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  • Content Marketing Strategy : Harness the Power of Your Brand’s Voice
    Content Marketing Strategy : Harness the Power of Your Brand’s Voice

    WINNER: Choice Reviews - Outstanding Academic Title, 2024FINALIST: American Book Fest Best Book Awards 2024 - Business: Marketing & AdvertisingDo you know how to turn the attention your content receives into profit?With a meaningful content marketing strategy, you can. An organization's content communicates everything to consumers.Content marketing is one of the most important pieces of the marketing plan, but many businesses do not take approach it strategically.As Chief Strategy Advisor for the Content Marketing Institute and CEO and Chief Strategy Officer for The Content Advisory, Robert Rose helps transform brands by honing their content marketing.In this book, he walks readers through his scalable, strategic approach. Content Marketing Strategy explains what top brands are doing to streamline their content and how marketing strategists can scale their methods to create business success.The chapters cover stacking a team, working with marketing and branding professionals on a consistent tone and message, setting meaningful goals for the content strategy, implementing it, and measuring the resulting outcomes.Filled with compelling examples from leaders in content marketing, including Salesforce, Cleveland Clinics, Amazon, and Arrow Electronics, the book offers a new model that will transform and optimize your content marketing.

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  • B2B Content Marketing Strategy : A Media-First Framework that Accelerates Growth
    B2B Content Marketing Strategy : A Media-First Framework that Accelerates Growth

    As B2B buyer behavior, platform and algorithm changes continue at a faster pace, two things remain the same.First, people still want to buy from people, so the importance of humanizing B2B brands is crucial to long-term success.Secondly, we are now operating in a media-first world, so the existing content marketing playbooks are no longer effective or efficient. B2B Content Marketing Strategy delivers mid-career marketers a comprehensive content marketing framework that delivers predictable and scalable growth for B2B companies.Providing a deep dive into how to use this strategy in your everyday work, this book will enable you to develop living audience profiles, choose the appropriate channels for your content and understand how to utilize technology to boost your content output. This book shows marketers how to maximize ROI from content marketing by deploying a media and technology enabled, human-centric strategy that breaks down the long, complex buyer journeys typical of B2B marketing.This framework ensures you can optimize your efforts across owned, earned, and paid media channels, regardless of your resources. Marketers will learn how to build and nurture communities, create content plans that align with brand goals and understand which metrics to measure and how to measure them in order to showcase effectiveness.With a focus on what makes high-quality B2B content marketing and covering how you can overcome common challenges and roadblocks, this book will help you increase your reach and resonance with your customers, accelerating growth.Featuring real-world examples from early stage startups to legacy enterprise brands companies such as Cisco, Help Scout and Navattic, this is the B2B marketers' ultimate guide to effective content marketing.

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  • Marketing Strategy
    Marketing Strategy

    Learn how to think and act like an effective marketer and forward-focused disruptor in today's dynamic, fast-paced business environment with Ferrell/Hartline/Hochstein’s MARKETING STRATEGY, 8E.You learn to develop long-term, customer-oriented marketing strategy and successful marketing plans with this edition's systematic, reader-friendly approach.The latest examples from organizations as familiar as Spotify, Nintendo and Microsoft work with updated vignettes and the latest research and data.New cases from Tesla, Netflix and even the recent COVID-19 pandemic clearly illustrate the need for marketers to think proactively and anticipate change.You examine today's trends, from strategic digital marketing tools and integrated marketing communication to new marketing models.This edition also discusses product labeling, social media segmentation, crisis preparedness and innovation in global marketing as you learn to analyze, plan and implement effective marketing strategies.

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  • Marketing Strategy & Management
    Marketing Strategy & Management

    Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models.Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships; monitoring/reporting of the strategy; and the crucial role of leadership. The text takes a global perspective that is both sustainability-focused and consumer-centric.Executive insights, head-scratching blunders, and other features provide additional depth and engagement.Examples include: Airbnb, Coca-Cola, Domino’s Pizza, KFC, K-pop, L’Oréal, and Starbucks.For more in-depth application of and practice with strategic decision-making, this book also includes 14 case studies accompanied by detailed teaching notes and answers to case questions, on a range of organizations from PEZ Candies to the Sydney Opera House. Written in a style that is easy-to-read with chapter summaries and questions to test critical thinking, each chapter promotes strategic, diverse, and ethically-minded decision-making by flagging relevant Sustainable Development Goals to passages in the text. This textbook is essential reading for courses covering marketing strategy, strategic marketing, and marketing management at both undergraduate and graduate levels. Diane M. Phillips is Professor of Marketing at Saint Joseph's University, USA, and Guest Professor at the Institute for Retail Management, University of St.Gallen, Switzerland.

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  • What is Ferrero's marketing strategy?

    Ferrero's marketing strategy focuses on creating emotional connections with consumers through storytelling and nostalgia. They emphasize the quality and premium nature of their products, using a combination of traditional and digital marketing channels to reach their target audience. Ferrero also leverages partnerships with popular brands and influencers to increase brand visibility and engagement. Overall, their strategy revolves around building brand loyalty and trust among consumers.

  • What is the difference between marketing measures and marketing strategy?

    Marketing measures refer to the specific tactics and actions that a company takes to promote its products or services, such as advertising, social media campaigns, or sales promotions. These measures are the specific activities that are implemented to achieve the company's marketing goals. On the other hand, marketing strategy refers to the overall plan or approach that guides the company's marketing efforts. It involves identifying the target market, understanding customer needs, and determining how the company will position its products or services in the market. In essence, marketing measures are the specific actions taken to implement the marketing strategy.

  • What is the relationship between marketing tools and marketing strategy?

    Marketing tools are the tactics and techniques used to execute a marketing strategy. They are the specific methods and channels used to reach and engage with the target audience, such as social media, email marketing, and advertising. The marketing strategy, on the other hand, is the overall plan or approach that outlines the goals and objectives of the marketing efforts, as well as the target audience and positioning. The marketing tools are the means by which the marketing strategy is implemented and executed, and they are chosen based on the specific goals and objectives outlined in the marketing strategy. In essence, the marketing tools are the practical applications of the marketing strategy.

  • What is an inconsistent marketing mix strategy?

    An inconsistent marketing mix strategy occurs when the elements of the marketing mix, such as product, price, promotion, and place, are not aligned or working together cohesively. This can lead to confusion among consumers, as the messaging and positioning of the brand may be unclear or contradictory. Inconsistent marketing mix strategies can also result in wasted resources and missed opportunities for reaching the target audience effectively. It is important for businesses to ensure that all elements of the marketing mix are aligned and support the overall marketing objectives to achieve success.

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  • Content Marketing For Dummies
    Content Marketing For Dummies

    Get the whole picture and learn to create a successful online content marketing program Successful online marketing is about more than creating a Facebook page or writing a corporate blog.Brands need to build lasting connections with the right customers online through an effective online content marketing strategy, and this book shows you how.It explores ways to create a content marketing strategy, identify the content that will keep your customers coming back, create that content, distribute it online, and measure the results, with hands-on, step-by-step guidance. Content marketing is an essential element of successful online marketing and brand-building; this book shows you how to begin creating and distributing content online to market your businessExplains why content marketing is important and how to create an online content marketing strategy, which tools to use, and what to avoidShows how to create content and get it published online in long or short formOffers plenty of tips, case studies, and worksheets to ensure success Online content marketing positions your business and your product for lasting customer interaction; Content Marketing For Dummies gives you the tools to create a program that works.

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  • Marketing Management and Strategy
    Marketing Management and Strategy

    Marketing Management and Strategy is a concise and practical management guide to the latest ideas in advanced Marketing and Strategy.The authors show how to develop a marketing orientation in the organisation and how this impacts on the ultimate corporate goals of profit, growth and security.They then examine how marketing strategies are developed and implemented through effective product, pricing, distribution, communication and services. This is a core text for MBA Marketing Management course and for university short courses for executives.This will also be suitable for any undergraduates or postgraduates on marketing strategy courses.

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  • eMarketing : Digital Marketing Strategy
    eMarketing : Digital Marketing Strategy

    eMarketing, 9th edition, equips students with the solid foundation in digital marketing required to excel in practice and "think like a marketer". The book connects digital marketing topics with the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan.With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book.The 9th edition has been fully updated to include the most cutting-edge trends and topics, including SEO, Customer Experience, digital media consumption, Analytics, Big Data and AI, and Diversity and Ethics.Case studies and examples have been updated across the book to demonstrate marketing practice in real organisations globally.Pedagogical features support the theoretical foundation throughout, incorporating "success stories," "trend impact," and "let’s get technical" boxes, as well as activities at the end of each chapter, to aid students in their understanding of, and ability to execute, successful digital marketing strategies. Highly regarded and comprehensive, this textbook is core reading for undergraduate students studying Digital Marketing and Digital Business.Online resources include PowerPoint slides and a test bank.

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  • Strategic Content Marketing : Creating Effective Content in Practice
    Strategic Content Marketing : Creating Effective Content in Practice

    Strategic Content Marketing offers a comprehensive guide to planning, creating, implementing and analyzing an effective content marketing strategy in practice.Each chapter marries established theory with modern practice, illustrating concepts with real-world case studies and examples alongside interviews with prominent content marketers, including a foreword by Joe Pulizzi, founder of The Content Marketing Institute and often referred to as the Father of Content Marketing.Chapter objectives and summaries structure learning, while reflective questions and activities aid comprehension.On reading, students will understand: The definition, purpose, and practical implementation of a content marketing programme The relationship between content marketing and broader marketing, strategic positioning, buyer personas, and research initiatives The most effective and valued forms of content marketing and how they are structured and used, including a special focus on digital and B2B content marketing How to create persuasive content and measure the effectiveness of content marketing The careers, associated competencies, and software technologies in the burgeoning field of content marketing.This comprehensive text is perfect core and recommended reading for advanced undergraduate and postgraduate students studying content marketing, inbound marketing, marketing communications, digital and social media marketing, and public relations.In practice, the book is also highly valuable for practicing professionals studying for professional qualifications and looking to develop their skills.Online resources include instructor teaching slides, four-color images and templates, and chapter test bank questions.

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  • What is the difference between a marketing strategy and a communication strategy?

    A marketing strategy is a comprehensive plan that outlines an organization's overall approach to promoting and selling its products or services. It includes elements such as target market analysis, competitive positioning, pricing, and distribution. On the other hand, a communication strategy is a subset of the marketing strategy that focuses specifically on how the organization will communicate with its target audience. This includes messaging, channels, and tactics to effectively reach and engage customers. In essence, a communication strategy is a more specific and tactical aspect of the broader marketing strategy.

  • What belongs to content marketing?

    Content marketing involves creating and sharing valuable, relevant content to attract and engage a target audience. This content can take various forms, such as blog posts, videos, infographics, social media posts, and more. The goal of content marketing is to build brand awareness, establish credibility, and ultimately drive profitable customer action.

  • What is the difference between a marketing goal and a marketing strategy?

    A marketing goal is a broad, overarching objective that a company aims to achieve, such as increasing brand awareness or driving sales. On the other hand, a marketing strategy is a detailed plan outlining how the company will achieve those goals. It involves specific tactics, channels, and actions that will be implemented to reach the desired outcomes. In essence, the goal is the destination, while the strategy is the roadmap to get there.

  • What is the content of the marketing final exam?

    The content of the marketing final exam typically covers a range of topics related to marketing principles, strategies, and tactics. This may include areas such as consumer behavior, market research, branding, advertising, digital marketing, and marketing ethics. The exam may also include case studies or real-world scenarios to test students' ability to apply their knowledge to practical situations. Additionally, students may be expected to demonstrate their understanding of marketing concepts and their ability to analyze and solve marketing problems.

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