Marketing

Marketing is one of the most optimistic business disciplines with the goal of serving consumers or organizations and increasing customer satisfaction and happiness. The COVID-19 pandemic has disrupted the optimism of the world, thus hindering these marketing goals. This book explore the challenges faced by marketers during and post-COVID-19 and offers strategies for marketers to invoke a sense of optimism as the world enters the ¿new normal¿. It provides success stories and regional case studies to offer marketers new ways in which to serve consumers and satisfy their needs. It also acknowledges the role digital technology and innovation have played a crucial role during these dark times and how they impact current and future customer experiences. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among itsservices to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy¿s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

Seminar paper from the year 2022 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Applied Sciences Münster, language: English, abstract: Technology is advancing and progressively becoming part of our daily lives, with the creation of virtual assistants that search for information on customer satisfaction and loyalty. The use of chatbots evolved rapidly in numerous fields in recent years, including Marketing, Supporting Systems, Education, Health Care, Cultural Heritage, and Entertainment, by providing intelligent interactions between people and a digital interface.The objective of this study is to determine some insights into the relationship between customer loyalty and chatbots. With the proposed article, this paper gives a summary of the history of chatbots to get a clear idea of their origin, purpose, and use; and contemplate the technical background. This paper investigates different key findings divided into themes derived from customer loyalty. The results suggest that the ideas that emerge between customer loyalty and chatbots are that chatbots must inspire trust for end users; customers are looking for someone with empathy who understands not only instructions but also emotions and who offers availability and reliability through machine learning.

Bachelorarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Ostbayerische Technische Hochschule Regensburg, Sprache: Deutsch, Abstract: Das Thema Nachhaltigkeit ist mittlerweile auch bei den Endverbraucher:innen angekommen. Produkte werden dementsprechend beurteilt, auch die Nachhaltigkeit der Verpackung fällt dabei oft ins Gewicht. Für Unternehmen ist es deshalb umso wichtiger, Nachhaltigkeitsaspekte zu berücksichtigen und in das Verpackungsmarketing zu integrieren. Vor diesem Hintergrund soll die vorliegende Arbeit die Rolle des Verpackungsmarketings im Hinblick auf das steigende Bewusstsein für Nachhaltigkeit bei Kaufentscheidungen behandeln. Dies soll im Einzelhandelskontext am Beispiel der Fast Moving Consumer Goods (FMCG) betrachtet werden, wo die Verpackung auf Grund der großen Produktvielfalt und des hohen Wettbewerbsdrucks eine zentrale Rolle spielt. Diese Arbeit befasst sich deshalb insbesondere auch mit der Frage, wie die Verpackung den Verkauf von Produkten am Point of Sale (POS) unter dem Aspekt der Nachhaltigkeit fördern kann.In unserem Leben begegnen wir Verpackungen fast täglich. Sei es die leere Coca-Cola-Flasche oder der Waschpulverkarton mit schönem neuen Design, irgendwie kommt jeder einmal mit Verpackungen in Verbindung. Ohne sie wäre unsere tagtägliche Versorgung mit Waren jeglicher Art nicht möglich. In Marketingkreisen gilt sie als Übermittler von Werbebotschaften, Markenträger und nicht zuletzt als Wegweiser für Kund:innen im Einzelhandelsdschungel. Für diese kommt oftmals noch die ästhetische Wirkung der Verpackung dazu. Auf Seiten der Unternehmen ist kreatives Verpackungsmarketing ein effektiver Weg, Produkte für Konsumierende attraktiv zu machen. Doch so bunt die Welt des Verpackungsdesigns auch sein kann, so nachteilig ist oft auch die Kehrseite. Die heutige Gesellschaft blickt einer zunehmend hohen Belastung der Umwelt durch Verpackungsmüll entgegen. Bis auf einen Einbruch im Jahr 2020, bedingt durch die COVID-19-Pandemie, stiegen die deutschen Konsumausgaben privater Haushalte seit Jahrzehnten kontinuierlich an. Und dabei ist der Müllberg am Ende nicht selten deutlich größer als das eigentlich erworbene Produkt. Verpackungen sind für ungefähr 40 % des weltweiten Plastikverbrauchs verantwortlich. Die Auswirkungen auf die Umwelt sind allgegenwärtig: Plastik im Meer, Artensterben, Mikroplastik im Grundwasser. Um sich das Ausmaß verständlich zu machen, reicht ein Blick auf die Weltmeere, denn in diese wird pro Minute ca. eine Lastwagenladung Plastikmüll gekippt. Ändert sich nichts, wird im Jahr 2050 mehr Plastik im Meer schwimmen als Fische.

End of 2022, nearly 200,000 people indicated holding a position as a customer success manager on LinkedIn. Customer success management (CSM) is thus the fastest growing business function. It was first implemented in selected service businesses, but currently CSM applications are spreading globally across industries.This book provides a clear understanding of CSM for practitioners based on comprehensibly prepared knowledge from practical and scientific resources. The book can be used as a practical guide to learn about CSM process and the roles, necessary capabilities, and expectations toward customer success managers. Furthermore, it also shows how CSM differs from and, at the same time, relates to existing customer-related management concepts such as value-based selling, key account management and customer relationship management. The presented insights are not only relevant for customer success managers, but also for those aiming at such a position in the future. The bookis also useful for supplier and customer representatives who are connected with customer success management activities in their daily business.

Dieses essential zeigt, wie strategisch und konzeptionell ein Markenauftritt im Metaverse entwickelt werden muss und was es dafür braucht. Die Vorgehensweise wird an vier realen Beispielen konkret illustriert. Kaum ein Thema wird gerade so kontrovers wie das Web 3.0 und seine Metaversen diskutiert. Täglich wächst die Zahl der Publikationen, Veranstaltungen und Produkte, die sich damit beschäftigen sowie auch die Zahl der Unternehmen, die auf keinen Fall den abfahrenden Zug verpassen wollen. Mindestens genauso groß ist aber die Zahl derer, die das Ganze für sinnlos ausgegebenes Marketingbudget halten. Es wird Zeit, Licht ins Dunkel der unendlichen Weiten des Web 3.0 zu bringen, Grundlagen und Begriffe zu erklären, Wege und Chancen aufzuzeigen, aber auch laut und deutlich vor den Risiken und Fehlern zu warnen.

Before I Die Festivals give people an attractive way to learn about the many elements of being prepared for death. With a combination of entertainment, education, and discussions, Before I Die Festivals put the "fun" in funeral planning. People can visit funeral homes and cemeteries without having to experience a death in the family. This manual details how to create a Before I Die Festival with information gleaned from author Gail Rubin's five years of hosting these outside-the-box events that get people to plan for end-of-life issues. The Before I Die Festival in a Box® gives you the tools and guidance to hold your own Festival. Whether you run a funeral home or cemetery, a relatedend-of-life business, or as an individual who wants to bring this kind of event to your community, this manual and the associated tools provide what you need to hold a successful event. In addition to the manual, the kit from BeforeIDieFestivals.com includes a copy of Newly-Dead® The Game, Death EdBingo!, guidelines for holding a Death Cafe, and the 4-DVD set of the TV interview series, A Good Goodbye: Funeral Planning for Those Who Don't Plan to Die. The eBook version stands alone from the bonus items with the Before I Die Festival in a Box¿ printed version.

The companion Novelette to THE OPPORTUNITYDarlene Hoffman, a Scentsy consultant first described in The Opportunity, is the newest #bossbabe. While readers know about the interactions Ali had with Darlene, fans don't know about her backstory.How did she got recruited?Why is she taking a business class when she's already a "business owner"?Why did she appear at the meeting with Ali?

Manuel Skrzypczak untersucht im Rahmen zweier empirischer Studien, wie sich eine variierende Produktinnovativität auf die Produktevaluation auswirkt. Eine erste Studie geht mittels zweier Experimente der Frage nach, welche Qualitätsinformationen bei der Evaluation kontinuierlicher Innovationen die Qualitätsbeurteilung und Kaufintention dominieren. Eine zweite Studie untersucht unter besonderer Berücksichtigung emotionaler und kognitiver Informationsverarbeitungsprozesse mittels eines deduktiven Textanalyseverfahrens anhand von online Produktrezensionen, wie sich der Qualitätsbeurteilungsprozess zwischen diskontinuierlichen und kontinuierlichen Innovationen unterscheidet. Beide Studien liefern Implikationen für Praktiker und Forscher, indem die relative Wirkung und Verarbeitung von Qualitätsinformationen innerhalb des Produktevaluationsprozesses in Abhängigkeit der Produktinnovativität evaluiert wird.

Ralf Kreutzer has once again succeeded in setting the right priorities. He makes it convincingly clear that the proven basics in marketing are also valid in the online and digital age. Predict: especially worth reading! Prof. Dr. Dr. h. c. Wolfgang Fritz, Technical University of Braunschweig and University of ViennaThe 6th edition has been extensively revised and supplemented with important, current topics of online marketing and digitalization. This further enhances the strengths of the previous editions. Prof. Dr. Klaus Gutknecht, University of Applied Sciences MunichThe author encourages critical thinking about the content presented through the use of "mnemonic boxes" and "food for thought". Very good! Prof. Dr. Sabine Haller, Berlin School of Economics and LawAn indispensable orientation in the ever faster changing everyday marketing. The book provides implementation and practical know-how without getting lost in details. Univ.-Prof. Dr. Michael Lingenfelder, Philipps-Universität MarburgFurther proof of Ralf T. Kreutzer's special expertise in marketing, his great passion for conveying knowledge in the best possible way and his special ability to identify the truly relevant topics. Prof. Dr. Wolfgang Merkle, UE - University of Europe for Applied Sciences, President Marketing Club Hamburg Particularly noteworthy is the expansion of the classic marketing mix to include the fifth P for personnel. Because in the end, it is still the employees who make good marketing! Prof. Dr. Karsten Kilian, Würzburg-Schweinfurt University of Applied Sciences and Markenlexikon.com Concise language, convincing thought leadership, clear examples and goal-oriented transfer questions form an almost ideal basis for opening up the world of marketing. Univ.-Prof. Dr. Klaus-Peter Wiedmann, Leibniz University HanoverNew from the 6th editionNewly added are chapters on the topics of the customer journey map, special market research concepts and special forms of static price and condition design. Additional material is available via app: Download the Springer Nature Flashcards app and use exclusive content to test your knowledge.

Sales Job Interview Questions and Answers: Expert Tips for Acing Your Interview and Landing Your Dream Job" is the ultimate guide for anyone preparing for a sales job interview. In this book, you will find a list of sales job interview questions and answers, along with expert tips and strategies for answering them effectively. The questions are designed to assess your skills, experience, and personality traits that are essential for a successful career in sales. The book offers insights into how to research the company, provides advice on how to highlight your achievements, demonstrates your communication skills, and shows your passion for sales. With this book, you will learn how to prepare for your sales job interview, how to answer the most challenging questions, and how to make a great impression on the interviewer. You will also find tips on how to follow up after the interview and negotiate a competitive salary. Whether you are a seasoned sales professional or just starting your career, "Sales Job Interview Questions and Answers" is a must-read book for anyone who wants to succeed in sales. With practical advice and real-world examples, this book will help you ace your interview and land your dream job in sales.

Google Ads (formerly known as Google AdWords) is an advertising platform offered by Google that allows businesses to create and run ads on Google and its partner websites. With Google Ads, businesses can target specific keywords and audiences, set a budget, and create text, image, or video ads. Google Ads is designed to help businesses reach potential customers who are actively searching for their products or services. Ads can appear at the top of Google search results, on partner websites, and in other Google products such as YouTube and Gmail. Google My Business is primarily designed to help businesses manage their online presence and improve their local SEO, while Google Ads is designed to help businesses reach potential customers through targeted advertising. Google My Business is free to use, while Google Ads requires a budget to run ads. Google My Business listings appear in Google Maps searches and the local pack, while Google Ads appear at the top of Google search results, on partner websites, and in other Google products.

Nos últimos anos, o termo "crise global" tem aparecido regularmente nos meios de comunicação social públicos. A crise global tem afectado todos os países em todo o mundo. Vietname - um dos países em desenvolvimento da Ásia não é uma excepção. O declínio de muitas empresas foi o resultado da lenta adaptação à mudança no comportamento dos consumidores. Assim, este livro pretende estudar o impacto da crise global no comportamento dos consumidores vietnamitas, aprofundar a consciência dos consumidores sobre este problema e analisar se o seu comportamento de consumo mudou como resultado. Para recolher os dados, o autor recolhe respostas a partir de um questionário de inquérito que visa os consumidores vietnamitas, combinando com algumas pesquisas anteriores para comparar o comportamento dos seus consumidores antes e durante o período de crise financeira. Além disso, o autor analisa vários artigos em linha e documentos escritos, bem como as opiniões de especialistas em economia para descobrir as tendências de mudança no comportamento dos consumidores vietnamitas. Este livro pode ser implicado como informação de referência para que as empresas vietnamitas e estrangeiras tenham uma melhor compreensão das mudanças de comportamento dos consumidores vietnamitas no contexto de crise global.

En los últimos años, la burbuja de Internet y la crisis económica han alterado en cierta medida el orden establecido. Las empresas se han enfrentado a cambios impresionantes en el contexto organizativo y a la llegada de nuevos procesos tecnológicos. Estos cambios han provocado un mayor interés por los conceptos de innovación. Las empresas de nueva creación los explotan constantemente. Además, las organizaciones se ven abocadas a explotar nuevas formas de comunicación y a transmitir sus mensajes en nuevos soportes. La web es ahora un lugar esencial para comunicarse. Las generaciones 2.0 han sacudido las estrategias de las marcas. Han aparecido las redes sociales y han dado credibilidad al marketing de coste cero. El consumidor está cambiando su forma de consumir.

V poslednie gody termin "global'nyj krizis" regulqrno poqwlqetsq w sredstwah massowoj informacii. Global'nyj krizis zatronul wse strany mira. Ne stal isklücheniem i V'etnam - odna iz razwiwaüschihsq stran Azii. Spad mnogih kompanij stal rezul'tatom medlennoj adaptacii k izmeneniqm w powedenii potrebitelej. Takim obrazom, cel'ü dannoj knigi qwlqetsq izuchenie wliqniq global'nogo krizisa na powedenie w'etnamskih potrebitelej, bolee glubokoe izuchenie oswedomlennosti potrebitelej ob ätoj probleme i analiz togo, izmenilos' li w rezul'tate ätogo ih potrebitel'skoe powedenie. Dlq sbora dannyh awtor sobiraet otwety na woprosy ankety, prednaznachennoj dlq w'etnamskih potrebitelej, a takzhe ispol'zuet rezul'taty nekotoryh predyduschih issledowanij dlq srawneniq powedeniq potrebitelej do i wo wremq finansowogo krizisa. Krome togo, awtor analiziruet razlichnye stat'i w Internete i pis'mennye dokumenty, a takzhe mneniq specialistow po äkonomike, chtoby wyqsnit' menqüschiesq tendencii w powedenii w'etnamskih potrebitelej. Jeta kniga mozhet byt' ispol'zowana w kachestwe sprawochnoj informacii dlq w'etnamskih i inostrannyh kompanij, chtoby luchshe ponqt' izmeneniq w powedenii w'etnamskih potrebitelej w uslowiqh global'nogo krizisa.

Negli ultimi anni, il termine "crisi globale" è apparso regolarmente nei media pubblici. La crisi globale ha colpito ogni singolo paese in tutto il mondo. Il Vietnam - uno dei paesi in via di sviluppo in Asia non fa eccezione. La flessione di molte aziende è stata il risultato del lento adattamento al cambiamento del comportamento dei consumatori. Così, questo libro mira a studiare l'impatto della crisi globale sul comportamento dei consumatori vietnamiti, guarda più in profondità nella consapevolezza dei consumatori di questo problema e analizza se il loro comportamento di consumo è cambiato di conseguenza. Per raccogliere i dati, l'autore raccoglie le risposte dal questionario del sondaggio che si rivolge ai consumatori vietnamiti e le combina con alcune ricerche precedenti per confrontare il comportamento dei consumatori prima e durante la crisi finanziaria. Inoltre, l'autore analizza vari articoli online e documenti scritti così come le opinioni di specialisti di economia per capire le tendenze di cambiamento nel comportamento dei consumatori vietnamiti. Questo libro può essere implicato come informazione di riferimento per le aziende vietnamite e straniere per avere una migliore comprensione dei cambiamenti di comportamento dei consumatori vietnamiti nel contesto della crisi globale.

In den letzten Jahren haben die Dotcom-Blase und die Wirtschaftskrise die etablierte Ordnung in gewisser Weise auf den Kopf gestellt. Die Unternehmen sahen sich mit beeindruckenden Veränderungen des organisatorischen Umfelds und der Einführung neuer technologischer Prozesse konfrontiert. Diese Veränderungen führen dazu, dass man sich stärker mit Innovationskonzepten beschäftigt. Diese werden im Übrigen von Startups ständig ausgenutzt. Darüber hinaus werden Organisationen dazu angehalten, neue Kommunikationsformen zu nutzen und ihre Botschaften über neue Medien zu übermitteln. Das Internet ist heute ein unumgänglicher Ort für die Kommunikation. Die 2.0-Generationen haben die Strategien der Marken über den Haufen geworfen. Soziale Netzwerke sind aufgetaucht und haben dem Null-Kosten-Marketing Glaubwürdigkeit verliehen. Die Verbraucher ändern ihr Konsumverhalten.

This book documents the recent post-pandemic era business innovation research in Vietnam bringing together selected works from the 2022 ¿International Conference on Business Innovation: Business Innovation in a Post-pandemic World¿ held at RMIT University in Vietnam. The book contributes to the body of knowledge in several ways. It serves as a comprehensive reference for business innovation research and promotes recent progress in business innovation applications in Vietnam and offers a shared understanding to help coordinate future research in the field.

This book is the first comprehensive presentation of a Kaiyu Markov model with covariates and a multivariate Poisson model with competitive destinations. These two models are core techniques when the authors and colleagues conduct their Kaiyu studies. The two models are usually used to forecast the effects of specific urban redevelopment on both the number of visitors and consumer shop-around or Kaiyu movements. Their Kaiyu studies originated from the constructions of a Kaiyu Markov model and the disaggregated hierarchical decision Huff model almost simultaneously around the early 1980s. This book retrospectively reviews how these models have evolved from the start to the present state, and previews the ongoing efforts to make further extensions of these models. The extension of the Huff model started from the disaggregated hierarchical decision Huff model with shop-arounds. In retrospect, the model formulated the consumer¿s simultaneous choice of destinations as a joint probability. The mechanism to determine this joint probability was a recursive conditional probability system. Now the Huff model has shifted from joint probability to multivariate frequency Poisson with competitive destinations. On the other hand, the Kaiyu Markov model started from a descriptive model. Because it cannot forecast changes in shop-arounds or consumer Kaiyu behaviors, the Kaiyu Markov model with covariates was developed in which entrance and shop-around choice probabilities are explained by the respective two logit models with covariates such as distances and shop-floor areas. The noticeable point is that it can explain consumers¿ probability of quitting their shop-arounds. Thus, the model enables one to evaluate the effects of urban revitalization policy that promotes consumers¿ shop-arounds or Kaiyu behaviors. Furthermore, if the Kaiyu Markov model can estimate the actual numbers of flows of consumers¿ shop-arounds among shopping sites, the corresponding money flows also can be estimated as economic effects. This book discusses from scratch the evolution of all these topics. Thus this book provides the basics of the Kaiyu Markov model, a tutorial for the theory and estimation of the conditional logit model, and a chapter serving as a practical research manual for forecasting changes caused by urban development based on consumers¿ Kaiyu behaviors.

This book introduces entrepreneurship as a concept that is popular in the general media but also in academic study. What is evident is due to its positive and negative connotations in society. This book identifies that it is important to debate the topic of entrepreneurship in order to understand its multi-faceted nature. This edited book includes a number of chapters that discuss multidimensional perspectives from an international perspective. This book emphasizes the geo-political frontiers related to entrepreneurship based on current debates, which includes recent global changes.This book also challenges the debatable as to whether entrepreneurship should be examined at the individual, firm, regional, or industry level. This book goes further to demonstrate that this depends on the type and nature of the study. Therefore, it is better to consider entrepreneurship in a multidimensional way that incorporates different levels of analysis.This book shows each level of analysis that can be considered from a geo-political perspective. This means including an overview of the cultural factors that influence entrepreneurial behavior. In this way, this book helps readers to understand how and why geography and politics influence entrepreneurial action.

This book offers a practical guide to Chinese ecommerce markets for businesspeople and scholars. China represents a $5.6 trillion retail market, with the highest ecommerce penetration rate in the world. Due to the COVID-19 pandemic, brands are investing more in growing online sales. Written from the heart of the world¿s largest e-commerce platform, Ecommerce Reimagined: Retail and Ecommerce in China is a book that aims to satisfy the growing need of entrepreneurs and businesses hoping to tap into Chinäs market and provide context to students and academics who post an interest in learning about how ecommerce has shaped the Chinese retail space.

Marketing and communications are ever-evolving areas, with trends and issues quickly emerging, and often fading just as fast. An evergreen issue that continues to gain more and more traction is that of socially responsible and ethical marketing.The text discusses the increasing importance of socially responsible and ethical marketing and communication in today's world, where social media and social marketing have a wide reach. With practical applications and case studies for marketing and management practitioners to implement socially responsible and ethical communication campaigns, the book provides a tool kit for marketing and management practitioners to implement socially responsible and ethical communication campaigns. It is a must-read for researchers in social and ethical marketing, as well as educators in marketing, communication, social responsibility, sustainability, and ethics.

EVERYTHING FLOWS FROM A CULTURE OF SERVICE EXCELLENCE BUT HOW DO YOU GET THERE?The collaboration of leaders and their teams in this undertaking is critical. Packed with stories that engage, models to help put it all together and questions for reflection, this book provides thought-provoking, relevant and practical ways for leaders to relentlessly go 'All In', empower their people and make the organisation renowned for service excellence. All-In Culture gives you everything you need to:¿ Excite and inspire managers and staff members about customer service for today's businesses¿ Demonstrate convincingly what it means to be of service¿ Adopt and successfully implement best practice to make your service culture 'thrive'¿ Become truly service-focused and make your mark on the organisational culture

En los últimos años, el término "crisis global" ha aparecido regularmente en los medios de comunicación públicos. La crisis global ha afectado a todos los países del mundo. Vietnam, uno de los países en desarrollo de Asia, no es una excepción. El declive de muchas empresas ha sido el resultado de la lenta adaptación al cambio de comportamiento de los consumidores. Así, este libro pretende estudiar el impacto de la crisis mundial en el comportamiento de los consumidores vietnamitas, profundiza en la conciencia de los consumidores sobre este problema y analiza si su comportamiento de consumo ha cambiado como consecuencia de ello. Para recopilar los datos, el autor recoge las respuestas del cuestionario de la encuesta dirigida a los consumidores vietnamitas y las combina con algunas investigaciones anteriores para comparar el comportamiento de los consumidores antes y durante la crisis financiera. Además, el autor analiza varios artículos en línea y documentos escritos, así como las opiniones de especialistas en economía, para averiguar las tendencias cambiantes del comportamiento de los consumidores vietnamitas. Este libro puede servir como información de referencia para que las empresas vietnamitas y extranjeras comprendan mejor los cambios de comportamiento de los consumidores vietnamitas en el contexto de la crisis mundial.

Ces dernières années, le terme "crise mondiale" est régulièrement apparu dans les médias publics. La crise mondiale a touché tous les pays du monde. Le Vietnam, l'un des pays en développement d'Asie, ne fait pas exception. Le déclin de nombreuses entreprises est le résultat d'une adaptation lente au changement de comportement des consommateurs. Ce livre a donc pour objectif d'étudier l'impact de la crise mondiale sur le comportement des consommateurs vietnamiens, d'approfondir la sensibilisation des consommateurs à ce problème et d'analyser si leur comportement de consommation a changé en conséquence. Pour rassembler les données, l'auteur recueille les réponses à un questionnaire d'enquête ciblant les consommateurs vietnamiens et les combine avec des recherches antérieures pour comparer le comportement des consommateurs avant et pendant la crise financière. En outre, l'auteur analyse divers articles en ligne et documents écrits ainsi que les opinions des spécialistes de l'économie pour comprendre les tendances changeantes du comportement des consommateurs vietnamiens. Ce livre peut servir d'information de référence aux entreprises vietnamiennes et étrangères pour mieux comprendre les changements de comportement des consommateurs vietnamiens dans le contexte de la crise mondiale.

As estratégias digitais visam atingir potenciais clientes através de websites, aplicações publicitárias, meios de comunicação social e outros canais, a fim de gerar tráfego para o seu website. Marketing, redes sociais e negócios estão entre os temas mais populares da sociedade actual. Com tantos métodos de marketing, cada um com os seus pontos fortes e fracos, pode ser difícil saber quais são os adequados para o seu negócio, especialmente se é novo no mundo do marketing digital. Quer queira fazer ouvir o seu website, ligar-se ao público certo nas redes sociais ou colocar os seus produtos à frente das pessoas, é fundamental que saiba como o marketing funciona. A indústria do marketing digital está a crescer a um ritmo acelerado e todos os que querem ser bem sucedidos devem saber sobre isso. Uma presença de Marketing Digital é hoje em dia mais do que necessária. No entanto, ter apenas alguns perfis em plataformas de redes sociais não é suficiente. Este guia irá introduzir-lhe conceitos e termos básicos de marketing digital. Além disso, irá ajudá-lo a construir o seu próprio plano de marketing digital que o levará a uma história de sucesso.

Las estrategias digitales pretenden llegar a los clientes potenciales a través de sitios web, aplicaciones publicitarias, redes sociales y otros canales con el fin de generar tráfico hacia su sitio web. El marketing, las redes sociales y los negocios se encuentran entre los temas más populares de la sociedad actual. Con tantos métodos de marketing, cada uno con sus puntos fuertes y débiles, puede ser difícil saber cuáles son los adecuados para su negocio, especialmente si es nuevo en el mundo del marketing digital. Tanto si quiere hacer que su sitio web se escuche, conectar con el público adecuado en las redes sociales o conseguir que sus productos lleguen a la gente, es fundamental que sepa cómo funciona el marketing. El sector del marketing digital está creciendo a un ritmo vertiginoso y todo aquel que quiera tener éxito debería conocerlo. Una presencia en el marketing digital es más que necesaria hoy en día. Sin embargo, no basta con tener unos cuantos perfiles en las redes sociales. Esta guía le introducirá en los conceptos y términos básicos del marketing digital. Además, le ayudará a construir su propio plan de marketing digital que le llevará a una historia de éxito.