Markedsføring

Packed with contemporary examples from the business world, this is an exciting and engaging text which explains how language works in business, how to analyse it and how to use it in an informed and creative way.

Does your digital marketing pack a punch? Written with the marketer's best interests in mind, this friendly, down-to-earth guide shows you how to use proven digital marketing strategies and tactics to expand the reach of your brand, increase audience engagement, and acquire and monetize customers.

This book addresses the specific challenges of marketing in the creative industries, whilst applying classic marketing theory to a range of international examples. It combines a comprehensive and innovative perspective on customer value theory with practical marketing strategies and detailed case studies.

Develop an effective, straightforward selling system based on neuroscience insights on how customers' minds really work.

Providing the necessary background information and hands-on tools to build compelling business cases, this book will increase the reader's capability to champion new business development ideas, take them to senior management, and facilitate the decision process by understanding the key theories and practices of finance and corporate investments.

An important part of every manager's job is changing people's behavior: to improve someone's performance, get them to better manage relationships with colleagues, or to stop them doing something.

How social networks, the personalized Internet, and always-on mobile connectivity are transforming-and expanding-social life.

This practical guide on the theory and practice of Investor Relations combines the art and science of marketing, financial analysis, and financial communications in a single source. It offers expert advice and helpful tips to be used in real business life by corporate executives, financial analysts, students, and anyone competing for capital.

"Book Level Beginner to Advanced"--P. [4] of cover.

This book is ideal for undergraduates and postgraduates taking modules in Relationship Marketing, Customer Services, and Marketing Communications. It is core reading for the CIM Level 4 module on 'Stakeholder Marketing'.

Helps readers to enhance the probability of success in winning bids at the desired margins and to set up and run effectively a bid management team. This book leads readers through various stages of planning for, producing and delivering a bid. It also offers advice on the use of bid management software and the bid review process.

This thought-provoking book considers organizational sales performance at a high, strategic level, offering specific guidance in managing the entire organization's sales function. The authors introduce and apply a practical checklist-based scoring system.

This Case Study defines the global pharmaceutical industry and its boundaries"e;, analyses the profitability/attractiveness of the global pharmaceutical industry by using M.E.Porters' Five-Forces-Model and answers the questions what overall industry trends can be identified and how the profitability/attractiveness of the industry will change in the future. Furthermore, it explains and evaluates Pfizer's new strategy and examines what Pfizer did in the recent years to maintain their profitability.

Branding. Dubbed by many the marketing buzzword of the late 90s, everyone knows that building your product or service into a bona fide brand is the only way to cut through the clutter in today's insanely crowded marketplace.The only question is, how do you do it?Learn the laws of branding in the branding bible: The 22 Immutable Laws of Branding. Brilliant, bold, and mercifully brief, this is the definitive work on branding, distilling the complex principles and theories espoused in other long-winded, high-priced professional marketing tomes into 22 quick and easy-to-listen-to vignettes. Pairing the brand-blazing strategies from the world's best -- like Coca-Cola, Xerox, and Starbucks -- with the world-renowned marketing savvy of bestselling author, Al Ries, and his daughter Laura Ries, The 22 Immutable Laws of Branding builds on the huge international success of The 22 Immutable Laws of Marketing and provides the expert insight you seek on business's hottest topic in less time than an airplane ride.Find out:Why you will fail to create a brand through advertising, sales promotion, public relations or fancy packagingHow to define your category. . . even if you're not first to marketHow overbranding equals underwhelmingWhy good old-fashioned publicity may be the missing link in the brand-building processWhy giving your brand the right name is perhaps more important than the brand itselfAnd perhaps most important of all:How to own a word in the mind of the consumer.Smart and accessible, The 22 Immutable Laws of Branding provides the ammo you need to dominate your category and turn your product or service into a world-class brand.

Entrepreneurs and small business owners are urged to avoid the two biggest branding mistakes they can makefirst, investing in building their brand in ways that copycat big-name companies, and second, struggling to build a brand sensitive to everyone and anyone, rather than focusing on those who are spending with them.Led by Dan S. Kennedy, with the support of Forrest Walden and Jim Cavale, the co-founders of Iron Tribe Fitness, and other marketing/branding vets including Bill Gough, the number-one marketing adviser to Allstate agents; Steve Adams, CEO of a chain of 21 retail stores and an e-commerce business, and Nick Nanton, of the Dicks-Nanton Celebrity Branding Agency, entrepreneurs learn how to develop and gain profit from their personal or business brandwithout corporate-sized investment. Mastering Kennedys branding truths and utilizing proven direct-response advertising and marketing methods, entrepreneurs create their own brand tribecustomers who believe in, buy, and promote their brand. Truths and tactics are illustrated with case studies, examples and insights from other well-known brands.

Most companies treat service as a low-priority business operation, keeping it out of the spotlight until a customer complains. Then service gets to make a brief appearance for as long as it takes to calm the customer down and fix whatever foul-up jeopardized the relationship.In Uncommon Service, Frances Frei and Anne Morriss show how, in a volatile economy where the old rules of strategic advantage no longer hold true, service must become a competitive weapon, not a damage-control function. That means weaving service tightly into every core decision your company makes. The authors reveal a transformed view of service, presenting an operating model built on tough choices organizations must make: How do customers define excellence in your offering? Is it convenience? Friendliness? Flexible choices? Price? How will you get paid for that excellence? Will you charge customers more? Get them to handle more service tasks themselves? How will you empower your employees to deliver excellence? What will your recruiting, selection, training, and job design practices look like? What about your organizational culture? How will you get your customers to behave? For example, what do you need to do to get them to treat your employees with respect? Do you need to make it easier for them to use new technology?Practical and engaging, Uncommon Service makes a powerful case for a new and systematic approach to service as a means of boosting productivity, profitability, and competitive advantage.

Selling and Sales Management provides a comprehensive introduction to selling and sales management. Packed full of insightful real life case studies, the 4th edition also includes new chapters on Key Account Management and Negotiation, and fully updated coverage of technology and sales.

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.

Social marketing is receiving unprecedented focus and support from government, the private sector and charities internationally. Social marketing attempts to educate people in the hope that they will make informed(i.e. healthy) choices regarding diet, lifestyle and health related issues. The effective application of social marketing principles can be complex and controversial. Social marketing planning cannot be reduced to a simple set of actions on a checklist; there is no single strategy for success and strategies that have proved successful with one population may not transfer to other populations. This text will explore the complexities involved in researching, planning and implementing effective social marketing programmes, using illustrative cases from both successful and unsuccessful real-world programmes.The authors provide a critical analysis of the origins of social marketing as a concept and of the claims made by its supporters and detractors in order to highlight what social marketing can and cannot achieve. This is followed by a review of strategic issues that must be considered in developing social marketing programmes, including persuasion resistance, message relevance and message framing. Key themes included in the text are the impact of cultural factors on health-related behaviours, ethical issues and attitudes as a key factor underlying health-related behaviours. The authors introduce concepts, theories and strategies that will aid the development, testing and implementation of social marketing interventions.The book is suitable for both undergraduate and postgraduate students of business and marketing and those studying modules in social marketing.

Do you sometimes wonder why a sure sale falls through the cracks? Don't you feel powerless every time that happens? You know that your product or service is really good for your customer. You've done everything to get the customer interested. They obviously like what you're selling, but they shift, they fidget and then inexplicably walk away to the competition. Being pushy is unnecessary... That's because pushiness creates an unnatural situation. The Brain Audit doesn't teach you how to use mind tricks. It's not a system of coercion. It doesn't psyche the customer into buying against his or her will. Instead it shows you how to attract the attention of a customer. It shows you how to keep that attention. It shows you where the attention wavers. And it takes you through a series of steps that we all take on a day-to-day basis when buying products or services. And not only does it show you a step-by-step method, but it gives you a checklist that takes the 'iffiness' factor out of your own marketing and communication. So what's the 'iffiness' factor?On any given day, if you were to ask someone to critique your website, your presentation or your business cards, they'll simply give you an opinion. And the opinion will vary from person to person. This variation leaves you confused. You're not really sure if your marketing message is working at 20%, 55% or not working at all. And you suspect that you could vastly improve your results, if you had a clear set of guidelines and benchmarks. With The Brain Audit, you're going to have consistent results The reason why you'll get consistent results is because of three simple reasons:Reason 1: The Brain Audit is built on a system. It's not random. Reason 2: It isn't some magic trick. It follows the decision-making pattern that we use everyday. Reason 3: You can spot the mistakes and fix them thereby improving attraction and conversion. So what's in The Brain Audit? And how can it help you?Here is just a tiny preview of what's in The Brain AuditHow the Brain Goes Through Decision-Making: Do you often wonder what your customer is thinking? Don't leave the thought process to chance and let that customer walk away. Your customers don't want to walk away. They want to buy from you. So how does the brain make decisions? And what causes it to get confused?Is the Brain a Conveyor Belt?: Does the brain actually process thoughts in a step-by-step manner? Would you believe it's not random at all? The Brain Audit is a tool that allows you to understand the predictability of a buying sequence. The moment you understand how the 'conveyor belt' concept works, you'll see that your brain follows this sequence no matter what product or service you're buying. The Hidden Trigger: This one factor will turn everything you've learned on its head. Readers have changed their business cards, their websites and their whole way of thinking once they learned the extreme power of this simple trigger. When you use this trigger, you activate the curiosity of the brain and get customers engaged. Customers start asking questions, and instead of shooing you away, invite you to tell them more. The Futility of Solutions: Most of us believe that we should talk about benefits and solutions. And benefits and solutions work, but they fail miserably if they're placed out of the sequence. So where do you place your benefits? And why?Getting the Customer's Attention: The core of getting attention is to flag a customer down. But how are you going to do that if you don't even know what gets their attention in the first place? The Brain Audit not only shows you how to get their attention, but actually get a response. This response helps you go ahead with the sale.

**Winner of the TAA 2017 Textbook Excellence Award**';Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users."e;TAA Judges PanelSocial Media Marketing was the first textbook to cover this vital subject. It shows how social media fits into and complements the marketer's toolbox. The book melds essential theory with practical application as it covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand's marketing communications executions, and harnessing social media data to yield customer insights. The authors outline the "e;Four Zones"e; of social media that marketers can use to achieve their strategic objectives. These include: 1. Community (e.g. Instagram) 2. Publishing (e.g. Tumblr)3. Entertainment (e.g. Candy Crush Saga)4. Commerce (e.g. Groupon)This Second Edition contains new examples, industry developments and academic research to help students remain current in their marketing studies, as well as a new and improved user-friendly layout to make the text easy to navigate.The textbook also provides a free companion website that offers valuable additional resources for both instructors and students. Visit: study.sagepub.com/smm. Readers of the book are also invited to join the authors and others online by using the hashtag: #smm

"Marketers struggling to create engaging content will have a savior in The Content Fuel Framework. The Focus + Format approach is a simple yet highly effective way to inspire numerous rich ideas to rescue any content marketing program."-Lee Odden, CEO and Co-Founder of TopRank MarketingIn The Content Fuel Framework, trained journalist and award-winning content marketer Melanie Deziel shows you how to maximize your creativity by systematizing it. This simple framework catalyzes the brainstorming process, making idea generation effortless and nearly automatic. No more writer's block. No more asking "what should I post?" No more waiting for that "big idea" to show up in its own time. This system allows storytellers from any industry to produce fresh story ideas on demand, any time.Never before have we consumed as much content, in as many forms, and in as many places as we do now. This means marketers, creators, and anyone who communicates with an audience is under more pressure than ever to deliver unique content, consistently. How can you fill all those web pages, social feeds, blogs, and newsletters, every single day?The Content Fuel Framework will challenge you-and enable you-to tell stories in entirely new ways. It's an adaptable and evergreen guide you'll come back to again and again.