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Catalogue complet

Aus der Reihe: e-fellows.net stipendiaten-wissen

Laura Hins

Market Entry Barriers for an International European B2B Company Targeting the Chinese Market

Gain an invaluable insight into the entire marketing communications process with this contemporary and accessible textbook which integrates both traditional principles and digital techniques.

Marketing Communications for a Digital Age

The Basics

Fully updated for today's rapidly evolving landscape, this comprehensive guide equips marketing professionals with essential strategies to navigate unpredictable consumer behaviour and fierce online competition.This book delivers practical frameworks for capturing audience attention and building customer loyalty in the digital age. Readers will gain actionable insights into competitive analysis, digital marketing tactics, AI applications, and data analytics, while developing a deep understanding of global marketing principles, consumer behaviour models, and ethical considerations. The integration of cutting-edge technologies with traditional marketing fundamentals provides a complete toolkit for marketing success in an increasingly complex environment. Global case studies featuring Toyota, Audible, Pfizer, Coca-Cola, and TikTok bring concepts to life, while chapter objectives, summaries, and discussion questions enhance learning and facilitate classroom engagement.Ideal for undergraduate and graduate marketing students, as well as early-career practitioners seeking to develop foundational knowledge or experienced professionals updating their skills. The accessible approach makes it suitable for both academic courses in marketing fundamentals and digital strategy, and for self-directed professional development in global marketing contexts.

Marketing

Freiburger Studien zur Kulturanalyse

Violin makers are striving to create instruments of perfect sound and form. At this, they move between contradictive objectives: the canonized standards and one's own creativity. The violin making schools occupy a powerful position in this negotiation process - while their attitudes, practices and objectives differ substantially. Accordingly, it is necessary to answer the question comparatively: How is violin making taught and learned in European schools at present and how do they respond to technical and cultural changes? 
This volume explores parallels and differences between learning and teaching in the violin making schools in different European countries. In order to realize this work, the cooperation of a violin maker, a cultural anthropologist and two photographers proves to be as necessary as fruitful, since the implicit knowledge of the craftsmanship needs to be understood on the levels of observation, experience and dialogue against a culture-analytical background.

Learning the Craft of Violin Making

Hands, Skills, Tools

Springer Nature Proceedings excluding Computer Science

Mehmet Huseyin Bilgin

Hakan Danis

Ender Demir

Giovanni Di Bartolomeo

Proceedings of the 46th Eurasia Business and Economics Society Conference

Eurasian Business and Economics Perspectives

Lynn Matthay

Social Entrepreneurship. Unternehmerische Kompetenzen und Geschäftsmodellentwicklung im wissenschaftlichen Diskurs

Unlock the essential concepts, theories, and frameworks for marketing in the digital age with this award-winning textbook, which explores the skills needed to thrive as an ethical, socially-conscious marketer in today’s ever-evolving digital landscape.

Principles of Marketing for a Digital Age

Studies in German Literature Linguistics and Culture

The first English translation of the essays, lectures, and other critical writings of the celebrated Austrian poet, novelist, and public intellectual, one of the most influential postwar writers in German.


The Austrian Ingeborg Bachmann (1926-1973) is one of the most important postwar writers in German. Her work is enmeshed with the intellectual and cultural developments of the period: she was influenced by European modernism in the early 1950s, experienced the sweeping changes of the 60s, and worked until her death in 1973 on her celebrated and sprawling "Todesarten" (Ways of Death) project, on the decades following National Socialism. Her poetry and prose confront what she called "the sickness of our time": the subtle connection between patriarchal society, catastrophic history in the form of National Socialism, and the subjugation of the Other. Even during her lifetime, Bachmann achieved a prominent position in postwar German-language literature. Interest in her literary output increased sharply in the early 1980s with the publication of the first edition of her works, and has been growing steadily ever since.

 Bachmann's impact on German literature is comparable to that of Virginia Woolf on English literature. Just as an appreciation of Woolf's poetic oeuvre, and that of other women writers, is impossible without reference to "A Room of One's Own," the critical writings of Bachmann enhance our awareness of not only her own works, but also those of many other writers, philosophers, and artists. As the only translation of Bachmann's essays, lectures, speeches, and theoretical texts into English, The Critical Writings will be a valuable tool for students of Comparative Literature and German literature and cultural studies.

The Critical Writings of Ingeborg Bachmann

Data-Driven Marketing Analytics: Research Methods and Analytical Tools bridges the gap between traditional marketing research and modern big data analytics, offering a step-by-step guide to transforming data into actionable insights.Readers will gain practical skills to design and manage research projects, predict customer behaviour, and uncover hidden patterns in purchasing data. The book delivers these benefits through hands-on exercises, shareable datasets, and visual workflows, ensuring accessibility for users without coding experience. Key features include real-world case studies, interactive examples, and tools for segmentation, forecasting, and strategic decision-making.This book is tailored for postgraduate students, researchers, and marketing professionals seeking to master data-driven decision-making. It is ideal for advanced courses in Marketing Analytics, Management Information Systems, and Business Statistics.The book is supported by a comprehensive online repository containing over 100 ready-to-use files, including datasets, Excel solutions, SPSS files, and Orange workflows.

Research Methods and Analytical Tools

Data-Driven Marketing Analytics

Business and Management (R0)

Denis Berberovic

Danica Purg

The Undiscovered Roads to the Future

Hidden Champions in Rising Economies

&lt;p&gt;This volume examines the unique cultural and socioeconomic aspects of Central Asia and the effects of these elements on women leaders in the region, focusing on five countries. Unfortunately, gender inequality and underutilization of women’s talents are deeply embedded in historical, socio-economic, and cultural developments of this region. Nevertheless, despite the difficulties Central Asian women leaders face, there are emerging patterns of changes and improvement in the current state of women. This book discusses the impact of these changes.&lt;/p&gt;

&lt;p&gt;The book opens with an overview chapter that covers the historical and socio-cultural background for the region, followed by five chapters devoted to each Central Asian country. Next, there are chapters discussing leadership opportunities for women, in business as well as education and government. The closing chapter identifies commonalities and differences among countries in the region and offers a future avenues of research.&lt;/p&gt;

&lt;p&gt;This edited book has critical implications for the development of women leaders in Central Asia, providing insights that explain the background, current tendencies, and future opportunities for developing the potential of highly qualified women leaders in the Central Asian countries.&lt;/p&gt;


Aliya Tankibayeva

Gary N. McLean

Dinara Seitova

Challenges and Opportunities

Central Asian Women in Leadership

&lt;p&gt;This book marks the first attempt to explore de-internationalization and re-internationalization through business model innovation. Understanding how firms building on their de-internationalization experience can reconfigure their business models to pursue re-internationalization is vital to firms’ growth and survival. Combining sound theorizing and practical insights, this book conjectures that the relationship between de-internationalization and re-internationalization is best understood, theoretically and empirically, through the moderating effect of business model innovation.&amp;nbsp;This book puts forward an international business-business model research program that will undoubtedly create more questions than answers, making it an exciting, thought-provoking avenue for future research and practice pondering in a VUCA world.&amp;nbsp;This book is of great interest to practitioners, academics and students of business model innovation and international business, as well as those involved in strategic management for international businesses.&lt;/p&gt;

&lt;p&gt;&amp;nbsp;&lt;/p&gt;


Jesper Chrautwald Sort

Yariv Taran

Romeo V. Turcan

Business Model Innovation for Growth and Survival

De-internationalization and Re-internationalization of the Firm

Fourteen seasoned executives share their personal journeys of adjusting their leadership styles to navigate the complex business landscapes of Europe and Asia. The look over their shoulders offers candid insights into the challenges and opportunities of building relationships across cultures.

This book accompanies Intercultural Leadership: Humanistic Perspectives, using authentic experiences as a powerful way of learning about leadership.

Sierk A. Horn

Intercultural Leadership: Exercises in Action

Market Entry Barriers for an International European B2B Company Targeting the Chinese Market

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