Bücher – Marketing + Vertrieb

This book examines the cyber terrorist offender through social and biological theories. It critiques how traditional criminology theory falls short when applied to cyber-terrorism. Using a four-fold lens, it takes into analytical consideration a …

This book offers a comprehensive overview of corporate reputation, aiming to enhance understanding, management processes, and measurement methods associated with this crucial concept. By integrating perspectives from various disciplines such as …

Soziale Ungleichheiten sind ein brisantes Thema. Wissenschaftliche Sozialstrukturanalysen zielen darauf, Erklärungen für die Entstehung und Reproduktion sozialer Ungleichheiten zu geben.

In dieser Einführung werden zentrale Konzepte der Analyse …

Der vorliegende Band befasst sich mit der Definition, Geschichte und Bedeutung alternativer Medien für die Gesellschaft. Dabei wird insbesondere den folgenden Fragen nachgegangen: Wie gelingt eine Abgrenzung zu etablierten Medien? Welche Rolle …

This open access book provides an updated and integrated analysis of the Advocacy Coalition Framework, more than thirty years after its conception. First devised in the 1980s to help explain change within public policy processes, the framework has …

Dieses Lehrbuch analysiert klassische und moderne Demokratietheorien. Es spannt den Bogen von der Staatsformenlehre des Aristoteles bis zur neuesten international vergleichenden Demokratieforschung. Die Demokratietheorien vermitteln tiefenscharfe …

Wie gelingt profitables Online-Marketing? Erwin Lammenett, seit über 25 Jahren Experte für digitales Marketing, erläutert praxisnah und theoretisch fundiert die gesamte Palette der Online-Marketing-Instrumente. Sie erfahren, wie Sie diese …

This book provides an in-depth study on the theory of fundamental rights and the legal challenges posed by new technologies, with a particular focus on neurotechnologies and neurorights. The book begins with an overview of the evolution of …

This book reports what progress is being and should be made in marketing science by social complexity science through such means as agent-based modeling and complex networks, which is seldom addressed by books reviewing the state of the art of …

What is the impact of patriotism on citizens in democracies? Despite many judging patriotism negatively, we do not know much about its effect on citizenship. Most of the work on patriotism focuses on potential negatives that may derive from …

The book examines the adoption of different innovative technologies and explores the behavioral intention of both consumers and companies of using these technologies. Both determinants of acceptance and resistance of technology are considered by …

Dieses Buch zeigt auf, zwischen welchen gesellschaftlichen Polen oder Widersprüchen die Polizeiforschung bis heute steht. Dies ist umso bedauerlicher, da eine (kritische) Polizeiforschung zum gegenwärtigen Zeitpunkt, mit allen Verwerfungen in den …

This book examines the notion and understanding of innovation and knowledge societies as they particularly apply to the Gulf states and their broad range of communities. Key to this examination will be the role that intellectual property - its …

This book examines the vocal presence of women in postrevolutionary Iranian cinema. The research explores the concept of the veiled voice, which conceals the bodily aspects of the voice and suppresses its discursive elements. Studying the …

This book uniquely combines literature from different research fields of marketing, such as social and psychological perspectives, behavioral sciences, the digital era, sustainability, and corporate social responsibility, to present a …

This book argues why Critical Theory – as first developed in the Zeitschrift für Sozialforschung – must be updated to help us tackling today’s capitalist polycrisis, from economic via political to ecological crises. Yet, following the dissolution …

This book systematically analyzes Sartori’s complete body of scholarship in English for the first time. It seeks to cover all of Sartori’s main theories, many of which he developed in response to his dissatisfaction with the existing knowledge.

This book critically discusses on epoch of “Asian century” through Asia’s dominance in economic, political and demographic dividend. The major themes include Asianisation, Asianism, Asia’s eventful rise, Asian culture and philosophy, Asia – The …

This book examines the critical role of communication in advancing knowledge and participation in the governance of global public goods (GPG). Central to any theory of GPG is the role of information, as raising awareness requires creating credible …

This book brings together leading scholars and practitioners in organizational behaviour and communication to explore the complex relationship between employees and their organisations and the associated workplace outcomes. This comprehensive …

This Palgrave Pivot offers a balanced and impartial commentary on one of the most important of the early writings by the German legal scholar Carl Schmitt. The book is known mostly by its title Politische Theologie but Schmitt’s subtitle indicated …

Im Marketingalltag wird immer wieder deutlich, dass die Potenziale der eingesetzten Marketinginstrumente nicht in vollem Umfang ausgeschöpft werden. Hierbei fällt besonders auf, dass es in der Branche des Pferdesports schwerfällt, einzelne …

This Open Access book explores the automated identification of media bias, particularly focusing on bias by word choice in digital media. The increasing prevalence of digital information presents opportunities and challenges for analyzing …

This book analyses popular works by the first generation of Israeli independent content creators who gained their reputation by achieving viral success on social media. Some of them paved their way from the web to mainstream culture, yet so far …

Krisen wie die COVID-19-Pandemie haben die Bedeutung familiärer Resilienz und Kommunikation in den Fokus gerückt. Insbesondere die Rolle der innerfamiliären Kommunikation wurde in der bisherigen Resilienzforschung jedoch noch nicht umfassend …

This book is the first volume of the proceedings of the 11th International Conference of the International Association of Cultural and Digital Tourism (IACuDiT). Focusing on “Innovation and Creativity in Tourism, Business and Social Sciences,” the …

Wer sich im digitalen Raum bewegt, wird permanent mit Bewertungen konfrontiert, aufgefordert, Bewertungen abzugeben oder wird selbst zum Gegenstand der Bewertung. Der vorliegende Band nimmt diese Beobachtung zum Anlass, Bewertungspraktiken und …

The handbook delves into the linguistic features of Southeast Asian and South Asian endangered languages, providing detailed descriptions and analyses. Each chapter covers a range of topics, including linguistic properties, extralinguistic …

This book analyses visual expressions of populism in France to provide new insights into contemporary political communication. It focuses on images produced by the Rassemblement National and la France insoumise – parties on the far right and far …

Kaum ein Suchtverhalten wächst in der modernen westlichen Gesellschaft so stark wie die Konsumsucht.

Kein Wunder – sie ist ökonomisch gewollt, ja benötigt. Genau das macht sie besonders gefährlich. Die Auswirkungen von Konsumsucht (und ihrer …

This book critically examines the evolving fashion and luxury brand sector in the post-COVID-19 era, emphasizing the crucial need for sustainable digital marketing strategies and innovation. The book explores the dual commitment luxury brands …

Retailing has changed rapidly in recent years with the pandemic accelerating the long-term growth of e-commerce. Drawing on a unique data set drawn from hundreds of thousands of interviews over almost two decades, this book takes a close look at …

Dieses Buch bietet eine umfassende Anleitung zur agilen und kollaborativen Markenpositionierung mit dem New Brand Sprint. Es behandelt die historische Entwicklung der Markenpositionierung, moderne Ansätze und innovative Werkzeuge, die Marken dabei …

Der Journalismus hat in der Berichterstattung über die Covid-19-Krise versagt. Diese Meinung vertreten viele aus unterschiedlichen Bereichen der Gesellschaft. Ausgehend von der Medienkritik wird in diesem Buch die Qualität der Berichterstattung …

Dieses Buch zeigt, wie die Kundenansprache über analoge und digitale Kanäle zielgerichtet und effektiv gelingt – an allen entscheidenden Touchpoints entlang der gesamten Customer Journey.
Der Kaufprozess wird durch die Digitalisierung immer …

With small businesses, the business is the brand, in contrast to corporations that have a portfolio of branded products. Therefore, effective brand management is dependent upon the business growing its brand into a strong brand. This comprehensive …

In diesem Buch stehen die aktuell diskutierten Fragestellungen zu digitalen Datenanalysen bei Dienstleistungen im Fokus. Gerade im Dienstleistungssektor ermöglicht Digital Analytics eine datenbasierte Ausrichtung auf Kundenbedürfnisse und …

The 10th edition of the international academic conference Trends in Business Communication (TIBCOM) once again presents the latest research findings in marketing and communication. This proceedings volume gives the reader a compact overview of the …

Dieses Buch zeigt, was Nachhaltigkeit bei Finanzen und Versicherungen bedeutet: Informieren und sensibilisieren wir unsere Kund:innen. Finden wir neue Themen der Ansprache. Machen wir Druck auf unsere Produktpartner, ihre Angebote umzustellen.

Communication of the new generation is upon us. It was not long ago that the idea of remote working or of machine learning seemed like futuristic endeavors. Yet now, the prospect of using various communication technologies to work for us has never …

Journalismus wandelt sich – und bringt zunehmend neue Formen und Formate hervor, die u.a. investigative, narrative, interpretative oder partizipative Muster, Mechanismen und Merkmale des Journalismus integrieren und neu arrangieren. Doch wie sich …

This book explores how Chinese citizens influence both real and internet political participation via using internet. During real political participation in selection and collective incident, the influence of internet use is different, which …

This book provides an overview of research and best practices associated with heritage tourism, with a particular focus on Vietnam, in conversation with heritage tourism in other Asian contexts. These include Iran in the Middle East, Sri Lanka in …

How Vocaloid Works explores the technical aspects of Vocaloid, the world’s most widely known and commercially successful singing voice synthesis software. Unlike previous Anglophone academic works on the subject, this book provides readers with a …

Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies. This book provides an introduction to a range of broad and …

This book demonstrates why companies must establish and maintain a new – customer-committed – culture and how this transformation can be achieved.

A unique customer experience has never been as critical to success as it is today. Many companies …

Dieses Buch bietet eine umfassende interdisziplinäre Einführung in die geographischen und politischen Besonderheiten der Arabischen Halbinsel im Kontext aktueller Megatrends wie Klimakrise, Migration und geopolitische Verwerfungen. Die Arabische …

Sozialwissenschaftliche Analyseverfahren helfen uns, Daten richtig zu verstehen und fundierte Schlüsse zu ziehen. Dieses Lehrbuch bietet eine schrittweise Einführung in die Grundlagen der Datenanalyse. Es beginnt mit deskriptiven Analysen, führt …

This book analyzes the impacts of growing political turmoil and distrust in democracy on public opinion, political communication and electoral behavior of Latin American citizens over the first two decades of the 21st century. During this period …

This book explores sustainability marketing through the lens of stakeholder relationship-related concepts, with a particular focus on stakeholders within global value chains, relationships with the public, and those affiliated with governmental …

Industrial spending for research and development (R&D) initiatives is growing globally year on year, from both public and private investments. As this spending grows, so does the complexity of R&D organizations and processes. Hence, high-quality …

"In One Word" analyzes and discusses the underlying dynamics, as well as the unique technique and methodology of defining a brand’s value proposition in just one word. This book offers deep insights to marketers and communication professionals …

This book offers a policy analysis of the emergence of the General Data Protection Regulation (GDPR) through the lens of John Kingdon’s Multiple Streams Framework. Drawing on 32 expert interviews with key stakeholders—including EU institution …

This book sheds light on the relationship between media ownership and management, particularly in the context of hedge fund ownership in the U.S. news media industry. The book is grounded in two empirical studies: one examining financial issues …

This book explores the geo-political risks in Europe and the Indo-Pacific region and interaction between the two regions in the rapidly changing global political landscape. The book explores the reasons for Europe extending its reach and …

This book examines the history of aging and old age during the Qing dynasty, a pivotal period marked by rapid population growth that resulted in the largest elderly population in imperial China. Drawing on previously overlooked first-person …

This book comprehensively explores how AI tools can revolutionize academic writing, research, grant proposals, and educational practices. With a focus on practical applications, ethical considerations, and future trends, the book serves as an …

Corporate Social Responsibility (CSR) was coined as a term in the 1950s, although modern notions of corporate responsibility can be traced to the second half of the 19th century. This book uses internal company communications as a dataset to …

Die Beschäftigung mit psychischem Leiden ist im Alltag, in Wissenschaft und Öffentlichkeit zu einer Selbstverständlichkeit geworden. Diverse Studien untersuchen mögliche Ursachenzusammenhänge und diskutieren kontrovers das Verhältnis von …

Counter- and alternative narrative (CAN) campaigns have become a widely used tool in contemporary efforts to prevent and/or counter (violent) extremism (P/CVE). However, one element is conspicuously absent from the discourse: There is little …

This book examines the impact of demographic decline on digital innovation in the public sector. Utilizing data from Italian municipalities, it provides quantitative and qualitative analyses to reveal the negative impact of demographic decline on …

This book focuses on facial recognition technology (FRT) and sheds light on previously unexplored aspects that involve systematic legal issues concerning its regulation, the protection of rights and freedoms, the preservation of democracy and the …

Menschen verbringen inzwischen viel Zeit online. Unternehmen folgen ihnen ins Internet – B-to-B wie B-to-C gleichermaßen. Dieses Buch beantwortet die wichtigsten damit verbundenen Fragen und präsentiert konkrete Lösungskonzepte, Erfolgsstrategien …

This book explores why members of parliament (MPs) substantively represent minorities with invisible characteristics—those lacking outwardly recognizable features. This invisibility complicates the representational relationship, as minority …

This book is a concise guide on using generative artificial intelligence to drive digital business management and transformation.

It is divided into three parts.

The first part, "How to Work with AI and Generate Success in Business," outlines the …

This book addresses key challenges facing global political communication at a time in which transformations in political practice, media ecology and cultural expectations both threaten traditional democratic norms and point to potential new ways …

Die Bedeutung von Familienpolitik hat sich auf allen Ebenen des politischen Systems in Deutschland in den letzten Jahrzehnten erheblich geändert – sie ist von einem eher randständigen zu einem zentralen Politikfeld geworden und hat dabei …

This book provides a groundbreaking exploration of image semiotics. Going far beyond traditional analyses of static visual texts, it includes dynamic imagery, literary iconography, and psychological images, offering a holistic view of how …

In diesem Buch erfahren Sie die einfachen, aber wirkungsvollen Strategien und Techniken, mit denen Top-Verkäufer zuverlässig erfolgreiche Abschlüsse erzielen. Mit einem klaren, systematischen Ansatz erläutert der Autor die wichtigsten …

This open access book explores which audiovisual translation methods or techniques are the most ethical when translating personal narratives dealing with trauma and emotions, and provides good practice guidelines for different stakeholders …

This volume delves into the intricate relationship between technology and media production, emphasizing its influence across political, socio-economic, and cultural contexts. By 2010, the integration of computing and automated systems had already …

Dieses essential bietet eine Einführung in Suchmaschinenoptimierung (SEO) und Online-Reputationsmanagement (ORM) – zwei wesentliche Säulen erfolgreicher Online-Marketing-Strategien – und erläutert, wie Unternehmen zwischen Disziplinen, die häufig …

The book deals with insurance of the 11 rules in Incoterms 2020 and under Common Law. Incoterms, cargo insurance and common law principles are the leading players in international commercial transactions. Although based on common law principles …

One of the main questions addressed in this book is whether the EU enlargement fatigue has resulted in broken promises leading to a “commitment fatigue” among the EU candidate states from Western Balkans. Until recently, political and business …

As artificial intelligence continues to transform our world, Europe stands at the forefront of ensuring this revolutionary technology serves humanity’s best interests. This essential volume brings together experts on law, regulation, human rights …

The book offers an in-depth analysis of how ASEAN (Association of Southeast Asian Nations) is portrayed in the Chinese media, focusing on the multifaceted dynamics of economic cooperation, regional connectivity, cultural exchange, and …

The digital economy has fundamentally transformed how we live and work, bringing opportunities and challenges. One of the key challenges is understanding how to effectively navigate the relationship between people and technology and harness its …

Dieses essential bietet eine fundierte Analyse und praktische Hinweise zur erfolgreichen Implementierung von Corporate-Influencer-Programmen auf LinkedIn. Es beleuchtet die entscheidenden Einflussfaktoren, die Mitarbeitende motivieren, als …

Das Lehrbuch thematisiert den Wettbewerbsschutz auf digitalen Märkten. Zum einen erläutert es Grundlagen und sektorspezifische Vertiefungen zum europäischen und deutschen Kartellrecht. Zum anderen werden der Digital Markets Act und die …

This book provides an insightful and nuanced account of the roles of knowledge and evidence in behavioural science practices. Utilising evidence from Australia, it draws together the fields of evidence-based policymaking and behavioural insights …

This book presents different approaches to disinformation based on original data from quantitative and qualitative studies conducted within CEDMO (Central European Digital Media Observatory). The linguistic and visual features of this type of …

Dieses Buch führt Schritt für Schritt in die Kunst des Prompt Engineerings ein – die wichtigste Kompetenz auf dem Weg zur effizienten Nutzung von generativer KI. Spätestens seit der Einführung von ChatGPT sind Large Language Models (LLMs) …

This book examines various trends in small-scale societies in Laos by linking population changes to livelihood changes. The primary research issues addressed in the book are as follows:

･ How are population dynamics and livelihood changes in …

This book presents selected contributions from the Fourth International Scientific-Practical Conference (ISPC 2024), held on October 10–11, 2024, organized by IU International University, East European University, Adelphi University, and the …

This book explores the relationship between marketing practices and dysfunctional consumption behaviors, specifically focusing on two behavioral addictions: compulsive buying and problematic gambling. It offers a comprehensive analysis grounded in …

This book is a comprehensive guide for legal, business, and technology professionals seeking to understand the intersection of sustainability and emerging technologies in the legal ecosystem. The book takes a critical look at the role of AI and …

This book explores Filipino, the national language of the Philippines, from the perspectives of Critical Discourse Analysis (CDA) and Positive Discourse Analysis (PDA)—informed by Systemic Functional Linguistics (SFL). It is designed to encourage …

The automated filtering of upload attempts to online platforms is one of the most contentious issues in the fields of copyright enforcement and platform regulation. Notwithstanding the impassioned debate, research from a law and economics …

This monograph explains video games as multidimensional and deeply mutable concepts as the interplay of three dimensions: Indeed, in addition to the hybrid approaches between genre of fiction and genre of game in genre theory, it is also social …

This book presents a pioneering framework tailored for professionals involved in addressing intimate partner violence (IPV), specifically targeting the mitigation of social media misinformation. Utilizing effective communication strategies across …

„Wenn Agrarriesen die Landidylle überrollen, erheben sich Ökorebellen gegen die Ernährungsindustrie.“ Sprachbilder wie diese – auch Frames genannt – prägen die Wahrnehmung der Landwirtschaft, da sie einen Deutungsrahmen vorgeben.
Dieses Buch …

Dieses Buch analysiert die Situation in den angrenzenden Ländern der Ukraine nach Beginn des russischen Angriffkriegs sowie die Bündnissysteme und Mächte in der Region. Es vereint ausgewiesene Expert*innen zu einzelnen Ländern und bietet einen …

This book analyses the complex dynamics of international norm contestation and explores how norms adapt and withstand challenges in different settings. Examining the interplay between various types of contestation, norm robustness, and the …

Dieses Buch behandelt hauptsächlich den Hintergrund des E-Commerce, das Grundwissen des E-Commerce, die Grundmodelle des E-Commerce, die Grundprinzipien des E-Commerce und die Fälle des E-Commerce. Dieses Buch hat ein theoretisches System des …

This book addresses the issue of gender underrepresentation in the cryptocurrency domain. This thesis attributes it to the presence of unwelcoming and hostile communities around it. Grounded in the frameworks of feminist technoscience and situated …

The research focus of Nils Fränzel is on customer behaviour in omnichannel retailing. He focuses on the multidimensionality of customer experience and the reciprocal interactions between different dimensions of customer experience. He also looks …

These volumes analyze the transformation of the American right in recent years. While the roots of that transformation can be traced back to the 1970s, the last decade has seen further radical revisions of its ideology, style and policies. The …

These volumes analyze the transformation of the American right in recent years. While the roots of that transformation can be traced back to the 1970s, the last decade has seen further radical revisions of its ideology, style and policies. The …

This book is the second volume of the proceedings of the 11th International Conference of the International Association of Cultural and Digital Tourism (IACuDiT). Focusing on “Innovation and Creativity in Tourism, Business and Social Sciences,” …

This book provides readers with a comprehensive guide to designing rigorous and effective network science tools using the statistical software platforms Stata, R, and Python.

Network science offers a means to understand and analyze complex systems …