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Author: Anna Lena Bischoff
Publisher: GRIN Verlag
ISBN: 3668409293
Category : Business & Economics
Languages : en
Pages : 50
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Book Description
Seminar paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, Linneaus University (School of Business and Economics), course: E-Business Management, language: English, abstract: Social media (SM) strategies have gained major importance for the retailers in the last decade. The effective use of SM channels for marketing purposes leads to valuable information and insights about markets. However, many managers still fail to understand the importance of the possibilities of SM usage for strengthening brand perception. This might be due to the lack of commonly agreed SM success factors in academic research. The purpose of this paper is to discuss SM success factors and to evaluate how the two world leading sports brands NIKE and adidas follow the application of the discussed success factors. Based on a literature review, the authors summarized the most commonly discussed SM success factors. Data collection was conducted in a consecutive, two step approach, first extracting relevant data from the annual reports, and then withdrawing data from the companies SM channels through text mining. The data was then analysed according to the success factors summarized from academic literature. Also NIKE’s and adidas’ accomplishments in achieving their goals set in the annual reports on SM were examined. adidas achieves a higher success rate than NIKE in laying out their SM strategy. Both adidas and NIKE cannot entirely live up to their ambitions, underperforming on SM in practice.
Author: Anna Lena Bischoff
Publisher: GRIN Verlag
ISBN: 3668409293
Category : Business & Economics
Languages : en
Pages : 50
Get Book Here
Book Description
Seminar paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, Linneaus University (School of Business and Economics), course: E-Business Management, language: English, abstract: Social media (SM) strategies have gained major importance for the retailers in the last decade. The effective use of SM channels for marketing purposes leads to valuable information and insights about markets. However, many managers still fail to understand the importance of the possibilities of SM usage for strengthening brand perception. This might be due to the lack of commonly agreed SM success factors in academic research. The purpose of this paper is to discuss SM success factors and to evaluate how the two world leading sports brands NIKE and adidas follow the application of the discussed success factors. Based on a literature review, the authors summarized the most commonly discussed SM success factors. Data collection was conducted in a consecutive, two step approach, first extracting relevant data from the annual reports, and then withdrawing data from the companies SM channels through text mining. The data was then analysed according to the success factors summarized from academic literature. Also NIKE’s and adidas’ accomplishments in achieving their goals set in the annual reports on SM were examined. adidas achieves a higher success rate than NIKE in laying out their SM strategy. Both adidas and NIKE cannot entirely live up to their ambitions, underperforming on SM in practice.
Author: Gashaw Abeza
Publisher: World Scientific
ISBN: 9811237670
Category : Business & Economics
Languages : en
Pages : 507
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Book Description
This book enables students to grasp the holistic enterprise of social media as it pertains to social, legal, marketing, and management issues. The book also helps students better understand the research process in social media scholarship and make connections with academic research and applied practice in sport studies.
Author: Aline Santos
Publisher: Human After All Limited
ISBN:
Category : Business & Economics
Languages : en
Pages : 280
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Book Description
Facebook's EMEA Client Council is made up of leaders from some of the most influential brands and agencies across Europe, the Middle East and Africa. The goal of the council has been to create a forum where the best minds in business can come together to share ideas and develop best practices. Build Brilliant Brands is the first attempt to capture their ideas, insights and opinions. It features 22 essays — 18 penned by council members, four by guest contributors — split across three distinct chapters: what hasn't changed in marketing, what's changing, and what needs to change. And though the essays cover a wide range of topics, each is designed to inspire and inform those who are in the business of building brilliant brands.
Author: Avinash Kaushik
Publisher: John Wiley & Sons
ISBN: 0470175052
Category : Computers
Languages : en
Pages : 481
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Book Description
Written by an in-the-trenches practitioner, this step-by-step guide shows you how to implement a successful Web analytics strategy. Web analytics expert Avinash Kaushik, in his thought-provoking style, debunks leading myths and leads you on a path to gaining actionable insights from your analytics efforts. Discover how to move beyond clickstream analysis, why qualitative data should be your focus, and more insights and techniques that will help you develop a customer-centric mindset without sacrificing your company’s bottom line. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.
Author: Pei Zheng
Publisher: Elsevier
ISBN: 0080458343
Category : Technology & Engineering
Languages : en
Pages : 582
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Book Description
This in-depth technical guide is an essential resource for anyone involved in the development of "smart mobile wireless technology, including devices, infrastructure, and applications. Written by researchers active in both academic and industry settings, it offers both a big-picture introduction to the topic and detailed insights into the technical details underlying all of the key trends. Smart Phone and Next-Generation Mobile Computing shows you how the field has evolved, its real and potential current capabilities, and the issues affecting its future direction. It lays a solid foundation for the decisions you face in your work, whether you're a manager, engineer, designer, or entrepreneur. - Covers the convergence of phone and PDA functionality on the terminal side, and the integration of different network types on the infrastructure side - Compares existing and anticipated wireless technologies, focusing on 3G cellular networks and wireless LANs - Evaluates terminal-side operating systems/programming environments, including Microsoft Windows Mobile, Palm OS, Symbian, J2ME, and Linux - Considers the limitations of existing terminal designs and several pressing application design issues - Explores challenges and possible solutions relating to the next phase of smart phone development, as it relates to services, devices, and networks - Surveys a collection of promising applications, in areas ranging from gaming to law enforcement to financial processing
Author: Larry D. Kelley
Publisher: Routledge
ISBN: 9780765626356
Category : Advertising media planning
Languages : en
Pages : 0
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Book Description
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.
Author: Nils S. Borchers
Publisher: Routledge
ISBN: 1000525341
Category : Language Arts & Disciplines
Languages : en
Pages : 164
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Book Description
This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods. Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication.
Author: Miri Rodriguez
Publisher: Kogan Page Publishers
ISBN: 1398610097
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by. Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book explores the future of brand storytelling in a post pandemic era. New to this edition is also a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories. Brand Storytelling provides a step-by-step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality and positioning the customer as a key influencer to motivate the audience. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google to tap into authentic brand loyalty and human connection.
Author: Avinash Kaushik
Publisher: John Wiley & Sons
ISBN: 0470596449
Category : Computers
Languages : en
Pages : 517
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Book Description
Adeptly address today’s business challenges with this powerful new book from web analytics thought leader Avinash Kaushik. Web Analytics 2.0 presents a new framework that will permanently change how you think about analytics. It provides specific recommendations for creating an actionable strategy, applying analytical techniques correctly, solving challenges such as measuring social media and multichannel campaigns, achieving optimal success by leveraging experimentation, and employing tactics for truly listening to your customers. The book will help your organization become more data driven while you become a super analysis ninja!
Author: Umut Ayman
Publisher: BoD – Books on Demand
ISBN: 1838802274
Category : Business & Economics
Languages : en
Pages : 208
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Book Description
This edited Promotion and Marketing Communications book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication professionals. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field, giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes.
