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Gesamtkatalog

Catalogue complet

Luttrell Regina: Social Media

Social Media

How to Engage, Share, and Connect

Transformational and Wellness-Driven Hospitality

Ultra-Luxury Travel

Routledge Research in Sustainability and Business

A Playbook for Generating Long-Term Value from Sustainable Practices

Integrating Sustainability and ESG in Private Equity

Beyond Standardized American English

Foundations of Grammar

A Love Story in Songs – 'The first new Beatles story in decades'

John and Paul

Combining Human Thinking and Creativity with Technology to Inspire Audiences

Authentic Marketing

The Rise of Extreme Porn and How We Fight Back

Exposed

How can organizations create actionable marketing strategies that are innovative and driven by data? This textbook provides students with a comprehensive, step-by-step framework to harness data for marketing initiatives.

Data-Driven Marketing Strategy enables marketing students to not only comprehend metrics but also interpret them into innovative, influential campaigns that resonate with target audiences while yielding quantifiable outcomes. The holistic approach ensures that students have a complete toolkit for success. This textbook is ideal for upper-level undergraduate students taking modules on Marketing Strategy and Data-Driven Marketing as part of their degrees.

Features include:
- chapters that cover the entire marketing process, from understanding customer needs and crafting value propositions to executing campaigns and measuring results. 
- step-by-step guidance on how to create detailed customer personas, segment audiences effectively and tailor messaging to meet specific needs. 
- material covering the latest trends and tools in digital marketing such as the rise of customer experience (CX) as a key differentiator, in addition to ethical considerations of the use of AI and machine learning for personalization.
- best-practice tips, checklists and real-world examples that make it easy for readers to apply what they learn.
- online resources of lecturer slides and downloadable templates.

How to apply data to achieve measurable results

Data-Driven Marketing Strategy

Anthem Ethics of Personal Data Collection

Examines the evolving landscape of data privacy and ethics, arguing that businesses can build trust and drive growth by adopting transparent, consumer-focused data frameworks beyond legal compliance

Data privacy continues to be an important topic for discussion throughout changing technology, business, and legislation landscapes. The U.S. legislation continues to shift state-by-state, resulting in changes that are often difficult for companies to keep up with. This is (one reason) why businesses should adopt their own data framework principles to guide their business strategy. Developing data guidelines or principles is the practice of a business voluntarily going beyond data privacy legislation to create and implement a data collection and usage framework that prioritizes customer relationships through a lens of transparency and control. 
The book explores how consumer data are currently collected from everyday interactions, surveys, website usage, purchases, and more, then examines how that information feeds data and business strategies for companies around the world. Data collection is often complex-it requires different kinds of technology and uses different validation methods, all across different pieces of data-and this complexity can lead to issues with accuracy and tracking of when and how consumer data are used. Data are used to drive business strategies by helping companies find their most loyal users, bring in new customers, and increase usage, among other things. An underlying guide for data principles can lead to improved accuracy in data collection, help businesses stay transparent with consumers, generate more trust, and ultimately, increase business performance. 
As consumers become more educated and more aware about what data are collected and how they are used by companies, there is a growing need for businesses to develop a relationship with their consumers built on trust and mutual value. There is currently a gap between the amount of data collected, its usage, and how consumers trust and value the companies with which they do business. 
Finally, this book discusses how businesses can bridge that gap, between consumer trust and effective business strategy by developing their own set of data guidelines and principles that can improve business growth. These strategies are designed to help drive consumer trust by treating consumers like real people and understanding the relationship between data collection, usage, and consumer trust.

How Applied Data Principles Drive Trust and Business Growth

Navigating Data Standards in Business Strategy

Bloomsbury Studies in Digital Cultures

In 1945, W. Averell Harriman, US Ambassador to the Soviet Union, was presented with a carved wooden plaque of the Great Seal of the United States as a 'gesture of friendship' by a delegation from the Soviet's Young Pioneer Organization. Unbeknownst to him, one of the first covert listening devices, invented by Leon Theremin was hidden within it and was subsequently used to listen in on the ambassador's conversations for six years before being discovered. This book uses remarkable tales like this to tell the story of how modern audio surveillance developed and its important role in the evolution of today's artificial intelligence. Beginning with post-WW2 monitoring devices, Listening In traces an arc through the Cold War era into the present day in which state and commercial spyware can record our calls, copy messages and secretly film us. It subsequently moves into the near future where AI-assisted technologies can listen to things we have not yet said as well as digitally simulate and record our voices after we have died. Exploring how mass audio surveillance is carried out through devices such as smart phones, speakers and baby monitors and used to inform and train AI algorithms, the book provides fresh insights into how we are allowing our personal privacies to be traded for enhanced social connectivity and technological convenience. Ultimately Listening In reveals how the urge to listen and record everything that has ever been uttered is scored deeply into the technological operating systems of cultures from around the world.

How Audio Surveillance Became Artificial Intelligence

Listening In

Understand how to craft strategies and messages that engage different stakeholders on sustainability, avoiding greenwashing and creating compelling and compliant communication.

Translating Strategy into Effective Stories

Sustainability Storytelling

This book examines how the Arab Gulf Crisis (2017-2021) led to a robust social media reaction that seemingly - and perhaps perpetually - changed the ways in which religious authority manifests in the digital age. Positioning the Arab Gulf Crisis as a key moment in the transformation of public religious expression in the Gulf, Ibrahim N. Abusharif investigates how religious authority was mobilized through digital media, where the authority of traditional scholars contended with a networked public sphere. This shift was most prominently evident in social media spaces, with the proliferation of texts which used Islamic language and philosophy to both justify and contest the political blockade of Qatar by neighboring states. While the crisis largely unfolded via traditional geopolitical measures - severing diplomatic ties, imposing blockades, and disrupting trade - the digital battlefield became a parallel front in which state actors, religious scholars, and influencers competed for narrative control. Drawing on analysis of media texts by Gulf-based religious figures, the book demonstrates how scriptural allusions, moral framing, and juridical language were deployed to endorse and critique the crisis. Through these analyses, Abusharif challenges prevailing binary frameworks and proposes an interdisciplinary methodology which combines media studies and Islamic studies to more fully understand the complex digital discourses associated with this conflict. Ultimately, this work offers a deep examination of how religion, media, and politics intersect in the digital age and considers how future crises might continue to develop across both physical and digital terrains.

Social Media, Religious Authority, and the Arab Gulf Crisis

Consumer trust in advertising has dropped to an all-time low, making it hard for advertisers and marketers to communicate effectively with their audiences. With trust being the single biggest issue affecting the industry, this roadmap for how every practitioner can work to build consumer trust is vital.

The advertising landscape in the 21st century has changed beyond recognition. Whilst some rules remain constant such as the important of creativity, new considerations around volume and the use of customer data in targeting has created new considerations for mid-senior career executives in advertising and new concerns for consumers. With trust in advertising linked so closely with advertising success and positive business results, it's absolutely critical that the industry is able to address the concerns consumers have with advertising and build back trust to ensure advertising can become more effective.
 
Drawing on the latest research and insights from the world's leading sources, Trusted Advertising highlights the issues within the field and provides practical techniques used in advertising to positively strengthen trust. Alongside this, it will explore how trust is protected and maintained as well as how trust in advertising is managed across different media channels and tech platforms.

Featuring real-world examples from brands such as Nationwide, Aldi, Guinness and Giff Gaff, and including insight from Credos, the Advertising Association, the IPA and ISBA, this book will become every advertiser's go-to-guide for creating trusted, effective campaigns.

How to Harness the Value of Trust in Your Brand

Trusted Advertising

Social Media

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