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Business and Management (R0)

Alexander Schwarz-Musch

Alexander Tauchhammer

Bernhard Guetz

Digital Advertising in the Post-cookie Era

Strategic Campaign Planning Across the Customer Journey

&lt;p&gt;1. Advertising in a digital environment.- 2. Campaign planning and implementation.- 3. Social media advertising.- 4. Search engine advertising.- 5.&amp;nbsp;Display advertising.&lt;/p&gt;


A textbook that examines how societies reach decisions about the use and allocation of economic resources While economic research emphasizes the importance of governmental institutions for growth and progress, conventional public policy textbooks tend to focus on macroeconomic policies and on tax-and-spend decisions. Markets, State, and People stresses the basics of welfare economics and the interplay between individual and collective choices. It fills a gap by showing how economic theory relates to current policy questions, with a look at incentives, institutions, and efficiency. How should resources in society be allocated for the most economically efficient outcomes, and how does this sit with society's sense of fairness? Diane Coyle illustrates the ways economic ideas are the product of their historical context, and how events in turn shape economic thought. She includes many real-world examples of policies, both good and bad. Readers will learn that there are no panaceas for policy problems, but there is a practical set of theories and empirical findings that can help policymakers navigate dilemmas and trade-offs. The decisions faced by officials or politicians are never easy, but economic insights can clarify the choices to be made and the evidence that informs those choices. Coyle covers issues such as digital markets and competition policy, environmental policy, regulatory assessments, public-private partnerships, nudge policies, universal basic income, and much more. Markets, State, and People offers a new way of approaching public economics. <ul><li>A focus on markets and institutions </li><li>Policy ideas in historical context </li><li>Real-world examples </li><li>How economic theory helps policymakers tackle dilemmas and choices </li></ul>

Economics for Public Policy

Markets, State, and People

The fascinating psychology of blindspots, their complex causes, and the alarming consequences of looking without seeing. Can we believe our eyes? Most of us are confident that we can, but we shouldn't be so sure. Every day, we fail to see things that are right in front of us, miss sudden or unexpected changes and fall for illusions without realising it. The culprit? Blind spots. These hidden gaps in our perception are responsible for errors in operating machinery, diagnosing medical conditions, giving evidence in court and even influence how we invest our money or shop. Unseen explores the hidden corners of the human mind where perception fails, from the everyday oversights to the deep-rooted cognitive biases that shape our worldview. Lifting the lid on how our minds shape what we see, neuropsychologist David Lewis and illusionist Keelan Leyser explore the different types of blind spots, why they occur, how they can be used to manipulate our thoughts and the practical steps we can take to avoid them. What have you been missing?

Blind spots and why we miss what matters most

Unseen

Uncover the psychological shortcuts that shape every decision you make - and learn how to use them in business. Voted #1 in the BBH World Cup of Advertising Books Winner of the Sales and Marketing Category at the Business Book Awards Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research. Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing. 'Actionable, memorable and powerful' - Seth Godin, bestselling author of This is Marketing Now part of the Harriman House Essentials Collection, a series showcasing the very best of business and finance books.

Harriman House Essentials

The Choice Factory

Strengthen your advertising strategy by learning how to develop, protect and apply brand trust in an evolving media landscape.

Trusted Advertising is a practical guide for mid-career marketers, agency professionals and brand leaders who want to build credibility, apply evidence-based principles and deliver campaigns that drive long-term consumer trust. As advertising faces declining confidence and rising complexity, this book provides a roadmap to optimize creative effectiveness and improve decision making across channels. Drawing on the latest research and insights from organizations including Google, WPP and the Advertising Standards Authority, authors Matt Bourn and James Best outline how trust is created, measured and maintained in modern advertising ecosystems. Through detailed chapters, actionable tools and real-world examples from McDonald's, Tesco, Specsavers and more, the book shows how trusted communication can elevate campaign performance and strengthen brand equity. You'll learn how to: 
- Apply trust-building principles to improve creative strategy and execution
- Implement frameworks for managing trust across media, platforms and influencer partnerships
- Develop strategies to optimize campaign transparency, consistency and audience engagement
- Understand the role of Gen AI, tech platforms and regulation in shaping trusted advertising
- Use real-world case examples to guide decision making and strengthen professional credibility With a blend of strategic insight and hands-on guidance, Trusted Advertising helps you develop the skills and confidence to implement campaigns that perform today and build resilient, trusted brands for the future. Themes include: advertising strategy, brand trust, creative effectiveness, media planning, influencer marketing, AI and regulation

How to Harness the Value of Trust in Your Brand

Trusted Advertising

Brainjacking takes us on a journey through advertising and marketing's attempts to understand and influence our thoughts and desires, from the earliest billboards to the technologies of the future. To discover how science intersects with our desires and decisions, the book pulls together three strands that have a huge impact on our lives: advertising, how much privacy we can and should have in the new electronic world, and how to draw the line between information and influence.With Brian Clegg as your guide, this is a book that will help you unpick the insidious world of brainjacking. Expertly pulling together different strands on disparate topics including AI, Big Data, subliminal advertising and more, this essential investigation shows how new and old technology and science can be combined to influence human behaviour and beliefs.

The Science of Influence and Manipulation

Brainjacking

A BRAND NEW EDITION WITH AN UPDATED FOREWORD THE INTERNATIONAL BESTSELLER | OVER 500,000 COPIES SOLD WORLDWIDEWhy do some products capture our attention while others fade into obscurity? What makes us check our phones, open an app, or scroll a feed without even thinking? Is there a repeatable pattern behind how technology hooks us?In Hooked, Nir Eyal reveals the secret psychology behind the world's most engaging products. Introducing the groundbreaking Hook Model - Trigger ? Action ? Variable Reward ? Investment - Eyal uncovers how products from Apple, Twitter, Instagram and Google create lasting user habits and how you can ethically harness these principles to build products people love.Packed with cutting-edge behavioural science, case studies, and practical frameworks, Hooked is both a manual for product designers and a mirror for anyone curious about their own habits.'Hooked changed my life. It's essential reading for anyone who wants to better understand their actions and habits' Steven Bartlett, Diary of a CEO'Nir Eyal taught Silicon Valley how to design behaviour - and then reminded us to use that power responsibly; Mark Manson, Solved Podcast 'Our challenges go beyond technology; they stem from the internal discomfort that Nir Eyal's work helps us understand' Ali Abdaal, Deep Dive Podcast 'In Hooked, Nir Eyal shows the fine line between persuasion and coercion - and why ethical design matters more than ever' Jim O'Shaughnessy, Infinite Loops Podcast

How to Build Habit-Forming Products

Hooked

Drawing on 25 years of research, consultancy, and teaching experience in the fast-moving consumer goods sector, Primal Marketing reveals the hard-wired motives driving customer behaviour and the secrets of leveraging these to craft higher-impact marketing strategies.While markets, technologies, and media channels have transformed rapidly, the human mind that buys, chooses, and connects has remained fundamentally the same. By introducing an evolutionary approach to marketing, the book argues that effective marketing works not by manipulating desire but by aligning brands with deep, enduring human needs. Structured around ten major product categories - including food, fashion, health, home, play, technology, transport, and finance - the book shows how everyday consumption reflects primal drives related to survival, belonging, status, attraction, care, and learning. These insights are organised through the PRIMAL framework, a practical strategic tool designed to help marketers diagnose what truly motivates their audiences and translate insight into clear positioning, storytelling, and brand decisions.Written primarily for marketing practitioners, brand leaders, and strategists, and supported by examples suitable for students and educators, the book bridges theory and application. Readers will gain a powerful lens for understanding consumer behaviour, sharpening brand strategy, and future-proofing marketing decisions by grounding innovation in timeless human psychology.

Evolutionary Secrets for Higher-Impact Marketing Strategies

Primal Marketing

Issues and Behaviors

Consumer Economics

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

Do you want to know how to come up with bold, innovative ideas? Are you keen to learn how culture can be leveraged to create change? Are you eager to learn from industry insiders? This innovative new textbook assembles leading names from the world of advertising to share their insights and experience from all aspects of the industry, helping you understand the various professional roles available and how they relate to your study. Professionals working at a range of recognisable brands (such as the BBC and Molson Coors) and leading advertising agencies - including ManningGottlieb and VCCP - come together to provide the inside story on everything from idea generation to planning global ad campaigns. At the end of each chapter, editors Mike Ryder and Mary Hargreaves, leading scholars from Lancaster University Management School, provide academic responses to the issues raised. Intuitively structured to take you on a journey from the beginnings of advertising as a medium to topical considerations such as influencer marketing, Advertising: A Practitioner Perspective covers both the creative and analytical aspects of the discipline. By discovering the concerns and outlooks of some of the industry's leading lights, you will gain a deeper understanding of both sides of the agency-client relationship, as well as the critical and theoretical perspectives of the theorists who helped shape them. Perfect for undergraduate and postgraduate students aiming to work in advertising, this unique book offers a grounded, accessible and experience-led look at the industry. Advertising: A Practitioner Perspective helps you connect theoretical knowledge with practical insight, enabling you to embark on a well-researched career path fully prepared to hit the ground running in the dynamic world of advertising.

A Practitioner Perspective

Advertising

Essentials

Wie lassen sich NIS2, CER, CRA und AI Act sicher und praxisnah umsetzen? Dieses essential liefert Orientierung, erklärt Zusammenhänge und unterstützt Unternehmen bei der regulatorischen Umsetzung. Es erläutert die wichtigsten europäischen Regelwerke, deren Zusammenhang mit dem New Legislative Framework (NLF) sowie die Bedeutung etablierter Normen wie IEC 62443. Anhand zahlreicher Praxisbezüge werden Verantwortlichkeiten, Risikomanagement, Konformitätsbewertung und die Integration von Cybersecurity in Entwicklungs-, Betriebs- und Managementprozesse verständlich dargestellt. Damit bietet das Buch eine kompakte Orientierung für alle, die regulatorische Anforderungen sicher einordnen und in der Praxis umsetzen möchten.Der Inhalt<ul><li>New Legislative Framework (NLF) als regulatorische Grundlage</li><li>NIS2: Anforderungen an Unternehmen und Management</li><li>CER: Resilienz kritischer Einrichtungen</li><li>Cyber Resilience Act (CRA) für Produkte mit digitalen Elementen</li><li>AI Act und aktuelle Entwicklungen der EU-Regulatorik</li><li>IEC 62443 und praktische Umsetzung regulatorischer Anforderungen</li></ul>Die AutorenDr. Thomas Liedtke verfügt über langjährige Erfahrungen in den Bereichen Safety, Security und Datenschutz im regulierten industriellen Umfeld. Er begleitet Unternehmen als Berater, Auditor, Coach und Referent bei der Umsetzung regulatorischer Anforderungen.Dr. Julian Liedtke ist Experte für Cybersecurity mit Schwerpunkt auf NIS2, Cyber Resilience Act und Informationssicherheitsmanagement.&nbsp;

Wie lassen sich NIS2, CER, CRA und AI Act sicher und praxisnah umsetzen? Dieses 
 essential
 liefert Orientierung, erklärt Zusammenhänge und unterstützt Unternehmen bei der regulatorischen Umsetzung. Es erläutert die wichtigsten europäischen Regelwerke, deren Zusammenhang mit dem New Legislative Framework (NLF) sowie die Bedeutung etablierter Normen wie IEC 62443. Anhand zahlreicher Praxisbezüge werden Verantwortlichkeiten, Risikomanagement, Konformitätsbewertung und die Integration von Cybersecurity in Entwicklungs-, Betriebs- und Managementprozesse verständlich dargestellt. Damit bietet das Buch eine kompakte Orientierung für alle, die regulatorische Anforderungen sicher einordnen und in der Praxis umsetzen möchten.
 Der Inhalt<ul><li>New Legislative Framework (NLF) als regulatorische Grundlage</li><li>NIS2: Anforderungen an Unternehmen und Management</li><li>CER: Resilienz kritischer Einrichtungen</li><li>Cyber Resilience Act (CRA) für Produkte mit digitalen Elementen</li><li>AI Act und aktuelle Entwicklungen der EU-Regulatorik</li><li>IEC 62443 und praktische Umsetzung regulatorischer Anforderungen</li></ul>Die AutorenDr. Thomas Liedtke
 verfügt über langjährige Erfahrungen in den Bereichen Safety, Security und Datenschutz im regulierten industriellen Umfeld. Er begleitet Unternehmen als Berater, Auditor, Coach und Referent bei der Umsetzung regulatorischer Anforderungen.
 Dr. Julian Liedtke
 ist Experte für Cybersecurity mit Schwerpunkt auf NIS2, Cyber Resilience Act und Informationssicherheitsmanagement.&nbsp;

Theorie, Anforderungen und Umsetzung

EU-Regeln in der Praxis: NIS2, CER, CRA, AI Act

The book comprehensively covers the subject of brand management in a fiercely competitive market environment. In an age in which brand is the most valuable asset in a business, the book discusses, with illustrations, the process of building and protecting brands, what it takes for a popular name to become a brand, and then, a power brand.With relevant case studies and examples, particularly of fast-moving consumer goods (FMCG), this volume provides strategic directions and lessons for creating and developing brands that can stand test of the time. It also expounds on building brand equity in challenging times, brand extension, brand strategy as well brand accounting and valuation. The book also covers strategies for building service brands -- marketing strategies and processes have changed over time with technology and brands now must be built through social media and digital marketing, which is discussed comprehensively with cases in this title.The book will be useful to students and teachers of Marketing, Advertising and Brand Management, Business Studies, Business Communication, Media and Journalism and Public Relations. It will also be an invaluable resource for brand marketers and practitioners.

Surviving the Competitive Environment

Strategic Brand Management

Digital Advertising in the Post-cookie Era

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