Bücher veröffentlicht von Springer International Publishing

This textbook shows students how to conduct strategic marketing with a global mindset, rather than just with an international focus. It illustrates how companies can take advantage of the opportunities and address the challenges associated with the increasing globalization of markets. Readers will learn about how culture shapes consumer needs and preferences, the impact of foreign political and economic factors on companies, the influence of international competition, and how to segment markets based on cultural factors. Drawing from novel theoretical insights in social psychology, cultural psychology, marketing, and management, the book provides a broad theoretical foundation for understanding the impact of culture on both global and ethnic branding decisions, and particularly so for devising branding strategies aimed at creating iconic brands that can resonate with today¿s consumers, who tend to be more multicultural.

Endophytes have unique characteristics to propagate inside host plants and aide the host by providing additional defense against environmental stresses and phytopathogens. Among endophytes, endophytic fungi have been recognized as a proliferating source for the production of bioactive compounds with potential in both the agricultural and health industries.Excessive use of pesticides in agriculture as well as in the food supply chain have led to increased antimicrobial resistance (AMR), which is one of the more serious global health concerns. Endophytic fungi and their associated bioactive substances have been reported to show natural ability to fight against pathogens and can reduce the development of AMR in nature. Studies also reported their potential as producers of hormones that enhance plant growth and several compounds having biological activities without any adverse effects.This book covers the pharmaceutical potential offungal endophytes as elucidated through advanced bioinformatics tools and modern techniques. Also synthetic drugs are losing their efficacy to treat microbial-induced disease due to this emergence of drug-resistant microbes. Therefore, insight into the detection of valuable plant constituents is a pressing priority in order to achieve effective pharmaceutical treatments. This book provides lucid discussion of the most recent research and provides knowledge about the applications of endophytic fungi with a specific focus to their pharmaceutical potential.

This volume draws on findings from the Canada-China Nature Notes Reciprocal Learning Program to explore cross-cultural exchanges in science education in and outside of the classroom. Under the collaborative reciprocity perspective, cross-cultural learning needs to go beyond simple comparison in practices, values, and results and moves to a paradigm that emphasizes a two-way learning process in the context of acting together. Through collaborative work between the international teams and partner schools, the program described in this book shows how collaborative efforts between the two sister schools worked to raise awareness about Chinese farming culture and extend students' outdoor learning experiences. In this book, educators from across the research team share their insights and reflect on the cross-cultural collaborative process and how it impacted the learning experiences of themselves and their students.

This book provides an analysis of social media and women¿s resistance in Iran with relevance to similar polities. The author examines how Iranian women continue to fight against the regime¿s gender discriminatory laws and protest the government in public squares and in virtual spaces. The book presents a critical approach to technology¿s role in politics and society and an in-depth analysis of authoritarianism and its relationship to social media harms and state violence. With a particular focus on images, hashtags, and other digital content, it calls for a rethinking of the concepts of crime, culture, and control in the technosocial world. The author draws on conceptual contributions from the fields of criminology, philosophy, psychology, technology and media studies.

Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world.This handbook contains the most comprehensive and cutting-edge knowledge in the interactive marketing field. The 41 chapters that are divided into eight sectionscover all aspects of contemporary interactive marketing realm, including social media and influencer marketing, big data and machine learning in predictive analytics, mobile marketing and proximity marketing, interactive digital marketing and Omnichannel marketing, AI, VR and AR in business applications. With a focal point on interactive marketing, this handbook takes a multidiscipline perspective, from new technology innovations, social media and platform application, economic and cultural impacts, social and psychological analysis, and management and information system.This book provides a timely and comprehensive textbook companion and/or course project resource for college educators and students used for variety of graduate and undergraduate marketing courses, such as Digital Marketing, Internet Marketing, Social Media Marketing, New Media Communication, Marketing Analytics and Marketing Management, etc. It offers valuable references for academic researchers who are interesting conducting and publishing in interactive marketing research. The state-of-art review and emerging new trends presented in the book are particularly useful for research idea generation and conceptual development. The book also putts forward insightful guidelines and practical tools for business management in the application of new interactive marketing strategies and applications in the real world practices.Chapter 41 ¿Ethical Considerations in Gamified Interactive Marketing Praxis¿ is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.

Against a backcloth of tumultuous events in Europe, the EU faces once again the fateful question of moving towards federal union or let flexible integration guide the Union. The sixth volume in Interdisciplinary European Studies explores the coexistence of deepening political integration and flexible patterns of integration in the EU. The book brings together scholars from economics, law, and political science to provide insights into issues with a bearing on the future of the EU: the crisis of rule of law and political values, the move towards a European defence union, the power of the new European public prosecutor¿s office, the prospects of financial stability through the Recovery and Resilience facility, and the state of European parliamentary democracy. The chapters are based on up-to-date research findings and succinct assessments of the current state of affairs and ongoing debates. They conclude with policy recommendations for decision-makers on European and national levels.

This book explains how management became Managerialism and how the language of managerialism was developed.Providing a comprehensive discussion of the managerialism-language interface, the book argues that firstly, managerialism itself has developed its distinctive language; and secondly, the two concepts of managerialism and language mutually depend upon each other. Written from the critical media studies perspective of the Frankfurt School of Critical Theory, the book reaches beyond simple business communication, illustrating how the language of managerialism is colonising the non-corporate lifeworld. The book concludes by offering fresh ideas on how to move beyond the language of managerialism.

This book is designed as a gentle introduction to the fascinating field of choice modeling and its practical implementation using the R language. Discrete choice analysis is a family of methods useful to study individual decision-making. With strong theoretical foundations in consumer behavior, discrete choice models are used in the analysis of health policy, transportation systems, marketing, economics, public policy, political science, urban planning, and criminology, to mention just a few fields of application. The book does not assume prior knowledge of discrete choice analysis or R, but instead strives to introduce both in an intuitive way, starting from simple concepts and progressing to more sophisticated ideas. Loaded with a wealth of examples and code, the book covers the fundamentals of data and analysis in a progressive way. Readers begin with simple data operations and the underlying theory of choice analysis and conclude by working with sophisticated models including latent class logit models, mixed logit models, and ordinal logit models with taste heterogeneity. Data visualization is emphasized to explore both the input data as well as the results of models. This book should be of interest to graduate students, faculty, and researchers conducting empirical work using individual level choice data who are approaching the field of discrete choice analysis for the first time. In addition, it should interest more advanced modelers wishing to learn about the potential of R for discrete choice analysis. By embedding the treatment of choice modeling within the R ecosystem, readers benefit from learning about the larger R family of packages for data exploration, analysis, and visualization.

This book makes explicit the historical, technological, and discursive links between gossip as a mode of communication, news media, and contemporary politics. A Gossip Politic advances a new framework of gossip, applying the informal understanding of the term to news talk and political actors. Authored by esteemed scholars in the fields of Political Science, Media Studies, Linguistics, and Sociology, chapters consider the influence of gossip on the press, the American presidency, and the public. A Gossip Politic provides readers with a multi-faceted portrait of the ways in which gossip has influenced media history, shaped our understanding of democracy, and contributed to our current political landscape.

This book combines pieces of work on Europe and Latin America, the two continents where football arouses the most ardent passions among its spectators. Curiously, an undertaking to compare on a large scale the forms extreme fandom takes in these two geographical areas is still lacking. A situational analysis of the scientific literature devoted to the subject over the last two or three decades represents a step in this direction, making a scattered store of knowledge accessible. It thus answers a need to clarify regional differences in identities and in the practices of supporters.

¿This book assesses the nature and extent of the project of deracialisation required to counter the contemporary dynamics of racialisation across four varieties of modernity: Sweden, South Africa, Brazil and the UK, based on original research on each of the four country contexts. Since racism began to be recognised or identified as a problem, an assemblage of supra-national initiatives have been devised in the name of combatting, dismantling or reducing it. There has been a recent shift whereby such supra-national bodies move toward embedding strategies against racism within the framework of human rights and devolving such responsibility to other bodies at a national level.The authors bring together a team of international experts in this field, in order to compare the priorities and effectiveness of current strategic approaches in each national context, examining their relationalities and connecting these cases within a joint theoretical and methodological framework. Thus, this book contributes to theoretical knowledge on racialisation and deracialisation, produce a new data set on contemporary interventions and institutions and establish new principles and practice for national projects of deracialisation and anti-racism, building on cross-national learning.

This volume covers Kenyäs history, society, culture, economics, politics, and environment from precolonial times through the first years of independence. The book comprises twenty-one chapters divided into two parts. Part I focuses on the long precolonial moment, detailing the nature of precolonial Kenyan societies and their economics, politics, gender dynamics, and social organization. Part II examines Kenyan societies¿ encounters with British colonialism, critically outlining the impact and implications of these encounters. The volume concludes with an examination of political consolidation after the country¿s attainment of political independence and the subsequent foundations for political authoritarianism.

This book offers a comparative study of the political debate on the Euro crisis in the press. In the tradition of Critical Discourse Analysis, it investigates the ways in which discourse produces and reproduces social domination, and demystifies the hegemony of specific discourses. Combining quantitative content-based and qualitative text-based analyses, the book examines the discursive constructions of the crisis in a selection of broadsheet newspapers in Germany, Poland, and the UK, and discloses their ideological foundations. The analysis of the representations of the crisis, social actors and their agency, and legitimating strategies, including the use of metaphors, demonstrates how neoliberalism determined the hegemonic discourse on the Euro crisis. It resulted in ideologically biased discursive constructions that created and legitimised an image of non-agentic social change. The book will appeal to an international audience of discourse and media studies. It will be of interest to university teachers, graduate and undergraduate students and researchers of international and comparative media studies, political communication, linguistics, and politics.

This second edition explores the relationship between politics and media, with a particular emphasis on the significant disruptive changes to media and technology that have faced journalists, campaigners, and the public in recent years. The first edition, in 2014, described the earliest elements of social and online media: Web 2.0, the ¿information economy,¿ and the changes from traditional broadcast media to the early online world. With the rise of TikTok, the ¿fake news¿ claims of Donald Trump, the decline of local news, and the anti-democratic impulses that drove the January 6, 2021 coup attempts, the last decade has provided a rich and sometimes confounding set of disruptions to political communication that deserve attention. Technology has disrupted political communication in the online environment exceptionally quickly over the last decade, and this book provides a framework for understanding the intersections of these disruptions and their effect on an already-fragile democratic circumstance in the United States.