Marketing

Modern Healthcare Marketing in the Digital Era, edited by Kakhaber Djakeli from the International Black Sea University, Georgia, is a comprehensive guide that addresses the critical challenge of transforming healthcare marketing strategies in the dynamic landscape of the digital era. With innovative technologies like artificial intelligence, augmented reality, blockchain, and mobile applications reshaping the healthcare industry, this book offers practical insights and innovative methodologies to create a consumer-centric health culture. Healthcare professionals, policymakers, and marketers will find valuable guidance in bridging the gap between technology and marketing, enabling them to thrive in this ever-evolving landscape. Through its exploration of historical developments, the status, and the evolution of needs and demands in healthcare markets, the book equips readers with the tools they need to navigate the complexities of modern healthcare marketing. It covers essential topics such as patient segmentation, customer relationship management, and the integration of virtual and augmented reality in healthcare marketing and sales. By providing real-world examples and empirical research findings, Modern Healthcare Marketing in the Digital Era serves as a practical roadmap for transforming healthcare services, fostering patient-clinic partnerships, and enhancing health literacy through effective marketing efforts. With its valuable insights, this book is a vital resource for students, educators, healthcare professionals, policymakers, and researchers, empowering them to embrace digital innovations and cultivate a consumer-centric health culture for superior patient care and satisfaction.

Tech For Good reveals how Fourth Industrial Revolution technologies can help solve the world¿s greatest challenges like climate change, biodiversity loss, inequality and poverty. It shows how business can successfully apply advanced technologies in a purpose-driven manner while unlocking new markets and seizing business opportunities.

This book provides insights into recent trends, issues and challenges in embracing these practices while promoting growth and innovation in business.

Drawing on a range of theoretical and empirical perspectives, this volume examines the roles strategic communications plays in creating social media messaging campaigns designed to engage in digital activism.

Drawing on a range of theoretical and empirical perspectives, this volume examines the roles strategic communications plays in creating social media messaging campaigns designed to engage in digital activism.

The handbook discusses smart technologies, covering a broad range of technological trends such as artificial intelligence, advanced robotics and cyber-physical systems to shed light on the associated potentials and challenges for the economy and society from the perspective of social, economic, natural and political sciences.

This book develops "organizing eating" as an organizational communication-centered framework for understanding how communication and power combine to actively shape eating and working in the U.S. food system.

This collection provides a multi-level reality check on the Chinese economy, firm performance and managerial ties.

At a time when the media are facing a severe loss of trust, what is needed above all is education. How does media work? What are the economic dependencies? How is media content created and how is it consumed? What challenges does digitization bring, and why is it more important today than ever to understand the world of media? It is questions of this nature that this book addresses, with the aim of helping interested readers understand how the media works. Especially in relation to social media and digitalization, knowing how it works is important - to be able to distinguish which media are trustworthy and to understand why independent journalism is so important. This book is suitable for anyone who wants to understand media, and that's exactly how it's laid out: Readable for everyone and explained in an understandable way.

This edited volume elucidates how artificial intelligence (AI) can enable customer service to achieve higher customer engagement, superior user experiences, and increased well-being among customers and employees.As customer expectations dictate 24/7 availability from service departments and market pressures call for lower costs with higher efficiency, businesses have accepted that AI is vital in maintaining customer satisfaction. Yet, firms face tough challenges in choosing the right tool, optimizing integration, and striking the appropriate balance between AI systems and human efforts. In this context, chapters in this book capture the latest advancements in AI-enabled customer service through real-world examples. This volume offers a global perspective on this contemporary issue, covering topics such as the use of AI in enhancing customer well-being, data and technology integration,and customer engagement.

Employer Branding und Social Recruiting werden in Zeiten des Fachkräftemangels zu einem zentralen Bestandteil der HR-Arbeit eines jeden Unternehmens. In diesem Essential stellen die Autoren Michael Lorenz und Frank Nientiedt relevante Kanäle und Maßnahmen für die ersten drei Candidate-Journey-Phasen (Anziehung, Information und Bewerbung) vor. Zahlreiche Praxistipps und sechs aktuelle Best Practices aus unterschiedlichen Branchen geben Anregungen für eine einfache Umsetzung im eigenen Unternehmen. Es zeigt sich: Eine positive Candidate Experience wird durch authentische Inhalte und mutige Ideen erzeugt, angepasst an die jeweiligen Zielgruppen. Gerade die jüngere Zielgruppe wird durch Kanäle wie TikTok, WhatsApp und Instagram erreicht. Zum Abschluss gibt HR-Experte Tim Verhoeven anhand von fünf Thesen einen Ausblick auf künftige Trends und die Auswirkungen des Arbeitskräftemangels und Beschleunigung der Digitalisierung.

Dieses essential erläutert, wie B2B-Unternehmen Inbound-Marketing erfolgreich umsetzen können, um ihre Vertriebsergebnisse nachhaltig zu verbessern. Der Schlüssel liegt in kontinuierlich generiertem Content, der über geeignete Kanäle ausgespielt wird ¿ mit dem Ziel, dass Potenzialkunden von sich aus auf das verkaufende Unternehmen zukommen. Marketing-Automation-Software ermöglicht dabei eine individuelle und gleichzeitig kostengünstige Interaktion mit potenziellen Kunden. Ist ein Lead ¿Sales Ready¿, kann der Vertrieb den bereits interessierten und qualifizierten Kontakt übernehmen.Prof. Dr. Christian Dach beschreibt kompakt und auf den Punkt, wie B2B-Unternehmen diesen Ansatz zielführend im Unternehmen implementieren können und dadurch hochbezahlte Verkaufsmitarbeiter wesentlich effektiver einsetzen sowie die Conversion-Rate deutlich steigern können.

Graphis Journal #379Take a deep dive into the minds of some of today's renowned designers, photographers, art directors, and more. A quarterly print and digital magazine we hope inspires your creativity — The Journal is filled with thought-provoking, intimate, meaningful interviews and stories that take you inside the minds, work, and spaces of top designers, agencies, photographers, artists, and other outstanding creatives around the globe.Each Journal issue is beautifully printed and features 12 lead stories and Q&As from creatives in their own words plus images of some of their finest work. You'll learn the celebrations, challenges, and what's inspired them along the way

In this book, John shares a powerful and proven system for setting up, managing and optimizing your email and SMS marketing channels to grow your business and maximize ROI.This is not a typical "how-to" book. Instead, John targets a specific audience - business owners, and marketing managers - who want to understand the power of email and SMS marketing to achieve short-term and long-term results. By the end of the book, you'll have a strategic and comprehensive understanding of email and SMS marketing channels and how to leverage them to grow your business. John demonstrates how email and SMS marketing channels can add hundreds of thousands, if not millions, of dollars to your business over its lifetime. Email and SMS are still the most effective channels for digital communication, with higher click-through rates than social media. And with the right system and approach, email and SMS marketing can account for up to a third of your revenue.The Ultimate E-commerce Growth Playbook includes exclusive sections by Klaviyo and Okendo to help you unlock the full potential of your email and SMS marketing channels. The book also highlights the importance of setting up a strong tech stack and hiring the right people to maximize the effectiveness of your email and SMS marketing channels. Whether you're just starting or looking to optimize your existing email and SMS marketing channels, this book is a must-read. John's proven system has helped multi-million dollar brands add millions of dollars in sales, and it continues to do so on a daily basis. About the authorJohn Moussan is an e-Commerce growth expert, vetted as the top 1% in his field. Leveraging his engineering background and business experiences, John created powerful strategies to add 25% more revenue within 90 days for DTC brands.John's been featured in several publications, including Dot Com Magazine, Digital Ad Brief's Marketing Champions, and the Brainz Magazine Global 500 list, where he's also an executive contributor.He is the founder & CEO of Great White Media, an award-winning elite global email and SMS marketing agency based in Southern California. His top core value is putting people first.

Dr Morgaine Gaye is a Food Futurologist. She influences future outcomes of what we will be eating in 5 to 10 years, advising global brands on upcoming trends and how to get ahead of the curve. We all like to think that we have ultimate autonomy of our preferences and that we eat what we like. This book will arm you with knowledge and some surprising truths about how you are influenced, why what you eat for dinner says everything about who you are, and how to get a handle on the ways you are being seduced in every food scenario by clever insider tricks and marketing genius. Buying and eating food is one of the single most important things you do every day, so put down you knife and fork and pick up this book ... you will never look at food the same way again.

Who Is This Book For?This book is for those looking for a set of tools that can be used to create monumental increases in their businesses, by using principles that leverage the smallest activities into the biggest results. This can be applied to creating a new business from scratch, or can be used to turn your existing business upside down, creating a windfall of new profits.Who Is This Book Not For?This book is not for anyone looking for the latest get rich quick scheme, or short term hacks, that won't be useful in the coming years. Although we currently leverage Amazon.com as our main marketplace for private label products, this will also not be a technical guide to one specific platform or another. Instead, you should expect to learn the fundamental principles that can be applied to all businesses

Within the context of marketing, one of the most importantfactors to consider is customer satisfaction, sometimesknown by its acronym, CSAT. In essence, it acts as a gauge thatdetermines how evectile'y a company:s goods and serlices meet orelen exceed the expectations of its customers. Customer satisfactionmay be summed up with the fo''owing de"nition( )the number ofcustomers, or percentage of tota' customers, whose reported experiencewith a "rm, its products, or its serlices zratingsq, exceeds speci-"ed satisfaction goa's.) This de"nition captures the core of customersatisfaction perfect'y. This concept emphasiJes how important it is tonot on'y satisfy, but rather continua''y exceed, the expectations andwants of the priJed c'ients.Customers hale a signi"cant amount ofsway and are unOuestionab'y the essentia' driling force behind thesuccess of any business. Their indilidua' tastes, co''ectile liewpoints,and summatile experiences

Integrated Marketing Communication (IMC) is a strategic approach that aims to create a seamless and consistent brand message across various communication channels. This description explores the concept of IMC and its significance in building a strong and unified brand identity.IMC involves the integration and coordination of all marketing communication elements; such as advertising; public relations; sales promotions; direct marketing; social media; and personal selling. The primary objective is to deliver a cohesive brand message to the target audience; ensuring that all interactions with the brand align with the desired image and positioning.By adopting an integrated approach; organizations can achieve a synergistic effect; where the impact of each communication element is amplified by the others. This leads to a more holistic and compelling brand experience for consumers; fostering brand loyalty and enhancing customer engagement.A key aspect of IMC is consistency in messaging and branding across different platforms. Whether it's a print advertisement; a social media post; or a TV commercial; the core message and visual elements should remain consistent; reinforcing the brand's identity and values.IMC also emphasizes the importance of understanding the target audience and tailoring the message to resonate with their needs; preferences; and behaviors. Through market research and customer insights; organizations can craft messages that speak directly to their audience; creating a more meaningful and relevant connection.In the digital age; IMC has become even more crucial as consumers interact with brands through multiple touchpoints and devices. An integrated approach ensures that the brand's message is consistent across online and offline channels; providing a seamless experience for the modern consumer.

Unlock the Secrets to Business Growth through Customer Service Excellence!In today's competitive business landscape, exceptional customer service isn't just a luxury - it's a necessity for driving business success. "How to Achieve Business Growth through Customer Service Excellence" is your definitive guide to unlocking the true potential of your business by delivering unparalleled customer experiences.Discover the strategic insights and proven tactics that will propel your business forward. This comprehensive guide unveils the power of customer-centric strategies, guiding you through the art of building a customer-focused culture, crafting winning customer service tactics, and optimizing every touchpoint for lasting customer satisfaction.Inside, you'll find:Proven Strategies: Learn how to design and implement customer service strategies that directly impact your bottom line and foster business growth.Customer-Centric Mindset: Explore the mindset shift required to put customers at the core of your operations and consistently exceed their expectations.Step-by-Step Guidance: Follow practical step-by-step instructions to develop a customer-centric approach that sets you apart from the competition.Real-world Examples: Gain insights from real-world case studies showcasing businesses that have achieved remarkable success through exceptional customer service.Effective Communication: Master the art of communication and active listening to create genuine connections with your customers.Sustainable Success: Discover how exceptional customer experiences lead to customer loyalty, positive word-of-mouth, and sustained business growth.Whether you're a business owner, entrepreneur, marketer, or manager, this ultimate guide equips you with the tools to transform your customer service into a strategic asset that drives unparalleled business success.Elevate your business to new heights with the power of exceptional customer service. Unlock your potential today - grab your copy of "How to Achieve Business Growth through Customer Service Excellence" and embark on a journey toward lasting customer satisfaction and business success.

This book is THE very quick and easy to use sales how-to reference manual for people who want to ethically and professionally win the sale everytime. It contains 68 short how-to chapters (plus a dictionary) - perfect for salespeople who need answers NOW. Happy Selling and please feel free to give the book a 5 star rating once you've read it and agree. Thanks and Have a Great Day, Grant

Nachhaltigkeit ist das neue Profitabel und wird auch im Veranstaltungssektor zum Entscheidungsmerkmal werden. Doch wie muss ich mich als Agentur und Dienstleister wandeln, um nachhaltige Events sicherzustellen. Wir zeigen nicht nur einige Stellschrauben für nachhaltige Events auf, sondern setzen zuvor bei der eigenen Organisation an. Hier hat sich Agilität als Beschleuniger für nachhaltigen Wandel bewährt und wir sehen nachhaltige Organisationen als Basis für die Implementierung von nachhaltigen Events. Die Kombination aus Agilem und Nachhaltigem Eventmanagement ergibt eine zukunftsfähige Methode, Events strategisch, konzeptionell, kreativ und logistisch zu entwickeln und das Ganze nachhaltig. Als Basis für die Auswahl von Standards werden die ISO 20121und der ZNU-Standard vorgestellt.