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Digital Entrepreneurial Platforms

Capabilities, Opportunity Processes, and Performance Implications

What does it take to be an incredible marketer, creating campaigns that move something from 'here' to 'there' so that it is noticed, believed, loved, and ultimately (and importantly) bought by customers – whether in business-to-business or business-to-consumer contexts?
How does a marketer devise strategies to fulfil the 360° dreams, aspirations and objectives of an entire business? Is it through brand building, maintaining brand health and reputation, or effective storytelling? Is it about raising product/service awareness, pricing strategies, or the choice of promotional channels – whether above-the-line, below-the-line, or through digital and AI messaging? Or perhaps it's about delivering a message like, 'We hear you; let's build a sustainable future, together.'
And how do you decide which aspect to market? Is it …
The product;
The price;
The place;
The promotion;
The people;
The positioning;
The process;
The parable;
The performance;
The promise?
OR, is it bits and pieces of all, or some, of the above?
This book delves into these questions, providing insights and guidance for creating comprehensive marketing strategies that resonate and drive success.
In The Book Every Marketer Should Read our authors examine aspects of the original '4Ps of Marketing' and transform this outdated 1960s framework into a dynamic, contemporary approach suited for the 21st century.
Start reading and make notes on what you can implement today to become a marketing maestro.

50 Authors

Insights and Lessons from Successful Marketing Minds

The Book Every Marketer Should Read

An in-depth and authoritative treatment of one of the most pressing topics of our time In Blockchain and Web3: Building the Cryptocurrency, Privacy, and Security Foundations of the Metaverse, two tech and finance experts deliver a comprehensive and accessible guide to the present and future of blockchain technology and how it will form the foundation of a new, better internet. To support a concept as bold as the Metaverse, we need several orders of magnitude more powerful computing capability, accessible at much lower latencies, across a multitude of devices and screens. You'll discover how blockchain can accelerate data flow, exchange, and transactions to create and transfer value around the world and, at the same time, how it can be used to protect user data privacy and security with decentralized web infrastructures. The book also includes: <ul> <li>Discussions of how sovereign governments are entering the blockchain fray and how their entry, especially with CBDC digital currency, shapes the conversations around Web3</li> <li>Explorations of whether we will ever realize the holy grail of blockchain tech: interoperability to compete with Big Tech platforms</li></ul>Discussion of new security and privacy issues rising from the intersection of Blockchain, Web3 and Metaverse.A fascinating and eye-opening treatment of the past, present, and future of blockchain and the role it will play on the internet and metaverse, Blockchain and Web3 is a truly original and engaging discussion of a timely and critical topic.

Building the Cryptocurrency, Privacy, and Security Foundations of the Metaverse

Blockchain and Web3

Routledge Focus on Business and Management

In an era where digital algorithms dictate visibility, creative professionals are struggling to attract audiences and sustain long-term careers. Yet, K-pop has seemingly mastered the art of digital engagement, successfully leveraged global fandoms, and bypassed traditional media gatekeepers. This book explores how K-pop's strategic approach to content creation can serve as a model for creatives everywhere, offering powerful lessons on building sustainable careers beyond algorithm dependency.Through a research-driven analysis of K-pop's content and engagement model, this book reveals four key lessons behind its global success: (1) Mass Content Creation as a Business Model; (2) Leverage Fans as Business Partners; (3) Access is the New Digital Currency, and (4) Cultivate Non-Traditional Income Streams. By drawing parallels between K-pop's strategies and the broader creative industries, this book offers actionable insights to help creative professionals develop sustainable businesses through innovative digital content strategies and next-level audience engagement inspired by the recent global success of groups such as Stray Kids and BTS.This book serves as both an academic study and a practical guide, tailored for scholars in media, digital culture, marketing, and creative industries, as well as creative entrepreneurs seeking new business strategies.

Marketing Models for Creative Success

The K-Pop Content Strategy

This geeky guide (by an avowed geek) shows you the ins-and-outs of making money involved in the worlds you love to immerse yourself in or one you want to create.

A Geeky Guide to Turn Your Passion Into a Business (or at least a Side Hustle)

Turn Your Fandom Into Cash

Das ökonomische Versprechen von OnlyFans

Millionen Klicks, leere Taschen

A practical roadmap for climbing the four ladders that create real, scalable wealth. Most people work hard yet never build meaningful wealth — not because they lack discipline, but because no one ever taught them the map. In THE LADDERS OF WEALTH, creator-economy pioneer Nathan Barry reveals the four ladders that determine your earning potential, from your first hourly job to scalable entrepreneurial income. With clarity and humility, Barry shows readers the skill gaps that hold them back, the transitions that matter most, and the deliberate steps required to move from trading time for money to building businesses and products that scale. Grounded in the real story of how Barry built Kit from nothing into a $50M+ annual business without investors, this book offers a practical roadmap for anyone ready to earn more, grow faster, and finally gain financial freedom. Actionable, inspiring, and deeply relevant to today’s creator-led economy, THE LADDERS OF WEALTH demystifies income growth and shows readers that making money is a skill they can master—one ladder at a time. &nbsp;

Ladders of Wealth

The Notorious GIG was created to be a resource for those looking to enter the world of freelancing and get that notoriously tough first gig. Though concepted with newcomers in mind, the fundamentals offered in this book will always be relevant, making it a must-read for freelancers at any point in their career. 


So whether you're looking to do it full-time, use freelance to break into a new industry or just make a few extra dollars on the side, this book is for you.

A Creative Guide To Getting In Good As A Freelancer

The Notorious GIG

THE INVISIBLE WALL
Many creators are currently experiencing the same moment.
Their content is improving. Their work is becoming clearer.
Their attitude is calmer. And yet their channel is no longer growing.
This book explains why. YouTube 2026 no longer rewards attention. It regulates it. It no longer amplifies interest. It limits unpredictability.
What has long been misunderstood as a quality problem is in fact a systemic shift. Reach is no longer created by volume, but by sustainability.
Not by depth alone, but by connectivity. This book is not a guide. It does not provide hacks. No strategies. No promises. It translates the new logic of YouTube. Psychologically. Algorithmically. Culturally.
For creators who feel that they are not doing anything wrong, but that the old understanding no longer holds. Not to defeat YouTube. But to understand it. Because those who understand no longer have to fight.

Why YouTube blocks you when you become interesting - Clarity about the cause

THE INVISIBLE WALL

Connect creator-driven influence with commerce media for full-funnel customer activation In Creator Marketing &amp; Commerce Media: How Creators Can Build Brands and Drive Sales, Frank Dudley, a faculty member at Northwestern University and the University of Pennsylvania and the first Director of the IAB, connects two disciplines that have traditionally operated in silos. With the creator economy projected to approach $500 billion and US commerce media and spend expected to reach $118 billion by 2030, this book shows how content, influence and commerce converge to guide customers from awareness to advocacy.&nbsp; The book introduces four original frameworks. The Customer Choice Journey maps the eight decision stages customers actually move through, and the Six Loops show how leading brands run that journey as a continuous system. The Brand-Creator-Retailer Triangle aligns the three partners who shape every purchase, and The Edge identifies the six creator behaviors that decide whether a campaign delivers. Real-world examples include MrBeast's expansion from YouTube into Feastables, Fenty Beauty and CeraVe building trust through creator partnerships, and Walmart Connect's integration of first-party data with off-site campaigns to drive measurable results.&nbsp; Readers will also discover: <ul> <li>Ready-to-use tools, including creator brief and commerce media activation brief templates, the Hook to Proof to CTA mesasging framework, and an ambassador performance scorecard.&nbsp; </li> <li>How retail media networks, TikTok Shop, connected TV, and digital out-of-home advertising amplify creator influence where purchase decisions happen</li> <li>How AI is reshaping creator discovery, content, targeting, and budget planning&nbsp;</li> <li>Methods to measure and defend creator marketing ROI with multi-touch attribution and marketing mix modeling&nbsp;</li> <li>Compliance guidance for the US, EU, China, India, Singapore, and Brazil&nbsp;</li> <li>Case studies from four continents, including Vessi, Perfect Dairy, Duolingo, Gymshark, and Salesforce, spanning both B2C and B2B.&nbsp;</li> </ul> Written for marketers, brand strategists, agency professionals, and advanced undergraduate, graduate, and executive students in marketing and media programs, this book delivers the frameworks and tools that connect creator marketing and commerce media to real business results.&nbsp;

How Creators Can Build Brands and Drive Sales

Creator Marketing & Commerce Media

Digital Entrepreneurial Platforms

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