Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture-full of fresh observations and important lessons from the cutting edge of retail such as Internet behemoths Amazon and iTunes as well as the globalization of retail in the world´s emerging markets. This enlightening edition includes new information on: -The latest trends in online retail-what retailers are doing right and what they´re doing wrong-and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers. -A guided tour of the most innovative stores, malls and retail environments around the world-almost all of which are springing up in countries where prosperity is new. An enormous indoor ski slope attracts shoppers to a mall in Dubai; an uber-luxurious Sao Paolo department store provides its customers with personal shoppers; a mall in South Africa has a wave pool for surfing. The new Why We Buy is an essential guide that offers advice on how to keep your changing customers and entice new and eager ones.
How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly The Internet has profoundly changed the way people communicate and interact with each other. It has also changed the way businesses communicate with current and potential customers. In the old days, marketers could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today, the rules have changed entirely. The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers large and small companies, nonprofits, entrepreneurs, political organizations, consultants, even rock bands and churches. Finally, you can speak directly to customers and buyers, establishing a personal link with those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget advertising campaign. Rather than bombard them with advertising they´ll likely ignore, you can focus on getting the right message to the right people at the right time. 1. Language: English. Narrator: Sean Pratt. Audio sample: http://samples.audible.de/bk/gdan/000374/bk_gdan_000374_sample.mp3. Digital audiobook in aax.
Für Unternehmen wird es immer wichtiger, ihre Leistungen und ihren Auftritt noch konsequenter auf ihre Zielgruppen auszurichten. Ein wichtiges strategisches Hilfsmittel dafür sind sogenannte ´´Personas´´, detaillierte und greifbare Idealbilder von Zielgruppen. Dieses Buch hilft Ihnen und Ihren Kollegen aus anderen Abteilungen dabei, sich schneller und besser über Kundengruppen zu verständigen. Es zeigt, wie man mit der Limbic® map nicht nur die emotionale Struktur von Zielgruppen schnell erfasst, sondern wie dieses Werkzeug ideal eingesetzt werden kann für die Positionierung von Angeboten im digitalen Markt. Durch ´´Personas´´ wird der emotionale Zielkorridor des Unternehmens für alle Beteiligten plastisch und greifbar. Inhalte: Personas: Zielgruppen ein emotionales Gesicht geben Die Persona-Strategie: Welche Personas ich wirklich brauche Bausteine: Was gehört dazu? Meine Persona im Netz: Wo ist die Persona sichtbar, wie positioniere ich ein passendes Angebot? Arbeiten mit Personas
The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international best seller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns. Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they´re eager to hear from you. Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo-sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn. David Meerman Scott is a marketing strategist, best-selling author of eight books including three international best sellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world´s largest information companies. The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers, as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business. 1. Language: English. Narrator: David Meerman Scott, Sean Pratt. Audio sample: http://samples.audible.de/bk/gdan/001320/bk_gdan_001320_sample.mp3. Digital audiobook in aax.
The international best seller - now in a new edition When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the ´´next big thing´´. The New Rules of Marketing & PR is an international best seller with more than 375,000 copies sold in 29 languages. In the latest edition of this pioneering guide to the future of marketing, you´ll get a step-by-step action plan for leveraging the power of the latest approaches to generating attention for your idea or your business. You´ll learn how get the right information to the right people at the right time - at a fraction of the cost of traditional advertising. The Internet continues to change the way people communicate and interact with each other, and if you´re struggling to keep up with what´s trending in social media, online videos, apps, blogs, or more, your product or service is bound to get lost in the ether. In The New Rules of Marketing & PR, you´ll get access to the tried-and-true rules that will keep you ahead of the curve when using the latest and greatest digital spaces to their fullest PR, marketing, and customer-communications potential. Keeping in mind that your audience is savvy and crunched for time, this essential guide shows you how to cut through the online clutter to ensure that your message gets seen and heard. Serves as the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and non-profit managers Offers a wealth of compelling case studies and real-world examples Includes information on new platforms including Facebook Live and Snapchat Shows both small and large organizations how to best use Web-based communication Finally, everything you need to speak directly to your audience and establ 1. Language: English. Narrator: David Meerman Scott. Audio sample: http://samples.audible.de/bk/adbl/030810/bk_adbl_030810_sample.mp3. Digital audiobook in aax.
In this groundbreaking book Phil Barden reveals what decision science explains about people´s purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers´ choices and what happens in the human brain as buyers make their decisions. He deciphers the ´secret codes´ of products, services and brands to explain why people buy them. And finally he shows how to apply this knowledge in day to day marketing to great effect by dramatically improving key factors such as relevance, differentiation and credibility. * Shows how the latest insights from the fields of Behavioural Economics, psychology and neuro-economics explain why we buy what we buy * Offers a pragmatic framework and guidelines for day-to-day marketing practice on how to employ this knowledge for more effective brand management - from strategy to implementation and NPD. * The first book to apply Daniel Kahneman´s Nobel Prize-winning work to marketing and advertising * Packed with case studies, this is a must-read for marketers, advertising professionals, web designers, R&D managers, industrial designers, graphic designers in fact anyone whose role or interest focuses on the ´why´ behind consumer behaviour. * Foreword by Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne London and Vice-Chairman,Ogilvy Group UK * Full colour throughout
Wie Sie die enorme Reichweite und das hohe Suchvolumen auf YouTube konsequent für Ihr Unternehmen nutzen können, zeigt dieser pragmatische Ratgeber. Christoph Seehaus veranschaulicht, wie Sie Kampagnen optimal strukturieren und steuern können und über welche Hebel Sie den Kanal YouTube zu einem Erfolg werden lassen.
Buyer behavior has changed the marketplace, and sellers must adapt to survive The Collaborative Sale: Solution Selling in Today´s Customer-Driven World is the definitive guide to the new reality of sales. The roles of buyers, sellers, and technology have changed, and collaboration is now the key to success on all sides. The Collaborative Sale guides sales professionals toward alignment with buyers, by helping them overcome their problems and challenges, and creating value. From building a robust opportunity pipeline and predicting future revenues to mastering the nuances of buyer conversations, the book contains the information sales professionals need to remain relevant in today´s sales environment. Buyers have become more informed and more empowered. As a result, most sellers now enter the buying process at a much later stage than the traditional norm. The rise of information access has given buyers more control over their purchases than ever before, and sellers must adapt to survive. The Collaborative Sale provides a roadmap for adapting through sales collaboration, detailing the foundations, personae, and reality of the new marketplace. The book provides insight into the new buyer thought processes, the new sales personae required for dealing with the new buyers, and how to establish and implement a dynamic sales process. Topics include: * Selling in times of economic uncertainty, broad information access, and new buyer behavior * Why collaboration is so important to the new buyers * The emergence of new sales personae - Micro-marketer, Visualizer, and Value Driver * Buyer alignment, risk mitigation, and the myth of control * Situational fluency, and the role of technology * Focused sales enablement, and buyer-aligned learning and development * Implementation and establishment of a dynamic sales process The book describes the essential competencies for collaborative selling, and provides indispensable supplemental tools for implementation. Written by recognized authorities with insights into global markets, The Collaborative Sale: Solution Selling in Today´s Customer-Driven World is the essential resource for today´s sales professional.
Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes. In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune 100 companies. His groundbreaking revelations shed light not just on business but on the way every human being acts and lives around the world. Rapaille´s breakthrough notion is that we acquire a silent system of codes as we grow up within our culture. These codes?the Culture Code?are what make us American, or German, or French, and they invisibly shape how we behave in our personal lives, even when we are completely unaware of our motives. What´s more, we can learn to crack the codes that guide our actions and achieve new understanding of why we do the things we do. Rapaille has used the Culture Code to help Chrysler build the PT Cruiser?the most successful American car launch in recent memory. He has used it to help Procter & Gamble design its advertising campaign for Folger´s coffee - one of the longest lasting and most successful campaigns in the annals of advertising. He has used it to help companies as diverse as GE, AT&T, Boeing, Honda, Kellogg, and L´Oréal improve their bottom line at home and overseas. And now, in The Culture Code, he uses it to reveal why Americans act distinctly like Americans, and what makes us different from the world around us. In The Culture Code, Dr. Rapaille decodes two dozen of our most fundamental archetypes?ranging from sex to money to health to America itself?to give us ´´a new set of glasses? with which to view our actions and motivations. Why are we so often disillusioned by love? Why is fat a solution rather than a problem? Why do we reject the notion of perfection? Why is fast food in our lives to stay? The answers are in the Codes. Understanding the Codes gives us unprecedented freedom over our lives. It lets us do business in dramatically new ways. And it finally explains why people around the world really are different, and reveals the hidden clues to understanding us all.