Marketing in the Age of Google, Revised and Updated

Your Online Strategy IS Your Business Strategy

Author: Vanessa Fox

Publisher: John Wiley & Sons

ISBN: 111834300X

Category: Business & Economics

Page: 272

View: 1364

Search has changed everything. Has your business harnessed its full potential? A business's search strategy can have a dramatic impact on how consumers interact with that business. But even more importantly, search engine activity provides amazingly useful data about customer behavior, needs, and motivations. In this non-technical book for executives, business owners, and marketers, search engine strategy guru Vanessa Fox—who created Google's portal for site owners, Google Webmaster Central—explains what every marketer or business owner needs to understand about search rankings, search data, comprehensive search strategies, and integrating your strategy into the businesses processes. Updated statistics, tools, and recommendations Details about the latest changes from Google, Bing, and the overall search landscape Explanation and recommendations related to Google's substantial new search algorithm, know as "Panda" Discussion of the changing landscape of the integration of search and social media, including the addition of Google+ to the mix Traditional marketing isn't enough anymore. Businesses need to evolve as customer behavior evolves. Marketing in the Age of Google shows you how.
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Marketing Strategy

Author: Steven P. Schnaars

Publisher: Simon and Schuster

ISBN: 0684831910

Category: Business & Economics

Page: 216

View: 2965

The essential marketing text for business students and professionals--updated and revised to accommodate rapid changes in the business world. First issued in 1991, Steven Schnaars's text combines a centrist approach to basic theory with real-world business examples. In clear and focused language, Schnaar focuses on the three Cs--customers, competition, and changing market trends.
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Handbook of Product Placement in the Mass Media

New Strategies in Marketing Theory, Practice, Trends, and Ethics

Author: Mary-Lou Galician

Publisher: Routledge

ISBN: 1136781277

Category: Business & Economics

Page: 306

View: 830

Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strategies, and audience impacts. The contributors are national experts in a variety of mass media specialties-history, law, and ethics (both media ethics and medical ethics); cultural and critical analysis; content analysis and effects; visuality; marketing, advertising, public relations, and promotion; and digital technology and futures. Handbook of Product Placement in the Mass Media is a part of The Haworth Press, Inc. promotion book series edited by Richard Alan Nelson, PhD, APR.This first-of-its-kind book features interviews with leading critics and proponents of product placement (including the Pulitzer Prize-winning media critic of the LA Times and the Director of the Center for Science in the Public Interest in Washington, DC). You’ll also find a lively roundtable of many of the major contributors (in Q&A format), a review of a recent video on product placement, and a helpful resource guide to publications and Web sites that further enhance the value of the book. From the editor: The influence of product placement is perceived as so great that its detractors have sought federal regulation of the practice. This book examines the wider contexts and varied texts of product placement and related mass media marketing strategies. The contributors represent a rich variety of methodological approaches and viewpoints, which should stimulate readers to think about this complex issue in an appropriately multifaceted fashion and to triangulate their own study. The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics presents careful research, expert opinion, and insiders’ perspectives on: product placement’s historical context—from its origins in early radio and television programming to the evolution of the practice and the advent of “advertainment” and brand promotion via online computer games the evolution of product placement in Hollywood—with a trend analysis of the 15 top-grossing motion pictures of 1977, 1987, and 1997 the use of product placement to generate additional production revenue for motion pictures brand synergy and building brand identity legal aspects of product placement—how it relates to the First Amendment and to the Supreme Court’s commercial speech doctrine ethical issues related to product placement, product integration, and video insertion . . . plus fascinating case studies focusing on important aspects of product placement: its use in movie and television programs in general, and in the 2000 movie Cast Away in particular its use as a marketing technique for medical products the impact upon brand recognition of adding an audible reference to a visually prominent brand placement the inclusion of brand names in book storylines the impact upon viewers of the use of fake (generic, fictitious) products in “realistic” films
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Digital Marketing Strategies for Fashion and Luxury Brands

Author: Ozuem, Wilson,Azemi, Yllka

Publisher: IGI Global

ISBN: 1522526986

Category: Business & Economics

Page: 460

View: 1146

Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.
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Success Secrets of the Social Media Marketing Superstars

Author: Mitch Meyerson

Publisher: Entrepreneur Press

ISBN: 1613080085

Category: Business & Economics

Page: 336

View: 3165

Online marketing expert Mitch Meyerson presents you with an unmatched advantage into the world of social media – the priceless secrets, strategies, tactics and insights of more than 20 of today’s social media elite. Handpicked to cover almost every aspect of social media marketing, Meyerson and this distinguished team of experts open their playbooks and teach you how to create effective social media campaigns to cut through the clutter, reach out to millions and grow your business. Features: • Proven tips and tactics from 20+ top social media marketers • The biggest mistakes businesses make with social media and how to fix them • Actionable plans for all areas including social networks, blogs, web TV and mobile marketing • Real-world case studies, best practices and proven techniques from the experts • Detailed list of resources
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Implementing Word of Mouth Marketing

Online Strategies to Identify Influencers, Craft Stories, and Draw Customers

Author: Idil M. Cakim

Publisher: John Wiley & Sons

ISBN: 9780470573082

Category: Business & Economics

Page: 208

View: 1703

Learn to capitalize on online word of mouth, leverage its power, and measure results of your initiatives Savvy, strategic, and right on time, Implementing Word of Mouth Marketing is the essential guide for any company or organization needing to understand the dynamics of online word of mouth. This powerful book will coach you to identify your own set of online influencers, craft the stories that will resonate with your consumers, and spread messages through cybercitizens who are social media experts. Guides you to identify and engage your online influencers to manage your reputation, promote your brands, and sell your products Reveals how word of mouth disperses online Explores strategies for your organization to engage its online advocates, tap into networks, and to mobilize the masses Explains how to design online word of mouth campaigns Includes measurement tools to gauge the impact word of mouth campaigns Filled with case studies, research, and check lists, this invaluable guide will definitively show you how to leverage the power of online advocates to pass along stories, deliver recommendations, and draw people to purchasing points.
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The New Rules of Marketing & PR

How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

Author: David Meerman Scott

Publisher: John Wiley & Sons

ISBN: 1118119665

Category: Business & Economics

Page: 400

View: 679

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International Cases in the Business of Sport

Author: Simon Chadwick,Dave Arthur,John Beech

Publisher: Taylor & Francis

ISBN: 1317623509

Category: Sports & Recreation

Page: 264

View: 9608

Contemporary sport is big business. Major teams, leagues, franchises, merchandisers and retailers are in fierce competition in a dynamic global marketplace. Now in a fully revised and updated second edition, International Cases in the Business of Sport presents an unparalleled range of cutting-edge case studies that show how contemporary sport business is done and provides insight into commercial management practice. Written by a team of international experts, these case studies cover organisations and events as diverse as the NBA, the Americas Cup, the Tour de France, the PGA tour, FC Barcelona and the Australian Open tennis. They explore key contemporary themes in sport business and management, such as broadcast rights, social media, strategic development, ownership models, mega-events, sports retailing, globalisation, corruption and financial problems. Each case study also includes discussion questions, recommended reading and links to useful web resources. International Cases in the Business of Sport is an essential companion to any sport business or sport management course, and fascinating reading for any sport business professional looking to deepen their understanding of contemporary management.
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How To Launch A Magazine In This Digital Age

Author: Mary Hogarth

Publisher: A&C Black

ISBN: 1441161902

Category: Computers

Page: 232

View: 2434

A team of internationally respected scholars identify and explore how philosophical reflections on travelling and landscapes have shaped East Asian aesthetics and religion.
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Response

The Complete Guide to Profitable Direct Marketing

Author: Lois K. Geller

Publisher: Oxford University Press

ISBN: 9780198035992

Category: Business & Economics

Page: 384

View: 3767

Marketing experts know that Direct Marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and techniques, plus expanded coverage of Direct Marketing in the age of the Internet. The new Revised Edition of Response offers all marketers, in any size company, a strategy for creating and sustaining a profitable Direct Marketing program--both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogs, fulfillment and customer service, and more. With scores of up-to-date examples drawn from companies large and small, including Ford Motor Company, American Express, and 1-800-Flowers, plus an updated glossary and resource guide, this Revised Edition of Response will be the authoritative source for Direct Marketing strategies and techniques.
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Content Marketing

Think Like a Publisher - How to Use Content to Market Online and in Social Media

Author: Rebecca Lieb

Publisher: Que Publishing

ISBN: 0789748371

Category: Business & Economics

Page: 217

View: 9082

Anyone with any kind of digital presence is a publisher. That includes web sites, but also businesses that blog, are present on social media sites such as Facebook, YouTube or Twitter, and even companies that publish and disseminate content digitally, such as white papers, e-books, podcasts, etc. The reason for this shift is clear: it's easier and cheaper than ever to have a digital presence - and to use your digital profile to market to your customers and prospects. Doing so reduces, and in some cases, eliminates, the need for advertising. Why buy media when you ARE the media? But as we all know, with great power comes great responsibility. What kind of content should you publish? In what forms, and on what platforms? How do you ensure that you'll keep having things to say, and how will you say them effectively, in a consistent "voice" unique to your organization? How will you know if your content strategy is working?
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Marketing to Moviegoers

A Handbook of Strategies and Tactics, Third Edition

Author: Robert Marich

Publisher: SIU Press

ISBN: 0809331977

Category: Performing Arts

Page: 417

View: 1845

While Hollywood executives spend millions of dollars making movies, even more money is poured into selling those films to the public. In the third edition of his comprehensive guidebook, Marketing to Moviegoers: A Handbook of Strategies and Tactics, veteran film and TV journalist Robert Marich plumbs the depths of the methods used by studios to market their films to consumers. Updates to the third edition include a chapter on marketing movies using digital media; an insightful discussion of the use of music in film trailers; new and expanded materials on marketing targeted toward affinity groups and awards; fresh analysis of booking contracts between theaters and distributors; a brief history of indie film marketing; and explorations of the overlooked potential of the drive-in theater and the revival of third-party-financed movie campaigns. While many books have been written on the business-to-business aspect of film promotion, Marich’s volume is one of the few that focuses on the techniques used to sell motion pictures to those in a position to truly make or break a film—the public. A highly navigable handbook that breaks down a complicated process into manageable strategies in an easy-to-read style, Marketing to Moviegoers is a must for all professionals and students in today’s rapidly evolving film industry.
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Loose-leaf Version for Media & Culture with 2016 Update

An Introduction to Mass Communication

Author: Richard Campbell,Christopher Martin,Bettina Fabos

Publisher: Macmillan Higher Education

ISBN: 1319047793

Category: Language Arts & Disciplines

Page: 672

View: 7777

While we all use digital technology daily many of us don’t realize how text, audio, and visual media converge together to enhance our everyday experiences. The tenth edition of Media & Culture: Mass Communication in a Digital Age enriches students' understanding of these experiences by focusing on what the constant changes mean to their everyday lives. Since the publication of the tenth edition, we've seen even more changes: revisions in net neutrality laws, shifts in viewing habits, new forms of online activism, and the kickoff of a new, media-saturated presidential race. The new 2016 update of Media & Culture covers these issues, alongside new infographics, photos, cross-reference pages, and a digital jobs feature. Media & Culture brings together industry expertise, media history, and current trends for an exhilarating look at the media right now.
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Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities

Social Media and Online Brand Communities

Author: Bowen, Gordon

Publisher: IGI Global

ISBN: 1466665963

Category: Business & Economics

Page: 313

View: 480

For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in today’s business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.
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Media Management in the Age of Giants

Business Dynamics of Journalism

Author: Dennis F. Herrick

Publisher: UNM Press

ISBN: 0826351638

Category: Language Arts & Disciplines

Page: 399

View: 7100

The emergence of giant media corporations has created a new era in mass communications. The world of media giants--with a focus on the bottom line--makes awareness of business and financial issues critical for everyone in the industry. This timely new edition of a popular and successful textbook introduces basic business concepts, terminology, history, and management theories in the context of contemporary events. It includes up-to-date information on technology and addresses the major problem facing media companies today: How can the news regain profitability in the digital age? Focusing on newspaper, television, and radio companies, Herrick fills his book with real-life examples, interviews with media managers, and case studies. In a time when all the rules are changing because of digital technology, conglomeration, and shifting consumer habits, this text is a vital tool for students and working journalists.
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The Book of Games

Author: N.A

Publisher: Book of Games

ISBN: 829973780X

Category: Games

Page: 448

View: 9481

A feast for the eyes with literally thousands of vivid, high-resolution screen shots, this book provides a comprehensive visual tour through the world of PC and video gaming. Sorted by genre, 150 of the most exciting current software titles are reviewed with information of interest to players, parents, and industry professionals. Each game is featured in a two-page spread that includes detailed game summary, analysis, and strategy, nine representative in-game screen shots, games with similar skill and strategy requirements, appropriate age range, ESRB content ratings, complete technological specifications, and more. Feature stories are included throughout the book, covering game-related topics such as multiplayer online gaming, games in movies, and the future of gaming. The book also includes useful reference tools such as an illustrated glossary, an overview of game publishers, and information on current and upcoming hardware platforms such as Sony's new PS3 and Nintendo's Wii.
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Successful Marketing Strategies for Nonprofit Organizations

Winning in the Age of the Elusive Donor

Author: Barry J. McLeish

Publisher: John Wiley & Sons

ISBN: 9780470925539

Category: Business & Economics

Page: 256

View: 9145

From a leading expert on nonprofit marketing, the only marketing handbook a nonprofit manager will ever need-now fully revised and updated In Successful Marketing Strategies for Nonprofit Organizations, Second Edition, nonprofit marketing guru Barry J. McLeish shares everything he's learned during more than two decades managing and consulting nonprofits of every shape and size. Skipping all the arcane theory and the business school jargon, he gives you clear, step-by-step advice and guidance and all the tools you need to develop and implement a sophisticated marketing program tailored to your organization's needs and goals. New sections on the new media available to nonprofit marketers Techniques for analyzing your market and developing a comprehensive marketing plan Marketing strategies that will support fund-raising, promote new services, and enhance your organization's reputation and visibility Methods for developing a marketing program that reaches both the consumers of your service and the donors who support your organization Do you need to breathe new life into your existing marketing department? Successful Marketing Strategies for Nonprofit Organizations, Second Edition gives you the tools, the know-how, and the confidence you need to succeed.
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Recreation, Event, and Tourism Businesses

Start-up and Sustainable Operations

Author: Robert E. Pfister,Patrick T. Tierney

Publisher: Human Kinetics

ISBN: 9780736063531

Category: Business & Economics

Page: 285

View: 4169

"Recreation, Event, and Tourism Businesses" uncovers the keys to business success in the commercial recreation, event and tourism sector. The book provides a practical overview of the field. Readers will find discussions of the business planning process, industry-specific concepts and content, and contemporary operations and management practices.
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How to Succeed in the Digital Age

Strategies from 17 Top Managers

Author: Rupert Stadler,Walter Brenner,Andreas Herrmann

Publisher: BoD – Books on Demand

ISBN: 3956010787

Category: Political Science

Page: 300

View: 7181

It’s starting to look as if the whirlwind of the Internet revolution might be petering out to a gentle breeze. The customer’s new position of power is now a well-established fact. For the business world, Facebook and Twitter accounts, coupled with an attractive website, now rank high on most checklists for corporate success. But is that really enough? In a world where even the smallest air current can build into a powerful storm, it can obviously prove to be a mistake not to keep a constant watch on the ever-changing digitalization trend – the trend that is generating new data and networking ever more physical products all the time. How fast can an online post by a single disgruntled customer call forth hordes of angry users that can do lasting damage to a company’s reputation? Could data be the key to business success in the future? Success in the Digital Age is the first-ever collection of success stories and reports of real-world experiences by 17 CEOs and leading executives from a diverse range of industries as well as leading academics.
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The Digital Transformation Playbook

Rethink Your Business for the Digital Age

Author: David L. Rogers

Publisher: Columbia University Press

ISBN: 0231541651

Category: Business & Economics

Page: 304

View: 8297

Rethink your business for the digital age. Every business begun before the Internet now faces the same challenge: How to transform to compete in a digital economy? Globally recognized digital expert David L. Rogers argues that digital transformation is not about updating your technology but about upgrading your strategic thinking. Based on Rogers's decade of research and teaching at Columbia Business School, and his consulting for businesses around the world, The Digital Transformation Playbook shows how pre-digital-era companies can reinvigorate their game plans and capture the new opportunities of the digital world. Rogers shows why traditional businesses need to rethink their underlying assumptions in five domains of strategy—customers, competition, data, innovation, and value. He reveals how to harness customer networks, platforms, big data, rapid experimentation, and disruptive business models—and how to integrate these into your existing business and organization. Rogers illustrates every strategy in this playbook with real-world case studies, from Google to GE, from Airbnb to the New York Times. With practical frameworks and nine step-by-step planning tools, he distills the lessons of today's greatest digital innovators and makes them usable for businesses at any stage. Many books offer advice for digital start-ups, but The Digital Transformation Playbook is the first complete treatment of how legacy businesses can transform to thrive in the digital age. It is an indispensable guide for executives looking to take their firms to the next stage of profitable growth.
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