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Business and Management (R0)

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;


New Frontiers in Regional Science: Asian Perspectives

Incredible interest has been focused on digital transformation (DX) to solve a wide variety of worldwide challenges as impediments to sustainable development goals. This book provides theoretical frameworks of DX sustained by IoX (Internet of Everything) and data science and several topics associated with DX applications typically in the fields of human health and natural environments. The book will facilitate the reader’s acquisition of informatics literacy with relevance to the rapidly changed world by developing digital technologies.

Fundamentals and Perspectives Beyond Generative AI

Digital Transformation for Humans and Nature

Routledge Studies in Marketing

Contemporary Issues in Inter-Brand Communication

Brand-to-Brand Engagement

Document from the year 2026 in the subject ThinkShelf: Non-fiction books, , language: English, abstract: This textbook contains 20 topics related to consumer behavior. They cover key, up-to-date topics in marketing, focusing on cognitive and psychological principles applicable to brand building, online communications, and loyalty programs. The textbook is aimed at undergraduate students in majors such as marketing, communications, and psychology, and it is also particularly useful for those working in small, medium, or start-up businesses in the consumer goods, online commerce, and services sectors. The synthesis of research, strategic models, and best practices in each chapter, as well as the targeted subdivision of information to facilitate its comprehension and practical application, are particularly valuable. 

Each chapter is supplemented with a glossary of terms, case studies from leading brands' practice (sports goods, music, retail, and others), as well as many exercises, the function of which is to turn the content of each chapter into a working tool. Unlike other textbooks with similar content, this one does not simply dedicate part of the content to ethics in marketing, but focuses entirely on it (challenges and rules of conduct), which is why the reader comes across guidelines, warnings, issues and critical notes on how the knowledge accumulated over the past decades in the field of psychology, cognitive processes and cultural influences should or should not be applied in the practice of markers (especially in the era of digitalization, social media and user experience). 

The author, Dr. Dimitar Trendafilov, has twenty years of experience as a lecturer, consultant, and researcher in the field of marketing and commercial communications, strategic brand management, and consumer behavior. For those with a greater interest in the subject matter, the list of sources on which the content is based would be a suitable gateway to deeper knowledge on any or all of the topics.

How Psychology Shapes Marketing, Branding, and Consumer Behavior

Psychology in Marketing

A provocative exposé of how our attention, behavior, and desires have been co-opted by the “choice box”—a curated set of options that offer a false sense of agency while funneling us down pre-determined paths controlled by a select few Choice boxes are all around us, but chances are you’ve never noticed them. Every time you click on a recommended video, rate an Uber driver, run a Google search, or invest in your 401k, you may think you’re the one calling the shots—but in reality, you’re limited to making the choices that a corporation wants you to make. Today, structured decision-making governs our lives to such an extent that we hardly see it at all. But who designs these choices, and whose interests do they serve? In Choose Your Captivity, historian Eli Cook introduces readers to the choice architects who first built these boxes and trapped us inside—from the maze-building eugenicist who invented the multiple-choice test to the marketing gurus who sold off our supermarket shelves to a few ultra-processed food giants. In less than a generation, architects like these have transformed a handful of online platforms into the richest businesses in the world. And by determining our options, controlling our actions, and even shaping our identities, they have laid the groundwork&nbsp;for the winner-takes-all game of digital capitalism that dominates us today. In a society built around the promise of free choice and personal responsibility, Cook argues, these hidden architects might just have the greatest power of all. A propulsive and vivid history, Choose Your Captivity opens readers’ eyes to the immense power of the choice box—and how to escape it.

How Corporations Built Our Choices and Sold Our Freedom

Choose Your Captivity

Platform Supply Chains in the AI Era

Network Design and Planning

Platform Supply Chains 3

Pricing Strategies in Digital Advertising and Media Platforms

Economics of Attention Markets

Digital Transformation and Innovation

This book explores how Generative Artificial Intelligence is reshaping creativity, innovation, and human–AI collaboration across art, design, business, and education. Taking an interdisciplinary and practice-oriented approach, the book offers conceptual frameworks and practical insights to support the active shaping of creative processes in the context of digital transformation. The book brings together international contributions from artistic practice, critical and philosophical inquiry, design and innovation research, entrepreneurial ecosystems, and future-oriented education. Structured around three thematic sections, creative practices and critical perspectives; human–AI collaboration in design and innovation; and education and future skills, the volume develops a coherent narrative on how AI transforms not only creative outputs, but also processes, roles, and ways of thinking.A distinctive feature of the book is its integration of reflective and artistic perspectives with empirical studies and real-world applications. It traces historical developments of AI in creative domains, challenges dominant narratives of generative AI, and introduces novel approaches to co-creation and human–machine partnerships. At the same time, it addresses applied contexts such as storytelling in entrepreneurial ecosystems, AI-supported design, and practical experiments in collaborative creativity. Overall, the book provides guidance for developing human-centred, responsible, and sustainable approaches to creativity in an age of co-creative intelligence.

Reframing Human–Machine Collaboration

Creativity and Artificial Intelligence

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

Future of Business and Finance

Venture Project Design with AI-Supported ToolBoard

AI-Enhanced Entrepreneurship

The Business of Public Relations is a comprehensive study of public relations as a strategic and socially responsible management discipline. It combines theoretical foundations, strategic planning models and practical tools to foster high-quality relationships and enhance corporate reputation.The book provides readers with a structured and accessible approach to mastering public relations, integrating theoretical insights with practical applications. It introduces a new strategic planning model (SMOPR) that guides readers through the phases of analysis, planning, implementation, and evaluation. Chapter recap questions and detailed checklists reinforce understanding and enable students and professionals to apply key concepts effectively in real-world contexts. It's clear and accessible language, combined with rigorous academic standards, makes it an invaluable resource for bridging the gap between academic knowledge and professional practice.Written primarily for undergraduate students, this textbook is also suitable for postgraduate courses and for practitioners in public relations and corporate communication.

Practical Strategies for Modern Communication

The Business of Public Relations

Harriman House Essentials

The Illusion of Choice

Digital Advertising in the Post-cookie Era

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