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Gesamtkatalog

Catalogue complet

Goldfayn: The Sales Planner

The Sales Planner

Build a high-performing organic social media strategy that grows engagement, trust and long-term brand value. Organic Social Media is a strategic guide for mid-career marketing professionals, social media managers and digital leads who need to move beyond tactical posting and implement a scalable, results-driven organic social media strategy. In an increasingly complex, platform-driven and AI-influenced landscape, this second edition equips you to make smarter decisions across audience targeting, platform selection and content planning to deliver long-term brand and performance outcomes. Written by Jenni Li Fowler, Director of Social Media Strategy at the Massachusetts Institute of Technology (MIT), this updated edition reflects the realities of modern social media management. From integrating influencer marketing across the full strategy lifecycle to applying generative AI ethically and transparently, it combines real-world examples with proven frameworks to help you align social media activity with business goals, improve internal workflows, and demonstrate measurable ROI. You will learn how to:- Select platforms aligned to audience behavior and business goals - Streamline approval workflows and stakeholder alignment to improve operational efficiency - Collaborate effectively with influencers across campaigns and social strategy- Use generative AI responsibly to enhance content creation- Measure, report and optimize social media performance With a clear focus on strategic execution and measurable outcomes, Organic Social Media equips you to grow a loyal audience, strengthen brand voice and deliver consistent performance. Themes include: social media strategy, community building, content planning, influencer marketing, generative AI, social media analytics

How to Build Flourishing Online Communities

Organic Social Media

This textbook explores the core concepts and contemporary themes of consumer behavior relating to the digital environment.Illustrated through lively short examples and longer case studies from around the world, the book explores how technology influences consumers' cognitive, affective, and behavioral aspects and how the consumer makes decisions in this context. Highly comprehensive, topics covered include data-driven consumer decision-making, consumer value co-creation, consumer knowledge sharing, social media, social factors, customer experience, diversity, and inclusion. Each chapter begins and ends with a case, providing live situations where students can connect with the core concepts, chapter objectives, key learning points, and discussion questions to frame and structure learning.Offering an in-depth understanding of the dynamic changes in consumer behavior, this text is ideal core reading for advanced undergraduate and postgraduate students studying consumer behavior, particularly in the digital environment, customer experience management, digital marketing, and the digital consumer.Online resources include PowerPoint lecture slides and a test bank.

Digital Consumer Behavior

Develop culturally intelligent marketing strategies for a digitally connected global marketplace. International Marketing is designed for postgraduate marketing students studying International Marketing and International Marketing Strategy. This textbook equips students with the theoretical frameworks and applied tools required to design, implement and evaluate marketing strategies across borders in an increasingly digital and regulated environment. Sue Ollerhead explores how brands can enter, compete and grow internationally while remaining culturally sensitive, legally compliant and strategically coherent. This book integrates core international marketing theory with practical application, covering market entry strategies, dynamic pricing, cross-border brand positioning and digital platform management. Students examine how organizations adapt products and services to meet local market needs while maintaining universal quality standards, sustainability commitments and ethical responsibility. Legal and regulatory considerations are embedded throughout, alongside discussion of environmental impact, societal expectations and global governance frameworks. Real-world examples from Coca-Cola, Depop and MPesa illustrate how international marketing decisions influence long-term brand performance and customer relationships across diverse markets. This textbook includes: - Guidance on digital international marketing, including market entry, pricing and cross-border brand strategy - Chapter overviews, key learning outcomes, key concept boxes and exercise questions - Online resources including lecture slides and a lecturer's manual with exercise answers - Strategic insights and analysis on operating effectively within international environments

Utilize a Digital Approach in International Marketing Strategies

International Marketing

This essential textbook will equip students to understand core marketing principles through the lens of real-world AI applications. Artificial Intelligence in Marketing by Kshitij Bhoumik is ideal for upper-level undergraduate and postgraduate students taking modules in AI in Marketing and Digital Marketing as part of their Marketing degrees. This textbook bridges the gap between technical possibility and marketing purpose, empowering future marketers to shape the technology, not just adopt it. This textbook includes: - Foundational marketing principles - The role AI plays in enhancing marketing techniques and strategies from using Generative AI to create new campaigns to how AI can be used to spot trends in social media - Real-world examples from global brands such as Bloom &amp; Wild, Monzo, Heinz, Glossier and Duolingo to help students apply theory to practice - Critical ethical questions and debates in each chapter, challenging students to consider issues such as bias, fairness and regulation -Twelve chapters structured around 12-weeks of teaching with activities and pedagogical features to match classroom needs and engage student with real-world technologies and tools

Theory, Ethical Practice and Strategy

Artificial Intelligence in Marketing

Passionately Transforming Management

The allure of crime is undeniable. From news headlines to true crime podcasts, crime has a way of entrapping our interest and imagination. An exploration of the lessons that managers can learn from organised crime, Passionately Transforming Management with Crime addresses how criminal enterprises engage with leadership and innovation, and how popular representations of crime affect our perceptions of management and organisation. Alf Rehn's enticing text explores crime from a number of angles - historical, cultural and economic - to better understand the link between business and crime, and the lessons that can be shared. It looks to crime both as a source of inspiration for entrepreneurship and organisation, and as an influence on management through iconographies, legends and storytelling. The book also debunks common misconceptions about the business of crime, and touches on the dangers of romanticising criminal endeavours. Following an examination of criminals in history and fiction, Passionately Transforming Management with Crime progresses to discuss why we are attracted to crime, how crime mirrors legitimate businesses, and what we can learn from the criminal underworld, both real and fictional. Passionately Transforming Management with Crime offers a compelling and novel approach to management that provides valuable insights for practicing managers, professionals, advanced postgraduate students and scholars in Management, Critical Management Studies and Organisation Studies. Witty and engaging, this text is a fascinating read for those interested in discovering the management lessons to be learnt from Jean Genet, Biggie Smalls and Grand Theft Auto.

Passionately Transforming Management with Crime

This biography captures the extraordinary life of a true titan of industry. Lu Guanqiu (1944-2017) was the visionary founder of Wanxiang Group in China, which started as a humble rural blacksmith shop, with just 7 workers and 4,000 yuan, before transforming into a global powerhouse in automotive parts and clean energy. From pioneering the entry of Chinese auto components into the U.S. market to leading the charge in electric vehicle innovation since the late 1990s, Lu Guanqiu's career was a testament to unwavering belief and audacious ambition. This definitive biography, based on his private notes and extensive interviews, is not just a chronicle of business success, but a deep dive into the mind of one of Asia's most revered entrepreneurs whose impact resonated far beyond the corporate world.The book offers an intimate and insightful panorama of Lu Guanqiu's 55-year career, told through compelling stories that bridge financial acumen with literary breadth. It analyses the pivotal moments and profound philosophies that shaped this iconic figure, from his early struggles to escape poverty to his strategic acquisition of international companies and his unwavering commitment to clean energy. The dual narrative structure provides a unique lens, exploring both Lu's personal evolution and the broader family legacy that defines Chinese private enterprise. More than a business epic, this book is a powerful record of an era, illuminating the spirit of innovation and perseverance that defined China's social and economic transition.,

The biography of Li Guanqiu

Setting the Trend

Use this jargon-free, step-by-step guide to create an agile, customer-centric marketing strategy and unlock the full capability of data and analytics with AI.

Leverage Analytics, Data and AI to Optimize Marketing Strategies

Marketing Metrics

This practical guide shows you how to build an effective compliance and ethics program that will lower a business's risks and improve productivity. Today's research is clear: companies that prioritize ethics and compliance don't just avoid risk-they gain a measurable edge in productivity and performance. This practical, updated guide shows business leaders, compliance officers, legal professionals, and students exactly how to achieve that advantage in today's complex regulatory landscape. Unlike broad overviews that stop at theory, this new edition delivers a step-by-step roadmap for building stronger, smarter compliance programs. The first half of the book equips readers with proven strategies to design or enhance internal compliance and ethics frameworks. The second half dives into high-risk regulatory areas-antitrust, international business, labor and wage laws, HIPAA and health care, environmental regulations, and more-offering clear explanations of the laws and actionable best practices to stay ahead of costly missteps. Whether you need to strengthen an existing program or build one from the ground up, this guide provides the essential tools to mitigate risk, meet regulatory demands, and unlock the productivity gains that come from doing business the right way.

A How-to Guide for Students, Executives, Lawyers, and Other Compliance Professionals

Compliance Management

The Long Wait for the (Gen)AI Innovation Renaissance in Banking and What it Will Take to Finally Make it Happen

Are We There Yet?

Learn how to increase engagement, brand reach and conversion rates by implementing an evidence-based, inclusive content marketing strategy with strategic AI integration.

Strategies to Make Your Content Intentional, Engaging and Effective

High-Impact Content Marketing

Routledge Studies in Innovation, Organizations and Technology

The rise of digital commerce, smart phones, social media and now the tsunami of artificial intelligence have led to the digital transformation of organisations and everyday life, creating an anxiety about privacy. Privacy becomes a matter of public concern, as organisational systems are compromised, data misappropriated and our personal choices commoditised. We are left with the vain hope privacy carries some meaning in a digitalised world. This book seeks to humanise the digital privacy debate, to expose different pathways to considering digital privacy, to try out a collection of critical lenses to see if anything strikes a chord, suggests new insights and a way forward.This volume pursues a range of disciplines, metaphors and historical contexts to try to find different ways of thinking about digital privacy and expand the landscape we work in both theoretically and practically. It examines a range of technologies, including generative AI, blockchain and augmented reality. Privacy is treated as lived experience, something that requires a phenomenological orientation. Hence, this book offers a new definition of privacy. It proposes a different approach to digital privacy through the practice of virtuous privacy. It draws on a toolbox of theoretical lenses and counters the temptation to abstraction through metaphors. This book will be useful for courses on digital transformation, digital ethics and digital privacy. It will appeal to privacy researchers, both in management and computer science, as well as privacy consultants and data controllers in organisations.

Digital Transformation and the Future of Privacy

Apply entrepreneurial thinking to build sustainable marketing strategies in resource-limited environments. Principles of Entrepreneurial Marketing by Paul Booth and Zach Thompson is designed for undergraduate and postgraduate students studying marketing, entrepreneurship and small business management. Aligned to core modules in entrepreneurial marketing and venture creation, this textbook equips students with the fundamental knowledge and applied skills required to design effective marketing strategies in start-up and growth-focused contexts. This textbook provides a structured framework that guides students through identifying market opportunities, developing new ventures and crafting marketing strategies that support sustainable growth. From understanding the customer journey to developing pricing strategy, brand purpose and digital presence across ecommerce platforms and social media, this book connects theory directly to entrepreneurial action. This textbook includes: - A step-by-step entrepreneurial marketing framework with defined learning deliverables - Guidance on pricing, digital marketing, customer journey mapping and growth planning - Activities such as building a content calendar, planning an ad campaign and developing a brand identity kit - Real-world examples and entrepreneur interviews linking theory to venture creation, including from BigBelly (USA), Inspired Bicycles (UK), Pauline Cosmetics (Kenya) and Mecado Libre (South America) &gt;Whether studying marketing, entrepreneurship or preparing to launch a venture, Principles of Entrepreneurial Marketing provides students with the strategic tools and practical confidence to build innovative, market-driven businesses.

Strategy and Applied Practice

Principles of Entrepreneurial Marketing

The Sales Planner

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