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H2H Marketing
H2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.
Reengineering Corporate Communication
This book employs the latest insights from modern marketing into the theory and practice of corporate communication, including the main stages and goals, and highlights the key potentials for the field. It briefly presents the essential features of the methodological and structural sciences in order to illustrate to the reader how, from a marketer's point of view, these new insights can be derived objectively, reliably, and validly for the field of corporate communication according to scientific criteria. The book then introduces the maturity model for modern corporate communication and describes which fields of activity must be gone through in order to be able to implement the change manage...
The contribution of telepresence to support distance management
Inhaltsangabe:Introduction: Coming together is beginning. Keeping together is process. Working together is success. Henry Ford. Raising global competition, increasing customer demand, requests to deliver just-in-time, and an increasing pressure to cut costs are only a few examples to express the need for more flexibility, speed and agility of organizations. Companies in different industry segments can achieve this requirement by flexible organizational structures, a knowledgeable and motivated workforce, and the application of technology and communication media. In this context the composition of teams plays an important role because it has proven to be a fast and comprehensive way to solve ...
Handbook of Business-to-Business Marketing
This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.
Marketing Theory
Presents a comprehensive and up-to-date account of the evolution and underlying rationale of marketing theories Marketing is a dynamic discipline, subject to evolutionary changes over time. Over the years, many schools of marketing thought have enriched the discipline. Today, some of the schools are only found in history books, while others have transformed into new, modern schools of thought shaped by changing marketing contexts and the emergence of digital technology. Marketing Theory examines 16 schools of marketing thought that emerged, evolved, and dominated the marketing discipline over the course of a century. Written by a team of noted experts, this acclaimed book provides in-depth e...
Feminist Perspectives on Teaching Masculinities
Feminist Perspectives on Teaching Masculinities looks at teaching non-hegemonic forms of masculinities and highlights their diversity. The collection foregrounds and discusses concepts which are described and gathered as positive, caring, and inclusive masculinities, thus offering a timely and much-needed counterpoint to discussions of so-called toxic masculinity. The volume presents a wide range of theoretical reflections, case studies, and teaching resources for lecturers in higher education and practitioners in the fields of gender studies, pedagogy, and education. Its heterogeneity is based on an interdisciplinary approach, methodological variety, cross-cultural spectrum, and empirical r...
Das neue Marketing-Mindset
Der Bedeutungswandel des Marketings wurde spätestens mit dem Einzug der Digitalisierung spürbar: durch die Reduktion auf Verkaufszahlen und Kommunikation hat es sich selbst fast überflüssig gemacht. Marketing braucht Erneuerung und Rückbesinnung zugleich. Die Zukunft des Marketings liegt im Kristallisationspunkt aller unternehmerischer Tätigkeiten – dem radikalen Fokus auf den Kunden. Während viele Marketing-Ratgeber mit dem Appell „Zurück zum Kunden“ enden, zeigen die Autoren hier im Detail, warum Marketing ein neues Mindset braucht, wie es sich strategisch neu aufstellen und operativ zum Wohle des Kunden umsetzen lässt: empathisch, agil, ganzheitlich vernetzt und iterativ. S...
International Sourcing
Globalization leads to increased fierce competition and companies which do not pursue successful global sourcing within the next five years are probably not able to survive. However, global sourcing projects are highly complex and two-thirds of all sourcing projects in Europe are considered to have failed. A tool of ten steps is elaborated to show how to evaluate the success of sourcing by considering the potentials and risks in an international context. Successful managing of international sourcing, however, does not only imply the primary goal to acquire parts cheaply abroad, but it can be seen as a kind of strategic weapon to create a strong market position and to keep the company successful on the long term.
