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Analytical CRM
Using empirical analyses on the basis of sound theoretical foundations, Markus Wübben shows how customer relationships can be broadened, i.e., how customers’ cross-buying behavior can be stimulated and how customers’ relationship length and depth, meaning customers’ activity and purchase-levels, can be predicted.
Smart Management
Why successful leaders must embrace simple strategies in an increasingly uncertain and complex world. Making decisions is one of the key tasks of managers, leaders, and professionals. In Smart Management, Jochen Reb, Shenghua Luan, and Gerd Gigerenzer demonstrate how business leaders can utilize heuristics—simple decision-making strategies adapted to the task at hand. In a world that has become increasingly volatile, uncertain, complex, and ambiguous (VUCA), the authors make the case against complex analytical methods that quickly reach their limits. This against-the-grain approach leads to decisions that are not only faster but also more accurate, transparent, and easier to learn about, c...
Nudging
How “nudges” by government can empower citizens without manipulating their preferences or exploiting their biases. We’re all familiar with the idea of “nudging”—using behavioral mechanisms to encourage people to make certain choices—popularized by Richard Thaler and Cass Sunstein in their bestselling 2008 book Nudge. This approach, also known as “libertarian paternalism,” goes beyond typical programs that simply provide information and incentives; nudges can range from automatic enrollment in a pension plan to flu-shot scheduling. In Nudging, Riccardo Viale explores the evolution of nudging and proposes new approaches that would empower citizens without manipulating them pa...
Classification in the Wild
Rules for building formal models that use fast-and-frugal heuristics, extending the psychological study of classification to the real world of uncertainty. This book focuses on classification--allocating objects into categories--"in the wild," in real-world situations and far from the certainty of the lab. In the wild, unlike in typical psychological experiments, the future is not knowable and uncertainty cannot be meaningfully reduced to probability. Connecting the science of heuristics with machine learning, the book shows how to create formal models using classification rules that are simple, fast, and transparent and that can be as accurate as mathematically sophisticated algorithms developed for machine learning.
The Impact of Culture on Relationship Marketing in International Services
The dramatic increase in global trade confronts service firms with the challenge of adapting their services to the varying requirements of customers in different cultures. Jan H. Schumann focuses on three relationship marketing issues that are of relevance for both academics and practitioners: the establishment of trusting customer relationships, customer co-production, and the effect of word-of-mouth referrals.
Qualitative Marktforschung
79 Autoren geben Einblick in die theoretischen Wurzeln qualitativer Marktforschung, die grundlegende Methodologie, differente Forschungsstrategien sowie Herausforderungen in der Datenerhebung, Datenanalyse und Dateninterpretation. Anhand von Beispielen wird die Leistungsfähigkeit und Vielfältigkeit der Anwendungsmöglichkeiten der qualitativen Methodik bei der Analyse von Fragestellungen aus der Konsumforschung und dem Marketingmanagement demonstriert. In der 2. Auflage wurden aktuelle Entwicklungen integriert. "Auch Praktiker können von diesem Lehrbuch profitieren." w&v - werben & verkaufen
Acceptance of Remote Services
Nancy V. Wünderlich employs a multi-method approach comprising an international qualitative study in Germany, USA and China and a longitudinal quantitative study to analyze remote services. She develops the Interactive Technology-Mediated Service Model (ITSUM) to provide a comprehensive approach of explaining both initial acceptance and repeated, continued usage of remote services in organizations.
Handbook of Service Science, Volume II
The second volume of this successful handbook represents varied perspectives on the fast-expanding field of Service Science. The novel work collected in these chapters is drawn from both new researchers who have grown-up with Service Science, as well as established researchers who are adapting their frames for the modern service context. The first Handbook of Service Science marked the emergence of Service Science when disciplinary studies of business-to-customer service systems intertwined to meet the needs of a new era of business-to-business and global service ecosystems. Today, the evolving discipline of Service Science involves advanced technologies, such as smartphones, cloud, social p...
Marketing und Vertrieb für Startups
Dieses Buch bietet eine praxisorientierte Anleitung für maßgeschneiderte Marketing- und Vertriebsstrategien, insbesondere für innovative Startups. Eine Gemeinsamkeit vieler erfolgloser Startups ist, dass sie trotz vielversprechender Produkt- oder Dienstleistungsideen nicht genügend zahlende Kunden gewinnen konnten. Wer als Gründer:in diese Aufgabe nicht lösen kann, wird scheitern. Spannende Einblicke: Das gesammelte Praxiswissen hat der Autor aus eigener jahrelanger Erfahrung und in mehr als 100 Podcast-Interviews mit Gründer:innen innovativer, wachstums- und technologieorientierter Startups gewonnen. Mit über 40 Fallbeispielen zeigt das Buch, wie erfolgreiche Startups – darunter B...
İLETİŞİM BİLİMLERİNDE GÜNCEL ARAŞTIRMALAR - 2
Bu ikinci kitap… İlkini 2020 yılında yayınladığımız kitabımızın bu ikincisinde de Uluslararası İletişim Sempozyumu “Communication in the Millennium” ve Sağlık İletişimi Sempozyumu’nda sunulan bildiriler arasından derleme bir kitap oluşturmak için özel bir seçki hazırladık. Daha ayrıntılı bilgi verecek olursak, aslında bu yıl, “Communication in the Millennium” ya da iletişim akademisyenleri arasında “CIM” olarak bilinen uzun soluklu sempozyum serimizin 19’uncusunu 12-14 Ekim 2022 tarihleri arasında Eskişehir’de Anadolu Üniversitesi İletişim Bilimleri Fakültesi’nin ev sahipliğinde tamamladık. Sempozyumda sunulan bildirileri ve özet...
