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Cultural Marketing and Metaverse for
Consumer Engagement

Cultural Marketing and Metaverse for Consumer Engagement

Bloomsbury Handbooks

A series of diverse insights from emerging and established researchers contribute to this comprehensive volume. Occupying a cross-disciplinary domain and integrating the respective fields of entrepreneurship and marketing, this edited collection of contributed chapters on Entrepreneurial Marketing presents a range of theoretical, conceptual and empirical insights, future trends and critical evaluations. The Bloomsbury Handbook of Entrepreneurial Marketing begins with a series of reflection chapters written by established scholars on how the field has evolved over their careers and on the multiple schools of thought within current scholarship. This is followed by expert contributions on the current state of the interface, where value is to be gained from a diverse range of topics such as Entrepreneurial Marketing in the era of AI and technological development, sustainability and corporate social responsibility, Entrepreneurial Marketing in unconventional settings, and explorations of the dark side of the subject. The final section looks to the future, highlighting key avenues to facilitate further research and carefully outlining that which scholars can unpack to continue broadening existing knowledge of Entrepreneurial Marketing. A truly international collection of industry-specific insights from researchers in the UK, India, Saudi Arabia, Canada, US, Australia, New Zealand and Finland contribute to this handbook on the past, present and future of the Entrepreneurial Marketing interface.

The Bloomsbury Handbook of Entrepreneurial Marketing

Ius Gentium: Comparative Perspectives on Law and Justice

The contemporary significance of the subject “Social Rights, Inequalities and Affirmative Action” is indisputable. In periods of social polarization, conflict and crisis, it is imperative that the obligation of our societies to protect and promote social rights is addressed and acknowledged. It is also necessary to recognize the way in which social rights are jeopardized by inequalities that impede the cultivation of robust social relationships and to document instances of the implementation of affirmative actions in this scenario. The aims of this work are as follows: firstly, to establish general topics (part I); secondly, to undertake more specific investigations within the primary topic (part II); and thirdly, to address the challenges posed by the technological transition currently taking place in society, which has significant consequences for social rights, (in)equality, and affirmative action (part III). The study is organized into three sections corresponding to these targets. For the purposes of this study, the analysis will commence, in the Part I of this book, at the genesis of the debates, as outlined in the chapter concerning the old and the new forms of racism. This contribution is followed by a chapter on the growing recognition of intersectional discrimination in European and global human rights frameworks and by another on structural discrimination and the function of the law against unjust enrichment. To further explore and expand upon the subjects addressed in the preceding chapters, the final chapter of Part I of this book delves into the topic of affirmative action in the United States. The second part of this work is dedicated primarily to specific forms of affirmative action, thereby deepening the discussion initiated in the first part of this book. The initial topic examines the way in which the pandemic has impacted specific social groups and led to the emergence of health disparities in the UK. The subsequent chapter is devoted to an examination of the alterations in the benefits of minimum income support in Brazil in recent years. The fourth chapter undertakes a detailed investigation of a specific affirmative action program for children and adolescents with the objective of reducing violence in urban areas. The final chapter conducts an analysis of ageing, public policies and inclusion in Brazil. The third and final section is dedicated to an examination of the challenges faced by our technological societies. The field of “Social Rights, Inequalities and Affirmative Action” is set to be impacted by the regulation of artificial intelligence, the increasing digitalization of activities, and the development of new tools designed to enhance the efficiency of the social state. The initial chapter of the concluding section deals with the regulation of artificial intelligence in Brazil and the impacts of neurotechnology. The second study examines conservative digitalization and structural inequalities in Latin American information societies, while the final study focuses on the emergence of the social digital state and the use of instruments that produce inequality and discrimination.

Social Rights, Inequalities and Affirmative Action

Zum Werk
Dieses neue Handbuch beschäftigt sich mit den rechtlichen Implikationen den rechtlichen Aspekten des Influencing-Marketings:<ul><li>Rechtliche Einordnung von Influencern und Influencerinnen (Influencer und Influencerinnen als Unternehmer, Förderung eines fremden Unternehmens, Influencer und Influencerinnen als Verbraucher),</li><li>Vertragsgestaltung (Notwendige Regelungen, empfehlenswerte Ergänzungen sowie Musterklauseln),</li><li>rechtliche Möglichkeiten im Fall einer Vertragsverletzung, insbesondere Prozessführung für und gegen Influencende und vieles mehr.</li></ul>Ein ausführliches Sachverzeichnis ermöglicht den schnellen, gezielten Zugriff.

Vorteile auf einen Blick<ul><li>fundiert</li><li>praxisorientiert</li><li>auf dem neuesten Stand</li></ul>
Zielgruppe
Für Rechtsanwältinnen und Rechtsanwälte, Presse- und Medienagenturen sowie Influencerinnen und Influencer ebenso wie deren Beraterinnen und Berater.

Grundlagen, Vertragsgestaltung und Prozessführung für Influencerinnen und Influencer

Rechtshandbuch Influencing

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.

Leadership, Human Connection, and Creating What Comes Next

The Future Possible

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.

Theory and Practice

Focus Groups

11 Cheatcodes to Unlock the Life You Want

What’s Stopping You?

A fascinating examination of how wellness influencers have shaped a booming global industry--and why we should take their cultural power seriously.Wellness influencers are powerful players in the health space, guiding what we eat, how we exercise, and even how we define well-being. Wellness insider Mariah L. Wellman examines how US social media influencers have transformed the industry by positioning themselves as relatable authorities, often rivaling actual health experts in reach while redefining who gets to claim health and vitality.In Search of Wellness offers the first in-depth analysis of the wellness influencer industry, explaining not only how it works but why it resonates so deeply. Drawing on interviews with popular influencers and nearly a decade of research on the wellness industry, Wellman shows how influencers blend personal narratives with expert knowledge to build trust and expand their authority, attracting followers from around the world. Timely and accessible, this book reveals how influencers are redefining wellness itself--and why so many of us are eager to follow their lead.

How Social Media Influencers Transformed an Industry

In Search of Wellness

Marketing und Marktorientierte Unternehmensführung

Im vorliegenden Buch wird eine neuartige Methode entwickelt, die eine präzise, datengetriebene Steuerung der Marketinginstrumente unter Einbezug von Marktsegmentierung und Wettbewerbsanalyse ermöglicht. Die Methode wird anhand eines Datensatzes mit 11.358.316 Kaufakten getestet. Die Analyse gliedert sich in drei Teiluntersuchungen. In der ersten Teiluntersuchung wird der Einfluss ausgewählter Marketinginstrumente auf den Marktanteil von Vertriebslinien der Händler untersucht. Die zweite Teiluntersuchung befasst sich mit dem Inter-Brand-Wettbewerb, dem Wettbewerb zwischen verschiedenen Marken auf Produktebene. In der dritten Teiluntersuchung steht der Intra-Brand-Wettbewerb im Zentrum, der Wettbewerb innerhalb einer Marke. Neben diesen drei dargestellten Anwendungsfällen sind weitere Einsatzmöglichkeiten denkbar, die sich auch auf andere Branchen neben dem Lebensmittelhandel erstrecken. Dies macht die Methodik sowohl für die akademische Forschung als auch für praktische Anwendungen äußerst relevant.

Methodische Grundlagen und empirische Analyse am Beispiel des deutschen Lebensmittelhandels

Datengetriebene segment- und wettbewerbsbezogene Differenzierung der Marketinginstrumente

How do today's celebrities have the enormous power and influence to be able to push products and change minds? The dizzying proliferation of platforms, channels, and content formats in today's digital world has fed a ravenous market for celebrity culture. Companies fork out billions each year to hire celebrities and influencers to endorse products, brands, political figures, and charitable causes--because the right celebrity endorsement is worth its weight in gold. In The Golden Pitch, Martha Laham reveals how celebrities leverage their fame to drive consumer choices and sway opinions, and how companies harness this star power to move products and engage audiences. Through a vivid array of historical and contemporary examples and stories, she delves into the history of celebrity, society's fascination with fame, the use of influencer endorsements, the rise of the microcelebrity, and the future of fame and celebrity in the digital age. This in-depth look at the persuasive power of celebrities and influencers uncovers the roots of celebrity worship and illustrates the significant role that the media has played in fueling today's celebrity culture. With a thoughtful consideration of the next stage in the evolution of celebrity and influence, The Golden Pitch also charts the future of fame and how it will influence brands, advertising, politics, and more in the years to come.

How Celebrities and Influencers Shape the Way We Think, Feel, and Act

The Golden Pitch

A groundbreaking new framework for business leaders and policymakers In Passionomics, Raja Rajamannar introduces an original intellectual framework that equips CEOs, CMOs, strategists, boards, and policymakers with a new lens for driving growth, innovation, and enduring customer loyalty. Where behavioral economics examines how individuals make decisions, Passionomics reveals how collective passion - the synchronized intensity of millions of people acting in concert - moves markets, reshapes industries, and creates extraordinary value for the organizations and institutions that learn to harness it. Rajamannar makes the case through vivid, real-world phenomena every leader recognizes but few have truly decoded: the economic waves generated by a Taylor Swift tour, the industry-wide momentum of Formula 1, the societal mobilization of the FIFA World Cup and the Olympic Games. These are not anecdotes. They are windows into a dynamic that, once understood, becomes a deliberate strategic advantage - one that transforms how companies build brands, design products, earn loyalty, and compete, and how policymakers shape economies, cities, and public life. Business leaders and policymakers will discover: <ul> <li>A new strategic framework - Passionomics - that explains how collective intensity operates as a distinct and powerful dynamic separate from individual behavior</li> <li>Why passion is a renewable source of innovation, loyalty, and growth - and why the organizations and institutions that ignore it are leaving extraordinary value on the table</li> <li>How to recognize, cultivate, and harness collective passion inside organizations, brands, entire categories, and public institutions</li> <li>Case studies from sports, entertainment, culture, and commerce that reveal the architecture of passion-driven growth</li> <li>A practical lens for boards, CEOs, CMOs, senior leaders, and policymakers who want to move beyond conventional playbooks and unlock step-change performance</li> </ul> Passionomics is essential reading for business leaders and policymakers who sense that something critical is missing from the standard strategic toolkit - and who want a rigorous, original framework for building companies, brands, institutions, and economies that win in ways others cannot replicate.

Why Passion Is the Most Overlooked Advantage in Business

Passionomics

DK Little Book of

Discover more than 60 of the most important ideas, strategies, and milestones in the field of business in this accessible and innovative pocket-sized guide. From the earliest forms of trade and the invention of money to Adam Smith’s “invisible hand” and Henry Ford’s assembly line, and from the rise of corporate strategy to modern digital marketing, consumer psychology, the gig economy, and sustainable commerce, The Little Book of Business examines the philosophies and practices behind global industries and successful start-ups. Packed with infographics and flowcharts that explain complex concepts in a simple but exciting way, The Little Book of Business offers you the perfect introduction to the subject in a portable format perfect for reading on the go.

The Little Book of Business

Stop letting your phone rule your life. Phone Rules will help you break the cycle. Your phone is bad for you. It is harming your mental and physical health, ruining your sleep and limiting true human connection. We all know we need to get off our phones, but most of us are overwhelmed by the scale of the problem and by the many highly addictive ways in which our devices are designed to distract us, delight us and pull us back in. But here is the solution: a set of simple, sensible principles to govern the way we navigate our phone use. On his journey to break up with his smartphone, investigative journalist Luc Rinaldi hits the road and speaks to people at the forefront of the movement, from reformed social media addicts and digital defectors, to tech researchers and phone-free school children. Rinaldi has devised five insightful rules to resist our phones, along with helpful strategies to put them into action, including how to: - Stop obsessing over your screen time, find new mental space and improve your overall health - Protect your children against the harms of the digital world - Deepen your relationships with real people and the things that matter most. Rooted in on-the-ground research and written from the perspective of a tech-savvy, video-game playing millennial, Phone Rules offers a way forward for parents rearing digital natives, children navigating their first phones and anyone perpetually tethered to their devices. There is a way out. This is your invitation to scroll less, and to live more.

Five simple steps to save yourself, your family and the planet

Phone Rules

Cultural Marketing and Metaverse for Consumer Engagement

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