How Contemporary Publishers Reach Out to Their Customers: Transition from B2B to B2C Marketing in the Publishing Industry. E-book. Formato PDF Kim Maya Sutton   -  Diplomica Verlag, 2013  - 

This study focuses on business-to-consumer (B2C) e-marketing in the publishing industry. Random House CEO Dohle suggested a transition from B2B marketing to B2C marketing and Shatzkin, CEO of The Idea Logical Company, added this transition would be a good way to strengthen brands in publishing, and attract loyal individual consumers.Publishers are already making varying use of the internet and social media in 2011.This research first analyzes existing literature on marketing and e-marketing, particularly in the publishing industry. It then focuses on seven publishers’ online presences, and their interaction with individual consumers on the internet and social media, based on the author’s education in computer sciences, management, and publishing.The case study research is exploratory, phenomenological, and framed within an interpretive research paradigm. The findings are recorded in a structured dissertation, with screenshots of the relevant publishers’ websites. The seven publishers are categorized according to Bernoff’s stages in Managing Social Technology, and the research findings are linked back to literature, discussed, and best practices are identified.As there is very little literature on B2C e-marketing in the publishing industry, this dissertation sets out to offer information on publishers’ efforts in B2C e-marketing: a literature review outlines marketing in the publishing industry, and case studies illustrate seven publishers’ B2C e-marketing efforts, thus contributing to closing the gap in literature on publishers’ B2C e-marketing. It also sets a foundation for further research on the transition of marketing in publishing, either in qualitative case studies with publishers or quantitative research that is based on consumers’ perception of publishers’ B2C e-marketing.

Introduction of an Employee-Led Training System at Stage Entertainment Germany: A Qualitative Study. E-book. Formato PDF Kim Maya Sutton   -  Diplomica Verlag, 2010  - 

Particularly in times of a crisis, an employee-led training (ELT) system is a cost-efficient way to give employees the further education they deserve and need to stay on top of things, and to increase their ability to be efficient and effective.An ELT system accrues very few costs while having copious benefits, such as motivated, broadly positioned employees who understand the procedures and interfaces in the company and can thus work much more efficiently, while being enabled to network, cooperate, and communicate on a new level. The employees will identify with the organization and the solidarity between headquarters and branch offices will enhance tremendously. The seminars are well targeted and easy to understand for the employees, as a colleague, who knows exactly which lingo and examples to use, holds them. The knowledge transferred is practical and the employees can implement it into their daily work immediately. The organization itself not only becomes transparent towards its employees, it also sets a new standard by pointing out that employer-employee work relationships can go beyond the maliciously obedient work that is rewarded with a pay-check at the end of the month.All parties involved benefit from the ELT system and it requires a minimal amount of administration work, which the personnel development within the HR department covers. The extra work that has to be conducted by the in-house trainers is factually compensated by their chance to distinguish themselves in the organization and to further their work portfolio. They become powerful multipliers.This study sheds light on the ELT system using the practical example of Stage Entertainment Germany, while providing a process description, describing assets and drawbacks, as well as the implementation of the resulting improvements in the new business year. It can be used as a guide to implement an ELT system at a similar organization.