Browsing posts tagged: Marketing
The Only Option – Win More Client Work than You Need, by Being Indispensable

The Only Option is your blueprint for taking action, and in many cases, for what action not to take, in order to see the most optimal results for you.

Moderne Marketing-Kommunikation

Das Lehrbuch gibt vor einem kommunikationswissenschaftlichen Hintergrund einen Überblick über die Grundlagen und das Management Moderner Marketing-Kommunikation. Ausgehend von der systematischen Aufbereitung der neueren Entwicklungen wird der Marketing-Kommunikationsprozess und dessen Management gegliedert nach seinen einzelnen Phasen dargestellt. Besondere Berücksichtigung finden dabei die neuen Kommunikationsdisziplinen wie Utility Marketing, Guerilla Marketing oder Word-of-Mouth-Marketing. In der überarbeiteten Auflage […]

I Know That Name!

Every day Canadians buy groceries at Sobey’s, develop film at Black’s, or grab a coffee at Tim Horton’s without giving it a second thought. These brands are in our lives and in the public eye. We’re familiar with the names, but what do we really know about the people who lie behind them? I Know […]

The Business of Gamification

At the turn of the century the term „gamification“ was introduced as a concept to understand the process of using game mechanics in „non-game“ contexts. The impact of gamification was soon evident to business practices where it had impact both on marketing and, more broadly, on the organizations themselves. As the number of individuals playing […]

Media Audiences

Despite the widespread use of the term „audience“ in our popular culture, the meaning of „audience“ is complex, and it has undergone significant historical shifts over time. Media Audiences explores the concept of media audiences from four broad perspectives, as „victims“ of mass media, as market constructions and commodities, as users of media, and as […]

Marketing Ethics & Society

Marketing, while essential to organisational success, is arguably one of the most controversial aspects of business management. Criticisms of marketing’s impact range from fostering materialism and unsustainable consumption patterns through to the use of deception, stifling of innovation and lowering of  quality, to name but a few. Taking a holistic and international perspective, this book […]

Gesundheitsbewusstes Konsumentenverhalten

Alexandra Silbermann entwickelt einen neuartigen, systematischen Ansatz, der eine ganzheitliche Analyse und Erklärung des Bewusstseins für einen gesunden Konsum zulässt und die Identifikation bedeutender Einflussfaktoren, die für Maßnahmen zugänglich sind, ermöglicht. Ohne fundierte Kenntnisse der kognitiven Prozesse, die dem gesundheitsbewussten Konsumentenverhalten zugrunde liegen, können Marketing- bzw. Interventionsmaßnahmen nur begrenzt wirkungsvoll sein. Die Autorin leitet Implikationen […]