Marketing

"The Power of Sales Referrals" is a comprehensive and insightful guide that reveals the untapped potential of referrals in driving sales and business growth. With practical strategies and real-life examples, this book empowers sales professionals to harness the power of referrals to build trust, accelerate the sales process, and achieve sustainable success. It explores the art and science behind referrals, shifting perspectives on sales, and cultivating a referral-driven culture within organizations. From creating a referral-worthy business to identifying potential advocates, asking for referrals, and maximizing conversion rates, the book provides step-by-step guidance and actionable techniques. It also delves into the measurement, optimization, and scaling of referral programs, along with overcoming common challenges and objections.Whether you're a salesperson or a business owner,"The Power of Sales Referrals" equips you with the knowledge and strategies to unlock the full potential of referrals and elevate your sales performance to new heights.

Working on business management can be exciting, but it can also create new challenges.In this guide, the author draws on his experiences working in various countries to provide tips for managing a business or organization. He answers questions such as:¿ What are the main components of business management?¿ How do you develop a successful business model?¿ What are the differences between leaders and managers?¿ How do you connect with business prospects?¿ What steps can you take to optimize financial management?Other topics include business policy and strategy, business communication, sizing up competitors, analyzing consumer behavior, and the five key product levels.The guide is divided into nine units, with each chapter consisting of several articles on a particular topic, so you can hone your leadership and management skills.Filled with definitions, theories, and real-life examples, this guide will serve as a treasured resource for leaders and managers who want to optimize business operations.

Graphis Journal quarterly brings you the best from the world's creative elite of contemporary design, advertising, illustration, photography, product design and architecture including: Armando Milani, Fallon, &Walsh, Henry Leutwyler, Victo Ngai, and more.Take a deep dive into the minds of some of today's renowned designers, photographers, art directors, and more inside the Graphis Journal 380. 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.

Snapchat: The Ultimate Guide to SnapChat Marketing, Discover How to Use SnapChat for Marketing and Earn ProfitsThe growing use of the internet has prompted a shift in the nature in which businesses seek to promote their products and services. The use of social media has also gone a long way in increasing internet participation amongst people across all divides. One of the many social media platforms is Snapchat. It is a multimedia mobile application focused on image messaging. Internet users, especially social media users, have devised ingenious ways of drawing traffic to respected sites for a number of reasons. Today, social media is a vital tool for internet marketing. Businesses, both small and big, have switched to the internet as their primary platform for marketing their goods and services.This book will teach you all you need to know about Snapchat. You will get a thorough analysis of Snapchat and how it is being used by internet marketers for the purpose of brand awareness. This book will discuss the following topics:SnapChat As a Marketing ToolSnapChat As a Social Media PlatformSnapChat For BusinessFacts and Figures For SnapChat BusinessThe Advantages of Limited CompetitionSnapChat is Comparatively DifferentHow to Utilize SnapChat As a Marketing ToolAnd many more!The use of Snapchat for marketing purposes and for connecting with consumers can feel overwhelming sometimes, but one should note that it is always beneficial to have an effective platform that offers opportunities of connecting with target audiences. If you want to learn more about Snapchat, scroll up and click "add to cart" now!

The convergence of profit, public, nonprofit and social organizations constitutes an increasingly important reality that has been labeled the fourth sector. This movement brings together talents, resources, and skills from governmental and non-governmental partners, corporations, and civil society at large to leverage well-being responses and develop new approaches to address social challenges. The diversity and complexity of these problems heightened by the COVID-19 pandemic call for a collective social effort and innovative solutions. Despite the growing importance and initiatives taking ownership of community well-being through fostering partnerships in which different stakeholders share responsibilities to build a better future and common good, this is an under-researched area. This edited book discusses the challenges and opportunities of the emerging fourth sector, and features selected papers from XXI International Congress on Public and Nonprofit Marketing (IAPNM 2022) held at the University of Minho in Braga (Portugal) in July 2022.

The landscape of the publishing industry is changing.Gone are the days of vaunted gatekeepers dictating what content gets distributed and controlling who has access to creating that content. With the rise of new technology, social media, self-publishing platforms, and independent bookstores, there are more opportunities than ever for everyday people to share their ideas, messages, and stories with the world through books. The types of books being published are also evolving-mini-books, interactive books, journals, audiobooks, multiauthor books, and oracle card decks are all expanding the podium and revolutionizing the ways people can express ideas and influence culture. More and more entrepreneurs are positioning themselves as thought leaders by leveraging these growing platforms.¿But that doesn't mean it's easy.Even with ever-expanding opportunities, only a fraction of people with publishing ambitions are able to achieve this dream. It can be daunting for budding authors to try to maneuver through writing, packaging, marketing, and publishing on their own. This book aims to simplify the process and make becoming an author attainable.In these pages you'll find passionate, purpose-driven, and well-versed experts working in various areas of the publishing field who are all eager to guide you step-by-step through the process of making your publishing dreams reality. It's time to turn the page on what it means to become an author. Welcome to the revolution.

In today's competitive business landscape, trustworthiness and credibility are paramount to achieving successful negotiations and long-term success. "The Art of Influence" is a comprehensive guide that equips you with the essential strategies and practices to build a strong reputation and establish yourself as a trusted and credible negotiator. Whether you are a seasoned professional or just starting your journey in sales and negotiation, this book offers invaluable insights into ethical conduct, maintaining integrity, and fostering meaningful relationships. From understanding the power of trust in negotiations to mastering effective communication and active listening, you'll learn how to navigate complex scenarios with confidence and professionalism. Inside, you'll discover: The importance of ethical behavior and integrity in negotiationsStrategies for building trust and credibility with customers and partnersTechniques for effective communication and active listening to understand customer needsThe art of crafting persuasive messages and using language to influence decisionsWinning strategies for overcoming objections and handling rejections gracefullyKey principles of empathy and understanding customer needs to nurture long-term relationshipsTechniques for establishing rapport and creating genuine connections with customersProven strategies for resolving conflicts and finding common groundExpert advice on maintaining customer loyalty and satisfaction through exceptional customer servicePractical tips for handling difficult negotiations and demanding customers with confidenceStrategies for negotiating in high-stakes or complex scenarios with integrity And much more! "The Art of Influence" provides you with a roadmap to navigate the intricacies of sales and negotiation while upholding ethical principles. Each chapter is filled with practical examples and actionable strategies that you can immediately apply to your negotiations. Whether you're a sales professional, business owner, or aspiring negotiator, this book is your comprehensive guide to building trust, credibility, and long-term success in the competitive world of negotiations. Unlock the secrets to ethical conduct, establish yourself as a trusted negotiator, and achieve mutually beneficial outcomes with "The Art of Influence."

Comment reproduire le génie publicitaire de David Ogilvy dans votre activité sur Internet ?Permettez-moi de vous présenter Les Confessions d'un Publicitaire - un best-seller international - David Ogilvy qui a fondé une agence publicitaire internationale avec des publicités qui ont changé le monde.David Ogilvy était un génie de la publicité. Cet ouvrage représente la synthèse de tous les concepts, tactiques et techniques qui ont contribués au succès d'Ogilvy... Et surtout qui ont fait de ce livre un best-seller international.Si vous aspirez à être un bon manager - et à accumuler une fortune - dans n'importe quel type d'entreprise, alors c'est une lecture incontournable. Ses recommandations sont intemporelles et forment un modèle de bonnes pratiques dans les affaires.¿ ¿ Il s'agit d'UN LIVRE INDISPENSABLE à lire plusieurs fois que vous devez posséder dans votre bibliothèque !¿ Commandez ce livre et faites décoller les ventes de votre activité quelque soit la situation économique - même sur un marché saturé - même lorsque vous démarrez votre activité...APERÇU DES BÉNÉFICES QUE VOUS POUVEZ OBTENIR¿ Comment Gérer un Agence de Publicité pour faire des profits monstres avec seulement quelques clients.¿ Comment obtenir des clients sans vendre votre âme au diable, ni courir après.¿ Comment conserver et fidéliser les clients sur plusieurs années.¿ Comment créer des campagnes publicitaires géniales qui valident les bons de commande.¿ Comment écrire des textes de vente qui puissants qui persuadent les prospects d'acheter.Quelques retours des plus grands Dire que c'était notre bible pourrait attirer l'opprobre d'Ogilvy pour ses exhortations vaines, mais c'était certainement l'équivalent du Petit Livre rouge de Mao pour ma génération d'annonceurs des années 60 à la recherche de ce qu'Ogilvy appelait le billet sur la viande. Sir Alan Parker Ogilvy la force créatrice de la publicité moderne. Le New York Times Un livre divertissant et littéraire qui peut servir d'introduction précieuse à la publicité pour tout homme d'affaires ou investisseur. Forbes¿ Ajoutez ce livre à votre panier pour développer le volume de vos ventes au-delà de votre imagination ! C'est maintenant ! Après il sera trop tard !

Aus der Erkenntnis, die das Schriftstück anbietet, wird es einem ermöglicht die folgenden Fähigkeiten auszubilden:1. Faktoren, die das Kaufverhalten beeinflussen, zu erkennen.2. Segmente zu bilden und Zielgruppen zu identifizieren.3. Marketinginstrumente zur Verhaltensbeeinflussung für sich zu nutzen.4. In den Kaufprozess eines privaten Endverbrauchers beeinflussend einzugreifen.Die aufgeführten Fähigkeiten unterstützen sowohl bei der Ausrichtung der Marketingaktivitäten als auch bei einer effizienten sowie effektiven Gestaltung dieser. Aus den Marketingaktivitäten selbst leiten sich wiederum Strategien und Maßnahmen für ein Unternehmen als Ganzes ab. Zum Beispiel bei der Formulierung des Alleinstellungsmerkmals oder bei der Strukturierung des Unternehmens.Eines ist jedoch Gewiss, dass man mit den erwähnten Fähigkeiten in die Lage versetzt wird, neue Kundensegmente zu erschließen, bestehende Kundensegmente besser zu befriedigen sowie strategische Geschäftspartner leichter von sich zu überzeugen.In diesem Sinne viel Spaß und Freude bei der Anwendung der Fähigkeiten:- Zielgruppen identifizieren- Zielgruppen mittels Einsatzes einer Marke oder des AIDA-Skriptes vom Leistungsangebot zu überzeugen- Kaufentscheidungen privater Endverbraucher durch raffiniertes Einwirken in den Kaufprozess zu den eigenen Gunsten beeinflussen

¿Dieses essential gibt einen Überblick über verschiedene Go-to-Market-Strategien für zweiseitige digitale Plattform-Geschäftsmodelle. Zunächst liegt der Fokus auf den Strategien zur sequenziellen, simultanen und viralen Kundenakquise. Im zweiten Teil zeigt der Beitrag, mit welchen Faktoren man positive Interaktionen fördert, um eine kritische Masse an Nutzern zu gewinnen.

Das Produkt kann nicht nur als ein passives Objekt für Markttransaktionen gesehen werden. Es muss auch analysiert werden, inwiefern es das Markenimage beeinflussen kann. Obwohl angenommen wird, dass Produktdesign der Hauptgrund für die Liebe zu Marken ist, wurden nur wenige Forschungsarbeiten durchgeführt, die beleuchten, inwiefern Produktdesign die Wahrnehmung auf eine Marke beeinflussen kann. Die beiden dafür notwendigen Disziplinen, Produktdesign und Markenmanagement, werden in der vorliegenden Forschungsarbeit symbiotisch zusammengeführt. Authentische Marken können langfristig höhere Marktanteile verzeichnen und weisen deutlich erhöhte Wachstumsraten auf. Dank ihrer vertrauensbildenden Funktion kann die Markenauthentizität als zentrales Konstrukt für die Differenzierung und Erfolgssicherung von Marken gesehen werden. Im Rahmen der vorliegenden Arbeit wird dargelegt, dass ein vielversprechendes Instrument für die Schaffung einer authentischen Marke in der kommunikativen Funktion vonProduktdesign ¿ der Produktsprache ¿ liegen könnte.

Dieses Buch bietet Ihnen einen umfassenden und praxisorientierten Leitfaden, die Welt des digitalen Marketings zu verstehen. Erfahren Sie, wie und mit welchen digitalen Tools Sie heute Consumer Insights gewinnen, analysieren und präsentieren können. Lernen Sie, Datenbanken aufzubauen und zu nutzen. Entwickeln und managen Sie erfolgreich Marken mit digitalen Werkzeugen. Setzen Sie Textgenerierung, Bildgestaltung und Videobearbeitung ein, um Werbung effizient und effektiv zu steuern und Ihre Erfolge messbar machen.Wie wird außerdem die Arbeitswelt der Marketing-ManagerInnen in Zukunft aussehen und welche Rolle spielen dabei die digitale Transformation, neuartige Analyseinstrumente und künstliche Intelligenz? Die Autorin hat für Sie eine umfassende und praxisorientierte Anleitung zusammengestellt, um im digitalen Marketing erfolgreich zu sein. Ein unverzichtbares Handbuch für MarketingexpertInnen, UnternehmerInnen, Studierende und für alle, die ihr Wissen über digitales Marketing erweitern wollen.Der InhaltWas ist Digital Marketing und wie helfen KI- und andere digitale ToolsConsumer Insights: So verstehen Sie KundInnen wirklichMarken- und Marketingstrategie: So definieren Sie, was Sie erreichen wollen und wie Sie das schaffenExekution: So gelingt Ihnen eine effektive und effiziente WerbungPerformance Management: So messen Sie den Erfolg Ihres MarketingsAusblick: So geht es in Zukunft im Marketing weiter und darauf sollten Sie sich einstellenDie AutorinProf. Dr. Claudia Bünte ist ausgewiesene Expertin für Marketing, Marken und KI. Als Professorin lehrt sie an internationalen Hochschulen, als CEO der Kaiserscholle GmbH berät sie Unicorns, Großunternehmen und Mittelständler in B2B und B2C zu Markenführung, Marketing und digitaler Transformation. Als Autorin veröffentlicht sie Bücher über die digitale Revolution in China und Marketing Automation in Europa. Sie ist Keynote-Speakerin auf internationalen Konferenzen und nimmt dabei ihre ZuhörerInnen mit auf eine Reise in die digitale Zukunft. Zudem ist sie öffentlich bestellte und vereidigte Sachverständige für Marketing (insbesondere Marke) und Wirtschaftskommunikation.

Are you looking to take your website's visibility to new heights and drive targeted organic traffic? Look no further! "UNLEASH THE POWER OF SEO" is the ultimate resource that will equip you with the knowledge and strategies needed to dominate search engine rankings and skyrocket your online success. In this comprehensive guide, you'll discover the most effective techniques and industry best practices to optimize your website for search engines to maximize your online visability. Whether you're a beginner or an experienced marketer, this book is packed with valuable insights that will propel your SEO efforts to the next level. Key Features:Keyword Research: Uncover top-ranking keywords that will attract your target audience and ensure maximum visibility in search results. On-Page Optimization: Master the art of optimizing page titles, meta descriptions, and URLs to increase click-through rates and improve search engine rankings. Content Creation: Learn how to craft compelling and relevant content that not only engages your readers but also satisfies search engine algorithms. Link Building Strategies: Explore effective link building techniques to enhance your website's authority, credibility, and organic traffic. Mobile Optimization: Understand the importance of mobile-friendly design and how to optimize your website for seamless mobile experiences. Local SEO: Leverage local search ranking factors to attract customers from your target geographical area and boost your business's visibility. Measuring Success: Discover key performance indicators (KPIs) and how to track and analyze your website's organic traffic, conversions, and ROI. With "UNLEASH THE POWER OF SEO," you'll have access to insider tips and real-world examples that demonstrate the power of SEO in various industries and niches. Gain an edge over your competitors and position your website at the top of search engine results pages. Don't miss out on this opportunity to unlock the true potential of your website. Take control of your online presence and harness the power of SEO to drive organic traffic, increase conversions, and achieve long-term success. Get your copy of "UNLEASH THE POWER OF SEO" today and embark on a transformative journey toward digital domination.

This guide is a good book for anybody who wants to learn how to use Adobe Illustrator, one of the most popular design programs in the world. You will be able to create artwork of professional quality with ease and speed if you follow the instructions in this book. Adobe Illustrator is the perfect app for artists, designers, and everyone in between to use to bring their ideas from their imagination into the real world because it features full-featured vectors-based drawing tools, powerful built-in video-editing features, and unlimited creative possibilities.In this book, you will learnSetting Up Custom PreferencesGetting Quick Access with Contextual MenusHow to Assign Object AttributesDifference Between the Pen Tool and the Pencil ToolCollection of Type ToolsUtilizing the Shape ToolsThe Shape Builder ToolDisplaying the Control PanelAnd many more!You will learn everything in this book, from basic abilities like drawing shapes and applying colors to more sophisticated ones like creating complex pictures and interacting with images from other sources. By reading this book, you will learn all of these and more.

This edited volume presents state-of-the-art research that can leverage large-scale sensory data collected in grocery/retail stores where a single customer visit may generate nearly 10,000 data points. For decades, retail shelf space optimization has been confined to the analysis of product allocation decisions over a limited number of shelves, often taken in isolation. Such models incorporated interesting concepts relating to space and cross-space elasticity in the design of planograms. Although useful, these models have not addressed the bigger picture of planning store shelf space in a more holistic manner. It is important to note that the space planning analytics in the book are particularly important in an era where e-commerce is on the rise and brick-and-mortar retailing is declining and experiencing severe crises (the retail apocalypse).This is the first research-oriented book that examines novel problems in store space analytics, triggered by modern-day sensorytechnologies, customer trackers, and transactional tools (point-of-sales, etc.). In fact, such transformative technologies have prompted the development of new and exciting business practices, accompanied by the need for powerful data-driven models and analyses in retail shelf space and layout planning. The book will facilitate developing algorithms and decision tools that allow a better leverage of the data collected from these mediums.

Thinking of starting a podcast but unsure how? "Path To Podcast Success" will teach you how to amplify your voice, empower your listeners, and make money while fulfilling your purpose.

In this thought-provoking book, "Cognitive Factor: Guide To 99 Cognitive Biases," you'll learn about cognitive biases that control how we behave and act.

ADVANCE PRAISES "In a world where so many young vets leave the veterinary profession for a range of reasons, this book should be a must-read for all new graduates, as well as an engaging and helpful read for older vets at all stages of their careers.">"I LOVE this book! From practical steps to approaching job applications and interviews, understanding the common mindset self-sabotage patterns we have as vets and diving into upskilling yourself in consult technique and how to shift your thinking around money, this book is jam-packed full of useful information and should be on every vet's bookshelf!">"Lennon's book is an authoritative guidebook for any vet starting out on their career, or in its early years. It's all 'the stuff they didn't teach you at vet school'. I'd go as far as to say that any young person who aspires to be a vet should read this book first!">"Even after 20 years in the profession, this book still opened my eyes and challenged my thinking, a great book to read for anyone wanting to enter, stay or even considering leaving the profession.">"MASTERPIECE!!! Bloody Marvellous! 'Vet for Life' is compulsory reading for every vet, everywhere! Lennon has proven to be the mentor any of us would wish for. This book celebrates the individual and offers every opportunity and support for new and established graduates and enterprising veterinary leaders to take ownership of their career, their role in the team and their impact within and for the profession.">All profits will be donated to VetLife, an independent UK veterinary charity.

This book is an invitation to reflection, to critical thinking, to objectivity and to the liberty of accepting what is different.Ever since Homo Sapiens populated our world, our lives have been stories we tell to all those we are surrounded by every day as well as to unknown people through social media when we post the pictures of our vacations, pets, children and graduation or changes in our jobs. We buy brands that have a story we admire or those that are recommended by influencers because we are fascinated by their stories. This book is about you. It is the story of your past, your present and your future as you live in multicultural communities. Page after page, you see the story of humankind and of multiculturalism unfold and be explained through the lenses of science and storytelling.Multicultural Marketing is Your Story is thoroughly illustrated with real life examples. The ideas, theories and statements presented in this book will perhaps challenge some of your deepest beliefs or they might as well comfort you in your own opinions. Ultimately, this book is an invitation to reflection, to critical thinking, to objectivity and to the liberty of accepting what is different.

Get more clients, grow your business faster, and spend less time selling! Are you new to getting clients online? Are you struggling with building your crowd and converting them into clients? Are you tired of having to sell? Do you feel like nothing is working? A common challenge for expertise-led businesses is the struggle to market themselves, leaving them frustrated with their stagnant growth and ineffective marketing and sales strategies. In Get Growing, Dean Seddon shows you what really works when it comes to sales and self-promotion. The founder of the fastest-growing business consultancy in the UK, Dean has helped thousands grow their brands and expand their reach, ranging from individual freelancers to international corporations like Amazon, Mastercard, and Microsoft. You don't need to have a big budget or spend all your time harassing people for sales. Using Dean's simple and scalable methods, you can attract the right audience and convert them into paying customers. Filled with proven ways to grow your business, real-life stories, illustrative examples, and practical applications, this comprehensive guide: Offers practical advice for building awareness, belief, and relationships to eliminate '"selling" Explains packaging your services and expertise based on value, not price Features step-by-step guidance on leveraging social selling and personal branding to accelerate growth Provides methods for consistently increasing revenue without cold-pitching, expensive ads, or complex funnels Dean Seddon's foolproof process teaches you to leverage your time and build an audience of people who need what you sell. Get Growing is essential reading for all business owners who feel overwhelmed and confused when it comes to marketing their services and expertise.

What is a meatball sundae? It's something messy, disgusting and ineffective, the result of combining two perfectly good things that don't go together. Meatballs are the basic staples, the things people need, the stuff that used to be marketed quite well with TV and other mass market techniques. The topping is new marketing: MySpace, websites, YouTube, and all of the magic that CEOs wish would shine atop their companies. The problem? New marketing is lousy at selling meatballs. When confronted with the myriad opportunities presented by new marketing, people usually ask 'How can we make this stuff work for us?' This, as Seth Godin explains in his remarkable new book, is exactly the wrong question. Mapping out 14 trends that are completely remaking what it means to be a marketer - and by extension transforming what we make and how we make it - Godin shows how the question for any thriving 21st century business must be: 'How can we alter our business to become an organization that thrives on new marketing?' Meatball Sundae is an essential guide to the fundamental shift taking place in the marketing and business world, and shows you how to align your business to it.

Are you tired of being the best-kept secret in your industry? Do you want to be recognized as the go-to expert in your field? Look no further than "Are You Visible?" -The ultimate guide to being seen, heard and chosen.Dr. Izdihar Jamil, a visibility expert and TEDxHuntingtonBeach Curator, shares her personal philosophy and proven strategies to help you stand out from the crowd. With her exclusive and intimate approach, she treats her clients like family and empowers them to become the best at what they do.In this book, you'll learn the top tips for building your personal brand and becoming the go-to leader, using Dr. Jamil's proven system to get predictable results. "Are You Visible?" is a must-read for anyone looking to make an impact in their industry. Get your copy today and start being seen as the expert you are!"Dr. Izdihar Jamil is a shining light of inspiration. In her new book, Are You Visible?, she enthusiastically shares clear action steps on how to increase online visibility. Beyond increasing visibility, she encourages the professional to strive to be the go-to leader in their industry. Her experience and wisdom have led me to believe this is possible while maintaining a harmonious balance of work and family life. I highly recommend all of her books." - Drew Lawrence, Multi-platinum hit Songwriter and Artist Development Coach"When it comes to self-publishing a book, Izdihar is my go-to expert. With Izdihar's knowledge, enthusiasm and strategies she makes the daunting task of writing a book a reality. If you're looking for a business coach look no further!" - Tim Hmelar, Home Builder and Realtor to Silicon Valley Business Titans."Dr. Izdihar Jamil's book is the best visibility roadmap you can have. Her greatest gift is providing you with her expertise in a straightforward, understandable, and thoroughly enjoyable format. To all of the entrepreneurs out there, this is a must-own book for your collection." - Deb Rosman, Public Speaker & Poet of The Grieving Heart and International Bestselling Author of It is Done!"Are you Visible? is jam-packed with value-added knowledge from leading visibility expert Izdihar Jamil! This book provides vital information so that you can become the go-to expert in your field." - Amber Howard, Four times #1 International Bestselling Author and Leadership Expert. ABOUT. Dr. Izdihar Jamil, Ph.D.-#1 International Bestselling Author of Money Makers, TV Show Host and Visibility Expert-has appeared on FORBES, Fox TV, and TED.com. She helps leaders to be SEEN, HEARD and CHOSEN as the go-to experts in their field with proven, predictable and effective methods. She's also the Curator for TEDxHuntingtonBeach. She lives in California with her husband and children, she loves baking and reading.

Dieses Buch gewährt Einblicke in die Welt der Blogger und Influencer und zeigt auf, wie eine Zusammenarbeit für alle Akteure erfolgreich sein kann.Der Autorin Rita Angelone, selbst Bloggerin der ersten Stunde, gelingt es, den Prozess des Blogger- und Influencer-Marketings von der Strategieentwicklung, über Vertragsverhandlung, Auftragserteilung und Umsetzung bis hin zum Controlling aus der Sicht der verschiedenen Beteiligten greifbar zu machen. Anhand von Praxistipps und Best-Practice-Beispielen zeigt sie alle erfolgsentscheidenden Faktoren und Handlungsoptionen auf.Das Werk liefert sowohl interessierten Laien als auch erfahrenen Praktikern leicht nachvollziehbare Ansätze, es zeigt Spannungsfelder, Grenzen sowie Chancen auf und regt dazu an, Blogger- und Influencer-Marketing nach rechtlichen und ethischen Grundsätzen sinnvoll und nachhaltig einzusetzen.