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| gartner digital marketing transit map: Digital Marketing Leitfaden Claudia Hilker, 2019-03-08 Vorsprung gewinnen durch strategisches Wachstum mit Digital Marketing Der Leitfaden für Digital Marketing ist ein roter Faden für alle Marketing-Verantwortlichen, Manager und Studenten, die Digital Marketing strategisch planen und systematisch durchführen möchten. Das Buch hat viele Praxisbeispiele, ist leicht verständlich und wird von vielen Experten empfohlen. Durch die Digitalisierung verändert sich das Marketing in einem phänomenalen Tempo. Innovative Technologien verändern die Art und Weise, wie Unternehmen und Kunden auf globaler Ebene miteinander interagieren und kommunizieren. Das Buch „Digital Marketing“ ist ein praktischer Leitfaden zum Digital Business mit den Regeln neuer Medien und der Erforschung der neuen Kunden Generation. Es erläutert digitale Marketing-Strategien mit Crossmedia-Kampagnen, die mit Marketing-Hubs und Künstlicher Intelligenz automatisiert ausgespielt werden. Experten-Meinungen zum Buch Prof. Dr. Bodo Kluxen (Universität Fuzhou, China und Hochschule Fresenius): Zum Thema Digital Marketing in Theorie und Praxis findet sich derzeit nichts Intelligenteres auf dem Markt. Man spürt den hohen Praxisbezug der Autorin und ihre Praxis-Erfahrungen. Die Themen und Beispiele sind hochaktuell. Durch eine Roadmap und Leitfäden können die Themen sofort angewandt werden. Prof. Dr. Markus Kiefer an der FOM Hochschule: Claudia Hilker hat bislang bereits beachtliche Fachbücher vorgelegt. Dabei hat sie nicht den Anspruch erhoben, Social Media Marketing, Online-Marketing und Content Marketing neu zu erfinden. Aber sie hat mit ihren gleichermaßen systematischen wie umsetzungsstarken Publikationen stets bemerkenswerte, orientierende und für Klarheit sorgende Beiträge zur Fachdebatte geliefert. Prof. Dr. Volker Eickenberg an der FOM Hochschule: Frau Prof. Dr. Hilker zeigt mit ihrem neuesten Werk Lösungen auf, die Anregungen bieten, die zur Entwicklung von neuen grundsätzlichen Entscheidungen mit langfristigen Auswirkungen führen können. Die Autorin liefert somit einen wertvollen Beitrag, um die digitalen Aktivitäten der Unternehmen in konkrete Umsatzzahlen zu verwandeln. Prof. Dr. Michael Bernecker, Geschäftsführer Deutsches Institut für Marketing: Ein Werk wie dieses ist Gold wert für alle, die eine Grundlage für die Weiterentwicklung ihres Marketings hin zu den modernen Ansprüchen der digitalen Welt suchen. Claudia Hilker bietet strategische Ansätze und praktische Leitfäden für die wichtigsten Marketing-Aktivitäten. Das Buch dient als Grundlagenwerk für digitale Neulinge und gibt auch erfahrenen Marketers neue Denkanstöße für ihre Strategien. |
| gartner digital marketing transit map: Marketing em ambiente digital Andre L. Miceli, Eduardo Maróstica, 2021-07-13 Não há como negar que passamos por uma transformação digital, uma atualização quase que por minuto. Afinal, os usuários estão cada vez mais exigentes, e o mercado, sempre procurando inovações para atender às necessidades no intuito de apresentar ferramentas que organizem e resolvam todos os problemas trazidos com essa transformação. Este livro de marketing digital reúne um pouco dessas atualidades com o intuito de ajudar interessados, alunos e executivos a garantir uma atividade de excelência no mercado, tratando desde a definição de objetivos da empresa até as melhores ferramentas e estratégias para tornar esses objetivos uma realidade. |
| gartner digital marketing transit map: Kompendium der Mediengestaltung Joachim Böhringer, Peter Bühler, Patrick Schlaich, Dominik Sinner, 2014-11-29 Die sechste Auflage dieses Standardwerks wurde vollständig überarbeitet und deutlich erweitert. Der gestiegene Umfang des Werkes machte eine Aufteilung in vier Bände erforderlich. Die anderen Bände: • I. Konzeption und Gestaltung (ISBN 978-3-642-54580-1) • II. Medientechnik (ISBN 978-3-642-54584-9) • III. Medienproduktion Print (ISBN 978-3-642-54578-8) Das Kompendium berücksichtigt die Rahmenpläne und Studienordnungen sowie die Prüfungsanforderungen der Ausbildungs- und Studiengänge. Es eignet sich als Lehr- und Arbeitsbuch in Schule, Fachschule, Hochschule und Universität sowie zum Selbststudium. Über 1200 prüfungsrelevante und praxisorientierte Aufgaben und Lösungen vertiefen das Verständnis des Lehrstoffs. Farbige Querverweise ermöglichen das schnelle Auffinden der entsprechenden Kapitel in den Bänden. Ein gemeinsames Stichwortverzeichnis erleichtert die Suche und den Zugriff auf die Inhalte der vier Bände. |
| gartner digital marketing transit map: Das neue Marketing-Mindset Waldemar Pförtsch, Uwe Sponholz, 2019-06-17 Der Bedeutungswandel des Marketings wurde spätestens mit dem Einzug der Digitalisierung spürbar: durch die Reduktion auf Verkaufszahlen und Kommunikation hat es sich selbst fast überflüssig gemacht. Marketing braucht Erneuerung und Rückbesinnung zugleich. Die Zukunft des Marketings liegt im Kristallisationspunkt aller unternehmerischer Tätigkeiten – dem radikalen Fokus auf den Kunden. Während viele Marketing-Ratgeber mit dem Appell „Zurück zum Kunden“ enden, zeigen die Autoren hier im Detail, warum Marketing ein neues Mindset braucht, wie es sich strategisch neu aufstellen und operativ zum Wohle des Kunden umsetzen lässt: empathisch, agil, ganzheitlich vernetzt und iterativ. Seriöses Marketing kann so bei der Lösung wirklich drängender, menschlicher Probleme helfen. Die Autoren analysieren messerscharf die vernachlässigte Marketing-Kultur in vielen B2C- und B2B-Unternehmen. Mit dem von ihnen entwickelten H2H-(Human-to-Human)-Marketing-Konzept weisen sie den Weg füreine radikale Neuorientierung im Marketing. Sie präsentieren keine markigen Sprüche, coolen Buzzwords oder romantischen Fantasien, sondern professionelles Handwerk, das Marketing-Profis für ihre tägliche Arbeit beherrschen müssen. Marketing wird so wieder respektiert werden, muss sich dies aber durch neues Wissen und verbesserte Fähigkeiten zunächst verdienen. Aus dem Inhalt Der notwendige Wandel im Marketing Mindset durch Design Thinking, Service-Dominant-Logic und Digitalisierung. Vertrauen und dessen Management in Form von Marke, Customer Experience und Reputation wird in der Praxis häufig unterschätzt und ist doch so wirksam. Der konkrete Weg zum H2H-Marketing mit Prozess und Instrumenten. So erzeugen Sie echte Mitarbeiter- und Kundenbegeisterung. |
| gartner digital marketing transit map: Internet Peter Bühler, Patrick Schlaich, Dominik Sinner, 2019-02-27 Dieses Buch macht Sie fit für das Internet Das Internet ist aus dem Alltag nicht mehr wegzudenken. Dennoch gibt es Menschen, die gegenüber dieser Technik Berührungsängste hegen. Dieses Buch aus der „Bibliothek der Mediengestaltung“, gibt internetscheuen Lesern und erfahrenen Praktikern eine kompakte Einführung in Technik und Nutzung des Internets sowie in den Bereich Social Media. Lesen Sie u. a. mehr über die technischen Komponenten, die Ihnen den Zugang zum Internet ermöglichen. Zudem geben Ihnen die Autoren nützliche Anleitungen, mit denen Sie souverän und sicher im Internet surfen. Zu guter Letzt verschaffen Sie sich mit diesem Werk einen Überblick über die bekanntesten Social-Media-Kanäle und lernen, wie Sie die sozialen Netzwerke auch als Marketingplattformen nutzen können. So vermittelt Ihnen dieses Buch nicht nur interessante Fakten, sondern auch viele praktische Tipps. Die technischen Komponenten des Internets Die Autoren nehmenSie in diesem Buch zunächst mit auf eine kleine Zeitreise und skizzieren die Entwicklung des Internets von seinen Entstehungstagen bis heute. Anschließend steht die Datenübertragungstechnik im Fokus. Informieren Sie sich in diesem Zusammenhang z. B. über: Protokolle Domains Server Webhosting Verfügbarkeit Internet-Zugänge Twitter, Facebook und Co. Im folgenden Kapitel wird die Internetnutzung beleuchtet. Neben einem Exkurs ins Online-Recht zeigen Ihnen die Autoren in diesem Buch auch die Gefahren des Internets und erläutern, wie Sie sich vor diesen schützen. Zum Abschluss blicken sie hinter die Kulissen von Social Media und stellen Netzwerke wie Twitter, Facebook oder Youtube kurz vor. Durch Übungsaufgaben können Sie das Gelernte schnell vertiefen. Konzeption, Gestaltung, Technik und Produktion von Digital- und Printmedien sind zentrale Themen der Reihe „Bibliothek der Mediengestaltung“, einer Weiterentwicklung des „Kompendiums der Mediengestaltung“, zu der dieses Buch gehört. Daher eignet sich dieses Internet-Buch ganz besonders für: Die Prüfungsvorbereitung von Auszubildenden und Studenten im Fachbereich Mediengestaltung Medien-Praktiker, die Ihre Fähigkeiten ausbauen möchten Laien und Neulinge, die das Internet kennenlernen wollen |
| gartner digital marketing transit map: 展览会组织与运营 蔡清毅 等, 2022-03-01 一个成功的展览会，既是一种系统的策略思考过程，也是具体实施方案的设计和细致的组织实施过程。对于运营主体来说，展览会本身就是一种牵涉企业整体经营系统的持续性的策略活动。 本书选择一种以决策为导向的视角，即以管理为导向的视角来介绍展览会重要决策阶段的行为，目的就在于讲述如何成功地开发和组织一个展览会，并通过有效的运营与管理，实现展览会的品牌化和可持续化发展。 展览会的组织与运营不仅注重操作，强调其执行层面的价值；还要全面系统地研究展览会整体产品的设计、策划、流程、组织，注重整体运作，强调其战略层面的价值；同时，在生命周期里展览会还要经历竞争、时间、市场和环境的博弈过程实现自身成长，强调其可持续的值。 本书从这样的认识出发，系统梳理展览会作为 ｓｐｅｃｉａｌ ｅｖｅｎｔ 产业中的特殊活动———“会”的特殊性，重新探讨展览会组织运营的概念、研究对象和职能内容，深入展览会项目的组织管理的核心内容，聚焦于展览会的项目开发、计划、市场组织、现场组织和收尾工作的操作性流程，更是强调从产品开发和品牌运营、组织资源运营、国际化和资本运营、技术和信息化策略等层面建构展览会项目持续发展的企业运营管理体系，教材里开创性地对项目组织中风险管 理、合同管理和所有权保护等专项工作进行探讨。 本书坚持实事求是和基于理论学习结合实际运用的原则，力求资料引用准确无误，案例典型新颖，具有可读性，核心知识更以流程化、图表化进行阐述，除了导入 案例之外，每章后有本章小结、复习思考题、延伸阅读，以便拓宽视野，引发思考，提供综合训练的方向和技能提升的方式。 总之，该教材的撰写，旨在帮助读者把握展览会运营管理的总体策略方向和系统的规划组 织流程，同时注重组织展会各个环节具体方法的运用，并能关注不同条件下，展会组织运营的方案设计、执行、效果监控。 本书可操作性强，内容翔实，特色鲜明，也在同类书籍中试图有所新意，既可作为高等院校会展经济与管理专业及相关专业的研究生、本科生教材，也可作为会展专业人员的工作参考书。 |
| gartner digital marketing transit map: Professionelle Vermarktung und Kampagnengestaltung im Internet Matthias Kletzsch, 2015-09-17 Sie haben ein tolles Produkt und möchten nun im Zeitalter von Sozial Media und Online-Vermarktung die neuen Wege der Internet-Werbung beschreiten. Online-Werbung ist akribische Arbeit und Investition in Zeit, Wissen und Geld. Sie müssen Bescheid wissen über die Wirkungen der inzwischen gewaltigen und unübersehbaren Marketing-Möglichkeiten des Internets. Ob Google Werbung, Youtube, Pinterest, Facebook oder die vielen anderen Plattformen nur gezielte, auf Ihre Zielgruppe abgestimmte und ausgesuchte Maßnahmen führen zum Ziel. Jede erfolgreiche Kampagne ist eine Bestätigung dafür. Wenn Sie sich aber keine große Agentur leisten können, der Aufwand geht schnell mal in den dreistelligen Bereich, welche Ihnen eine Kampagne aus tausenden von Möglichkeiten zusammenbaut, stehen Sie ebenso vor einem großen Meer der Optionen. Deshalb benötigen Sie dieses Buch. Sie erhalten hiermit zuerst einmal einen profunden Überblick über alle möglichen Wege, über die tatsächlich wichtigen Plattformen und deren professionellen Techniken und Parameter. So einfach wie möglich erklärt finden Sie alles was Sie wissen müssen, sowie einige Ansätze einfacher aber bewährte Werbe-Strategien. Kennen Sie alle wichtigen Werkzeuge um Aufmerksamkeit zu erzeugen, Wirkung zu erzielen und tatsächlich zu verkaufen? Für den Einsteiger, Unternehmer, Gründer sowie für Marketing-Studenten oft eine endlose und unübersichtliche Recherchearbeit. Ein Buch für Anfänger und Profis. Planen Sie strategisches Marketing, SEO Marketing oder Anzeigen-Strategien, die Ihre Kunden ansprechen sollen? Wollen Sie gezielt Social Media, Business-Plattform-Strategien oder virale Videokampagnen einsetzen? In diesem Buch finden Sie neben den wichtigsten effizienten Werkzeugen und Quellen auch die Grundlagen-Informationen, wie man ein Produkt oder eine Dienstleistung online auf breiter Basis bekannt macht und bewirbt. Auch mit kleinem Budget und wenig Vorwissen. |
| gartner digital marketing transit map: Проблемы и перспективы развития научно-технологического пространства. Часть 2 Коллектив авторов, 2021-09-22 В сборнике представлены материалы IV Международной научной интернет-конференции «Проблемы и перспективы развития научно-технологического пространства», проходившей в г. Вологде 15–19 июня 2020 г.Участие в конференции приняли исследователи из научных учреждений и вузов регионов России и стран ближнего зарубежья. Доклады были посвящены вопросам поиска и обоснования путей развития научно-технологического пространства России, активизации инновационных процессов в регионах с целью повышения конкурентоспособности национальной экономики и создания условий для повышения качества жизни населения и развития человеческого потенциала. Отдельный блок докладов был посвящен вопросам формирования цифровой экономики, современным вызовам и возможностям развития общества.Сборник предназначен для ученых и практиков, преподавателей, аспирантов и студентов, интересующихся проблематикой экономического, социального и научно-технологического развития регионов и предприятий.Доклады представлены в авторской редакции. |
| gartner digital marketing transit map: Management Information Systems Kenneth C. Laudon, Jane Price Laudon, 2004 Management Information Systems provides comprehensive and integrative coverage of essential new technologies, information system applications, and their impact on business models and managerial decision-making in an exciting and interactive manner. The twelfth edition focuses on the major changes that have been made in information technology over the past two years, and includes new opening, closing, and Interactive Session cases. |
| gartner digital marketing transit map: Hacking Marketing Scott Brinker, 2016-03-02 Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design continuous marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software. |
| gartner digital marketing transit map: Digital to the Core Mark Raskino, Graham Waller, 2016-09-12 There is no simple strategic method for dealing with the multidimensional nature of digital change. Even the sharpest leaders can become disoriented as change builds on change, leaving almost nothing certain. Yet to stand still is to fail. Enterprises and leaders must re-master themselves to succeed. Leaders must identify the key macro forces, then lead their organizations at three distinct levels: industry, enterprise, and self. By doing this they cannot only survive but clean up. Digital to the Core makes the case that all business leaders must understand the impact the digital revolution will continue to play in their industries, companies, and leadership style and practices. Drawing on interviews with over 30 top C-level executives in some of the world's most powerful companies and government organizations, including GE, Ford, Tory Burch, Babolat, McDonalds, Publicis and UK Government Digital Service, this book delivers practical insights from those on the front lines of major digital upheaval. The authors incorporate Gartner's annual CIO and CEO global survey research and also apply the deep knowledge and qualitative insights they have acquired as practitioners, management researchers, and advisors over decades in the business. Above all else, Raskino and Waller want companies and their top leaders to understand the full impact of digital change and integrate it at the core of their businesses. |
| gartner digital marketing transit map: The Content Formula Liz Bedor, Michael Brenner, 2015-11-26 The Content Formula answers the biggest question currently on marketer's minds: what is the ROI of content marketing?This book provides a step by step guide for marketers, and is divided into three parts: how to build the business case for content marketing, how to find the budget to establish a new content marketing program, and how to measure content marketing success in business terms. |
| gartner digital marketing transit map: Enterprise Cloud Strategy Barry Briggs, Eduardo Kassner, 2016-01-07 How do you start? How should you build a plan for cloud migration for your entire portfolio? How will your organization be affected by these changes? This book, based on real-world cloud experiences by enterprise IT teams, seeks to provide the answers to these questions. Here, you’ll see what makes the cloud so compelling to enterprises; with which applications you should start your cloud journey; how your organization will change, and how skill sets will evolve; how to measure progress; how to think about security, compliance, and business buy-in; and how to exploit the ever-growing feature set that the cloud offers to gain strategic and competitive advantage. |
| gartner digital marketing transit map: Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing Milton Kotler, Tiger Cao, Sam Wang, Colllen Qiao, 2020-08-26 The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system. |
| gartner digital marketing transit map: Digital Transformation in Business and Society Babu George, Justin Paul, 2019-10-04 The digital traces that people leave behind as they conduct their daily lives provide a powerful resource for businesses to better understand the dynamics of an otherwise chaotic society. Digital technologies have become omnipresent in our lives and we still do not fully know how to make the best use of the data these technologies could harness. Businesses leveraging big data appropriately could definitely gain a sustainable competitive advantage. With a balanced mix of texts and cases, this book discusses a variety of digital technologies and how they transform people and organizations. It offers a debate on the societal consequences of the yet unfolding technological revolution and proposes alternatives for harnessing disruptive technologies for the greater benefit of all. This book will have wide appeal to academics in technology management, strategy, marketing, and human resource management. |
| gartner digital marketing transit map: Tech-Powered Sales Justin Michael, Tony Hughes, 2021-06-29 Conventional ways of selling are becoming outdated. Learn what it takes to go from the traditional sales mindset to a tech-enabled sales superhero. In tough markets and with more people working remotely, creating a quality sales pipeline in traditional ways is more challenging than ever. As sales technologies continue to evolve and advance, developing technical quotient (TQ) is an essential element of sales success. Record-setting sales expert Justin Michael and bestselling sales leadership author Tony Hughes combine to provide practical guidance on how professional sellers can maximize results with an effective sales tech-stack to increase sales effectiveness for outstanding results. In Tech-Powered Sales, Michael and Hughes share helpful advice that:? Reveal the techniques that enable you to break through with difficult to reach buyers Teach you how sales technologies can be employed for maximum benefit by raising your TQ Enable you to make the jump from being a beginner to a superuser within your sales team Show you how to thrive in the fourth industrial revolution to leverage technology rather than be at risk of being replaced by it Tech-Powered Sales delivers evidence-based strategies salespeople can use to create more opportunities than ever before. If you want to learn how to maximize your abilities to develop new business, this is the book for you! |
| gartner digital marketing transit map: Business and Consumer Analytics: New Ideas Pablo Moscato, Natalie Jane de Vries, 2019-05-30 This two-volume handbook presents a collection of novel methodologies with applications and illustrative examples in the areas of data-driven computational social sciences. Throughout this handbook, the focus is kept specifically on business and consumer-oriented applications with interesting sections ranging from clustering and network analysis, meta-analytics, memetic algorithms, machine learning, recommender systems methodologies, parallel pattern mining and data mining to specific applications in market segmentation, travel, fashion or entertainment analytics. A must-read for anyone in data-analytics, marketing, behavior modelling and computational social science, interested in the latest applications of new computer science methodologies. The chapters are contributed by leading experts in the associated fields.The chapters cover technical aspects at different levels, some of which are introductory and could be used for teaching. Some chapters aim at building a common understanding of the methodologies and recent application areas including the introduction of new theoretical results in the complexity of core problems. Business and marketing professionals may use the book to familiarize themselves with some important foundations of data science. The work is a good starting point to establish an open dialogue of communication between professionals and researchers from different fields. Together, the two volumes present a number of different new directions in Business and Customer Analytics with an emphasis in personalization of services, the development of new mathematical models and new algorithms, heuristics and metaheuristics applied to the challenging problems in the field. Sections of the book have introductory material to more specific and advanced themes in some of the chapters, allowing the volumes to be used as an advanced textbook. Clustering, Proximity Graphs, Pattern Mining, Frequent Itemset Mining, Feature Engineering, Network and Community Detection, Network-based Recommending Systems and Visualization, are some of the topics in the first volume. Techniques on Memetic Algorithms and their applications to Business Analytics and Data Science are surveyed in the second volume; applications in Team Orienteering, Competitive Facility-location, and Visualization of Products and Consumers are also discussed. The second volume also includes an introduction to Meta-Analytics, and to the application areas of Fashion and Travel Analytics. Overall, the two-volume set helps to describe some fundamentals, acts as a bridge between different disciplines, and presents important results in a rapidly moving field combining powerful optimization techniques allied to new mathematical models critical for personalization of services. Academics and professionals working in the area of business anyalytics, data science, operations research and marketing will find this handbook valuable as a reference. Students studying these fields will find this handbook useful and helpful as a secondary textbook. |
| gartner digital marketing transit map: MITRE Systems Engineering Guide , 2012-06-05 |
| gartner digital marketing transit map: Tourism Destination Management Manuel Rodríguez-Díaz, Tomás F. Espino-Rodríguez, 2019-09-18 This book collected studies focused on the management of tourist destinations. Destinations are complex and adaptive systems, where the different elements that make them up have to be oriented towards achieving a common objective that improves the competitiveness of the destination. Five main lines of research on tourist destinations can be established: 1) the management, planning, and marketing of destinations, with special attention to the tourism supply chain, communication, and integral management; 2) the sustainability of resources and capabilities; 3) the renewal of destinations in order to update their offer and main resources to maintain competitiveness; 4) online reputation and communication through social media in order to create and enhance a strong brand image and customer loyalty; and 5) the application of new technologies in order to develop smart destinations. The book is made up of five research studies that focus on analyzing the transition towards a more circular tourist activity in hotels, image as a competitive factor of destinations, the value of cultural creativity, the coherence of online reputation, and the relationship between hotel prices and online reputation in different tourist destinations. |
| gartner digital marketing transit map: Niche Envy Joseph Turow, 2008-02-15 The price we pay for the new strategies in database marketing that closely track desirable customers, offering them benefits in return for personal information. We have all been to Web sites that welcome us by name, offering us discounts, deals, or special access to content. For the most part, it feels good to be wanted—to be valued as a customer. But if we thought about it, we might realize that we've paid for this special status by turning over personal information to a company's database. And we might wonder whether other customers get the same deals we get, or something even better. We might even feel stirrings of resentment toward customers more valued than we are. In Niche Envy, Joseph Turow examines the emergence of databases as marketing tools and the implications this may have for media, advertising, and society. If the new goal of marketing is to customize commercial announcements according to a buyer's preferences and spending history—or even by race, gender, and political opinions—what does this mean for the twentieth-century tradition of equal access to product information, and how does it affect civic life? Turow shows that these marketing techniques are not wholly new; they have roots in direct marketing and product placement, widely used decades ago and recently revived and reimagined by advertisers as part of customer relationship management (known popularly as CRM). He traces the transformation of marketing techniques online, on television, and in retail stores. And he describes public reaction against database marketing—pop-up blockers, spam filters, commercial-skipping video recorders, and other ad-evasion methods. Polls show that the public is nervous about giving up personal data. Meanwhile, companies try to persuade the most desirable customers to trust them with their information in return for benefits. Niche Envy tracks the marketing logic that got us to this uneasy impasse. |
| gartner digital marketing transit map: Enterprise Marketing Management Dave Sutton, Tom Klein, 2006-07-21 A groundbreaking paradigm that takes a scientific approach to marketing practice Top executives at the renowned Zyman Marketing Group introduce a revolutionary new method for marketing managers—Enterprise Marketing Management (EMM). EMM systematically links marketing to all the essential functions within an organization, realigning the enterprise to put marketing efforts and customer service at its core. With an introduction by marketing guru Sergio Zyman, Enterprise Marketing Management covers topics such as brand architecture, investment measurement, and how to engineer creativity. EMM, adopted by many Z-Marketing clients, is a proven strategy for transforming organizations and achieving bottom-line results. Dave Sutton (Atlanta, GA) is President/CEO of Zyman Marketing Group. He has more than eighteen years of experience in management and technology consulting. He is a frequent speaker on brand strategy, marketing strategy, and e-business strategy, and serves as President of the Strategic Leadership Forum. He is regularly quoted in Fortune, Forbes, eCompany Now, Upside, and the Chicago Tribune. Tom Klein (Atlanta, GA) is Vice President of Zyman Marketing Group. He has fifteen years of experience in strategy, information technology, and brand marketing. |
| gartner digital marketing transit map: Destination Marketing and Management Youcheng Wang, Abraham Pizam, 2011 This book offers a comprehensive understanding of the concept and scope of the tourism industry in general and of destination marketing and management in particular. Taking an integrated and comprehensive approach, it focuses on both the macro and micro aspects of destination marketing and management. The book consists of 27 chapters presented in seven parts with the following themes: concept, scope and structure of destination marketing and management, destination planning and policy, consumer decision-making processes, destination marketing research, destination branding and positioning, destination product development and distribution, the role of emerging technologies in destination marketing, destination stakeholder management, destination safety, disaster and crisis management, destination competitiveness and sustainability, and challenges and opportunities for destination marketing and management. |
| gartner digital marketing transit map: Business Process Management Design Guide: Using IBM Business Process Manager Dr. Ali Arsanjani, Nakul Bharade, Magnus Borgenstrand, Philipp Schume, J. Keith Wood, Vyacheslav Zheltonogov, IBM Redbooks, 2015-04-27 IBM® Business Process Manager (IBM BPM) is a comprehensive business process management (BPM) suite that provides visibility and management of your business processes. IBM BPM supports the whole BPM lifecycle approach: Discover and document Plan Implement Deploy Manage Optimize Process owners and business owners can use this solution to engage directly in the improvement of their business processes. IBM BPM excels in integrating role-based process design, and provides a social BPM experience. It enables asset sharing and creating versions through its Process Center. The Process Center acts as a unified repository, making it possible to manage changes to the business processes with confidence. IBM BPM supports a wide range of standards for process modeling and exchange. Built-in analytics and search capabilities help to further improve and optimize the business processes. This IBM Redbooks® publication provides valuable information for project teams and business people that are involved in projects using IBM BPM. It describes the important design decisions that you face as a team. These decisions invariably have an effect on the success of your project. These decisions range from the more business-centric decisions, such as which should be your first process, to the more technical decisions, such as solution analysis and architectural considerations. |
| gartner digital marketing transit map: Lifelines Stephane Hallegatte, Jun Rentschler, Julie Rozenberg, 2019-07-16 Infrastructure—electricity, telecommunications, roads, water, and sanitation—are central to people’s lives. Without it, they cannot make a living, stay healthy, and maintain a good quality of life. Access to basic infrastructure is also a key driver of economic development. This report lays out a framework for understanding infrastructure resilience - the ability of infrastructure systems to function and meet users’ needs during and after a natural hazard. It focuses on four infrastructure systems that are essential to economic activity and people’s well-being: power systems, including the generation, transmission, and distribution of electricity; water and sanitation—especially water utilities; transport systems—multiple modes such as road, rail, waterway, and airports, and multiple scales, including urban transit and rural access; and telecommunications, including telephone and Internet connections. |
| gartner digital marketing transit map: Business Processes and Information Technology Ulric J. Gelinas, Steve G. Sutton, Jane Federowitz, 2010-08 Business Processes and Information Technology prepares students to effectively use, manage, and participate in the development of information technology applications in support of common business processes. The text focuses on the interconnections among an organization's management, business processes, information systems, and information technology. An emphasis is given throughout the text to the governance, control, and security of business processes and information systems, especially underlying financial information systems. After studying this text, a student will walk away with an understanding of the foundation tools and knowledge required for the analysis, design, and control of IT-driven business processes using current and emergent technologies. |
| gartner digital marketing transit map: Becoming a Knowledge-Sharing Organization Steffen Soulejman Janus, 2016-10-28 This volume offers a simple, systematic guide to creating a knowledge sharing practice in your organization. It shows how to build the enabling environment and develop the skills needed to capture and share knowledge gained from operational experiences to improve performance and scale-up successes. Its recommendations are grounded on the insights gained from the past seven years of collaboration between the World Bank and its clients around the world—ministries and national agencies operating in various sectors—who are working to strengthen their operations through robust knowledge sharing. While informed by the academic literature on knowledge management and organizational learning, this handbook’s operational background and many real-world examples and tips provide a missing, practical foundation for public sector officials in developing countries and for development practitioners. However, though written with a public sector audience in mind, the overall concepts and approaches will also hold true for most organizations in the private sector and the developed world. |
| gartner digital marketing transit map: World Development Report 2016 World Bank Group, 2016-01-14 Digital technologies are spreading rapidly, but digital dividends--the broader benefits of faster growth, more jobs, and better services--are not. If more than 40 percent of adults in East Africa pay their utility bills using a mobile phone, why can’t others around the world do the same? If 8 million entrepreneurs in China--one third of them women--can use an e-commerce platform to export goods to 120 countries, why can’t entrepreneurs elsewhere achieve the same global reach? And if India can provide unique digital identification to 1 billion people in five years, and thereby reduce corruption by billions of dollars, why can’t other countries replicate its success? Indeed, what’s holding back countries from realizing the profound and transformational effects that digital technologies are supposed to deliver? Two main reasons. First, nearly 60 percent of the world’s population are still offline and can’t participate in the digital economy in any meaningful way. Second, and more important, the benefits of digital technologies can be offset by growing risks. Startups can disrupt incumbents, but not when vested interests and regulatory uncertainty obstruct competition and the entry of new firms. Employment opportunities may be greater, but not when the labor market is polarized. The internet can be a platform for universal empowerment, but not when it becomes a tool for state control and elite capture. The World Development Report 2016 shows that while the digital revolution has forged ahead, its 'analog complements'--the regulations that promote entry and competition, the skills that enable workers to access and then leverage the new economy, and the institutions that are accountable to citizens--have not kept pace. And when these analog complements to digital investments are absent, the development impact can be disappointing. What, then, should countries do? They should formulate digital development strategies that are much broader than current information and communication technology (ICT) strategies. They should create a policy and institutional environment for technology that fosters the greatest benefits. In short, they need to build a strong analog foundation to deliver digital dividends to everyone, everywhere. |
| gartner digital marketing transit map: Race for Relevance Harrison Coerver, Mary Byers, 2013-10-03 Race for Relevance provides a no-nonsense look at today's realities and how associations operate and what they need to do to remain relevant in the future. Based on more than 40 years of combined experience working with more than 1,000 organizations, the authors examine 5 key areas where the traditional approach that organizations have taken in the past needs to be altered. The 5 key areas of change are: Overhaul the governance model and committee operations (and get the right people focused on the right things). Empower the CEO and leverage staff expertise. Zero in on your member market. Rationalize programs and services--and focus where you can have an effect. Get the supporting technology framework right. The book includes worksheets, checklists, and case studies all geared towards helping association leaders--staff and volunteers alike--to kick off the thought-provoking discussions that are generally at the forefront of change, be prepared for those fighting for the status quo, and to implement change without sacrificing your influence. Order a copy today for all of your association leaders and start your drive to thrive. |
| gartner digital marketing transit map: Balanced Scorecard Step-by-Step Paul R. Niven, 2002-10-15 This book explains how an organization can measure and manage performance with the Balanced Scorecard methodology. It provides extensive background on performance management and the Balanced Scorecard, and focuses on guiding a team through the step-by-step development and ongoing implementation of a Balanced Scorecard system. Corporations, public sector agencies, and not for profit organizations have all reaped success from the Balanced Scorecard. This book supplies detailed implementation advice that is readily applied to any and all of these organization types. Additionally, it will benefit organizations at any stage of Balanced Scorecard development. Regardless of whether you are just contemplating a Balanced Scorecard, require assistance in linking their current Scorecard to management processes, or need a review of their past measurement efforts, Balanced Scorecard Step by Step provides detailed advice and proven solutions. |
| gartner digital marketing transit map: Introduction to Information Systems R. Kelly Rainer, Efraim Turban, 2008-01-09 WHATS IN IT FOR ME? Information technology lives all around us-in how we communicate, how we do business, how we shop, and how we learn. Smart phones, iPods, PDAs, and wireless devices dominate our lives, and yet it's all too easy for students to take information technology for granted. Rainer and Turban's Introduction to Information Systems, 2nd edition helps make Information Technology come alive in the classroom. This text takes students where IT lives-in today's businesses and in our daily lives while helping students understand how valuable information technology is to their future careers. The new edition provides concise and accessible coverage of core IT topics while connecting these topics to Accounting, Finance, Marketing, Management, Human resources, and Operations, so students can discover how critical IT is to each functional area and every business. Also available with this edition is WileyPLUS - a powerful online tool that provides instructors and students with an integrated suite of teaching and learning resources in one easy-to-use website. The WileyPLUS course for Introduction to Information Systems, 2nd edition includes animated tutorials in Microsoft Office 2007, with iPod content and podcasts of chapter summaries provided by author Kelly Rainer. |
| gartner digital marketing transit map: Performance and Capacity Implications for Big Data Dave Jewell, Ricardo Dobelin Barros, Stefan Diederichs, Lydia M. Duijvestijn, Michael Hammersley, Arindam Hazra, Corneliu Holban, Yan Li, Osai Osaigbovo, Andreas Plach, Ivan Portilla, Mukerji Saptarshi, Harinder P. Seera, Elisabeth Stahl, Clea Zolotow, IBM Redbooks, 2014-02-07 Big data solutions enable us to change how we do business by exploiting previously unused sources of information in ways that were not possible just a few years ago. In IBM® Smarter Planet® terms, big data helps us to change the way that the world works. The purpose of this IBM RedpaperTM publication is to consider the performance and capacity implications of big data solutions, which must be taken into account for them to be viable. This paper describes the benefits that big data approaches can provide. We then cover performance and capacity considerations for creating big data solutions. We conclude with what this means for big data solutions, both now and in the future. Intended readers for this paper include decision-makers, consultants, and IT architects. |
| gartner digital marketing transit map: InfoWorld , 2002-02-18 InfoWorld is targeted to Senior IT professionals. Content is segmented into Channels and Topic Centers. InfoWorld also celebrates people, companies, and projects. |
| gartner digital marketing transit map: Ethics for the Information Age Michael Jay Quinn, 2006 Widely praised for its balanced treatment of computer ethics, Ethics for the Information Age offers a modern presentation of the moral controversies surrounding information technology. Topics such as privacy and intellectual property are explored through multiple ethical theories, encouraging readers to think critically about these issues and to make their own ethical decisions. |
| gartner digital marketing transit map: Border Management Modernization Gerard McLinden, Enrique Fanta, David Widdowson, Tom Doyle, 2010-11-30 Border clearance processes by customs and other agencies are among the most important and problematic links in the global supply chain. Delays and costs at the border undermine a country’s competitiveness, either by taxing imported inputs with deadweight inefficiencies or by adding costs and reducing the competitiveness of exports. This book provides a practical guide to assist policy makers, administrators, and border management professionals with information and advice on how to improve border management systems, procedures, and institutions. |
| gartner digital marketing transit map: Launch! Advertising and Promotion in Real Time Michael Solomon, 2009 Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag A Fuller Spectrum of News. Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look behind the curtain - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University. |
| gartner digital marketing transit map: Distributed and Cloud Computing Kai Hwang, Jack Dongarra, Geoffrey C. Fox, 2013-12-18 Distributed and Cloud Computing: From Parallel Processing to the Internet of Things offers complete coverage of modern distributed computing technology including clusters, the grid, service-oriented architecture, massively parallel processors, peer-to-peer networking, and cloud computing. It is the first modern, up-to-date distributed systems textbook; it explains how to create high-performance, scalable, reliable systems, exposing the design principles, architecture, and innovative applications of parallel, distributed, and cloud computing systems. Topics covered by this book include: facilitating management, debugging, migration, and disaster recovery through virtualization; clustered systems for research or ecommerce applications; designing systems as web services; and social networking systems using peer-to-peer computing. The principles of cloud computing are discussed using examples from open-source and commercial applications, along with case studies from the leading distributed computing vendors such as Amazon, Microsoft, and Google. Each chapter includes exercises and further reading, with lecture slides and more available online. This book will be ideal for students taking a distributed systems or distributed computing class, as well as for professional system designers and engineers looking for a reference to the latest distributed technologies including cloud, P2P and grid computing. - Complete coverage of modern distributed computing technology including clusters, the grid, service-oriented architecture, massively parallel processors, peer-to-peer networking, and cloud computing - Includes case studies from the leading distributed computing vendors: Amazon, Microsoft, Google, and more - Explains how to use virtualization to facilitate management, debugging, migration, and disaster recovery - Designed for undergraduate or graduate students taking a distributed systems course—each chapter includes exercises and further reading, with lecture slides and more available online |
| gartner digital marketing transit map: Business @ the Speed of Thought Bill Gates, 2009-09-26 In his new book, Microsoft chairman and CEO Bill Gates discusses how technology can help run businesses better today and how it will transform the nature of business in the near future. Gates stresses the need for managers to view technology not as overhead but as a strategic asset, and offers detailed examples from Microsoft, GM, Dell, and many other successful companies. Companion Web site. |
| gartner digital marketing transit map: Sustainable Tourism Marketing Eduard Cristobal-Fransi, Natalia Daries, Berta Ferrer-Rosell, Estela Marine-Roig, Eva Martin-Fuentes, 2020-04-28 In this book, we introduce the themes and approaches covered in the issue Sustainable Tourism Marketing. Its objective was to analyze the main contributions made as a result of research related to sustainable tourism–marketing management and current trends in the field. This book gathered articles about the marketing of destinations, and the marketing and communication management of companies and tourism organizations from a sustainable tourism perspective. |
| gartner digital marketing transit map: The Big Switch: Rewiring the World, from Edison to Google Nicholas Carr, 2009-01-19 Future Shock for the Web-apps era.... Compulsively readable—for nontechies, too.—Fast Company Building on the success of his industry-shaking Does IT Matter? Nicholas Carr returns with The Big Switch, a sweeping look at how a new computer revolution is reshaping business, society, and culture. Just as companies stopped generating their own power and plugged into the newly built electric grid some hundred years ago, today it's computing that's turning into a utility. The effects of this transition will ultimately change society as profoundly as cheap electricity did. The Big Switch provides a panoramic view of the new world being conjured from the circuits of the World Wide Computer. New for the paperback edition, the book now includes an A–Z guide to the companies leading this transformation. |
| gartner digital marketing transit map: Reputation Charles J. Fombrun, 1996 This work provides an analysis of the determinants and effects of reputation management. It demonstrates the economic value of a corporate reputation, quantifying the economic returns for well-regarded companies, and presents recommendations and processes for assessing and improving reputation. INDICE: Introduction: why reputations matter. Part 1 The hidden value of a good reputation: going for the gold; what's in a name?; enlightened self-inter... Etc. |
Gartner是一个什么样的机构？ - 知乎
Gartner（高德纳）成立于1979年，是全球最具权威的IT研究公司，其名头在顾问研究领域，可以说是无人不知无人不晓，在鼓公司拥有 1,200多位世界级分析专家。在全球的IT产业中，Gartner发布的IT评 …
Gartner魔力象限为什么会受到重视？ - 知乎
Gartner由Gartner研究与咨询服务、Gartner顾问、Gartner评测、Gartner社区四部分组成，在此我们不做过多阐述。 二维模型阐释公司实力四个象限评判企业差异 最为大家熟知的“Gartner魔力象限”即 …
如何获取Gartner报告，付费账号怎么申请，年费多少？ - 知乎
其实也能找到一些渠道可以低价获取报告，之前试过以几百块的价格买过Gartner报告（比如技术成熟度曲线等），亲测过，如果需要可以私信我，我有空的情况下尽量传授经验。
普及一下什么是大数据技术？ - 知乎
知乎，中文互联网高质量的问答社区和创作者聚集的原创内容平台，于 2011 年 1 月正式上线，以「让人们更好的分享知识、经验和见解，找到自己的解答」为品牌使命。知乎凭借认真、专业、友善的社区 …
IDC研究方向，报告与Gartner 的主要区别是什么？ - 知乎
Gartner数据这块比较弱，分析师团队基本都Base在北美，没有数据相关的常规报告，中国分析师团队规模较小，常规报告都是全球的，基本不划分区域，不接地气。但是技术趋势分析和厂商技术能力评定 …
为人熟知的世界权威市场数据调查机构都有哪些？ - 知乎
为人熟知的世界权威市场数据调查机构都有哪些？ - 知乎
如何评价Gartner 刚发布的2020年 《NDR（网络威胁检测及响 …
问题一、Gartner为什么把原来的《NTA全球市场指南》调整成了《NDR全球市场指南》？ NDR可以看作是NTA的进化版，都属于流量威胁检测设备。 Gartner把原来的NTA调整成NDR的原因，简单来说是 …
EDR（终端检测与响应）和传统杀毒软件有什么区别？ - 知乎
EDR，是端点检测与响应(Endpoint Detection & Response，EDR)的缩写，Gartner 于 2013 年定义了这一术语，被认为是一种面向未来的终端解决方案，以端点为基础，结合终端安全大数据对未知威胁和 …
如何获得Gartner、iSuppli、IDC之类的原报告？ - 知乎
我有过两种免费获得Gartner报告的经历： 1. 用大学邮箱注册，@unimelb.edu.au 我们学校有部分订阅。（母校威武）你们可以用所在组织邮箱注册一下，说不定订阅了。 2. 去领导者象限的厂商官网上， …
什么是BI，当前国内外BI的现状，BI的应用状况？ - 知乎
知乎，中文互联网高质量的问答社区和创作者聚集的原创内容平台，于 2011 年 1 月正式上线，以「让人们更好的分享知识、经验和见解，找到自己的解答」为品牌使命。知乎凭借认真、专业、友善的社区 …
Gartner是一个什么样的机构？ - 知乎
Gartner（高德纳）成立于1979年，是全球最具权威的IT研究公司，其名头在顾问研究领域，可以说是无人不知无人不晓，在鼓公司拥有 1,200多位世界级分析专家。在全球的IT产业中，Gartner …
Gartner魔力象限为什么会受到重视？ - 知乎
Gartner由Gartner研究与咨询服务、Gartner顾问、Gartner评测、Gartner社区四部分组成，在此我们不做过多阐述。 二维模型阐释公司实力四个象限评判企业差异 最为大家熟知的“Gartner魔 …
如何获取Gartner报告，付费账号怎么申请，年费多少？ - 知乎
其实也能找到一些渠道可以低价获取报告，之前试过以几百块的价格买过Gartner报告（比如技术成熟度曲线等），亲测过，如果需要可以私信我，我有空的情况下尽量传授经验。
普及一下什么是大数据技术？ - 知乎
知乎，中文互联网高质量的问答社区和创作者聚集的原创内容平台，于 2011 年 1 月正式上线，以「让人们更好的分享知识、经验和见解，找到自己的解答」为品牌使命。知乎凭借认真、专业 …
IDC研究方向，报告与Gartner 的主要区别是什么？ - 知乎
Gartner数据这块比较弱，分析师团队基本都Base在北美，没有数据相关的常规报告，中国分析师团队规模较小，常规报告都是全球的，基本不划分区域，不接地气。但是技术趋势分析和厂商 …
为人熟知的世界权威市场数据调查机构都有哪些？ - 知乎
为人熟知的世界权威市场数据调查机构都有哪些？ - 知乎
如何评价Gartner 刚发布的2020年 《NDR（网络威胁检测及响应） …
问题一、Gartner为什么把原来的《NTA全球市场指南》调整成了《NDR全球市场指南》？ NDR可以看作是NTA的进化版，都属于流量威胁检测设备。 Gartner把原来的NTA调整成NDR的原 …
EDR（终端检测与响应）和传统杀毒软件有什么区别？ - 知乎
EDR，是端点检测与响应(Endpoint Detection & Response，EDR)的缩写，Gartner 于 2013 年定义了这一术语，被认为是一种面向未来的终端解决方案，以端点为基础，结合终端安全大数据 …
如何获得Gartner、iSuppli、IDC之类的原报告？ - 知乎
我有过两种免费获得Gartner报告的经历： 1. 用大学邮箱注册，@unimelb.edu.au 我们学校有部分订阅。（母校威武）你们可以用所在组织邮箱注册一下，说不定订阅了。 2. 去领导者象限的 …
什么是BI，当前国内外BI的现状，BI的应用状况？ - 知乎
知乎，中文互联网高质量的问答社区和创作者聚集的原创内容平台，于 2011 年 1 月正式上线，以「让人们更好的分享知识、经验和见解，找到自己的解答」为品牌使命。知乎凭借认真、专业 …
