Описание: This book is about the power of search, the overall search landscape, and how businesses can harness it to their full potential. Unlike other search-related books that are about tactical search engine optimization or paid search, this book will focus on being found in organic search results, using search data to better understand customers, and to deepen the customer engagement for greater customer lifetime value. The book includes numerous case studies from easily recognizable companies as well as direct conversations with the major search engine representatives (Google, Yahoo, and Microsoft Live Search) and the smaller niche engines (such as Spock, Wink, hakia, and Nexplore). Key Selling Features Traditional marketing isnt enough anymore. Businesses need to evolve as customer behavior evolves Organic search is a free customer acquisition channel (and thus, doesnt dry up when you stop spending) Search isnt a scattershot approach; you can target your ideal audience who has purchasing intent Search is measurable, unlike many other marketing channels 86% of search clicks are on organic results and yet only 14% of spend is on organic. A slight shift in spend (from paid search to organic) could substantially increase qualified traffic. Offline marketing efforts drive organic search queries, and by not capitalizing on those queries, much of those marketing efforts goes wasted Updates to this revised edition include: Updated statistics, tools, and recommendations related to Google's new interface Explanation on impact of search rankings in relation to Google's changes to their search algorithm, know as "Panda"
Описание: Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value.
Автор: Bailey Matt Название: Internet Marketing ISBN: 0470633743 ISBN-13(EAN): 9780470633748 Издательство: Wiley Рейтинг: Цена: 3161 р. Наличие на складе: Поставка под заказ.
Описание: This is the ultimate comprehensive guide to do-it-yourself internet marketing. It clearly explains important internet marketing concepts, trends, and best practices before laying out a day-by-day plan for developing, managing, and measuring a successful plan. The task-based, hour-a-day approach empowers readers to accomplish what at the outset can feel like overwhelming burden perfect for overworked marketers, small-business owners, and other professionals throughout an organization tasked with creating and implementing successful online marketing initiatives. While other books talk about the importance of a holistic strategy that includes everything from SEO techniques to website usability and analytics, this book offers an empowering, day-by-day plan for achieving results. The book begins with an overview of todays internet marketing trends and search engine functionality before having readers dive in and thoroughly evaluate their existing site and business and visitor goals before determining a strategy. Expert internet marketer Matt Bailey then guides readers through the crucial components of SEO and how to apply proven offline and online marketing tenets to their website. Readers then dive into crucial SEO tasks of keyword and competitive research to further tailor their strategy. The next portion of the book looks at crucial but often overlooked website usability considerations and shows people how to create contenttext, images, videos, and morethat attracts and converts site visitors. Readers are also shown how to develop a solid site architecture, one that works for both site visitors and search engines as well as meets accessibility requirements. Successful techniques for raising visibility is covered next, and readers are shown step-by-step how to leverage everything from links and directories to press releases and PR to drive site traffic. Readers then learn the strategic, technical, and contextual aspects of incorporating a blog into the mix before delving into how social mediaFacebook, Twitter, MySpacecan complement a marketers efforts. Finally, readers are shown how the judicious use of pay-per-click ad campaigns can pay produce great results. The final portion of the book guides readers through how to analyze and adjust their efforts using web analytics. It covers crucial analytics concepts, shows readers how to segment data to glean insights and points them to crucial reports so people understand what they should be measuring and then how to interpret the data. Full of practical, proven advice, useful checklists, compelling case studies, and written in the popular An Hour a Day format, this book is sure to be a popular addition to every marketer and small business owners bookshelf.
Название: Marketing Planning ISBN: 0077127137 ISBN-13(EAN): 9780077127138 Издательство: McGraw-Hill Рейтинг: Цена: 6324 р. Наличие на складе: Поставка под заказ.
Описание: Presents a global perspective on the subject of marketing planning, which offers a modern approach to reflect the needs of organizations to deal with customers on a global basis and adapt their marketing plans to the different markets and countries in which their customers operate.
Описание: Organic search-engine placement, also referred to as search-engine optimization (SEO) is an ever-growing, powerful form and essential component of an effective internet marketing strategy. Most Web sites do not rank well in the search-engines and businesses that rely solely on paid search-engine marketing are experiencing enormous costs. In order to decrease these costs as well as increase online visibility businesses are developing effective SEO strategies. For those individuals developing these strategies and who need to get a better handle on SEO, Search Engine Optimization: Your visual blueprint for effective Internet marketing, Second Edition is the answer. This two-color book is the only SEO title available on the market that is designed for the visual learner. Coverage includes search-engine marketing principles like keyword generation, on-site optimization specifically regarding website structure, internal linking, URL structure, and content creation, off-site optimization, and more.
Автор: Neves, Marcos Fava Castro, Luciano Thome E Consoli Название: Marketing methods to improve company strategy ISBN: 0415873770 ISBN-13(EAN): 9780415873772 Издательство: Taylor&Francis Рейтинг: Цена: 5086 р. Наличие на складе: Поставка под заказ.
Описание: This book consolidates over 10 years of academic research and consulting activities developed by the authors. The core themes include methods (step frameworks and analytic tools) in marketing and strategy addressed to support managerial planning, analysis, and decision making in these areas. It will be of practical use to students of Business Administration and practitioners seeking new methods to implement to increase their productivity.
Описание: Offers you a step-by-step system on how to apply the `Guerrilla` strategies to the ultimate marketing weapon, the Internet. This book focuses on how to achieve visibility and profits through energy, time and imagination rather than big marketing dollars. It shows how to level the playing field by gaining traffic to your website.
Описание: Your Online Strategy IS Your Business Strategy.
Автор: Tesar George Название: Marketing Management and Strategy ISBN: 0415783348 ISBN-13(EAN): 9780415783347 Издательство: Taylor&Francis Рейтинг: Цена: 6186 р. Наличие на складе: Невозможна поставка.
Описание: This book gives readers an understanding of the factors that shape the marketing decisions of managers who operate in African economies. It brings together fifteen African cases written by scholars and executives with rich knowledge of business practices in Africa. By combining theoretical insights with practical information from the cases, the reader is introduced to issues relating to marketing strategy formulation, managerial actions in designing and implementing marketing decisions, as well as the operational contexts within which these actions are taken. The book is essential reading for both undergraduate and graduate students in marketing, international strategy and international business who require an understanding of African business.
Автор: Baker Michael J Название: Marketing Strategy and Management ISBN: 1137025824 ISBN-13(EAN): 9781137025821 Издательство: Springer Рейтинг: Цена: 8199 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The fifth edition of Marketing Strategy and Management builds upon Michael Baker`s reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.
Автор: Alvin Lee, Mark Edwards Название: Marketing Strategy Case Book ISBN: 1107607302 ISBN-13(EAN): 9781107607309 Издательство: Cambridge Academ Цена: 3287 р. Наличие на складе: Поставка под заказ.
Описание: In this groundbreaking book, author David Forbes explains human motivation and provides ways that marketers can effectively reach the consumer. The book uses decades of psychology research and the author`s own tool, the Forbes Matrix that identifies, organizes, and explains the nine core motivations.
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