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Diese Veröffentlichung entspricht den WCAG 2.0, Stufe AA.

Datum der letzten Barrierefreiheitsbewertung

vgsd.de Praxisratgeber

Mark Leiblein

Gila Dassel

Starke Namen

Mit der Namestorm-Methode Firmen- und Produktnamen entwickeln

Do you want to know how to come up with bold, innovative ideas? Are you keen to learn how culture can be leveraged to create change? Are you eager to learn from industry insiders? This innovative new textbook assembles leading names from the world of advertising to share their insights and experience from all aspects of the industry, helping you understand the various professional roles available and how they relate to your study. Professionals working at a range of recognisable brands (such as the BBC and Molson Coors) and leading advertising agencies - including ManningGottlieb and VCCP - come together to provide the inside story on everything from idea generation to planning global ad campaigns. At the end of each chapter, editors Mike Ryder and Mary Hargreaves, leading scholars from Lancaster University Management School, provide academic responses to the issues raised. Intuitively structured to take you on a journey from the beginnings of advertising as a medium to topical considerations such as influencer marketing, Advertising: A Practitioner Perspective covers both the creative and analytical aspects of the discipline. By discovering the concerns and outlooks of some of the industry's leading lights, you will gain a deeper understanding of both sides of the agency-client relationship, as well as the critical and theoretical perspectives of the theorists who helped shape them. Perfect for undergraduate and postgraduate students aiming to work in advertising, this unique book offers a grounded, accessible and experience-led look at the industry. Advertising: A Practitioner Perspective helps you connect theoretical knowledge with practical insight, enabling you to embark on a well-researched career path fully prepared to hit the ground running in the dynamic world of advertising.

A Practitioner Perspective

Advertising

Management for Professionals

This book explains how firms with low brand equity can market and distribute their goods effectively for financial success. The author, a fifty-year expert in the field, provides a model of marketing strategy that includes 21 marketing and channel principles that drive success for low brand equity firms. In addition, the book features a discussion on the role of technology in marketing and channel activities.
Brand equity is the “value of the brand in the marketplace.” Making marketing and channel of distribution decisions is difficult for managers of any firm but is particularly difficult for firms with low brand equity. Often the difficulties relate to ineffective marketing and distribution, with firms targeting too many customers and offering poor product and service quality for the price, with sales pipelines lacking visibility, inconsistent lead generation, and over-reliance on indirect channels of distribution that provide little brand support. Low brand equity with poor cash flows can lead to eventual company demise. This book provides such firms with the tools and strategies to avoid such instances and to instead achieve financial success.

This book explains how firms with low brand equity can market and distribute their goods effectively for financial success. The author, a fifty-year expert in the field, provides a model of marketing strategy that includes 21 marketing and channel principles that drive success for low brand equity firms. In addition, the book features a discussion on the role of technology in marketing and channel activities.Brand equity is the “value of the brand in the marketplace.” Making marketing and channel of distribution decisions is difficult for managers of any firm but is particularly difficult for firms with low brand equity. Often the difficulties relate to ineffective marketing and distribution, with firms targeting too many customers and offering poor product and service quality for the price, with sales pipelines lacking visibility, inconsistent lead generation, and over-reliance on indirect channels of distribution that provide little brand support. Low brand equity with poor cash flows can lead to eventual company demise. This book provides such firms with the tools and strategies to avoid such instances and to instead achieve financial success.

Principles for Financial Success

Marketing and Channel Management for Low Brand Equity Firms

Personal and Social Influences on Consumption

Brands, Branding, and Consumerism

Routledge Companions in Marketing, Advertising and Communication

The Routledge Companion to Influencer Marketing

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

For the first time ever, one of the world's most iconic business leaders shares the story of his remarkable life and career.Ken Chenault has lived his life at the confluence of the historical forces that have shaped modern America, keenly aware of both the burdens of its past and the dynamic potential of its future. Born in 1951, when segregation was still inscribed in the laws of the land, he ascended to the peak of corporate America over the course of the next fifty years. In his thoughtful and wide-ranging memoir, Chenault reflects on his personal journey, the mentors who shaped him, and his lifelong quest to realize his own potential and make a meaningful difference in people's lives. Equal to the Task is a classic American story for our times.After joining American Express, Chenault steadily worked his way up to the very top. He led the company for almost two decades, driving market-leading innovations, before stepping down and making another surprising life choice. Eschewing the more traditional roles for former CEOs, he joined a dynamic venture capital firm, seeking to help build enduring companies that leverage technology for both profit and purpose. Over the past years, he has continued to be a steady voice of moral clarity in the public and private sectors."In these pages, I share how I managed the opportunities and challenges encountered over the course of my life and career. In doing so, I hope to convey the values I hold most dear. Values passed down to me by my ancestors, my parents, my teachers, my heroes, and my mentors. These values have guided me throughout my journey, and I consider them pivotal to meeting these extraordinary times as my country wrestles with its own identity, its future, and its role in the 21st century."

For the first time ever, one of the world’s most iconic business leaders shares the story of his remarkable life and career.Ken Chenault has lived his life at the confluence of the historical forces that have shaped modern America, keenly aware of both the burdens of its past and the dynamic potential of its future. Born in 1951, when segregation was still inscribed in the laws of the land, he ascended to the peak of corporate America over the course of the next fifty years. In his thoughtful and wide-ranging memoir, Chenault reflects on his personal journey, the mentors who shaped him, and his lifelong quest to realize his own potential and make a meaningful difference in people’s lives. Equal to the Task is a classic American story for our times.After joining American Express, Chenault steadily worked his way up to the very top. He led the company for almost two decades, driving market-leading innovations, before stepping down and making another surprising life choice. Eschewing the more traditional roles for former CEOs, he joined a dynamic venture capital firm, seeking to help build enduring companies that leverage technology for both profit and purpose.&nbsp; Over the past years, he has continued to be a steady voice of moral clarity in the public and private sectors.“In these pages, I share how I managed the opportunities and challenges encountered over the course of my life and career. In doing so, I hope to convey the values I hold most dear. Values passed down to me by my ancestors, my parents, my teachers, my heroes, and my mentors. These values have guided me throughout my journey, and I consider them pivotal to meeting these extraordinary times as my country wrestles with its own identity, its future, and its role in the 21st century.”

A Leadership Memoir

Equal to the Task

Marking the fortieth anniversary of Please, the duo's first album release, the instant Sunday Times bestseller Pet Shop Boys Volume presents their entire visual output to date in a contemporary literary format. Pet Shop Boys - Neil Tennant and Chris Lowe - are the most successful duo in the history of pop music. Three-time Brit Award winners and six-time Grammy nominees, they have sold more than 50 million records worldwide, including No. 1 hits such as 'West End girls', 'It's a sin', and 'Always on my mind', and platinum-selling albums Please, Actually, and Very. Uniquely spanning the worlds of music, art, film, theatre, design, and fashion, Pet Shop Boys have forged an identity as unforgettable as their sound. From the seminal graphic design of their record sleeves to their groundbreaking videos and innovative stage shows, they have set the bar for the visual presentation of pop. Celebrating the fortieth anniversary of the release of their first album in 1986, Pet Shop Boys Volume is the definitive retrospective of the duo's career. Expanding upon Pet Shop Boys Catalogue, published two decades ago, it presents their entire visual output to date, year by year. Sleeve artworks and packaging, stills from every video, film, and performance, stage sets and costume designs, photoshoots, publications, and even Christmas cards all feature, as does every collaboration with luminaries including Mark Farrow, Wolfgang Tillmans, Martin Parr, Bruce Weber, Sam Taylor-Johnson, Derek Jarman, Scott King, Zaha Hadid, Tom Scutt, and Es Devlin. Concise commentaries by Chris Heath and Philip Hoare provide illuminating insights into the genesis of each project. Hoare's original introduction is accompanied by a new introduction from Libby Sellers who considers the importance of Pet Shop Boys within the history of design, while a new foreword by Jeremy Deller reflects on the enduring impact of their music and image. With a jacket designed by Farrow and a new conversation between Heath, Tennant, and Lowe, Pet Shop Boys Volume is a visual feast and a sumptuous tribute to four decades of creative innovation.

The complete visual record (The Instant Sunday Times bestseller)

Pet Shop Boys Volume

B2B marketers face unique challenges, including non-linear buyer journeys, multiple decision-makers, and long sales cycles, alongside the (mis)perception of their work being boring and lacking in creativity. Written by a seasoned industry practitioner, The Future of B2B Marketing: Harnessing AI to Unlock Smarter Decisions offers original insights and guidance into the evolving B2B landscape, showing how artificial intelligence can be applied at every stage of the buying journey - from capturing awareness from the right audience and generating quality engagement through to optimizing measurement and performance. It serves to both guide experienced professionals while also supporting those new to the industry, offering reminders, confidence-building, and practical approaches for navigating the everyday complexities of B2B marketing. Combining research, frameworks, case studies, and career-focused advice, this book helps marketers embrace new technologies and learn how to put AI into practice, using their own judgement and expertise to act effectively - and ultimately make smarter decisions.

Harnessing AI to unlock smarter decisions

The Future of B2B Marketing

Zum Werk Das Beck'sche Formularbuch Aktienrecht versorgt Syndikusanwälte, Rechtsanwälte und Notare mit ausführlichen Mustertexten und Formularen für alle Stadien im Leben einer Aktiengesellschaft - von ihrer Gründung bis zur Auflösung und Abwicklung. Spezielle Kapitel widmen sich zudem auch den Besonderheiten der KGaA und der SE. Die zahlreichen Formulare bieten dem Leser einen umfangreichen Fundus an Gestaltungsvorschlägen, der alle wesentlichen Vorgänge in der Beratung börsennotierter und nicht börsennotierter Aktiengesellschaften abdeckt. Die ausführlichen Anmerkungen erläutern die einschlägigen Rechtsprobleme und ermöglichen eine individuelle Anpassung der Formulare an den jeweiligen Sachverhalt. Inhalt<ul><li>Gründung einer AG, Umwandlung in eine AG, Erwerb einer Vorrats-AG</li><li>Satzungsgestaltung und Poolvertrag</li><li>Verfügung über Aktien</li><li>Kaduzierung und Kraftloserklärung von Aktien</li><li>Vorstand</li><li>Aufsichtsrat</li><li>Hauptversammlung</li><li>Satzungsänderungen</li><li>Barkapitalerhöhung</li><li>Sachkapitalerhöhung</li><li>Kapitalerhöhung aus Gesellschaftsmitteln</li><li>Bedingte Kapitalerhöhung</li><li>Genehmigtes Kapital</li><li>Kapitalherabsetzung</li><li>Erwerb eigener Aktien</li><li>Aktien- und kapitalmarktrechtliche Informationspflichten</li><li>Unternehmensverträge</li><li>Squeeze-out</li><li>Auflösung und Abwicklung</li><li>Kommanditgesellschaft auf Aktien</li><li>Societas Europaea - SE</li></ul> Vorteile auf einen Blick<ul><li>kommentierte Formulare für alle Lebensphasen der AG</li><li>praxiserprobt und hochaktuell</li><li>einschließlich SE und KGaA</li><li>mit Formularen zum Download</li></ul> Zur Neuauflage Formulare von der Gründung bis zur Abwicklung - Alles auf dem neuesten Stand. Zielgruppe Für Rechtsanwaltschaft sowie Notarinnen und Notare; auch Aufsichtsräte, Vorstände und Syndikusanwaltschaft können aus dem Werk wertvollen Nutzen für die tägliche Praxis ziehen.

Zum Werk 
 Das Beck'sche Formularbuch Aktienrecht versorgt Syndikusanwälte, Rechtsanwälte und Notare mit ausführlichen Mustertexten und Formularen für alle Stadien im Leben einer Aktiengesellschaft - von ihrer Gründung bis zur Auflösung und Abwicklung. Spezielle Kapitel widmen sich zudem auch den Besonderheiten der KGaA und der SE. Die zahlreichen Formulare bieten dem Leser einen umfangreichen Fundus an Gestaltungsvorschlägen, der alle wesentlichen Vorgänge in der Beratung börsennotierter und nicht börsennotierter Aktiengesellschaften abdeckt. Die ausführlichen Anmerkungen erläutern die einschlägigen Rechtsprobleme und ermöglichen eine individuelle Anpassung der Formulare an den jeweiligen Sachverhalt.
 Inhalt<ul><li>Gründung einer AG, Umwandlung in eine AG, Erwerb einer Vorrats-AG</li><li>Satzungsgestaltung und Poolvertrag</li><li>Verfügung über Aktien</li><li>Kaduzierung und Kraftloserklärung von Aktien</li><li>Vorstand</li><li>Aufsichtsrat</li><li>Hauptversammlung</li><li>Satzungsänderungen</li><li>Barkapitalerhöhung</li><li>Sachkapitalerhöhung</li><li>Kapitalerhöhung aus Gesellschaftsmitteln</li><li>Bedingte Kapitalerhöhung</li><li>Genehmigtes Kapital</li><li>Kapitalherabsetzung</li><li>Erwerb eigener Aktien</li><li>Aktien- und kapitalmarktrechtliche Informationspflichten</li><li>Unternehmensverträge</li><li>Squeeze-out</li><li>Auflösung und Abwicklung</li><li>Kommanditgesellschaft auf Aktien</li><li>Societas Europaea - SE</li></ul> Vorteile auf einen Blick<ul><li>kommentierte Formulare für alle Lebensphasen der AG</li><li>praxiserprobt und hochaktuell</li><li>einschließlich SE und KGaA</li><li>mit Formularen zum Download</li></ul> Zur Neuauflage 
 Formulare von der Gründung bis zur Abwicklung - Alles auf dem neuesten Stand.
 Zielgruppe 
 Für Rechtsanwaltschaft sowie Notarinnen und Notare; auch Aufsichtsräte, Vorstände und Syndikusanwaltschaft können aus dem Werk wertvollen Nutzen für die tägliche Praxis ziehen.

Beck'sches Formularbuch Aktienrecht

Strategies for Growth in a Competitive Consumer Landscape

Contemporary Marketing Solutions

Simple, low-risk experiments for long-term profit growth that you can test right now--from Google's former Chief Evangelist, Nicolas Darveau-Garneau.As a business leader or marketer, if you've been pouring your efforts into efficiency metrics (like customer acquisition cost or return on ad spend) instead of trying to optimize profits, your methodology is unsustainable. In the age of AI, optimizing the wrong key performance indicator can be catastrophic.Whether you work at a Fortune 500 giant, a startup, or a nonprofit, Be a Sequoia, Not a Bonsai gives you a growth playbook that will help you correctly prioritize sustainability over short-term efficiency.With step-by-step guides and hundreds of case studies, Darveau-Garneau will shift how you measure marketing success by teaching you how to: <ul><li>Maximize profitable growth by tracking the right metrics, not vanity metrics.</li><li>Acquire the most valuable customers, not just the most customers.</li><li>Dramatically increase customer lifetime value with practical, scalable strategies.</li><li>Strengthen your brand with modern, profit-driven branding approaches.</li><li>Deliver a customer experience your competitors can't match.</li><li>Build a culture of rapid testing and innovation that keeps you ahead.</li></ul> Nicolas Darveau-Garneau has advised senior executives at more than a thousand companies. He discovered that the fastest-growing 5% all followed these same seven principles. . .The best part? These breakthroughs don't require acquisitions, billion-dollar tech investments, or years of product development. They're simple, testable, affordable, and scalable. And they're all based on one premise: Corporate sequoias prioritize profitable growth, while bonsai concentrate on efficiency and stay small. ". . .a groundbreaking book. Nicolas Darveau-Garneau has distilled thousands of CEO and CMO meetings into a playbook every ambitious leader needs to read--and, more importantly, put into practice every day." --Jasper Malcolmson, Head of Growth at Gusto and Robinhood

Simple, low-risk experiments for long-term profit growth that you can test right now—from Google's former Chief Evangelist, Nicolas Darveau-Garneau.As a business leader or marketer, if you've been pouring your efforts into efficiency metrics (like customer acquisition cost or return on ad spend) instead of trying to optimize profits, your methodology is unsustainable. In the age of AI, optimizing the wrong key performance indicator can be catastrophic.Whether you work at a Fortune 500 giant, a startup, or a nonprofit,&nbsp;Be a Sequoia, Not a Bonsai&nbsp;gives you a growth playbook that will help you correctly prioritize sustainability over short-term efficiency.With step-by-step guides and hundreds of case studies, Darveau-Garneau will shift how you measure marketing success by teaching you how to:<ul><li>Maximize profitable growth by tracking the right metrics, not vanity metrics.</li><li>Acquire the most valuable customers, not just the most customers.</li><li>Dramatically increase customer lifetime value with practical, scalable strategies.</li><li>Strengthen your brand with modern, profit-driven branding approaches.</li><li>Deliver a customer experience your competitors can’t match.</li><li>Build a culture of rapid testing and innovation that keeps you ahead.</li></ul>&nbsp;Nicolas Darveau-Garneau has advised senior executives at more than a thousand companies. He discovered that the fastest-growing 5% all followed these same seven principles. . .The best part? These breakthroughs don't require acquisitions, billion-dollar tech investments, or years of product development.&nbsp;They're simple, testable, affordable, and scalable. And they're all based on one premise: Corporate sequoias prioritize profitable growth, while bonsai concentrate on efficiency and stay small. “. . .a groundbreaking book. Nicolas Darveau-Garneau has distilled thousands of CEO and CMO meetings into a playbook every ambitious leader needs to read—and, more importantly, put into practice every day."&nbsp;—Jasper Malcolmson, Head of Growth at Gusto and Robinhood

The Seven Growth Secrets of the World’s Most Successful Companies

Be a Sequoia, Not a Bonsai

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