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6G Mobile Wireless Networks
Specifically, this book covers the following topics: 6G Use Cases, Requirements, Metrics and Enabling Technologies, PHY Technologies for 6G Wireless, Reconfigurable Intelligent Surface for 6G Wireless Networks, Millimeter-wave and Terahertz Spectrum for 6G Wireless, Challenges in Transport Layer for Tbit/s Communications, High-capacity Backhaul Connectivity for 6G Wireless, Cloud Native Approach for 6G Wireless Networks, Machine Type Communications in 6G, Edge Intelligence and Pervasive AI in 6G, Blockchain: Foundations and Role in 6G, Role of Open-source Platforms in 6G, and Quantum Computing and 6G Wireless.
Marketing communications in emerging economies ; Vol. II : Conceptual issues and empirical evidence
Aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention.
Marketing Communication Policies
this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines.The book gives an introduction to the generic issues of Marketing Communications as well as an overview of the information behaviour of targeted customer groups. The foundation laid in the initial chapters is followed up by more specific areas such as situational analysis and the development of communications strategies.
Management of Regulatory Influences on Corporate Strategy and Structure
In many industries, e.g. telecommunications, transportation, energy, chemicals, food and beverages, firm performance is heavily influenced by regulation. Despite this fact, strategic management research has traditionally focused on market strategies and related issues. Questions of how to manage regulatory involvement have been left to separate research streams on corporate political activity and a broader understanding of the complex inter-dependencies and mutual influences between corporate and external actors remains lacking.
Management of Innovation in Network Industries : The Mobile Internet in Japan and Europe
This book focuses on the following questions: Which are the implications of different approaches towards management of systemic innovations? Do differences matter and why do they matter? The author shows that Europeans can learn from the Japanese and gives advice for future approaches to developments in the European telecommunications industry.
Management in marketing communications ; Vol.22
Provides a comprehensive overview of the essential topics in the field of management in marketing communication. these substantial topics are examined and addressed by scholars from the marketing and management discipline. beginning with the role of culture as a crucial element in marketing communication, the book delves into various matters within the scope of marketing communication. consequently, social media and its significance in modern marketing strategies are examined together with the topic of transition from offline to online marketing, emphasizing the impact of accelerated digitalization and its onset during the third decade of the twenty-first century. furthermore, the book discusses the rapid digital transformation stimulated by the COVID-19 pandemic and thus creates room for further exploration and research.
Leveraging Mobile Media : Cross-Media Strategy and Innovation Policy for Mobile Media Communication
Mobile communications and next generation wireless networks emerge as new distribution channels for the media. This development offers exciting new opportunities for media companies: the mobile communication system creates new usage contexts for media content and services; the social use of mobile communications suggests that identity representation in social networks, impulsive access to trusted media brands, and micro-coordination emerge as new sources of value creation in the media industries. In the light of this background, this book takes two different viewpoints on the development of mobile media: from a competitive strategy point of view it analyzes the extension of cross-media strategies and the emergence of cross-network strategies; from a public policy point of view it develops demands and requirements for an innovation policy that fosters innovation in mobile media markets.
Competition Policies in Emerging Economies : Lessons and Challenges from Central America and Mexico
Do small developing economies, or SDEs, need a specific competition policy to create competitive markets? Against the backdrop of globalization, protectionist policies that promote state ownership and heavy regulation of key industries are proving increasingly ineffective for driving growth. Countries around the world are instituting reforms to promote competition and business creation, yet the economic and political concentration of power, feeble judicial systems, and the scarcity of human and financial resources pose special challenges to SDEs. Competition Policies in Emerging Economies features an in-depth analysis of two strategic industries — telecommunications and banking — in several Central American nations which sheds light on the dynamics of the transition to deregulation and trade liberalization. Examining the lessons learned from these experiences and presenting discussion of political, legal, economic, financial, cultural, and organizational issues, the book provides unique perspectives on competition policy and economic development.
Change 2.0 : Beyond Organisational Transformation
"This is a book about change … . It’s a collection of 14 articles including four case studies. … ‘a collection of articles intended to inspire those involved in the practical implementation of change’." (Rodney Gray, Strategic Communication Management, Issue 11, 2008)
Business Unusual : Values, Uncertainty and the Psychology of Brand Resilience
This book reveals the psychology behind how we feel about businesses, their communications and their leaders in a digital world. From understanding the new dynamics shaping online behaviour, to the evolving expectations driving employees and consumers, Business Unusual will teach you how to build a resilient business - one that is built on trust, an engaged and fulfilled workforce, and the brand values that can empower you to craft resonant communications and relationships.
Broadband in Europe: How Brussels Can Wire the Information Society
Broadband is a key enabler of the information society, increasing productivity and competitiveness across all sectors of the economy. Unlike traditional n- rowband connections, broadband provides high speed, always-on connections to the Internet and supports innovative content and services. Direct consumer welfare gains from mass-market adoption of broadband across the EU could easily reach 50 billion euros or more per annum. This is quite apart from the more profound societal shifts that ubiquitous broadband could bring. It may allow the individual to distribute content and ideas independent of traditional media and bring together communities of interest without regard to borders. Public policy for broadband will have a big impact on whether and how quickly these benefits are realised. Getting policy right could bring large benefits for consumers.
Branded content : The fateful merging of media and marketing
This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands’ own media, native advertising, and the integration of branded content across film, television, journalism and publishing, online, mobile, and social media.
Becoming virtual : Knowledge management and transformation of the distributed organization
This book examines the capabilities needed to transform a globally distributed organization into a virtual organization (an organization that exists and operates across time and distance with the support of global communications technologies such as the Internet). It introduces techniques for definition of goals for virtualization, for monitoring progress toward virtualization and for studying the impact of virtualization on social uncertainty, knowledge sharing and knowledge transfer, organizational memory, transactive memory, communities of practice and organizational commitment, power and control. These techniques are applied in an extended case study of a development aid organization's attempts to use knowledge management for virtualization over a two year period. The multidisciplinary team of authors examines virtualization from points of view ranging from the organizational to the technological to the sociological and psychological.
Artificial economics : Agent-based methods in finance, game theory and their applications
The purpose of this book is to give an up-to date view of the scientific production in the fields of Agent-based Computational Economics (mainly in Market Finance and Game Theory). Based on communications given at AE'2005 (Lille, USTL, France), this book offers a wide panorama of recent advances in ACE (both theoretical and methodological) that will interest academics as well as practitioners.
Advertising in contemporary consumer culture
This is the first scholarly book dedicated to reading the work of contemporary filmmakers and their impact on modern marketing and advertising. Drawing from consumer culture theory, film and media studies, the author presents an expansive analysis of a range of renowned filmmakers who have successfully applied their aesthetic and narrative vision to commercial advertising. It challenges some traditional advertising tropes and sheds light on the changing nature of advertising in the contemporary media context. Utilising Deleuze and Guattari’s notion of assemblage, This book addresses themes of spatiality and time, narrative and aesthetics and consumer reception within a new frame of reference that re-contextualises classical concepts of genre, platform and aesthetic categories. These diverse elements are embedded into a larger discussion of the resonance of contemporary advertising for consumer culture and the implications of the hybridity characteristic of convergent media platforms for understanding the potential of advertising in the twenty-first century.
Advanced Trends in ICT for Innovative Business Management
Contains a collection of scientific chapters addressing the emerging trends in IT and telecommunications, as well as the issues that accompany them in business. It addresses issues in cyber applications, ICT solutions and innovative cyber know-how, and demonstrates how high-tech IT communications resources can be used to improve business production, sales and service strategies, supply chains and logistics.
A Theory of Marketing : Outline of a Social Systems Perspective
Marketing has become one of the most influential forces in contemporary market economies. Yet despite ubiquitous empirical presence, uncountable textbook definitions, and sixty years of scholarly work, a coherent sociological understanding of this powerful concept is still amiss. Drawing on Luhmannian social systems theory, historical analysis, and four qualitative studies, the author theorizes on the marketing function as a self-contained system of communications. It is argued that marketing systems prosper within a host organization if and as long as they successfully influence observers' preferences towards particular brands. On these conceptual foundations a comprehensive brand- and communication-centered theory is developed that fulfills Alderson', Cox' and Bartels' foundational requirements for a general theory of marketing in an unprecedented way.
Mathematical Methods in Robust Control of Linear Stochastic Systems
Linear stochastic systems are successfully used to provide mathematical models for real processes in fields such as aerospace engineering, communications, manufacturing, finance and economy. This monograph presents a useful methodology for the control of such stochastic systems with a focus on robust stabilization in the mean square, linear quadratic control, the disturbance attenuation problem, and robust stabilization with respect to dynamic and parametric uncertainty.
Manufacturing Execution Systems - MES
The production plants of today develop into modern service centers. Economic efficiency of modern added value is not a property of products alone but of the process. Decisive potential in business now is a question of process capability, rather than production capability. Process capability in business requires real-time systems for optimization. Business-IT needs to be developed from telecommunications and ERP to real time services, which are not offered by the prevailing ERP systems. Today, only modern Manufacturing Execution Systems (MES) offer real-time applications. They generate current as well as historic mappings of production facilities and thus they can be used as basis for optimizations. It is important to map the supply chain in real time. Increasing complexity in production requires an integrated view of the production and service facilities: detailed scheduling, status collection, quality, performance analysis, tracing of material and so on have to be recorded and displayed in an integrated way.
Managing the Complexity of Critical Infrastructures : A Modelling and Simulation Approach
This book summarizes work being pursued in the context of the CIPRNet (Critical Infrastructure Preparedness and Resilience Research Network) research project, co-funded by the European Union under the Seventh Framework Programme (FP7). The project is intended to provide concrete and on-going support to the Critical Infrastructure Protection (CIP) research communities, enhancing their preparedness for CI-related emergencies, while also providing expertise and technologies for other stakeholders to promote their understanding and mitigation of the consequences of CI disruptions, leading to enhanced resilience.
