Kategoria BISAC: Business & Economics >> Public Relations

A new generation of megabrands like Facebook, Dropbox, Airbnb, and Twitter haven't spent a dime on traditional marketing. No press releases, no TV commercials, no billboards. Instead, they rely on a new strategy--growth hacking--to reach many more people despite modest marketing budgets. Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they're primed to generate explosive...

This book critically examines the rhetoric surrounding current trends in the adoption of tropes of interactivity in marketing communication. Concepts such as viral advertising, customer-generated content, brand communities and the whole panoply of Web 2.0-mediated marketing technologies all have their foundations in an overt positioning of interactivity as the savior of effective marketing communication. Yet, what exactly is meant by interactivity in these contexts and how far does it represent a revolution in the methodologies of marketing? Anchoring his analysis in a critique of the...

Nach einer kompakten Darstellung der Grundlagen der Pressearbeit arbeiten die Autoren die besonderen Aspekte der IT-Pressearbeit heraus. Schwerpunkte des Buches sind der Aufbau der Pressearbeit, die Darstellung moglicher Aktivitaten und der Instrumente und Strategien, die zur Realisierung zur Verfugung stehen. Ebenso kommt der Einsatz von Presseagenturen und Aufbau und Pflege von Presseportalen zur Sprache. Zahlreiche Beispiele erfolgreicher Presseaktivitaten runden dieses Werk ab.

Der Leser erhalt mit diesem Buch einen konkreten Leitfaden zum Aufbau der Pressearbeit und ein...

Die Autoren nehmen in ihrem Buch einen Vergleich von 200 deutschen Krankenhausern im Hinblick auf die Kundenorientierung vor. Kriterien sind hierbei zum einen die Erreichbarkeit der Kliniken und zum anderen deren Aktivitat im Bereich Social Media. Anhand dieser Parameter wird ein Vergleich erstellt, welcher ein Benchmarking auf der Basis einer zuverlassigen Datengrundlage ermoglicht. Auf diesem Weg werden eventuelle Schwachstellen sowie Moglichkeiten fur deren Beseitigung und fur die Steigerung der Dienstleistungsfahigkeit aufgezeigt. Das Buch bietet hochaktuelle Informationen fur...

Marketing with Social Media: 10 Easy Steps to success for Business is your step-by-step guide to using Facebook, LinkedIn, Twitter, Google+, Pinterest and YouTube to promote your business. In 10 quick and easy steps, you'll learn how to use social media effectively, establish a simple marketing plan and measure the results of your efforts. You'll learn the basics of building profile pages, and how to create appropriate content that can be accessed by thousands of potential customers. This...

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.

Yet there are few empirical studies available to clarify its basic...

This unique book written by four world leaders in reputation research, presents the latest cutting-edge thinking on organizational improvement. It covers media management, crisis management, the use of logos and other aspects of corporate identity, and argues the case for reputation management as a way of overseeing long-term organizational strategy.

It presents a new approach to managing reputation, one that relies on surveying customers and employees on their view of the corporate character and in harmonizing the values of both. This approach has been trialled in a number...

The spread of HIV/AIDS affects businesses in all sectors, all industries and all countries. For companies and organizations everywhere, the question is no longer whether to take action on HIV/AIDS but which actions to take. Complete with an impressive collection of complex background and research on HIV/AIDS and a foreword by Dr. Peter Piot, former Executive Director of UNAIDS, this volume collects case studies of managers worldwide faced with challenging HIV/AIDS-related management decisions. AIDS and Business will fascinate the general reader seeking an understanding of the...

Was ist eigentlich die Kernaussage des Beitrags? Wie lasst sie sich in 30 oder 40 Anschlage fassen, sprachlich sauber und auch noch interessant? Sachzwange, Fallstrange und Versuchungen also. Das Lehrbuch gibt Rezepte, wie man mit ihnen fertig wird; illustriert mit einer Fulle von klassischen und neuen Beispielen fur gute und schlechte, peinliche und brillante Uberschriften. Neu in der funften Auflage ist das Thema Uberschriften in Online-Medien.