Subjects

47 results found - page 1 of 5

    • Alessio Semoli   

      AI Marketing

      Understanding artifical Intelligence to grasp its Opportunities

      Here is a practical guide to help readers working in marketing and communication to make pondered decisions and take full advantage of the latest technologies that call for a broader vision of potential and management in order to make a business stand out.

    • Guido Di Fraia   

      AI marketing

      A handbook for small, medium and large enterprises

      Guido Di Fraia is back with a fully comprehensive manual to help companies seize the opportunities offered by artificial intelligence in marketing and communication activities and, more broadly, in business.

      In the next few years, AI will become a dominant and far-reaching technology that will support us in every area of our daily and professional lives, becoming – much like electricity did back in the day – an indispensable commodity. Based on these premises, the book uses in-depth discussions, case studies and real how-to instructions to provide a detailed and operational vision of how AI solutions can be used to generate value in all the different phases of a marketing strategy. Thanks to the author’s signature pioneering vision, the book is a crucial tool to strategically design and implement artificial intelligence solutions for marketing and communication activities tailored to the specific needs of companies ranging from local to multinational.

    • Fabio Capecci    Marco Peca   

      Acquiring Customers with funnel Marketing

      A strategic Manual to win over Customers in a consistent, predictable and measurable Manner

      A ground-breaking approach to funnel marketing, featuring turnkey solutions to optimise and implement your customer acquisition strategies.

      This is a practical guide that provides step-by-step solutions to increasing your funnel marketing strategies, enabling you to build a marketing model focused on the consumer and their journey to choosing certain goods or services. All the fundamental aspects of communicating with the public are explored, especially brand strength and the relationship with the players involved in the brand's ecosystem: from brand identity to targets, from user status to customer journey, from traffic analysis to optimisation.

      Case histories and examples round out the book, allowing you to design the most suitable funnel strategy for your company right from the start.

    • Eleonora Calvi Parisetti   

      Amazon Advertising

      How to exploit Amazon’s advertising to communicate and sell

      Dedicated to the tens of thousands of Amazon Italia salespeople, this is the first manual in Italian that highlights the fundamental strategies and techniques to take advantage of Amazon's advertising platform.

      Today, there are five million Amazon vendors worldwide and the number grows by the day. And yet, less than 200,000 of these vendors manage to break through the 100,000-euro-per-year turnover wall. This means that uploading products to Amazon and hoping for good sales is no longer enough. This book provides Amazon sellers with all the strategic and operational pointers needed to set up a proper advertising strategy thanks to the Amazon Advertising platform. It details all the possibilities offered by the Amazon platform step by step: from the customer journey through Amazon to the types of sponsored ads; from the construction of a campaign to its optimisation; from store structure to the importance of data analysis.

    • Andrea Fontana   

      Corporate storytelling

      The ultimate guide

      The ultimate guide to storytelling by the leading Italian author is back, with updated methods and tools to create a narrative about a brand, a product or even life. The latest edition of Corporate storytelling provides a detailed explanation of the fundamental techniques, steps and processes of storytelling both in individual brand and business storytelling.

      Packed with the most recent case studies, practical examples and exercises, the book shows you how to identify the "what", "where", "how" and "why" of telling your company’s story, no matter its type and size. Stories are crafty – they don’t come free; they need to be sought, found and told. Most of the chapters include a worksheet where you can set up an actual storytelling project.

    • Nicoletta Polliotto   

      Digital Food Marketing

      Practical Guide for resourceful Caterers

      La ristorazione in Italia cresce ma non brilla e fatica ad abbracciare il “futuro”. Ormai la metà degli italiani scrive recensioni e cerca il locale da mobile, più di 4 milioni ordinano con il food delivery e il 70% vorrebbe prenotare il tavolo online. Questo manuale accompagna il lettore nella costruzione del piano di marketing digitale per il ristorante, ormai improrogabile. Ogni parte del sistema di comunicazione, promozione e vendita dell’offerta è raccontata con semplici “how-to-do”, conditi con buone pratiche, interviste agli specialisti, testimonianze di brand del food e dell’accoglienza ristorativa. Senza tralasciare pratici spunti da applicare subito in cucina e in sala. Dedicato a chef, ristoratori e operatori F&B, questo volume permette di acquisire visione e strategia, e gestire al meglio il proprio percorso di evoluzione digitale.

    • Andrea Testa   

      Digital Marketing with AdWords

      The Dynamics of Keyword Advertising in the Marketing Funnel

      Dalla nascita del digitale il marketing è radicalmente cambiato e anche Google AdWords - la piattaforma che permette di noleggiare le keyword per posizionarsi in cima alle pagine dei risultati del motore di ricerca più famoso del mondo - si è evoluto. Focalizzato sul mercato italiano, questo volume approfondisce le funzioni di AdWords partendo dalle basi per arrivare alla costruzione di campagne tattiche customizzate. La conoscenza dello strumento, però, non può fermarsi alle impostazioni manuali: la sua “educazione” consente infatti di renderlo autonomo, e per questa ragione nel libro vengono analizzate anche le funzioni di Smart Bidding, con cui AdWords prende il controllo di se stesso. Digital Marketing con AdWords è pensato per condurre l’azienda o il freelance all’uso intelligente della piattaforma, guardando non solo agli aspetti tecnici ma anche e soprattutto al percorso del cliente nei molteplici touchpoint. È una guida passo passo, che insegna l’uso del prodotto nell’ottica del marketing funnel con un approccio pratico, strategico e integrato.

    • Giulio Xhaët    Francesco Derchi   

      Digital Skills

      Understanding, developing and managing digital Skills

      Inspired by the most reputable international frameworks, this book details an original Digital Skill Framework which can be exploited by businesses and freelancers alike. Two pivotal elements stand out: digital maturity, which leads to awareness and a new mindset; and digital ability, which enables us to properly apply what we know. So what are the skills needed to stand out in the professional world?
      Digital skills are a growing part of every industry and activity – so whatever your profession, you’ll need to acquire new skills in order to keep your competitive edge and excel at your job.