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Gesamtkatalog

Catalogue complet

Create effective video marketing to stand out from a sea of content, connect with your audiences and boost brand awareness and sales.

Mowat J: Video Marketing

Video Marketing

Create Engaging Video Campaigns to Drive Brand Growth and Sales

Section - ONE: Video marketing strategy - An introduction; Chapter - 01: What is video marketing?; Chapter - 02: Why video marketing works; Chapter - 03: Understand your audience; Chapter - 04: Video types and platforms; Section - TWO: Creating great videos; Chapter - 05: The basics of video marketing; Chapter - 06: Planning effective video campaigns; Chapter - 07: Storytelling and creative that changes behaviour; Chapter - 08: Activation, measurement and testing; Chapter - 09: Buying media space on ad networks and social media; Chapter - 10: The dark underbelly of video advertising - How to avoid losing money; Section - THREE: DIY video projects; Chapter - 11: Filming and editing; Chapter - 12: Filming on a smartphone and DSLRs; Section - FOUR: Creating effective video campaigns; Chapter - 13: Steps 1 and 2 - Where your brand content is now and setting goals; Chapter - 14: Step 3 - Content planning and programming strategy; Chapter - 15: Step 4 - Building the perfect content hub; Chapter - 16: Step 5 - Creating high-volume video content - And making it easy; Chapter - 17: Step 6 - Multi-video campaign activation and testing (how to grow ROI)

Project Stakeholder Engagement provides concepts and frameworks that can help the reader gain insights into a project's stakeholders, and how to engage them. It also gives suggestions for how to identify and understand stakeholders, and how to create an engagement plan with communication and other activities.Readers will gain essential skills to drive project success by learning to systematically analyse stakeholders and develop targeted engagement strategies. The book delivers these benefits through research-based frameworks illustrated with real-world examples, mini-cases highlighting key concepts, and comprehensive case studies bridging theory and practice. Written primarily for undergraduate and postgraduate students in project management and business administration, this book is equally valuable for practising project managers, consultants, and executives seeking to enhance their stakeholder engagement skills. It's particularly relevant for courses in project management, project stakeholder engagement, and value creation.Supporting materials include PowerPoint slides summarizing key frameworks and an instructor's manual with teaching notes for case studies, facilitating effective classroom discussion and application of the book's principles.

Analysis, Involvement, and Communication

Project Stakeholder Engagement

This book summarizes the 'rules of the service game' and presents the distilled lessons from three leaders' decades-long experience in consulting, teaching, and research on service, summarizing the 'rules of the game' they have learned. In particular, the authors emphasize that people (customers, employees, and managers) remain a prominent key to success in service, regardless of the level and extent of technology, robotics, and artificial intelligence (AI) involved.Embracing the social psychology of the various stakeholders and the settings in which they interact is critical for the long-term health of service organizations because this is what can yield sustainable competitive advantage. To be effective, service leaders need to understand the complexities of people so that they can create and support appropriate psycho-social contexts in their organizations.This book draws on the interrelated disciplines of social psychology, organizational behavior, and organizational psychology to distill fundamental principles that help inform the effective management of people and their organizational contexts. This book summarizes the most important 'rules of the game' on how to build effective service organizations for people to innovate, design, and co-create value.Rules of the Service Game provides a sharp and concise summary of how to manage a service organization by three thought leaders in this field. It reveals how people are central to the development of services whether those are delivered via technology, personally, or -- more likely -- a combination of these. This book deals with the organizational and contextual issues that produce the service quality marketing promotes. A central focus of the book is talent management -- how to attract, retain, and manage the talent necessary for creating and implementing the wide range of service delivery systems that will be required in the future.

Rules of the Service Game: What Service Leaders Need to Know

Routledge Studies in Accounting

Intellectual Capital (IC) has become synonymous with the Knowledge Economy, whereby the intangible resources of organisations are linked to the development of value. However, take up has been problematic, causing some pundits to question if it's simply 'locked' in theory. This book seeks to 'unlock' IC by offering a practical understanding of the IC paradigm since its inception, and takes a critical and performative examination of IC research and practices, whilst offering practical examples of how to implement it successfully. Viewed from both an academic and practioner perspective, this book is useful for students and wanting to apply IC effectively.

Over the last two decades, the term Intellectual Capital (IC) has become synonymous with the knowledge economy, whereby the intangible resources of organisations are linked to the development of value. In order to develop this new way of managing organisations, numerous frameworks have been developed to measure, manage and report IC. However, the take up of IC has been problematic, causing some pundits to question if it’s simply 'locked up' in theory. This book seeks to 'unlock' IC so it can become relevant to organisations in the creation of value. It offers practical understanding of how the IC paradigm has progressed since its inception and takes a critical and performative examination of IC research and practices. Based on the authors’ extensive experience, it provides real practical examples of how IC has been implemented in practice.This is the first book on IC that is written from a combined academic and practitioner perspective addressing what is defined as the third stage of IC research 'based on a critical and performative analysis of IC practices in action'. The book is therefore useful for both academics and practitioners - not only to understand how IC works, but to question how it can be applied effectively in different contexts.

Unlocking Intellectual Capital

Routledge Research in Strategic Management

What is strategic foresight and why does it matter? What role does hindsight play in it? Why are individuals, organizations and societies continually surprised by un-foreseen events? The purpose of this research monograph is to deepen understanding of the role that hindsight plays in strategic foresight. By doing so, the intention of the book is to offer some insights into strategic foresight failures.Drawing on received research in strategy, psychology, philosophy and history, the role of counter-to-factual reasoning as a heuristic device is discussed and analysed as a way of rediscovering the complexity of the past. The judicious use of such a heuristic device as counterfactual reasoning, both as a sense-making process and as a strategic planning analytical framework, the book concludes, is a process for re-discovering the past, identifying the driving forces underpinning the emergence of startling patterns and fortifying strategic foresight processes.

Strategic Foresight in Business

Afterword by Len DeCandia, former Chief Procurement Officer, Johnson &amp; Johnson and&nbsp;Estée Lauder, and former Chief Supply Officer, Roche NA Featuring an essay by Packy McCormick, writer and investor, Not Boring Leverage AI and robotics to transform industries, launch new business models, and dominate markets The Predictive Enterprise: How Superhuman Supply Chains Transform Global Business digs deep into the exciting business opportunities created by a new kind of supply chain-one powered by AI and autonomous technologies-to deliver an exponential increase in productivity and throughput. From superintelligent humanoid robots, to sensorized loading docks, to autonomous and AI-augmented supplier negotiations, to predictive materials management, this book covers all aspects of superhuman supply chains within the context of larger global enterprise digital transformations. Drawing from interviews with Global 2000 executives and real-world case studies at companies like Chevron, Standard Industries, Koch Industries, as well as Amazon, Walmart, and Tesla, this book delivers key insights on: <ul> <li>Autonomous distribution centers, humanoids, self-driving everything, including drone swarms, and more</li> <li>Leapfrogging and retrofitting legacy infrastructure, systems, facilities, and workforces for exponential gains</li> <li>Third party AI risks for large enterprises and AI governance for supply chain teams, including challenges associated with security, privacy, and data governance</li> <li>The role of simulations in disaster response, including extreme weather events, geopolitical conflicts, trade wars and other supply disruptions and how AI is boosting resiliency and agility</li> <li>Dealing with social anxiety around job loss and replacement and overcoming naysayers, by creating a Ready-Aim-Fire game plan to test-and-learn and iterate quickly and continuously to nail and scale big wins from superhuman supply chains</li> </ul> The Predictive Enterprise is a timely, essential read for a global audience of business executives seeking to capitalize on the autonomous technologies that are quickly reshaping the world of global business as supply chains grapple with an adversarial US-China geopolitical landscape and increasingly are being asked to absorb the impact of disruption events without adding headcount.

How Superhuman Supply Chains Transform Global Business

The Predictive Enterprise

The Business of Pitching will be the first major work looking at how business pitches for the Public Relations industry are conceived, planned, delivered and assessed. The PR industry is now worth in excess of £13bn and employs around 85,000 people in the UK alone. This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs. The authors' expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.

The Business of Pitching will be the first major work looking at how business pitches for the Public Relations industry are conceived, planned, delivered and assessed. The PR industry is now worth in excess of £13bn and employs around 85,000 people in the UK alone. This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs.The authors’ expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.

The Public Relations Perspective

The Business of Pitching

Foundations of Finance

This book presents an up-to-date account of contemporary themes and topics in finance. It explores the world of finance from a fast-changing and developing finance perspective.Lucid, accessible, yet comprehensive, the volume discusses:<ul> <li>Financial system with its constituents and instruments;</li> <li>Recent trends and approaches in value-added and strategic management;</li> <li>Current laws and legislations in the domain of taxation - direct and indirect;</li> <li>Emerging concepts and practices of digital finance, known as 'fintech'.</li> </ul>Presenting current global trends and real-world cases in finance and richly illustrated with tables, figures and learning tools, this volume will be indispensable for individuals, business managers and management students pursuing courses related to contemporary finance and financial management. It will also be an important resource for executive and management development programmes (EDPs &amp; MDPs) as well as professionals, corporates, entrepreneurs, government officials, academicians and researchers.

Contemporary Finance

This book presents a cohesive collection of cutting-edge research focused on advanced decision-support methodologies for complex and ambiguous operational contexts. This volume systematically assembles ten pivotal studies employing uncertain decision-making, multi-criteria decision analysis (MCDA), and tailored optimization models to address substantive challenges in supply chain management, sustainable operations, and strategic planning.The contributions span a rigorous methodological spectrum, including fuzzy PDCA cycles for green performance evaluation, hybrid MCDM frameworks for lean tool selection, and robust optimization for resilient network design. Applications are drawn from critical domains such as healthcare logistics during epidemic response, sustainable supply chain configuration, and large-scale project trade-off analysis under resource constraints. Each chapter demonstrates the translation of theoretical computational models into applied solutions for decision-making under volatility, incomplete information, and multi-objective pressures.This volume will serve as a significant reference for academics and graduate researchers in management science, operations research, and industrial engineering. It provides a structured examination of how contemporary soft computing and operational research techniques can be leveraged to enhance analytical rigor and strategic outcomes in the face of pervasive environmental uncertainty.The chapters in this book were published in International Journal of Management Science and Engineering Management.

Innovation Decision-Making Under Uncertain Environment

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

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

How the rise of AI agents--and other forms of autonomous intelligence--will transform every aspect of how companies create value and compete.Companies have long operated with a basic assumption: intelligence is scarce. Talent is limited, expertise is expensive, and good judgment is hard to scale. But that world is ending.AI agents are bringing a new form of labor into the enterprise--one that can work autonomously, learn continuously, and scale instantly. Their embodied counterparts, from drones to humanoid robots, are doing the same in the physical world. Together, these systems are introducing a new economic reality: cognition is becoming cheap, elastic, and abundant.In Abundant Intelligence, Deloitte's Nitin Mittal and futurist Mike Walsh show what happens when intelligence becomes cheap and widely available. Drawing on inside access to the people leading AI transformations at the world's most powerful companies, they uncover how this shift is challenging every assumption about strategy, productivity, and leadership, and what organizations must do now to stay ahead.As abundance becomes the new normal, the leader's job shifts from collecting intelligence to directing it. Those who learn to harness this expanding workforce of digital labor will unlock new levels of speed, creativity, and advantage. For everyone else, the gap will widen fast.

How Digital Labor Will Rewrite the Rules of Business

Abundant Intelligence

Strategies for finding big, long-lasting success.We're drawn to stories of people who succeed against the odds. But what if those stories aren't just inspiring? What if they reveal a strategy?In Your Life Needs a Strategy, Martin Reeves, Christian Stadler, Julia Hautz, and Hamad Buamim argue that extraordinary success is rarely the product of talent or effort alone--and it's never just luck. It comes from knowing how to work with uncertainty: spotting opportunities others miss, experimenting when outcomes are unclear, influencing situations that seem fixed, and creating possibilities that didn't exist before.At the heart of the book is a simple but powerful idea: you can't control the future, but you can shape the conditions that determine your odds. By choosing the right strategy for the environment you're in--and knowing when to shift--you gain leverage over outcomes that once felt random.Success doesn't go to the smartest or the hardest working. It goes to those who understand how success actually happens in complex systems. Your Life Needs a Strategy is a practical guide for anyone who wants to increase their visibility, influence, and impact by thinking more strategically about where to play, how to move, and when to change course.

How to Increase Your Odds of Doing Extraordinary Things

Your Life Needs a Strategy

Video Marketing

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