Since the publication of the ground-breaking first edition, there has been an exponential growth in research and literature about the digital world and its enormous potential benefits and threats.
Since the publication of the ground-breaking first edition, there has been an exponential growth in research and literature about the digital world and its enormous potential benefits and threats.
This volume explores the dynamic nature of emerging markets, which constitute a major share of global GDP, with a focus on the opportunities for growth and the challenges for businesses in meeting the needs of a diverse set of consumers.
This volume explores the dynamic nature of emerging markets, which constitute a major share of global GDP, with a focus on the opportunities for growth and the challenges for businesses in meeting the needs of a diverse set of consumers.
Providing a concise toolbox for publishing professionals and students of publishing, this book explores the skills needed to master the key elements of social media marketing and therefore stay relevant in this ever-competitive industry.
Providing a concise toolbox for publishing professionals and students of publishing, this book explores the skills needed to master the key elements of social media marketing and therefore stay relevant in this ever-competitive industry.
Personal Branding in the Knowledge Economy: The Interrelationship between Corporate and Employee Brands aims to contribute to the academic debate about the marketization of individuals' knowledge, creativity, and personal images, alongside a growing interest in the whole area of branding in the networked economy based on knowledge.
Personal Branding in the Knowledge Economy: The Interrelationship between Corporate and Employee Brands aims to contribute to the academic debate about the marketization of individuals' knowledge, creativity, and personal images, alongside a growing interest in the whole area of branding in the networked economy based on knowledge.
Offering a radical new toolbox for digital storytellers, this key text contains everything today's media practitioners need to know about conceptualising, editing and producing stories for online platforms and audiences.
Offering a radical new toolbox for digital storytellers, this key text contains everything today's media practitioners need to know about conceptualising, editing and producing stories for online platforms and audiences.
Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools.
Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools.
Conceived to give readers the principles and the tools to create successful advertisements in a variety of mediums, this book is a detailed exploration of how visual and verbal elements of design work together to solve a business goal.
Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline.
Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline.
This book is an innovative attempt to identify and analyse the processes related to social influence in online buying behaviour, with special attention given to the phenomenon of social proof, which is the basis of social media, recommendation marketing, and word-of-mouth (WOM) marketing.
This book is an innovative attempt to identify and analyse the processes related to social influence in online buying behaviour, with special attention given to the phenomenon of social proof, which is the basis of social media, recommendation marketing, and word-of-mouth (WOM) marketing.
Understanding the latest trends and technologies and their impact on enterprises, organizations or state administrations is essential to successfully develop a business in the age of Industry 4.
Understanding the latest trends and technologies and their impact on enterprises, organizations or state administrations is essential to successfully develop a business in the age of Industry 4.
Increasingly graduates, and anyone who is entering employment, need an individual digital presence to stand out and showcase themselves to secure their first professional role.
Increasingly graduates, and anyone who is entering employment, need an individual digital presence to stand out and showcase themselves to secure their first professional role.
This book looks at the recent emergence of "e;new ordinary consumption,"e; in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into their daily lives, to accentuate their own well-being.
This book looks at the recent emergence of "e;new ordinary consumption,"e; in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into their daily lives, to accentuate their own well-being.
In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful Ecommerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings.
In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful Ecommerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings.
This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.
This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.
Gender After Gender in Consumer Culture provides an updated discussion of how gender cuts across consumer culture, in light of increasing gender fragmentation and integration with other identity positions.
Gender After Gender in Consumer Culture provides an updated discussion of how gender cuts across consumer culture, in light of increasing gender fragmentation and integration with other identity positions.
Communication and relationships sit at the centre of our hyper-connected lives, and their effective management is a strategic necessity for all organisations today.
Communication and relationships sit at the centre of our hyper-connected lives, and their effective management is a strategic necessity for all organisations today.
