Multichannel Marketing

Author : Markus Ståhlberg
Publisher : Kogan Page Publishers
ISBN 13 : 0749469633
Total Pages : 280 pages
Book Rating : 4.34/5 ( download)

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Download or read book Multichannel Marketing Ecosystems written by Markus Ståhlberg and published by Kogan Page Publishers. This book was released on 2013-11-03 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: With dramatic changes in consumer behaviour - from online shopping to the influence of social media - marketers are finding it harder than ever to coordinate, prioritize and integrate the latest interactive channels into their overall brand-building strategy. Despite hard evidence showing the importance of digital marketing, the emphasis often remains on traditional media, with the most common social media channels being used without centralized coordination or integration with a wider marketing and branding campaign. Multi-Channel Marketing Ecosystems examines a fundamental game changer for the entire marketing industry - the seismic shift from a single TV-centric path to a multi-channel interactive ecosystem which puts digital technology at the heart of every campaign. With separate chapters on the remaking of marketing, the rise of the digital brand, conversion optimization, m-commerce, searchability in a multi-channel world and predictive marketing, Multi-Channel Marketing Ecosystems shows how marketers and brand managers can react positively to changes in consumer behaviour, building customer responses and loyalty via the full spectrum of digital media.

Author : Akin Arikan
Publisher : John Wiley & Sons
ISBN 13 : 1118059530
Total Pages : 291 pages
Book Rating : 4.31/5 ( download)

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Download or read book Multichannel Marketing written by Akin Arikan and published by John Wiley & Sons. This book was released on 2011-05-04 with total page 291 pages. Available in PDF, EPUB and Kindle. Book excerpt: No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line. This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics.

Author : Craig A. Huey
Publisher :
ISBN 13 : 9781737559207
Total Pages : pages
Book Rating : 4.0X/5 ( download)

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Download or read book The New Multichannel, Integrated Marketing: written by Craig A. Huey and published by . This book was released on 2021-07-07 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: In The New Multichannel, Integrated Marketing: 29 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits Now, winner of 97 awards, expert marketer Craig Huey gives you the road map on a revolutionary, new approach to creating more sales and profits for B2B, consumer, political, non-profit groups, and more.You'll discover:* 4 little-known techniques for successfully targeting the same names across digital marketing and direct mail channels to maximize response* 12 surprising tactics to creating a powerful, profit-boosting response including geofencing, Strategic App Marketing (SAM), and addressable TV* Transactional Data Modeling (TDM): Revolutionary marketing for dominating and crushing your competitors* New strategies to launch a product or service ... or revive a stagnant company* And much more ?Nobody knows direct response and digital marketing better!Creative Direct Marketing Group, Inc.1313 4th Ave. N. ? Nashville, TN 37208615-814-6633 ? www.cdmginc.comTO ORDER, CALL 615-490-8832 OR EMAIL [email protected] to reserve your copy of The New Multichannel, Integrated Marketing: 29 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits Now

Author : Maria Palazzo
Publisher : Emerald Group Publishing
ISBN 13 : 1838676856
Total Pages : 288 pages
Book Rating : 4.58/5 ( download)

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Download or read book Beyond Multi-Channel Marketing written by Maria Palazzo and published by Emerald Group Publishing. This book was released on 2020-06-17 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Delving into the rapidly developing field of dual marketing, investigating the strategic alliances, multi-stakeholder perspectives and branding potential it holds, this book promotes the adoption of the multichannel approach which is fundamental to facing the challenges of marketing 4.0.

Author :
Publisher : Emerald Group Publishing
ISBN 13 : 1786354551
Total Pages : 272 pages
Book Rating : 4.56/5 ( download)

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Download or read book Multi-Channel Marketing, Branding and Retail Design written by and published by Emerald Group Publishing. This book was released on 2016-12-05 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: This unique book focuses upon service design, including retail and multi-channel marketing matters pertinent to the current age where physical contact with consumers has resurfaced as an enduring part of the marketing and branding landscape - complementary to online and virtual worlds.

Author :
Publisher : John Wiley & Sons
ISBN 13 : 1405161787
Total Pages : 1775 pages
Book Rating : 4.87/5 ( download)

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Download or read book Wiley International Encyclopedia of Marketing, 6 Volume Set written by and published by John Wiley & Sons. This book was released on 2011-02-07 with total page 1775 pages. Available in PDF, EPUB and Kindle. Book excerpt: With over 300 entries from hundreds of global experts, this is one of the premier marketing reference resources available worldwide. The 6-volume WIEM provides scholars and professionals with an international guide to marketing concepts and applications The far-reaching new developments, challenges and opportunities that have arisen in recent years are fully reflected in the entries Scholars and professionals will enjoy the flexible, multi-level structure, with entries ranging from topics summaries to short essays reviewing areas of development and debate Entries are further extended by sophisticated cross-referencing both among volumes and between encyclopedia entries and external sources The encyclopedia is also available online For ease of reference, the entries are arranged alphabetically within each of the subject volumes. Designed to encompass the scope of modern marketing, the volumes cover: Volume 1: Marketing Strategy Volume 2: Marketing Research Volume 3: Consumer Behavior Volume 4: Advertising and Integrated Communication Volume 5: Product Innovation and Management Volume 6: International Marketing

Author : Kusum L. Ailawadi
Publisher : John Wiley & Sons
ISBN 13 : 1119632889
Total Pages : 387 pages
Book Rating : 4.87/5 ( download)

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Download or read book Getting Multi-Channel Distribution Right written by Kusum L. Ailawadi and published by John Wiley & Sons. This book was released on 2020-04-14 with total page 387 pages. Available in PDF, EPUB and Kindle. Book excerpt: Getting Multi-Channel Distribution Right provides a comprehensive treatment of modern distribution strategy that is analytically solid, clearly written, and relevant for managers as well as MBA and executive MBA students, and the professors who train them. It covers concepts, metrics, tools, and strategic frameworks for managing distribution in physical and digital channels. Focusing on the challenges of managing multiple channels of distribution in an evolving marketplace—rather than the process of designing a distribution channel from scratch—it leans more heavily on metrics and tools and incorporates perspectives from academic research, as well as in-depth case studies from marketing and general management practice. Introduces an organizing framework of pull and push marketing for how suppliers work together with their channel partners. Integrates across physical and digital, independent and company-owned, routes to market. Maps the functions of traditional and newer intermediaries in the channel ecosystem and identifies the root causes of conflict between them. Provides tools and frameworks for how much distribution coverage is required and where. Shows how product line, pricing, trade promotions, and other channel incentives can help to coordinate multiple channels and manage conflict. Illustrates how push and pull metrics can be combined into valuable dashboards for identifying positive feedback opportunities and sustaining the channel partnership. With the help of Getting Multi-Channel Distribution Right you’ll discover how to successfully develop, execute, and adapt distribution strategy to the evolving marketplace.

Author : Bruce D. Keillor
Publisher : Bloomsbury Publishing USA
ISBN 13 : 1440828539
Total Pages : 276 pages
Book Rating : 4.39/5 ( download)

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Download or read book Marketing in the 21st Century and Beyond written by Bruce D. Keillor and published by Bloomsbury Publishing USA. This book was released on 2012-11-12 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book comprehensively addresses the key facets of marketing strategy and provides cutting-edge direction for organizational success—all in a single volume. Marketing in the 21st Century and Beyond: Timeless Strategies for Success contains invaluable information written by leading business experts, successful entrepreneurs, and recognized scholars. The book is organized around four key areas of marketing: company and customer relations, integrated marketing communications, interactive and multi-channel marketing, and global marketing. Each of these broad categories is addressed in a manner that allows the reader to thoroughly explore the subject or hone in on a specific topic covered in the individual chapters. The work is particularly unique in its treatment of interactive marketing and social media. A valuable resource in its entirety or as a topical academic reference, this book is invaluable to business professionals of all levels and appropriate for an MBA-level course text.

Author : Sebastian Klapdor
Publisher : Springer Science & Business Media
ISBN 13 : 3658017325
Total Pages : 146 pages
Book Rating : 4.23/5 ( download)

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Download or read book Effectiveness of Online Marketing Campaigns written by Sebastian Klapdor and published by Springer Science & Business Media. This book was released on 2013-02-19 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: ​Internet advertising has come off age; yet little is known in research and practice about how digital channel advertising really works. The empirical research in this thesis intends to fill this gap and shed light on the effectiveness of online advertising. Two studies are conducted that focus on multichannel online advertising and search engine advertising, the single-most important online ad channel. In an interdisciplinary approach, both studies first develop comprehensive theoretical models based on existing work in related research fields—for example, marketing and information retrieval. This approach pays off and leads to new and insightful findings: - There are synergies in multichannel online advertising: purchase propensity increases when consumers receive advertising messages through multiple channels. - The channel order can influence the conversion probability. - Click-through rates in search engine advertising are influenced through various keyword criteria on semantic and syntactic level The results of this thesis constitute an important starting point for future research in online advertising. Furthermore, the results enable practitioners to improve the effectiveness of online advertising through a more differentiated campaign management approach. Based on its findings, the thesis outlines how a future integrated approach to online advertising could look like.

Author : Bernd W. Wirtz
Publisher : Springer
ISBN 13 : 9783658446741
Total Pages : 0 pages
Book Rating : 4.49/5 ( download)

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Download or read book Multichannel Marketing written by Bernd W. Wirtz and published by Springer. This book was released on 2024-07-01 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Increasing customer demands and innovations in digital sales require targeted management and flexible organisation of multiple sales channels. Multi-channel marketing can be used to achieve outstanding competitive advantages. This book provides a comprehensive and systematic overview of the fundamentals and management of multi-channel marketing. The book understands multi-channel marketing as an integrative marketing system with special consideration of digital technologies. “Multi-Channel-Marketing is with increasing frequency a key success factor for companies in competition for customers. Bernd Wirtz’ textbook provides a clearly patterned, incorporated and theoretically funded overview for this purpose. The author excellently succeeded in illustrating in a descriptive way the considerable complexity and breadth of applicability and contemporaneously establishing a high practical relevance.” Dr. Rainer Hillebrand, Deputy Executive Board Chairman of Otto Group “Wirtz examines the whole path down from theoretical basic knowledge of Multi-Channel-Marketing right up to the practical realization. This book is a needed approach which is at the same time a reference book for specific issues. ’The Wirtz’ is essential for everyone who is concerned with this highly topical subject in his studies or in practice already.” Dr. Arno Mahlert, Chief Executive Officer Tchibo Holding AG (2004-2009), Member of the Board of Directors Peek&Cloppenburg KG and maxingvest AG