Download or read book Re modeling the Brand Funnel Model to Address Changes in Consumer Behavior written by and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Re Modeling the Brand Purchase Funnel written by Alexander Dierks and published by Springer. This book was released on 2017-04-05 with total page 401 pages. Available in PDF, EPUB and Kindle. Book excerpt: Alexander Dierks conceptualizes and applies a more nuanced model of the brand purchase funnel. The re-conceptualization builds on a holistic, theory-based, and practically applicable set of 10 propositions, which capture dynamics of consumers’ contemporary search and decision behavior and allow for a more differentiated assessment of brand performance across the buying cycle. The model’s value add is investigated based on two survey-based studies from the automotive and the electricity industry. Using logistic regression analysis, the author uncovers insightful differences in the determinants of consumers’ purchase decisions depending on the stage of consideration set formation. The findings support the employment of the more nuanced funnel in brand management.
Download or read book Understanding Sponsored Search written by Jim Jansen and published by Cambridge University Press. This book was released on 2011-07-25 with total page 299 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses the underlying foundational elements, both theoretical and methodological, of sponsored search. As such, the contents are less affected by the ever-changing implementation aspects of technology. Rather than focusing on the how, this book examines what causes the how. Why do certain keywords work, while others do not? Why does that ad work well, when others that are similar do not? Why does a key phrase cost a given amount? Why do we measure what we do in keyword advertising? This book speaks to that curiosity to understand why we do what we do in sponsored search. The content flows through the major components of any sponsored search effort, regardless of the underlying technology or client or product. The book addresses keywords, ads, consumers, pricing, competitors, analytics, branding, marketing and advertising, integrating these separate components into an incorporated whole. The focus is on the critical elements, with ample illustrations and with enough detail to lead the interested reader to further inquiry.
Download or read book Customer Centric Marketing Strategies Tools for Building Organizational Performance written by Kaufmann, Hans-Ruediger and published by IGI Global. This book was released on 2012-11-30 with total page 675 pages. Available in PDF, EPUB and Kindle. Book excerpt: As customer orientation continues to gain importance in the marketing field, there has been a growing concern for organizations to implement effective customer centric policies. Customer-Centric Marketing Strategies: Tools for Building Organizational Performance provides a more conceptual understanding on customer-centric marketing strategies as well as revealing the success factors of these concepts. This book will discuss how to improve the organizations financial and marketing performance.
Download or read book Online Video Revolution written by J. Cecil and published by Springer. This book was released on 2017-06-30 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online video expert, John Cecil provides a guide to successfully utilizing video in your marketing strategy by outlining tools and techniques for video creation and distribution. Online Video Revolution provides a holistic, metrics-driven approach which has been successful for Canon, Legalzoom, eHarmony and many more.
Download or read book Services Marketing People Technology Strategy Ninth Edition written by Jochen Wirtz and published by World Scientific. This book was released on 2021-10-15 with total page 683 pages. Available in PDF, EPUB and Kindle. Book excerpt: Services Marketing: People, Technology, Strategy is the ninth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media, and case examples.This book takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. It features cases and examples from all over the world and is suitable for students who want to gain a wider managerial view.Supplementary Material Resources:Resources are available to instructors who adopt this textbook for their courses. These include: (1) Instructor's Manual, (2) Case Teaching Notes, (3) PowerPoint deck, and (4) Test Bank. Please contact [email protected] Features:
Download or read book Unlocking Success The Art of Strategic Marketing in the Digital Age written by Samuel Inbaraja S and published by Samuel Inbaraja S. This book was released on 2023-08-04 with total page 114 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Unlocking Success: The Art of Strategic Marketing in the Digital Age" is not just theory; it incorporates several case studies that illustrate real-world application of strategies in various business contexts. The book also offers a special section on 'Boost Your Stamina with Easyfit's Personalized Fitness Journey,' connecting the concepts of strategic marketing to personal health and wellbeing. This comprehensive guide is a valuable resource for marketers, business owners, entrepreneurs, and students who aspire to understand and succeed in the dynamic world of digital marketing. Its practical insights and case studies bring marketing strategies to life, setting you on the right path towards unlocking success.
Download or read book Marketing and Consumer Behavior Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2014-12-31 with total page 2254 pages. Available in PDF, EPUB and Kindle. Book excerpt: As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audiences reaction to advertising campaigns is essential. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.
Download or read book Services Marketing People Technology Strategy Eighth Edition written by Jochen Wirtz and published by World Scientific Publishing Company. This book was released on 2016-03-29 with total page 801 pages. Available in PDF, EPUB and Kindle. Book excerpt: Services Marketing: People, Technology, Strategy is the eighth edition of the globally leading textbook for Services Marketing by Jochen Wirtz and Christopher Lovelock, extensively updated to feature the latest academic research, industry trends, and technology, social media and case examples.This textbook takes on a strong managerial approach presented through a coherent and progressive pedagogical framework rooted in solid academic research. Featuring cases and examples from all over the world, Services Marketing: People, Technology, Strategy is suitable for students who want to gain a wider managerial view of Services Marketing.
Download or read book Handbook of Research on User Experience in Web 2 0 Technologies and Its Impact on Universities and Businesses written by Pelet, Jean-Éric and published by IGI Global. This book was released on 2020-09-18 with total page 426 pages. Available in PDF, EPUB and Kindle. Book excerpt: As various areas of discipline continue to progress into the digital age, diverse modes of technology are being experimented with and ultimately implemented into common practices. Mobile products and interactive devices, specifically, are being tested within educational environments as well as corporate business in support of online learning and e-commerce initiatives. There is a boundless stock of factors that play a role in successfully implementing web technologies and user-driven learning strategies, which require substantial research for executives and administrators in these fields. The Handbook of Research on User Experience in Web 2.0 Technologies and Its Impact on Universities and Businesses is an essential reference source that presents research on the strategic role of user experience in e-learning and e-commerce at the level of the global economy, networks and organizations, teams and work groups, and information systems. The book assesses the impact of e-learning and e-commerce technologies on different organizations, including higher education institutions, multinational corporations, health providers, and business companies. Featuring research on topics such as ubiquitous interfaces, computer graphics, and image processing, this book is ideally designed for program developers and designers, researchers, practitioners, IT professionals, executives, academicians, and students.
Download or read book Media Analytics written by C. Ann Hollifield and published by Taylor & Francis. This book was released on 2023-06-27 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook takes a case study approach to media and audience analytics. Realizing the best way to understand analytics in the digital age is to practice it, the authors have created a collection of cases using datasets that present real and hypothetical scenarios for students to work through. Media Analytics introduces the key principles of media economics and management. It outlines how to interpret and present results, the principles of data visualization and storytelling, and the basics of research design and sampling. Although shifting technology makes measurement and analytics a dynamic space, this book takes an evergreen, conceptual approach, reminding students to focus on the principles and foundations that will remain constant. Aimed at upper-level students in the fast-growing area of media analytics in a cross-platform world, students using this text will learn how to find the stories in the data and how to present those stories in an engaging way to others. Instructor and Student Resources include an Instructor’s Manual, discussion questions, short exercises, and links to additional resources. They are available online at www.routledge.com/cw/hollifield.
Download or read book The Brian Solis Digital Reader written by Brian Solis and published by John Wiley & Sons. This book was released on 2014-03-04 with total page 751 pages. Available in PDF, EPUB and Kindle. Book excerpt: Book set on communicating and connecting with customers today and in the future This is a three-publication set from thought leader Brian Solis covering social media and new media, the evolution of business, and the future of business. Engage! looks at social media and how to participate as a business while engaging your audience. What's the Future of Business? discusses topics such as the customer journey and the critical nature of the user experience. The End of Business as Usual reviews the evolution of the network economy and digital lifestyles. Moving forward successfully with your business communications is an overall theme of the set.
Download or read book Serviceology for Smart Service System written by Yuriko Sawatani and published by Springer. This book was released on 2016-10-05 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Services are key activities in a globalized economy and they also underlie the quality of life of local residents. The advanced work presented in this book was selected from the proceedings of the Third International Conference on Serviceology (ICServ2015), held July 7–9, 2015, in San Jose, CA, USA. The conference was supported by the Society for Serviceology. The society was established in 2012 in Japan to explore the scientific systematization of services and to promote technological developments for solutions to industrial issues. This book provides a useful general guide to the state of the art in the theory and practice of services. It can also serve as a valuable reference book for researchers in a wide range of fields from engineering to marketing and economics.
Download or read book Advances in Human Factors Business Management and Leadership written by Jussi Ilari Kantola and published by Springer Nature. This book was released on 2020-06-30 with total page 654 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book analyzes new theories and practical approaches for promoting excellence in human resource management and leadership. It shows how the principles of creating shared value can be applied to ensure faster learning, training, business development and social renewal. In particular, it presents novel methods and tools for tackling the complexity of management and learning in both business organizations and society. Discussing ontologies, intelligent management systems, and methods for creating knowledge and value added, it offers novel insights into time management and operations optimization, as well as advanced methods for evaluating customers’ satisfaction and conscious experience. Based on two AHFE 2020 Virtual Conferences: the AHFE 2020 Conference on Human Factors, Business Management and Society and the AHFE 2020 Conference on Human Factors in Management and Leadership, held on July 16–20, 2020, the book provides researchers and professionals with extensive information, practical tools and inspiring ideas for achieving excellence in a broad spectrum of business and societal activities.
Download or read book Applied Economic Research and Trends written by Nicholas Tsounis and published by Springer Nature. This book was released on with total page 1229 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Emerging Business Models written by Chong Guan and published by World Scientific. This book was released on 2020-05-21 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Emerging Business Models describes current issues that the business leaders and professionals are facing, as well as developments in digitalization. This book consisting of 10 chapters introduces the new technology trends and challenges that businesses today face. The authors cover several increasingly important new areas such as the Fourth Industrial Revolution, Internet of Things (IoT), financial technology (FinTech), social media, platform strategy, analytics, artificial intelligence (AI) and many other forces of disruption and innovation that shape today's realities of the world.These digital transformations are taking place at an exponential rate. The speed of innovations and breakthroughs is disrupting the traditional businesses. A better understanding of the changing environment in the new economy can enable business professionals and leaders to recognize realities, embrace changes, and create new opportunities — locally and globally — in this inevitable digital age.
Download or read book Data Driven Talent Management written by Kristin Saling and published by Kogan Page Publishers. This book was released on 2024-08-03 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: How can I use insights from people data to develop an inclusive, engaged, high-performing workforce? What data is available and how do I collect it ethically? Data-Driven Talent Management is a practical guide for HR professionals which answers these questions. It outlines effective data collection and analysis methods as well as showing how to develop metrics and key performance indicators to support employee experience. It also provides guidance on how to build a comprehensive talent database by understanding different employee experiences, attributes, skills and journeys. In addition, there is also essential advice on how to leverage data to improve motivation and employee engagement, use data to assess different thought and work styles in the workforce and use the results to build a diverse and inclusive organization that allows all employees and the business to thrive. Full of tools, tips and frameworks and written by a professional who is implementing a data-driven approach to talent management for the US Army, the world's largest employer, this is essential reading for all mid-level and senior HR practitioners.
