This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may...

Grundlagen -- Will SaaS and Cloud Computing become a new Industry Platform? -- Software-as-a-Service as Disruptive Innovation in the Enterprise Application Market -- Rechtliche Rahmenbedingungen des „Software as a Service“-Konzepts -- Marktsicht -- SaaS: A Love-Hate Relationship for...

A number of eminent authors take a look at aspects of application management from a range of practical and theoretical perspectives and present possible solutions for current challenges, demonstrating the close links between service creation and service management. Contents Cloud Computing...

Oliver Skroch argues that the reuse of components and services counts among the few fundamental and most promising approaches to the development of high-quality and cost-effective application software. He presents research results related to strategic, tactic, and operational ranges of...

Information systems (IS) are the backbone of any organization today, supporting all major business processes. This book deals with the question: how do these systems come into existence? It gives a comprehensive coverage of managerial, methodological and technological aspects...

This volume includes the full proceedings from the 1998 Academy of Marketing Science (AMS) Annual Conference held in Norfolk, Virginia. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behaviour, entrepreneurial...

Die Geheimnisse der TED-Talks für erfolgreiche Kommunikation im Unternehmen: Dieses Werk zeigt, wie Führungskräfte und Fachexperten in Unternehmen so ansprechend und mitreißend präsentieren wie die TED-Redner und wie damit der Austausch von Ideen und Innovation in Unternehmen gefördert...

Channel Management -- Consumer and Organizational Buyer Behavior -- International Marketing -- Marketing Education -- Marketing and the Law -- Product and Pricing Management -- Promotion Management -- Research Agenda for Marketing in the 21st Century -- Research Methodology -- Retailing and...