The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world-including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age-strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer-seller relationships.
As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today’s cluttered marketplace. 1. Language: English. Narrator: Matthew Lloyd Davies. Audio sample: http://samples.audible.de/bk/brll/010388/bk_brll_010388_sample.mp3. Digital audiobook in aax.
In this day and age, the biggest problem most advertisers have is finding a way to reach the right people with that carefully targeted advertisement so that it will do the most good. And that is where so many of the new advertising schemes and techniques began - first with mass email and postal blitzes which were considered effective if they had a one-percent return, and then as the web grew and people became more sophisticated online banner ads and sales. The latest in this emerging trend of internet-based advertising and ecommerce is the booming and still growing affiliate or associate programs which you are certain to have heard about in one form or another. Get all the info you need here. 1. Language: English. Narrator: Cyrus. Audio sample: http://samples.audible.de/bk/acx0/026135/bk_acx0_026135_sample.mp3. Digital audiobook in aax.
Mark Zuckerberg, the 28-year-old founder of Facebook, is not only the youngest self-made billionaire in history, he was worth $19.1 billion right after Facebook's initial public offering. Although his meteoric rise had lost some of its luster after the IPO, he is now considered by many to be one of the most influential persons in the information age. His impact on American culture is virtually unprecedented. And the company he controls so carefully, Facebook, has become a major social, commercial, and advertising international force. The 2010 film, Social Network did not portray him in the kindest light, but was it a work of fact or fiction? Separating fiction from fact, award-winning author Daniel Alef, tells the true story of Zuckerberg's meteoric rise and his indelible mark on the evolution of American culture through social networking and now advertising. The curly-haired wunderkind rubs elbows with Bill Gates, Warren Buffett, Rupert Murdoch, Donald Graham, and other prominent players in today's business, technological, and media world and is an emerging philanthropist. 1. Language: English. Narrator: Baron Ron Herron. Audio sample: http://samples.audible.de/bk/deka/000001/bk_deka_000001_sample.mp3. Digital audiobook in aax.
For more than a decade, Tricia Ferrara, M.A., a parenting strategist and family therapist, has been helping individuals, couples, and families navigate their lives with grace and truth. By using logic and science to explain the relevance of cutting-edge research from a variety of disciplines, she gives parents navigational tools that can help them decide which course is best as they face the increasing complexity of challenges that could not have been anticipated by previous generations. She developed the "Parenting in the 21st Century" series of live presentations, recorded as a resource to which parents can refer again and again as they raise their children. The first in the series, Navigating the Future Now offers a critical overview of the growing arena of advertising and marketing messages that target and, at times, exploit children. The emerging role of parents as "gatekeepers" to the minds and souls of young children and adolescents also is explained. This audio includes a Bonus Section: "The New Role of Parenting". 1. Language: English. Audio sample: http://samples.audible.de/bk/tric/000001/bk_tric_000001_sample.mp3. Digital audiobook in aax.
Introduced at the 1876 Centennial Exposition and powered by an historic advertising campaign, Hires Root Beer - launched 10 years before Coca-Cola - blazed the trail for development of the American soft drink industry. Its inventor, Charles Elmer Hires, has been described as “a tycoon with the soul of a chemist.” In addition to creating root beer, Hires, a devoted family man and a pillar of the Quaker community, became a leading importer of botanical commodities, an authority on the vanilla bean. Starting from scratch, he also built one of the world’s largest condensed milk companies.Charles E. Hires and the Drink That Wowed a Nation chronicles the humble origin and meteoric business success of this extraordinary entrepreneur. Author Bill Double uses published interviews, correspondence, newspaper reports, magazine articles, financial data, and a small family archive to tell this story of native ingenuity. Here, the rough-hewn capitalism of the gilded age, the evolution of the neighborhood drugstore, the rise of advertising in creating mass markets, and the emerging temperance movement all come together in a biography that, well, fizzes with entrepreneurial spirit.The book is published by Temple University Press."A must-read for anyone interested in the history of soft drinks and the era that spawned them. " (Mark Pendergrast, author of For God, Country and Coca-Cola)"A refreshing, affirmative saga of capitalism at its best." (Anne Cooper Funderburg, author of Sundae Best: A History of Soda Fountains)"The book is well-researched, insightful, and a good, fun read." (Pennsylvania Heritage) 1. Language: English. Narrator: Scott Carrico. Audio sample: http://samples.audible.de/bk/acx0/153721/bk_acx0_153721_sample.mp3. Digital audiobook in aax.
The digital media world is changing drastically. Constantly emerging technology not only changes our access to information, but also how we connect and collaborate internationally. A comprehensive guide to internet marketing, new media laws, and modern consumer research is in the Digital Marketing Upgrade 2020. This discusses simple, informative, and entertaining concerns such as internet marketing, social media, Facebook, web marketing, corporate marketing, e-mail marketing, success marketing, and customer engagement. Throughout today's digital world, digital marketing faces many obstacles, and enterprises must stay in the forefront of innovations and communication strategies to help them reach their targets. After all, other businesses compete for attention that have glossed over advertising when browsing the Internet. Communication channels are often obstructed and it is more difficult than ever to reach the target audience. Here is a рrеvіеw оf whаt уоu wіll lеаrn:Grеаt wауѕ dіgіtаl mаrkеtіng cаn hеlр your businessMarketing trеndѕ dіgіtаl fоr уоu 2020 shоuld knоwEffective dіgіtаl mаrkеtіng tасtісѕ and strategies іn 2020 and bеуоndUѕіng to dіgіtаl mаrkеtіng strаtеgу imрасt tо increase marketingTірѕ fоr implementing a sоlіd dіgіtаl mаrkеtіng strаtеgуWays tо improve your dіgіtаl mаrkеtіng strаtеgу 1. Language: English. Narrator: Jason Belvill. Audio sample: http://samples.audible.de/bk/acx0/206081/bk_acx0_206081_sample.mp3. Digital audiobook in aax.
As we use the Web for social networking, shopping, and news, we leave a personal trail. These days, linger over a Web page selling lamps, and they will turn up at the advertising margins as you move around the Internet, reminding you, tempting you to make that purchase. Search engines such as Google can now look deep into the data on the Web to pull out instances of the words you are looking for. And there are pages that collect and assess information to give you a snapshot of changing political opinion. These are just basic examples of the growth of "Web intelligence", as increasingly sophisticated algorithms operate on the vast and growing amount of data on the Web, sifting, selecting, comparing, aggregating, correcting; following simple but powerful rules to decide what matters. While original optimism for Artificial Intelligence declined, this new kind of machine intelligence is emerging as the Web grows ever larger and more interconnected. Gautam Shroff takes us on a journey through the computer science of search, natural language, text mining, machine learning, swarm computing, and semantic reasoning, from Watson to self-driving cars. This machine intelligence may even mimic at a basic level what happens in the brain. 1. Language: English. Narrator: Neil Shah. Audio sample: http://samples.audible.de/bk/adbl/017956/bk_adbl_017956_sample.mp3. Digital audiobook in aax.
A Culturematic is a little machine for making culture. It’s an ingenuity engine. Once wound up and released, the Culturematic acts as a probe into the often-alien world of contemporary culture, to test the atmosphere, to see what life it can sustain, to see who responds and how. Culturematics start small but can scale up ferociously, bootstrapping themselves as they go. Because they are so inexpensive, we can afford to fire off a multitude of Culturematics simultaneously. This is evolutionary strategy, iterative innovation, and rapid prototyping all at once. Culturematics are fast, cheap, and out of control. Perhaps as important, they fail early and often. They are the perfect antidote to a world where we cannot guess what’s coming next. In Culturematic, anthropologist Grant McCracken describes these little machines and helps the reader master them. Examples are drawn from NFL Films, Twitter, the Apple Genius Bar, Starbucks, Ford, SNL Digital Shorts, Restoration Hardware, UNICEF, J. Crew, Pie Lab, USA Network, and the GEICO gecko. For the traditional producers of culture - the creators of movies, design, advertising, publishing, magazines, newspapers, and corporate R&D - this book will inspire new innovation and creativity. For the emerging producers of culture - the digital players - this book will serve as a practical handbook. Culturematic: our app for creating the world anew. 1. Language: English. Narrator: Dan John Miller. Audio sample: http://samples.audible.de/bk/brll/003825/bk_brll_003825_sample.mp3. Digital audiobook in aax.