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This PDF has been created in accordance with the PDF/UA-1 standard to enhance accessibility, including screen reader support, described non-text content (images, graphs), bookmarks for easy navigation

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Business and Economics (German Language)

Mirja Kristina Gansloser

Multiple-Influencer-Endorsements

Wirkung der gleichzeitigen Integration mehrerer Social-Media-Influencer auf die Markenwahrnehmung

&lt;p&gt;Multiple-Influencer-Endorsements &amp;ndash; Relevanz der zeitgleichen Integrationen mehrerer Social-Media-Influencer f&amp;uuml;r die Markenf&amp;uuml;hrung.- Social-Media-Influencer als Resultat ver&amp;auml;nderten Mediennutzungsverhaltens.- Relevanz von Influencer Branding f&amp;uuml;r die Markenf&amp;uuml;hrung.- Multiple-Influencer-Endorsements &amp;ndash; Zeitgleiche Integration mehrerer SMIs in das Markenmanagement.- Stand der Forschung und Forschungsl&amp;uuml;cken.- Zielsetzung, wissenschaftstheoretische Einordnung und Gang der Untersuchung.- Theoretische Grundlagen und Herleitung des Untersuchungsmodells.- Theoretische Grundlagen des Influencer Brandings.- Theoretische Grundlagen zur Wirkung von Multiple-Influencer-Endorsements auf die Markenwahrnehmung.- Theoretische Grundlagen zur Interaktion zwischen Multiple-Influencer-Endorsements und Followerzahlen im Influencer Branding.- Entwicklung eines Untersuchungsmodells und Ableitung zentraler Forschungshypothesen.- Zusammenfassung des Untersuchungsmodells.- Empirische Untersuchung zur Wirkung von Multiple-Influencer-Endorsements im Influencer Branding.- Grundlagen der experimentellen Forschung.- Experimentelles Studiendesign.- Ergebnisse der empirischen Untersuchung.- Schlussbetrachtung und Ausblick.- Zusammenfassung der Untersuchungsergebnisse.- Implikationen f&amp;uuml;r das Markenmanagement.- Limitationen der Arbeit und Forschungsausblick.&lt;/p&gt;

B2B marketers face unique challenges, including non-linear buyer journeys, multiple decision-makers, and long sales cycles, alongside the (mis)perception of their work being boring and lacking in creativity. Written by a seasoned industry practitioner, The Future of B2B Marketing: Harnessing AI to Unlock Smarter Decisions offers original insights and guidance into the evolving B2B landscape, showing how artificial intelligence can be applied at every stage of the buying journey - from capturing awareness from the right audience and generating quality engagement through to optimizing measurement and performance. It serves to both guide experienced professionals while also supporting those new to the industry, offering reminders, confidence-building, and practical approaches for navigating the everyday complexities of B2B marketing. Combining research, frameworks, case studies, and career-focused advice, this book helps marketers embrace new technologies and learn how to put AI into practice, using their own judgement and expertise to act effectively - and ultimately make smarter decisions.

Harnessing AI to unlock smarter decisions

The Future of B2B Marketing

Looking to create a memorable marketing campaign, but lacking the inspiration and the budget? In an era where internet virality can make or break your business, original marketing is essential to your brand's success. Yet, it can be hard to gain the traction your brand deserves when you're a small team, on an even smaller budget. Big Brand Marketing breaks down big budget, original, and controversial marketing campaigns from around the globe, extracts what makes them special and successful, and offers key tips and advice that can work for businesses of any size, on any budget. In this guide, Rhea Freeman distils a range of memorable and effective mega-budget marketing campaigns and gives you the tools to replicate their success - at a fraction of the cost. From Cadbury and Carlsberg, to Red Bull and Tony's Chocolonely, Big Brand Marketing features in-depth case studies and interviews with the real-life brains behind the campaigns, and demonstrates how you can utilize the lessons from these masters of storytelling for your own business. Big brand marketing - but on a budget.

High impact strategies for small businesses

Big Brand Marketing

Marking the fortieth anniversary of Please, the duo's first album release, the instant Sunday Times bestseller Pet Shop Boys Volume presents their entire visual output to date in a contemporary literary format. Pet Shop Boys - Neil Tennant and Chris Lowe - are the most successful duo in the history of pop music. Three-time Brit Award winners and six-time Grammy nominees, they have sold more than 50 million records worldwide, including No. 1 hits such as 'West End girls', 'It's a sin', and 'Always on my mind', and platinum-selling albums Please, Actually, and Very. Uniquely spanning the worlds of music, art, film, theatre, design, and fashion, Pet Shop Boys have forged an identity as unforgettable as their sound. From the seminal graphic design of their record sleeves to their groundbreaking videos and innovative stage shows, they have set the bar for the visual presentation of pop. Celebrating the fortieth anniversary of the release of their first album in 1986, Pet Shop Boys Volume is the definitive retrospective of the duo's career. Expanding upon Pet Shop Boys Catalogue, published two decades ago, it presents their entire visual output to date, year by year. Sleeve artworks and packaging, stills from every video, film, and performance, stage sets and costume designs, photoshoots, publications, and even Christmas cards all feature, as does every collaboration with luminaries including Mark Farrow, Wolfgang Tillmans, Martin Parr, Bruce Weber, Sam Taylor-Johnson, Derek Jarman, Scott King, Zaha Hadid, Tom Scutt, and Es Devlin. Concise commentaries by Chris Heath and Philip Hoare provide illuminating insights into the genesis of each project. Hoare's original introduction is accompanied by a new introduction from Libby Sellers who considers the importance of Pet Shop Boys within the history of design, while a new foreword by Jeremy Deller reflects on the enduring impact of their music and image. With a jacket designed by Farrow and a new conversation between Heath, Tennant, and Lowe, Pet Shop Boys Volume is a visual feast and a sumptuous tribute to four decades of creative innovation.

The complete visual record (The Instant Sunday Times bestseller)

Pet Shop Boys Volume

De Gruyter Handbooks in Business, Economics and Finance

De Gruyter Handbook of Integrated Marketing Communication

This is a practical guide to developing timeless brand identities from the founder of LogoLounge, the world's leading logo design platform.

Trendcasting for Logos that Last

The LogoLounge Guide to Iconic Branding

For the first time ever, one of the world's most iconic business leaders shares the story of his remarkable life and career.Ken Chenault has lived his life at the confluence of the historical forces that have shaped modern America, keenly aware of both the burdens of its past and the dynamic potential of its future. Born in 1951, when segregation was still inscribed in the laws of the land, he ascended to the peak of corporate America over the course of the next fifty years. In his thoughtful and wide-ranging memoir, Chenault reflects on his personal journey, the mentors who shaped him, and his lifelong quest to realize his own potential and make a meaningful difference in people's lives. Equal to the Task is a classic American story for our times.After joining American Express, Chenault steadily worked his way up to the very top. He led the company for almost two decades, driving market-leading innovations, before stepping down and making another surprising life choice. Eschewing the more traditional roles for former CEOs, he joined a dynamic venture capital firm, seeking to help build enduring companies that leverage technology for both profit and purpose. Over the past years, he has continued to be a steady voice of moral clarity in the public and private sectors."In these pages, I share how I managed the opportunities and challenges encountered over the course of my life and career. In doing so, I hope to convey the values I hold most dear. Values passed down to me by my ancestors, my parents, my teachers, my heroes, and my mentors. These values have guided me throughout my journey, and I consider them pivotal to meeting these extraordinary times as my country wrestles with its own identity, its future, and its role in the 21st century."

A Leadership Memoir

Equal to the Task

This book explores how storytelling shapes consumer–brand relationships and brand value. It addresses a key challenge in brand management: the fragmentation of theories and the difficulty of measuring brand value coherently.The book reviews foundational branding theories and connects them to contemporary perspectives, including cultural and relational branding. It explains how brand narratives help create meaning, trust, and long-term consumer engagement. Subsequent chapters show how storytelling links brand identity, consumer experience, and brand equity. The book also demonstrates how brand narratives can be studied and measured through both quantitative and qualitative approaches. In particular, it introduces innovative visual and narrative research techniques, including online multi-image elicitation and digital collage, which complement traditional measurement scales.By integrating theory with methodological innovation, the book offers a clear framework for understanding how storytelling contributes to brand value creation and consumer relationships in contemporary brand management.&nbsp;Justyna Ganassali
 is Professor of Marketing at the University of Economics in Katowice, Poland. Her research focuses on brand management, storytelling, and consumer behaviour. She has held academic leadership positions, including Dean and President of the Dukenet International University Network. Her publications address branding, consumer value, and brand narratives.

The Importance of Narratives in Brand Management

Storytelling and Consumer Brand Relationships

Updated with a new case study, this revised edition is a how-to guide for building habit-forming products. How do successful companies create products people can’t put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? In Hooked, Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging. Based on years of research, consulting, and practical experience, Eyal wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Eyal provides readers with: • Practical insights to create user habits that stick. • Actionable steps for building products people love. • Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products. Hooked is for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.

How to Build Habit-Forming Products

Hooked

This book examines the multifaceted role of the "Made In" label in the global fashion industry through the analysis of various case studies. It explores the intersections between legal frameworks, cultural heritage, branding strategies, and regional practices, offering a comprehensive perspective on the significance and implications of "Made In" designations.Key concepts such as the legal protection of "Made In" labels, the impact of globalization on luxury brands, and the role of digital strategies in communicating product origins are thoroughly investigated. The authors, an international team of academics and experts in fashion communication and management, provide a nuanced analysis of how "Made In" labels influence consumer perceptions and brand value.Scholars, students, and professionals in the fields of fashion, marketing, and cultural heritage will find this book invaluable. It offers insights into the strategic use of "Made In" labels and their impact on global trade, consumer perception, and regional economies.Teresa Sádaba
 is full time Professor at the University of Navarra, where she teaches strategic communication. From 2001 to 2025 she was Dean of ISEM Fashion Business School. Her research centers on strategic communication and framing theory across politics, banking, and fashion.
 Eleonora Acciai
 &nbsp;holds a Ph.D. in Management for Digital Transformation: business, communication and ethics. Her research focuses on Country of Origin, Made in Italy, sustainability and digitalization in the fashion industry, with some studies published in peer-reviewed journals. She lectures in Luxury Marketing and Branding at SSML Pisa and University Niccolò Cusano.
 Pedro&nbsp;Mir&nbsp;Bernal
 serves on the faculty of ISEM Fashion Business School (University of Navarra), teaching brand strategy and marketing management. His peer-reviewed work appears in JCR/Scopus-indexed journals and in several books and conferences. He brings 25 years of executive experience in senior marketing positions at world-leading companies.
 Lorenzo Cantoni
 is Professor at USI – Università della Svizzera italiana (Lugano, Switzerland). He is the director of the Institute of Digital Technologies for Communication, Chair-holder of a UNESCO Chair, and Director of two Master programs: in Digital Fashion Communication (double degree with Université Paris 1 Panthéon-Sorbonne, Paris, France), and in International Tourism.

A Comprehensive Perspective

'Made In' and the Fashion Industry

AI for Everything

AI for Marketing: The Consumer Perspective examines the human side of AI adoption at a moment when technology is advancing faster than consumer comfort. While millions use AI to search, plan, create and make decisions, trust remains fragile. This book explains why that gap persists and what it means for marketers trying to reach audiences who are both curious and cautious.Drawing on proprietary research, global studies and behavioral science, the book maps the key barriers marketers must navigate: concerns about accuracy, authenticity, privacy, loss of control and systemic biases. It also identifies the consumer segments most open to AI-enabled products and messaging, including caregivers, multilinguals, sustainability enthusiasts and personalization seekers.The book offers marketers practical guidance on designing AI-powered experiences that are credible, equitable and human-led. It shows how trust can be built into every touchpoint - from onboarding and data exchange to content creation and customer service - and why doing so is essential for adoption and long-term loyalty.

The Consumer Perspective

AI for Marketing

Chicago Guides to Writing, Editing, and Publishing

In this thoroughly updated fourth edition, a trusted editor offers a comprehensive guide to selecting--and working with--a book publisher. For more than two decades, writers have turned to William Germano's Getting It Published as a guide to the world of serious book publishing, including university presses. A professor, author, and thirty-year veteran of the book industry, Germano knows what editors want and what writers need to do to get their work published. This fourth, thoroughly updated edition of Getting It Published accounts for new challenges facing authors and changed conditions in the publishing industry. From open access to peer review, from approaching a press to considering an agent, publishing can be confusing for authors trying to understand their options. This new edition continues to offer the clear, practicable guidance on choosing the best path to publication that has made the book such a trusted resource. Its latest revisions include an expanded chapter on proposals (and their covering emails) as well as current information on the shifting landscape of ebook publishing. But this book is more than a nuts-and-bolts guide. It takes up a writer's biggest challenges: how to frame a book-length project, shape its argument, conceive its audience, and pitch it convincingly to an editor. Getting It Published reflects the latest changes and technologies in the publishing industry but keeps its eye on what remains constant: Whether working on their first book or their fifth, writers can make their work stronger by knowing what publishers do and why they do it.

A Guide for Scholars and Anyone Else Serious about Serious Books

Getting It Published, Fourth Edition

Break bad habits and build your rich life by mastering the art of strategic subtraction.Unhinged Habits will revolutionize your relationship to work, money, and even adult friendship.Read Unhinged Habits if: <ul><li>Your calendar's packed, yet you feel like you're missing what matters.</li><li>You've bought things meant to bring happiness, but the satisfaction didn't last.</li><li>You suspect you're living someone else's definition of success rather than your own.</li></ul> We're all habitual by nature. We fall into patterns and get stuck. We form habits and never question them.Some habits propel us forward. Others can work against us over time.The key? Get the order right. Balance short-term desires with long-term planning. Set yourself up for a bright future without missing the magic in the present.Unhinged Habits pushes back against slow and incremental progress in the pursuit of some faceless, better future. Lots of people are consistent, yet few get ahead. What's missing are intermittent bouts of unhinged intensity.This is a book about wanting a better life and going after it. Or be okay not having it. Both are fine. Just get out of the middle.For over 13 years, Jonathan Goodman has challenged societal norms and built multi-million-dollar businesses, all while exploring over 30 countries with his family. In Unhinged Habits, Goodman shares the essential insights that freed him from conventional expectations. You will learn: <ul><li>The 8:4 Rule. The counterintuitive seasonal approach that embraces unbalance to level up your relationships with people, money, and health.</li><li>The Explorer's Compass. A framework to break routine and rediscover wonder in your everyday life.</li><li>The Three Proxies of True Friendship. How to categorize your friends so you spend more time with the true ones and feel less guilt for letting others go.</li></ul> Buckle up, because this book is going to break you out of the routines you've accepted as normal, but no longer serve you, so that you can finally live your definition of success.

A Counterintuitive Guide for Humans to Have More by Doing Less

Unhinged Habits

Multiple-Influencer-Endorsements

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