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Publishing R: Digital Marketing
Essentials

Digital Marketing Essentials

Springer Texts in Business and Economics

A Guide to Theory and Practice

Media Entrepreneurship, Vol 1

Wie Rechtsextreme Meinung machen

Die Menschenfänger

Wie Big Tech uns kontrolliert und was wir jetzt verändern müssen

Benutzte User

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

This book explores how emerging technologies such as Generative AI, immersive experiences (VR/AR/MR), service robots, and the Internet of Things (IoT) are transforming consumer experiences and redefining marketing strategies. It examines how these innovations enable hyper-personalization, seamless engagement, and dynamic interactions, using real-world examples such as Apple Vision Pro, Netflix, and IKEA’s AR app. Beyond innovation, the book critically addresses the ethical, legal, and societal challenges these technologies present, from algorithmic bias and misinformation to sustainability and consumer trust. It provides actionable strategies to navigate these complexities while maximizing the benefits of smart technologies in marketing.&nbsp;Each chapter features case studies, interactive exercises, and thought-provoking questions, making it an engaging resource for both academic and professional audiences.Looking toward the future, the book explores emerging trends like emotion-sensing AI and neuromarketing, offering insights into how consumer experiences might evolve by 2035. Designed for academics, researchers, marketers, students, and policymakers, it blends theory with practical applications to provide a balanced and forward-thinking perspective. This book is an essential resource for anyone looking to understand and navigate the rapidly evolving landscape of marketing technology. With a balance of theoretical depth and real-world application, it offers valuable insights for academics, researchers, marketers, students, and policymakers seeking to harness emerging technologies while addressing their challenges.

Transformative Consumer Experiences

Emerging Technologies in Marketing

'Read this, and get your life back' - Daisy Greenwell, co-founder, Smartphone Free ChildhoodStop 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

Advances in Science, Technology & Innovation

This book explores the dynamic intersection of digital technologies, artificial intelligence (AI), and their applications across two key business areas: customer loyalty and employee performance. The first part discusses the evolving role of marketing in building customer relationships, with a specific focus on how AI, data analytics, and digital influencers are reshaping consumer behaviors and brand interactions. From optimizing customer engagement through AI and chatbots to the dark side of AI’s influence on consumer trust, this section offers a critical examination of modern marketing trends. The second part of the book shifts toward the integration of AI and digital human resource (HR) strategies to enhance employee well-being and organizational performance. Topics such as gamification, HR analytics, and the role of AI in improving workforce efficiency are discussed, alongside emerging trends like industry 5.0’s impact on HR practices and employee satisfaction. This book provides crucial insights into how businesses can leverage AI-driven solutions not only to retain customers but also to optimize their internal workforce and create sustainable growth.

Marketing and Workforce-Based AI Strategies

Developments and Advances in the Supply Chain Industry

Digital Marketing in Sustainable Logistics and Supply Chain Management: Strategies, Innovations, and Impact offers an interdisciplinary examination of the intersection between digital marketing tools and sustainable supply chain practices. This reference explores how digital innovations enhance supply chain transparency, customer engagement, and environmental responsibility, supported by academic research and practical case studies from global contributors. The book’s chapters cover foundational concepts including digital marketing technologies like AI, IoT, and data analytics applied to sustainable SCM. It addresses sustainability principles in logistics, the role of artificial intelligence in integrating marketing with supply chains, and innovative digital marketing strategies to engage suppliers and customers. Further topics include challenges to implementation, future trends, consumer perspectives on green products, and global regional case studies demonstrating diverse approaches and solutions. This reference benefits academics, researchers, and practitioners including supply chain managers, marketing professionals, and sustainability advocates seeking actionable knowledge and strategic frameworks for digital transformation in sustainable logistics. It is also valuable for faculty and postgraduate students in marketing, supply chain management, and sustainability programs, as well as policymakers and technology providers aiming to foster sustainable, transparent, and resilient supply chains.

Strategies, Innovations, and Impact

Digital Marketing in Sustainable Logistics and Supply Chain Management

Nichts treibt Werbetreibende und deren Auftraggebenden mehr um als die Frage: Was bringt meine Marketing-Kommunikation eigentlich? Die im vorliegenden Buch versammelten Cases stehen für die nachweislich erfolgreichsten Kampagnen des Jahres und liefern somit anschaulich Antworten auf die Frage nach der höchstmöglichen Marketing-Effektivität - sowohl für viele Kommunikationsanlässe als auch mit Blick auf unterschiedliche Branchen. In diesem Buch finden Marketers und Kommunikationsagenturen - Statements von führenden CMOs und Marketingexpert:innen zu Herausforderungen, Trends und Strategien rund um Marketing-Effektivität, - Effectiveness Guidelines, mit denen Kampagnen von Anfang an mit Blick auf Wirksamkeit geplant werden können, - viele Branchen-Insights - und zahlreiche aktuelle mit dem Effie Award ausgezeichnete Business Cases. Menschen aus der Praxis und der Wissenschaft geben zudem wertvolle Infos und Werkzeuge zum Thema Marken-Effektivität an die Hand.

Die erfolgreichsten Kampagnen des Jahres – Edition 2027 (Effie Awards)

Why Brand Strategy Matters

Medienrecht im Wandel digitaler KommunikationDas Mediensystem und die Bedingungen öffentlicher Kommunikation haben sich grundlegend verändert. Auch im Zeitalter digitaler und KI-gestützter Kommunikation wird an der Vorstellung festgehalten, dass eine durch Medien hergestellte öffentliche Debatte unverzichtbare Grundlage einer funktionierenden Demokratie ist.Offene Kommunikationsbedingungen zu gewährleisten ist Aufgabe rechtlicher Regulierung auf europäischer und innerstaatlicher Ebene. Während die verfassungs- und primärrechtlichen Rahmenbedingungen weitgehend unverändert geblieben sind, hat sich ein zunehmend differenziertes Regelungsgefüge entwickelt: von der Richtlinie "Fernsehen ohne Grenzen" und dem Audiovisuelle-Mediendienste-Gesetz bis zum European Media Freedom Act, zum Digital Services Act und zur KI-Verordnung. Grundlegende Regelungsanliegen wie die Sicherung freier und vielfältiger Kommunikation, der Persönlichkeits- und Jugendschutz sowie der Schutz geistigen Eigentums bilden dabei eine Konstante.Vor diesem Hintergrund bringt diese 6. Auflage eine grundsätzliche Neubearbeitung.

Grundzüge des Rechts der Massenmedien

Antifeminismus, rechte Ideologie und die Sehnsucht nach der heilen Welt

Tradwife

Management for Professionals

This book targets at both physical stores and virtual stores plus the social-commerce model meantime offers case studies of Chinese companies which is inspirational for Western retailers in Western markets.
The contents start from the general background of today’s fashion industry and its trends and how the trends are affecting the work of fashion buyers and merchandisers today; followed by the introduction to the very diversified sales channels today; and math for senior buyers and merchandisers; how clothing companies can forecast its sales revenue if without&nbsp; the assistance of a comprehensive I.T system;&nbsp; how brands can select the ‘right’ trend and ‘products’ for their consumers; and how we shall manage the generation Y and Z in a digital time.

Advanced Fashion Buying and Merchandising

Digital Marketing Essentials

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