Artificial intelligence

With algorithms to economic success. 

• Author: Peter Buxmann and Holger Schmidt (Eds.)
• Publisher: Springer Gabler, 2019
• Pages: 206
• ISBN: 9783662575673

There are many myths surrounding artificial intelligence. Not infrequently, the technology is downright demonized. But the reality is different than in science fiction movies. The authors of this anthology - among them representatives of well-known companies - show how AI is already being used in practice today and what significance it has for the economy. However, critical aspects are not neglected either. An entertaining and informative book about one of the most exciting technologies of our time.

Corporate value enhancement

Business Transformation as an Opportunity. 

• Author: Thomas J. Forster, Immanuel Ulrich, Rainer E. Ulrich, Thomas Grommes, Egbert Hubmann, Hanns-Peter Wiese and Sevix (Eds.)
• Publisher: Frankfurter Allgemeine Buch, 2018
• Pages: 269
• ISBN: 9783962510268

Markets are developing faster and faster, and so are customers' expectations. How can companies keep up? The authors see an opportunity for developing competitive advantages in the concept of business transformation - a comprehensive realignment of the company. They can be forgiven for a bit of advertising for their own model. Finally, they illuminate the topic of increasing corporate value from every conceivable angle: from the initial analysis to the creation of a continuous improvement process. A recommendation for all managers.
 

The Arabic Business Code

Recognize specifics, understand pitfalls and communicate successfully. 

• Author: Judith Hornok
• Publisher: Wiley-VCH, 2018
• Pages: 308
• ISBN: 9783527509690

This entertaining book provides deep insights into life in the Gulf and conveys first-hand impressions with its many quotes from Arab business people. The theoretical part contains many tips and warnings of pitfalls. In the many anecdotes, the author's great sympathy for the region always resonates - it is contagious. The book opens up a foreign world to the reader and fulfills its purpose: to facilitate business success in the Gulf. A recommendation for all those who want to do business in partnership with people in the Gulf. 

New Dark Age

The victory of technology and the end of the future. 

• Author: James Bridle
• Publisher: C. H. Beck, 2019
• Pages: 320
• ISBN: 9783406741777

This book thoroughly brushes against the naïve propaganda of comprehensive progress through digitization. James Bridle sees dark clouds on the horizon. The book does not provide a balanced analysis, but rather a pointed critique, which can, however, be understood as a necessary addition with a view to a complete overall picture. The very vividly narrated examples are a particular strength. Anyone who wants to think strategically about digitization must be familiar with all its aspects. 

Overcome speech anxiety

Present with composure and confidence. 

• Author: Uwe Hampel
• Publisher: Humboldt, 2018
• Pages: 188
• ISBN: 9783869106717

An oft-cited American study ranks the task of giving a speech in front of an audience among the top ten anxiety triggers. According to this study, fear of speaking is more widespread than fear of death. Fortunately, however, it can be combated without much effort - and ideally even transformed into a genuine joy of speaking. Uwe Hampel shows how it works. He starts with inhibiting thought patterns and gives practical tips on how they can be dissolved and positively reprogrammed. A useful book for everyone who wants to present more calmly and confidently.

More time

How to focus on what's most important. 

• Author: Jake Knapp and John Zeratsky
• Publisher: Redline, 2019
• Pages: 296
• ISBN: 9783868817317

Almost everyone wishes for less stress. But is that realistic? Yes, claim Jake Knapp and John Zeratsky. Based on their own observations and the experiences of other people, the two former Google employees have developed a four-step method for every day. They explain this method and numerous related techniques in the book. Much of it, like uninstalling distracting apps or using the stairs instead of the elevator, is obvious; other things are surprising and original. The prospect of making time for yourself should motivate everyone - from students to executives.
 

Identity

The backbone of strong brands. 

• Author: Franz-Rudolf Esch
• Publisher: Campus, 2016
• Pages: 309
• ISBN: 9783593505763

Brands are like people. They have a personality. Strong brands offer support and orientation in our confusing world. Consumers buy brand products to show who they are - or who they want to be. However, a brand identity does not fall from the sky, but needs to be carefully built up and nurtured. In the process, companies can make a lot of mistakes and thus damage the brand or destroy its identity. Franz-Rudolf Esch is considered one of the most renowned brand experts in the German-speaking world. In this book, he has compiled a wealth of information and advice and intersperses numerous experiences and lessons learned from his private and professional practice: what constitutes the identity of a brand, how to implement a brand strategy, how to successfully bring and preserve the brand identity through change. His explanations - rarely surprising, but comprehensive and clear - are vividly illustrated by numerous examples from the brand world with which we are all largely familiar. getAbstract recommends this interesting book to all brand managers and advertisers.
 

Kick-off

On a voyage of discovery to the organization of the future. 

• Author: Markus Baumanns
• Publisher: Haufe, 2019
• Pages: 216
• ISBN: 9783648129012

Instead of hierarchy and divisional thinking, self-organization is what this book calls for and is thus right on trend. Markus Baumanns presents his ideas - most of which are not new - based on a fictitious company that is striving to transform itself into an agile organization. Unfortunately, this storytelling doesn't always go well: the point of view changes too often (sometimes the reader is a spectator, sometimes an employee), and the story makes use of some clichés. At least self-organization and agility are explained here in an entertaining way.

Workbook Sales Strategy

The toolbox to build, analyze and optimize your sales. 

• Author: Michael Pellny and Claudius Bähr
• Publisher: Publicis, 2019
• Pages: 208
• ISBN: 9783895784767

This book explains how a sales organization can be successful in saturated and digitalized markets in an understandable and comprehensible way. It is well structured and covers all important aspects. The authors systematically deal with the individual fields of action and focus on practical implementation. For sales managers, especially in medium-sized companies, this workbook is an excellent blueprint for building, managing and developing their sales team.

Innovation culture of the future

How agile self-organized companies master digitalization.

• Author: Florian Rustler
• Publisher: Midas Management Verlag, 2017
• Pages: 288
• ISBN: 9783038765035

The traditional hierarchical corporate organization seems to have had its day. Instead, self-organization is being propagated, as in Florian Rustler's book. The author provides interesting insights into companies that are already working in a self-organized manner. However, there are still very few of them. The majority of companies are still organized hierarchically, and one may doubt whether this will change so quickly. Nevertheless, the book is a recommendation for anyone interested in alternative forms of work and management.

Reinventing Customer Engagement - Reinventing Customer Relationships

How banks and insurance companies are mastering digital transformation.

• Author: Roger Peverelli, Reggy de Feniks and Walter Capellmann
• Publisher: FinanzBuch, 2018
• Pages: 256
• ISBN: 9783959720939

Do traditional financial service providers stand any chance at all against the nimble fintechs? Yes, say the authors of this book, but only if they succeed in letting a breath of fresh air blow through their customer relationships. Illustrated with many examples and graphics, the book explains the new challenges and shows how financial service providers can stand out from their competitors with customer engagement. Above all, marketing managers and product developers at banks and insurance companies can use the many tips to prepare themselves for the next stages of digitization.

The growth imperative

Why the economy must keep growing even when we have enough. 

• Author: Mathias Binswanger
• Publisher: Wiley-VCH, 2019
• Pages: 309
• ISBN: 9783527509751

There can be no growth without growth. Swiss economist Mathias Binswanger makes no secret of this fact. Using various models and examples, he explains in detail why the capitalist economy cannot exist without growth. He also gives critics space and points out the weaknesses of their arguments. However, Binswanger does not propagate unrestrained growth, because he is very aware of the massive problems it causes. A readable, differentiated examination of the foundations of the capitalist economy.

How does value come into the world?

Of creators and skimmers. 

• Author: Mariana Mazzucato
• Publisher: Campus, 2019
• Pages: 407
• ISBN: 9783593509983

Silicon Valley companies as parasitic value extractors, the public sector as a productive value creator? What Mariana Mazzucato presents is quite provocative. You don't have to share all of her convictions; after all, there are plenty of examples of misdirected state funds. Given the size of the book, stamina is also required. But Mazzucato opens our eyes to many of the problems of our economic system and offers a new perspective on the topic of value creation. Well worth reading for anyone interested in economics.

Artificial intelligence in marketing - a crash course

• Author: Andreas Wagener
• Publisher: Haufe, 2019
• Pages: 211
• ISBN: 9783648123928

The use of artificial intelligence in marketing is still in its infancy. But it already seems certain that AI will become a decisive competitive factor here too. This is the impression gained from reading this very detailed survey by Andreas Wagener. Thanks to the current examples from all areas of operational marketing, the reader gains a good overview of the nature and scope of the technology-driven changes. The book shows what is already possible today and where the journey is heading.

The subscription age

Why the subscription model is the future of your company - and what you need to do to achieve it. 

• Author: Tien Tzuo
• Publisher: Plassen, 2019
• Pages: 304
• ISBN: 9783864706097

We are familiar with subscription models from Spotify and Netflix. But there's more to the subscription age: Tien Tzuo shows in an entertaining and convincing way that in future all companies will offer their products and services "as a service" for subscription. But beware: loyal customers and predictable recurring sales do not come for free. A lot has to change: Business model, marketing, sales, accounting - and not least the corporate culture. This book shows plausibly why it pays to rely on the subscription model.

The aha effect

How to win over the audience. 

• Author: Michael Gerharz
• Publisher: Midas Management Verlag, 2017
• Pages: 160
• ISBN: 9783038765028

Before a presentation, many speakers think about what they have to say instead of thinking about what will interest their audience. Michael Gerharz sums this up very clearly and explains why it is not enough to achieve a short-term wow effect. It is much more about creating a lasting "aha" experience. The book is packed with suggestions and inspiration, examples, quotes and tools. Above all, it will inspire readers who have previously seen presenting as a chore and are looking for a breath of fresh air.

Native Advertising

Digital advertising with new formats.

• Author: Coskun Tuna and Cevahir Ejder
• Publisher: Springer Gabler, 2018
• Pages: 105
• ISBN: 9783658213688

Everyone knows them by now: the "sponsored posts" that appear online alongside journalistic articles and don't look like advertising at all. What some see as surreptitious advertising 4.0, others see as the future of content marketing. Native advertising makes it possible to play out customized content via various online media. The authors describe the potential of this new form of advertising. Even if it lacks practical examples of success, getAbstract recommends the book to anyone who wants to get an overview of the new form of online marketing.

Podcasting

Concept. Production. Marketing..

• Author: Brigitte Hagedorn
• Publisher: Mitp-Verlag, 2018
• Pages: 246
• ISBN: 9783958459359

Podcasts are an interesting marketing tool: they create the opportunity to address listeners personally and thus build trust. Anyone thinking of becoming a broadcaster will find a good overview of all the important aspects of podcasting in this book. The author gives practical advice, encourages you to think about your own ideas and even provides detailed instructions on how to use the relevant software - a must for all podcast beginners.

Phishing for Fools

Manipulation and deception in the free market economy. 

• Author: George A. Akerlof and Robert J. Shiller
• Publisher: Econ, 2016
• Pages: 411
• ISBN: 9783430202060

Have you ever been "phished"? No? Then you are either smarter than the Nobel Prize winners Akerlof and Shiller, or you are very much mistaken. Because even the two star economists have to admit in retrospect that they were phished when buying houses, cars and cat food: they entered into transactions that were good for the other side but bad for themselves. The ubiquitous manipulation is studiously ignored, leading to enormous distortions - from rampant obesity to global financial crises. An eye-opening and enjoyable read for anyone who wants to show the phishers and their accomplices the red card.

Sales Excellence Development

With the central sales department to top performance in sales. 

• Author: Christian Belz, Matthias Huckemann, You-Cheong Lee and Michael Weibel
• Publisher: Schäffer-Poeschel, 2018
• Pages: 302
• ISBN: 9783791040844

Salespeople are lone wolves - that's how people often think. In large, sometimes global companies, however, this way of thinking is fatal. The authors of this book are convinced of this. That is why they advocate a central sales development department that strengthens sales and makes it fit for the future. Sales Excellence Development is based on a study with 550 participants. The complexity of the topic is already clear from the number of authors: in addition to the four main authors, a further eleven contributors were used for the practical cases. The result is full of technical anglicisms, complicated diagrams and requires a high level of concentration from the reader. The photos of cheetahs in the book are nice - even if they unfortunately lack contextual reference. Less attractive are the many tapeworm sentences. getAbstract recommends the book to sales directors and sales managers. As expressly recommended by the authors, they should select the passages that are of interest to them.

Presenting in English

Everything for a professional appearance - with many practical examples.

• Author: Mario Klarer
• Publisher: Redline, 2019
• Pages: 157
• ISBN: 9783868816655

You can learn a lot from American presenters. First and foremost, that they want to be understood. That's why they always build presentations around their audience, get them on board and guide them along a common thread. The way Mario Klarer describes it, you can't help but wonder what's so difficult about it. But apparently it is. This book should be read by anyone who is often or even only sometimes on stage. Whether in German or English, in front of a shareholders' meeting or a parents' association: This is how presenting works!

Solution Selling

Operating system for sales of solutions requiring explanation . 

• Author: Manfred Schröder
• Publisher: Haufe, 2019
• Pages: 216
• ISBN: 9783648122327

Under the umbrella term "strategic selling" there are quite a few approaches to help a B2B sales organization become more efficient. A particular strength of this book is that the author never tires of emphasizing who the most significant competitor of every B2B salesperson is: the customer's risk aversion. It is a real resource guzzler and cost driver for sales. The role model presented in the book for analyzing the customer's side, the basic principles of a value proposition and opportunity management coincide with methods that have been tried and tested in practice. Helpful, even if not new, are the described discussion and negotiation tactics. Unfortunately, the interaction of marketing and sales or field and office sales as well as aspects of customer segmentation are not discussed. GetAbstract recommends this book to B2B sales professionals.