Marketing

Dieses Buch bietet Unternehmen, Geschäftsführern, Führungskräften und allen Mitarbeitern im Vertrieb wichtiges Know-how und praktische Werkzeuge zur Überprüfung und Optimierung der eigenen Vertriebsstrategie.Unsicheres Geschäftsklima, Digitalisierung, Lieferengpässe und eine angespannte weltpolitische Situation setzen insbesondere mittelständische Unternehmen unter Druck. Vertrieb und Marketing stehen vor der Herausforderung, auch unter schwierigen Bedingungen für nachhaltigen Umsatz zu sorgen. Um erfolgreich und profitabel zu bleiben ist es wichtiger denn je, intelligent zu agieren und die Chancen der Digitalisierung zu nutzen. Ein systematischer Vertriebsaufbau, effiziente Prozesse sowie ein regelmäßiger, grundlegender Vertriebs-Check sind unerlässlich.Der Vertriebsexperte Markus Milz liefert mit den Werkzeugen der von ihm entwickelten SALESTOOLBOX®, zahlreichen Praxistipps und konkreten Beispielen wertvolle Unterstützung für CEOs bei ihrer Strategieentwicklung. Zudem erfahren alle im Vertrieb Tätigen, wie sie eine Wachstumsstrategie entwickeln und diese umsetzen, und Vertriebsleiter lernen, wie sie ihre Mannschaft gezielt anleiten.Neu in der 2. Auflage: Wie die Digitalisierung den Vertrieb verändert und die Zusammenarbeit zwischen Marketing und Vertrieb neu definiert. Plus Videos per App.

Business to business (B2B) transactions account for 60-70% of all transactions globally. Considering this, many supplier firms aspire to create high levels of customer engagement, and this involves identifying various ways to improve customer experience. In fact, companies such as Google, Amazon, Microsoft, and others now employ professionals in customer engagement roles and dedicate entire corporate divisions to ensure seamless customer engagement. Creating high customer engagement is challenging without a cohesive, strategic approach ¿ particularly in B2B markets. This textbook introduces students to customer engagement strategy in B2B markets, the foundation of which is customer engagement capability. Companies must develop and implement four sub-capabilities ¿ customer journey management, customer relationship management, customer communications and data analytics and insight to succeed. With a myriad of case studies, discussion questions and prompts for further reading, the textbook translates theory into practice and serves as a useful foundation for executive courses as well as fundamental reading for masters-level specialist courses in customer engagement, marketing, sales, and strategy. In addition, practitioners in supplier firms will also be able to use to build their customer engagement capability.

This book examines the social entrepreneurship strategies of nonprofit organizations (NPOs), with a focus on the Caribbean social sector. In addressing the conceptual ambiguities from an academic and experiential perspective, it aims to provide a much-needed reflection on social entrepreneurship (SE), including in developing contexts. Through a comparative analysis of the experiences of NPOs from the Caribbean, the authors demonstrate the applicability of SE for NPO sustainability and as an opportunity for social sector performance improvement. Blending both quantitative and qualitative methodologies, this work is a useful base for researchers wanting to advance the mission of theory and methodological development toward maturing the field of social entrepreneurship.

Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world.This handbook contains the most comprehensive and cutting-edge knowledge in the interactive marketing field. The 41 chapters that are divided into eight sections cover all aspects of contemporary interactive marketing realm, including social media and influencer marketing, big data and machine learning in predictive analytics, mobile marketing and proximity marketing, interactive digital marketing and Omnichannel marketing, AI, VR and AR in business applications. With a focal point on interactive marketing, this handbook takes a multidiscipline perspective, from new technology innovations, social media and platform application, economic and cultural impacts, social and psychological analysis, and management and information system.This book provides a timely and comprehensive textbook companion and/or course project resource for college educators and students used for variety of graduate and undergraduate marketing courses, such as Digital Marketing, Internet Marketing, Social Media Marketing, New Media Communication, Marketing Analytics and Marketing Management, etc. It offers valuable references for academic researchers who are interesting conducting and publishing in interactive marketing research. The state-of-art review and emerging new trends presented in the book are particularly useful for research idea generation and conceptual development. The book also putts forward insightful guidelines and practical tools for business management in the application of new interactive marketing strategies and applications in the real world practices.

Learn how to navigate the often turbulent seas of the art world from prestigious artist Brainard Carey. In this succinct volume, Author Brainard Carey, an artist himself with prestigious exhibitions like the Whitney Biennial under his belt, draws on more than twenty years of experience in the art world and distills 1,900 interviews from Yale University radio of artists and curators that explain how they manage and maintain their art careers. In The Problem with the Art World: An Artist's A-Z Navigation Guide, Carey will cover: A. The Artist Statement (how to write it) B. Grants (how to get them) C. Gallery Exhibitions (how to approach a gallery) D. Museum Exhibitions (how to approach a museum) E. Alternative Spaces (finding and applying) F. Residencies (how to apply and why) And much more! The Problem with the Art World is an A-Z guide on the best path to take and the best choices to make in the unpredictable art world. The art world as the press talks about it is a very small slice of artists who working in a particular way, and most artists don't fit in to that definition. Because of that, there is confusion and artists tend to feel like they are on the outside looking in at a rigged system of which they are victims. But that is simply not the case. For the busy artist, this book contains your cheat-notes on how to get shows, sales, and build a support system for your art. There are multiple art worlds and to think that the artist is being sidelined by one is inaccurate. The artist should focus on their art, as they are visionaries, and that is all that matters. The Problem with the Art World will give you the ability to do that.

Search Experience Optimization (SXO) is a fast growing field that combines the disciplines of Search Engine Optimization (SEO), Conversion Rate Optimization (CRO) and User Experience (UX) Design. It's a holistic approach to creating websites that are not only optimized for search engines and bots, but for users too, a highly effective method of converting a websites visitors into customers and subscribers, leading some to think of it as SEO 2.0. Recent industry reports suggests that front-end developers and web designers need to embrace SXO best practices to ensure websites are optimized by the metadata, metrics, and analytics that SEO provides. They also need to ensure that a website or application is easy-to-use and behaves in a way the user expects because happy users drive higher retention rates and higher revenue, which is essential for commercial app creators. The Art of SXO aims to be a comprehensive guide to this emerging field, explaining what it is, how it works, and how to use it to improve search rankings, increase conversions rates, and ultimately grow a company's revenue. This guide will be packed with tips, tricks, and tactics making it an essential resource for anyone looking to get the most out of their search traffic.What You'll LearnApply SXO best practices and how it differs from tradition SEOOptimize websites for both search engine bots and users Increase a website's ranking in SERPsImprove a website's conversion ratesGrow revenue from organic trafficWho This Book Is ForWeb developers and UX designers, technical SEO specialists, digital marketers and business owners who may have a basic understanding of SEO, CRO, UX design and core digital marketing concepts, but are looking to take their practices to the next level with SXO.

This book provides compact and well-founded moderation skills for all those who want to successfully lead meetings, workshops or project rounds. Where this succeeds, communication processes in groups will lead to goal-oriented, effective and efficient results - whether virtually or in presence.The author systematically shows how the exchange of information in such discussion groups can be cleverly thought out, dynamically accompanied and effectively controlled. With goal-oriented questions, methodical impulses and different formats of participation, it is possible to solve problems together in the group, to clarify conflicts, to develop sustainable ideas and to make good decisions.At the end of such events, there is added value for everyone: satisfied participants, sustainable results and a cooperative meeting culture, which form the basis for lasting corporate success. "An enrichment despite the multitude of books on the subject." Dr. Joachim Freimuth, ZOE, 01/2019. "This practical book provides a timely handout for the many challenges facing dynamic facilitation." Prof. Kai Beiderwellen, Mannheim University of Applied Sciences "The book is an invitation to deepen and reflexively develop one's own role." Dr. Wolfgang Widulle, Socialnet.de New in the second edition: chapters on virtual facilitation, collaborative learning and tried and tested structural aids, templates, checklists and project outlines as downloads.

Building public sector image and trust in Africa requires judicious use of appropriate marketing communications tools and platforms. Contributing authors to this second volume of a two-volume work offer insights into how the selection and strategic utilisation of marketing tools will facilitate interactions between the government and the citizens, improve inter-governmental and inter-agency collaboration, and boost a citizen-oriented public sector. Traditional marketing communications tools continue to play a key role in citizen and public sector relationships; however, given mega-trends of demographic change, urbanisation, and digitalisation in Africa, it is important to consider how public institutions, including government agencies, local government, universities, and football associations, respond and adapt to these changes. The digital revolution presents an opportunity for public sector institutions to align their communication plans with new technologies, particularly leveraging social media platforms.Together with the first volume, which focuses on public relations and brand communication perspectives, this collection fills an existing information gap evident in Africäs public sector literature. The text serves as a decision making, teaching, and learning guide for practitioners, faculty, and students interested in applying marketing principles and practices to the public sector.

Research Companion to Language and Country Branding brings together entirely new interdisciplinary research conducted by scholars working on various sociolinguistic, semiotic, anthropological and discursive analytical aspects of country branding all over the world.

¿Dieses Buch beantwortet grundlegende Fragen zu CDP, gibt einen Überblick über aktuelle CDPs und identifiziert deren Vorteile und Schwachstellen. Zudem setzt es sich mit unterschiedlichen Entwicklungen im Marketingumfeld auseinander, die starke Treiber für den Einsatz einer Customer-Data-Plattform (CDP) sind. Marketing-Entscheider sowie Verantwortliche aus den Bereichen Online-Marketing und E-Commerce erhalten Tipps, wie die passende CDP ausgewählt und implementiert werden kann. Zudem ist dieses Buch interessant für alle Entscheider, die sich damit beschäftigen, wie sie ihren Konsumenten ein besseres Kauferlebnis bieten können. Dabei geht Jonas Rashedi nicht nur auf die technischen Aspekte ein, sondern beleuchtet auch die organisationsbezogenen Voraussetzungen für die erfolgreiche Implementierung und Verwendung einer CDP. Praxisbeispiele veranschaulichen die Inhalte.This book offers an excellent introduction to the CDP category. I recommend it for anyone trying to understand what CDPs do, whether a CDP is right for their company, and how to select the right CDP.David M. Raab, Gründer und CEO des CDP Institutes

Dieses Buch erklärt, wie Unternehmen mit Hilfe der Semiotik ¿ der Lehre von den Zeichen ¿ ihre digitalen Produkte und Dienstleistungen erfolgreicher machen können. Denn die Wellness-App, der Warenkorb im Onlineshop oder der Like-Button in der Produktansicht haben eines gemeinsam: Sie basieren auf digitalen Zeichen. Diese kundengerecht einzusetzen, wird immer mehr zum Schlüssel für das Produkterlebnis und damit zur Voraussetzung für den Produkterfolg.Die moderne Semiotik verbindet Sprachwissenschaft, Erkenntnistheorie, Anthropologie, Psychologie und Sozialwissenschaften zu einem faszinierenden Blick auf digitale Angebote. Der Autor zeigt, wie Unternehmen diese Erkenntnisse nutzen können und liefert ein praxisnahes Buch für Produktmanager*innen, Marketer*innen, Kommunikator*innen, Designer*innen, Softwareentwickler*innen ¿ kurz: für alle, die für digitale Produkte und Dienstleistungen verantwortlich sind.

In diesem Buch wird die Anwendung der Design-Thinking-Methode zur Entwicklung von neuartigen Strategien und neuer Geschäftsideen dargestellt. Neue Strategien sind nötig, da die wirtschaftlichen Rahmenbedingungen sich in den letzten Jahren schneller verändert haben als jemals zuvor. Der Fokus liegt auf dem Erfüllen von Kundenbedürfnissen, dem Einsatz von verfügbaren Fähigkeiten und der Positionierung im Wettbewerb mit dem Ziel, finanziell erfolgreich zu sein.Der Autor führt den Leser durch den Dschungel der Entwicklung einer Strategie für nachhaltiges Wachstum und Rentabilität. Er behandelt das Thema Strategieentwicklung auf ganzheitliche Art und Weise, indem er abduktives Denken, iterative Kundenbeobachtung und Empathie mit der Entwicklung von Ideen und Validierung von Prototypen durch Kunden kombiniert.Dieses Buch wendet die Design-Thinking-Methode zur Strategieentwicklung auf einzigartige Weise an. Es ist ein Muss für Hochschulabsolventen, MBAs und Führungskräfte, die sich für Innovation und Strategie interessieren, sowie für Strategen, Innovationsmanager, Analysten und Unternehmensberater.Aus dem InhaltKonzepte und Theorien zur innovativen StrategieentwicklungEin strukturierter Ansatz zur StrategieentwicklungSchaffung der Grundlagen für eine erfolgreiche StrategieIterative Entwicklung des der Strategie zugrunde liegenden GeschäftsmodellsDie entworfene Strategie dem Wettbewerbsumfeld aussetzen

Discover how you can improve your business rapidly by marketing and changing the key drivers to amplify sales and skyrocket web traffic!By explaining how you can make these changes in an easy-to-understand yet effective way, this book allows for fast implementation so that you see results as soon as possible.Overnight Marketing is perfect for businesses of all sizes!Whether you're a small business owner looking to increase your sales, or a large corporation wanting to increase traffic, this book will show you how!Order your copy and learn how to market your business in a way that will make it more successful overnight!

The ultimate book for short-term rental hosts who want to abolish their over-reliance on online travel agents! The Book Direct Blueprint is brought to you by the creator of the Book Direct Playbook, the industry's highest-rated and most reviewed business book. Before you build a house, you must put in a solid foundation.Mark Simpson famously wrote. "Never build your house on somebody else's land" in his debut bestseller, which still serves as a great lesson for short-term rental hosts worldwide. As the official go-to expert in marketing and direct bookings in the short-term rental industry, Simpson has: > Helped over 100,000 hosts boost their direct bookings with his free advice and training > Generated over £3 million in direct bookings with his company (Boostly) for hosts in 2022, alone> Released over 500 episodes of the award-winning Boostly podcast> Thrived in the industry for over a decade! The Book Direct Blueprint brings together the minds of the most influential leaders from the STR industry, and from Mark's personal black book of contacts.Mark has truly taken things up a notch by assembling his own team of avengers, each renowned for a certain area of expertise in the short-term rental industry. So, rest assured, ALL BASES have been covered for you in this new book. If you're not yet ready to purchase The Book Direct Blueprint, you can always consume free content on the "Boostly" YouTube or Instagram account.Here, you will learn how to: ● Effectively price your properties (base price, minimum price, discounts, and customisations)● How to create effective upsell opportunities for your business.● The power of trust when it comes to the guest booking process.● How to automate your business so you don't have to worry about a double booking again.● How to best prepare for Web3 and Blockchain technology● Successfully navigate the slow season● Identify problem guests before they book and how to protect your business best.

Music is a motivator, a respite, a provocateur. When used strategically in business, it creates culture and connects brand with consumer. In How Music Grows Brands, branding experts and music industry executives Joe Belliotti and Rebecca Jolly provide an insider's guide to utilizing music as your most powerful branding asset. They introduce Brand dB, their proprietary methodology, reveal the secrets of the industry, and provide a roadmap for long-term success. The first resource of its kind, How Music Grows Brands is an empowering exploration of the power-and potential-music has to shape culture and drive business.

¿Customer Success is a relatively a new discipline that focuses on maximizing customer business value and outcomes realization. Practitioners focus on customer adoption, customer experience and then positive correlation, organic growth and retention is achieved. This book will provide a practical guide for operationalizing the Customer Success function and methodologies. As we now step into the next phase of Customer Success, a phase of growth and standardization, it becomes important to start thinking about how to effectively scale this extremely important function. You'll see how to go from just offering a taste of Customer Success experience to your top customers, to offering it to all your customers, irrespective of their tier, spending, and current growth potential. As you expand the scope of Customer Success across all your customers, it becomes very important to understand how to operationalize Customer Success, how to convert the philosophies and ideas and best practices to usable operational models, and how to build a Customer Success Center of Excellence (CoE) focused on standardizing, scaling and expanding Customer Success practices and methodologies to optimize customer and company success and ROI. Scaling Customer Success will show you what kind of operational processes and workflows need to be put in place based on the stage of your company, products, customer engagement model and desired outcomes, what metrics are important to measure and how to capture those metrics. You'll also study what kinds of workflows to establish, how to effectively map and analyze results and most importantly, how to do Customer Success at scale effectively.What You'll Learn¿ Understand what a Customer Success Center of Excellence is¿ Establish a blueprint for how to scale and automate a Customer Success practice¿ Review information on key Customer Success metrics and workflowsWho This Book Is ForCompany leaders and customer success managers