Marketing

Marketing Metrics - 3 Manuscripts in 1 Book, Including: Marketing Analytics, Digital Marketing and Marketing Strategy. 1)MARKETING ANALYTICS:7 Easy Steps to Master Marketing Metrics, Data Analysis, Consumer Insights & Forecasting Modeling. YOU'LL LEARN:How to determine stakeholdersWays to navigate data integrationThe importance of key performance indicatorsWays of implementing analyticsThe importance of data governanceThe purpose of conducting financial analysisThe role of ITHow to measure successWhat to look for with VendorsAnd much more! 2)DIGITAL MARKETING:7 Easy Steps to Master PPC Advertising, Affiliate Marketing, Email Marketing & Online Retargeting. YOU'LL LEARN:Why digital marketing is the way of the future?What is a digital story and why your business needs to be telling one?Why digital strategy is, by far, the VERY BEST approach that will turn your business vision into reality.What are some of the most important KPIs that you should be tracking and monitoring for your campaigns?What is email marketing automation and why you should be using it right now (if you haven't already started)?How do you understand your audience and figure out what your messaging should be?How to set the right kind of budget for your business and ensure you're getting the most bang for your buck.And much more! 3)MARKETING STRATEGY:7 Easy Steps to Master Marketing Fundamentals, Advertising Strategy, Marketing Management & Research. YOU'LL LEARN:How to understand the customerWays to navigate market analysisThe importance of the role that competition plays in strategyWhy distribution matters to your brand and consumersThe importance of the Marketing MixThe purpose of conducting financial analysisHow to review and assess your marketing strategyAnd much more!

La cultura cubana, con la sua immensa ricchezza e diversità di tradizioni e costumi, la sua storia e il suo popolo, come nazione della regione caraibica è il punto di forza più prezioso per lo sviluppo del turismo. Le istituzioni del turismo e della cultura hanno il compito di identificare, differenziare e valorizzare i prodotti turistici e culturali di questo Paese, coinvolgendo tutti gli attori interessati nella conservazione del patrimonio culturale, attraverso progetti comunitari, come espressione genuina della presenza organica nella cultura popolare e tradizionale. L'obiettivo di questo lavoro è proporre programmi di scambio culturale, attraverso progetti comunitari, con diversi segmenti dei mercati outbound per lo sviluppo di un turismo culturale sostenibile.

Die kubanische Kultur mit ihrem unermesslichen Reichtum und ihrer Vielfalt an Traditionen und Bräuchen, ihrer Geschichte und ihren Menschen ist als Nation im karibischen Raum die wertvollste Stärke für die Entwicklung des Tourismus. Die Tourismus- und Kultureinrichtungen haben die Aufgabe, die touristischen und kulturellen Produkte dieses Landes zu identifizieren, zu differenzieren und aufzuwerten, indem sie alle relevanten Akteure in die Bewahrung des kulturellen Erbes einbeziehen, und zwar durch Gemeinschaftsprojekte, die ein echter Ausdruck der organischen Präsenz der Volks- und Traditionskultur sind. Das Ziel dieser Arbeit ist es, kulturelle Austauschprogramme durch Gemeinschaftsprojekte mit verschiedenen Segmenten der Auslandsmärkte für die Entwicklung eines nachhaltigen Kulturtourismus vorzuschlagen.

A cultura cubana, com a sua imensa riqueza e diversidade de tradições e costumes, a sua história e o seu povo, como nação da região das Caraíbas, é a força mais valiosa para o desenvolvimento do turismo. As instituições do turismo e da cultura têm a tarefa de identificar, diferenciar e valorizar os produtos turísticos e culturais deste país, envolvendo todos os actores relevantes na preservação do património cultural, através de projectos comunitários, como expressão genuína da presença orgânica na cultura popular e tradicional. O objetivo deste trabalho é propor programas de intercâmbio cultural, através de projectos comunitários, com diferentes segmentos de mercados emissores para o desenvolvimento de um turismo cultural sustentável.

This two-part volume examines current pedagogical modules, research directions and other emerging issues in public relations and communication management in Africa. In comparison to its Western and Asian counterparts, the literature on public relations management in Africa is limited, and much of it is examined through the lenses of Western philosophies and pedagogies that do not generally resonate with Africa's socioeconomic, political, and cultural contexts. This book aims to change that. Through analyzing the organizational dynamic, Volume 1 brings together contributors from across Africa to provide valuable insights into how public relations contributes to organizational effectiveness on the continent. Chapters discussed include a review of public relations research in Africa, the role of the African CEO as a public relations activist, the use of social and digital media in public relations, the measurement and evaluation of communication programs, and the implications of the fourth industrial revolution on public relations practice in Africa. Providing important pathways and overviews of public relations management in Africa, this volume not only highlights current practices but offers insights into the future of the practice within its evolving global landscape.

This book presents high-quality cases on the actions carried out by companies to minimize the social and environmental impact of the products (goods and services) they launch on the market. It also highlights the education campaigns that promote behavioral changes and new sustainable lifestyles that have been developed by all kinds of organizations (Public Administration, NGOs, and businesses), mainly from Corporate Social Responsibility, Social Marketing, and Behavioral Economics perspectives. International cases help students learn how management and corporate strategy, and the appropriate marketing strategies, can be designed with an aim to achieve responsible consumption and create sustainable lifestyles.

Brand Management - 3 Manuscripts in 1 Book, Including: Business Branding, Marketing Strategy and Business Development. 1)BUSINESS BRANDING:7 Easy Steps to Master Brand Management, Reputation Management, Business Communication & Storytelling. YOU'LL LEARN:Importance of brandingUnderstanding brand purpose with examplesActionable steps that will help you build a brand trusted by peopleIdentifying the audience for your brandTypes of competitors and tips on identifying themA comprehensive guide to market researchHow to formulate your mission statementChoosing the right brand nameMarketing strategies to spread the word about your brandInnovative ideas to make your brand stand outAnd much more! 2)MARKETING STRATEGY:7 Easy Steps to Master Marketing Fundamentals, Advertising Strategy, Marketing Management & Research. YOU'LL LEARN:How to understand the customerWays to navigate market analysisThe importance of the role that competition plays in strategyWhy distribution matters to your brand and consumersThe importance of the Marketing MixThe purpose of conducting financial analysisHow to review and assess your marketing strategyAnd much more! 3)BUSINESS DEVELOPMENT:7 Easy Steps to Master Growth Hacking, Lead Generation, Sales Funnels, Traffic & Viral Marketing. YOU'LL LEARN:· How to identify your target market· Understanding your customer base and competitors· How to identify the type of business you are running· Setting and prioritizing SMART goals· How to generate leads· Increasing website traffic· Using sales funnels to generate engaging leads· Understanding how viral marketing works· And much more!

Cet ouvrage a pour objectif de rassembler les concepts et les notions de base dans le domaine des études de marché, avec lesquels tout étudiant d'un profil économique ou praticien en entreprise doit être familier. Actuellement, le domaine des études de marché est complexe, les méthodes de recherche peuvent s'appliquer à un très grand nombre de phénomènes économiques auxquels l'entreprise est confrontée. Après une brève mise en lumière des étapes spécifiques de la recherche, l'ouvrage passe en revue les principales méthodes et les outils associés à chaque méthode (études quantitatives basées sur des questionnaires, études qualitatives, observation ou utilisation de sources secondaires). Les possibilités d'analyse et d'interprétation d'une étude quantitative basée sur un questionnaire sont également présentées en détail. Destiné aux étudiants de premier cycle, de master ou de doctorat, l'ouvrage comprend de nombreux exemples ainsi que des questions, des sujets de réflexion et des exercices destinés à leur permettre d'appliquer les connaissances présentées. En raison de son caractère synthétique et appliqué, l'ouvrage peut également être utile aux praticiens qui souhaitent en savoir plus sur la manière d'organiser et de mettre en ¿uvre une étude de marché, d'analyser ses résultats et de la présenter sous la forme d'un rapport à la direction.

Este livro pretende reunir os conceitos e as noções básicas no domínio dos estudos de mercado, com os quais qualquer estudante de perfil económico ou profissional de uma empresa deve estar familiarizado. Atualmente, o domínio dos estudos de mercado é complexo, os métodos de investigação podem ser aplicados a um número extremamente elevado de fenómenos económicos com que uma empresa tem de lidar. Após um breve destaque das etapas específicas da investigação, o livro passa em revista os principais métodos e instrumentos associados a cada método (estudos quantitativos baseados em questionários, estudos qualitativos, observação ou utilização de fontes secundárias). Além disso, são apresentadas em pormenor as possibilidades de análise e interpretação de um estudo quantitativo baseado num questionário. Destinado a estudantes de licenciatura, mestrado ou doutoramento, o livro inclui uma série de exemplos, bem como questões, temas de reflexão e exercícios destinados a permitir-lhes aplicar os conhecimentos apresentados. Devido à sua natureza sintética e aplicada, o livro pode também ser útil para profissionais que pretendam saber mais sobre como organizar e implementar um estudo de mercado, analisar os seus resultados e apresentá-los sob a forma de um relatório à direção.

Questo libro si propone di riunire i concetti e le nozioni di base nel campo degli studi di mercato, con i quali ogni studente di profilo economico o operatore aziendale deve avere familiarità. Attualmente il campo della ricerca di marketing è complesso, i metodi di ricerca possono essere applicati a un numero estremamente elevato di fenomeni economici che un'azienda deve affrontare. Dopo una breve evidenziazione delle fasi specifiche della ricerca, il libro passa in rassegna i principali metodi e strumenti associati a ciascun metodo (studi quantitativi basati su questionari, studi qualitativi, osservazione o uso di fonti secondarie). Inoltre, vengono presentate in dettaglio le possibilità di analisi e interpretazione di uno studio quantitativo basato su un questionario. Destinato a studenti di laurea, di master o di dottorato, il libro include una serie di esempi, nonché domande, argomenti di riflessione ed esercizi per consentire loro di applicare le conoscenze presentate. Per la sua natura sintetica e applicata, il libro può essere utile anche ai professionisti che vogliono saperne di più su come organizzare e realizzare uno studio di mercato, analizzarne i risultati e presentarli sotto forma di relazione alla direzione.

Este libro pretende reunir aquellos conceptos y nociones básicas en el campo de los estudios de mercado, con los que cualquier estudiante de perfil económico o profesional de la empresa debe estar familiarizado. En la actualidad, el campo de la investigación de mercados es complejo, los métodos de investigación pueden aplicarse a un número muy elevado de fenómenos económicos a los que debe enfrentarse una empresa. Tras destacar brevemente las etapas específicas de la investigación, el libro pasa revista a los principales métodos y herramientas asociados a cada método (estudios cuantitativos basados en cuestionario, estudios cualitativos, observación o utilización de fuentes secundarias). Asimismo, se presentan detalladamente las posibilidades de análisis e interpretación de un estudio cuantitativo basado en un cuestionario. Destinado a estudiantes de licenciatura, máster o doctorado, el libro incluye numerosos ejemplos, así como preguntas, temas de reflexión y ejercicios diseñados para que puedan aplicar los conocimientos presentados. Por su carácter sintético y aplicado, el libro también puede ser útil a los profesionales que deseen saber más sobre cómo organizar y realizar un estudio de mercado, analizar sus resultados y presentarlo en forma de informe a la dirección.

Cel' ätoj knigi - sobrat' woedino te koncepcii i osnownye ponqtiq w oblasti marketingowyh issledowanij, s kotorymi dolzhen byt' znakom lüboj student äkonomicheskogo profilq ili praktik w kompanii. V nastoqschee wremq oblast' marketingowyh issledowanij qwlqetsq komplexnoj, metody issledowaniq mogut byt' primeneny k chrezwychajno bol'shomu kolichestwu äkonomicheskih qwlenij, s kotorymi prihoditsq stalkiwat'sq kompanii. Posle kratkogo oswescheniq konkretnyh ätapow issledowaniq w knige rassmatriwaütsq osnownye metody i instrumenty, swqzannye s kazhdym metodom. Takzhe podrobno predstawleny wozmozhnosti analiza i interpretacii kolichestwennogo issledowaniq na osnowe anketirowaniq. Prednaznachennaq dlq studentow bakalawriata, magistratury i doktorantury, kniga soderzhit rqd primerow, a takzhe woprosy, temy dlq razmyshleniq i uprazhneniq, prizwannye dat' im wozmozhnost' primenit' predstawlennye znaniq. V silu swoego sinteticheskogo i prikladnogo haraktera kniga takzhe mozhet byt' polezna praktikam, kotorye hotqt bol'she uznat' o tom, kak organizowat' i prowesti marketingowoe issledowanie, proanalizirowat' ego rezul'taty i predstawit' ih w wide otcheta rukowodstwu.

Dieses Buch hat zum Ziel, die Konzepte und Grundbegriffe der Marktforschung zusammenzufassen, mit denen jeder Student eines wirtschaftswissenschaftlichen Profils oder Praktiker in einem Unternehmen vertraut sein muss. Das Gebiet der Marktforschung ist heute sehr komplex, die Forschungsmethoden können auf sehr viele wirtschaftliche Phänomene angewendet werden, mit denen sich ein Unternehmen auseinandersetzen muss. Nach einer kurzen Darstellung der einzelnen Forschungsphasen werden in dem Buch die wichtigsten Methoden und Instrumente vorgestellt, die mit jeder Methode verbunden sind. Auch die Möglichkeiten der Analyse und Interpretation einer quantitativen Studie auf der Grundlage eines Fragebogens werden ausführlich dargestellt. Das Buch richtet sich an Studierende im Grund-, Master- oder Promotionsstudium und enthält eine Reihe von Beispielen sowie Fragen, Reflexionsthemen und Übungen, die es ihnen ermöglichen sollen, das vorgestellte Wissen anzuwenden. Aufgrund seines synthetischen und angewandten Charakters kann das Buch auch für Praktiker nützlich sein, die mehr darüber wissen wollen, wie man eine Marktstudie organisiert und durchführt, ihre Ergebnisse analysiert und sie in Form eines Berichts an das Management präsentiert.

Studienarbeit aus dem Jahr 2023 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, , Sprache: Deutsch, Abstract: In diesem Text werden die Vorteile und Nachteile des Guerilla-Marketing abgewogen. Es soll festgestellt werden, ob diese Marketingstrategie in der Vergangenheit erfolgreich und somit effizient war, um Schlüsse auf zukünftige Werbekampagnen machen zu können.Die Sättigung unseres Marktes führt zu mehr und mehr Konkurrenzkampf zwischen den einzelnen Unternehmen hinsichtlich ähnlicher Produkte. Sowohl große Konzerne wie kleine Unternehmen sind gezwungen innovativere Marketingmaßnahmen zu ergreifen. Zudem erschwert der Überschuss an Informationen auf verschiedensten Medien wie dem Radio, dem Fernsehen oder dem Internet die Abgrenzung zur Konkurrenz. Werbung verschiedenster Arten tritt auf unterschiedlichen Sinnen des Rezipienten auf und wird verarbeitet. Doch je mehr Werbung auftritt, desto schwieriger die Verarbeitung im Gehirn des Empfängers. Dieser Effekt spitzt sich weiter zu, bis er die Werbebotschaft ignoriert. Um auch weiterhin einen einprägsamen Eindruck bei einem potentiellen Abnehmer zu bewirken, ergreifen Unternehmen auch unkonventionellere Marketingstrategien.

Master's Thesis from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,5, University of Applied Sciences Saarbrücken (Wirtschaftswissenschaften), language: English, abstract: This master thesis gives an overview of the topic Affiliate Marketing with a deep dive into Cashback and analyses the customer acceptance of Cashback Platforms. Existing studies towards Cashback shopping are presented to gain insights into consumer behaviour and satisfaction in the Cashback system. The practical quantitative empirical research examines the customer acceptance of Cashback Platforms focusing on limiting and influencing factors to use Cashback Platforms. The quantitative survey was conducted with online customers aged over 18. A qualitative interview with iGraal as affiliate was compared to the quantitative research results to get further insights in customer communication, customer acquisition as well as customer acceptance within a Cashback company. This thesis¿ objective is to examine Affiliate Marketing with a deep dive into Cashback, to analyse the customer acceptance and awareness of Cashback Platforms, to clarify limiting and influencing factors to use Cashback Platforms and to generate recommendations for affiliates to improve the customer acceptance. The following research questions are at the core of the master thesis: Is there a reason for limited acceptance of Cashback Platforms?Which influencing factors lead to a (future) participation in Cashback Platforms?How do affiliates achieve higher customer acceptance for Cashback Platforms?

This book fully illustrates the current advancements and results and expands the analysis of human-centric Metaverse applications to business segments and their future effects on overall enterprise management. Essentially, this book elaborates on the impact of the Metaverse across business sectors through the use of case studies.

This book fully illustrates the current advancements and results and expands the analysis of human-centric Metaverse applications to business segments and their future effects on overall enterprise management. Essentially, this book elaborates on the impact of the Metaverse across business sectors through the use of case studies.

This book examines how the sport industry is adapting to the needs of the digital-first global economy.

Bringing together the foremost experts in climate change leadership, this book proposes models of how climate change leadership capabilities can be developed in organisations, and sets out the qualities and approaches needed by leaders to successfully develop and implement climate change mitigation and adaptation policies.