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Marketing Strategies for the
Internationalization of Businesses and

Marketing Strategies for the Internationalization of Businesses and Brands

Why the career ladder you were climbing has come apart, and what to do about it.Your job title may still be intact. The meetings continue; the monthly presentation still needs producing. But AI is already taking on the reporting, coordination, research and analysis work that once justified whole teams. The change seldom arrives with a dramatic announcement. It's more insidious than that: the hire is paused, the contractor is not renewed, the promotion evaporates.Written by someone building the tools behind this shift, The Next Rung looks at the knowledge-work middle: project leads, analysts, account managers, operations teams and managers whose jobs depend on orchestration. It traces the pressure from boardroom economics to kitchen-table arithmetic, and asks what happens when professional incomes and mortgages are exposed at the same time.Inside, you'll find: <ul> <li> The roles AI is quietly hollowing out </li> <li> Why the 'junior grind' is disappearing </li> <li> The 80/20 Collapse in professional work </li> <li> A practical audit of your exposure and runway </li> <li> The human capabilities that still matter </li> <li> Routes towards trades, portfolio work and community enterprise </li> <li> What AI's gains mean for housing, welfare and inequality. </li> </ul>This is a clear-eyed notebook from inside the transition, focused on judgement, resilience and building work with more human value. It will let you know where you stand, strengthen your options, and help you make your next move before the ladder disappears beneath you.

Why AI is breaking the career ladder, and how to find your next step

The Next Rung

Demis Hassabis, DeepMind and the Quest for Superintelligence

The Infinity Machine

Contemporary Issues in Air Transport

Transforming Air Cargo: Innovations, Challenges, and Sustainable Solutions in a Dynamic Market examines the rapidly evolving air cargo industry, addressing the critical factors shaping its future. Sections delve into the impacts of e-commerce growth, technological advancements, the COVID-19 pandemic, and global supply chain restructuring. Topics covered include commercial and regulatory contexts such as air cargo demand forecasting and revenue management, resiliency and sustainability, air cargo flow networks, economic development, strategies for reducing CO2 emissions, including the adoption of sustainable aviation fuel (SAF), and emerging strategies such as innovative approaches of air cargo carriers and key players like Amazon Prime Air. Final sections investigate technological innovations, including advanced air mobility and digital transformation within the industry. This book is an invaluable tool for industry professionals, including air cargo operators, logistics managers, and supply chain experts, as well as academics and students in logistics, transportation, and business management. Readers will gain critical insights into market trends and challenges, empowering them to make informed strategic decisions.

Innovations, Challenges, and Sustainable Solutions in a Dynamic Market

Transforming Air Cargo

Innovations in Intelligent Internet of Everything IoE

Biomedical Applications of AI and IoMT in Smart Healthcare

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

Leveraging Data Science and Machine Learning

Predictive Intelligence for Transforming Healthcare Insurance

This edited volume explores one of the defining phenomena of the contemporary global economy: the internationalisation of small and medium-sized enterprises (SMEs). Once constrained by limited resources, geographic distance, and restricted market access, SMEs now operate in interconnected international ecosystems shaped by globalization, digital technologies, and evolving institutional environments. Yet international expansion remains complex, especially across culturally diverse and institutionally heterogeneous contexts.
 
 Bringing together perspectives from international business, institutional theory, cross-cultural management, entrepreneurship, and digital transformation, this volume examines how informal institutions, cultural intelligence, and digitisation influence SME internationalisation. With a comparative focus on Central and Eastern Europe (CEE) and Asia, it demonstrates how informal institutions can compensate for institutional voids while fostering innovation. By emphasizing "soft infrastructure" as a strategic asset, the book challenges approaches that prioritize formal institutions alone and offers a more comprehensive framework for understanding SME growth across borders.
 Robert Dygas
 , PhD, Assistant Professor at SGH Warsaw School of Economics, specializes in geoeconomics, international business, and Asian economies. He has over 23 years of professional experience in multinational corporations across IT, telecommunications, and the public sector, and has edited and co-authored several international research monographs.
 Magda Górska Grginović
 , PhD, Assistant Professor at SGH Warsaw School of Economics, has over 15 years of experience in manufacturing firms and multinational corporations. Her research focuses on SME internationalisation, entrepreneurship, digital and green transitions, competitiveness, resilience, and sustainability.
 Elena-Mădălina Vătămănescu
 , PhD, Full Professor at the National University of Political Studies and Public Administration (SNSPA), Bucharest, research SME internationalisation, knowledge management, intellectual capital, entrepreneurial communication, and sustainability. She has published over 100 scholarly works.
 Prana Krishna Biswas
 , Visiting Professor at Nalanda University, India, has over 42 years of experience in management education. His expertise includes public policy, social entrepreneurship, ESG, sustainability, and development management. He has published extensively and completed more than 55 funded research projects

This edited volume explores one of the defining phenomena of the contemporary global economy: the internationalisation of small and medium-sized enterprises (SMEs). Once constrained by limited resources, geographic distance, and restricted market access, SMEs now operate in interconnected international ecosystems shaped by globalization, digital technologies, and evolving institutional environments. Yet international expansion remains complex, especially across culturally diverse and institutionally heterogeneous contexts.
 
 Bringing together perspectives from international business, institutional theory, cross-cultural management, entrepreneurship, and digital transformation, this volume examines how informal institutions, cultural intelligence, and digitisation influence SME internationalisation. With a comparative focus on Central and Eastern Europe (CEE) and Asia, it demonstrates how informal institutions can compensate for institutional voids while fostering innovation. By emphasizing "soft infrastructure" as a strategic asset, the book challenges approaches that prioritize formal institutions alone and offers a more comprehensive framework for understanding SME growth across borders.

Informal Institutions, Cultural Intelligence, and Digitalisation Impact

SME Internationalisation

„Das neue Werk von Bernd Wirtz erlaubt einen umfassenden und leicht verständlichen Einblick in den komplexen Bereich des Digital Marketing. Dem Autor gelingt dabei eine sehr gute Mischung aus theoretischer Fundierung und hohem Praxisbezug. Durch die klare Struktur und die Breite des behandelten Themenspektrums ist dieses Buch nicht nur für Studenten, sondern auch für Praktiker hervorragend geeignet."
 Dr. Rüdiger Grube,&nbsp;Mitglied des Vorstands der Daimler AG&nbsp;2001-2009, 
 Vorstandsvorsitzender Deutsche Bahn AG 2009-2017, Vorsitzender des Aufsichtsrats
 
 Vodafone GmbH
 
 „In einer Zeit, in der Megatrends wie Individualisierung und Vernetzung unser aller Verhalten verändern, erhält Digital Marketing einen ganz neuen Stellenwert. Bernd W. Wirtz behandelt dieses wichtige Thema wissenschaftlich fundiert und systematisch, aber gleichzeitig praxisnah und anwendungsorientiert. Er versteht es, die Zielgruppe Studenten ebenso anzusprechen wie die Unternehmenspraxis.“&nbsp;
 Bernhard Maier, Mitglied des Vorstands Porsche AG 2010-2015, Vorstandsvorsitzender Škoda Auto a.s. 2015-2020Der Inhalt<ul><li>Grundlagen des Digital Marketing</li><li>Instrumente des Digital Marketing</li><li>Prozess des Digital Marketing</li><li>Anwendungsbereiche des Digital Marketing</li><li>Fallbeispiele</li></ul>Der AutorUniv.-Prof. Dr. Bernd W. Wirtz
 ist Inhaber des Lehrstuhls für Informations- und Kommunikationsmanagement an der Deutschen Universität für Verwaltungswissenschaften Speyer.

Grundlagen - Instrumente - Prozesse

Digital Marketing

DK Little Book of

Discover more than 60 of the most important ideas, strategies, and milestones in the field of business in this accessible and innovative pocket-sized guide. From the earliest forms of trade and the invention of money to Adam Smith’s “invisible hand” and Henry Ford’s assembly line, and from the rise of corporate strategy to modern digital marketing, consumer psychology, the gig economy, and sustainable commerce, The Little Book of Business examines the philosophies and practices behind global industries and successful start-ups. Packed with infographics and flowcharts that explain complex concepts in a simple but exciting way, The Little Book of Business offers you the perfect introduction to the subject in a portable format perfect for reading on the go.

Discover more than 60 of the most important ideas, strategies, and milestones in the field of business in this accessible and innovative pocket-sized guide. From the earliest forms of trade and the invention of money to Adam Smith’s “invisible hand” and Henry Ford’s assembly line, and from the rise of corporate strategy to modern digital marketing, consumer psychology, the gig economy, and sustainable commerce, The Little Book of Business examines the philosophies and practices behind global industries and successful start-ups. Packed with infographics and flowcharts that explain complex concepts in a simple but exciting way, The Little Book of Business offers you the perfect introduction to the subject in a portable format perfect for reading on the go.

The Little Book of Business

Consumption is more than the acquisition of products and services: It is a cultural process through which individuals express identities, negotiate meanings, and communicate values. These meanings are shaped within broader social and cultural contexts and, in today’s hyperconnected era, circulate across markets, media, and communities with unprecedented intensity. This book examines emerging artists as cultural agents – Symbolic Architects of Consumption – focusing on Bad Bunny and Saint Levant as market-shaping actors whose music, narratives, aesthetics, and public identities communicate values and cultural codes far beyond the artistic sphere. Drawing on established Theories, the book shows how these artists create and circulate meanings and symbolic codes that shape consumption across fashion, language, lifestyles, and digital culture. Through in-depth case analysis and experimental evidences the volume offers a new perspective on how contemporary cultural actors shape meanings, markets, and consumption together the effects on emotional engagement, symbolic identification, and behavioural responses.Luigi Nasta, 
 Ph.D., is Assistant Professor of Management and Director of the Institute for Entrepreneurship at the John Cabot University. His research focuses on digital transformation and sustainability in creative and cultural industries, entrepreneurial finance and crowdfunding, responsible leadership, and the strategic use of emerging technologies such as AI and big data across business functions. &nbsp;
 
 &nbsp;
 
 Andrea Sestino, 
 
 Ph.D., Qualified as Full Professor of Management and Marketing, is Associate Professor (eCampus), and Lecturer in the same field at Luiss Business School and Affiliate Fellow at ISEM, Universidad de Navarra, Madrid. His research lies at the intersection of innovation management, marketing, and consumer behaviour, examining how immersive and interactive technologies reshape consumer experiences, value creation, and market dynamics. He is also interested in human-technology interaction, cultural consumption, and technology-enabled innovation.
 
 &nbsp;
 
 Luca Pirolo, 
 
 Ph.D., is Associate Professor of Management at Luiss University, Associate Dean for Multi-Hub Strategy, and Director of the Specialised Master Area at Luiss Business School. He also serves as Vice Dean of the LUISS Dubai Campus and as member of the Board of Directors of the Amsterdam Fashion Academy – Luiss Business School, Netherlands.

Consumption is more than the acquisition of products and services: It is a cultural process through which individuals express identities, negotiate meanings, and communicate values. These meanings are shaped within broader social and cultural contexts and, in today’s hyperconnected era, circulate across markets, media, and communities with unprecedented intensity. This book examines emerging artists as cultural agents – Symbolic Architects of Consumption – focusing on Bad Bunny and Saint Levant as market-shaping actors whose music, narratives, aesthetics, and public identities communicate values and cultural codes far beyond the artistic sphere. Drawing on established Theories, the book shows how these artists create and circulate meanings and symbolic codes that shape consumption across fashion, language, lifestyles, and digital culture. Through in-depth case analysis and experimental evidences the volume offers a new perspective on how contemporary cultural actors shape meanings, markets, and consumption together the effects on emotional engagement, symbolic identification, and behavioural responses.

Shaping Consumer Behaviour and Value Creation in the Hyperconnected Era

Symbolic Architects of Consumption

How the rise of AI agents--and other forms of autonomous intelligence--will transform every aspect of how companies create value and compete.Companies have long operated with a basic assumption: intelligence is scarce. Talent is limited, expertise is expensive, and good judgment is hard to scale. But that world is ending.AI agents are bringing a new form of labor into the enterprise--one that can work autonomously, learn continuously, and scale instantly. Their embodied counterparts, from drones to humanoid robots, are doing the same in the physical world. Together, these systems are introducing a new economic reality: cognition is becoming cheap, elastic, and abundant.In Abundant Intelligence, Deloitte's Nitin Mittal and futurist Mike Walsh show what happens when intelligence becomes cheap and widely available. Drawing on inside access to the people leading AI transformations at the world's most powerful companies, they uncover how this shift is challenging every assumption about strategy, productivity, and leadership, and what organizations must do now to stay ahead.As abundance becomes the new normal, the leader's job shifts from collecting intelligence to directing it. Those who learn to harness this expanding workforce of digital labor will unlock new levels of speed, creativity, and advantage. For everyone else, the gap will widen fast.

How Digital Labor Will Rewrite the Rules of Business

Abundant Intelligence

Marketing Strategies for the Internationalization of Businesses and Brands

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