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Industry 6.0: Technology, Practices, Challenges, and Applications (Future Generation Information Systems)
by C Kishor Kumar Reddy, Srinath Doss, Lavanya Pamulaparty, Kari Lippert, and Ruchi DoshiWhat are the means to create a paradigm shift from conventional to intelligent companies? Industry 6.0: Technology, Practices, Challenges and Applications shows how integrating Industry 6.0 technology with data creates a framework for that shift. The book discusses the limitations, pitfalls, and open research questions in Industry 6.0, as well as the most recent advances, architectures, frameworks, applications, and novel practices, methods, and techniques. These are vital for resolving intelligent Internet of Things issues. There is a special focus on sustainable growth, humanization and environmentally friendly intelligent system applications, and an emphasis on the latest innovations in intelligent systems in classical machine learning, deep learning, Internet of Things (IoT), Industrial Internet of Things (IIoT), blockchain, knowledge representation, knowledge management, big data, and natural language processing (NLP).Features: Presents the latest trends in the fields of intelligent systems, machine intelligence, deep learning, and Industrial Internet of Things for smart environments. Discusses securing the mobile ad hoc network (MANET) by detecting the Intrusions using CSO and XGBoost model. Highlights the methods of smart things in collaborative autonomous fleets and platforms for integrating applications across different business and industry domains. Focuses on intelligent process manufacturing, automation using robotics, development of robotic appliances, and smart manufacturing. Covers data-driven agriculture, crop disease prediction, drip irrigation systems, pesticide and fertilizer sprinkling using the Industrial Internet of Things, and water estimation systems. With many contemporary articles from both scientists and practitioners working in many fields where intelligent systems and the IIoT can break new ground, the text is assembled to aim at a readership that includes researchers, statisticians, practitioners, scientists, and developers.
Industry Innovation in the Era of Artificial Intelligence: The AI Compass (CRC Press Women in AI Series)
by Xiaomei WangThis book explores the multifaceted nature of AI implementation in modern business strategy, focusing on its present and future impact on various sectors. The book will spark fresh thinking and provide a driving force for global industrial innovation. Author Xiaomei Wang, Founder and CEO of PathoAI, former Global Leader of Big Data and Analytics at IBM, as well as General Manager of IBM Growth Markets Unit Big Data Centers, draws on over 20 years of experience in data analytics and AI to offer unique insights and a rich collection of compelling industry case studies.Designed for business leaders, tech enthusiasts, and policymakers alike, this book is not just a manual for understanding AI, but a road map for harnessing its potential. By offering a blend of theoretical insight and practical guidance, this book empowers readers to embrace AI as a catalyst for innovation and sustainable growth in their respective fields.
Industry of Anonymity: Inside the Business of Cybercrime
by Jonathan LusthausJonathan Lusthaus lifts the veil on cybercriminals in the most extensive account yet of the lives they lead and the vast international industry they have created. Having traveled to hotspots around the world to meet with hundreds of law enforcement agents, security gurus, hackers, and criminals, he charts how this industry based on anonymity works.
Inequity in The Technopolis: Race, Class, Gender, and the Digital Divide in Austin
by Joseph StraubhaarOver the past few decades, Austin, Texas, has made a concerted effort to develop into a “technopolis,” becoming home to companies such as Dell and numerous start-ups in the 1990s. It has been a model for other cities across the nation that wish to become high-tech centers while still retaining the livability to attract residents. Nevertheless, this expansion and boom left poorer residents behind, many of them African American or Latino, despite local and federal efforts to increase lower-income and minority access to technology. This book was born of a ten-year longitudinal study of the digital divide in Austin—a study that gradually evolved into a broader inquiry into Austin’s history as a segregated city, its turn toward becoming a technopolis, what the city and various groups did to address the digital divide, and how the most disadvantaged groups and individuals were affected by those programs. The editors examine the impact of national and statewide digital inclusion programs created in the 1990s, as well as what happened when those programs were gradually cut back by conservative administrations after 2000. They also examine how the city of Austin persisted in its own efforts for digital inclusion by working with its public libraries and a number of local nonprofits, and the positive impact those programs had.
Inevitable Knowledge (SpringerBriefs in Computer Science)
by Janos J. SarboThe Holy Grail of AI is artificial generative intelligence, a computer that can think human-like. However, human thinking is qualitatively more complex than computer calculations. So, the ultimate goal of AI cannot be achieved. Not quite. This book shows that a model of human-like, meaningful processing can be introduced based on a theory of cognition (how human processing can be abstracted in a series of events), semiotics (what signs are and what kind of distinctions can be communicated by signs), and computer science (how all this can be realized as a procedure). The emerging model offers a solution to the problem of artificial intelligence, not by itself, but in collaboration with the human agent by augmenting its intelligence. But there is more to it than that. Because of the fundamental nature of signs, the semiotic concept of meaning can be transformative for AI research. The book comprehensively covers several applications, including language processing, analyzing integrative negation processes, and solving mathematical problems. It delves into the intricate characteristics of the meaningful processing problem and the fascinating journey that led to its solution. The book provides insight into the historical background of the problem and the solution, enriching the reader’s understanding and engagement. The text is self-contained. All necessary technical terms are explained.
Infectious Disease Informatics and Biosurveillance
by Daniel Zeng Hsinchun Chen Mark Thurmond Carlos Castillo-Chavez William B. LoberThis book on Infectious Disease Informatics (IDI) and biosurveillance is intended to provide an integrated view of the current state of the art, identify technical and policy challenges and opportunities, and promote cross-disciplinary research that takes advantage of novel methodology and what we have learned from innovative applications. This book also fills a systemic gap in the literature by emphasizing informatics driven perspectives (e.g., information system design, data standards, computational aspects of biosurveillance algorithms, and system evaluation). Finally, this book attempts to reach policy makers and practitioners through the clear and effective communication of recent research findings in the context of case studies in IDI and biosurveillance, providing "hands-on" in-depth opportunities to practitioners to increase their understanding of value, applicability, and limitations of technical solutions. This book collects the state of the art research and modern perspectives of distinguished individuals and research groups on cutting-edge IDI technical and policy research and its application in biosurveillance. The contributed chapters are grouped into three units. Unit I provides an overview of recent biosurveillance research while highlighting the relevant legal and policy structures in the context of IDI and biosurveillance ongoing activities. It also identifies IDI data sources while addressing information collection, sharing, and dissemination issues as well as ethical considerations. Unit II contains survey chapters on the types of surveillance methods used to analyze IDI data in the context of public health and bioterrorism. Specific computational techniques covered include: text mining, time series analysis, multiple data streams methods, ensembles of surveillance methods, spatial analysis and visualization, social network analysis, and agent-based simulation. Unit III examines IT and decision support for public health event response and bio-defense. Practical lessons learned in developing public health and biosurveillance systems, technology adoption, and syndromic surveillance for large events are discussed. The goal of this book is to provide an understandable interdisciplinary IDI and biosurveillance reference either used as a standalone textbook or reference for students, researchers, and practitioners in public health, veterinary medicine, biostatistics, information systems, computer science, and public administration and policy.
Infectious Disease Informatics: Syndromic Surveillance for Public Health and Bio-Defense (Integrated Series in Information Systems #21)
by Daniel Zeng Hsinchun Chen Ping YanComputer-based infectious disease surveillance systems are capable of real-time or near real-time detection of serious illnesses and potential bioterrorism agent exposures and represent a major step forward in disease surveillance. Infectious Disease Informatics: Syndromic Surveillance for Public Health and Bio-Defense is an in-depth monograph that analyzes and evaluates the outbreak modeling and detection capabilities of existing surveillance systems under a unified framework, and presents the first book-length coverage of the subject from an informatics-driven perspective. Individual chapters consider the state of the art, including the facilitation of data collection, sharing and transmission; a focus on various outbreak detection methods; data visualization and information dissemination issues; and system assessment and other policy issues. Eight chapters then report on several real-world case studies, summarizing and comparing eight syndromic surveillance systems, including those that have been adopted by many public health agencies (e.g., RODS and BioSense). The book concludes with a discussion of critical issues and challenges, with a look to future directions. This book is an excellent source of current information for researchers in public health and IT. Government public health officials and private-sector practitioners in both public health and IT will find the most up-to-date information available, and students from a variety of disciplines, including public health, biostatistics, information systems, computer science, and public administration and policy will get a comprehensive look at the concepts, techniques, and practices of syndromic surveillance.
Infinispan Data Grid Platform
by Francesco Marchioni Manik SurtaniBy following a simple ticket booking example, you will learn how to use each of Infinispan's features in the real-world. Lots of practical examples and screenshots help you to get to grips with Infinispan quickly and easily..This book is for Enterprise developers and architects who want to use a distributed caching and data grid solution. You should have programming knowledge of Java and a general familiarity with concepts like data caching and clustering.
Infinispan Data Grid Platform Definitive Guide
by Wagner Roberto SantosThis practical guide is intended for those who want to learn how to build extremely scalable applications. This book is easy to read and is aimed at Java enterprise developers with a solid knowledge of Java. However, no previous coding experience with Infinispan is required.
Infinite Animation: The Life and Work of Adam Beckett
by Pamela Taylor TurnerThis book examines the life and animated art of the late Adam K. Beckett. Beckett is known for his six award-winning animations, made between the years 1972-1975, that were ground-breaking at the time and that continue to influence artists today. He is also recognized for his contributions to the first Star Wars movie, as he was head of the animation and rotoscoping area. Beckett was a shooting star during a critical time of change; an innovative genius as well as a unique and compelling character. His life and work illuminates significant social and cultural changes of that time: the emerging independent animation movement of the 1970s in the United States; the rebirth of the visual effects industry; the intersection of animation with newly developed video imaging and computer graphics; and the intense Cultural Revolution that occurred in the 1960s. Beckett’s work in animation and effects was pioneering. His premature death cemented his mythic reputation as a larger than life artist and personality. Key Features: A comprehensive biography of Adam Beckett, based on original research Photographs of and drawings by Beckett that are not yet published or available Critical look at his six primary films that include insight into his techniques and process Insight into the re-emerging visual effects field, through Beckett's work at Robert Abel and Associations and Industrial Light and Magic The emergence of a "golden age" of independent animation in the United States Key Features A comprehensive biography of Adam Beckett, based on original research Photographs of and drawings by Beckett that are not yet published or available Critical look at his six primary films that include insight into his techniques and process Insight into the re-emergin visual effects field, through Beckett's work at Robert Abel and Associations and Industrial Light and Magic The emergence of a "golden age" of independent animation in the United States
Infinite Dimensional Analysis, Quantum Probability and Applications: QP41 Conference, Al Ain, UAE, March 28–April 1, 2021 (Springer Proceedings in Mathematics & Statistics #390)
by Farrukh Mukhamedov Luigi Accardi Ahmed Al RawashdehThis proceedings volume gathers selected, peer-reviewed papers presented at the 41st International Conference on Infinite Dimensional Analysis, Quantum Probability and Related Topics (QP41) that was virtually held at the United Arab Emirates University (UAEU) in Al Ain, Abu Dhabi, from March 28th to April 1st, 2021. The works cover recent developments in quantum probability and infinite dimensional analysis, with a special focus on applications to mathematical physics and quantum information theory. Covered topics include white noise theory, quantum field theory, quantum Markov processes, free probability, interacting Fock spaces, and more. By emphasizing the interconnection and interdependence of such research topics and their real-life applications, this reputed conference has set itself as a distinguished forum to communicate and discuss new findings in truly relevant aspects of theoretical and applied mathematics, notably in the field of mathematical physics, as well as an event of choice for the promotion of mathematical applications that address the most relevant problems found in industry. That makes this volume a suitable reading not only for researchers and graduate students with an interest in the field but for practitioners as well.
Infinite Reality: The Hidden Blueprint of Our Virtual Lives
by Jeremy Bailenson Jim Blascovich“Enough with speculation about our digital future. Infinite Reality is the straight dope on what is and isn’t happening to us right now, from two of the only scientists working on the boundaries between real life and its virtual extensions.”—Douglas Rushkoff, author of Program or Be ProgrammedCan our brains recognize where "reality" ends and "virtual" begins? Where will technology lead us in five, fifty, or five hundred years? An unrivaled guide to our digital future that has been cited by the Supreme Court, Infinite Reality is a mind-bending "journey through the virtual universe" (Wall Street Journal). Jim Blascovich and Jeremy Bailenson, two pioneering authorities, explore the profound potential of emerging technologies and reveal how our brains behave in digital worlds.Along the way, Bailenson and Blascovich examine the timeless philosophical questions of the self and "reality" that arise through the digital experience; explain how virtual reality's latest and future forms—including immersive video games and social-networking sites—will soon be seamlessly integrated into our lives; show the many surprising practical applications of virtual reality, from education and medicine to sex and warfare; and probe further-off possibilities like "total personality downloads" that would allow your great-great-grandchildren to have a conversation with "you" a century or more after your death.Equally fascinating, farsighted, and profound, Infinite Reality is an essential guide to our virtual future, where the experience of being human will be deeply transformed.
Influence Empire: Shortlisted for the FT Business Book of 2022
by Lulu ChenA fascinating behind-the-scenes look at one of the worlds biggest tech companies.In 2019, a Chinese entity called Tencent overtook Facebook to become the world's fifth-largest company. It was a watershed moment, a wake-up call for those in the West accustomed to regarding the global tech industry through the prism of Silicon Valley: Facebook, Google, Apple and Microsoft.Yet to many of the two billion-plus people who live just across the Pacific Ocean, it came as no surprise at all.Tencent's ambition to be an essential part of digital daily life means it holds a dizzyingly diverse range of products - music, gaming, messaging, and film. In this fascinating narrative - crammed with insider interviews, exclusive details about the company's culture - tech reporter Lulu Chen tells the story of how Tencent is changing the world and asks what the consequences will be for us all.(P) 2022 Hodder & Stoughton Limited
Influence Empire: The Story of Tencent and China’s Tech Ambition
by Lulu Chen'Influence Empire by Lulu Yilun Chen is so much more than the long-awaited story of Tencent and its vital everything app, WeChat, the messaging tool used by 1.3 billion people. It's also the sobering account of an entire generation of high-flying Chinese tech entrepreneurs, whose wings were clipped by the omnipotent hand of their own government.' -- Brad Stone, author of Amazon Unbound and The Everything StorePRE-ORDER NOW: the first definitive look at Tencent, one of the world's largest tech companies. __________In 2017, a company known as Tencent overtook Facebook to become the world's fifth largest company. It was a watershed moment, a wake-up call for those in the West accustomed to regarding the global tech industry through the prism of Silicon Valley: Facebook, Google, Apple and Microsoft.Yet to many of the two billion-plus people who live just across the Pacific Ocean, it came as no surprise at all.Founded by the enigmatic billionaire Pony Ma, the firm that began life as a simple text-message operator invested in and created some of China's most iconic games en route to dreaming up WeChat - the Swiss Army knife super-app that combines messaging, shopping and entertainment. Through billions of dollars of global investments in marquee names from Fortnite to Tesla and a horde of start-ups, Ma's company went on to build a near-unparalleled empire of influence.In this fascinating narrative - crammed with insider interviews and exclusive details - Lulu Chen tells the story of how Tencent created the golden era of Chinese technology, and delves into key battles involving Didi, Meituan and Alibaba. It's a chronicle of critical junctures and asks just what it takes to be a successful entrepreneur in China.__________Lulu Yilun Chen has written a sharply informed, smart and compelling account of the rise of some of the most powerful companies in China, which also stand among the biggest and richest tech giants in the world. Despite their enormous size and power, few outside of China know of or understand these companies. Now, thanks to Influence Empire: Inside the Story of Tencent and China's Tech Ambition, that will finally change. -- Howard French, former NY Times Shanghai bureau chief and author of Everything Under the Heavens: How the Past Helps Shape China's Push for Global Power
Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing (Que Biz-Tech)
by Danny Brown Sam Fiorella<p>Today, you face a brutally tough, maddeningly elusive new competitor: the “wisdom of crowds.” Social media gives consumers 24x7 access to the attitudes and recommendations of their most engaged peers. These are the views that shape buying decisions. These are the views you must shape and use. Influence Marketing won’t just help you identify and enlist key influencers: it will help you manage the influence paths that lead consumers to buy. <p>By sharing empirical evidence of hard-won lessons from pioneering influence marketers, Danny Brown and Sam Fiorella provide a blueprint that moves influence marketing beyond simple brand awareness and into sales acquisition and customer life time value measurement. They integrate new tools and techniques into a complete methodology for generating more and better leads—and converting them faster, at higher margins.</p>
Influence and Behavior Analysis in Social Networks and Social Media (Lecture Notes in Social Networks)
by Reda Alhajj Mehmet KayaThis timely book focuses on influence and behavior analysis in the broader context of social network applications and social media. Twitter accounts of telecommunications companies are analyzed. Rumor sources in finite graphs with boundary effects by message-passing algorithms are identified.The coherent, state-of-the-art collection of chapters was initially selected based on solid reviews from the IEEE/ACM International Conference on Advances in Social Networks, Analysis, and Mining (ASONAM '17). Chapters were then improved and extended substantially, and the final versions were rigorously reviewed and revised to meet the series standards. Original chapters coming from outside of the meeting round out the coverage. The result will appeal to researchers and students working in social network and social media analysis.
Influence from Abroad
by Danny Hayes Matt GuardinoIn Influence from Abroad, Danny Hayes and Matt Guardino show that United States public opinion about American foreign policy can be shaped by foreign leaders and representatives of international organizations. By studying news coverage, elite debate, and public opinion prior to the Iraq War, the authors demonstrate that U. S. media outlets aired and published a significant amount of opposition to the invasion from official sources abroad, including British, French, and United Nations representatives. In turn, these foreign voices - to which millions of Americans were exposed - drove many Democrats and independents to signal opposition to the war, even as domestic elites supported it. Contrary to conventional wisdom that Americans care little about the views of foreigners, this book shows that international officials can alter domestic public opinion, but only when the media deem them newsworthy. Their conclusions raise significant questions about the democratic quality of United States foreign policy debates.
Influencer Boot Camp: A Guide to Building a Successful Social Media Business
by John Biggs Jessa MooreLearn how to leverage your own social media through techniques used by influencer agencies and successful digital marketers. Influencer marketing can amplify word of mouth and reputation to energize your own community. This book traces the history of influencer marketing, highlighting key milestones and shifts in consumer preferences. It guides readers on discovering their unique niche within the influencer space, emphasizing the importance of authenticity and passion. It shows you strategies for developing a strong personal brand that resonates with your target audience and sets you apart from competitors. It shares practical tips and techniques for creating compelling content across various platforms, including visual storytelling, copywriting, and video production. Through this book, you will learn techniques to communicate your story, manage your reputation, and grow your own influence.
Influencer Creep: How Optimization, Authenticity, and Self-Branding Transform Creative Culture
by Sophie BishopA look at how the rise of influencer culture has changed creative work A sculptor works while wearing a GoPro camera to capture Instagram content. A painter decides whether to make pieces that she won't be able to share on Instagram, after her account was blocked for sharing "sexualized" content. An artist finds that her portraits of light-skinned women get an algorithmic boost over those featuring dark-skinned models. These creative workers are now using the content-generation skills and promotional strategies pioneered by influencers to compete for visibility online.Influencer Creep explores what happens when creative workers must go beyond their work to build a comprehensive online presence. Creator studies expert Sophie Bishop delineates how the tactics of professional influencers affect the ways creative workers navigate social media platforms. They must optimize their content to win the favor of opaque algorithms they do not control. They must engage in relentless self-branding, creating a compelling, consistent, and platform-ready image. And that image, in spite of being carefully manufactured, must be perceived as authentic. Taking seriously the motivations that drive more and more people into the contest for online visibility, Influencer Creep documents a creative workforce nervously conforming to the monopoly power of social media platforms—and occasionally resisting it.
Influencer Marketing Strategy: How Influencers Can Help Grow Your Business
by Gordon GlenisterInfluencer marketing is one of the most powerful forms of advertising in today's world. Learn how to implement a successful influencer marketing strategy with this complete guide. This new edition of Influencer Marketing Strategy covers essential topics, from broad scale celebrity endorsement to micro-influencers with niche, highly targeted followings. It features new content on platforms such as Be Real, Whatsapp and Wechat and how understanding cultural differences is key to finding the right influencer for your brand. It also includes new case studies from industries such as travel and tech, demonstrating the huge opportunities it presents for organizations and industries of all sizes. Influencer Marketing Strategy is the ultimate guide for marketers, walking readers through the key considerations of incorporating influencer marketing into a wider marketing strategy. This includes the legal and ethical impacts of working with influencers and how to measure the effectiveness of campaigns. This book provides everything organizations need to understand and implement a successful influencer marketing strategy.
Influencer Marketing Strategy: How to Create Successful Influencer Marketing
by Gordon GlenisterCreate an influencer marketing strategy that benefits both brand and the influencer with this fascinating guide, rich in case studies from the biggest and the best and the small and specialist. Influencer marketing can no longer be ignored. Whether it's broad scale celebrity endorsement, or micro-influencers with niche, highly targeted followings, influencer marketing has become a natural extension of content marketing. However, while the opportunities are vast, the very nature of influencer marketing means that a brand must relinquish control of their marketing message to allow the influencer to communicate in their natural style. This can be unnerving, and it's therefore imperative to have a clearly defined campaign that mutually benefits and protects both the brand and the influencer. Influencer Marketing Strategy gives readers everything they need to create influencer marketing strategy. It will walk readers through the key considerations, and offer insight into decisions such as choosing the right influencer, planning content, and how to incorporate influencer marketing into your wider marketing strategy. This book presents fascinating, in-depth case studies from the beauty, fashion, gaming, travel, health and tech industries, demonstrating the variety of ways that influencer marketing can be utilized, and the huge opportunities it presents for organizations and industries of all sizes. Influencer Marketing Strategy is the ultimate guide to developing a successful influencer marketing strategy - and building campaigns that create real value.
Influencer Marketing for Brands: What YouTube and Instagram Can Teach You About the Future of Digital Advertising
by Aron LevinIn the next few years, brands are on track to spend billions of dollars on influencer marketing. This form of marketing—currently utilized with great success on Instagram and YouTube—is not a short-lived fad, but a tectonic shift for the future of digital advertising. It's the way of the future, and the responsibility is on business leaders to keep up.Modern marketing professionals looking to adopt influencer marketing for their brands face equally modern challenges. Like finding the right talent, tracking and measuring results and quantifying how this new marketing opportunity aligns with the overall strategy. Influencer Marketing for Brands is the field guide for the digital age. After working with hundreds of brands from across the globe, author Aron Levin shares his insider knowledge gained from research, strategy, and hands-on experience from more than 10,000 successful collaborations with influencers on Instagram and YouTube. He provides you with valuable insights that help you eliminate guesswork and avoid common mistakes. More importantly, he shows you how to turn influencer marketing into a scalable and sustainable marketing channel. The digital media landscape grows more complicated by the hour, and influencer marketing is no exception. Influencer Marketing for Brands breaks down the art and science of influencer marketing and helps you synthesize, contextualize and transform this new way of creating and distributing content with powerful formulas, proven strategies, and real-world examples.What You Will LearnPlan effective influencer marketing campaigns using a simple 3-step formulaCreate top performing YouTube videos that drive website traffic, app installs and salesUnderstand what to pay for influencer marketing and how much you should invest if you're just starting out Who This Book is ForMarketing and agency professionals, influencers and content creators, marketing students, those who are looking for more effective forms of advertising and are generally interested in understanding the new and evolving digital media landscape.
Influencer Marketing: Building Brand Communities and Engagement
by Joyce Costello Sevil YesilogluInfluencers offer brands the ability to deliver the 'right' communication and marketing messages to a specific target audience. This is one of the first textbooks to explore the phenomenon of influencer marketing and how it fits within marketing communications to build brands and their communities.Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. Readers will gain a comprehensive understanding of influencer marketing from the perspectives of influencers, agencies, brands, and platforms. This 2nd edition has been fully updated to refresh and add content on agency recruitment, brand-influencer partnerships, analysis of cultural differences and cross-border promotions in China, Egypt, India, Nigeria, Pakistan, and South Africa, influencer crisis and care, emerging regulations, sharenting, de-influencing, virtual influencers, the impact of AI, and metrics and measurements for efficacy. It also delves into regulatory impacts on influencers, agencies, and brands. Interviews with influencers and agencies help the reader delve into lived experiences. Underpinned by academic theory, the book incorporates case studies, questions, platform considerations, and ethical implications to stimulate discussion amongst students and show how the theory is applied in practice.Influencer Marketing should be core and recommended reading for advanced undergraduate, postgraduate and executive education students of Digital Marketing, Advertising, Marketing Communications, Brand Management, and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding, and PR specialists.Online resources include PowerPoint slides, podcasts, an instructor manual, and test banks.
Influencer Marketing: Building Brand Communities and Engagement
by Sevil YesilogluThis is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers – those who can impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience. Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in- depth case study – from the Kardashians to Joe Wicks – that demonstrates how the theory translates to practice. Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists.
Influencer Marketing: Für Unternehmen und Influencer: Strategien, Plattformen, Instrumente, rechtlicher Rahmen. Mit vielen Beispielen
by Marlis JahnkeDieses Buch erläutert fundiert und pragmatisch alle entscheidenden Erfolgsfaktoren des Influencer Marketings – sowohl für Unternehmen als auch für Influencer.Marketingprofis erfahren, wie sie Influencer Marketing bestmöglich in ihre Kommunikationsstrategie integrieren, wie sie die passenden Influencer finden und nach welchen konkreten Regeln die Zusammenarbeit optimal funktioniert: von der Vertragsgestaltung über das Briefing bis hin zum Monitoring. Zudem werden viele nützliche Plattformen, Netzwerke und Instrumente vorgestellt.Influencer erhalten wertvolle Anregungen, wie sie ihre Karriere weiter professionalisieren können und lernen aus Erfahrungsberichten und Empfehlungen von erfolgreichen Akteuren im Markt.Als wichtiges und erfolgskritisches Thema werden auch die wettbewerbsrechtlichen Grundlagen des Influencer Marketing verständlich und handlungsorientiert dargestellt. Ein unverzichtbares Grundlagenwerk, das zeigt, wie sich das mitunter fragile Zusammenspiel beider Seiten effizient, langfristig und vor allem für alle Seiten gewinnbringend gestalten lässt.Auszug aus dem Inhalt Wie sieht das Marketing im Influencer-Zeitalter aus?Markenstrategischer Fit im Influencer MarketingWettbewerbsrechtliche Grundlagen von Influencer MarketingPlattformen, Instrumente und Netzwerke im Influencer MarketingProfessionalisierung für Influencer über NetzwerkeErfahrungsberichte von Influencern14 strukturiert aufgearbeitete Fallbeispiele, u.a. aus den Branchen Drogerie, Food, Technik und MedienDie Herausgeberin Marlis Jahnke begleitet die Szene seit vielen Jahren und hat mit HashtagLove eine der ersten und erfolgreichsten Influencer-Marketing-Plattformen in Deutschland gelauncht. Beitragsautoren im Werk sind Professor Regina Brix, Dr. Annette Bruce, Thomas Fuchs, Dr. Caroline Hahn, Fabian Held, Hendrik Martens, Moritz Meyer, André Krüger, Melanie Lammers, Franziska von Lewinski, Monika Sekara und Simon Unge.