Community management 2e d
L'animation de communités en ligne, community management est une pratique émergente dans de nombreuses entreprises. Quelle est cette nouvelle activité que doivent développer les entreprises ? Qui doit la prendre en charge ? Comment s'organise-t-elle ? Cette deuxième édition, enrichie de nouveaux exemples, propose de définir ce métier en plein développement et l'ensemble des outils indispensables pour réussir.
The Cambridge Handbook of Social Representations
A social representations approach offers an empirical utility for addressing myriad social concerns such as social order, ecological sustainability, national identity, racism, religious communities, the public understanding of science, health and social marketing. The core aspects of social representations theory have been debated over many years and some still remain widely misunderstood. This handbook provides an overview of these core aspects and brings together theoretical strands and developments in the theory, some of which have become pillars in the social sciences in their own right. Academics and students in the social sciences working with concepts and methods such as social identity, discursive psychology, positioning theory, semiotics, attitudes, risk perception and social values will find this an invaluable resource.
How the Web was Born
'This is a scholarly work for the price of a novel' -Gareth Price'It is not a light read but it is a good one!' -David Coleman, Multimedia Information and Technology, February 2001'excellent book' -New Scientist 30/9/00'a good read' -Glasgow Herald, 22/9/00
La Boa r Te a Outils de La Strata c Gie Digitale Omnicanal
Internet a rA(c)volutionnA(c) A la fois le parcours client que la stratA(c)gie des marques offrant de nouveaux canaux ( facebook, twitter, blogs, you tube..) et la relation avec celles-ci. DA(c)sormais, le consommateur peut interagir sur diffA(c)rents devices( mobile, ordinateur, tablette, bracelet connectA(c)..), sur diffA(c)rents canaux aussi bien en ligne qua (TM)hors ligne.A On comprend bien que la stratA(c)gie digitale des entreprises- grandes marques, petites entreprises, start-up, en B to C qua (TM)en B to B voir en B to B to C sa (TM)est vraiment complexifiA(c)e. Qua (TM)il sa (TM)agisse da (TM)acquisition, via les moteurs de recherche ou da (TM)affiliationA, de ciblage en temps rA(c)el, de fidA(c)lisation, ce livre traite de tous les outils indispensables pour relever les dA(c)fis qui sont autant da (TM)opportunitA(c)s pour les entreprises.
Incubators of the World
Un état des lieux international sur les incabateurs dans les pays leaders. Une réflexion sur le management et l'organisation des incubateurs, ainsi que sur le rôle de la puissance publique et des entreprises privées.
Cultures of Mass Tourism
With more than 230 million international tourists a year, the Mediterranean region is the largest tourist destination in the world. This book outlines that its economic importance is matched by its significance as a cultural and aesthetic phenomenon. Through a series of ethnographic insights into some of the key sites of mass Mediterranean tourism, it focuses on package tourists' experiences of the serial, banal and depthless spaces that are mushrooming along the coast and the enchantments, dissolutions and dreams that saturate them. Moving away from the notion of authentic places corrupted by mass tourism, the book shows how new forms and spaces are made and remade by the mobilities and performances of locals, workers and tourists. Finally, the book looks at the complex materialities of mass tourism and the many networks that make it possible.
The Profit Impact of Business Intelligence
The Profit Impact of Business Intelligence presents an A-to-Z approach for getting the most business intelligence (BI) from a company's data assets or data warehouse. BI is not just a technology or methodology, it is a powerful new management approach that – when done right – can deliver knowledge, efficiency, better decisions, and profit to almost any organization that uses it. When BI first came on the scene, it promised a lot but often failed to deliver. The missing element was the business-centric focus explained in this book. It shows how you can achieve the promise of BI by connecting it to your organization’s strategic goals, culture, and strengths while correcting your BI weaknesses. It provides a practical, process-oriented guide to achieve the full promise of BI; shows how world-class companies used BI to become leaders in their industries; helps senior business and IT executives understand the strategic impact of BI and how they can ensure a strong payoff from their BI investments; and identifies the most common mistakes organizations make in implementing BI. The book also includes a helpful glossary of BI terms; a BI readiness assessment for your organization; and Web links and extensive references for more information. A practical, process-oriented book that will help organizations realize the promise of BI Written by Nancy and Steve Williams, veteran consultants and instructors with hands-on, "in the trenches" experience in government and corporate business intelligence applications Will help senior business and IT executives understand the strategic impact of BI and how they can help ensure a strong payoff on BI investments
Satisfied Customers Tell Three Friends Angry Customers Tell 3 000
In today’s Internet-driven world, customers have more power than ever. Through what interactive marketing expert Pete Blackshaw calls "consumer-generated media"—blogs, social networking pages, message boards, product review sites—even a single disgruntled customer can broadcast his complaints to an audience of millions. Blackshaw shows managers, marketers, and business leaders how to establish and maintain credibility for their brand by being authentic, listening and responding to customers, and forming relationships built on openness, transparency, and trust.Filled with stories based on his experience working with Fortune 500 brands such as Toyota, Dell, Nike, Sony, General Motors, Hershey, Unilever, Nestlé, Lexus, and Bank of America, Blackshaw offers a clear strategy to sustain a competitive advantage by creating enduring, loyal relationships with today’s consumer. From the Hardcover edition.
Hands On Social Marketing
This book shows students and practitioners how to develop social marketing programs through a simple, six-step process of strategic planning and design. Nedra Kline Weinreich starts by introducing the concept of social marketing and then walks the reader through each of the six steps of the process: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.
Social Media Strategy
Social Media Strategy is your guide to practicing marketing, advertising, and public relations in a world of social media-empowered consumers. Grounded in a refreshing balance of concept, theory, industry statistics, and real-world examples, Keith Quesenberry introduces readers to the steps of building a complete social media plan and how companies can integrate the social media consumer landscape. This simple, systematic text leads readers through core marketing concepts and how to think critically about the competitive marketplace—even as it shifts the perspective from an outdated communications-control model to a more effective consumer engagement method provides a step-by-step roadmap for planning social media marketing strategy emphasizes the need to apply solid marketing principles to social media explores how to integrate social media throughout an entire organization gives students and other readers skills vital for leveraging consumer knowledge and influence for the good of a brand. The end result delivers the context, process and tools needed to create a comprehensive and unique social media plan for any business or organization. FOR PROFESSORS: Ancillary resources are available for this title, including a sample syllabus and templates for social media audits, content calendars, storylines, and more.