Marketing

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.

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

India retail market is characterized by both organized and unorganized formats. Both the formats are having their opportunities and facing challenges like sustain and facing the market competition. Traditional retail has been considered as an important economy activity and is a substantial source of employment. However, this segment suffers from huge inadequacies, consequently, the consumers remain unhappy, and the suppliers often get low prices for their produce which is considered unfair. In contrast, organized retail offers a wider choice of products to the consumers, lower prices, and an amusing shopping experience. It shows farmers an alternative channel for selling their products at enhanced price.

Indian retailing sector is strongly build up with roots such as culture, social and economic environment. These factors have influenced to change the phase of retailing from traditional way of retailing to modern way of retailing. The socio-economic factors are indispensable to the development of a country like India which has a large middle class, favorable demographics, increasing urbanization and increasing percapta income of the people. The cultural factors like changes in social class, life styles have been influencing a lot for the growth of retailing in India. With the intensifying competition, today retailers are following pull strategy to satisfy their customers. India has been called as the ¿nation of shopkeepers¿ with around 14 million small shops, with the highest level of retail density of 8 percent in the world.

Le commerce est avant tout une aventure humaine. Les attentes des clients changent, les commerciaux changent, le commerce change. L'association Esprit de Service France propose une exploration fascinante de ces mutations : comportement des clients, confiance, vente omnicanale, impact du numérique, engagement des commerciaux...Les données chiffrées et les idées issues d'une vaste enquête auprès des professionnels du commerce rencontrent les visions d'experts du domaine et les regards de dirigeants d'entreprise.

In ¿Die Erfindung des Zufalls¿ taucht der Leser in eine faszinierende Welt ein, in der das scheinbar Unvorhersehbare eine tiefgreifende Ordnung offenbart. Der Autor, in akribischer wissenschaftlicher Manier, erkundet die Mechanismen hinter dem, was wir als Zufall betrachten. Von den grundlegenden Prinzipien der Wahrscheinlichkeit bis zu den komplexen Verflechtungen von Chaos und Determinismus führt dieses Buch durch ein Labyrinth von Ideen, das die Essenz des menschlichen Bewusstseins in den Fokus rückt.Mit einer fundierten Sprache entfaltet der Autor die Geschichte der Zufallsentdeckungen und präsentiert dem Leser eine Reihe von erhellenden Aha-Momenten. Dabei wird deutlich, dass das, was wir gemeinhin als zufällig empfinden, oft tiefgreifende Muster und verborgene Gesetzmäßigkeiten birgt.Das Buch richtet sich an Leser, die sich für die Geheimnisse des Lebens und des Universums begeistern, ohne dabei auf eine anspruchsvolle Betrachtung der Thematik verzichten zu wollen. ¿Die Erfindung des Zufalls¿ entführt seine Leser auf eine intellektuelle Reise, die das Verständnis für die Struktur der Realität vertieft und gleichzeitig die Faszination für das scheinbar Unvorhersehbare weckt.

Studienarbeit aus dem Jahr 2022 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Fresenius Idstein (onlineplus), Sprache: Deutsch, Abstract: Ein Auto ist heute mehr als nur ein Fahrzeug. Es ist auch ein Kanal für schnelles, personalisiertes Marketing und Customer-Relationship-Management. Somit wächst das Interesse bei Automobilherstellern an Connected Cars und deren Daten. Vor diesem Hintergrund liegt es nahe, die Kundenbindung mit Daten aus vernetzen Fahrzeugen zu untersuchen. Es ergibt sich die folgende Forschungsfrage: Welche Chancen und Herausforderungen ergeben sich durch Connected Car Data für das Customer-Relationship-Management von Automobilherstellern?Das wesentliche Ziel dieser Arbeit besteht somit in der theoretischen Untersuchung der Frage, ob und inwieweit Connected Car Data für die Kundenbindung genutzt werden können und welche Chancen und Risiken sich hieraus für Automobilhersteller ergeben. Zur Beantwortung der Forschungsfrage wird der aktuelle Forschungsstand in Form einer Literaturanalyse untersucht.Im Anschluss an dieses einleitende Kapitel werden im zweiten Kapitel die theoretischen Grundlagen der Arbeit behandelt. Hierfür werden die Begriffe Connected Car und CRM definiert und abgegrenzt. Darauf aufbauend wird im dritten Kapitel der Beantwortung der Forschungsfrage nachgekommen. Hierfür werden die relevanten Merkmale des Kundendatenmanagementsin Bezug auf Connected Car Data herausgearbeitet. Anschließend wird analysiert, inwieweit die Daten für ein erfolgreiches Customer-Relationship-Management genutzt werden können. Fortführend soll die Fahrzeugvernetzung mittels einer SWOT-Analyse für Automobilhersteller bewertet werden. Mit dem abschließenden Kapitel wird der zukünftige Stellenwert von Connected Car Data herausgearbeitet. Hierfür werden die zentralen Ergebnisse zusammengefasst, diskutiert und kritisch gewürdigt. Ein Ausblick schließt die Arbeit ab. Im Rahmen dieser Arbeit wird ausschließlich auf Chancen und Herausforderungen von Connected Car Data für das Customer-Relationship-Management von Automobilherstellern eingegangen. Weitere Marketingmaßnahmen oder Datenquellen werden nicht beachtet. Im Hinblick auf die zugrunde liegende Forschungsfrage und Zielsetzung steht bei der Untersuchung die Unternehmensperspektive im Vordergrund.

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.

A coleção apresenta os trabalhos de jovens investigadores - estudantes do Instituto de Jornalismo da Universidade Estatal da Bielorrússia - Irina Vysotskaya, Yulia Demeshko, Polina Dolgopolova, Victoria Puzatko, Polina Sarvilina, Daria Shablinskaya, cuja atenção se centra nas tendências actuais do desenvolvimento do mercado publicitário moderno da Comunidade de Estados Independentes, da Europa e da Ásia. A relevância deste tema explica-se pelo facto de, nas condições actuais, a publicidade se tornar um importante fator de desenvolvimento socioeconómico, social e cultural. Constitui uma parte significativa do espaço económico, promove o desenvolvimento do espírito empresarial, a concorrência, as relações de mercado - tudo isto é especialmente importante para o desenvolvimento socioeconómico da República da Bielorrússia, onde estão a ser tomadas várias medidas para criar condições favoráveis às actividades publicitárias. O estudo sistemático, a generalização e a introdução na prática das melhores experiências estrangeiras no desenvolvimento do mercado publicitário é uma das condições importantes para a formação bem sucedida da publicidade bielorrussa. As possibilidades de utilizar a experiência estrangeira na Bielorrússia são discutidas nesta investigação colectiva.

La collection présente les travaux de jeunes chercheurs - étudiants de l'Institut de journalisme de l'Université d'État du Belarus - Irina Vysotskaya, Yulia Demeshko, Polina Dolgopolova, Victoria Puzatko, Polina Sarvilina, Daria Shablinskaya, dont l'attention se concentre sur les tendances actuelles du développement du marché publicitaire moderne de la Communauté des États indépendants, de l'Europe et de l'Asie. La pertinence de ce sujet s'explique par le fait que, dans les conditions actuelles, la publicité devient un facteur important du développement socio-économique, social et culturel. Elle constitue une part importante de l'espace économique, favorise le développement de l'esprit d'entreprise, de la concurrence, des relations de marché - tout cela est particulièrement important pour le développement socio-économique de la République de Biélorussie, où diverses mesures sont actuellement prises pour créer des conditions favorables aux activités publicitaires. L'étude systématique, la généralisation et la mise en pratique des meilleures expériences étrangères en matière de développement du marché de la publicité est l'une des conditions essentielles à la réussite du développement de la publicité au Belarus. Les possibilités d'utilisation de l'expérience étrangère au Belarus sont examinées dans cette recherche collective.

La raccolta presenta i lavori di giovani ricercatori - studenti dell'Istituto di Giornalismo dell'Università Statale Bielorussa Irina Vysotskaya, Yulia Demeshko, Polina Dolgopolova, Victoria Puzatko, Polina Sarvilina, Daria Shablinskaya - la cui attenzione è focalizzata sulle attuali tendenze nello sviluppo del moderno mercato pubblicitario della Comunità degli Stati Indipendenti, dell'Europa e dell'Asia. La rilevanza di questo tema è spiegata dal fatto che nelle condizioni attuali la pubblicità diventa un importante fattore di sviluppo socio-economico, sociale e culturale. Costituisce una parte significativa dello spazio economico, promuove lo sviluppo dell'imprenditorialità, della concorrenza, delle relazioni di mercato - tutto ciò è particolarmente importante per lo sviluppo socio-economico della Repubblica di Bielorussia, dove si stanno adottando diverse misure per creare condizioni favorevoli alle attività pubblicitarie. Lo studio sistematico, la generalizzazione e l'introduzione nella pratica delle migliori esperienze straniere nello sviluppo del mercato pubblicitario è una delle condizioni importanti per la formazione di successo della pubblicità bielorussa. Le possibilità di utilizzare le esperienze straniere in Bielorussia sono discusse in questa ricerca collettiva.

La colección presenta los trabajos de jóvenes investigadores - estudiantes del Instituto de Periodismo de la Universidad Estatal de Bielorrusia Irina Vysotskaya, Yulia Demeshko, Polina Dolgopolova, Victoria Puzatko, Polina Sarvilina, Daria Shablinskaya, cuya atención se centra en las tendencias actuales del desarrollo del mercado publicitario moderno de la Comunidad de Estados Independientes, Europa y Asia. La relevancia de este tema se explica por el hecho de que en las condiciones actuales la publicidad se convierte en un importante factor de desarrollo socioeconómico, social y cultural. Constituye una parte significativa del espacio económico, promueve el desarrollo del espíritu empresarial, la competencia, las relaciones de mercado, todo lo cual es especialmente importante para el desarrollo socioeconómico de la República de Bielorrusia, donde actualmente se están tomando diversas medidas para crear condiciones favorables para las actividades publicitarias. El estudio sistemático, la generalización y la puesta en práctica de las mejores experiencias extranjeras en el desarrollo del mercado publicitario es una de las condiciones importantes para el éxito de la formación de la publicidad bielorrusa. En esta investigación colectiva se discuten las posibilidades de utilizar la experiencia extranjera en Bielorrusia.

Die Sammlung präsentiert die Arbeiten junger Forscher - Studenten des Instituts für Journalismus der Belarussischen Staatlichen Universität Irina Vysotskaya, Yulia Demeshko, Polina Dolgopolova, Victoria Puzatko, Polina Sarvilina, Daria Shablinskaya, deren Aufmerksamkeit auf die aktuellen Trends in der Entwicklung des modernen Werbemarktes der Gemeinschaft Unabhängiger Staaten, Europas und Asiens gerichtet ist. Die Relevanz dieses Themas erklärt sich aus der Tatsache, dass die Werbung unter den gegenwärtigen Bedingungen ein wichtiger Faktor der sozioökonomischen, sozialen und kulturellen Entwicklung ist. Sie bildet einen bedeutenden Teil des Wirtschaftsraumes, fördert die Entwicklung des Unternehmertums, des Wettbewerbs, der Marktbeziehungen - all das ist besonders wichtig für die sozioökonomische Entwicklung der Republik Belarus, wo jetzt verschiedene Maßnahmen ergriffen werden, um günstige Bedingungen für Werbetätigkeiten zu schaffen. Das systematische Studium, die Verallgemeinerung und die Einführung der besten ausländischen Erfahrungen in der Entwicklung des Werbemarktes in die Praxis ist eine der wichtigen Bedingungen für die erfolgreiche Gestaltung der belarussischen Werbung. Die Möglichkeiten der Nutzung ausländischer Erfahrungen in Weißrussland werden in dieser Sammeluntersuchung diskutiert.

The collection presents the works of young researchers - students of the Institute of Journalism of the Belarusian State University Irina Vysotskaya, Yulia Demeshko, Polina Dolgopolova, Victoria Puzatko, Polina Sarvilina, Daria Shablinskaya, whose attention is focused on the current trends in the development of the modern advertising market of the Commonwealth of Independent States, Europe and Asia. The relevance of this topic is explained by the fact that in the current conditions advertising becomes an important factor of socio-economic, social and cultural development. It forms a significant part of the economic space, promotes the development of entrepreneurship, competition, market relations - all that is especially important for the socio-economic development of the Republic of Belarus, where various measures are now being taken to create favourable conditions for advertising activities. Systematic study, generalisation and introduction into practice of the best foreign experience in the development of the advertising market is one of the important conditions for the successful formation of Belarusian advertising. The possibilities of using foreign experience in Belarus are discussed in this collective research.

Was genau machen Social Media Manager*innen? Welche Aufgaben nehmen sie im Unternehmen wahr? Und welche Ausbildungsmöglichkeiten gibt es für diesen spannenden Beruf? Antworten darauf und vieles mehr bietet dieser offizielle Ausbildungsbegleiter (BVCM) für alle, die diesen Job anstreben oder die Stelle im Unternehmen einführen möchten. Sie lernen alle Grundlagen für erfolgreiches Social Media Management kennen: Online-Marketing, Marktforschung, Online-Recht sowie Kundenkommunikation. So entwerfen Sie die richtige Social-Media-Strategie für Ihre Zielgruppe. Vivian Pein gibt Ihnen einen umfassenden Einblick in das neue Berufsbild. Mit vielen Beispielen und Exkursen, praxisnah und umfassend!Aus dem Inhalt:Anforderungen und AufgabenAusbildung und WeiterbildungHinweise für BewerbungenSocial-Media-StrategieZiele und ZielgruppenCorporate ContentCommunity Management und Change ManagementKrisenkommunikation und rechtliche GrundlagenEinsatz im UnternehmenErfolgsfaktorenZahlreiche Best PracticesInterviews und Expertentipps

Haderst du mit Social Media? Kosten Sie dich nur Zeit, Geld und Mühe, ohne spürbaren Erfolg für dein Unternehmen? Würdest du lieber auf eine Social-Media-Präsenz verzichten, hast aber Angst, dass dein Online-Marketing ohne sie nicht erfolgreich sein kann? Dieses Buch hilft dir bei deiner Entscheidung für oder gegen Social Media. Alexandra Polunin zeigt, dass der Einsatz sozialer Medien wohlüberlegt sein will und definitiv kein Muss für jedes Unternehmen ist. Früher selbst Social-Media-Beraterin, hat sich die Autorin zur "Aussteigerin" gewandelt und wirbt für einen maßvollen Einsatz der Plattformen. Sie zeigt wirkungsvolle Alternativen, wie die eigene Website, Blogs, SEO, Newsletter, Podcasts oder auch klassisches E-Mail-Marketing, mit denen Selbstständige und kleine Unternehmen erfolgreich Marketing betreiben können. So gelingt dein Online-Marketing auch ohne Social Media. Aus dem Inhalt:Chancen, Vorteile, MöglichkeitenNachteile, Risiken, GefahrenDie richtige Entscheidung treffenOnline-Marketing-Strategie entwickelnWelche Alternativen gibt es?Marketing ohne Socia Media - Schritt für SchrittWas bedeutet der Verzicht auf Social Media?Wie gelingt der Ausstieg?

L'objectif général de cette recherche, menée en vue de l'obtention d'un Master, était d'analyser le fonctionnement de la publicité d'État dans les médias privés et publics dans le cadre des politiques publiques au Pérou en 2018, après que le Congrès de la République a approuvé, cette même année, la loi qui régule les dépenses publicitaires de l'État péruvien (loi n° 30793), considérée par certains comme une "loi bâillon".

O objetivo geral desta investigação, realizada para a obtenção do grau de Mestre, foi analisar o funcionamento da publicidade estatal nos meios de comunicação social privados e estatais no âmbito das políticas públicas no Peru em 2018, depois de o Congresso da República ter aprovado, nesse mesmo ano, a Lei que regula a despesa publicitária estatal peruana (Lei n.º 30793), considerada por alguns como uma "lei da mordaça".

Obschaq cel' dannogo issledowaniq, prowedennogo dlq polucheniq stepeni magistra, zaklüchalas' w tom, chtoby proanalizirowat', kak rabotaet gosudarstwennaq reklama w chastnyh i gosudarstwennyh SMI w ramkah gosudarstwennoj politiki w Peru w 2018 godu, posle togo kak Kongress Respubliki utwerdil w tom zhe godu zakon, reguliruüschij gosudarstwennye rashody Peru na reklamu (Zakon ¿ 30793), kotoryj nekotorye schitaüt "zakonom o klqpe".

L'obiettivo generale di questa ricerca, svolta per il conseguimento di un Master, è stato quello di analizzare il funzionamento della pubblicità di Stato nei media privati e statali nell'ambito delle politiche pubbliche in Perù nel 2018, dopo che il Congresso della Repubblica ha approvato, nello stesso anno, la Legge che regola le spese pubblicitarie dello Stato peruviano (Legge n. 30793), considerata da alcuni una "legge bavaglio".v

Das allgemeine Ziel dieser Untersuchung, die im Rahmen eines Masterstudiums durchgeführt wurde, war es, zu analysieren, wie die staatliche Werbung in den privaten und staatlichen Medien im Rahmen der öffentlichen Politik in Peru im Jahr 2018 funktioniert, nachdem der Kongress der Republik im selben Jahr das Gesetz zur Regelung der staatlichen Werbeausgaben in Peru (Gesetz Nr. 30793) verabschiedet hatte, das von einigen als "Knebelgesetz" bezeichnet wird.

The present research, conducted to obtain a master's degree, had the general objective of analyzing how state advertising works in the private and state media in the framework of public policies in Peru in 2018; after the Congress of the Republic approved, that same year, the Law that regulates the Peruvian State's advertising expenditure (Law No. 30793), considered by some as a "gag law".

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.