Press "Enter" to skip to content

Category: Marketing

Interne Markenführung: Theoretisches Konzept und by Rico Piehler

By Rico Piehler

Rico Piehler entwickelt ein integratives Modell der internen Markenführung, das theoretisch fundiert, ganzheitlich, praktisch anwendbar und hinsichtlich zentraler Zielgrößen (Markenwissen - model dedication - model Citizenship habit) sowie ausgewählter Determinanten in einem ersten Schritt empirisch validiert ist.

Show description

Continue reading Interne Markenführung: Theoretisches Konzept und by Rico Piehler

Comments closed

Adoption of Innovation: Balancing Internal and External by Alexander Brem

By Alexander Brem

This edited quantity brings jointly teachers from either innovation and advertising fields to discover the extra worth for corporations that may be generated with the suggestions in advertising and the promoting of innovations.

If principles have to succeed in undefined, then advertising options, ideas and instruments - resembling the continual improvement of latest product and companies - turn into very important for his or her good fortune. nonetheless, advertising administration is inspired by way of innovation as illustrated incidentally social media and web have revolutionized the conventional marketing-mix.

Such linkages among innovation and advertising and marketing learn must be a lot enhanced as businesses need to persuade inner and exterior stakeholders to accomplish winning innovation recommendations. state of the art study output from assorted views could swimsuit the desires of a researcher in addition to the corporate CEO alike.

Show description

Continue reading Adoption of Innovation: Balancing Internal and External by Alexander Brem

Comments closed

Marktorientierte Produktentwicklung: Die Interaktion by Cornelia Euringer

By Cornelia Euringer

Die Fähigkeit zu marktorientierter Produktentwicklung wird immer stärker zu einem Schlüsselproblem für viele Unternehmen. Früher wurde die Produktentwicklung in der Industrie nicht selten stark von den jeweiligen technischen Ideen und Möglichkeiten geprägt. In einem Marktwettbewerb entscheidet aber letztlich der Kunde mit seinen spe­ zifischen Problemen und Anforderungen darüber, ob Produktentwicklungen sich letztlich durchsetzen können. Daher ist Produktentwicklung immer weniger eine exklusive Problematik von industrieller Forschung, Entwicklung und Konstruktion, sondern ein Thema, das die gesamte enterprise über alle Funktionen hinweg herausfordern muß. Am Anfang steht hier natürlich die Überwindung der Schnittstelle zwischen Forschung und Entwicklung auf der einen sowie advertising und Vertrieb auf der anderen Seite. Gelingt es, diese wichtige Schnittstelle zu durchdringen, so werden die Informationen des Marktes bezüglich qualitativer Aspekte, bezüglich zeitlicher Anforderungen sowie nicht zuletzt bezüglich Preise und Kosten so in die Entwicklungsarbeit eingeschleust, daß sich neben F&E auch andere Funktionen (insbesondere Fertigung und Einkauf) darauf einstellen können.

Show description

Continue reading Marktorientierte Produktentwicklung: Die Interaktion by Cornelia Euringer

Comments closed

Lifestyle Marketing: Reaching the New American Consumer by Ronald D. Michman, Edward M. Mazze, Alan J. Greco

By Ronald D. Michman, Edward M. Mazze, Alan J. Greco

Quality note: this is often retail PDF, and a grotesque imprint in my opinion (from ebsco). begins with thumbnail disguise, no web page borders and prints part the web page. Does have pagination.
Staff note: The retail flag has been got rid of considering that this can be ebsco's kind of printing pages (from reflowable textual content) and doesn't represent precise retail.
-------------------

In today's aggressive fiscal surroundings, figuring out your purchaser hasn't ever been extra very important. study exhibits that the majority businesses don't section their marketplace by means of way of life. as a substitute, they count completely on demographic elements to outline their clients. This publication is helping retailers know how to arrive buyers from youngsters to tweens and singles to seniors. It demonstrates how such developments as cross-shopping and the blurring of gender roles could be accounted for by means of one's total advertising and marketing strategy.

Yet one other purchaser team evaluated here's the rising prosperous industry. This publication is a prerequisite to courting advertising. It tells the reader find out how to succeed in conscientiously outlined and defined industry segments. simply because buyers' behaviors are so vital to way of life industry segmentation recommendations, this ebook demonstrates how such developments as cross-shopping and the blurring of gender roles may be accounted for by means of one's total business plan.

Show description

Continue reading Lifestyle Marketing: Reaching the New American Consumer by Ronald D. Michman, Edward M. Mazze, Alan J. Greco

Comments closed

Innovating in a Service-Driven Economy: Insights, by Richard Cuthbertson, Peder Inge Furseth, Stephen J. Ezell

By Richard Cuthbertson, Peder Inge Furseth, Stephen J. Ezell

The worldwide electronic revolution has replaced client society, carrier expectancies, and investment versions eternally. price pushed carrier Innovation explores those alterations from the views of best thinkers and practitioners within the box of innovation this day.

Show description

Continue reading Innovating in a Service-Driven Economy: Insights, by Richard Cuthbertson, Peder Inge Furseth, Stephen J. Ezell

Comments closed

Book Marketing Made Easy: Simple Strategies for Selling Your by D'vorah Lansky

By D'vorah Lansky

Observe the secrets and techniques that winning authors use to industry their books on-line. In "Book advertising and marketing Made Easy" you'll easy methods to: raise your credibility and be visible as a professional on your box; promote extra books to those that will reap the benefits of your message; create a number of resources of source of revenue with the content material of your booklet; harness the ability of multimedia advertising to arrive extra humans; and use social media to extend your effect and extend your industry. "D'vorah Lansky will get it. She is familiar with the significance of perpetual promoting to make a booklet winning. booklet advertising Made effortless overflows with worthy and do-able details. It includes inside of scoop that i have never stumbled on wherever else. A 'must-have' for the intense publisher." Brian Jud, writer of "How to Make actual funds promoting Books" and "Beyond the Bookstore."

Show description

Continue reading Book Marketing Made Easy: Simple Strategies for Selling Your by D'vorah Lansky

Comments closed

Marketing research by Alvin C. Burns, Ann F. Veeck, Ronald F. Bush

By Alvin C. Burns, Ann F. Veeck, Ronald F. Bush

For classes in international marketing.

 

Marketing Research

The Eighth variation of Marketing examine continues to supply readers with a “nuts and bolts” creation to the sphere of selling learn. meant for readers with out previous heritage in advertising study, the booklet teaches the elemental primary statistical versions had to study industry data.

 

This new edition continues with the profitable condensed and streamlined association because the past edition. An built-in case research through the textual content is helping readers relate the cloth to the true world--and their destiny careers. All details has been up to date to supply the most up-tp-date insights on forces shaping advertising and marketing study, reminiscent of the impression of social media and cellular technologies.

Show description

Continue reading Marketing research by Alvin C. Burns, Ann F. Veeck, Ronald F. Bush

Comments closed

Key Account Management in Business-to-Business Markets: An by Stefan Wengler (auth.)

By Stefan Wengler (auth.)

In instances of fierce festival in business-to-business markets powerful and economically sound company relationships with a company's clients rank one of the major luck components. As a good tested advertising administration notion, key account administration is of specific value during this context. curiously sufficient, empirical learn reviews have lately proved that dating advertising, and especially key account administration, doesn't in attaining the industrial worth initially anticipated.

Stefan Wengler offers a good based resolution to the query of the commercial worth and indicates the necessity for the implementation of key account administration. He offers a complete, yet easy-to-handle decision-making version that helps the choice at the best key account administration association for person businesses. additionally, the writer offers a finished assessment at the key account administration perception and its controlling tools.

Show description

Continue reading Key Account Management in Business-to-Business Markets: An by Stefan Wengler (auth.)

Comments closed

Review of Marketing Research (2) by Naresh K. Malhotra

By Naresh K. Malhotra

"The overview of promoting learn" annual sequence presents present, cutting-edge articles via the promoting field's top researchers and academicians. in contrast to different examine courses within the box that impose inflexible obstacles at the size of articles, RMR publishes longer chapters that aren't simply theoretically rigorous but in addition provide richer element, together with literature stories, state of the art methodologies, empirical stories, rising tendencies, foreign advancements, instructions for implementation, and recommendations for extra concept improvement and checking out. Edited by means of Narash okay. Malhotra besides a amazing Editorial assessment Board drawn from the prime figures in advertising learn and idea, the once a year "Review of selling examine" volumes contain nearly 7-8 chapters. every one contribution undergoes a double-blind overview strategy, and every quantity represents an across-the-board view of the total diversity of present advertising and marketing study methodologies. No advertising bookshelf or library might be whole with out this annual sequence.

Show description

Continue reading Review of Marketing Research (2) by Naresh K. Malhotra

Comments closed