Marketing

¿Service-Dominant logic can be described as a mind-set for a unified understanding of the purpose and nature of organizations, markets and society. A concept that was first introduced by Vargo and Lusch in 2004, S-D logic has generated not just a vast host of journal articles and books but has established an expanding sphere of influence across marketing scholarship.In this book, the author uses a rhetorical approach to investigate the ¿marketing¿ of Service-Dominant logic, asking how the formulation and presentation of the logic aids in its persuasive promotion. In doing so, the book explores the lexicon choices, metaphors, symbols, and persuasive gambits that have resonated so strongly with marketing academia, with the aim of understanding how these elements work together in a compelling narrative that delivers the logic¿s core value proposition of transcendence. The author investigates how these rhetorical strategies have evolved as the S-D logic framework has developed, examining the revisions to its foundational premises and axioms and the introduction of new perspectives such as systems theory. It is the first book-length rhetorical analysis of a single strand of marketing discourse and as such, it serves as a showcase for the methodology, the insights it can provide, and its value for marketing scholarship.

Ein Verkäufer zu sein bedeutet, dass wir uns aktiv darum bemühen, das Leben anderer Menschen zu verbessern. Wir sind die Glücksbringer, die unseren Kunden die Freude des Besitzes, die Erleichterung von Problemen und die Erfüllung von Bedürfnissen nahebringen. Egal, ob wir ein innovatives Produkt verkaufen oder eine Dienstleistung anbieten, unser Ziel ist es, die Welt durch unser Handeln zu einem besseren Ort zu machen.

Influencer Marketing. Chance für die UnternehmenskommunikationVon Martina Bencetic1. Einleitung2. Influencer-Marketing3. Verschiedene Arten von Influencern4. Auswahl der richtigen Influencer5. Beispiel6. Schlussfolgerung7. LiteraturverzeichnisInfluencer Marketing. Welche Erfolgsfaktoren versprechen sich Unternehmen?Von Antonia Müller1. Einleitung2. Theoretischer Rahmen3. Erfolgsfaktoren4. Herausforderungen im Influencer Marketing5. Unternehmensbeispiele6. Fazit7. LiteraturverzeichnisKooperationsformen im Influencer-Marketing. Vor- und Nachteile für (kleine) Unternehmen1. Einleitung2. Formen der Zusammenarbeit im Influencer Marketing3. Vor- und Nachteile für Unternehmen4. Influencer-Marketing für kleine Unternehmen5. Fazit6. QuellenverzeichnisKinder- und Familien-InfluencerInnen-Marketing. Problematiken und Risiken1. Einleitung2. Grundlagen des Familien-Influencer*innen-Marketings3. Sharenting und Mumpreneurship4. Kidfluencer*innen: ¿Growing up Branded¿5. Problematiken und Risiken6. Fazit7. Literaturverzeichnis

¡Prepárate para descubrir cómo tu negocio puede aprovechar fácilmente esta industria multimillonaria en auge!El siempre cambiante mundo del mercadeo en redes sociales significa que necesitas encontrar constantemente nuevas tácticas para mantenerte por delante de tu competencia.Y cuando se trata de crear conciencia de marca - ya sea para un negocio de ladrillos y cemento, una tienda de comercio electrónico, o tu marca personal - la comercialización en vídeo domina como la mejor forma para llevar tu mensaje a tus clientes potenciales.Ahora, en los últimos años, una nueva y revolucionaria pieza de tecnología social ha surgido para convertirse en la forma más efectiva de llegar a tu público objetivo... Y esa tecnología se llama transmisión en vivo.Verás, la industria de las transmisiones en vivo o streaming es mucho más que sólo juegos en línea. De hecho, se prevé que este mercado crezca hasta más de 70.000 millones de dólares para 2021, lo que lo convierte en una de las formas más vanguardistas para que los empresarios y las personas influyentes lleguen a los clientes en tiempo real.Y con Mercadeo En Vivo Para Redes Sociales, tendrás todo lo que necesitas para comenzar a aprovechar la herramienta de streaming - que puede ayudarte a traer ventas adicionales, generar más clientes potenciales, y ¡realmente impulsar tu marca para ganar en grande en línea!Lo que aprenderás dentro de Mercadeo En Vivo Para Redes Sociales:Descubre cómo incluso los principiantes pueden utilizar esta innovación de mercadeo pionera.Domina el arte de dirigir el tráfico a tu sitio web o tienda a través de una transmisión en vivo.Aprende las diferencias clave entre las plataformas de transmisión en vivo más populares - y descubre qué plataforma ofrece la mejor opción para tu marca.Obtén todos los mejores consejos para llevar a cabo un buen programa de streaming en directo (¡sin ningún problema!).¡Y mucho más!Así que, ¿por qué no añadir Mercadeo En Vivo Para Redes Sociales a tu biblioteca? Y tú también podrías estar a la vanguardia de lo que se va a convertir en el futuro de la comercialización en vídeo.

Os produtos locais são o resultado de uma sinergia entre os recursos naturais enquanto matérias-primas e o saber-fazer humano específico de cada região e herdado de geração em geração. Embora estes produtos estejam imbuídos de autenticidade, sejam descritos como originais e se distingam pela sua tipicidade, continuam a ser relativamente desconhecidos e discretos entre os consumidores, o que significa que precisam de receber maior visibilidade e promoção.Neste sentido, o marketing agroalimentar é um meio proactivo de reforçar a atração destes produtos, aumentando o seu valor e posicionando-os de forma vantajosa no mercado. A integração de estratégias de marketing agroalimentar ajuda a elevar estes produtos ao estatuto de escolhas preferenciais, destacando a singularidade da sua oferta, gerando uma forte consciência de marca e proporcionando a oportunidade de transcender a discrição destes tesouros regionais.Ao destacarem-se pelas suas características únicas, os produtos locais podem captar a atenção dos consumidores, estabelecer uma ligação duradoura e gerar um interesse renovado.

Regionale Produkte sind das Ergebnis einer Synergie zwischen den natürlichen Ressourcen als Rohstoff und dem menschlichen Know-how, das jeder Region eigen ist und von einer Generation an die nächste weitergegeben wird. Obwohl diese Produkte von Authentizität geprägt, als originell bezeichnet und als typisch ausgezeichnet sind, bleiben sie bei den Verbrauchern relativ unbekannt und unauffällig, was es erforderlich macht, ihnen eine breite Sichtbarkeit und eine verstärkte Werbung zu bieten.In diesem Sinne stellt das Agrar- und Lebensmittelmarketing ein proaktives Mittel dar, das darauf abzielt, die Attraktivität dieser Produkte zu steigern, ihre Wertschätzung zu erhöhen und sie vorteilhaft auf dem Markt zu positionieren. Die Integration von Strategien des Agrar- und Lebensmittelmarketings trägt dazu bei, diese Produkte in den Rang einer bevorzugten Wahl zu erheben, indem sie die Einzigartigkeit ihres Angebots hervorhebt, einen hohen Bekanntheitsgrad erzeugt und die Möglichkeit bietet, über die Diskretion dieser regionalen Schätze hinauszugehen.Indem sie sich durch ihre einzigartigen Merkmale auszeichnen, können regionale Produkte die Aufmerksamkeit der Verbraucher auf sich ziehen, eine dauerhafte Verbindung herstellen und neues Interesse wecken.

I prodotti locali sono il risultato di una sinergia tra le risorse naturali come materie prime e il know-how umano specifico di ogni regione ed ereditato da una generazione all'altra. Pur essendo impregnati di autenticità, descritti come originali e contraddistinti dalla loro tipicità, questi prodotti rimangono relativamente sconosciuti e discreti tra i consumatori, il che significa che è necessario dare loro maggiore visibilità e promozione.In questo senso, il marketing agroalimentare è uno strumento proattivo per migliorare l'appeal di questi prodotti, aumentarne il valore e posizionarli in modo vantaggioso sul mercato. L'integrazione di strategie di marketing agroalimentare aiuta a elevare questi prodotti allo status di scelte preferite, evidenziando l'unicità della loro offerta, generando una forte consapevolezza del marchio e offrendo l'opportunità di trascendere la discrezione di questi tesori regionali.Distinguendosi per le loro caratteristiche uniche, i prodotti locali possono catturare l'attenzione dei consumatori, stabilire un legame duraturo e generare un rinnovato interesse.

Local products are the result of a synergy between natural resources as raw materials and human know-how specific to each region and inherited from one generation to the next. Although these products are characterized by authenticity, originality and typicity, they remain relatively unknown and discreet among consumers, which means they need to be given greater visibility and promotion.In this sense, agri-food marketing is a proactive means of enhancing the appeal of these products, increasing their value and positioning them advantageously in the marketplace. The integration of agri-food marketing strategies helps to elevate these products to the status of preferred choices by highlighting the uniqueness of their offering, generating strong brand awareness and providing the opportunity to transcend the discretion of these regional treasures.By distinguishing themselves through their unique characteristics, terroir products can capture consumers' attention, establish a lasting connection and generate renewed interest.

Los productos locales son el resultado de una sinergia entre los recursos naturales como materias primas y el saber hacer humano propio de cada región y heredado de generación en generación. Aunque estos productos están impregnados de autenticidad, se califican de originales y se distinguen por su tipicidad, siguen siendo relativamente desconocidos y discretos entre los consumidores, por lo que es necesario darles mayor visibilidad y promoción.En este sentido, el marketing agroalimentario es un medio proactivo para aumentar el atractivo de estos productos, incrementar su valor y posicionarlos ventajosamente en el mercado. La integración de estrategias de marketing agroalimentario contribuye a elevar estos productos a la categoría de opciones preferidas al destacar la singularidad de su oferta, generar una fuerte conciencia de marca y brindar la oportunidad de trascender la discreción de estos tesoros regionales.Al destacar por sus características únicas, los productos locales pueden captar la atención de los consumidores, establecer una conexión duradera y generar un interés renovado.

Mestnye produkty - äto rezul'tat sinergii prirodnyh resursow kak syr'q i chelowecheskogo nou-hau, harakternogo dlq kazhdogo regiona i peredaüschegosq po nasledstwu ot odnogo pokoleniq k drugomu. Nesmotrq na to, chto äti produkty propitany autentichnost'ü, harakterizuütsq kak original'nye i otlichaütsq swoej tipichnost'ü, oni ostaütsq otnositel'no neizwestnymi i nezametnymi sredi potrebitelej, a znachit, nuzhdaütsq w bolee shirokom osweschenii i prodwizhenii.V ätom smysle agroprodowol'stwennyj marketing qwlqetsq aktiwnym sredstwom powysheniq priwlekatel'nosti ätih produktow, uwelicheniq ih stoimosti i wygodnogo pozicionirowaniq na rynke. Integraciq strategij agroprodowol'stwennogo marketinga pomogaet wozwysit' äti produkty do statusa predpochtitel'nogo wybora, podcherkiwaq unikal'nost' ih predlozheniq, sozdawaq sil'nuü uznawaemost' brenda i predostawlqq wozmozhnost' wyjti za ramki diskretnosti ätih regional'nyh sokrowisch.Vydelqqs' swoimi unikal'nymi harakteristikami, mestnye produkty mogut priwlech' wnimanie potrebitelej, ustanowit' prochnuü swqz' i wyzwat' nowyj interes.

Discover the intricate journey of our diets in "Nutrition in Transition". This captivating exploration unravels the mysteries behind our culinary choices, shedding light on why certain foods thrive while others are forgotten. Through a rich tapestry of historical examples, delve into the world of food trends, and unveil the patterns that shape our preferences.In this illuminating read, embark on a voyage through chapters that unveil the evolution of consumption patterns and the birth of food trends. Uncover the power of the dietary profile, a tool that categorizes preferences, revealing hidden connections and anticipating future shifts. Delve into the nuances of acceptance and understand the dimensions of width and depth, influencing our eating habits.From embracing new tastes to deciphering the impact of societal trends, each chapter offers a lens to examine the complexities of our dietary decisions. Unearth the paradox between consumer desires and actions and explore how suppliers shape our food landscape. As you journey through the book, gain the insights to predict the ever-evolving trends that await us."Nutrition in Transition" is your gateway to unraveling the past, present, and future of our dietary choices, providing a comprehensive understanding of the forces that steer our plates.

Studienarbeit aus dem Jahr 2022 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Deutsche Hochschule für Prävention und Gesundheitsmanagement GmbH, Sprache: Deutsch, Abstract: Diese Hausarbeit im Studiengang "Fitnessökonomie" wurde für das Studienmodul "Marketing" angefertigt. Zuerst erfolgt eine Vorstellung der Bodystreet Starnberg und dem Konzept EMS Endurance. Danach folgen eine Marktanalyse und eine strategische Marketingplanung. Die Arbeit schließt mit einem Kommunikationskonzept ab.

Um Kunden langfristig binden zu können, sollten Finanzinstitute kundenorientiert handeln. Unter diesem Aspekt gewinnt das Kundenbindungsmanagement zunehmend an Bedeutung. Mit einem erfolgreichen Beschwerdemanagement kann die Loyalität der Kunden zurückzugewonnen werden und negative Auswirkungen für das Kreditinstitut vermieden werden. Das Werk zeigt den richtigen Umgang mit Beschwerden in Kreditinstituten, aber auch insgesamt in der Bankwirtschaft. Dazu werden zunächst wichtige Grundlagen erläutert, die die Ziele des Beschwerdemanagements einschließen. Es folgt die Darstellung des direkten Beschwerdemanagements, wobei auch der indirekte Prozess als Funktion des gesamten Managements erläutert wird. Abschließend werden praxisorientierte Anlagen für die interne Bearbeitung zur Verfügung gestellt.

Turn Your Passion for Logo Design into a Thriving Career.Ever dreamed of making a livelihood out of your logo design skills? Let Ian Paget, acclaimed designer and host of the Logo Geek Podcast, be your guide. Dive deep into his candid tales of transforming a passion into a successful career. Through his personal anecdotes and tried-and-true strategies, Ian lays out the path he took-and you can too.Inside this enlightening read, you'll explore:The fundamental knowledge every logo designer should possess.A comprehensive look at the logo design process, from brainstorming concepts to flawless execution using professional tools.Strategies for attracting and effectively selling to potential clients.Navigating client relationships: presenting designs, managing feedback, and ensuring satisfaction.Essential tips to carve out a niche for yourself in the logo design world.The transition from designing as a hobby to a full-time entrepreneurial journey.Practical advice on time management and exuding professionalism in your work.An invaluable compilation of resources for continued growth and support.But this isn't your typical "how-to" manual. Instead, it's a deep dive into Ian's personal journey in the logo design industry, aimed at inspiring you to forge your unique path. As a complementary resource, the Logo Geek Podcast offers insights from other renowned designers and industry experts, broadening the spectrum of perspectives and experiences.Embark on your creative voyage in logo design. Whether you're looking to hone your skills or turn them into a rewarding career, Make a Living Designing Logos is your indispensable companion.

This comprehensive book reveals the intricate interplay between entrepreneurship, strategy, and marketing management in the context of sustainability. The book champions the green shift within businesses and organizations, equipping both companies and consumers with the knowledge needed to make well-informed decisions that drive positive market transformations. Providing a holistic understanding of sustainable and disruptive change processes for students and professionals, it looks into a spectrum of powerful strategies, ranging from green marketing approaches and segmentation techniques to the nuances of demarketing and green branding. Readers will uncover the critical role of companies and decision-makers in reshaping consumer behavior and supply chains, while navigating potential pitfalls like the "tragedy of the commons" and "greenwashing." Furthermore, they will gain valuable insights into how strategic positioning and targeted efforts can yield sustainable outcomes and increase consumer willingness to invest in environmentally conscious products. Green Marketing and Entrepreneurship allows readers to explore the profound impact of marketing strategies on the delicate balance of nature and discover actionable green marketing methodologies that can pave the way for a more sustainable and environmentally conscious world.

It is now widely recognized that the emotional dimension of products and services is a critical success factor in many sectors. Generating products with significant emotional features is a complex challenge, as professionals responsible for designing and developing new products should be able to focus the design effort on eliciting specific emotions. But how do designers prepare themselves to convey emotions through the products they design? How do they know how to provoke certain emotions? To obtain the benefits that the knowledge of emotions can bring when it is integrated into the design process, professionals need to be assisted with approaches to apply the knowledge of emotions systematically and strategically. This book presents the development of a process to support product design teams to envision emotion-focused new product ideas - Emotion-Driven Innovation (E-DI). The E-DI process supports designers in identifying the occurrence of emotions in a certain category of products present in the market and applying this information to make strategic decisions when defining the emotional intentions for the new product. It also helps to focus their creative thinking to develop strong and meaningful emotion-centric new product ideas. This book targets a professional audience wanting to learn more about this process and provides useful tools and frameworks that can be applied in real-life cases.

Sensory marketing is a way to differentiate businesses from their competition while influencing customers and their behaviour. At its best, sensory marketing guides or helps customers to make certain choices in a way that they are unaware of what actually influenced their choices. Although it sounds like an attractive way to ¿nudge¿ customers, it is a highly demanding practice that also involves risks and ethical concerns. This textbook delves into the world of sensory marketing in a physical retail setting and offers a comprehensive and coherent view of various sensory cues and their capacity to drive our behaviour through stimulating our senses and creating sensory experiences. It particularly highlights the meaning of the multisensory nature of retail stores and emphasises how cues tend to affect us in combination rather than separately as single cues. After reading this book, you will be able to: · Identify various cues in a retailing setting · Categorise cues into different groups · Explain how cues affect consumers when they make their daily choices· Understand the multisensory nature of retail stores and the meaning of cue (in)congruence· Describe how consumers are likely to respond differently to cue combinations than single cues· Apply cues in practice and assess their outcomes. Ideal reading for students taking classes in consumer behaviour, shopper marketing, retail marketing and store design among others, it contains more than 30 global examples from various retail companies, self-reflective questions and decisions-based questions to aid learning.

Get Ready To Find Out How Your Business Can Easily Tap Into This Booming Multi-Billion Dollar Industry!The ever-changing world of social media marketing means that you need to constantly find new tactics to stay ahead of your competition.And when it comes to building brand awareness - whether for a bricks and mortar business, an eCommerce store, or your personal brand - video marketing dominates as the premium way to get your message out to your potential customers.Now, over the past few years a new and revolutionary piece of social tech has risen up to become the most effective way to reach your target audience... and that technology is called Live Streaming Video.You see, the live streaming video industry is so much more than just online gaming. In fact, this market is projected to grow to over seventy billion dollars by 2021, making it one of the most cutting edge ways for entrepreneurs and influencers to reach out to clients in real time.And with Social Media Marketing Live you will have everything you need to begin taking advantage of live streaming video - which can help you bring in extra sales, generate more leads, and really push your brand to WIN BIG online!What You Will Learn Inside Social Media Marketing Live:+ Find out how even absolute beginners can use this pioneering marketing innovation.+ Master the art of driving traffic to your website or store through a live streaming broadcast. + Learn the key differences between the most popular live streaming platforms - and discover which platform offers the best fit for your brand.+ Get all of the very best tips on running a smooth live streaming show (without a single hitch!).+ Plus so much more!So what are you waiting for? Simply go ahead and add Social Media Marketing Live to your shopping basket right now, and you too could be at the forefront of what is going to become the future of social media marketing.

Why Online Research is Important for StudentsIn today's digital age, the internet has become an indispensable tool for students. Gone are the days when one had to rely solely on traditional libraries and textbooks for research. Online research offers a wealth of information and resources at our fingertips, making it an essential skill for students to master. This subchapter will explore the reasons why online research is crucial for students, with a focus on saving time in internet technology usage.First and foremost, online research provides students with access to an enormous amount of information. The internet is a vast repository of knowledge, offering a wide range of sources such as academic journals, books, articles, and educational websites. With just a few clicks, students can find the information they need for their assignments, projects, or exams. This vast availability of resources saves students from the limitations of physical libraries and allows them to explore diverse perspectives and ideas.Moreover, online research enables students to save time by providing efficient search tools. Search engines like Google have revolutionized the way we find information. By using specific keywords, students can quickly locate relevant sources, eliminating the need to sift through numerous books or articles manually. Additionally, search engines often provide advanced search options that allow users to filter results based on factors such as publication date or source credibility, ensuring the accuracy and relevance of the information obtained.Furthermore, online research facilitates collaboration among students. With the internet, students can connect with peers from around the world, share ideas, and work on projects together. Platforms such as online forums, academic social networks, and collaborative document editors enable students to collaborate effectively, reducing the time spent on coordinating schedules and physical meetings.Finally, online research equips students with valuable digital literacy skills. In today's technology-driven society, being able to critically evaluate online sources and discern reliable information from misinformation is crucial. Online research teaches students to assess the credibility of sources, differentiate between reliable and biased information, and develop a discerning eye for quality content. These skills are not only essential for academic success but also for navigating the vast sea of information available on the internet in their personal and professional lives.

Diese Forschungsarbeit analysiert die Bedeutung der Dienstleistungsqualität im Kontext der Hochschulbildung und ihre Auswirkungen auf die Bindung von Studierenden, ihre Zufriedenheit und ihren beruflichen Erfolg. Anhand eines Literaturüberblicks prüfen wir verschiedene Modelle und Instrumente, wie SERVQUAL, HEdPERF, SERVPERF und E-S-QUAL, zur Bewertung der Servicequalität von Hochschuleinrichtungen. Wir untersuchen auch die vermittelnden und regulierenden Faktoren, die die Beziehung zwischen Dienstleistungsqualität und akademischer Leistung beeinflussen können. Unsere Forschungsergebnisse verdeutlichen die komplexe Natur der Servicequalität, die sowohl von akademischen als auch von außerakademischen Faktoren beeinflusst wird. Darüber hinaus werden das Vertrauen der Studierenden und ihre Verhaltensabsichten, wie Zusammenarbeit, Konformität und Interessenvertretung, stark von der Servicequalität beeinflusst. Universitäten haben die Möglichkeit, gezielte Maßnahmen zur Verbesserung der Bildungserfahrung ihrer Studierenden zu ergreifen, indem sie die komplexen Wechselwirkungen zwischen Servicequalität und akademischen Ergebnissen verstehen.

Cashew, the most palatable dry fruit, has an imperative craze in the agriculture & food market and its marketing opportunities are even widespread and prospective. It has less derivatives and predominantly sold as a full nut all over the world with universal coverage. Yet, there have been a lot of opportunities to increase the level of sales with novice ideologies since there is a vast scope at the standpoint of increased quality standards, modified marketing strategies and fine-tuned government policies. Though there had been the worst conditions experienced by the stakeholders of the cashew market during Covid pandemic, sooner it bounced back now with fruitful results. Nevertheless, certain marketing intricacies make the efforts of marketers and producers iffy and sometimes, unable to reach expected behemoth results. the researchers of the study hailing from Palasa named as cashew land from Srikakulam District of A.P. state, have identified the real marketing problems in the areas of exporting and cluster branding where the handful opportunities ate not made the most. The practical exploration with quintessential methods and implications has been presented in this book.

This book is a miniature attempt to explore the factors influencing the consumers to select the leather products, the awareness level of the consumers about the leather products, the satisfactions level of the consumers about the leather products, the problems faced by the consumers while purchasing the leather products and suggestion to improve to the quality of the leather products.

Esta investigação analisa a importância da qualidade dos serviços no contexto do ensino superior e o seu impacto na retenção, satisfação e sucesso profissional dos estudantes. Através de uma revisão da literatura, examinamos vários modelos e ferramentas, como o SERVQUAL, o HEdPERF, o SERVPERF e o E-S-QUAL, para avaliar a qualidade dos serviços oferecidos pelas instituições de ensino superior. Analisamos também os factores mediadores e reguladores que podem influenciar a relação entre a qualidade dos serviços e o desempenho académico. A nossa investigação destaca a natureza complexa da qualidade do serviço, que é influenciada por factores académicos e extra-curriculares. Além disso, a confiança dos estudantes e as intenções comportamentais, como a colaboração, o cumprimento e a defesa, são fortemente influenciadas pela qualidade do serviço. As universidades têm a oportunidade de implementar acções específicas para melhorar a experiência educativa dos seus estudantes, compreendendo as interacções complexas entre a qualidade do serviço e os resultados académicos.