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Publishing R: Digital Marketing
Essentials

Digital Marketing Essentials

How Common Sense Triumphed in an Age of Total Madness

Woke Is Dead

Reclams Universal-Bibliothek

Die Macht und der Einfluss der Influencer:innen - ein grundlegender Strukturwandel der Gesellschaft

Influencer sind mehr als ein Trend - sie stehen für einen gesellschaftlichen Wandel, der uns alle unmittelbar betrifft. Tanja Proki¿ beleuchtet Phänomene um Problemfelder wie 'Privacy is dead', den Aufstieg vom Kidfluencer zum Thinkfluencer und die 'Content Culture', in der die Grenzen zwischen Information und Desinformation verschwimmen. Sie zeigt, wie digitales Influencing zur Kulturtechnik wurde - in Politik, Alltag, Kunst und Aktivismus. In diesem Zeitalter der Beeinflussung müssen Medienkompetenz und Formen der Kritik neu gedacht werden.

[Was bedeutet das alles?] – Über den Lifestyle der Idole auf Instagram, YouTube, TikTok & Co. – Erläuterungen; Denkanstöße; Analyse – 14667

Alltag als Arbeit. Wie Influencer:innen unser Selbstbild verändern

„Das neue Werk von Bernd Wirtz erlaubt einen umfassenden und leicht verständlichen Einblick in den komplexen Bereich des Digital Marketing. Dem Autor gelingt dabei eine sehr gute Mischung aus theoretischer Fundierung und hohem Praxisbezug. Durch die klare Struktur und die Breite des behandelten Themenspektrums ist dieses Buch nicht nur für Studenten, sondern auch für Praktiker hervorragend geeignet."
 Dr. Rüdiger Grube,&nbsp;Mitglied des Vorstands der Daimler AG&nbsp;2001-2009, 
 Vorstandsvorsitzender Deutsche Bahn AG 2009-2017, Vorsitzender des Aufsichtsrats
 
 Vodafone GmbH
 
 „In einer Zeit, in der Megatrends wie Individualisierung und Vernetzung unser aller Verhalten verändern, erhält Digital Marketing einen ganz neuen Stellenwert. Bernd W. Wirtz behandelt dieses wichtige Thema wissenschaftlich fundiert und systematisch, aber gleichzeitig praxisnah und anwendungsorientiert. Er versteht es, die Zielgruppe Studenten ebenso anzusprechen wie die Unternehmenspraxis.“&nbsp;
 Bernhard Maier, Mitglied des Vorstands Porsche AG 2010-2015, Vorstandsvorsitzender Škoda Auto a.s. 2015-2020Der Inhalt<ul><li>Grundlagen des Digital Marketing</li><li>Instrumente des Digital Marketing</li><li>Prozess des Digital Marketing</li><li>Anwendungsbereiche des Digital Marketing</li><li>Fallbeispiele</li></ul>Der AutorUniv.-Prof. Dr. Bernd W. Wirtz
 ist Inhaber des Lehrstuhls für Informations- und Kommunikationsmanagement an der Deutschen Universität für Verwaltungswissenschaften Speyer.

Grundlagen - Instrumente - Prozesse

Digital Marketing

Should we give up privacy to fight disease, for national security, or to help train AI systems? Recent crises, from the Covid-19 pandemic to the Russian invasion of Ukraine, from Gaza and Afghanistan to the seemingly unstoppable rise of AI, have put privacy under severe pressure. Privacy in Crisis argues the opposite: these crises show that privacy needs to be protected even more. Privacy in Crisis looks at vital current issues: at political manipulation and misinformation, government surveillance, racial tension, hybrid and cyberwarfare (and real wars, such as those in Ukraine and Gaza), the overwhelming power of the internet giants, and surveillance society, and how interference with privacy is key in all of them. It shows how specific crises bring many of these issues together in perfect storms of privacy invasion. The different threats to our privacy revealed by these crises tell parallel stories and are inextricably linked. There are common themes and common technologies - the threats involve the same data, the same profiling systems and the same approaches. In many cases the systems are run or owned by the same small set of companies, controlled by the same few people. Addressing them is difficult but possible - this essential book outlines how.

Law and Policy in Times of Extremism, Pandemics, and War

Privacy in Crisis

NATIONAL BESTSELLER A New York Times Book Review MOST ANTICIPATED Book "Between the Taylor Swift effect, BTS fever, and the rise (and rise) of Heated Rivalry, fandoms are having a moment-making it the PERFECT TIME to dig into Zhang's alternately HEARTRENDING AND THRILLING new novel." -Vogue "Equally DARK AND DAZZLING, like a spotlight flickering on a dim stage. This is a book I'll be recommending to all my coolest friends." -LitHub From National Book Foundation 5 UNDER 35 HONOREE Jenny Tinghui Zhang, a novel about a pop idol and his superfan, whose stories shockingly collide Freshman Minnie is adrift at college in Austin, Texas, when she discovers a boy band called HOURglass and the online forums that worship them. She especially loves Halo, whose sharp edges feel somehow familiar. After a brief romance goes painfully awry, Minnie pours everything into her new fandom, clinging to each livestream and bonding with other fans online. But when a scandal threatens to expose Halo to harm, Minnie decides that she is the only one who can save him. Except Halo's secret is darker than anything the tabloids could imagine. Before he was a superstar heartthrob, he was Eason: a high school dropout haunted by a tragic accident. When he is recruited for HOURglass, it feels like a chance to become someone else. And when he is onstage in front of his fans, he can almost forget the horrors of his past--until one of those very fans threatens to destroy everything. Dazzling, entrancing, and deeply heartfelt, Superfan is about fandom in all its magic and its terror, and the extreme lengths to which we go to rid ourselves of loneliness.

A Novel

Superfan

Honey Springs

¿Will love brew in Honey Springs?¿Willow Davis has everything she should want. An impressive corporate job, a beautiful Seattle apartment, and an even more beautiful boyfriend to go alongside it. But when a quarter-life crisis hits and everything begins to fall apart, there's only one place she wants to go. Up to the mountains and to the small town of Honey Springs, where she's determined to lean into self-care and bring her love of matcha lattes with her.Lucas Dawson is still running his family business. The grumpy, gritty and gorgeous diner owner's heart seems impenetrable, even when Willow, his warm-as-sunshine childhood best friend, returns to town.But what is Lucas hiding ... and why can Willow feel their bond stirring up more than just old memories?The Perfect Matchais an unputdownable spicy, grumpy vs sunshine, small-town romance perfect for fans of Laurie Gilmore and Tessa Bailey!Readers LOVE The Perfect Matcha:'Whether you love or hate matcha, this small-town cosy read will warm you like a hot drink' LAURA CARTER'Loved the storyline and the characters. Will definitely be reading more by this author' ¿¿¿¿¿'A quick read that still manages to feel warm and meaningful. The small-town setting adds a cozy charmto the story and really enhances the sense of community and nostalgia. Overall, it's a sweet, heartwarming romance' ¿¿¿¿'The perfect cozy small town escape ... It is sweet, a little spicy, and full of heart' ¿¿¿¿¿'A beautiful read ... Look forward to much more from this author' ¿¿¿¿¿

The Perfect Matcha

Born from a desire for creative freedom, web series often circumvent screen industry gatekeepers and attract smaller, niche audiences; but fewer views do not necessarily make the format, or its audience engagement, less valuable. This book looks behind the scenes to uncover how and why audiences engaged with nine Australian web series released between 2020 and 2023. Interviews with web series producers reveal their motivations, audience acquisition and maintenance strategies, funding methods, and platform specific approaches. These first-hand accounts are then compared with viewership metrics and the content of audience commentary, resulting in the illumination of social, cultural, and industrial values of audience engagement with these innovative productions. This book identifies key factors that influence audience behaviours such as perceived authenticity, platform choice, and the types, forms, and costs of engaging with web series. These factors are considered with respect to online community building, relationships between creators and audiences, and commercial uses of the format, resulting in the creation of a typology of web series audiences. Readers benefit from understanding the value and characteristics of each type of viewer across a diverse range of examples featuring differing audience demographics, zero to over $1 million budgets, and platforms such as YouTube, Facebook, and TikTok. Vibrant narratives are used to convey each series' backstory, providing an informative and engaging reading experience for screen industry practitioners, marketing and broadcast professionals, and aspiring filmmakers. Academics and students in the fields of media studies, audience engagement, screen production, creative labour and entrepreneurship, social media, and algorithmic culture will also benefit from this research.

Audience Engagement in the Web Series Ecology

Watching Web Series

Beck Steuer-Praxis

Die steuerliche Beratung von Creator- und Influencer-Mandaten

Influencer-Besteuerung

Palgrave Studies in Technology and Innovation in Africa

With more people across Africa gaining access to the internet, digital marketing offers a way for firms to reach an ever-larger audience. The number of people buying goods and services online has more than doubled in the last five years and the COVID-19 pandemic further accelerated the shift towards online shopping and digital content consumption. This contributed volume balances theory with practical research-based case studies, providing an outline of the current state of digital marketing in Africa, as well as an assessment on the opportunities and challenges that lie in the future.

Chapters in the book explore cutting edge digital marketing topics, including social media engagement metrics, consumer behaviors towards virtual reality (VR), interactivity in digital out-of-home advertising, enhanced customer engagement and customer experience, artificial intelligence (AI) and data analytics, and digital marketing for sustainable public health development. It will be of great interest to scholars and students of marketing, technology and innovation and business in Africa and beyond.

Opportunities, Challenges and Transformative Futures

Digital Marketing in Africa

The inside story of the race to develop Ozempic - the world's first truly effective and safe obesity drug - and its potentially revolutionary effects on public health, and our deeper culture and values.'A FASCINATING DEEP DIVE' Guardian'VERY ENGAGING' New Scientist'ENLIGHTENING' Publishers WeeklyA 'cure' for obesity has long evaded the pharmaceutical industry, until the development of Ozempic: a diabetes medication that targets the GLP-1 hormone and makes people feel fuller for longer.After decades of research, Ozempic's creator Novo Nordisk quickly became one of the most valuable companies in Europe. Now it struggles to keep up with its rivals in an explosive and lucrative market for weight-loss injections. The treatment is so effective that it's already disrupted industries from healthcare to fast food to fashion. Financial investment has skyrocketed and public demand continues to soar alongside celebrity endorsements. Beyond million-dollar profits, countless lives could now be saved from preventable diseases, but one question remains: are these drugs too good to be true?Through original reporting and rigorous research, Aimee Donnellan uncovers the complicated history of a medical breakthrough that is changing the world, while raising difficult questions about inequality, morality, our beauty ideals and the pursuit of thinness. Along the way, Donnellan profiles the female scientist whose contributions to the discovery of GLP-1 were overlooked and some of the earliest Ozempic users share powerful testimonies.The Hunger Game is a revelatory, gripping and urgent study of the unexpected consequences of finally getting what we've wanted for so long.'A lively tale of the stunning rise of Ozempic. This detailed, eye-opening account is bolstered by an insider look at commercial drug development' Irish Times'The definitive account of a singular global force - essential reading to help us understand what has been unleashed and what may be coming next' Andy Slavitt, author of Preventable'[A] Meticulously reported account ... and it is done very well - briskly and brightly ... Donnellan has performed a public service by taking down the first draft of history: by speaking to the main players and untangling the rivalries and disputes' The Times'A riveting read ... Donnellan captures the drama behind the science ... and explores the wider implications for society, health and business in this deeply researched book' John Collingridge, Guardian business editor-Previously published as Off the Scales.

The Inside Story of Ozempic and the Race to Cure Obesity

Off the Scales

Springer Texts in Business and Economics

A Guide to Theory and Practice

Media Entrepreneurship, Vol 1

Die Quichotterie lässt uns nicht los! Zu tief ist sie in der menschlichen Natur verwurzelt: jene innere Kraft, jene Sehnsucht in uns, die nach der Verwirklichung aller Träume verlangt. Unsere Gegenwart, getragen vom stolzen, auf technischen Entwicklungen ruhendem Gebot ¿Folge deinen Träumen¿, ist die große Zeit der Quichotterie - eine Ära tiefgreifender Verschiebungen in der Phänomenologie der Wünsche. Diese erscheinen nicht länger als bloße Möglichkeitsräume, sondern zunehmend als implizite Imperative ihrer eigenen Verwirklichung. Der Drang zur Realisierung von Träumen kann sich im gesellschaftlichen und politischen Gefüge mit Mut zum Widerstand und zur Veränderung verbinden, auf individueller Ebene jedoch generiert er nicht selten eine psychodynamische Belastung, selbst irrationale Wunschbilder als realisierbare Lebensziele zu verfolgen. Jeder nicht verwirklichte Wunsch verwandelt sich in persönliches Versagen, in ein neues Schuldgefühl. Sahar Daryab erhebt Einspruch gegen die Ideologisierung der Traumvorstellungen unserer Zeit. Sie zeigt, dass das Verhältnis des Menschen zu seinen Träumen sich im Lauf der Geschichte, in den Spannungen politischer Systeme und im Zuge medialer Wandlungen unterschiedlich entfaltet. Geprägt von Zeit, Ort und Geschlecht gestaltet es sich stets neu. Wie aber zeigt es sich in unserer Gegenwart?

Die Quichotterie im medialen Wandel

#¿DreamOn

Digital Marketing Essentials

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