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Internal Brand Management in an International Context
Employees with a sound knowledge of and strong commitments to a brand are likely to display behaviors that conform to a brand’s identity, so called brand citizenship behavior. Organizations have access to various internal branding instruments that support commitment structures but multinational corporations are challenged by a diverse workforce environment. The study analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further analyzes the impact of an individual’s cultural values on brand commitment which is an antecedent to brand citizenship behavior.
B2B Relationship Marketing Management in Trade Fair Activity
The issues of B2B management and B2B marketing are becoming of increasing interest to business scholars and practitioners. This book is the first publication dedicated solely to the connection between relationship marketing management and trade fair activity management, two essential marketing concepts. It investigates the role of trade fairs with regard to B2B relationship marketing management in the era of the world economic crisis using the example of the retail real estate industry. A vital issue tackled in this book refers to the exploration of the characteristics of retail real estate trade fairs from the perspective of creating conditions favourable for developing business relationshi...
Communication and Leadership in the 21st Century
For some people, Public Relations used to be "that former journalist type who deals with the media." However, the public perception of the profession has changed quite substantially. Communication has become a genuine modern management function. The integration of successful public relations is a crucial contribution to raising the level of professionalism in an organization. "Communication and Leadership in the 21st Century" is a review of theoretical and empirical research papers on this subject, intended for scholars, students, and professionals across these disciplines. The volume focuses in particular on four distinct, but interrelated areas of communication: Integrated Market & Corpora...
Multilingual Healthcare
This volume is the first to address multilingual healthcare communication around the globe and focuses on institutional, social and linguistic challenges and resources of the healthcare industry. It comprises studies from Canada, Australia, South Africa, Greenland, Italy, Germany, Switzerland and Belgium, and aims to introduce new paths of communicative and methodological agendas, casting a critical view on current linguistic practices in healthcare, nursing and medical interactions. With increased personal mobility in a global society, the need for multilingual staff is on the rise in medical institutions and healthcare organisations, and communicative competencies and practices involving d...
L'Heritage
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Monte Carlo and Quasi-Monte Carlo Sampling
Quasi–Monte Carlo methods have become an increasingly popular alternative to Monte Carlo methods over the last two decades. Their successful implementation on practical problems, especially in finance, has motivated the development of several new research areas within this field to which practitioners and researchers from various disciplines currently contribute. This book presents essential tools for using quasi–Monte Carlo sampling in practice. The first part of the book focuses on issues related to Monte Carlo methods—uniform and non-uniform random number generation, variance reduction techniques—but the material is presented to prepare the readers for the next step, which is to r...
Introduction to Court Interpreting
Court interpreting is becoming increasingly professionalized as the number of practitioners grows and judicial systems and legislatures throughout the world focus more on language rights as an element of due process. Introduction to Court Interpreting is the first course book for court interpreter training that is not oriented toward the judicial system of a particular country, but can be used in any country for training interpreters in any language combination. It covers the history of the profession, the legal basis for the interpreter's presence in the courtroom, criminal and civil procedure, comparative law, the role of the interpreter in the judiciary setting, ethical principles, techni...
Eventmarketing
Die Brücke zwischen Theorie und Praxis Eventmarketing ist der systematische Prozess der Inszenierung dreidimensionaler, live-erlebbarer Themen zu Marketingzwecken. Events sind heute fester Bestandteil im Kommunikations-Mix marketingtreibender Unternehmen. Die Grenzen zwischen »Above-the-Line« und »Below-the-Line« sind in vielen Branchen deutlich verblasst. Die Herausforderung für die Eventpraxis liegt in der Steigerung der Professionalität in dieser Marketingteildisziplin: Marketingevents markentechnisch und dramaturgisch noch systematischer gestalten: »Erkenntnis als Erlebnis« beschreibt dabei ein wichtiges Zukunftsfeld. Eine dem Mitteleinsatz entsprechende Überprüfung der Maßna...
Set-valued Optimization
Set-valued optimization is a vibrant and expanding branch of mathematics that deals with optimization problems where the objective map and/or the constraints maps are set-valued maps acting between certain spaces. Since set-valued maps subsumes single valued maps, set-valued optimization provides an important extension and unification of the scalar as well as the vector optimization problems. Therefore this relatively new discipline has justifiably attracted a great deal of attention in recent years. This book presents, in a unified framework, basic properties on ordering relations, solution concepts for set-valued optimization problems, a detailed description of convex set-valued maps, most recent developments in separation theorems, scalarization techniques, variational principles, tangent cones of first and higher order, sub-differential of set-valued maps, generalized derivatives of set-valued maps, sensitivity analysis, optimality conditions, duality and applications in economics among other things.
The Praxis of Diversity
This edited collection brings together experts from various disciplines to engage critically with diversity theory, diversity politics, and their practical application. Accordingly, the volume provides a provocative discursive space, where the key theoretical as well as practical problems of diversity in business, institutions and culture can speak to each other and can be assessed. The aim is to bridge the gap between two relatively distinct discourses: the discourse on practical applications of diversity concepts and the discourse on theoretical approaches to diversity. This selection of articles delivers the first step towards achieving this goal. Approaching diversity from a business perspective, the chapters discuss its ramifications on democratic institutions and theory, as well as point to its relevance in didactic and educational settings.
