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Wagner L: Die Zukunft des Marketings.
Influencer als innovatives Instrument z

Die Zukunft des Marketings. Influencer als innovatives Instrument zur Kundenbeeinflussung

An Organizational Zemblanity Framework

Strategic Downgrade of Products and Services

Gianfranco Walsh, Alexander Deseniss und Marc Linzmajer führen grundlegend und systematisch in die Konzepte, Methoden und Abläufe des Marketing ein und bieten einen Überblick über das gesamte Stoffgebiet. Jedes Hauptkapitel enthält neben einem kurzen Einführungsfall und diversen Case Studies eine aktuelle und ausführliche Fallstudie, die den Kapitelinhalt anschaulich auf ein Praxisbeispiel anwendet. Auf diese Weise werden konkrete, managementbezogene Phänomene praxisnah beschrieben und problemorientiert analysiert. Neben den klassischen Lehrbuchinhalten enthält das Buch Kapitel zum Konsumentenverhalten und zu spezifischen Marketingbereichen wie Dienstleistungs- und Online-Marketing. Auf Kapitelebene kann digitales Zusatzmaterial heruntergeladen werden. Das ebenfalls bei Springer Gabler erschienene „Marketingübungsbuch, 3. Aufl.“ von Walsh et al. 2022 enthält Aufgaben, die auf das Lehrbuch abgestimmt sind. Sie ermöglichen es den Leserinnen und Lesern, ihr Wissen zu prüfen und zu vertiefen.
In der 4. Auflage wurden alle Kapitel aktualisiert, einige Kapitel wurden grundlegend überarbeitet. Das Thema Künstliche Intelligenz wird durchgehend stärker berücksichtigt und neue Fallstudien sind hinzugekommen.
Das Buch richtet sich an Dozierende und Studierende der Betriebswirtschaftslehre sowie Praktikerinnen und Praktiker, die sich vertiefend mit Marketing beschäftigen wollen.

Gianfranco Walsh, Alexander Deseniss und Marc Linzmajer führen grundlegend und systematisch in die Konzepte, Methoden und Abläufe des Marketing ein und bieten einen Überblick über das gesamte Stoffgebiet. Jedes Hauptkapitel enthält neben einem kurzen Einführungsfall und diversen Case Studies eine aktuelle und ausführliche Fallstudie, die den Kapitelinhalt anschaulich auf ein Praxisbeispiel anwendet. Auf diese Weise werden konkrete, managementbezogene Phänomene praxisnah beschrieben und problemorientiert analysiert. Neben den klassischen Lehrbuchinhalten enthält das Buch Kapitel zum Konsumentenverhalten und zu spezifischen Marketingbereichen wie Dienstleistungs- und Online-Marketing. Auf Kapitelebene kann digitales Zusatzmaterial heruntergeladen werden. Das ebenfalls bei Springer Gabler erschienene „Marketingübungsbuch, 3. Aufl.“ von Walsh et al. 2022 enthält Aufgaben, die auf das Lehrbuch abgestimmt sind. Sie ermöglichen es den Leserinnen und Lesern, ihr Wissen zu prüfen und zu vertiefen.In der 4. Auflage wurden alle Kapitel aktualisiert, einige Kapitel wurden grundlegend überarbeitet. Das Thema Künstliche Intelligenz wird durchgehend stärker berücksichtigt und neue Fallstudien sind hinzugekommen.Das Buch richtet sich an Dozierende und Studierende der Betriebswirtschaftslehre sowie Praktikerinnen und Praktiker, die sich vertiefend mit Marketing beschäftigen wollen.

Eine Einführung auf der Grundlage von Case Studies

Marketing

This volume – the second in a two-volume work - builds on the foundations established in Volume I by examining advanced applications of artificial intelligence and machine learning in consumer behaviour, marketing analytics and responsible digital commerce.Covering key topics, such as predictive analytics, behavioural economics, machine-learning models, social media analytics, chatbots, virtual assistants and responsible AI in marketing, it discusses how organisations can use consumer data to forecast behaviour, evaluate customer feedback, personalise marketing communication, strengthen engagement and improve strategic decision-making.Chapters reveal how AI can support deeper understanding of consumer choices by combining data science with behavioural insights such as cognitive biases, bounded rationality, heuristics and decision-making patterns. Authors also examine how social media analytics can help entrepreneurs and firms in emerging economies track sentiment, understand market trends and respond more effectively to digital consumers. With an emphasis on ethical and responsible AI, the book addresses privacy, algorithmic bias, transparency, accountability, data protection and consumer trust, showing why AI-driven marketing must be both commercially effective and socially responsible. Taken together, the two volumes explain what cognitive commerce is and how it transforms consumer experiences; it demonstrates how cognitive commerce can be predicted, analysed, managed and implemented responsibly.Reason Masengu
 is an accomplished academic and researcher specialising in Marketing and Administration. He holds a PhD from North-West University, South Africa and is Senior Lecturer at Middle East College in Oman, and a Postgraduate Examiner at North-West University.&nbsp;
 Fungai Jacqueline Kiwa
 holds a PhD in Cultural Heritage and Information Technology and is Professor of Software Engineering at Chinhoyi University of Technology, Zimbabwe. Her skill set encompasses Artificial Intelligence, innovative IoT framework design, and proficient programming capabilities.&nbsp;
 Tatenda T. Chabata
 is Senior Lecturer/Post Doctoral Fellow at UNISA, South Africa. He has a PhD in Business Management, specialising in digital marketing systems, from the University of Free State, South Africa. He is a dedicated Marketing and Communications professional, a practicing Associate Marketer in South Africa (AMSA) and The Marketing Association of South Africa (MASA).&nbsp;
 Divaries Cosmas Jaravaza
 is Senior Lecturer at Bindura University of Science Education, Zimbabwe. He holds a PhD in Business from Witwatersrand Business School, South Africa, specialising in marketing, advertising, and cultural perceptions.&nbsp;

This volume – the second in a two-volume work - builds on the foundations established in Volume I by examining advanced applications of artificial intelligence and machine learning in consumer behaviour, marketing analytics and responsible digital commerce.Covering key topics, such as predictive analytics, behavioural economics, machine-learning models, social media analytics, chatbots, virtual assistants and responsible AI in marketing, it discusses how organisations can use consumer data to forecast behaviour, evaluate customer feedback, personalise marketing communication, strengthen engagement and improve strategic decision-making.Chapters reveal how AI can support deeper understanding of consumer choices by combining data science with behavioural insights such as cognitive biases, bounded rationality, heuristics and decision-making patterns. Authors also examine how social media analytics can help entrepreneurs and firms in emerging economies track sentiment, understand market trends and respond more effectively to digital consumers. With an emphasis on ethical and responsible AI, the book addresses privacy, algorithmic bias, transparency, accountability, data protection and consumer trust, showing why AI-driven marketing must be both commercially effective and socially responsible. Taken together, the two volumes explain what cognitive commerce is and how it transforms consumer experiences; it demonstrates how cognitive commerce can be predicted, analysed, managed and implemented responsibly.

Understanding Consumer Behaviour in the Era of AI and Machine Learning

Cognitive Commerce, Volume II

nuggets

Technische Innovationen wie das Internet der Dinge, Cloud Computing und Big Data revolutionieren nicht nur die Produktion und die Nutzung von Gütern. Sie verändern auch das Marketing, denn sie ermöglichen eine nie dagewesene Vernetzung, Datenanalyse und Interaktivität.
Das zeigt sich eindrucksvoll am Beispiel Digitaler Zwillinge, die - als virtuelles Abbild eines Produkts - die reale mit der digitalen Welt verbinden. Unternehmen geben sie die Möglichkeit, smarte, individualisierte Produkte und Services zu gestalten, die sich individuell auf die Nutzerbedürfnisse einstellen. Digitale Zwillinge sind der Schlüssel, um innovative Produkte effizient zu entwickeln, zu überwachen, zu steuern und zu optimieren. Zudem können sie auch bei der Prognose von Kundenverhalten helfen.
Kerstin Pezoldt erklärt in diesem nugget-Band kompakt und präzise was Digital Twins im Produktlebenszyklus leisten und welche Rolle sie bei der Vermarktung von Konsumgütern spielen, etwa bei PKWs und Smartphones aber auch bei Haushaltsgeräten und nicht zuletzt bei sog. Smart-Home-Lösungen.

Definition, Funktionsweise und Nutzungsoptionen

Digitale Zwillinge im Marketing

"In one wide-ranging volume, Lambert and the country reporters demonstrate that law can not only keep up with technological change, but can in fact stay well ahead by anticipating upcoming questions. This comprehensive comparative reference will be invaluable for lawyers and students." (Professor Joshua Fairfield. Washington and Lee University School of Law, Review of a previous edition) Bringing together a global team of authors, the International Handbook of Social Media Laws covers the law relating to social media across 34 countries in total. From influential social media defamation cases in Australia, to tweeting from court, and regulations enforced by the UK's Online Safety Act 2023, this book clearly articulates the main legal issues and developments across various legal jurisdictions, to ensure a company's social media presence is fully compliant with the law of each country. The third edition has been fully updated to incorporate new criminal and civil case law, and covers topics including: - Online abuse, online bullying and cyberbullying laws - Laws or rules specific to children and social media - Bans or restrictions on the use of, or access to, the internet or social media, including the influential TikTok, Inc. v. Garland case in the US - Use of social media as evidence in courts - Hacking and data breach laws. Contributors to the volume each provide coverage of their own country, ensuring the volume is both authoritative and practical. Countries represented include: Argentina, Australia, Belgium, Brazil, Bulgaria, China, Czech Republic, Denmark, El Salvador, Estonia, Finland, France, Germany, Greece, Hungary, India, Ireland, Italy, Malta, Mexico, New Zealand, Norway, Senegal, Serbia, Singapore, Slovenia, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States and Uruguay. This title is included in Bloomsbury Professional's Intellectual Property and IT online service.

International Handbook of Social Media Laws

Moderne Managementansätze

Edition Wissenschaft & Praxis

Von interaktiven Dynamiken zu strategischen Entscheidungen

Psychologie im Influencer Management

11 Cheatcodes to Unlock the Life You Want

What’s Stopping You?

Visionary marketing insider, Christian Muche, Founder of the annual Possible conference, has built his career by turning bold ideas into transformative platforms that shape industries and inspire global audiences. In The Future Possible, Christian shares the latest groundbreaking innovation at the intersection of marketing and technology so that businesses of all types can learn what is needed to succeed over the coming decades.The key themes include: <ul><li>Trust as the primary currency (earned, measured, defended).</li><li>Moments as the flywheel that turns attention into adoption.</li><li>Networks as the distribution logic for ideas, products, and reputation.</li></ul>This is the playbook to building trust-first brands that travel across markets and media. Chapters include executive frameworks that leaders can apply immediately, and a clear way to lead through AI acceleration, cultural volatility, and the post-attention economy without whiplash.

The platform-backed blueprint for building the next generation of market-leading brands.

Leadership, Human Connection, and Creating What Comes Next

The Future Possible

European Advertising Academy

The sixteenth volume of Advances in Advertising Research presents 12 top papers from the 23rd ICORIA conference in the Netherlands, hosted by Erasmus University Rotterdam. Selected from 152 global contributions, it discusses social media and AI-driven advertising, representation in advertising as well as data privacy, offering valuable insights for researchers and practitioners in advertising, communication and media management.The EditorsDr. Freya De Keyzer
 is assistant professor for Media and Business at the Erasmus University Rotterdam, Rotterdam, The Netherlands.
 Dr. Kyriakos Riskos
 is assistant professor for Media and Business at the Erasmus University Rotterdam, Rotterdam, The Netherlands.
 FH-Prof. Dr. Martin Waiguny
 is Executive Managing Director at the Carinthia University of Applied Sciences in Villach, Austria.

The sixteenth volume of Advances in Advertising Research presents 12 top papers from the 23rd ICORIA conference in the Netherlands, hosted by Erasmus University Rotterdam. Selected from 152 global contributions, it discusses social media and AI-driven advertising, representation in advertising as well as data privacy, offering valuable insights for researchers and practitioners in advertising, communication and media management.

Advertising with a Purpose: Creating Impact through Research Excellence

Advances in Advertising Research XVI

Now in paperback! Learn to launch, grow, and scale your membership business with Stu McLaren, founder of Membership.io and host of the Marketing Your Business podcast. "In a shifting world, Stu McLaren champions the transformative power of memberships, leading the way in community building and business growth." - Gabby Bernstein, #1 New York Times best-selling author of The Universe Has Your Back What if you could stop chasing one-off sales and build a business that pays you consistently, month after month? In Predictable Profits, membership expert Stu McLaren pulls back the curtain on how to create a thriving membership business that doesn't just bring in revenue-but does so predictably, allowing you to focus on what truly matters to you. Drawing on nearly two decades of membership experience, Stu shares: · Three telltale signs that you have a perfect market for a membership site · How to effortlessly attract new members-even if you don't like to "sell" · Why closing your doors will lead to faster and more explosive growth in your membership · A simple blueprint for creating irresistible content that keeps your members coming back for more · What to do in the first 30 days to triple the lifetime value of your members Predictable Profits is packed with real-life success stories, actionable insights, and all the inspiration you need to create financial stability, positive impact, and ultimate freedom. Turn what you already know, love, and do into a thriving online business.

Transform Your Business from One-Off Sales to Recurring Revenue with Memberships and Subscriptions

Predictable Profits

Advancing Methods for Interdisciplinarity in the Social Sciences

The ground-breaking fourth edition of Stewart and Shamdasani’s highly acclaimed and widely cited guide to focus group research has arrived—fully updated for today’s digital research landscape.This essential new edition delivers cutting-edge guidance on conducting online focus groups, leveraging digital tools for participant recruitment and engagement, analyzing qualitative data in virtual environments, and integrating artificial intelligence into modern focus group research practices.Renowned for its strong foundation in social science theory and practical application, this definitive resource equips researchers, academics, and practitioners with actionable strategies for designing, conducting, and interpreting focus group studies with confidence and rigor.Covering a broad spectrum of real-world applications, the book demonstrates how focus group research drives discovery and insight across diverse fields including marketing, healthcare and medicine, public policy, political science, law, and beyond.The fourth edition also continues its distinguished coverage of international focus group research, helping readers navigate cross-cultural contexts and global research challenges with expertise.Whether you are a seasoned researcher or new to qualitative methods, this indispensable volume is your authoritative guide to the evolving future of focus group research.David W. Stewart
 is President’s Professor of Marketing and Business Law (Emeritus) at Loyola Marymount University, USA. He currently serves as Chair of the Marketing Accountability Standards Board. He is the author of more than 350 published papers and twenty-one books. His contributions have been recognised through numerous awards, including the 2025 William L. Wilkie Marketing for a Better World Award conferred by the American Marketing Association.
 Prem N. Shamdasani 
 is Associate Professor of Marketing in the NUS Business School at the National University of Singapore. He has worked with more than 130 global and Asian organizations in executive development and consulting both in Singapore and internationally and has received 23 awards for teaching excellence, including six university awards and 17 business school awards. He has also received the distinguished honour of inclusion in the NUS Honour Roll (Teaching Hall of Fame) twice, in 2007 and 2024.

The ground-breaking fourth edition of Stewart and Shamdasani’s highly acclaimed and widely cited guide to focus group research has arrived—fully updated for today’s digital research landscape.This essential new edition delivers cutting-edge guidance on conducting online focus groups, leveraging digital tools for participant recruitment and engagement, analyzing qualitative data in virtual environments, and integrating artificial intelligence into modern focus group research practices.Renowned for its strong foundation in social science theory and practical application, this definitive resource equips researchers, academics, and practitioners with actionable strategies for designing, conducting, and interpreting focus group studies with confidence and rigor.Covering a broad spectrum of real-world applications, the book demonstrates how focus group research drives discovery and insight across diverse fields including marketing, healthcare and medicine, public policy, political science, law, and beyond.The fourth edition also continues its distinguished coverage of international focus group research, helping readers navigate cross-cultural contexts and global research challenges with expertise.Whether you are a seasoned researcher or new to qualitative methods, this indispensable volume is your authoritative guide to the evolving future of focus group research.

Theory and Practice

Focus Groups

Social Marketing is a rapidly evolving field of study and practice. Originally stemming from the successful application of marketing techniques to help solve societal issues, such as obesity, smoking and domestic violence, the discipline has developed into an independent field with its own methodologies and traditions. In order to help further this effective field of study, this Encyclopedia provides students, scholars and practitioners with a comprehensive yet credible source of information that is multidisciplinary in perspective.&nbsp;
 Reflecting new developments as well as the state of the art,
 t
 his Encyclopedia provides an authoritative overview of the current field of social marketing. It covers various facets based on the numerous disciplines that support it, such as marketing, psychology, sociology, philosophy, management, economics and public policy, to mention a few.&nbsp;
 Three sections provide a clear outline of:<ul><li>Conceptual andprocedural tools, such as ethics, evaluation and key thinkers;</li><li>Social marketing techniques and interventions, including social media, digital campaigns and storytelling;</li><li>Varieties of applications of social marketing, such as health, inequality and crime.</li></ul>
 With coverage of theories, models, contexts and applications of social marketing, as well as contributions from global experts, this is the first definitive resource for scholars and students interested in using social marketing principles for the good of society.&nbsp;

The Palgrave Encyclopedia of Social Marketing

Die Zukunft des Marketings. Influencer als innovatives Instrument zur Kundenbeeinflussung

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