Attract, engage, and inspire your customers with an "Optimize and Socialize" content marketing strategy

"Optimize" is designed to give readers a practical approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement. Companies, large and small, will benefit from the practical planning and creative content marketing tactics in this book that have been proven to increase online performance across marketing, public relations, and customer service. Learn to incorporate essential content optimization and social media engagement principles thereby increasing their ability to acquire and engage relevant customers online.

"Optimize" provides insights from Lee Odden, one of the leading authorities on Content and Online Marketing. This book explains how to: Create a blueprint for integrated search, social media and content marketing strategyDetermine which creative tactics will provide the best results for your companyImplement search and social optimization holistically in the organizationMeasure the business value of optimized and socialized content marketingDevelop guidelines, processes and training to scale online marketing success

"Optimize" offers a tested approach for a customer-centric and adaptive online marketing strategy that incorporates the best of content, social media marketing, and search engine optimization tactics.

More than ever, organisations are facing a data avalanche from various sources, be they in electronic or hard copy format. How an organisation manages this ever-increasingly important resource - data - can benefit or hinder its ability to achieve its objectives. Creating and Managing a CRM Platform for Your Organisation not only covers how the principles of data management, including data quality and data security, can be applied to an organisation's customer relationship management (CRM) platform, but also highlights how aspects of data management, marketing and technology are needed to operate, develop and manage a CRM platform in order to carry out tasks such as reporting and analysis, developing data plans, undertaking data audits, data migrations and campaign mailings which will result in an organisation using data effectively in order to achieve its goals and objectives. The issues and topics covered apply to all organisations that use a CRM platform and the data it contains as part of their business activities, regardless of the industry sector or size of the organisation. A comprehensive overview of the practices that can be effectively implemented when managing a CRM platform, this book is essential reading for professionals involved in the administration of the CRM platform within their organisation and data management.

Das Verstandnis des einstigen Modewortes "E-Commerce" hat sich verschoben. Nicht langer stehen vage Prognosen im Mittelpunkt. Der vorliegende Band unterzieht die Potenziale des Technologieeinsatzes und ihrer nachhaltigen oekonomischen Verwertung einer realistischen Analyse. Namhafte Wissenschaftler und Praktiker geben einen UEberblick uber die aktuelle Forschung sowie Anwendungen in den Bereichen Netze, Markte, Dienste und Technologien. Dabei werden die Moeglichkeiten der Umsetzung innovativer wissenschaftlicher Ansatze in die Praxis, aber auch des Transfers praxisrelevanter Problemstellungen in die Forschungslabors sowohl aus oekonomischer als auch aus informationstechnischer Sicht beleuchtet.

The former Amazon executive who launched and scaled Amazon Marketplace gives business leaders the ultimate playbook on how to "think like Amazon" to succeed in the digital age. "What would Jeff do?" Since leaving Amazon to advise start-ups and corporations, John Rossman has been asked this question countless times by executives who want to know "the secret" behind Amazon's historic success. In this step-by-step guide, he provides 50 answers drawn from his experience as an Amazon executive-and shows today's business leaders how to think like Amazon, strategize like Bezos, and beat the competition like nobody's business. The secret is recognizing that Jeff Bezos and Amazon have a remarkably consistent way to approach and meet challenges, new markets, and growth. Think Like Amazon reveals how Amazon achieves results and thinks about its business. Readers can explore the unique mindset and inner workings that drive Amazon's operational excellence, from its ground-up approach to new digital markets to its out-of-the-box attitudes on innovation. Leaders will learn specific game-changing strategies that made Amazon stand out in a crowded digital world. They'll discover actionable ideas to transform a culture and a business to digital and become the kind of platform company that customers obsess over. Rossman also offers insight into the latest technologies, e-commerce marketing, online culture, and IoT disruptions that only an Amazon insider would know. If you want to compete and win in the digital era, you have to Think Like Amazon.

Revolutionize your business with the power of marketplaces In today's digital-first economy, marketplaces are growing at twice the rate of overall eCommerce - and proving that traditional eCommerce is no longer enough. With The Online Marketplace Advantage: Sell More, Scale Faster, and Create a World-Class Digital Customer Experience, the duo behind more than 300 of the world's most successful marketplaces reveals the strategies every enterprise needs to take the lead. Through dozens of case studies, real-word examples, and proprietary marketplace research you'll learn: How to turn the marketplace model into your business' competitive advantage The make-or-break decisions for launching an industry-leading enterprise marketplace fast The best practices to achieve marketplace scale, and the most common pitfalls that separate the winners from the losers With The Online Marketplace Advantage, discover the complete playbook you need to break through with a successful, scalable marketplace strategy that puts your business on a path to unprecedented growth - permanently.

From a long-time Alibaba executive and friend of Jack Ma, this is first book to articulate how Alibaba's unique culture and "tai chi" management principles are providing a business and economic development model for the rest of the world.If you took the economic might of Amazon, and added the penetration of Facebook, the ubiquity of Google, and the cultural significance of YouTube, you might have something starting to resemble Alibaba. Commonly mischaracterized as a kind of Chinese eBay for businesses, Alibaba and its interlinked network of products and services have exploded into global markets, disrupting conventional businesses and creating previously unimaginable opportunities for millions of small businesses worldwide. This book reveals the Tao of Alibaba-the company's "secret sauce"-a consciously cultivated ethos and spirit that has enabled Alibaba to weather tough times (including its recent setbacks with the Chinese government) and persist toward a common mission. It is a blueprint of the company's management philosophy, crystalized into the most important elements that have driven its success, and it provides a road map for how to incorporate these principles into any organization's operations. Wong distills his 20 years of experience inside the company to show readers how to align their organization's capabilities with performance-maximizing tools in order to achieve success. But most importantly, the Tao of Alibaba teaches the pursuit of greater purpose and meaning, steering entrepreneurs to view their ventures as a vehicle for having profound and lasting impacts on their communities. Ultimately, the lessons shared in The Tao of Alibaba will serve as timeless tools for any entrepreneur seeking to configure their organization toward purpose and impact.

E(lectronic)- und M(obile)-Learning: das Lernen und Lehren mittels Informations- und Kommunikationstechnologien wird bereits in vielen Bereichen erfolgreich eingesetzt. In (Hoch)schulen sowie in der beruflichen Aus-, Fort- und Weiterbildung von Auszubildenden bis hin zu Top-Managern. Dieser Sammelband beschreibt den Status Quo und aktuelle Projekte. Er identifiziert und analysiert wichtige E-Learning-Trends und zukunftsgerichtete Entwicklungen.

Der Einsatz von Software-Agenten zur Koordination wirtschaftlicher Prozesse und auf elektronischen Marktpl tzen ist Kernthema dieses Buches. Dabei werden Potenziale und Chancen, Anwendungen und Prototypen, aber auch Herausforderungen, Grenzen und Risiken der Agententechnologie f r den Einsatz aufgezeigt. Theoretische Grundlagen und Beispiele aus Projekten und deren Konzepte dienen als Basis f r die Realisierung eines eigenen agentenbasierten Markplatzes in Java. Im Vordergrund stehen daher praktische Ans tze zur Realisierung wirtschaftlicher Mechanismen und deren Implementierungen in eigenen Software-Agenten.
Die beigef gte CD enth lt eine eingeschr nkte Lizenzversion des kommerziellen Agentensystems "Living Agents Runtime System" sowie die im Buch beschriebenen Java-Klassen.

Die Schwerpunkte der Wirtschaftsinformatik andern sich. Fur viele Jahre stand die Nutzung der Informations- und Kommunikationstechnik zur Effizienzsteigerung von Prozessen in Unternehmen und offentlichen Verwaltungen im Vordergrund. Heute ist immer mehr der private Bereich das wichtigste Einsatzgebiet der Informations- und Kommunikationstechnik. Diese Transformation wird in den nachsten Jahren die Tatigkeitsfelder der Wirtschaftsinformatik stark verandern.

In dieser Festschrift zu Ehren von Prof. Dr. Hubert Osterle von der Universitat St. Gallen, stellen 26 pragende Personlichkeiten aus Wissenschaft und Praxis mit ihren Koautoren ihre Sicht auf die weitere Entwicklung der Wirtschaftsinformatik in Wirtschaft und im privaten Bereich dar. Das Spektrum der Beitrage reicht von der Beschaftigung mit neuartigen Technologien, wie z.B. Cloud Computing, uber Veranderungen von Geschaftsmodellen und Unternehmensgrundungen, Beitragen uber Veranderungen der Arbeitswelt bis zu forschungsmethodischen Artikeln."

For e-commerce to work and be implemented successfully, specific skills and knowledge are required - in the fields of information and communications technology (ICT) and business and marketing management in particular. Research in South Africa indicates a growing need for training in managing e-commerce. This book attempts to train people in understanding the ICT principles that underlie e-commerce and e-commerce management against the background of this need, in a disciplined and dedicated way that aims to satisfy specific business needs and meet objectives.

This book is about - but not only about - Napster. The story of Napster is important in its own right, but its legacy even more so. The phenomenon that surrounds Napster has highlighted the extraordinary potential for the mass mobilisation of consumer and community power. This irresistible force - the underground Internet - has blown apart conventional models of doing business.

Merriden charts the birth of Napster and its genesis in Internet music communities. He describes in detail how big businesses felt complacent enough to ignore Napster, only to turn on it when the truth about their business models dawned. As the big companies got nasty, Bertelsmann and Thomas Middelhof broke ranks and did a deal with Napster.

The rapid spread in Napster's popularity has made many businesses sit up and notice. And it wasn't just because of the court room battles highlighted by the media every day. Some estimates put the peak number of Napster users at around 58 million. Hard to ignore the cries of the masses. Through the aftermath of those bloody court rooms, Napster has left a lasting impact on the future of e-business. This legacy affects more than music and record companies. In irresistible forces, Trevor Merriden shows how all businesses who have an interest in the Internet should pay attention. The influence on business of file sharing and peer-to-peer technology will be profound in the years ahead.

Since the first edition of this landmark textbook, online shopping has grown exponentially to the point that it now threatens to eclipse the high street. With online retail offering both advantages and challenges that are distinct from traditional commerce, this textbook provides new approaches to retailing and as such helps readers to take advantage of new digital technologies. This long-awaited new edition provides a thorough and substantial update to its solid core principle of digital retailing and its relationship with conventional retail methods. These principles are explained clearly and practically to provide students, entrepreneurs and researchers with a reliable guide to the implementation and operation of a successful online retailing business. Updates to this edition include: Search engine marketing and search engine optimization. New and updated case studies, including Tesco's virtual store, Ray-Ban's smart mirror, IKEA's mobile catalogue and Nordstrom's TextStyle. Social networks and electronic word-of-mouth communication. A new chapter on ubiquitous retailing. A brand new companion website to support tutors. With accessibly written features such as key learning points, questions, think points and further reading, Internet Retailing and Future Perspectives is ideal for anyone using, studying or researching digital commerce.

This book offers a toolkit of methods and technologies to undertake qualitative research on digital spaces. Unlike commonly used traditional methodological strategies, which are 'retrofitted' to digital spaces, Qualitative Research in Digital Environments offers researchers a set of 'digitally native' tools that are designed for online social environments. Thanks to a broad range of cases including Louis Vuitton, YouTube and the concept of 'hipsterism', this text illustrates the practical applications of techniques and tools over the most popular social media environments. This book will be a valuable guide to qualitative research for marketing students, researchers and practitioners, as well as a central reference point for tutors in the growing field of Digital Sociology.

Das Internet hat das Dialogmarketing in den letzten zehn Jahren wesentlich bereichert. Allerdings fehlen meist systematische Abhandlungen uber den Einsatz ausgewahlter Online-Marketing-Instrumente. Hier schliesst das Kompendium zu Konzepten, Instrumenten, Umsetzung und Controlling des Suchmaschinen-Marketings eine Lucke. Fur die 2. Auflage wurde der Inhalt durchgesehen, korrigiert, an vielen Stellen vertieft und den rapiden Veranderungen der Praxis angepasst. Ferner ist eine aktuelle Fallstudie zu Innovationen im Suchmaschinen-Marketing eingeflossen."

Following the implementation of the new General Data Protect Regulation on 25 May 2018, organizations should now be fully compliant with their national interpretation of this far-reaching data protection standard. The reality is that most are not; whether through their inappropriate use of online cookies or ineffective physical data security, businesses continue to struggle with the increasing pressure from regulators to apply the Regulation. Non-compliance is widely due to misinterpretation, lack of real-world thinking, and challenges in balancing costs against business practicalities. This book provides insight into how to achieve effective compliance in a realistic, no-nonsense and efficient way. The authors have over 100 years' collective international experience in security, compliance and business disciplines and know what it takes to keep companies secure and in-line with regulators' demands. Whether your organization needs to swiftly adopt GDPR standards or apply them in "Business as Usual" this book provides a wide range of recommendations and explicit examples. With the likelihood of high-profile penalties causing major reputational damage, this book explains how to reduce risk, run a remedial project, and take immediate steps towards mitigating gaps. Written in plain English, it provides an invaluable international reference for effective GDPR adoption.

Master technical analysis, step-by-step! Already the field's most comprehensive, reliable, and objective introduction, this guidebook has been thoroughly updated to reflect the field's latest advances. Selected by the Market Technicians Association as the official companion to its prestigious Chartered Market Technician (CMT) program, Technical Analysis, Third Edition systematically explains the theory of technical analysis, presenting academic evidence both for and against it. Using hundreds of fully updated illustrations and examples, the authors explain the analysis of both markets and individual issues, and present complete investment systems and portfolio management plans. They present authoritative, up-to-date coverage of tested sentiment, momentum indicators, seasonal effects, flow of funds, testing systems, risk mitigation strategies, and many other topics. Offering 30% new coverage, Technical Analysis, Third Edition thoroughly addresses recent advances in pattern recognition, market analysis, systems management, and confidence testing; Kagi, Renko, Kase, Ichimoku, Clouds, and DeMark indicators; innovations in exit stops, portfolio selection, and testing; implications of behavioral bias, and the recent performance of old formulas and methods. For traders, researchers, and serious investors alike, this is the definitive guide to profiting from technical analysis.