Markedsføring

Dieser Sammelband der Sales Excellence für den Jahrgang 2018 bietet Ihnen fundiertes Fachwissen im Bereich Vertrieb Wenn Sie im Bereich Vertrieb arbeiten, ist dieser Sammelband genau das Richtige für Sie. Er vereint alle zwölf Ausgaben der Sales Excellence aus dem Jahr 2018, der wichtigsten Fachzeitschrift für Vertrieb in Deutschland. Jeden Monat werden dort aktuelle Problemstellungen dieses Bereiches von bekannten Autoren behandelt. Häufig spielen dabei Themen wie Kundenbetreuung und Vertriebsprozesse eine entscheidende Rolle. Der Sammelband richtet sich an alle, die mit Vertrieb zu tun haben, beispielsweise Geschäftsführer, Vertriebsmitarbeiter oder Handelsvertreter. Sales Experience sammelt nicht nur sorgfältig recherchierte Fachinformationen, sondern bietet dem Leser darüber hinaus auch hilfreiche Tipps für die praktische Umsetzung.

The story of how one man created his own career in marketing with no budget or college degree and how you can leverage modern opportunities to do the same.

I'm sure you'll find it profitable reading. Don't forget to take a break to recharge, refocus, and relax. Since your competition may not be as disciplined and may not be establishing systems or processes to encourage consistent growth and development, and you are - taking a few well deserved weeks off each year will work wonders. It's good for your brain, your body, and your sanity. It's a great way to reward yourself for a job well done each year. It's also good for your business and your creative process. Your ideas will percolate even better while on vacation. At least, that's my story. I also know that once you firmly embed the process of being on the look out for creative or innovative ways to grow your business to the next level, 'even' in tough times, you'll succeed. I want you to work 'less' and be more 'profitable', by working smarter with better systems in place. Most of my writing, live consulting, motivational speaking and training programs are predicated on this belief. Keep a continual focus on capturing or generating ideas. Then implement these new ideas, systems or processes on performance, thinking, sales, and marketing. This will allow you to expand and unleash your 'business' potential. Three 'key' ways to strategically increase your business: Increase the number of clients you attract to visit and retain to deal with you - recruitment and retention. Increase the average size of the sale for each client - up-sell! Increase the frequency or number of times each client returns and buys from you again - turnovers and repeat business! To fully Unleash Your 'Business' Potential, you need to create a process that allows you to explore and engage each of these three areas. Each area will have its own challenges and opportunities for innovation and success. Take time weekly, to review one of my idea nudges, and see if you can apply it in your situation. Perhaps something even more innovative will come to you? Act on it to sensitize your team in helping your clients and your business succeed. Encourage and reward innovation as a business-building tool!

In the digital age, where attention is currency and everyone is vying for a moment in the spotlight, "How To Win The Internet And Go Viral" emerges as the essential guidebook for anyone looking to make their mark online. This non-fiction masterpiece demystifies the elusive art of going viral, offering readers a comprehensive roadmap to internet stardom. The book begins by dissecting the anatomy of viral content, breaking down the psychological triggers and emotional responses that compel users to click, share, and engage. It delves into case studies of some of the most sensational internet phenomena, analyzing why they captured the public's imagination and how they spread like wildfire across social media platforms. With precision and insight, "How To Win The Internet And Go Viral" equips readers with practical strategies for crafting content that resonates. From identifying your niche and understanding your audience to mastering the timing of posts and leveraging trending topics, this book provides actionable tips that can be implemented by novices and seasoned influencers alike. The author goes beyond mere tactics by addressing the ethical considerations of viral marketing. Readers are encouraged to foster authenticity and maintain integrity while pursuing online success. The book also explores how to handle the aftermath of virality - managing public scrutiny, monetizing content effectively, and building a sustainable personal brand or business. What sets this book apart is its focus on adaptability in an ever-changing digital landscape. It offers guidance on staying ahead of algorithm changes, platform updates, and shifts in consumer behavior. With interviews from industry experts - including social media strategists, content creators, and digital marketers - "How To Win The Internet And Go Viral" provides insider knowledge that is both current and timeless. Whether you're an entrepreneur looking to promote your startup or an individual aiming for internet fame, this book serves as your mentor in navigating the complex web of online influence. It's not just about achieving fifteen minutes of fame; it's about creating a lasting impact that echoes through cyberspace long after trends have faded. Prepare to embark on a journey through hashtags and hyperlinks with "How To Win The Internet And Go Viral" as your guide. Your path to becoming an internet sensation starts here - one post at a time.

"Attention Economics is the science that the marketing world has desperately needed for at least the last decade. The SOV model, which relates market share to advertising spend, has been a fundamental principle in media planning, but its reliability has diminished due to digital media's impact. The discrepancy in the commercial value of exposures on different platforms has disrupted the correlation between extra share of voice and market share growth, highlighting the desperate need to incorporate Attention Economics for a more accurate media planning approach. This is why this book is so important."-Peter Field, Marketing Consultant, Peter Field Consulting, United KingdomIn this compelling sequel, The Attention Economy: A Category Blueprint, takes an in-depth look into the dynamic world of marketing and advertising, unveiling the pivotal role that human attention measurement plays in the present and future landscape. Designed for industry professionals, this book serves as a blueprint, offering profound insights and actionable advice.  The book begins by reflecting on the whirlwind of transformations that have shaped the marketing landscape over the past three decades. It then examines the perfect storm of events that has propelled attention economics to the forefront of the industry's agenda. Throughout its chapters, the book catalogs cutting-edge research and tackles critical issues such as attention measurement, metrics, prediction, distraction, data quality and the ethical use of attention data ultimately piecing together the intricate puzzle and offering clarity for industry professionals.  Industry leaders and early adopters contribute their insights, offering valuable perspectives on their own experiences and practical applications of attention data.  The book's engaging style blends quick tips, simple explanations of complex concepts and humorous anecdotes to make the content accessible and enjoyable. By blending storytelling and practical advice, the book succeeds in demystifying the intricate world of attention economics.  This book is a must-read for marketing professionals seeking to understand the evolving landscape of advertising. It offers a blueprint for change and foresight into the future of the attention economy. In doing so, it becomes an invaluable resource for anyone navigating the challenges and opportunities of today's marketing world.

This volume approaches marcomm (marketing communication) from the phenomenology of markets in the context of the Global South and its postcolonial experiences. It provides a fresh perspective to the current paradigm and offers a fresh discourse on the current theories of marketing communication. The book demonstrates how marketing communication, an essentially Global North discourse reinforcing hegemony, can be critiqued and deconstructed when subjected to postcolonial critical analysis. Recognizing as commonplace, the Global South has either willingly embraced or been ideologically coerced into adopting a Western marketing communication system. This system is evident in its theories and practices, mirroring Western themes, symbols, stories, and knowledge frameworks, consequently fostering subjectivities that lack critical self-reflection and are dependent on Western influences. But what remains more interesting is how such an ideological system, mediated through a quintessential Global South modernity, generates a new habitation of modernity at the margin. Essentially a reaction from the Global South perspective, the book thoroughly examines the realities around marketing communication discourses. The book even engenders alternatives to hegemonic marketing communication discourses and a set of ¿other¿ epistemologies of alternate modernities of equity and justice. From African to Turkish, from Indian to Canadian first nations, Australian Aborigines to Polynesian-American, postcolonial subjectivities through marcomm across the globe get a voice in the volume. The collection in this volume is a decolonizing attempt that thwarts cultural globalization, examines colonial discourses, cuts across essentialized identities, mobilizes resistance, interrogates power structures and mechanisms of knowledge production, dissemination, and legitimization, and celebrates the new-formed cultural identity of the Third/Fourth World. The book is essential read for researchers, students and practitioners of Marketing who wish to gain a deeper understanding of an oft ignored aspect of marcomm.

A B2B Software CEO's Guide to Strategic Modern Marketing That Delivers Results!For CEOs and investors in small to midsize B2B software companies, this book provides a clear blueprint for transforming your marketing to unleash hidden value, especially leading up to a transaction or exit event.Based on over thirty years of experience leading major technology company transformations, the author outlines a strategic approach using the Power of SURGE-Strategy, Unity, Reputation, Gains, and Efficiency. Learn how to develop a customer-centric strategy tailored to your unique business situation, achieve radical alignment across sales and marketing, establish a compelling competitive market position and brand reputation with customers, unlock hidden revenue streams, and build a modern marketing engine for scale and ROI.The book covers common disconnects between CEOs and CMOs that undermine execution, along with advice for finding and keeping the right marketing leader in a competitive talent market. You'll discover proven methods for driving growth, lowering customer acquisition costs, shortening sales cycles, and boosting valuation. With practical advice from other industry leaders, this playbook provides the key steps to transform your marketing for competitive advantage and transaction success.

My purpose in creating this mini-motivational book is to provide you with a positive daily dose of motivation or food for thought. A thought which will help you focus your mind on the positive as well as on looking for new opportunities to grow, to hone your skills, gain expertise and be better equipped to serve and sell prospective customers. A thought which will remind you to leverage your efforts in building long-term mutually beneficial relationships which generate both profitable repeat business and qualified referrals. "At its essence, success in any selling field is a 'mental' game."Bob 'Idea Man' Hooey Study the top selling professionals who consistently make the most money; build the largest referral network; and generate the most repeat business; and you'll find they have conditioned their minds for success. Selling is a series of conversations working towards gaining acceptance or generating a 'YES!" from your prospective customer. Along the way you'll encounter a lot of 'NO's' and a bit of negativity as well. "The difference between the impossible and the possible lies in a person's determination." Tommy Lasorda If you are committed to growing and succeeding in this highly competitive and changing arena, it is critical to condition yourself to remain positive and push through to win your customers commitment. You need to re-condition your mind for success.My commitment in creating 'Secret Selling Tips - Pocket Wisdom for Sales Professionals' is to help equip and motivate you to grow, make more money and succeed in the selling game. Bob 'Idea Man' HooeyCreator and guardian of The Secret Sales Tips

A word as we begin our journey together "Sales can be a tough and sometimes complex, challenging, and confusing profession. It can also be fun!" As a top performing professional salesperson, you need to identify individuals and organizations which you think may be interested in your product or service. You approach people who may or may not want to talk to you. When the opportunity to meet with a prospective client arises, you need to convince them that your product or service is better and/or more cost effective than your competitors! You work diligently to build relationships. You may even close the sale! That is just the beginning of the sales journey! Then, you work hard to keep your clients satisfied. You strive to earn their trust and secure their consideration of you for future or repeat sales. The rewards, both financial and professional, are tremendous. As tough as the sales profession is, there are ways to improve your chances of long-term success. The overall sales process can be broken down into manageable and measurable steps. Understanding each of these steps and following them can help you realize the maximum benefits from your sales efforts. We are confident that, by the end of this mini-sales success workbook, you will have had the opportunity to access a substantial amount of information to help make you a better, more confident sales professional who knows how to 'Create Repeat Buyers'. Notice we call it a workbook because we challenge you to do the homework.

What is Public Relations (PR)?Public relations (PR) is the communication process used to build, maintain, and improve the public image of an organization or individual. PR is used by celebrities, businesses, governments, and other organizations.The goal of PR is to gain the support and understanding of audiences. PR professionals use a variety of ways to communicate with people, including:· Press releases· Public speaking· Websites and social media· News releases· Events and programsPR is a broad discipline that encompasses communication, marketing, and human relations. PR professionals must be skilled in these different disciplines.The Importance of Public RelationsPublic relations can benefit organizations in the following ways:· Building and improving public image: PR can help organizations create a positive image for audiences.· Raising awareness: PR can help organizations raise awareness of their products or services.· Building relationships: PR can help organizations build relationships with key stakeholders.· Managing crises: PR can help organizations manage crises and protect their reputations.

"E-commerce SEO Strategies: Selling Online Successfully" is your comprehensive guide to navigating the dynamic landscape of online commerce. Dive into a wealth of proven strategies that seamlessly integrate the power of Search Engine Optimization (SEO) into your e-commerce endeavors, propelling your business towards unparalleled success.Uncover the secrets to enhancing your digital storefront's visibility with expert insights on optimizing your website for search engines. From keyword research to on-page optimization, this book demystifies the intricacies of SEO, empowering you to craft a robust online presence that captivates your target audience.Embark on a journey through the intricacies of digital marketing, discovering innovative tactics to elevate your products above the competition. Learn the art of strategic content creation, social media engagement, and effective link-building strategies, all geared towards maximizing your online reach.Navigate the complexities of e-commerce with a roadmap tailored for success. Whether you're a seasoned entrepreneur or a budding online seller, this book equips you with the tools needed to drive traffic, convert leads, and boost your bottom line. Stay ahead of industry trends and adapt to algorithm changes with actionable insights that keep your e-commerce venture agile and resilient."E-commerce SEO Strategies: Selling Online Successfully" is more than just a guide; it's your key to unlocking the full potential of online selling. Gain the knowledge and confidence to transform your digital storefront into a thriving hub of consumer engagement and sustainable growth. Elevate your e-commerce game, and watch your online success story unfold.

Dieses Buch zeigt Ihnen den Weg auf, wie Sie ein überdurchschnittlich guter Verkäufer / eine überdurchschnittlich gute Verkäuferin werden. Der Schlüssel dazu ist, den Menschen hinter Ihrem Kunden und Ihrer Kundin zu sehen und zu verstehen. Denn Menschen kaufen bei Menschen!Der Beziehungsfaktor ist für den Erfolg von Verkaufsabschlüssen von größter Bedeutung. Dazu müssen Sie im Verkauf und im Vertrieb Menschen ¿lesen¿ können. Sie müssen Ihr Gegenüber respektieren und ihm glaubhaft vermitteln, dass Sie als Verkäufer oder Verkäuferin wirklich vertrauenswürdig sind ¿ kurzum: ein Herz für Ihre Kunden und Kundinnen haben. Was es dazu alles braucht und wie das im Verkaufsalltag umsetzbar ist, beschreibt Joern Kettler in diesem Buch. Er setzt sich kritisch mit dem Hardselling auseinander und zeigt, wie es anders und besser geht: mit HEARTselling. Er gibt Ihnen das notwendige Know-how, wie Sie ein von Ihren Kunden und Kundinnen (und Ihren Vorgesetzten) hochgeschätzter Verkaufsberater werden.Aus dem InhaltWarum kaufen Kunden nicht?Was wünschen sich Kunden von Verkäufern?Der erste Kontakt und der erste EindruckDie Macht der WorteVerhaltenspsychologie ¿ vom Gehirn, über Sinneseindrücke, Mindsets, Erwartungen und VerhaltensmusterDie Sales-Signs ¿ Kunden körpersprachlich lesenPersönlichkeitstypen ¿ den Kunden verstehen lernenExkurs: Mehr verkaufen im Hotel- und GastgewerbeStruktur im Verkauf ¿ von der Bedarfsanalyse über das Angebot bis zum AbschlussMit zahlreichen Praxis-Tipps und illustrierenden Fotos.

Dieses Buch geht der Frage nach, wie Unternehmen Hochschulabsolventen aus der Generation Z gezielt ansprechen können, um sie als Mitarbeitende zu gewinnen. Die um die Jahrtausendwende geborene Gen Z gilt als idealistisch und durch Haltung getrieben, zuweilen aber auch als wählerisch, unmotiviert und sprunghaft; ein Job fürs Leben ist nur für die wenigsten der aktuellen Absolventen vorstellbar. Unternehmen müssen jedoch weiterhin Nachwuchs rekrutieren, um erfolgreich und produktiv zu bleiben, ¿ aber sind sie auf die neuen Vorstellungen und Ansprüche der Gen Z vorbereitet? Das Autorenteam beantwortet in diesem Buch auf Basis einer umfassenden qualitativen Studie mit Studierenden und Unternehmensvertretern in der DACH-Region folgende Fragen: Wie erreichen Arbeitgeber die neue Generation der Hochschulabsolventen? Was macht erfolgreiches Personalmarketing in der Praxis heutzutage aus? Und: Wie wird sich die Arbeitswelt weiterentwickeln? Außerdem: Jo Dietrich, Co-Founder der Gen-Z-Agentur ZEAM, erläutert im Interview, wie Arbeitgebermarken für die Gen Z attraktiv werden, und gibt Praxistipps für u. a. Recruiting, Bewerbungsprozess sowie Social-Media-Auftritt.

Industry expert Kevin Moehlenkamp believes that in every company is a Craveable Brand that will capture the hearts and minds of customers and drive exponential growth.Drawing on his work as an ad agency journeyman for the likes of Dunkin', HBO, Microsoft, and Chili's, Kevin shares a series of plain-spoken guideposts and case studies that serve as the manifesto for breakthrough branding. Executives are often led astray by today's diluted and confusing definitions of "brand," thereby missing out on the transformational effects of true, effective branding.Garrand Moehlenkamp empowers industry professionals to find the hearts and voices of their companies and bake an enduring brand into every decision. Kevin puts brand power back into growing companies, arming them with straightforward and first-hand knowledge of what a brand truly is and how it can enable them to challenge and ultimately outperform the Goliaths of their day.

Unforgettable: New Rules for Business Storytelling solves a vexing business problem: how do you tell exceptional stories in a corporate environment? The age-old advice that works for novelists and how-to authors doesn't translate well to the business world. Mainstream authors aren't immersed in a tug-of-war between case study production and authentic storytelling. They don't need to reach different audiences at various altitudes, and they don't battle against firmly entrenched yet classically dull marketing lingo. Perhaps most important, they don't face the same type of political battles.Author Elaine Brammer shares everything you need to know to publish truly great stories. You will discover when to tell a story, when not to, and how to nail a storyline. You will master new video skills and learn fresh techniques to hook your audience from beginning to end. And finally, you will learn to finesse your way through business hurdles such as release forms, review cycles, and legal approvals.

This book draws on recent debate surrounding the emergence of cognitive intelligence in organizations, exploring the redefinition of the labor market and consequently, employment. Now in its second edition, it has been re-conceived to reflect the huge transformation experienced by organizations and individuals following the COVID-19 pandemic, which has changed our understanding of the meaning of working and has reshaped HRM and its function within organizations.With a particular focus on Human Resource Management (HRM), the authors analyse the socio-cultural transformation of traditional practices and methodologies that are occurring in the workforce. Digital HR presents detailed case studies and interviews with HR managers of large multinational companies, providing comprehensive empirical evidence for academics and students interested in the development of HRM in today¿s digital landscape. The book will also be valuable to practitioners and managers looking to adapt the role of HR in their own companies or organizations.

Stories speak to the part of the brain where decisions are made.Often the decision between a customer choosing you over someone else is your ability to know exactly what to say, when to say it, and how to make it count.In this Book, I'm going to show you how to convert your stale, boring sales pitch the repetitive features and benefits that you (and most of your competitors) are assaulting your prospects with into mesmerizing, memorable sales messages, using sales techniques that your prospects actually enjoy.It's going to make selling fun again and most importantly, help your potential customer come to the buying decision in such a way that they thought it was their idea all along. No more pushy, 1980's used car sales techniques and tactics.Double your sales skills in only 10 minutes per day which can 2-10X your sales (Ideally within the next 60 days when you apply yourself.) even if you think you suck at storytelling.This is a Book you will use now and benefit from for years to come. These are evergreen techniques and skills where every minute you invest learning will pay you back 10-Fold.So, why not give it a shot?What have you got to lose? If you do nothing, nothing will change.You're given step by step instructions and easy to follow exercises.Best of all, you'll have my help should you have questions or need help applying the techniques in a specific situation.

Examines the impact of the COVID-19 pandemic and the digital revolution on HR management practices. Topics include work-from-home, workplace digitization, work-life balance, task automation via AI, employee development, e-recruitment, internal marketing, etc, Includes case studies and data gathered from employee/worker surveys.

This book offers an expansive overview of the relevant issues, global initiatives and trends in the management, governance, and operation of Islamic sustainable impact finance. It identifies the models and mechanisms required to achieve sustainable impact finance in the context of Islamic investment and project development.

This second open access book in the EFMD Management Education series explores business schools¿ increasing focus on, and search for, meaningful societal and economic research impact. The book doesn¿t simply highlight the need for the dominant research model in business schools to evolve, but illustrates how this can happen in practice.

There is widespread rhetorical agreement that the fashion industry must get itself onto a more sustainable footing. What does this mean in practice, and how can sustainability be achieved in different regions around the world?

This book opens up the discussion on sustainable impact finance by offering a Shariah-compliance perspective. It is a primer on how Islam addresses and offers solutions to the challenges facing us within the spirit of Maqasid al-Shari'ah, among others, in tackling poverty, food supply, health and well-being, quality education.

This book examines the important role which civil society organisations in South Africa play in challenging poor corporate governance in state-owned enterprises and demanding better government accountability, transparency, and citizen participation.