Neuromarketing Im Tourismus Potenzielle Wirksamkeit In Der Hotellerie
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Neuromarketing Im Tourismus Potenzielle Wirksamkeit In Der Hotellerie
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Author : Pia Winkler
language : de
Publisher: disserta Verlag
Release Date : 2015-06
Neuromarketing Im Tourismus Potenzielle Wirksamkeit In Der Hotellerie written by Pia Winkler and has been published by disserta Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06 with Business & Economics categories.
In Zeiten fortwährender Reizüberflutung spielt es für Unternehmen eine immer größere Rolle, sich voneinander abzuheben und ihre Produkte richtig zu vermarkten. Besonders die Tourismus-Branche ist als Dienstleistungssektor auf stetige Nachfrage angewiesen. Neuromarketing ist eine Erweiterung des klassischen Marketings, das diese Innovationen versprechen soll. Dabei wird der Begriff „Neuromarketing“ zwar zunehmend inflationär verwendet, erfährt jedoch keine einheitliche Definition. Aus diesem Grund liegt ein Schwerpunkt der Arbeit darauf, das differenzierte Verständnis des Neuromarketings aufzuzeigen. Zu diesem Zweck wurden neun Experten befragt, die sich besonders durch ihre Erfahrungstiefe und -breite im Neuromarketing hervortun. In diesem Zusammenhang sind auch Anwendungsbeispiele erläutert, von denen insbesondere die Hotellerie profitieren kann. Ein Blick in die Zukunft des Neuromarketings verdeutlicht die potenzielle Wirksamkeit des Themengebiets nicht nur für die Hotellerie, sondern für sämtliche Branchen. An jeglichen Stellen mit Kundenkontakt kann Neuromarketing angewendet werden. Dies unterstreicht die Brisanz und vor allem die Aktualität der Thematik.
Marketing Problems
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Author : Melvin Thomas Copeland
language : en
Publisher: Wentworth Press
Release Date : 2019-03-11
Marketing Problems written by Melvin Thomas Copeland and has been published by Wentworth Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-11 with History categories.
This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work was reproduced from the original artifact, and remains as true to the original work as possible. Therefore, you will see the original copyright references, library stamps (as most of these works have been housed in our most important libraries around the world), and other notations in the work. This work is in the public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. As a reproduction of a historical artifact, this work may contain missing or blurred pages, poor pictures, errant marks, etc. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.
Event Marketing In The Context Of Higher Education Marketing And Digital Environments
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Author : Florian Neus
language : en
Publisher: Springer Nature
Release Date : 2020-02-25
Event Marketing In The Context Of Higher Education Marketing And Digital Environments written by Florian Neus and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-02-25 with Business & Economics categories.
Event marketing is a powerful tool of brand communication and used within many different fields. Florian Neus extends the existing scientific literature to events of higher education institutions and events within digital environments. Different aspects of event marketing efforts within these fields are addressed and evaluated. Based on conducted studies and coherent analysis new insights are derived. Furthermore, valuable implications for research and management are presented. About the Author: Florian Neus works as a research assistant at the chair of marketing and retailing at the University of Siegen. His research focusses around higher education marketing and event marketing in digital environments.
User Generated Branding
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Author : Ulrike Arnhold
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-11-22
User Generated Branding written by Ulrike Arnhold and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-11-22 with Business & Economics categories.
From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.
The Persuasion Code
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Author : Christophe Morin
language : en
Publisher: John Wiley & Sons
Release Date : 2018-09-11
The Persuasion Code written by Christophe Morin and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-11 with Business & Economics categories.
The Persuasion Code Capture, convince, and close—scientifically Most of your attempts to persuade are doomed to fail because the brains of your audience automatically reject messages that disrupt their attention. This book makes the complex science of persuasion simple. Learn to develop better marketing and sales messages based on a scientific model; NeuroMap™. Regardless of your level of expertise in marketing, neuromarketing, neuroscience or psychology: The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime will make your personal and business lives more successful by unveiling a credible and practical approach towards creating a breakthrough persuasion strategy. This book will satisfy your interest in neuromarketing, scientific persuasion, sales, advertising effectiveness, website conversion, marketing strategy and sales presentations. It’ll teach you the value of the award-winning persuasion model NeuroMapTM : the only model based on the science of how your customers use their brain to make any decision including a buying decision. You will appreciate why this scientific approach has helped hundreds of companies and thousands of executives achieve remarkable results. Written by the founders of SalesBrain who pioneered the field of neuromarketing SalesBrain has trained more than 100,000 executives worldwide including over 15,000 CEO Includes guidance for creating your own neuromarketing plan Advance your business or career by creating persuasive messages based on the working principle of the brain.
Media And Convergence Management
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Author : Sandra Diehl
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-05-24
Media And Convergence Management written by Sandra Diehl and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-05-24 with Business & Economics categories.
Convergence has gained an enormous amount of attention in media studies within the last several years. It is used to describe the merging of formerly distinct functions, markets and fields of application, which has changed the way companies operate and consumers perceive and process media content. These transformations have not only led business practices to change and required companies to adapt to new conditions, they also continue to have a lasting impact on research in this area. This book’s main purpose is to shed some light on crucial phenomena of media and convergence management, while also addressing more specific issues brought about by innovations related to media, technologies, industries, business models, consumer behavior and content management. This book gathers insights from renowned academic researchers and pursues a highly interdisciplinary approach. It will serve as a valuable reference guide for students, practitioners and researchers interested in media convergence processes.
Nonprofit Marketing
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Author : Elizabeth Parsons
language : en
Publisher: SAGE Publications Limited
Release Date : 2008-06-05
Nonprofit Marketing written by Elizabeth Parsons and has been published by SAGE Publications Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-06-05 with Business & Economics categories.
As early as the sixties, academics began to question the borders and boundaries of marketing. A new wave of thinking born from social influences entreated them to liberate the marketing concept from the confines of the commercial profit motive. Despite several shifts in focus for nonprofit marketing, topics that have continued to receive particular attention include the attraction of resources (including fundraising and volunteer recruitment), issues surrounding image and reputation, the use of marketing to promote behavioural change and the evolving relationship between principles and practices of marketing and the arts. This major work addresses both the historical and conceptual development of the field as well as the new concepts and challenges it faces in the new millennium. This collection of articles and book chapters will equip academics and practitioners to participtate in and steer the key and contemporary debates. Volume I: The Evolution of Nonprofit Marketing provides a historical overview of both the conceptual and practical development of the field. Volume II: Nonprofit Marketing Applications sets out a thorough synopsis of the practical and managerial development of the field to examine the scope and nature of applications while Volume III: Key Debates and Contemporary Issues in Nonprofit Marketing offers a critical perspective on current challenges and debates.
Price Management
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Author : Hermann Simon
language : en
Publisher: Springer
Release Date : 2018-12-11
Price Management written by Hermann Simon and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-12-11 with Business & Economics categories.
In this book, the world’s foremost experts on pricing integrate theoretical rigor and practical application to present a comprehensive resource that covers all areas of the field. This volume brings together quantitative and qualitative approaches and highlights the most current innovations in theory and practice. Going beyond the traditional constraints of “price theory” and “price policy,” the authors coined the term “price management” to represent a holistic approach to pricing strategy and tactical implementation. They remind us that the Ancient Romans used one word, pretium, to mean both price and value. This is the fundamental philosophy that drives successful price management where producer and customer meet. Featuring dozens of examples and case studies drawn from their extensive research, consulting, and teaching around the world, Simon and Fassnacht cover all aspects of pricing following the price management process with its four phases: strategy, analysis, decision, and implementation. Thereby, the authors take into account the nuances across industry sectors, including consumer goods, industrial products, services, and trade/distribution. In particular, they address the implications of technological advancements, such as the Internet and new measurement and sensor technologies that have led to a wealth of price management innovations, such as flat rates, freemium, pay-per-use, or pay-what-you-want. They also address the emergence of new price metrics, Big Data applications, two-sided price systems, negative prices, and the sharing economy, as well as emerging payment systems such as bitcoin. The result is a “bible” for leaders who recognize that price is not only a means to drive profit in the short term, but a tool to generate sustained growth in shareholder value over the longer term, and a primer for researchers, instructors, and students alike. Praise for Price Management “This book is truly state of the art and the most comprehensive work in price management.” - Prof. Philip Kotler, Kellogg School of Management, Northwestern University “This very important book builds an outstanding bridge between science and practice.“ - Kasper Rorsted, CEO, Adidas “This book provides practical guidelines on value creation, communication and management, which is an imperative for businesses to survive in the coming era of uncertainty.” - Dr. Chang-Gyu Hwang, Chairman and CEO, KT Corporation (Korea Telecom)
Product Innovation Toolbox
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Author : Jacqueline H. Beckley
language : en
Publisher: John Wiley & Sons
Release Date : 2012-05-15
Product Innovation Toolbox written by Jacqueline H. Beckley and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-15 with Technology & Engineering categories.
Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research brings together key thought-leaders and seasoned consumer researchers from corporate R&D, academia and marketing research companies to share their experiences, cutting edge consumer research tools and practical tips for successful and sustainable product innovation. This is an essential resource for product developers, marketers and technologists who want to implement consumer-centric innovation and are responsible for designing product-testing strategies from upfront innovation to support new product development. The scope of the book by chapter shows the steps that transform a consumer researcher to a Consumer Explorer that guides the project team to successful innovation and new product introductions. Product Innovation Toolbox is designed to appeal to broad audiences from consumer researchers, product developers, marketers and executives. With an emphasis on consumer understanding and examples that range from cheese to lipstick and printers to energy beverages, Product Innovation Toolbox offers guidelines and best practices for strategizing, planning and executing studies with confidence and high efficiency yielding faster and better insights.
The International Brand Valuation Manual
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Author : Gabriela Salinas
language : en
Publisher: John Wiley & Sons
Release Date : 2011-11-22
The International Brand Valuation Manual written by Gabriela Salinas and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-11-22 with Business & Economics categories.
The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This “one-stop” source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method. The book: - Provides a thorough overview of all the tools available for the brand valuation practitioner. - Offers an informed view on which methodologies are most suitable for different types of applications, and explains why. - Acts as an all-in-one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves. - Features case studies and examples from Guinness, PwC, Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others. Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain.