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Gesamtkatalog

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This concise introductory textbook enables students to understand and apply the key concepts of marketing.

Corcoran A: Introduction to Marketing

Introduction to Marketing

Concepts and Contexts

Introduction 1. The Role, Form and Dynamics of Markets 2. The Competitive Market Environment 3. Consumer Behaviour 4. Market Research and Insight 5. Segmentation and Strategy 6. Products 7. Pricing 8. Place 9. Promotion 10. Customer experience

Sad AI Aesthetics: Emo Branding &amp; Personal Style is a powerful guide for creators who refuse to be loud to be seen. In a world driven by trends and noise, this book teaches you how to build a magnetic digital presence rooted in mood, restraint, and emotional intelligence.
Blending artificial intelligence with gothic minimalism, this guide reveals how to craft usernames, bios, profile visuals, feeds, blogs, newsletters, stickers, and digital products that feel intentional rather than reactive. You will learn how to use AI as a creative partner-refining your tone, stabilizing your aesthetic, and turning quiet depth into recognizable authority.
This is not about oversharing or performing sadness. It is about designing atmosphere. From curated darkness and cinematic visuals to poetic captions and long-form intellectual presence, you will discover how to transform emo aesthetics into structured brand identity.
Whether you are an introverted entrepreneur, a gothic creative, or a digital minimalist seeking alignment, this book offers practical frameworks for building an emotionally cohesive and commercially sustainable presence online.
You don't need to be louder.
You need to be clearer.
Let AI organize your shadow-and turn aesthetic depth into influence.

Emo Branding & Personal Style

Sad AI Aesthetics

Understand how circular economy principles reshape business strategy and practice. The Circular Economy by Suzanne Smit and Uthayasankar Sivarajah is a practical and theory-informed textbook for postgraduate and final-year undergraduate students studying Circular Economy, Sustainable Business and related business and management courses. Aligned with contemporary module outcomes, it addresses why circular economy thinking is essential for modern business and how organizations can embed sustainability across core functions. The textbook examines how businesses can plan, implement and manage circular transitions by integrating circular economy principles, metrics and decision-making frameworks into everyday business activity. Structured around four interrelated stages, it explores strategic planning, resource organization, leadership and control mechanisms that enable organizations to move from linear to circular models. Real-world examples from Ikea, the Ellen MacArthur Foundation, The Guararapes Group and Flying Tiger demonstrate how circular strategies are applied in practice across industries and regions. This textbook includes: - A four-part framework covering planning, organizing, leading and controlling circular economy initiatives - Clear explanations of circular economy theories, strategies and performance metrics - Application of circular principles to finance, operations, supply chain management and business storytelling - Real-world examples illustrating how organizations manage circular transitions &gt;Whether studying sustainable business or preparing for roles in strategy, operations or sustainability, this textbook equips students with the knowledge and practical insight needed to support and lead circular transformation in organizations.

Strategies and Principles for Responsible Businesses

The Circular Economy

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

This book summarizes the 'rules of the service game' and presents the distilled lessons from three leaders' decades-long experience in consulting, teaching, and research on service, summarizing the 'rules of the game' they have learned. In particular, the authors emphasize that people (customers, employees, and managers) remain a prominent key to success in service, regardless of the level and extent of technology, robotics, and artificial intelligence (AI) involved.Embracing the social psychology of the various stakeholders and the settings in which they interact is critical for the long-term health of service organizations because this is what can yield sustainable competitive advantage. To be effective, service leaders need to understand the complexities of people so that they can create and support appropriate psycho-social contexts in their organizations.This book draws on the interrelated disciplines of social psychology, organizational behavior, and organizational psychology to distill fundamental principles that help inform the effective management of people and their organizational contexts. This book summarizes the most important 'rules of the game' on how to build effective service organizations for people to innovate, design, and co-create value.Rules of the Service Game provides a sharp and concise summary of how to manage a service organization by three thought leaders in this field. It reveals how people are central to the development of services whether those are delivered via technology, personally, or -- more likely -- a combination of these. This book deals with the organizational and contextual issues that produce the service quality marketing promotes. A central focus of the book is talent management -- how to attract, retain, and manage the talent necessary for creating and implementing the wide range of service delivery systems that will be required in the future.

Rules of the Service Game: What Service Leaders Need to Know

This book is the first investigation of the relationship between EU digital sovereignty and sustainability strategies. It maps the ambitions and limitations of EU digital strategic autonomy and explores the structural challenges underlying its relationship with its green transition objectives in the context of the ongoing wars in neighbouring European countries and the consequent tensions in the EU energy sector. The EU is racing to achieve technological independence from third countries and foreign multinational companies to protect its digital sovereignty and preserve its fundamental rights. In the EU, digitalisation and the green transformation are seen as twin transitions. Yet, EU digital sovereignty strategies have a significant environmental cost. Reaching a status of strategic autonomy of the EU at the level of digital infrastructures, products, services and data implies higher energy consumption and exploitation of natural resources. Moreover, the geopolitical tensions following the Russian invasion of Ukraine have provoked an unprecedented energy crisis, which is affecting EU economies and impacting objectives of the twin transitions. The book offers an interdisciplinary analysis of the major EU regulatory and policy instruments in this field, providing an invaluable guide for academics, practitioners, and policymakers navigating the complex issues of preserving digital sovereignty and addressing climate change in times of war and energy crisis.

EU Challenges in Times of War and Energy Crisis

Digital Sovereignty and the Green Transition

From the bestselling author of Looptail comes a remarkable new approach to business and lifeBruce Poon Tip started one of the world’s biggest global travel companies with only a couple of kayaks and a dream. The company, G Adventures, was on track for a record year in January 2020. Then, the world stopped—their income dropped to zero and they had to shut down operations in more than 100 countries. Now the Canadian company is about to crack a billion dollars in annual sales for the first time. How did they survive and ultimately thrive when so many other businesses didn’t?In his long-awaited new book, the award-winning CEO of G Adventures, Bruce Poon Tip, shares lessons about company culture, strategy, and a new approach to succeeding in business and life that he calls “communityship.” Communityship is what happens when companies and the people they employ stop seeing themselves as separate and start acting like they’re part of the world. It’s not just working together—it’s caring about each other. It’s shared responsibility, trust, and connection, whether it’s within a company or a neighbourhood, or with people halfway across the world. It’s about creating value that lifts everyone, not just a handful of people cashing in. Success isn’t just money—it’s the relationships we build, the impact we make, and the good we leave behind. It’s not a business strategy. It’s a way of being.Provocative, inspiring, and groundbreaking, Communityship shows how everyone, from those on the ground floor to those in the C-suites, can thrive in a new world and not only future-proof but century-proof their businesses.

Lessons from the Universe and the Business of Everyone

CommunityShip

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

Unlocking Opportunity by Overruling Conventional Wisdom

Do The Opposite (sort of)

The Palgrave Encyclopedia of Social Marketing

It's Not too Late to Build Toward a Better Future!Rick Caruso has earned a reputation for being a problem solver--somebody who's not afraid of facing big challenges. From his appointment to Water Commissioner and later Police Commissioner in Los Angeles to his bold real estate ventures, Caruso made the decisions he felt were right, even in the face of staunch adversity. In Its Not Too Late, Caruso shares the lessons he learned from his experiences while offering us all a path forward to a better future. At a time when more importance is placed on choosing sides than actually getting things done (let alone done right), Caruso offers refreshing perspective and will teach you how to let go of false divisions, and instead to embrace the search for actual answers and solutions.Togetherness, brotherhood, sisterhood, faith in each other, respect for each other, the ideals preached in almost every faith on Earth are the way forward, no matter how difficult the climb in front of us may seem. And ultimately, the only way we will get back on that path is for each of us to step up, with integrity, in whatever small way we can: for our kids, for our communities, for our country, and for each other.

It’s Not too Late to Build Toward a Better Future!

The Power of Finding Steadfast Solutions

It's Not Too Late

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

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

Introduction to Marketing

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