Marketing

Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Düsseldorf früher Fachhochschule, Sprache: Deutsch, Abstract: Die vorliegende Hausarbeit befasst sich mit dem Thema der Digitalisierung im Vertrieb. Dabei wird die Entwicklung von Sales 1.0 zu Sales 4.0 genauer erörtert um auf den Wandel der Digitalisierung im Vertrieb einzugehen. Erfolgsfaktoren im Vertrieb sind essenziell und werden hier genauer thematisiert. Anschließend erfolgt eine Evaluation der Erkenntnisse mit einem abschließendem Fazit.

This book holds the BLUEPRINT for that methodology I've used to deliver measurable revenue growth for numerous B2B businesses.This method has yielded Return on Investment ranging from 324%, to 647% in B2B ROI, all the way up to 900% and beyond in pure profit.What I am describing here is not an alien result, but one your B2B company gets to experience (and should expect) once you get in place this framework that awaits you inside these covers.The process:1) Find your ideal high-value clients.2) UNIFY & ALIGN your revenue operations.3) EXECUTE! Conquer your B2B profit & REVENUE GOALS.The proof and power of this process you'll come to experience firsthand on your own company's balance sheet.How is this possible?In all simplicity, we focus on what matters. on those SPECIFIC revenue-critical actions that scale (80/20 principle in action). We amplify them to work in your favor! Identifying your high-value audience, aligning marketing & sales, data-driven leadership, and the Account-Based orchestration of it all.Once you'll come to graduate from this curriculum, your business has a crystal clear understanding on where to place the energy of your enterprise so it yields the kind of growth that others will envy. This we'll do together by hand-picking the correct alignment processes, leadership practices, and measurement models for your business from the basket that this book is....For growth happens when the conditions inside your company support it. That's when you'll conquer your quarterly goals, deliver on your OKRs, and provide measurable (and fresh) revenue inflows that land on the balance sheet fueling your entire business.LEARN ABOUT:Rev Ops roadmap,Team structure, & Leadership.

Einsendeaufgabe aus dem Jahr 2023 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: Gut, Fachhochschule des bfi Wien GmbH, Sprache: Deutsch, Abstract: In dieser Arbeit wird das Thema Mobile Commerce am Beispiel des Handelsunternehmens Chic Ethic behandelt. Chic Ethic, ein bedeutender Akteur im fairen Handel, hat vor zwei Jahren einen Webshop eingeführt, um den Kunden ein komfortables Einkaufserlebnis zu bieten. Die Aufgabenstellung besteht darin, verschiedene Kriterien und Funktionalitäten des Webshops auf mobilen Endgeräten zu überprüfen, Optimierungsvorschläge zu machen und aktuelle mobile Trends zu behandeln. Die Analyse umfasst Bereiche wie die Homepage, das Menü, die Navigation, die Suche, die Kategorie-Seiten und den Check-out. Zudem wird der Unterschied zwischen nativen mobilen Apps und mobilen Websites erläutert, verschiedene Formen des Mobile Commerce besprochen und auf das ROPO-Phänomen (research online, Purchase Offline) eingegangen. Das übergeordnete Ziel besteht darin, einen umfassenden Überblick über Mobile Commerce zu geben, die verschiedenen Aspekte zu analysieren und verständlich darzustellen. Die Arbeit bietet spezifische Empfehlungen zur Optimierung des Webshops auf mobilen Geräten, um ein effektives und benutzerfreundliches Einkaufserlebnis sicherzustellen.

Projektarbeit aus dem Jahr 2023 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: gut, Fachhochschule des bfi Wien GmbH (MBA Digital Marketing & Data Management), Sprache: Deutsch, Abstract: Die Arbeit behandelt die Auswirkungen der Internet- und Mobiltechnologie auf das Leben und die Wirtschaft, insbesondere im Bereich des Online-Handels. Angesichts des wachsenden Wettbewerbs und der steigenden Bedeutung des E-Commerce analysiert die Arbeit die Herausforderungen, vor denen Online-Händler stehen, und stellt die Relevanz verschiedener Kriterien für den Erfolg von Online-Shops heraus. Die Fallstudie des Startups "Kaffeerista" dient dazu, theoretisches Wissen im Bereich E-Commerce anzuwenden. Das Unternehmen plant den Vertrieb von Kaffeebohnen über einen Online-Shop. Die Arbeit umfasst die Darstellung der Schritte, die das Startup-Unternehmen sollte, um ein erfolgreiches E-Commerce-Geschäft aufzubauen, sowie eine umfassende Analyse des aktuellen Standes des Online-Shops, um mögliche Gründe für einen Umsatzrückgang zu identifizieren und Optimierungsmöglichkeiten zu präsentieren.Eine der größten Herausforderungen für Online-Händler besteht darin, dass ständig neue Online-Shops eröffnet werden, der Wettbewerb immer härter wird und die Kunden beim Online-Einkauf immer mehr Alternativen haben. Damit sich ein Online-Shop erfolgreich im World Wide Web etablieren kann, muss er eine Reihe von Kriterien erfüllen. Zu den wichtigsten Kriterien gehören nicht nur die richtige Auswahl des Sortiments, sondern auch die rechtlichen Rahmenbedingungen, die verschiedenen Zahlungsarten, Kundenpräferenzen, Werbemittel, der Aufbau der Webpräsenz, die Wahl des Anbieters und die Gestaltung des Online-Shops müssen richtig umgesetzt werden.

This book consolidates under one roof the latest research investigating the various technological advances and new managerial approaches driving innovation within wine tourism. Competition in wine tourism intensifies at a global scale, while wine tourism demand continuously evolves, diversifies and becomes more sophisticated. The book highlights that innovation and technology exploitation have become not only a way to differentiate but also a survival necessity for wine tourism operators and wine destinations alike.This book includes cutting edge research about the latest technological developments and advances that revolutionise the wine tourism sector and transform the way wine tourism experiences are designed and delivered. In addition, the book includes case studies and research findings showing how wine tourism operators and destinations can nurture, support and implement innovation at various levels, including the experience, the process, the business model and/or the ecosystem level.'This book is a valuable addition to our knowledge of wine tourism. It compiles under one roof research and case studies about innovation and technological applications in wine tourism from all over the world. As wine tourism organizations need to operate within a turbulent and continuously changing world, innovation and digital transformation are vital tools to ensure survival but also competitiveness. The book is useful to wine tourism and wine destination professionals alike.' ¿Stellios Boutaris, Wine Maker Kir-¿ ianni Estate & President of the Association of Wine Makers of North Greece'This book focuses on contemporary technologies and the ways in which they are being deployed within the wine tourism sector. The book covers the use of a wide range of technologies including social media and influencers, GPS tracking and virtual reality. The book chapters nicely explain the use and impact of these technologies by discussing various cases and practical examples from all over the globe.By reading this book, one immediately realises that the business and practice of Wine Tourism necessarily passes through new technologies, innovation and creativity. What remains to be seen is how to make the best use of the latter to make wine tourism an unbeatable sector. Only the future will tell.' ¿Maria Joao de Almeida, Executive President, Associação Portuguesa de Enoturismo, Portuguese Association of Wine Tourism

Start and Scale Your Freelance Business The freelance portion of the workforce and the economy is growing at a rapid pace, but the lack of proper training or knowledge about how to run a freelance venture sets most freelancers up for failure. With this new workforce picking up speed, the need is real and the time is now for freelancers to learn how to take their businesses and their paychecks to the next level a battle-tested guide that works for freelancers of all types and includes. Here Is a Preview of What you'll learn...How to Optimize your ProfileProfile No-No'sThe Beginning is HardGetting the Right SoftwareMuch, much more! With hundreds of thousands of businesses looking for skilled people to work with, it's easier than you think to link up and earn an incredible income. Plus you can grow your skills and learn by earning. As long as you have power and internet, you have the ability to tap in one of the greatest networks of work that's ever existed. Clients only go onto Up work for one thing.

In a world where connectivity is paramount, "Rise of the Remote Gym" emerges as the ultimate guide for aspiring fitness entrepreneurs seeking success in the digital age.Chapter 1: Introduction to Fitness Entrepreneurship in the Digital AgeEmbark on a journey through the evolution of fitness entrepreneurship, unraveling the unique challenges and opportunities presented by the digital landscape. Gain insights into the transformative power of virtual fitness in shaping the future of the industry.Chapter 2: Crafting Your Fitness Entrepreneurship VisionLearn the art of crafting a visionary roadmap for your fitness venture, setting the foundation for long-term success. Uncover the principles that guide successful fitness entrepreneurs in defining their purpose and mission in the digital realm.Chapter 3: Building a Strong Online Fitness BrandExplore the intricate process of brand building in the online fitness space. From defining your brand identity to establishing a compelling online presence, discover the key elements that make your fitness brand stand out in a crowded digital marketplace.Chapter 4: Online Fitness Training Models and PlatformsDive deep into the diverse world of online fitness training models and platforms. This chapter provides a comprehensive overview of the various approaches and platforms available, helping you choose the right strategy for your unique fitness offering.Chapter 5: Recruiting Top Talent in the Virtual Fitness IndustryUnlock the secrets to assembling a top-tier team of fitness professionals in the virtual space. Learn effective strategies for talent acquisition and management, ensuring the success and sustainability of your remote fitness venture.Chapter 6: Navigating Legal and Regulatory Aspects in Virtual FitnessNavigate the legal and regulatory landscape of virtual fitness with confidence. This chapter equips you with the knowledge to address legal challenges, ensuring compliance and mitigating risks in the dynamic digital fitness environment.Chapter 7: Quality Assurance and Client Satisfaction in Remote FitnessDelve into the essential aspects of maintaining high-quality standards and ensuring client satisfaction in the remote fitness realm. Discover practical tips for delivering exceptional virtual fitness experiences that keep clients coming back.Chapter 8: Pricing Strategies for Online Fitness ServicesMaster the art of pricing your online fitness services effectively. Chapter 9: Digital Marketing and Branding Strategies for Virtual FitnessExplore cutting-edge digital marketing and branding strategies tailored specifically for the virtual fitness landscape. Uncover innovative approaches to reach and engage your target audience in the crowded digital sphere.Chapter 10: Scaling Your Digital Fitness VentureScale your digital fitness venture with precision and foresight. This chapter offers actionable insights into expanding your reach, diversifying your offerings, and navigating the complexities of growth in the dynamic virtual fitness industry.Chapter 11: Adapting to Technological Advances in Virtual FitnessStay ahead of the curve by adapting to technological advancements in virtual fitness. From AI-powered training tools to immersive virtual reality experiences, explore how innovation can enhance your offerings and keep your fitness venture at the forefront.Chapter 12: Success Stories and Lessons Learned in Digital Fitness EntrepreneurshipEmbark on a journey through real-world success stories and invaluable lessons learned by digital fitness entrepreneurs.

"Beyond Beans: A Comprehensive Guide to Artisanal Coffee Roastery Business"Embark on a journey into the captivating world of artisanal coffee with "Beyond Beans," a groundbreaking book that unveils the secrets of establishing and thriving in the competitive coffee roastery business. Authored by industry experts, this comprehensive guide is your roadmap to transforming a love for coffee into a successful venture.Chapter 1: Introduction to Artisanal Coffee Roastery BusinessDive into the foundations of the artisanal coffee roastery business, exploring its rich history, current landscape, and the opportunities it presents for passionate entrepreneurs.Chapter 2: Understanding Coffee Beans: Varieties and SourcingGain a deep understanding of coffee beans, from the diverse varieties available to the intricacies of sourcing beans globally. Discover how the right beans can elevate your roastery's offerings.Chapter 3: Coffee Roasting Fundamentals: From Green Beans to Roasted PerfectionMaster the art and science of coffee roasting, delving into the nuances of transforming green beans into a symphony of flavors through meticulous roasting techniques.Chapter 4: Selecting the Right Roasting Equipment and SetupNavigate the maze of roasting equipment choices, ensuring you make informed decisions that align with your roastery's scale, goals, and commitment to quality.Chapter 5: Crafting Your Signature Coffee BlendsUnleash your creativity as you explore the intricate process of crafting distinctive coffee blends that will set your roastery apart in a crowded market.Chapter 6: Establishing Quality Control MeasuresLearn how to implement rigorous quality control measures to guarantee consistency and excellence in every batch, earning the trust and loyalty of discerning coffee enthusiasts.Chapter 7: Building a Sustainable Coffee Roastery BusinessExplore strategies for building a sustainable and environmentally conscious coffee roastery business, aligning your passion with responsible business practices.Chapter 8: Branding and Positioning in the Artisanal Coffee MarketNavigate the complexities of branding and positioning to ensure your roastery stands out in a competitive market, capturing the hearts and minds of consumers.Chapter 9: Establishing Distribution Channels and Retail PresenceStrategically expand your roastery's reach by mastering the art of establishing distribution channels and creating a compelling retail presence that resonates with your target audience.Chapter 10: Navigating Industry Regulations and CertificationsDemystify the regulatory landscape of the coffee industry, ensuring compliance and understanding the certifications that enhance your roastery's credibility.Chapter 11: Building a Passionate and Skilled TeamCultivate a dedicated and skilled team that shares your passion for artisanal coffee, creating a positive and dynamic work environment that fuels success.Chapter 12: Adapting to Evolving Coffee Trends and Consumer PreferencesStay ahead of the curve by learning how to adapt to evolving coffee trends and consumer preferences, ensuring your roastery remains a trendsetter in the dynamic world of specialty coffee."Beyond Beans" is not just a book; it's a comprehensive manual that empowers you to turn your coffee dreams into a thriving and sustainable business. Whether you're a budding entrepreneur or an industry veteran, this guide is your key to unlocking the full potential of your artisanal coffee roastery.

The theory and practice are explained by a well-respected brand expert. To brand or not to brandBrand evolutionBrand equityAsset ValueResearchDesignColour logicLegalsKeeping up to date

Change is the only constant that marketers deal with on a regular basis. However, the recent pandemic brought about change for every individual on the planet. It not only brought about changes to technology, but it also reshaped the thinking of consumers and organizations through behavioral and cultural shifts in the market. This volume provides new insights and ideas in marketing research, theory, and practice as we continue to adapt to the new normal world post-pandemic. It provides success stories and regional case studies to offer marketers new ways in which to serve consumers and satisfy their needs. Featuring papers presented at the 2023 Academy of Marketing Science Annual Conference in New Orleans, LA, USA, this book discusses various areas of marketing, each serving as a pillar supporting the overall structure of contemporary marketing built with shared knowledge and aimed toward the future with informed optimism.Founded in 1971, the Academy of Marketing Science isan international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy¿s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

Find out how to be successful online with "Everything You Need to Know to Succeed with Search Engine Optimization" by Anneliese Schmidt. This book has all the information you need to master the ever-changing world of SEO.This authoritative and easy-to-read book by Anneliese Schmidt takes the mystery out of Search Engine Optimization and gives people and businesses a plan for how to improve their online profile. This book talks about everything: the basics of topic research, how to build backlinks, and the newest changes to search engines' algorithms.To stay ahead of the curve, you need to know how important on-page optimization is. Every title tag, meta description, and URL structure counts. Anneliese breaks down the technical details so that your website not only meets but also exceeds what search engine crawlers are looking for. This will help your rankings and exposure.Learn how to make high-quality, interesting content that works for both people and search engines, and use the power of content optimization. Learn how to use Google My Business optimization, local links, and customer reviews to get around in the world of local SEO. This is important for businesses that want to reach people in their area.Learn about the importance of backlinks and know that quality is more important than number. Anneliese gives you practical advice on how to build a strong backlink profile that boosts the credibility and influence of your website.Mobile optimization is now a must, and this book will teach you how to make sure that your website is not only flexible but also really great at making the mobile experience smooth. Learn the tricks of social media and how it affects SEO indirectly so you can use platforms to make your online profile stronger.Anneliese Schmidt's knowledge shines through as she breaks down the complicated world of SEO, giving not only academic information but also useful tips that can be used right away. This book is the best way to stay up to date on the latest SEO trends and new technologies, no matter how experienced you are as a digital marketer or how new to the internet you are.Do not just fight, take over the digital world. "Everything You Need to Know to Succeed with Search Engine Optimization" is the only book you need to get and stay successful in the ever-changing world of online exposure. Now is the time to plan, improve, and win in the world of SEO. Get your copy right now and start your journey to digital success.

Accelerate Sales Growth Through CRM Mastery Frustrated with disjointed systems limiting revenue performance?Struggling to realize the promised CRM benefits? Most sales leaders implement customer relationship management platforms without unlocking transformational intelligence and workflow advantages needed for growth. But for sales operations managers actively cultivating CRM acumen across people, processes and technologies, huge gains await. In "CRM Mastery", you'll discover:How to evaluate and select systems aligning tightly to sales performance objectivesMethods for securing leadership commitment, measuring value and tracking CRM ROI over timeApproaches to increase adoption through tailored training, gamified skill building, and embedded user assistanceFrameworks to continuously expand utility via innovations in predictive analytics and automated workflowsTactics for orchestrating flawless customer journeys spanning personalized marketing, efficient sales, and bespoke serviceTechniques used by category leaders to mature capabilities iteratively through governance, idea inputs and tech revitalizationThrough best practices and examples from sales operations, you'll learn to champion CRM centricity revolutionizing revenue productivity, intelligence and customer relationships over the long term. If you're ready to realize CRM's full promise as a strategic sales accelerator, this book is for you. Transform your CRM into an unmatched revenue growth engine today!

Industrial marketing stands at the crossroads of traditional business-to-business interactions and the rapidly evolving landscape of modern commerce. As we witness the convergence of technological innovation, shifting consumer behaviors, and global interconnectedness, the imperative for businesses to understand and master the intricacies of industrial marketing has never been more pronounced. This book is the culmination of extensive research, practical insights, and collaborative efforts aimed at shedding light on the multifaceted world of industrial marketing. Our goal in assembling this comprehensive volume is to provide a nuanced exploration of the key principles, strategies, and emerging trends that define the industrial marketing domain.In these pages, readers will encounter a diverse array of topics, including the dynamics of industrial buyer behavior, the impact of digitalization on marketing practices, the art of forging enduring business relationships, and the strategic imperatives for navigating complex industrial ecosystems.

This edited volume explores how fashion brands deal with legacy by looking at the preservation of heritage and knowledge and how this builds a bridge to the future. Bringing together different reflections from the world of fashion, from gloves to virtual jewels, from luxury brand¿s digital narratives to historical contexts, each chapter offers a narrative that is contemporary, yet linked to historical contexts. With these narratives, the book reveals how innovation builds on heritage, and how locally rooted traditional techniques connect to contemporary global production. It illustrates how ancestral processes renew, encouraging us to produce and consume more responsibly. Split into three parts, the book firstly covers narrative and knowledge in different contexts before delving in to narrative, brand building and creativity with case studies. The final section centres on digital narratives with new consumers.Ultimately, this book demonstrates that multidisciplinary knowledge of the past is essential to the understanding of the contemporary.

Are you prepared to set out on a path that has the potential to change your financial situation? Start affiliate marketing by reading "A Crash Course on Affiliate Marketing: A Comprehensive Beginner's Guide to Building Massive Passive Income by Leveraging the Most Lucrative Niches." This guide is key to entering the rich world of affiliate marketing and establishing a reliable source of income.You'll delve into the core concepts of affiliate marketing, from picking the ideal niche and producing engaging content to becoming an expert on social media tactics and anticipating emerging trends. The all-inclusive method guarantees that you will understand the foundational ideas and acquire the abilities required to establish a dependable and passive source of income online.Learn the fundamentals of affiliate marketing, from comprehending the idea to selecting the appropriate niche. Please look at actual situations that clarify each stage and make it simple for newcomers to understand. Discover how to locate the top affiliate networks, produce informative content that draws readers in, and market your affiliate links successfully.This powerful book is ideal for novice and experienced marketers, as it will teach you everything you need to start your affiliate marketing company. This book will take you from a complete beginner to an expert in affiliate marketing using only realistic, achievable goals rather than filler or abstract concepts.

Wie Unternehmen ihre Marke wirksam und wertebasiert kommunizieren Die Kommunikation der eigenen Marke lässt sich immer schwieriger steuern, denn die Menschen erkennen heute die tatsächlichen Haltungen, die hinter Dingen stehen, und wissen zwischen Substanz und Marketing zu unterscheiden. Trotzdem ist es eine zentrale Forderung, die Kommunikation mit den unterschiedlichen Anspruchsgruppen plan- und steuerbar zu machen. Valentin Heisters und Olaf Leu erklären in "Haltung, Substanz, Integrität", warum die digitale Hypertransparenz werteorientierte Haltung und Integrität erkennbar werden lässt - und warum klassische PR heute nicht mehr funktioniert. Sie zeigen, wie Unternehmen durch Authentizität und Eigenständigkeit erfolgreich mit den Herausforderungen der digitalen Hypertransparenz und dem Wandel von Werten und Kommunikationsverhalten umgehen. Dabei überprüfen und hinterfragen sie landläufige Purpose-Thesen und weisen im Dialog mit Vordenkern und Praktikern aus Design, Wirtschaft und Forschung auf Widersprüche und Lösungen hin, um den Unterschied zwischen üblichen Sustainability-Umgangsformen und echtem Commitment sichtbar zu machen. Die Autoren zeigen anhand von zahlreichen Beispielen neue Wege ganzheitlicher Unternehmens- und Wertekommunikation auf. Dabei widmen sie sich unter anderem folgenden Punkten: Wie Dialog und Teilhabe zu einem neuen Verständnis von Corporate Identity und Markenführung beitragen Wie Unternehmen sich in den sozialen Medien positionieren und warum Reputation die Frucht ist, die aus Haltung, Substanz und Integrität erwächst Den Ansätzen des Kommunikationsvordenkers Bodo Rieger Dabei geht es auch um die Frage, welche Rolle der Begriff der Freiheit spielt - und wie Unternehmen Werte aus ihrer Geschichte und Herkunft ableiten können, um die Zukunft zu gestalten.

¿Le interesa la gestión de marketing pero necesita un resumen de los aspectos básicos para entenderla correctamente y evaluar las oportunidades por sí mismo? Entonces esta guía es exactamente lo que necesita: La gestión inteligente del marketing es una herramienta importante para la creación de marcas y la fidelización sostenible de los clientes.Aquí obtendrá una introducción a la gestión de marketing con sus aspectos básicos más importantes: ¿Qué significa realmente el término en la actualidad y qué objetivos persigue?Seguro que ha oído hablar de la conocida mezcla de marketing, pero ¿qué hay exactamente detrás de ella? ¿Cómo es el mercado existente, cómo se realizan las delimitaciones y cómo se desarrolla una estrategia de marketing adecuada a partir de esta información para poder fidelizar a los clientes a largo plazo?Obtendrá respuestas fáciles de entender a todas estas preguntas en este libro, que le ayudará a obtener una visión general de los aspectos básicos.Además, recibirá importantes consejos prácticos, así como un plan de acción en 10 pasos para elaborar su propio plan de marketing.

Peu d'études ont été menées sur le genre et le comportement des consommateurs en Afrique et au Nigeria en particulier. Les amis, les voisins et les connaissances ont une influence sur les décisions d'achat des consommateurs. Les spécialistes du marketing considèrent les nouveaux produits et services comme un mécanisme important pour maintenir la compétitivité et la rentabilité de l'entreprise. L'environnement et la culture sont d'autres facteurs qui influencent nos décisions et nos habitudes d'achat. En Afrique et dans le nord du Nigeria en particulier, les maris, en tant que chefs de famille, dominent la plupart des décisions familiales. Ainsi, la question du genre dans les décisions d'achat est un problème permanent dans la société et aucune étude empirique n'a été réalisée au Nigeria et dans l'État de Kano en particulier. Ce livre est essentiel pour tous les producteurs de biens ménagers durables, car il leur permettra de connaître leur position sur le marché et les facteurs qui influencent les décisions d'achat des consommateurs, et de planifier leurs stratégies de marketing de manière appropriée. Il permettra aux fabricants de connaître l'impact du sexe sur les décisions d'achat des consommateurs et donc de choisir correctement le type et la marque du produit à fabriquer. Les spécialistes du marketing tireront profit de ce livre, qui les aidera.

Poucos estudos foram realizados para investigar a situação do género e do comportamento do consumidor em África e na Nigéria em particular. Os amigos, vizinhos e conhecidos têm influência na decisão de compra do consumidor. Os profissionais de marketing encaram os novos produtos e serviços como um mecanismo importante para manter a empresa competitiva e rentável. O ambiente e a cultura são outro fator determinante da nossa tomada de decisão e do nosso padrão de compra. Em África e no Norte da Nigéria, em particular, os maridos, enquanto chefes de família, dominam a maior parte das decisões da família. Assim, o género na decisão de compra é um problema contínuo na sociedade e não foram realizados estudos empíricos na Nigéria e no estado de Kano em particular. O livro é essencial para todos os produtores de bens domésticos duradouros, na medida em que lhes permitirá conhecer a sua posição no mercado e o que influencia a decisão de compra dos consumidores e planear adequadamente as suas estratégias de marketing. O livro dará aos fabricantes a oportunidade de conhecer o impacto do género na decisão de compra do consumidor, permitindo-lhes assim fazer uma escolha adequada do tipo e da marca do produto a produzir. Os profissionais de marketing beneficiarão com o livro, uma vez que este os ajudará.

Se han realizado pocos estudios para investigar la situación del género y el comportamiento del consumidor en África y Nigeria en particular. Amigos, vecinos y conocidos influyen en la decisión de compra de los consumidores. Los vendedores consideran que los nuevos productos y servicios son un mecanismo importante para mantener la competitividad y la rentabilidad de la empresa. El entorno y la cultura son otros factores que determinan nuestras decisiones y pautas de compra. En África, y en el norte de Nigeria en particular, los maridos, como cabezas de familia, dominan la mayoría de las decisiones familiares. Así, el género en la decisión de compra es un problema continuo en la sociedad y no se han establecido estudios empíricos en Nigeria y en el estado de Kano en particular. El libro es esencial para todos los productores de bienes duraderos para el hogar, ya que les permitirá conocer su posición en el mercado y lo que influye en la decisión de compra de los consumidores y planificar adecuadamente sus estrategias de marketing. El libro ofrecerá a los fabricantes la oportunidad de conocer el impacto del género en la decisión de compra de los consumidores y, de este modo, les permitirá elegir adecuadamente el tipo y la marca del producto que van a fabricar. Los profesionales del marketing se beneficiarán del libro, ya que les será de gran ayuda.

Es wurden nur wenige Studien durchgeführt, um den Stand der Dinge in Bezug auf Geschlecht und Verbraucherverhalten in Afrika und insbesondere in Nigeria zu untersuchen. Freunde, Nachbarn und Bekannte haben Einfluss auf die Kaufentscheidungen der Verbraucher. Vermarkter betrachten neue Produkte und Dienstleistungen als wichtigen Mechanismus, um das Unternehmen wettbewerbsfähig und rentabel zu halten. Umwelt und Kultur sind ein weiterer Faktor, der unser Entscheidungs- und Kaufverhalten beeinflusst. In Afrika und insbesondere in Nordnigeria dominieren die Ehemänner als Haushaltsvorstände die meisten Entscheidungen in der Familie. Daher ist das Geschlecht bei Kaufentscheidungen ein ständiges Problem in der Gesellschaft, und in Nigeria und insbesondere im Bundesstaat Kano gibt es keine empirischen Studien. Das Buch ist für alle Hersteller von langlebigen Haushaltsgütern wichtig, da es sie in die Lage versetzt, ihre Position auf dem Markt zu kennen und zu wissen, was die Kaufentscheidungen der Verbraucher beeinflusst und ihre Marketingstrategien entsprechend zu planen. Das Buch bietet den Herstellern die Möglichkeit, den Einfluss des Geschlechts auf die Kaufentscheidung der Verbraucher zu erkennen und so eine angemessene Auswahl der Art und Marke des zu produzierenden Produkts zu treffen. Die Vermarkter würden von dem Buch profitieren, da es ihnen helfen würde.

V Afrike i, w chastnosti, w Nigerii, bylo prowedeno malo issledowanij, poswqschennyh izucheniü gendernoj problematiki i potrebitel'skogo powedeniq. Druz'q, sosedi i znakomye okazywaüt wliqnie na reshenie potrebitelq o pokupke. Marketologi rassmatriwaüt nowye produkty i uslugi kak wazhnyj mehanizm podderzhaniq konkurentosposobnosti i pribyl'nosti firmy. Okruzhaüschaq sreda i kul'tura - esche odin faktor, opredelqüschij nashi resheniq i modeli pokupok. V Afrike i, w chastnosti, w Sewernoj Nigerii muzh'q, kak glawy semejstw, prinimaüt bol'shinstwo reshenij w sem'e. Takim obrazom, gendernyj faktor w prinqtii reshenij o pokupke qwlqetsq postoqnnoj problemoj w obschestwe, i w Nigerii i, w chastnosti, w shtate Kano ne bylo prowedeno ni odnogo ämpiricheskogo issledowaniq. Kniga neobhodima wsem proizwoditelqm bytowyh towarow dlitel'nogo pol'zowaniq, poskol'ku ona pozwolit im uznat' swoü poziciü na rynke i to, chto wliqet na reshenie potrebitelej o pokupke, a takzhe prawil'no planirowat' swoi marketingowye strategii. Proizwoditelqm kniga dast wozmozhnost' uznat' o wliqnii pola na reshenie potrebitelq o pokupke i, takim obrazom, sdelat' prawil'nyj wybor tipa i marki proizwodimogo produkta. Marketologi poluchat pol'zu ot knigi, tak kak ona pomozhet im.

Il marketing sensoriale, noto anche come marketing dei sensi, è quello che attacca direttamente i cinque sensi, cercando di stimolarli (non solo la vista, ma anche l'udito, l'olfatto, il gusto e il tatto) per cercare di creare un'atmosfera piacevole per il cliente e, in questo modo, aumentare il tempo trascorso nel locale (Jiménez-Marín, 2016). Il marketing dei sensi ricerca le emozioni e le immagini provocate nel consumatore, determinando una certa immagine stereotipata e, di conseguenza, uno stimolo. L'importanza del marketing sensoriale ha acquisito negli ultimi anni una rilevanza decisiva in molti settori perché è senza dubbio il modo migliore per entrare in contatto con il nostro marchio o prodotto e con lo stile di vita dei nostri clienti, aggiungendo valore al loro ambiente, facendo appello ai loro sentimenti, ai sensi e alla ragione.

Pochi studi sono stati condotti per indagare lo stato del genere e del comportamento dei consumatori in Africa e in Nigeria in particolare. Amici, vicini e conoscenti influenzano le decisioni di acquisto dei consumatori. Gli esperti di marketing considerano i nuovi prodotti e servizi come un meccanismo importante per mantenere l'azienda competitiva e redditizia. L'ambiente e la cultura sono un altro fattore che determina le nostre decisioni e i nostri modelli di acquisto. In Africa e nella Nigeria settentrionale in particolare, i mariti, in quanto capofamiglia, dominano la maggior parte delle decisioni della famiglia. Pertanto, il genere nelle decisioni di acquisto è un problema continuo nella società e non sono stati condotti studi empirici in Nigeria e nello Stato di Kano in particolare. Il libro è essenziale per tutti i produttori di beni durevoli per la casa, in quanto consentirà loro di conoscere la loro posizione sul mercato e di sapere cosa influenza le decisioni di acquisto dei consumatori e di pianificare in modo appropriato le loro strategie di marketing. Il libro offrirà ai produttori l'opportunità di conoscere l'impatto del genere sulle decisioni d'acquisto dei consumatori, consentendo loro di scegliere in modo appropriato il tipo e la marca dei prodotti da produrre. I responsabili del marketing trarranno beneficio dal libro perché li aiuterà.