was not only one of the wunderkinds who practically invented DM publishing in the 1980s, he was also one of the elder statesmen of the industry that guided its transition from paper to electronic in the 2000s. [He is] the perfect person to write a book that assimilates the best insights and ideas of the industry’s best and brightest business leaders.”— Mark Ford, chief growth strategist, The Agora, and author of two dozen books, including the bestseller on building entrepreneurial businesses, Ready Fire Aim“Filled with more useful information and history than any other book I’m familiar with.”— Joe Sugarman, direct marketing legend“In Overdeliver, Brian shares how you can use offers, copy, multichannel marketing, continuity, and a lot more to be a better marketer, grow your business, make more money, and make a big impact in your market. If you want to learn from one of the greatest marketing minds alive, read Brian’s new book.”— Joe Polish, founder, Genius Network and Genius Recovery“In Overdeliver, Brian chronicles almost four decades of hard-core experience . . . condensing it down into something you can absorb in an afternoon. . . . He's forgotten more about marketing and sales than most newcomers will ever ‘discover’.”— Frank Kern“Nobody has paid closer attention to the world of direct response advertising than Brian Kurtz. . . . This is a must-have book for . . . anyone seriously interested in how people decide what, when, and how to buy.”— Bill Bonner, founder, The Agora“If the word ‘marketing’ makes you cringe, this book is for you. And if the word ‘marketing’ makes you salivate, this book is for you. Overdeliver is loaded with time-tested strategies and invaluable ideas . . . a marketing balm to the sore business soul.”— Victoria Labalme, performing artist, performance strategist, and member, Speaker Hall of Fame“There’s a very small group of true direct response wizards out there, [and Brian Kurtz is] one of the guys who can change your career and business in a heartbeat with just a casually tossed off piece of advice. This book is your invitation to join that elite conversation.”— John Carlton, copywriting know-it-all, grizzled consultant, and author of The Entrepreneur’s Guide to Getting Your Shit Together“For years, I’ve given to students of marketing a list of 14 must-read books—I’ve now added Brian’s book to a new list of 15.”— Richard A. Viguerie, pioneer of political direct mail and Chairman of American Target Advertising, Inc.
£16.19
Barcharts, Inc homebasedinternetbusiness
Book SynopsisUse the power of the Internet to start your own business or improve the business you have already started. This guide will show how with limited resources anyone can start a business with the multitude of tools available for research, marketing, sales, distribution, website creation and communication that are a fingertips click away. Written by a home-based business guru and consultant, the guide offers detailed options as well as suggestions so you can make the right decisions to reach your ultimate goal. Topics covered include: Defining Your Home-Based Business Opportunity Business Research Popular Home-Based Internet Businesses Computing Solutions Site Marketing Sales Tools & Sites Marketing & Advertising Social Media Marketing Managing Your Customers
£999.99
Barcharts, Inc Local Business Marketing Quick Study Business
Book SynopsisNew reality â customers find you online and you can grow your business using evolving technologies and marketing tools that are often FREE. This 6-page laminated guide is loaded with statistics so you know what drives customers to local businesses, and more importantly, how you can do it using the right tools. Suggested uses: o Business Owner/Manager â optimize your use of marketing tools and tactics provided in the guide by testing their effectiveness then using what works from this toolbox o Entrepreneurs â start your business with a bang not a whimper, learn what you need to build a presence before you even open your doors o Students of Business â familiarize yourself with real-world marketing solutions for small and large businesses
£999.99
Barcharts, Inc Amazon Selling Your Stuff Marketing Relevancy
Book SynopsisStart selling and boosting your sales in the world's largest and fastest growing marketplace. Clearly and concisely organized in 6 laminated pages, you will find out what to sell, how to sell, and how everything from shipping, discounts, and returns will affect your profit. Our expert gives examples, pros and cons, and tips and tricks. Know what fees will be charged and what options you have, plus - how you can boost discoverability and relevancy of your stuff (the gold standard on amazon). Suggested uses: ⢠NEW Sellers â learn to sell new products you create or that you buy and resell, like used books ⢠Experienced Sellers â already using Ebay, Etsy, or Craigslist? Know the details so you can add the largest online marketplace to your list of stores ⢠Already Selling on Amazon â take your selling to the next level and boost relevancy and sales, while knowing the pros and cons of growing your business on Ama
£999.99
Barcharts, Inc Ebay Business Selling Your Stuff Quick
Book SynopsisStart selling, boosting your sales and building or extending your business on the world's largest auction and retail marketplace. Clearly and concisely organized in 6 laminated pages, our eBay sales expert and author will guide you every step of the way to ensure you use proven methods of listing, selling, dealing with returns and payments down to options for shipping and packaging items all while keeping an eye on your seller rating through quality transactions. Suggested uses: NEW Sellers -- learn to sell used products, new products you create or items that you buy and resell for yourself or others Experienced Sellers -- already using Etsy, Amazon or Craigslist? Know the details so you can add the largest auction and retail marketplace to your list of stores Already Selling on eBay -- take your selling to the next level by expanding on what you sell and boosting your sales, while knowing the pros and cons of growing your business on eBay
£999.99
Barcharts, Inc Instagram Marketing
Book Synopsis
£999.99
Barcharts, Inc Social Media Marketing A Quickstudy Laminated
Book Synopsis
£9.36
Quickstudy Reference Guides Youtube Marketing
Book Synopsis
£999.99
Rowman & Littlefield Social Media and Society: An Introduction to the
Book SynopsisThis text engages students in the social media phenomenon, exploring how fundamental changes in mass media influence every level of societal communication. With the explosion of social media and big data, students must become conscious of media’s positive and negative influences on their lives.
£45.60
Penguin Putnam Inc Growth Hacker Marketing: A Primer on the Future
Book SynopsisA primer on the future of PR, marketing and advertising — now revised and updated with new case studies"Forget everything you thought you knew about marketing and read this book. And then make everyone you work with read it, too." —Jason Harris, CEO of MekanismMegabrands like Dropbox, Instagram, Snapchat, and Airbnb were barely a blip on the radar years ago, but now they''re worth billions—with hardly a dime spent on traditional marketing. No press releases, no TV commercials, no billboards. Instead, they relied on growth hacking to reach users and build their businesses.Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they’re primed to generate explosive reactions.Bestselling author Ryan Holiday, the acclaimed marketing guru for many successful brands, authors, and musicians, explains the new rules in a book that has become a marketing classic in Silicon Valley and around the world. This new edition is updated with cutting-edge case studies of startups, brands, and small businesses. Growth Hacker Marketing is the go-to playbook for any company or entrepreneur looking to build and grow.
£15.30
Penguin Putnam Inc The Art of Social Media: Power Tips for Power
Book SynopsisBy now it's clear that whether you're promoting a business, a product, or yourself, social media is near the top of what determines your success or failure. And there are countless pundits, authors, and consultants eager to advise you.But there’s no one quite like Guy Kawasaki, the legendary former chief evangelist for Apple and one of the pioneers of business blogging, tweeting, Facebooking, Tumbling, and much, much more. Now Guy has teamed up with Peg Fitzpatrick, who he says is the best social-media person he’s ever met, to offer The Art of Social Media—the one essential guide you need to get the most bang for your time, effort, and money.With over one hundred practical tips, tricks, and insights, Guy and Peg present a bottom-up strategy to produce a focused, thorough, and compelling presence on the most popular social-media platforms. They guide you through steps to build your foundation, amass your digital assets, optimize your profile, attract more followers, and effectively integrate social media and blogging.For beginners overwhelmed by too many choices as well as seasoned professionals eager to improve their game, The Art of Social Media is full of tactics that have been proven to work in the real world. Or as Guy puts it, “great stuff, no fluff.”
£20.76
Cranberry Press Winning Digital Customers: The Antidote to
Book SynopsisTHE WALL STREET JOURNAL BESTSELLER with a foreword by the CIO of the NFL.No matter how experienced you are, you will learn something important from this book!SPRINT Chief Digital Officer, Rob RoyCustomers today expect the brands they deal with to deliver an increasingly outstanding and seamless digital experience. Those that do are thriving. Those that don''t are becoming increasingly irrelevant. Executives charged with leading any aspect of digital face many challenges, which often include: Organizational resistance, Outdated technology, Inadequate funding, The wrong talent, and Lack of alignment on what the vision for the future should be.All these challenges have solutions. Winning Digital Customers lays out a proven formula for transforming any company to thrive in this digital age.Howard Tiersky has been named one of the Top 10 Digital Transformation Influencers to follow today by IDG.As an entrepreneur, he has launched two successful companies that help large brands transform to thrive in the digital age. His dozens of Fortune 1000 clients have included Verizon, NBC, Viacom, Avis, Universal Studios, JPMC, Facebook, Spotify, and Amazon.In this new book, Tiersky lays out a simple but detailed five-step methodology that any company can follow to align their teams around a vision for the customer experience that will: Maximize their competitiveness in the market, Identify the quick wins that will help them out of the gate, and Ultimately drive the transformation needed to bring their company into alignment with today''s digital world. As part of that methodology, he shares a proven approach to integrating Design Thinking and Journey Mapping to more predictably drive business results.In the book''s Foreword, written by Michelle McKenna, former Disney Executive, the technology leader behind The Wizarding World of Harry Potter, and the current CIO of the National Football League, McKenna says this about Tiersky and his approach:Howard Tiersky has been my secret weapon every place I''ve been because he is, I think, one of the brightest, most collaborative and best creative thinkers I''ve ever worked with. I''m happy that he''s now writing it all down and that others can now know what up until now has been known only to his clients. This book provides a very readable, but detailed, pragmatic guide to how to drive digital transformation in the real world,'' including both specific steps to follow and many anecdotes to put them in context. You will find methodologies, techniques and formerly top-secret tricks that can make a huge difference for you. Even if you''ve already hired the best agency or consultancy in the field, reading this book and applying its principles will help you understand and manage your transformation in a way that you get real sustainable change that can survive and thrive long after the last consultant leaves the building.
£19.99
Penguin Random House Grupo Editorial Winners: El método para ganar clientes en la era de Amazon / (Winners: The Method to Win Customers in the Amazon Era
£25.27
Almuzara Marketing Digital Para Los Que No Saben de
Book Synopsis
£26.44
