Storyscaping Legorburu, Gaston; McColl, Darren
2014., 2014, 2014-04-07T00:00:00, 2014-01-14
eBook
How to use powerful tools to engage customers with your brand Marketers, technologists, and corporate leaders are looking for ways to more effectively connect consumers with their brand. Storyscapes ...introduces "storyscaping" as a way to create immersive experiences that solve the challenge of connecting brands and consumers.
Every company has a brand to build or a product or service to sell, and persuasive marketing communication has thus become indispensable. With the flourishing of the internet, electronic direct mail ...(EDM) messages have become an increasingly important and convenient mode of communication in the sales and marketing arena. This paper addresses the impact of new media on the design of such messages. Chi square test results reveal significant differences between the message-design strategy of EDMs and that of their print media counterparts. This paper concludes with practical advice for the professional communicators and instructors who work on sales-message design.
YouthNation Britton, Matt
2015, 2015-04-20T00:00:00, 2015-04-02, 2015, ♭2015
eBook
Youth is no longer an age — it's a commodity YouthNation is an indispensable brand roadmap to the youth-driven economy. Exploring the idea that youth is no longer an age—it's a commodity that's ...available to everyone—this book shows what it takes to stay connected, agile, authentic, and relevant in today's marketplace. Readers will learn the ins and outs of the new consumer, and the tools, methods, and techniques that ensure brand survival in the age of perpetual youth. Coverage includes marketing in a post-demographic world, crafting the story of the brand, building engaged communities, creating experiences that inspire loyalty and evangelism, and the cutting-edge tricks that help businesses large and small harness the enormous power of youth. The old marketing models are over, and the status quo is dead. Businesses today have to embody the ideals of youth culture in order to succeed, by tapping the new and rapidly evolving resources n business and in life. When everything is changing at the pace of a teenager's attention span, how do businesses future-fit for long-term success? This book provides a plan, and the thoughts, strategies, and brass tacks advice for putting it into action. * Use New-Gen psychographics to target markets * Build stronger evangelism with a compelling brand narrative * Create loyal communities with immersive and engaging experiences * Navigate the radically-changed landscape of the future marketplace In today's hyper-socialized, Facebook fanatic, selfie-obsessed world, youth is the primary driver of business and culture. Smart companies are looking to tap into the fountain of youth, and the others are sinking fast. YouthNation is a roadmap to brand relevancy in the new economy, giving businesses turn-by-turn direction to their market destination.
This ground-breaking book is the first to provide museum staff, librarians and archivists with practical guidance on creating and organizing successful exhibitions. Drawing on international museum ...practice but applicable to any exhibition or display, the book sets out a time-line from the initial idea to the final legacy. Backed up by advice and guidance and with a list of resources for those who require in-depth knowledge, it has up-to-date information on new developments such as sustainability and flexibility in environmental conditions. Also included are the ten biggest mistakes and the top ten tips for exhibition success.
Written by an award winning author and leading practitioner with over twenty five years' experience in the field, this book is the definitive guide to Supplier Relationship Management. This highly ...practical, 'how to' guide is a valuable tool for anyone that manages or interfaces with the supply base. The book provides a strategic and structured approach to maximising value from key and strategic suppliers, and gives focus to the direct resources at the suppliers that can make the biggest difference to the organization. It offers a complete, clear and highly operational framework for Supplier Relationship Management and seeks to provide answers to twenty key or 'pathway' questions.
This study explores the role of situational, demographic, and socioeconomic variables in stimulating impulse purchase behavior in the Republic of Macedonia. Factor analysis reveals five categories of ...situational impulse buying factors: social and personal, in-store atmosphere, sales related, sales promotion, and time and money. Cluster analysis produced two segments: noticeably rational and noticeably impulsive. The results show significant differences between the two segments on all five factors of impulse buying. Furthermore, the results show that segments differ in terms of age, working status, household income, and frequency of buying.
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Advertising Taplin, Walter
2013., 20130626, 2013, 2013-06-26T00:00:00, 2013-06-26
eBook
Walter Taplin here presents the first fruits of his exhaustive enquiry into the causes of this massive feature of contemporary life. Advertising has deeper and more interesting sources than the mere ...desire of manufacturers to secure markets, or of high-pressure salesmen to secure commissions. Taplin explores the nature of human wants, examines the functions and limitations of information, and distinguishes the good from the bad in the arts of persuasion. His approach to the subject is indeed a new one, and of the greatest value to all who wish to understand one of the most powerful forces of the day.
First published in 1960.
Preface. 1. Introduction 2. Wants 3. Information 4. Persuasion 5. Competition 6. Morals 7. Appropriations 8. Budgets 9. Agency 10. Technique. Index.
Sales promotion (SP) is an inevitable tool in the marketing communications mix, especially in the FMCG
markets, due to pressures such as retailers’ growing demands and increasing competition. This ...has proven to be an issue for many companies, especially those with a premium brand positioning and those concerned about the impact that SP might have on the long-term image of the company. Despite the fact that literature is replete with research on SP, it seems to be vastly generalized and mostly focused on price reductions. Thus, this paper aims to analyze and discuss the issue of the long-term impact that SP has on companies, especially on premium brands in the FMCG markets. It concludes that, when used properly and strategically, SP may have a positive long-term impact on brands.
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Nearly everyone within a company is involved in selling at one level or another. Yet, the majority of those people are not professional frontline salespeople - they have never received any training ...in selling or in dealing with customers. As a result, opportunities are missed and, worst, you may even have wrecked the relationship with the customer for the long term.
In der freien Wirtschaft ist es üblich, dass die Anbieter von Waren und Dienstleistungen diese eigenständig vermarkten und dabei mit anderen Anbietern gleicher oder ähnlicher Produkte konkurrieren. ...Aus ökonomischer Perspektive scheint dieses Konzept in der Regel die beste Methode zu sein, um wirtschaftliche Effizienz zu erreichen. Im Gegensatz dazu werden die TV-Rechte seit der Gründung der Fußball-Bundesliga vom Deutschen Fußball-Bund (DFB) bzw. jetzt von der Deutschen Fußball-Liga (DFL) zentral vermarktet. Der zuständige Verband bezieht im deutschen Profi-Fußball somit eine Monopolstellung, die mit einer Reihe von ökonomischen Folgen und Problemen verbunden ist. Zur Rechtfertigung wird an erster Stelle das Argument angeführt, dass nur eine Zentralvermarktung der Fernsehrechte an den Spielen der Fußball-Bundesliga eine gleichmäßige Umverteilung der TV-Einnahmen für die Vereine sicherstellt. Die relativ egalitäre Aufteilung dieser Erlöse soll unter den Bundesligisten die sportliche Chancengleichheit und damit den Spannungsgrad der Liga erhöhen. Im Rahmen dieser Studie wird gezeigt, dass eine gleichmäßige Einnahmenumverteilung kein Vermarktungsmonopol der DFL erfordert, da die Fernsehgelder unter einer dezentralen Vermarktung (individueller Verkauf der TV-Rechte durch die Vereine) mindestens genauso gut umverteilt werden können, wie es derzeit bei der Zentralvermarktung der Fall ist. Ferner würde eine Ungleichverteilung infolge einer dezentralen Vermarktung der Fernseh-Einnahmen nicht zwangläufig dazu führen, dass auch die sportliche Attraktivität der Bundesliga vermindert wird. Neben dem Qualitätspotential des einzelnen Spielers sind die Tagesform, die aktuelle Motivation, das Glück sowie das mannschaftliche Zusammenwirken als Team für den sportlichen Erfolg entscheidend. Letztendlich kann bei der praktizierten Zentralvermarktung der
Bundesliga-TV-Rechte auch das Argument eines Transaktionskostenvorteils nicht gerechtfertigt werden, da die Bedeutung der Transaktionskosten in Relation zum Transaktionsvolumen vernachlässigbar gering ist. Des Weiteren wird in dieser Ausarbeitung aufgezeigt, dass die ausgeübte Vermarktungsform mit diversen rechtlichen Problemen behaftet ist. Eine Zentralvermarktung der Fernsehrechte ist somit sowohl ökonomisch als auch juristisch nicht zu rechtfertigen. Biographische Informationen Der Bachelorabsolvent Yilmaz Özdemir wurde im Jahre 1987 in Holzminden geboren. Das Studium der Wirtschaftswissenschaften an der Universität Paderborn mit den Schwerpunkten Management and Economics schloss er mit Prädikat ab. Sein Interesse für sportökonomische Fragestellungen entwickelte er während des Grundstudiums durch die Teilnahme am Seminar für Sportökonomie. Zurzeit studiert der Autor im Masterstudiengang Betriebswirtschaftslehre an der Universität Paderborn.
