Marketing

Embark on a journey through the rapidly evolving landscape of Marketing Technology (MarTech) with this comprehensive guide. From understanding the strategic imperatives driving MarTech adoption to navigating the intricacies of data-driven customer interaction, this book provides invaluable insights and practical strategies. Explore topics ranging from budget allocation and market potential to data readiness and GDPR compliance, gaining a deep understanding of key concepts and best practices. Whether you're grappling with the complexities of AI integration or seeking to optimize measurement and KPIs, this book equips you with the knowledge and tools needed to thrive in today's digital marketing environment. With decades of industry experience, Ralf Strauss offers in this book a roadmap for success, empowering marketers to navigate the challenges and seize the opportunities presented by MarTech innovation.

This book presents how Chinese multinational enterprises are engaging with, defining and implementing corporate social responsibility (CSR) reporting practices under the Belt and Road Initiative. It is suitable for researchers and postgraduate students in the fields of CSR, accounting, and developing countries, especially China.

The Routledge Handbook of Identity and Consumption introduces the reader to state-of-the-art research, written by the world's leading scholars regarding the interplay between identity and consumption. This book will be a valuable reference source for students and academics from a variety of disciplines.

The book provides an in-depth view into luxury Made in Italy, from historical roots, heritage and tradition to major forces of change and innovative, entrepreneurial adaptations in the twenty-first century.

This book examines the challenges and opportunities in the oil and gas industry, in the context of emerging markets and developing economies. It provides comprehensive coverage of the management and sustainability practices of the sector and the environmental impact and sustainability of resources.

This book offers a collection of scholarly writing on the meanings of happiness in relation to consumption. The chapters in this volume explore how material practices link to structures of power and exploitation. The chapters in this book were originally published in Consumption Markets & Culture.

If you're looking to build a production-ready AI application that enables users to "chat" with your company's private data, then you'll need to master LangChain--a premier AI development framework used by global corporations and startups like Zapier, Replit, Databricks, and more. This guide is an indispensable resource for developers who understand Python or JavaScript but are beginners eager to harness the power of AI. Authors Mayo Oshin and Nuno Campos demystify the use of LangChain through practical insights and in-depth tutorials. Starting with basic concepts, this book will show you step-by-step how to build a production-ready AI chatbot trained on your own data. After reading this book, you'll be equipped to: Understand and use the core components of LangChain in your development projects Harness the power of retrieval-augmented generation (RAG) to enhance the accuracy of LLMs using external, up-to-date data Develop and deploy AI chatbots that interact intelligently and contextually with users Utilize LangChain Expression Language to create custom, efficient AI operational chains Integrate and manage third-party APIs and tools to extend the functionality of your AI applications Learn the foundations of LLM app development and how they can be used with LangChain

This book explores the potential of Artificial Intelligence (AI) to transform public relations and offers guidance on maintaining authenticity in this new era of communication.

This book explores the potential of Artificial Intelligence (AI) to transform public relations and offers guidance on maintaining authenticity in this new era of communication.

This book critically examines how brands determine the visibility of social issues through their advertising practices, informing the ways we are persuaded to feel, think, and act as consumers and citizens.

This book examines pressing issues such as climate change, reducing social inequalities, and human rights through the lens of fundamental theories of the firm, particularly drawing on the Italian tradition of Economia Aziendale, which views the firm as a vehicle for meeting human needs and generating social value.

This book uncovers a new dimension in the study of sustainability, offering balanced development from a spiritual and cultural values perspective. The authors of this edited volume investigate the role of religion in the debate concerning the SDGs and offer an Islamic perspective to Environment, Social and Governance (ESG) issues.

Traditional research methods in marketing can be illuminating, but all too often fail to provide the depth of understanding that organisations need to anticipate market needs. Doing Marketing Research enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions.

Traditional research methods in marketing can be illuminating, but all too often fail to provide the depth of understanding that organisations need to anticipate market needs. Doing Marketing Research enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions.

The proceedings of the International Conference on Public Relations and Media Communication (PRMC 2024) explore the dynamic intersections of public relations and media in today's rapidly evolving landscape.

This book stimulates serious scholarly research on strategic communication and its management and execution during challenging times, such as the COVID-19 global pandemic. It was originally published as a special issue of the International Journal of Strategic Communication.

Serious implications for the study of dignity in the context of contemporary work activity and respecifies how we think about our obligations to ourselves and others.