Sell your beer in the net

Editora:

ES Publishing

Código:

491_9788395532405

Vendido e entregue por Um Livro

Sinopse
Características

This book is an ideal introduction for people who are associated with the brewing industry and at the same time want to get a solid foundation of e-marketing.If you are a beginner in the field of marketing in general and looking for the first easy step-by-step manual, Sell your beer... will be perfect for you. What will you find in this book? Theory - marketing and marketing-mix elements, relation of them to internet marketing, as well as the legal aspects, tools, their evolution and the impact on the creation of advertising campaigns. The reader will also be introduced to marketing in the brewing industry.Practice - case study: characteristics of the beer market in Poland. Why Poland? In recent years, Poland has been experiencing a real flourishing of brewing. One of the largest brewing enterprises in Poland - Kompania Piwowarska and its Tyskie brand - was selected for the case study. The reader will be able to familiarize themselves with the company's strategic analysis, its macro-environment, micro-environment, communication channels used by the company, product portfolio and their campaigns.Table of contents Part 1. Internet marketing – what’s up with that?Characteristics of Internet marketingMarketing and marketing-mixThe concept of Internet marketingInternet marketing and traditional marketingLegal aspects of Internet marketingInternet marketing toolsThe evolution of Internet marketing toolsTypes of advertising on the Internet and creating online campaignsMarketing in the brewing industry in Poland and in the worldPart 2. Case studyKompania Piwowarska as a market entityCharacteristics of the beer market in PolandKompania Piwowarska and characteristics of its productsThe macro-environment of the enterpriseThe analysis of competitive environmentThe analysis of marketing activities of Kompania Piwowarska and the Tyskie brandChannels of communication of the companyMarketing campaigns of the company

Veja mais