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Author: William Rosen
Publisher: Rowman & Littlefield
ISBN: 1442257059
Category : Business & Economics
Languages : en
Pages : 223
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Book Description
How can marketers navigate the growing array of marketing specialties, multiplying media options and data sources, and increasing content saturation to improve effectiveness and return on investment? How can they provide consumers with seamless experiences of value across channels that overcome behavioral barriers and actually deliver results? In The Activation Imperative, William Rosen and Laurence Minsky provide a straightforward guide for marketers to move beyond building brands to activating them—from simply projecting what a brand is to optimizing what it does—to move people closer to transaction. Drawing on years of research and experience with the world’s most sophisticated brands, Rosen and Minsky share a unifying cross-discipline marketing approach designed to impact critical behaviors and more effectively drive business results. They reveal how today’s more personalized and trackable communications illuminate tremendous diversity in paths-to-purchase and explain how to leverage this data to develop more effective strategies and creative targeted to individual inflection points. With actionable advice and best-in-class examples, Rosen and Minsky offer marketers a road map to manage today’s increasingly fragmented marketing landscape to more effectively and efficiently build brands and business.
Author: William Rosen
Publisher: Rowman & Littlefield
ISBN: 1442257059
Category : Business & Economics
Languages : en
Pages : 223
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Book Description
How can marketers navigate the growing array of marketing specialties, multiplying media options and data sources, and increasing content saturation to improve effectiveness and return on investment? How can they provide consumers with seamless experiences of value across channels that overcome behavioral barriers and actually deliver results? In The Activation Imperative, William Rosen and Laurence Minsky provide a straightforward guide for marketers to move beyond building brands to activating them—from simply projecting what a brand is to optimizing what it does—to move people closer to transaction. Drawing on years of research and experience with the world’s most sophisticated brands, Rosen and Minsky share a unifying cross-discipline marketing approach designed to impact critical behaviors and more effectively drive business results. They reveal how today’s more personalized and trackable communications illuminate tremendous diversity in paths-to-purchase and explain how to leverage this data to develop more effective strategies and creative targeted to individual inflection points. With actionable advice and best-in-class examples, Rosen and Minsky offer marketers a road map to manage today’s increasingly fragmented marketing landscape to more effectively and efficiently build brands and business.
Author: Shigeru Chiba
Publisher: Springer
ISBN: 331946969X
Category : Computers
Languages : en
Pages : 275
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Book Description
The LNCS Transactions on Modularity and Composition are devoted to all aspects of software modularity and composition methods, tools, and techniques, covering requirement analysis, design, implementation, maintenance, and evolution. The focus of the journal also includes modelling techniques, new paradigms and languages, development tools, measurement, novel verification and testing approaches, theoretical foundations, and understanding interactions between modularity and composition. This, the first issue of the Transactions on Modularity and Composition, consists of two sections. The first one, guest edited by Patrick Eugster, Mario Südholt, and Lukasz Ziarek, is entitled “Aspects, Events, and Modularity” and includes papers focusing on context-oriented software development, specifications for even-based systems, and development of modular software. The second section, guest edited by Gary T. Leavens, contains journal versions of selected papers from Modularity 2015, which was held in March 2015, in Fort Collins, Colorado, USA. Topics covered by the papers in this section include software unbundling, layer activation in context-oriented programming, modular reasoning in event-based languages, and dynamic dispatch for method contracts using abstract predicates. The paper 'Dynamic Dispatch for Method Contracts Through Abstract Predicates' is published open access under a CC BY 4.0 license at link.springer.com.
Author: Laurence Minsky
Publisher: Kogan Page Publishers
ISBN: 074948361X
Category : Business & Economics
Languages : en
Pages : 329
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Book Description
In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.
Author: Adriano, Christian
Publisher: Universitätsverlag Potsdam
ISBN: 3869564652
Category : Computers
Languages : en
Pages : 272
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Book Description
Der Entwurf und die Realisierung dienstbasierender Architekturen wirft eine Vielzahl von Forschungsfragestellungen aus den Gebieten der Softwaretechnik, der Systemmodellierung und -analyse, sowie der Adaptierbarkeit und Integration von Applikationen auf. Komponentenorientierung und WebServices sind zwei Ansätze für den effizienten Entwurf und die Realisierung komplexer Web-basierender Systeme. Sie ermöglichen die Reaktion auf wechselnde Anforderungen ebenso, wie die Integration großer komplexer Softwaresysteme. Heute übliche Technologien, wie J2EE und .NET, sind de facto Standards für die Entwicklung großer verteilter Systeme. Die Evolution solcher Komponentensysteme führt über WebServices zu dienstbasierenden Architekturen. Dies manifestiert sich in einer Vielzahl von Industriestandards und Initiativen wie XML, WSDL, UDDI, SOAP. All diese Schritte führen letztlich zu einem neuen, vielversprechenden Paradigma für IT Systeme, nach dem komplexe Softwarelösungen durch die Integration vertraglich vereinbarter Software-Dienste aufgebaut werden sollen. "Service-Oriented Systems Engineering" repräsentiert die Symbiose bewährter Praktiken aus den Gebieten der Objektorientierung, der Komponentenprogrammierung, des verteilten Rechnen sowie der Geschäftsprozesse und berücksichtigt auch die Integration von Geschäftsanliegen und Informationstechnologien. Die Klausurtagung des Forschungskollegs "Service-oriented Systems Engineering" findet einmal jährlich statt und bietet allen Kollegiaten die Möglichkeit den Stand ihrer aktuellen Forschung darzulegen. Bedingt durch die Querschnittstruktur des Kollegs deckt dieser Bericht ein weites Spektrum aktueller Forschungsthemen ab. Dazu zählen unter anderem Human Computer Interaction and Computer Vision as Service; Service-oriented Geovisualization Systems; Algorithm Engineering for Service-oriented Systems; Modeling and Verification of Self-adaptive Service-oriented Systems; Tools and Methods for Software Engineering in Service-oriented Systems; Security Engineering of Service-based IT Systems; Service-oriented Information Systems; Evolutionary Transition of Enterprise Applications to Service Orientation; Operating System Abstractions for Service-oriented Computing; sowie Services Specification, Composition, and Enactment. Design and Implementation of service-oriented architectures imposes a huge number of research questions from the fields of software engineering, system analysis and modeling, adaptability, and application integration. Component orientation and web services are two approaches for design and realization of complex web-based system. Both approaches allow for dynamic application adaptation as well as integration of enterprise application. Commonly used technologies, such as J2EE and .NET, form de facto standards for the realization of complex distributed systems. Evolution of component systems has lead to web services and service-based architectures. This has been manifested in a multitude of industry standards and initiatives such as XML, WSDL UDDI, SOAP, etc. All these achievements lead to a new and promising paradigm in IT systems engineering which proposes to design complex software solutions as collaboration of contractually defined software services. Service-Oriented Systems Engineering represents a symbiosis of best practices in object-orientation, component-based development, distributed computing, and business process management. It provides integration of business and IT concerns. The annual Ph.D. Retreat of the Research School provides each member the opportunity to present his/her current state of their research and to give an outline of a prospective Ph.D. thesis. Due to the interdisciplinary structure of the research school, this technical report covers a wide range of topics. These include but are not limited to: Human Computer Interaction and Computer Vision as Service; Service-oriented Geovisualization Systems; Algorithm Engineering for Service-oriented Systems; Modeling and Verification of Self-adaptive Service-oriented Systems; Tools and Methods for Software Engineering in Service-oriented Systems; Security Engineering of Service-based IT Systems; Service-oriented Information Systems; Evolutionary Transition of Enterprise Applications to Service Orientation; Operating System Abstractions for Service-oriented Computing; and Services Specification, Composition, and Enactment.
Author: Kent D. Lee
Publisher: Springer
ISBN: 3319707906
Category : Computers
Languages : en
Pages : 382
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Book Description
This clearly written textbook provides an accessible introduction to the three programming paradigms of object-oriented/imperative, functional, and logic programming. Highly interactive in style, the text encourages learning through practice, offering test exercises for each topic covered. Review questions and programming projects are also presented, to help reinforce the concepts outside of the classroom. This updated and revised new edition features new material on the Java implementation of the JCoCo virtual machine. Topics and features: includes review questions and solved practice exercises, with supplementary code and support files available from an associated website; presents an historical perspective on the models of computation used in implementing the programming languages used today; provides the foundations for understanding how the syntax of a language is formally defined by a grammar; illustrates how programs execute at the level of assembly language, through the implementation of a stack-based Python virtual machine called JCoCo and a Python disassembler; introduces object-oriented languages through examples in Java, functional programming with Standard ML, and programming using the logic language Prolog; describes a case study involving the development of a compiler for the high level functional language Small, a robust subset of Standard ML. Undergraduate students of computer science will find this engaging textbook to be an invaluable guide to the skills and tools needed to become a better programmer. While the text assumes some background in an imperative language, and prior coverage of the basics of data structures, the hands-on approach and easy to follow writing style will enable the reader to quickly grasp the essentials of programming languages, frameworks, and architectures.
Author: Jonathan D. Jacobs
Publisher: Oxford University Press
ISBN: 0198796579
Category : Philosophy
Languages : en
Pages : 245
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Book Description
We use concepts of causal powers and their relatives-dispositions, capacities, and abilities-to describe the world around us, both in everyday life and in scientific practice. This volume presents new work on the nature of causal powers, and their connections with other phenomena within metaphysics, philosophy of science, and philosophy of mind.
Author: Anja Janoschka
Publisher: John Benjamins Publishing
ISBN: 9789027253743
Category : Language Arts & Disciplines
Languages : en
Pages : 252
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Book Description
This book examines new forms of communication that have emerged through the interactive capabilities of the Internet, in particular online advertising and web advertisements. It develops a new model of online communication, incorporating mass communication and interpersonal communication. Interactive mass communication redefines the roles of online communication partners who are confronted with a higher degree of complexity in terms of hypertextual information units. In web advertising, this new aspect of interactivity is linguistically reflected in different types of personal address forms, directives, and "trigger words". This study also analyzes the different strategies of persuasion with which web ads try to initiate their activation.Web Advertising provides essential information on the language of web advertisements for academics, researchers and students in the fields of hypertext-linguistics, advertising, communication and media studies.
Author: Laurence Minsky
Publisher: Kogan Page Publishers
ISBN: 0749478586
Category : Business & Economics
Languages : en
Pages : 233
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Book Description
Audio Branding is a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Consider the familiar tune of a branded ringtone, the bubbly sounds of Skype, and even the chosen sound bite for a branded car unlocking as the driver presses the key. How do these choices tie into a wider brand identity? Which emotions do they spark, and most importantly, how do these choices enhance brand association with the consumer? Audio Branding delivers fascinating insights into this area of marketing, underpinned by practical step-by-step guidance and cutting-edge research to enhance brand loyalty through user experience. Written by authors who have contributed directly to the development of this field, the book contains an enlightening set of case studies, including companies such as Renault (a surprisingly emotional audio brand) Atlanta Convention & Visitors Bureau (a warm, energetic audio brand), and Michelin (a globally coherent audio brand). Covering issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding demonstrates how brands can infuse sound into so many different aspects of their identity, building in a subtle longevity of brand presence through daily user experience.
Author: Carlo Umiltà
Publisher: MIT Press
ISBN: 9780262210126
Category : Medical
Languages : en
Pages : 978
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Book Description
During the past decade, evidence of dissociation between conscious and nonconscious information processing has emerged from the study of normal subjects and brain damaged patients. The thirty-five original contributions in this book cover the latest work on this important topic. During the past decade, evidence of dissociation between conscious and nonconscious information processing has emerged from the study of normal subjects and brain damaged patients. The thirty-five original contributions in this book cover the latest work on this important topic across such traditional areas of research as vision, face recognition, spatial attention, control processes, semantic memory, episodic memory, and learning. Each section is introduced by an overview chapter that presents and evaluates the available empirical evidence in a given area and is followed by several experimental papers. The book opens with the Association Lecture, by George Mandler, "On Remembering without Really Trying: Hypermnesia, Incubation, and Mind Popping."
Author: Randolph C. Wheeler
Publisher: CRVP
ISBN: 1565182545
Category : Phenomenology
Languages : en
Pages : 243
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Book Description
