Weblogs In Der Online Pr Einsatzm Glichkeiten Chancen Und Grenzen F R Unternehmen
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Weblogs In Der Online Pr Einsatzm Glichkeiten Chancen Und Grenzen F R Unternehmen
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Author : Danilo Krahl
language : de
Publisher: GRIN Verlag
Release Date : 2006-01-20
Weblogs In Der Online Pr Einsatzm Glichkeiten Chancen Und Grenzen F R Unternehmen written by Danilo Krahl and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-01-20 with Business & Economics categories.
Bachelorarbeit aus dem Jahr 2006 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Hochschule für Technik und Wirtschaft Berlin, Sprache: Deutsch, Abstract: Nach internationalen Entwicklungen verzeichnet sich nun auch in Deutschland ein rasanter Bedeutungszuwachs von Weblogs, welcher jedoch in der PR-Branche auf zwiespältige Resonanz trifft. Manch einer warnt vor zu hohen Erwartungen an diese überbewertete Modeerscheinung, andere verstehen sie als wichtige Herausforderung für die PR-Arbeit. Die vorliegende Bachelorarbeit beschäftigt sich daher mit der Analyse von Weblogs in der Online-PR. Hier soll als Ergebnis insbesondere die Relevanz von Weblogs für die Öffentlichkeitsarbeit von Unternehmen herausgestellt werden. Dazu seien zunächst Grundlagen der Online-PR sowie ein verständnisfördernder Überblick zur Thematik der Weblogs vorangestellt, um darauf aufbauend Einsatzmöglichkeiten in der Unternehmenskommunikation, insbesondere mit Hinblick auf die Online-PR, aufzuzeigen. Anschließend wird verdeutlicht, welchen Einfluss Weblogs auf die Meinungsbildung haben können. Letztlich folgt eine Gegenüberstellung der sich daraus ableitenden Chancen für Unternehmen mit den zu berücksichtigenden Risiken und Grenzen von Weblogs in der Online-PR.
Autonomous Driving
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Author : Markus Maurer
language : en
Publisher: Springer
Release Date : 2016-05-21
Autonomous Driving written by Markus Maurer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-21 with Technology & Engineering categories.
This book takes a look at fully automated, autonomous vehicles and discusses many open questions: How can autonomous vehicles be integrated into the current transportation system with diverse users and human drivers? Where do automated vehicles fall under current legal frameworks? What risks are associated with automation and how will society respond to these risks? How will the marketplace react to automated vehicles and what changes may be necessary for companies? Experts from Germany and the United States define key societal, engineering, and mobility issues related to the automation of vehicles. They discuss the decisions programmers of automated vehicles must make to enable vehicles to perceive their environment, interact with other road users, and choose actions that may have ethical consequences. The authors further identify expectations and concerns that will form the basis for individual and societal acceptance of autonomous driving. While the safety benefits of such vehicles are tremendous, the authors demonstrate that these benefits will only be achieved if vehicles have an appropriate safety concept at the heart of their design. Realizing the potential of automated vehicles to reorganize traffic and transform mobility of people and goods requires similar care in the design of vehicles and networks. By covering all of these topics, the book aims to provide a current, comprehensive, and scientifically sound treatment of the emerging field of “autonomous driving".
Advertising Communications And Promotion Management
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Author : John R. Rossiter
language : en
Publisher:
Release Date : 1998
Advertising Communications And Promotion Management written by John R. Rossiter and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Advertising categories.
This edition of this bestselling advertising and promotion management text contains a wealth of radically new material, although it is still based on the highly-regarded Rossiter and Percy framework. It is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates taking descriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.
Integrated Communication
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Author : Esther Thorson
language : en
Publisher: Psychology Press
Release Date : 2013-06-17
Integrated Communication written by Esther Thorson and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Business & Economics categories.
Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.
Social Media Roi
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Author : Olivier Blanchard
language : en
Publisher: Pearson Education
Release Date : 2011-02-22
Social Media Roi written by Olivier Blanchard and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-02-22 with Business & Economics categories.
Use Social and Viral Technologies to Supercharge Your Customer Service! Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. You’ll learn how to: Align social communications with broader business goals and functions Plan for effective performance measurement Establish clarity of vision, purpose, and execution Implement guidelines and operations for effectively managing social media Get started by “listening before talking” Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives Use social media to deliver real-time, optimized customer support Leverage mobility and the “on-the-fly” social media culture Measure FRY (Frequency, Reach, and Yield) Includes a foreword by Brian Solis.
Artificial Intelligence In Marketing
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Author : IntroBooks Team
language : en
Publisher: IntroBooks
Release Date :
Artificial Intelligence In Marketing written by IntroBooks Team and has been published by IntroBooks this book supported file pdf, txt, epub, kindle and other format this book has been release on with Business & Economics categories.
Artificial intelligence in marketing, which is commonly known as AI Marketing, is a process of striking a chord of linkage between customer statistics and artificial intelligence hypotheses. It is basically an automated learning curve for a business house on the marketing front such that it can predict a customer’s ongoing move and the next phase of action. By doing so, a business entity can easily amplify its outlook in the interests of the customer, which, in turn, displays the quality of relevant products or services in an intelligent manner to reach a larger audience. Due to the emergence of artificial intelligence marketing solutions, an effective recourse is seen apparent in terms of bonding between scientific data points, which are amassed industriously for subsequent implementation. In other words, the erstwhile process of manual hard work of assembling and analyzing a colossal quantum of data has surely become a thing of the past.
The Role Of Culture In Social Media Marketing A Systematic Literature Review
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Author : Nivedha Mahendran
language : en
Publisher: GRIN Verlag
Release Date : 2019-03-11
The Role Of Culture In Social Media Marketing A Systematic Literature Review written by Nivedha Mahendran and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-11 with Business & Economics categories.
Master's Thesis from the year 2018 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Bamberg, language: English, abstract: This present master thesis examines the role of culture on “Social Media Marketing” being a form of modern marketing and a bundle of marketing-related activities using social media. With the help of a systematic literature review, answers are sought to the question as to which extent cultural differences influence the effectiveness of social media marketing. The main objective is to adequately present the state of research on the interdisciplinary topic and to identify research gaps. The findings from peer-reviewed journals ascribe an indispensable value to the cultural component and illuminate the topic from different contemporary relevant perspectives. The results indicate that social media marketing is generally covered from a cultural point of view. Moreover, the insights provide valuable knowledge from both consumers research perspective and from applied social media practices in multicultural settings. However, the findings also reveal extant research gaps in several directions that need to be addressed in the near future to provide theoretical approaches and scientifically proven evidence on successful utilization of social media marketing in multicultural settings. The fact that social media plays an extremely important component in the worldwide dynamic technology development is an irrefutable fact. Companies are forced to integrate social media in the most diverse areas in order to be lucrative in the long term, to save costs and to survive in competition. Typical fields of application include all departments that deal with external corporate communication, e.g. HR for recruiting and talent acquisition, PR for professionally maintaining a favorable public image or in the marketing department as revolutionary marketing and sales platforms. According to a new study, 69% of marketing employees stated that marketing activities on social media helped to increase important marketing indicators and strengthen customer and brand loyalty. Nevertheless, social media offer great opportunities, but also hold challenges. A major challenge is to choose the right medium which depends to a great extent on the target group.
Social Media Influencers In Strategic Communication
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Author : Nils S. Borchers
language : en
Publisher: Routledge
Release Date : 2021-12-21
Social Media Influencers In Strategic Communication written by Nils S. Borchers and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-12-21 with Language Arts & Disciplines categories.
This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods. Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication.
Social Customer Relationship Management
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Author : Rainer Alt
language : en
Publisher: Springer Nature
Release Date : 2019-08-29
Social Customer Relationship Management written by Rainer Alt and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-08-29 with Business & Economics categories.
Social media has received considerable attention, and many potential benefits, as well as concerns, are now being discussed. This book explores how social media can successfully support business processes in marketing, sales and service in the context of customer relationship management (CRM). It presents the fundamentals of Social CRM and shows how small and large companies alike have implemented it. In turn, the book presents analytic and operational software tools that offer features for enhancing and streamlining interactions with customers. The book concludes with an overview of essential design areas that businesses need to bear in mind when introducing social media into their CRM strategies. In this regard, it also points out key success factors, limitations, and data protection aspects.
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.