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: Palmer Adrian Название: Principles of Services Marketing ISBN: 0077129512 ISBN-13(EAN): 9780077129514 Издательство: McGraw-Hill Рейтинг: Цена: 5312 р. Наличие на складе: Поставка под заказ.
Описание: A comprehensive introduction for students taking a module in services marketing. It reflects the technological developments and their impact for services marketing. It includes increased coverage of the customer experience. It highlights Web 2.0 for peer-to-peer interaction. It focus on how the credit crunch impacts services marketing.
Описание: CUSTOMER - INFORMATION ABOUT PAST, PRESENT, AND POTENTIAL CUSTOMERS IS THE HEART OF SOUND STRATEGIC PLANS. To develop an integrated view of the customer base, successful executives must understand both marketing concepts and information system architecture. This groundbreaking book explores the emerging field of customer relationship management (CRM) from the crossroads of marketing strategy and information technology. Business students and executives will appreciate both the treatment of relevant marketing and information systems concepts and the coverage of practical techniques for the creation of a successful CRM system.
Описание: This book provides the basic models applicable to, and the applicable methods for, the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights and selling and distributing products and services. It also shows how to develop formatted business plans which will prove attractive to investors. It is rare that technology professionals fully understand the esoteric world of marketing and, similarly, few marketers are familiar with advanced technology. As such, this title is uniquely focused on the critical technology/market interface and provides an executive introduction to the competitive marketing of products and services. Modern managers and technology professionals who need to understand marketing in technology-intensive business worlds will find this an indispensable source of information.
Описание: A practical guide that gives readers the edge in selling, marketing, and delivering their services to the world`s top companies. It explains how to get in the door, who to target, and how to build the right relationships. It also explains the complex dynamics of the negotiation process and offers guidance on how to manage various stakeholders.
Описание: Winning in Service Markets: Success through People, Technology, and Strategy is the first practitioner book in the market to cover the key aspects of services marketing and management based on sound academic evidence and knowledge. Derived from the globally leading textbook for Services Marketing by the same author, this book offers a comprehensive overview of extant knowledge on the topic. Accessible and practical, Winning in Service Markets bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.
Автор: Mcgill, Ross Название: Technology management in financial services ISBN: 0230006795 ISBN-13(EAN): 9780230006799 Издательство: Springer Рейтинг: Цена: 13584 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Technology is at the forefront of innovation in the financial services sector, driving products and services. It is seen as the only way for many firms to remain in business at all. The advent of disruptive technologies is about to hit the financial services markets in the same way as the internet. This book talks about the technology management.
Название: Marketing Strategy in Play ISBN: 1606491490 ISBN-13(EAN): 9781606491492 Издательство: McGraw-Hill Рейтинг: Цена: 2424 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Suitable for serious practitioners interested in breaking from the familiar ways of doing things and in search of approaches to stimulate their own thinking that is effective for any organization large or small, this title explains marketing thinking and how to cultivate it, and the ways in which marketplace differences are created.
Описание: The financial industry is under intense pressure to improve profits, retain high-value clients, and maintain brand equity--without straining budgets. The Financial Services Marketing Handbook, Second Edition gives sales and marketing professionals the information they need to stretch more value from each marketing dollar. The Second Edition includes updated case studies and charts. This new edition looks at important topics in the industry such as: Real time monitoring of conversations (e.g., Twitter and Facebook) and the impact on branding and positioning New info on landing pages, e-mail success factors Behavioral economics to psychology of money and budgeting
Описание: Will help architects, engineers, project managers, facilities managers, surveyors, and contractors `sell` themselves to prospective clients. Illustrated with plenty of diagrams and checklists. Sets out the seven key aspects of selling and marketing professional services.
Описание: Based on the structure and focus of the best-selling Marketing Plans title, this book brings focus to those in service organisations on how to prepare a marketing plan. It discusses the contextual issues that have to be considered that make marketing planning one of the most complex of all marketing management problems. This book takes the marketer step-by-step through the key phases of the marketing planning process and demonstrates the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. Key organizational aspects relating to marketing planning, that can have a profound impact on its ultimate effectiveness are tackled, including: marketing intelligence systems, market research, organization development stages, and marketing orientation. The book will differ from the first edition as follows: The first two chapters will be consolidated and totally rewritten to reflect the most recent thinking in services marketing, including service-dominant logic and co-creation of value. Some material will be shortened and new content will be included to cover recent developments in both marketing strategy and services marketing, such as: CRM, drawing on Adrain and Pennies highly cited cutting edge research on this topic; database marketing; integrated marketing and multi-channel integration; competitive strategies; and marketing research. The book will include 4 actual plans for service organizations: Alison, Hazelwood Solicitors; Steadfast Design Corporation Design and purchasing; Wilcox and Simmonds Project Management; Moritaki Computers UK Ltd Computer Consultancy
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