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Online- und Social Media Marketing Kampagne für "OH APRIL"

Moderne Managementansätze

Edition Wissenschaft & Praxis

Von interaktiven Dynamiken zu strategischen Entscheidungen

Psychologie im Influencer Management

Management for Professionals

This practical guide empowers entrepreneurs, marketers, and business owners to create content that drives real business results. In a digital world where attention is scarce and trust is essential, the book offers a long-term strategy rooted in clarity and customer value. Readers will learn how to define goals, understand audiences, and craft compelling stories across formats and channels. Using proven techniques and step-by-step frameworks, it demonstrates how to build visibility, engagement, and growth without relying solely on paid advertising. Whether scaling a startup or growing an established brand, readers will find the structure and tools needed to make content work harder and deliver lasting results.&nbsp;

This practical guide empowers entrepreneurs, marketers, and business owners to create content that drives real business results. In a digital world where attention is scarce and trust is essential, the book offers a long-term strategy rooted in clarity and customer value. Readers will learn how to define goals, understand audiences, and craft compelling stories across formats and channels. Using proven techniques and step-by-step frameworks, it demonstrates how to build visibility, engagement, and growth without relying solely on paid advertising. Whether scaling a startup or growing an established brand, readers will find the structure and tools needed to make content work harder and deliver lasting results.

Build Trust, Drive Sales, and Lead Your Market

The Power of Content Marketing

This edited book investigates how companies can effectively communicate sustainable supply chain practices through digital channels, and how such communication influences consumer perceptions, engagement, and firm performance.In today’s business landscape, sustainability and digitalization are reshaping corporate strategy and stakeholder expectations. Consumers and stakeholders increasingly demand ethical, transparent, and environmentally responsible practices, rewarding firms that demonstrate moral integrity and penalizing those that fall short.Drawing on contemporary literature, the project posits that digital communication of supply chain sustainability can serve as a durable source of competitive advantage. Firms that cultivate the necessary capabilities, relationships, and reputational assets are better positioned to thrive in a digitally mediated, sustainability-conscious marketplace.Contributing to the evolving academic discourse on value creation, as well as offering implications for practice, this book is a valuable resource for researchers, students and practitioners.&nbsp;&nbsp;&nbsp;Simone Guercini
 is Full Professor of Marketing and Management at the Department of Economics and Management of the University of Florence. He has been visiting scholar at primary universities and research institutes, including Max Planck for Human Development in Berlin (Germany), GSU-CIBER at Georgia State University and Kelley School of Business at Indiana University at Bloomington (United States), ISEM at the University of Navarra (Spain). He has published more than 100 articles in journals and several books as author and as a co-editor, including among the others: 
 Native and Immigrant Entrepreneurship
 , Springer, 2017; 
 Passion and Entrepreneurship
 , Palgrave Macmillan, 2020;&nbsp; 
 Internationalization of Luxury Fashion Firms
 , Palgrave Macmillan, 2022.

This edited book investigates how companies can effectively communicate sustainable supply chain practices through digital channels, and how such communication influences consumer perceptions, engagement, and firm performance.In today’s business landscape, sustainability and digitalization are reshaping corporate strategy and stakeholder expectations. Consumers and stakeholders increasingly demand ethical, transparent, and environmentally responsible practices, rewarding firms that demonstrate moral integrity and penalizing those that fall short.Drawing on contemporary literature, the project posits that digital communication of supply chain sustainability can serve as a durable source of competitive advantage. Firms that cultivate the necessary capabilities, relationships, and reputational assets are better positioned to thrive in a digitally mediated, sustainability-conscious marketplace.Contributing to the evolving academic discourse on value creation, as well as offering implications for practice, this book is a valuable resource for researchers, students and practitioners.

Empirical Insights and Managerial Implications

Communicating Supply Chain Sustainability in a Digital Age

*AS HEARD ON THE DIARY OF A CEO AND MODERN WISDOM PODCASTS*'Vanessa Van Edwards has revolutionized the way we build confidence and create more authentic relationships in every social and professional interactions' Steven Bartlett'She shares insights on leveraging nonverbal cues to project confidence, build trust, and effectively engage others' Chris Williamson---Charisma isn't an innate gift or something you're born with. It can be learned through intentional practice. You just need to know how.As a human behaviour scientist, Vanessa Van Edwards studies the hidden forces that drive us in her research lab, Science of People, and in this book she shares her practical, science-based strategies and shortcuts to help you take control of any social situation.<ul><li>Do you make a good first impression? Or is 'the triple threat' - hidden hands, avoidant gaze, and closed posture - making people dislike you?</li><li>Are you noticing non-verbal cues and micro-expressions? Can you speed-read the subtle feedback signs that reveal what people are really thinking?</li><li>"How are you?" at small talk? Replace boring openers with more specific ones will make your conversations more memorable.</li></ul>With ready-to-use scripts to try out and body language hacks that deliver immediate wins, Captivate unlocks the hidden science of human connection so you can forge more meaningful relationships in your life and at work.

The Science of Succeeding with People

Captivate

Dieses Buch stellt Ihnen das aktuell verfügbare Wissen über professionelles Fundraising und sein systematisches Management zur Verfügung. Dabei profitieren Sie sowohl von den neuesten wissenschaftlichen Erkenntnissen zu Nonprofit-Management und Fundraising als auch von der mehr als 40-jährigen Praxiserfahrung der beiden Autoren aus über 100 Beratungsprojekten zum Auf- und Ausbau von Fundraising in kleinen und großen gemeinwohlorientierten Organisationen.
 
 Knapp 300 Best-Practice-Beispiele sowie über 300 Abbildungen und Tabellen veranschaulichen praxisnah, wie Sie das Fundraising für Ihre gemeinwohlorientierte Organisation systematisch einsetzen können. Ein umfassender Service-Teil am Ende nennt Adressen von Fachverbänden, Anbietern von Aus- und Weiterbildung sowie Dienstleistern in Deutschland, Österreich und Schweiz.
 
 Für die 9. Auflage konnte Sonja Harken als fachlich kompetente und in der Branche anerkannte Co-Autorin gewonnen werden. Diese Auflage wurde vollständig durchgesehen, aktualisiert und insbesondere beim Thema „Online-Fundraising“ ergänzt.
 Die Autoren Michael Urselmann
 ist seit 2004 Professor für Sozialmanagement mit dem Forschungsschwerpunkt Fundraising an der Technischen Hochschule Köln. Daneben berät er seit 2004 als freier Berater der Urselmann Fundraising Consulting GmbH zahlreiche gemeinwohlorientierte Organisationen im In- und Ausland in allen Fragen des Fundraising. Urselmann ist seit 2009 gewähltes Mitglied im Deutschen Komitee für UNICEF, seit 2016 Mitglied im Beirat der Rheinischen Stiftung für Bildung und seit 2017 ehrenamtlicher Botschafter der Sachspendenplattform Innatura.
 Sonja Harken
 ist freiberufliche Fundraiserin, Fundraising-Beraterin und beschäftigt sich praktisch sowie wissenschaftlich mit Fundraising. Seit 2017 im Fundraising unterwegs, war sie sowohl auf Organisations- als auch auf Agenturseite für Organisationen in Deutschland, Österreich und der Schweiz tätig. Ihre Forschung zu Online-Fundraising verknüpft Wissenschaft und Praxis. Zudem ist sie Lehrbeauftragte an der Katholischen Hochschule Mainz.

Dieses Buch stellt Ihnen das aktuell verfügbare Wissen über professionelles Fundraising und sein systematisches Management zur Verfügung. Dabei profitieren Sie sowohl von den neuesten wissenschaftlichen Erkenntnissen zu Nonprofit-Management und Fundraising als auch von der mehr als 40-jährigen Praxiserfahrung der beiden Autoren aus über 100 Beratungsprojekten zum Auf- und Ausbau von Fundraising in kleinen und großen gemeinwohlorientierten Organisationen.
 
 Knapp 300 Best-Practice-Beispiele sowie über 300 Abbildungen und Tabellen veranschaulichen praxisnah, wie Sie das Fundraising für Ihre gemeinwohlorientierte Organisation systematisch einsetzen können. Ein umfassender Service-Teil am Ende nennt Adressen von Fachverbänden, Anbietern von Aus- und Weiterbildung sowie Dienstleistern in Deutschland, Österreich und Schweiz.
 
 Für die 9. Auflage konnte Sonja Harken als fachlich kompetente und in der Branche anerkannte Co-Autorin gewonnen werden. Diese Auflage wurde vollständig durchgesehen, aktualisiert und insbesondere beim Thema „Online-Fundraising“ ergänzt.

Professionelle Mittelbeschaffung für gemeinwohlorientierte Organisationen

Fundraising

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

Translational Systems Sciences

Characteristics of Japanese visual narratives are depicted in this book, shedding light on cultural, institutional, and industrial aspects of reproducible contents. The book consists of three parts which deal with the Japanese contents industry, the hypervariety industry revolution, and related case studies, respectively. The first part proposes points of view for organizing research on the Japanese contents industry. The authors explain characteristics of the industry from the standpoint of cultural, institutional, and industrial strata. The second part explains the system of revolution in the industry as a hypervariety industry. The Japanese contents industry implicitly predicts the next innovation system, which will be hypervarietal but not top-down or Hollywood style as in the Western economy. The third part provides case studies on phenomena such as the comics market, Akihabara: a cross-cultural town, Cool Japan, and animation.

Cultural, Institutional, and Industrial Aspects of Reproducible Contents

The Rise of Japanese Visual Narratives

Understanding Consumer Behaviour in the Era of AI and Machine Learning

Cognitive Commerce, Volume I

A Socially Embedded Theory of Memory‑Driven Consumption

Nostalgia and Consumer Behavior

Der Reisevertrieb ist im Wandel: Onlineanbieter verdrängen immer häufiger etablierte Vertriebswege. Kund:innen buchen stärker "digital" und suchen zugleich die Expertise der persönlichen Beratung. Nico Stengel beschreibt den Status quo und die Veränderungen beim Reisevertrieb. Er zeigt Vertriebswege auf, skizziert Geschäftsmodelle mit Stärken sowie Schwächen und geht zudem auf Trends ein.

Der Reisevertrieb ist im Wandel: Onlineanbieter verdrängen immer häufiger etablierte Vertriebswege. Kund:innen buchen stärker „digital“ und suchen zugleich die Expertise der persönlichen Beratung. Nico Stengel beschreibt den Status quo und die Veränderungen beim Reisevertrieb. Er zeigt Vertriebswege auf, skizziert Geschäftsmodelle mit Stärken sowie Schwächen und geht zudem auf Trends ein.

Kanäle, Strukturen, Digitalisierung

Vertrieb im Tourismus

This book examines climate change and the need for advertising creatives to think and create strategically in order to educate about the human role in climate adaptation.&nbsp;As more brands and organizations feel the economic and cultural effects of climate realities, there is an urgent need for the advertising industry to offer smarter, creative approaches to messaging about this phenomenon. Creatives must use their ability to translate complex issues into messages that resonate with multiple audiences while&nbsp;bridge the gap between consumers and climate understanding. The author argues that brands and corporations have a social responsibilty to provide this value, thereby fighting misinformation and emboldening citizens to work toward adaptive behaviors with understanding of basic climate science. Through the themes of complexity, creativity, and courage, this book synthesizes theory on audience engagement and discusses how to frame the climate issue effectively.

Our greatest challenge is upon us. Climate change realities call for adaptation and new ways of understanding the world. For brands and their agency advocates, this demands a courageous approach to crafting work that engages a range of audiences, people often polarized and politically divided. How can the vibrant creative industry play a leading role in helping humanity adapt to climate change? What climate science resources exist that aid in developing smart communication platforms? How does a creative strategist grow skills necessary for this most important assignment?&nbsp;Brave Work, a guide for creatives in all career stages, develops a mission statement for creative leadership in these complicated times.

A Creative's Guide to Making Compelling Advertising and Brand Messages in Complicated Times

Brave Work in the Age of Climate Change

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

Online- und Social Media Marketing Kampagne für "OH APRIL"

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