Markedsføring

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.

Niccolo di Bernardo dei Machiavelli (1469-1527) was an Italian writer, diplomat, and political theorist in Florence, Italy (De Grazia, 1994). Machiavelli wrote and published many books and plays but is most famous, and infamous, for one book. In The Prince, Machiavelli developed series of thoughts and methods on obtaining and maintaining power, even when facing adversity (De Grazia, 1994; Ledeen, 2000; M cAlpine, 1999). Originally addressed to princes and nobilities of 16th Century Italy,The Prince became a manual for future generations of organizational and political leaders and entrepreneurs alike.without doubt princes become great when they overcome the difficulties and obstacles by which they are confronted .... For this reason many consider that a prince, when he has the opportunity, ought with craft to foster some animosity against himself, so that, having crushed it, his renown may rise higher. (M achiavelli, trans. 1992, p. 98)

Dieses Buch widmet sich der Qualität von (Kaufabsichts-)Befragungen. Die Autorin entwickelt und untersucht in dieser Arbeit einen Ansatz, der die Diskrepanz zwischen Kaufabsicht und Kaufverhalten adressiert. Hierzu werden drei Studien präsentiert, die methodische und psychologische Faktoren sowie Faktoren, die spezifisch für die Teilnehmer sind, untersuchen. Die ersten beiden Studien konzentrieren sich auf die Formulierung von Skalen zur Messung der Kaufabsicht und den Einfluss von Fragen zur Zahlungsbereitschaft. In der dritten Studie wird die Datenqualität, die spezifisch für die Teilnehmer ist, definiert und ein umfassender Qualitätsindex entwickelt. Die gewonnenen Erkenntnisse tragen dazu bei, die Qualität der Antworten in Befragungen zu verbessern und die Diskrepanz zwischen Kaufabsicht und tatsächlichem Verhalten zu verringern.

Die heutzutage übliche Ernährung in den Industriestaaten zeichnet sich durch einen hohen Anteil tierischer Produkte, welcher Ernährungsempfehlungen weit übersteigt, aus. Da der Konsum von Lebensmittel tierischen Ursprungs in diesem Ausmaß nicht nur zu gesundheitlichen Problemen führen kann, sondern aufgrund der gängigen Produktionspraktiken auch erheblich zur Umweltverschmutzung beiträgt, gilt er als nicht nachhaltig. Diesen Herausforderungen wird die relativ neue Produktgruppe der veganen Lebensmittelsubstitute gerecht, die nicht nur als gesund, sondern auch als nachhaltig gelten. Diese Zusammenhänge zwischen Gesundheit, Nachhaltigkeit und einer pflanzlichen Ernährung sind den Verbraucher*innen zunehmend bewusst, dennoch weisen vegane Lebensmittelsubstitute noch vergleichsweise niedrige Marktanteile auf. Die Laientheorien der ,,Unhealthy = Tasty Intuition¿¿ und der ,,Ethical = Less Strong Intuition¿¿, welche das Kaufverhalten nachweislich beeinflussen, bieten einen vielversprechendenErklärungsansatz hierfür. Mittels zweier IATs und Selbstbeurteilung werden diese Intuitionen auf implizitem und explizitem Niveau erhoben.

Dieses essential richtet sich an Verantwortliche für Pressearbeit, die ihre Themen optimal in den Medien platzieren wollen. Und es richtet sich an alle, die verstehen wollen, wie Nachrichten entstehen. Die Autoren erläutern, nach welchen Kriterien Redaktionen Nachrichten selektieren und wie man durch dieses Wissen Medienpräsenz erlangt. Da Nachrichten nie ein direktes Abbild der Realität sind und Auswahlentscheidungen unterliegen, ist das Verständnis des ,,Nachrichtenfilters" im redaktionellen Journalismus von zentraler Bedeutung, um die eigene Botschaft optimal zu platzieren. Wie dies gelingen kann, wird anhand von praktischen Beispielen aufgezeigt und durch eine Zehn-Punkte-Strategie ergänzt.

Dieses essential liefert aktuelle Erkenntnisse zu Google Discover für Publisher und Professionals, die ihre Reichweite gezielt steigern möchten. Auf unzähligen Android-Smartphones ist der Newsfeed bereits vorinstalliert und bietet damit immenses Potenzial für alle, die ihren Content effektiv optimieren. Zahlreiche Geschäftsmodelle haben sich bereits rund um Discover entwickelt, dennoch bleibt die Funktionsweise der KI-gesteuerten Plattform oft undurchsichtig. Genau hier setzt dieses Buch an: Wie lässt sich das volle Potenzial von Google Discover nutzen und die eigene Webseite, Texte und Bilder optimieren, um mehr Leser zu erreichen? Steven Plöger, erfahrener Tech-Journalist und Experte für digitale Reichweite, fasst das aktuelle Wissen und die gängigen Thesen über Google Discover zusammen ¿ und liefert ein unverzichtbares Handbuch auf dem Weg zu mehr Sichtbarkeit im digitalen Raum.Praxiswissen aus Interviews mit über 20 Experten aus der Branche.

Dieses Buch bietet unverzichtbares Know-how zu Theorie und Praxis des Vertriebs, dem wichtigsten Umsatz- und Werttreiber eines jeden Unternehmens. Im Vertrieb als ¿Frontlinie¿ werden wichtige Geschäftserfolge vorbereitet und umgesetzt. Vertriebsleiter und Vertriebsmitarbeiter, aber auch Fachleute aus Produktion, Technik und Marketing profitieren von der prägnanten Darstellung der relevanten Themen in diesem Buch. Nach der Lektüre sollten Sie die wichtigsten Phasen des Verkaufsprozesses bei der Neukundengewinnung und beim Verkauf an Bestandskunden bis zum Geschäftsabschluss verstehen und mit den hier beschriebenen typischen Problemen der Verkaufsleistung vertraut sein. Um ein starkes Vertriebsumfeld zu schaffen, wissen Sie außerdem, welche Qualitäten sowohl die Vertriebsleiter als auch die idealen Verkäufer benötigen und wie Sie ein erfolgreiches Vertriebsteam und eine hochwertige Vertriebsorganisation aufbauen können. Schließlich werden Sie durch die Anwendung der Prinzipien der vertriebsorientierten Unternehmensführung in die Lage versetzt, sofortige und dauerhafte Verkaufserfolge zu erzielen.

The ultimate guide to pricing mastery and value-based pricing, The Truth About Pricing helps you unlock the secrets of your buyers’ minds, understand their needs, and set prices that skyrocket your business's success.

"How To Get To Yes: Guide To Persuasive Sales" is a comprehensive and empowering guide that unlocks the secrets to becoming a highly effective and ethical sales professional. Whether you're a seasoned sales expert or just starting your sales journey, this book offers invaluable insights and strategies that will elevate your sales game to new heights. Let's dive into the art of persuasion, emphasizing the importance of ethical sales practices. Learn how to build trust with customers, respect their choices, and deliver personalized solutions that truly meet their needs. This book will transform your approach to sales, emphasizing the significance of creating lasting relationships that go beyond a single transaction. Discover the science behind customer behavior, unlocking the key to understanding what drives buying decisions. Harness the power of persuasion and social proof to build credibility and inspire confidence in your offerings. Embrace the growth mindset and continuous learning, positioning yourself as a sales professional who thrives in a dynamic and ever-changing market. Inside "How To Get To Yes," you'll find: - Proven methods for establishing trust and integrity in your sales approach.- Strategies to adapt and excel in an ever-changing sales landscape.- Techniques for crafting persuasive sales pitches that resonate with your customers.- Insights into customer behavior and decision-making, empowering you to deliver personalized experiences.- A roadmap to ethical and sustainable sales practices, building lasting relationships with your clients. Whether you're a sales executive, entrepreneur, or anyone looking to enhance their persuasion skills and build genuine connections, "How To Get To Yes" is your indispensable guide to achieving sales excellence. Embrace the power of ethical persuasion and create a successful sales journey that fosters long-term success and customer loyalty. Are you ready to elevate your sales game and unlock your full potential as a sales professional? If so, let's embark on a transformative journey to sales success and ethical influence.

Many companies, regardless of their size, are not making use of this platform for selling their products. If you happen to be a businessman looking for a manner in which you can make use of this app's popularity, then you have selected the right book! Inside i will guide you through all the details of this app and help you in understanding its uses for people as well as businesses.We will take a look at the process of getting started with snapchat and show you the ways in which a business can make the most of it. You're about to discover how to...Get started using snapchatUse filters to bring attention to your businessIdentify a target audienceCreate unique contentStream live videosTeam up with popular people on snapchatMuch, muchMore!If you take the time to consider all the factors that are involved in social media marketing, sometimes it can be enough to make your head spin. But this book takes all of the most fundamental aspects when it comes to using snapchat for social media marketing. This book highlights all of the aspects of how snapchat can be used to enhance your business. It provides a template for you to follow from beginning to end.

The Home Boss Toolkit: Branding Success for Self-Publishers Discover the secrets to mastering self-publishing and building a strong, distinctive author brand with "The Home Boss Toolkit: Mastering Branding for Self-Publishers". With this comprehensive guide, you'll learn the powerful strategies and actionable tips that will help you make your author brand stand out in the crowded marketplace.This book is filled with practical resources, real-world examples, and actionable tips that will help you:Create a powerful online presence that resonates with your readersEngage effectively with your target audienceLeverage the power of social media to gain visibilityTurn your self-publishing dreams into realityInside this book, you'll find everything you need to build a successful author brand, including:Tips for crafting a strong, distinct brand narrativeStrategies for creating an engaging online presenceAdvice for leveraging social media and other digital marketing toolsExamples of successful self-publishing campaignsUnlock your potential and create a thriving author brand that resonates with your readers.