All Marketers are Liars

Author: Seth Godin
Publisher: Penguin
ISBN: 9781101184547
Format: PDF, Kindle
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The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow. Legendary business writer Seth Godin has three essential questions for every marketer: “What’s your story?” “Will the people who need to hear this story believe it?” “Is it true?” All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true. As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians. But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.” From the Trade Paperback edition.

Der vernetzte Konsument

Author: Daniel Michelis
Publisher: Springer-Verlag
ISBN: 3834936871
Format: PDF, ePub, Docs
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Daniel Michelis führt in die Grundlagen des Marketing ein und verknüpft die klassischen Ansätze mit den Entwicklungen im Bereich digitaler Informations- und Kommunikationstechnologien. Der Ausgangspunkt ist das veränderte Zusammenspiel von Angebot und Nachfrage, das auf technologischen Entwicklungen, neuen Formen der Kommunikation und der zunehmenden Vernetzung von Konsumenten basiert. Der Autor beschreibt neue Strategien und Instrumente einer partizipativen Unternehmensführung, die klassische Ansätze ergänzen oder vollständig ablösen, um Konsumenten als eigenständige Akteure zu integrieren.

Journalismus zwischen Autonomie und Nutzwert

Author: Jürgen Wilke
Publisher: Herbert von Halem Verlag
ISBN: 3744511359
Format: PDF, Kindle
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Zu Ehren von Volker Wolff vereinigt der Band Beiträge zum Spannungsfeld des Journalismus zwischen professioneller Autonomie und der Erfüllung von Nutzwert-Funktionen. Wolff war von 1995 bis 2014 Inhaber der Professur für Zeitungs- und Zeitschriftenjournalismus am Journalistischen Seminar der Universität Mainz. Der Band enthält Beiträge zu historischen und übergreifenden Perspektiven sowie zu aktuellen Herausforderungen und neuen Entwicklungen wie »Native Advertising«, »Branded Content« und »Datenjournalismus«. Mehrere Autoren befassen sich mit dem Finanz- und Wirtschaftsjournalismus, weitere mit Aspekten der Aus- und Weiterbildung. Auch greift der Band die Diskussionen um die Pressefreiheit und die Glaubwürdigkeit der Medien auf. Neben wissenschaftlichen Untersuchungen bietet er auch Beiträge aus der Praxis.

Digital marketing like a PRO

Author: Clo Willaerts
Publisher: Lannoo Meulenhoff - Belgium
ISBN: 9401458502
Format: PDF, ePub, Mobi
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How do you translate your business objectives into a digital marketing strategy? What are today's best practices for content marketing, email marketing, social media and online advertising? What is the practical use for new technologies like Augmented and Virtual Reality, the Internet of Things, Artificial Intelligence and chatbots? Digital Marketing like a PRO is an easy to follow, step-by-step marketing guide that helps you maximize all digital channels. Packed with models, information and examples to help you succeed, it is free of fluff and noise so you can get to work quickly. Whether you're new to marketing or a long-time professional seeking to boost your skills, this digital marketing handbook will help you save time, energy and resources as you learn from tested industry models and best practices.

Rise of the DEO

Author: Maria Giudice
Publisher: New Riders
ISBN: 0133441318
Format: PDF, ePub
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The majority of companies, their employees and their leaders navigate a space where competitors appear overnight, customers demand innovations monthly, business plans rarely last a full year and career ladders have been replaced by trampolines. This environment of constant change will only accelerate in the future and traditional business leaders are ill equipped to deal with it. Just as we took our cues from MBAs and the military in casting the ideal CEO of the 20th century, we can look to design - in its broadest form - to model our future leader, the DEO. These leaders possess characteristics, behaviors and mindsets that allow them to excel in unpredictable, fast-moving and value-charged conditions. They are catalysts for transformation and agents of change. A hybrid of strategic business executive and creative problem-solver, the DEO is willing to take on anything as an object of design and looks at ALL problems as design challenges. Readers will learn not only why this form of leadership is essential to the success of modern organizations, but also what characteristics are best suited to this role. Through intimate conversations with leading DEOs, we explore the mindsets, communities, processes and practices common to creative business leaders. The book lays out—graphically and through example—how DEOs run their companies and why this approach makes sense now. We help readers identify these skills in themselves and their colleagues, and we guide them in using these skills to build, revive or reinvent the next generation of great companies and organization.

Photographing Newborns

Publisher: Amherst Media
ISBN: 1608957403
Format: PDF, Mobi
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In this comprehensive book, Cooney touches on each facet of being a successful newborn portrait photographer. She begins by outlining the foundation of her business model and provides insight for the reader to establish something similar for their business. Defining your target market and ideal customer profile are essential to guiding your business in the right direction. Cooney focuses her business, and this book, on what she calls a ‘boutique’ brand. These are pricier photo shoots and packages, which require more time and care. Working with clients at this level often creates a lasting relationship and hopefully, repeat business. This is where the branding of your business is so important. Not only can it deliver regular clients, but can also inspire important word-of-mouth references. Emphasizing how important it is for a photography studio to have structure and direction to become and remain successful, Cooney walks the reader through many scenarios that have helped form her business. A strong social media presence, creative marketing & promotions and repeat customers are the key to standing apart from the competition, therefor remaining vital.


Author: Ori Brafman
Publisher: Campus Verlag
ISBN: 3593386593
Format: PDF, ePub, Docs
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Wir alle kennen es: Man hält an einer Entscheidung fest, obwohl deutlich absehbar ist, dass sie falsch ist. Schlimmer noch, man ignoriert alle Warnungen, verpasst die Gelegenheit, die Katastrophe abzuwenden und steuert sogar noch direkt in sie hinein. Ein unerklärliches Verhalten? Mitnichten, sagen Ori und Rom Brafman.