This book is not available as a print inspection copy. To download an e-version click hereor for more information contact yourlocal sales representative. Get 12 months FREE access to an interactive eBook when purchasing the paperback* Previous edition winner of the British Book Design and Production Award for ´´Best Use of Cross Media 2014´´ This easy to use resource allows students to switch from digital to the print text and back again, opening windows to the world of marketing through cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 4th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice. The new edition welcomes a new 3rd author and has been fully updated to include: 31 New case studies (including 5 new end of chapter and 26 new ?focus boxes?), featuring a greater number of case studies from digital/social media marketing, Uber and the sharing economy, Google and crowdsourcing and Amazon?s drone delivery service. Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation, cutting edge theory. A fully updated and streamlined interactive eBook led by student feedback. Focus boxes throughout the text such as Global, Consumer, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to such as Taylor Swift taking on Spotify. The new edition comes packed with features that can be used in class or uploaded onto a course management system and which students can use in their own self-directed study. Furthermore, the book is complemented by a FREE interactive eBook with access to web links, video links, SAGE journal articles, MCQ?s, podcasts and flashcards, allowing access on the go and encouraging learning and retention whatever the learning style. Suitable as core reading for undergraduate marketing students. *Interactivity only available through Vitalsource eBook included as part of paperback product (ISBN 9781526426321). Access not guaranteed on second-hand copies (as access code may have previously been redeemed).
Dieses Lehrbuch vermittelt die gesamten Grundlagen des Marketing und nimmt dabei konsequent Bezug auf die Praxis. Die anwendungsorientierte Darstellung versetzt den Leser in die Lage, Marketingprobleme zu analysieren und eigenständig Problemlösungen zu erarbeiten. In der 13. Auflage wurden alle Kapitel aktualisiert.
Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien: ?Marketing ? A Relationship Perspective? is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the ´new´ relationship approach into the traditional process of developing effective marketing plans. The book´s structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach suggesting that a company should in any case pursue an integrative and situational marketing management approach. Svend Hollensen?s and Marc Opresnik?s holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers and practitioners alike.
Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it´s the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software--from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don´t need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You´ll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. * Increase the tempo of marketing´s responsiveness without chaos or burnout * Design ´´continuous´´ marketing programs and campaigns that constantly evolve * Drive growth with more marketing experiments while actually reducing risk * Architect marketing capabilities in layers to better scale and adapt to change * Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything--including marketing--flows with the speed and adaptability of software.
The book every small-business owner should own First published in 1983, Jay Levinson´s Guerrilla Marketing has become a classic in the field of business, revolutionising marketing for small businesses all over the world and creating a new way to understand market share and how to gain it. In this completely updated and expanded fourth edition of Levinson´s first Guerrilla Marketing book, his take-no-prisoners approach to finding clients is on full display, as he offers hundreds of marketing ideas that really work and a new roadmap for small-business success in the global marketplace. Filled with leading-edge strategies for marketing on the Internet, putting new technologies to work, targeting prospects, cultivating repeat and referral business, and managing in the age of telecommuting and freelance employees, among others, Guerrilla Marketing will be the entrepreneur´s marketing bible for the twenty-first century.
Wie funktioniert die Entwicklung und Vermarktung von Arzneimittel in Deutschland? Einführung und Überblick über Pharma Marketing und den Pharmamarkt Deutschland. Kurzbeschreibung Pharma Weltmarkt. Berechnung von Arzneimittelpreisen. Rollen der Beteiligten: Patient, Arzt, Apotheke, Krankenhaus, Pharmaindustrie, Krankenkassen Kooperationen im Pharmabereich, Biosimilars Digitalisierung im Gesundheitswesen/Pharma Marketing
Destination Marketing offers the reader an integrated and comprehensive overview of the key challenges and constraints facing destination marketing organisations (DMOs) and how destination marketing can be planned, implemented and evaluated to achieve successful destination competitiveness. This new second edition has been revised and updated to include:new slimline 15-chapter structure new chapters on Destination Competitiveness and Technologynew and updated case studies throughout, including emerging marketsnew content on social media marketing in destination marketing organisations and sustainable destination marketing additional online resources for lecturers and students including PowerPoint slides, quizzes and discussion questions.It is written in an engaging style and applies theory to a range of tourism destinations at the consumer, business, national and international level by using topical examples.
Essential of Integrated Marketing Communications How To Harness The Power of Integration Marketing In Your Online Business For Easier Profits, Faster & Better Than Ever Before... Whatever Business You´re In, You Too Can Harness The Power Of Integration Marketing To Crush Your Competition Integration marketing (IM) is much like this proverb from the Bible, which states, ´´The spider takes hold with her hands, and is in kings´ palaces.´´ The spider has integrated itself into someone else´s world, in this case the king´s, thus, benefiting from the position the palace real estate gave her without paying a dime for it. Here´s what you´ll discover in the Promote Tactics guide: How anyone, even if you´re a small business owner, can increase profits by using integration marketing. How even the big companies like Nike and Google utilize integration marketing. A strategy you can follow for a sure-fire win/win with your integration partner. How to find integration marketing partners. Integration marketing tactics that work in any scenario. How to model sites like GoDaddy in your online business and double, triple even quadriple your sales! How integration marketing creates a win/win for each party and why it makes it almost like a no brainer for partners to hop on board. What to blog about and the different styles of blogging you can use when blog posting. ...and much, much more! ORDER NOW!
Attract The Perfect Clients And Build The Strongest Authority In Your Niche In Easy Step. This is for consultants who takes their business seriously. You won´t raise your sales and beat others consultant if can´t have good clients, as showed in this course. If you are sick and tired of running around to find the right marketing strategy, then this book will satisfy you! In-Depth Effective And Successful Marketing Techniques For Consultant. This marketing for consultant course will teach you the formula for a strong marketing strategies to raise your sales by 150% and use the most recent, yet powerful branding techniques to position yourself as an authority in order to work with your perfect clients. I will explain why and how to use these systems. Are you looking to produce more sales, while building an unique brand? This course will teach you to do better than your competitors and implementing their weaknesses as your strength. In This Authority Marketing Course, You´ll Learn: * Raise Your Sales * Best System To Position Yourself An Authority * Build A Long-Term Profitable Business * How To Adopt A Distinctive And Effective Approach * To Determine Your Product/Service Value * To Create A Marketing Strategy * To Create An Online Marketing Strategy * To Gain Deeper Hold With Networking * To Effectively Network Online Let Me Show You Why Marketing Will Increase Your Sales As A Consultant: * Attract Your Perfect Clients. With these strong branding techniques, you will only attract the individuals or professionals you want to work with. You will not receive calls or message from people outside of your target market. It will save you time and money along as attracting who you prefer to work with! * You Get Massive Exposure To Your Target Market. This course contains basic and advanced marketing techniques to get the most exposure at a low cost. You will benefit from all this attention you´re generating with sales, testimonials and a profitable long-term business model. * You´re An Authority In Your Niche. Being an authority will drive a crazy amount of sales since they trust and believe in your capacities to help them. They will want to do business with you because you´ve shown them that you can help them. and much more.. . ORDER NOW!
Dieses Buch erläutert fundiert und pragmatisch alle entscheidenden Erfolgsfaktoren des Influencer Marketings ? sowohl für Unternehmen als auch für Influencer. Marketingprofis erfahren, wie sie Influencer Marketing bestmöglich in ihre Kommunikationsstrategie integrieren, wie sie die passenden Influencer finden und nach welchen konkreten Regeln die Zusammenarbeit optimal funktioniert: von der Vertragsgestaltung über das Briefing bis hin zum Monitoring. Zudem werden viele nützliche Plattformen, Netzwerke und Instrumente vorgestellt. Influencer erhalten wertvolle Anregungen, wie sie ihre Karriere weiter professionalisieren können und lernen aus Erfahrungsberichten und Empfehlungen von erfolgreichen Akteuren im Markt. Als wichtiges und erfolgskritisches Thema werden auch die wettbewerbsrechtlichen Grundlagen des Influencer Marketing verständlich und handlungsorientiert dargestellt. Ein unverzichtbares Grundlagenwerk, das zeigt, wie sich das mitunter fragile Zusammenspiel beider Seiten effizient, langfristig und vor allem für alle Seiten gewinnbringend gestalten lässt. Auszug aus dem Inhalt Wie sieht das Marketing im Influencer-Zeitalter aus? Markenstrategischer Fit im Influencer Marketing Wettbewerbsrechtliche Grundlagen von Influencer Marketing Plattformen, Instrumente und Netzwerke im Influencer Marketing Professionalisierung für Influencer über Netzwerke Erfahrungsberichte von Influencern 14 strukturiert aufgearbeitete Fallbeispiele, u.a. aus den Branchen Drogerie, Food, Technik und Medien Die Herausgeberin Marlis Jahnke begleitet die Szene seit vielen Jahren und hat mit HashtagLove eine der ersten und erfolgreichsten Influencer-Marketing-Plattformen in Deutschland gelauncht. Beitragsautoren im Werk sind Professor Regina Brix, Dr. Annette Bruce, Thomas Fuchs, Dr. Caroline Hahn, Fabian Held, Hendrik Martens, Moritz Meyer, André Krüger, Melanie Lammers, Franziska von Lewinski, Monika Sekara und Simon Unge.