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Affiche du document Conducting Market Research for International Business

Conducting Market Research for International Business

S. Tamer Cavusgil

52min30

  • Marketing et communication
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70 pages. Temps de lecture estimé 52min.
Conducting Market Research for International Business is designed to help managers and scholars understand the fundamentals of international market research. It offers a comprehensive treatment of the research issues that international business managers face when contemplating market entry, engaging buyers in foreign markets, maintaining and growing market share, and expanding to newer opportunities abroad. The book describes how to initiate an international research project—from analyzing the nature and scope of the research to the preliminary stages, gathering data, designing surveys, sampling, analyzing the data, and more. It also provides a sound theoretical base, supported by numerous examples. This practical, detailed guide further offers extensive coverage on using the Internet for research.Key areas of coverage include the six activities associated with Global Market Opportunity Assessment (GMOA); fundamentals of international market research; the types of information needed in international research, and how these are gathered and converted into useful, managerially relevant information; the merits and limitations of primary and secondary data, and suggestions regarding Internet-based resources; research using primary data, particularly regarding survey research; a three-phased approach for conducting international market research composed of macro-, micro-, and cultural analysis; methodological considerations in international market research, such as validity, reliability, and equivalency in conducting research; specific measurement issues that researchers face in international studies, and methods to overcome these issues; an extended example of a market research situation facing a typical firm; important research issues, such as developing research questions, constructing measures, sampling, and data collection; a listing of numerous Internet sites, organized by category, for conducting research; a sample international business plan and the research requirements for completing such a plan.
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Affiche du document AI Marketing

AI Marketing

Eliane Karsaklian

1h58min30

  • Marketing et communication
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158 pages. Temps de lecture estimé 1h58min.
This book demonstrates how brands use AI to entice customers and discusses the use of AI as a competitive advantage for marketers.Did you know that investors at Wall Street wait for the Groundhog Day’s forecast to make their financial decisions? Did you know that your favorite influencer is not a real person? Did you know that your smartphone works like a magic wand? Don’t you feel cursed without it? You will know all about it in this book.Consumers just like you are looking for an effortless life and technology is making it possible with self-driving and self-parking cars, smart houses, beds automatically adjusting to one’s sleeping needs, and robot vacuuming homes all without human intervention while we share our personal QRCodes.Brands bring you magical solutions: Mr Clean Magic Eraser, L’Oreal Magic Roots, and you can customize your life by magically creating your own world with the metaverse and the products you want with a 3D printer. Technology and magic enclose mysteries that we cannot assess; we see the input and the output, but no one knows exactly what happens within the process.Extensively documented with publications and empirical research, this book demonstrates how brands use AI to entice customers. It also discusses the use of AI as a competitive advantage for marketers and its deployment around the world.Whether you are curious and confused about technology or a marketer without IT background expected to incorporate AI in your marketing strategies, this book is for you so put some magic in your life!
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Affiche du document Managing Brand Crises

Managing Brand Crises

Eugene Y. Chan

1h54min00

  • Marketing et communication
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152 pages. Temps de lecture estimé 1h54min.
Managing Brand Crises: A Guide to Navigating the Storm equips brand managers, PR professionals, and business leaders with the tools they need to weather the storm and emerge stronger.In today’s fast-paced digital world, brand crises are no longer a question of "if" but "when." With the power of social media amplifying every misstep, a poorly timed campaign, a product recall, or a public relations blunder can quickly spiral out of control, jeopardizing a brand’s reputation and financial future. Managing Brand Crises: A Guide to Navigating the Storm equips brand managers, PR professionals, and business leaders with the tools they need to weather the storm and emerge stronger.This insightful guide explores the critical skills required to anticipate potential pitfalls, respond swiftly and transparently, and rebuild consumer trust. From mastering stakeholder engagement to crafting strategies for reputation recovery, this book provides actionable steps for transforming crises into opportunities for growth and innovation. Packed with real-world examples and expert advice, it demonstrates that with the right preparation and response, crises can become defining moments that strengthen a brand’s identity.Whether you’re a seasoned professional or new to the field, Managing Brand Crises is an essential resource for navigating the challenges of today’s high-stakes marketplace. Learn how to stay ahead of the curve, safeguard your brand, and turn moments of adversity into opportunities for success.
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Affiche du document Marketing That Matters

Marketing That Matters

Eric Friedenwald-Fishman

2h42min45

  • Marketing et communication
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217 pages. Temps de lecture estimé 2h43min.
Award-winning marketers Chip Conley and Eric Friedenwald-Fishman prove that “marketing” is not a dirty word—it is key to advancing both the value and values of any business. They offer a thorough and practical guide to selling what you do, without selling-out who you are.Whether you're an entrepreneur building a new enterprise, the leader of an established socially responsible business, or a marketing professional at a Fortune 500 company who wants to make a difference, this "in-the-trenches" guide provides action steps for creating marketing programs that benefit your company and the world.Using real-life examples from Patagonia, General Mills, Clif Bar, and many other companies, Marketing That Matters shows how to define your company's mission, goals, and potential audience in ways that are flexible, creative, and true to your organization's core values. They offer ten practices to engage customers using innovative marketing techniques--from discovering how customers make decisions to building committed communities of customers, employees, and strategic partners who will spread the word about your company--and potentially change the world. Marketing that Matters is the definitive handbook to help you incorporate social responsibility as a core element in your company's marketing strategy.Letter from the Editor of the Social Venture Network SeriesAcknowledgmentsIntroduction: Why Marketing Matters1 Don't Fear Marketing Practice 1: Use Marketing as a Core Business Strategy2 Know Yourself Practice 2: Build Upon Your Mission3 What Is Your Definition of Success? Practice 3: Define Your Goals4 Know Your AudiencePractice 4: Be Aggressively Customer Centered5 Question Conventional WisdomPractice 5: Don't Limit Your Market6 What's Driving the Customer Decision? Practice 6: Communicate Value and Values7 Emotion Trumps Data Practice 7: Connect with the Heart First, Mind Second8 Build a Community Practice 8: Empower People as Messengers9 Walk the Talk Practice 9: Be Authentic and Transparent10 Use the Power of Your Voice to Change the WorldPractice 10: Leverage Marketing for Social ImpactEpilogue NotesIndex About Social Venture Network About the Authors
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Affiche du document Breaking the Silence Habit

Breaking the Silence Habit

Sarah Beaulieu

1h22min30

  • Marketing et communication
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110 pages. Temps de lecture estimé 1h22min.
Top consultant Sarah Beaulieu offers a five-part framework that enables employees to have difficult but necessary conversations about sexual harassment and violence and develop new, better ways of working together.Top consultant Sarah Beaulieu offers a five-part framework that enables employees to have difficult but necessary conversations about sexual harassment and violence and develop new, better ways of working together. In the wake of the #MeToo movement, employees and leaders are struggling with how to respond to the pervasiveness of sexual harassment. Most approaches simply emphasize knowing and complying with existing laws. But people need more than lists of dos and don'ts—they need to learn how to navigate this uncertain, emotionally charged terrain. Sarah Beaulieu provides a new skills-based approach to addressing sexual harassment prevention and response in the workplace, including using underdeveloped skills like empathy, situational awareness, boundary setting, and intervention.Beaulieu outlines a five-part framework for having conversations about sexual harassment: Know the Facts; Feel Uncomfortable; Get Curious, Not Furious; See the Whole Picture; and Embrace Practical Questions. By embracing these conversations, we can break the cycle of avoidance and silence that makes our lives and workplaces feel volatile and unsafe. Grounded in storytelling, humor, and dozens of real-life scenarios, this book introduces the idea of uncomfortable conversation as the core skill required to enable everyone to bring their full talent and contributions to safe and respectful workplaces.
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Affiche du document Tuning into Mom

Tuning into Mom

Teri Lucie Thompson

1h08min15

  • Marketing et communication
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91 pages. Temps de lecture estimé 1h08min.
American mothers are household CFOs, in charge of an estimated $2.45 trillion in direct spending. They are also an important influence on other family members' buying habits. Many organizations have identified moms as an important customer group, but the broad, age-based definitions these companies work with mask an array of different consumer behaviors. Written by two leading marketers, this book provides a new approach to understanding the "American Mom" market, examining the effect of age of the eldest child on women's values and attitudes to food, exercise, education, health, technology, and fashion. The authors examine the mom's influence on (or control of) the purchasing habits of children of all ages; from infants and toddlers to young adults. In doing so, it brings focus to the frequently-overlooked purchase influence of moms on teenagers. The authors combine large scale quantitative research of more than 4,700 mothers with qualitative case studies from individual participants. The authors also draw on decades of real-world experience to combine their research with implementable examples of best practice. Highly recommended for practitioners in retailing and product development, this book will also be a valuable supplemental text for college courses in consumer behavior and marketing strategy.Acknowledgment Preface Chapter 1: Tuning Into Mom: Her Priorities and Hot Buttons Chapter 2: Food: Stealth Veggies and Panini Making Chapter 3: Exercise and Sports: Moving Together Chapter 4: Education: From LeapFrog to College Chapter 5: Safety and Health: Safety Gates, Stranger Danger, and Designated Drivers Chapter 6: Technology: Texting, Talking, Teaching Chapter 7: Fashion and Beauty: Sweater-vests Be Gone! Chapter 8: Conclusion: Brand Sweet Spots and Actions Appendix Index
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Affiche du document Infinite Possibility

Infinite Possibility

B. Joseph Pine II

2h07min30

  • Marketing et communication
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170 pages. Temps de lecture estimé 2h07min.
" Joseph Pine and Jim Gilmore’s classic The Experience Economy identified a seismic shift in the business world: to set yourself apart from your competition, you need to stage experiences—memorable events that engage people in inherently personal ways. But as consumers increasingly experience the world through their digital gadgets, companies still only scratch the surface of technology-infused experiences. So Pine and coauthor Kim Korn show you how to create new value for your customers with offerings that fuse the real and the virtual. Think of the Xbox Kinect, which combines virtual video games with a powerful physical dimension—you play by moving your own body; new apps that, when you point your smartphone camera at a real street, overlay digital information about the scene onto the image; and virtual dashboards that track the real world, moment by moment. Digital technology offers limitless opportunities—you really can create anything you want—but real-world experiences have a richness that virtual ones do not. So how can you use the best of both? How do you make sense of such infinite possibility? What kinds of experiences can you create? Which ones should you offer? Pine and Korn provide a profound new tool geared to exploring and exploiting the digital frontier. They delineate eight different realms of experience encompassing various aspects of Reality and Virtuality and, using scores of examples, show how innovative companies operate within and across each realm to create extraordinary customer value. Follow them out onto the digital frontier to discover the opportunities that abound for your business. "
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Affiche du document Wired and Dangerous

Wired and Dangerous

Chip R. Bell

2h01min30

  • Marketing et communication
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162 pages. Temps de lecture estimé 2h01min.
In an era of economic stress, rapid change, and social networking, customers are distracted, disgruntled, and harder to please than ever. Picky, Fickle, Vocal, Wired, and Vain – they have very little tolerance for error and are ready to spread the word quickly over the internet when things go wrong. If a companyÆs customer service doesnÆt adapt to these new conditions, they will get burned by bloggers and viral videos that can severely damage their reputation. This book describes exactly what todayÆs customers expect and how to give it to them. In Wired and Dangerous, Bell and Patterson provide a tested formula for restoring balance to the customer relationship by establishing what they call \u201cService Calm\u201d. The three steps to Service Calm sound simple, but they draw on sophisticated psychological principles and are profound in application: 1) Deal with Self, 2) Deal with Customer, 3) Deal with Context.Foreword, Introduction: Welcome to Turbulent Times Section I: Understanding the New (Normal) Customer Chapter 1: Picky: “But, It’s Not Exactly What I Want” Chapter 2: Fickle: “You’re Not the Only Game in Town” Chapter 3: Vocal: “You’re Not Going to Believe This One” Chapter 4: Wired: “We Are Desperados Waiting for a Train” Chapter 5: Vain: “What? You Mean Me?” Section II: Delivering Service Calm Chapter 6: The Power of Grace Under Pressure Chapter 7: Understanding the Elements of Service Calm Chapter 8: Sourcing a Calling Chapter 9: Connecting with the New Customer Chapter 10: Connecting with a Digital Dialogue Chapter 11: Connecting with Furious Customers Chapter 12: Centering the Service Experience Section III: Supporting and Sustaining Service Calm Chapter 13: Harvesting Customer Intelligence Chapter 14: Caretaking Happy Processes Chapter 15: Nurturing Partnerships Chapter 16: Leading Service Calm Chapter 17: Using the Service Calm Toolbox Bibliography, About the Authors, Index
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