In dit boek combineren Richard van Kray en Marjolein Bongers hun expertise op het gebied van sales en LinkedIn tot een unieke gids waarmee je de effectiviteit van je salesaanpak flink zult verbeteren.
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This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Meer
This book aims to revisit the “traditional” interaction between channel strategies and the marketing mix in a connected world. In particular, it focuses on the following four dimensions in this context: Consumers, Products, Value Proposition and Sustainability. Meer
This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Meer
This professional book introduces marketing and luxury brand professionals to a new definition of luxury and the art of designing the ultimate luxury experience in both the physical space (e. Meer
This book critically examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. It argues that most firms look to gain competitive advantage in the marketplace by driving tactical moves, inculcating small cost-effective changes in marketing approaches. Meer
This book critically examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. It argues that most firms look to gain competitive advantage in the marketplace by driving tactical moves, inculcating small cost-effective changes in marketing approaches. Meer
The marketing firm is that business organisation which responds to the imperatives of consumer-orientation. Its style of management is marked by its adherence to the criteria of goal separation, participation in marketing transactions, entrepreneurial sovereignty and reciprocal entrepreneurial management, all of which are explored in this pioneering book. Meer
“Digitalization significantly changes the media. To cope with this change and to exploit new market opportunities is a major challenge for media corporations. Meer
This proceedings volume explores marketing opportunities and challenges that exist in the current, fast-changing landscape of the global marketplace. Current global issues such as the rising middle class in emerging markets, disruptive technological breakthroughs, big data analytics, changing consumer habits and concerns over national trade policies have renewed ethical concerns around consumer privacy and the tools companies use to operate, market to, connect and build a relationship with their customers. Meer
This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, providing theoretical and practical insights into education marketing in Africa. Meer
This book devises an alternative conceptual framework to understand digital transformation in the cultural heritage sector. It achieves this by placing a high importance on the role of technology in the strategic process of modeling and developing cultural services in the digital era. Meer
With a special focus on private label food brands and manufacturer brands, this book provides a comprehensive overview of the fast-moving consumer goods marketing landscape. Meer
This book is an analysis of the specificities of public film funding on an international scale. It shows how public funding schemes add value to film-making and other audio-visual productions and provides a comprehensive analysis of today’s global challenges in the film industry such as industry change, digital transformation, and shifting audience tastes. Meer
Rapid shifts in technology and societal changes accelerated by the Pandemic have fundamentally changed the way that customers experience luxury. While digital transformation has unlocked new opportunities to connect one-to-one with customers, the challenge for luxury brands is to engage with customers while protecting their brand equity and leveraging digital tools to build personal relationships with customers. Meer
Rapid shifts in technology and societal changes accelerated by the Pandemic have fundamentally changed the way that customers experience luxury. While digital transformation has unlocked new opportunities to connect one-to-one with customers, the challenge for luxury brands is to engage with customers while protecting their brand equity and leveraging digital tools to build personal relationships with customers. Meer
This book explores key factors associated with consumer behaviour, from both a theoretical and practical perspective. It particularly focuses on the consumer in the 21st century – educated and conscious, but also impatient, disloyal and capricious. Meer
This book links research in wine marketing/management and wine tourism, offering international and multidisciplinary perspectives. Addressing the evolving nature of the wine tourism industry and market, the book brings in new research streams and technology advances such as; social media, customer empowerment and engagement, co-creation, social / responsible marketing and wine consumption. Meer
Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Meer
Through a historical analysis of the bicycle industry, this book explores how the bicycle was developed, manufactured and marketed, from its origins in the late nineteenth century to the present day. Meer
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