Kategoria BISAC: Business & Economics >> Business Communication - General

In an age when customers have access to vast amounts of data about a company, its product and its competitors, customer experience becomes increasingly important as a sustainable source of competitive advantage. In a recent global market study, 73% of respondents stated that even when a company's digital channels work perfectly, they still want access to a real person.

Steven Van Belleghem explores and explains the new digital relationships and offers a strategic guide to combining a business's two most important assets -- its people and its digital strengths. He shows marketing...

The first half of the book covers the philosophical underpinnings of complementary opposites in nature, human interaction, and the workplace. It surveys business management over the last 100 years and shows how we've come to the "Agile Age," which is not about big ideas Mad Men-style, but lots of little ideas to test and try.

The second half of the book discusses the mindsets and tools...

The Excellence Diploma is a rigorous twelve-month program designed by the Institute of Practitioners in Advertising (IPA)-the professional body for advertising, media, and marketing communications agencies in the UK-for practitioners fascinated by brands. It is their most prestigious qualification and is known as the "MBA of brands." The culmination of the course is a 5,000-7,000 word essay that focuses on the future of brands and brand communications.

What is a 21st Century Brand? is not just a collection of the best essays from the last ten years (since the beginning of the...

Former Wall Street Journal technology reporter Yukari Iwatani Kane delves deep inside Apple in the two years since Steve Jobs's death, revealing the tensions and challenges CEO Tim Cook and his team face as they try to sustain Jobs's vision and keep the company moving forward.

Steve Jobs's death raised one of the most pressing questions in the tech and business worlds: Could Apple stay great without its iconic leader? Many inside the company were eager to prove that Apple could be just as innovative as it had been under Jobs. Others were painfully aware of the immense...

Circle of the 9 Muses captures the best practices of the world's most influential story consultants and knowledge workers to help you find, tell, and draw value from your organizational stories as impetus for action. This rich toolbox is loaded with fun, graphical instructions and dozens of unique, replicable, and facilitated processes that require no special training or expertise. You'll discover your organization's hidden narrative assets, use different templates and frameworks to tell the stories...

Effective managers matter to an organization. After all, they translate strategy into action and motivate the people they lead. But managers are sometimes less than effective, ending up in positions of authority and responsibility due to technical competence, company growth, or serendipity. Unprepared, they often lack key skills. Or, like so many managers promoted due to stellar job performance, they may have trouble understanding and motivating other people. Managers thrust into roles of authority need grounding in the fundamentals of management. And that's exactly what management experts...

Der Leser dieses Buches erhalt nicht nur einen Uberblick uber PR-Begriffe, PR-Instrumente (Medienarbeit, Krisenkommunikation, Leitbildprozesse etc.) und PR-Strategien (Positionierungsstrategien, Markenstrategie etc.). Ihm werden daruber hinaus auch handlungsrelevante Strukturen aufgezeigt, indem Public Relations ("offentliche Beziehungen") als Umgebungsstrukturen unternehmerischen oder politischen Handelns gekennzeichnet werden. PR wird damit nicht auf die Kommunikationsarbeit reduziert, sondern reputationsrelevantes Handeln wird einbezogen. PR-Management gehort damit zur angewandten...