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Author: Ricardo Escoda
Publisher: GRIN Verlag
ISBN: 3668785589
Category : Business & Economics
Languages : en
Pages : 35
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Book Description
Case Study from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, International School of Management, Campus Munich, language: English, abstract: Since market power has moved from enterprises to consumers, and global competition has increased substantially, managers in almost all industries need to face enormous performance challenges. To avoid being replaced by rivals, they are forced to be more innovative in establishing and performing their competitive strategies. Long-term success will not be achieved solely through competitiveness but instead will depend on the ability to evolve new demand and create and gather new markets. Therefore, marketing is one of the most fundamental topics when concentrating on the customers’ desires. Mainly it is about picking up the clients by delivering a unique feeling in form of a must-have product. Adidas is counted among one of the global players of sports and lifestyle brands, together with its biggest competitors Nike and Puma. With an annual revenue of EUR 21.218bn (in 2017), over 56,888 employees worldwide, and more than 900 million products produced per year, the German business is an omnipresent sports and lifestyle brand, which became more and more important over the last decades. According to Statista, it was voted one of the ten most reputable companies worldwide in 2018, being the only sports and lifestyle brand in this ranking. In addition, Forbes published an article, stating that Adidas reached the third place of the World’s most valuable sports brands, following Nike and ESPN. Yet by comparing the global revenues of Adidas, Nike and Puma from 2006 to 2017 it can be seen, that the company founded in 1924 by Adi Dassler in a small village in Southern Germany called Herzogenaurach is lagging behind Nike’s global revenues for many years. This is one of the core reasons driving the brand with the three stripes to establish new marketing strategies for diversifying and simultaneously increasing its customer portfolio. The sections below concern aspects referring to the research fields E-Marketing and E- Commerce, Online Marketing, Online Advertising and Social Media, and Mobile Marketing. A summary with the most fundamental information is provided at the end of each part.
Author: Ricardo Escoda
Publisher: GRIN Verlag
ISBN: 3668785589
Category : Business & Economics
Languages : en
Pages : 35
Get Book Here
Book Description
Case Study from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, International School of Management, Campus Munich, language: English, abstract: Since market power has moved from enterprises to consumers, and global competition has increased substantially, managers in almost all industries need to face enormous performance challenges. To avoid being replaced by rivals, they are forced to be more innovative in establishing and performing their competitive strategies. Long-term success will not be achieved solely through competitiveness but instead will depend on the ability to evolve new demand and create and gather new markets. Therefore, marketing is one of the most fundamental topics when concentrating on the customers’ desires. Mainly it is about picking up the clients by delivering a unique feeling in form of a must-have product. Adidas is counted among one of the global players of sports and lifestyle brands, together with its biggest competitors Nike and Puma. With an annual revenue of EUR 21.218bn (in 2017), over 56,888 employees worldwide, and more than 900 million products produced per year, the German business is an omnipresent sports and lifestyle brand, which became more and more important over the last decades. According to Statista, it was voted one of the ten most reputable companies worldwide in 2018, being the only sports and lifestyle brand in this ranking. In addition, Forbes published an article, stating that Adidas reached the third place of the World’s most valuable sports brands, following Nike and ESPN. Yet by comparing the global revenues of Adidas, Nike and Puma from 2006 to 2017 it can be seen, that the company founded in 1924 by Adi Dassler in a small village in Southern Germany called Herzogenaurach is lagging behind Nike’s global revenues for many years. This is one of the core reasons driving the brand with the three stripes to establish new marketing strategies for diversifying and simultaneously increasing its customer portfolio. The sections below concern aspects referring to the research fields E-Marketing and E- Commerce, Online Marketing, Online Advertising and Social Media, and Mobile Marketing. A summary with the most fundamental information is provided at the end of each part.
Author: Dr. K.G. Raja Sabarish Babu
Publisher: Sultan Chand & Sons
ISBN: 9391820557
Category : Business & Economics
Languages : en
Pages : 28
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Book Description
The Book answers what is e-commerce and its transaction models. It explains on digital marketing concepts, its needs. It outlines about POEM framework and ASCOR framework which is the backbone for the entire ecosystem of digital marketing activities and concepts. It explains why display advertising or mobile marketing is not enough and it explains the importance of content marketing, social media marketing and search engine marketing. This book covers LinkedIn and Facebook marketing and also helps the managers to know about the process of running campaigns, choosing the target audience and also helps in optimizing the campaign. It exposes students to various tools which can be used for implementing marketing strategy. This book focuses and covers the syllabus of major universities in India and helps students to understand about the digital marketing in a simple and elegant way.
Author: John Fahy
Publisher: McGraw Hill
ISBN: 1526847353
Category : Business & Economics
Languages : en
Pages : 454
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Book Description
Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated Sixth Edition features digital marketing integrated throughout the chapters as well as a dedicate chapter on marketing planning and strategy. Discover: How marketing adds value to customers and organizations How innovative brand positioning drives commercial success How new digital marketing communication techniques are being used by companies to drive their brand awareness and engagement, as well as customer retention and conversion levels How marketing planning and strategy gives direction to an organization’s marketing effort and co-ordinates its activities. Key features: Marketing Spotlights showcase the marketing innovations of brands including Adidas, Crayola, Samsung and KFC. Marketing in Action boxes offer varied examples of real companies’ campaigns in the UK, Scandinavia, The Netherlands and internationally. Critical Marketing Perspective boxes encourage critical thinking of ethical debates to stimulate student discussion about socially responsible practice and encourage critical analysis of these issues. 12 brand new end of chapter Case Studies including Fjallraven, Primark, Uber and BrewDog give in-depth analysis of companies’ marketing strategies, with dedicated questions to provoke student enquiry. Marketing Showcase videos feature interviews with business leaders and marketing professionals, offering insights into how different organisations have successfully harnessed the elements of the marketing mix.
Author: Mark W. Schaefer
Publisher:
ISBN: 9780578419862
Category : Business & Economics
Languages : en
Pages : 320
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Book Description
Provides a framework to help you stay ahead of the curve by re-imagining marketing in a world where hyper-empowered consumers drive the business results
Author: Mark Schaefer
Publisher:
ISBN: 9780692816066
Category : Branding (Marketing)
Languages : en
Pages : 256
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Book Description
In today's world, there is a permanent advantage to becoming known in your field. Those who are known get the customers, the better jobs, and the invitations to exclusive opportunities. But can anybody become known? In this path-finding book, author Mark Schaefer provides a step-by-step plan followed by the most successful people in diverse careers like banking, education, real estate, construction, fashion, and more. With amazing case studies, dozens of exercises, and inspiring stories, KNOWN is the first book its kind, providing a path to personal business success in the digital age.
Author: Yan Jin
Publisher: Routledge
ISBN: 1000542963
Category : Business & Economics
Languages : en
Pages : 454
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Book Description
The second edition of this vital text integrates theory, research, and application to orient readers to the latest thinking about the role of social media in crisis communication. Specific crisis arenas such as health, corporate, nonprofit, religious, political, and disaster are examined in depth, along with social media platforms and newer technology. Social Media and Crisis Communication, Second Edition provides a fresh look at the role of visual communication in social media and a more global review of social media and crisis communication literature. With an enhanced focus on the ethics section, a short communication overview piece, and case studies for each area of application, it is practical for use in a variety of learning settings. A must-read for scholars, advanced students, and practitioners who wish to stay on the leading edge of research, this book will appeal to those in public relations, strategic communications, corporate communications, government and NGO communications, and emergency and disaster response.
Author: Philip Kotler
Publisher: Pearson UK
ISBN: 1292248467
Category : Business & Economics
Languages : en
Pages : 1199
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Book Description
The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject.
Author: Gabriella Lojacono
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 3110723514
Category : Business & Economics
Languages : en
Pages : 336
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Book Description
Resilience of Luxury Companies in Times of Change is a book for executives and Masters' level students taking courses in luxury management. It offers an insight into the current and emergent business models and strategies luxury companies apply to remain resilient in times of change. It explores a variety of business models answering the following key questions: What is each brand’s value proposition used to attract a consumer’s willingness to pay? What is each brand’s target audience? How do brands navigate and expand their markets? And how do luxury companies organize their resources to design and develop products and services to continually sell to their customers? The answers to these questions provide the foundation of a luxury company’s business strategy and, as a result, its brand architecture. The authors also explore the patterns that have emerged in the ownership, management and the manufacturing in luxury goods companies, where dominance is usually found in certain countries. This book focuses on six key industries in the luxury product sector: fashion, automotive, hospitality, furniture, cosmetics and jewellery. It provides an international perspective with examples drawn from Europe, USA, the Middle East, China and Japan. Through these examples and cases, the authors analyze how luxury companies are facing the challenges posed by external shocks and an extensive need for digitalization. Using concepts and theories from macroeconomics (such as globalisation) and corporate and business strategy, the book aims to connect the dots between theory and practice. Resilience of Luxury Companies in Times of Change provides perspectives of the past, present and future – how luxury companies have evolved over time and managed to stay resilient despite the challenges they have faced through the different eras.
Author: Rosemary Varley
Publisher: Bloomsbury Publishing
ISBN: 135034057X
Category : Business & Economics
Languages : en
Pages : 646
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Book Description
Success in the fashion industry is not solely based on creativity and innovation; thought-out strategy and an astute application of management concepts are just as essential. The second edition of Fashion Management: A Strategic Approach is the ideal companion for students determined to understand the strategic frameworks vital to achieving success in the highly competitive world of fashion. With its international approach and features, including abstracts from key Bloomsbury Fashion Business Cases in each chapter, this is the go-to guide for students getting to grips with the issues facing fashion organisations today. Covering prominent brands such as Prada, Glossier, Nike and ASOS, as well as SMEs like Elvis and Kresse, this text not only prepares readers for academic success, but also for the diversity of the real-world fashion industry. The second edition of Fashion Management includes: · A new chapter on 'Managing Routes to Fashion Markets', reflecting the growing precedence of digitalisation and omnichannel retailing in the contemporary fashion industry. · A new chapter on 'Fashion Law', highlighting the importance of recognising and responding to legal issues such as intellectual property law, data protection, consumer law and influencer culture. · Substantial new material on ethics, sustainability and Corporate Social Responsibility (CSR), an understanding of which is vital as calls for transparency in the fashion industry continue to grow. · Additional and updated case studies covering a range of fashion companies from all over the world, including India, Australia, France, the UK, and many more. This is an ideal textbook for those studying on undergraduate and postgraduate degree courses in fashion management and fashion marketing. The book is also an important supplementary resource for courses in marketing, retailing and business studies.
Author: Damian Ryan
Publisher: Kogan Page Publishers
ISBN: 0749464283
Category : Business & Economics
Languages : en
Pages : 304
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Book Description
Digital marketing now represents 25% of the marketing spend in the UK and this is predicted to move to 50% or higher within the next three years. Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future. This authoritative title demonstrates how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future.Understanding Digital Marketing deals with every key topic in detail, including:search marketing,social media, Google, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. Essential reading for both practitioners and students alike, and including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing provides you with tools to utilize the power of the internet to take your company wherever you want it to go.
