Social Media Marketing Im B2b Unternehmen Charakteristika Ziele Und Wertbeitr Ge
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Social Media Marketing Im B2b Unternehmen Charakteristika Ziele Und Wertbeitr Ge
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Author : Christina Meyer
language : de
Publisher: diplom.de
Release Date : 2013-07-01
Social Media Marketing Im B2b Unternehmen Charakteristika Ziele Und Wertbeitr Ge written by Christina Meyer and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-07-01 with Business & Economics categories.
Längst hat der Gedanke des Web 2.0 auch Einzug in die Geschäftswelt gefunden, indem die Unternehmen das Potential aber auch die drohende Gefahr erkannt haben, welche sich in frei erstellbaren Nutzerbeiträgen im Web verbergen können. Nutzer können ihre Meinung über Unternehmen, Marken und Services frei äußern, ohne ein tiefgreifendes technisches Verständnis über Webprogrammierung besitzen zu müssen. Dieses Merkmal kann für Unternehmen Chance und Gefahr gleichzeitig bedeuten. Aus diesem Grund hat sich in der Außendarstellung von Unternehmen und dem Marketing ein neues Forschungsfeld etabliert, welches die Vermarktung eines Unternehmens, eines Produkts oder eines Services mit Hilfe der Social Media Kanäle und ihrer Nutzer zum Gegenstand hat: das Social Media Marketing. Marketing mit Social Media verbindet kleine und große Unternehmen mit einem breiten Publikum an Multiplikatoren und Konsumenten. Doch wo heutzutage professionelles Marketing betrieben wird, sind ebenso Investitionen erforderlich, um die festgelegten Marketingziele zu erreichen. Dies gilt auch für das Social Media Marketing. An der Stelle, an der Investitionen getätigt werden, müssen jedoch auch Erfolge messbar werden, um den betriebswirtschaftlichen Nutzen der Investition beurteilen zu können. Dieser Fragestellung nach der Erfolgsmessung, also der finanziellen Wirkung und deren Messbarkeit, von Marketingaktivitäten, speziell Social Media Marketing Aktivitäten, soll in dieser Arbeit nachgegangen werden. Hierzu wird der Fokus der Betrachtungen auf B2B-Unternehmen gelegt und diskutiert, inwiefern B2B-Unternehmen Social Media für sich einsetzen können, welche Ziele und welcher Wertbeitrag damit verbunden sein können und wie eine Erfolgsmessung im Sinne einer Return-on-Invest-Betrachtung möglich wird.
Groundswell Expanded And Revised Edition
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Author : Charlene Li
language : en
Publisher: Harvard Business Press
Release Date : 2011-06-07
Groundswell Expanded And Revised Edition written by Charlene Li and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-06-07 with Business & Economics categories.
Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now. When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you'll learn to: · Evaluate new social technologies as they emerge · Determine how different groups of consumers are participating in social technology arenas · Apply a four-step process for formulating your future strategy · Build social technologies into your business Groundswell is required reading for executives seeking to protect and strengthen their company's public image.
Future Telco
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Author : Peter Krüssel
language : en
Publisher: Springer
Release Date : 2018-07-23
Future Telco written by Peter Krüssel and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-23 with Business & Economics categories.
This book examines the extensive changes in markets, technologies and value chains that telecommunication companies are currently confronted with. It analyzes the crossroads they have reached and the choices that now need to be made – to be a bit pipe or a trendsetter of digitalization. Based on an analysis of the key challenges for telcos, the book derives future market scenarios and puts forward recommendations for how they can successfully position themselves. It proposes a framework based on seven “levers,” which addresses concrete measures in each step of the value chain, ranging from technology, IT and processes, to innovation, marketing and sales issues. The book discusses the current challenges and provides both general recommendations and concrete solutions. Respected experts illustrate innovative strategic and technical trends and provide insights gained in real-life transformation projects. Recent developments in the areas of regulation, product development, competition between over-the-top (OTT) providers and telcos, as well as technical innovations like 5G, SDN/NFV, LEO satellites and MEC are discussed. Accordingly, practitioners, managers and researchers alike will benefit from the book’s wealth of examples and up-to-date insights.
Managing Brand Equity
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Author : David A. Aaker
language : en
Publisher: Simon and Schuster
Release Date : 2009-12-01
Managing Brand Equity written by David A. Aaker 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 2009-12-01 with Business & Economics categories.
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Digital Business Leadership
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Author : Ralf T. Kreutzer
language : en
Publisher: Springer
Release Date : 2018-04-27
Digital Business Leadership written by Ralf T. Kreutzer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-27 with Business & Economics categories.
This book provides specialists and executives with a clear, yet practical set of recommendations to meet the challenges of digital transformation and ensure long-term success as a leader in a primarily digital business world. The authors describe the fundamental principles of digitization and its economic opportunities and risks, integrating them into a framework of classic and new management methods. The book also explores how increasing digitization – not only of communication, but of complete value chains – has led to a need to establish a digital business leadership. Digitization is changing people and markets: it causes the upheaval of entire industries, creates new digital-centric companies, and forces established companies to cope with the transformation activities associated with these digitization processes. New approaches and methods have to be learned, tried and tested patterns of thinking have to be explored, and last but not least, innovation activities have to be understood as continuous necessities. At the same time, digital business offers considerable opportunities for renewing competitive advantages, improving existing process structures and realigning products, services and business models.
Marketing Problems
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Author : Melvin Thomas Copeland
language : en
Publisher: Legare Street Press
Release Date : 2023-07-18
Marketing Problems written by Melvin Thomas Copeland and has been published by Legare Street Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-18 with categories.
This book dives deep into the world of marketing, providing insightful and strategic solutions to common marketing problems. With real-world examples and practical advice, this book is an essential resource for anyone interested in marketing. 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 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. 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.
Alcohol And Tobacco
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Author : Otto-Michael Lesch
language : en
Publisher: Springer Science & Business Media
Release Date : 2011-01-15
Alcohol And Tobacco written by Otto-Michael Lesch 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 2011-01-15 with Medical categories.
Alcohol and nicotine addiction mostly occur together. Over the last ten years therapeutic aspects and motivational strategies have been considerably improved. Hence, groups and subgroups have been defined and can be treated with specific medication and tailor-made psychotherapies, leading in the long term to considerably better and more effective results than the once broadly applied, rigorous abstinence -based therapies. However, alcohol and nicotine addiction still represent major medical and social problems. In this book, new therapeutic approaches are comprehensively described, outlining the different interactions between personality, environment and the effects of the substance. In addition to prevention-based therapies and diagnosis, essential psychological and sociological strategies, as well as medication-based therapies, are also presented in detail. All of these therapies have realistic aims and are of global validity. In addition, the book provides a broad overview of the American and European epidemiology of alcohol and nicotine addictions. The book is written for all those who care for and offer professional therapy for alcohol and nicotine-addicted patients.
Multivariate Analysis
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Author : Klaus Backhaus
language : en
Publisher: Springer Nature
Release Date : 2023-06-28
Multivariate Analysis written by Klaus Backhaus and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-06-28 with Business & Economics categories.
Data can be extremely valuable if we are able to extract information from them. This is why multivariate data analysis is essential for business and science. This book offers an easy-to-understand introduction to the most relevant methods of multivariate data analysis. It is strictly application-oriented, requires little knowledge of mathematics and statistics, demonstrates the procedures with numerical examples and illustrates each method via a case study solved with IBM’s statistical software package SPSS. Extensions of the methods and links to other procedures are discussed and recommendations for application are given. An introductory chapter presents the basic ideas of the multivariate methods covered in the book and refreshes statistical basics which are relevant to all methods. For the 2nd edition, all chapters were checked and calculated using the current version of IBM SPSS. Contents Introduction to empirical data analysis Regression analysis Analysis of variance Discriminant analysis Logistic regression Contingency analysis Factor analysis Cluster analysis Conjoint analysis The original German version is now available in its 17th edition. In 2015, this book was honored by the Federal Association of German Market and Social Researchers as “the textbook that has shaped market research and practice in German-speaking countries”. A Chinese version is available in its 3rd edition. On the website www.multivariate-methods.info, the authors further analyze the data with Excel and R and provide additional material to facilitate the understanding of the different multivariate methods. In addition, interactive flashcards are available to the reader for reviewing selected focal points. Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
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.
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.