Marketing

Studienarbeit aus dem Jahr 2022 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Fachhochschule Westküste Heide, Sprache: Deutsch, Abstract: Viele Produkte und Dienstleistungen werden auf dem nationalen sowie auf dem internationalen Markt angeboten und verkauft. Damit ein Unternehmen jedoch vom Heimat- auf den Auslandsmarkt expandieren kann, müssen einige Aspekte in der strategischen Ausrichtung des internationalen Marketings beachtet werden. Zum einen muss ein attraktiver Auslandsmarkt erschlossen werden, der sich für das Produkt oder die Dienstleistung anbietet. Zum anderen sollte ein passendes Marketingkonzept nach ausführlicher Analyse, zur Bearbeitung des Marktes, entwickelt werden. Ein effektives Marketingkonzept basiert auf den Stärken und Zielsetzungen des Unternehmens und sollte sich, unter Beachtung einer Vielzahl an Faktoren, an die jeweilige Marktsituation anpassen. Die verschiedenen Faktoren umfassen die Wettbewerbssituation des Unternehmens sowie die Ausprägung der Zielgruppen im Auslandsmarkt.

Uncover the fascinating history of virtual communities and how we connect to each other online. The Rise of Virtual Communities, explores the earliest online community platforms, mapping the technological evolutions, and the individuals, that have shaped the culture of the internet.Read in-depth interviews with the visionary founders of iconic online platforms, and uncover the history of virtual communities and how the industry has developed over time. Featuring never-before told stories, this exploration introduces new ideas and predictions for the future, explaining how we got here and challenging what we think we may know about building online communities.Readers will: Learn what a virtual community is and how it has become an integral part of modern society Review key insights into building virtual communities and platforms from the founders and pioneers who created them See what thecurrent developments and the potential challenges are related to the future of virtual communitiesWho is this for:Community managers, company founders and those who want to know more about the origins and future of virtual communities.interviews Include:Randy Farmer & Chip Morningstar ¿ Lucasfilm Games ¿Habitat¿ and creators of the modern AvatarHoward Rheingold - Community expert and member of the WELLStacy Horn - Founder of Echo NYCJim Bumgardner - Founder of The PalacePhilip Rosedale - Founder of Second LifeSampo Karjalainen - Co-founder of Habbo HotelLance Priebe - Co-Founder of Club Penguin Angelo Sotira - Co-Founder of Deviant Art Caterina Fake - Co-Founder of FlickrAlexis Ohanian- Founder of Reddit Kevin Rose ¿ Co-Founder of Digg & PROOF CollectiveJason Citron - Founder of Discord Trevor McFedries - Founder of FWB & Brud Cherie Hu - Founder of Water & MusicMichelle Kennedy - Founder of Peanut

O ambiente de serviços tem vindo a mudar todos os dias. Sendo a indústria altamente intensiva em pessoas, a influência dos empregados desempenha um papel imperativo no marketing de serviços. No entanto, o marketing interno é considerado como parte esquecida do marketing de serviços. Há necessidade de um livro de texto que revele o melhor das pesquisas e implicações do marketing interno. Este livro ajuda os académicos e profissionais a conhecer o significado do marketing interno com vários exemplos da indústria em todo o mundo.

Das Dienstleistungsumfeld hat sich täglich verändert. Da es sich um eine sehr personalintensive Branche handelt, spielt der Einfluss der Mitarbeiter eine entscheidende Rolle im Dienstleistungsmarketing. Dennoch wird das interne Marketing als ein vergessener Teil des Dienstleistungsmarketings angesehen. Es besteht Bedarf an einem Lehrbuch, das die besten Forschungsergebnisse und Auswirkungen des internen Marketings aufzeigt. Dieses Buch hilft Akademikern und Praktikern, die Bedeutung des internen Marketings anhand von verschiedenen Industriebeispielen aus der ganzen Welt zu verstehen.

Sreda uslug menqetsq s kazhdym dnem. Buduchi otrasl'ü, trebuüschej bol'shogo kolichestwa lüdej, wliqnie sotrudnikow igraet ogromnuü rol' w marketinge uslug. Tem ne menee, wnutrennij marketing schitaetsq zabytoj chast'ü marketinga uslug. Suschestwuet potrebnost' w uchebnike, raskrywaüschem luchshie issledowaniq wnutrennego marketinga i ih posledstwiq. Jeta kniga pomozhet akademikam i praktikam ponqt' znachenie wnutrennego marketinga na primerah razlichnyh otraslej po wsemu miru.

L'ambiente dei servizi cambia di giorno in giorno. Essendo un settore ad alta intensità di persone, l'influenza dei dipendenti gioca un ruolo imperativo nel marketing dei servizi. Eppure, il marketing interno è considerato una parte dimenticata del marketing dei servizi. È necessario un libro di testo che riveli il meglio delle ricerche e delle implicazioni del marketing interno. Questo libro aiuta gli accademici e i professionisti a conoscere l'importanza del marketing interno con vari esempi industriali in tutto il mondo.

L'environnement des services évolue chaque jour. Comme il s'agit d'un secteur à forte intensité de personnel, l'influence des employés joue un rôle impératif dans le marketing des services. Pourtant, le marketing interne est considéré comme un élément oublié du marketing des services. Il est nécessaire d'avoir un manuel qui révèle le meilleur des recherches sur le marketing interne et ses implications. Ce livre aide les universitaires et les praticiens à connaître l'importance du marketing interne à l'aide de divers exemples industriels à travers le monde.

El entorno de los servicios cambia día a día. Al tratarse de un sector que requiere un gran número de personas, la influencia de los empleados desempeña un papel fundamental en el marketing de servicios. Sin embargo, el marketing interno se considera una parte olvidada del marketing de servicios. Se necesita un libro de texto que revele lo mejor de las investigaciones sobre marketing interno y sus implicaciones. Este libro ayuda a los académicos y profesionales a conocer la importancia del marketing interno con varios ejemplos de la industria en todo el mundo.

This ambitious book develops an integrative understanding of business transparency spanning business disciplines. It synthesizes the vast, siloed research on business transparency to develop and provide an integrative view for business researchers and scholars, pointing out research opportunities in the process. The first chapter introduces business transparency with a brief historical overview, followed by its key conceptualizations and challenges. Chapters 2 through 5 take up four conceptually distinct views of transparency in depth: transparency as strategic disclosure (Chapter 2), transparency as a business tactic (Chapter 3), transparency as organizational culture (Chapter 4) and transparency as a managerial virtue (Chapter 5). Chapter 6 explores transparency¿s infeasibility challenge through the chasm between disclosure and understanding and considers its implications. The final chapter provides an integrative framework of business transparency. This book will be useful to business academics who are interested in transparency and associated concepts.

Businesses that focus on the value they provide to customers, rather than the price they charge, have the freedom to set virtually any price they like. Business owners may learn how to break free from standard pricing practices and charge what they're really worth in Pricing for Profit.Readers will be able to put a dollar amount on the worth of their products or services, differentiate between price and value purchasers, bundle offers to get an edge in the market and delight customers, and craft a compelling marketing strategy that effectively communicates value.The cheap prices small businesses feel compelled to give hinder their ability to turn a profit and also make it harder for them to adapt to the needs of their clientele. This accessible and practical advice is a must-read for anyone who wants to boost unit sales, close more deals overall at higher prices, and make more money with less unnecessary work. It's loaded with useful formulas, script examples, clear explanations, interactive activities, and more.

As a salesperson, the ability to truly listen to your clients is essential for building strong relationships, understanding their needs, and ultimately closing more deals. But in today's fast-paced world, where technology and distractions are constantly vying for our attention, it can be easy to fall into the trap of simply ""hearing"" rather than truly listening.That's where this book comes in. In the pages that follow, we'll explore the art and science of active listening, and how it can be applied to the world of sales. From understanding the psychology behind communication to mastering the techniques of active listening, this book is packed with practical tips and real-life examples to help you improve your listening skills and take your sales game to the next level.

How can organizations improve performance? What factors may influence organizations to improve performance? How to develop new market strategy ? I will explain how any why effective department communication, excellent technological input, effective human resource developement training, good employee motivation strategy and effective performance measurement strategy can influence any organization's overall performance to be more effective. I shall indicate the reasons to explain why above any one of these factors have indirect relationship to influence the organization's overall performance effectiveness. Readers can earn fresh opinions to acknowledge that these any one factors can be possible to influence organization's overall performance effectiveness.

Let's face it: in the sea of self-publishing, most authors' books don't get noticed, much less read. They put in all this work to write a book that no one sees. And this is where Spirit Media's Ultimate Book Marketing Guide comes into play to change the trajectory of the entire publishing experience.This guide pulls together the knowledge and expertise that bestselling author, entrepreneur, and pastor Kevin White learned the hard way in the publication of his first bestselling book, Audacious Generosity-including the invaluable lessons he learned while self-publishing his next two bestsellers, Get to the Point and What's Your Word? Kevin learned so much that he started his own publishing company in 2021, Spirit Media, to help other authors hone their visions and achieve their goals.Today, Spirit Media is helping authors refine their brands for marketing success, professionally editing and polishing authors' manuscripts, ghostwriting as needed, creating professional graphic design of book covers, and publishing authors' works in paperback, hardback, eBook, and audiobook formats. In addition, Spirit Media offers guidance on multiple forms of marketing and brand reinforcement opportunities that a professional author needs-podcasts, websites, live broadcasts, magazine articles, blogs, social media, YouTube channels, videos, TV and radio spots, and more. And in Spirit Media's Ultimate Book Marketing Guide, White shares his formula for publishing success so that others can follow the Spirit Media approach and carve out a solid path to success.With Spirit Media's Ultimate Book Marketing Guide, aspiring authors learn to tap into White's proven formula for branding and marketing success, as well as how to distribute their books in print, audio books, digitally, on Amazon, and with every means of distribution imaginable. And they also learn to leverage book clubs, influencers, book awards, and more to help promote their brands and both develop and grow a loyal following of readers.Marketing-as White learned in his own early self-publishing experiences-is the key difference between success or failure as an author. And in Spirit Media's Ultimate Book Marketing Guide, White gives readers his secrets for how to become a bestselling author too.

Du sidder nu med en lille, men ikke særlig tyk bog, til læsning på en lille rejse eller køretur på en lille times tid. Bogen er på én og samme gang et ledelsesværktøj og et forsvar for de mennesker, der er født som enebørn uden at have den helt store familie, at støtte sig op ad i sine første leveår. Og senere i voksenlivet.Forfatteren, Jan Møller, har prøvet lidt af hvert i både erhvervs- og privatlivet, hvor dette tankesæt har været det styrende element. Nu har du også fået indsigt i livets puslespil og kan fortsætte dit private puslespil til du tager den sidste brik.Med udgangspunkt i psykologisk salg og ledelsesprofiler udarbejdet på kommende ledere i erhvervslivet, har forfatteren udviklet et system til at spotte købssignaler og forskellige mennesketyper - der vil helt sikkert komme en lille bog om disse emner senere.Forfatteren er i dag aktiv med handel med virksomheder, specielt transportvirksomheder og lever ellers en tilbagetrukket tilværelse i Silkeborg, hvor han er barnefødt og opvokset. Kun med et par arbejdsmæssige afstikkere til København i korte perioder.

There were only two million websites when Google launched in 1998. Today, there are billions. Platforms, tools, and methodologies are constantly evolving too. Yet, the way businesses and digital marketing agencies approach growth through online channels has not changed with the times. In Digital Marketing Outsourcing: The Ultimate Recipe for Growing Your Business Online, internationally renowned speaker, educator, and digital marketing consultant Husam Jandal draws on more than two decades of experience as an advisor to Fortune 100 companies, multinational corporations, and SMEs to provide you with the recipe for digital marketing success through outsourcing.This book is a must if you want to learn:How to build your digital marketing dream team.Which digital marketing strategies to deploy first for maximum impact.How to measure the success of your digital marketing team.How to consistently get return from your digital marketing investment.You can get the results you want from digital marketing. It all starts with the recipe found here.

Online shopping is undergoing significant changes around the globe, evolving in the food and non-food segments alike. Representing a vital distribution channel that reaches countless customers, sales from online shopping have long-since exceeded USD 1000 billion per year and are growing steadily. This book is intended for general readers and professionals interested in companies¿ strategic orientation in connection with their online format and building and strengthening customer loyalty. In this regard, their business strategies are not considered in their full scope and complexity; instead, the book focuses more narrowly on the relationship between business strategy, buying behavior and customer loyalty.

Marken sind aus dem Alltag der Konsumenten nicht mehr wegzudenken und haben weiter an Bedeutung gewonnen. Auch in der Marketingpraxis bildet die Marke den Dreh- und Angelpunkt des marktorientierten Handelns. Das vorliegende Lehrbuch schließt die Lücke zwischen Markenmanagement und Marketingprozess, indem die Markenperspektive in einer ganzheitlichen Betrachtung eingenommen wird. Insbesondere werden die Kernbegriffe Markenidentität, Markenpositionierung und Markenimage in einen klaren Zusammenhang gestellt. Zudem erfolgt eine grundlegende Unterscheidung in Marketing- und Markenstrategie. Abschließend werden Modelle zur Markenbewertung vorgestellt. Somit erhalten sowohl Studierende als auch Markenverantwortliche in der Praxis einen kompakten Überblick über alle Elemente der Markenführung.

Ever feel like you're just committing random acts of marketing? Do you know you need marketing yet have NO IDEA where to start? Start here.If you're looking for a boring business book, put this one down-it's not for you. This book is about having a RebelMindset and intended to make you think outside the proverbial box of how you create your sales and marketing strategies, considering what marketing is and what it is not.This book is for:¿business owners who are frustrated because their marketing is not working¿organizations that are getting less than stellar reviews¿entrepreneurs who hate to sell ¿business owners who need to generate leads and find more customersHow do you know if you need better marketing? Trust your instincts. You picked up this book, so somewhere in the back of your mind you know your sales and marketing strategies can be improved.At its core, marketing is perception. The hard part is knowing the who, how, when, why, and where to build that perspective! For example: do you know what your voicemail greeting sounds like to a customer? Is it welcoming and inviting for them to leave a message? Or does it sound like you are rushed and just too busy to bother answering the phone when they call? Still not sure this book is for you? Ask yourself this: do you know how you and your organization is being perceived by your customers, prospects, network, and your team?WARNING: As you read this book, you'll need a pen. The content is intended to be interactive. Each chapter has a downloadable PDF worksheet for you to fill-in so you can take what you learn and customize it to you and your organization.The old saying is that "you cannot see the forest for the trees." Let me be your guide out of the marketing wilderness and help you create sales and marketing strategies that work!

GOOGLE MARKETING: Fra Google Analytics til Google Shopping til Google Adwords - i denne guiden finner du alt du trenger å vite om Google.Planlegge, administrere og perfeksjonere nettbasert markedsføring på en digital plattform. Det har derfor aldri vært enklere å drive egen virksomhet. Byråer har nå endelig muligheten til å bruke både markedsføring og annonsering av nettstedet sitt på én digital plattform, i stedet for to separate som tidligere. Google tilbyr et bredt spekter av markedsføringsmuligheter, som alle dekkes i boken. Du vil lære alt om følgende emner, som er viktige for at du skal lykkes med Google:Google MarkedsføringGoogle SEMGoogle AnalyticsGoogle Search ConsoleGoogle Shopping & Merchant CenterGoogle Ads og AdsenseGoogle "My Business" Boken overbeviser med:Over 90 siderOver 15 illustrasjonerEkspertkunnskapTrinn-for-trinn-instruksjoner... og mye mer! Les denne boken nå og begynn å bruke Google Marketing i dag for å lykkes med å selge tilbudet ditt og få autentisk rekkevidde.

Leter du også etter en enkel måte å integrere innholdsmarkedsføring i bedriften din? Kjenner du til de utallige fordelene profesjonell innholdsmarkedsføring kan gi bedriften din? Eller vet du kanskje ennå ikke nøyaktig hva du kan oppnå ved å lage profesjonelt innhold? Sosiale medier har blitt en mye brukt og lovende annonseplattform i disse dager. Bedriftenes målgrupper og dermed dine potensielle kunder bruker mye tid "online" på disse sosiale nettverkene. I prosessen er det først og fremst innholdet som gir reell merverdi som blir husket. Det er derfor det er så viktig for innovative selskaper som følger med i tiden, å hoppe på dette toget og komme opp med en strategi for innholdsmarkedsføring som fungerer. Denne boken vil hjelpe deg å forstå hva innholdsmarkedsføring er og hvordan du kan bruke det lønnsomt for virksomheten din. Hva du kan forvente:Hva er innholdsmarkedsføring og hvilke former kan brukes på hvilke sosiale medieplattformer?Hvordan genereres vellykket innhold?Hva er resirkulering av innhold?Hvorfor er en blogg eller en podcast verdt det for din egen bedrift?og mye mer ... Les denne boken nå for å umiddelbart generere bedre innhold på sosiale medier og få flere følgere og flere kunder!

Markedsføring i sosiale medier: Boken om markedsføring på nettet som viser deg hvordan du kan bruke markedsføring i sosiale medier til å selge virksomheten eller selvstendig næringsvirksomhet! Vil du vite hva som virkelig gjør en influencer vellykket? I denne boken lærer du det grunnleggende om markedsføring på Instagram, YouTube, Facebook og Co.Alle kjenner til sosiale medier i dag, og mange bruker dem allerede - bevisst eller ubevisst. Men hva er egentlig sosiale medier, og hvordan kan de hjelpe deg som tjenesteleverandør, oppstartsbedrift eller selskap med å bli mer vellykket? Du vil også lære hvordan du enkelt og raskt kan komme i gang med markedsføring i sosiale medier, hva som kjennetegner en god influencer og hvilken plattform som passer best for din karriere. Hva du kan forvente:Hva er sosiale medier, og hvordan kan man markedsføre seg der?Hvorfor lønner det seg også for bedrifter å annonsere i sosiale medier?Hva er de ulike plattformene, og hva har de å tilby?Hvordan kan du starte din egen karriere som influencer?Hvordan kan historiefortelling lykkes i nettbasert markedsføring?Hvordan digitalisere tilbudet ditt og selge det på nettet.Sosiale medier gir mange muligheter til å lykkes. For bedrifter eller oppstartsbedrifter har sosiale nettverk et uvanlig stort potensial. Denne boken gir et allsidig innblikk i markedsføring i sosiale medier og hva vellykket markedsføring på nettet innebærer. Den fremhever hvorfor bedrifter også bør se nærmere på markedsføring på Pinterest, Instagram, Google, Facebook og Co. og tilbyr en omfattende veiledning for å starte din egen karriere i sosiale medier. Boken er skrevet av to digitale eksperter som har bygget opp flere egne virksomheter og skalert dem med nettbasert markedsføring. Boken overbeviser med:Innhold av høy kvalitetMer enn 20 illustrasjonerEkspertkunnskapInnhold på alle større sosiale medieplattformerog mye mer! Les denne boken nå og kom i gang med din vellykkede karriere i sosiale medier og skalering av virksomheten din i dag.

In light of the International embargo placed on the Turkish Republic of Northern Cyprus (TRNC) for the last 64 years and the economic crisis brought about by the combined effects of the Covid19 pandemic, the failing Turkish lira, the Russia- Ukraine war and the global recession, it is has been essential to research and explore several ways to aid businesses by leveraging digital marketing, especially for MSMEs in the TRNC. This study aims to investigate the effects of digital marketing on micro, small and medium enterprises (MSMEs) with a focus on micro-enterprises and make recommendations on how the business environment can be improved.

Studienarbeit aus dem Jahr 2023 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, SRH Fernhochschule, Sprache: Deutsch, Abstract: Im Rahmen dieser Arbeit wird untersucht, wie sich der Drogerie-Konzern dm in den nächsten Jahren positionieren muss, um im Handel für Drogerieartikel weiterhin erfolgreich sein zu können. Mittels einer SWOT-Analyse wird eine Empfehlung für die zukünftige Markenausrichtung des dm-Drogeriemarkts erarbeitet. Des Weiteren wird beleuchtet, inwiefern sich die empfohlene Markenausrichtung auf operativer Ebene in Produkt-, Kommunikations- und Distributionspolitik manifestieren lässt. Zu Beginn der Arbeit erfolgt eine Kurzvorstellung der dm-drogerie markt GmbH + Co. KG. Daraufhin wird eine Situationsanalyse des Unternehmens, unter Einsatz der PESTEL-Analyse und der Porters Five Forces-Analyse, vorgenommen. Anschließend daran, werden die gewonnenen unternehmensinternen und unternehmensexternen Daten in eine SWOT-Matrix eingeordnet. Nach Auswertung der Ergebnisse wird darauffolgend eine mögliche zukünftige Markenausrichtung abgeleitet. Abschließend erfolgt die Formulierung konkreter Empfehlungen für die Produkt-, Kommunikations- und Distributionspolitik.

This book sheds light on the addressees of online reviewer discourse on wine, perfume and chocolate in order to explore how the discourse construes the consumer of experiential luxury. In the 21st century, luxury is more complex than ever before. Luxury products have become more affordable and hence accessible to new markets and consumer segments, and the groups of consumers seeking luxury experiences are more heterogeneous than ever. Yet, consumption choices as well as how these are thought about, evaluated and talked about still function to position consumers with respect to both how they see themselves and how they want others to see them. Many consumers seek to consume in subtle and sophisticated ways. They strive to develop consumption expertise with a view to maximizing their enjoyment from the luxury experience, avoiding overt displays of wealth while signalling status by means of luxury insight only available to the cognoscenti. One way for aficionados to develop their insight into the diversified and elusive realm of contemporary luxury is to engage with online reviewer discourse. The authors take a discourse analytic approach informed by the Appraisal model to expose the imagined addressees¿ characteristics and behaviour, the luxury values they embrace and the goals of their luxury consumption. The authors argue that the activity of online reviewers is such a crucial arena in contemporary luxury that a new form of luxury consumption has emerged, which they label review-based luxury. This book will be of interest to students and academics in the fields of Linguistics, Discourse Analysis, Communication, Argumentation, Media Studies and Marketing, as well as anyone with a general interest in wine, perfume and chocolate as experiential luxury.