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Gesamtkatalog

Catalogue complet

Goldfayn: The Sales Planner

The Sales Planner

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 with AI.

Leverage Analytics, Data and AI to Optimize Marketing Strategies

Marketing Metrics

This essential textbook will equip students to understand core marketing principles through the lens of real-world AI applications. Artificial Intelligence in Marketing by Kshitij Bhoumik is ideal for upper-level undergraduate and postgraduate students taking modules in AI in Marketing and Digital Marketing as part of their Marketing degrees. This textbook bridges the gap between technical possibility and marketing purpose, empowering future marketers to shape the technology, not just adopt it. This textbook includes: - Foundational marketing principles - The role AI plays in enhancing marketing techniques and strategies from using Generative AI to create new campaigns to how AI can be used to spot trends in social media - Real-world examples from global brands such as Bloom &amp; Wild, Monzo, Heinz, Glossier and Duolingo to help students apply theory to practice - Critical ethical questions and debates in each chapter, challenging students to consider issues such as bias, fairness and regulation -Twelve chapters structured around 12-weeks of teaching with activities and pedagogical features to match classroom needs and engage student with real-world technologies and tools

Theory, Ethical Practice and Strategy

Artificial Intelligence in Marketing

Build a high-performing organic social media strategy that grows engagement, trust and long-term brand value. Organic Social Media is a strategic guide for mid-career marketing professionals, social media managers and digital leads who need to move beyond tactical posting and implement a scalable, results-driven organic social media strategy. In an increasingly complex, platform-driven and AI-influenced landscape, this second edition equips you to make smarter decisions across audience targeting, platform selection and content planning to deliver long-term brand and performance outcomes. Written by Jenni Li Fowler, Director of Social Media Strategy at the Massachusetts Institute of Technology (MIT), this updated edition reflects the realities of modern social media management. From integrating influencer marketing across the full strategy lifecycle to applying generative AI ethically and transparently, it combines real-world examples with proven frameworks to help you align social media activity with business goals, improve internal workflows, and demonstrate measurable ROI. You will learn how to:- Select platforms aligned to audience behavior and business goals - Streamline approval workflows and stakeholder alignment to improve operational efficiency - Collaborate effectively with influencers across campaigns and social strategy- Use generative AI responsibly to enhance content creation- Measure, report and optimize social media performance With a clear focus on strategic execution and measurable outcomes, Organic Social Media equips you to grow a loyal audience, strengthen brand voice and deliver consistent performance. Themes include: social media strategy, community building, content planning, influencer marketing, generative AI, social media analytics

How to Build Flourishing Online Communities

Organic Social Media

The need for resilience at organisational, department and individual level has never been greater. Geopolitical conflict, climate change, supply chain disruption and political instability are just a handful of the risks that leaders must mitigate to ensure stable business operation and optimum effectiveness. Project resilience refers to the ability of a project or initiative to anticipate, adapt and recover from unexpected challenges, disruptions or uncertainties. It involves the capacity to withstand shocks, maintain functionality in the face of adversity, and quickly recover to a stable state. Resilient projects underpin resilient organisations; a resilient organisation produces sustainable competitive advantage. This book offers a structured framework - the Project Resilience Maturity Model - to assess and enhance resilience in organisations. The authors begin by considering different approaches to project resilience, and by identifying potential tensions therein. In the second part, methods of sustaining project resilience are examined, focusing on the perspective of the project manager, personal responsibility and leadership. The latter part of the textbook provides practical tools and applications to assess and enhance project resilience. Throughout, the authors employ a pedagogical framework designed to ensure maximum effectiveness for students and practitioners. Chapters are organised to reflect the evolution of project resilience maturity and concepts are introduced in a sequential order that builds on what has come before, with Key Takeaways summarising each chapter's most critical points. Fictional case studies illustrate how topics can be implemented in a project management setting, while Key and Dormant Tensions highlight potential blind spots. Demystifying complex topics without sacrificing scholarly rigour, Project Resilience provides you with a strategic approach to ensuring projects are well-equipped to withstand uncertainties and adapt to dynamic conditions. It is the perfect textbook to support advanced Project Management and Organisational Resilience courses, and to provide practical methods for leading responsible organisations.

Navigating Tensions from Control to Transformation

Project Resilience

Passionately Transforming Management

The allure of crime is undeniable. From news headlines to true crime podcasts, crime has a way of entrapping our interest and imagination. An exploration of the lessons that managers can learn from organised crime, Passionately Transforming Management with Crime addresses how criminal enterprises engage with leadership and innovation, and how popular representations of crime affect our perceptions of management and organisation. Alf Rehn's enticing text explores crime from a number of angles - historical, cultural and economic - to better understand the link between business and crime, and the lessons that can be shared. It looks to crime both as a source of inspiration for entrepreneurship and organisation, and as an influence on management through iconographies, legends and storytelling. The book also debunks common misconceptions about the business of crime, and touches on the dangers of romanticising criminal endeavours. Following an examination of criminals in history and fiction, Passionately Transforming Management with Crime progresses to discuss why we are attracted to crime, how crime mirrors legitimate businesses, and what we can learn from the criminal underworld, both real and fictional. Passionately Transforming Management with Crime offers a compelling and novel approach to management that provides valuable insights for practicing managers, professionals, advanced postgraduate students and scholars in Management, Critical Management Studies and Organisation Studies. Witty and engaging, this text is a fascinating read for those interested in discovering the management lessons to be learnt from Jean Genet, Biggie Smalls and Grand Theft Auto.

Passionately Transforming Management with Crime

Cambridge Handbooks in Psychology

The Cambridge Handbook of Behavioural Data Science offers an essential exploration of how behavioural science and data science converge to study, predict, and explain human, algorithmic, and systemic behaviours. Bringing together scholars from psychology, economics, computer science, engineering, and philosophy, the Handbook presents interdisciplinary perspectives on emerging methods, ethical dilemmas, and real-world applications. Organised into modular parts-Human Behaviour, Algorithmic Behaviour, Systems and Culture, and Applications-it provides readers with a comprehensive, flexible map of the field. Covering topics from cognitive modelling to explainable AI, and from social network analysis to ethics of large language models, the Handbook reflects on both technical innovations and the societal impact of behavioural data, and reinforces concepts in online supplementary materials and videos. The book is an indispensable resource for researchers, students, practitioners, and policymakers who seek to engage critically and constructively with behavioural data in an increasingly digital and algorithmically mediated world.

The Cambridge Handbook of Behavioural Data Science

The Long Wait for the (Gen)AI Innovation Renaissance in Banking and What it Will Take to Finally Make it Happen

Are We There Yet?

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

In this inspiring book, a real-world entrepreneur shares the hard-won lessons from a journey that spans from selling frozen food in pub car parks to building a £40-million industry leader. This isn't a book about frantic growth or "winging it" through the next deal; it's a tactical guide for entrepreneurs and managers who are tired of carrying the pressure alone. By shifting from a "heroic" mindset to one of clarity and confidence, you will learn how to build a business that is resilient from the inside out, ensuring that your progress no longer comes at the expense of your family, your values - or your sanity. True sustainability is found in a simple, non-negotiable alignment:&nbsp;the Win-Win-Win. When you win as a leader by regaining control and stability, your team wins through clear purpose and trust, which ultimately ensures your customers win through reliable, consistent value. Brian Donne provides a "back-room coach" experience, utilizing "Performance Levers" and "the Mushy Ps" - from Purpose to Profit - to help you master the fundamentals that most businesses ignore. It's time to stop settling for growth that feels like firefighting and start building your "Champions League" victory. Discover how to make a decent profit, decently, and finally achieve the ultimate win: a successful business that grants you the freedom to live life on your terms.

Hard-won lessons for building a resilient and growing business

Win-Win-Win

Work in Progress series

The professional landscape is increasingly automated and evolving. With AI taking on more and more tasks and disruption becoming ever more common, creative thinking has become the key skill of the day.
 
If you're a young professional, you need to be able to think around topics, find multiple ways of solving a problem, develop new approaches to their work and find ways to enhance existing processes. Make Your Own Lane shows you how to create by association and elimination and draw inspiration from the world around you to truly unlock your creative mind and hone your own approach to work. 

Once you've read this book, you'll understand what this skill looks like on a practical level as well as how to display creativity in job applications, interviews and the first 100 days of a role, equipping you for the workforce of the future.


You don't have to have it all figured out. Work in Progress is a series for anyone building confidence at work, whether you're stepping into a new role, switching paths or figuring things out as you go. These books help you build essential skills like speaking up, navigating setbacks and working with mentors, all without the pressure. Straightforward and practical, they make sense of the things no one teaches you, like what "professional" actually looks like. No jargon. Just real advice to help you grow with confidence, at your own pace. Because learning how to work is part of the job.

Think Creatively at Work

Make Your Own Lane

Discover how to capitalize on what makes your business-and its products-truly valuable to customers In Pay Back: Turning Customer Value into Lasting Revenue, a team of veteran business strategy thought leaders delivers an innovative, pragmatic approach to value that will transform the way you understand competitive advantage and improve your company's financial performance. The authors explain the customer's journey in evaluating what makes a product or service meaningful and unique in the marketplace. They show you how to navigate and translate that evaluation process into sustained revenue. Pay Back offers a step-by-step guide to a continuous process linking product and service investments with realized customer perceptions of value and, ultimately, the firm's financial results. It combines a practical perspective on customer value with a grounded framework you can implement at your own firm. The book offers: <ul> <li>Proven strategies for creating, positioning, and pricing products and services that are meaningful and unique to customers</li> <li>Insightful illustrations of how today's typical interactions between companies and customers unnecessarily waste value, to the detriment of both parties</li> <li>Pricing and monetization techniques that help leaders focus on profitable ways to capture value from different groups of customers </li> </ul> Perfect for company executives who set product and service strategy, Pay Back is also a must-read guide for seasoned business leaders trying to turn around underperforming product lines, as well as MBA students and anyone else with an interest in practical business strategies that deliver results.

Turning Customer Value Into Lasting Revenue

Pay Back

HBR's 10 Must Reads

Give your company a competitive edge through the power of your salespeople.If you read nothing else on sales, read this book. We've chosen a new selection of current and classic Harvard Business Review articles that will help you align your sales team's goals and objectives, identify and attract new customers, and increase revenue.This book will inspire you to: <ul><li>Guide customers through the decision-making process</li><li>Boost the performance of your sales reps</li><li>Drive consensus among buying groups</li><li>Use data and AI to improve the sales process</li><li>Foster collaboration between sales and marketing</li><li>Put sales at the center of your strategy</li></ul>HBR's 10 Must Reads are definitive collections of classic ideas, practical advice, and essential thinking from the pages of Harvard Business Review. Exploring topics like disruptive innovation, emotional intelligence, and new technology in our ever-evolving world, these books empower any leader to make bold decisions and inspire others.This Updated and Expanded edition features new, breakthrough articles, additional short-form pieces, and a detailed discussion guide to give you and your team the tools you need for sustained success.

HBR's 10 Must Reads on Sales, Updated and Expanded

The Sales Planner

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