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Kaushik P: THE FIFTH ESTATE

THE FIFTH ESTATE

How Corporate Communication Evolved from a Function into an Institution of Trust, Reputation and Stakeholder Confidence

Consumer Behavior: Building Marketing Strategy: 2027 Release

A Practical Guide to Ethics in Public Relations

Why the Best Companies Make Marketing Everyone's Business and How You Can Too

The M Word

Moderne Managementansätze

Edition Wissenschaft & Praxis

Von interaktiven Dynamiken zu strategischen Entscheidungen

Psychologie im Influencer Management

Learn how to design and deliver impactful sports events with lasting legacy outcomes.Strategic Sports Event Management by Paul Walters is a practical textbook for undergraduate students studying events, sport management and related disciplines. Aligned with core modules in sports event planning and delivery, it provides a structured foundation for understanding how to design, manage and evaluate successful events in a global and evolving industry.This textbook introduces the fundamentals of sports events, including market dynamics, industry trends, economic impact and the role of key stakeholders. It guides students through strategic and ethical planning processes, with a strong focus on aligning events to the UN Sustainable Development Goals and delivering meaningful legacy outcomes. Financial planning, sponsorship and corporate partnerships are explored alongside emerging developments such as AI, blockchain, fan engagement and the rapid growth of esports, helping students understand how digital transformation is reshaping the sector.This textbook includes: - Strategic frameworks for planning and evaluating sports events and their legacy - Real-world examples from global and community sports events, such as the Olympic Games (Athens, London, Tokyo, Paris and Los Angeles), the Commonwealth Games, the Premier League and Wimbledon - Reflective questions and practitioner insights to support critical thinking - Practical tools, templates and assessment activities for applied learning - Online resources including lecturer slides and video interviews Whether studying event management or preparing for a career in sport management, this textbook equips students with the knowledge and practical capabilities to design, deliver and evaluate successful sports events.

Global, Digital and Sustainable Practices from Planning to Legacy

Strategic Sports Event Management

Agentic AI läutet eine neue Ära ein: KI-Systeme, die autonom planen, entscheiden und handeln, verändern die Unternehmenskommunikation grundlegend. Dieses Buch zeigt, wie KI-Agenten dort strategisch eingeführt und verantwortungsvoll genutzt werden können.Von der Klassifizierung von Agenten über konkrete Use Cases aus der Praxis bis hin zu Bewertung, Governance-Anforderungen und Teamstrukturen – führende Stimmen aus Wissenschaft und Praxis liefern fundierte Orientierung für eines der zentralen Transformationsthemen der Branche. Im Zentrum steht das „Betriebssystem 2030“: ein Zielbild für Kommunikationsteams, die Entscheidungen, Prozesse und Rollen neu ordnen müssen.Der Inhalt<ul><li>Agentic AI – Definition, Klassifizierung und Abgrenzung</li><li>Agentic AI als neue Zielgruppe</li><li>Rollen im Human-AI Newsroom: Wie Teams sich neu aufstellen</li><li>Das Target Operating Model als Gestaltungsrahmen für die KI-transformierte Kommunikationsfunktion</li><li>Auswahlkriterien für den Einsatz von Agentic AI</li><li>Messung des Erfolgs agentischer KI in der Unternehmenskommunikation</li><li>Recht und Compliance bei Agentic AI in der Unternehmenskommunikation</li><li>Use Cases in der Praxis: Krisenkommunikation, Journalismus, Investor Relations</li><li>Stimmen aus der Praxis</li><li>Betriebssystem 2030. Kommunikation als orchestriertes System</li></ul>Die HerausgeberMartin Regnet ist Senior-Experte für digitale Unternehmens- und Finanzkommunikation und leitete die Kommunikation und Investor Relations führender Industrieunternehmen. Er begleitet Kommunikationsteams bei der KI-Transformation und leitet die Fokusgruppe Agentic AI der Arbeitsgemeinschaft CommTech.Christof Schmid ist Leiter der CommTech Academy und Gründer der KI-Beratung Hi Story Consulting. Als Redner, Berater und Trainer für AI Strategy &amp; Enablement hilft er mit Vorträgen, Workshops und Implementierungsprojekten Unternehmen und Führungskräften dabei, die KI-Transformation erfolgreich zu meistern. Der ehemalige Kommunikationsleiter von Twitter Deutschland ist zudem Co-Host von AI Insights Briefing dem Podcast rund um KI und Kommunikation.

KI-Agenten als Betriebssystem für Kommunikationsteams der Zukunft

Agentic AI in der Unternehmenskommunikation

WSPC (US)

SERVICES MARKETING (10TH ED)

Levi's former CEO--who joined the company after a 28-year career at Procter &amp; Gamble, where dozens of his direct reports became CEOs of other companies--shares how to build great brands and ignite growth.Levi's was lost. For more than a decade, the company that changed how the world dressed had been stagnating--at one point near bankruptcy--as its iconic product, 501 jeans, faded into a nostalgic relic amid more-fashionable competitors.Fast-forward to today. Levi's are back and just about everywhere, from college campuses and concerts to workplaces and red carpets. Influencers style them. Taylor Swift sings about them, and Beyoncé and Post Malone's hit "Levii's Jeans" compares them to a lover's hug. To paraphrase British Vogue, the jeans beloved by James Dean, Marilyn Monroe, Bruce Springsteen, and Kurt Cobain, as well as presidents and protestors, are once again part of the culture, worn by style icons like Hailey Bieber and Kendall Jenner, as well as moms and dads.This is the inspiring, instructive story of Levi's resurgence, from the CEO who led it.Chip Bergh was a die-hard Levi's fan when he was tapped to be CEO thanks to his track record leading successful brands at P&amp;G. In this brisk narrative, he reveals the most consequential decisions and the six timeless tenets of what he coins "brand-driven leadership" that fueled Levi's revival: origin stories matter; the brand is the business; marketing is an investment, not an expense; be customer obsessed; control how the brand shows up; and play the long game.With rich storytelling and actionable insights, Bergh shows how universal leadership principles returned Levi's to relevance, as he surprises readers with fun facts about the history of the company that introduced denim jeans to the world.For any leader facing crucial strategic choices, and anyone who loves jeans, A Levi's Story is a compelling narrative and a vital resource to start, build, or revive brands and unlock growth.

Leading the Revival of an Iconic Brand

A Levi's Story

Human creativity is a skill that can be cultivated over a person's lifetime, supporting imagination, adaptability, and resilience. Drawing from decades of established creativity scholarship, Human Creativity in the Age of AI offers a guide to begin and sustain this journey. Rather than treating AI as a technical add-on or substitute for human thinking, this book examines whether and how to integrate AI intentionally into the creative process. The result is a collection of practical frameworks and resources for strengthening human creative capacity. These are designed to help navigate human + AI co-creation and foster meaningful innovation in our technologically mediated world.Designed for flexibility, the book can be read cover to cover, explored chapter by chapter, or opened at any point for reflection, discovery, and practical application.

Human Creativity in the Age of AI

"SELL," 8th Edition helps you build the professional selling skills valued in today's marketplace. Updated and streamlined content covers the latest sales concepts, industry practices, and technologies, including the role of artificial intelligence in the selling process. Learn how to build customer relationships through storytelling, customer engagement, customer experience strategies, ethical decision-making, and virtual selling techniques. Real-world case studies, role-play activities, and end-of-chapter case studies help you apply key concepts to real-world sales challenges. Cengage's learning platform, MindTap, supports your learning experience by providing you with instant access to course content, quizzes, homework, study tools, and more.

Sell

Understand how artificial intelligence is transforming marketing strategy and practice. Artificial Intelligence in Marketing by Kshitij Bhoumik is designed for upper-level undergraduate and postgraduate students studying AI in marketing, digital marketing and contemporary marketing strategy. Bridging the gap between technical capability and marketing decision-making, this textbook considers how AI supports segmentation, targeting, personalization, content creation and performance analysis. From generative AI in campaign development to predictive analytics and social media trend detection, students explore how AI tools enhance marketing effectiveness while maintaining brand integrity and customer trust. Reflective questions and applied exercises at the end of chapters challenge students to engage with current AI tools to create their own marketing content and strategies. This textbook includes: - Clear explanations of foundational marketing principles applied through AI - Structured ethical debates and critical thinking activities in every chapter - Real-world examples from global brands such as Bloom &amp; Wild, Monzo, Heinz, Glossier and Duolingo to illustrate how theory translates into measurable business outcomes - Additional online resources to encourage ongoing learning of new developments and debates in AI Whether preparing for assessment or building future-ready marketing expertise, Artificial Intelligence in Marketing provides students with the analytical skills and strategic confidence to apply AI responsibly and effectively in modern marketing practice.

Theory, Ethical Practice and Strategy

Artificial Intelligence in Marketing

Internal communications teams have often relied on activity counts and engagement scores that describe what was done rather than what changed. This is no longer enough: they need to demonstrate clear evidence of communication effectiveness.Grounded in real-world experience, Measuring the Impact of Internal Communications shows how to measure what truly matters and highlight the outcomes that shape organizational success. It provides a four-stage, twelve-step model built around organizational alignment, meaningful outcomes, credible evidence and continuous improvement. The book explains what meaningful impact looks like inside organizations, how to define outcomes that leaders recognize, how to gather and interpret evidence and how to use insight to influence leadership and strengthen communication effectiveness.Measuring the Impact of Internal Communications includes insights and interviews from leading voices across the communication and research landscape including Kevin Ruck and Mary Welch. By equipping professionals to define, measure, understand and communicate their results effectively, this book shows why and how measurement in internal communication is now essential to business performance, leadership credibility and employee experience in an increasingly connected and data-driven world.

Translating Metrics into Meaningful Organizational Outcomes

Measuring the Impact of Internal Communications

THE FIFTH ESTATE

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