Innovation and Marketing in the Video Game Industry:Avoiding the Performance Trap David Wesley, Gloria Barczak
This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.
Praise for The Best Service Is No Service ´´A very sharp and practical treatise on why so many call centers and service operations are playing with the wrong deck of cards altogether. We strongly recommend it to anyone involved in customer service issues.´´ -Don Peppers and Martha Rogers, Ph.D., authors, Rules to Break and Laws to Follow ´´The Best Service Is No Service presents great new ideas about how to make service work for the company and the customer. Customers are clamoring for self-service that answers all of their questions, and this important book shows companies how to achieve this level of customer satisfaction.´´ -Sheryl Sandberg, vice president of online sales and operations, Google ´´I recommend The Best Service Is No Service to companies and their outsourcing partners alike-when customers don´t need to contact companies for help or information because everything is clear and works right, then everyone benefits. The ´best service´ principles also work across all countries and cultures, a new universal goal!´´ -Sanjeev Aggarwal, managing director, Helion Ventures Pvt Ltd Gurgaon, India, and founder and former CEO of IBM Daksh ´´Building ´the best service is no service´ also applies outside of corporations-universities and business schools can learn a lot from this book and its principles. I recommend this book to academic leaders for their schools and for their students to obtain firsthand lessons that really work!´´ -James Jiambalvo, dean, Michael G. Foster School of Business; and Kirby L. Cramer Chair of Business Administration ´´This book is compulsory reading for executives, customer service managers, and decision makers whose actions define a company´s customer experience. The Best Service Is No Service points out areas where management mistakes or confusion can lead to unnecessary contacts and disoriented customers. The concept of ´no service´ is elegant in its simplicity. You will find clear solutions and tips on how to achieve ´no service´ but also how to provide ´awesome customer experiences´ while pursuing ´no service.´´´ -Bert Quintana, former vice president, Dell International Services
Written in an engaging and informative style, Digital Business and E-Commerce Management will give you the knowledge and skills to be able to handle the speed of change faced by organisations in the digital world. In this seventh edition of the book, Chaffey, Hemphill and Edmundson-Bird bring together the most recent academic and practitioner thinking, covering all aspects of digital business including strategy, digital comms and transformation.
Mit diesem Buch erhalten Sie einen leicht verständlichen Praxisleitfaden, der systematisch die Technologien und Methoden der KI mit klaren Business-Szenarien verknüpft. Erfahren Sie, wie Artificial Intelligence (AI) Ihr Pricing sowie Ihre Produktempfehlungen automatisiert, Ihre Kundenkommunikation und Conversational Commerce übernimmt oder durch Customer-Journey-Analysen das Marketing Budget effizient verteilt. Lesen Sie, wie Sie Kunden- und Marktpotenziale über Daten identifizieren und Marktforschung intelligent optimieren können. Lernen Sie, wie Sie zu vertretbaren Kosten die Kommunikation mit Bestandskunden verbessern, die Kundenzufriedenheit dauerhaft steigern und letztlich die Umsätze positiv entwickeln können. Entscheider im Marketing, Geschäftsführer und Vorstände finden in diesem Buch einen praktischen Ratgeber zur Einführung von Künstlicher Intelligenz in Management und Marketing. So werden Ihre ersten Schritte in Richtung Algorithmic Business mit akzeptablem Aufwand und Kosten gelingen. Die zweite Auflage wurde vollständig durchgesehen und um spannende neue Best Practices von Disney, der Techniker Krankenkasse, Mercedes Benz Consulting und Spotify erweitert. Aus dem Inhalt: Mit Gastbeiträgen und Best Practices von Alex Dogariu, Mercedes-Benz Consulting, Klaus Eck, d.Tales GmbH, Prof. Dr. Martin Grothe, complexium GmbH, Professor Dr. Nils Hafner, Hochschule Luzern Wirtschaft/Institut für Finanzdienstleistungen Zug IFZ, Bruno Kollhorst, Techniker Krankenkasse, Andreas Kulpa, DATAlovers AG, Marco Philipp, Newcastle University, David Popineau, Disney, Dr. rer. nat. Michael Thess, Signal Cruncher GmbH, Jens Scholz, prudsys AG, Andreas Schwabe, Blackwood Seven Germany GmbH, Dr. Thomas Wilde, mesa.ai und LMU München.
Finally a go-to guide to creating and publishing the kind of content that will make your business thrive. Everybody Writes is a go-to guide to attracting and retaining customers through stellar online communication, because in our content-driven world, every one of us is, in fact, a writer. If you have a web site, you are a publisher. If you are on social media, you are in marketing. And that means that we are all relying on our words to carry our marketing messages. We are all writers. Yeah, but who cares about writing anymore? In a time-challenged world dominated by short and snappy, by click-bait headlines and Twitter streams and Instagram feeds and gifs and video and Snapchat and YOLO and LOL and #tbt. . . does the idea of focusing on writing seem pedantic and ordinary? Actually, writing matters more now, not less. Our online words are our currency; they tell our customers who we are. Our writing can make us look smart or it can make us look stupid. It can make us seem fun, or warm, or competent, or trustworthy. But it can also make us seem humdrum or discombobulated or flat-out boring. That means you´ve got to choose words well, and write with economy and the style and honest empathy for your customers. And it means you put a new value on an often-overlooked skill in content marketing: How to write, and how to tell a true story really, really well. That´s true whether you´re writing a listicle or the words on a Slideshare deck or the words you´re reading right here, right now... And so being able to communicate well in writing isn´t just nice; it´s necessity. And it´s also the oft-overlooked cornerstone of nearly all our content marketing. In Everybody Writes, top marketing veteran Ann Handley gives expert guidance and insight into the process and strategy of content creation, production and publishing, with actionable how-to advice designed to get results. These lessons and rules apply across all of your online assets -- like web pages, home page, landing pages, blogs, email, marketing offers, and on Facebook, Twitter, LinkedIn, and other social media. Ann deconstructs the strategy and delivers a practical approach to create ridiculously compelling and competent content. It´s designed to be the go-to guide for anyone creating or publishing any kind of online content -- whether you´re a big brand or you´re small and solo. Sections include: * How to write better. (Or, for ´´adult-onset writers´´: How to hate writing less.) * Easy grammar and usage rules tailored for business in a fun, memorable way. (Enough to keep you looking sharp, but not too much to overwhelm you.) * Giving your audience the gift of your true story, told well. Empathy and humanity and inspiration are key here, so the book covers that, too. * Best practices for creating credible, trustworthy content steeped in some time-honored rules of solid journalism. Because publishing content and talking directly to your customers is, at its heart, a privilege. * ´´Things Marketers Write´´: The fundamentals of 17 specific kinds of content that marketers are often tasked with crafting. * Content Tools: The sharpest tools you need to get the job done. Traditional marketing techniques are no longer enough. Everybody Writes is a field guide for the smartest businesses who know that great content is the key to thriving in this digital world.