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Gesamtkatalog

Catalogue complet

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Business Guides on the Go

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;


Basic Art

Im Laufe der turbulenten Ereignisse der letzten anderthalb Jahrhunderte hat das Grafikdesign mit seiner lebendigen, klaren Synthese aus Bild und Idee den Geist jeder Epoche eingefangen. Es umgibt uns jeden Augenblick des Tages, sei es in minimalistischen Verpackungen, farbenfrohen Werbeanzeigen, Umgebungsgrafiken oder Benutzeroberflächen: Grafikdesign spiegelt ebenso sehr die Sehnsüchte und Werte einer Gesellschaft wider wie es Informationen vermittelt.Dieses Kompendium, das als Teil unserer Reihe "Basic Art" erschienen ist, zeichnet die Entwicklung des Grafikdesigns von seinen Anfängen in den 1890er Jahren bis heute nach. Mit seinem umfassenden Fachwissen hat der Autor Jens Müller Hunderte von Beispielen aus aller Welt zusammengetragen und nach Jahrzehnten geordnet.Jedes Kapitel enthält außerdem Einführungen zu bedeutenden Bewegungen und wichtigen Publikationen sowie kurze Biografien von Designgrößen wie Massimo Vignelli (Wegeleitsystem der New Yorker U-Bahn), Otl Aicher (Lufthansa-Identität), Paula Scher (Citibank-Identität), Milton Glaser (I Love New York), Louise Fili (Verpackungsdesign) und Stefan Sagmeister (handgeschriebene Plakate).Diese kompakte, aber maßgebliche Sammlung reflektiert die Entwicklung eines kreativen Bereichs, der sich ständig verändert und selbst herausfordert. Die von Müller kuratierten Designklassiker dienen als Koordinaten, anhand derer sich der unbestreitbare Einfluss des Grafikdesigns auf unser tägliches Leben nachvollziehen lässt. Das Buch ist sowohl eine praktische Einführung als auch eine fundierte Untersuchung darüber, wie Grafikdesign unsere Entscheidungen beeinflusst, von den Produkten, die wir kaufen, über die Medien, die wir konsumieren, bis hin zu unserem Verhalten und unserem Selbstverständnis.

Graphic Design

Contributions to Finance and Accounting

This book focuses on the use of Artificial Intelligence (AI) for accounting, auditing, and finance. It explores how AI can be leveraged to perform various tasks within these fields and offers real life examples to illustrate its features and facilitate implementation. The book further examines how different AI technologies, such as Machine Learning, Deep Learning, Natural Language Processing, and others, can be used to improve processes and functions in accounting and financial reporting. Furthermore, the authors explain the different subsets of Artificial Intelligence and how they can be used for practical purposes. The book provides a basic guide of these emerging technologies to help practitioners in the field to better understand how they can be implemented in their companies.

A Guide for Implementation and Use

Artificial Intelligence in Accounting, Auditing and Finance

This third edition continues to give students a foundation in the principles of social media strategic communication and marketing necessary for today's communications professionals. It is ideal for undergraduate and post-graduate courses in social/digital media marketing and public relations or a secondary text in campaign courses.

Strategies for Public Relations and Marketing

Social Media Campaigns

Beiträge zur empirischen Marketing- und Vertriebsforschung

&lt;p&gt;Dieses Buch befasst sich mit den Auswirkungen zunehmender Automatisierung im Vertrieb. Als Konsequenz von Automatisierung nimmt die persönliche Interaktion zwischen Mitarbeiter und Kunde ab, sodass der Vertrieb insgesamt weniger persönlich wird. Anhand dreier Forschungsarbeiten werden in diesem Buch die Auswirkungen von Vertriebsautomatisierung auf die Kundeninteraktion und Kundenbeziehung untersucht und das sich wandelnde Anforderungsprofil von Vertriebsjobs beleuchtet. Die erste Forschungsarbeit befasst sich mit der Fragestellung, inwieweit das persönliche (face-to-face) Kommunikationsformat in der Kundeninteraktion durch virtuelle Kommunikationsformate (bspw. Video Calls) ersetzt werden kann. Die zweite Forschungsarbeit widmet sich KI-generierten synthetischen Stimmen, die in sprachbasierten Automatisierungstechnologien (wie z.B. in virtuellen Sprachassistenten) integriert werden, die zunehmend von Unternehmen im Vertrieb an der Schnittstelle zum Kunden eingesetzt werden. Die dritte Forschungsarbeit identifiziert Entwicklungen und Trends im Hinblick auf das (zukünftige) Anforderungsprofil von Vertriebsjobs.&lt;/p&gt;


Anne Cordts

Sales Automation

Sustainable Brand Leadership reveals, in simple steps, how to cultivate a leadership mentality to nurture future-fit brand management systems. These systems nurture balance, build resilience and evolve organisational cultures to sustainably achieve business outcomes. Distilling hundreds of case studies and decades of consultancy and agency expertise into an enjoyable, journey and story-based guide, this book is packed with engaging and compelling tips, best practices, and disruptive techniques for managing businesses, brands and ultimately your own leadership career.The book addresses head-on the worrying disconnect at a leadership and management level between organizations and their wider trading environment, including the community and natural world: the dangers of subsidised capitalism without effective boundaries; extreme liberalism; chaotic change management; rampant consumerism; chronic short-termism and the limitations of trickle-down and command and control management. Written in an accessible coaching-style, the authors re-examine the core hypothesis that organisations are more successful and sustainable if they focus on actual behaviour rather than clever words and promises, an increasing threat against a backdrop of rampant social media. They do this, in the very real context of the modern socio-political and commercial environment but take a positive, appreciative, balanced, business-focused and practical approach that motivates, challenges, enlightens and empowers. With quality contributions from business and thought leaders across sectors, including HRDs and CEOs, the book includes interviews and case studies from organizations as varied as Bellway, everflow, AIME, the Mind Gym, and National Trust.CEOs, COOs, Marcomms professionals, line managers, change agents, consultants, coaches and people professionals will all find this book invaluable.

How to Build a Lasting Legacy

Sustainable Brand Leadership

This textbook equips readers with a clear understanding of how B2B markets have evolved in recent years, from the traditional focus on product development to more targeted approaches that focus on relationships, digitalization, innovation and sustainability.&nbsp;
Exploring the relevant theories behind this evolution and providing an extensive understanding of contemporary marketing strategies, the book equips readers with a broad perspective of B2B marketing – the evolution, theories, concepts, and the external environment – that allows students to put theory into practice in both manufacturing and service sectors. Allowing for a holistic understanding of contemporary B2B practices, students will learn how to design a competitive marketing strategy for the current business environment.
Covering key topics such as the customer journey, branding, value co-creation and servitization, and with a wide range of case studies, this is an essential text for students at both undergraduate and post-graduate level.
Naushaba Chowdhury has more than two decades of extensive experience in B2B marketing within the garment manufacturing and sourcing sectors in Bangladesh, Cambodia, and the UK. She is an Associate Lecturer at the University of the West of Scotland (UWS) teaching marketing and management modules.
Pravin Balaraman is a Reader (Associate Professor) in Marketing at the University of the West of Scotland (UWS). He leads the Business School's initiatives in Transnational Education and Mobility. Prior to this role, he served as a tutor for MBA programs at the University of Strathclyde.
Jonathan Liu is co-founder and Executive Dean of the International Business School in Sale, Manchester, UK. He is an Adjunct Professor with the University of Wales, Trinity St David London. He researches on Entrepreneurship, Heritage, and Performance Management. Jonathan has over 40 years of academic and administrative management experience in Higher Education.
Ibrahim Sirkeci is a leading scholar and practitioner with an exceptional background in migration studies, transnationalism, and international business strategy. He is an academic leader and entrepreneur. Ibrahim Sirkeci is currently Director of International Business School, Manchester, UK.&nbsp;He is also adjunct Professor at Hamburg University, Germany.
Jonathan A.J. Wilson is an award-winning practitioner and academic with two doctorates – specialising in what he calls the ABCDs: Advertising, Branding, Communication, and Digital. Having graduated from the faculties of Science, Art &amp; Design, Business, and Humanities, he champions the art of Science and the science of Art.

Theories, Cases and Concepts for a Contemporary World

Essential B2B Marketing Strategies

Einsatz durch und im Controlling

Digitalisierung und Künstliche Intelligenz

Digitales Produktmanagement ist komplex, dynamisch und voller Herausforderungen. Dieses Buch zeigt anhand zahlreicher Beispiele die Grundlagen digitaler Produkte, kombiniert bewährte Methoden mit innovativen Ansätzen und bietet eine klare Orientierung. Es beschreibt anschaulich, wie eigene Erfahrungen und Strategien gezielt eingeordnet und fundierte Entscheidungen getroffen werden können, um das Produktmanagement erfolgreich weiterzuentwickeln – individuell, praxisnah und angepasst an die Bedürfnisse des Unternehmens. &nbsp; Der Inhalt<ul><li>Arten und Eigenschaften digitaler Technologien, Produkte und Geschäftsmodelle</li><li>Erfolg von digitalen Produkten</li><li>Prozesse zur Entwicklung digitaler Produkte</li><li>Product Discovery</li><li>Product Direction</li><li>Product Delivery</li><li>Product Diffusion &amp; Growth</li><li>Product Data &amp; Insights</li><li>Product Leadership</li><li>Product Organisation</li></ul>Die Autoren Lutz Göcke ist Professor für Digitales Management an der Hochschule Nordhausen sowie Initiator und Leiter des Studiengangs Digitales Produktmanagement (B.A.) und des Hochschlinkubator für Entrepreneurship (HIKE). Er lehrt und forscht zu digitalen Innovationen, Geschäftsmodellinnovationen und Corporate Entrepreneurship an der Hochschule Nordhausen und der Vietnamese German University in Ho Chi Minh City. Vor seiner Berufung an die Hochschule Nordhausen war Lutz Göcke mehrere Jahre als digitaler Produktmanager bei der Volkswagen AG tätig.Michael Schultheiß ist VP Product &amp; Technology bei reMarkable AS in Oslo. Zuvor war er Senior Director Product Management bei der Unternehmensberatung McKinsey &amp; Co. und entwickelte für Klienten aus unterschiedlichen Industrien und Regionen digitale Produkte und Produktorganisationen. Vor seiner Beratertätigkeit arbeitete er als Produktführungskraft bei der ZEIT ONLINE. Er lehrt regelmäßig als Dozent und Gastdozent im Bereich Digitales Produktmanagement an verschiedenen Universitäten und Fachhochschulen.

Kontinuierliche Innovation digitaler Produkte

Produktmanagement

Jasmin Michl conducts an in-depth study on the use of Human Resource Information Systems (HRIS) in personnel development and talent management, with a particular focus on strategic areas of application and the role of stakeholders. In her analysis, the author integrates perspectives from various interest groups to identify the key challenges companies and their employees face during digital implementation projects in the HR domain. Using a mixed-methods approach, the study reveals that the successful implementation of technological projects in HR is not merely a technical issue, but rather one deeply rooted in organizational conditions and social transformation. The findings provide insights into transformational challenges and positioning issues within organizations, offering a foundation for developing practical fields of action and strategic objectives.

An Empirical Study on the Strategic Use and the Role of Stakeholders

Human Resource Information Systems in Personnel Development and Talent Management

This third edition continues to give students a foundation in the principles of social media strategic communication and marketing necessary for today's communications professionals.In many ways, organizations now have access to more data and connection points than ever before. Yet, this abundance requires more strategic and nuanced efforts. At its core, however, one aspect remains the same: The drive to create authentic human connection. Focusing on the principles for effective strategic communication via social media, this text allows readers to learn techniques and skills that transfer to different social media platforms. This edition again takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. This third edition includes:<ul> <li>New insights on AI, ethics, and organizational strategy that reflect the changing landscape of social media.</li> <li>Expanded insights from industry professionals to equip students with diverse perspectives on leading social media hot topics.</li> <li>Updated case studies and real-world examples that showcase how successful brands are navigating the latest trends in earned media, influencer marketing, and community management.</li> </ul>This is an ideal text for undergraduate and post-graduate courses in social/digital media marketing and public relations, or a secondary text in broader campaign planning and writing courses.Accompanying gratis online resources include chapter reviews, PowerPoint slides, sample syllabi, in-class exercises, and more.

This textbook explores the core concepts and contemporary themes of Consumer Behavior relating to the digital environment.Illustrated through lively short examples and longer case studies from around the world, the book explores how technology influences consumers' cognitive, affective, and behavioral aspects and how the consumer makes decisions in this context. Highly comprehensive, topics covered include data-driven consumer decision making, consumer value co-creation, consumer knowledge sharing, social media, social factors, customer experience, diversity, and inclusion. Each chapter begins and ends with a case, providing live situations where students can connect with the core concepts, chapter objectives, key learning points, and discussion questions to frame and structure learning.Offering an in-depth understanding of the dynamic changes in consumer behavior, this text is ideal core reading for advanced undergraduate and postgraduate students studying consumer behavior particularly in the digital environment, customer experience management, digital marketing, and the digital consumer.Online resources include PowerPoint lecture slides and a test bank.

Digital Consumer Behavior

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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