Myrthe Van Tol

What a brand strategy is and how it’s key to unlocking higher margins, greater market share, customer and employee engagement, marketing, AND innovation. How to create a world-class brand strategy for ANY business, using a SIMPLE, jargon-free model derived from my +20 years experience, with specific guidance on how to tailor the process - whether you're working with a global multinational or a start-up. How to run and analyse the research, workshops and audits you need to make sure your brand strategy is RIGHT - with every detail covered in practical 'plug-and-play' helpsheets, so you can implement these with confidence. How to engage and guide business leaders and employees through the brand strategy process, so they feel a deep sense of ownership in the outcome. How to write a brand diagnosis and a world-class brand strategy, with easy to fill-in formats, a real-world practice case study and over 40 inspiring examples from the world's most valuable brands.

Geschiedenis, introductie en trends in de marketing, Van traditionele naar online marketing, Online marketingstrategie en het 4C-model, Het kader genaamd web 2.0, Online marketingmix en het 4R-model, Usability van een website: hoe maak je deze gebruiksvriendelijk, Virale marketing, Content strategie, E-mailmarketing, Zoekmachinemarketing, Microsites, Social media, Webvertising & affiliates, Mobiele marketing, Online video advertising, Plan opzet, Campagnes, Rendement en Meting.