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Diese Veröffentlichung entspricht den WCAG 2.0, Stufe AA.

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De Gruyter Handbooks in Business, Economics and Finance

New advances in marketing communication are extending far beyond conventional approaches. The 
 De Gruyter Handbook of Integrated Marketing Communication
 helps forward-thinking practitioners and scholars retain their cutting edge by offering a synthesis of new innovations in fields such as integrated marketing strategy, culture, narrative influence, and media psychology. 
 
 Emphasizing the practical application of in-depth understanding, the topics discussed in this handbook cover core concepts, audience insights, innovative media channels, creative message content, and actionable evidence, along with domains of application, such as sports, health, nonprofits, small business, and entertainment. Artificial intelligence, storytelling approaches to brand strategy, consumer motivation, and ethics emerge across several chapters, reflecting ongoing developments in the latest thinking and empirical research. These fresh perspectives point toward future developments in audience-first marketing communication. 
 
 Leading researchers and professionals from around the world draw on a wealth of industry practice and scholarly knowledge to provide practical insights into the most effective ways to reach strategic goals. This handbook will prove valuable to practitioners, scholars, and students who work with international brands, lead nonprofits, support small firms, develop advertising and public relations campaigns, or promote prosocial outcomes.

De Gruyter Handbook of Integrated Marketing Communication

Turn your marketing from a collection of tactics into a cohesive system that grows your business.82% of coaching businesses fail within the first year. And it's not because the coach lacks skill. They fail because potential clients can't understand what the coach does and how their life will improve after working together.Using the proven StoryBrand framework, Kris Jones shows coaches, consultants, and service providers how to unify every part of their marketing around one clear story that attracts more of the right clients.Kris Jones has spent more than 20 years in brand strategy and messaging, helping coaches build highly profitable businesses that are easy to grow. As one of the first StoryBrand Certified Guides, she has helped thousands of coaches apply this framework. Her clients have used the strategies in this book to close 95% of sales calls, raise their rates by 6X, and increase website conversions by 986%.With a foreword and introduction from Donald Miller, creator of StoryBrand, this practical guide gives you a proven system that makes every part of your marketing work together, so you become the obvious choice for your ideal clients.Through these ready-to-use strategies, you'll learn how to: <ul><li>Clarify the problem you solve and the transformation you deliver.</li><li>Explain what you do in a way people immediately understand.</li><li>Turn your website into your top salesperson.</li><li>Book more discovery calls and close them with confidence.</li><li>Create more consistent, predictable revenue.</li></ul> You don't need a bigger audience, a louder personality, or a more complicated marketing plan. You need one clear story and simple strategies that help your business grow, so you can spend less time marketing and more time doing the work you love.StoryBrand Your Coaching Business gives you the practical system to become the obvious choice for your ideal clients.

Turn your expertise into a single, simple story that attracts the right clients and moves them confidently toward a yes.Surviving as a business coach shouldn't be that difficult, should it? All a good coach needs is ten paying clients who meet with them, one-on-one, once or twice each month. Once a coach gets ten one-on-one clients, all they need then is a short waitlist of clients who want to work with them, so if, let's say, 30% of their clients drop out, they can pick up three more off their waiting list.So, if it should be easy to start and grow a coaching business, why do 82% of coaches fail to get their coaching businesses off the ground? That's right. 82% of people who try to start coaching businesses fail within the first year.After more than two decades working in brand strategy and messaging, Kris Jones noticed a frustrating pattern. Coaches were getting real results for their clients, yet their websites, social posts, and sales conversations were doing the opposite of what they should. Instead of attracting the right people, they created confusion, hesitation, and silence.&nbsp; Now, in StoryBrand Your Coaching Business, Kris shares her secrets for coaches on how to:<ul><li>Book consistent discovery calls without paid ads</li><li>Build waitlists instead of chasing leads</li><li>Turn their websites into reliable sales tools</li><li>Grow from inconsistent months to predictable revenue</li></ul>

12 Simple Strategies That Make Dream Clients Say Yes

Storybrand Your Coaching Business

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

Business Playbooks

Wie in 30 Tagen dein Business läuft und wann du lieber Angestellter wirst

No Proof, No Business

Every entrepreneur has made a decision they knew was wrong the moment they made it. The data said yes. The advisors said yes. The room said yes. But something said no.
That something was right.

In Build Trust. Become the Brand., Sunil Godse, engineer, entrepreneur, and creator of the Intuitive Branding Process, reveals why the most expensive business decisions are not the ones that look wrong on paper. They are the ones that felt wrong before the paper was signed.

After helping over 200 entrepreneurs unlock $500 million in growth, Godse identified four distinct intuitive signal types that every entrepreneur operates with simultaneously: Experiential, Relational, Situational, and Creative. When all four are read accurately, decisions compound trust. When even one is ignored, the cost compounds quietly until the damage becomes impossible to explain away.

Through real case studies spanning Nike, Theranos, Airbnb, Blockbuster, and dozens of individual entrepreneurs, Build Trust. Become the Brand. shows exactly what ignored signals cost, and what becomes possible when leaders learn to trust the signal before the data catches up.

This is not a book about branding. It is a book about decision-making: the system your brain has been running all along, and the framework that finally makes it precise.
For entrepreneurs doing $1 million or more who know something is off but cannot locate it, this book is the signal that was already there.

Build Trust. Become the Brand

Der Weg zum Erfolg führt über die Marke.Unternehmerischer und nachhaltiger Erfolg basiert auf einem klar erkennbaren, konsistenten Markenauftritt. Markenaufbau ist dabei kein Nebenaspekt, sondern ein langfristiger, anspruchsvoller Prozess.Dieses Buch untersucht die Grundlagen und Mechanismen einer wirksamen Markenentwicklung und stellt das OBC-Prinzip vor - eine Analyse, die aus aufeinander aufbauenden Phasen besteht und organisches Markenwachstum aufzeigt.
Marketingexperte und Autor Markus Mensch analysiert, welche Faktoren wie Qualität, Konsistenz und Vertrauen den Markenwert prägen und welche Rolle strategische Planung dabei spielt.Es handelt sich nicht um eine Sammlung schneller Erfolgsrezepte, sondern um eine fundierte Analyse langfristiger Markenbildung im unternehmerischen Kontext.

Das OBC-Prinzip: Eine Analyse über Marktpositionierung

Marke statt Masse

Bildmacht KI: Wie KI die Arbeit in Kommunikationsdesign, Fotoproduktion und Marketing verändert
 
 KI revolutioniert die Bildproduktion, und stellt Unternehmen vor völlig neue Fragen: Wie authentisch darf ein generiertes Bild sein? 
 Wann gefährdet KI die Glaubwürdigkeit einer Marke, und wann stärkt sie diese?
 Welche Tools sind für welche Anwendungen im Marketing geeignet und wie nutzt man sie? Dieses Buch des Markenstrategen Markus Mallaun ist der erste Leitfaden, der die neuen Realitäten der Corporate-Bildproduktion mit KI umfassend behandelt und Ihnen hilft, 
 KI-Bilder markengerecht zu generieren
 : von Corporate Design und Markenbildwelten über KI-Tools, deren Akzeptanz und Echtheit bis zu Strategie und Recht. Für alle, die Markenbilder gestalten und verantworten.
 <ul><li>Markenbilder mit KI produzieren</li><li>Visuelle Markenführung neu denken</li><li>Tools, Prompting, Workflow und Recht</li></ul>Aus dem Inhalt:<ul><li>Wie Bilder Markenwahrnehmung, Emotionen und Kaufentscheidungen steuern</li><li>Corporate Design und Corporate Image: Bildsprache als Markenfundament</li><li>Markenbildwelten strategisch entwickeln, führen und pflegen</li><li>KI-Bildgeneratoren verstehen: Funktionsweise, Tools und Anwendungsbereiche</li><li>Vom Prompt zum Bild: Prompting-Logiken, Workflows und Multi-Tool-Ansätze</li><li>Akzeptanz, Authentizität und Risiko: Wann KI-Bilder Marken stärken und wann sie schaden</li><li>Strategien für markenkonformen KI-Einsatz mit Governance und Entscheidungsmatrix</li><li>Urheberrecht, Nutzungsrechte, Datenschutz und EU-AI-Act praxisnah erklärt</li></ul>

Wie Unternehmen ihre visuelle Kommunikation neu denken

Marken und KI

"Gründung ist permanent" ist eine strukturierte Seminarreihe in Buchform für Gründer*Innen, Selbstständige und Unternehmer*Innen, die ihr Unternehmen nicht nur "starten", sondern tragfähig aufbauen, führen und weiterentwickeln wollen. Im Mittelpunkt stehen nicht Checklisten oder Patentrezepte, sondern grundlegende Fragen: Wer bin ich als verantwortliche Unternehmerperson? Was ist der Nutzen meines Angebots? Welche Strukturen, Abläufe und Formen der Zusammenarbeit braucht mein Unternehmen wirklich und was kann ich bewusst weglassen?
Das Buch verbindet drei Ebenen, die in der Praxis untrennbar zusammengehören: die Person, die gründet und verantwortlich handelt; das Unternehmen als lebendiges Sozialsystem mit Aufgaben, Rollen und Zusammenarbeit; sowie die Organisation von Büro, Verwaltung und Daten, analog wie digital, als verbindliche und zugleich entlastende Grundlage des Alltags.
Die Inhalte sind in 27 aufeinander aufbauenden Modulen gegliedert. Jedes Modul enthält Denkanstöße, Fragen und Aufgaben, damit Leser*Innen die Inhalte konsequent auf ihre eigene Situation übertragen und reflektierte, praktikable Entscheidungen entwickeln können.

Grundlagen für Büro-, Verwaltungs- und Unternehmensorganisation

Gründung ist permanent

Updated with a new case study, this revised edition is a how-to guide for building habit-forming products. How do successful companies create products people can’t put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? In Hooked, Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging. Based on years of research, consulting, and practical experience, Eyal wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Eyal provides readers with: • Practical insights to create user habits that stick. • Actionable steps for building products people love. • Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products. Hooked is for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.

Updated with a new case study, this revised edition is a how-to guide for building habit-forming products. How do successful companies create products people can’t put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? In Hooked, Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging. Based on years of research, consulting, and practical experience, Eyal wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Eyal provides readers with: • Practical insights to create user habits that stick. • Actionable steps for building products people love. • Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products. Hooked is for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.

How to Build Habit-Forming Products

Hooked

Dieser Sammelband vereint ausgewählte Forschungsbeiträge der Konferenz DERMARKENTAG 2025. Die alle zwei Jahre stattfindende Tagung führt Markenforscher und Markenpraktiker zusammen und greift jeweils aktuelle Impulse, Diskussionen und Forschungserkenntnisse zur Zukunft der Markenforschung auf. Alle Beiträge haben einen doppelt-blinden Review-Prozess durchlaufen. Im Rahmen der Tagung wurden neben den in diesem Band enthaltenen Forschungsberichten zahlreiche weitere Keynotes und Forschungsimpulse präsentiert.Die HerausgeberInnenProf. Dr. Jörn Redler
 lehrt und forscht an der Hochschule Mainz.
 Prof. Dr. Carsten Baumgarth
 lehrt und forscht an der Hochschule für Wirtschaft und Recht Berlin.
 Prof. Dr. Holger J. Schmidt
 lehrt und forscht an der International University of Monaco.
 Prof. Dr. Oliver Errichiello
 lehrt und forscht an der Hochschule Mittweida.

Dieser Sammelband präsentiert zentrale Forschungsbeiträge der Konferenz DERMARKENTAG 2025. Die alle zwei Jahre stattfindende Tagung führt Markenforscher und Markenpraktiker zusammen und greift jeweils aktuelle Impulse, Diskussionen und Forschungserkenntnisse zur Zukunft der Markenforschung auf. Alle Beiträge haben einen doppelt-blinden Review-Prozess durchlaufen. Die Zielgruppen: Dozierende, Forschende und Studierende im Bereich Marketing sowie angrenzender Disziplinen und Markenverantwortliche in Unternehmen und anderen Organisationen.

Tagungsband der Konferenz DERMARKENTAG

Forum Markenforschung 2025

Professionell geregelt

Schnelle und belastbare Lösungen - dafür steht das beliebte Formularbuch Gesellschaftsrecht von Fuhrmann/Wälzholz. Über 500 praxiserprobte Muster decken komplette Beratungssachverhalte zu gängigen Gesellschaftsformen ab. Für jeden Sachverhalt gibt es vollständige Mustersätze (z.B. Vollmacht, Protokoll, Satzung, Handelsregisteranmeldung).

Ergänzende Wegweiser zeigen auf, welche Fragen in einem Vorgang geklärt und welche Muster benötigt werden. Zusätzliche Checklisten weisen auf notwendige Formalia, Fristen oder alternative Gestaltungsmöglichkeiten hin. Hilfreiche Kosten- und Steueranmerkungen verdeutlichen die praktische Tragweite einer Gestaltung.

Neu enthalten sind in dieser Auflage die zum 1.1.2028 benötigten Muster zur Anmeldung einer Stiftung zum neuen Stiftungsregister.

Buch + Datenbank: Das komplette Werk mit sämtlichen Mustern steht Ihnen online zur Verfügung. Plus Gesetze und Entscheidungen im Volltext. Der Zugang ist bis zum Erscheinen der Neuauflage gültig. Bei Buch-Rückgabe erlöschen Ihre Rechte an der Online-Nutzung

Formularbuch Gesellschaftsrecht

Chicago Guides to Writing, Editing, and Publishing

In this thoroughly updated fourth edition, a trusted editor offers a comprehensive guide to selecting--and working with--a book publisher. For more than two decades, writers have turned to William Germano's Getting It Published as a guide to the world of serious book publishing, including university presses. A professor, author, and thirty-year veteran of the book industry, Germano knows what editors want and what writers need to do to get their work published. This fourth, thoroughly updated edition of Getting It Published accounts for new challenges facing authors and changed conditions in the publishing industry. From open access to peer review, from approaching a press to considering an agent, publishing can be confusing for authors trying to understand their options. This new edition continues to offer the clear, practicable guidance on choosing the best path to publication that has made the book such a trusted resource. Its latest revisions include an expanded chapter on proposals (and their covering emails) as well as current information on the shifting landscape of ebook publishing. But this book is more than a nuts-and-bolts guide. It takes up a writer's biggest challenges: how to frame a book-length project, shape its argument, conceive its audience, and pitch it convincingly to an editor. Getting It Published reflects the latest changes and technologies in the publishing industry but keeps its eye on what remains constant: Whether working on their first book or their fifth, writers can make their work stronger by knowing what publishers do and why they do it.

A Guide for Scholars and Anyone Else Serious about Serious Books

Getting It Published, Fourth Edition

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