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Author : Andrea Giulivi
Publisher : FrancoAngeli
ISBN 13 : 9788846430571
Total Pages : 196 pages
Book Rating : 4.4/5 (35 download)
Download or read book Marketing relazionale e comunicazione business-to-business written by Andrea Giulivi and published by FrancoAngeli. This book was released on 2001 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Giuseppe Casale
Publisher : FrancoAngeli
ISBN 13 : 9788846437013
Total Pages : 516 pages
Book Rating : 4.4/5 (37 download)
Download or read book Europa written by Giuseppe Casale and published by FrancoAngeli. This book was released on 2002 with total page 516 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Aiello, Lucia
Publisher : IGI Global
ISBN 13 : 1466650087
Total Pages : 518 pages
Book Rating : 4.4/5 (666 download)
Download or read book Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives written by Aiello, Lucia and published by IGI Global. This book was released on 2014-01-31 with total page 518 pages. Available in PDF, EPUB and Kindle. Book excerpt: An integrated approach to investigate, create, and propose a model for the value creation of cultural products is essential in maintaining its connection with e-relationship marketing; this examination is important in recognizing a common perspective. The Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives examines the potential value of cultural products and how the support of new technologies can enable non-conventional and social-media marketing relationships. This book aims to highlight an emerging subject area in the field of financial management, management of value creation, and marketing that will be essential for scientists, researchers, and practitioners.
Author : Gianfranco Mossetto
Publisher : FrancoAngeli
ISBN 13 : 9788846441645
Total Pages : 260 pages
Book Rating : 4.4/5 (416 download)
Download or read book Economics of Art Auctions written by Gianfranco Mossetto and published by FrancoAngeli. This book was released on 2002 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Laura Gavinelli
Publisher : Springer
ISBN 13 : 1137578106
Total Pages : 314 pages
Book Rating : 4.1/5 (375 download)
Download or read book Business Strategies and Competitiveness in Times of Crisis written by Laura Gavinelli and published by Springer. This book was released on 2016-07-13 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book focuses on the relationship between business strategy and competition among Italian SMEs in the aftermath of the economic crisis. First examining business strategy and competitive advantage in a broader sense, Business Strategies and Competitiveness in Times of Crisis goes on to analyse the strategic behaviour of SMEs and the key factors that allow them to overcome the challenges they face. The book covers wide-ranging topics such as marketing and communication strategies, internationalization process and entry modes, access to credit, networking, innovation process and human resources enhancement. Referring to insightful case studies and surveys conducted between 2011 and 2014, it reflects on managerial implications for Italian SMEs and identifies their three main competitive challenges.
Author : Jean-Jacques Lambin
Publisher : Presses univ. de Louvain
ISBN 13 : 9782874631191
Total Pages : 198 pages
Book Rating : 4.6/5 (311 download)
Download or read book Changing Market Relationships in the Internet Age written by Jean-Jacques Lambin and published by Presses univ. de Louvain. This book was released on 2013-04-03 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: This essay attempts to structure a forward-looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in the global and interconnected market in which they operate.
Author : Jay Baer
Publisher : John Wiley & Sons
ISBN 13 : 1118008634
Total Pages : 224 pages
Book Rating : 4.1/5 (18 download)
Download or read book The NOW Revolution written by Jay Baer and published by John Wiley & Sons. This book was released on 2011-01-14 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: The social web has changed the way we do business forever The future of your company is not in measured, considered responses and carefully planned initiatives. Business today is about near-instantaneous response. About doing the best you can with extremely limited information. About every customer being a reporter, and every reporter being a customer. About winning and losing customers in real-time, every second of every day. About a monumental increase in the findable commentary about our companies. Having the time and information required to make a considered business decision is a luxury - a luxury that's quickly facing extinction. Yet business hasn't adapted to this evolution. And adapt you must. This book isn't about how to "do" social media. Instead, The Now Revolution outlines how you must retool your organization to make real-time business work for you rather than against you. Read about seven shifts that will help you make your company faster, smarter, and more social: Engineer a New Bedrock Find Talent You Can Trust Organize your Armies Answer the New Telephone Emphasize Response-Ability Build a Fire Extinguisher Make a Calculator The Now Revolution is pushing you to adapt the way you do business, from the inside out. It impacts your organization culturally, operationally, and functionally. This book is your guide to making the changes you need, and to harnessing the potential of this new communication era.
Author : Soren Hougaard
Publisher : Springer Science & Business Media
ISBN 13 : 3642032435
Total Pages : 227 pages
Book Rating : 4.6/5 (42 download)
Download or read book The Relationship Marketer written by Soren Hougaard and published by Springer Science & Business Media. This book was released on 2010-03-14 with total page 227 pages. Available in PDF, EPUB and Kindle. Book excerpt: In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities. "The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
Author : Philip Kotler
Publisher : John Wiley & Sons
ISBN 13 : 0470609796
Total Pages : 212 pages
Book Rating : 4.4/5 (76 download)
Download or read book Marketing 3.0 written by Philip Kotler and published by John Wiley & Sons. This book was released on 2010-03-30 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his "4 P's of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.
Author : Gill Wood
Publisher : Routledge
ISBN 13 : 0750682841
Total Pages : 137 pages
Book Rating : 4.7/5 (56 download)
Download or read book Customer Communications written by Gill Wood and published by Routledge. This book was released on 2006 with total page 137 pages. Available in PDF, EPUB and Kindle. Book excerpt: These cards are designed to be used in conjunction with the CIM Coursebooks and have been written specifically with revision in mind. Learning outcomes at the start of each chapter identify the main points, key topics are summarized and examination and revision tips are provided to give extra guidance.
Author : Epure, Manuela
Publisher : IGI Global
ISBN 13 : 1522557792
Total Pages : 359 pages
Book Rating : 4.5/5 (225 download)
Download or read book The Role of Language and Symbols in Promotional Strategies and Marketing Schemes written by Epure, Manuela and published by IGI Global. This book was released on 2018-09-28 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.
Author : Richard J. Varey
Publisher :
ISBN 13 :
Total Pages : 244 pages
Book Rating : 4.E/5 ( download)
Download or read book Relationship Marketing written by Richard J. Varey and published by . This book was released on 2002 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title explores the growing concept of relationship marketing, defined as the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders. Relationship Marketing explores the concept in theory and practice for use in the e-commerce era. The book offers an understanding of relationship marketing as a business strategy within a framework that integrates marketing, e-commerce, corporate communications, and knowledge management.
Author : Rossella Gambetti
Publisher : Bloomsbury Publishing
ISBN 13 : 1137292571
Total Pages : 552 pages
Book Rating : 4.1/5 (372 download)
Download or read book Managing Corporate Communication written by Rossella Gambetti and published by Bloomsbury Publishing. This book was released on 2017-09-16 with total page 552 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate communication is an increasingly powerful strategic tool for connecting with a company's stakeholders. This book features contributions from leading international academics, combining a strong theoretical grounding and the latest research with a practical, managerial focus. Ideal for students and practitioners of corporate communications.
Author : Francesco Polese
Publisher : G Giappichelli Editore
ISBN 13 : 8892108344
Total Pages : 225 pages
Book Rating : 4.8/5 (921 download)
Download or read book Marketing written by Francesco Polese and published by G Giappichelli Editore. This book was released on 2017-04-28 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Questo testo introduttivo al marketing è un manuale che si rivolge a studenti ai primi approcci di studio al tema del marketing e delle relazioni tra attori socio-economici. L'impostazione dell’opera è originale poiché comprende gli elementi principali intrinsechi dello studio tradizionale ai fondamenti di marketing, ma include altresì spunti orientati alle nuove logiche delle relazioni tra attori frutto di recenti filoni di ricerca sul tema, agevolati dalle nuove tecnologie. In questa prospettiva il volume presenta una nuova concettualizzazione degli scambi di servizio, alla base di qualsiasi processo di co-creazione di valore, declinando quanto il valore e le fruttifere relazioni siano alla base di un costruttivo dialogo tra soggetti socio-economici. Assecondando spunti derivanti dalla ‘Logica del Servizio Dominante’ e dalla ‘Scienza del Servizio’, infatti, il volume descrive uno scenario in cui gli attori dovrebbero ispirarsi a cultura, approcci filosofici e paradigmi sociali oramai maturi quali il many-to-many marketing, i network e l’Approccio Sistemico Vitale.L’abilità degli attori di ben interpretare questa nuova visione relazionale, infatti, determina la relativa capacità competitiva creando i presupposti affinché i diversi attori sociali siano parte attiva di proposizioni di valore apprezzate nell’ambito di mercati complessi e dinamici, nella ricerca di interazioni positive e di scambi di co-creazione di valore vitali, sostenibili.A ben vedere, pertanto, il presente volume introduce allo studio del Marketing non tanto fornendo elementi pratici utili alla gestione di una funzione aziendale, quella commerciale appunto, bensì stimolando l’acquisizione di un approccio culturale e di una filosofia che possono rivelarsi determinanti per individui ed attori socio-economici.Francesco Polese è professore Ordinario di Economia e Gestione delle Imprese e docente di Fondamenti di Marketing e di Service Management. Co-Chair, sin dal 2009, del Naples Forum on Service, evento giunto alla sua 5° edizione che ospita i più accreditati protagonisti della Service Community a livello globale attorno ai temi unificanti Service Dominant Logic, Network & Systems Theories e Service Science.Evert Gummesson, professore emerito di marketing della Stockholm Business School, è stato incluso dall’American Marketing Association nella lista dei top 50 guru del marketing a livello mondiale. Anch’egli co-chair del Naples Forum on Service ed autori di numerosi libri, tra cui ‘Total Relationship Marketing’ (Butterworth-Heinemann/Elsevier, Oxford, third edition, 2008), nonché ‘Case Theory in Business and Management: Reinventing Case Study Research’, SAGE, 2017.
Author : Mark Durkin
Publisher : Taylor & Francis
ISBN 13 : 1317217659
Total Pages : 167 pages
Book Rating : 4.3/5 (172 download)
Download or read book Social Media and Interactive Communications written by Mark Durkin and published by Taylor & Francis. This book was released on 2018-02-05 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt: The extent to which social media can potentially add value within various service contexts is not well understood. While at a general level it would seem that direct and immediate interactive communication with customers and stakeholders would be of benefit in terms of general communications, the integration of new media alongside more traditional marketing activities is not without difficulty. Many organisations appear seduced by what new technological communication channels are capable of but evidence suggests that those same organisations may have limited sensitivity to the appropriateness of employing social media to add value to the customers’ service experience. Launching social media initiatives appears low cost and fairly straightforward, technically, but managing the subsequent interactions and engagement appropriately, and indeed profitably, can often be beyond a firm’s resources and competencies. In this book the challenges of effectively managing interactive communications through social media is described in various service contexts, (e.g. healthcare, travel, small businesses) and within prevailing, yet ever more crucial marketing concepts, such as customer relationship management (CRM) and customer complaining behaviour. This book was originally published as a special issue of the Service Industries Journal.
Author : Carolina Guerini
Publisher :
ISBN 13 : 9788883355936
Total Pages : 166 pages
Book Rating : 4.3/5 (559 download)
Download or read book Percorsi evolutivi del marketing. Marketing internazionale. Marketing relazionale. Media, new media e marketing. Comunicazione business-to-business written by Carolina Guerini and published by . This book was released on 2004 with total page 166 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Abaete de Azevedo
Publisher : McGraw Hill Professional
ISBN 13 : 0071641467
Total Pages : 241 pages
Book Rating : 4.0/5 (716 download)
Download or read book Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Relationship Marketing written by Abaete de Azevedo and published by McGraw Hill Professional. This book was released on 2008-05-31 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Customer Obsession is an invaluable hands-on guide to the next generation of customer relationship marketing. Abaetê de Azevedo and Ricardo Pomeranz, top leaders at the world-renowned direct marketing agency Rapp Collins, reveal how businesses of any size can develop a global strategy that embraces today's empowered consumers and encourages the development of meaningful, profitable relationships with them. Sharing insider details from Rapp Collins's breakthrough methodology, the authors provide the tools to implement the next level of relationship marketing, enabling you to pinpoint the unique value of every customer and specific direct marketing techniques for winning them over. You get practical steps for integrating your brand communications and identifying a strong marketing concept to create a campaign that establishes personalized connections with consumers. Then, you'll learn how to: Implement your relationship marketing program in four phases: strategic analysis, planning, implementation, and control Utilize databases to gather individualized information and create targeted messages Create specific campaigns that are relevant to different segments of consumers Measure marketing campaign results with ROI calculation models Develop practices that will continuously improve ROI Rounding out this invaluable guide are illuminating case studies of numerous national and international brands that successfully used relationship marketing to meet their communication needs. Customer Obsession is the definitive roadmap for all businesses that want to achieve the maximum return for their marketing investments.
