Marketing

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.

O marketing sensorial, também conhecido como marketing dos sentidos, é aquele que ataca diretamente os cinco sentidos, procurando estimulá-los (não só a visão, mas também a audição, o olfato, o paladar e o tato) para tentar criar um ambiente agradável para o cliente e, desta forma, aumentar o tempo de permanência no estabelecimento (Jiménez-Marín, 2016). O marketing dos sentidos procura emoções e imagens provocadas no consumidor, resultando num determinado estereótipo de imagem e, como consequência, um estímulo. A importância do marketing sensorial adquiriu nos últimos anos uma relevância decisiva em muitos sectores porque é, sem dúvida, a melhor forma de nos ligarmos à nossa marca ou produto e ao estilo de vida dos nossos clientes, acrescentando valor ao seu ambiente, apelando aos seus sentimentos, sentidos e razão.

The Nigerian fashion industry has witnessed significant growth, drawing global attention from investors and enthusiasts. Despite its economic contribution, the impact of social media and influencers on consumer behaviour in this market has been understudied. This research explores the influence of social media influencers (SMIs) on consumer purchasing decisions within Nigeria's fashion industry. Uniquely, it focuses on the consumer perspective, diverging from previous studies cantered on retailers or influencers. Conducted through qualitative remote interviews, the study reveals that consumers prioritize influencer credibility and track record when making fashion-related decisions. Video-based platforms prove most effective in reaching Nigerian consumers through influencers. Identified barriers to influencer marketing effectiveness are also discussed, offering valuable insights for future research and practical applications in the Nigerian fashion sector. The book contributes essential knowledge for understanding consumer considerations in the context of influencer marketing within this dynamic industry.

Sensory marketing, also called marketing of the senses, is that which directly attacks the five senses, seeking to stimulate them (not only sight, but also hearing, smell, taste and touch) to try to create a pleasant environment for the customer and thus increase the time spent in the establishment (Jiménez-Marín, 2016). The marketing of the senses seeks emotions and images provoked in the consumer, bringing as a consequence a certain image stereotype and, as a consequence, a stimulus. The importance of sensory marketing has acquired in recent years a decisive relevance in many sectors because it is undoubtedly the best way to connect with our brand or product and the lifestyle of our customers, adding value to their environment, appealing to their feelings, senses and reason.

Le marketing sensoriel, également connu sous le nom de marketing des sens, est celui qui s'attaque directement aux cinq sens, en cherchant à les stimuler (non seulement la vue, mais aussi l'ouïe, l'odorat, le goût et le toucher) pour tenter de créer une atmosphère agréable pour le client et, de cette manière, augmenter le temps passé dans l'établissement (Jiménez-Marín, 2016). Le marketing des sens recherche les émotions et les images provoquées chez le consommateur, ce qui donne lieu à un certain stéréotype d'image et, par conséquent, à un stimulus. L'importance du marketing sensoriel a acquis ces dernières années une pertinence décisive dans de nombreux secteurs, car il s'agit sans aucun doute de la meilleure façon de se connecter avec notre marque ou notre produit et le style de vie de nos clients, en ajoutant de la valeur à leur environnement, en faisant appel à leurs sentiments, à leurs sens et à leur raison.

Sensornyj marketing, takzhe izwestnyj kak marketing chuwstw, - äto marketing, kotoryj naprqmuü wozdejstwuet na pqt' organow chuwstw, stremqs' stimulirowat' ih (ne tol'ko zrenie, no i sluh, obonqnie, wkus i osqzanie), chtoby popytat'sq sozdat' priqtnuü atmosferu dlq klienta i, takim obrazom, uwelichit' wremq, prowedennoe w zawedenii (Jiménez-Marín, 2016). Marketing organow chuwstw stremitsq wyzwat' u potrebitelq ämocii i obrazy, chto priwodit k formirowaniü opredelennogo stereotipa obraza i, kak sledstwie, stimula. Vazhnost' sensornogo marketinga w poslednie gody priobrela reshaüschee znachenie wo mnogih otraslqh, poskol'ku äto, nesomnenno, luchshij sposob ustanowit' swqz' mezhdu brendom ili produktom i stilem zhizni nashih klientow, dobawlqq cennost' w ih okruzhenie, obraschaqs' k ih chuwstwam, oschuscheniqm i razumu.

Sensorisches Marketing, auch bekannt als Marketing der Sinne, ist ein Marketing, das die fünf Sinne direkt anspricht und versucht, sie zu stimulieren (nicht nur das Sehen, sondern auch das Hören, den Geruch, den Geschmack und den Tastsinn), um zu versuchen, eine angenehme Atmosphäre für den Kunden zu schaffen und auf diese Weise die Verweildauer im Lokal zu erhöhen (Jiménez-Marín, 2016). Das Marketing der Sinne sucht nach Emotionen und Bildern, die beim Verbraucher hervorgerufen werden, was zu einem bestimmten Image-Stereotyp und damit zu einem Anreiz führt. Die Bedeutung des sensorischen Marketings hat in den letzten Jahren in vielen Sektoren eine entscheidende Relevanz erlangt, da es zweifellos der beste Weg ist, um eine Verbindung zwischen unserer Marke oder unserem Produkt und dem Lebensstil unserer Kunden herzustellen, indem es deren Umfeld aufwertet und an ihre Gefühle, Sinne und ihren Verstand appelliert.

Online shopping is the process of buying goods and services from merchants who sell on the internet due to the presence of the World Wide Web. The merchants then sell their products to people who surf the internet, E-commerce has made life simple and innovative for individuals and groups. Consumer behaviour in online shopping is different from the physical markets where he has access to see the product. The purpose of the research was to study consumer behaviour towards online shopping; a case study on electronic gadgets in Blantyre. The main research question in the thesis is how consumers behave while shopping online. The type of data being used is the primary data in the form of a questionnaire, Sampling is done by non- probability sampling, this sampling procedure does not estimate the probability of each item in the population being included in the sample. In this type of sampling, items for the sample are selected deliberately by the researcher, and his choice concerning the items remains dominant. Data analysis using coefficient correlation and percentage tables analysis.

Data can be extremely valuable if we are able to extract information from them. This is why multivariate data analysis is essential for business and science. This book offers an easy-to-understand introduction to the most relevant methods of multivariate data analysis. It is strictly application-oriented, requires little knowledge of mathematics and statistics, demonstrates the procedures with numerical examples and illustrates each method via a case study solved with IBM¿s statistical software package SPSS. Extensions of the methods and links to other procedures are discussed and recommendations for application are given. An introductory chapter presents the basic ideas of the multivariate methods covered in the book and refreshes statistical basics which are relevant to all methods.For the 2nd edition, all chapters were checked and calculated using the current version of IBM SPSS.ContentsIntroduction to empirical data analysisRegression analysisAnalysis of varianceDiscriminant analysisLogistic regression Contingency analysisFactor analysisCluster analysisConjoint analysisThe original German version is now available in its 17th edition. In 2015, this book was honored by the Federal Association of German Market and Social Researchers as ¿the textbook that has shaped market research and practice in German-speaking countries¿. A Chinese version is available in its 3rd edition.On the website www.multivariate-methods.info, the authors further analyze the data with Excel and R and provide additional material to facilitate the understanding of the different multivariate methods. In addition, interactive flashcards are available to the reader for reviewing selected focal points. Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

Notre société a transité d'un modèle de production et consommation non industrialisé adapté aux stratégies de marketing traditionnel vers des modèles industrialisés puis technologiquement industrialisés au cours des XVIIIe et XXIe siècles. Ce processus a conduit peu à peu la fonction de marketing traditionnel vers une fonction de marketing numérique propre à la révolution industrielle 4.0. L'essentiel de ce travail de recherche visait à montrer que le développement des TIC a fortement encouragé de manière significative l'interopérabilité entre le marketing mix et le marketing numérique ces dix (10) dernières années au Cameroun. La Technology Acceptance Model de Davis (1989) a permis d'expliquer les orientations marketing ainsi que les rôles des acteurs institutionnels des TIC et des professionnels de la publicité au Cameroun. Les récentes données statistiques du Minpostel (2015) montrent que le taux de pénétration d'Internet et du mobile, les coûts d'accès et la multiplicité des opérateurs sont autant d'indicateurs technologiques qui ont influencé l'interopérabilité entre le marketing mix et le marketing numérique dans le secteur de la publicité au Cameroun.

Aktuell: Klausur Sep. 2023 berücksichtigt! - Die Reihe Prüfungswissen kompakt bietet knappe und zuverlässige Zusammenfassungen für die unmittelbare Prüfungsvorbereitung. Es wurden alle Stichpunkte des Rahmenplans und alle bisherigen Klausurfragen berücksichtigt. Bei jedem Thema ist angegeben, in welcher Klausur und Frage dieser Stoff vorkam. Damit ist auf einen Blick zu erkennen, was bisher wie oft gefragt wurde, und es können schnell in den bisher geschriebenen Klausuren passende Aufgaben zum Üben gefunden werden.

Welcome to the second edition of "Affiliate Marketing By Example: A Comprehensive Guide." This book represents a culmination of extensive research, practical insights, and a deep dive into the ever-evolving world of affiliate marketing. Since the first edition, the landscape of affiliate marketing has undergone significant changes, prompting us to update and expand this guide to remain a relevant and valuable resource for both newcomers and seasoned professionals in the field.Why a Second Edition?The decision to release a second edition of this book was driven by the rapid advancements in digital marketing technologies, the emergence of new platforms and tools, and the changing consumer behaviors that directly impact the affiliate marketing world. The first edition, while comprehensive at the time, needed a fresh perspective to include the latest trends, strategies, and case studies that reflect the current state of affiliate marketing.What's New?In this edition, you will find several new chapters and sections that address:Emerging Trends: A detailed look at the latest trends in affiliate marketing, including the rise of influencer partnerships, the impact of artificial intelligence, and the increasing importance of mobile platforms.Updated Strategies: Revised strategies for selecting profitable niches, building effective affiliate websites, and crafting compelling content that converts.Advanced Techniques: New insights into advanced techniques such as SEO optimization for affiliate marketing, leveraging data analytics, and the integration of social media marketing strategies.Global Perspectives: An expanded view on the global nature of affiliate marketing, including case studies and strategies for targeting international markets.Ethical Considerations: A new section dedicated to the ethics and best practices in affiliate marketing, emphasizing transparency, consumer trust, and compliance with regulations.Real-World Examples: A richer collection of case studies and real-world examples that demonstrate successful affiliate marketing campaigns and common pitfalls to avoid.Interactive Elements: This edition includes QR codes and links to online resources, interactive tools, and communities for readers to engage with a broader network of affiliate marketers.For Whom Is This Book?This book is designed for a wide range of readers, from those who are just starting out in the world of affiliate marketing to experienced marketers seeking to enhance their knowledge and stay abreast of current trends and techniques. Entrepreneurs, digital marketers, bloggers, content creators, and anyone interested in understanding how to monetize their online presence will find valuable insights in these pages.AcknowledgmentsI would like to express my gratitude to the many industry experts, affiliate marketers, and readers of the first edition whose feedback and insights have been invaluable in shaping this second edition. Their real-world experiences and challenges have added depth and relevance to this guide.Dr. Hesham Mohamed Elsherif

I social network sono attualmente un grande mezzo di interazione tra le persone, questo viene utilizzato in molti casi per creare gruppi di seguaci di una persona, per i suoi ideali o per il suo modo di essere, questo porta il marchio personale a giocare un ruolo molto importante nel marketing, tenendo conto che molti marchi aziendali sfruttano questi seguaci per pubblicizzare i loro prodotti grazie all'esposizione che permette un marchio personale posizionato, è così che i cosiddetti influencer diventano un mezzo di esposizione dei marchi aziendali. Anche se può sembrare paradossale, i marchi aziendali utilizzano i marchi personali per l'esposizione. Individuare come gestire un marchio personale ci riporta alla letteratura sul branding e sui marchi aziendali, generando la necessità di individuare le analogie e le differenze che la gestione di un marchio aziendale può avere con un marchio personale, avendo come campo comune l'uso dei social network.

Soziale Netzwerke sind derzeit ein großartiges Medium für die Interaktion zwischen Menschen, ist dies in vielen Fällen verwendet werden, um Gruppen von Anhängern zu einer Person zu schaffen, für ihre Ideale oder Art des Seins, führt dies zu der persönlichen Marke kommt eine sehr wichtige Rolle im Marketing zu spielen, unter Berücksichtigung, dass viele Unternehmensmarken nutzen diese Anhänger, um ihre Produkte dank der Exposition, die eine persönliche Marke positioniert ermöglicht bekannt zu machen, das ist, wie die so genannte Influencer ein Mittel der Exposition von Unternehmensmarken geworden. Auch wenn es paradox klingen mag, nutzen Unternehmensmarken persönliche Marken zur Bekanntmachung. Die Identifizierung des Managements einer persönlichen Marke führt uns zurück zur Literatur über Branding und Unternehmensmarken und erzeugt die Notwendigkeit, Ähnlichkeiten und Unterschiede zu identifizieren, die das Management einer Unternehmensmarke mit einer persönlichen Marke haben kann, die als gemeinsames Feld die Nutzung von sozialen Netzwerken hat.

Social'nye seti w nastoqschee wremq qwlqütsq otlichnoj sredoj dlq wzaimodejstwiq mezhdu lüd'mi, äto ispol'zuetsq wo mnogih sluchaqh dlq sozdaniq grupp posledowatelej cheloweka, za ego idealy ili obraz zhizni, äto priwodit k tomu, chto lichnyj brend nachinaet igrat' ochen' wazhnuü rol' w marketinge, uchitywaq, chto mnogie korporatiwnye brendy pol'zuütsq ätimi posledowatelqmi dlq reklamy swoih produktow blagodarq äxpozicii, kotoruü pozwolqet pozicionirowat' lichnyj brend, imenno tak tak nazywaemye agenty wliqniq stanowqtsq sredstwom wozdejstwiq na korporatiwnye brendy. Hotq äto mozhet pokazat'sq paradoxal'nym, korporatiwnye brendy ispol'zuüt lichnye brendy dlq wozdejstwiq. Opredelenie togo, kak uprawlqt' lichnym brendom, wozwraschaet nas k literature o brendinge i korporatiwnyh brendah, porozhdaq neobhodimost' wyqwit' shodstwa i razlichiq, kotorye uprawlenie korporatiwnym brendom mozhet imet' s lichnym brendom, imeüschim w kachestwe obschego polq ispol'zowanie social'nyh setej.

Social networks are currently a great medium for interaction between people, this is used in many cases to create groups of followers to a person, for their ideals or way of being, this leads to the personal brand to play a very important role in marketing, taking into account that many corporate brands take advantage of these followers to publicize their products thanks to the exposure that allows a positioned personal brand, this is how the so-called influencers become a means of exposure of corporate brands. Although it may sound paradoxical, corporate brands use personal brands for their exposure. Identifying how to manage a personal brand takes us back to the literature on branding and corporate brands, generating the need to identify similarities and differences that can have the management of a corporate brand with a personal brand, having as common field the use of social networks.

As redes sociais são atualmente um grande meio de interação entre as pessoas, este é utilizado em muitos casos para criar grupos de seguidores de uma pessoa, pelos seus ideais ou forma de estar, isto leva a que a marca pessoal passe a ter um papel muito importante no marketing, tendo em conta que muitas marcas corporativas aproveitam estes seguidores para divulgar os seus produtos graças à exposição que permite posicionar uma marca pessoal, é assim que os chamados influencers se tornam um meio de exposição das marcas corporativas. Embora possa parecer paradoxal, as marcas corporativas utilizam as marcas pessoais para se exporem. Identificar como gerir uma marca pessoal remete-nos para a literatura sobre branding e marcas corporativas, gerando a necessidade de identificar semelhanças e diferenças que a gestão de uma marca corporativa pode ter com uma marca pessoal, tendo como campo comum a utilização das redes sociais.

Les réseaux sociaux sont actuellement un excellent moyen d'interaction entre les personnes, ce qui est utilisé dans de nombreux cas pour créer des groupes d'adeptes d'une personne, pour ses idéaux ou sa façon d'être, ce qui conduit la marque personnelle à jouer un rôle très important dans le marketing, compte tenu du fait que de nombreuses marques d'entreprise profitent de ces adeptes pour faire connaître leurs produits grâce à l'exposition qui permet à une marque personnelle de se positionner, c'est ainsi que les soi-disant influenceurs deviennent un moyen d'exposition pour les marques d'entreprise. Bien que cela puisse paraître paradoxal, les marques d'entreprise utilisent les marques personnelles pour se faire connaître. Identifier comment gérer une marque personnelle nous ramène à la littérature sur le branding et les marques d'entreprise, générant le besoin d'identifier les similitudes et les différences que la gestion d'une marque d'entreprise peut avoir avec une marque personnelle, ayant comme champ commun l'utilisation des réseaux sociaux.

This is your passport to the cutting-edge world of neuromarketing. This insightful book seamlessly guides readers from the evolutionary foundations of this revolutionary discipline to its practical applications and the use of state-of-the-art tools. Unveiling the secrets behind consumer behavior, the book explores the neurological landscape, providing marketers with a strategic roadmap to enhance their campaigns. Whether you're a seasoned professional or a newcomer to the field, this book equips you with the knowledge and tools needed to thrive in the dynamic landscape of modern marketing. Join the revolution and unlock the power of the mind in shaping consumer decisions.

In a world where the first impression matters, and guest well-being takes center stage, this book, "Lavylites - The Future of Hotel Cosmetics," presents a revolutionary perspective on the significance and application of cosmetic products in the hotel industry. It is an exploration into the heart of hospitality, enriched with innovative ideas and forward-thinking concepts aimed at making every guest's stay an unforgettable experience.Within these pages, we unveil the latest trends and developments in hotel cosmetics, examining how Lavylites, an avant-garde cosmetic brand, is poised to transform the standards of the hospitality industry. From eco-friendly practices to personalized beauty solutions, this book sheds light on how Lavylites contributes to enhancing the hospitality experience while promoting sustainable practices.

In einer Welt, in der der erste Eindruck zählt und das Wohlbefinden der Gäste im Mittelpunkt steht, präsentiert dieses Buch "Lavylites - Die Zukunft der Hotelkosmetik" eine revolutionäre Sichtweise auf die Bedeutung und den Einsatz von Kosmetikprodukten in der Hotelbranche. Es ist eine Erkundung in das Herz der Gastfreundschaft, angereichert mit innovativen Ideen und zukunftsweisenden Konzepten, die darauf abzielen, den Aufenthalt jedes Gastes zu einem unvergesslichen Erlebnis zu machen.In diesem Buch werden die neuesten Trends und Entwicklungen in der Hotelkosmetik aufgedeckt und analysiert. Wir erkunden, wie Lavylites, eine avantgardistische Kosmetikmarke, sich darauf vorbereitet, die Standards der Hotelbranche zu transformieren. Von umweltfreundlichen Praktiken bis hin zu personalisierten Schönheitslösungen, dieses Buch beleuchtet, wie Lavylites dazu beiträgt, die Gastfreundschaftserfahrung zu verbessern und zugleich nachhaltige Praktiken zu fördern.