Welcome to our book review site go-pdf.online!
You may have to Search all our reviewed books and magazines, click the sign up button below to create a free account.
Effiziente Marketingkampagnen – Erfolgsfaktoren von Effie-Gewinnern
Dieses Buch identifiziert und erläutert zwölf Werbewirkungsfaktoren, die nachweislich einen entscheidenden Einfluss auf den Erfolg und die Effizienz von Werbekampagnen und Marketingkommunikation haben. Dafür wurden mehr als Tausend eingereichte Effie-Werbekampagnen der letzten 36 Jahre analysiert, und die Erfolgsfaktoren wurden jeweils nach Unternehmens- versus Verbraucherperspektive der Werbekampagnen unterteilt und betrachtet. Die Ergebnisse geben Aufschluss darüber, welche Erfolgsfaktoren den Erfolg und die Effizienz signifikant beeinflussen – und somit die Chance auf einen Effie-Preis erhöhen. Zudem werden konkrete Handlungsempfehlungen hinsichtlich der Gestaltung einer effizienten Werbekampagne gegeben, und anhand eines Leitfragebogens werden konkrete Möglichkeiten zur Implementierung aufgezeigt.
Die Rolle und Bedeutung der Werbung im Automobil-Marketing
Im Fokus dieser empirisch-medienwissenschaftlichen Studie stehen die Endkunden*innen und Experten*innen aus der Autoindustrie, dem Autohandel und der Kreativwirtschaft im DACH-Raum. Claus Hutter untersucht neben der Rolle und Bedeutung der Automobilwerbung als integrativer Bestandteil des Marketing-Mix auch die interdisziplinären Betrachtungen der Werbepsychologie, Positionierung und deren Einfluss hinsichtlich des Werbeerfolges auf der Kundenreise. Diese umfassende Untersuchung liefert wertvolle Erkenntnisse einerseits für die werblichen Rezeptionsprozesse und Interferenzen von Endkunden und andererseits Handlungsempfehlungen für wirtschaftliche Stakeholder.
Brand Admiration
Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Bra...
Managing Innovation: What Do We Know About Innovation Success Factors?
Managing Innovation is a three-part series covering contemporary technology and innovation management research areas. Each volume comprises key articles from both the International Journal of Innovation Management and the International Journal of Innovation and Technology Management, published by World Scientific, and provides an international, disciplinary approach across its broad coverage of topics.Relevant for both academics and practitioners, this volume answers how organisations can develop innovative approaches from a perspective that encompasses technological advances, changes in the market and individual entrepreneurs.Related Link(s)
Who Creates New Firms When Local Opportunities Arise?
New firm formation is a critical driver of job creation, and an important contributor to the responsiveness of the economy to aggregate shocks. In this paper we examine the characteristics of the individuals who become entrepreneurs when local opportunities arise due to an increase in local demand. We identify local demand shocks by linking fluctuations in global commodity prices to municipality level agricultural endowments in Brazil. We find that the firm creation response is almost entirely driven by young and skilled individuals, as measured by their level of experience, education, and past occupations involving creativity, problem-solving and managerial roles. In contrast, we find no su...
The Geography of Innovation
This book offers a geographic dimension to the study of innovation and product commercialization. Building on the literature in economics and geography, this book demonstrates that product innovation clusters spatially in regions which provide concentrations of the knowledge needed for the commercialization process. The book develops a conceptual model which links the location of new product innovations to the sources of these knowledge inputs. The geographic concentration of this knowledge fonns a technological infrastructure which promotes infonnation transfers, and lowers the risks and the costs of engaging in innovative activity. Empirical estimation confinns that the location of product...
Drug Selectivity
The book "Drug Selectivity - An Evolving Concept in Medicinal Chemistry" provides a current overview and comprehensive compilation for medicinal chemists that discusses the effects of aiming for multiple targets on the entire drug development process. The result is a broad survey of current and future strategies for drug selectivity in medicinal chemistry with theoretical but also practical aspects. Different strategies are presented and evaluated, such as various design approaches, merged multiple ligands, discovery technologies and a broad range of successful examples of unselective drugs taken from all major disease areas. With its wide-ranging view of an emerging new paradigm in drug development, this handbook is of prime importance for every medicinal and pharmaceutical chemist.
Economic Issues of Social Entrepreneurship
Social entrepreneurship is one of the most controversial actualities of the modern economy. On the one hand, social entrepreneurship makes up for "market failures" and prevents the deficit of socially essential goods and services in the marketplace, acting as their supplier. On the other hand, the survival of social entrepreneurship in an aggressive market environment is a challenging task, the fulfilment of which may distort the original essence of social entrepreneurship. Comprising a collection of research presented at the International Scientific Conference Advanced Issues on Social Entrepreneurship, this contributed volume offers a global economic analysis of social entrepreneurship. Wh...
