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This commercial, privately published, is about American Express.
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MARKETING STRATEGY --- Marketing --- Price policy
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658.8 --- Marketing --- marketing strategy --- marketing analysis --- marketing strategy. --- marketing analysis. --- Marketing analysis. --- Marketing strategy.
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How to launch a new product and achieve product-market fit without being overwhelmed.This book is a comprehensive guide to your go-to-market strategy.GTM Strategist is an actionable step-by-step handbook packed with tactics and strategies from 54 leading go-to-market (GTM) experts, from companies such as: Hubspot, Miro, Figma, Metabase, CXL, and many more.The book guides you to answer questions like:Who am I selling to?What price should I set?What marketing channels should I focus on?What growth techniques will take us there?In Growth and Marketing, we were taught how the “big tech” companies grew to their heights more than a decade ago. They had bigger budgets, teams, and global talent. Markets were less saturated. Customers were more excited about innovation.What worked for these giants ten years ago is unlikely to make you the next unicorn in the 2020s.We need a different, modern playbook for GTM. One that applies to bootstrapped startups, clever leaders in tech companies, and independent innovators.So I went on a journey. I devoted a year of my life to interviewing more than 50 experts who shared their “go-to-market” secrets. They provide actionable advice that guides you to product-market fit, complemented by my own decade of experience working with high-profile unicorns and enterprises such as Google, Rocket Internet, Bayer, and Heineken, along with more than 350 startups.Inside this book, you'll find:The most well-researched step-by-step guide that walks you through every element you need to start profitably selling your products: from market research to pricing, positioning, and beyond.135 mental models and 17 workshop templates that will help you and your team build a winning GTM strategy.A heap of practical examples and advice by growth experts from these leading companies: Amplitude, Miro, Hubspot, Figma, MongoDB, The Predictive Index, CXL, Foreo, Zebra BI, and many others.By the end of the book, you'll:Have a proven step-by-step GTM strategy that will make your next launch a whopping success.Get hands-on experience from stellar GTM experts and apply them to your company.Make decisions with confidence using field-tested frameworks and mental models.
marketing --- marketing strategy --- markets --- products --- consumer behaviour --- pricing --- positioning
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Nowadays the implementation of data management within business strategies is essential to create value for the company. This report will develop the case of a company, MarSol SA, which has issues integrating data management into their marketing strategy. By consequence, there is a lack of customer insights which results in mass-emailing, low opening rates, low conversion rates and high bounce rates on the website. Through the use of data mining tools, an in-depth analysis will be executed of MarSol’s data in order to obtain customer insights which will permit the segmentation of the customer data base (in function of similarities (characteristics and behavior) between the customers). The main goal is to develop a set of recommendations that will enhance the creation of a personal marketing strategy approach in function of the different segments and boost the performance of the company. Other non-data-driven recommendations will be developed as well in order to improve the online marketing strategy.
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Marketing decisions often misfire when driven more by beliefs than by knowledge. This book guides readers on how to differentiate between the two and to think more clearly and correctly when making those decisions, thereby increasing organizational success. The book is based on the fields of epistemology-- the study of how knowledge is created--and the philosophy of science--the study of what it means for a science to be called a science. The motivation behind the book is quite simple: Given that science is so successful, why shouldn't marketers borrow thinking and reasoning skills from science and apply them to marketing? Indeed, why not? Section 1 lays the groundwork for learning how to apply scientific reasoning to the field of marketing. It covers some basic and important definitions ("What is a belief?" "What is knowledge?"), identifies barriers to scientific reasoning, and gives an example from The Dow Chemical Company about how this manufacturer uses critical thinking and reasoning skills to make more effective marketing and business decisions. Section 2 presents the necessary "thinking tools" you will need to apply scientific reasoning to solving your marketing problems. It introduces topics relating to attributes versus constructs, the meaning of causation, the relationship between coherence and justified beliefs, the importance of logic to sound reasoning, and the avoidance of logical fallacies in making sound recommendations. The book's final section focuses on the role that theory development plays in helping marketers transform mere "beliefs" into "knowledge." Additionally, there is a separate chapter on brainstorming that presents ideas on how marketers can use their brain power to create potentially useful insights into factors influencing customer behavior. The book concludes by giving readers direction to further improve their ability to apply scientific reasoning to solve marketing problems.
Marketing --- Management. --- Decision making. --- marketing --- marketing management --- marketing strategy --- strategy --- critical thinking --- marketing research
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Skechers Benelux would like to raise its brand awareness through a digital model. Based on a literature review and digital marketing concepts, this project-dissertation develops a digital marketing strategy in order to meet the objectives set up by the company. Therefore, two distinct sections will be studied. The literature review discusses brand awareness, digital marketing strategies and the relationship between the first two. After that, a chapter is dedicated to the cultural differences observed in an international environment. In the empirical chapter, the digital marketing strategies are developed. It will begin by setting out a micro and macro environmental analysis that will allow the company to understand its context. Then, through two missions conducted in the company, the development of digital strategies are set out and the results analysed.
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L'objectif de ce mémoire est d'étudier la façon de mettre en place une stratégie de marketing digital pour le lancement d'une application de gestion des risques sur projets. Il propose une démarche à suivre pour réaliser une campagne de marketing efficace.
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La mission de ce mémoire projet est de fournir une méthode, un guide, à l’entreprise Cikisi afin d’augmenter le nombre de nouveaux prospects générés. Cet écrit présente un ensemble non-exhaustif des méthodes de marketing et de prospection adaptées à la vente ou à la prise de rendez-vous pour des logiciels de type SAAS (software as a service).
Generation de prospect, --- Lead generation --- Growth hacking --- Marketing strategy --- Sciences économiques & de gestion > Marketing
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Doelstellingen: In deze masterproef wordt onderzocht of bedrijven afhankelijk zijn van hun online imago en hoe ze dit imago proberen te bewaken. Daarbij komen de volgende deelvragen aan bod: zijn bedrijven actief op sociale media en passen ze met tools sentiment analyse toe om een inzicht te krijgen in de zogenaamde Web 2.0 content? Een uitgebreide literatuurstudie van het domein van de sentiment analyse en een verkennende marktstudie laten toe om een eventuele kloof te ontdekken tussen de verwachtingen van bedrijven omtrent deze technologie en de mogelijkheden die de huidige tools bieden. Middelen of methode: Aan de hand van een grondige literatuurstudie wordt eerst de status quaestionis in het onderzoeksdomein samengevat. Na deze wetenschappelijke bespreking volgt een kritische analyse van een aantal tools en applicaties zodat de lezer ook een inzicht krijgt in de praktische toepassingen van sentiment analyse. Aan de hand van een marktstudie wordt ten slotte nagegaan of bedrijven actief zijn op sociale media en of ze sentiment analyse tools ook effectief gebruiken om hun online imago te bewaken. Als doelgroep werd gekozen om te werken met Vlaamse media en web shops. Resultaten: Uit de resultaten van de marktstudie blijkt dat alle respondenten, 7 uit de Vlaamse media en 8 uit web shops, actief zijn op ten minste één sociaal netwerk. Daarnaast stelden we vast dat de eigenlijke content op deze netwerken bij beide doelgroepen, i.e. 90%, al een deel uitmaakt van de online marktstrategie.Toch zien we dat slechts 1 op 15 respondenten sentiment analyse toepast om een meer gedetailleerd beeld te verkrijgen van wat er online over het bedrijf wordt verspreid. Deze kloof tussen de activiteit op sociale media en de integratie van sentiment analyse tools, wijst erop dat dit medium nog niet optimaal geïntegreerd is in de bedrijfsstrategie. Als we deze bevinding plaatsen naast de grote wetenschappelijke ontwikkelingen in het veld en het veelvuldig verschijnen van nieuwe tools kunnen we stellen dat we ons op een keerpunt bevinden. Deze studie is dan ook een goed vertrekpunt voor bedrijven die wensen hun online marktstrategie verder uit te bouwen of voor ontwikkelaars van sentiment analyse tools om nieuwe inzichten te verkrijgen in de markt.
Machine learning. --- Marketing Strategy. --- Opinion Mining Tools. --- Sentiment Analysis. --- Social Media. --- Taaltechnologische studie. --- User-generated Content. --- Web 2.0.
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