Markedsundersøgelser

Despite the increased research interest in tourism in Asia, most research has focused on the key destinations the region hosts (China, Macao, Hong Kong, Thailand), neglecting others which are less well explored. As such little is known about the marketing efforts and practices along with the successes and challenges countries in the Southeast Asia sub-region have been experiencing. This book aims to address this oversight by exploring the marketing approaches, techniques, and tools used by various countries in the region both collectively and individually to manage their tourism offerings and position them in the global tourism market. It includes chapters on: China, Indonesia, Japan, Korea, Macao, Mongolia, Myanmar, and Vietnam. Key PointsIt offers a contemporary and insightful look at various case studies in Southeast Asia using inter-disciplinary perspectives and a range of methodological approaches and tools;It provides case studies developed by tourism researchers who are experts in their researched context countries;It focuses on several countries which are at different stages of development;It explores specific marketing strategies in Southeast Asian destinations, considering global trends and forces to understand the marketing environment.The book will be of interest to tourism marketing researchers, practitioners, academics, undergraduate and postgraduate students who will find these insightful contemporary case studies useful in a classroom.

Customer Obsession is the secret sauce that has fueled the success of some of the world's most beloved and successful brands, including Amazon.com, Apple, Costco, Trader Joe's, and Zappos. The phrase was popularized by Amazon.com to describe the extreme approach to prioritizing customers that has established the company as a model of customer experience excellence to be emulated. That obsessive emphasis on prioritizing customers is also credited as a key factor in Amazon's rise to become one of the most dominant companies across the globe. Other companies like Costco, Trader Joe's, and Zappos that are legendary for their customer experience excellence have a similarly extreme approach to prioritizing customers even though they didn't initially refer to themselves as Customer Obsessed. They're also known for industry leading business results.Yet very few companies have achieved the level of customer experience excellence that earns them the right to be called Customer Obsessed. This book, Blueprint for Customer Obsession, lays out the eight habits and practices that distinguish Customer Obsessed companies from their "Customer Focused" or "Customer Centric" peers and makes the secret sauce of Customer Obsession accessible to business leaders worldwide. Blueprint for Customer Obsession demonstrates with concrete examples that Customer Obsession is not just a slogan, a catchphrase, or a rallying cry. It is a handbook for any leader that wants to engineer a Customer Obsession transformation in their company or business unit. Marbue Brown is an accomplished customer experience executive with a track record of thought leadership and signature business results at some of the most iconic companies on the planet, including JP Morgan Chase, Amazon.com, Microsoft Corporation, and Cisco Systems. As a CX leader, he guided the Chase Consumer Bank to record performance in the JD Power Retail Banking Study, NPS and branch satisfaction. He transformed the Andon Cord mechanism at Amazon.com from a primarily manually activated system to a primarily automated system, triggered by machine learning and statistical models. The Andon Cord is one of the most significant programs Amazon.com uses to personify its Customer Obsession culture. Marbue devised and codified the NSAT Improvement Approach at Microsoft, which business units and subsidiaries used to dramatically improve CX. He co-authored landmark articles about customer experience measurements that are widely cited in industry. He is a sought-after speaker and published author on customer experience, business strategy and economic policy.

Gilbert A. Churchill appears as the first named author on earlier editions.

An informative and entertaining account of how actions send signals that shape behaviors and how to design better incentives for better results in our life, our work, and our world

"Probst's combination of agile writing and insightful observations makes most other books on modern branding look both overly circumspect and woefully incomplete ... A fascinating-and surprisingly fun-wide-angle look at advertising." - Kirkus Reviews (starred review)Brandscan no longer force-feed us a plethora of products we don't need. To succeed,brands must transform us and the world we live in. Assemblageguides you through the art and science of creating transformative brands bycombining personal, social, and cultural components. Assemblage willshow you Whyperception is the truth and how to shape people's perceptions Whywe relate to antiheroes, villains, and saviors Howbrands can reassure consumers about their past, present, and future Howto leverage data and insights to deliver a personalized, human-centric consumer experience Howbrands can make a positive impact on people, society, and the economyAssemblage issupported by in-depth research in consumer psychology, extensive consumerinsights, interviews with industry-leading marketers, and case studies oftransformative brands, big and small.

Sustainable Marketing and Customer Value establishes an overview and framework for major ideas that connect marketing, consumption and sustainability.

Dieses Buch bewertet afrikanische Sonderwirtschaftszonen aus einer Perspektive der Lehren und Erfahrungen, die China mit solchen Zonen gemacht hat, deren Auswirkungen auf die chinesische Politik und auf Investitionen.Unter Verwendung von Fallstudien über als erfolgreich wahrgenommene Sonderwirtschaftszonen in China, wird das chinesische Modell dieser Zonen als Bewertungs- und Benchmarking-Instrument vorgeschlagen, mit dem afrikanische Sonderwirtschaftszonen verglichen werden.Anhand mehrerer Fallstudien zu afrikanischen Sonderwirtschaftszonen wird im Buch die Wettbewerbsfähigkeit dieser mit besonderem Augenmerk auf die Anwerbung chinesischer Investoren für diese Zonen untersucht. Die wirtschaftlichen, sozialen und ökologischen Auswirkungen dieser Zonen werden bewertet. Die Bemühungen afrikanischer Staaten erfolgreiche Sonderwirtschaftszonen zu ermöglichen oder dies nicht zu tun, werden kritisch analysiert.Schließlich werden die Sonderwirtschaftszonen in Afrika mit dem chinesischen Modell verglichen, und es wird ein afrikanisches Modell für Sonderwirtschaftszonen vorgeschlagen. Es werden Empfehlungen an die Führung der afrikanischen Staaten sowie an chinesische Entscheidungsträger und Investoren gegeben, wie diese Zonen verbessert werden können, um die Wettbewerbsfähigkeit zu steigern und die Ziele der nachhaltigen Entwicklung der Zonen zu erreichen. Bryan Robinson ist wissenschaftlicher Mitarbeiter und Senior Lecturer an der Nelson Mandela University Business School, Port Elizabeth, Südafrika.Dieses Buch stellt die Übersetzung einer englischsprachigen Originalausgabedar. Die Übersetzung wurde mit Hilfe von künstlicher Intelligenz erstellt (maschinelle Übersetzung mit DeepL.com). Eine anschließende manuelle Überarbeitung erfolgte vor allem nach inhaltlichen Gesichtspunkten, so dass sich das Buch stilistisch von einer herkömmlichen Übersetzung abweicht.

This book offers a holistic perspective of consumer behavior in the 21st century in different European cultures that are characterized by new technologies, including smartphones, AR, IoT, AI, and social media, as well as cultural changes and the Covid-19 pandemic.

Product design strategy often seeks to change a person's buying decisions, or to manipulate a person's behavior. Such a product-focused mindset has driven our organizations into a corner. Even when product design teams want to benefit a person, they discover how they've harmed them instead by not recognizing their thinking and approaches. Luckily, organizations don't actually function by a set of rigid laws; business, education, government, and science are all based around people. Deep listening lets your team understand what it couldn't recognize before. The patterns and knowledge that result from deep listening are used to support someone in accomplishing their purpose in a way that matches their way of thinking better. In this book, world-class researcher Indi Young teaches you how to conduct listening sessions to help your organization move away from a product-focused strategy toward a purpose-focused strategy.Page by page, Indi explains clearly:How to put your assumptions aside to understand someone else's perspectiveHow deep listening is different from interviewing-and from regular conversationStep-by-step techniques to listen for the most meaningful underlying conceptsHow to form a germinal question to elicit deeper insightsHow to create a safe space for people to speak about their inner thinkingRead this book to begin expanding your organization's support for more and different perspectives-leading to better strategies, more inclusive products, and a broader human experience you could find no other way. Listening deeply changes everything.