Marketers everywhere are talking about content, but not everyone is saying the same thing. Some professionals love content and believe it has revolutionized the practice of marketing. To others, it´s mere hype: a new name for what marketers have always done. The Definitive Guide to Strategic Content Marketing brings together all of these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing. The editors of The Definitive Guide to Strategic Content Marketing weave different voices together to present a balanced view of content marketing, grouping the discussion around relevant subjects such as content monetization, native advertising, visuals vs video, and the challenge of measuring results. This structure allows readers to move through the book according to their interests, and cherry-pick the most useful aspects of each discussion to apply to their own marketing initiatives. Containing contributions from, and interviews with, leading academics, industry experts, thought leaders and influencers, this book is a truly unique resource.
Dieses Lehrbuch führt in verständlicher, systematischer und knapper Form in die Problemfelder der Marketingplanung ein. Sowohl die Marketingplanung auf der Unternehmens- und Geschäftsfeldebene als auch die Planung des Marketing-Mix werden behandelt. Mit Hilfe von zahlreichen kurzen Fallbeispielen werden wesentliche Aspekte des Inhaltes veranschaulicht. Die Autoren haben in der 7. Auflage alle Kapitel überarbeitet und diverse neue Praxisbeispiele aufgenommen. Bei der Markenführung wurden einige Grundlagen ergänzt.
The new edition of Strategic Marketing examines key aspects of traditional marketing strategy combined with the presentation of a synthesis of recent thinking on the subject. The key focus of the text is how companies create and sustain competitive advantage through the employment of marketing strategies.
´´The concepts and frameworks presented in this book are invaluable for anyone seriously interested in marketing strategy or the management of strategies more generally. The fact that the text uses cases and examples throughout which focus on the UK and the rest of Europe is a huge bonus.´´ --Scott G. Dacko, Associate Professor, Warwick Business School, University of Warwick ´´This book explains in a clear and concise way the strategic marketing tools and principles managers can use to drive the growth of their businesses. Written in an engaging style, it is replete with examples on how these lessons might be used. I welcome this book and anticipate its wide use amongst practitioners and students alike.´´ --Denis O´Brien, Chairman of Digicel The European edition of Strategic Market Management has been prepared with the objective of taking David Aaker´s outstanding and well-established textbook and presenting it to a European audience. It retains the essence of the original text, in particular its accessibility and emphasis on practical action, while switching its focus to how the concepts and ideas contained in the book might be used by European managers. The European edition has also kept the compactness, which has made it so popular with graduate and executive students and managers, while retaining comprehensive and contemporary coverage of major and emerging themes in strategy. This book is essential reading for any management or business school course that focuses on the management of strategies. It is especially appropriate for marketing strategy, strategic management and business policy courses. The book is also designed to be used by managers who need to develop strategies or who run a small business and want to improve their strategy development and planning processes. The European edition provides: * A wealth of European examples and vignettes including cases on Tesco, Innocent, Dove, Neau, The Soft Drinks Market, Green & Blacks and Vodafone. * Revised coverage of topics such as brand equity, CRM, creating new market space, environmental scanning, consumer ethnography, webnography and feature fatigue. * A new base of five entrepreneurial thrusts that include, external analysis, sustainable competitive advantages, creating customer-oriented business strategies, investment decision and implementation. The book is accompanied by a website wileyeurope.com/college/aaker housing a web-based package of supplementary materials including, additional case studies, PowerPoint slides, a test bank, and a comprehensive instructors manual.
This book presents a collection of articles addressing a range of marketing strategies unique to emerging economies. It describes the component of strategic and tactical marketing, including the marketing mix, segments and targeting, product and market orientation, employing the Internet and social media, penetration and loyalty strategies and innovation, and other strategy issues in the marketing context. In addition, the book focuses on creating, communicating, and delivering customer value to emerging market consumers through diverse marketing strategies, processes, and programs in the context of emerging markets´ dynamics, consumer diversity, and competitors. Bringing together contributors from industry and academia to explore key marketing issues prevalent in India and other emerging economies, the book offers a unique and insightful read for a global audience. ´´This book, edited by Dr. Atanu Adhikari, offers important analytical and managerial insights into consumer behavior, firm strategy, market dynamics and marketing instruments (price, promotion, distribution and product). While marketing and management disciplines have developed useful empirical generalizations, the context is critical. This book does exactly that -- place the generalized results in the context of emerging markets and India. Accordingly, this is a valuable resource for scholars and practitioners.´´ -- Dr. Gurumurthy Kalyanaram, Professor, City University of New York, USA and Tata Institute of Social Sciences, Mumbai, India; US Editor, International Journal of Learning and Change; and President, MIT South Asian Alumni Association ´´This book is a must-read for anyone interested in marketing to less-developed countries. While the focus of the chapters is on India, the lessons learned can be generally applied. The 32 chapters represent comprehensive coverage of nearly every topic related to marketing with many examples. Any manager interested in doing business in emerging markets, Professors who want a better knowledge of these markets, or students who want an excellent reference should acquire this book.´´ -- Dr. Russell S. Winer, William Joyce Professor of Marketing, Stern School of Business, New York University, USA.
For students, managers and senior executives studying Brand Management. Keller´s market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:
This book focuses upon the role of the sales force in today´s changing world and how to design a sales force for strategic advantage. It includes sections on how to assess the current sales force design and how to implement change and covers customer segmentation, market strategy, structuring and sizing, alignment, metrics and managing change.
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.