GENERAL QUESTIONS

1. Ж2-22/73024

Балахнин, И.

Найден более быстрый маршрут : применение карт путешествия потребителя для повышения продаж и лояльности : теперь и в В2В / Илья Балахнин. – Москва : Альпина ПРО, 2022. – 180, [3] с. : ил. – 1500 экз.

Abstract: The Consumer Journey Map (CJM) is a powerful tool that reflects the experience of consumer interaction with the company. The main task of building CJM is to maximize revenue – the basic financial indicator of the company. But how to build a map of a client's journey based on his needs and motives? How to understand what causes the behavior of the client, what makes him refuse the transaction or accept it at different points of contact? How to create a "seamless" customer experience, including in B2B markets? Detailed answers to these and other questions are given by Ilya Balakhnin, a leading Russian strategist in the field of marketing communications, advertising and sales, who opened this effective methodology to the Russian market. In his new book, he continues to explore the client's path, this time touching on the B2B segment.

2. Ж2-22/73093

Барден, Фил

Взлом маркетинга : наука о том, почему мы покупаем / Фил Барден ; перевод с английского Инны Антипкиной. – 10-е изд. – Москва : Манн, Иванов и Фербер, 2022. – 294, [1] с. : ил. – (Серия "Главные книги о маркетинге"). – Библиогр. в конце кн. – Пер. изд.: Decoded. The science behind why we buy / Phil Barden. – 2013. – 7000 экз. – ISBN 978-5-00195-327-2 : 260 р. – Текст (визуальный) : непосредственный.

Abstract: In this book, consumer behavior is analyzed with the help of modern decision-making science. The author talks about why people make purchases, what happens in the mind of the buyer when he makes a decision, and how you can use the latest scientific knowledge in your marketing activities.

3. Д10-22/98183

Батырев (Комбат), М. В.

45 татуировок продавана : правила для тех, кто продает и управляет продажами / Максим Батырев (Комбат). – Москва : Манн, Иванов и Фербер, 2022. – 373, [1] с. – (Серия "Покетбуки МИФ. Передовые практики бизнеса"). – 10000 экз.

Abstract: If you work in sales, we can congratulate you. Sales make people strong negotiators, psychologists, managers, orators. Good sellers can handle almost any business task. The author of this book, a well-known business speaker Maxim Batyrev, once worked in a large consulting company from a sales manager to a member of the management board. Every case in his practice is a lesson for the future, a kind of tattoo on the heart. There are only forty-five of these tattoos here, but in reality there are many more. If your job is related to sales, you need this book.

4. Д10-19/68980

Годин, С.

Фиолетовая корова. Сделайте свой бизнес выдающимся! / С. Годин ; перевод с английского В. Подейко. – 8-е изд. – Москва : Манн, Иванов и Фербер, 2019. – 155 с. – Пер. изд.: Purple Cow / S. Godin. – New York, 2002. – 2000 экз. – ISBN 978-5-00146-341-2 : 260 р. – Текст : непосредственный.

Abstract: The book by the world–famous marketer Seth Godin is dedicated to outstanding marketing - the art of bringing something new to a product or service that attracts attention – like a purple cow among ordinary cows. It contains hundreds of specific ways to make your offer on the market unique.

5. Д10-22/94080

Даффи, Крис.

Клиент всегда доволен. Как управлять ожиданиями, опытом и памятью клиентов / Крис Даффи ; [перевод на русский язык Заботкин Е. В.]. – Москва : БОМБОРА ; Москва : Изд-во "Эксмо", 2022. – 360, [1] с. : ил. – (Экономика эмоций). – Пер. изд. : Creating customer loyalty. Build lasting loyalty using customer experience management / Daffy, Chris, 2019. – Библиогр.: с. 353-355. – Алф. указ. : с. 356-361.

Abstract: Will the customer make a repeat purchase? Will he write a good review? Will he recommend your company to friends? It all depends on what will remain in his memory after interacting with you. Chris Duffy, a recognized service expert in Europe, is sure that the key to customer loyalty is managing their expectations and memory. In his book, he offers a program for creating and maintaining positive memories in the minds of customers, which, in fact, is the most effective loyalty program in the age of social networks and Internet responses. The book is provided with links to research, useful sources on the topic, as well as cases of well-known companies.

6. Ж2-22/73224

Котлер, Филип.

Маркетинг 5.0. Технологии следующего поколения / Филип Котлер, Айвен Сетиаван, Хермаван Картаджайя ; перевод с английского А. Горман. – Москва : БОМБОРА : Эксмо, 2022. – 269, [1] с. : ил. – (Атланты маркетинга). – Парал. тит. л. англ. – Алф. указ. в конце кн. – Пер. изд.: Marketing 5.0. Technology for humanity / Philip Kotler, Iwan Setiawan, Hermawan Kartajaya. – 2021. – 3000 экз. – ISBN 978-5-04-121305-3 : 260 р. – Текст (визуальный) : непосредственный.

Abstract: Philip Kotler, a world-renowned marketing guru, together with experts from the leading digital transformation consulting MarkPlus, Inc. in his new book offers know-how on the use of advanced marketing technologies, as well as a comprehensive study of the challenges facing marketers today.

7. Д10-22/99562

Миллер, Д. (1971-).

Бизнес на пальцах. Развитие навыков управления, продаж и маркетинга за 60 дней / Дональд Миллер ; перевод с английского: Е. Скорикова. – Москва : Альпина Паблишер, 2022. – 214 с. : ил. – (Альпина Паблишер. Бизнес). – Пер. изд.: Business made simple. 60 days to master leadership, sales,marketing, execution, management, personal productivity, and more / Donald Miller. – 2021. – 2000 экз.

Abstract: What qualities should a real leader have? How to learn management and what you need to know to bring real benefits to the company and increase your value as a professional? Donald Miller, the head of Business Made Simple and the author of the bestsellers "Storebrand Method" and Marketing Made Simple, has collected 60 lessons in his new book that can replace expensive business education courses. By doing one lesson a day, you will develop management, sales, marketing skills in just two months, and increase personal efficiency. The book will be useful to anyone who wants to become a sought-after specialist, succeed in business and increase the company's income.

8. Д10-21/93201

Степанова, Г. Н.

Стратегическое управление медиабизнесом (маркетинговый подход) : монография / Степанова Галина Николаевна, Бирюков Владимир Александрович, Губанова Наталья Владимировна. – Москва : Буки Веди, 2021. – 239 с. – Библиогр.: с. 232-239 (79 назв.)

Abstract: The monograph is devoted to the marketing approach to strategic management as a key scientific approach to the management of an organization in the XXI century. The monograph presents the theoretical foundations of marketing, the problems of strategic management in an unstable external environment. The article presents the tools of strategic management and its use in the context of modern marketing concepts. The monograph is intended for researchers, media industry specialists, students and postgraduates.

9. Ж2-22/73403

Чан Ким, В. (1951-).

Стратегия голубого океана : как найти или создать рынок, свободный от других игроков / В. Чан Ким, Рене Моборн ; перевод с английского Ирины Ющенко. – 12-е изд., испр. и доп. – Москва : Манн, Иванов и Фербер, 2022. – 331, [1] с. : ил. – (Best business practices). – Парал. тит. л. англ. – Библиогр.: с. 320-327. – Пер. изд.: Blue Ocean Strategy. How to Create Uncontested Market Space and Make the Competition Irrelevant / W. Chan Kim, Renee Mauborgne. – 2015. – 7000 экз. – ISBN 978-5-00195-191-9 : 260 р. – Текст (визуальный) : непосредственный.

Abstract: In this book you will find a set of necessary analytical tools, a description of all the principles that determine the strategy of the blue ocean, as well as a story about the dangerous traps that lie in wait for companies on their way to blue waters. The new expanded edition of the legendary bestseller, which has sold 3.5 million copies, includes two additional chapters that answer the most tricky questions that have been asked to the authors over the past ten years. This book has sold a huge circulation in 40 languages of the world, and experts recognize it as the best modern book about marketing. The authors give detailed instructions on how to take the company out of the stress of competition and create a new business model. This book is incredibly interesting and shows that it is not necessary to think like everyone else in order to achieve success. Use the tips on how to use messengers to promote your business.

INTERNET MARKETING

Litres: search by tag «интернет-маркетинг» >>>>>

10. Д10-22/98548

Алмаз, Е. Н.

Интернет-маркетинг глазами клиента : делаем сразу все правильно, а не сливаем бюджеты на эксперименты / Евгений Алмаз, Виктория Раневская. – Москва : Изд-во АСТ, 2022. – 190, [1] с. – (БизнесНаставник). – Указ.: "Бонус – полезные ресурсы и сервисы" в конце кн. – ISBN 978-5-17-137626-0: 260 р. – 2000 экз.

Abstract: If you want to live, know how to market, any entrepreneur will tell you. There is no choice between hiring and dealing with it yourself. We'll have to figure it out anyway. And you'll have to hire later, too. Marketing is tied to management decisions, so it is necessary to understand. Not to do everything yourself, but TO UNDERSTAND. The book will gather your scattered knowledge about Internet marketing into a single system. What used to be at the level of heard will fit in my head at the level of understand. The authors have removed all the technical details and left only what helps to make decisions and manage the process. The book will make you a competent customer of Internet marketing services. This is considered. This is not done half-heartedly on the last day.

11. Д11-22/897

Гавриков, А.

Digital-маркетинг : главная книга интернет-маркетолога / Андрей Гавриков, Владимир Давыдов, Михаил Федоров. – Москва : Изд-во АСТ, 2022. – 467, [11] с. : ил. – (Бизнес-тренды). – ISBN 978-5-17-145137-0: 260 р. – 4000 экз.

Abstract: If you think that digital marketing is much more than "creating and promoting a website", then this book is for you. The expanded and revised edition of the popular book from the founders of the Completo marketing group will help you learn about strategic planning and business decision-making, understand how to use innovations, you will learn how to experiment, measure results and adjust tactics based on the results of these actions. And most importantly, you will begin to consistently occupy a leading position in the market.

12. Д10-21/97238

Демитриев, А. Н.

Интернет-маркетинг: практическое руководство / А. Н. Демитриев. – Казань : Бук, 2021. – 127 с. : ил. – ISBN 978-5-00118-805-6: 260 р. – 100 экз.

Abstract: The book is dedicated to the packaging of the product and its launch via the Internet on modern online platforms. It is presented in the format of a practical guide that reveals questions about the basic topics of Internet marketing: building a sales tunnel, launching a product/service on online platforms, techniques for interacting with customers, promoting business in social networks, the basics of content marketing, etc. The book contains author's tools and tools, using which any company will be able to develop a unique product in its niche and launch it effectively, focusing on its target audience. The book is intended for companies promoting their business via the Internet, as well as for individuals developing their own brand online. In addition, the presented instructions on product packaging and its launch will be useful for specialists from narrow niches – marketers, targetologists, information producers, SMM specialists, content makers, methodologists and other representatives of modern online professions.

13. Д10-21/82739

Имшинецкая, И.

Маркетинг как сериал: истории, которых ждут: чек-лист маркетинговых идей, каталог приемов серийного продвижения / И. А. Имшинецкая. – Санкт-Петербург [и др.] : Питер, 2021. – 206 с. : ил. – 1500 экз. – ISBN 978-5-4461-1751-2 : 260 р. – Текст (визуальный) : непосредственный.

Abstract: If your marketing communications do not involve continuation, like a good TV series, then every time you fight for the attention of potential customers from scratch, putting a lot of effort and pouring significant amounts into promotion. If your marketing involves continuation and people are waiting for the next "series", then you keep people "warm" and they do not need to be "warmed" every time again. Thus, the efficiency and profitability of communications increases significantly. You can offer customers to take part in the creation of your series themselves, thereby strengthening their loyalty. Iya Imshinetskaya, the author of the system promotion technology, tells how to build a line of marketing communications so that customers follow it and always expect it to continue. The publication will be useful for managers and business owners, as well as those who are just going to start their own business; managers and managers of marketing, advertising and PR departments, as well as teachers of marketing and marketing communications courses.

14. Д10-21/90071

Коваленко, А. Е.

Интернет-маркетинг предприятий малого бизнеса: теория, практика, региональные аспекты = Internet marketing of small businesses: theory, practice, regional aspects : монография/ А. Е. Коваленко, И. Ю. Окольнишникова, Ю. Г. Кузьменко. – Москва : Первое экономическое изд-во, 2021. – 271, [2] с. : ил. – Данные тит. л. частично парал. англ. – Библиогр.: с. 231-253 (184 назв.). – ISBN 978-5-91292-360-9: 260 р., DOI 10.18334/9785912923609. – 500 экз.

Abstract: The monograph examines the evolution of modern Internet marketing from the perspective of highlighting the processes of Internet marketing that transform information about the consumer. The orientation of the transformation of information to increase the value of the consumer allowed us to justify the presentation of modern Internet marketing as a special type of information flow. On the basis of the process construction of Internet marketing, the prerequisites and conditions for the formation of Internet marketing technologies in the activities of small businesses are substantiated. The classification of marketing technologies has been expanded by defining a special group of Internet marketing technologies; the types and indicators of evaluating the effectiveness of Internet marketing technologies have been clarified; a methodological approach to the development of Internet marketing technologies has been proposed. An algorithm for the introduction of Internet marketing technologies has been formed, which allows dividing the areas of responsibility for the effectiveness of Internet marketing activities.

15. Ж2-22/72219

Кривов, В. С.

Красная кнопка для сайта/ В. С. Кривов. – Москва : Изд-во "Эксмо", 2022. – 189, [1] с. : ил. – ISBN 978-5-600-03135-7: 260 р. – 5000 экз.

Abstract: Don't put off until tomorrow what your competitor can do today! There is no way to do without promotion on the Internet now. In this useful guide you will find practical tips for the most effective Internet marketing. Each tip is provided with detailed instructions, and even a beginner will understand what needs to be done. Applying the author's advice will increase the number of clients and lead to an increase in revenue. The book will be very useful for marketers, company executives, commercial directors, as well as novice businessmen. It is suitable for both beginners and experienced professionals. The above information will be relevant for a long time.

16. Д10-21/90176

Мартынцев, Д.

Взлом роста : как ускорить развитие продукта и масштабировать бизнес / Денис Мартынцев. – Москва : Альпина Паблишер, 2021. – 135 с. – (Бизнес). – 2000 экз.

Abstract: For a young Internet company, rapid growth is not a whim, but a matter of survival. If it does not show significant results in the first months, investors lose interest in it and stop financing. While a marketer using traditional methods will explore the market and develop a strategy, the company may run out of money, and no one will give new ones, because it has not grown all this time. Therefore, startups need growth hackers, that is, people who are focused on quick results and are ready to achieve it in any way. In his book, Denis Martyntsev, a consultant on the organization of Growth processes, talks about the essence of hacking growth, how to grow growth hackers in his company and build a growth team. Denis cites many cases, including Russian companies, when the simplest actions, which do not require much effort and cost, led to a significant increase in digital business indicators, and advises how to reproduce such success in his project.

17. Д10-22/97793

Миллер, Д.

Sticky branding : 12,5 способов побудить клиента навсегда "прилипнуть" к компании / Джереми Миллер ; [перевод с английского: Щедрина Е. В.]. – Москва : БОМБОРА : Изд-во "Эксмо", 2022. – 298, [2] с. : ил. – (Экономика эмоций). – Библиогр.: с. 295-297 (36 назв.). – Алф. указ. в конце кн. – Пер. изд.: Sticky branding: 12, 5 principles to stand out, attract customtrs & grow an ingredible brand / Jeremy Miller. – 2015. – 2000 экз.

Abstract: Sticky branding is a special type of branding that focuses on creating an indissoluble relationship with customers. Jeremy Miller has been researching successful promotion algorithms for 10 years. He has interviewed more than a hundred owners and top managers who have managed to endow their companies with "clingy power". The author has formulated 12.5 principles of Sticky branding that will help you create a "fan community" around the company, achieve maximum customer trust and make the brand iconic without advertising costs.

18. Ж2-21/70237

Павлюк, Ю. А.

Digital всемогущий : 101 инструмент для повышения продаж с помощью цифровых технологий / Юрий Павлюк. – Москва : БОМБОРА™, 2021. – 200, [1] с. : ил. – (Бизнес. Как это работает в России). – ISBN 978-5-04-109565-9: 260 р. – 2000 экз.

Abstract: Many digital marketing tools are improving or becoming obsolete very quickly. Without understanding which ones to use, you can drain the budget for a long time without getting exhaust. The purpose of this book is to present in an accessible language the evergreen techniques of increasing sales through Internet marketing. Moving from the classic to the newest, Yuri Pavlyuk examines the strengths and weaknesses of those digital tools that will remain relevant for a very long time. You will be able to choose digital marketing tools that will be most effective for your tasks, save money on what will not suit you, despite advertising promises, develop your own Internet promotion strategy and increase sales without increasing costs.

19. Д10-21/94030

Раджаманнар, Раджа.

Квантовый скачок маркетинга : если не внедрить это сегодня, вашей компании не станет завтра / Раджа Раджаманнар ; [перевод с английского А. Д. Сайфуллиной]. – Москва : БОМБОРА; Москва : Эксмо, 2021. – 251, [1] с. – (Атланты маркетинга). – Пер. изд. : Quantum marketing/ Rajamannar, Raja, 2021. – Алф. указ. : с. 249-252. – 3000 экз.

Abstract: The world is changing so rapidly that most business strategies become obsolete even at the development stage. Modern marketing works in four dimensions: product, emotions, data, social networks. This book tells about the fifth dimension – quantum marketing of the future. Raja Rajamannar, Director of Marketing and Communications at Mastercard, will talk about how ideas about consumer loyalty and advertising will change, how to use the latest achievements of neuroscience to highlight your brand in a continuous flow of information, and why AI will become the new driving force of marketing.

20. М/74286/2

Цифровая цивилизация. Медиакоммуникации. Интернет-маркетинг: серия / Министерство науки и высшего образования Российской Федерации, Южно-Уральский государственный университет, Институт медиа и социально-гуманитарных наук, Международный межвузовский научно-исследовательский проект "Цифровая цивилизация. Медиакоммуникации. Интернет-маркетинг". – Челябинск : Издательский центр ЮУрГУ, 20 –

Вып. 2 Медиакоммуникации и интернет-маркетинг в условиях цифровой цивилизации : монография/ Л. О. Алгави, Д.А.-Н. Аль-Ханаки, С. С. Бредихин [и др.] ; под редакцией Л. П. Шестеркиной, Л. К. Лободенко. – 2020. – 474, [1] с. : ил. – Библиогр. в конце гл. и в подстроч. примеч. – Авт. указ. на обороте тит. л. – ISBN 978-5-696-05159-8: 260 р. – 500 экз.

Abstract: The collective monograph was prepared within the framework of the international interuniversity research project "Digital Civilization. Media communications. Internet Marketing" and is dedicated to media communications and Internet marketing in the conditions of digital civilization. The monograph identifies the characteristics of transmedia as a factor in the formation and special behavior of the digital media generation, provides a detailed analysis of the current practices of digital transformation of marketing communications, describes the principles and goals of neuromarketing in modern reality. The monograph also pays attention to the study of the transformation of modern mass media and media text in the conditions of digital civilization. The monograph can be useful for masters and postgraduates of humanities, practitioners in the field of media communications and Internet marketing.

21. Энж, Э.

SEO. Искусство раскрутки сайтов / Э. Энж, С. Спенсер, Д. Стрикчиола. – Санкт-Петербург : БХВ-Петербург, 2017. – 816 с. – ISBN 978-5-9775-3686-8. – URL: https://ibooks.ru/bookshelf/356666/reading (дата обращения: 26.09.2022). – Access mode: for authorization. users. – Text : electronic.

Abstract: A complete and detailed guide to search engine optimization (SEO) for website promotion specialists at all levels. The third edition includes updated information on ranking tools, tactics and methods that have significantly changed the nature of search engine optimization. Beginners are waiting for a full SEO course from scratch, and experienced specialists will learn about new mechanisms in the practice of search engine optimization and will receive an extensive guide of an SEO specialist.

Шифр в БД: Ж2-20/67906 (3-е изд., перераб. и доп., 2020)

SOCIAL MEDIA MARKETING

22. Д10-22/97134

Велижанин, Н.

YouTube для вашего бизнеса : пошаговый план создания и развития YouTube-канала / Николай Велижанин. – Москва : Альпина Паблишер, 2022. – 259, [1] с. : ил. – 2000 экз.

Abstract: This book was written by a Russian YouTube practitioner. Nikolay Velizhanin, the creator of more than 20 successful business channels, tells how to monetize his knowledge and skills, keep the audience and grow conversion, keep up with trends and balance between hype and the benefits for subscribers. The author offers a step-by–step guide to the development of a YouTube channel - from an idea to a successful project with millions of views and steadily growing revenue. Detailed instructions, examples from personal experience and vivid illustrations will help even beginners to understand the intricacies of analytics, SEO optimization rules and setting up advertising campaigns.

23. Ж2-22/72970

Новожилова, И. А.

SMM. Эффективное продвижение в соцсетях : практическое руководство / И. А. Новожилова. – 2-е изд. – Санкт-Петербург : БХВ-Петербург, 2022. – 447 с. : ил. – Предм. указ.: с. 445-447. – 1000 экз.

Abstract: Instagram Facebook, Instagram, Odnoklassniki, VKontakte, Facebook, and Odnoklassniki are detailed instructions for creating, designing and promoting commercial accounts. Step-by-step algorithms for setting up advertising campaigns are given, methods for evaluating the effectiveness of targeted advertising are described, the basic terms and concepts are disclosed in detail. Practical recommendations on the design and promotion of accounts depending on the type of business are described, instructions are given on the detailed configuration of advertisements using the installation of "pixel", tips on using an external database and other retargeting resources.

24. Д10-20/86642

Плотников, А. В.

Цифровая экономика в социальных сетях : монография / А. В. Плотников ; Министерство науки и высшего образования Российской Федерации, Пермский национальный исследовательский политехнический университет. – Пермь ; Екатеринбург : ПНИПУ, 2020. – 201 с. : ил. – Библиогр. в подстроч. примеч. – 100 экз. – ISBN 978-5-398-02476-0 : 200 р. – Текст (визуальный) : непосредственный.

Abstract: Based on the attributive approach, a method of analyzing users of the VKontakte social network communities based on the links between them has been developed, clustering of information technology services has been proposed. The monograph is intended for specialists in the field of Internet marketing, researchers, students, postgraduates and teachers in the field of socio-economic sciences.

25. Д11-21/219

Рютина, М.

Три бисквитных кита : личный бренд, соцсети, сервис / М. Рютина ; Маргарита и Денис Рютины. – Саратов: КУБиК, 2021. – 275 с. – ISBN 978-5-91818-817-0: 260 р. – 3000 экз.

Abstract: Mathematics is studied on apples, and this book explains marketing on cakes. You are holding in your hands a step-by-step instruction on earning money in social networks for creative professionals. The book is written for confectioners, but the tips from it will be useful and even necessary to promote and improve the sales of any craftsman. For creative business.

26. Д10-22/94408

Христосенко, М.

Правило трех секунд : как зарабатывать с помощью соцсетей / Михаил Христосенко. – Санкт-Петербург [и др.] : Питер, 2022. – 191, [1] с. : ил. – (Серия iБизнес). – 2000 экз. – ISBN 978-5-4461-2963-8 : 200 р. – Текст (визуальный) : непосредственный.

Abstract: Over the past year, social networks have changed in a way that has not changed in the last ten years. This means that tools, algorithms, and techniques have become new. Everything that worked before has stopped working. And only the one who knows and uses new tools, knows how to sell in new conditions, will be on the horse and will be able to create a queue of customers in social networks. The rest will have to attract customers in very expensive ways, which will not pay off, or they will be forced to quit the game. The book will help you build a system of attracting customers and sales in social networks, taking into account all the trends, algorithms and changes that began in 2020 – the global transition of businesses to online. You will get complete information and a clear idea of what needs to be done to solve, perhaps, the main task of any micro- and medium–sized business - to create a queue of customers.

27. Д10-22/98462

Янбеков, Р.

TikTok без танцев : снимай, продавай, зарабатывай : блогерам, экспертам, брендам / Ренат Янбеков. – Москва : Альпина Паблишер, 2022. – 507, [1] с. : фот. цв. – Библиогр. в примеч.: с. 507-508. – 3000 экз.

Abstract: TikTok is not just a mobile app. This is a new social elevator and a new source of knowledge. A doctor, a teacher, a locksmith, an athlete, a small business owner – anyone can become a popular blogger in TikTok and start earning. You have at your disposal 40 million Russian-speaking TikTok users who are ready to watch your videos and become your customers.

ADVERTISEMENT. ADVERTISING TEXTS

28. Д10-21/92099

Банчуков, Д. А.

Денег нет, но вы пиарьтесь : химия хайпа и 99 кейсов с вирусными приемами / Дмитрий Банчуков. – Москва : БОМБОРА™ : Изд-во "Эксмо", 2021. – 187 с. : ил. – (Маркетинг для немаркетологов). – 2000 экз.

Abstract: Do you want buyers and customers to start hunting for your product, frantically looking for where to order and advising friends? This does not require millions of budgets. A well-organized HYIP allows you to increase brand or product awareness almost for free in a matter of days, or even hours. Dmitry Banchukov, founder of the 5 CATS Digital Agency and creator of a network of his own communities on Instagram and VKontakte with a total of more than 2 million subscribers, tells the reader how viral marketing works and how to use its tools effectively and safely. From his cases, you will learn how the chemistry of hype, the decibels of word of mouth and the contagious word-of-mouth transmission of a rumor about your company work. It remains only to apply!

29. Д10-22/93854

Витале, Джо.

Гипнотические рекламные тексты : как искушать и убеждать клиентов с помощью копирайтинга / Джо Витале ; [перевод с английского Т. Климовой]. – Москва : Эксмо, 2022. – 298 с. : ил. – (Книги-драйверы). – Пер. изд. : Hypnotic writing / Vitale, Joe, 2007. – Библиогр.: с. 288-294. Алф. указ. : с. 295-298. – 2000 экз. – Текст (визуальный) : непосредственный.

Abstract: A legendary book on selling texts. In it, Joe Vitale, one of the world's highest–paid copywriters, reveals the principles of hypnotic writing - a fail-safe tool for influencing the minds of buyers. This tool is indispensable when creating email newsletters, selling posts, advertising publications and other texts whose purpose is to sell goods and services. In his book, Joe Vitale generously shares examples of successful creative solutions. In it you will find the formula for writing hypnotic texts, invaluable tips on how to take control of the reader's consciousness and push him to action, 5 secret laws of hypnotic persuasion, 30 ways to write a hypnotic title.

30. Ж2-21/72161

Каплунов, Д. А.

Контент, маркетинг и рок-н-ролл : книга-муза для покорения клиентов в интернете / Д. А. Каплунов. – 6-е изд. – Москва : Манн, Иванов и Фербер, 2021. – 379, [1] с. : ил. – (Серия "Главные книги о маркетинге"). – 3500 экз. – Текст (визуальный) : непосредственный.

Abstract: This book simply and vividly talks about how to create effective content to attract readers and what mistakes should be avoided at the same time. It will be of interest to owners of websites, blogs, leading e-mail newsletters, users of social networks - in general, to everyone who came to the Internet not for entertainment, but for customers and money.

31. Д10-22/97033

Лебедев, П. М.

Ты посмотрел сюда. Теперь сюда : магия визуализации и 440 кейсов, которые научат управлять вниманием с помощью презентаций и инфографики / Павел Лебедев. – Москва : БОМБОРА ; Москва : Изд-во "Эксмо", 2022. – 250, [3] с. : ил. – (Маркетинг для немаркетологов). – 3000 экз.

Abstract: Capture and hold the customer's attention! Solving this business problem leads to buying, signing a contract and moving up the career ladder. Pavel Lebedev, a master of visualization, the author of a unique technique on the art of presentation, tells how to effectively manage attention in his book. For 12 years he has been teaching managers and specialists how to convince anyone of anything with the help of infographics. The author provides universal principles and tools that work regardless of the format of the document and its purpose. They are suitable for reports to the manager, financial documents, commercial proposals, business letters, term papers or dashboards. In your hands is a super-concentrate of 68,000 hours of practice and 920 lectures, which will teach you the art of presenting your ideas!

32. Миллер, Д.

Метод StoryBrand: расскажите о своем бренде так, чтобы в него влюбились : научно-популярное издание / Д. Миллер. – Москва : Альпина Паблишер, 2020. – 232 с. – ISBN 978-5-9614-2738-7. – Text : electronic. – URL: https://znanium.com/catalog/product/1221034 (дата обращения: 25.09.2022). – Access mode: by subscription.

Abstract: The author of the book revolutionized marketing a few years ago by proposing to use storytelling techniques and the basics of classical drama to promote brands. According to the StoryBrand method, marketing messages and advertising campaigns are built using the principle of creating a work of art. The client becomes a "hero", and the company becomes a "guide" to help solve his problem.

Шифр в БД: Д10-20/76475

33. Миллер, Д., Питерсон, Д.

Воронки продаж по методу StoryBrand : Пошаговое руководство : практическое руководство / Д. Миллер, Д. Питерсон ; пер. с анг. О. Бараш. – Москва : Альпина Паблишер, 2022. – 196 с. – ISBN 978-5-9614-5334-8. – Text : electronic. – URL: https://znanium.com/catalog/product/1904801 (дата обращения: 25.09.2022). – Access mode: by subscription.

Abstract: A sales funnel is a marketing model that describes the buyer's path from the initial attraction of attention to the purchase of a product or service. Building a sales funnel with a high conversion rate for business tasks is the key goal of the marketing department in any company, small or large. The author of several best-selling books and the creator of the StoryBrand method, Donald Miller, together with his colleague J. J. Peterson, has developed a unique practical guide for creating effective sales funnels. They tell you what needs to be done and in what sequence, which tools are best used at different stages of the funnel, so that customers remember your offer on the fly and turn into devoted fans of your brand. Following the recommendations of the authors and using the templates and algorithms from this book, you will learn how to create and adapt sales funnels for different target groups and products – and you will be able to take your company to a new level.

34. Д10-22/99026

Холмогоров, В.

Термоядерный контент : практическое руководство по созданию текстов для SMM / Валентин Холмогоров. – Санкт-Петербург : БХВ-Петербург, 2022. – 208 с. : ил. – Предм. указ.: с. 207-208. – 1200 экз.

Abstract: In an accessible and understandable form, illustrative examples tell about the stages of work on posts for the most popular social networks: Facebook Instagram, Odnoklassniki, as well as for the Yandex.Zen and Telegram platforms. Recommendations are given for assessing the target audience, determining its interests, conducting competitive analysis and choosing a tone of voice. Detailed information about genres and styles used when writing texts in social networks is provided, various types of content are considered. Separate chapters are devoted to writing selling posts, storytelling techniques and practices, and compiling effective headlines. An overview of useful tools used in the work of a copywriter is given. There are tips for editing texts, detailed "check lists" to identify the most characteristic errors before publication. Methods of media planning, selection of topics for posts are considered, examples of a content plan for communities in social networks are given.

35. Ж2-20/66936

Царевский, Ф. Л.

Яндекс Директ: как получать прибыль, а не играть в лотерею / Ф. Л. Царевский. – 4-е изд., доп. и перераб. – Санкт-Петербург [и др.] : Питер, 2020. – 252 с. – (Серия "IT для бизнеса") (Деловой бестселлер 2019). – 1500 экз. – ISBN 978-5-4461-1400-9 : 260 р. – Текст : непосредственный.

Abstract: An interesting and detailed guide on how to create and run an advertising campaign in Yandex. Direct what's going on inside the service and how to become a good contextual advertising specialist. Despite the fact that changes often occur in the service, the book contains the basic principles of setting up advertising, so the information is relevant now.

36. Д10-21/89416

Шерстов, А.

Как продать Яндекс Директ и Google ads или Что такое эта ваша Тильда/ Александр Шерстов. – Москва : Буки Веди, 2021. – 104, [1] с. : ил. – ISBN 978-5-4465-3277-3: 150 р. – 50 экз.

Abstract: Yandex Direct, Google Ads, landing page. You have definitely encountered these concepts if you are a businessman, marketer or freelancer. And it doesn't matter what kind of work experience you have – in any case, there were situations when a colleague /client / partner simply didn't understand what you were talking about with him. Or maybe you didn't understand when you were talking to you? In any case, this book explains in simple language more than 250 terms from contextual advertising and website development on Tilde, and also provides templates for answers to the most frequently asked questions from customers. After reading this book, an entrepreneur will be able to check the work of a contractor, a freelancer will finally be able to speak the same language with a client.

37. Шугерман, Д.

Как создать крутой рекламный текст: принципы выдающегося американского копирайтера / Джозеф Шугерман ; пер. с англ. – Москва : Альпина Паблишер, 2020. – 438 с. – ISBN 978-5-9614-1904-7. – Text : electronic. – URL: https://znanium.com/catalog/product/1220990 (дата обращения: 26.09.2022). – Access mode: by subscription.

Abstract: Joseph Sugerman is one of the best American copywriters. His name is on a par with the names of David Ogilvy, John Capels and Leo Barnett. The book contains Sugerman's unique experience and approach to copywriting. Using concrete examples, you will master the techniques of creating selling texts, analyze in detail the elements of an advertisement that make it effective. You will learn what works successfully in advertising and what does not; learn to avoid the pitfalls that novice copywriters often fall into. Even if you are not personally engaged in the compilation of advertising texts, you will begin to better understand and evaluate the process of copywriting, and so well that you yourself can confidently write a good ad or at least reasonably criticize someone else's.

TRAINING MANUALS

38. Д10-21/93613

Бурук, А. Ф.

Инструменты Digital-маркетинга : учебное пособие / А. Ф. Бурук, Е. В. Убоженко; Министерство науки и высшего образования Российской Федерации, Сибирский государственный университет геосистем и технологий (СГУГиТ). – Новосибирск: СГУГиТ, 2021. – 75 с. : ил. – Библиогр.: с. 74-75 (22 назв.). – ISBN 978-5-907320-80-2: 20 р. – 60 экз.

Abstract: The textbook reveals theoretical and methodological approaches to Internet marketing management. Modern digital marketing tools, methods of promotion using advertising technologies, social networks, mobile applications, e-mail marketing are proposed. The textbook includes a summary of the lecture material on the topics of the discipline "Internet Marketing" and control questions for self-examination.

39. Д10-20/95045

Куликов, А. Ю.

Визуальный контент и SMM : учебное пособие для студентов вузов обучающихся по направлению подготовки 50.03.01 Искусства и гуманитарные науки / А. Ю. Куликов ; Министерство культуры Российской Федерации, Краснодарский государственный институт культуры, Факультет социально-культурной деятельности и туризма, Кафедра арт-бизнеса и рекламы. – Краснодар : КГИК, 2020. – 96 с. : ил. – Библиогр.: с. 92-95 (43 назв.), и в конце разд. – ISBN 978-5-94825-393-0: 260 р. – 80 экз.

Abstract: This textbook is intended for students in the field of training "Arts and Humanities", profile "Art business and advertising". This manual systematizes and presents the basic principles and methods used in visual advertising. Such concepts as visual content, social media promotions, marketing strategies are revealed. In addition to the theoretical study of techniques and methods of the impact of visual content on modern society, the manual also presents control questions for each paragraph. The manual can also be used by graduate students, teachers, students of the system of additional professional education, as well as anyone who is somehow connected with the visual communications of modern advertising.

40. Д10-21/92070

Михайлова, В. М.

Digital-маркетинг : учебное пособие / В. М. Михайлова ; Министерство науки и высшего образования Российской Федерации, Кубанский государственный технологический университет. – Краснодар : КубГТУ, 2021. – 231 с. : ил. – Библиогр.: с. 224-230 (105 назв.). – ISBN 978-5-8333-1045-8: 200 р. – 25 экз.

Abstract: The main issues of the course are described in detail and with examples from the practice of modern Russian enterprises. Theoretical provisions are supported by practical and test tasks. The issues of planning, organization, and application of digital marketing in the practice of modern enterprises, both Russian and foreign, are considered. The textbook is designed to help students in mastering theoretical material and is focused on the formation of stable professional competencies in them. The manual is intended for students of higher educational institutions studying in the areas of training 42.03.01 "Advertising and public relations", 38.03.02 "Management" and other economic areas, and will also be useful for university teachers, graduate students, students of advanced training faculties, entrepreneurs and employees of marketing and advertising services of enterprises.

41. Д10-21/89638

Ольмезова, Н. А.

Маркетинговые исследования в интернете : учебное пособие / Н. А. Ольмезова ; Министерство образования и науки Донецкой Народной Республики, Донецкий национальный университет экономики и торговли имени Михаила Туган-Барановского. – Барнаул : ИП Колмогоров И. А., 2021. – 259 с. : ил. – Библиогр.: с. 259 (20 назв.). – ISBN 978-5-91556-959-0: 200 р. – 350 экз.

Abstract: The textbook will provide high–quality training of specialists who are able to professionally conduct marketing research in the Internet environment. The theoretical and methodological principles of the organization of the most important element of entrepreneurial activity are outlined. The manual is intended for students of higher educational institutions in the field of training 38.03.06 "Trade" profile "E-commerce" full-time and part-time forms of study for the study of the discipline "Marketing research on the Internet", and is also recommended to specialists whose activities are related to marketing research.

42. Разработка ценностных предложений: Как создавать товары и услуги, которые захотят купить потребители. Ваш первый шаг: Учебное пособие / Остервальдер А., Пинье И., Бернарда Г. – Москва :Альпина Пабл., 2016. – 312 с.: ISBN 978-5-9614-4907-5. – Text : electronic. – URL: https://znanium.com/catalog/product/923404 (дата обращения: 25.09.2022). – Access mode: by subscription.

Abstract: At the heart of any business model is a value proposition that describes the benefits that your products and services give to the consumer. The new tool developed by the authors of this book, the value proposition template, will allow you to consider all aspects of the complex process of developing and testing new products and come up with an offer option that will lead your business to market leaders. The book provides a huge number of examples of the development and analysis of value propositions from the world's best companies, which makes it an extremely practical tool for businesses from any field. The book is addressed to entrepreneurs and managers who want to keep abreast of the consumer market and react sensitively to its changes.

43. Твердохлебова, М. Д.

Интернет-маркетинг : учебник / М. Д. Твердохлебова. – Москва : КноРус, 2022. – 190 с. – ISBN 978-5-406-09107-4. – URL: https://book.ru/book/942450 (дата обращения: 26.09.2022). – Access mode: for authorization. users. – Text : electronic.

Abstract: It is aimed at forming students' understanding of the place of marketing in the Internet environment in the overall marketing system of the company. The emphasis is on their continuity and integrated interaction. The possibilities of using the Internet environment to achieve marketing goals, types and features of information Internet resources are considered. Attention is paid to all elements of the marketing mix and their key features when working in an electronic environment. The topic of marketing research and evaluation of the usability of electronic resources is touched upon. Corresponds to the latest generation of the Federal State Educational Standard. For undergraduate students studying in the direction of "Management", teachers leading the discipline "Internet Marketing", as well as owners and managers of Internet startups.

44. Д10-21/94280

Шевченко, Д. А.

Цифровой маркетинг-микс : учебник/ Дмитрий Анатольевич Шевченко, Дмитрий Дмитриевич Шевченко. – [б. м.]: Издательские решения по лицензии Ridero, 2021. – 380 с. : ил. – Библиогр.: с. 362-363 и в подстроч. примеч. – ISBN 978-5-0055-3959-5: 260 р. – тираж не указ.

Abstract: The original concept of digital marketing is presented-a mix in the format of four interrelated elements SEO, SMM, content marketing, advertising. For the first time in the scientific literature, the use of special elements of SERP-Features search results is considered. For students and teachers, students of advanced training institutes, a wide range of readers interested in the digital promotion of goods and services of organizations to a competitive market.