Four books that might interest you

In cooperation with GetAbstract, we present four books from the field of marketing and communication. This time: "Marketing 5.0", "Talking to Each Other 2: Styles, Values and Personality Development", "Corporate Nudging" and "Communicative Competence".

Marketing 5.0

technology for humanity.

  • Author: Philip Kotler, Hermawan Kartajaya and Iwan Setiawan
  • Publisher: Campus Verlag, 2021
  • Pages: 239
  • ISBN: 9783593514802

Marketing 5.0 combines the possibilities of digitization with the trend toward sustainability and the creation of added value - and thus responds to the demands of younger people in particular. The result is a technology for humanity: Everything that is technologically possible and makes life on earth more livable is made. Can this noble claim be fulfilled with Big Data, artificial intelligence and virtual reality? Or will the profit motive win out again in the end? In any case, it is advisable for marketers to prepare for the digital future.

Talking to each other 2: Styles, values and personality development

Differential psychology of communication.

  • Author: Friedemann Schulz von Thun
  • Publisher: Rowohlt Verlag, 2010
  • Pages: 304
  • ISBN: 9783499184963

We all have certain styles when dealing with other people. We can like them - or they can be a huge pain in the ass. What are the causes of these behaviors? How can we understand them better and make our behavior more balanced? Friedemann Schulz von Thun takes us behind the scenes of sometimes destructive interaction styles and quirks in an easy-to-understand way. In doing so, he does not shy away from admitting and correcting professional misconceptions of earlier years. A classic of communication psychology that everyone should know.

Corporate Nudging

Changing behavior patterns in organizations through intelligent nudging.

  • Author: Christoph Harff and Christopher McLachlan
  • Publisher: Haufe Verlag, 2021
  • Pages: 234
  • ISBN: 9783648137383

Nudging is finding its way into more and more companies - with good reasons. Nudges - small incentives to rethink one's own behavior - can have a positive impact on people, structures and processes. The authors of this book explain how nudging works in companies and countries and where it is already being used. They present a guide that companies can use to develop individual nudges. They also point out risks and undesirable developments. A helpful guide for all those who do not want to rely on prohibitions alone.

Communicative competence

36 mentalist tricks for managers.

  • Author: Jakob Lipp
  • Publisher: Campus Verlag, 2021
  • Pages: 240
  • ISBN: 9783593513775

Among the countless books on the subject of communication, the perspective of this book is a special one. The author is a mentalist. His profession is to amaze and inspire people with the help of excellent communication skills. Instead of academic effect models, the reader can expect vividly described practical tips from a master of mental magic. Divided into 36 short, self-contained chapters, the easy-to-read guidebook provides very good pointers for honing one's own communication skills.

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