This book offers both marketing and sales professionals a rare combined insight into both worlds to continuously capture customer intelligence and create value, by blending detailed research with academic rigor and commercial experience of the authors in both Europe and North America. It has...

This book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices. Written for busy marketing professionals working in both domestic and international markets, it addresses these topics in a...

The emergence of social media as one of the driving forces of consumers’ online experiences today also challenges our current understanding on marketing and brand management. The effects of brands’ social media involvement are to this day uncertain. Severin Dennhardt shows that social media...

Grundlagen: Wie entsteht Mundpropaganda? -- Was ist Viral Marketing? -- Kernelemente des Viral Marketing -- Planung und Umsetzung einer viralen Kampagne -- Erfolgsmessung -- Fallstudien -- Gerüchte säen und konstruktiv nutzen.

This book covers the modelling of human behaviour in the education and labour markets, which due to their interdependency are viewed as one system. Important factors influencing the decision-making of individuals and firms in this system are discussed. The role of social environment and networks...

This volume features contributions to agent-based computational modeling from the social sciences and computer sciences. It presents applications of methodologies and tools, focusing on the uses, requirements, and constraints of agent-based models used by social scientists. Topics include...

BebBegriffsbestimmung Pop-up Store -- Mehrdimensionalität des Erfolgsbegriffes im Zusammenhang mit Pop-up Stores -- Erfolgsfaktoren von Pop-up Stores in der Bekleidungsindustrie -- Fallstudiengestützte Modellanwendung und Evaluation.

Why are word-of-mouth campaigns effective for some products, while failing for others? Which group of consumers should be the target of viral marketing efforts, and how can you turn word of mouth into buzz? Panos Mourdoukoutas and George J Siomkos provide the answers!The transformation of a...

This book is designed to meet the needs of CFOs, accounting and financial professionals interested in leveraging the power of data-driven customer insights in management accounting and financial reporting systems. While academic research in Marketing has developed increasingly sophisticated...

This book provides a roadmap for leaders of listed companies to follow in order to build enduring institutions that create value for customers and wealth for shareholders on an ongoing basis, in ways that also enhance the wellbeing of all other legitimate stakeholders - including the wider...