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Zum Werk
Dieses neue Handbuch beschäftigt sich mit den rechtlichen Implikationen den rechtlichen Aspekten des Influencing-Marketings:<ul><li>Rechtliche Einordnung von Influencern und Influencerinnen (Influencer und Influencerinnen als Unternehmer, Förderung eines fremden Unternehmens, Influencer und Influencerinnen als Verbraucher),</li><li>Vertragsgestaltung (Notwendige Regelungen, empfehlenswerte Ergänzungen sowie Musterklauseln),</li><li>rechtliche Möglichkeiten im Fall einer Vertragsverletzung, insbesondere Prozessführung für und gegen Influencende und vieles mehr.</li></ul>Ein ausführliches Sachverzeichnis ermöglicht den schnellen, gezielten Zugriff.

Vorteile auf einen Blick<ul><li>fundiert</li><li>praxisorientiert</li><li>auf dem neuesten Stand</li></ul>
Zielgruppe
Für Rechtsanwältinnen und Rechtsanwälte, Presse- und Medienagenturen sowie Influencerinnen und Influencer ebenso wie deren Beraterinnen und Berater.

Zum Werk 
 Dieses neue Handbuch beschäftigt sich mit den rechtlichen Implikationen den rechtlichen Aspekten des Influencing-Marketings:
 <ul><li>Rechtliche Einordnung von Influencern und Influencerinnen (Influencer und Influencerinnen als Unternehmer, Förderung eines fremden Unternehmens, Influencer und Influencerinnen als Verbraucher),</li><li>Vertragsgestaltung (Notwendige Regelungen, empfehlenswerte Ergänzungen sowie Musterklauseln),</li><li>rechtliche Möglichkeiten im Fall einer Vertragsverletzung, insbesondere Prozessführung für und gegen Influencende und vieles mehr.</li></ul>
 Ein ausführliches Sachverzeichnis ermöglicht den schnellen, gezielten Zugriff.
 Vorteile auf einen Blick<ul><li>fundiert</li><li>praxisorientiert</li><li>auf dem neuesten Stand</li></ul>Zielgruppe 
 Für Rechtsanwältinnen und Rechtsanwälte, Presse- und Medienagenturen sowie Influencerinnen und Influencer ebenso wie deren Beraterinnen und Berater.

Grundlagen, Vertragsgestaltung und Prozessführung für Influencerinnen und Influencer

Rechtshandbuch Influencing

A science-based, practical blueprint for cultivating a life - at work and at home - full of a sense of belonging, joy and vitality, from the New York Times bestselling author of The Culture Code<ul><li>How do we set about finding greater fulfilment in our lives?</li><li>How do we achieve a sense of well-being?</li><li>How do we foster relationships that will add depth and meaning to our existence?</li><li>How, in other words, do we go from living to flourishing?</li></ul>In his new book, bestselling author Daniel Coyle trains his expert eye on the people who have demonstrated exceptional powers of dynamism and connectivity, and teases out their secrets.<ul><li>The Chilean miners who withstood being trapped deep underground for 33 days by establishing rituals of belonging and purpose.</li><li>The Dutch community that sparked urban renewal through a smart system of self-organisation.</li><li>The delicatessen in Michigan that has grown into a multi-million dollar enterprise, not by writing business plans but by shaping attentional space - focussing on how people show up, listen and engage.</li></ul>From such remarkable stories of individual and group achievement, Coyle distils the core dynamics that make them possible - and, in the process, shows how small, deliberate shifts in how we think and interact can create extraordinary impact. Whether you are seeking a deeper sense of personal contentment or aspiring to transform a team or community, Flourish is the indispensable guide to shaping the future you want.

The Transformative Power of Creating Community

Flourish

A provocative exposé of how our attention, behavior, and desires have been co-opted by the “choice box”—a curated set of options that offer a false sense of agency while funneling us down pre-determined paths controlled by a select few Choice boxes are all around us, but chances are you’ve never noticed them. Every time you click on a recommended video, rate an Uber driver, run a Google search, or invest in your 401k, you may think you’re the one calling the shots—but in reality, you’re limited to making the choices that a corporation wants you to make. Today, structured decision-making governs our lives to such an extent that we hardly see it at all. But who designs these choices, and whose interests do they serve? In Choose Your Own Captivity, historian Eli Cook introduces readers to the choice architects who first built these boxes and trapped us inside—from the maze-building eugenicist who invented the multiple-choice test to the marketing gurus who sold off our supermarket shelves to a few ultra-processed food giants. In less than a generation, architects like these have transformed a handful of online platforms into the richest businesses in the world. And by determining our options, controlling our actions, and even shaping our identities, they have laid the groundwork&nbsp;for the winner-takes-all game of digital capitalism that dominates us today. In a society built around the promise of free choice and personal responsibility, Cook argues, these hidden architects might just have the greatest power of all. A propulsive and vivid history, Choose Your Own Captivity opens readers’ eyes to the immense power of the choice box—and how to escape it.

A provocative exposé of how our attention, behavior, and desires have been co-opted by the “choice box”—a curated set of options that offer a false sense of agency while funneling us down pre-determined paths controlled by a select few Choice boxes are all around us, but chances are you’ve never noticed them. Every time you click on a recommended video, rate an Uber driver, run a Google search, or invest in your 401k, you may think you’re the one calling the shots—but in reality, you’re limited to making the choices that a corporation wants you to make. Today, structured decision-making governs our lives to such an extent that we hardly see it at all. But who designs these choices, and whose interests do they serve? In Choose Your Own Captivity, historian Eli Cook introduces readers to the choice architects who first built these boxes and trapped us inside—from the maze-building eugenicist who invented the multiple-choice test to the marketing gurus who sold off our supermarket shelves to a few ultra-processed food giants. In less than a generation, architects like these have transformed a handful of online platforms into the richest businesses in the world. And by determining our options, controlling our actions, and even shaping our identities, they have laid the groundwork&nbsp;for the winner-takes-all game of digital capitalism that dominates us today. In a society built around the promise of free choice and personal responsibility, Cook argues, these hidden architects might just have the greatest power of all. A propulsive and vivid history, Choose Your Own Captivity opens readers’ eyes to the immense power of the choice box—and how to escape it.

How Corporations Built Our Choices and Sold Our Freedom

Choose Your Own Captivity

Advancing Methods for Interdisciplinarity in the Social Sciences

Theory and Practice

Focus Groups

Auch Ärzte dürfen werben – diese Aussage ist mittlerweile bei den Ärzten und Zahnärzten sowie bei den Kammern und Gerichten weitgehend angekommen. 
Allerdings bestehen bei der Ausgestaltung von Werbemaßnahmen noch immer Unsicherheiten über die rechtlichen Möglichkeiten und Grenzen. Diese werden auch in 3. Auflage übersichtlich und praxisnah dargestellt, maßgeblich unter Berücksichtigung der aktuellen Rechtsprechung zum ärztlichen Werberecht. Einen neuen Schwerpunkt bilden die Werbeverbote des Heilmittelwerbegesetzes, die inzwischen auch für Ärzte maßgeblich in den Blick der Gerichte geraten sind. 
Damit ist auch die dritte Auflage des Standardwerks von Bahner ein unentbehrlicher Berater und Begleiter rund um das ärztliche Werberecht.

Auch Ärzte dürfen werben – diese Aussage ist mittlerweile bei Ärzten und Zahnärzten sowie den Kammern und Gerichten weitgehend angekommen. Allerdings bestehen bei der Ausgestaltung von Werbemaßnahmen noch immer Unsicherheiten über die rechtlichen Möglichkeiten und Grenzen. Diese stellt die Autorin auch in der 3. Auflage übersichtlich und praxisnah dar, wobei sie maßgeblich die aktuelle Rechtsprechung zum ärztlichen Werberecht berücksichtigt. Einen neuen Schwerpunkt bilden die Werbeverbote des Heilmittelwerbegesetzes, die inzwischen auch für Ärzte maßgeblich in den Blick der Gerichte geraten sind. Damit ist auch die 3. Auflage des Standardwerkes von Bahner ein unentbehrlicher Berater und Begleiter rund um das ärztliche Werberecht.

Auch Ärzte dürfen werben

Das neue Werberecht für Ärzte

Social Marketing is a rapidly evolving field of study and practice. Originally stemming from the successful application of marketing techniques to help solve societal issues, such as obesity, smoking and domestic violence, the discipline has developed into an independent field with its own methodologies and traditions. In order to help further this effective field of study, this Encyclopedia provides students, scholars and practitioners with a comprehensive yet credible source of information that is multidisciplinary in perspective.&nbsp;
 Reflecting new developments as well as the state of the art,
 t
 his Encyclopedia provides an authoritative overview of the current field of social marketing. It covers various facets based on the numerous disciplines that support it, such as marketing, psychology, sociology, philosophy, management, economics and public policy, to mention a few.&nbsp;
 Three sections provide a clear outline of:<ul><li>Conceptual andprocedural tools, such as ethics, evaluation and key thinkers;</li><li>Social marketing techniques and interventions, including social media, digital campaigns and storytelling;</li><li>Varieties of applications of social marketing, such as health, inequality and crime.</li></ul>
 With coverage of theories, models, contexts and applications of social marketing, as well as contributions from global experts, this is the first definitive resource for scholars and students interested in using social marketing principles for the good of society.&nbsp;

The Palgrave Encyclopedia of Social Marketing

Turn your marketing from a collection of tactics into a cohesive system that grows your business.82% of coaching businesses fail within the first year. And it's not because the coach lacks skill. They fail because potential clients can't understand what the coach does and how their life will improve after working together.Using the proven StoryBrand framework, Kris Jones shows coaches, consultants, and service providers how to unify every part of their marketing around one clear story that attracts more of the right clients.Kris Jones has spent more than 20 years in brand strategy and messaging, helping coaches build highly profitable businesses that are easy to grow. As one of the first StoryBrand Certified Guides, she has helped thousands of coaches apply this framework. Her clients have used the strategies in this book to close 95% of sales calls, raise their rates by 6X, and increase website conversions by 986%.With a foreword and introduction from Donald Miller, creator of StoryBrand, this practical guide gives you a proven system that makes every part of your marketing work together, so you become the obvious choice for your ideal clients.Through these ready-to-use strategies, you'll learn how to: <ul><li>Clarify the problem you solve and the transformation you deliver.</li><li>Explain what you do in a way people immediately understand.</li><li>Turn your website into your top salesperson.</li><li>Book more discovery calls and close them with confidence.</li><li>Create more consistent, predictable revenue.</li></ul> You don't need a bigger audience, a louder personality, or a more complicated marketing plan. You need one clear story and simple strategies that help your business grow, so you can spend less time marketing and more time doing the work you love.StoryBrand Your Coaching Business gives you the practical system to become the obvious choice for your ideal clients.

Turn your expertise into a single, simple story that attracts the right clients and moves them confidently toward a yes.Surviving as a business coach shouldn't be that difficult, should it? All a good coach needs is ten paying clients who meet with them, one-on-one, once or twice each month. Once a coach gets ten one-on-one clients, all they need then is a short waitlist of clients who want to work with them, so if, let's say, 30% of their clients drop out, they can pick up three more off their waiting list.So, if it should be easy to start and grow a coaching business, why do 82% of coaches fail to get their coaching businesses off the ground? That's right. 82% of people who try to start coaching businesses fail within the first year.After more than two decades working in brand strategy and messaging, Kris Jones noticed a frustrating pattern. Coaches were getting real results for their clients, yet their websites, social posts, and sales conversations were doing the opposite of what they should. Instead of attracting the right people, they created confusion, hesitation, and silence.&nbsp; Now, in StoryBrand Your Coaching Business, Kris shares her secrets for coaches on how to:<ul><li>Book consistent discovery calls without paid ads</li><li>Build waitlists instead of chasing leads</li><li>Turn their websites into reliable sales tools</li><li>Grow from inconsistent months to predictable revenue</li></ul>

12 Simple Strategies That Make Dream Clients Say Yes

Storybrand Your Coaching Business

Harriman House Essentials

The Illusion of Choice

Palgrave Studies in Marketing, Organizations and Society

This book leverages a value-centered marketing perspective to understand how technology can be used to predict consumer healthcare seeking and perceptions of the healthcare service experiences. It adopts a comprehensive definition of healthcare, encompassing various access points such as primary care, mental health care, cardiovascular care, and ambulatory care, as well as the choice between tele-health and traditional in-office settings.Chapters address topics including the application of artificial intelligence in predicting healthcare access, how the regulatory environment shapes product decisions for AI usage in healthcare, the role of technology in practice settings, and its influence on care-seeking decisions and perceptions of care quality. The volume concludes with discussions on the ethical implications of technology in healthcare delivery.Featuring contributions from leading scholars specializing in the intersection of business, technology and healthcare behaviors, this edited work is an essential resource for researchers and policymakers focused on the impact of technology on consumer well-being and the management of public health systems.Stacey R. Finkelstein
 is Professor of Marketing at Stony Brook University, USA. She earned her PhD and MBA from the University of Chicago Booth School of Business.&nbsp; Her research lies at the intersection of marketing and public policy, addressing questions related to food decision making, healthcare access and utilization, vaccine hesitancy, and how people living in poverty navigate the social services ecosystem. In recognition of her work, she received the American Marketing Association (AMA) Marketing and Society Special Interest Group (MASSIG) Early Career Award in 2019 and the&nbsp;
 Journal of Consumer Affairs
 &nbsp;Best Paper Award in 2021 for her work exploring the impact of omission bias and moral culpability on parents' vaccination plans for their children. She is currently serving as the Joint Editor in Chief of the&nbsp;
 Journal of Public Policy in Marketing
 .

This book leverages a value-centered marketing perspective to understand how technology can be used to predict consumer healthcare seeking and perceptions of the healthcare service experiences. It adopts a comprehensive definition of healthcare, encompassing various access points such as primary care, mental health care, cardiovascular care, and ambulatory care, as well as the choice between tele-health and traditional in-office settings.Chapters address topics including the application of artificial intelligence in predicting healthcare access, how the regulatory environment shapes product decisions for AI usage in healthcare, the role of technology in practice settings, and its influence on care-seeking decisions and perceptions of care quality. The volume concludes with discussions on the ethical implications of technology in healthcare delivery.Featuring contributions from leading scholars specializing in the intersection of business, technology and healthcare behaviors, this edited work is an essential resource for researchers and policymakers focused on the impact of technology on consumer well-being and the management of public health systems.

A Value-Centered Marketing Approach

Consumer Healthcare Behavior and Technology

Dieses internationale Standardwerk, das erstmals auf Deutsch verfügbar ist, bietet einen umfassenden, praxisnahen und wissenschaftlich fundierten Einstieg in das Dienstleistungsmarketing. Leserinnen und Leser lernen dabei zentrale Konzepte wie die 7 Ps des Service-Marketings, die Service-Profit-Chain, die vier Verarbeitungskategorien von Services, das Drei-Phasen-Modell des Dienstleistungskonsums sowie die Besonderheiten von Intangibilität, Heterogenität und Inseparabilität kennen. Das Buch zeigt, wie Dienstleistungen entwickelt, kommuniziert und digital transformiert werden – von KI und Robotik bis hin zur Plattformökonomie und Self-Service-Technologien.Anhand vieler realer Praxisbeispiele aus dem deutschsprachigen Raum und der ganzen Welt – von Mobilitätsanbietern über das Gesundheitswesen bis hin zu Banken, Hochschulen und der Gastronomie – wird veranschaulicht, wie Service Design, Technologie, strategisches Marketing und kundenorientierte Prozesse ineinandergreifen. Zusätzliche Inhalte zu den Praxisbeispielen sind auf Kapitelebene unter Spinger Nature Link online verfügbar.Ein unverzichtbares Werk für alle, die Dienstleistungen verstehen, gestalten und erfolgreich vermarkten wollen – fundiert, modern und anwendungsorientiert.Aus dem Inhalt<ul><li>Einführung in das Service Marketing</li><li>Konsumentenverhalten in einem Service Kontext</li><li>Positionierung von Services auf Wettbewerbsmärkten</li><li>Entwicklung von Serviceprodukten und -marken</li><li>Vertrieb von Dienstleistungen über physische und elektronische Kanäle</li><li>Festsetzung der Preise und Umsetzung der Einnahmenverwaltung</li></ul>Die AutorInnenJochen Wirtz
 ist Professor für Marketing an der National University of Singapore (NUS) und internationaler Mitarbeiter des Service Research Center an der Universität Karlstad, Schweden. Dr. Wirtz hat an der London Business School im Dienstleistungsmarketing promoviert und ist seit mehr als 25 Jahren im Dienstleistungsbereich tätig.
 Stefanie Paluch
 ist seit 2014 Professorin für Dienstleistungs- und Technologiemarketing und&nbsp;Mitglied des Vorstands des Center für Lehr- und Lernservices der RWTH Aachen University.
 
 &nbsp;

Dieses internationale Standardwerk, das erstmals auf Deutsch verfügbar ist, bietet einen umfassenden, praxisnahen und wissenschaftlich fundierten Einstieg in das Dienstleistungsmarketing. Leserinnen und Leser lernen dabei zentrale Konzepte wie die 7 Ps des Service-Marketings, die Service-Profit-Chain, die vier Verarbeitungskategorien von Services, das Drei-Phasen-Modell des Dienstleistungskonsums sowie die Besonderheiten von Intangibilität, Heterogenität und Inseparabilität kennen. Das Buch zeigt, wie Dienstleistungen entwickelt, kommuniziert und digital transformiert werden – von KI und Robotik bis hin zur Plattformökonomie und Self-Service-Technologien.Anhand vieler realer Praxisbeispiele aus dem deutschsprachigen Raum und der ganzen Welt – von Mobilitätsanbietern über das Gesundheitswesen bis hin zu Banken, Hochschulen und der Gastronomie – wird veranschaulicht, wie Service Design, Technologie, strategisches Marketing und kundenorientierte Prozesse ineinandergreifen.Ein unverzichtbares Werk für alle, die Dienstleistungen verstehen, gestalten und erfolgreich vermarkten wollen – fundiert, modern und anwendungsorientiert.&nbsp;

Menschen – Technologien – Strategien

Services Marketing

Sports Economics, Management and Policy

Soccer has become "big business." The aggregated market value of the first and second division teams from the "Big 5" European Leagues (England, France, Germany, Italy and Spain) is nearly EUR12 billion. Using systematic and anecdotal evidence from the "Big 5" and additional evidence from other European and some of the South American Leagues (Brazil and Argentina), this book explores the development of soccer as the world's most important team sport and addresses competitive balance across the a large number of leagues. The book also provides the reader with a thorough understanding of the market for players, coaches and referees as well as the demand for soccer, both on TV, at the gate, and in the betting office. Finally, the economic implications of pertinent recent problems, such as hooliganism and racism, are addressed.

Most of the discussion about player salaries, head coach dismissals, stadium subsidies, ticket prices and TV contracts is not very well informed and is based on prejudices. Assembling and interpreting the relevant and available information from an economic viewpoint provides the reader with a fresh new perspective on those subjects. Econometric evidence is presented in the form of graphs and figures instead of regression coefficients and is supplemented by anecdotal evidence. "Economic jargon" will be limited to a minimum in order to give readers a more intuitive understanding of the material.

Soccer has become "big business." The aggregated market value of the first and second division teams from the "Big 5" European Leagues (England, France, Germany, Italy and Spain) is nearly €12 billion. Using systematic and anecdotal evidence from the "Big 5" and additional evidence from other European and some of the South American Leagues (Brazil and Argentina), this book explores the development of soccer as the world’s most important team sport and addresses competitive balance across the a large number of leagues. The book also provides the reader with a thorough understanding of the market for players, coaches and referees as well as the demand for soccer, both on TV, at the gate, and in the betting office. Finally, the economic implications of pertinent recent problems, such as hooliganism and racism, are addressed.Most of the discussion about player salaries, head coach dismissals, stadium subsidies, ticket prices and TV contracts is not very well informed andis based on prejudices. Assembling and interpreting the relevant and available information from an economic viewpoint provides the reader with a fresh new perspective on those subjects. Econometric evidence is presented in the form of graphs and figures instead of regression coefficients and is supplemented by anecdotal evidence. "Economic jargon" will be limited to a minimum in order to give readers a more intuitive understanding of the material.

The Economics of Soccer

Conquering the Pitch

Kunden gewinnen mit System

Weitere Titel zum Thema