Trousson, Raymond / Vercruysse, Jeroom (dir.), Dictionnaire general de Voltaire. (Champion classiques, references et dictionnaires 18) 1272 p. 2020:10 (Champion, FR) <670-9>
ISBN 978-2-38096-016-7 paper ¥7,064.- (税込) EUR 38.00

Bruhn, Manfred / Saleschus, Maxim / Hadwich, Karsten, Customer-Dominant Logic: Customer-Dominant Management as a New Target in Relationship Marketing. 425 pp. 2024:11 (Springer, GW) <739-270>
ISBN 978-3-658-45351-0 hard ¥24,746.- (税込) EUR 99.99 *

This book provides a structured overview of Customer-Dominant Logic and formulates fundamental principles that form the basis for a realignment of customer-oriented corporate management. Customer-Dominant Logic is an innovative marketing logic that consistently places the customer at the center of all business activities. This requires a fundamental shift in perspective, where the integration of the provider with the customer takes precedence over the integration of the customer with the provider. Based on the principles of Customer-Dominant Logic, the authors present their own and new systematic management approach. They introduce "Customer-Dominant Management," detailing all necessary phases of a management process. Customer-Dominant Management aims to realize both customer and company goals through the establishment of a partnership with value-creating offerings in the customer ecosystem.

Jeseo, Vincent / Parajuli, Jasmine (eds.), Marketing and AI: Shaping the Future Together: Proceedings of the 2024 AMS Annual Conference, Coral Gables, FL, USA, May 22-24. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science) 151 pp. 2025:1 (Springer, GW) <739-271>
ISBN 978-3-031-76192-8 hard ¥49,496.- (税込) EUR 199.99 *

The growing availability of data, intelligent computational systems, and affordable storage and software has spurred a keen interest among marketers to explore new artificial intelligence (AI) methods and applications to enhance outcomes. However, this technological race can lead marketers to hastily implement AI platforms without a clear objective, causing organizations to lose focus, become disconnected from customers, waste resources, and blindly follow a never-ending trend. This book explores the influence of AI on the marketing field. Featuring full papers presented at the 2024 Academy of Marketing Science Annual Conference in Coral Gables, FL, USA, this book offers research, theories, methodologies, and case studies on the use of AI by marketers in various areas to better serve customers and satisfy their needs. It also explore the role that academics play in supporting marketing scholars, students, researchers, consumers, practitioners, and stakeholders in understanding and navigating these technological changes. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

Raithel, Sascha / Taylor, C. R. / Stewart, D. W. et al., Winning the Advertising Game: Lessons from the Super Bowl Ad Champions. (Business Guides on the Go) 214 pp. 2025:2 (Springer, GW) <739-272>
ISBN 978-3-031-77505-5 hard ¥8,659.- (税込) EUR 34.99 *

Unlock the secrets of advertising success with this comprehensive guide! Dive into practical insights and real-world data to enhance your campaigns. Explore the Super Bowl as a live advertising lab, dissecting branding strategies, creative elements, and societal impacts. Learn from advertisers, agencies, and experts, and apply these lessons to your own efforts. Perfect for marketing managers, advertisers, and educators looking to leverage the biggest advertising event in the world. This book provides actionable research findings and tools to transform your advertising approach, ensuring your ads stand out and resonate with audiences. Discover how the NFL and Super Bowl are expanding globally, reaching new audiences worldwide. This book is ideal for marketing managers and advertisers seeking to apply key lessons from the Super Bowl to their campaigns. It's also a valuable resource for marketing and advertising educators who want to illustrate fundamental principles with real-world examples.