Marknadsföring

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.

This book integrates insights from studies conducted across Asia to provide a comprehensive account of the fake news problem in the region.

Examines the opportunities and challenges presented by phygitalization and highlights strategies companies in different industries can use to leverage its full potential. Discusses the multifaceted nature of phygital marketing and provides valuable insights into how businesses can navigate this evolving landscape.

This unique new text explores marketing ethics, the impact of marketing on consumers' lives, and the wider social, cultural, and political context of marketing activities.A much-needed and relevant textbook that brings together all the key contemporary topics in marketing ethics.

This unique new text explores marketing ethics, the impact of marketing on consumers' lives, and the wider social, cultural, and political context of marketing activities.A much-needed and relevant textbook that brings together all the key contemporary topics in marketing ethics.

Most personas and journey maps crash land shortly after takeoff. This step-by-step playbook provides a revolutionary approach to creating these pivotal artifacts in product design through the concept of altitudes. They will guide you in conceptualizing your users through research techniques that directly inform persona characteristics.Discover how to create personas that are free from irrelevant attributes and learn to develop high-altitude personas with sufficient lift to guide product roadmaps and organizational strategy. You'll also master constructing flight paths for journey maps that capture the user's journey at the perfect level of detail, uncovering key moments in their experience. Then, as personas and journeys evolve, you will learn to measure the impact of product experience improvements.With this book as your co-pilot, you'll navigate the creation process with the help of templates and real-world examples reflecting the latest methods for personas and journey maps. The Persona and Journey Map Playbook will provide you with the tools and strategies to create impactful personas and journey maps that will drive user-centered design and product success.

Discusses how digital transformation can help service and manufacturing firms to deliver better customer experience. Seeks to disseminate novel technical concepts and features. Addresses questions such as the relevance of e-service quality in customer satisfaction and loyalty, the IoET in marketing and healthcare, and more.

Revised edition of the authors' Contemporary selling, 2013.

Drawing back on the ever-evolving stakeholder management theory, this book responds to calls for more empirical research into the managerial sense making of the stakeholder concept. The book explores how managers make sense of stakeholder management, especially in complex and challenging business contexts.

This book is a cultural history of post-Wall urban, social, political, and cultural transformations in Berlin.

Many new challenges including competitiveness are emerging for sustainable business during this era of disruption. This book analyses these challenges to sustainable development and growth and addresses the impact of corporate social responsibility on the competitiveness of organisations.

Luxury Marketing, Sustainability and Technology explores how new technologies, sustainability and relationship marketing impact and change the future of luxury brand management.

This volume explores the applications of narrative and storytelling in corporate, public health and political communications, and its implications for those fields.

This pocket-size version of Universal Principles of Branding presents 100 concepts, theories, and guidelines that are critical for creating brands today in a handy, condensed take-along format.*Winner of the 2023 American Graphic Design Award for Book Design from Graphic Design USA*Richly illustrated and easy to navigate, this comprehensive reference pairs clear one-page explanations of each principle with visual examples of it applied in practice on the facing page. By considering these concepts and examples, you can learn to make more informed, and ultimately better, branding decisions.Featured principles are as diverse as:AuthenticitySocial ResponsibilityWorld BuildingGatekeepersRituals and routineEach principle is presented in a two-page format. The left-hand page contains a succinct definition, a full description of the principle, examples of its use, and guidelines for use. Sidenotes appear to the right of the text, and provide elaborations and references. The right-hand page contains visual examples and related graphics to support a deeper understanding of the principle.The titles in the Rockport Universal series offer comprehensive and authoritative information and edifying and inspiring visual examples on multidisciplinary subjects for designers, architects, engineers, students, and anyone who is interested in expanding and enriching their design knowledge.

This book examines the 2020 campaign and election in the United States of America from the perspective of political marketing, always intrinsic to democratic elections. The chapters in this book were originally published in the Journal of Political Marketing.

Between Brexit, efforts to 'Make America great again' and ongoing appeals for patriotic consumption to boost economies, the intersection between national identity, marketing campaigns, and consumer choices has been brought to the fore. This book argues that the history of 'Made in' can be used to shed light on society at large.

Embracing listening as a useful tool for strengthening organization-publics and organization-employee relationships, this book offers theoretical and practical insights for listening across myriad strategic communication contexts.