Markedsføring

With contributions by Kim Blanchette and Colleen KillingsworthIntroduction by Daniel GrangerThis book was created to assist entry-level communicators in learning how to develop successful campaigns, as well as to provide more seasoned practitioners with a refresher on the elements of an effective communication plan. It covers:the creation of executive summaries using the RACE formula; research and analysis;the setting of goals and objectives;identification of target audiences and key messages;development of strategies, tactics, timelines, and budgets;effective use of human resources in a campaign; andevaluation of a campaign's outcome.Case studies of real-life campaigns round out this invaluable guidebook.

Consumer Behavior: Buying, Having, and Being, Global Edition covers all of the processes involved when we select, purchase, use or dispose of products, services, ideas or experiences. It investigates the many factors that affect our consumption choices (and non-choices), especially in the era of social media and the digital age. Since were all consumers, many of the topics have both professional and personal relevance, making it easy to apply the theories outside of class.Featuring new co-author Cristel Antonia Russell, the 14th Edition has been significantly revised to elevate its flow, focus, intentionality, freshness and attention to practice.

In this book you will learn in very concrete steps and clear tips on how you can develop a customer-oriented corporate culture.

Businesses that focus on the value they provide to customers, rather than the price they charge, have the freedom to set virtually any price they like. Business owners may learn how to break free from standard pricing practices and charge what they're really worth in Pricing for Profit.Readers will be able to put a dollar amount on the worth of their products or services, differentiate between price and value purchasers, bundle offers to get an edge in the market and delight customers, and craft a compelling marketing strategy that effectively communicates value.The cheap prices small businesses feel compelled to give hinder their ability to turn a profit and also make it harder for them to adapt to the needs of their clientele. This accessible and practical advice is a must-read for anyone who wants to boost unit sales, close more deals overall at higher prices, and make more money with less unnecessary work. It's loaded with useful formulas, script examples, clear explanations, interactive activities, and more.

Are you struggling to turn your website visitors into loyal customers? I want to share the Leadoo philosophy with you to help your business succeed in the digital landscape. It has already helped thousands of customers and it can help you as well.Built on four key pillars, this revolutionary approach to lead generation and sales empowers companies to create personalized experiences, generate value, stay informed, and understand customer conversion. My mission is to help you unlock your website's full potential, driving impressive growth for your business.Join me on this journey to transform your website into a powerful sales engine and turn your visitors into loyal customers.

At some point, every stealth startup needs to stop being a secret, and start telling people. That's a sharp transition, and it's worth thinking about carefully.Start Telling People by marketing expert Chris Matthews is a uniquely valuable resource for early-stage startups seeking to start their marketing effectively and efficiently. With a wealth of practical knowledge across a diverse range of industries, Matthews shares invaluable insights and proven strategies to accelerate growth and build a strong, long-term brand.Start Telling People is an indispensable guide for technical startup founders, investors, and marketers, packed with practical advice tuned explicitly for the unique needs of emerging startups. Matthews provides frameworks, examples, and interviews that reinforce the book's central thesis: marketing is a discipline, not just an activity. From customer-centric go-to-market models, to the tips and tricks of mastering a new product demo, to content strategy & A.I. tools, to surviving budgeting and downturns, the book delivers practical, jargon-free ideas that blend the best in marketing fundamentals with the functional realities of fast-paced, growth-focused startups.Table of ContentsThe Art & Science of Startup Marketing From Stealth to SuccessF=ma (Force Equals Marketing Times Alliance)Innovative Positioning Strategies for Category Creation, Redefinition, and ImprovementShaping a Startup's Success Building and Evolving a Strong Brand IdentityCrafting Exceptional Customer Experiences From Delighted Discovery to Memorable OwnershipForm is the Function Structuring and Building the Team Needed NowMastering Demos Crafting Compelling Stories and Ensuring Flawless ExecutionBuilding Foundations Systems, Tools, and the Inevitability of Artificial IntelligenceUnlocking Information Marketing Data for Startups: Collection, Analysis, and ApplicationBudgeting to Win Spreadsheets, Chaos, and GraceNavigating Brand Debt The Power of Marketing as a Discipline During Hard MomentsMarketing's Horizon Adaptation, Growth, and Evolution

Die Marketingdisziplin hat seit jeher den Anspruch, eine ¿anwendungsorientierte¿ Wissenschaft zu sein. Diese Studie stellt den ersten Beitrag dar, der die deutschsprachige Marketingtheorie danach untersucht, inwieweit sie praxisrelevantes Wissen enthält. Sie hat außerdem erstmalig die praktische Anwendung dieses Wissens am Beispiel der Dortmunder Brauindustrie zwischen 1950 und 1990 überprüft. Fazit der Studie: Die Marketingtheorie hat sich von einer ¿verstehenden¿ zu einer ¿operationalen¿ Theorie und einer praktisch-normativen Managementlehre entwickelt. Ihre handlungsorientierten Aussagen können das Management in den Unternehmen bei seinen marketingpolitischen Entscheidungen ganz wesentlich unterstützen. In der empirischen Untersuchung konnte belegt werden, dass viele handlungsrelevante Erkenntnisse der Marketingdisziplin in der Dortmunder Brauindustrie angewendet worden sind bis hin zu strategischen Konzepten. Unternehmensberater, Werbeagenturen und Marktforschungsinstitute waren dabei wichtige ¿Transformatoren¿.