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| Author | : Steve McKee |
| Publisher | : Macmillan |
| Total Pages | : 258 |
| Release | : 2014-01-07 |
| Genre | : Business & Economics |
| ISBN | : 1137278846 |
"A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth."--Publisher description.
| Author | : Amanda Slavin |
| Publisher | : |
| Total Pages | : 122 |
| Release | : 2019 |
| Genre | : |
| ISBN | : 9781544505794 |
While instant communication is now easier than ever, people's attention is spread thin, time has never been more valuable, and disengagement in both customers and employees is at an all-time high. This means most brands never reach their full potential. But what would it look like if your customers were no longer disenchanted from being chased acro.
| Author | : Susan Fournier |
| Publisher | : Routledge |
| Total Pages | : 501 |
| Release | : 2012-03-29 |
| Genre | : Business & Economics |
| ISBN | : 1136470972 |
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
| Author | : I. Buckingham |
| Publisher | : Springer |
| Total Pages | : 229 |
| Release | : 2016-06-03 |
| Genre | : Business & Economics |
| ISBN | : 0230579507 |
This book debunks the notion that the Chief Executive is the primary figurehead and places line managers at the forefront. Using a mixture of unique but tried and tested bespoke management models and case studies, line managers are identified as the critical community in the war between brands.
| Author | : Management Association, Information Resources |
| Publisher | : IGI Global |
| Total Pages | : 1755 |
| Release | : 2018-01-05 |
| Genre | : Business & Economics |
| ISBN | : 1522551883 |
Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
| Author | : Robert W. Palmatier |
| Publisher | : Springer |
| Total Pages | : 332 |
| Release | : 2017-08-29 |
| Genre | : Business & Economics |
| ISBN | : 3319619853 |
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
| Author | : Wendy McWilliams |
| Publisher | : Lulu.com |
| Total Pages | : 119 |
| Release | : 2013 |
| Genre | : Business & Economics |
| ISBN | : 0992300509 |
This is a must-have book for all SMEs who want practical advice on public relations and other techniques to create low cost and effective PR campaigns. The spark to write this book came after the public relations company I established in 1992, WMC Public Relations, turned 20. It jolted me into thinking about everything that I had learnt since starting my PR career and all my past experiences that are now woven into my professional makeup. I thought it was time to share what I know with small to medium sized enterprises so that they may be helped in establishing and growing their brand, that it engages their stakeholders and continues to shine. The book includes chapters from high profile business people who share their knowledge on subjects including sales, innovation, customer engagement, member relationship management, strategic alliances, social media and SEO.
| Author | : Semerádová, Tereza |
| Publisher | : IGI Global |
| Total Pages | : 275 |
| Release | : 2021-12-03 |
| Genre | : Business & Economics |
| ISBN | : 1799882969 |
The COVID-19 pandemic caused global shock to the entire economic system. As a result of the government restrictions, both production and distribution channels were interrupted. In this situation, however, it was possible to observe that some companies were able to adapt to these new conditions. The demand for the possibility of translating physical business into virtual increased. The COVID-19 restrictions showed that many entrepreneurs do not have enough knowledge about the available online tools and possibilities. Given that the digital transformation of business today often consists only of incorporating existing tools into existing processes, transition to e-commerce could be made easily and quickly. Moving Businesses Online and Embracing E-Commerce: Impact and Opportunities Caused by COVID-19 analyzes the impact of COVID-19-related restrictions on business models of enterprises affected most by these restrictions and examines transformational changes induced by the accelerated adoption of internet technologies and transition to e-commerce-based business models. Covering topics such as customer relationship management (CRM), small and medium enterprises (SMEs), and customer loyalty, this book serves as an essential resource for business owners, CEOs, managers, IT consultants, web developers, students, professors, entrepreneurs, researchers, industry professionals, and academicians.
| Author | : Berend Wierenga |
| Publisher | : Springer Science & Business Media |
| Total Pages | : 621 |
| Release | : 2008-09-05 |
| Genre | : Business & Economics |
| ISBN | : 0387782133 |
Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
| Author | : Shrivastava, Archana |
| Publisher | : IGI Global |
| Total Pages | : 204 |
| Release | : 2020-06-19 |
| Genre | : Business & Economics |
| ISBN | : 1799827291 |
The apparel industry has the scale, reach, and technical expertise to deliver on-target sustainable development goals within the industry’s sphere of influence in its interconnected global and local value chains. From the farm to the consumer, the textile, retail, and apparel production industry has an array of economic, environmental, social, and governance impacts. In order to meet sustainable goals, the industry is challenged to buy and produce goods and services that do not harm the environment, society, and the economy. Circular Economy and Re-Commerce in the Fashion Industry is a pivotal reference source that explores and proposes solutions for best practices to meet sustainable development goals in the fashion industry and provides guidelines for assessing the technological landscape and modeling sustainable business practices. Highlighting a wide range of topics including digital marking, consumer behavior, and social and legal perspectives, this book is ideally designed for suppliers, brand managers, retailers, multinational investors, marketers, executives, designers, manufacturers, policymakers, researchers, academicians, and students.
