High Quality Content by WIKIPEDIA articles! A graveyard slot is a time period in which a mass media outlet's audience is very small compared to other times of the day, and therefore broadcast programming is considered far less important. This is usually in the early morning hours of each day, when most people are asleep. Because there is little chance for any substantial audience population, providing useful programming during this time is usually considered unimportant; some broadcast stations go off the air during these hours, and some audience measurement systems do not bother collecting measurements for these periods. Данное издание не является оригинальным. Книга печатается по...

ISBN: 978-6-1340-5389-1
Издательство: Книга по требованию
Дата выхода: июль 2011

The event industry is a very fast growing industry which is calculated in the tourism GDP. Events often have a catalyst function especially when speaking of the Olympic Games. Athens hosted the Games in 2004 and benefited from the Games regarding infrastructure, media awareness and venues. The in-depth analysis of secondary research showed that Athens’ event industry had not been specifically analyzed before. The primary research was used to gain in-depth information from decision makers of the Athens event industry and from buyers and participants. Данное издание не является оригинальным. Книга печатается по технологии принт-он-деманд после...

ISBN: 978-3-6391-2818-5
Издательство: Книга по требованию
Дата выхода: июль 2011

This work presents an analysis of the content of a series of printed ecological ads obtained from companies across several economic sectors. This study aimed to examine the implicit structure of these ads: its environmental appeals; the degree of thoroughness with which the matter was addressed by the companies surveyed. It contains the concepts of strategic marketing and operational marketing, the societal marketing and the relations between the integrated marketing communications and the green marketing. As analytical framework, was selected a sample of print ads and through a multivariate analysis, using the technique of Multidimensional Scaling (MDS)and cluster analysis was obtained a perceptual map that positions companies according...

ISBN: 978-3-8383-7531-1
Издательство: Книга по требованию
Дата выхода: июль 2011

High Quality Content by WIKIPEDIA articles! Greenwashing (a portmanteau of "green" and "whitewash") is a term describing the deceptive use of green PR or green marketing in order to promote a misleading perception that a company's policies or products (such as goods or services) are environmentally friendly. The term green sheen has similarly been used to describe organizations that attempt to show that they are adopting practices beneficial to the environment. Данное издание не является оригинальным. Книга печатается по технологии принт-он-деманд после получения заказа.

ISBN: 978-6-1339-3487-0
Издательство: Книга по требованию
Дата выхода: июль 2011

High Quality Content by WIKIPEDIA articles! High Quality Content by WIKIPEDIA articles! According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings intersect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Ecological Marketing. Данное...

ISBN: 978-6-1339-5934-7
Издательство: Книга по требованию
Дата выхода: июль 2011

ISBN: 978-3-8383-4566-6
Издательство: Книга по требованию
Дата выхода: июль 2011

High Quality Content by WIKIPEDIA articles! Grey Group is a global marketing communications company and its total offering includes Grey(advertising) and G2 (brand activation). Its parent company is WPP Group. "Famously Effective since 1917", Grey Group serves a blue chip client roster of many of the world’s best known companies including Procter Данное издание не является оригинальным. Книга печатается по технологии принт-он-деманд после получения заказа.

ISBN: 978-6-1340-9924-0
Издательство: Книга по требованию
Дата выхода: июль 2011

In this book, based on data gathered from more 2,500 grocery coupon users, the author shows how coupons can negatively impact the sales of the promoted product. Not only do coupons discourage the purchase of the product in question but under certain circumstances coupons actually encourage purchase of the competitor’s product. In addition to several landmark revelations, the author introduces a new concept called devaluation effect, which captures negative feeling about the promoted product due to the coupon distribution. Thus, this study can substantially help marketing executives by making them aware of the potential negative effects of coupon-based promotions and thereby potentially preventing wastage of resources and channelizing...

ISBN: 978-3-6390-8280-7
Издательство: Книга по требованию
Дата выхода: июль 2011

О чем книга В 2007 г. Groupon приносил одни убытки, но создатель и вдохновитель компании Эндрю Мейсон совершил революционный разворот, создав уникальную бизнес-модель, которая перевернула весь мир розничной торговли. Благодаря этому доходы Groupon растут в геометрической прогрессии, а компания достигла оценки в $16,7 млрд. Для кого эта книга Для тех, кому интересен опыт создания уникального бизнеса; для...

ISBN: 978-5-9614-4349-3
Издательство: Альпина Паблишер
Дата выхода: апрель 2013

Цитата "Многих наверняка заинтригует, как простой блог с предложениями о скидках вырос до компании стоимостью в несколько миллиардов долларов всего за пару лет. И насколько головокружительным и болезненным может быть столь стремительный рост." Алексей Черняк, CEO&Founder uchinovoe.ru, сооснователь Groupon Russa О чем книга В 2007 г. Groupon приносил одни убытки, но создатель и вдохновитель компании Эндрю Мейсон совершил...

ISBN: 978-5-9614-5592-2
Издательство: Альпина Паблишер
Дата выхода: январь 2016

The amount of low budget independent travellers has been increasing all over the world. These people buy much less of the traditional tourism services like packaged tours and they do it usually to get more of the local experience and to save money. However, studies from different countries have shown that lower daily budgets of these travellers are often compensated by a longer stay. Besides, the different spending pattern of this visitor segment has been found to provide an additional positive impact on local communities. The low budget independent traveller niche has so far received relatively little attention by Estonian tourism development organisations. However, as the tourism industry contributes significant revenues to the...

ISBN: 978-3-8383-6300-4
Издательство: Книга по требованию
Дата выхода: июль 2011

High Quality Content by WIKIPEDIA articles! Grrr is a 2004 advertising campaign launched by Honda to promote its newly-launched i-CTDi diesel engines in the United Kingdom. The campaign, which centred around a 90-second television and cinema advert, also comprised newspaper and magazine advertisements, radio commercials, free distributed merchandise, and an internet presence which included an online game, e-mail advertising, and an interactive website. The campaign was created and managed by the advertising agency Wieden+Kennedy (W+K). W+K were given a budget of 600,000 for production of the television commercial, a process which lasted six months.[1] The piece was directed by Adam Foulkes and Alan Smith, produced by London-based...

ISBN: 978-6-1338-7395-7
Издательство: Книга по требованию
Дата выхода: июль 2011

Aussagekraftige Daten uber Werbetrager bilden die Grundlage der Mediaplanung. Im Bereich der Printmedien finden vor allem Reichweiten- und Leserstrukturanalysen Verwendung. Doch wie sieht das mit kleinen Titeln wie Stadtmagazinen oder regionalen Medien aus? Sie werden in Gruppenanalysen nur selten berucksichtigt. Hier ist es ebenfalls wichtig, auf Informationen uber Leserschaften zuruckgreifen zu konnen. Das vorliegende Buch gliedert sich in zwei Teile. Im ersten Teil werden Grundlagen der Leserschaftsforschung vorgestellt. Die wissenschaftliche Erarbeitung zeigt die gangigen Methoden, Ziele und Techniken. Die theoretischen Erkenntnisse bilden die Basis fur die anschliessende empirische Analyse. Данное издание не...

ISBN: 978-3-6390-8801-4
Издательство: Книга по требованию
Дата выхода: июль 2011

"Strategie ist nicht alles, aber ohne Strategie ist alles nichts." - Zitat eines unbekannten Unternehmers. Das Guerilla-Marketing, als besonders unkonventionelle Marketing-Strategie in den 1990ern vom US-amerikanischen Marketing-Experten Jay Conrad Levinson gepragt, besitzt auch heute noch unternehmerische Bedeutung. Doch wie gross ist die Relevanz des Themas Guerilla-Marketing fur Unternehmen in ihrem taglichen Geschaft? Die Autorin Annett Ballnus analysiert, ausgehend von der theoretischen Betrachtung des Themas und den Besonderheiten bei der Auswahl der Marketingmittel und Medien im Guerilla-Marketing, die Umsetzung der Strategie in die Praxis: 1. Anhand von praktischen Beispielen erfolgreicher Anwender der Guerilla-Strategie...

ISBN: 978-3-6390-1151-7
Издательство: Книга по требованию
Дата выхода: июль 2011

Die Unternehmen mussen sich neuen Herausforderungen stellen, um im Markt zu bestehen und sich von der Konkurrenz abzuheben. Die Zahl neuer Produkte und Diversifikationen erhoht sich stetig. Potenzielle Kunden sind immer schwerer mit klassischer Werbung zu erreichen. Es stellt sich die Frage nach neuen Marketinglosungen, mit dem Ziel die Konsumenten trotz Informationsuberflutung und geringer Aufmerksamkeit zu erreichen. Kreativitat und Innovationen sind gefragt, um sich von der Masse abzuheben. Werbung muss faszinieren und uberraschen, um eine grosse Reichweite zu erlangen. Diese Komponenten bilden die Basis von Guerilla-Marketing. Der Begriff Guerilla allein lost Neugierde aus. Gibt es Parallelen zu dem mit List und knappen Ressourcen...

ISBN: 978-3-6390-6971-6
Издательство: Книга по требованию
Дата выхода: июль 2011

The marketing research in this dissertation was conducted in Portsmouth UK in 2006. Marketing plays an essential part in the growth and success of a business and the more creative marketing campaigns are being executed, the higher success rates they will achieve. Guerrilla marketing is a phenomenon which has been discovered as an unconventional marketing tactic and it has been carried out for decades. However, the research on guerrilla marketing is in its infancy and the author had therefore chosen to bring up research-based evidence with this study. The main research question is to what extent flyer distribution meets the criteria for successful guerrilla marketing. The dissertation has been awarded with a merit degree which helped the...

ISBN: 978-3-6391-7836-4
Издательство: Книга по требованию
Дата выхода: июль 2011

Als im September 2000 die Intifada II ausbrach, durch die sich Palastinenser in einem bewaffneten Kampf von der Besatzung Israels zu losen versuchten, sahen sich die Medien mit einer grossen Herausforderung konfrontiert. Israelis, Palastinenser und selbst Aussenstehende bemangelten, die internationalen Medien wurden nicht objektiv berichten, sondern tendenziell und unsachlich. Schon Jahre zuvor, als der Nahostkonflikt 1987 in der ersten Intifada eskalierte, fanden ahnliche Diskussionen statt - obgleich das Thema erst durch die gewalttatigen Auseinandersetzungen ins internationale Bewusstsein vordrang. Die Studie untersucht anhand einer Inhaltsanalyse der Tagesschau-Berichterstattung uber die beide Intifaden vor allem Kriterien...

ISBN: 978-3-6390-2759-4
Издательство: Книга по требованию
Дата выхода: июль 2011

The first person shooter video game Halo 3 was the focus of an extensive marketing campaign which began with the game's developer, Bungie, announcing the game via a trailer at the Electronic Entertainment Expo in May 2006. Microsoft, the game's publisher, planned a five-pronged marketing strategy to maximize sales and to appeal to casual and hard-core gamers. Bungie produced trailers and video documentaries to promote the game, partnering with firms such as Digital Domain and Weta Workshop. Licensed products including action figures, toys, and Halo 3-branded soda were released in anticipation of the game; the franchise utilized more than forty licensees to promote the game, and the advertising campaign ultimately cost more than $40...

ISBN: 978-6-1302-9505-9
Издательство: Книга по требованию
Дата выхода: июль 2011

Marken gehoren zu den wichtigsten immateriellen Vermogensgegenstanden eines Unternehmens. Sie beeinflussen das Kaufverhalten der Konsumenten in einem erheblichen Ausmass. Aus diesem Grund investieren Handelsunternehmen verstarkt in den Aufbau eigener Markenkonzepte, der so genannten Handels- oder Eigenmarken. Die Zeit, in der die Marken eines Handlers lediglich als gunstige No-Name-Variante der Herstellermarken betrachtet wurden, ist lange vorbei. Mittlerweile sind Eigenmarken zu einem zentralen Bestandteil der Positionierungsstrategie der Einzelhandler geworden. In Europa ist die Verbreitung dieser Markenstrategie unter anderem auf den enormen Wandel der Lebensmittelindustrie in den letzten beiden Jahrzehnten zuruckzufuhren. Der starke...

ISBN: 978-3-6392-7425-7
Издательство: Книга по требованию
Дата выхода: июль 2011

Durch den standig wachsenden Wettbewerb und die zunehmende Konzentration im Lebensmitteleinzelhandel, wie aktuell die Ubernahme von Plus durch Netto verdeutlicht, wird es auch im Discountbereich notwendig, sich gegenuber den Mitbewerbern zu profilieren. Hierbei reichen Sortimente oder Preise nicht mehr aus, um Kunden zu gewinnen oder zu binden, da diese sich immer mehr angleichen. Andere Moglichkeiten zur Profilierung mussen geschaffen und genutzt werden. Eine Moglichkeit, sich von der Konkurrenz abzuheben, bieten dabei die Handelsmarken. Um diesem Ziel naherzukommen, wird die Markenbekanntheit der Lidl-Eigenmarken bei den Kunden in diesem Buch ermittelt und geeignete Massnahmen zur Steigerung der Markenbekanntheit abgeleitet. Dieses...

ISBN: 978-3-6392-5546-1
Издательство: Книга по требованию
Дата выхода: июль 2011

Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. Hanns- Martin Schleyer (May 1, 1915 – October 18, 1977) was a German business executive and employer and industry representative, serving as President of the two influential organizations Confederation of German Employers' Associations (BDA) and Federation of German Industries (BDI). While serving in both functions, he was kidnapped on September 5, 1977 by far left militant organisation Red Army Faction (RAF) and murdered one and a half months later after the German government did not give in to RAF's demands. The abduction and murder are commonly seen as the climax of the RAF campaign in 1977 (German Autumn)....

ISBN: 978-6-1327-2260-7
Издательство: Книга по требованию
Дата выхода: июль 2011

High Quality Content by WIKIPEDIA articles! Hans Peter Kraus (October 12, 1907 – November 1, 1988), also known as H. P. Kraus or HPK, was an Austrian-born book dealer described as “without doubt the most successful and dominant rare book dealer in the world in the second half of the 20th century” and in a league with other rare book dealers such as Bernard Quaritch, Guillaume de Bure and A.S.W. Rosenbach. Kraus specialized in medieval illuminated manuscripts, incunables (books printed before 1501), and rare books of the 16th and 17th centuries, but would purchase and sell almost any book that came his way that was rare, valuable and important. He prided himself in being “the only bookseller in history...to have owned a Gutenberg...

ISBN: 978-6-1317-8842-0
Издательство: Книга по требованию
Дата выхода: июль 2011

Eine starke Marke uberzeugt durch ihre Einzigartigkeit sowohl in der Qualitat als auch im Image. Doch fur ein starkes und differenzierendes Markenimage reicht es heute nicht mehr aus, Konsumenten nur durch optische und akustische Reize anzusprechen. Fur durchschlagenden Erfolg mussen mit einer multisensualen Strategie alle funf Sinne angesprochen werden. Die Autorin erklart, wie eine Marke sichtbar, horbar und spurbar wird, eine eigene Duftnote bekommt und Konsumenten auf den Geschmack bringt. Dem Tastsinn kommt in ihrem Buch ein besonderer Stellenwert zu: In einem Experiment untersucht sie acht Markenprodukte auf ihr haptisches Kommunikationspotenzial und klart die Auswirkungen der Haptik auf die Markenwahl. Der theoretische Teil des...

ISBN: 978-3-8364-6595-3
Издательство: Книга по требованию
Дата выхода: июль 2011

High Quality Content by WIKIPEDIA articles! Harte-Hanks, headquartered in San Antonio, Texas, is a worldwide direct marketing company that provides a full range of marketing services. Consumers in California and Florida are probably most familiar with the company's PennySaver and The Flyer shopper publications which arrive at millions of households each week. Harte-Hanks also manages PennySaverUSA.com, a nationwide network of local advertising content online for consumers and businesses. In its Direct Marketing operations, Harte-Hanks also manages the on-time delivery of several billion pieces of mail, via the USPS, each year. The various parts of Harte-Hanks offer data quality, data-based marketing solution design and implementation,...

ISBN: 978-6-1318-1680-2
Издательство: Книга по требованию
Дата выхода: июль 2011

Most sport marketing research on sport fans is based on pre-conceived conceptualizations congruent with the mindset of team management. It is unknown if fans view their experiences in this way. This book examines the experiences of fans of the National Hockey League’s Hartford Whalers from the insider’s perspective. Twenty-four fans were interviewed in- depth to learn of their lives as Whalers fans. By analyzing the stories, existing marketing concepts such as relationship marketing are questioned, and new insights emerge. Whalers fans felt humiliated being outnumbered locally by New York Rangers and Boston Bruins fans, felt a strong attachment to the team’s theme song and logo, appreciated the amount of player interaction in the...

ISBN: 978-3-6391-8129-6
Издательство: Книга по требованию
Дата выхода: июль 2011