Marknadsföring

Not Sure What To Post On Social Media? Struggling To Come Up With Fresh Content Ideas For Your Profile? This Book Can Help!You probably already know that your business or brand NEEDS to build a social media presence. Of course you do... over 4 billion people worldwide use the Internet - and some 2+ billion of those people visit Facebook each month. So whether you're an established small to medium sized business owner, a brand new start-up, or a budding online influencer, the fast-paced digital world is the place for you to be.But even though Youtube, Facebook, Instagram (plus more!) are marketing goldmines, it can be tough work trying to figure out where to start.Turning digital social likes into real-world cash takes time, consistency, and laser-focused strategy. But finely tuned tactics are only half the battle.The other half? Creating content that your audience will absolutely love.The fact of the matter is that when it comes to achieving amazing results through social media marketing, Content is King.And all the endless strategies, advertising spend and marketing tactics in the world cannot overcome bad photos, poor video quality, and terrible blog posts. And besides, no-one wants their company or brand to end up being just another bad meme.What you do want, however, is a profitable online digital marketing plan that promotes the kind of quality content that matches your business goals and brand vision...... so what you need is Social Media Marketing Content Creation Essentials!With Social Media Marketing Content Creation Essentials, you will discover everything you need to help you create content that'll generate more likes, subscribers, views, and profit across multiple social media platforms.Packed with hundreds of tips and ideas, Social Media Marketing Content Creation Essentials teaches you how to create everything from view-worthy videos to persuasive podcasts!

Dive into the dynamic world of YouTube with "From Zero to Hero: A YouTube Success Story", your comprehensive guide to becoming a successful content creator on one of the world's most influential digital platforms. This book is a treasure trove of insights, strategies, and practical advice, tailored for both aspiring YouTubers and seasoned creators looking to elevate their channels.Spanning twelve detailed chapters, the book covers every facet of YouTube content creation. It begins by laying the foundation with initial steps and essential tools, then delves into the nuances of channel growth, audience engagement, and video production. As you progress, discover advanced strategies for monetization, learn the art of brand building, and understand the importance of SEO optimization and social media integration.The journey continues with in-depth discussions on fostering creativity, tackling technical challenges, and producing evergreen content that withstands the test of time. Learn how to analyze viewer analytics to refine your content, ensure financial stability, and effectively market and promote your channel."From Zero to Hero" also addresses the crucial aspects of community building, adaptability in the face of change, and the continuous innovation required in content creation. It guides you through building a sustainable YouTube career, maintaining mental health and well-being, and, importantly, creating a legacy with a lasting impact.The book's appendices are a goldmine of resources - from a YouTube Creator's Toolkit and content planning templates to guides on monetization, legal guidelines, and well-being resources. These additional materials are designed to provide practical, actionable support, enhancing the information presented in the chapters.Whether you are starting your YouTube journey or seeking to scale new heights, "From Zero to Hero: A YouTube Success Story" offers the wisdom, tools, and inspiration you need to succeed. Embark on this journey to transform your passion into a thriving YouTube channel and write your own success story.

Sales Power: The Silva Mind Method for Sales ProfessionalsShows how to use the meditation and visualization techniques of the Silva Mind Control system to achieve success in selling

This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management, with international perspectives, AI approaches and tools to enhance the learning experience. Aside from focusing on practical application, the textbook takes readers through the process of strategy development and implementation, ethical and accurate content curation, and strategic content creation.Combining theory and practice, Strategic Social Media Management teaches readers how to take a strategic approach to social media from organisational and business perspectives, and how to measure results. Richly supported by robust and engaging pedagogy and case studies, it integrates public relations, marketing and advertising perspectives, and examines key issues including risk, ethics, privacy, consent, copyright, and crisis management.Reflecting the demands of contemporary practice, advice on self-care is also provided, helping to protect emerging Social Media Managers from the negativity they can experience online. By the end, readers will be able to develop a social media strategy, understand accurate and relevant content curation, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives.This is an ideal textbook for students learning social media strategy, marketing and management at undergraduate level. It is also essential reading for business owners, marketing, public relations, advertising and communications professionals looking to hone their social media skills.The first edition of this textbook won a Book Excellence Award, a Silver International Stevie Award for Best Business Book and was named in the Best 100 Public Relations eBooks of All Time by the Book Authority.

This book provides a comprehensive guide to marketing for leaders of small and midsized businesses, empowering them to expand and evolve their enterprises.It offers a framework to create a fundamental marketing plan that helps business leaders understand and thrive in a competitive environment. The framework offers a step-by-step process to build a plan that will enable readers to acquire new customers, maintain existing clientele, anticipate competitors' moves, showcase product uniqueness, grasp pricing strategies, refine branding messages, and select appropriate metrics to evaluate progress.By adhering to our straightforward approach, readers will learn how to develop a marketing strategy that will help generate sales, profit, and customer satisfaction.

Co-Creation ist eine gemeinsame Wertschaffung von Unternehmen und Kunden, bei der Kunden personalisierte Experiences (Erfahrungen und Erlebnisse) mitgestalten können. Dabei stellt die Integration von Kundenressourcen die Basis der Wertschaffung dar. Co-Creation bei Kunden erfordert eine echte Mitwirkung seitens der Kunden und sollte über die reine Produktebene hinausgehen. Kunden in unternehmerischen Entscheidungen einzubeziehen bedeutet, sie direkt in Partizipations- und Entscheidungsprozessen mitwirken zu lassen. In dieser Forschungsarbeit wird ein Co-Creation Modell entwickelt, um die Themen erlebnisreicher zu gestalten und die Kunden in der Lösungsfindung einzubinden. Letztendlich beruht Kernansatz der Co-Creation darauf, dass Kunden eine höhere Verbundenheit und Identifikation entwickeln, wenn sie an der Entwicklung und Verbesserungen von Lösungen aktiv integriert werden.

Ergün Kalayci öffnet in diesem Buch ein Fenster zum Hochzeitsmarketing in türkischen Eventhallen Deutschlands. Er navigiert durch die komplexen Gewässer des Dienstleistungs-, Ethno- und Eventmarketings, um eine Marketingstrategie zu zeichnen, die darauf abzielt, Kundenzufriedenheit und wirtschaftliche Rentabilität zu erhöhen. Durch einen sorgfältig konzipierten gemischtmethodischen Ansatz untersucht der Autor die unterschiedlichen Marktsegmente für türkische Eventhallen und segmentiert Kundenpräferenzen in klare Kategorien. Diese Erkenntnisse dienen als Schlüssel zum Verständnis der Beziehungen zwischen Kundenanforderungen, Eventgestaltung und Kundenzufriedenheit, und bieten konkrete Ansatzpunkte zur Verbesserung des Eventerlebnisses. Die Analyse betont die Bedeutung der Diversifikation von Geschäftskonzepten, besonders im Kontext der Coronakrise. Sie bietet nicht nur innovative Einblicke in die Felder des Ethnomarketings und Hochzeitsmarketings, sondern liefert auch praktische Anleitungen zur Verbesserung der Marketingstrategien für türkische Eventhallen in Deutschland und stellt somit eine wertvolle Ressource für die akademische Forschung sowie für die praktische Umsetzung im Bereich des Eventhallenmanagements dar.

"Google Bard for Business: The Ultimate Guide to Unleashing AI-Powered Productivity, Innovation, and Success," is a comprehensive guide that aims to equip business leaders, entrepreneurs, and anyone interested in using Google Bard with the knowledge and strategies to harness its power effectively. The book consists of four parts: Introduction to Google Bard, Using Google Bard for Specific Business Functions, Advanced Applications of Google Bard, and The Future of Google Bard and AI in Business. The book covers various topics, including content creation and marketing, customer service and support, sales and lead generation, product development and innovation, building chatbots and virtual assistants, data analysis and decision-making, ethics of using AI in business, and more. The book concludes with a bonus section on Business Prompt and Understanding LLM & NLP. The book serves as an essential resource for anyone looking to improve their productivity, innovation, and success through the use of Google Bard.

Retail assistants help us all the time. Find out what else they do.

Selling Your Way In empowers those who want to go from a job with a set income to a sales career where they set their own income and own their lives. Author Kristie Jones goes deep into the often neglected, but hugely impactful practices embraced by sales “rockstars,” those elite professionals at the top ten percent of the earnings ladder.Applying the principles in Selling Your Way In will ensure readers reach their professional and financial goals by understanding their sales superpower, their secret weapons, how to pick the right sales role, and how to leverage mental memory, much like athletes rely on muscle memory, so that they can outperform and outearn their peers.Selling Your Way In provides readers a comprehensive understanding that there are jobs with a set income and jobs where one sets their own income, preparing them to pursue the latter.

The indisputable fact that the conventional marketing approach is no longer working. To help move us beyond the status quo, Reimagining Operational Excellence uses the new Omnihouse model, with world-class examples from Korea, India, Japan, Singapore, and China. This model puts the entrepreneurial and operational aspects of marketing at the center of the action. You'll explore how to marry the twin capabilities of innovation and incremental improvement into a single, workable whole. You'll also discover what it means to employ "technology for humanity" and to combine marketing and finance into an integrated, cooperative unit.

In the agricultural industry, factors such as environmental degradation, resource constraints, and climate change have left traditional agricultural practices inadequate in meeting the growing global food demand. Simultaneously, the marketing landscape is evolving rapidly due to technological advancements, changing consumer preferences, and the rise of online platforms. Both agriculture and marketing are faced with the critical task of adapting and embracing sustainability in this ever-changing environment. Sustainable Practices for Agriculture and Marketing Convergence offers a comprehensive solution to these pressing issues. This book is a practical blueprint for transforming the agricultural industry and revitalizing marketing strategies in the name of sustainability. At its core, the book aims to highlight the monumental significance of sustainable agriculture in mitigating the long-standing environmental impacts of conventional farming methods. It does so by presenting real-world case studies and best practices, inspiring and motivating the widespread adoption of sustainable agriculture.

The business market of today is fiercely competitive. There are always more companies joining the fray: over the last 10 years, over 750,000 new startups have emerged in North America alone. Unfortunately, more than 60% of the new.

Is it possible to take an agency from idea to start-up to scale and have it turn over $10K within the first month?It's not only possible, but now it is your turn to follow in the footsteps of hundreds of other successful agency owners who have used the 0 - 10K SCALE Playbook to skyrocket their businesses to massive success.This book will give you the exact blueprint you need to build a powerhouse agency.No fluff. No BS. Just simple, actionable steps that will have you seeing exceptional results within days.Ready?Simplify.Scale.

Welcome to Product Marketing: Effective Go-To-Market StrategyThe best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between "also-ran" products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product's story.Product success starts with making the right strategic decisions. But the challenge for many product teams is that they are often so preoccupied with the tactics that they no longer see the forest for the trees.This Book will help you proactively create a winning product strategy and an actionable product roadmap using a wide range of proven tools and techniques.So Let's Do This! Sharpen your product strategy skills. See you on the inside!

In today's educational landscape, it is crucial for students to have an understanding of special education. This subchapter aims to provide students with an overview of special education, its purpose, and the innovative approaches used in educational research to support students with diverse learning needs.Special education is a specialized program designed to support students with disabilities or exceptionalities in their learning journey. It recognizes that each student is unique and requires individualized support to reach their full potential. The purpose of special education is to ensure that all students, regardless of their abilities or disabilities, have access to quality education and equal opportunities for success.One of the key principles of special education is inclusion, which emphasizes the importance of integrating students with disabilities into regular classrooms alongside their peers. This approach promotes social interaction, fosters empathy, and provides students with a sense of belonging. Inclusive classrooms also benefit typically developing students by fostering a diverse and inclusive learning environment.Innovative approaches in special education research have led to significant advancements in how students with diverse learning needs are supported. Research has shown that personalized learning plans, assistive technology, and differentiated instruction can greatly enhance the learning experience for these students. Personalized learning plans involve tailoring teaching strategies and materials to meet the specific needs of each student. Assistive technology, such as speech-to-text software or adaptive learning tools, helps students overcome barriers and actively engage in the learning process. Differentiated instruction involves adapting teaching methods to accommodate the diverse learning styles, abilities, and interests of students.Moreover, educational research in special education has also highlighted the importance of collaboration among educators, parents, and other professionals involved in a student's education. Effective collaboration ensures that everyone is working towards a common goal and provides a holistic support system for students with diverse needs.By understanding special education, students can cultivate empathy and develop a greater appreciation for diversity. They can also gain insights into the various strategies and approaches used to support individuals with disabilities. This knowledge can be valuable not only to future educators but also to students who may interact with individuals with disabilities in their personal or professional lives.

In today's digital age, the world of advertising has undergone a significant transformation. Traditional methods of reaching consumers through TV commercials and print ads are losing their effectiveness as people become increasingly adept at tuning them out. This is where influencer marketing comes into play. In this subchapter, we will delve into what influencer marketing is and how it has become a powerful tool in the advertising industry.Influencer marketing can be defined as a strategic collaboration between brands and influential individuals who have a substantial online following. These influencers, who could be bloggers, social media personalities, or even celebrities, have built a loyal and engaged audience who look to them for recommendations and advice. Leveraging their credibility and trust, brands partner with influencers to promote their products or services.The rise of social media platforms like Instagram, YouTube, and TikTok has significantly contributed to the popularity of influencer marketing. These platforms have allowed influencers to connect with their audiences on a personal level, creating a sense of authenticity that traditional advertising struggles to achieve. Influencers are seen as relatable figures, and their endorsements feel more like recommendations from a friend rather than a sales pitch.One of the key advantages of influencer marketing is its ability to reach niche audiences. With the vast array of influencers catering to various interests and demographics, brands can find the perfect match for their target audience. Whether it's a fitness guru promoting workout gear or a beauty blogger reviewing skincare products, influencers have the power to influence purchasing decisions within their specific niche.Influencer marketing also offers a high return on investment for brands. Studies have shown that the average ROI for influencer marketing campaigns is $5.20 for every $1 spent. This is partly because consumers tend to trust recommendations from influencers more than traditional ads. By associating their brand with a trusted influencer, companies can gain access to a highly engaged and receptive audience.However, it's important to note that influencer marketing is not without its challenges. As the industry has grown, so have concerns about transparency and authenticity. Some influencers may engage in unethical practices, such as buying fake followers or promoting products they don't genuinely believe in. It is crucial for brands to carefully vet influencers and establish clear guidelines to ensure the integrity of their campaigns.

What is Programmatic Advertising?¿In today's fast-paced and ever-evolving world of advertising, programmatic advertising has become a buzzword that is frequently tossed around. But what exactly does it mean? In this subchapter, we will demystify programmatic advertising and explore its immense potential in revolutionizing the advertising industry.Programmatic advertising refers to the use of automated technology and algorithms to buy and sell advertising space in real-time. Unlike traditional advertising, which involves manual negotiations and buying, programmatic advertising allows for a more efficient and data-driven approach to reaching audiences.At its core, programmatic advertising relies on data and technology to streamline the ad-buying process. It enables advertisers to target specific audiences based on various parameters such as demographics, interests, and online behavior. By leveraging vast amounts of data, programmatic advertising ensures that the right message is delivered to the right person at the right time, maximizing the chances of conversion and engagement.One of the key advantages of programmatic advertising is its ability to optimize campaigns in real-time. Through automated algorithms, advertisers can continuously monitor and adjust their campaigns based on performance indicators such as click-through rates and conversions. This data-driven approach allows for better decision-making and ultimately leads to improved campaign outcomes.Furthermore, programmatic advertising offers unprecedented transparency and control to both advertisers and publishers. Advertisers have access to detailed insights into the performance of their campaigns, allowing them to make data-backed decisions. Publishers, on the other hand, can efficiently manage their ad inventory and ensure that their content is monetized effectively.The rise of programmatic advertising has also brought forth new ad formats and channels. From display and video ads to mobile and connected TV, programmatic advertising has expanded beyond traditional mediums, enabling advertisers to reach their audiences wherever they are.However, programmatic advertising is not without its challenges. Ad fraud, brand safety, and privacy concerns are among the issues that need to be addressed in the programmatic ecosystem. It requires ongoing vigilance and collaboration between industry stakeholders to ensure a safe and ethical advertising environment.

In today's fast-paced and interconnected world, the landscape of advertising has undergone a remarkable transformation. The digital age has completely revolutionized how businesses reach and engage with their target audience. This subchapter aims to shed light on the evolution of advertising in the digital age, exploring the significant changes and advancements that have shaped the advertising industry.Gone are the days when traditional advertising channels, such as print, television, and radio, dominated the marketing space. With the advent of the internet and the proliferation of digital devices, advertisers have had to adapt and embrace new techniques to stay relevant in an increasingly competitive market.One of the key aspects of the digital age is the ability to gather vast amounts of data on consumer behavior and preferences. This data-driven approach has allowed advertisers to tailor their campaigns to specific demographics, ensuring that their message reaches the right people at the right time. The availability of user data has also paved the way for targeted advertising, where ads are personalized based on an individual's browsing history, interests, and online activities.Furthermore, the rise of social media platforms has played a pivotal role in the evolution of advertising. Platforms like Facebook, Instagram, and Twitter have provided advertisers with unprecedented access to a global audience. The ability to create engaging content, run targeted campaigns, and interact directly with consumers has become a cornerstone of modern advertising.The digital age has also witnessed the emergence of various innovative advertising formats. Native advertising, for example, seamlessly integrates promotional content into the user's online experience, making it less intrusive and more engaging. Influencer marketing has also gained traction, with brands collaborating with influential individuals to promote their products or services to their followers.Moreover, the digital age has brought about a shift in consumer behavior. With the rise of e-commerce, consumers now have the ability to make purchases with just a few clicks, eliminating the need for physical stores. This change has influenced advertisers to focus on creating compelling online experiences that drive conversions and build brand loyalty.

Learning how to build and measure brand equity is essential for any business looking to develop a strong brand name and create value. Discover the importance of brand equity with examples, benefits, key factors, strategies and how to measure it. So, use this guide to build your own brand equity and increase your brand value.

Turn Data into Growth-Driving Insights for Sales Operations Leaders Do you struggle to derive strategic meaning from endless data? Are your teams stuck reacting instead of planning ahead?Most organizations overload on metrics yet starve for insights. But for sales leaders who can transform statistics into stories that speak to decision makers, data becomes an instrument for influence, not just reporting. In "Data Driven Sales Ops", you'll discover:How to spot crucial performance gaps, risks and opportunities in data trends over timeWays to quantify marketing tactics and selling behaviors driving revenue outcomesMethods to predict sales results incorporating risk scenarios based on historical patternsApproaches for analyzing customer segments, product portfolios and process stages needing optimizationTools to benchmark competitor positioning and growth to inform your strategyBest practices for data-driven storytelling across visual, narrative and humanizing elementsApplications to drive adoption and alignment around analytics-based decisions Through frameworks and examples from sales operations, you'll learn to craft compelling data stories that inspire belief, align teams and spark positive change.If you're ready to increase enterprise data fluency for sustainable growth, this book is for you.

"E-commerce" by Sanjivan Saini provides a comprehensive overview of the world of electronic commerce, covering a wide range of topics that are essential for understanding and succeeding in the rapidly evolving digital business landscape. The book is divided into several units, each focusing on different aspects of e-commerce.Here's a brief overview of the included units:1. Introduction to E-commerce:¿ This unit introduces readers to the fundamental concepts of e-commerce, including its definition, history, benefits, and various types of e-commerce models (B2B, B2C, C2C, etc.). It lays the groundwork for understanding the subsequent units.2. Global Activities:¿ This unit delves into the global nature of e-commerce. It explores how e-commerce transcends geographical boundaries, enabling businesses to engage in international trade, cross-border transactions, and global market expansion. It covers topics such as global logistics, supply chain management, and global operating strategies.3. Export Management:¿ This unit focuses on the process of exporting products and services to international markets. It covers export management strategies, documentation, international trade regulations, customs procedures, and the role of export intermediaries.4. Selection:¿ In this unit, the book likely discusses various factors involved in the selection process, such as choosing the right e-commerce platform, technology considerations, payment gateways, security measures, and user experience design.5. Maintenance:¿ This unit probably covers the maintenance of ecommerce operations. It might include topics such as managing and updating online storefronts, ensuring data security, handling customer support and inquiries, and adapting to changing technological and market trends. The book "E-commerce" by Sanjivan Saini seems to provide a comprehensive exploration of e-commerce, ranging from its foundational concepts to its global impact, export management intricacies, selection of technology and platforms, and the ongoing maintenance required for success in the digital business realm. Readers can expect to gain insights into the complex and dynamic world of electronic commerce and its role in shaping modern business practices.

Sales ops best practices are the key to leading your company in the right direction. If your sales team is fully equipped with the tools and knowledge needed to succeed, they'll have more time to focus on closing deals, rather than trying to figure out how those tools work. Create consistency across the organization by implementing uniform processes, a solid organizational structure, and optimized tools across all departments. Create consistency across the organization. A solid sales operations platform ensures that your employees are on the same page. If your sales team is fully equipped with the tools and knowledge needed to succeed, they'll have more time to focus on closing deals, rather than trying to figure out how those tools work.In "Sales Ops Best Practices: 28 Tips to Help You Optimize for Success ", we'll discuss how you can build a solid sales operations platform. You'll learn:The importance of a formal missionHow to scale your sales opsHow and whom to collaborate withThe most effective ways to use dashboardsHow to find and nurture talentAnd much much more!

The book "Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online" is a comprehensive guide to increasing online visibility and engagement. Written by top marketing and startup bloggers, the book provides the latest information on customer behavior and preferred digital experiences. It covers topics ranging from lead nurturing and visual marketing to advice on creating exceptional content through tool-building. With traditional marketing methods becoming less effective, the text emphasizes the importance of embracing inbound marketing, as practices like cold calling and email blasts are increasingly turning consumers off. The authors highlight the shift in consumer behavior, with more people conducting online research to choose products and companies that meet their needs. The book explains how marketers can capitalize on these opportunities, focusing on turning strangers into website visitors, converting visitors into leads, and nurturing leads into delighted customers. It delves into topics such as inbound marketing strategy, reputation management, and progress tracking, offering essential tools and resources for building an effective marketing strategy. Overall, the book outlines a comprehensive approach to attract, engage, and delight customers online, adapting to changes in consumer behavior.

Innovation and Industry: India's Success Stories narrate a compelling tale of a nation that has embraced ingenuity, entrepreneurship, and forward-thinking strategies to make significant strides in diverse sectors. From technology to manufacturing, healthcare to renewable energy, India's success stories in innovation and industry exemplify its transformation into a global powerhouse.In the technology sector, India has emerged as a hub for cutting-edge solutions, with numerous startups making waves globally. From software development to artificial intelligence and fintech, Indian entrepreneurs have demonstrated a remarkable ability to innovate and disrupt traditional paradigms. These success stories reflect the prowess of Indian minds in creating solutions that address not only local challenges but also resonate on the international stage.The manufacturing sector has witnessed a renaissance marked by innovation and efficiency. Indian industries have embraced advancements in automation, sustainable practices, and precision engineering, propelling the nation into the forefront of global manufacturing. Success stories abound, showcasing how Indian companies have adopted innovative approaches to enhance productivity and compete on a global scale.India's healthcare sector, too, has seen groundbreaking innovations. From affordable medical devices to telemedicine solutions, Indian companies are at the forefront of delivering accessible and quality healthcare services. These success stories underscore the nation's commitment to addressing healthcare challenges with innovative, scalable solutions.In the realm of renewable energy, India has set ambitious targets and achieved remarkable success. The country's commitment to sustainable development has led to significant advancements in solar and wind energy. India's success stories in this sector highlight not only technological innovation but also a dedication to building a greener future.The success stories in innovation and industry also spotlight collaborative efforts between the government, private sector, and academia. Initiatives such as "Make in India" and various startup incubators demonstrate a concerted effort to foster an ecosystem that encourages creativity, risk-taking, and entrepreneurial spirit.These success stories collectively weave a narrative of a nation on the rise, embracing innovation as a driving force for economic growth and societal development. India's journey in innovation and industry serves as an inspiration for other nations, showcasing the transformative power of a strategic focus on research, development, and the application of cutting-edge technologies to address the challenges of the 21st century.

This book shows how logistics service providers can develop viable strategies for sustainable growth and thus position themselves for the future. The logistics industry is changing rapidly, and in this one of the most fiercely competitive industries, predominantly stationary distribution organizations are helping to keep their own companies on track for success. However, the existence of these companies has never been more at risk than it is today, as most not only have outdated IT, but also a deficient distribution structure. Especially during the high rate increases of recent years, most companies fell far short of their earnings potential. In terms of volume, they are no longer growing at a sufficient rate or are even risking their continued existence.The author explains the new rules for success in the logistics industry using examples and shows step by step which trends the future will bring and which strategies must be used to meet these demands today. The book also makes clear how logistics companies can establish a lasting high-performance culture in their sales department and how they can succeed in winning over sales staff and retaining them in the long term.

Strategische Kommunikation zielt mit ihren kontingenten Wirklichkeitsbeschreibungen seit jeher auf gesellschaftliche Wahrheitsmodelle. Wie häufig gesellschaftliche Wahrheitsmodelle auf strategische Kommunikationsbemühungen zurückgehen, auf Unwahrhaftigkeit beruhen und damit zumindest zeitweise zu strategischen Wahrheiten werden, zeigen eindrucksvoll zwischenzeitlich geglaubte Wahrheiten, die sich als Lüge entpuppt haben: von Walter Ulbrichts ¿Niemand hat die Absicht, eine Mauer zu errichten¿ über Hitlers Tagebücher bis hin zu den Massenvernichtungswaffen im Irak. Die erfolgreichen Kampagnen der Brexiteers und von Donald Trump 2016 haben diesem Thema zu neuer und bislang ungeahnter Aufmerksamkeit verholfen. Während die Themen Desinformation und postfaktische Gesellschaft die Journalismus-, politische Kommunikations- und Medienethikforschung aktuell zu dominieren scheinen, ist das Schweigen der deutschsprachigen und internationalen PR- und Organisationskommunikationsforschung auffällig. Dies ist umso bemerkenswerter, weil die PR-Wissenschaft in der Vergangenheit immer wieder versucht hat, ihren Gegenstand zu schärfen, indem sie sich am Begriff der Propaganda abgearbeitet hat. Daraus müsste eigentlich eine Affinität für das Thema Desinformation resultieren. Aber genau das Gegenteil ist offensichtlich der Fall: Hat sich die PR-Wissenschaft gerade deshalb nicht mit Desinformation beschäftigt, weil sie sich so dezidiert von Propaganda und darin eingeschlossenen desinformierenden und manipulativen Techniken abgrenzen will? Was sind die Gründe hierfür? Glauben wir, bereits alles zum Thema gesagt zu haben? Liegt dies daran, dass sich die PR- und Organisationskommunikationsforschung seit jeher vor allem für Unternehmen und weniger für politische und Non-Profit-Organisationen interessiert? Oder fühlen wir uns hier schlicht und ergreifend nicht zuständig? Es scheint offenkundig höchste Zeit zu sein, sich wieder eingehend mit Fragen der Desinformation aus der Perspektive der strategischen Kommunikationsforschung zu befassen. Die Beiträge des Tagungsbandes fokussieren hierzu auf neue theoretische Perspektiven, normative Bewertungen und empirische Befunde.