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Written for courses in Principles of Marketing at four-year and two-year colleges, this shorter overview aims to help students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. This sixth edition provides revised content throughout, and reflects the major trends and forces that are impacting marketing in this new, connected millennium. It includes new thinking and expanded coverage on a wide variety of topics, for example: relationship marketing; connecting technologies; the company value chain; value-delivery networks; and global marketing.
Real-time conversations turn leads into customers Conversational Marketing is the definitive guide to generating better leads and closing more sales. Traditional sales and marketing methods have failed to keep pace with the way modern, internet-savvy consumers purchase goods and services. Modern messaging apps, which allow for real-time conversations and instant feedback, have transformed the way we interact in our personal and professional lives, yet most businesses still rely on 20th century technology to communicate with 21st century customers. Online forms, email inquiries, and follow-up sales calls don’t provide the immediacy that modern consumers expect. Conversational marketing and sales are part of a new methodology centered around real-time, one-on-one conversations with customers via chatbots and messaging. By allowing your business to communicate with customers in real time—when it’s most convenient for them—conversational marketing improves the customer experience, generates more leads, and helps you convert more leads into customers. Conversational Marketing pioneers David Cancel and Dave Gerhardt explain how to: Merge inbound and outbound tactics into a more productive dialog with customers Integrate conversational marketing techniques into your existing sales and marketing workflow Face-to-face meetings, phone calls, and email exchanges remain important to customer relations, but adding a layer of immediate, individual conversation drives the customer experience—and sales—sky-high.
Decidí Vivir es una historia de esperanza. La historia sobre mi experiencia personal con la depresión clínica se lee como una novela vertiginosa, con personajes que encantan y frustran. El contenido es duro, pero he aprendido que mi historia está lejos de ser única. La depresión es una enfermedad muy extendida e insidiosa. Mi libro se refiere también a mi búsqueda de la identidad. Después de dejar el mundo de los negocios para cuidar a mis niños pequeños y abuelos, así también como para adaptarme a una cultura muy diferente a la cual me había educado, me evaporé en mi entorno, ya sin estar segura de quién era yo. ¿Cuál era mi propósito? ¿Qué es lo que quería? Estas preguntas me afectaban y ponían en marcha mi tendencia genética a la depresión. La mayoría de las personas responde a estas preguntas sin tener que pasar por la sala de psiquiatría, pero mi camino estaba lleno de baches; la sala de psiquiatría fue sólo una de las muchas paradas. Cada vez que hablo de mi experiencia, conozco gente que a menudo se encuentra a un paso de la devastación mental o incluso del suicidio. Las historias sobre madres, padres, hermanos, hermanas, esposos y niños hacen que me pregunte: ¿Podríamos haber evitado esas muertes? Si estamos más conscientes, podremos ver las primeras señales de la depresión y salvar una vida? Creo que sí. Con esta convicción, ofrezco mi historia. Las ganancias de las ventas de este libro serán donadas a los programas y la investigación para luchar contra las enfermedades mentales.
«El marketing tradicional no está funcionando». Con esta contundencia y precisión describe el gran maestro del marketing moderno, Philip Kottler, la situación a la que nos enfrentamos quienes, profesional o académicamente, nos ocupamos de esta disciplina. El marketing tradicional, desarrollado sobre todo a partir de los años sesenta, hoy aparece como un anciano irreconocible. Estamos en un nuevo contexto que exige nuevas comunicaciones de marketing centradas en la creación y distribución de unos contenidos tan relevantes para el consumidor que sea él mismo quien decida acceder libremente a ellos. Algunas marcas han elegido la producción de entretenimiento como vehículo de transmisión de sus mensajes de marca, aplicando los conocimientos de la industria del entretenimiento a la creación de unos contenidos propios, al servicio de los valores de la marca, capaces de despertar deseos y emociones por sí mismos. Estas marcas, han optado por el branded entertainment: contenido de entretenimiento, creado y producido por una marca, lo suficientemente interesante y atractivo como para que su público lo elija frente a otros productos de entretenimiento. En este libro, se profundiza en el conocimiento del branded entertainment; una herramienta de comunicación comercial que debe alcanzar un adecuado equilibrio entre la identificación de la marca y la capacidad del contenido creado para proporcionar una experiencia positiva para el consumidor. A través de sus páginas se van desgranando las características del branded entertainment y, mediante los ejemplos, se ponen de relieve las posibilidades de esta técnica capaz de llegar al consumidor como nunca antes se había logrado. Ha llegado el momento de decir adiós a la interrupción de contenidos elegidos para el consumidor, forzándole a ver publicidad que no desea, y de dar la bienvenida al branded entertainment, contenidos relevantes para el consumidor, que él mismo elige, distribuidos por una marca. ÍNDICE (Casi) todo está cambiando.- El marketing postmoderno.- La comunicación en el marketing postmoderno: los mensajes híbridos.- Branded content.- Content marketing.- Branded entertainment.- Situación actual del branded content en España.- Publicidad nativa.- El selfie de Ellen DeGenere.
The story behind Telemundo’s Jenni Rivera: Mariposa del Barrio series, now streaming. A New York Times bestseller, this is the official biography from the beloved Mexican-American singer who lost her life in a tragic plane crash. The only autobiography authorized by Jenni Rivera "I can’t get caught up in the negative because that destroys you. Perhaps trying to move away from my problems and focus on the positive is the best I can do. I am a woman like any other, and ugly things happen to me like any other woman. The number of times I have fallen down is the number of times I have gotten up." These are the last words that beloved Mexican American singer Jenni Rivera spoke publicly before boarding the plane that would crash and cut her life short on December 9, 2012. However, they are not the final words that La Diva de la Banda had for the world. Those are found in the pages you hold in your hands, Jenni’s own account of the highs and lows of her extraordinary journey. She became the most acclaimed Spanish-language singer in the United States and sold more than 15 million records worldwide. A single mother of five and grandmother of two, she was also an actress, a television producer, the star of her own reality show, and an entrepreneur. But for all its immense success, Jenni’s life often seemed to be a series of personal battles in which perseverance was her only weapon. As her fame grew, she made it her mission to speak about her struggles, forging an intimate connection with her fans. She became a figure of strength and a source of encouragement to women of all ages. In Unbreakable, Jenni recounts the crucial moments in her past, revealing her experiences with domestic and sexual abuse, divorce, body image issues, making her way in a male-dominated industry, raising her children as a single mother, and learning that she could depend only on herself. Though she is no longer with us, Jenni will always be the "Rivera rebel from Long Beach," the girl who maintained her sense of humor and fighting spirit in every circumstance. In this remarkable memoir, Jenni leaves behind a legacy of inspiration and determination that will forever live on through her precious family, friends, and fans.
From bestselling author of the remarkable memoir, The Distance Between Us comes an inspiring account of one woman’s quest to find her place in America as a first-generation Latina university student and aspiring writer determined to build a new life for her family one fearless word at a time. “Here is a life story so unbelievable, it could only be true” (Sandra Cisneros, bestselling author of The House on Mango Street). As an immigrant in an unfamiliar country, with an indifferent mother and abusive father, Reyna had few resources at her disposal. Taking refuge in words, Reyna’s love of reading and writing propels her to rise above until she achieves the impossible and is accepted to the University of California, Santa Cruz. Although her acceptance is a triumph, the actual experience of American college life is intimidating and unfamiliar for someone like Reyna, who is now estranged from her family and support system. Again, she finds solace in words, holding fast to her vision of becoming a writer, only to discover she knows nothing about what it takes to make a career out of a dream. Through it all, Reyna is determined to make the impossible possible, going from undocumented immigrant of little means to “a fierce, smart, shimmering light of a writer” (Cheryl Strayed, author of Wild); a National Book Critics Circle Award Finalist whose “power is growing with every book” (Luis Alberto Urrea, Pultizer Prize finalist); and a proud mother of two beautiful children who will never have to know the pain of poverty and neglect. Told in Reyna’s exquisite, heartfelt prose, A Dream Called Home demonstrates how, by daring to pursue her dreams, Reyna was able to build the one thing she had always longed for: a home that would endure.