Über uns

À propos de nous

Open Access

Karriere

Carrière

Aboverträge Kündigen

Résiliation d’abonnement

Vertrag widerrufen

Résiliation de contrat 

Datenschutz

Protection des données

Impressum

Mentions légales

Barrierefreiheit

Accessibilité

Zahlung und Lieferung

Paiement et livraison

Libra

Was ist Libra?

C'est quoi Libra ?

Kostenlos testen

Tester gratuitement

LEXIA

LEXIA Arbeitsrecht

Was ist LEXIA?

C'est quoi LEXIA ?

LEXIA Familienrecht

Zeitschriften

Revues

recht

Pflegerecht

ZBJV

forumpoenale

ZStrR

Anwaltsrevue

Revue de l'avocat

RSAS

FamPra.ch

ASYL

Life Science Recht

BlAR

Sachbuch

Livres spécialisés

LOKI

Semaphor

Fokusthemen

Focus

Thema

Recht studieren

Arbeitsrecht

Droit du travail

Studium

Études

Familienrecht

Droit de la famille

Sozialversicherungsrecht

Droit des assurances sociales

Strafrecht

Droit pénal

Aktienrecht

Droit des sociétés anonymes

Persönlichkeitsrecht

Droit de la personnalité

Publikationen

Publications

Literatur

Digitales Angebot

Bücher

Livres

Buchreihen

Collections

Onlinemodule LEXIA

Modules en ligne LEXIA

recht.ch

Studienliteratur

Littérature pour les études

Swisslex

Dienstleistungen

Services

Dienstleistungen für

Corporate Books

Publishing Lösungen

Aktuelles

Geschäftskunden

Professionnels

Corporate Publishing

Content solutions

Buchhandlungen

Librairies

Veranstaltungen

Événements

Presse

Dozierende

Enseignants

Studierende

Étudiants

Inserierende

Annonceurs

Newsletter

Blog

Autorinnen/Autoren

Auteurs

Unsere Schreibenden

Hilfe

Unsere Autorinnen und Autoren

Liste

Autorenlounge

Espace des auteurs

Bei uns publizieren

Publier chez nous

Open Access Policy

Verlag

Éditions

Themen

Mehr wissen

Mitarbeitende

Collaborateurs

Geschichte

Histoire

Unser Magazin

Notre magazine

Vision und Mission

Vision et mission

Partner

Partenaires

Unternehmenskultur

Culture d'entreprise

Kontakt

Contact

Shop

Schweizer Recht

Ausländisches Recht

Über unseren Shop

Neuerscheinungen

Nouveautés

Sortiment & Suche

Catalogue & Recherche

Vorankündigungen

À paraître

Nach Rechtsgebiet

Par domaine juridique

Kommentare

Commentaires

Gesamtkatalog

Catalogue complet

Fachkatalog Recht

Catalogue de droit

Tuten T: Social Media Marketing

Social Media Marketing

WSPC (US)

SERVICES MARKETING (10TH ED)

Understand how artificial intelligence is transforming marketing strategy and practice. Artificial Intelligence in Marketing by Kshitij Bhoumik is designed for upper-level undergraduate and postgraduate students studying AI in marketing, digital marketing and contemporary marketing strategy. Bridging the gap between technical capability and marketing decision-making, this textbook considers how AI supports segmentation, targeting, personalization, content creation and performance analysis. From generative AI in campaign development to predictive analytics and social media trend detection, students explore how AI tools enhance marketing effectiveness while maintaining brand integrity and customer trust. Reflective questions and applied exercises at the end of chapters challenge students to engage with current AI tools to create their own marketing content and strategies. This textbook includes: - Clear explanations of foundational marketing principles applied through AI - Structured ethical debates and critical thinking activities in every chapter - Real-world examples from global brands such as Bloom &amp; Wild, Monzo, Heinz, Glossier and Duolingo to illustrate how theory translates into measurable business outcomes - Additional online resources to encourage ongoing learning of new developments and debates in AI Whether preparing for assessment or building future-ready marketing expertise, Artificial Intelligence in Marketing provides students with the analytical skills and strategic confidence to apply AI responsibly and effectively in modern marketing practice.

Theory, Ethical Practice and Strategy

Artificial Intelligence in Marketing

Deliver proven, data-led marketing performance and leadership insight across the modern marketing organization.In the fully updated second edition of Marketing Metrics by Christina Inge, marketing leaders gain the strategic tools needed to build enterprise-grade, data-powered marketing strategies that deliver measurable business results. Written for CMOs, marketing directors and senior analytics leaders, this authoritative guide shows how to translate marketing metrics, data and analytics into informed decision making, stronger governance and clear financial impact.Featuring new content on AI-powered marketing metrics and enterprise analytics capability, this book equips senior professionals with the frameworks and models required to embed measurement into marketing leadership and long-term strategy.You will learn how to: - Implement a data-first marketing strategy aligned with business outcomes - Measure channel, campaign and brand ROI with confidence - Apply AI-powered metrics including predictive customer lifetime value - Build enterprise analytics capability and AI-ready marketing teams - Evaluate vendors and technology for strategic marketing investmentSupported by real-world examples and practical strategic models, this book provides senior marketing leaders with the tools to strengthen accountability, guide investment decisions and deliver measurable marketing performance at scale.Themes include: marketing metrics, marketing ROI, data-driven marketing strategy, AI in marketing analytics, customer lifetime value, marketing leadership

Leverage Analytics, Data and AI to Optimize Marketing Strategies

Marketing Metrics

This textbook provides a comprehensive and practice-oriented introduction to the fundamental principles of marketing. It is designed to be clearly structured and easy to understand, making it ideal for both beginners and those looking to deepen their knowledge. A particular emphasis is placed on classic consumer goods marketing, illustrating key concepts through practical examples. The book starts by introducing the core ideas and functions of marketing before moving on to essential analytical tools. It delves into marketing analysis, covering in-depth assessments of the external environment, market conditions, and internal company factors, all of which serve as the foundation for effective marketing planning. Readers are guided through the entire marketing process—from defining objectives and strategies to developing the classic marketing mix. This includes detailed discussions on product design, pricing decisions, distribution channels, and communication tools. Finally, marketing controlling is addressed, ensuring that all efforts align with objectives and measurable outcomes. The book closes with the outline of a standardized marketing plan.

A Process-Oriented Perspective on Consumer Marketing

Marketing

Unlock your marketing potential with actionable AI insights to supercharge customer engagement and retention.&nbsp; Customer Intelligence: Know Your Buyer to Transform Your Marketing&nbsp;by Eli Schwartz tackles the common pitfalls businesses face&nbsp;when&nbsp;they make&nbsp;incorrect assumptions about their customers.&nbsp;Relying on his experience working with&nbsp;companies like Google and Tinder, Schwartz guides&nbsp;you&nbsp;through understanding and&nbsp;leveraging&nbsp;AI to strengthen&nbsp;your&nbsp;marketing strategies and truly resonate with&nbsp;your&nbsp;customer base.&nbsp; The book provides a robust framework for&nbsp;identifying&nbsp;and understanding customer needs, helping&nbsp;you&nbsp;avoid costly marketing mistakes. Through real-world examples, Eli Schwartz&nbsp;demonstrates&nbsp;how AI can transform your strategies, ensuring not only attraction but retention of a loyal customer base.&nbsp; Inside the book:&nbsp; <ul> <li>Discover the pivotal role of customer insights in marketing success&nbsp;</li> </ul> <ul> <li>Learn to&nbsp;leverage&nbsp;AI for authentic customer connection&nbsp;</li> </ul> <ul> <li>Avoid the cost of marketing missteps with proven strategies&nbsp;</li> </ul> Whether you are a seasoned marketing professional or a business looking to enhance its customer engagement,&nbsp;Customer Intelligence is designed for those who wish to harness the power of AI for effective marketing and loyalty building. This book will equip you with the tools needed to make informed decisions that align with your customers' real desires and motivations.&nbsp;

Know Your Buyer to Transform Your Marketing

Customer Intelligence

Multi-Genre Creative Writing

A Writer's Craft

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

This volume highlights the evolving role of marketing in a rapidly changing environment by exploring how marketers can adapt foundational principles, emerging perspectives, and interdisciplinary insights to create meaningful impact in an increasingly fluid world. Featuring full papers presented at the 2026 Academy of Marketing Science (AMS) Annual Conference held in Savannah, GA, USA, contributors explore how technological advancement, shifting economic and geopolitical conditions, and heightened attention to sustainability and ethics are reshaping consumer value perceptions and marketing strategy. The chapters address theoretical and methodological innovations for navigating disruption, the growing role of AI and automation, and marketing’s response to global challenges such as supply chain instability, regulatory change, and diversity initiatives. Collectively, the volume highlights how marketers balance enduring principles with adaptive strategies in a global economy undergoing profound transformation.Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

This volume highlights the evolving role of marketing in a rapidly changing environment by exploring how marketers can adapt foundational principles, emerging perspectives, and interdisciplinary insights to create meaningful impact in an increasingly fluid world. Featuring full papers presented at the 2026 Academy of Marketing Science (AMS) Annual Conference held in Savannah, GA, USA, contributors explore how technological advancement, shifting economic and geopolitical conditions, and heightened attention to sustainability and ethics are reshaping consumer value perceptions and marketing strategy. The chapters address theoretical and methodological innovations for navigating disruption, the growing role of AI and automation, and marketing’s response to global challenges such as supply chain instability, regulatory change, and diversity initiatives. Collectively, the volume highlights how marketers balance enduring principles with adaptive strategies in a global economy undergoing profound transformation.
 Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the 
 Journal of the Academy of Marketing Science (JAMS)
 and 
 AMS Review
 .

Proceedings of the 2026 AMS Annual Conference, Savannah, GA, USA, May 12-14

Crafting Shape in a Fluid World - The Intersection of Marketing and External Forces

Routledge Studies in Trust Research

Corporate Self-Financing and Market Trust examines whether and under what conditions internally generated financial resources strengthen investor trust in listed food and beverage companies. Combining corporate finance theory with comparative evidence from the United States, developed European markets, and emerging European markets, the book develops a trust-centered model of internal financing. It distinguishes internal financing capacity from self-financing and shows that retained earnings, operating cash flow, liquidity, leverage, governance, ESG disclosure, and capital allocation discipline do not influence market trust independently. Their effects depend on institutional context and the credibility with which financial decisions are communicated.Drawing on company-level data for 2019-2024, the book integrates financial ratio analysis, non-parametric tests, panel regressions, moderation analysis, structural equation modeling, and comparative case studies. It also introduces a multidimensional Investor Trust Proxy based on observable market measures. The book will be valuable to researchers and advanced students in corporate finance, accounting, agribusiness, and sustainability, as well as managers, investors, and policymakers seeking to understand how financing decisions become credible market signals.

A Comparative Study of Food and Beverage Companies in the U.S. and Europe

Corporate Self-Financing and Market Trust

A Global Perspective on Legal Frameworks and Jurisdictional Challenges

Regulating AI in the Workplace

Moderne Managementansätze

Edition Wissenschaft & Praxis

Von interaktiven Dynamiken zu strategischen Entscheidungen

Psychologie im Influencer Management

Digital Dynamics, Modern Business Concepts and Cases

Global Strategy in the Service Industries

<div>Learn how the world’s most memorable brands find the words that make them impossible to ignore. Visual identity has its canon. Logos, typefaces, color systems, and design principles have filled bookshelves for decades. But behind every successful brand is another system that shapes perception, builds trust, and creates emotional connection: language. In How Brands Find Their Voice, brand writer and Brand Impact Awards founder Nick Carson gives verbal identity the visual design-book treatment it has long deserved. With a foreword by John Simmons—the acclaimed writer who coined the term “verbal identity”—and built on unprecedented access to leading branding agencies and in-house creative teams, this richly illustrated volume reveals how brand language is developed, expressed, and sustained across every touchpoint. Through in-depth case studies spanning hospitality, technology, consumer goods, and nonprofits, from global institutions to challenger brands, Carson explores how language becomes part of a brand’s DNA. Readers meet the people who do the work and discover how verbal identity emerges from collaboration, research, and craft. Inside, you’ll discover: <ul><li>The evolution of brand voice from advertising copy to modern verbal identity</li><li>How leading agencies develop language systems alongside visual identity</li><li>The strategic thinking behind memorable brand voices</li><li>Different approaches to tone, personality, storytelling, and communication</li><li>How organizations embed verbal identity across teams and touchpoints</li><li>What separates effective brand guidelines from documents that are never used</li><li>The opportunities and challenges that AI presents for brand language</li></ul> Featuring brands such as Ben &amp; Jerry’s, Mailchimp, Virgin, Liquid Death, Innocent, Oatly, and many others—and world-renowned agencies including COLLINS, Wolff Olins, and JKR—the book demonstrates that successful verbal identity is not about clever taglines or isolated campaigns. It’s about creating a coherent language system that shapes every interaction people have with a brand. Filled with photography, packaging, digital experiences, environmental graphics, annotated guidelines, and expert commentary,&nbsp;How Brands Find Their Voice presents language in context, where words and visuals work together to create meaning. For brand strategists, designers, copywriters, marketers, students, and business leaders, this book offers both inspiration and practical insight into one of branding’s most important—and least understood—disciplines.</div>

Why Brands Should Watch Their Language

How Brands Find Their Voice

Social Media Marketing

Weitere Titel zum Thema