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"e;Le marketing au bout des doigts, sur votre telephone portable..."e; 'Courir Un Lievre a la Fois' vous propose de decouvrir le marketing strategique. Ce livre reunit des exemples pratiques et des techniques utilisables pour donner aux entrepreneurs creatifs les moyens de rendre leur entreprise encore plus performante. 'Comment vendre ?' est l'eternelle question. David Parrish, consultant et formateur de renommee internationale, illustre les messages les plus importants de la vente et du marketing grace a des anecdotes tirees de sa propre experience en tant qu'entrepreneur et des succes de ses clients de par le monde.'Courir Un Lievre a la Fois' a ete concu specifiquement pour etre un livre electronique. Chaque section est succincte et ecrite pour vous aider a creer votre plan marketing. Y sont joints des suggestions sur les demarches pratiques a adopter et les notions de marketing correspondantes, afin de vous aider a clarifier et affiner vos objectifs.Nous ne parlons pas ici de publicite. Une strategie marketing intelligente n'a pas besoin de coAter cher, ni d'etre flamboyante: il s'agit de comprendre votre entreprise, de reflechir a chaque etape et de concentrer vos efforts afin de developper des strategies et des techniques de ventes bien definies pour accroitre vos succes, vos profits et votre position sur le marche. 'Courir Un Lievre a la Fois' vous montrera la marche a suivre.Vous y decouvrirez la puissance du marketing viral et comment beneficier de recommandations de bouche-a-oreille. Vous comprendrez la difference entre le marketing strategique et le marketing operationnel, entre les communications marketing et une strategie complete et reflechie.La vente et le marketing devraient travailler ensemble sans encombres, soutenus par une strategie adaptee a votre entreprise, votre secteur d'activite et votre clientele. David pose les questions qui comptent et analyse des exemples concrets, creant ainsi une boite a outils marketing qui vous aidera a developper votre propre strategie marketing.'Courir Un Lievre a la Fois' vous incite a penser aussi a comment etre authentique afin que vendre ne soit plus une corvee et a comprendre ce que vous vendez et pourquoi vos clients le veulent. Ce livre vous aide a calculer la valeur du produit ou du service creatif que vous vendez et vous donne des moyens precis sur comment y arriver. Il vous incitera egalement a penser a vos marches locaux, nationaux et internationaux.Ce livre touche aussi aux complexites toutes particulieres des entreprises creatives, au fait de travailler dans un secteur qui vous passionne, a la valeur qu'on apporte a son travail, au choix des bons clients, a faire sa publicite de maniere efficace et a rendre votre entreprise rentable et prospere.Chacun des 63 courts chapitres vous suggerera des pratiques que vous pouvez mettre en action immediatement. Ecrit de maniere pragmatique et didactique, ce livre a ete cree pour les entreprises de toutes tailles - des starts-up aux entreprises etablies - avec une profusion d'idees et d'anecdotes inspirantes dans lesquelles puiser de maniere quotidienne.David Parrish a travaille avec des centaines de petites entreprises creatives et d'entrepreneurs, entreprises digitales, organisations culturelles et agences de developpement dans plus de 30 pays. Il est specialise dans les industries creatives et digitales, et aide les entrepreneurs a utiliser leur creativite pour mieux diriger leurs entreprises.'Courir un Lievre a la Fois' est son second livre, apres le succes de 'T-Shirts and Suits: A Guide to the Business of Creativity', traduit et publie dans sept pays.'Courir un Lievre a la Fois' est ecrit pour les entreprises creatives et digitales. En tant que boite a outils, il s'adresse a toutes les entreprises dans le secteur des industries creatives.
This book brings under a magnifying glass a little explored, but significant topic - the communications changes of the National Bank of Romania after 2008. Given the similarities and differences between central banks’ mechanisms and practices adopted, its applicability and impact for other actors are incontestable. The research incorporates valuable details on how the National Bank of Romania’s communication changed during the Great Recession of 2008, as well as insightful data about the way in which different categories of public and media perceived this change. The timeliness and significance of this research are noticeable as the central banks already entered a new era of communication challenges triggered by the Covid-19 pandemic and recently by the Russia – Ukraine war. Lessons from the past can contribute to what researchers name the second revolution in communication, focusing on opening the central banks to the public and regaining trust, especially in such a difficult period.
This is the second of a two-volume set (CCIS 434 and CCIS 435) that constitutes the extended abstracts of the posters presented during the 16th International Conference on Human-Computer Interaction, HCII 2014, held in Heraklion, Crete, Greece in June 2014 and consisting of 14 thematic conferences. The total of 1476 papers and 220 posters presented at the HCII 2014 conferences were carefully reviewed and selected from 4766 submissions. These papers address the latest research and development efforts and highlight the human aspects of design and use of computing systems. The papers accepted for presentation thoroughly cover the entire field of Human-Computer Interaction, addressing major advances in knowledge and effective use of computers in a variety of application areas. The extended abstracts were carefully reviewed and selected for inclusion in this two-volume set. This volume contains posters’ extended abstracts addressing the following major topics: social media and social networks; learning and education; design for all; accessibility and assistive environments; design for aging; games and exergames; health and well-being; ergonomics and safety; HCI in business, tourism and transport; human-human and human-agent communication; user experience case studies.
Although literature on corporate social responsibility is vast, research into the use and effectiveness of various communications through digital platforms about such corporate responsibility is scarce. This gap is surprising; communicating about corporate social responsibility initiatives is vital to organizations that increasingly highlight their corporate social responsibility initiatives to position their corporate brands for both consumers and other stakeholders. Yet these organizations still sometimes rely on traditional methods to communicate, or even decide against communicating at all, because they fear triggering stakeholders’ skepticism or cynicism. A systematic, interdisciplinary examination of corporate social responsibility communication through digital platforms therefore is necessary, to establish an essential definition and up-to-date picture of the field. This research anthology addresses the above objectives. Drawing on marketing, management, and communication disciplines, among others, this anthology examines how organizations construct, implement, and use digital platforms to communicate about their corporate social responsibility and thereby achieve their organizational goals. The 21 chapters in this anthology reflect six main topic sections: Challenges and opportunities for communicating corporate social responsibility through digital platforms. Moving toward symmetry and interactivity in digital corporate social responsibility communication. Fostering stakeholder engagement in and through digital corporate social responsibility communication. Leveraging effective digital corporate social responsibility communication. Digital activism and corporate social responsibility. Digital methodologies and corporate social responsibility.
Several prominent public voices have advanced the hypothesis that networked communications erode the value of privacy in favor of a transparent connected existence. Especially younger generations are often described as prone to live "open digital lives". This hypothesis has raised considerable controversy, polarizing the reaction of its critics as well as of its partisans. But how likely is the "end of privacy"? Under which conditions might this scenario come to be? What are the business and policy implications? How to ethically assess risks and opportunities? To shed light on the co-evolution and mutual dependencies of networked structures and individual and collective strategies towards privacy, this book innovatively uses cutting-edge methods in computational social sciences to study the formation and maintenance of online social networks. The findings confound common arguments and clearly indicate that Internet and social media do not necessarily entail the end of privacy. Publicity is not "the new norm": quite to the contrary, the book makes the case that privacy is a resilient social force, resulting from a set of interconnected behaviors of Internet users.
Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process. Motivated by the increased complexity of markets, globalisation, deregulation, and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. The book considers all of the key market stakeholders, arguing that developing market relations and enhancing customer value is the responsibility of every member of the organization, and that the development of this customer value is the only way for a firm to achieve profit and growth. New to this edition: - Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn - Broad international perspective - Thoroughly revised to reflect the latest academic thinking and research With its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs.
Nowadays, the Internet has become an irreplaceable tool, feeding us information about new innovations and the evolution of the markets relating to all human activities. What the Internet lacks, though, is a guiding narrative thread, which is crucial to understand the evolution from old technologies into the technologies available today, and to benefit from the commentary which could elucidate that process of evolution. In spite of its inherent richness, no encyclopedia can constitute the one and only referential information source. The actors involved also have the right to be heard: all those who have devoted their working lives to the collective effort of edifying networks can, of course, present their personal views about the evolution of the world of telecommunications, and thus provide invaluable testimony to companies in this area who can make use of it. It is that approach which is adopted in this book. Whilst the primary objective of this book is to encourage SMEs to use digital technologies, and help them to organize with that goal in mind, it has proved necessary to describe the transformations currently under way in the field of networks, and to outline the efforts to obtain a competitive edge in terms of clerical applications, compare the various techniques that are available for high data rate communications, and touch upon the advent of the "Internet of Things", cloud computing and various new multimedia technologies. All in all, this book should help companies – particularly SMEs – to garner overall information about the current movement in the area of networking, and assist them in putting in place and managing their own communications systems.
Le développement spectaculaire d’internet, des réseaux sociaux, de la technologie mobile et la multiplication des capteurs provoquent une croissance exponentielle des données à laquelle les entreprises doivent faire face : c’est le phénomène du Big Data. Ses enjeux sont considérables. Au-delà de la simple question technique du stockage, il offre la possibilité de tirer profit du contenu de ces nouvelles sources d’information. Les solutions décisionnelles classiques laissent progressivement place au Business Analytics et aux méthodes prédictives, transformant l’avalanche de données en valeur ajoutée. La technologie est aujourd’hui disponible, les bases de données traditionnelles ont évolué et les solutions dédiées à l’exploitation des données massives, telles que Hadoop, sont désormais opérationnelles. S’appuyant sur différents cas pratiques, Enjeux et usages du Big Data met l’accent sur les méthodes, les techniques et les ressources nécessaires pour permettre aux entreprises d’entrer avec succès dans l’ère de l’information à grande échelle.