Marketing

Brands and branding have deep historical roots. Almost anything or anyone can be branded with a name or mark for commercial or other purposes. The act of branding initiates activities in a brand ecosystem among people and organizations who have a vested interest in the brand's value. Unfortunately, a brand may experience a tragedy that can put its value and equity at risk. Pundits will often conclude there is a primary reason for a specific brand's tragedy, however, studying the situation more deeply can reveal tragic flaws in response to brand-challenging experiences that enhance managerial wisdom.The purpose of the book is to examine the backstories of a selection of relatively well-known brands that have experienced a tragedy. The objective is to inform how and why some brands survived and some did not. Doing so, may help leaders and managers of current brands avoid the miscues that lead to brand tragedies and possibly revive a brand when tragedy strikes. It is a book for those who need to improve their understanding of the vital importance of a brand for organizational success and who want to build and manage their brands to continuously improve value for customers, employees, shareholders, and the well-being of society. While there will be no one right approach or silver bullet to avert or ameliorate a specific tragedy, the better prepared leaders and managers are for a brand tragedy, the greater the likelihood of avoiding one and realizing an expedient and constructive outcome when one occurs.

Welche medienokonomischen Anknupfungspunkte haben speziell Studierende als Abnehmer und kunftige Produzenten von Medien? Diese Einstiegsfrage verdeutlicht auf einfache Weise die Sinnhaftigkeit einer systematischen Durchdringung des Themas Medienokonomie und fuhrt die wichtigsten Begriffe ein: Medien, Inhalt, Wertschopfung, Guter, Bedurfnisbefriedigung mit Medien, Medien als Wirtschafts- und Kulturguter. Christoph Zydorek stellt die drei Haupt-Akteurstypen (Rezipient, Medienunternehmen, werbetreibende Wirtschaft) auf Medienmarkten mit ihren jeweiligen Handlungsmotivationen sowie danach die zentralen Eigenschaften von Mediengutern vor. Darauf aufbauend konnen einige Mainstream-Handlungskonzepte aus der Sicht der Hersteller von Mediendienstleistungen diskutiert werden: Preis- und Erlospolitik, Bundelung, Versionierung, Windowing. Das Lehrbuch dient als Einfuhrung in die Grundfragen und als Vorbereitung auf eine tiefergehende Durchdringung des medienwirtschaftlichen Handlungsbereichs.

Tech SEO Guide provides a reference for everyone who works on the technical side of SEO. SEO has always had a technical component but over the last several years, the technical challenges are increasing as websites deliver richer and more engaging experiences. Those experiences can make it harder for Google to crawl a website and rank a website in search results. Given how important organic search rankings can be for a website¿s traffic, it is more important than ever to make sure the technical fundamentals are in place to support a website¿s SEO performance.SEO professionals includes marketers, developers, programmers, UX professionals, designers, and business executives because technical SEO impacts and overlaps with so many different areas of a business. Because the book addresses a wider audience, it provides technical details but also includes higher-level discussions about how search engines and robots work too.There are many different aspects of technical SEO and it is difficult to keep track of every detail, especially for people who only work on technical SEO matters on an occasional basis. Because of that, this guide book can be read all at once for those wanting to study technical SEO in detail or it can be read a paragraph at a time, allowing people to refer back to quickly jog their memory or review a complex topic. Each chapter walks through a different area of technical SEO, addressing specific scenarios and questions about that particular area. After discussing each section, the chapter will conclude with a summary of the important items to measure and monitor related to that section.What You Will LearnWhat factors to keep in mind as you begin a redesign of the websiteHow to evaluate technical factors to see if a technical configuration is causing traffic to dropHow to perform regular audits of a website to identify problems or areas of opportunityWho This Book is ForMarketers, developers, programmers, UX professionals, designers, and business executives

Review of Marketing Research pushes the boundaries of marketing-broadening the marketing concept to make the world a better place. Here, leading scholars explore how marketing is currently shaping, and being shaped by, the evolution of Artificial Intelligence (AI).

Viele Unternehmen beklagen das niedrige Leistungslevel ihrer Vertriebsmitarbeiter. Trotz zeit- und kostenintensiver Trainings bleibt die erhoffte Ergebnisverbesserung aus. Fur dieses Problem gibt es eine Losung: Result Framing. Dieses Steuerungs-Tool fur heterogene Vertriebsteams verspricht maximale Ergebnisse und weniger Fehler mittels einheitlicher Tasks und Standards. Result Framing formuliert Spielregeln und setzt Leitplanken, die auch durchschnittliche Vertriebsmitarbeiter unweigerlich zum Erfolg fuhren. Somit wird die Abschlussquote insgesamt erhoht und dem Unternehmen mehr Planungssicherheit geboten. Insbesondere international aufgestellten Unternehmen hilft diese Methode, globale Teams auf einen einheitlichen Kurs zu bringen. Denn Result Framing als Handlungsrahmen greift zuverlassig und direkt.

How to make your company unmissable!Flashes everywhere, loud, turned-up commercials appear on the screens. A day without advertising catching our eye is hardly imaginable in modern everyday life. Customer attention is a valuable commodity. But how can companies easily and effectively catch the eye of potential customers and convince them of their own product or service?In this book, online marketing expert Oliver Pott explains how you can achieve smart and sustainable visibility for your company in just six steps in order to address particularly relevant target groups and thereby significantly increase your sales. If you also master the three dimensions of valuable visibility - consisting of relevance, authority and storytelling - you can completely abandon flashy campaigns in the future and still remain visible and relevant.

Publishing the book is the easy part!If you desire to write and publish your book, I've Published My Book, Now What? Can help you!

From the ethics of crisis management, to what to do when your employer lies to you, to DEI failures and the ethics of social media, this book shares the good, the bad, and the ugly with candid insight.When people think about ethics failures, they typically think of Enron, Volkswagen, and other major scandals. Most communication professionals will not face these major dilemmas, but even minor issues can explode to ruin reputations and companies.EthicalVoices uses the PRSA Code of Ethics as a framework to bring ethical dilemmas to life. It provides practical guidance to public relations professionals on how to address specific challenges they will likely encounter.The book includes more than 100 real-world ethics incidents with advice from global industry leaders at companies including Starbucks, Lenovo, the TSA, the Federal Reserve, Harvard Business School, IBM, CDC, and the world's largest public relations agencies.From the ethics of crisis management, to what to do when your employer lies to you, to DEI failures and the ethics of social media, this book shares the good, the bad, and the ugly with candid insight. Beyond the case studies, the book includes a framework for training your ethical mind.

Combining theory with practical application, this collection of real-life, provocative case studies on social issues in sports provides students with the opportunity to make the call on ethical and professional dilemmas faced by a variety of sport and communication professionals.The case studies examine the successes and failures of communication in the corporate culture of sport intersecting with social issues including race, gender, religion, social media, mass media, public health, and LGBTQ+ issues. Topics include the COVID-19 pandemic, the Black Lives Matter movement, sexual abuse scandals, domestic violence, cultural appropriation, and mental health. Each chapter contextualizes a specific issue, presents relevant theory and practical communication principles, and leads into discussion questions to prompt critical reflection. The book encourages students to view the evidence themselves, consider competing ethical and professional claims, and formulate practical responses.This collection serves as a scholarly text for courses in sport communication, business, intercultural communication, public relations, journalism, media studies, and sport management.

Decoupling of business models and ecosystems is the disconnection of certain characteristic activities originally planned and completed in coincidence. It could bring in an immense adverse shock in the functioning of established business models and ecosystems possibly bringing them to resilience. Core causes for decoupling and resilience of business models and ecosystems are jolts, known as global crisis, universal pandemics, etc. The undesirable outcomes of critical events can reveal unique circumstances for business model and ecosystem resilience. Business model and ecosystem resilience represents a mandatory prerequisite for firms challenging their functioning and even very existence. Research has been conducted thus far, nevertheless this theme requires significantly more consideration.The key objective of this book is to bring further insights in the field delivering a thorough examination of the ways in which business models and ecosystems can develop resilience under extraordinary conditions. In the book, the resilience of business models and ecosystems is analysed aiming to investigate further the specifics of the relevant processes securing resilience and its outcomes. The resilience of business models and ecosystems is scrutinised as a credible way for enhancing the predispositions of firm's survivability.