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Publishing R: Digital Marketing
Essentials

Digital Marketing Essentials

Essentials

Strategien und Praktiken für Unternehmen im digitalen Zeitalter

Digitales B2B-Marketing in China

Sparks fly between a lively debut author and her grumpy publicist on book tour in&nbsp;this sizzling rom-com from a fresh new voice in contemporary romance. Despite her popular podcast and sold-out speaking events, Ana Movilian still feels like she has to prove herself. To her family, who can't believe she quit med school to build an influencer career, and to literary snobs, who decry her buzzy self-help book. Happily, her upcoming book tour is the perfect chance to show the world just how bright her star can shine. That is, until her beloved publicist resigns the night before their plane is set to take off, announcing that her replacement is none other than Ryan bleeping Grant. Ryan specializes in highbrow, "important" books, and his perma-scowl in every interaction with Ana makes one thing clear: he does not get her book. Or her. He’s the last person who should be promoting her work, the last person she should be stuck with for two weeks . . . and the last person who should look that damn good in business casual. As they travel from city to city, however, Ana's assumptions about Ryan take new shape. A decidedly more appealing shape. Soon, their growing attraction starts to feel like a ticking time bomb. But crossing that line could derail each of their careers faster than you can say "conflict of interest," and they both have bigger dreams at stake than the bestseller list.

A Novel

The Book Tour

Understanding Consumer Behaviour in the Era of AI and Machine Learning

Cognitive Commerce, Volume I

Forum Dienstleistungsmanagement

Digitale Serviceinnovationen zählen zu den zentralen Treibern des Wandels im modernen Dienstleistungsmanagement. Dieses Buch greift die aktuell intensiv diskutierten Fragestellungen zu diesem Thema auf und zeigt, wie digitale Technologien bestehende Dienstleistungen transformieren und völlig neue Serviceangebote ermöglichen. Von Künstlicher Intelligenz und dem Internet der Dinge bis hin zu Big Data und Augmented Reality wird deutlich, wie Technologie, Daten und Services zu neuen Wertschöpfungslogiken verschmelzen.
Renommierte Autorinnen und Autoren aus Wissenschaft und Praxis analysieren die Erfolgsfaktoren, Anwendungsfelder und Gestaltungsoptionen digitaler Serviceinnovationen und geben fundierte Einblicke in Prozesse, Geschäftsmodelle und kundenorientierte Servicekonzepte. Neben Effizienz- und Differenzierungspotenzialen werden auch ethische, regulatorische und datenschutzrechtliche Herausforderungen sowie die Bedeutung agiler Methoden bei der Entwicklung und Implementierung digitaler Services diskutiert.
Der Sammelband richtet sich an Forschende, Studierende, Praktiker sowie Entscheider, die digitale Serviceinnovationen interdisziplinär, branchenübergreifend und anwendungsnah verstehen und aktiv gestalten möchten.
Die Themenschwerpunkte in Band 1:

Künstliche Intelligenz als Treiber digitaler Serviceinnovationen
Interaktive KI und Conversational Services als Innovationsfeld
Customer Experience und Co-Creation in digitalen Serviceinnovationen
Gestaltung und Transformation digitaler Serviceinnovationen

Die HerausgeberProf. Dr. Dr. h.c. mult. Manfred Bruhn ist Professor der Betriebswirtschaftslehre, insbesondere Marketing und Unternehmensführung, an der Wirtschaftswissenschaftlichen Fakultät der Universität Basel und Honorarprofessor an der Technischen Universität München.Prof. Dr. Karsten Hadwich ist Inhaber des Lehrstuhls für Dienstleistungsmanagement am Institut für Betriebswirtschaftslehre der Universität Hohenheim.&nbsp;

Band 1: Künstliche Intelligenz, Servicegestaltung, Innovationsdesign

Digitale Serviceinnovationen

*SELECTED AS ONE OF APPLE'S BEST BOOKS FOR 2025**PEOPLE MAGAZINE FICTION BOOK OF THE WEEK*Funny, fierce and life-affirming, TABLE FOR ONE is a love letter to you. If in doubt, date yourself.***'It's funny, sharp ... All about championing self-love'DAILY MAIL'A fast-paced, funny and touching story about smart young women'ELIZABETH GILBERT'It's a fabulous read'RUTH JONES'Funny, warm yet galvanising'JENNIE GODFREY'Joyful and affirming, this is a dopamine hit of a book'CLAIRE DAVERLEY'A zippy, pleasurable read'PANDORA SYKES***Willow is having quite the yearOne moment she's checking off life's milestones - the steady partner, the successful career, the grown-up house - the next she isn't, questioning where it all went wrong.With her life transformed beyond recognition, and friends busy 'moving forwards', Willow has never felt more alone.But she's in good company.And when inspiration arrives from an unlikely place - opening Willow's eyes to a new way of living - she rekindles the most important relationship of all: the one with herself ...***PRAISE FOR EMMA GANNON:'Culturally relatable, powerful and funny!' 真真真真真'Fantastic and super relatable' 真真真真真'I felt like I was reading it as a reflection of my life'真真真真真'A lovely read with emotional and relatable themes throughout' 真真真真真'Comforting, funny, uplifting, emotional and ultimately just like a big hug in book form' 真真真真真'...a masterful look into the trap your Instagram feed can become. A satisfying story of personal growth' EVENING EXPRESS'Warm, charming and keenly observed, Table for One is a delicious read. Emma Gannon artfully captures the complexities that we face across our lives, all the while demonstrating the power of unlikely friendships to make them easier. I devoured it' ALICE VINCENT'Gannon is good on the confusing messiness of modern life - and the way women are bombarded with conflicting messages. But my favourite part is Willow's relationship with her Aunt Carla - deeply poignant and touching' NATASHA POLISZCZUK

Table for One

THE SUNDAY TIMES NUMBER ONE BESTSELLER'EVERYONE WILL BE TALKING ABOUT THIS BOOK' - BELLA MACKIE'NIGHTMARISH, SHOCKING, BRILLIANT' - STYLIST'MADDENING, MESMERISING, INGENIOUS' - NEW YORK TIMES'INTELLIGENT, INCISIVE, INSANELY READABLE' - JENNIE GODFREY'DERANGED, DARING, CLEVERLY WRITTEN' - VOGUE'My name is Natalie Heller Mills, and I was perfect at being alive...'Natalie lives a traditional lifestyle - and her followers are sick with envy. Her charming farmhouse on her working ranch is artfully cluttered, her husband is a handsome cowboy, her homemade sourdough boules are each more beautiful than the last. So what if there are nannies and producers and industrial-grade ovens behind the scenes? What her followers don't know won't hurt them.Then, one morning, Natalie wakes up in a strange, horrible version of reality. Her home, her husband, her children-they're all familiar, but something's off. Is this a hoax? A reality show? A test from God? Natalie knows just two things for sure: this isn't her perfect life, and she must escape, by any means possible.As darkly funny as it is shocking and gripping, Yesteryear is an electrifying examination of tradition, fame, faith and the grand performance of womanhood, from a thrilling new talent in fiction.NOW BEING ADAPTED INTO A MAJOR FILM STARRING ANNE HATHAWAY'WICKEDLY FUNNY, FRIGHTENINGLY PERCEPTIVE'ABIGAIL DEAN'INVENTIVE, ADDICTIVE, A WILD RIDE' ASHLEY AUDRAIN'SHOT THROUGH WITH HUMOUR, LACED WITH DARKNESS' CLARE MACKINTOSH'THE STEPFORD WIVES MEETS THE HANDMAID'S TALE' HANNAH DEITCH

Yesteryear

Daten sind Macht: Wenn wir nicht das Datenschweinchen im Überwachungskapitalismus sein wollen, müssen wir handeln und uns aktiv schützen. Katika Kühnreichs Buch verknüpft eine umfassende Analyse der gesellschaftlichen Folgen der Digitalisierung mit einer Anleitung zur Selbstbestimmung.

Anleitung zur digitalen Selbstbestimmung

Kontrollierte Freiheit

A WATERSTONES BEST BOOK OF 2025 &amp; NEW STATESMAN BOOK OF THE YEAR 2025 An incredible deep dive into how algorithms, social media and the internet are changing the way we communicate and think, from linguist and content creator Adam Aleksic (aka the @etymologynerd) 'No cap - this bruh slaps and slays.' - ADAM GRANT, author of Think Again Are we cooked? The internet has ushered in an unprecedented linguistic upheaval. New slang emerges and goes viral overnight. Accents are shaped or erased on YouTube. Grammatical rules, loopholes, and patterns surface and transform our interactions, social norms and habits. And with over 7 billion internet users, the sheer volume of potential new words is astounding.In Algospeak, online etymologist Adam Aleksic embarks on an energetic, astonishing journey into language and the internet; revealing the bigger social story of how language shapes us, just as much as we shape it. PRAISE FOR ALGOSPEAK 'A must read for anyone seeking to understand how we communicate today.' - TAYLOR LORENZ, author of Extremely Online 'A gift to any word nerd.' - AMANDA MONTELL, author of The Age of Magical Overthinking and Cultish

How Social Media is Transforming the Future of Language

Algospeak

Should we give up privacy to fight disease, for national security, or to help train AI systems? Recent crises, from the Covid-19 pandemic to the Russian invasion of Ukraine, from Gaza and Afghanistan to the seemingly unstoppable rise of AI, have put privacy under severe pressure. Privacy in Crisis argues the opposite: these crises show that privacy needs to be protected even more. Privacy in Crisis looks at vital current issues: at political manipulation and misinformation, government surveillance, racial tension, hybrid and cyberwarfare (and real wars, such as those in Ukraine and Gaza), the overwhelming power of the internet giants, and surveillance society, and how interference with privacy is key in all of them. It shows how specific crises bring many of these issues together in perfect storms of privacy invasion. The different threats to our privacy revealed by these crises tell parallel stories and are inextricably linked. There are common themes and common technologies - the threats involve the same data, the same profiling systems and the same approaches. In many cases the systems are run or owned by the same small set of companies, controlled by the same few people. Addressing them is difficult but possible - this essential book outlines how.

Law and Policy in Times of Extremism, Pandemics, and War

Privacy in Crisis

Influencer Marketing zählt zu den wichtigsten Zukunftsthemen im Marketing. Mittlerweile haben sich vier zentrale Influencer-Typen herauskristallisiert: Klassische prominente Influencer, Social-Media-Stars, die sich in Nano-, Micro-, Macro-, Mega- und Giga-Influencer unterscheiden lassen sowie Corporate Influencer und Virtuelle Influencer.&nbsp;Dieses Buch zeigt, wie man passende Influencer-Typen für das eigene Unternehmen auswählt, die Zusammenarbeit initiiert und im Zeitverlauf erfolgreich und rechtssicher managt.Der InhaltTypen und Größenklassen von InfluencernWerblicher Einsatz und Wirkung von InfluencernProminente Influencer und Social-Media-StarsAuswahl von Influencern, Kanälen und Content-FormatenCorporate Influencer und Virtuelle InfluencerManagement und Monitoring von Influencer-KampagnenRechtliche Rahmenbedingungen für das Influencer MarketingDie ZielgruppenMarketing-, Marken- und Produktmanager sowie Personalverantwortliche; Verantwortliche aus den Bereichen PR und Unternehmenskommunikation; Praktiker in Werbeagenturen, PR-, Social-Media- und&nbsp; Influencer-Agenturen;&nbsp;Studierende der Fachbereiche Marketing, Social Media und Influencer MarketingDer AutorProf. Dr. Karsten Kilian&nbsp;betreibt mit Markenlexikon.com das größte Markenportal im deutschsprachigen Raum und leitet an der Hochschule Würzburg-Schweinfurt den Masterstudiengang Marken- und Medienmanagement. Er gilt als einer der führenden Markenstrategen im deutschsprachigen Raum und berät mittelständische Unternehmen in Markenfragen.

Wie Sie Micro-Influencer, Macro-Influencer, Mega-Influencer, Corporate Influencer und Virtuelle Influencer wirkungsvoll für Ihre Marke werben lassen können

Quick Guide Influencer-Marketing-Management

A critical introduction to the psychiatric technologies of the future Artificial intelligence (AI) promises to transform nearly every area of modern life, and psychiatry is no exception. The field faces the mounting crisises in diagnostic inaccuracy, treatment stagnation, and persistent failures in suicide prevention, while traditional approaches struggle to keep pace with patient needs. AI and neuroscience offer a new path forward, pointing toward a future where mental health care is grounded in objective data, individualized predictions, and biologically informed treatments. Decoding Despair provides a cutting-edge look at these emerging scientific possibilities and the long-standing norms they may replace. Beginning with an examination of psychiatry's current challenges, it moves toward a present where AI-powered tools are beginning to reshape diagnostics, treatment selection, and drug development. The book offers readers a deeper understanding of mental health as both a scientific field and a lived human experience, while igniting an essential conversation about the transformative potential of precision psychiatry and technology. Decoding Despair readers will also find: <ul> <li>Exploration of the patient's journey from first symptoms to being prescribed medication</li> <li>Deep dive into the healthcare system and an understanding of the connections between stakeholders</li> <li>Clear explanations of how AI models work and how they can be practically applied to solving issues in mental health</li> <li>Deep introduction into the world of data and the different models of data acquisition necessary for building AI solutions</li> <li>Analysis of the potential innovations that could come first and the conditions necessary for them to occur</li> </ul> &nbsp; Decoding Despair is ideal for professionals and innovators building the future of psychiatry-as well as anyone seeking to understand their own mental health and the technological breakthroughs poised to reshape this critical field of care.

How AI is Reshaping Psychiatry

Decoding Despair

A unique look at crisis leadership and the hard but invaluable lessons that can be learned in difficult and uncertain times. Our fascination with leadership runs deep and has done so for centuries - just witness the books on Nelson, Churchill and Thatcher. But what exactly are the attributes and competencies that separate those who lead effectively from those who won't, don't or can't? For many people, the acid test of true leadership comes during moments of crisis, when the stakes are highest and the decisions most difficult. It's no surprise, then, that our fascination with stories of leaders overcoming great adversity is endless. This interest has been exacerbated in recent years as every organization in the world has found itself in a crisis at some level, whether due to a collapse in sales, an unexpected spike in demand, a logistics nightmare or the sheer uncertainty that the Covid-19 pandemic wrought. Leading from the Frontline offers multiple perspectives of leadership from across multiple types of crisis. Each chapter tells the story of a leader who steered their organization through a particularly tumultuous period. It looks at the challenges they faced, the decisions they were forced to make, the personal pressures they encountered, the lessons they learned and the mistakes they made. It also examines how the crisis they responded to subsequently changed their organization or the environment in which they operate. Including issues of a medical, socio-political, environmental and military nature, while featuring a range of reputational crises case studies, Leading from the Frontline is essential reading for any leader to prepare their organization for uncertain futures.

Leadership Lessons from Times of Crisis

Leading from the Frontline

Digital Marketing Essentials

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