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This PDF has been created in accordance with the PDF/UA-1 standard to enhance accessibility. It includes screen reader support, descriptions for Non-text content (such as images and graphs), bookmarks

Nicht barrierefrei oder bekanntermaßen eingeschränkt barrierefrei

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Kontakt zum Herausgeber für weitere Informationen zur Barrierefreiheit

Business and Economics (German Language)

Marco Nirschl

Lisa Duschner

Einstieg in das Influencer Marketing

Grundlagen, Strategien und Erfolgsfaktoren

Steigende Bedeutung des Influencer Marketing im Marketing-Mix von Unternehmen.- Entstehung und Abgrenzung des Influencer Marketing.- Grundlagen des Influencer Marketing.- Funktionsweise des Influencing.- Der Einfluss von Influencern auf das Konsumentenverhalten.- Strategien und Vorgehensweise für das Influencer Marketing.

Bild und Recht - Studien zur Regulierung des Visuellen

Gagandeep Singh Matta

Interdisziplinäre Zugänge zum Recht im Lichte vernetzter Medien- und Bilderkommunikation

Rechtsdogmatik in digitalen Bildwelten

Manfred Bruhn

Karsten Hadwich

Band 2: Plattformen, Geschäftsmodelle, Nachhaltigkeit

Digitale Serviceinnovationen

Jonas Rashedi

Dirk Rohweder

Mit First-Party-Data zu nachhaltigem Wachstum

Das Online-Targeting der Zukunft

De Gruyter Handbooks in Business, Economics and Finance

New advances in marketing communication are extending far beyond conventional approaches. The 
 De Gruyter Handbook of Integrated Marketing Communication
 helps forward-thinking practitioners and scholars retain their cutting edge by offering a synthesis of new innovations in fields such as integrated marketing strategy, culture, narrative influence, and media psychology. 
 
 Emphasizing the practical application of in-depth understanding, the topics discussed in this handbook cover core concepts, audience insights, innovative media channels, creative message content, and actionable evidence, along with domains of application, such as sports, health, nonprofits, small business, and entertainment. Artificial intelligence, storytelling approaches to brand strategy, consumer motivation, and ethics emerge across several chapters, reflecting ongoing developments in the latest thinking and empirical research. These fresh perspectives point toward future developments in audience-first marketing communication. 
 
 Leading researchers and professionals from around the world draw on a wealth of industry practice and scholarly knowledge to provide practical insights into the most effective ways to reach strategic goals. This handbook will prove valuable to practitioners, scholars, and students who work with international brands, lead nonprofits, support small firms, develop advertising and public relations campaigns, or promote prosocial outcomes.

De Gruyter Handbook of Integrated Marketing Communication

Massimiliano Salerno

THE BUSINESS ELITE'S 419 FORMULA FOR DIGITAL FREEDOM

SOCIAL MEDIA IS DEAD

Springer Nature Proceedings excluding Computer Science

Jasmine Parajuli

Amrita Dey

Proceedings of the 2025 AMS Annual Conference, Montreal, Quebec, Canada, May 21-23

Going Back to the Roots of Marketing

The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and career success. 
 
Fully revised for the sixth edition,&nbsp;Social Media Marketing&nbsp;reflects the realities of today's social media landscape. New to this edition is a chapter dedicated to tactical planning and execution, alongside expanded coverage of paid social advertising and updated discussion on influencer marketing. Artificial intelligence is integrated throughout the book, helping students understand how AI is reshaping social media marketing strategy, content creation, targeting, and analytics in practice. 
 
Written by bestselling author Tracy Tuten,&nbsp;Social Media Marketing, Sixth Edition&nbsp;is an essential resource for undergraduate and postgraduate students studying social media marketing, digital marketing, and related courses.

Social Media Marketing

Band 1: Künstliche Intelligenz, Servicegestaltung, Innovationsdesign

Wolf-Dieter Hiemeyer

Christoph Seidl

CRM, Solution Selling, E-Commerce und Key Account Management als Erfolgsfaktoren

Zukunftsorientiertes Kundenmanagement im Vertrieb

11 Cheatcodes to Unlock the Life You Want

What’s Stopping You?

A comprehensive exploration of the critical issues transforming global tourism and hospitality.Contemporary Issues in Tourism and Hospitality by Dr Michael Palkowski and Dr Henrik Linden is written for undergraduate and postgraduate students studying tourism and hospitality management, who need to understand the global forces reshaping both industries. Grounded in contemporary theory, it supports students in linking critical debates with the realities of a rapidly evolving sector and prepares them to engage with the challenges and innovations defining its future.This textbook includes: -Analysis of hospitality theory and the host-guest relationship, from welcome and the commercial home to hospitality as a social lens -Exploration of tourist motivation and behaviour, the experience economy and the commodification of travel -Examination of the politics and ethics of tourism and hospitality development, including globalisation, international relations and dark heritage -Discussion of digital disruption and generative AI, from the rise of the tourist as creator to virtual travel experiences -Investigation of fan cultures, film tourism and creative cities, from 'set jetting' to the cultural economies of urban destinations -Features extensive real-world examples throughout each chapter, including fandom travel inspired by Taylor Swift's Eras Tour, visits to famous filming sites and the performative culture of Thailand's floating markets -Learning outcomes, reflective questions and seminar tasks included throughout

Einstieg in das Influencer Marketing

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