Marknadsföring

What marketing lessons can we learn from the Greeks and Romans, their mythology, philosophy and vocabulary? In this book, a marketing expert and lapsed classicist casts new light on marketing through an exploration of ancient Rome and Greece.  Expect to be enlightened and enthralled by why "author" comes from the same Latin word as "authority", and what that tells us about storytelling. Why a segmentation based on Apollo and Dionysus might bring new insight to your comms. And why Socrates found out about cognitive dissonance the hard way. This book brings 2,000-year-old thinking, many of which formed the foundations of our society today, to provide creative and surprising insights into marketing and business today.

This book explores PR's historical connection to government communication. This book will add knowledge and understanding to the fields of PR history and historiography. Academics and researchers will find the volume appropriate for research and teaching.

Praise for CUSTOMER 360 "Customer 360 stands out in a crowded conversation by showing businesses how they can use complex new technologies to give customers the better experiences they want and to unlock value for the enterprise." --JEREMY HLAVACEK, CCO, Experian Marketing Services "This book describes in detail the Data + AI + Trust formula and shares the secrets of how organizations succeed when putting AI into action using the formula. Get ready to be inspired and better prepared to embark on a Customer 360 journey in your own organization." --JOYCE KAY AVILA, author, Snowflake: The Definitive Guide and Hands-On Salesforce Data Cloud "Customer 360 shows, step-by-step, how to apply modern technology to improve the customer experience and increase business value. It may be a surprise for readers to see that all the pieces are right here, today, to significantly improve business outcomes. Advances in AI make it a must for business people to move their team forward. As the authors say, 'Dream Big, execute within reach and build an adaptive culture.'" --REX BRIGGS, Chief AI Officer, Claritas; author of The AI Conundrum "Customer 360 is an essential read for anyone looking to use AI and data to create exceptional customer experiences and achieve scalable business growth. It provides a compelling and practical exploration of these advancements, demonstrating how businesses can harness these tools to meet and exceed customer expectations."--AMY KITSCHER, Senior Director, Publicis Sapient "Madtech is highly commoditized, but what isn't is your relationship with your customers. To fully understand your customers, you need to combine data transformation tools, a reliable data management platform, and the trust that exists between you and your most valuable assets: the people who buy your products or services. Trust is your competitive edge." --JESS SIMPSON, Vice President, Head of Consulting, Acxiom

Trust, Media, and the Economy: Mutual Relations delves into the critical relationships between trust, media, and economic behavior. This book explores how trust in media influences economic decisions and how economic conditions impact media trustworthiness.

Around the globe, faculty and higher education leaders are actively changing what they teach to create a sustainable world. This book shares how to transition to programs and courses that teach just and sustainable business management practices critical for success.

The book explores how advertising is changing in the digital era, that are transforming traditional marketing techniques. It takes an in-depth look at the language used in advertising and its psychological effects, providing valuable information about the current trends and future developments in marketing and consumer engagement.

This book will present and highlight a broad view of digital currency in the era of globalization. The book will address the meaning of money in a global world. It will be of value to researchers interested in a wide variety of disciplines, including international business, finance, and consumer behaviour.

This book sheds light on the role and impact of sustainability mediation, a tool to persuade consumers of the integrity of their actions, products, and services. For scholars, researchers, and postgraduate students of sustainability, design, visual communication, fashion, consumption, media and journalism, and sustainable development.

Vor dem Hintergrund zunehmender Relevanz von Nachhaltigkeit als shopperseitig wahrgenommenem Qualitätsfaktor im filialisierten, stationären Lebensmitteleinzelhandel in Deutschland erarbeitet die Autorin die begriffliche, konzeptuelle und explorativ-empirische Konkretisierung des Konstrukts Nachhaltigkeitsqualität. Dies geschieht konzeptionell durch Adaption und Erweiterung des GAP-Modells der Dienstleistungsqualität als GAP-Modell der Nachhaltigkeitsqualität und explorativ-empirisch mittels Fokusgruppendiskussionen, Website-Analysen und Experteninterviews. Neben der inhaltlichen Strukturierung durch Dimensionen und Merkmale werden nicht nur Anknüpfungspunkt für die Entwicklung einer zugehörigen Skala, sondern auch konkrete Empfehlungen für Handelsmanager aufgezeigt. Die Arbeit dient damit sowohl der Erschließung eines überaus relevanten und gleichzeitig bisher unzureichend untersuchten Forschungsfelds als auch dem effektiven Management von Nachhaltigkeitsqualität im dt. LEH.

Gain essential skills for career development with concise accessible advice on the fundamentals of project management.

This book explores the potential impact of artificial intelligence (AI) and intelligent robots on individuals, organizations and society, specifically examining the impact on jobs and workplaces in the future. It provides an understanding of how we can adapt to changes that appear like flocks of black swans.

Ethical leadership appears simple yet has layers of meaning interpretation. The purpose of this book is to elucidate what ethical leadership looks like and how it works in a variety of different contexts. This book was originally published as a special issue of the Journal of Change Management.

Over the past three decades, tourism has emerged as a major force in the global economy, with most countries, whether developed or developing, having increasing opportunities to participate, as both host and guest, in this socioeconomic phenomenon. Competition for a share of the tourism market has intensified as rapid tourism developments have b

Buildings have a long lifetime, and so they are a major target for any structural changes in consumption patterns. Conversely, long lifetimes come with associated strong inertia. This book examines the opportunities to influence energy consumption in housing and buildings, and provides options for implementation at a macro, meso and micro level.

Enterprising Initiatives expands the definition of entrepreneurship beyond a profit-seeking phenomenon to a broader understanding of enterprising behaviour based on an individual-opportunity nexus. Exploring a broad range of individual, collective and cooperative citizen initiatives, it shows how cultural changes and enterprising behavi

In the last few decades we have witnessed an expansion in the amount of news coverage focusing on organizations and their activities and similarly, organizations have increased their investment in their own PR and media oriented forms of communication. This book explores how organizations and organizing can be understood as a part of a mediatize

In Health Communication and Mass Media, contributing authors engage and expand upon significant theories informing efforts at mediated health communication; demonstrate the practical utility of these theories; and consider how to balance the ethical and efficacy demands of mediated health communication efforts. The book addresses both traditional m

Consumption is the primary economic activity in a post-industrial society. This volume shows how consumer behavior analysis fits within a larger-scale approach to marketing, consumer psychology, behavior analysis and organizational behavior management. It comprises articles originally published in the Journal of Organizational Behavior Manage

Focuses on providing answers to the question of how food production and consumption systems can stay within the limits of the carrying capacity of our natural environment. This work also considers the challenges of food security and nutrition in the context of sustainability and a growing world population.