The man Business Week calls ´´the ultimate entrepreneur for the Information Age´´ explains ´´Permission Marketing´´ -- the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it. Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity -- time -- Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services. By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness -- and greatly improve the chances of making a sale. In his groundbreaking book, Godin describes the four tests of Permission Marketing: 1. Does every single marketing effort you create encourage a learning relationship with your customers? Does it invite customers to ´´raise their hands´´ and start communicating? 2. Do you have a permission database? Do you track the number of people who have given you permission to communicate with them? 3. If consumers gave you permission to talk to them, would you have anything to say? Have you developed a marketing curriculum to teach people about yourproducts? 4. Once people become customers, do you work to deepen your permission to communicate with those people? And in numerous informative case studies, including American Airlines´ frequent-flier program, Amazon.com, and Yahoo!, Godin demonstrates how marketers are a
Note for ebook customers: The design and layout of this book play a key role in conveying the author´s message. When creating the ebooks, we´ve tried to keep the look and feel of the print edition, but this means that not all e-reading devices will support the files. The EPUB format is optimized for iPad. The Mobi files are optimized for Kindle Fire tablets and phones and for Kindle reading apps. Imagine you?re in a game with one objective: a bestselling product or service. The rules? No marketing budget, no PR stunts, and it must be sustainably successful. No short-term fads. This is not a game of chance. It is a game of skill and strategy. And it begins with a single question: given competing products of equal pricing, promotion, and perceived quality, why does one outsell the others? The answer doesn?t live in the sustainably successful products or services. The answer lives in those who use them. Our goal is to craft a strategy for creating successful users. And that strategy is full of surprising, counter-intuitive, and astonishingly simple techniques that don?t depend on a massive marketing or development budget. Techniques typically overlooked by even the most well-funded, well-staffed product teams. Every role is a key player in this game. Product development, engineering, marketing, user experience, support?everyone on the team. Even if that team is a start-up of one. Armed with a surprisingly overlooked science and a unique POV, we can can reduce the role of luck. We can build sustainably successful products and services that rely not on unethical persuasive marketing tricks but on helping our users have deeper, richer experiences. Not just in the moments while they?re using our product but, more importantly, in the moments when they aren?t.
An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future. Ingredient Branding by Kotler and Pfoertsch is the most thorough and complete analysis of ingredient branding one could ever hope for in a single source a virtual encyclopedia on InBranding. Replete with insightful case studies of companies from a variety of industries that have successfully transformed their traditional brands into powerful new InBrands, and have launched entirely new products and services employing InBranding. Ingredient Branding should be top on the list for all CMOs to read whose companies ´´live or die´´ based upon the success of their brands. John A. Caslione, founder, president and CEO, GCS Business Capital, LLC, and co-author of ´´Chaotics: The Business of Managing and Marketing in The Age of Turbulence´´ This book explains how and why putting the brand of an ingredient on the outside of a product increases its appeal to the customer. The authors give managers and business leaders important insights into how this innovative marketing concept works and implement it. John A. Quelch, Lincoln Filene Professor of Business Administration, Harvard Business School, Cambridge, MA, and author of ´´Greater Good: How Good Marketing Makes for Better Democracy´´ A fascinating, eye-opening perspective on the marketing and positioning of new, complex products, and a most valuable, wonderfully practical and readable book and guide for business leaders wanting to communicate the qualities of their products and components - by ´´making the invisible visible´´. Rolf D Cremer, Dean and Vice President, CEIBS, China Europe International Business School, Shanghai, China
The first book to explain why blockchain technology will fundamentally change our lives Blockchain is the ingeniously simple technology that powers Bitcoin. But it is much more than that, too. It is a public ledger to which everyone has access, but which no single person controls. It allows for companies and individuals to collaborate with an unprecedented degree of trust and transparency. It is cryptographically secure, but fundamentally open. And soon it will be everywhere. In Blockchain Revolution, Don and Alex Tapscott reveal how this game-changing technology will shape the future of the world economy, dramatically improving everything from healthcare records to online voting, and from insurance claims to artist royalty payments. Brilliantly researched and highly accessible, this is the essential text on the next major paradigm shift. Read it, or be left behind. Don Tapscott is one of the most influential living theorists about business and society. He is the bestselling author of Wikinomics, The Digital Economy, and a dozen other acclaimed books about technology, business, and society. Alex Tapscott is the CEO and founder of Northwest Passage Ventures, an advisory firm building blockchain companies. Previously, he worked for seven years in investment banking in New York and Toronto.
Facebook, PayPal, Alibaba, Uber - these seemingly disparate companies have upended entire industries by harnessing a single phenomenon: the platform business model. When a company like Uber connects drivers with passengers, everybody wins - except traditional taxi companies which are scrambling to survive. Assumptions about operations, finance, strategy and innovation all change. Platform Revolution explores the what, how and why of this revolution and provides the first owners manual for creating a platform marketplace. Revealing the strategies behind some of todays rising platforms, the authors explain how entrepreneurs - and traditional companies - can thrive in this new world. In cases as diverse as shoes, spices, dating, energy, home appliances and education, Platform Revolution provides the essential guide to unlocking the potential of an economic landscape transformed.
Der Verkauf von Waren und Dienstleistungen über das Internet stellt auch heute noch immer eine zunehmend wichtiger werdende Einnahmequelle für Unternehmen dar. In der Praxis zeigt sich jedoch, dass Unternehmen häufig mit massiven Problemen zu kämpfen haben. Viele Unternehmen lassen sich dadurch von einem Engagement im Internet abschrecken oder stellen ihre Aktivitäten entmutigt wieder ein. Aber auch erfolgreiche Online-Händler werden tagtäglich mit neuen Herausforderungen und Trends konfrontiert und müssen ihre Prozesse kontinuierlich optimieren. Genau hier setzt dieser Leitfaden an. Er gibt kompakt und aus einem Guss Antworten auf die wichtigsten Fragen rund um den elektronischen Handel. Der Leitfaden behandelt folgende Themenschwerpunkte: ?Einstieg in den E-Commerce ?Strategien im Internet-Handel ?Shop-Systeme und Warenwirtschaft ?Vermeidung rechtlicher Stolperfallen ?Erfolgskontrolle der Online-Aktivitäten ?Auswahl geeigneter Zahlungsverfahren ?Schutz vor Zahlungsstörungen ?Versand und Bestellabwicklung ?Erschließung ausländischer Märkte ?Single Euro Payments Area (SEPA) Verdeutlicht werden die Inhalte durch Experten-Interviews, Fallbeispiele, Checklisten, Infoboxen, Grafiken und Tabellen sowie ein umfangreiches Glossar.
Dieses Buch bietet eine fundierte Entscheidungsgrundlage für die Auswahl des passenden Kundenbindungsprogramms. Ob Bonusprogramme, Rabattkarten, Kundenkarten ohne regelmäßige Incentivierung, Punkteklebe-Aktionen oder Couponing: Unternehmen können es sich heute nicht mehr leisten, auf Kundenbindung zu verzichten. Sie müssen sich damit auseinandersetzen, welches Kundenbindungsprogramm geeignet ist und wie die Realisierung effektiv und kostengünstig gestaltet werden kann. Das Buch bietet konkrete Hilfestellung mit zahlreichen Checklisten, Prozessübersichten und ausführlichen Fallbeispielen, unter anderem zu: Shell Clubsmart, Miles & More, Douglas Card, Payback, Deutschlandcard, Adler Kundenkarte, ADAC Vorteilsprogramm, Media Markt Club, Kaufland-Treuepunkten, Couponing bei Burger King, oder Checkout-Couponing bei Edeka. Die 2. Auflage wurde umfassend überarbeitet und um aktuelle Beispiele ergänzt. Unverzichtbar für alle, die mit Kundenbindungsprogrammen ihren Umsatz erhöhen wollen!03 Kundenbindungsprogramme kennen und auswählen Single-Bonusprogramme Multipartner-Bonusprogramme Rabattkarten Kundenkarten ohne regelmäßige Incentivierung Punkteklebe-Aktionen Couponing Die wichtigsten Schritte zu Ihrem Kundenbindungsprogramm im Überblick
Who is McLaren´s greatest nemesis? What disappoints Ocado about their competitors? What wakes the Google brand up at 4am? Why does Wimbledon sweat the small stuff? Wild Thinking will provide readers with the confidence to run their business differently, through unique access to thinking from the most original organizations in business today. The most successful businesses in the world are singular in their goals, yet they express them in many different and creative ways, allowing them to own a space that´s distinctly theirs. This book provides access to previously untold stories of how brand leaders at some of the most interesting global businesses solve their biggest challenges. Including interviews with Google, Ocado, McLaren, Comic Relief, V&A, National Trust, Dropbox and more, each chapter of Wild Thinking explores a different question about life and work, ending with a single-minded point of view to help you consider your business from a new perspective. It´s hard to keep up and stand out in constantly growing and changing markets. To succeed you need absolute clarity about what your brand and business offers; it´s time to break the rules.
For graduate and upper-level undergraduate marketing research courses. For over 30 years, this text has provided students with the information they need to understand and apply multivariate data analysis. Hair et. al provides an applications-oriented introduction to multivariate analysis for the non-statistician. By reducing heavy statistical research into fundamental concepts, the text explains to students how to understand and make use of the results of specific statistical techniques. In this seventh revision, the organization of the chapters has been greatly simplified. New chapters have been added on structural equations modeling, and all sections have been updated to reflect advances in technology, capability, and mathematical techniques. Features + Benefits For graduate and upper-level undergraduate marketing research courses. For over 30 years, this text has provided students with the information they need to understand and apply multivariate data analysis. Hair et. al provides an applications-oriented introduction to multivariate analysis for the non-statistician. By reducing heavy statistical research into fundamental concepts, the text explains to students how to understand and make use of the results of specific statistical techniques. In this seventh revision, the organization of the chapters has been greatly simplified. New chapters have been added on structural equations modeling, and all sections have been updated to reflect advances in technology, capability, and mathematical techniques. NEW! Chapter Reorganization: Chapters now focus on a single topic and begin with providing basic information and application techniques. This is followed by more in-depth discussions later in the chapter. NEW! ?Rule of Thumb? Feature Expanded: This feature has been improved so students learn how to best use different techniques. Use of Technical Terms and Statistical Notation Minimized: In order to make the text more accessible to management and non-mathematically focused students, the authors explain complex techniques in everyday language. NEW! Additional Chapters: Structural Equations Modeling has been expanded and reorganized, now covering 4 chapters. Other topics of distinction NEW! Expansion of Website: ?Great Ideas in Teaching Multivariate? Statistics has been updated to provide even more links for students and resources for instructors. There are a number of teaching materials available, including exercises, datasheets, and project ideas. The website can be found at www.mvstats.com I Introduction 1 Introduction II Preparing For a MV Analysis 2 Examining Your Data 3 Factor Analysis III Dependence Techniques 4 Multiple Regression Analysis 5 Multiple Discriminate Analysis and Logistic Regression 6 Multivariate Analysis of Variance IV Interdependence Techniques 7 Cluster Analysis 8 Multidimensional Scaling and Correspondence Analysis V Moving Beyond the Basic Techniques 9 Structural Equation Modeling: Overview 10 Appendix ? SEM 10a CFA: Confirmatory Factor Analysis 11 Appendix ? CFA 11a SEM: Testing A Structural Model 12 Appendix ? SEM 12a Conjoint Analysis APPENDIX A Basic Stats For graduate and upper-level undergraduate marketing research courses. For over 30 years, this text has provided students with the information they need to understand and apply multivariate data analysis. Hair et. al provides an applications-oriented introduction to multivariate analysis for the non-statistician. By reducing heavy statistical research into fundamental concepts, the text explains to students how to understand and make use of the results of specific statistical techniques. In this seventh revision, the organization of the chapters has been greatly simplified. New chapters have been added on structural equations modeling, and all sections have been updated to reflect advances in technology, capability, and mathematical techniques.