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Marketing and Smart Technologies: Proceedings of ICMarkTech 2023, Volume 2 (Smart Innovation, Systems and Technologies #393)
by Luís Paulo Reis José Luís Reis Marc K. Peter Zorica BogdanovicThis book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2023), held at Faculty of Economics and Management (FEM), Czech University of Life Sciences Prague (CZU), in partnership with University College Prague (UCP), in Prague, Czech Republic, between 30 November and 2 December 2023. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Marketing and Smart Technologies: Proceedings of ICMarkTech 2024, Volume 1 (Smart Innovation, Systems and Technologies #438)
by José Luís Reis Zorica Bogdanović José Paulo Marques dos Santos Luís Mendes GomesThis book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2024), held at University of Azores, Ponta Delgada, Azores, Portugal, between December 5 and 7, 2024. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Marketing and Smart Technologies: Proceedings of ICMarkTech 2024, Volume 2 (Smart Innovation, Systems and Technologies #439)
by Luís Paulo Reis José Luís Reis Marc K. Peter José Cascalho Maria Teresa TiagoThis book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2024), held at University of Azores, Ponta Delgada, Azores, Portugal, between December 5 and 7, 2024. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Marketing d'affiliation: Développez votre propre entreprise de marketing d'affiliation tout en parcourant le monde
by Adidas WilsonLe marketing d'affiliation est la promotion de produits fabriqués par d'autres personnes ou pour des entreprises telles que les voyages, la finance, le crédit, etc. Les spécialistes du marketing publient des liens en ligne sur plusieurs sites. Les affiliés font la promotion de vos produits et une fois qu'ils font une vente, ils gagnent des commissions. Le marketing d'affiliation est un succès car de nombreux nouveaux clients voient vos produits. L’intérêt des clients est maximal quand ils voient un produit encore et encore. Il existe deux façons de faire du marketing d'affiliation. Démarrez votre programme d'affiliation ou devenez affilié d'une autre entreprise. Pour chaque vente que vous effectuez grâce aux efforts des affiliés, vous payez une commission. Si vous optez pour votre programme d'affiliation, chaque achat signifie que vous payez une commission. Si vous choisissez de promouvoir une autre entreprise sur votre site, vous gagnerez une commission pour chaque vente que vous effectuez.
Marketing de Afiliados: Construa seu próprio negócio de marketing de afiliados
by Adidas WilsonMarketing de Afiliados: Construa seu próprio negócio de marketing de afiliados enquanto viaja pelo mundo Por Adidas Wilson O marketing de afiliados é a divulgação de produtos de variados negócios como viagens, finanças, crédito, etc. feito por outras pessoas. Os profissionais de marketing publicam links com anúncios on-line em diversos sites, os afiliados promovem seus produtos e, uma vez que a venda é realizada, recebem comissões. O marketing de afiliados faz sucesso pela sua visibilidade, onde inúmeros novos clientes podem ver seus produtos e o interesse é alcançado à medida que elem veem o produto repetidas vezes. Existem duas maneiras de fazer marketing afiliado. Começando seu programa de afiliados ou tornando-se afiliado de outra empresa. A cada venda realizada por meio dos esforços de afiliados, você paga uma comissão, e se você optar por ter seu programa de afiliados, toda compra significa que você deve pagar uma comissão. Mas se caso você escolher promover o negócio de terceiros em seu site, receberá comissão em cima de cada venda que fizer. Introdução Cap. 1 – Noção de Marketing de Afiliados para Empreendedores Cap. 2 – Tendências no Marketing de Afiliados Cap. 3 – Estratégias de Marketing para Mídias Sociais Cap. 4 – As Melhores Ferramentas Wordpress Cap. 5 – Como Ganhar Dinheiro em Casa Cap. 6 – A Arte de Cultivar seu Site de Afiliados Cap. 7 – Mandamentos do Marketing de Afiliados Cap. 8 – Roteiro de Conteúdo para Marketing de Afiliados Cap. 9 – As Melhores Redes de Afiliados Cap. 10 – Os Melhores Nichos para Marketing de Afiliados Cap. 11 – Ganhe Dinheiro com Programas de Anúncios Afiliados Cap. 12 – Lançando seu Marketing de Afiliados Cap. 13 – Quatro Estratégias para Alcançar o Sucesso no Marketing de Afiliados Cap. 14 – Atrair os principais afiliados C
Marketing di affiliazione: Costruisci la tua attività di marketing di affiliazione mentre viaggi per il mondo
by Adidas WilsonIl marketing di affiliazione è la promozione di prodotti realizzati da altre persone o per aziende come viaggi, finanza, credito, ecc. I marketer pubblicano link online su più siti. Gli affiliati promuovono i tuoi prodotti e, una volta effettuata una vendita, guadagnano commissioni. Il marketing di affiliazione ha successo perché molti nuovi clienti vedono i tuoi prodotti. L'interesse dei clienti è elevato quando vede ripetutamente un prodotto. Esistono due modi per fare marketing di affiliazione. Avvia il tuo programma di affiliazione o diventa affiliato di un'altra azienda. Per ogni vendita effettuata a causa degli sforzi degli affiliati, si paga una commissione. Se scegli di avere il tuo programma di affiliazione, ogni acquisto significa che paghi una commissione. Se scegli di promuovere un'altra attività sul tuo sito, guadagnerai una commissione per ogni vendita effettuata.
Marketing di affiliazione: costruisci il tuo business di successo da zero fino a 6 figure.
by Jonathan S. WalkerIntroduzione Congratulazioni per aver acquistato la tua copia personale di Marketing di affiliazione: costruisci il tuo Business di successo nel Marketing di affiliazione da zero fino a 6 figure. Ti ringrazio per la scelta. I successivi capitoli tratteranno tutto quello che ti occorre sapere per far crescere il tuo Marketing di affiliazione. Tutti desiderano poter iniziare un Business con entrate passive su Internet, possedere diverse tipologie di Marketing di affiliazione e persino come cominciare a fare pubblicità su Amazon. Finora, Amazon è senza ombra di dubbio il più grande mercato online di Internet e una delle più popolari risorse dove si ritrovano gli affiliati di Marketing. Se riesci a rientrare nei sondaggi di coloro che già lavorano per Amazon, si può stare certi che “ce l’hai fatta” ad entrare nel mondo del Marketing di affiliazione. Là fuori, c’è una marea di libri sul Marketing di affiliazione, ti ringrazio ancora per aver scelto questo libro! Ogni sforzo è stato fatto per assicurare che fosse il più possibile denso di informazioni utili. Buona lettura!
Marketing en redes sociales 2021
by Michael BrandingSi desea convertir la presencia online de su negocio o marca personal en una máquina de hacer dinero, ¡siga leyendo!El marketing en redes sociales podría ser el arma secreta de su arsenal para derrotar a sus competidores de una vez por todas. De hecho, los estudios han demostrado que el marketing en redes sociales se ha convertido en una de las principales herramientas que tienen las empresas para promocionar sus productos y servicios. Esto no debería ser una sorpresa, teniendo en cuenta que la gente está pasando la mayor parte de su tiempo en Facebook, Instagram y Youtube. Lo que no es una realidad, sin embargo, es el hecho de que la mayoría de las empresas y marcas personales aún no tienen una presencia en línea adecuada. De hecho, muchas veces su "estrategia" de marketing en redes sociales consiste en limitarse a publicar contenido al azar en su página web, con la esperanza de conseguir algo de tráfico orgánico y ventas.Si eso podía funcionar en 2020, este año las cosas ya empiezan a cambiar. ¡Es el momento de actualizar su estrategia para 2021 y más allá y este libro le mostrará exactamente cómo hacerlo! En esta completa guía de marketing en redes sociales, usted descubrirá: La tendencia más importante para 2021 y cómo puede aprovecharla para aumentar las ventas. El principio secreto detrás de algunas de las campañas de marketing más exitosas de la historia y cómo puede aplicar esta estrategia aunque tenga un presupuesto bajoLas mejores herramientas para entender claramente a su público objetivo y construir el buyer persona. La única manera de crear una estrategia de contenido eficaz que se centre en generar clientes potenciales y de pago, no solo me gusta y comentariosUna guía paso a paso de Facebook Ads que enseña a maximizar los resultados con esta increíble herramienta de marketingLos 8 pasos comprobados para dar formato a un blog que se posicione en lo alto de Google y que los usuarios no puedan deja
Marketing en redes sociales: Guía de usuario definitiva para Facebook, Instagram, YouTube, blogs, Twitter, LinkedIn,
by Adidas WilsonQué es la participación en las redes sociales? Es el número de veces que se comparte, me gusta y comentarios. Una gran cantidad de seguidores es excelente, pero una audiencia comprometida es mejor que una grande: calidad sobre cantidad. Hay ciertas métricas que se utilizan para medir la participación en las redes sociales. Incluyen: Uso de hashtags de marca. Menciones. Click-throughs. Crecimiento de audiencia y seguidores. Gustos. Comentarios. Retweets / compartidos. Tus seguidores pueden empezar a interactuar con tu contenido de forma natural. Pero a menudo, es posible que deba animarlos un poco. Aquí hay algunos trucos para ayudarte con eso. Evalúe su compromiso: vea cuántos seguidores tiene, el número promedio de acciones y comentarios que recibe en cada publicación y cualquier otro número relevante. Asegúrese de continuar monitoreando estos números. Elija su estrategia: cada empresa tiene diferentes objetivos y las estrategias son, por tanto, diferentes. Tu estrategia dependerá de tus objetivos. Esto podría ser educar a la audiencia, recopilar comentarios, cambiar la percepción del público, etc. Comprenda a su audiencia: no es fácil involucrar a personas que no conoce.
Marketing for Dummies
by Craig Smith Alexander HiamWhether you're looking to expand your business or you're about to start out, this straight-forward guide leads you step by step through every aspect of marketing. Packed with expert tips on identifying customers, using online resources, satisfying your customer's needs and boosting your sales, Marketing For Dummies will help you put together a winning marketing strategy and turn your plans in to profit.Discover how toUnderstand the basics of effective marketingResearch customers, competitors and industryCreate a compelling marketing strategyIncrease consumer awarenessSatisfy clients' needsBoost sales
Marketing for Small B2B Businesses: How Content Creates Marketing Muscle and Powers Traditional and Digital Marketing
by Andrew SchulkindSmall business marketers don’t need to understand technical minutia of websites or the high-level social media strategies of national consumer brands. They need to understand how to build successful marketing machines that they can sustain with the resources they have available. This book will help small-business B2B marketers build a strong digital presence that will drive growth. Most B2B buyers are about two-thirds of the way through their purchase process before they are willing to engage with a salesperson. Therefore, having a strong digital presence is the difference between making your prospect’s short list and your prospect not even knowing you exist. Most critically, a strong digital presence relies on content written from your audience’s perspective. This book provides insight and information about the questions that are critical to their business and that you can help them solve. It is the key to capturing their attention, gaining their trust, and winning their business. Marketing can’t work its magic alone. It needs the support of strong branding and must provide support to well-executed sales processes. Marketing for Small B2B Businesses will dive into the relationship between each of these areas. What You'll LearnBuild a website that serves as the hub of your marketingEstablish a content promotion plan that puts your content in front of the right audienceDevelop strategies and tactical plans for finding the channels best suited to your message such as social media and email marketing Create effective content in a timely manner with the resources you have availableTrack what is working and what needs improvement via an analytics platform to consistently produce strong marketing returnsWho This Book Is ForThe primary audience is B2B small business owners and B2B small business marketing leaders.
Marketing für Dummies (Für Dummies)
by Jeanette Maw McMurtryAuffallen um (fast) jeden Preis Egal wie groß Ihr Unternehmen ist, gutes und ideenreiches Marketing ist das A und O für Ihren Erfolg. Jeanette McMurtry erklärt Ihnen in diesem Buch Trends, Konzepte, und Strategien für ein erfolgreiches Marketing. Erfahren Sie, wie Sie mit Content-Marketing, Nachhaltigkeit und Personalisierung punkten und mit Hilfe von Social Media Ihre Bekanntheit und Ihren Markt-anteil steigern. Lernen Sie, wie Sie den Erfolg Ihrer Marketingkampagnen messen können. So werden Sie sich schnell einen Namen machen und neue Kunden gewinnen. Sie erfahren Wie Sie Kampagnen ent-wickeln und dabei unter-schiedliche Medien nutzen Wie Ihr Marketingplan aussehen könnte Wie Sie Ihr Produkt zu einer unwiderstehlichen Marke machen Was eine Customer Journey ist und wie Sie sie nutzen
Marketing im Zeitalter der Digitalisierung: Chancen und Herausforderungen durch digitale Innovationen (essentials)
by Nils UrbachIm Zeitalter der Digitalisierung führt der Einsatz innovativer Informationstechnologien zu deutlichen Veränderungen in der Unternehmenswelt. Dabei sind nicht nur Unternehmen aller Branchen betroffen, sondern auch alle Funktionsbereiche innerhalb eines Unternehmens. Entsprechend entstehen damit verbundene Herausforderungen auch im Marketing. Gleichzeitig bieten digitale Innovationen aber auch viele neue Möglichkeiten und Chancen. Das vorliegende essential fokussiert sich auf die Digitalisierung des Marketing sowie die damit verbundenen Chancen und Herausforderungen. Dabei werden zunächst die zentralen Treiber des digitalen Marketing herausgestellt, bevor anschließend die Implikationen und die Auswirkungen auf die Marketing-Funktion diskutiert werden. Das essential hilft dabei, auf den digitalen Wandel im Marketing nicht nur zu reagieren, sondern eine proaktive Rolle einzunehmen.Der Autor:Prof. Dr. Nils Urbach ist Professor für Wirtschaftsinformatik und Strategisches IT-Management an der Universität Bayreuth. Zudem ist er stellvertretender wissenschaftlicher Leiter am Kernkompetenzzentrum Finanz- & Informationsmanagement (FIM) und der Projektgruppe Wirtschaftsinformatik des Fraunhofer-Instituts für Angewandte Informationstechnik (FIT).
Marketing in 4 Weeks: The Complete Guide to Success: Teach Yourself
by Brian Salter Nick Smith Eric DaviesMarketing In 4 Weeks is a comprehensive guide to contemporary marketing and PR, giving you everything you need to know in one place. Made up of four bestselling books in one, this book delivers a complete course in modern marketing. From strategy, mobile and ecommerce to social media, SEO and PR you'll discover all the tools, techniques and strategies you need to get your marketing right.This book introduces you to the main themes and ideas of marketing, digital marketing and PR, giving you a knowledge and understanding of the key concepts, together with practical and thought-provoking exercises. Whether you choose to work through it like a 4 week course or dip in and out, Marketing In 4 Weeks is your fastest route to success:Week 1: Marketing In A WeekWeek 2: Digital Marketing In A WeekWeek 3: Social Media Marketing In A WeekWeek 4: Public Relations In A WeekABOUT THE SERIESIn A Week books are for managers, leaders, and business executives who want to succeed at work. From negotiating and content marketing to finance and social media, the In A Week series covers the business topics that really matter and that will help you make a difference today. Written in straightforward English, each book is structured as a seven-day course so that with just a little work each day, you will quickly master the subject. In a fast-changing world, this series enables readers not just to get up to speed, but to get ahead.
Marketing in University-Industry Technological Collaboration: Communication and Research Commercialization
by Malgorzata A. GrzegorczykThis book explores the diverse roles that marketing can, and should, play in modern, twenty-first century technology transfer in university-industry collaborations. Using various marketing lenses, it takes readers through the challenges of technology transfer and commercialization of science-based innovations. It presents research based, but practice-focused, conclusions relating to marketing implementation at different stages of the commercialization process. The author suggests that marketing’s strategic role spans the whole process from idea generation, development, valuation, customer matching and marketization. Such approaches can improve the effectiveness of public money spent on research, university-industry cooperation, and research commercialization. The book will appeal to students, university teachers and researchers in a wide range of fields including: technology management, innovation, marketing, and science commercialization. It will also be of interest to those concerned directly with the practices of university technology transfer and commercialization, such as the employees, and leaders of technology transfer offices and researcher-entrepreneurs.
Marketing in Web 3.0: Artificial Intelligence, the Metaverse and the Future of Marketing
by Simon KingsnorthUncover the opportunities web3 offers marketers whilst avoiding the potential pitfalls with this all-encompassing guide to the metaverse, AI and the future of digital marketing strategy written by industry expert Simon Kingsnorth. Do you feel confident leading your company's marketing efforts into the new world of web3 and the metaverse? Whilst many marketers know how important and influential this technology is going to be, many don't feel sure about where to start, what technology is here to stay or what the possibilities are. Marketing in Web 3.0 walks you through exactly what you should be doing today, what the technology is and where it's going. Covering everything from gamification, to creating immersive experiences and even the future of search, this book will give you an understanding of where we are now, how we got here and how you can seamlessly transform your marketing strategy and team for the future. As we navigate our way into web3 there is huge potential for brands to make an impact and reposition themselves for the future, but also huge risks and this book from the author of the market-leading book Digital Marketing Strategy will teach you how you can capitalize on this emerging technology to create new experiences and connect with customers in a whole new way.
Marketing in a Transition Economy: New Realities, Challenges, and Prospects
by Muhammad Ismail Hossain Nasrin Akter Abureza M. MuzarebaThis book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity, requiring an environment-specific treatment. The business eco-system of Bangladesh is considerably different from those of developed and developing countries due to a range of factors including the unmatched patterns in logistics, infrastructure, enforcement of laws and regulations, cultural differences, and competitiveness. Insightful differences in business practices between the economies of Bangladesh and the West and/or other developing countries are unfolded in this book. The nuances of the contextual operational realities around different aspects of the business including marketing environment and management, consumer behavior, supply chain management, brand management, customer relationship management, services marketing, digital marketing, integrated marketing communications, and marketing ethics are presented in this book. The business knowledge shared by the unique breadth and depth of cases is sure to make this book an effective resource for academia and industry.
Marketing in the AI Era
by Yaniv NavotPersonalized Customer Experience is a timely primer on the basics of personalization, and how it can be applied across channels. It includes emerging best practices on how AI is transforming the limits of personalized experiences and offers practical guidance eon how to establish a scalable personalization structure that fits your organization along with a clear, repeatable process that you can implement right away.
Marketing in the Moment: The Practical Guide to Using Web 3. 0 Marketing to Reach Your Customers First
by Michael TasnerTop Web marketing consultant Michael Tasner has written the definitive practical guide to driving maximum value from next-generation Web, online, mobile, and social marketing. Drawing from his innovative marketing techniques, Tasner has written the first book on Web 3. 0 marketing. Tasner helps marketers, entrepreneurs, and managers move beyond hype and high-level strategy to proven tactics and successful ground-level execution. You'll discover which new marketing technologies deliver the best results and which hardly ever pay for themselves. . . how to use virtual collaboration to accomplish marketing projects faster and at lower cost. . . how to build realistic, practical action plans for the next three months, six months, and twelve months. Whatever you sell, wherever you compete, no matter how large or small your company is, this book will help you build leads, traffic, sales, market share--and profits! Capitalizing on the new "content marketing" The megashift from blogging to microblogging--and what it means to you A world run by smartphones: iPhones, BlackBerrys, and beyond Reaching a billion cellphone users: SMS, MMS, mobile ads, voice broadcasts, and more Plurk? UStream? Joost? Tumblr? iGoogle? Profiting from the sites and tools you may never have heard of Your Web marketing 360-degree review Systematically optimizing everything you're already doing online
Marketing mit Sprachassistenten: So setzen Sie Alexa & Co strategisch erfolgreich ein
by Thomas HörnerLernen Sie mit diesem Buch, wie Sie Sprachassistenten im Marketing effektiv einsetzen Immer neue technische Entwicklungen vereinfachen unseren Alltag und das Geschäftsleben. Mit diesem Buch lernen Sie, wie Sie Sprachassistenten im Marketing Ihres Unternehmens nutzen. Es liefert viele praktische Hilfestellungen, mit denen Sie Ihren Geschäftsbetrieb effizienter gestalten. Ziel des Autors ist es, dass Sie nach der Lektüre des Buchs die passenden Strategien für Ihren Betrieb entwickeln. Mit diesem Buch über Sprachassistenten im Marketing erhalten Sie schnell erschließbares Wissen, beispielsweise über das Voice Content Marketing. Kompakt zusammengefasst ermöglicht es eine einfache Umsetzung. Der Autor richtet sich sowohl an Unternehmer als auch an Führungskräfte im Bereich des Marketings.
Marketing mit Sprachassistenten: So setzen Sie Alexa, Google Assistant & Co strategisch erfolgreich ein
by Thomas HörnerLernen Sie mit diesem Buch, wie Sie Sprachassistenten im Marketing effektiv einsetzen Immer neue technische Entwicklungen vereinfachen unseren Alltag und das Geschäftsleben. Mit diesem Buch lernen Sie, wie Sie Sprachassistenten im Marketing Ihres Unternehmens nutzen. Es liefert viele praktische Hilfestellungen, mit denen Sie Ihren Geschäftsbetrieb effizienter gestalten. Ziel des Autors ist es, dass Sie nach der Lektüre des Buchs die passenden Strategien für Ihren Betrieb entwickeln. Mit diesem Buch über Sprachassistenten im Marketing erhalten Sie schnell erschließbares Wissen, beispielsweise über das Voice Content Marketing. Kompakt zusammengefasst ermöglicht es eine einfache Umsetzung. Der Autor richtet sich sowohl an Unternehmer als auch an Führungskräfte im Bereich des Marketings.
Marketing the e-Business
by Lisa Harris Charles DennisSince the much-hyped dot.com crash, treading the e-business path can be daunting. In these increasingly uncertain and cynical times, this useful text unpicks the challenges of e-Marketing for many types of business. It uses topical case studies and accompanying web material to provide an up-to-date study of effective marketing strategies. Topics include: *Multi-channel marketing strategies*Change Management*Lessons learned from the dot.com crash*Branding, e-Retail and relationship building*Digital divides, privacy and data security. Providing a new approach to the subject matter, this book analyses the benefits of e-Marketing as a tool for improving efficiency and effectiveness rather than business revolution. Considering the practicalities of marketing in an e-Business context, it is the first book of its kind to voice such a rigorous argument for the importance of e-Marketing, and a crucial text for anyone studying or practicing e-Business.
Marketing to Gen Z: The Rules for Reaching This Vast--and Very Different--Generation of Influencers
by Jeff Fromm Angie ReadWith bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers.Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan.In Marketing to Gen Z, businesses will learn how to:Get past the 8-second filterAvoid blatant advertising and tap influencer marketingUnderstand their language and off-beat humorOffer the shopping experiences they expectMarketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020.Now is the time to learn who they are and what they want!
Marketing to the Poor: Creating Value
by Ramendra Singh and Tahir A. WaniThis book looks at markets in low-income economies and how they require fundamentally different marketing systems and strategies. Analyzing the sociocultural characteristics of these markets, it offers solutions for businesses to overcome spatial, institutional, and financial challenges while working in these contexts. Markets for the poor are characterized by resource scarcity, weak institutions, and low literary rates, as well as a strong presence of cultural and community ties. This book provides an understanding of these marketplaces, including the consumer’s wants and aspirations, the relationship of the individual within the social milieu, and their unique cultural contexts. It provides strategies for businesses to develop a bottom-up knowledge of global markets and incorporates practices which are inclusive and sustainable. It also explores the links between human development, entrepreneurship, and marketing which are especially relevant in the pandemic-hit global economy. This book will be of interest to students and researchers of marketing, business studies, business administration, rural management, marketing management, economics, and development studies.
Marketing to the Social Web
by Larry WeberAn updated and expanded Second Edition of the popular guide to social media for the business communityMarketers must look to the Web for new ways of finding customers and communicating with them, rather than at them. From Facebook and YouTube to blogs and Twitter-ing, social media on the Internet is the most promising new way to reach customers. Marketing to the Social Web, Second Edition helps marketers and their companies understand how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and shows you how to apply them to see immediate results and growth.Rather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. in Networking sites like MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media.In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this second edition includes three entirely new chapters that cover recent changes in the field. These new chapters describe how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future.Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment.Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation's largest interactive advocate association.