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In diesem essential erfahren Sie alle wichtigen Grundlagen der Text- und Konzeptentwicklung für eine Content-Marketing-Strategie. Der Autor beschreibt die erfolgsentscheidenden Stellschrauben, die Sie beachten müssen und in die Sie ausreichend Zeit investieren sollten: von der vorab zu leistenden Denkarbeit, über die strukturierte Konzeptentwicklung, bis hin zur optimalen Textarbeit für Webtexte. Abgerundet wird dieser Band durch Interviews mit renommierten Experten und Erfolgsbeispielen aus der Praxis. Der Inhalt Kein Text ohne Konzept: Analyse, Strategie, Ideenentwicklung, Tonalität Grundsätzliche Textregeln Texten für das Web: SEO für Online-Texter Storytelling Experten-Interviews und Beispiele für gutes Content Marketing Die Zielgruppen Studierende der Bereiche Marketing und Kommunikationswissenschaften Alle, die Content Marketing betreiben wollen, aber nicht wissen, wie Texte, Contents und Konzepte genau aussehen können Der Autor Sandro Abbate ist Kulturwissenschaftler und Marketingexperte und arbeitet als selbstständiger Marketingberater, Texter und freier Autor. .

Internet marketing. --- Public relations. --- Industrial management. --- Online Marketing/Social Media. --- Corporate Communication/Public Relations. --- Media Management. --- Business administration --- Business enterprises --- Business management --- Corporate management --- Corporations --- Industrial administration --- Management, Industrial --- Rationalization of industry --- Scientific management --- Management --- Business --- Industrial organization --- Industries --- PR (Public relations) --- Advertising --- Industrial publicity --- Mass media and business --- Propaganda --- Publicity --- Online marketing --- Web marketing --- World Wide Web marketing --- Electronic commerce --- Marketing --- Public relations --- Telemarketing. --- Communication in organizations. --- Advertising media planning. --- Digital Marketing. --- Corporate Communication. --- Media Planning. --- Advertising media, Choice of --- Advertising media selection --- Media planning in advertising --- Organizational communication --- Organization --- Electronic marketing --- Telephone marketing --- Direct marketing --- Telematics --- Telephone selling

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‘[This book] offers ground-breaking research into political marketing and management in a developing democracy, significantly broadening our understanding of how business concepts and techniques permeate politics in different circumstances. Covering a range of topics including political HR and branding in parties, it lays important foundations for new political marketing and management research.’ —Jennifer Lees-Marshment, Professor, The University of Auckland, New Zealand ‘A pace-setting book on political marketing in Ghana that offers a strategic direction to political campaigning, financing, human resource management and leadership.’ —Joshua Yindenaba Abor, Professor and Dean, The University of Ghana Business School, University of Ghana This book focuses on the emergence of new frames of political engagement underpinned by concepts in marketing, management, and organisation. It goes beyond political electioneering and campaigning and considers business theories such as market research, segmentation, social media, brand architecture, and human resources. With contributions from a range of skilled experts, Political Marketing and Management in Ghana emphasises and provides insights on the symbols-oriented approach of political campaigning in Africa, and distinguishes this from the technology-driven process of the west. Offering a total understanding of African politics and its supply and demand interactivity between key actors, this book is of great use to academics interested in political science, communications, marketing, and business and management.

Politics, Practical --- Marketing --- Political aspects --- Ghana --- Politics and government. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Electoral politics --- Mass political behavior --- Political behavior --- Politics --- Practical politics --- Business. --- Internet marketing. --- Industrial management. --- Leadership. --- Elections. --- Business and Management. --- Business Strategy/Leadership. --- Branding. --- Electoral Politics. --- Online Marketing/Social Media. --- Media Management. --- Industrial management --- Aftermarkets --- Selling --- Political science --- Political participation --- Branding (Marketing). --- Business administration --- Business enterprises --- Business management --- Corporate management --- Corporations --- Industrial administration --- Management, Industrial --- Rationalization of industry --- Scientific management --- Management --- Business --- Industrial organization --- Online marketing --- Web marketing --- World Wide Web marketing --- Electronic commerce --- Franchise --- Polls --- Plebiscite --- Political campaigns --- Representative government and representation --- Brand name products --- Advertising --- Ability --- Command of troops --- Followership --- Ghana. --- Chia-na --- Dēmokratia tēs Gkanas --- Gáana --- Gana --- Gana ka Fasojamana --- Gana Konghwaguk --- Gana Respublikaḣy --- Ganæ --- Ganah --- Ganao --- Ganmudin Orn --- Ghana Vabariik --- Ghanako Errepublika --- Ghaney --- Ghanská republika --- Gkana --- Gold Coast --- Government of Ghana --- Gweriniaeth Ghana --- IGana --- Ochíchìíwú Ghana --- Pobblaght ny Ganey --- Poblachd Ghàna --- Poblacht Ghána --- Qana --- Qana Respublikası --- Repubblica del Ghana --- Republic of Ghana --- República de Ghana --- Rèpublica du Gana --- Republik Ghana --- Republika Gana --- Republiḳat Ganah --- République du Ghana --- Rėspublika Hana --- Respublikæ Ganæ --- Tjóðveldið Gana --- Yn Ghaney --- Africa --- Strategic planning. --- Telemarketing. --- Advertising media planning. --- Business Strategy and Leadership. --- Digital Marketing. --- Media Planning. --- Advertising media, Choice of --- Advertising media selection --- Media planning in advertising --- Electronic marketing --- Telephone marketing --- Direct marketing --- Telematics --- Telephone selling --- Goal setting (Strategic planning) --- Planning, Strategic --- Strategic intent (Strategic planning) --- Strategic management --- Planning --- Business planning