Author: Maria Pilar Martinez-Ruiz
Publisher: Frontiers Media SA
ISBN: 2889664856
Category : Science
Languages : en
Pages : 147

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Book Description

Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337

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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Author: Allen P. Adamson
Publisher: St. Martin's Press
ISBN: 0230614558
Category : Business & Economics
Languages : en
Pages : 308

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Book Description
Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they've experimented with and integrated digital initiatives into their branding mix. In his new book, BrandDigtial, he clearly demonstrates that in an environment where everything is transparent, brand professionals have unprecedented opportunities to learn more about their customers, and to deliver brand experiences that meet customer expectations better than ever before. Based on over 100 interviews with leaders in both the branding and digital technology industries, Adamson drives home his point by using case studies and first-hand, in-market examples from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nike, Ameriprise, Burger King, PepsiCo, and General Mills. Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology and its associated behavior to build stronger bonds with their customers and stronger, more responsive brands.

Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 0749453494
Category : Business & Economics
Languages : en
Pages : 577

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Book Description
Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.

Author: Peggy Holman
Publisher: Berrett-Koehler Publishers
ISBN: 1576755096
Category : Business & Economics
Languages : en
Pages : 761

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Book Description
The Change Handbook features chapters by the originators and foremost practitioners of such high-leverage change methods as Future Search, Real Time Strategic Change, Gemba Kaizen, and Open Space Technology. The authors outline distinctive aspects of their approach; detail roles and responsibilities; share a story illustrating usage; and answer frequently asked questions about how to put it into practice. Examples of successful change efforts acquaint readers with the diverse array of methods being employed today. A one-stop comparative chart allows them to evaluate the methods to determine what will work best fro them, and an in-depth reference section helps them locate the resources they need to get started.

Author: Gary L. Lilien
Publisher: DecisionPro
ISBN: 1412022525
Category : Business & Economics
Languages : en
Pages : 545

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Book Description
Accompanying CD-ROM contains ... "26 software programs, help files and tutorials."--Page 4 of cover.

Author: Hans Westerbeek
Publisher: Frontiers Media SA
ISBN: 2832518885
Category : Medical
Languages : en
Pages : 136

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Book Description

Author: Douglas C. West
Publisher: Oxford University Press, USA
ISBN: 019968409X
Category : Lærebøger
Languages : en
Pages : 595

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Book Description
This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of marketing strategy and thinking. It provides examples to facilitate the understanding of theoretical concepts.

Author: Andy Christiansen
Publisher: WestBow Press
ISBN: 1449700705
Category : Business & Economics
Languages : en
Pages : 137

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Book Description
What do NBA superstar Steph Curry, singer-songwriter Taylor Swift and Facebook’s CEO Mark Zuckerberg, have in common? They all found out that ultimate success comes through the power of relationships. By themselves they were limited, but by adding mentors to their lives and enterprises they were unlimited! Mentoring is the new human “hack,” like spark notes for your life! Think of your journey this way, when you’re in your 20’s and 30’s intentionally seek out mentors over 40 who can help you dream, gain confidence and think through life altering decisions. Then when you’re in your 40’s and 50’s do the same in reverse, pursue mentors under 40 in order to stay socially relevant, industry knowledgeable and physically fit. Mentors help you pinpoint ideal paths to pursue in life and work. The 40:40 Principle gives you the roadmap to finding life-changing mentors. Mentoring with The 40:40 Principle is needed now more than ever because most people underestimate how the seasons of their lives can dramatically influence their success. - Steve Stagner Executive Chairman and Chairman of the Board, Mattress Firm There is a myriad of wealth within the pages of this book. The challenge that faces us all is whether we can continue to settle for “sameness.” Andy encourages us all to tap into the unmined resources of “people” so that we can tip the scales of wisdom and experience in favor of fulfilling our purpose while at the same time living a richer and joyous life. -Lisa Arrindell Anderson Actress, Law and Order, and Madea’s Family Reunion

Author: Mark Van Rijmenam
Publisher: Routledge
ISBN: 1000007677
Category : Business & Economics
Languages : en
Pages : 169

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Book Description
The Organisation of Tomorrow presents a new model of doing business and explains how big data analytics, blockchain and artificial intelligence force us to rethink existing business models and develop organisations that will be ready for human-machine interactions. It also asks us to consider the impacts of these emerging information technologies on people and society. Big data analytics empowers consumers and employees. This can result in an open strategy and a better understanding of the changing environment. Blockchain enables peer-to-peer collaboration and trustless interactions governed by cryptography and smart contracts. Meanwhile, artificial intelligence allows for new and different levels of intensity and involvement among human and artificial actors. With that, new modes of organising are emerging: where technology facilitates collaboration between stakeholders; and where human-to-human interactions are increasingly replaced with human-to-machine and even machine-to-machine interactions. This book offers dozens of examples of industry leaders such as Walmart, Telstra, Alibaba, Microsoft and T-Mobile, before presenting the D2 + A2 model – a new model to help organisations datafy their business, distribute their data, analyse it for insights and automate processes and customer touchpoints to be ready for the data-driven and exponentially-changing society that is upon us This book offers governments, professional services, manufacturing, finance, retail and other industries a clear approach for how to develop products and services that are ready for the twenty-first century. It is a must-read for every organisation that wants to remain competitive in our fast-changing world.