From Marcus Collins, strategist to Apple, Nike and Beyoncé, discover how you can harness the most powerful vehicle for influencing behaviour: true cultural engagement.

'Compelling and vivid' – Robert Cialdini, author of Pre-Suasian

We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest or a company executive selling the next big thing. In For the Culture, Marcus Collins argues that to inspire communities, we first need to think hard about how we appeal to their values and what we will contribute to their culture.

With a deep perspective based on a century’s worth of data, Collins breaks down the many ways in which culture influences behaviour. Using captivating stories from his own life as a top marketer – including spearheading digital strategy for Beyoncé, working with iTunes and Nike+ on their collaboration, and designing ads for McDonalds – he shows how you can do the same.

Full of memorable examples, from 1960s hippy culture to the enduring success of Patagonia, For the Culture offers the essential tools for creating lasting engagement and influence.

Mobile computing facilitates data transmission without needing to be connected to a fixed physical link. Mobile voice communication is widely established throughout the world and the number of subscribers to various cellular networks has increased considerably over the last few years. An extension of this technology is the ability to send and receive data across these cellular networks. Mobile data communication has become a very important and rapidly evolving technology as it allows users to transmit data from remote locations to other remote or fixed locations. This proves to be the solution to the biggest problem for business people on the move. Mobile Computing Techniques in Emerging Markets: Systems, Applications and Services provides the latest research and best practices in the field of mobile computing. Theoretical and pragmatic viewpoints on mobile computing offer guidance for professionals using this book to inform their practices. A solid foundation on mobile computing and an expansive vision of its possibilities combine to promote understanding and the successful implementation of mobile computing techniques in emerging markets.

The range of topics covered in ""Emerging E-Collaboration Concepts and Applications"" are broad and representative of the state-of-the-art discussion of conceptual and applied ecollaboration issues. Business organizations in the last 10 years have increasingly relied on distributed collaborative processes to maintain their competitiveness. E-collaboration technologies are at the source of something that underlies most business, political, and even societal developments - intense human collaboration. ""Emerging E-Collaboration Concepts and Applications"" is organized in three main parts: conceptual and methodological issues, applied research and challenges, and research syntheses and debate.

To develop and sustain competitive advantage in the marketplace, organizations depend critically on competence and resources, knowledge and information exchanged both within and across partner organizations, and on process integration and management. ""Semantic Web Technologies and E-Business: Toward the Integrated Virtual Organization and Business Process Automation"" presents research related to the application of semantic Web technologies, including semantic service-oriented architecture, semantic content management, and semantic knowledge sharing in e-business processes. ""Semantic Web Technologies and E-Business: Toward the Integrated Virtual Organization and Business Process Automation"" compiles research from experts around the globe, bringing business, managerial, technological, and implementation issues surrounding the application of semantic Web technologies in e-business to the forefront.

Social media platforms have emerged as an influential and popular tool in the digital era. No longer limited to just personal use, the applications of social media have expanded in recent years into the business realm. Analyzing the Strategic Role of Social Networking in Firm Growth and Productivity examines the role of social media technology in organizational settings to promote business development and growth. Highlighting a range of relevant discussions from the public and private sectors, this book is a pivotal reference source for professionals, researchers, upper-level students, and academicians.

Web 2.0 has taken on buzzword status. It's now shorthand for everything that is new, cutting-edge, and gaining momentum online. Web 2.0 can describe particular Web sites; cultural trends like social networking, blogging, or podcasting; or the underlying technology that makes today's coolest Web applications possible. Many Web 2.0 innovations were pioneered by behemoths like Google, Amazon, Apple, YouTube, and MySpace. But even the smallest, leanest companies can take advantage of the new trends, new and open-source programming tools, and new networks. This book presents a wealth of ideas that will enable any business to quickly and affordably deploy Web 2.0 best practices to gain customers and maximize profits.

Web 2.0 is more a series of trends than a basket of things: --More and more, power is in the hands of individual users and their networks. --Web content is distributed, sorted, combined, and displayed across the Web in formats and places not anticipated by the content creators. --New technology now makes rich online experiences and complex software applications possible, and at a low cost. --Integration is breaking down walls between PCs and mobile devices. Web 2.0 is a landscape in which users control their online experience and influence the experiences of others. Business success on the Web, therefore, now comes from harnessing the power of social networks, computing networks, media and opinion networks, and advertising networks. Web 2.0 takes advantage of higher bandwidth and lighter-weight programming tools to create rich, engaging online experiences that compete with television and other offline activities. With examples and case studies from real businesses, this book demonstrates what makes a successful Web 2.0 company, regardless of its size or resources. A non-technical guide, it is aimed squarely at the marketer or business manager who wants to understand recent developments in the online world, and to turn them into practical, competitive advantages.

Access to government information faces many roadblocks in developing and emerging economies due to lack of appropriate legal frameworks and other requisite information laws. However, there is hope that many countries are now recognizing the importance of providing access to public information resources. Digital Access and E-Government: Perspectives from Developing and Emerging Countries explores the relationships that exist between access to information laws and e-government. It shares the strategies used in encouraging access to information in a variety of jurisdictions and environments, to be of use to e-government designers and practitioners, policymakers, and university professors.

E-Business Issues, Challenges and Opportunities for SMEs: Driving Competitiveness discusses the main issues, challenges, opportunities, and solutions related to electronic business adoption, with a special focus on SMEs. Addressing technological, organizational, and legal perspectives in a very comprehensive way, this text aims to disseminate current developments, case studies, new integrated approaches, and practical solutions and applications for SMEs.

'Essential for any leader in any industry' - Kim Scott, bestselling author of Radical Candor Working Backwards gives an insider's account of Amazon's approach to culture, leadership and best practices from two long-time, top-level Amazon executives. Colin Bryar and Bill Carr joined Amazon in the late 90s. Their time at the company covered a period of unmatched innovation that brought products and services - including Kindle, Amazon Prime, Amazon Echo and Alexa, and Amazon Web Services - to life. Through the story of these innovations they reveal the principles and practices that drive Amazon's success. Through their wealth of experience they offer unprecedented access to the 'Amazon way' as it was refined, articulated and proven to be repeatable, scalable and adaptable. Working Backwards shows how success is not achieved by the genius of any single leader, but rather through commitment to and execution of a set of well-defined, rigorously executed principles and practices that you can apply at your own company, no matter the size. 'Working Backwards should be read by anyone interested in the real thing - the principles, processes and practices of twenty-first-century management and leadership' - Forbes 'Gives us the story as it developed at the time - and that is probably worth the cover price of the book in itself' - Financial Times