Business Marketing Management, B2B: CTI Reviews
Business Marketing Management, B2B: CTI Reviews
Why your business should use social media! We are connected 24/7 and social media has become an integral part of our life. It is changing how we communicate with each other and share information. We connect on social platforms like Facebook, Twitter, LinkedIn, and Instagram. Even as consumers we are discussing buying decisions, sharing experiences and directly getting in contact with brands, products and services online. Businesses and marketers need to understand this shift and find the right channels to open a dialogue with their target audiences. Regardless of industry, consumers flock to social media to inform themselves, often with an actual intend of buying. They are no longer passive consumers who get besieged with newsletters, emails, banners, print and television ads, but now are actively searching information and reviews online to make an informed buying decision. Social media should be part of the overall marketing efforts no matter if you are a B2C or B2B company. It should be viewed as an additional element of an integrated marketing campaign, which can provide a great opportunity to increase awareness, generate buzz, customer loyalty and acquire potential new customers. Kunst und Kollegen is an international full-service communications agency that offers a wide array of services, from strategic brand consulting to corporate brand design and advertising. With 40 employees in offices in Dusseldorf, Berlin, Palma de Mallorca and New York City, Kunst und Kollegen services international clients in different business fields. Notable clients include WeightWatchers, ERGO, Western Union, ESPRIT and Schwarzkopf & Henkel. Our approach to working with clients is very individualized: we like to go where our clients customers are, and we communicate with them through the channels they actually use. Today this happens to be more and more in digital media. Therefore, next to all the classic advertising channels we help our clients navigate all aspects of the ever-evolving digital world and find innovative ways of reaching customers. Overall we are a very motivated team willing to grow together with our clients - in terms of quality and quantity, substance and geographical reach. We love collaboration, we enjoy learning. We have a down-to-earth, friendly, pragmatic and direct relationship with our clients. Their success is the basis for our own success - as it should be.
Intelligence in Energy reviews the past, present, and future of energy use through the Intelligence View. The authors explore the changing techniques for reducing energy consumption-from the end of the twentieth century to the present day. The book explores the new approaches in industrial usage, artificial intelligence, forecasting, and a green culture of energy efficiency, which are fostered to meet energy demands. The book describes regional approaches in search of alternative energy resources, aimed at reducing the use of fossil energy and enhancing the use of renewable energy, thereby encouraging energy engineers and policy makers to seek alternative energy production technologies in a future of restricted resources. Intelligence in Energy will appeal to researchers, young investors, and entrepreneurs in the energy field, presenting insight into past technologies and efficient energy policies. The book encourages an intelligence-led approach using examples from past developments to evaluate the evolution of energy efficiency in a global context and adapt a smart energy initiative. Explores the evolution of intelligence methods used in the energy field with a knowledge-based approach Reviews the history of methodologies used, with ontologies and knowledge maps of examples Presents case studies showing both the techniques and achievements of modern methodologies Describes regional approaches in search of alternative energy resources, aimed at reducing the use of fossil energy and enhancing the use of renewable energy Assoc. Prof. Dr. Gulgun Kayakutlu is currently teaching Operations Research and Intelligent Optimization courses in the Industrial Engineering Department of Istanbul Technical University. She was in the Management Committee of MIRIAD FW6 Project 2005-2008, on regional innovation. Before joining the University, she was the founder and General Manager of Sybase Turkey, where she managed several real-time transaction projects in the private sector and many B2B projects in the Government sector. She developed strong international team-work skills while working for the OECD and the International Energy Agency for over 7 years in Paris (1982-1990). Kayakutlu has published more than twenty research articles in SCI and SSCI reviews on Energy Optimization and Intelligence fields.
This book discusses the differences between consumer marketing and industrial marketing, as well as the challenges faced when putting each into practice. It identifies important distinctions in terms of product functionality, market research concepts and techniques, market segmentation, pricing, sales force and product launch. Furthermore, it reviews significant variations concerning other issues such as branding, distribution, product development and the organizational structure of the commercial department. Each chapter features both authoritative, novel concepts suited for global application and hands-on protocols. By presenting these concepts and their implementation, this book is the first of its kind in the field to help practitioners avoid using consumer-marketing techniques that could in fact be inappropriate for and detrimental to an industrial company strategy. Dr. Claudio Saavedra is a Professor of Advanced Industrial Marketing at NORDAKADEMIE Graduate School, Hamburg. Professor Saavedra has also conducted teaching and workshops for US-American Louisville University in Panama and for Pontificia Universidad Católica de Chile. In addition, he has been invited as a speaker in international seminars in conjunction with other global Industrial Marketing Centres, such as triple-accredited Grande École EMLYON Business School in France and The Corporate Development Institute in North Carolina, USA. He has also been actively involved in business through international consultancy and direct experience as a senior manager in industrial companies for over 15 years. His prior experience in line management and his on-going consulting practise has proved to be highly useful for the real-world applicability of his academic thinking. As a researcher, he has developed novel concepts and B2B marketing techniques for practitioners. Among these are: Industrial Market Research (© The Discovery Team), Industrial Market Segmentation, Technical Product Development, Technical Product Market Launching, Industrial Distribution, Technical Product Branding, Pricing in Industrial Markets, and Business to Business relationship. He has authorship in topics such as intercompany relationship metric bonding and the metrical evaluation of industrial salesforce performance. After his Bachelor education in Chile and New York and his Masters Degree in a co-joint programme with Wharton Business School, Pennsylvania, USA, Claudio Saavedra obtained his Ph.D. from Dartmouth College, USA. He later pursued post-doctoral work at Université de Genève in Switzerland.