Marketing Weiterdenken
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Marketing Weiterdenken
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Author : Manfred Bruhn
language : de
Publisher: Springer-Verlag
Release Date : 2017-09-06
Marketing Weiterdenken written by Manfred Bruhn and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-06 with Business & Economics categories.
Dieses Buch stellt die Rolle des Marketing auf den Prüfstand und denkt sie weiter. Strukturen, Prozesse und Instrumente müssen den sich kontinuierlich ändernden Umfeldbedingungen angepasst werden. Der Erkenntniswert etablierter Theorien und Modelle ist angesichts disruptiver Veränderungen kritisch zu hinterfragen. Eines bleibt jedoch bestehen: Die Gewinnung und Bindung von Kunden entscheidet über den nachhaltigen Unternehmenserfolg. Wie kein anderer hat Prof. Dr. Dr. h.c. mult. Heribert Meffert die Diskussion um die Leitorientierung und den Wandel des Marketing in Deutschland über vier Jahrzehnte geprägt. Zum 80. Geburtstag des Nestors der deutschen Marketingdisziplin beschreiben 40 renommierte Persönlichkeiten aus der Unternehmensführung und Marketingwissenschaft, angelehnt an Heribert Mefferts Grundverständnis einer marktorientierten Unternehmensführung, Zukunftspfade für die Marketingdisziplin und verleihen ihr neue Impulse. Der Inhalt Marketingtheorien Weiterdenken Kundenbeziehungen Weiterdenken Marketingstrategien Weiterdenken Markenführung Weiterdenken Marketingorganisation Weiterdenken Gesellschaftliche Verantwortung des Marketing Weiterdenken
H2h Marketing
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Author : Philip Kotler
language : en
Publisher: Springer Nature
Release Date : 2020-12-12
H2h Marketing written by Philip Kotler and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-12 with Business & Economics categories.
In H2H Marketing the authors focus 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. It’s not just technological advances that have made it necessary to revisit the way everybody thinks about marketing; customers and marketers as human decision-makers are changing, too. Therefore, having the right mindset, the right management approach and highly dynamic implementation processes is key to creating innovative and meaningful value propositions for all stakeholders. This book is essential reading for the following groups: Executives who want to bring new meaning to their lives and organizations Managers who need inspirations and evidence for their daily work in order to handle the change management needed in response to the driving forces of technology, society and ecology Professors, trainers and coaches who want to apply the latest marketing principles Students and trainees who want to prepare for the future Customers of any kind who need to distinguish between leading companies Employees of suppliers and partners who want to help their firms stand out. The authors review the status quo of marketing and outline its evolution to the new H2H Marketing. In turn, they demonstrate the new marketing paradigm with the H2H Marketing Model, which incorporates Design Thinking, Service-Dominant Logic and the latest innovations in Digitalization. With the new H2H Mindset, Trust and Brand Management and the evolution of the operative Marketing Mix to the updated, dynamic and iterative H2H Process, they offer a way for marketing to find meaning in a troubled world.
Commodity Marketing
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Author : Margit Enke
language : en
Publisher: Springer Nature
Release Date : 2022-04-22
Commodity Marketing written by Margit Enke and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-04-22 with Business & Economics categories.
Commoditization is a major challenge for companies in a wide range of industries, and commodity marketing has become a priority for many top managers. This book tackles the key issues associated with the marketing of commodities and the processes of commoditization and de-commoditization. It summarizes the state of the art on commodity marketing, providing an overview of current debates. It also offers managerial insights, case studies, and guidance to help manage and market commodity goods and services.
The Art Of Structuring
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Author : Katrin Bergener
language : en
Publisher: Springer
Release Date : 2019-01-25
The Art Of Structuring written by Katrin Bergener and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-01-25 with Computers categories.
Structuring, or, as it is referred to in the title of this book, the art of structuring, is one of the core elements in the discipline of Information Systems. While the world is becoming increasingly complex, and a growing number of disciplines are evolving to help make it a better place, structure is what is needed in order to understand and combine the various perspectives and approaches involved. Structure is the essential component that allows us to bridge the gaps between these different worlds, and offers a medium for communication and exchange. The contributions in this book build these bridges, which are vital in order to communicate between different worlds of thought and methodology – be it between Information Systems (IS) research and practice, or between IS research and other research disciplines. They describe how structuring can be and should be done so as to foster communication and collaboration. The topics covered reflect various layers of structure that can serve as bridges: models, processes, data, organizations, and technologies. In turn, these aspects are complemented by visionary outlooks on how structure influences the field.
The Business Model Cycle
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Author : Sophia von Berg
language : en
Publisher: Cuvillier Verlag
Release Date : 2020-12-17
The Business Model Cycle written by Sophia von Berg and has been published by Cuvillier Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-17 with Business & Economics categories.
Today, firms all over the world have to deal with dynamic business environments. Fast-moving digitalization has made information more transparent, strengthening the role of the customer. At the same time, the provider can have a much closer relationship with the user, thanks to real-time communication. However, corporate practice does not have a process for developing dynamic business models, and user-centric business models that can be designed and changed using smart technologies have not yet been systematically integrated. To stay competitive, companies need to rise to this challenge. The aim of this dissertation was to develop a dynamic, user-centric process model for business model design and change, and to evaluate the model’s ability to maintain a competitive advantage in the mobility sector. First, the differences between static, dynamic, and user-centric business models and their corresponding attributes were deduced. Then, these findings were combined into a process model using system dynamics logic. This model considers the user a co-creator of value and helps managers react to real-time changes in their business model environment. Finally, a mobility sector case study is presented to highlight the relevance of this model to real-world application. This business model cycle (BMC) supports the strategic management of dynamic, user-centric business model design and change activities. It describes a step by step procedure of business model design that includes ideation, prototyping, and integration of business model options. Moreover, it allows continuous monitoring of the business model environment and adaption of the model accordingly. At the same time, bidirectional interaction between the user and provider is possible, allowing the provider to adapt to their users’ needs. The BMC is unique in that these processes can take place simultaneously. Finally, the real-world case study in the mobility sector confirmed that using the BMC for strategic management maintains a lasting competitive business advantage.
The Palgrave Handbook Of Service Management
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Author : Bo Edvardsson
language : en
Publisher: Springer Nature
Release Date : 2022-05-24
The Palgrave Handbook Of Service Management written by Bo Edvardsson and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-05-24 with Business & Economics categories.
This handbook provides an innovative, thorough overview of service management. It draws together an impressive, international group of leading scholars who offer a truly global perspective, exploring current literature and laying out guidance for future research. Beginning with defining service as a perspective on value creation, and service management as “a set of organizational competencies for enabling and realizing value creation through service,” it then moves on to follow the evolution of service research. From there, the book is structured into six main themes: perspectives on service management; service strategy; service leadership and transition; service design and innovation; service interaction; quality and operations; and service management and technology. This book is valuable reading for academics, lecturers, and students studying service management, operations management, and service research.
Identity Based Brand Management
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Author : Christoph Burmann
language : en
Publisher: Springer Nature
Release Date : 2023-03-13
Identity Based Brand Management written by Christoph Burmann and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-13 with Business & Economics categories.
This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
The Effects Of Impartiality Disclosure On Brand Objectives For No And Multiple Product Endorsements
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Author : Corina Oprea
language : en
Publisher: Springer Nature
Release Date : 2023-05-27
The Effects Of Impartiality Disclosure On Brand Objectives For No And Multiple Product Endorsements written by Corina Oprea and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-05-27 with Business & Economics categories.
Regulation stipulates that social media Influencers on Instagram need to disclose sponsorship information when a relationship exists between the brand and the influencer. While influencers may simply use the Instagram disclosure label “Paid partnership with brand X”, others add additional messages or hashtags which express that the opinions voiced in Instagram posts are honest. This study examines how emphasizing “honest opinions” in sponsored and not sponsored Instagram posts affects consumers’ responses. Second, it explores if the influencers endorsing multiple products moderates the relationship between impartiality disclosure and credibility or ad perception. The results found that compared to the no disclosure condition, “This is not a sponsored post” diminishes consumers’ purchase intention. Further, it can support that perceived source credibility relates positively to purchase intention and that the use of “#honestopinion” diminishes advertising perception. A central finding is the existence of an indirect positive mediation effect of the impartiality disclosure “#honestopinion”, advertising disclosure and trustworthiness on purchase intention. Lastly, this study can support that a consumer’s attachment to an influencer has a positive impact on that consumer’s purchase intention.
The New Online Trade
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Author : Gerrit Heinemann
language : en
Publisher: Springer Nature
Release Date : 2023-03-30
The New Online Trade written by Gerrit Heinemann and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-30 with Business & Economics categories.
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
Marketing
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Author : Heribert Meffert
language : de
Publisher: Springer-Verlag
Release Date : 2018-09-05
Marketing written by Heribert Meffert and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-05 with Business & Economics categories.
Dieses bewährte Standardwerk liefert Studierenden im Bachelor- und Masterprogramm sowie Praktikern umfassende Grundlagen des Marketingmanagements und widmet sich eingehend allen neuen Entwicklungen der marktorientierten Unternehmensführung. In der 13. Auflage wurden alle Kapitel überarbeitet. Insbesondere wurden neue Entwicklungen im digitalen Marketing umfassend berücksichtigt. Die Autoren zeigen u.a. die Auswirkungen der Digitalisierung auf die Customer Journey und erläutern neue Methoden der digitalen Informationsgewinnung (Big Data). Der Marketing-Mix wurde um Abschnitte zur Preisgestaltung im Internet, zur Multichannel-Distribution und zur digitalen Kommunikation ergänzt, während die Themenfelder Customer-Relationship-Management (CRM), Beschwerde- und Key Account-Management sowie Corporate Social Responsibility (CSR) erstmals Einzug in den Lehrbuchklassiker erhalten. Mit diesem umfassenden Blick auf das Marketing wird die neue Auflage ihrem Ruf als "Bibel des Marketings" (w & v - werben und verkaufen) weiterhin gerecht. Der Inhalt Konzeptionelle Grundlagen des Marketing Käuferverhaltens- und Marketingforschung Marketingziele Marketingstrategien Marketing-Mix Marketingorganisation und -implementierung Marketingcontrolling