Marknadsföring

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.

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.

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.