Marketing

Le thème du « capital-marque » ; « brand equity » en anglais ; fait partie des préoccupations de nombreux chercheurs et praticiens. Au sein de la sphère académique, ce concept ne semble pas bénéficier d¿un consensus concernant sa définition et son contenu. Ce livre a donc pour objectif principal de faire un état de l'art sur ce sujet. Il se décomposera de trois parties, la première section sera consacrée à la conceptualisation. La deuxième section tend à éclairer ses éléments constitutifs. Enfin, la troisième partie explique ce que la marque apporte de la valeur à ses clients, aux distributeurs et à l¿entreprise elle-même.

Explorez l'exceptionnelle expérience client avec le livre visionnaire "Guide Ultime d'Expert pour Booster son Chiffre d'Affaire". Découvrez les stratégies de géants industriels pour créer des interactions inoubliables, transformant les clients en ambassadeurs fidèles et propulsant la rentabilité. Plongez dans des histoires inspirantes, apprenez à anticiper les besoins, mesurez la rentabilité de l'expérience client et créez une culture centrée sur le client. Un guide essentiel pour tout entrepreneur ou dirigeant cherchant à prospérer grâce à une expérience client exceptionnelle.

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An indispensable guide for individuals seeking to gain a comprehensive understanding of the core concepts of marketing. The goal of this book is to provide a clear and concise overview of key frameworks and models that are essential for developing effective technology strategies, making it an ideal resource for students, entrepreneurs, managers, and educators. Written in a crisp and easy-to-read format, the book covers a wide range of topics, including branding, product development, pricing strategies, and more. Besides covering the core marketing concepts, we show you how to leverage the latest technologies, tools, and trends to develop winning marketing strategies to turbo-charge your business. Each topic is presented in a concise manner, with real-world examples and case studies that illustrate key concepts and strategies.The book's key features include its practical and actionable insights, making it a useful guide for those looking to apply the concepts of technology strategy in the real world.

'Selling with Integrity: Sell Like Jesus- The Perfect Role Model!' is a transformative guide that invites sales professionals to embark on a journey of embracing Jesus as the ultimate Role Model in Sales. Through the exploration of eight fundamental steps in selling, this book reveals how biblical principles and Jesus' example can reshape the sales landscape.Drawing from Jesus' compassion, integrity, and servant leadership, readers discover how to create meaningful connections with customers based on love, trust, and empathy. Each chapter presents practical applications of Godly virtues in prospecting, preparing, approaching, uncovering needs, proving value, handling objections, up-selling, cross-selling, closing, and providing exceptional customer service.With compelling examples from Jesus' ministry and relevant biblical scripture, 'Selling with Integrity: Sell Like Jesus- The Perfect Role Model!' empowers a sales professional to transcend conventional sales techniques and embrace an authentic approach that reflects the heart of Jesus. This transformative journey leads to not only enhanced sales performance but also a profound impact on the lives of those served.Go ahead! Sell with Christ-like Excellence!

eMarketing, 9th edition, equips students with the solid foundation in digital marketing required to excel in practice and "think like a marketer". Highly regarded and comprehensive, this textbook is core reading for undergraduate students studying Digital Marketing and Digital Business.

As the world continues to grapple with issues of diversity, equity, and inclusion (DEI), organizations face numerous challenges in determining the most effective digital marketing strategies to promote DEI and contribute to achieving sustainable development goals (SDGs). These challenges can include determining the main objectives, deciding on the ideal means to communicate with the target market, and measuring the impact of the strategies implemented. Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs provides a comprehensive solution to these challenges. Edited by Inês Pereira, Paulo Alexandre, and José Duarte Santos, this book offers readers a wide range of knowledge areas, including corporate social responsibility, marginalized communities, and sustainability index, providing the necessary skills to understand and apply different digital marketing and communication strategies. Aimed at a diverse audience, including management and marketing academics, digital marketing managers and consultants, social marketers, NPOs managers, and brand communication managers, this book serves as an essential guide for anyone seeking to develop effective digital marketing and communication strategies that promote DEI and contribute to achieving SDGs. By providing practical guidance on non-profit marketing, storytelling for DEI, and sustainability, the book helps organizations measure their impact, contributing to improved society behavior towards DEI and SDGs.

As the world continues to grapple with issues of diversity, equity, and inclusion (DEI), organizations face numerous challenges in determining the most effective digital marketing strategies to promote DEI and contribute to achieving sustainable development goals (SDGs). These challenges can include determining the main objectives, deciding on the ideal means to communicate with the target market, and measuring the impact of the strategies implemented. Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs provides a comprehensive solution to these challenges. Edited by Inês Pereira, Paulo Alexandre, and José Duarte Santos, this book offers readers a wide range of knowledge areas, including corporate social responsibility, marginalized communities, and sustainability index, providing the necessary skills to understand and apply different digital marketing and communication strategies. Aimed at a diverse audience, including management and marketing academics, digital marketing managers and consultants, social marketers, NPOs managers, and brand communication managers, this book serves as an essential guide for anyone seeking to develop effective digital marketing and communication strategies that promote DEI and contribute to achieving SDGs. By providing practical guidance on non-profit marketing, storytelling for DEI, and sustainability, the book helps organizations measure their impact, contributing to improved society behavior towards DEI and SDGs.

Este livro tem como objetivo compreender o comportamento estratégico da RP (Rádio Popular) via posts no sector de varejo de eletrodomésticos em Portugal. Dessa forma o estudo teórico é definido pela contextualização histórica e definição da Publicidade Digital como um modelo moderno onde se anuncia a marca, os produtos e serviços no ambiente estratégico, através da utilização da marca em forma de conteúdo visual e audiovisual nas plataformas mais utilizadas como: Facebook, Instagram, Google e Loja eletrónica. Contudo, a gestão reforça o posicionamento digital para engajar os consumidores conectados que estão interligados nas plataformas online.Nesse contexto, as estratégias via posts na Publicidade digital vão ser analisadas para mensurar as práticas utilizadas no varejo do sector de eletrodoméstico em Portugal. Por fim pretende-se descobrir se os consumidores têm à sua disposição formas de entretenimento e interação com a marca RP, assim como as empresas concorrentes que serviram de base para expor o seu nível do valor.

* Joe has over thirty years of industry knowledge, working in a technical, operations, management, consultant, and sales role. Technical knowledge earned him a master license in HVAC from the state of New Jersey.For his sales knowledge and expertise, he's earned a variety of local and national awards.Joe has mentored and trained dozens of individuals in a technical and sales capacity. Joe enjoys being a public speaker at industry events, customer engagements, and schools.He has managed and grown several multimillion dollar portfolios across the United States.What Joe loves most is mentoring a junior sales associate, teaching strategy to pursue and close the deal and watching them mature as a professional. * He is married and lives with his wife, two daughters, his rescue dog Logan, and he loves being a softball and basketball coach for his girls

Businesses that concentrate on the value-rather than the cost-to the client can demand almost any price they want. Pricing for Profit educates business owners how to break free from industry pricing and secure compensation that accurately reflects the value of the good or service being provided.The value of their goods or services will be quantified, price and value buyers will be distinguished, offers will be bundled for a competitive edge and increased customer value, and a strong marketing strategy that conveys value will be developed by readers.Small businesses' potential to make a profit is constrained by the low pricing they feel forced to offer, which also slows their response to shifting customer demands. Anyone who wishes to increase unit sales, finish more deals overall at higher prices, and earn more money with less needless work must read this approachable and useful advice. It is jam-packed with helpful calculations, sample scripts, understandable examples, educational exercises, and more.

In this book I explore the growing importance of GPT Chat (Pre-trained Text Generator) for businesses. GPT Chat, based on artificial intelligence, is a powerful language model that enables companies to interact with their customers in a more efficient and personalized way.I explain how GPT Chat can be used to automate answers to frequent customer questions, provide instant 24/7 customer support, and even guide customers through the purchasing process. Thanks to its ability to understand and generate text naturally, GPT Chat offers an enhanced user experience and smoother communication.My book aims to provide entrepreneurs, marketers and technology professionals with an in-depth understanding of the potential of GPT Chat and its impact on business. It offers practical advice on how to integrate this technology into business strategies, with a focus on creating exceptional customer experiences and digital transformation.

En la elaboración de estands, se requiere de dos elementos para poderlos fabricar, uno que lo conciba y otro que lo realice, se alude al diseñador como primer elemento porque ayuda a entender como es que surge el concepto que subsiguientemente se plasma en una imagen, y posteriormente al forillero para su fabricación, trabajadores que, a pesar de no ser mencionados en las actividades, ya que solo se fijan en la conclusión del proyecto, son personajes cruciales, porque de ellos depende su materialización, así como su entrega a tiempo y su colocación en donde es requerido.

The textile industry in Ghana which was once a booming industry has not received the needed patronage in recent times. This challenge has caused many people to lose their job and many others hanging. This present dissertation researched Challenges in the promotion of the made in Ghana Textile Prints in the Contemporary Ghanaian Market. The objectives of the study were to find out challenges associated with the promotion of made-in-Ghana textile prints, to identify promotional strategies for the textile prints on the contemporary Ghanaian market,t and to search for more effective promotional strategies for the textile prints on the Ghanaian market. The study focused on the Ghanaian textile industry which produced the made in Ghana textile prints. However, the specific focus was on traders in the Kumasi Central market who dealt with textile prints. The sampling technique employed in this study was industry, the price competitiveness of foreign textiles, high imports vis-à-vis low export of the industry, the price competitiveness of foreign prints as against the local prints, and absence of policy document on textile production in Ghana were discovered.

La question du genre et du monopole ethnique dans le secteur informel est un sujet qui a été déjà abordé. Plusieurs investigations ont été menées dans le même sens. Les conclusions de la majorité de ces travaux présentent le monopole ethnique dans le secteur informel comme la résultante de plusieurs facteurs. Dans le cadre de la rédaction de notre mémoire de master II, nous avons choisi de porter notre réflexion sur le sujet : « genre et monopole ethnique dans le secteur informel en Côte d¿Ivoire : cas de la production et la commercialisation du tchapalo par les femmes lobi d¿Agnibilékrou ». La particularité de ce présent travail réside dans le fait qüil aborde la question du genre et du monopole ethnique dans la production et la commercialisation du tchapalo dans la sous-préfecture d¿Agnibilékrou par les femmes Lobis.

The book titled "Introduction to Reverse Logistics,"authored by Sanjivan Saini, delves into the dynamic andincreasingly pivotal realm of reverse logistics. In today'sinterconnected and environmentally-conscious world,the process of managing goods and materials flowingbackward in the supply chain has gained paramountsignificance. This comprehensive guide offers readers anuanced understanding of the principles, practices, andcomplexities that underpin reverse logistics.The book commences with a lucid exploration of thefundamental concepts of reverse logistics, elucidatingits significance and its pivotal role in sustainabilityefforts. Delving into the need and principles of reverselogistics, it delves into the intricate web of factorsdriving the resurgence of returned goods,remanufacturing, recycling, and more.Through systematic chapters, the author adeptlynavigates readers through the intricate landscape ofreverse logistics, dissecting its multifaceted aspects.These encompass the diverse circumstancesnecessitating reverse logistics, the myriad modesthrough which it is executed, and the economic andecological implications it holds.The author leverages real-world examples and casestudies to enrich the reader's understanding,illustrating the practical applications of reverse logisticsin diverse industries. Discussions on optimizing freightexpenses, managing returns for recycling, and theintegration of reverse logistics within the broaderlogistics system provide a well-rounded perspective.As the final chapters unfold, the book explores thechallenges and opportunities that reverse logisticspresents to businesses, coupled with an in-depthanalysis of its impact on the economy. The interplaybetween technology, regulatory frameworks, andsustainability goals in the context ofreverse logistics isthoughtfully examined, underscoring its role in shapingthe future of supply chain management.Sanjivan Saini's "Introduction to Reverse Logistics"offers a valuable resource for students, practitioners,and academicians seeking a comprehensive overview ofthis evolving field. With its insightful narratives andpractical insights, the book serves as a compass, guidingreadersthrough the labyrinth of reverse logistics whilenurturing a keen awareness of its potential to transformmodern supply chains.

Greetings and welcome! In this engrossing book, we embark on an investigation into the most well-known brands in the world, learning about their fascinating histories and evaluating their benefits, drawbacks, opportunities, and threats. Each chapter focuses intently on a specific brand and provides detailed details on both their accomplishments and failures. These companies, which include household name brands and technical trailblazers, have changed industries and raised the bar for quality.The article's conclusion highlights the brand that stands out as the most successful brand overall, and you'll be SHOCKED! Enjoy the journey!

This book develops survey data analysis tools in Python, to create and analyze cross-tab tables and data visuals, weight data, perform hypothesis tests, and handle special survey questions such as Check-all-that-Apply. In addition, the basics of Bayesian data analysis and its Python implementation are presented. Since surveys are widely used as the primary method to collect data, and ultimately information, on attitudes, interests, and opinions of customers and constituents, these tools are vital for private or public sector policy decisions.As a compact volume, this book uses case studies to illustrate methods of analysis essential for those who work with survey data in either sector. It focuses on two overarching objectives:Demonstrate how to extract actionable, insightful, and useful information from survey data; andIntroduce Python and Pandas for analyzing survey data.

Wissen, was zum Kauf bewegt: Die wichtigsten Einflussgrößen für Kaufentscheidungen im privaten und gewerblichen Bereich stellt Ihnen Werner Pepels besonders praxisnah und mit vielen aktuellen Beispielen zusammen.- Grundlagen der Kaufentscheidung und Erklärungsansätze zum Käuferverhalten- Konsumentenverhalten und privater Kauf in psychologischen und soziologischen Strukturmodellen, in Prozess- und Totalmodellen- Gewerbliche Beschaffung: Geschäftstypen im organisationalen Einkauf und individuelles gewerbliches Beschaffungsverhalten- Online-Käuferverhalten mit ausgewählten Bezügen im Marketing-Mix und zur professionellen Datenerhebung und -auswertung- Anwendungsbeispiele z.B. in Bezug auf Lebensstile, interkulturelles Kaufverhalten, Messung von Einstellung, Zufriedenheit und KommunikationsleistungEin perfektes Einstiegsbuch, das Sie in der 4. Auflage mit vielen zusätzlichen Abbildungen und neuen Schlüsselthemen einer zunehmend digitalen Geschäftswelt unterstützt.

La littérature fait état d'un grand nombre de recherches sur la créativité publicitaire, mais peu d'études s'intéressent à la créativité publicitaire dans le contexte plus large des relations entre les agences de publicité et leurs clients. Grâce à des méthodes qualitatives et quantitatives, la présente étude vise à examiner les différentes perceptions et approches des agences de publicité et des clients en ce qui concerne la créativité publicitaire et ses dimensions. Leur perception de l'accord (PoAg) sur ce qui constitue la créativité publicitaire est un autre point d'investigation. L'influence de ce PoAg sur les éléments clés décrivant la relation agence-client (confiance, engagement, satisfaction et conflit) est également examinée. Les résultats de l'étude permettent de mieux comprendre comment les agences et les clients perçoivent la créativité publicitaire et dans quelle mesure les parties concernées pensent qu'elles sont d'accord sur ce qui constitue la créativité publicitaire. Les résultats offrent un aperçu supplémentaire de la manière dont les principaux éléments de leur relation, tels que la confiance, l'engagement et la satisfaction, peuvent affecter ou être affectés par leur PoAg sur ce qui constitue la créativité publicitaire. Des implications théoriques et pratiques majeures sont également proposées.

La bibliografía sugiere que existen numerosas investigaciones sobre la creatividad publicitaria, pero sólo unos pocos estudios investigan la creatividad publicitaria en el contexto más amplio de la relación agencia-cliente. Mediante métodos cualitativos y cuantitativos, el presente estudio pretende investigar las diferentes percepciones y enfoques de las agencias de publicidad y los clientes sobre la creatividad publicitaria y sus dimensiones. Su percepción de acuerdo (PoAg) sobre lo que constituye la creatividad publicitaria es otro punto de investigación. También se examina la influencia de esta PoAg en elementos clave que describen la relación agencia-cliente (confianza, compromiso, satisfacción y conflicto). Las conclusiones del estudio contribuyen a comprender mejor cómo perciben la creatividad publicitaria las agencias y los clientes, y en qué medida las partes implicadas creen estar de acuerdo en lo que constituye la creatividad publicitaria. Los resultados ofrecen información adicional sobre el modo en que los principales constructos de su relación, como la confianza, el compromiso y la satisfacción, pueden afectar o verse afectados a partir de su PoAg sobre lo que constituye la creatividad publicitaria. También se proponen importantes implicaciones teóricas y prácticas.

A literatura sugere uma grande quantidade de investigação sobre criatividade publicitária, mas apenas alguns estudos investigam a criatividade publicitária no contexto mais alargado da relação agência de publicidade-cliente. Através de métodos qualitativos e quantitativos, a presente investigação tem como objetivo investigar as diferentes percepções e abordagens das agências de publicidade e dos clientes relativamente à criatividade publicitária e às suas dimensões. A sua perceção de concordância (PoAg) sobre o que constitui a criatividade publicitária é outro ponto de investigação. A influência desta PoAg nos elementos-chave que descrevem a relação agência-cliente (confiança, empenhamento, satisfação e conflito) é também examinada. Os resultados do estudo contribuem para uma melhor compreensão da forma como as agências e os clientes percepcionam a criatividade publicitária e em que medida as partes envolvidas acreditam que estão de acordo sobre o que constitui a criatividade publicitária. Os resultados oferecem uma visão adicional sobre a forma como os principais construtos da sua relação, como a confiança, o empenho e a satisfação, podem afetar ou ser afectados pelo seu PoAg sobre o que constitui a criatividade publicitária. São também propostas implicações teóricas e práticas importantes.

La letteratura suggerisce un gran numero di ricerche sulla creatività pubblicitaria, tuttavia solo pochi studi indagano la creatività pubblicitaria nel contesto più ampio del rapporto agenzia-cliente. Attraverso metodi qualitativi e quantitativi, la presente ricerca si propone di indagare le diverse percezioni e approcci delle agenzie pubblicitarie e dei clienti riguardo alla creatività pubblicitaria e alle sue dimensioni. La loro percezione di accordo (PoAg) su ciò che costituisce la creatività pubblicitaria è un altro punto di indagine. Viene inoltre esaminata l'influenza di questa PoAg sugli elementi chiave che descrivono la relazione agenzia-cliente (fiducia, impegno, soddisfazione e conflitto). I risultati dello studio contribuiscono a una migliore comprensione di come le agenzie e i clienti percepiscono la creatività pubblicitaria e in che misura le parti coinvolte ritengono di essere d'accordo su ciò che costituisce la creatività pubblicitaria. I risultati offrono ulteriori spunti di riflessione su come i principali costrutti della loro relazione, come la fiducia, l'impegno e la soddisfazione, possano influenzare o essere influenzati dalla loro PoAg su ciò che costituisce la creatività pubblicitaria. Vengono inoltre proposte importanti implicazioni teoriche e pratiche.

In der Literatur findet sich eine Vielzahl von Forschungsarbeiten zum Thema Werbekreativität, doch nur wenige Studien befassen sich mit der Werbekreativität im breiteren Kontext der Beziehung zwischen Werbeagenturen und Kunden. Mit Hilfe qualitativer und quantitativer Methoden zielt die vorliegende Studie darauf ab, die unterschiedlichen Wahrnehmungen und Ansätze von Werbeagenturen und Kunden in Bezug auf die Kreativität in der Werbung und ihre Dimensionen zu untersuchen. Ein weiterer Untersuchungspunkt ist die Wahrnehmung der Übereinstimmung (Perception of Agreement, PoAg) darüber, was Kreativität in der Werbung ausmacht. Der Einfluss dieser PoAg auf Schlüsselelemente zur Beschreibung der Agentur-Kunden-Beziehung (Vertrauen, Engagement, Zufriedenheit und Konflikte) wird ebenfalls untersucht. Die Ergebnisse der Studie tragen zu einem besseren Verständnis der Frage bei, wie Agenturen und Kunden Kreativität in der Werbung wahrnehmen und inwieweit die beteiligten Parteien glauben, dass sie sich darüber einig sind, was Kreativität in der Werbung ausmacht. Die Ergebnisse bieten zusätzliche Erkenntnisse darüber, wie wichtige Konstrukte ihrer Beziehung wie Vertrauen, Engagement und Zufriedenheit von ihrer PoAg darüber, was Kreativität in der Werbung ausmacht, beeinflusst werden können oder beeinflusst werden. Es werden auch wichtige theoretische und praktische Implikationen vorgeschlagen.