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Dieses Werk genügt den grundsätzlichen Anforderungen an Barrierefreiheit. Es ist textuell und visuell erfassbar. Es ist hierarchisch aufgebaut und alle relevanten Abbildungen haben einen Alternativtex

EPUB-Barrierefreiheitsspezifikation 1.0 AA

Keine Barrierefreiheitsoptionen des Lesesystems aktiv deaktiviert (außer)

Hoher Kontrast zwischen Text und Hintergrundfarbe

Strukturelle Navigation Nächste/Zurück

Das Erscheinungsbild aller Textinhalte kann angepasst werden

Johanna Gollnhofer

Jan Pechmann

The 60% Potential

Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption

Praise for Generation AI "With fascinating insight, Matt reveals how AI's first native generation will catalyze unprecedented change. His analysis illuminates the path forward in this transformative age-a must-read!" -JEREMY BLOOM, CEO of X Games, former U.S. Olympian and former NFL player for the Philadelphia Eagles and Pittsburgh Steelers "Forget everything you think you know about technological advancement-Generation AI paints a fascinating picture of tomorrow. Britton's insights crystallize the profound transformation awaiting business and society." -SOFIA HERNANDEZ, Global Head of Business Marketing and Commercial Partnerships, TikTok "Generation AI is a timely exploration of how contemporary technology, culture, and consumption converge to shape society and commerce. This is more than a business book; it's an analysis of the human experience." -DR. MARCUS COLLINS, World Renowned Consumer Culture Expert and Author of For the Culture "Generation AI unveils how artificial intelligence will revolutionize human potential. Matt guides us through this pivotal moment in history in an insightful way that will help anyone looking to future-proof themselves." -MICHAL SHAPIRA, Head of Global Entertainment Brand Partnerships, Amazon "While some debate the accountability of AI, Matt Britton wisely focuses on its adaptability. Understanding how best to make use of it makes Generation AI indispensable." -SEGUN ODUOLOWU, Host of Boston Globe Today and Entertainment Journalist "This groundbreaking exploration charts how our first AI-native generation will redefine humanity's relationship with technology. A must-read perspective from one of our sharpest cultural observers." -VINEET MEHRA, Chief Marketing Officer, Chime "Generation AI by Matt Britton is a thoughtful exploration of how artificial intelligence is reshaping the way we work, live, and play. Drawing on decades of experience at the forefront of the digital revolution, Matt delivers unparalleled insights essential for leaders, parents, and innovators." -SHIV SINGH, Author of Marketing with AI for Dummies, Co-Founder of AI Trailblazers and Former CMO of LendingTree

Why Generation Alpha and the Age Of AI Will Change Everything

Generation AI

Urban Future-Making

In an era of rapid change and growing uncertainty, we are facing an urgent question: How can cities be built for futures that defy prediction? The contributors to this volume tackle this challenge by exploring the role of contingency in urban future-making. Through a range of case studies, they examine relevant aims, strategies, and decision-making processes in both past and present contexts. They reveal how unexpected events and unpredictable factors unsettle established urban conditions but also spark new ideas and possibilities for rethinking and reshaping the city. The volume shows how urban future-making involves navigating highly uncertain environments and extreme conditions to open up new spaces of knowledge and action.

Pitfalls, Potentialities, and Transformative Practices

Contingencies in Urban Future-Making

European Advertising Academy

This book provides insights into modern advertising's evolving landscape, revealing how digital innovation and social media have transformed communication strategies and consumer engagement. It addresses the crucial need to understand advertising's multifaceted nature in an era where digital platforms continually redefine brand-consumer interactions. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 20th International Conference in Advertising (ICORIA), held in Prague (Czech Republic) in June 2022. This insightful collection is designed for academic researchers, instructors, students in advertising, communication, marketing, and media management, and professionals seeking to stay ahead in the ever-evolving world of advertising.

Daria Gunina

Martin  K.J. Waiguny

Frontiers of Advertising: Re-considering Its Shapes and Forms

Advances in Advertising Research XIII

Research shows that professional services firms can improve their approaches to attract, retain and develop their clients. However, even those firms that have invested in marketing and business development are now facing the challenges of integration of these functions along with sophisticated digital and global communications. Clients now have opportunities to research potential suppliers through a variety of channels including social media. Many of the large and medium-sized firms have global clients seeking local servicing. This book covers both strategic and tactical perspectives and processes for all involved in seeking, keeping, developing and servicing clients. The text is supported by the annual Marketing Benchmark carried out by Meridian West and the Managing Partner's Forum combined with a new, 2015, BD Benchmark of professional service practitioners. The findings, complemented with interviews with practitioners, fee-earners and clients, will underpin the practical advice and professional service examples provided by the authors. Effective Marketing and Business Development in Professional Services offers a new model of integration between marketing, business development, firm's culture and buyer behaviour. In doing so, it addresses the issues that are at the heart of professional service firms' struggle to survive and thrive in a fast-changing world market.

Effective Marketing and Business Development in Professional Services

Key Ideas in Business and Management

Persuasion: A Key Idea for Business and Society asks the disciplines of philosophy, politics, psychology, and prose analysis - the 4 Ps of persuasion - why all disciplines have been engaged with the topic and why people are suspicious of it.

A Key Idea for Business and Society

Persuasion

This third edition continues to give students a foundation in the principles of social media strategic communication and marketing necessary for today's communications professionals.In many ways, organizations now have access to more data and connection points than ever before. Yet, this abundance requires more strategic and nuanced efforts. At its core, however, one aspect remains the same: The drive to create authentic human connection. Focusing on the principles for effective strategic communication via social media, this text allows readers to learn techniques and skills that transfer to different social media platforms. This edition again takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. This third edition includes:<ul> <li>New insights on AI, ethics, and organizational strategy that reflect the changing landscape of social media.</li> <li>Expanded insights from industry professionals to equip students with diverse perspectives on leading social media hot topics.</li> <li>Updated case studies and real-world examples that showcase how successful brands are navigating the latest trends in earned media, influencer marketing, and community management.</li> </ul>This is an ideal text for undergraduate and post-graduate courses in social/digital media marketing and public relations, or a secondary text in broader campaign planning and writing courses.Accompanying gratis online resources include chapter reviews, PowerPoint slides, sample syllabi, in-class exercises, and more.

Strategies for Public Relations and Marketing

Social Media Campaigns

Routledge Studies in Environmental Communication and Media

This book explores twenty-first century environment-themed advertising with a global reach in relation to three key emerging persuasive themes: governance, morality and transnational rhetoric. Adopting a social semiotic approach, and exploring key examples including Greenpeace's "Everything is NOT Awesome" brandjacking advert, Volkswagen's "Think Blue" campaign and Unilever's "Why Bring a Child Into This World?" advert, Alexander puts forward a number of observations about the ideological character and function of environmental advertising as a new form of transnational persuasion.

New Forms of Transnational Persuasion

Environmental Advertising

Preparing a proposal for a contract or a grant can be an overwhelming and extraordinarily complex process, but regardless of the proposal type or sector, certain truths always pertain.

The Fundamentals

Managing Winning Proposals

Consumer trust in advertising has dropped to an all-time low, making it hard for advertisers and marketers to communicate effectively with their audiences. With trust being the single biggest issue affecting the industry, this roadmap for how every practitioner can work to build consumer trust is vital.

The advertising landscape in the 21st century has changed beyond recognition. Whilst some rules remain constant such as the important of creativity, new considerations around volume and the use of customer data in targeting has created new considerations for mid-senior career executives in advertising and new concerns for consumers. With trust in advertising linked so closely with advertising success and positive business results, it's absolutely critical that the industry is able to address the concerns consumers have with advertising and build back trust to ensure advertising can become more effective.
 
Drawing on the latest research and insights from the world's leading sources, Trusted Advertising highlights the issues within the field and provides practical techniques used in advertising to positively strengthen trust. Alongside this, it will explore how trust is protected and maintained as well as how trust in advertising is managed across different media channels and tech platforms.

Featuring real-world examples from brands such as Nationwide, Aldi, Guinness and Giff Gaff, and including insight from Credos, the Advertising Association, the IPA and ISBA, this book will become every advertiser's go-to-guide for creating trusted, effective campaigns.

How to Harness the Value of Trust in Your Brand

Trusted Advertising

Dozens of times daily, access to your screen is auctioned to advertisers, sometimes by your own phone or laptop without your knowledge. In the background are huge, electricity-hungry, carbon emitting systems that conduct roughly two trillion near-instantaneous, automated auctions every day. This book takes you into the heart of this mysterious world. It describes how Google built its astonishing global system of warehouse-scale computing and turned that system into an unprecedented, multi-billion dollar, money-earning machine, and how Facebook - almost by accident - also became an advertising leviathan. It examines the tensions between those giants and the smaller firms that populate digital advertising's open marketplace. Those tensions, as well as conflicts over user privacy, give rise to a new kind of politics that plays out in material systems, in the form of crucial clashes between different ways of designing those systems. Building on work in the emerging interdisciplinary field of market studies, MacKenzie and Caliskan examine digital advertising's material politics, its giant megamachines, and the foundations of platform power. Inside Digital Advertising&nbsp;lays bare the processes that underpin today's global advertising industry. It will be a key book for students and academics in the social sciences, humanities and business studies and it will appeal to anyone interested in the forces that are shaping our everyday digital world.

Platforms, Power, and Material Politics

Inside Digital Advertising

Sustainable Brand Leadership reveals, in simple steps, how to cultivate a leadership mentality to nurture future-fit brand management systems. These systems nurture balance, build resilience and evolve organisational cultures to sustainably achieve business outcomes. Distilling hundreds of case studies and decades of consultancy and agency expertise into an enjoyable, journey and story-based guide, this book is packed with engaging and compelling tips, best practices, and disruptive techniques for managing businesses, brands and ultimately your own leadership career.The book addresses head-on the worrying disconnect at a leadership and management level between organizations and their wider trading environment, including the community and natural world: the dangers of subsidised capitalism without effective boundaries; extreme liberalism; chaotic change management; rampant consumerism; chronic short-termism and the limitations of trickle-down and command and control management. Written in an accessible coaching-style, the authors re-examine the core hypothesis that organisations are more successful and sustainable if they focus on actual behaviour rather than clever words and promises, an increasing threat against a backdrop of rampant social media. They do this, in the very real context of the modern socio-political and commercial environment but take a positive, appreciative, balanced, business-focused and practical approach that motivates, challenges, enlightens and empowers. With quality contributions from business and thought leaders across sectors, including HRDs and CEOs, the book includes interviews and case studies from organizations as varied as Bellway, everflow, AIME, the Mind Gym, and National Trust.CEOs, COOs, Marcomms professionals, line managers, change agents, consultants, coaches and people professionals will all find this book invaluable.

The 60% Potential

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