Marketing

Marketing heute vermittelt die Grundlagen des Marketings.Es eignet sich als Grundlagen- und Nachschlagewerk für - Studierende an Hochschulen und Akademien,- Lernende an beruflichen Schulen und von Wirtschaftsgymnasien- Dozent/-innen und Teilnehmer/-innen in der betrieblichen und außerbetrieblichen Fort- und Weiterbildung, Fachkräfte in der MarketingpraxisIn drei Teilen werden die Grundlagen des Marketings vermittelt:Teil A GrundlagenTeil B Strategisches MarketingTeil C Aktivitäten im Markt - Marketinginstrumente und Marketingmix Darüber hinaus wird aufgezeigt, welchen Einfluss Digitalisierung und Globalisierung auf das Marketing haben. Vertriebsmöglichkeiten werden durch den Online-Handel ergänzt. In der Kommunikation spielen neben den klassischen Kommunikationskanälen wie Anzeigen, TV-Werbung, Displaywerbung auch unterschiedliche Social Media-Kanäle und Influencer eine wichtige Rolle.

Leap into the future of billing! This comprehensive guide to SAP BRIM walks you through the basics of subscription-based and as-a-service billing models. Implement the core components of the SAP BRIM suite with step-by-step instructions, and then dig into billing operations following best practices. Learn how to migrate your data into SAP BRIM from your SAP system or from third-party tools, and then explore extensions and integration options. Transform your billing processes!Highlights include:1) Subscription order management (SOM)2) SAP Convergent Charging3) SAP Convergent Invoicing4) Contract accounting (FI-CA)5) Integration6) Extensions7) Connectivity8) Data migration9) SAP Subscription Billing10) SAP Convergent Mediation by DigitalRoute

This edited volume analyses leadership in the public relations (PR) industry with a specific focus on women and their leadership styles. It looks at how women lead, the inf luence of the socialisation process on leadership styles, the difference between feminine and masculine leadership styles, and the impact of leadership style on career opportunities for women. The book features case studies exploring leadership in PR around the world in an attempt to answer a central research question: is there a masculine habitus in the PR industry despite the rise of women in PR? The authors of each chapter conducted original research on women working in PR within their own country and provide original insights into the position of women in a feminised industry, as well as proposing new and original theoretical frameworks for future research.Written for scholars, researchers and students of PR and communication, this book will also be of interest to those studying gender studies, leadership and organisational analysis, and sociology.

This handbook brings together multidisciplinary and internationally diverse contributors to provide an overview of theory, research, and practice in the nonprofit and nongovernmental organization (NGO) communication field.It is structured in four main parts: the first introduces metatheoretical and multidisciplinary approaches to the nonprofit sector; the second offers distinctive structural approaches to communication and their models of reputation, marketing, and communication management; the third focuses on nonprofit organizations' strategic communications, strategies, and discourses; and the fourth assembles campaigns and case studies of different areas of practice, causes, and geographies.The handbook is essential reading for scholars, educators, and advanced students in nonprofit and NGO communication within public relations and strategic communication, organizational communication, sociology, management, economics, marketing, and political science, as well as a useful reference for leaders and communication professionals in the nonprofit sector.

The factors determining the formation of accounting principles in different countries have long been studied. Cultural conditions have been identified as one of the reasons for national variations. This issue is particularly important when there is an effort to harmonise and standardise accounting principles, in order to create a uniform system, which may be adopted globally. This book explores the impact of cultural conditions on the financial reporting quality of public companies preparing financial statements according to International Accounting Standards (IAS) and International Financial Reporting Standards (IFRS). It discusses the main trends in the theory of capital and earnings in the economy. The book focuses on the relationship between the cultural dimensions under analysis, such as power distance, individualism/collectivism, masculinity/feminity, strong uncertainty/weak uncertainty, short/ long time orientation and indulgence/restraint, and the properties of the financial results; persistence, predictive value, accrual adjustments and earnings smoothing. It identifies the determinants - cultural conditions that have a statistically material impact, either positive or negative, on various attributes of the quality of the financial results of public companies. The book contains an up-to-date, in-depth description of the financial statements of public companies, across of variety of countries and sectors. The publication is addressed to researchers and students concerned with the functioning of capital markets and financial reporting quality and those who would like to expand their knowledge in the field of behavioural finance, as well as investors in capital markets.

This book explores the complex legal, cultural, economic and human rights issues associated with development-induced displacement and resettlement (DIDR) in Vietnam.As in many parts of the world, urban expansion and large-scale infrastructure projects in Vietnam often rely on forced land acquisition, which can result in the involuntary resettlement of households and entire communities. This book examines the adequacy of monetary and in-kind compensation and the support that resettlees need for successful integration into host communities and for sustainable livelihoods and improved well-being. It presents new paradigms and practices that place affected households at the centre of project planning and implementation to fully address the needs of the most vulnerable. This includes women, the elderly, and ethnic minority groups. Bringing together research evidence, practical experience, and insights of distinguished researchers, this book is the first to systematically examine DIDR in Vietnam, a single-party state seeking to balance state interests with the demands of investors and civil society for human rights and participation by affected people.Combining the latest evidence and research findings on development-induced displacement and resettlement in Vietnam with practical experiences in project implementation, this book will be a useful guide for researchers across development, migration, and Southeast Asian Studies, as well as practitioners and policy makers. Its lessons will also be relevant to other countries facing rapid development.

This book presents a comprehensive and expert-led insight into the role, types, practises and determinants of corporate narrative reporting (CNR). It provides a detailed overview of the importance of narrative disclosure in understanding the full annual report and, consequently, company performance and future prospects.CNR comprises integral information presented in the front half of the annual report, which helps to tell the full story of a business, providing a comprehensive overview and understanding of both its past and future performance. Supported with illustrative tables and figures throughout, this volume contains a plethora of carefully selected chapters, featuring the analytical insight of knowledgeable academics and researchers from all over the world. Using different data collection and analysis methods, it links and advances theory and practice in the disclosure and presentation of non-financial information in annual reports and other disclosure channels.The book is logically structured into four parts:Narrative Reporting: The State of the ArtEmpirical Research on Narrative ReportingNarrative Sustainability ReportingNarrative Reporting in Times of CrisisProviding a global insight into CNR in practice, Corporate Narrative Reporting is an invaluable resource for both students and practitioners interested or involved in preparing, reviewing/auditing, analysing and understanding annual reports. It should also be of particular interest to policymakers, regulators and investors.

Are you a young marketer looking to understand SEO and contribute more at work? Or you could be a frustrated veteran, trying to explain SEO to the non-marketers who just don't seem to get it. Maybe you are a visionary wanting to pitch the coolest idea for boosting the company's online presence to your boss but need a bit of finesse with the SEO tactics.Whatever be your purpose, I welcome and congratulate you on taking your first step on the "SEO is simple" journey. This journey will train your mind in the concepts of search engine optimization (SEO) and your soul with the willingness and enthusiasm to apply the concepts in your website strategies. And I am happy to be by your side as we conquer the highs and lows of this amazing learning adventure that SEO brings forward.

Wenn von Nachrichtenauswahl und Thematisierungsfunktion der Medien die Rede ist, fällt schnell das Fachwort Agenda-Setting. Der gegenteilige Begriff, das Agenda-Cutting, ist dagegen viel seltener Gegenstand von wissenschaftlichen oder gesellschaftlichen Diskussionen. Dabei ist das Agenda-Cutting eine weitflächig geübte Praxis in Medien, Politik und Gesellschaft, bei der Themen bewusst oder unbewusst aus den gesellschaftlichen Diskursen entfernt oder herausgehalten werden. Die Initiative Nachrichtenaufklärung beschäftigt sich schon lange intensiv mit der Frage der Vernachlässigung von Themen und Nachrichten. Mit diesem Sammelband wird erstmals das Thema wissenschaftlich tiefgehend von verschiedenen Seiten aus betrachtet.