Schaupl Tze Dreidimensionaler Markeninszenierung
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Schaupl Tze Dreidimensionaler Markeninszenierung
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Author : Nicolai Oliver Herbrand
language : de
Publisher: Edition Neues Fachwissen
Release Date : 2008
Schaupl Tze Dreidimensionaler Markeninszenierung written by Nicolai Oliver Herbrand and has been published by Edition Neues Fachwissen this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Antologier categories.
The Culting Of Brands
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Author : Douglas Atkin
language : en
Publisher:
Release Date : 2004
The Culting Of Brands written by Douglas Atkin and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
Marketing expert Douglas Atkin has spent years re- searching both full-blown cults and companies that use cult-branding techniques. He interviewed countless cult members to discover what makes them tick. And he explains exactly how brands like Harley-Davidson and Apple make their customers feel unique, important and part of an exclusive group - and how that leads to solid, long-term relationships between a company and its customers. In addition to describing a fascinating phenom- enom, it will be of enormous value to businesses as it reveals the secret to customer loyalty.
Audiencemaking
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Author : D. Charles Whitney
language : en
Publisher: SAGE Publications, Incorporated
Release Date : 1994-06-30
Audiencemaking written by D. Charles Whitney and has been published by SAGE Publications, Incorporated this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994-06-30 with Business & Economics categories.
This provocative book shows how media institutions define their audiences and how these definitions shape the work of organizations within them. Leading scholars show that the audience definitions-in-use in each sector shape modern media. Receivers, they argue, are constituted as institutionally-effective audiences that have social meaning and//or economic value within the system. These include measured audiences, generated by research services, sold by media channels and bought by advertisers; specialized or segmented audiences whose particular interests are anticipated or created and then met by content producers; and hypothesized audiences whose interest, convenience and necessity are presumably protected by regulators.
Experiential Marketing
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Author : Bernd H. Schmitt
language : en
Publisher: Simon and Schuster
Release Date : 2000-12-11
Experiential Marketing written by Bernd H. Schmitt and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-12-11 with Business & Economics categories.
Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns. In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides: SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent; FEEL cases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens; ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living; RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra. Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as "Objective: To Dream," "Send in the Iconoclasts," and "Quit the Bull," to show how traditional marketing firms can transform themselves into experience-oriented organizations. This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.
Building Great Customer Experiences
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Author : Colin Shaw
language : en
Publisher: Springer
Release Date : 2002-09-13
Building Great Customer Experiences written by Colin Shaw and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-09-13 with Business & Economics categories.
This book is about building and delivering great customer experiences. Many companies neglect this, but the physical execution and emotional impact of customer experiences, companies and brands may ultimately determine customer satisfaction and loyalty and commercial success. With the use of compelling examples and cases the authors show that this is key for all companies and organisations.
The Service Profit Chain
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Author : James L. Heskett
language : en
Publisher: Simon and Schuster
Release Date : 1997-04-10
The Service Profit Chain written by James L. Heskett and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997-04-10 with Business & Economics categories.
In this pathbreaking book, world-renowned Harvard Business School service firm experts James L. Heskett, W. Earl Sasser, Jr. and Leonard A. Schlesinger reveal that leading companies stay on top by managing the service profit chain. Why are a select few service firms better at what they do -- year in and year out -- than their competitors? For most senior managers, the profusion of anecdotal "service excellence" books fails to address this key question. Based on five years of painstaking research, the authors show how managers at American Express, Southwest Airlines, Banc One, Waste Management, USAA, MBNA, Intuit, British Airways, Taco Bell, Fairfield Inns, Ritz-Carlton Hotel, and the Merry Maids subsidiary of ServiceMaster employ a quantifiable set of relationships that directly links profit and growth to not only customer loyalty and satisfaction, but to employee loyalty, satisfaction, and productivity. The strongest relationships the authors discovered are those between (1) profit and customer loyalty; (2) employee loyalty and customer loyalty; and (3) employee satisfaction and customer satisfaction. Moreover, these relationships are mutually reinforcing; that is, satisfied customers contribute to employee satisfaction and vice versa. Here, finally, is the foundation for a powerful strategic service vision, a model on which any manager can build more focused operations and marketing capabilities. For example, the authors demonstrate how, in Banc One's operating divisions, a direct relationship between customer loyalty measured by the "depth" of a relationship, the number of banking services a customer utilizes, and profitability led the bank to encourage existing customers to further extend the bank services they use. Taco Bell has found that their stores in the top quadrant of customer satisfaction ratings outperform their other stores on all measures. At American Express Travel Services, offices that ticket quickly and accurately are more profitable than those which don't. With hundreds of examples like these, the authors show how to manage the customer-employee "satisfaction mirror" and the customer value equation to achieve a "customer's eye view" of goods and services. They describe how companies in any service industry can (1) measure service profit chain relationships across operating units; (2) communicate the resulting self-appraisal; (3) develop a "balanced scorecard" of performance; (4) develop a recognitions and rewards system tied to established measures; (5) communicate results company-wide; (6) develop an internal "best practice" information exchange; and (7) improve overall service profit chain performance. What difference can service profit chain management make? A lot. Between 1986 and 1995, the common stock prices of the companies studied by the authors increased 147%, nearly twice as fast as the price of the stocks of their closest competitors. The proven success and high-yielding results from these high-achieving companies will make The Service Profit Chain required reading for senior, division, and business unit managers in all service companies, as well as for students of service management.
Marketing Theory
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Author : Pauline Maclaran
language : en
Publisher: SAGE Publications Limited
Release Date : 2008-01-18
Marketing Theory written by Pauline Maclaran 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 2008-01-18 with Business & Economics categories.
Marketing Theory presents a comprehensive scholarly overview of the development of marketing theory. Drawing on a variety of international sources, the three editors bring together key contributions to the field that reflect both historical and contemporary debates and influences. This major work draws together the many disparate perspectives that have contributed to the development of marketing theory to provide scholars with a substantive reference base from which to further develop the area.
Before Dinner
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Author : M. Korthals
language : en
Publisher: Springer Science & Business Media
Release Date : 2008-11-09
Before Dinner written by M. Korthals 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 2008-11-09 with Philosophy categories.
This book is an extensive, original and systematic treatment of many important philosophical and ethical aspects of food (consumption and production). May we eat just anything? Can we do everything with animals, even genetic modification? If not, how can we regulate those processes so that they lead to optimum animal welfare while at the same time producing optimum taste? The production of food also causes environmental pollution – does the fight against hunger have priority over the care of the environment? The care of the environment, animal welfare, and the quality of food should be in a certain harmony, but that is far from granted and hardly easy to achieve. These factors are often in conflict with each other, and a balance will thus need to be searched for. Other factors to take into consideration are the issue of global famine, the care for a farming class that is able to keep its head above water in a decent way, and a fair trade system that does not throw up unnecessary barriers for newcomers or small market participants and that promotes good nutrition. Famine continues to be a widespread phenomenon that violates human rights, causing nearly a billion people to suffer from hunger or malnutrition. At the same time, deliberate hunger, abundance, and obesity are prevalent in the Western world. Both issues refer to the social and cultural aspects of food. Scientific and technological developments like genetic modification and functional food also play an increasingly important role; almost every bite that we take is determined by scientific developments. An extra difficulty is that scientific information is often contradictory, or that it relies on statistical probabilities that are difficult to translate into everyday certitudes. All of these factors deserve attention, but it is the mix that is most important. In the land of food, ‘either or’ does not exist, only ‘both and’. The adequate measure of ‘both and’ serves as the starting point for this philosophical reflection. Before Dinner is a must-read for all people interested in contemporary ethical issues of food, such as university students and researchers of food, agricultural and life sciences, as well as policymakers in these fields, such as members of professional organisations focusing on food and agriculture (f.e., EURSAFE (European Society for Agriculture and Food Ethics), the Agriculture, Food and Human Values Society (USA), and European Federation of Biotechnology).
Relationship Marketing
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Author : Manfred Bruhn
language : en
Publisher: Pearson Education
Release Date : 2003
Relationship Marketing written by Manfred Bruhn and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
'Relationship Marketing' delivers a comprehensive unifying principle with which to approach the subject. Current debates are examined to develop both a theoretical and conceptual approach to the topic.
Food Ethics
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Author : Franz-Theo Gottwald
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-03-10
Food Ethics written by Franz-Theo Gottwald 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 2010-03-10 with Philosophy categories.
In this first decade of the 21st century, more than 854 million people in the world are starving, while industrial nations are debating about obesity, generating energy from food plants, and a myriad of other topics many African and south Asian nations could only fathom. In this great discord, there have arisen many interdisciplinary discussions about problems in the field of applied Ethics, with regards to food, that are crossing a considerably wide spectrum of disciplines, such as: obesity, traceability, agro-food biotechnology, dairy industry, transgenic plants, novel food, bio fuels, world-trade system, etc. This book presents international discussions and information concerning food ethics in its current state. It presents a variety of important aspects in the field of food ethics with respect to positions, instruments and applications of issues surrounding nutrition. A great deal of the book will concern itself with discussing different ethical positions and problems of current interests, as explained by experts of the "food-ethics-community". The articles will focus on the reality of global food problems through two main issues: current questions of nutrition in the specific contexts of field and experience, ethical tools, ideas and suggestions concerning long-term steps for solutions. The appendix presents a collection of current declarations and political statements – visions, proposals and goals in a worth living world in general and concerning specific problems - water, healthy food, the human right to food, sustainability and food sovereignty.