Die Neuen Marketing Und Pr Regeln Im Web 20

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Die neuen Marketing- und PR-Regeln im Social Web

Author : David Meerman Scott
Publisher : mitp Verlags GmbH & Co. KG
ISBN 13 : 3826682068
Total Pages : 481 pages
Book Rating : 4.8/5 (266 download)

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Book Synopsis Die neuen Marketing- und PR-Regeln im Social Web by : David Meerman Scott

Download or read book Die neuen Marketing- und PR-Regeln im Social Web written by David Meerman Scott and published by mitp Verlags GmbH & Co. KG. This book was released on 2014-05-30 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: Wie Sie mit Social Media und Content Marketing, Blogs, Pressemitteilungen und viralem Marketing Ihre Kunden erreichen Zahlreiche Fallstudien und Beispiele für erfolgreiches Content Marketing Alle Social-Media-Kanäle effektiv nutzen: Pinterest, Instagram, YouTube, Twitter, Facebook uvm. Aufmerksamkeit erregen durch interessante Inhalte und Echtzeit-Meldungen zu aktuellen Ereignissen br />Das Internet hat die Art und Weise, wie Menschen miteinander kommunizieren und wie Unternehmen mit potenziellen Kunden interagieren können, grundlegend verändert. Während Zielgruppen früher nur durch aufwändige und teure Werbung erreicht werden konnten, bietet das Internet heute zahlreiche neue und effektive Wege, Kunden direkt auf sich aufmerksam zu machen und eine persönliche Beziehung mit ihnen aufzubauen. Diese einzigartige Anleitung für modernes Online-, Social Media und Content Marketing zeigt Ihnen, welches Potential die webbasierte Kommunikation und Social Media Ihnen eröffnen. Der Schlüssel zum Erfolg sind Aufmerksamkeit erregende Inhalte, die Sie zum passenden Zeitpunkt in den dafür besten Kanälen verbreiten. Mittel zum Zweck sind Blogs, Podcasting, Online-Videos, Bilder, Fotos und Infografiken über Pinterest und Instagram, Facebook, Twitter, Pressemitteilungen, virales und Mobile Marketing sowie Echtzeit-Meldungen zu aktuellen Geschehnissen. Der Autor zeigt Ihnen, wie Sie Ihre Zielgruppen identifizieren, überzeugende Botschaften formulieren, diese über die richtigen Kanäle verbreiten und die Konsumenten zum Kauf anregen. Die aktualisierte und erweiterte vierte Auflage zeigt überzeugende Fallstudien und anschauliche Beispiele von Firmen, die erfolgreich ihre Kunden erreicht haben. So erhalten Sie zahlreiche neue Ideen für Ihre eigenen Marketing-Strategien. David Meerman Scott ist ein preisgekrönter Online-Thought-Leadership-Stratege. Mit den von ihm entwickelten Marketing-Programmen wurden Produkte und Dienstleistungen im Wert von über einer Milliarde Dollar weltweit verkauft. Es ist eine unschätzbare Anleitung für jeden, der sich, seinen Ideen und seinem Unternehmen einen Namen verschaffen will. Mark Levy, Gründer von Levy Innovation, einem Unternehmen für Marketingstrategie Die neuen Marketing- und PR-Regeln geben Ihnen einen präzisen Plan für erfolgreiches Handeln an die Hand. Scott beschränkt sich nicht auf die Darstellung einer einzigen Lösung, sondern zeigt, wie Sie mehrere Online-Tools kombinieren können, um den Bekanntheitsgrad Ihres Unternehmens zu steigern und im allgemeinen Gespräch zu bleiben. Roger C. Parker, Buchautor Dieser ausgezeichnete Blick auf die Grundlagen des Marketings im neuen Jahrtausend sollte seinen Weg in die Hände aller ernsthaft an ihrem Erfolg interessierten PR-Profis finden, die auch morgen noch dabei sein wollen. Publishers Weekly Was für ein Weckruf! David Meerman Scott zeigt Ihnen mehrere Wege, wie Sie Ihr Unternehmen in Ihrem Markt zum Innovationsführer machen und Ihre Umsätze steigern können – und zwar ohne ein Riesenbudget. Jill Konrath, Autor von Selling to Big Companies, Verkaufsleiter, SellingtoBigCompanies.com

Die neuen Marketing- und PR-Regeln im Web 2.0

Author : David Meerman Scott
Publisher : Hüthig Jehle Rehm
ISBN 13 : 9783826690709
Total Pages : 429 pages
Book Rating : 4.6/5 (97 download)

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Book Synopsis Die neuen Marketing- und PR-Regeln im Web 2.0 by : David Meerman Scott

Download or read book Die neuen Marketing- und PR-Regeln im Web 2.0 written by David Meerman Scott and published by Hüthig Jehle Rehm. This book was released on 2010 with total page 429 pages. Available in PDF, EPUB and Kindle. Book excerpt:

ISCONTOUR 2013

Author : Roman Egger
Publisher : BoD – Books on Demand
ISBN 13 : 3732235769
Total Pages : 234 pages
Book Rating : 4.7/5 (322 download)

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Book Synopsis ISCONTOUR 2013 by : Roman Egger

Download or read book ISCONTOUR 2013 written by Roman Egger and published by BoD – Books on Demand. This book was released on 2013 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: This are the proceedings of ISCONTOUR 2013 - the first "International Student Conference in Tourism Research", which was held at the Salzburg University of Applied Sciences on the 15th of April 2013.

Die neuen Marketing- und PR-Regeln im Social Web

Author : David Meerman Scott
Publisher : Hüthig Jehle Rehm
ISBN 13 : 9783826691850
Total Pages : 502 pages
Book Rating : 4.6/5 (918 download)

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Book Synopsis Die neuen Marketing- und PR-Regeln im Social Web by : David Meerman Scott

Download or read book Die neuen Marketing- und PR-Regeln im Social Web written by David Meerman Scott and published by Hüthig Jehle Rehm. This book was released on 2012 with total page 502 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The New Rules of Marketing and PR

Author : David Meerman Scott
Publisher : John Wiley & Sons
ISBN 13 : 0470606630
Total Pages : 324 pages
Book Rating : 4.4/5 (76 download)

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Book Synopsis The New Rules of Marketing and PR by : David Meerman Scott

Download or read book The New Rules of Marketing and PR written by David Meerman Scott and published by John Wiley & Sons. This book was released on 2010-01-15 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This new second edition paperback keeps you up-to-date on the latest trends. New case studies and current examples are included to illustrate the very latest in marketing and PR trends Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

Web 2.0

Author : Berthold H. Hass
Publisher : Springer-Verlag
ISBN 13 : 3540737014
Total Pages : 348 pages
Book Rating : 4.5/5 (47 download)

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Book Synopsis Web 2.0 by : Berthold H. Hass

Download or read book Web 2.0 written by Berthold H. Hass and published by Springer-Verlag. This book was released on 2007-10-31 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: Web 2.0: der neue weltweite Internet-Boom mit seinen zahlreichen faszinierenden – und häufig hoch-profitablen – Angeboten. Praxisorientiert, systematisch und erstmalig thematisieren renommierte Autoren aus Wissenschaft und Praxis die wichtigsten Trends sowie die Verflechtung privater Internetnutzung und kommerzieller Geschäftsmodelle. Für Führungskräfte, Wissenschaftler und Studierende der Bereiche Marketing, E-Commerce und Neue Medien.

The New Rules of Marketing and PR

Author : David Meerman Scott
Publisher : John Wiley & Sons
ISBN 13 : 1119651549
Total Pages : 58 pages
Book Rating : 4.1/5 (196 download)

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Book Synopsis The New Rules of Marketing and PR by : David Meerman Scott

Download or read book The New Rules of Marketing and PR written by David Meerman Scott and published by John Wiley & Sons. This book was released on 2020-05-05 with total page 58 pages. Available in PDF, EPUB and Kindle. Book excerpt: The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated information In the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, the newest online videos, the latest mobile apps, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The seventh edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate the best kind of attention for your business. An international bestseller with more than 400,000 copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications—all at a fraction of the cost of traditional advertising! The latest edition of The New Rules of Marketing & PR has been completely revised and updated to present more innovative methods and cutting-edge strategies than ever. The new content shows you how to harness AI and machine learning to automate routine tasks so you can focus on marketing and PR strategy. Your life is already AI-assisted. Your marketing should be too! Still the definitive guide on the future of marketing, this must-have resource will help you: Incorporate the new rules that will keep you ahead of the digital marketing curve Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you Use web-based communication technologies to their fullest potential Gain valuable insights through compelling case studies and real-world examples Take advantage of marketing opportunities on platforms like Facebook Live and Snapchat The seventh edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes.

Social Media Marketing

Author : Uwe Hettler
Publisher : Walter de Gruyter
ISBN 13 : 3486719580
Total Pages : 316 pages
Book Rating : 4.4/5 (867 download)

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Book Synopsis Social Media Marketing by : Uwe Hettler

Download or read book Social Media Marketing written by Uwe Hettler and published by Walter de Gruyter. This book was released on 2012-11-15 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: das Buch greift Aspekte des Web 2.0 auf und beleuchtet diese speziell aus Marketingperspektive. Kennzeichen des Web 2.0 bzw. des "Mitmach-Webs" sind neue Möglichkeiten der Teilnahme und des sozialen Austausches, die tradierte Rollenverständnisse einer Trennung zwischen Produzenten und Konsumenten aufweichen. So genannte "Prosumer" erbringen heute verschiedenartige Leistungen für Unternehmen und nehmen zum Teil wichtige Rollen im Innovationsprozess ein. Konsumenten tauschen ihre Produkt- und Markenerfahrungen über Blogs, Foren und Communities aus und erreichen über Multiplikatoreffekte oft schnell eine große Öffentlichkeit. Die klassische Unternehmenskommunikation verliert dadurch zunehmend ihren Hoheitsanspruch und zu einem gewissen Maß die Kontrolle über Kommunikationsprozesse. Unternehmen müssen sich vom Paradigma der - kontrollierten Information - verabschieden und neue Formen des Zuhörens und des onlinebasierten Kundendialogs lernen. Neue Herangehensweisen werden auch für das Online-Marketing gefordert, das neben dem Suchmaschinenmarketing schwerpunktmäßig noch auf Banner-Werbung setzt, deren Grenzen sich immer stärker abzeichnen. Dass das unternehmerische Marketing im Licht dieser Entwicklungen vor umwälzenden Herausforderungen steht, wird heute von Fachvertretern fast schon gebetsmühlenartig unterstrichen. Das Buch richtet sich an Entscheider in Marketingabteilungen und Werbeagenturen sowie an Studierende, die sich im Rahmen Ihrer Bachelor- und Masterausbildung mit Fragen des Marketings im Kontext von neuen Online-Medien beschäftigen. Darüber hinaus findet es Verwendung in Studiengängen wie Wirtschaftsinformatik, IT-Servicemanagement und Multimedia Marketing sowie Media Processing and Interactive Services.

Facebook als PR-Plattform. Neue Kommunikationswege für Unternehmen im Web 2.0-Zeitalter?

Author : Timo Hofmann
Publisher : GRIN Verlag
ISBN 13 : 3656119252
Total Pages : 61 pages
Book Rating : 4.6/5 (561 download)

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Book Synopsis Facebook als PR-Plattform. Neue Kommunikationswege für Unternehmen im Web 2.0-Zeitalter? by : Timo Hofmann

Download or read book Facebook als PR-Plattform. Neue Kommunikationswege für Unternehmen im Web 2.0-Zeitalter? written by Timo Hofmann and published by GRIN Verlag. This book was released on 2012 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelorarbeit aus dem Jahr 2011 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Universität Siegen (Philosophische Fakultät), Sprache: Deutsch, Abstract: Public Relations sind zu einem wichtigen und "festen Bestandteil der gesamtgesellschaftlichen Kommunikation geworden und haben sich in Unternehmen, Organisationen und Institutionen jeder Art und Größe etabliert" (vgl. Köhler/Schaffranietz 2005: 11). Anhand dieser These wird bereits deutlich, welch große Bedeutung PR für Unternehmen hat. Rusinger/Jorzig (2008: 1) stellen fest, dass sich die Kommunikation von Unternehmen im Laufe der Zeit ändert. Da PR überwiegend durch Kommunikation erfolge, so Kunczik (2010: 149), liegt es nahe, dass auch PR von dem "Wandel zu einer Informations- und Kommunikationsgesellschaft" betroffen ist (vgl. Köhler/Schaffranietz 2005: 11). Einen bedeutsamen Schritt in der Entwicklung der Informations- und Kommunikationstechnik stellt das Phänomen Social Media dar (vgl. Brenner 2010: 5). Der Gebrauch sozialer Medien hat sich nicht nur im privaten Kontext etabliert. Auch für Unternehmen und Organisationen entwickelt sich das Social Web mehr und mehr zu einem zentralen Thema. So beschäftigen sich Unternehmen verstärkt mit der Frage, welche Auswirkungen die Anwendungen des sogenannten Web 2.0 haben können (ebd.: 5). Laut Huber (2008:24) bietet die "Kommunikation 2.0" viele Vorzüge für Unternehmen. Vor allem die Plattform Facebook hat sich zu einem Kanal entwickelt, den Unternehmen verstärkt als Hilfsmittel zur Kommunikation mit Konsumenten nutzen. Ziel dieser Arbeit soll sein, dieses Phänomen genauer zu beleuchten und zu prüfen, ob Facebook oder andere soziale Netzwerke sinnvolle und effiziente PR-Instrumente sind, um Konsumenten gezielt anzusprechen bzw. um ein positives Image für das eigene Unternehmen herzustellen oder zu erhalten.

Social Media Relations

Author : Bernhard Jodeleit
Publisher :
ISBN 13 : 9783898646949
Total Pages : 227 pages
Book Rating : 4.6/5 (469 download)

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Book Synopsis Social Media Relations by : Bernhard Jodeleit

Download or read book Social Media Relations written by Bernhard Jodeleit and published by . This book was released on 2010 with total page 227 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The new online trade

Author : Gerrit Heinemann
Publisher : Springer Nature
ISBN 13 : 3658407573
Total Pages : 519 pages
Book Rating : 4.6/5 (584 download)

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Book Synopsis The new online trade by : Gerrit Heinemann

Download or read book The new online trade written by Gerrit Heinemann and published by Springer Nature. This book was released on 2023-03-30 with total page 519 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents developments and future trends in e-commerce, which is shaped by customers' new digital communication and consumption patterns. Gerrit Heinemann sheds light on e-commerce business models, channel excellence as well as success factors such as digital time advantages and customer centricity. He analyzes the digital challenges and highlights the consequences and opportunities associated with online commerce. Recognized best practices illustrate how successful digital commerce works and what the "lessons learned" of the past years are. The 13th edition describes which new approaches will shape the future of online retail and which developments will remain long-term issues. While, for example, app and smartphone commerce, including mobile payment, continue to be long-running issues, the environmental issue is coming at online commerce with a concentrated charge. This means that people's growing need for more sustainability and consideration for the environment has now also arrived in e-commerce. This work is therefore devoted to sustainable e-commerce in the context of online logistics, which runs counter to the new trend towards quick commerce. The topics of climate neutrality and returns management are also increasingly coming into focus. In addition, current topics such as the marketplace theme and social commerce will be explored in greater depth. Furthermore, numerous new legal requirements are taken into account, which place increased obligations on marketplace operators in particular. The content - Meta-targeting and business ideas in online retailing - Business model of online trade - Forms of online trade - Business systems and benchmarks in e-commerce - Best practices and risks in online retailing

The New Rules of Marketing and PR

Author : David Meerman Scott
Publisher : John Wiley & Sons
ISBN 13 : 111936244X
Total Pages : 422 pages
Book Rating : 4.1/5 (193 download)

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Book Synopsis The New Rules of Marketing and PR by : David Meerman Scott

Download or read book The New Rules of Marketing and PR written by David Meerman Scott and published by John Wiley & Sons. This book was released on 2017-07-10 with total page 422 pages. Available in PDF, EPUB and Kindle. Book excerpt: The international bestseller—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 bestseller with more than 375,000 copies sold in twenty-nine 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 establish a personal link with those who make your business work is in one place.

H2H Marketing

Author : Philip Kotler
Publisher : Springer Nature
ISBN 13 : 3031223934
Total Pages : 222 pages
Book Rating : 4.0/5 (312 download)

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Book Synopsis H2H Marketing by : Philip Kotler

Download or read book H2H Marketing written by Philip Kotler and published by Springer Nature. This book was released on 2023-07-18 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: H2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.

Marvel: Universe of Super Heroes

Author : Stan Lee
Publisher : Verlag Fur Moderne Kunst
ISBN 13 : 9783903269323
Total Pages : 248 pages
Book Rating : 4.2/5 (693 download)

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Book Synopsis Marvel: Universe of Super Heroes by : Stan Lee

Download or read book Marvel: Universe of Super Heroes written by Stan Lee and published by Verlag Fur Moderne Kunst. This book was released on 2019-02 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: The spectacular exhibition catalogue, Marvel: Universe of Super Heroes celebrates 80 years of Marvel history with original comics pages, amazing sculptures, artefacts, original commissions, panoramic hallways and interactive displays.Marvel Comics and Marvel Studio Films are not only the enduring voices of the Super Heroes themselves, but also the diverse visions of Marvel's writers, artists, actors and filmmakers.The catalogue features legendary comic creators, up-and-coming talent, editors, executives, artists, art collectors, actors and show-runners, along with articles about the history and power of YOU, the Marvel fans, with stories that stretch the mind regarding how we think about heroes, be it through personal history, fandom or fashion.Featuring interviews with and articles by some of the legends and stars in the field, such as:Iconic comic book writer and editor, Stan Lee (1922-2018).Comic book writers Kelly Sue DeConnick, Joe Quesada, G. Willow Wilson, and Chris Claremont (best known for creating Wolverine).Actor, Clark Gregg who plays the character of Phillip J. Coulson in classic Marvel films such as Iron Man 1 and 2, Thor, and The Avengers.Film, TV and comic writer, Joseph 'Jeph' Loeb best-known for his writing of TV series such as Smallville, and Heroes, as well as his book works on many major Marvel characters.Actor, James Marsters who played the role of the English vampire Spike in the cult TV series, Buffy the Vampire Slayer.Creator of Marvel's Luke Cage, Cheo Hodari Coker.

Evolutionary Foundations of Economic Science

Author : Yuji Aruka
Publisher : Springer
ISBN 13 : 4431548440
Total Pages : 219 pages
Book Rating : 4.4/5 (315 download)

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Book Synopsis Evolutionary Foundations of Economic Science by : Yuji Aruka

Download or read book Evolutionary Foundations of Economic Science written by Yuji Aruka and published by Springer. This book was released on 2014-10-04 with total page 219 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book aims to discern and distinguish the essential features of basic economic theories and compare them with new theories that have arisen in recent years. The book focuses on seminal economic ideas and theories developed mainly in the 1930s to 1950s because their emergence eventually led to new branches of economics. The book describes an alternative analytical framework spreading through the interdisciplinary fields of socioeconophysics and sociodynamics. The focus is on a set of branching or critical points that separate what has gone before from what has followed. W. Brian Arthur used the term “redomaining” when he referred to technological innovation. In the present volume the author aims to re domain economic theories suited for a new social order. Major technological innovations accompany not only changes in the economy and the market but changes in their meaning as well. In particular, the evolution of trading technology has changed the meaning of the “invisible hand.” At the end of the last century, the advent of socioeconophysics became a decisive factor in the emergence of a new economic science. This emergence has coincided with changes in the implications of the economy and the market, which consequently require a redomaining of economic science. In this new enterprise, the joint efforts of many scientists outside traditional economics have brought brilliant achievements such as power law distribution and network analysis, among others. However, the more diverse the backgrounds of economic scientists, the less integrated the common views among them may be, resulting in a sometimes perplexing potpourri of economic terminology. This book helps to mitigate those differences, shedding light on current alternative economic theories and how they have evolved.

Entertainment Science

Author : Thorsten Hennig-Thurau
Publisher : Springer
ISBN 13 : 3319892924
Total Pages : 865 pages
Book Rating : 4.3/5 (198 download)

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Book Synopsis Entertainment Science by : Thorsten Hennig-Thurau

Download or read book Entertainment Science written by Thorsten Hennig-Thurau and published by Springer. This book was released on 2018-08-01 with total page 865 pages. Available in PDF, EPUB and Kindle. Book excerpt: The entertainment industry has long been dominated by legendary screenwriter William Goldman’s “Nobody-Knows-Anything” mantra, which argues that success is the result of managerial intuition and instinct. This book builds the case that combining such intuition with data analytics and rigorous scholarly knowledge provides a source of sustainable competitive advantage – the same recipe for success that is behind the rise of firms such as Netflix and Spotify, but has also fueled Disney’s recent success. Unlocking a large repertoire of scientific studies by business scholars and entertainment economists, the authors identify essential factors, mechanisms, and methods that help a new entertainment product succeed. The book thus offers a timely alternative to “Nobody-Knows” decision-making in the digital era: while coupling a good idea with smart data analytics and entertainment theory cannot guarantee a hit, it systematically and substantially increases the probability of success in the entertainment industry. Entertainment Science is poised to inspire fresh new thinking among managers, students of entertainment, and scholars alike. Thorsten Hennig-Thurau and Mark B. Houston – two of our finest scholars in the area of entertainment marketing – have produced a definitive research-based compendium that cuts across various branches of the arts to explain the phenomena that provide consumption experiences to capture the hearts and minds of audiences. Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Columbia University Entertainment Science is a must-read for everyone working in the entertainment industry today, where the impact of digital and the use of big data can’t be ignored anymore. Hennig-Thurau and Houston are the scientific frontrunners of knowledge that the industry urgently needs. Michael Kölmel, media entrepreneur and Honorary Professor of Media Economics at University of Leipzig Entertainment Science’s winning combination of creativity, theory, and data analytics offers managers in the creative industries and beyond a novel, compelling, and comprehensive approach to support their decision-making. This ground-breaking book marks the dawn of a new Golden Age of fruitful conversation between entertainment scholars, managers, and artists. Allègre Hadida, Associate Professor in Strategy, University of Cambridge

Beyond Bach

Author : Andrew Talle
Publisher : University of Illinois Press
ISBN 13 : 0252099346
Total Pages : 360 pages
Book Rating : 4.2/5 (52 download)

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Book Synopsis Beyond Bach by : Andrew Talle

Download or read book Beyond Bach written by Andrew Talle and published by University of Illinois Press. This book was released on 2017-04-07 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: Reverence for J. S. Bach's music and its towering presence in our cultural memory have long affected how people hear his works. In his own time, however, Bach stood as just another figure among a number of composers, many of them more popular with the music-loving public. Eschewing the great composer style of music history, Andrew Talle takes us on a journey that looks at how ordinary people made music in Bach's Germany. Talle focuses in particular on the culture of keyboard playing as lived in public and private. As he ranges through a wealth of documents, instruments, diaries, account ledgers, and works of art, Talle brings a fascinating cast of characters to life. These individuals--amateur and professional performers, patrons, instrument builders, and listeners--inhabited a lost world, and Talle's deft expertise teases out the diverse roles music played in their lives and in their relationships with one another. At the same time, his nuanced recreation of keyboard playing's social milieu illuminates the era's reception of Bach's immortal works.