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Judice A: Die KI-Revolution in der
Marktanalyse

Die KI-Revolution in der Marktanalyse

Strategien zur Nutzung künstlicher Intelligenz für Wettbewerbsvorteile und Wachstumspotenziale

Great Thinkers in Marketing

The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume. 
This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. 
This volume, edited by Lohn Lynch, synthesizes Lehmann's work on meta-analysis and empirical generalization. Along with a collection of his related articles, it features an interview with Lehmann himself and three insightful commentaries from frequent co-authors. Showing how Lehmann's research has theoretical and practical relevance, this work outlines his impact on the marketing field to assess better the generalizability and robustness of their published empirical findings.

Empirical Generalizations and Meta-Analysis

The Research Contributions of Donald R. Lehmann to Marketing, Volume 3

Artificial intelligence is rapidly transforming the insurance sector. This book explores how industry practitioners are already implementing AI and how its role will continue to develop. Covering foundational concepts, real-world use cases and strategic and regulatory considerations, it provides a comprehensive, practice-oriented perspective: How can an AI unit be established? What role does AI play in underwriting, brokerage, and back-office operations? And how is it transforming the customer experience?
Leading experts from across the entire spectrum of the industry share their insights. 

The book examines the gap between AI's theoretical potential and its practical implementation, presenting a structured overview of current use cases, opportunities, and risks. It offers a clear understanding of how AI is shaping the insurance industry today - and how it is set to transform it in the years to come.

Insider Perspectives on Opportunities, Risks, and Practical Applications of AI

Artificial Intelligence in the Insurance Industry

Handlungskompetenzen für TK

Sicher zum Ziel - Praxisnah. Klar. Kompetent

Marketing, Kundenorientierung und Verkauf für TK

Viele Geschäftsideen beginnen mit Begeisterung und scheitern dennoch. Nicht weil Gründer zu wenig Motivation haben, sondern weil Märkte anders funktionieren, als sie zunächst erscheinen. Im Buch Realität schlägt Idee, zeigt Christian Fröhlich, warum erfolgreiche Unternehmen selten aus der Idee allein entstehen, sondern aus einem klar verstandenen Zusammenspiel von Markt, Wettbewerb und Geschäftsmodell. Das Buch verbindet praktische Beobachtungen aus der Unternehmensberatung mit grundlegenden wirtschaftlichen Denkmodellen wie Marktanalyse, Positionierung und der TAM SAM SOM Methode. Schritt für Schritt wird sichtbar, warum viele Vorhaben scheitern und wie Gründer ihre Ideen realistischer prüfen können. Realität schlägt Idee richtet sich an Gründer, Unternehmer und alle, die verstehen möchten, wie aus einer Idee tatsächlich ein funktionierendes Unternehmen entstehen kann.

Der Gründerfahrplan

Realität schlägt Idee

Konsumenten verstehen – Marketingmaßnahmen gestalten

Konsumentenverhalten

Studieren, aber richtig

Künstliche Intelligenz sinnvoll in den wissenschaftlichen Schreibprozess zu integrieren, ohne dabei die Verantwortung für den eigenen Text abzugeben – wie das gelingt, zeigt Isabella Buck in ihrem Buch. 
Sie erklärt Begrifflichkeiten und Funktionsweisen und geht auf Herausforderungen bei der Anwendung, wie ethische und datenschutzrechtliche Aspekte, ein. Anschließend erläutert sie verschiedene Nutzungsmöglichkeiten von generativer KI beim wissenschaftlichen Schreiben und zeigt, wie Prompting gelingen kann. In der zweiten Auflage hat sie neueste wissenschaftliche Studien integriert und das Kapitel über Prompting um einen Abschnitt zum Context Engineering ergänzt.
Ein aufschlussreiches Buch für Studierende mit erster Erfahrung im wissenschaftlichen Schreiben und Promovierende aller Fachrichtungen.

Wissenschaftliches Schreiben mit KI

Available open access digitally under CC-BY-NC-ND licence.Mobile apps have transformed how we live, work and connect - but at what cost?This book examines the immense power Apple and Google wield over society, arising from their control of app stores as well as mobile operating systems and browsers. With the EU's new Digital Services Act defining their influence as a potential 'systemic risk', Konrad Kollnig unpacks the implications for competition, privacy, and regulation.Offering a clear roadmap for scholars as well as policy-makers, this book not only reveals the hidden risks of app ecosystems but also outlines practical solutions for ensuring fairer digital markets.

Making Sense of Platform Power in the Age of AI

The App Economy

This book examines the resilience of the tourism, hospitality, and travel industries in Africa, addressing a notable gap in academic research. It explores how these sectors have adapted to various challenges, with a special focus on the impact of COVID-19 and the subsequent journey towards recovery and sustainability.Key topics include resilience strategies in hospitality and travel, food production and consumption aligned with Sustainable Development Goals, food waste management, and the effects of erratic weather on tourism. The book offers unique insights into changing customer preferences, the performance of tourism accommodations post-COVID-19, and business strategies that influence industry resilience across Africa's diverse regions.Providing original research and insights dedicated exclusively to resilience in the African context, this book includes contributions from all 52 African countries. Its comprehensive coverage of varied topics makes it a valuable resource for academics, researchers, and industry professionals. By addressing both theoretical and practical aspects, it aims to enhance understanding and contribute to the future resilience and sustainability of Africa's tourism and hospitality sectors.

Resilience in the Hospitality and Travel Industry in Africa

A Machine-Generated Literature Review

Digital Geographies-Theory, Space, and Communities

Sustainable Development Goals Series

"Green Ventures: Uniting Sustainability, Finance, and Entrepreneurship" serves as a comprehensive guide for entrepreneurs seeking to build financially sustainable businesses while addressing climate action. This book is an essential resource for entrepreneurs and finance professionals looking to drive meaningful change through sustainable practices. Readers will gain insights into identifying and developing sustainable business opportunities that tackle environmental and social challenges while directly contributing to SDG 13. The book highlights innovative business models such as the circular economy and shared value creation, showcasing how these approaches not only drive climate action but also unlock new growth potential.Dr. Sonal Trivedi
 is an Associate Professor, Manav Rachna University, India. She has more than 12 years teaching experience. She has published 2 Books in National publication and 6 edited books Scopus Indexed. She has 7 patents granted. She has 44 documents in Scopus indexed. She has 22 research papers presented in International and National conferences.

 Dr. Veena Grover
 is currently working as Professor in Loyd Business School, India. She is Gold Medallist &amp; University topper in Economics. A prolific researcher, Professor Grover has contributed significantly to the academic discourse by presenting and publishing more than 65 research papers and book chapters in esteemed international and national conferences.

 Dr. Abhijit Ganguly
 is a Chartered Manager and Chartered Fellow of Chartered Management Institute (UK), Fellow of Higher Education Academy, UK, Certified Trainer in Management and Leadership, CAVA Assessor and Endpoint Assessor, UK. He is also Chartered Human Resource Analyst, USA and Fellow of Graduate Management Academy, USA.


 Dr. Christo Ananth
 Professor, Samarkand State University, Uzbekistan. He has taken an interest and presented papers in 3 National level Technical Symposiums, 9 Research papers in National Level Conferences, 31 Research Papers in International level Conferences, 56 Research Papers, authored &amp;
published 7 National and International level Engineering Text books.

"Green Ventures: Uniting Sustainability, Finance, and Entrepreneurship" serves as a comprehensive guide for entrepreneurs seeking to build financially sustainable businesses while addressing climate action. This book is an essential resource for entrepreneurs and finance professionals looking to drive meaningful change through sustainable practices. Readers will gain insights into identifying and developing sustainable business opportunities that tackle environmental and social challenges while directly contributing to SDG 13. The book highlights innovative business models such as the circular economy and shared value creation, showcasing how these approaches not only drive climate action but also unlock new growth potential.

Financing Sustainable Entrepreneurship

Green Ventures

Successfully Implement AI in L&amp;D, the Learner Experience, and Your Organization
The AI Implementation Guide for L&amp;D is a practical, forward-thinking resource for L&amp;D leaders and practitioners who are navigating the integration of AI within their organizations and looking to drive meaningful, enterprise-wide change.
At the heart of this book is the “AI Implementation Canvas,” a comprehensive planning tool that helps teams design and deploy AI solutions with clarity, care, and confidence. From aligning with business goals to navigating legal and ethical considerations, this book guides readers through every stage of implementation—from experimentation and scaling to governance, measurement, and change management. It offers a powerful lens for understanding how AI affects personal productivity, the learner experience, and organizational transformation.
Filled with actionable insights, reflection questions, and “one small step” challenges, this book equips you to:
<ul>
<li>Identify where AI is already affecting learning and where it should.</li>
<li>Build AI readiness across teams and stakeholders.</li>
<li>Use L&amp;D as a launchpad for broader organizational transformation.</li>
<li>Play a significant role in helping your organization determine how to integrate AI into its operations.</li>
</ul>
If you’re an L&amp;D leader, HR strategist, or enterprise change agent, this book will help you lead an AI-powered transformation—not just in learning, but through learning.

Leading Workplace Impact

The AI Implementation Guide for LD

The book focuses on emerging digital marketing and consumer culture research directions. It brings together work on immersive experiences, AI-driven innovation, and cultural influences that shape modern consumption. The chapters examine how technology, creativity, and identity shape marketing strategies and consumer responses. With contributions from global scholars, the book offers a broad academic and practical view of how marketing continues to adapt to digital and cultural transformations. This edited volume originated from the International Conference Marketing Communication 2025 (ICMC), organised by Mudra Institute of Communications, Ahmedabad, India.
&nbsp;

 Varsha Jain
 , Professor of Marketing, ESSCA France, is Deputy Editor of the Journal of Consumer Behaviour and Associate Editor at three “A” journals. She has received awards, chaired global conferences, and published over 145 papers including leading A* and A journals.
&nbsp;



 Githa Heggde
 , Dean at MICA, holds a Ph.D. in Management from Bharathiar University. With over 30 years of academic, consulting, and industry experience, she has led top business schools, guided institutional turnarounds, contributed to government initiatives, consulted corporates, and published research and books in marketing and supply chain management.
&nbsp;

 Russel Belk's
 research explores the meanings of possessions, collecting, gift-giving, sharing, and materialism. His work is often cultural, visual, qualitative, and interpretive. By examining how possessions hold meaning after acquisition and how cultures view consumption, he believes we gain deeper insights into how people define themselves through what they desire, own, and use.
&nbsp;

 George Spais
 is an adjunct faculty member at the Hellenic Open University. His expertise includes promotion management, digital marketing, and marketing education. His research is widely published in scholarly journals of marketing, and he worked extensively as marketing consultant and serves as editor for several major marketing journals.

The book focuses on emerging digital marketing and consumer culture research directions. It brings together work on immersive experiences, AI-driven innovation, and cultural influences that shape modern consumption. The chapters examine how technology, creativity, and identity shape marketing strategies and consumer responses. With contributions from global scholars, the book offers a broad academic and practical view of how marketing continues to adapt to digital and cultural transformations. This edited volume originated from the International Conference Marketing Communication 2025 (ICMC), organised by Mudra Institute of Communications, Ahmedabad, India.
&nbsp;

&nbsp;

Exploring Immersive Experiences, Innovation, and Cultural Dynamics of Consumption

Marketing in a Digital World

Die KI-Revolution in der Marktanalyse

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