Marknadsföring

This book focuses on understanding the wide range of opportunities as well as the spectrum of challenges AI brings in different business contexts and society at large.

This collection brings together social semiotic, ethnographic, and conversation analytic approaches to multimodality in global studies of shopping, drawing on the rich diversity of the latest multimodal methods to critically reflect on shopping as a cornerstone of contemporary social life.

The book brings together international contributors to provide examples from a wide range of industries and firms, including the retailing and agri-food industries, and illustrates the many dimensions of corporate branding and theories, and how they can be aided by digital transformation.

This edited volume sheds light on different internal and external perspectives spanning CSR knowledge, values, and actions.

A theoretical exploration of branding, identity and consumer power dynamics in the liminal space between digital and physical that forms our cultural landscape. Essential reading for those interested in the relationship between brands and consumers, and how brands shape and are shaped by the cultural landscapes that consumers navigate daily.

This comprehensive edited volume explores the transformative impact of financial technology on expanding access to financial services and fostering sustainable economic development. It brings together insights from leading scholars and practitioners, offering a multifaceted examination of fintech innovations and financial inclusion globally.

This book covers a key topic for companies and management practice - that of how to create and foster a committed workforce in a post-pandemic era that has seen a radical change in working environments, approaches and employee understanding of her/his career and work-life balance.

This book investigates and explores the impact of digital transformation on building corporate branding, identity and reputation.

Organizing Sustainable Development offers a systematic and comprehensive theoretical analysis of sustainable development supplemented with practical examples, which will allow obtaining comprehensive knowledge about the meaning and its multi-context application in practice.

This book provides guidelines for pragmatic integration of new marketing tools and business strategies for managers, researchers and students to implement innovative strategies in various industries.

This comprehensive second edition provides an updated essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising.

Focus on the right relationships for better business results. The Short List delivers a clear, actionable guide to identifying the people you need to prioritize and the techniques you can use to nurture those relationships into career catalysts.

Climate change is the greatest market failure in world history and thus the most urgent challenge in the world of business for the foreseeable future. This book brings together experts to shed light on the historical impact of business on climate change and of climate change on business.

Climate change is the greatest market failure in world history and thus the most urgent challenge in the world of business for the foreseeable future. This book brings together experts to shed light on the historical impact of business on climate change and of climate change on business.

Entrepreneurs: Ignite the hidden power of brand alignment! Celebrated branding industry legend Brandon Coleman Jr is on a mission to inspire all entrepreneurs to ignite the hidden power of brand alignment in their business and life. Brand ON! is a must-read if you are an entrepreneur trying to maximize your potential in today's markets. Brandon reveals the hidden opportunities and inspires immediate action by sharing real-life client stories from small to medium businesses that have experienced quantum growth through brand alignment. You will benefit from fifty years of consulting expertise and come to understand why brand alignment is an invaluable, time-tested way of optimizing the success of your business. This essential book for entrepreneurs: Shares half a century and $Millions worth of consulting expertise for the price of a book! Explains the fundamentals of a well-aligned brand Exposes the major causes that make most businesses Brand OFF! Provides you with the tools to begin assessing your own brand alignment. Writing with an entertaining blend of creativity and candor, Brandon will give you the power to turn your Brand ON!

"In Zen and the Art of Digital Transformation: Leading a Mindful Redesign of the Digital Enterprise, veteran digital transformation consultant, Sara Teitelman, MPH, shares her proven process for improving the state of an organization's enterprise technology in ways that boost employee happiness and productivity. Grounded in best practices from human-centered design, knowledge management, and change management, these methods will help organizations of all sizes assess the performance of their digital tools and develop a phased plan of action for decluttering their digital landscape and realizing the full value of their IT investments. Importantly, it is these same actions that will position organizations to make best use of the growing collection of highly sophisticated, AI-driven capabilities that will soon be part of every workplace"--

Praise for THE GO-TO-MARKET CHEAT CODE "The Go-to-Market Cheat Code is exactly that-a secret weapon for B2B business success. Gray and Wagner share their hard-won wisdom and well-researched case studies to give you a leg up. In this new era of AI and Ecosystem-Led Growth, this is essential reading for every leader looking to scale and thrive." -BOB MOORE, Co-Founder and CEO of Crossbeam; nationally bestselling author of Ecosystem-Led Growth: A Blueprint for Sales and Marketing Success Using the Power of Partnerships "As Co-Founder of Stage 2 Capital, I have seen the transformative power of strategic B2B partnerships firsthand. Justin Gray and Josh Wagner's book, The Go-to-Market Cheat Code, is a masterful guide that distills decades of experience and insights into a compelling narrative. This book is a must-read for anyone serious about leveraging the power of collaboration to drive growth and innovation." -MARK ROBERGE, Co-Founder at Stage 2 Capital; Senior Lecturer at the Harvard Business School; founding CRO at HubSpot "Partnerships are one of the most sorely misunderstood-and underutilized-areas in B2B business today. As a result, organizations leave great amounts of revenue and opportunity on the table. In this book, Justin Gray and Josh Wagner demystify what it means to engage with strategic partners and all the benefits such an approach can unlock. If you want to reach today's sophisticated buyers, The Go-to-Market Cheat Code is your blueprint for success." -JAY MCBAIN, Chief Analyst, Canalys

The book aims to provide a comprehensive analysis of the theoretical and practical aspects related to values in international business, including changes in the value creation process and the adaptation and evolution of firms in an environment affected by various crises.

This book provides a systematic review of nature-based solutions and their potential to address current environmental challenges. It will be of great interest to policymakers, practitioners and researchers involved in nature-based solutions, sustainable urban planning, environmental management and sustainable development generally.

These days, the term 'gamification' is increasingly, and at the same time, widely used in business. Globally, businesses are adopting gamification as the primary method in transforming business operations. Gamification refers to the practice of incorporating game concepts into non-game environments, such as a corporate website, online community, or company intranet, in order to boost employee engagement. Gamification aims to engage and motivate customers, staff members, and partners to encourage co-operation, sharing and interaction. Businesses utilize game elements, such as leaderboards, badges and rewards to recruit, onboard, and train new employees; to motivate compliance with administrative requirements, such as filing travel and expense reports, to engage remote teams and to improve employee performance.Gamification helps organization by encouraging the desired employee behaviour. This book considers the application of gamification and its implementation in the business context across global enterprises. It aims to explain the importance and applications of gamification towards the business context in areas including marketing, human resource management and financial services and provide an understanding of the essence of gamification in organizations, its role in the present. The book investigates the founded applications and games within the book chapters, based on the organizational behavioral context, international marketing management and financial services context. Furthermore, it presents practical real-world examples of application-based gamification for organizations in this book.

Offering a thorough exploration of the symbiotic relationship between data engineering and modern marketing strategies, Data Engineering for Data-Driven Marketing uses a strategic lens to delve into methodologies of collecting, transforming, and storing diverse data sources.