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Kahan S: Creating Urgency

Creating Urgency

How to Flip the Script - and Win

Understand how artificial intelligence is transforming marketing strategy and practice. Artificial Intelligence in Marketing by Kshitij Bhoumik is designed for upper-level undergraduate and postgraduate students studying AI in marketing, digital marketing and contemporary marketing strategy. Bridging the gap between technical capability and marketing decision-making, this textbook considers how AI supports segmentation, targeting, personalization, content creation and performance analysis. From generative AI in campaign development to predictive analytics and social media trend detection, students explore how AI tools enhance marketing effectiveness while maintaining brand integrity and customer trust. Reflective questions and applied exercises at the end of chapters challenge students to engage with current AI tools to create their own marketing content and strategies. This textbook includes: - Clear explanations of foundational marketing principles applied through AI - Structured ethical debates and critical thinking activities in every chapter - Real-world examples from global brands such as Bloom &amp; Wild, Monzo, Heinz, Glossier and Duolingo to illustrate how theory translates into measurable business outcomes &gt;Whether preparing for assessment or building future-ready marketing expertise, Artificial Intelligence in Marketing provides students with the analytical skills and strategic confidence to apply AI responsibly and effectively in modern marketing practice.

Theory, Ethical Practice and Strategy

Artificial Intelligence in Marketing

How access is replacing ownership--and changing who we are."You'll own nothing. And you'll be happy. Whatever you want you'll rent." That was the World Economic Forum's number one prediction for 2030, made back in 2016. The timing might be slightly off, but it's undeniably true that ownership is on a significant decline and is creating a tectonic shift from a society of owners to a society of users, renters, and streamers.As a result, we're trading ownership for access, purchases for subscriptions, and possessions for the rights to cloud-stored digital copies. Homeowners are giving way to forever renters, and some have even embraced the life of a digital nomad.This shift is more than just an economic one; it's a profound challenge to centuries of using ownership to form our identity. In fundamental, human ways, we are what we own. So what are we if we don't own much?In Possessions, Carey Morewedge, a leading researcher and powerful voice in behavioral science, marketing, and consumer behavior, leads us on a journey to answer that question. He takes us on a fascinating tour of the rapidly shifting landscape, from a life of creating ownership--possessing things--to a life of "liquid consumption"--life-as-a-service, in which all you possess are your experiences and your brand (and probably a phone). From Delaware goat farms to Australian housing tracts to a Quebec City ice hotel; from an artist in London to a former economist who lived for a time with only his devices and what he could carry on his back, you'll visit places and meet people that show just how complicated and compelling the idea of ownership is, why you value your things so much, and what happens when you can't (or decide not to) own something.As the economy continues to shift toward a reality closer to the World Economic Forum's prediction for 2030, Possessions will help you understand that shift and what it means to all of us--when we own less and use more.

How We Think about Our Stuff, and Ourselves, as We Own Less and Use More

Possessions

A leading psychologist and philosopher challenge the shortcomings of rational choice theory-and propose a new framework for understanding decision-makingFor many decision scientists, their starting point-drawn from economics-is a quantitative formula called rational choice theory, allowing people to calculate and choose the best options. The problem is that this framework assumes an overly simplistic picture of the world, in which different types of values can be quantified and compared, leading to the "most rational" choice. Behavioral economics acknowledges that irrationality is common but still accepts the underlying belief from economics of what a rational decision should look like.In this book, Barry Schwartz and Richard Schuldenfrei offer a different way to think about the choices we make every day. Drawing from economics, psychology, and philosophy-and both inspired by and challenging Daniel Kahneman's Thinking, Fast and Slow-they show how the focus on rationality, narrowly understood, fails to fully describe how we think about our decisions, much less help us make better ones. Notably, it overlooks the positive contribution that framing-how we determine what aspects are most important to us-contributes to good decisions. Schwartz and Schuldenfrei argue that our choices should be informed by our individual "constellation of virtues," allowing for a far richer understanding of the decisions we make and helping us to live more integrated and purposeful lives.

Rationality, Ethics, and the Art of Decision-Making

Choose Wisely

The Growth Strategy Your Competitors Cannot Copy

Your Business Is Your Story

Fashion Forecasters work with designers, apparel brands, advertisers, and media organizations, as an integral part of the rapidly changing fashion industry. With Fashion Forecasting, Sixth Edition, you will learn how to anticipate emerging trends and how to prepare and present your own fashion forecast. Chapters on different fashion eras and world cultures show you influences on fashion innovation past and present, so that you can spot those of the future. This edition includes coverage of the impact of pandemic and global supply chain disruptions on fashion forecasting, trends, and the overall fashion industry. New box features include profiles of forecasting companies and forecasting activities to help prepare students for the job market. Features and case studies have been broadened to include all new examples. New to this Edition: -All New Trend Creators profiles spotlight individuals outside the fashion industry who have been highly influential on the direction of modern fashion -Newly named chapter Street Styles demonstrates how street fashion mixes current trends and individual expression -Extended coverage of the most vital influences on new trends have been updated and belonging, fairness, and awareness is concurrent throughout -Expanded updates to chapters on "Consumers" and "Sales and Strategy," to provide specific examples to the business of fashion forecasting and are highly relevant to future fashion industry professionals STUDIO Study smarter with self-quizzes, featuring scored results, personalized study tips and updated with new keywords and concepts Review updated concepts with interactive flashcards of essential vocabulary Instructor Resources -Instructor's Guide provides suggestions for using the text in the classroom and planning the course with sample syllabi, a test bank, and supplemental assignments -PowerPoint® presentations include images from the book and provide a framework for lecture and discussion

Fashion Forecasting

Reviving an Iconic Brand

A Levi's Story

Harriman House

Why are children more inventive than adults? How do entrepreneurs - and tight-rope walkers - manage risk? And what can magic shows, honeybees and stale tortillas teach us about fresh thinking? The answer to all these questions, and many more, can be found inside this book. But the really amazing stuff is inside your head. That's because - despite the undoubted advances of AI - the human brain remains the world's most powerful generator of great ideas, if you know how to use it. In Your Creative Flame, award-winning adman and author Andy Nairn explains how this supercomputer works - and which buttons to push. Across 24 colourful chapters, he sets out the latest learnings from science but also tells short stories from all walks of life and his 30 years in the creative industry, to show how you can maximise your imagination - even if you don't think you're creative. In particular, he demolishes the myths that are holding you back, shows how you can develop a creative routine that works brilliantly for you and explains how technology can be your friend rather than your enemy. At a time when creativity is more important than ever - for us as individuals, but also to solve the problems facing society and our planet - this book is essential reading. So forget the doom and gloom and recognize the brilliance that lies within you. It's time to unleash your imagination, enrich your life and safeguard your future. It's time to ignite your creative flame.

24 Ways to ignite your imagination

Your Creative Flame

Drive measurable growth, engagement and ROI from your content marketing strategy in an AI-driven landscape. High-Impact Content Marketing shows senior marketing leaders, content strategists and digital teams how to turn content into a scalable revenue engine while navigating budget pressure, AI disruption and rising audience expectations for authenticity. As content marketing reaches a critical inflection point, this second edition provides a clear, strategic framework for delivering impact across channels while maintaining trust and relevance. Written by Purna Virji, a globally recognized marketing leader and Principal Consultant at LinkedIn, this award-winning book combines behavioral science with proven content strategy to help organizations stand out and convert. Drawing on real-world examples from Patagonia, Duolingo and Morning Brew, it demonstrates how leading brands align creativity with commercial outcomes and build sustainable competitive advantage. You'll learn how to: - Build high-impact content strategies aligned to revenue goals - Apply behavioral science to increase engagement and conversion - Measure ROI using attribution and revenue influence frameworks - Integrate AI into content workflows responsibly and effectively &gt;This second edition includes new guidance on AI-augmented workflows, multi-touch attribution models and inclusive prompt engineering to reduce bias and risk. It also highlights how subject matter expertise creates defensible advantage in an era of automation. Future-proof your content marketing approach with a strategic, data-led system designed to deliver measurable business results, strengthen customer relationships and sustain long-term growth. Themes include: content marketing strategy, AI in marketing, customer engagement, marketing ROI, content distribution, behavioral science

Strategies to Make Your Content Intentional, Engaging and Effective

High-Impact Content Marketing

How Privacy Panic Led Tech Regulation Astray—and How to Fix It

Fear of Data

Leading experts on greenwashing offer a playbook for achieving competitive advantage by combatting misleading claims and building trust. Greenwashing has reached epidemic proportions, and consumer confidence in business sustainability commitments is falling. Those most affected by greenwashing are genuine green firms, and companies truly committed to sustainability goals can find it hard to communicate their commitments and distinguish themselves in this sea of greenwash. These companies need to confront their rivals head on to win the trust of stakeholders. From Greenwash to Green Trust offers a new paradigm for how to gain and maintain competitive advantage in a world of exaggerated green claims. &nbsp;&nbsp;Building on more than a decade of research on greenwashing, Tom Lyon and Wren Montgomery offer a three-step approach for companies determined to rise above their greenwashing competitors:&nbsp;&nbsp; <ul> 	<li> 		Understand why trust has been broken: First, learn how greenwashing works, and hurts, in today's world.&nbsp;&nbsp; 	</li> 	<li> 		Build trust: Then, look in the mirror, acknowledge your own shortcomings, and substantiate your company's commitment to sustainability goals. 	</li> 	<li> 		Leverage trust: Finally, create powerful relationships to outcompete greenwashers and turn integrity into lasting advantage. 	</li> </ul> In the end, the message of From Greenwash to Green Trust is a positive one. While there are plenty of businesses doing the "right" thing on sustainability, with this novel strategic approach to beating greenwashing, businesses can center transparency and trust—to restore consumer confidence and support rapid growth.

How Honest Firms Win in a World of Spin

From Greenwash to Green Trust

Series on Innovation and Knowledge Management

Communication And Knowledge Transfer: Theories And Cases In Journalism, Public Relations And Advertising

Discover how to capitalize on what makes your business-and its products-truly valuable to customers In Pay Back: Turning Customer Value into Lasting Revenue, a team of veteran business strategy thought leaders delivers an innovative, pragmatic approach to value that will transform the way you understand competitive advantage and improve your company's financial performance. The authors explain the customer's journey in evaluating what makes a product or service meaningful and unique in the marketplace. They show you how to navigate and translate that evaluation process into sustained revenue. Pay Back offers a step-by-step guide to a continuous process linking product and service investments with realized customer perceptions of value and, ultimately, the firm's financial results. It combines a practical perspective on customer value with a grounded framework you can implement at your own firm. The book offers: <ul> <li>Proven strategies for creating, positioning, and pricing products and services that are meaningful and unique to customers</li> <li>Insightful illustrations of how today's typical interactions between companies and customers unnecessarily waste value, to the detriment of both parties</li> <li>Pricing and monetization techniques that help leaders focus on profitable ways to capture value from different groups of customers </li> </ul> Perfect for company executives who set product and service strategy, Pay Back is also a must-read guide for seasoned business leaders trying to turn around underperforming product lines, as well as MBA students and anyone else with an interest in practical business strategies that deliver results.

Turning Customer Value Into Lasting Revenue

Pay Back

Creating Urgency

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