Hasil Pencarian  ::  Simpan CSV :: Kembali

"

---

ABSTRACTMarketing expert Damian Ryan looks at the world of digital marketing: how it got started, how it got to where it is today and where the thought leaders in the industry believe it is headed in the future. This new edition demonstrates in a practical and comprehensive way how to harness the power of digital media and use it to achieve the utmost success in business. It has also been thoroughly revised with more information, fresh examples and case studies, and new chapters on native advertising, video marketing, and the Internet of Things.Ryan deals with key topics in detail, including: search marketing, social media, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. He will help readers to: - choose online marketing channels to get their products and services to market - understand the origins of digital marketing and the trends that are shaping its future - achieve a competitive edge.The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web-marketing, the rules of new media and researching the new generation of digital consumers. Clear, informative and entertaining, it covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies. One of the best-selling books in the industry, this fourth edition of Understanding Digital Marketing has been thoroughly revised with more information, fresh examples and case studies, and the latest developments in the industry. Complete with in-depth insider accounts of digital marketing successes from internationally recognised brands and digital marketing campaigns, it is essential reading for both practitioners and students alike"

"

---

ABSTRACTWith an increasing volume of customer time and attention being devoted to mobile and social channels, sales teams need to ensure that they are visible and available online. Until now this has been an area largely left to marketing, but as disciplines converge, sales people need to add digital skills to their existing skillset and how to translate core selling expertise into online business development. Digital Selling cuts through the abundance of information to help guide salespeople in acquiring the core digital skills needed to understand the new models of consumer behavior. It also explains how to build a brand that is relevant, visible, and has value for the consumer. Author Grant Leboff reveals why embracing the social web is vital, how sales roles change in a digital environment, how to build an online network, how to create structure and time for your lead generation, how to get noticed, and how sales and marketing can work together"--"The sales and marketing functions are increasingly converging, with lead generation now frequently arising from digital promotional campaigns, and the opportunities for tried and tested consultative sales techniques diminishing in the face of scarce customer attention and availability, as well as a plethora of readily accessible comparative product information. To take part in this process, salespeople need to understand and interact with customers via multiple channels, participating in social media in collaboration with marketing to influence purchasing decisions and convert contacts to sales. Digital Selling makes sense of the new paradigms in which a salesperson now operates. It outlines the new strategies required to make the most of the plentiful opportunities that exist, and provides the practical advice salespeople need to use the social web effectively, generate leads and sell more""

"Penelitian ini dilaksanakan untuk mengetahui hubungan dan pengaruh yang terjadi antara terpaan stimulus komunikasi pemasaran yang telah dijalankan oleh Wella sebagai salah satu produsen produk pewarna rambut terhadap keputusan mahasiswi dalam menentukan pilihan terhadap produk pewarna rambut.Penelitian dilakukan di 1 (satu) Perguruan Tinggi Swasta, yaitu: Universitas Katolik Atmajaya - Jakarta. Pertimbangannya adalah terdapat beberapa hal yang berkaitan dengan karakteristik produk yang menjadi obyek dalam penelitian ini, antara lain; mahasiswa memenuhi segmen yang menjadi target pemasaran produk, dan ditemukannya banyak mahasiswa yang pernah menggunakan produk sejenis.Penelitian dilakukan dengan memakai pendekatan kuantitatif dan dilaksanakan dengan metode survei. Populasi penelitian adalah mahasiswi Universitas Atmajaya tahun pertama hingga kelima. Sampling dilakukan secara purposive sampling karena syarat pengkategorisasian responden yang begitu spesifik.Data digali menggunakan kuesioner yang disusun berdasarkan skala Likert. Kemudian uji statistik menggunakan uji korelasi dan regresi. Hasil uji korelasi menunjukkan bahwa hanya terpaan personal selling saja yang memiliki hubungan dengan elemen dalam pengambilan keputusan yang didasarkan pada konsep hierarchy of effect.Pada uji kekuatan hubungan antara variabel independen (terpaan personal selling) dengan variabel dependen (elemen pengambilan keputusan) didapatkan nilai r pearson's yang kesemuanya berada jauh di bawah nilai 0,5. Hal ini menunjukkan bahwa hubungan yang terjadi tidaklah terlalu kuat.Sedangkan dari uji regresi menunjukkan bahwa pengaruh yang terjadi antara variabel independen terhadap variabel dependen tidaklah terlalu besar (ditunjukkan oleh nilai R square di bawah 0,25 atau 25%). Artinya di sini, ada variabel-variabel lain yang lebih mempengaruhi keputusan mahasiswi tersebut, dibandingkan variabel tingkat terpaan personal selling semata.Maka dari hasil penelitian tersebut dapat diketahui bahwa kegiatan komunikasi pemasaran yang dilakukan oleh produsen dengan menggunakan saluran komunikasi iklan melalui media massa, personal selling, kerjasama dan sponsorship, serta event khusus, ternyata memiliki perbedaan dalam hal content, intensitas, dan kedekatan dengan titik penjualannya. Sehingga perbedaan tersebut juga memberikan dampak yang berbeda terhadap proses pengambilan keputusan konsumen."

"Most sales professionals make the mistake of using the same sales patterns over and over. But since all customers are different, true pros know they must tailor their methods to the buyer if they want to make their numbers every year. ProActive Selling gives readers the tools they need to adapt their approach and maintain control at every stage of the sale. Thoroughly revised and updated, the second edition shows salespeople how to: • Qualify and disqualify prospects sooner to focus on the most promising accounts • Examine buyers’ motivations from every angle • Quantify the value proposition early • Double the number of calls returned from prospective customers • Appeal to the real decision-makers • Use technology (e.g. cloud, video, social media, and more) to generate leads and shorten sales cycles • Increase the effectiveness of every interaction Featuring dozens of enlightening examples and the author’s 17 exclusive, practical selling tools, ProActive Selling gives sales professionals the edge they need to exceed their goals—with any company, in any industry."

"There's no question about it! Sales force turnover can be disastrous to the financial health of an organization, whatever its size, whatever its products or services. With a salesperson's exit often costing at least 150% of that employee's annual compensation, a high rate of turnover can translate into millions of dollars lost each year. "The Zero-Turnover Sales Force" exposes the outdated Old School management practices that perpetuate this costly but avoidable problem. This eye-opening book examines the real reasons for high turnover, explains how it can be avoided, and gives readers specific strategies for maximizing the effectiveness of their sales force. The book demonstrates how to combat 'the 12 Assassins of Sales Force Stability', such as cold calling, straight commission sales compensation, weak recruiting, unfocused training, fuzzy goals, and unrealistic expectations. Sparkling with fresh thinking on hiring smarter, appreciating the values of younger salespeople, retaining top sellers, eliminating wasteful cold calling, and conducting sales meetings that work, "The Zero-Turnover Sales Force" is a powerful must-read for any corporate executive, sales manager, or salesperson who aspires to management."

"This valuable book not only identifies the universal success traits that have driven sales for countless products, it also reveals, for the first time, the plans themselves. Featuring the actual marketing plans of well-known organizations, "Powerhouse Marketing Plans" dissects these efforts into their component parts. Whether introducing a new product or creating awareness of a brand extension, marketing and business professionals in all industries will find this a thorough, unique, and indispensable resource."

""Many sales experts focus on a cookie-cutter sales "strategy," encouraging reps to push the customer through a pre-planned sales process -- an approach that can drive customers away. With ProActive Selling, reps have a wide variety of flexible and effective selling tactics to choose from.;"

"Even skilled sales people buckle in tough selling situations - getting defensive with prospects who challenge them on price or too quickly caving to discount pressure. Those are examples the fight-or-flight response - something sales people learn to avoid when they build their emotional intelligence. Studies have shown that emotional intelligence (EI) is a strong indicator of success. In "Emotional Intelligence for Sales Success", sales trainer and expert Colleen Stanley shows how closely EI is tied to sales performance and how sales people can sharpen their skills to maximize results. Readers will discover: how to increase impulse control for better questioning and listening; the EI skills related to likability and trust; how empathy leads to bigger sales conversations and more effective solutions; how emotional intelligence can improve prospecting efforts; the EI skills shared by top sales producers; and much more. Emotional intelligence plays a vital role at every stage of the sales process, from business development to closing the deal."