{"id":14320,"date":"2022-06-10T15:38:53","date_gmt":"2022-06-10T13:38:53","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=175340"},"modified":"2022-07-25T15:08:39","modified_gmt":"2022-07-25T13:08:39","slug":"vier-buecher-die-sie-interessieren-koennten-5","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-06-10\/vier-buecher-die-sie-interessieren-koennten-5\/","title":{"rendered":"Quatre livres qui pourraient vous int\u00e9resser"},"content":{"rendered":"<strong><img class=\"aligncenter wp-image-175345 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/06\/Lesetipps-Werbewoche-Juni-2022-Uebersicht.jpg\" alt=\"Livres\" width=\"1200\" height=\"823\" \/>Concevoir la communication d'entreprise et les RP<\/strong>\r\n\r\n<em>M\u00e9thodes de planification strat\u00e9gique, de gestion et d'\u00e9valuation.<\/em>\r\n<ul>\r\n \t<li>Auteur : Nanette Aim\u00e9e Besson<\/li>\r\n \t<li>Maison d'\u00e9dition : utb GmbH, 2021<\/li>\r\n \t<li>Pages : 291<\/li>\r\n \t<li>ISBN : 9783825255480<\/li>\r\n<\/ul>\r\nLes changements dans les entreprises doivent \u00eatre soigneusement planifi\u00e9s et communiqu\u00e9s - qu'il s'agisse d'une restructuration ou d'un nouveau produit. Dans son livre, Nanette Aim\u00e9e Besson pr\u00e9sente les principaux instruments de la communication d'entreprise - du briefing \u00e0 la pr\u00e9sentation et \u00e0 l'\u00e9valuation, en passant par la recherche et la conception. Outre les m\u00e9thodes classiques, elle se consacre \u00e9galement aux techniques et tendances plus r\u00e9centes. Un manuel scientifiquement fond\u00e9 et pourtant agr\u00e9ablement orient\u00e9 vers la pratique pour tous ceux qui s'occupent de RP et de marketing.\r\n\r\n<img class=\"aligncenter size-full wp-image-175343\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/06\/Lesetipps-Werbewoche.ch-Unternehmenskommunikation-und-PR-konzipieren.jpg\" alt=\"Livres\" width=\"1200\" height=\"850\" \/>\r\n\r\n<strong>Guide pratique de l'intelligence artificielle dans le marketing et les ventes<\/strong>\r\n\r\n<em>Exemples, concepts et cas d'application.<\/em>\r\n<ul>\r\n \t<li>Auteur : Laurenz Wuttke<\/li>\r\n \t<li>Maison d'\u00e9dition : Springer Gabler, 2021<\/li>\r\n \t<li>Pages : 244<\/li>\r\n \t<li>ISBN : 9783658356255<\/li>\r\n<\/ul>\r\nLe marketing bas\u00e9 sur l'IA permet de s'adresser de mani\u00e8re personnalis\u00e9e \u00e0 la client\u00e8le et d'utiliser la publicit\u00e9 de mani\u00e8re tr\u00e8s cibl\u00e9e. Dans son livre, Laurenz Wuttke explique en d\u00e9tail tout ce qui est possible avec l'IA dans le marketing. Un exemple parmi tant d'autres est le calcul des probabilit\u00e9s d'achat. L'auteur aborde de mani\u00e8re tr\u00e8s pr\u00e9cise le contexte technologique et les modes de fonctionnement. En comparaison, il esquisse plut\u00f4t grossi\u00e8rement l'utilit\u00e9 pratique. Quelques exemples tir\u00e9s de la pratique permettent toutefois d'y rem\u00e9dier. Dans l'ensemble, ce livre donne un bon aper\u00e7u du potentiel de l'IA dans le marketing et la vente.\r\n\r\n<img class=\"aligncenter size-full wp-image-175344\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/06\/Praxisleitfaden-fuer-kuenstliche-Intelligenz-in-Marketing-und-Lesetipps-Werbewoche.ch-Vertrieb.jpg\" alt=\"Livres\" width=\"1200\" height=\"850\" \/>\r\n\r\n<strong>AQ<\/strong>\r\n\r\n<em>Pourquoi la capacit\u00e9 d'adaptation est la comp\u00e9tence d'avenir la plus importante.<\/em>\r\n<ul>\r\n \t<li>Auteur : Carl Naughton<\/li>\r\n \t<li>Maison d'\u00e9dition : GABAL, 2022<\/li>\r\n \t<li>Pages : 212<\/li>\r\n \t<li>ISBN : 9783967390964<\/li>\r\n<\/ul>\r\nDans notre monde du travail en rapide \u00e9volution, la capacit\u00e9 d'adaptation est une comp\u00e9tence cl\u00e9. Elle est m\u00eame plus importante qu'un QI \u00e9lev\u00e9 ou qu'une intelligence \u00e9motionnelle, selon Carl Naughton. Il montre comment devenir plus adaptable, c'est-\u00e0-dire plus flexible, plus cr\u00e9atif et plus innovant. Ses conseils ne sont certes pas tout \u00e0 fait nouveaux, mais il les \u00e9taye par de nombreuses \u00e9tudes et anecdotes tir\u00e9es du travail quotidien. Le style tr\u00e8s d\u00e9contract\u00e9 ne plaira peut-\u00eatre pas \u00e0 tout le monde, mais on peut tout de m\u00eame tirer quelques conseils pr\u00e9cieux de ce livre.\r\n\r\n<img class=\"aligncenter size-full wp-image-175341\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/06\/Lesetipps-Werbewoche.ch-AQ.jpg\" alt=\"Livres\" width=\"1200\" height=\"850\" \/>\r\n\r\n<strong>Empowered<\/strong>\r\n\r\n<em>Comment les entreprises motivent chaque employ\u00e9 \u00e0 obtenir des r\u00e9sultats exceptionnels.<\/em>\r\n<ul>\r\n \t<li>Auteur : Marty Cagan et Chris Jones<\/li>\r\n \t<li>Maison d'\u00e9dition : Wiley-VCH, 2022<\/li>\r\n \t<li>Pages : 376<\/li>\r\n \t<li>ISBN : 9783527510870<\/li>\r\n<\/ul>\r\nQuel est le secret de la r\u00e9ussite des entreprises exceptionnelles ? Pour Marty Cagan et Chris Jones, il n'y a aucun doute : des chefs de produits forts et des \u00e9quipes de produits autonomes font la diff\u00e9rence. Ils expliquent en d\u00e9tail et avec passion pourquoi la libert\u00e9 et la responsabilit\u00e9 sont essentielles pour le d\u00e9veloppement de bons produits. Ils sont clairs sur un point : l'enthousiasme g\u00e9n\u00e9ral, l'ouverture et une collaboration bas\u00e9e sur la confiance sont bien plus importants que les performances individuelles.\r\n\r\n<img class=\"aligncenter size-full wp-image-175342\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/06\/Lesetipps-Werbewoche.ch-empowered.jpg\" alt=\"Livres\" width=\"1200\" height=\"850\" \/>","protected":false},"excerpt":{"rendered":"<p>Unternehmenskommunikation und PR konzipieren Methoden zur strategischen Planung, Steuerung und Evaluation. Autor: Nanette Aim\u00e9e Besson Verlag: utb GmbH, 2021 Seiten: 291 ISBN: 9783825255480 Ver\u00e4nderungen in Unternehmen m\u00fcssen sorgf\u00e4ltig geplant und kommuniziert werden \u2013 egal ob es um eine Restrukturierung oder um ein neues Produkt geht. Nanette Aim\u00e9e Besson stellt in ihrem Buch die wichtigsten Instrumente [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"B\u00fccher","_yoast_wpseo_metadesc":"In Zusammenarbeit mit GetAbstract stellen wir Ihnen vier B\u00fccher aus dem Marketing- und Kommunikationsbereich vor.","articlekey":"","footnotes":""},"categories":[29],"tags":[2947],"class_list":["post-14320","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-buecher"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Vier B\u00fccher, die Sie interessieren k\u00f6nnten - Organisator<\/title>\n<meta name=\"description\" content=\"In Zusammenarbeit mit GetAbstract stellen wir Ihnen vier B\u00fccher aus dem Marketing- und Kommunikationsbereich vor.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.werbewoche.ch\/de\/marketing\/2022-06-10\/vier-buecher-die-sie-interessieren-koennten-16\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vier B\u00fccher, die Sie interessieren k\u00f6nnten - 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