Über uns

À propos de nous

Nachhaltigkeit

Durabilité

Open Access

Karriere

Carrière

Datenschutz

Protection des données

Impressum

Mentions légales

Zahlung und Lieferung

Paiement et livraison

LEXIA

LEXIA Arbeitsrecht

Was ist LEXIA?

C'est quoi LEXIA ?

LEXIA Familienrecht

Zeitschriften

Revues

recht

Pflegerecht

ZBJV

forumpoenale

ZStrR

Anwaltsrevue

Revue de l'avocat

RSAS

FamPra.ch

ASYL

Life Science Recht

BlAR

Sachbuch

Livres spécialisés

LOKI

Semaphor

Fokusthemen

Focus

Thema

Recht studieren

Arbeitsrecht

Droit du travail

Studium

Études

Familienrecht

Droit de la famille

Sozialversicherungsrecht

Droit des assurances sociales

Strafrecht

Droit pénal

Publikationen

Publications

Literatur

Onlinemodule LEXIA

Modules en ligne LEXIA

Bücher

Livres

Buchreihen

Collections

Datenbanken

recht.ch

Studienliteratur

Littérature pour les études

Services

Dienstleistungen für

Corporate Books

Publishing Lösungen

Aktuelles

Geschäftskunden

Professionnels

Corporate Publishing

Content solutions

Buchhandlungen

Librairies

Veranstaltungen

Événements

Presse

Dozierende

Enseignants

Studierende

Étudiants

Inserierende

Annonceurs

Newsletter

Blog

Autorinnen/Autoren

Auteurs

Unsere Schreibenden

Hilfe

Unsere Autorinnen und Autoren

Liste

Autorenlounge

Espace des auteurs

Bei uns publizieren

Publier chez nous

Autorenstimmen

Témoignages

Verlag

Éditions

Themen

Mehr wissen

Mitarbeitende

Collaborateurs

Geschichte

Histoire

Vision und Mission

Vision et mission

Unser Magazin

Notre magazine

Unternehmenskultur

Culture d'entreprise

Partner

Partenaires

Kontakt

Contact

Shop

Schweizer Recht

Ausländisches Recht

Über unseren Shop

Neuerscheinungen

Nouveautés

Unsere Funktionen

Nos fonctions

Vorankündigungen

À paraître

Nach Rechtsgebiet

Par domaine juridique

Kommentare

Commentaires

Gesamtkatalog

Catalogue complet

Ethical Marketing for Shifting Consumer
Behaviors and Values

Ethical Marketing for Shifting Consumer Behaviors and Values

Develop culturally intelligent marketing strategies for a digitally connected global marketplace. International Marketing is designed for postgraduate marketing students studying International Marketing and International Marketing Strategy. This textbook equips students with the theoretical frameworks and applied tools required to design, implement and evaluate marketing strategies across borders in an increasingly digital and regulated environment. Sue Ollerhead explores how brands can enter, compete and grow internationally while remaining culturally sensitive, legally compliant and strategically coherent. This book integrates core international marketing theory with practical application, covering market entry strategies, dynamic pricing, cross-border brand positioning and digital platform management. Students examine how organizations adapt products and services to meet local market needs while maintaining universal quality standards, sustainability commitments and ethical responsibility. Legal and regulatory considerations are embedded throughout, alongside discussion of environmental impact, societal expectations and global governance frameworks. Real-world examples from Coca-Cola, Depop and MPesa illustrate how international marketing decisions influence long-term brand performance and customer relationships across diverse markets. This textbook includes: - Guidance on digital international marketing, including market entry, pricing and cross-border brand strategy - Chapter overviews, key learning outcomes, key concept boxes and exercise questions - Online resources including lecture slides and a lecturer's manual with exercise answers - Strategic insights and analysis on operating effectively within international environments

Utilize a Digital Approach in International Marketing Strategies

International Marketing

Apply entrepreneurial thinking to build sustainable marketing strategies in resource-limited environments. Principles of Entrepreneurial Marketing by Paul Booth and Zach Thompson is designed for undergraduate and postgraduate students studying marketing, entrepreneurship and small business management. Aligned to core modules in entrepreneurial marketing and venture creation, this textbook equips students with the fundamental knowledge and applied skills required to design effective marketing strategies in start-up and growth-focused contexts. This textbook provides a structured framework that guides students through identifying market opportunities, developing new ventures and crafting marketing strategies that support sustainable growth. From understanding the customer journey to developing pricing strategy, brand purpose and digital presence across ecommerce platforms and social media, this book connects theory directly to entrepreneurial action. This textbook includes: - A step-by-step entrepreneurial marketing framework with defined learning deliverables - Guidance on pricing, digital marketing, customer journey mapping and growth planning - Activities such as building a content calendar, planning an ad campaign and developing a brand identity kit - Real-world examples and entrepreneur interviews linking theory to venture creation, including from BigBelly (USA), Inspired Bicycles (UK), Pauline Cosmetics (Kenya) and Mecado Libre (South America) &gt;Whether studying marketing, entrepreneurship or preparing to launch a venture, Principles of Entrepreneurial Marketing provides students with the strategic tools and practical confidence to build innovative, market-driven businesses.

Strategy and Applied Practice

Principles of Entrepreneurial Marketing

Use this jargon-free, step-by-step guide to create an agile, customer-centric marketing strategy and unlock the full capability of data and analytics.

Leverage Analytics, Data and AI to Optimize Marketing Strategies

Marketing Metrics

From Zero to Search Hero in the Age of AI & Google's Evolution

The Indisputable Guide to SEO Success (Expanded 2026 Edition)

Who is The Chief Storytelling Officer?If a business doesn’t have one, it’s likely missing the most powerful role in its organization.The Chief Storytelling Officer is a tactical guide for entrepreneurs, startups, and small teams who know their brand deserves better storytelling—but can’t afford a full-time CSO to lead the charge.&nbsp;Drawing on the strategies of iconic brands like Nike and Microsoft, this guide reveals how world-class storytelling leaders like Nelson Farris and Steve Clayton shape narratives that move global audiences—and how those same principles can help any business build trust, convert customers, and create lasting brand impact.From clarifying a company’s core narrative to aligning teams around a shared vision, The Chief Storytelling Officer empowers businesses to create a brand story world—not just one-off stories for social media. Small business owners will learn how to lead with story at every level: mission, messaging, marketing, and more.Whether a company is running lean or just getting started, this is their blueprint for turning story into strategy—and strategy into sales.Not ready to hire a Chief Storytelling Officer? It’s time to become one.

Build the Story System That Creates an Undeniable Brand and Fuels Lasting Growth

The Chief Storytelling Officer

Sad AI Aesthetics: Emo Branding &amp; Personal Style is a powerful guide for creators who refuse to be loud to be seen. In a world driven by trends and noise, this book teaches you how to build a magnetic digital presence rooted in mood, restraint, and emotional intelligence.
Blending artificial intelligence with gothic minimalism, this guide reveals how to craft usernames, bios, profile visuals, feeds, blogs, newsletters, stickers, and digital products that feel intentional rather than reactive. You will learn how to use AI as a creative partner-refining your tone, stabilizing your aesthetic, and turning quiet depth into recognizable authority.
This is not about oversharing or performing sadness. It is about designing atmosphere. From curated darkness and cinematic visuals to poetic captions and long-form intellectual presence, you will discover how to transform emo aesthetics into structured brand identity.
Whether you are an introverted entrepreneur, a gothic creative, or a digital minimalist seeking alignment, this book offers practical frameworks for building an emotionally cohesive and commercially sustainable presence online.
You don't need to be louder.
You need to be clearer.
Let AI organize your shadow-and turn aesthetic depth into influence.

Emo Branding & Personal Style

Sad AI Aesthetics

In Authentic PR: How Transparency Can Transform Your Business, legendary publicist Michael Levine—author of the bestselling Guerrilla PR—shows why honesty, candor, and vulnerability are now the most powerful tools in the communications arsenal. In an era when consumers can spot spin a mile away, authenticity isn’t just a buzzword—it’s a survival strategy. From Fortune 500 companies to mom-and-pop shops, Levine illustrates how transparency builds trust, credibility, and long-term loyalty. Drawing on decades of experience and fresh case studies, he offers actionable techniques for business leaders, entrepreneurs, and professionals who want to elevate their brands without massive budgets. Whether you’re looking to harness social media, earn meaningful press coverage, or connect with your customers in ways that matter, Authentic PR provides a blueprint for creating reputational advantage in a cynical age. This is public relations for today—fast, nimble, and, above all, authentic.

How Transparency Can Transform Your Business

Authentic PR

From Modern Marketer to Executive Leader

Your campaigns are beating benchmarks.
Your revenue is declining.
What's wrong?!

Industry benchmarks aggregate incomparable campaigns (different industries, budgets, contexts, goals) into meaningless "industry standards" that guide nowhere. 

Now Artificial Intelligence (AI) accelerates the problem. Optimize faster, generate reports, chase marketing benchmarks with zero connection to business outcomes. Does AI care about your objectives? Or is it optimizing for the platforms selling you the tools?

What Experienced Marketers Are Discovering
The real breakthrough in digital and AI marketing isn't execution speed. It's AI pattern recognition at scale, identifying which campaigns genuinely "rhyme" with your strategic context across multiple dimensions.

But here's the paradox. AI can analyze thousands of campaigns instantly and understand none of them strategically. It can't tell you which patterns matter for your situation. It can't apply the wisdom from leading hundreds of campaigns.

As AI commoditizes execution, your experience becomes exponentially more valuable. The AI and human partnership creates what competitive strategists call a "moat," a defensible advantage that widens over time.

While competitors chase generic tactics, you're building sales and marketing strategy that compounds.

What This Book Delivers
The Benchmark Lie introduces a five dimensional framework that replaces industry averages with pattern recognition. You'll discover why campaigns don't repeat but their dimensions rhyme, and how to identify which past campaigns match your strategic situation. The book explores the five core dimensions (audience psychology, competitive context, message strategy, execution complexity, business goals) that predict whether insights transfer. You'll understand why dimensional AI pattern recognition beats single metric optimization, and why marketing strategy built on patterns outperforms statistical averages. The book reveals how AI and human collaboration creates competitive moats that widen with every campaign, making your expertise more valuable as AI advances. It presents privacy first data intelligence and AI architecture that protects competitive advantage while enabling collective intelligence across campaigns, with real scenarios showing pattern recognition across cloud ecosystems, partner marketing, and B2B sales cycles.

For Experienced Professionals Skeptical of AI Hype
Written for marketing executives, strategists, and agency leaders who've been in the trenches long enough to recognize when something doesn't add up, and who want genuine strategic applications beyond vendor promises.

This isn't a beginner's guide to AI tools. Not tactical "growth hacks" or vendor pitches. This is for professionals who recognize marketing benchmarks have failed and who want to understand how the AI and human partnership makes their expertise exponentially more valuable.

The question isn't whether AI will transform marketing. It already has. The question is whether AI makes your experience obsolete or exponentially more valuable.

This book argues for the latter. And shows you exactly why.

The Author
Jeffrey Porzio is founder and principal of Cadence B2B, where he develops frameworks for dimensional pattern recognition that make experienced marketing judgment exponentially more valuable as AI advances. With 25+ years leading digital campaigns across Fortune 100 brands, startups, and global agency networks, Jeff has learned that the best marketing insights rarely come from industry benchmarks. They come from recognizing patterns across campaigns that conventional categories would never connect.

How AI-Powered Marketing Makes Experience More Valuable Than Ever

The Benchmark Lie

This helpful resource shows you how to transform unconvincing messages into compelling copy. The new rules for persuasive messaging. When it comes to messaging, what worked in the past won't work today. Our noisy, digital world has undermined our ability to focus. For a message to grab attention and persuade, it now must pass the SAUCE test and be: Simple, Appealing, Unexpected, Credible, and Emotional.This book comes with a 15-question SAUCE test and a Heat Gauge which allows you to precisely measure the persuasive impact of your messages. Short, easy to read, and packed with visuals, Secret Sauce provides: <ul><li>Clear examples of what works and what doesn't</li><li>Fascinating insights from behavioral and neurological research</li><li>Powerful lessons from successful and failed campaigns</li></ul>Less than 10 percent of marketing messages are truly compelling-engaging the head and heart. Secret Sauce helps you weed out the clutter and craft messages that stick.

How to Pack Your Messages with Persuasive Punch

Secret Sauce

Foundations and Advances

Handbook of Organizational Performance, Volume I

Ethical Marketing for Shifting Consumer Behaviors and Values

Autres titres sur ce thème