Das Internet hat sich in den letzten Jahrzehnten eine Spitzenposition unter den Informations- und Kommunikationsmedium erstritten. Internetprsenz fr ein erfolgreiches Unternehmen, gleich welcher Gre, ist zu einer absoluten Notwendigkeit geworden. Daneben steigt die Anzahl der Internetnutzer permanent, und die technischen und rechtlichen Entwicklungen ermglichen ein breites Spektrum wirtschaftlicher Aktivitten im weltweiten Netz. Neben den klassischen Zielen, wie das Prsentieren von Informationen ber Produkte und Dienstleistungen fr mglichst viele Interessenten, hat das Internet dazu beigetragen, dass die Markttransparenz erhht wurde, was zu einer verschrften Wettbewerbssituation in vielen Branchen gefhrt hat. Die Geschftsbeziehungen zwischen Kunden und Unternehmen haben sich wegen der verschrften Wettbewerbssituation und des zunehmenden Kostendrucks wesentlich verndert. Die klassische Ansicht, die sogenannte transaktionsorientierte Marktbearbeitung, bei der die Kunden in nicht nher bekannte Segmente eingeteilt und bearbeitet werden, hat immer mehr an Bedeutung verloren. Dabei war die mglichst hohe Anzahl von Kaufabschlssen mit unbekannten Abnehmern das Hauptziel. Die persnliche Beziehung und der Kontakt zwischen Kunden und Anbieter haben sich als viel erfolgreicher bewiesen. Dieses Buch beschftigt sich mit den Tendenzen und Mglichkeiten, mit denen Unternehmen dauerhafte Beziehungen zu Ihren Kunden mit Hilfe verschiedener Tools ber das Internet sicherstellen knnen.

Price: $14.47 USD

This is the eBook version of the printed book. Global Search Engine Marketing   Use search to reach all your best customers—worldwide! Don’t settle for U.S.-only, English-only search marketing: master global search marketing, and reach all your most profitable customers and prospects— wherever they are!   Leading global search experts Anne Kennedy and Kristján Már Hauksson identify all the challenges associated with global search marketing, and offer proven solutions for every key issue, from culture and communication to technology and law. Discover surprising local differences in how people search, craft online marketing campaigns that reflect local cultures, and learn how to profit from tools and social platforms most North American marketers have never even heard of!   ANNE F. KENNEDY , founder and managing partner of Beyond Ink, provides search engine marketing to companies worldwide.  After providing search engine consulting to hundreds of companies—including Hearst Newspapers, Philips Lifeline, and Dunkin’ Donuts—and launching dotcoms Zillow and Avvo online, she formed an international online marketing consortium with Nordic eMarketing in Reykjavik, London, Stockholm, Rome, and Beijing. Anne was a founding member of the board of directors for Helium.com, acquired by publishing giant R.R. Donnelly in 2011.   KRISTJÁN MÁR HAUKSSON has developed search marketing solutions since 1999. Hauksson’s company, Nordic eMarketing, specializes in multilingual online communications, organic SEO, and search marketing in verticals such as tourism, finance, government, and pharmaceuticals. Kristján founded Iceland’s SEO/SEM forum, is on the board of SEMPO, and organizes the annual Reykjavik Internet Marketing Conference.   You’ll Learn How To: •   Build cost-effective campaigns that leverage commonalities in global search markets •   Choose the right search media for each market—including markets Google doesn’t dominate •   Achieve higher rankings in search engines around the world •   Organize effective global pay-per-click campaigns •   Search-optimize online PR and other content •   Craft mobile sites and apps for international audiences •   Use web analytics to track KPIs in multilingual/multicultural campaigns •   Find the best non-U.S. information resources for better search marketing •   Prepare for the future of global search   INCLUDES SPECIFIC SOLUTIONS & RECOMMENDATIONS FOR: •   Brazil •   China, Hong Kong, Taiwan •   France •   Germany •   India •   Italy •   Japan

Price: $19.99 USD

"Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind." –Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic Innovators: From Idea to Execution “It’s no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly–The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that.” –Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School “Most U.S. marketers mistakenly think 'going global' is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real-life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success.” –Anne Holland, Founder, MarketingSherpa Inc Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results For every marketer, strategist, executive, and entrepreneur Today, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools–and using them to maximize revenue and profitability. Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more. Includes information, case studies, and working examples for next generation marketing strategies such as: •  Social networks with virtual environments, including Second Life •  Online communities including Facebook •  Viral Marketing and eNurturing •  Serious Gaming •  Widgets •  Wikis •  Blogging, including Twitter •  RSS •  Podcasting •  Videocasting Whether you’re a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies–now, and for years to come. Sandy Carter’s breakthrough ANGELS approach, a step-by-step

Price: $23.99 USD

Praise for Marketing for the Mental Health Professional: An Innovative Guide for Practitioners "This book is packed with useful strategies that have worked for years and years in the business world. People who follow the advice here are going to go places." — Dr. Thomas Phelan, Psychologist and bestselling author of 1-2-3 Magic "David's book is brilliant! He guides us through our own resistance and the unquestioned beliefs we have held around marketing, money, and our profession. Not only have I received a long-overdue education, David has inspired in me the creativity, courage, and confidence to create my own vision." — Melinda Edwards, MD, Psychiatrist A hands-on guide to building a successful mental health practice There is real opportunity for growth, advancement, and overall success within the mental health profession. Marketing for the Mental Health Professional helps you acquire and apply the powerful, proven sales and marketing techniques and strategies needed to create and cultivate a thriving mental health practice. Filled with real-life stories and helpful tips, this book provides you with the tools to build your practice, including guidance on: Using customer-based selling to create a thriving practice Developing effective strategies for engaging clients, building credibility, and earning loyalty Identifying true prospects that will lead to long-term success Using power, influence, and persuasion to help grow your practice Creating an impression and being remembered Using Internet technology to start a conversation and build relevance A practical guide for professionals looking to achieve long-term success in the field, Marketing for the Mental Health Professional proposes a different way of thinking about the profession. It leverages and incorporates key business, sales, and marketing principles that "best in class" organizations and sales/marketing professionals use to generate an increase in market share, financial wealth, and overall achievement.

Price: $26.00 USD

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Corporate View is a series of text/simulations that use a live corporate Intranet. Students learn to communicate and understand corporate terminology, research and make business decisions, use the Internet and corporate Intranet as office tools, and work in real and virtual teams. The Corporate View titles can be used in any order, independently or jointly. Corporate View: Orientation is not a prerequisite to the other titles. Corporate View: Marketing, Sales, & Support allows students to engage in realistic, online activities typically performed by entry-level employees in the marketing department of a large corporation. Students evaluate online marketing, consider business-to-business commerce, develop sales and support materials for sales reps, and use skills that sales representatives use in the marketplace. Students also learn the importance of branding, trade names and trademarks, product life cycles, and market data analysis. Students learn to communicate and understand corporate terminology, research and make business decisions, use the Internet and corporate Intranet as office tools, and work in real and virtual teams.

Price: $84.49 USD

Designing and Evaluating E-Managemnet Decision Tools presents the most relevant concepts for designing intelligent decision tools in an Internet-based multimedia environment and assessing the tools using concepts of statistical design of experiments. The design principle is based on the visual interactive decision modeling (VIDEMO) paradigm. Several case studies are discussed in detail, referring to online preference elicitation, collaborative decision making, negotiation and conflict resolution, and marketing decision optimization.

Price: $109.00 USD

Interactive Services Marketing covers the essentials of services marketing--with particular emphasis on the theater model and the impact of technology. The text features a dynamic approach to human interactions--both in face-to-face communication and in connections through technology. The Third Edition focuses on interactions in service environments. The concise text is fully supported by a robust web site, enabling instructors to reinforce the emphasis on technology and allowing students to interact with both the printed text and online material. Pedagogical tools include chapter-opening vignettes, margin notes, end-of-chapter summaries and conclusions, exercises, and Internet activities.

Price: $140.99 USD

In Marketing Research, the authors offer undergraduate and MBA students a compelling introduction to the field with extensive use of global, technology, service, and small business examples. Distinctive features include integrated coverage of technology tools and statistical analysis, current research, and a strong focus on strategy. To reinforce the text's emphasis on technology, each new copy of the text can be packaged with SPSS software containing data sets--created by the authors--specifically related to examples and tutorials from the chapters on data analysis. The Second Edition features an appealing design and open layout, making an often challenging subject more engaging for students. Through current examples and cases, students gain an understanding of the role of marketing research in the business world. Pedagogical features give students a clear handle on what they need to focus on to be successful in the course. Chapter Objectives identify key concepts in the reading to follow, while Questions for Review and Discussion, Application Exercises, and Internet Exercises prompt students to complete a variety of tasks, allowing them to apply chapter concepts in meaningful ways.

Price: $214.99 USD