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Digital Entrepreneurship
This open access book explores the global challenges and experiences related to digital entrepreneurial activities, using carefully selected examples from leading companies and economies that shape world business today and tomorrow. Digital entrepreneurship and the companies steering it have an enormous global impact; they promise to transform the business world and change the way we communicate with each other. These companies use digitalization and artificial intelligence to enhance the quality of decisions and augment their business and customer operations. This book demonstrates how cloud services are continuing to evolve; how cryptocurrencies are traded in the banking industry; how plat...
Digital Marketing
Digital Marketing: Integrating Strategy, Sustainability, and Purpose, Second Edition, draws on the latest digital tactics and strategic insights to help students understand how to generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective tactics and tools with organizational core values to achieve competitive advantage. Retaining the popular integrated approach that introduces students to each concept as it becomes relevant to the digital marketing plan, this edition: Combines a strong theoretical foundation with practical insights and activities that give students a co...
Futurology In Education And Learning
The book represents an accessible and comprehensive point of reference for both the academic and the practitioner world in showing how education can be transformed and innovated to become more sustainable and resilient. The recent covid crisis shows that the education system and approaches used are not sustainable but can be ambushed and reactive. How can we (in the present) determine what we should learn to be prepared for the future? How can education be changed so that we learn more quickly and more effectively? Not only focusing on new methods/technologies but also on innovation of the learning process. How to use the experience to create future proof education and how certain innovation...
EBOOK: Foundations of Marketing, 6e
Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated Sixth Edition features digital marketing integrated throughout the chapters as well as a dedicate chapter on marketing planning and strategy. Discover: How marketing adds value to customers and organizations How innovative brand positioning drives commercial success How new digital marketing communication techniques are being used by companies to drive their brand awareness and engagement, as well as customer retention and conversion levels How...
Multinational Management
This casebook demonstrates that the future of global business lies in how well the multinational landscape is charted and how the importance of Asian market leaders is deeply embedded in it. It offers international management students and researchers an extensive guide to the business history, strategy development, and foreign market entry modes used by emerging Asian multinationals. The cases focus on well-known companies such as Lenovo, Alibaba, Infosys, Huawei, Panasonic, and Rakuten. These companies, all of which generate huge revenues in their own countries (e.g. in China, India, South Korea, Taiwan, Vietnam), are now becoming increasingly sophisticated and striving to become global bra...
Knowledge Management and AI in Society 5.0
Society 5.0 points toward a human-centred approach by the use of modern, advanced technologies and artificial intelligence. This book explores and offers an overview of knowledge management embraced in the current scenario of Society 5.0, shedding light on its importance in a society that is increasingly digital and interconnected. The book enhances current managerial and economic research by offering the “human” side of knowledge management (KM) intertwined with the use of artificial intelligences (AIs). Each chapter explores KM from different perspectives, including entrepreneurship, innovation, marketing, and strategy, in a theoretical and practical way. They include insights from bot...
EBOOK: Principles and Practice of Marketing, 9e
EBOOK: Principles and Practice of Marketing, 9e
EBK: Services Marketing: Integrating Customer Service Across the Firm 4e
Successful businesses recognize that the development of strong customer relationships through quality service (and services) as well as implementing service strategies for competitive advantage are key to their success. In its fourth European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive Gaps model at the center of this approach. The new edition draws on the most recent research, and using up-todate and topical examples, the book focuses on the development of customer relationships through service, outlining the core concepts and theories in services marketing today. New and upd...
Futuristic Technology Perspectives on Entrepreneurship and Sustainable Innovation
Entrepreneurs and information technology have formed the backbone of the global economy. The growing use of information technology in society and most industries and businesses, as well as the economic convergence of entrepreneurship and innovation, highlights the need for cutting-edge research on entrepreneurship and innovation in the context of information technology. Futuristic Technology Perspectives on Entrepreneurship and Sustainable Innovation provides rigorous and research-based chapters on the formation and implementation of effective strategies and business plans as well as current studies on the nature, process, and practice of entrepreneurship and innovation in the development, implementation, and application of information technology worldwide. Covering topics such as green entrepreneurship, design thinking, and skill building, this premier reference source is an essential resource for entrepreneurs, business leaders and managers, IT managers, technologists, government officials, medical professionals, financial planners, students and educators of higher education, librarians, researchers, and academicians.
Digital Marketing
"Digital Marketing: Integrating Strategy, Sustainability, and Purpose, 2e draws on the latest digital tactics and strategic insights to help students understand how to generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective tactics and tools with organizational core values to achieve competitive advantage. Retaining the popular integrated approach that introduces students to each concept as it becomes relevant to the digital marketing plan, this edition: Combines a strong theoretical foundation with practical insights and activities that give students a comprehensive ...
