Subjects

49 results found - page 1 of 5

    • Valentina Vellucci   

      Strategic Marketing through Relationship Marketing

      This is the first relationship marketing handbook that investigates, explores and teaches – in scientific and humanistic terms – how to build effective marketing and communication strategies thanks to your knowledge of your audience.

      It details the tools, techniques, methods and processes you need in order to create a relationship marketing strategy in line with business and personal goals, going beyond a purely theoretical analysis of the relationship market.

      Polarisation, trolling, memorability and strategic visions are the social capital of today's brands: understanding how to rationally approach this market is crucial to creating an organic roadmap for your business. Learning to exploit one’s knowledge of and one’s relationship with the target audience is one of the most effective tools that brands have at their disposal for strategic marketing.

      The book includes numerous first-hand accounts as well as a pragmatic approach to relationship marketing to help you effectively plan your objectives and marketing and communication strategy measurements.

    • Fulvio Julita   

      Telling your Story Online

      From Freelancers to SMEs – Storytelling for Digital Marketing

      Learning to tell your story online is the key to getting recognised and creating the conditions for selling. As the author explains, if your customers cannot perceive what sets you aside from others, they’ll end up using that one go-to parameter – the lowest price.

      So how can small businesses draw on their own heritage of stories, knowledge and values to stand out? How can the Internet and social media be used to gain exposure, build up a reputation and find new customers?

      Fulvio Julita explains the ins and outs of storytelling for small businesses, as well as the steps to set the objectives of the narrative, organise an editorial plan, and shape the content. The book will guide you through the development of your very own strategy with practical examples, exercises and downloadable fact sheets. It also provides plenty of advice on writing, photography, video and digital channel management, as well as a description of the Five Jar and SIEPE methods: the former explains how to write content for social media, whereas the latter shows how to organise an editorial plan and stimulate creativity. Both are extraordinary tools to tell your story online the right way, right from the start.

    • 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.

    • Giannicola Montesano   

      Affiliate Marketing

      How to become a Digital Entrepreneur

      Updated and expanded, this is the ultimate guide to affiliate marketing, featuring methods and techniques to become a digital entrepreneur from scratch.

      Now in its second edition, Affiliate marketing lays down the roadmap to become a digital entrepreneur by exploiting the opportunities offered by affiliation.

      The chapters detail all the steps to be taken, as well as the dynamics that lead a user to make a purchase; readers will also learn how to recognise the online scams that may hide behind the affiliate marketing moniker and to steer clear of them.

      The new case studies and best practices showcased in the book show how to work with affiliations in a professional manner. The handbook is completed by in-depth information on the major affiliate programmes and networks.

    • Susana Alonso   

      Digital Wine Marketing

      A Guide to the online Promotion of Wine and Wine Tourism

      A practical and theoretical guide to develop and manage a modern wine communication and marketing strategy.

      Digital wine marketing delivers a systematic and integrated description of all the crucial elements to create and develop a digital winery: from the website to social media, from content marketing to brand identity, from influencer marketing to training, from sponsorships to online shops. The final chapter investigates wine tourism, both in legal terms and as an experience. The appendix looks at the world of wine at the time of Covid-19.

      Every topic is covered thoroughly, making the book a veritable touchstone for producers, marketers, bloggers and wine lovers alike.

    • Giacomo Pini   

      Risto Boom

      Create your own Restaurant’s Success

      A crucial tool to understand and implement the strategies and methods for starting a winning catering business.

      The book is divided into six chapters, each featuring in-depth information and case studies. It begins with the creation of a business idea, analyses the most effective models and investigates the economic & financial feasibility to assess your business plan’s market potential, risks and opportunities.

      The middle chapters focus on the fundamental organisational aspects – from choosing the right location to designing the offer as well as planning the layout and fittings. Operational aspects such as service methodologies, procedures and standards are also investigated in-depth.

      Finally, the book features an ample section dedicated to human resources – the real added value that can make the difference in a catering activity.

    • 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.

    • Gaia Passamonti   

      Podcast Marketing

      Giving voice to a brand to achieve successful content strategy

      This is the first Italian manual that explains what branded podcasts are, how to design them and what value they bring to a content marketing strategy.

      In 2019, 12.1 million people in Italy listened to at least one podcast, compared to 10.3 in 2018, marking a 16% increase. The average listening time of a podcast is over 20 minutes. These data alone shows how the podcast medium can become a truly effective and innovative tool in your corporate communication and marketing strategy. The handbook contains all the tools you need to design successful podcasts in keeping with the narrative form needed to give voice to brand values in a way that is relevant to listeners. Marketing and communication managers of companies and agencies will find case histories and interviews with the protagonists of the Italian podcast world, enabling them to discover all the tools of the trade to understand what branded podcasts are, how to design them and how to integrate them effectively into a successful marketing plan.

    • 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.