الصفحة 1
الصفحة 1
Online Marketing
Provides a clear and practice-oriented overview of the basics of online marketing. Short learning units, clear didactic modules and the accompanying learning control ensure a sustainable transfer of knowledge. It is thus aimed at all those who deal with questions of online marketing in the context of their education and training (also as a minor subject) as well as their professional practice.
Moral reasoning at work : Rethinking ethics in organizations ; 2nd ed.
Moral Reasoning at Work offers a fresh perspective on how to live with them using ethics and moral psychology research. It argues that decision-makers must go beyond compliance and traditional approaches to ethics to prepare for moral dilemmas. The book has been updated with a range of examples from the author’s more recent research, to reflect current issues affecting organizations in the digital age. With two new chapters on artificial intelligence and social media, this new edition provides an up-to-date overview of ethical challenges in organizations.
Handbook of Marketing Decision Models
The HANDBOOK OF MARKETING DECISION MODELS presents the state of the art in marketing decision models, dealing with new modeling areas such as customer relationship management, customer value and online marketing, but also describes recent developments in other areas. In the category of marketing mix models, the latest models for advertising, sales promotions, sales management, and competition are dealt with. New developments are presented in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets. Not only are the most recent models discussed, but the book also pays attention to the implementation of marketing models in companies and to applications in specific industries.
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.
