Markedsføring

This title includes a number of Open Access chapters.Tourism has become a key global economic activity as expectations with regard to our use of leisure time have evolved, attributing greater meaning to our free time. Tourism is one of the world s largest industries, and in many regions it is the single largest source of investment and employment. This new book provides a look at many important issues in the field of tourism and hospitality, including understanding tourist preference, satisfaction, and motivation; tourism and hospitality education; rural tourism and its impact on local residents; the increasing popularity of cultural and heritage tourism; strategies for sustainable tourism; and more.

This new volume, Green Consumerism: The Behavior of New Age Consumer, provides a holistic understanding the importance of promoting green products and discusses consumers' buying intentions and decisions. The chapters consider consumer behavior theory in the context of green or ecologically friendly products from both the academic and business perspectives. The chapters present the latest empirical and analytical research in the field of green marketing and provide an abundance of information about profitable and sustainable ways and strategies to deal with environmental problems.The volume considers how consumers are taking responsibility and becoming more aware, driving change in the marketplace. In response, companies are integrating appropriate green strategies into their operational activities, product development processes, and marketing activities to achieve a competitive advantage in saturated markets. This helps companies gain market share and minimize their production costs. Topics discussed in the volume include green pricing, green consumer behavior, various dimensions of consumer purchase intention, sustainable marketing, innovation techniques used to go green, eco-awareness, and other ongoing developments in this rapidly expanding area. Key features: - Discusses research on the latest trends in the field of green marketing, green practices, green products, eco-literacy, environment awareness, protection, management etc.- Provides insight about current consumer behavior, consumers' eco-literacy levels, and their desires to go green- Covers a multitude of topics, including green pricing, green consumer behavior, sustainable marketing, innovation techniques used to go green, eco-awareness, and more

Explores the diverse applications of advanced tools and technologies of big data and its evidential value in business. It examines the role of analytics tools and methods of using big data in strengthening businesses to meet today¿s information challenges and shows how businesses can adapt big data for effective businesses practices.

A thorough introduction to the essential skills of working with the media for public relations students and professionals, updated to reflect the impact of technology on mainstream media and the growing influence of social media.

While the concept and domain of Corporate Social Responsibility (CSR) is not new ¿ its beginnings can be tracked back to the 1960s ¿ its scope, urgency, and relevance have shifted dramatically in recent years.

I candidati desiderano lavorare per te, o stanno semplicemente cercando un posto di lavoro? Oltre la metà delle persone che cerca lavoro attivamente, lo fa attraverso internet, mentre invece, molte aziende non riescono a tenere il passo. Infatti, solo l'11% degli italiani usa internet per lavoro. Se prima il recruiter era un mix tra Freud ed un ragioniere del catasto, oggi si vede "costretto" ad aggiornare le proprie skills.Internet ha rivoluzionato il mondo, e di conseguenza anche il mercato del lavoro. Perciò anche i recruiter obbligatoriamente devono adeguarsi e trovare nuove forme e strumenti per restare al passo con il proprio target.In questo libro troverai suggerimenti e strumenti per rimodulare la tua strategia grazie ai più efficaci strumenti di marketing. Non Cercare il talento fatti trovare. Il mondo è cambiato, tu cosa aspetti? Acquista adesso la tua copia.

Organisational buying is the purchase of goods and/ or services, by one or more individuals acting on behalf of the buyer firm, after a formal or informal consideration of purchase alternatives, and, the integration or use of those goods and/ or services to address one or more buyer firm problems or issues. Organisational buying accounts for about two-thirds of economic transactions globally. However, organisational buying has traditionally been taught in discipline-specific silos. Organisational buying concepts appear in courses on marketing and sales management, procurement, contract management, supply chain management, operations management, finance, as well as accounting. Moreover, most organisations treat organisational buying activities in a similarly disjointed way.This book provides a comprehensive overview of organisational buying that integrates perspectives from across a range of disciplines and organisational functions. The primary goal of the book is to develop a holistic interpretation of organisational buying. It covers topics such as:¿ Purchase situations.¿ The organisational buying process.¿ The purchase decision and the value proposition.¿ Communications in organisational buying. ¿ Buyer-supplier relationships.¿ Organisational buying capabilities.¿ Organisational buying culture.¿ Organisational buying approach design.¿ Channels of supply.¿ Networks and organisational buying.Written in a practical, approachable way the book includes a range of exercises, case examples, learning objectives and discussion questions to support a broad spectrum of organisational buying-related courses.

The 25th anniversary edition of a sociology classic-a groundbreaking look at the history of advertising and consumer culture as defining forces in American life

There's a new truth in B2B marketing: if you want to move products, you need to move people. To achieve transformational growth, you need to break free from features-led marketing and discover the power of story.

Allow your brand to thrive globally with this clear and straightforward guide to achieving success in international markets. Helps readers adapt domestic strategy, avoid common pitfalls, and seize market opportunities.

THE ULTIMATE NEGOTIATION BOOK gives you everything you need to be a great negotiator. It is a dynamic collection of essential skills covering the topics that will help you make a seismic impact upon your performance - faster than you ever thought possible.

THE ULTIMATE MBA BOOK distils the most practical business insights of an MBA into easy-to-digest bite-sized chunks. It is a dynamic collection of essential skills covering the topics that really matter.

Boost profits, margins, and customer loyalty with more effective CRM strategy Managing Customer Experience and Relationships, Third Edition positions the customer as central to long-term strategy, and provides essential guidance toward optimizing that relationship for the long haul.

A interpretação crítica de um texto de propaganda não pode ficar nos limites de uma leitura ingênua das linguagens que nesse construto se integram. Este livro teve como objetivo estudar, do ponto de vista das ciências da linguagem, as imagens de um texto de propaganda, a fim de descobrir os processos retóricos evidenciados, realizando uma interpretação sistemática. Dessa perspectiva, delimitou-se a abordagem de alguns corpora constituídos por anúncios de propaganda dedicados à bebida CAMPARI tendo o critério de escolha fundamentado no forte apelo sexual. Para essa finalidade, procedimentos metodológicos da análise qualitativa foram utilizados. Da perspectiva teórica, referências conceituais legitimadas ultimamente pela poética argumentativa e pelos modelos de metáfora visual nela criados foram estudados, através das configurações expressivo-semânticas de textos de propaganda e os efeitos de sentido que elas produzem. Assim, explorou-se o domínio das configurações retóricas e, por conseguinte, o enveredamento para a reconfiguração que as linguagens e os suportes midiáticos sobre determinam em produtos culturais de nosso tempo.

Un guide pratique et accessible pour tout comprendre de la pyramide de MaslowConçue en 1940 par Abraham Maslow, « la pyramide des besoins » est une théorie de la motivation. Elle permet de visualiser les différents niveaux de besoins, allant des plus vitaux à ceux liés au développement personnel. En marketing, elle est souvent utilisée pour mieux comprendre les attentes d¿un public-cible et d¿un interlocuteur, pour ensuite adapter sa communication.Ce livre vous aidera à :¿ Maîtriser rapidement les cinq degrés de besoins humains ;¿ Comprendre les besoins et les fondamentaux de la motivation ;¿ Identifier les besoins auxquels le positionnement marketing d¿un produit peut répondre ;¿ Développer une stratégie marketing pertinente ;¿ Et bien plus encore !À PROPOS DE LA SÉRIE 50MINUTES | Gestion & MarketingLa série « Gestion & Marketing » de la collection 50MINUTES fournit des outils pour comprendre rapidement de nombreuses théories et les concepts qui façonnent le monde économique d¿aujourd¿hui. Nous avons conçu la collection en pensant aux nombreux professionnels obligés de se former en permanence en économie, en management, en stratégie ou en marketing. Nos auteurs combinent des éléments de théorie, des études de cas et de nombreux exemples pratiques pour permettre aux lecteurs de développer leurs compétences et leur expertise.

Measure and improve your company's performanceThis book is a practical and accessible guide to understanding and implementing benchmarking, providing you with the essential information and saving time. In 50 minutes you will be able to:    ¿ Understand the different types of benchmarking and choose the best one for your company    ¿ Catch up with the competition by comparing their processes to your own and identifying the best practices    ¿  Use your results to make concrete improvements to your processes and procedures  ABOUT 50MINUTES.COM | Management & Marketing50MINUTES.COM provides the tools to quickly understand the main theories and concepts that shape the economic world of today. Our publications are easy to use and they will save you time. They provide elements of theory and case studies, making them excellent guides to understand key concepts in just a few minutes. In fact, they are the starting point to take action and push your business to the next level.