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.

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.

“Hey Google, how can you help me reach more customers and strengthen my brand?” Voice-enabled technologies are an integral part of our lives, and they present vast opportunities for marketers who are up to the challenge. With Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement, marketers learn key strategies and tactics of the voice world while following a clear roadmap for developing and executing a voice marketing program. How should marketers best approach voice and conversational AI to ensure an optimal return on their investments? Since voice can both activate consumer behavior and help build the brand image, what is the right media mix for a marketer? How does voice fit with a marketer’s other channels, particularly online and mobile? What is appropriate content for this new channel and how can a marketer best go about creating that content? What are the legal and ethical issues that marketers need to address? What makes for a good development partner to implement voice initiatives? And what metrics should marketers use to judge the success of their voice efforts? Filled with real-world examples and behind-the-scenes stories, Voice Marketing is grounded in research-based theory and decades of experience. Case studies from the Allstate, Butterball, Coca-Cola, Domino's, Lucky Charms, Mercedes, Nike, Sony, Tide, and more combine with guest perspectives from the worlds of conversational AI, voice technology, academia, and marketing to deliver a ready-to-implement plan for success in the voice environment.

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.

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.

The challenges of today's new work-from-home environment have transformed the role of employers from mere beneficiaries of workforce health to essential partners in supporting employees’ total wellbeing. It's Personal: The Business Case for Caring serves as a strategic and tactical guide for company leaders who want to embrace this transformational change, improve employee engagement, and drive business results. Inspirational, practical, and timely, It’s Personal is backed up by data, real-world experience, and testimonials from business leaders at innovative employers such as Aetna and Southwest Airlines. The book offers groundbreaking insights into critically important issues such as: • The Human Connection Movement™ in the workplace, which is fueled by a growing desire among employees to feel more connected to one another and as a result, better connected to their jobs • How employee needs and expectations are changing, and what employers can do to meet these new needs • Why now is the time to take a fresh look at the employer/employee relationship • The costs of not caring: understanding the direct connection between employee wellbeing and engagement and a company’s bottom line • Leadership's role in not only culture change but in improving the life and work experiences of employees • The unique and unmanageable burden being placed on women and working mothers in the workforce • How to develop a corporate wellbeing plan with limited resources It’s Personal is written by Lorna Borenstein, founder and CEO of Grokker – the on-demand wellbeing engagement solution for global enterprises such as CVSHealth, Target, and eBay. The book can be used by leaders to justify why creating a caring environment is a vital corporate strategy, not just because it's the right thing to do but because it's the smart thing to do.

During the past decade, evidence of dissociation between conscious and nonconscious information processing has emerged from the study of normal subjects and brain damaged patients. The thirty-five original contributions in this book cover the latest work on this important topic. During the past decade, evidence of dissociation between conscious and nonconscious information processing has emerged from the study of normal subjects and brain damaged patients. The thirty-five original contributions in this book cover the latest work on this important topic across such traditional areas of research as vision, face recognition, spatial attention, control processes, semantic memory, episodic memory, and learning. Each section is introduced by an overview chapter that presents and evaluates the available empirical evidence in a given area and is followed by several experimental papers. The book opens with the Association Lecture, by George Mandler, "On Remembering without Really Trying: Hypermnesia, Incubation, and Mind Popping."