Author: Allan J. Kimmel Publisher: OUP Oxford ISBN: 0191614041 Category : Business & Economics Languages : en Pages : 352
Book Description
These are exciting times for business managers and marketing professionals, yet the challenges imposed by ongoing social and technological developments are daunting. In an age in which marketers can reach their audiences with greater facility than ever before, firms have never been less in control of their customer targets. This increasing connectedness of consumers provides a range of unique and promising opportunities for product and brand managers. Connecting With Consumers describes the various strategies and techniques that can be utilized to harness consumer influence. The book traces evolving developments in the consumer marketplace, considers their impact on the potential reshaping of the marketing profession, and describes the emerging set of tools that can enable marketers to respond to new marketplace realities. It provides, clear, up-to-date coverage of a number of topics currently on the minds of many: Web 2.0, word of mouth, buzz, the social web, social media metrics, customer engagement, viral and guerrilla marketing. The book critically assesses emerging marketing strategies and tools within the context of research and theory, and provides numerous applied examples to illustrate marketing successes and common pitfalls to avoid. It argues throughout for a more collaborative relationship between companies and consumers towards their mutual benefit. Although the balance of power has shifted to the consumer for each of the various aspects of the marketing process, collaboration is what the future of marketing likely will be all about. Marketers can avoid irrelevance in the face of change, but this will require a clear commitment to connecting with consumers rather than searching for ways to regain control over them. The book challenges marketers to make a choice: embrace the ongoing changes as opportunities for reshaping relationships with consumers, or cling to the past at the risk of becoming irrelevant. This is the book for those who choose the first alternative.
Author: Allan J. Kimmel Publisher: OUP Oxford ISBN: 0191614041 Category : Business & Economics Languages : en Pages : 352
Book Description
These are exciting times for business managers and marketing professionals, yet the challenges imposed by ongoing social and technological developments are daunting. In an age in which marketers can reach their audiences with greater facility than ever before, firms have never been less in control of their customer targets. This increasing connectedness of consumers provides a range of unique and promising opportunities for product and brand managers. Connecting With Consumers describes the various strategies and techniques that can be utilized to harness consumer influence. The book traces evolving developments in the consumer marketplace, considers their impact on the potential reshaping of the marketing profession, and describes the emerging set of tools that can enable marketers to respond to new marketplace realities. It provides, clear, up-to-date coverage of a number of topics currently on the minds of many: Web 2.0, word of mouth, buzz, the social web, social media metrics, customer engagement, viral and guerrilla marketing. The book critically assesses emerging marketing strategies and tools within the context of research and theory, and provides numerous applied examples to illustrate marketing successes and common pitfalls to avoid. It argues throughout for a more collaborative relationship between companies and consumers towards their mutual benefit. Although the balance of power has shifted to the consumer for each of the various aspects of the marketing process, collaboration is what the future of marketing likely will be all about. Marketers can avoid irrelevance in the face of change, but this will require a clear commitment to connecting with consumers rather than searching for ways to regain control over them. The book challenges marketers to make a choice: embrace the ongoing changes as opportunities for reshaping relationships with consumers, or cling to the past at the risk of becoming irrelevant. This is the book for those who choose the first alternative.
Author: Julian Michael Hodson Publisher: Springer Nature ISBN: 3658330570 Category : Business & Economics Languages : en Pages : 376
Book Description
The study proposes and empirically validates an integrated model of leisure visitors’ destination brand associations that can guide destination marketing and branding activities for both, the brand identity and the consumer-based brand equity (CBBE) perspective. A ten-phase empirical research design is established and data is collected from a sample of German leisure visitors to the Balearic Island of Mallorca, Spain. Structural equation modeling (SEM) provides empirical evidence of construct validity and reveals strong support for the validity of the proposed structural theory of leisure visitors’ destination brand associations. Results also demonstrate that the structural model possesses excellent levels of predictive power and validity. Importantly, the model performs very well in the overall prediction of consumers’ destination brand attitudes and loyalty.
Author: Gilbert D. Harrell Publisher: ISBN: Category : Consumer satisfaction Languages : en Pages : 644
Book Description
For introductory 2/3 year undergradute level courses in Principles of Marketing, and for graduate-level courses in basic marketing. This text communicates precisely what todays outstanding marketers do CONNECT...through technology, through relationships, and with diversity globally and ethically. It provides a contemporary, exciting treatment of marketing that integrates the authors years of teaching, research, and consulting experience with a bias for action and application to real world issues and forces. *NEW- Bricks n Clicks features. - Offers students insights into how traditional market leaders are now using e-commerce and the Internet to implement successful marketing strategies. *NEW- Opening vignettes are now included. - Illustrates and reflects for students the latest information on featured leading-edge marketing organizations. *NEW- Company examples are included. - Adds over 400 new examples, reflecting the new e-commerce environment and up-to-date marketing challenges and actions. *NEW- E-commerce content is included. - Updates students with information on e-commerce and the global marketing environment. *NEW- All cases have been updated. - Provides students and instru
Author: Lars Birkholm Petersen Publisher: John Wiley & Sons ISBN: 111896361X Category : Business & Economics Languages : en Pages : 272
Book Description
Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important. Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers to remain relevant Craft a personal, relevant, and accessible customer journey that engages the connected customer Keep in touch throughout the customer's life cycle, both online and offline Link digital goals and metrics to business objectives for a more relevant strategy Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.
Author: E. Cummings Publisher: IOS Press ISBN: 1614998906 Category : Medical Languages : en Pages : 206
Book Description
Health informatics plays a central role in the digital transformation of the healthcare sector. The integration and connection of health services, practitioners and consumers is critical to the realisation of the improvements promised by digital health, and the secondary use of health data has led to ground-breaking research discoveries. Increased reliance upon all types of digital media has also established health informatics as a viable specialisation in healthcare. This book presents the proceedings of the 26th national Health Informatics Conference (HIC 2018), Australia’s premier health informatics event, held in Sydney, Australia, in July/August 2018. The conference provides an environment for clinicians, researchers, health IT professionals, industry and consumers to integrate, educate and share the knowledge which drives innovative thinking, and this year’s theme, ‘Today’s best practice, innovation today and preparing for tomorrow’, focuses on the important issues of connecting the system, being smart with data, and enhancing the practitioner and consumer experience in healthcare interactions. The papers presented here reflect this theme, highlighting cutting-edge research evidence, technology updates and innovations from the digital transformation of the healthcare sector. Covering a wide spectrum of work, and encompassing major theoretical concepts, examples of key applications of new technologies and important new developments in the field of health informatics, the book will be of interest to all those working in the healthcare sector.
Author: Lars Petersen Publisher: ISBN: Category : Languages : en Pages : 272
Book Description
Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important. Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead - Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers to remain relevant Craft a personal, relevant, and accessible customer journey that engages the connected customer Keep in touch throughout the customer's life cycle, both online and offline Link digital goals and metrics to business objectives for a more relevant strategy Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.
Author: Mitch Joel Publisher: Hachette UK ISBN: 0446558141 Category : Business & Economics Languages : en Pages : 304
Book Description
Through the use of timely case studies and fascinating stories, Six Pixels of Separation offers a complete set of the latest tactics, insights, and tools that will empower you to reach a global audience and consumer base—which, best yet, you can do pretty much for free. Is it important to be connected? Well, consider this: If Facebook were a country, it would have the sixth largest population in the world. The truth is, we no longer live in a world of six degrees of separation. In fact, we're now down to only six pixels of separation, which changes everything we know about doing business. This is the first book to integrate digital marketing, social media, personal branding, and entrepreneurship in a clear, entertaining, and instructive manner that everyone can understand and apply. Digital marketing expert Mitch Joel unravels this fascinating world of new media-but does so with a brand-new perspective that is driven by compelling results. The smarter entrepreneurs and top executives are leveraging these digital channels to get their voice "out there"-connecting with others, becoming better community citizens, and, ultimately, making strategic business moves that are increasing revenue, awareness, and overall success in the marketplace—without the support of traditional mass media. Everyone is connected. Isn't it time for you and your company to connect to everyone?
Author: Allan J. Kimmel
Author: Allan J. Kimmel
Author: Julian Michael Hodson
Author: David B. Nash
Author: Gilbert D. Harrell
Author: Lars Birkholm Petersen
Author: E. Cummings
Author: Gilbert Harrell
Author: Lars Petersen
Author: 
Author: Mitch Joel