169,04 zł

Brand Gym, Second Edition - A Practical Workout to Gain and Retain Brand Leadership John Wiley & Sons Inc

Książki / Literatura obcojęzyczna

This refreshingly simple, practical guide demonstrates how brand management can boost business performance. It is the ideal inspiration for creating growth in today's tough economic times. Following the template of the highly successful original version, the book consists of a programme of 8 "workouts" that will help marketers raise their own game in key areas such as: insight, portfolio strategy, positioning and innovation. The tools and techniques in the book have been road-tested on over 100 brandgym projects out of the last 8 years, making this book extremely practical. Based on the inside stories of brand leaders who have achieved success: Tesco, T-Mobile, Unilever and Proctor and Gamble. These companies share their tips, tricks and warn of the traps to avoid. 50# of the content is new or updated with the latest thinking on "recession proof branding", how to win when times are tough, communication briefing, growing the core business and new research with marketing directors on the key success factors of brand leaders. The authors are most influential, appearing in The Guardian, Marketing, Brand Strategy, Market Leader and The Marketer .The CIM have called David Taylor one of the " World's 50 most important marketing thinkers ".

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70,58 zł

Social Media Marketing Workbook 2019: How to Leverage The Power of Facebook Advertising, Instagram Marketing, YouTube and SEO To Explode Your Business Independently Published

Książki / Literatura obcojęzyczna

Updated SUMMER 2019 Edition with The Newest Social Media StrategIes The key to success on social media is to build a strong and consistent social media marketing plan: with ideas that drive brand awareness, attract loyal custom

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165,79 zł

Talent Management and HR Marketing. From Job Advertising to Employer Branding Grin Publishing

Książki / Literatura obcojęzyczna

Research Paper (undergraduate) from the year 2016 in the subject Business economics - Personnel and Organisation, grade: 1,7, University of applied sciences, Munich, language: English, abstract: This assignment investigates all important steps in talent management as part of HR marketing. The starting point will be advertising a job, and the finish line is set at creating the employer brand. Why the latter is a key fact for a company's success is explained further on. Job advertising will be compared to more general image advertising and the workings of HR consultants and agencies will be described.The importance of online marketing and contact management in HR will be pointed out and the effects of corporate culture and leadership style on talent management will be disclosed. The questions what are HR policies? and how do they affect management? will be answered.Fundamentals like having an applicant relationship management system and the connection between vacancies and job profiles will be clarified. Last but not least the growing relevance of employer branding will be demonstrated.

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173,58 zł

Auto Brand Kogan Page Ltd

Książki / Literatura obcojęzyczna

The car - once everybody's dream and a key status symbol in most countries and cultures - has been extensively questioned in the last decades and in the last few years particularly. Urbanisation, traffic congestion, pollution problems, heavy reliance on scarce oil supplies, safety issues and ever-growing competition, have all provided significant business challenges for the automotive industry. Many car manufacturers have had to fundamentally rethink their design, brand and marketing strategies to thrive in a savvy, consumer-led culture, and markets that are becoming increasingly restrictive in size and opportunity.Auto Brand provides a roadmap to branding and marketing success in the automotive industry from a leading industry expert and features: case studies on major car brands personally conducted by the author including: Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche, Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo; the findings from 100 interviews conducted with CEOs, marketing managers, sales managers, sales people, after sales managers at all levels from the manufacturer level to small rural dealers, as well as industry experts, policy makers, free-stranding repair shops and professional organizations; and the results of a new international study on car buyer behaviour based on 4,700 survey answers. Auto Brand is essential reading for marketing managers, sales managers, CEOs, development managers and dealers in all types of companies in the car industry including: manufacturers, national sales companies/importers, dealers, finance companies, insurance companies, free-standing repair shop channels and more.The first book to specifically address how to deal with the challenges facing the automotive industry it illustrates how companies can take advantage of new technologies, adapt to emerging trends in consumer behaviour, improve profitability and build even more successful brands in the future.

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166,18 zł

How to Launch a Brand - SPECIAL WORKBOOK EDITION (2nd Edition) Brandtro

Książki / Literatura obcojęzyczna

This book will guide you through the steps necessary to build a brand from the ground up:Step 1 (Chapter 1): Create a brand platformStep 2 (Chapter 2): Devise a brand nameStep 3 (Chapter 3): Design your brand's identityStep 4 (Chapter 4): Craft your brand atmosphere touch pointsMost entrepreneurs, even seasoned brand managers, launch first and then work on slowly transforming the new offering into a brand. A logical progression, I would agree. After all, how can you possibly launch as a brand if you don't have any customers or marketing outreach and-obviously, since you just launched a new offering-you have no legacy or advocates?The simple answer is by design. Design relates to the systematic process you have to adhere to, which is likely the primary reason you are holding this book in your hands. In addition though, design truly holds the key to the success of your new brand. It will set your offering apart to look, feel, and sound like a brand at the time of launch, as opposed to something that might or might not have the power to eventually turn into a brand. This book will teach you how to launch your brand by design.In this book I share expert insights based on two decades of professional experience transforming new product and service ventures from ideation phases to tangible brand realities. Each of the key phases of preparing for a brand launch are broken down into practical guidelines designed to help you make the right branding decisions along the way.

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124,93 zł

How to Launch a Brand (2nd Edition) Brandtro

Książki / Literatura obcojęzyczna

This book will guide you through the steps necessary to build a brand from the ground up:Step 1 (Chapter 1): Create a brand platformStep 2 (Chapter 2): Devise a brand nameStep 3 (Chapter 3): Design your brand's identityStep 4 (Chapter 4): Craft your brand atmosphere touch pointsMost entrepreneurs, even seasoned brand managers, launch first and then work on slowly transforming the new offering into a brand. A logical progression, I would agree. After all, how can you possibly launch as a brand if you don't have any customers or marketing outreach and-obviously, since you just launched a new offering-you have no legacy or advocates?The simple answer is by design. Design relates to the systematic process you have to adhere to, which is likely the primary reason you are holding this book in your hands. In addition though, design truly holds the key to the success of your new brand. It will set your offering apart to look, feel, and sound like a brand at the time of launch, as opposed to something that might or might not have the power to eventually turn into a brand. This book will teach you how to launch your brand by design.In this book I share expert insights based on two decades of professional experience transforming new product and service ventures from ideation phases to tangible brand realities. Each of the key phases of preparing for a brand launch are broken down into practical guidelines designed to help you make the right branding decisions along the way.

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111,01 zł

Marketing Performance Blueprint John Wiley & Sons Inc

Książki / Literatura obcojęzyczna

Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty. Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming.The Marketing Performance Blueprint helps bridge those gaps: Align marketing talent, technology, and strategy to reach performance goals Drive digital marketing transformation within your organization Recruit, train, and retain a modern marketing team Propel growth through digital-savvy marketing agency partners Adapt more quickly to marketing technology advancements Create connected customer experiences Turn marketing data into intelligence, and intelligence into action Devise integrated marketing strategies that deliver real business results The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success.

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279,97 zł

Marketing 2.0 Springer-Verlag Berlin and Heidelberg GmbH & Co....

Książki / Literatura obcojęzyczna

The dynamic changes in the market and the competitive environment demand a reorientation of marketing strategies. Developing and cultivating direct customer relationships and building customer trust are becoming key success factors. With new technologies such as broadband internet and mobile communication, companies are able to create closer dialogs with key customers. These new technologies will have far-reaching consequences for marketing, sales and customer service. This book analyses the enduring changes marketing is undergoing and present the four most important new concepts: Holistic brand management, customer relationship marketing, real-time marketing and multi-channel marketing. The text is accompanied by selected case studies from all over the world.

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407,54 zł

MARKETING COMMUNICATIONS PELSMACKER DE NOWA WYDAWCA

Kultura i rozrywka > Książki i Komiksy > Książki naukowe i popularnonaukowe > Marketing i zarządzanie

Marketing Communications Marketing Communications: A European Perspective,  7th Edition,  by De Pelsmacker, Geuens and Van Den Bergh provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. This book provides in-depth coverage of consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. Building on the success of the last edition, the 7th edition uses examples, case studies and research results from various countries, industries and markets to make the concepts more practice orientated and help you grasp essential facts.

Sklep: ksiazkitanie.pl

129,86 zł

Inbound Marketing and SEO John Wiley & Sons Inc

Książki / Literatura obcojęzyczna

Learn from the leading resource on the latest inbound marketing techniques As the SEO industry undergoes a shift and Google continues to change its algorithm, successful SEO practitioners need to increase their knowledge of a wide range of inbound marketing channels. The Moz Blog is the go-to place for the latest thought leadership on the shifts in inbound marketing and SEO. This book cherry-picks and updates the most popular articles for the key inbound marketing disciplines, mixing them with some brand-new essays. Rand Fishkin and Thomas Hogenhaven have produced a masterfully edited anthology packed with information to provide the best possible insight into these marketing channels.The popular Moz blog is a top resource for cutting-edge information on SEO techniques: Co-compiled and co-edited by Moz CEO and co-founder Rand Fishkin, this book is an anthology of articles selected to provide the best possible overview of current SEO and inbound marketing techniques and trends Covers channels of online marketing, content marketing, social media, outreach, conversion rate optimization, and analytics, as well as search engine optimization Focuses on leveraging existing platforms like social media sites and community for inbound marketing success Inbound Marketing and SEO is a must-have for marketers in today's online world.

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917,10 zł

Public Sector Marketing Communications, Volume II Springer International Publishing AG

Książki / Literatura obcojęzyczna

Building public sector image and trust in Africa requires judicious use of appropriate marketing communications tools and platforms. Contributing authors to this second volume of a two-volume work offer insights into how the selection and strategic utilisation of marketing tools will facilitate interactions between the government and the citizens, improve inter-governmental and inter-agency collaboration, and boost a citizen-oriented public sector. Traditional marketing communications tools continue to play a key role in citizen and public sector relationships; however, given mega-trends of demographic change, urbanisation, and digitalisation in Africa, it is important to consider how public institutions, including government agencies, local government, universities, and football associations, respond and adapt to these changes. The digital revolution presents an opportunity for public sector institutions to align their communication plans with new technologies, particularly leveraging social media platforms. Together with the first volume, which focuses on public relations and brand communication perspectives, this collection fills an existing information gap evident in Africa's public sector literature. The text serves as a decision making, teaching, and learning guide for practitioners, faculty, and students interested in applying state-of-the-art marketing principles and practices to the public sector.

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149,50 zł

Accountability: The Key to Driving a High-Performance Culture McGraw-Hill Education - Europe

Książki / Literatura obcojęzyczna

Accountability is one of the biggest challenges business leaders face, but it can also be one of the most important factors leading to success. This groundbreaking book explains why and how.§Top business consultant and speaker Greg Bustin has dedicated a career to working with CEOs and the leadership teams of companies on this crucial topic. Over the last five years, he has interviewed and surveyed more than 3,200 executives around the world--from such admired companies as Marriott, Container Store, Ernst & Young, Sony, Herman Miller, Nucor, and Southwest Airlines--tounderstand how high-performing corporations successfully create and sustain a culture of purpose, trust, and fulfillment. Along the way, Bustin developed a set of leadership tools that will increase accountability and drive success for any type of organization.§Accountability will transform the way you manage,maintain, and motivate yourself, your team, and, ultimately, your workforce. As a business leader's guide to the best practices to turn longterm vision into reality, it introduces the Seven Pillars of Accountability and shows how each pillar is a crucial part of effective leadership:§Character§Unity§Learning§Tracking§Urgency§Reputation§Evolution §Lack of accountability is the single greatest obstaclefacing even the most experienced leaders. It saps morale, drains profits, and disenfranchises employees--and it can shift your team into crisis mode on a daily basis. Greg Bustin shares his own stories, including what he learned the hard way: if you are not clear about everything--vision, values, objectives, strategy, rewards, and penalties--the likelihood of achieving your goals is slim.Bustin has tapped the experience of the senior leadersof the world's most respected organizations, and he shares their stories and advice in this book.§Accountability offers powerful concepts and practical examples you can apply in your organizationalong with provocative questions and useful exercises to help you create a high-performance culture in your workplace. It's a must-read for anyone who wants practical, actionable steps to build and grow a thriving business.§ADVANCE PRAISE FOR ACCOUNTABILITY :§"Great leaders understand that talented people thrive in a culture where accountability is a support system for success. What makes this book different is that Greg Bustin connects the intellectual component of accountability to the heart and soul of an organization. If you're looking for new ways to drive accountability and improve individual and organizational performance, read this book." -- Daniel Pink, New York Times bestselling author of Drive and To Sell Is Human §"Powerful. Greg Bustin demonstrates with example after example that a culture where accountability is embraced and not feared gives savvy leaders a secret weapon." -- Bill Cobb, President and Chief Executive Officer, H&R Block§"Greg Bustin introduces a new approach to accountability that can be a game-changer for leaders. As a CEO and a Vistage Chair, he is an authority on accountability, and his book is packed with new ideas, powerful exercises, and proven practices to improve performance." -- Leon Shapiro, Chief Executive Officer, Vistage International§"Greg Bustin's insights and examples from leaders of the world's most admired companies on the topic of accountability are a treasure trove of best practices to help you and your team consistently deliver on your brand promise." -- Ashley Sheetz, Chief Marketing Officer, GameStop§"Accountability is one of the most important mindsets in leadership. Greg Bustin understands it and shows how to translate his understanding into action." --Mike Rawlings, Mayor, City of Dallas; former President of Pizza Hut§"Greg Bustin's thoughtful insights and real-world examples will equip leaders to achieve new levels of success. I'm a better leader for having read this book." -- Mark W. Sc hortman, Chairman, Coca-Cola Bottlers Sales & Services, LLC§

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105,49 zł

Personal Branding For Dummies 2e John Wiley & Sons Inc

Książki / Literatura obcojęzyczna

The simple guide to managing your personal brand, a vital element of success in the professional world Personal Branding For Dummies, 2 nd Edition, is your guide to creating and maintaining a personal trademark by equating self-impression with other people's perceptions. This updated edition includes new information on expanding your brand through social media, online job boards, and communities, using the tried and true methods that are the foundation of personal branding. Marketing your skills and personality, and showing the rest of the world who you are, gives you a competitive edge. Whether you're looking for your first job, considering changing careers, or just want to be more viable and successful in your current career, this guide provides the step-by-step information you need to develop your personal brand. Distinguishing yourself from the competition is important in any facet of business, and the rise of personal branding has evolved specifically to help candidates stand out from the global talent pool. Establishing a professional presence with a clear and concise image, reputation, and status is a must, whether you're a new grad or an accomplished executive.Personal marketing has never been more important, and your personal brand should communicate the best you have to offer. Personal Branding For Dummies, 2 nd Edition, leads you step by step through the self-branding process. Includes information on how to know the "real" you Explains how to develop a target market positioning statement Helps you make plans for your personal brand communications Instructs you with ways to make your mark on your brand environment The book also discusses continued brand building, demonstrating your brand, and the 10 things that can sink your brand. A personal brand is more than just a business card and a resume. It should be exquisitely crafted to capture exactly the image you wish to project. Personal Branding For Dummies, 2 nd Edition provides the information, tips, tricks, and techniques you need to do it right.

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425,14 zł

Customer-Oriented Quality Management in the Automotive Industry Diplom.de

Książki / Literatura obcojęzyczna

Master's Thesis from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, Linnaeus University (Business), language: English, abstract: Inhaltsangabe:Abstract:§In times of severe competition, it is of crucial importance to create a competitive advantage to differentiate from the competitors and to sustain the business of the company. This thesis intends to show that a customer-focused quality management is one way to create a sustainable competitive advantage. Quality controls along the whole value chain -before, during and after production- leads to failure free products, which save costs on the one hand and have thus a positive influence on the company s revenue. On the other hand failure free products that meet the customers expectations lead to satisfied customers who build up a brand loyalty and conduct retention sales, which have a positive influence on the company s sales, market share as well as the overall image.§Furthermore, this thesis points out that it is important to listen to the voice of the customers and get an insight in the customer s needs and wants. To fulfil or even exceed their expectations leads to customer satisfaction, which is a key to success in today s business world. In addition, the customer demands in regard of quality are growing continuously and new technologies are appearing on the markets on a regular basis. Therefore the producers are forced to keep to the latest technology developments and to get hold on the changing customer needs. But even without this external pressure, quality improvement is justified from a cost point of view.§The applicability of a customer-oriented quality management is shown in the practical part of this thesis, when the quality of the Saab models is analyzed from the customer s perspective.§Due to the arguments, outlined in this thesis, it can be summarized that a quality management with a focus on the needs of the customers in should become a core strategy of any company producing and selling products in order to create customer satisfaction and sustain the business.§This thesis deals with the field of quality management in the context of customer satisfaction. To show the practical applicability of quality management, this thesis is looking at how quality management is conducted in the automotive industry, as we compare the Initial Quality Study (IQS) from the market research institute J. D. Power with a survey that was internally conducted at the Saab Automobile AB.§Today s business environment creates a growing need for quality management. Tougher competition leads to the demand for cost savings and higher profitability. These days the consumer can choose from a variety of similar products, which are often exchangeable in the eyes of the customer. If they are not satisfied with a product s performance, they switch to the competitors brand. Thus the focus on the customer s needs and wants in line with quality is one way of differentiation from the vast number of competitors. Satisfied customers are likely to build up a brand loyalty and this helps to ensure long term sales. The explosive growth of technology led to a higher product complexity and thus favored the quality movement.§Some technical products bear threats to human safety and to the environment which resulted in an expansion of governmental quality regulations as well as warranty laws in order to protect the consumers. In addition, the product life cycles are shortening along with the technological development and producers have to be prepared for increased quality requirements from the customers side as well as to respond to fast changing customer wants. Especially, on such a competitive market as the world market for passenger cars, the contenders are forced to reduce costs and to fulfill their customers wants and satisfy their needs to be succ...

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112,79 zł

Decoding the New Consumer Mind John Wiley & Sons Inc

Książki / Literatura obcojęzyczna

A decade of swift and stunning change has profoundly affected the psychology of how, when, and why we shop and buy. In Decoding the New Consumer Mind , award-winning consumer psychologist Kit Yarrow shares surprising insights about the new motivations and behaviors of shoppers, taking marketers where they need to be today: into the deeply psychological and often unconscious relationships that people have with products, retailers, marketing communications, and brands. Drawing on hundreds of consumer interviews and shop-alongs, Yarrow reveals the trends that define our transformed behavior. For example, when we shop we show greater emotionality, hunting for more intense experiences and seeking relief and distraction online. A profound sense of isolation and individualism shapes the way we express ourselves and connect with brands and retailers. Neurological research even suggests that our brains are rewired, altering what we crave, how we think, and where our attention goes.Decoding the New Consumer Mind provides marketers with practical ways to tap into this new consumer psychology, and Yarrow shows how to combine technology and innovation to enhance brand image; win love and loyalty through authenticity and integrity; put the consumer's needs and preferences front and center; and deliver the most emotionally intense, yet uncomplicated, experience possible. Armed with Yarrow's strategies, marketers will be able to connect more effectively with consumers--driving profit and success across the organization.

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