Markedsføring

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.

Entrepreneurial Cosplay takes a comprehensive and insightful look at the business of cosplay, exploring the ways that artists and fans engage in entrepreneurial and intrapreneurial practices to gain personal and professional success.

Embark on a journey through the rapidly evolving landscape of Marketing Technology (MarTech) with this comprehensive guide. From understanding the strategic imperatives driving MarTech adoption to navigating the intricacies of data-driven customer interaction, this book provides invaluable insights and practical strategies. Explore topics ranging from budget allocation and market potential to data readiness and GDPR compliance, gaining a deep understanding of key concepts and best practices. Whether you're grappling with the complexities of AI integration or seeking to optimize measurement and KPIs, this book equips you with the knowledge and tools needed to thrive in today's digital marketing environment. With decades of industry experience, Ralf Strauss offers in this book a roadmap for success, empowering marketers to navigate the challenges and seize the opportunities presented by MarTech innovation.

This book presents how Chinese multinational enterprises are engaging with, defining and implementing corporate social responsibility (CSR) reporting practices under the Belt and Road Initiative. It is suitable for researchers and postgraduate students in the fields of CSR, accounting, and developing countries, especially China.

The Routledge Handbook of Identity and Consumption introduces the reader to state-of-the-art research, written by the world's leading scholars regarding the interplay between identity and consumption. This book will be a valuable reference source for students and academics from a variety of disciplines.

The book provides an in-depth view into luxury Made in Italy, from historical roots, heritage and tradition to major forces of change and innovative, entrepreneurial adaptations in the twenty-first century.

This book examines the challenges and opportunities in the oil and gas industry, in the context of emerging markets and developing economies. It provides comprehensive coverage of the management and sustainability practices of the sector and the environmental impact and sustainability of resources.

This book offers a collection of scholarly writing on the meanings of happiness in relation to consumption. The chapters in this volume explore how material practices link to structures of power and exploitation. The chapters in this book were originally published in Consumption Markets & Culture.

If you're looking to build a production-ready AI application that enables users to "chat" with your company's private data, then you'll need to master LangChain--a premier AI development framework used by global corporations and startups like Zapier, Replit, Databricks, and more. This guide is an indispensable resource for developers who understand Python or JavaScript but are beginners eager to harness the power of AI. Authors Mayo Oshin and Nuno Campos demystify the use of LangChain through practical insights and in-depth tutorials. Starting with basic concepts, this book will show you step-by-step how to build a production-ready AI chatbot trained on your own data. After reading this book, you'll be equipped to: Understand and use the core components of LangChain in your development projects Harness the power of retrieval-augmented generation (RAG) to enhance the accuracy of LLMs using external, up-to-date data Develop and deploy AI chatbots that interact intelligently and contextually with users Utilize LangChain Expression Language to create custom, efficient AI operational chains Integrate and manage third-party APIs and tools to extend the functionality of your AI applications Learn the foundations of LLM app development and how they can be used with LangChain