Search results for ""Author Thomas Bauer""
John Wiley & Sons Inc Marketing Performance: How Marketers Drive Profitable Growth
Drive marketing ROI with an investor's mindset and a proven toolkit Top marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions. This isn't a work of theory. This is a hands-on guide to better marketing for top managers, neatly packaged into ten concise chapters that are just right for a short-haul flight. Learn how to: Increase sales with smarter fund allocation Reduce marketing costs without sacrificing effectiveness Strengthen the role of marketing with quantified ROI Build capabilities for sustainable performance improvements Marketing Performance delivers expert insight, a wealth of proven success factors, and real-life case studies that will help you drive marketing performance and grow your business.
£22.49
Columbia University Press A Culture of Ambiguity: An Alternative History of Islam
In the Western imagination, Islamic cultures are dominated by dogmatic religious norms that permit no nuance. Those fighting such stereotypes have countered with a portrait of Islam’s medieval “Golden Age,” marked by rationality, tolerance, and even proto-secularism. How can we understand Islamic history, culture, and thought beyond this dichotomy?In this magisterial cultural and intellectual history, Thomas Bauer reconsiders classical and modern Islam by tracing differing attitudes toward ambiguity. Over a span of many centuries, he explores the tension between one strand that aspires to annihilate all uncertainties and establish absolute, uncontestable truths and another, competing tendency that looks for ways to live with ambiguity and accept complexity. Bauer ranges across cultural and linguistic ambiguities, considering premodern Islamic textual and cultural forms from law to Quranic exegesis to literary genres alongside attitudes toward religious minorities and foreigners. He emphasizes the relative absence of conflict between religious and secular discourses in classical Islamic culture, which stands in striking contrast to both present-day fundamentalism and much of European history. Bauer shows how Islam’s encounter with the modern West and its demand for certainty helped bring about both Islamicist and secular liberal ideologies that in their own ways rejected ambiguity—and therefore also their own cultural traditions.Awarded the prestigious Leibniz Prize, A Culture of Ambiguity not only reframes a vast range of Islamic history but also offers an interdisciplinary model for investigating the tolerance of ambiguity across cultures and eras.
£27.00