Download or read book The Activation Imperative written by William Rosen and published by Rowman & Littlefield. This book was released on 2016-11-29 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Global Brand Management written by Laurence Minsky and published by Kogan Page Publishers. This book was released on 2019-11-03 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Foundations of Programming Languages written by Kent D. Lee and published by Springer. This book was released on 2017-12-10 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Audio Branding written by Laurence Minsky and published by Kogan Page Publishers. This book was released on 2017-03-03 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Web Advertising written by Anja Janoschka and published by John Benjamins Publishing. This book was released on 2004-01-01 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book A Cognitive Linguistic Analysis of the English Imperative written by Hidemitsu Takahashi and published by John Benjamins Publishing. This book was released on 2012-03-28 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume offers the first comprehensive description of English imperatives made from a Cognitive Linguistic perspective. It proposes a new way of explaining the meaning and function of the imperative independently of illocutionary act classifications, which allows for quantifying the strength of imperative force in terms of parameters and numerical values. Furthermore, the book applies the theory of Construction Grammar to account for the felicity of imperatives in complex sentences. The model of description explains explicitly a wide range of phenomena, including frequency of use, prototypical vs. non-prototypical uses of the English imperative and the choice between longer vs. shorter directives including the imperative. A Cognitive Linguistic Analysis of the English Imperative: With Special Reference to Japanese Imperatives is intended for both researchers and students interested in the English imperative and Directive Speech Acts at large and for the linguists working within the Cognitive Linguistics and/or Construction Grammar approach.

Download or read book Kantian Imperatives and Phenomenology s Original Forces written by Randolph C. Wheeler and published by CRVP. This book was released on 2008 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Causal Powers written by Jonathan D. Jacobs and published by Oxford University Press. This book was released on 2017 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book TensorFlow 2 Pocket Reference written by KC Tung and published by "O'Reilly Media, Inc.". This book was released on 2021-07-19 with total page 255 pages. Available in PDF, EPUB and Kindle. Book excerpt: This easy-to-use reference for TensorFlow 2 design patterns in Python will help you make informed decisions for various use cases. Author KC Tung addresses common topics and tasks in enterprise data science and machine learning practices rather than focusing on TensorFlow itself. When and why would you feed training data as using NumPy or a streaming dataset? How would you set up cross-validations in the training process? How do you leverage a pretrained model using transfer learning? How do you perform hyperparameter tuning? Pick up this pocket reference and reduce the time you spend searching through options for your TensorFlow use cases. Understand best practices in TensorFlow model patterns and ML workflows Use code snippets as templates in building TensorFlow models and workflows Save development time by integrating prebuilt models in TensorFlow Hub Make informed design choices about data ingestion, training paradigms, model saving, and inferencing Address common scenarios such as model design style, data ingestion workflow, model training, and tuning

Download or read book Transactions on Modularity and Composition I written by Shigeru Chiba and published by Springer. This book was released on 2016-09-29 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Aspectual Inquiries written by Paula Kempchinsky and published by Springer Science & Business Media. This book was released on 2005-02-14 with total page 480 pages. Available in PDF, EPUB and Kindle. Book excerpt: The study of the linguistic reflexes of aspect has been an active field of research in various sub-disciplines of linguistics, such as syntax, semantics (including discourse theory) and acquisition studies. However, communication and dissemination of results across these various subfields has often been indirect. This volume solves that problem. The different angles brought together here give us a comprehensive picture of the representation of aspect in the mind/brain of the speaker. The papers in this volume represent the results of a workshop on the syntax, semantics and acquisition of aspect held in 2002 whose purpose was to foment active cross-disciplinary communication. A number of the papers examine the syntactic representation of lexical or situation aspect, while others focus on the syntactic interaction of lexical aspect with grammatical aspect, and of grammatical aspect and tense. Other papers examine the role of aspect in discourse representations, while a third group of papers reports on results of empirical studies on the acquisition of aspect in both first and second language acquisition, and patterns of loss of morphosyntactic reflexes of aspect in language attrition. This volume is of interest to researchers and advanced graduate students in syntax, semantics, discourse representation and language acquisition, particularly those working on tense and aspect.

Download or read book Cognitive Modeling written by Francisco José Ruiz de Mendoza Ibáñez and published by John Benjamins Publishing Company. This book was released on 2014-06-15 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: This monograph studies cognitive operations on cognitive models across levels and domains of meaning construction. It explores in what way the same set of cognitive operations, either in isolation or in combination, account for meaning representation whether obtained on the basis of inferential activity or through constructional composition. As a consequence, it makes explicit links between constructional and figurative meaning. The pervasiveness of cognitive operations is explored across the levels of meaning construction (argument, implicational, illocutionary, and discourse structure) distinguished by the Lexical Constructional Model. This model is a usage-based approach to language that reconciles insights from functional and cognitive linguistics and offers a unified account of the principles and constraints that regulate both inferential activity and the constructional composition of meaning. This book is of value to scholars with an interest in linguistic evidence of cognitive activity in meaning construction. The contents relate to the fields of Cognitive Grammar, Cognitive Semantics, Construction Grammar, Functional Linguistics, and Inferential Pragmatics.

Download or read book Meaning in Communication Cognition and Reality written by Martin Staude and published by Andrews UK Limited. This book was released on 2015-09-30 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a general and formal theory of meaning, signs, and language. The theory is presented in a clear and consistent way offering novel and provocative insights into the fundamental structures and processes of communication, cognition, and reality. Key topics include distinctions and categories, the self-contradictory dualism of word vs. object, linguistic meaning monism, relations and processes in the semiotic triangle, conceptual prototypicality and fuzziness, semantic fields and frames, meaning medium vs. forms, as well as activation and co-activation of meanings. In order to illustrate and apply the theory, everyday examples, in particular power and law, are discussed throughout the book. Methodological questions of data collection and analysis are also addressed as they are relevant to the empirical application and verification of the theory. The book combines approaches from systems theory, non-dualism, prototype theory, semantic field theory, speech act theory, and structuralism. Due to its broad and interdisciplinary focus, this book will not only appeal to semioticians, philosophers, and sociologists, but also to linguists, cultural anthropologists, and cognitive scientists.

Download or read book Direct Democracy Practices at the Local Level written by Premat, Christophe Emmanuel and published by IGI Global. This book was released on 2022-02-18 with total page 325 pages. Available in PDF, EPUB and Kindle. Book excerpt: Direct democracy, or pure democracy, is a concept spreading throughout the world, now adopted by nearly 30 countries on the national level. While the concept is not new, it is important to investigate the current benefits or hinderances of direct democracy related to local governments so that they may be implemented further. Direct Democracy Practices at the Local Level deepens the knowledge of direct democracy in political science. This book explores how local governments utilize these instruments in international governments and analyzes a series of popular initiatives and local referenda to how successful these initiatives are. Covering topics such as religious rights, street committees, and climate change, this book is essential for political science students and professors, policymakers, faculty, local governments, academicians, and researchers in political science with an interest in direct democracy procedures in representative systems.

Download or read book International Political Sociology written by Tugba Basaran and published by Routledge. This book was released on 2016-07-22 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents an overview and evaluation of contemporary research in international political sociology (IPS). Bringing together leading scholars from many disciplines and diverse geographical backgrounds, it provides unprecedented coverage of the key concepts and research through which IPS has opened up new ways of thinking about international relations. It also considers some of the consequences of such innovations for established forms of social and political analysis. It thus takes the reader on an intellectual journey engaging with questions about boundaries and limits among the many interrelated worlds in which we now live, the ways we conceptualise them, and how we continually reshape boundaries of identities, spaces, authorities and disciplinary knowledge. The volume is organized three sections: Lines, Intersections and Directions. The first section examines some influences that led to the formation of the project of IPS and how it has opened up avenues of research beyond the limits of an international relations discipline shaped within political science. The second section explores some key concepts as well as a series of heated discussions about power and authority, practices and governmentality, performativity and reflexivity. The third section explores some of the transversal topics of research that have been pursued within IPS, including inequality, migration, citizenship, the effect of technology on practices of security, the role of experts and expertise, date-driven surveillance, and the relation between mobility, power and inequality. This book will be an essential source of reference for students and across the social sciences.

Download or read book Programming Languages written by Kent D. Lee and published by Springer Science & Business Media. This book was released on 2008-12-15 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Programming Languages: An Active Learning Approach introduces students to three programming paradigms: object-oriented/imperative languages using C++ and Ruby, functional languages using Standard ML, and logic programming using Prolog. This interactive textbook is intended to be used in and outside of class. Each chapter follows a pattern of presenting a topic followed by a practice exercise or exercises that encourage students to try what they have just read. This textbook is best-suited for students with a 2-3 course introduction to imperative programming. Key Features: (1) Accessible structure guides the student through various programming languages. (2) Seamlessly integrated practice exercises. (3) Classroom-tested. (4) Online support materials. Advance praise: “The Programming Languages book market is overflowing with books, but none like this. In many ways, it is precisely the book I have been searching for to use in my own programming languages course. One of the main challenges I perpetually face is how to teach students to program in functional and logical languages, but also how to teach them about compilers. This book melds the two approaches very well.” -- David Musicant, Carleton College

Download or read book Imperative Clauses in Generative Grammar written by Wim van der Wurff and published by John Benjamins Publishing. This book was released on 2007-01-01 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume contains ten articles exploring a wide range of issues in the analysis of the imperative clause from a generative perspective. The language data investigated in detail in the articles come from Dutch, English, German, (old) Scandinavian, Spanish, and South Slavic; there is further significant discussion of data from other Germanic and Romance languages. The phenomena addressed (in several cases in more than one article, leading to some lively debate about contentious issues) include the following: the nature and interpretation of imperative subjects; the properties of participial imperatives; clitic behavior; restrictions on topicalization; word order; null arguments; negative imperatives; and imperatives in embedded clauses. The volume has a substantial introduction, sketching the results of earlier generative work on the topic (most of it scattered across disparate outlets), the issues left open by this earlier work, and the contribution to further insight and understanding made by the book's articles.