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Bittu Kumar

Marketing For Beginners

The key concepts

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

This conference proceedings focuses on how marketing continues to evolve in response to technological innovation, sustainability imperatives, and shifting consumer expectations. Featuring full papers presented at the 2025 Academy of Marketing Science World Marketing Congress held in Dijon, France, this book features contributions from leading scholars and practitioners to provide a comprehensive view of marketing’s transformative role in a rapidly changing business environment. Featuring topics such as AI and marketing, consumer behavior and sustainability, brand communication and crisis management, and digital marketing, this book is a useful reference for marketing researchers, scholars, students, and policymakers.&nbsp; 
 Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the 
 Journal of the Academy of Marketing Science
 &nbsp;(JAMS) and&nbsp;
 AMS Review
 .

Proceedings of the 2025 AMS World Marketing Congress, Dijon, France, July 2-4

The Role of Marketing in Reshaping the Dynamic Landscape of Business

Are you a sage on the stage--or a guide on the side? Good leaders are one. Great leaders are both.In a market crowded with books about how to tell your story better, Winning Without Persuading offers a breakthrough approach: leadership storytelling built on uncovering the hidden stories that change everything. Esther Choy turns conventional business storytelling on its head, showing that the real power of story in leadership isn't only about spotlighting yourself--it's also about uncovering the overlooked moments, the unseen truths, and the stories waiting inside others that can elevate teams, energize cultures, and drive transformational outcomes.At the heart of Choy's approach is what she calls the T² principle: Transaction × Transformation. Storytelling begins with a goal--to win trust, inspire change, or unlock new opportunities--but its real power lies in what follows. As leaders shift how they see their work, their teams, and themselves, they become more attuned to the hidden stories around them, the unspoken insights that, once surfaced, can reshape everything. Story facilitation isn't just about telling better stories. It's about building a new way of seeing, connecting, and leading

A New Framework for Leading with Curiosity and Story Discovery

Winning Without Persuading

Digitales Produktmanagement ist komplex, dynamisch und voller Herausforderungen. Dieses Buch zeigt anhand zahlreicher Beispiele die Grundlagen digitaler Produkte, kombiniert bewährte Methoden mit innovativen Ansätzen und ermöglicht eine klare Orientierung. Es bietet einen strukturierten Rahmen, der wissenschaftliche Erkenntnisse und praxiserprobte Ansätze miteinander verbindet, um digitale Produktarbeit fundiert einzuordnen, Entscheidungen gezielt zu unterstützen und diese in der Praxis reflektiert weiterzuentwickeln.
Der Inhalt
<ul>
<li>Arten und Eigenschaften digitaler Technologien, Produkte und Geschäftsmodelle</li>
<li>Erfolg von digitalen Produkten</li>
<li>Prozesse zur Entwicklung digitaler Produkte</li>
<li>Product Discovery</li>
<li>Product Direction</li>
<li>Product Delivery</li>
<li>Product Diffusion &amp; Growth</li>
<li>Product Data &amp; Insights</li>
<li>Product Leadership</li>
<li>Product Organisation</li>
</ul>
Die Autoren Lutz Göcke ist Professor für Digitales Management an der Hochschule Nordhausen sowie Initiator und Leiter des Studiengangs Digitales Produktmanagement (B.A.) und des Hochschulinkubator für Entrepreneurship (HIKE). Er lehrt und forscht zu digitalen Innovationen, Geschäftsmodellinnovationen und Corporate Entrepreneurship an der Hochschule Nordhausen und der Vietnamese-German University in Ho Chi Minh City. Vor seiner Berufung an die Hochschule Nordhausen war er mehrere Jahre als digitaler Produktmanager bei der Volkswagen AG tätig.
Michael Schultheiß ist VP Product &amp; Technology bei reMarkable AS in Oslo. Zuvor war er Senior Director Product Management bei der Unternehmensberatung McKinsey &amp; Company und entwickelte für Klienten aus unterschiedlichen Industrien und Regionen digitale Produkte und Produktorganisationen. Vor seiner Beratertätigkeit arbeitete er als Produktführungskraft bei ZEIT ONLINE. Er lehrt regelmäßig als Dozent und Gastdozent im Bereich Digitales Produktmanagement an verschiedenen Universitäten und Fachhochschulen.

Kontinuierliche Innovation digitaler Produkte

Produktmanagement

The Viral Spark: How Ordinary People Ignite Extraordinary Influence
Social media is no longer a passing trend it is part of who we are. It shapes our conversations, our communities, and our culture. From TikTok dances to YouTube tutorials, from Instagram reels to Twitter threads, the digital stage is where ordinary people now have extraordinary reach. But behind every viral moment lies a deeper truth: virality is not luck. It is discipline.
The Viral Spark is a practical, inspiring guide for everyday creators who want to understand, harness, and sustain digital influence. Whether you are a teacher sharing lessons, a cook posting recipes, a parent documenting family life, or a dreamer with a story to tell, this book shows you how to turn sparks of creativity into lasting impact.
Inside, you'll discover:
¿ The psychology of attention: why people stop scrolling and start engaging.
¿ The personalities of platforms: how TikTok, Instagram, YouTube, and X/Twitter each reward different kinds of content.
¿ The creative toolkit: headlines, hooks, design basics, and editing hacks that make your content stand out.
¿ Testing and iteration: how to experiment, learn from analytics, and embrace the "fail fast" mindset.
¿ Ethics of virality: how to avoid clickbait, respect privacy, and build influence responsibly.
¿ Legacy building: how to turn viral attention into valuable opportunities, sustain relevance, and create a personal brand that lasts.
What makes The Viral Spark different is its focus on responsibility. In a fast¿moving digital world, it's easy to chase numbers and forget impact. This book reminds us that the true measure of content is not views but the lives it touches. It empowers readers to see themselves not as passive consumers but as active creators of culture.
The takeaway is clear: every act of creativity has the potential to ignite. Virality is not reserved for celebrities or brands

How to Create Content that Captures the World

The Viral Spark

HBR's 10 Must Reads

HBR's 10 Must Reads on Women and Leadership

Career Comedown

In "The Illustrated Guide to Digital Marketing" you learn:
How digital marketing budgets work, once and for all, why, and how. 
How to easily estimate your own digital marketing budgets. 
What exactly Search Engine Optimization (SEO) is and how it works.
The most important factors that hold businesses back from taking advantage of smart digital marketing. 
The important differences between squeeze pages and landing pages and actual websites. 
How to develop your own marketing content and brand. 
How to repurpose and re-use that content over and over again for years to come. 
How to use workshops to grow your business exponentially and have fun doing it and make money on the side. 
How and when to use eCommerce. 
How to tell what key website design standards you need to be aware. 
How long a website should take to build and why. 
The typical digital marketing client journey and what potholes you can avoid before you even get started. 
All this and much, much more, packed into this colorful guide.

The Illustrated Guide to Digital Marketing

mitp Business

<ul><li>Schnell und effektiv Content erstellen mit ChatGPT und DeepL</li>
<li>Texte optimieren für SEO mit Semrush und Yoast</li>
<li>Bilder, Audio und Videos kreieren mit DALL-E, Midjourney, Adobe Firefly, Adobe Podcast u.v.m.</li>
<li>KI-Tools sinnvoll in den gesamten Content-Marketing-Prozess integrieren</li></ul>

KI-Technologien wie ChatGPT und Co. erleichtern Content Creation um ein Vielfaches: Sie müssen nur wissen, wie diese Tools effektiv eingesetzt werden können.

ChatGPT für alle Prozesse des Schreibens
Alexander Loth erläutert detailliert, wie Sie mit KI-Tools arbeiten, so dass diese Ihnen dabei helfen, schnell guten Content zu erstellen. Er zeigt Ihnen, wie Sie mit Prompts arbeiten, damit die KI optimale Ergebnisse liefert.

ChatGPT kann nicht nur beim Erstellen von Texten helfen, sondern in den gesamten Workflow des Schreibens integriert werden. Es hilft auch beim Strukturieren, bei Überschriften und kann z.B. eine Pressemitteilung in einen Blogpost und in einen Social-Media-Beitrag umschreiben.

Passende Bilder, Audio und Videos generieren
Loth zeigt anhand verschiedener Beispiele, welche Ergebnisse Sie von KI-Bildgeneratoren wie DALL-E, Midjourney, Adobe Firefly und Stable Diffusion erwarten können. Auch für das Erstellen von Audio und Video zeigt er hilfreiche Tools.

Praktische anschauliche Beispiele
Im gesamten Buch finden Sie zahlreiche praxisnahe Anwendungen und reale Fallstudien sowie vor allem konkrete Tools, Beispiele und Strategien, die Sie sofort anwenden können.

Für jeden Content-Ersteller geeignet
Das Buch richtet sich an alle Content-Ersteller: von freiberuflichen Kreativen über Marketingexperten und PR-Agenturen bis hin zu Unternehmern, die KI-Tools effektiv für die Content-Erstellung nutzen wollen. KI-Tools können auch hervorragend in den Content-Marketing-Prozess und in eine bestehende Content-Marketing-Strategie integriert werden.


Stimmen zum Buch:
Dieses Buch ist ein unverzichtbarer Begleiter für alle, die die Zukunft mitgestalten. (Merzmensch, Künstler und Autor von "KI-KUNST")

In diesem Buch erklärt Alexander Loth auf verständliche Weise die wichtigsten KI-Tools und wie sie Ihre Arbeit unterstützen können. Sie erhalten einen umfassenden Überblick, der Ihnen hilft, Ihre Kompetenzen zu erweitern und mit der technologischen Entwicklung Schritt zu halten. (Dilyana Bossenz, Data &amp; AI Literacy Trainerin und Gründerin von Datenkompetenz-Online)

Was viele nicht wissen: eine Vielzahl an KI-basierten Werkzeugen kann uns bei der täglichen Arbeit unterstützen. "KI für Content Creation" ist der ultimative Leitfaden für die Zukunft der Inhaltserstellung mit diesen neuen Tools. (Florian Ramseger, Co-Host des Podcasts "Die Digitalisierung und Wir")

Texte, Bilder, Audio und Video erstellen mit Copilot, ChatGPT und Co

Content Creation mit generativer KI

In our hyper-connected world, where every interaction generates valuable data, artificial intelligence (AI) is having a profound impact on marketing, marketing research, and customer data analytics.This book sheds light on the untapped potential of AI-driven analytics in market research so that businesses can better understand and interact with their customers. The transformation of marketing and market research over recent decades has only accelerated thanks to breathtaking AI developments that are reshaping data analytics and insights generation while enabling more effective foresight and actionability.These technologies are moving the field beyond solicited customer opinion, traditionally gathered through surveys and focus groups, allowing marketers to leverage unstructured big data for a whole new type of customer feedback: the unsolicited opinion. Acting as a guide to what's possible, the book explores the redefinition of insight in the age of AI and stresses the need for every true insight to inspire action. It dives into techniques for analysis and the AI science behind the analytics, automated brand recommendations, and content creation, introducing AI-specific research and data analysis tools. The birth of synthetic data is discussed, with advantages including privacy compliance, cost-effectiveness, and the ability to generate diverse datasets on demand. The book also covers critical ethical issues, such as data privacy, algorithmic bias, transparency, and the potential for AI to be used manipulatively, and raises important questions around knowledge, creativity, and the future of the field of marketing research.This book's clear-eyed guidance and thoughtful reflections will benefit anyone involved in marketing, market research, digital advertising, and business strategy, including CX practitioners, business leaders tasked with delivering growth, data scientists, marketing agency executives and consultants, and advanced business and marketing students.

Marketing Research Reconfigured

AI Powered Insight

Build a fabulous career in real estate from day one, whether it's your full-time job or a side hustle, with these practical, real-world insights—now updated and expanded for today's fully digital world Despite soaring prices, home ownership continues to be on the rise, with more than half of Gen Z aspiring to own a home within the next five years. With all this increasing demand, there's never been a better time to get into the real estate game. And Dirk Zeller's timeless classic is the only guide you need to get started as a Realtor. Since the publication of Your First Year in Real Estate, 2nd edition in 2010, the real estate industry has changed drastically. Updated throughout and with five new chapters, this revised edition will cover everything you need to be a new agent today, including utilizing social media platforms to promote listings, navigating a dual career in real estate and a traditional 9-5, and how to overcome the stigma of being inexperienced when starting out. A career in real estate offers endless opportunities, the freedom of flexible hours, and the potential to earn fabulous amounts of money. But to reach your goals you need to be prepared. Before you dive in, you must learn everything you can and discover the edge that will take you to the top. Full of practical answers and step-by-step solutions to the field's most common obstacles and challenges, Your First Year in Real Estate, 3rd Edition will help beginning agents build a solid foundation—in high economic times or in low—for a lifetime of real estate success. Real estate is bought and sold in both buyer and seller markets, learn how to master any market.

Making the Transition from Total Novice to Successful Professional

Your First Year in Real Estate, 3rd Edition

Become the Manager You Want to Be (And Others Need)

You’re the Boss

The ultimate guide for ambitious women ready to take charge of their careers and dominate the professional world If you’re struggling to grow in your career, feeling stuck in your current role, or failing to thrive in a male-dominated industry, Own Your Success will help you recognize your worth, elevate your career, and own your space in any room. This isn’t just another career book; it’s a call to break free from mediocrity and step into the life you deserve. As career-strategist Susana Briscoe-Alba climbed the corporate ladder, she quickly recognized a glaring lack of diversity in leadership roles. Women—especially women of color—were excluded from top-tier positions, often due to barriers rooted in harmful stereotypes. She made it her mission to help women thrive in the corporate world using the strategies that worked for her.&nbsp; Own Your Success gives you the tools to overcome the institutional barriers that might be standing in the way of your success. Whether you’re a seasoned professional looking to climb the next rung of the corporate ladder, a beginner just starting a career, or looking to switch careers mid-stream, Susana’s advice can help you succeed. This book reveals her powerful C.E.L.L.S framework—Connect, Embrace, Learn, Lead, and Serve—showing you how to build connections, embrace your dopeness, and lead with confidence. Packed with practical strategies, stories, and insights from Susana’s own six-figure journey, this playbook will empower you to elevate your career, boost your earnings, and become the powerhouse professional you’re destined to be. Ready to own your career? This book is your blueprint for success.

A Smart Woman's Guide to Strategy, Salary, and Self-Leadership

Own Your Success

Marketing For Beginners

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