Four books that might interest you

In cooperation with GetAbstract, we once again present four new books from the marketing sector. This time: "Business Ethics", "Digital Friends", "Sustainability as Brand Purpose" and "Design Thinking for Dummies".

Business Ethics

Fundamentals and practical implementation.

  • Author: Elisabeth Göbel
  • Publisher: A. Francke Publishing House, 2020
  • Pages: 368
  • ISBN: 9783825287702

The topic of business ethics is now largely established in the business world, but it has been given an additional boost by the Corona crisis and appears in a different light. Ultimately, it can be boiled down to the question of whether life and health or profit and prosperity are more important. In her book, Elisabeth Göbel takes up these and other questions, deals with them extensively and in a differentiated manner, and has presented a well-founded book that those interested in ethics will not be able to avoid.

Digital friends

How companies can use chatbots successfully.

  • Author: Sophie Hundertmark
  • Publisher: Wiley-VCH, 2020
  • Pages: 297
  • ISBN: 9783527510368

Chatbots are the future of corporate communications - or at least an important part of it. This becomes more than clear in Sophie Hundertmark's book. The reader receives the necessary background knowledge, a guide to developing a chatbot strategy, and countless concrete tips for implementation. In doing so, the author scores with proven expertise. Her book is one of the first and certainly one of the most comprehensive German-language titles on the topic of chatbots. A clear recommendation for marketing managers.

Sustainability as brand purpose

With the relevance method to more responsibility in marketing.

  • Author: Kai Platschke
  • Publisher: Springer Gabler, 2020
  • Pages: 210
  • ISBN: 9783658280505

Sustainability must be practiced holistically in companies. Kai Platschke makes this clear and calls on company departments such as marketing, production and purchasing to take responsibility. His book provides detailed methodological guidance for establishing a sustainable way of working. Included: some eye-openers and inspirations. Behind it all is the crucial question: how can non-sustainable products be produced at all today? A recommended read for corporate and marketing managers.

Design Thinking for Dummies

  • Author: Christian Müller-Roterberg
  • Publisher: Wiley-VCH, 2020
  • Pages: 270
  • ISBN: 9783527716906

Products, services, business models and concepts: All of these can be developed with design thinking. This method consistently focuses on future users. You analyze their needs, formulate a task, look for solutions, visualize them and test prototypes early on. Depending on the feedback, you develop further, adapt or go back to the start. Christian Müller-Roterberg describes the process comprehensively, sometimes repetitively. Design thinking is now part of the innovation standard that every manager should master, and the book offers an excellent explanation.

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