This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy.
Decoding Branding explains the evolution of branding and how the disrupting factors like digital revolution, technological advancement, changing consumer behavior, and the COVID-19 pandemic have reshaped the marketing landscape.
Für jedes Unternehmen, welches international tätig ist, ist ein systematisch betriebenes länderübergreifendes Marketingmanagement unabdingbar, um die eigene Existenz nachhaltig zu sichern.
Global corporations and the senior executives who oversee them have been subject to great criticism in recent times: not only do such corporations hold extreme concentrations of wealth, but they continue to sanction staggering pay inequalities between the haves and the have-nots.
Providing broad and deep coverage, this volume focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including both product and service brands.
In the second volume of The Best Digital Marketing Campaigns in the World, best-selling author Damian Ryan presents an international showcase of the most successful digital marketing campaigns in recent history, analysing what they did right and their impact.
Professionell mit Journalisten, Bloggern und Stakeholdern kommunizieren, Content generieren und nutzen, Kampagnen und Events konzipieren und umSetzen, überzeugende Online- und Offline-Texte für die unterschiedlichen Kommunikationskanäle schreiben – die Aufgaben der Kommunikatoren sind vielfältig und entwickeln sich kontinuierlich weiter.
The Covid-19 pandemic sparked a latent desire for a more balanced, more meaningful and freer approach to work for millions of employees throughout the world.
Learn to take full advantage of search and social media for B2B marketing Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium.
This practical guide to understanding how regulators build insight and form judgements will help organisations to develop their strategy and approach to engagement and to improve their regulatory outcomes.
What is a luxury customer experience and how can luxury brands best use emerging technologies in order to create truly unique, high-end experiences for their customers?
Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the "e;always-on"e; consumer to deliver more personalized engagements across media, channels, and devices.
Sustainable Marketing and the Circular Economy in Poland outlines the specific challenges around formulating an organisation's marketing strategy in line with the circular economy (CE) framework.
In order to be developed, inter-organizational relationships, as well as organizational cultures, rely on communication, learning, trust, commitment, and shared meanings and symbols.
High-technology industries using plastic deformation demand soundly-based economical decisions in manufacturing design and product testing, and the unified constitutive laws of plastic deformation give researchers aguideline to use in making these decisions.
Although licensing itself is an old tactic, organizations are implementing licensing brand extension strategies today in a much more comprehensive and brand-oriented manner.
First published in 1999, this volume is part of the Plymouth Studies in Contemporary Shipping series represents a unique collection of papers and edited texts from the leading maritime institute in Western Europe at the University of Plymouth.
This comprehensive volume considers the corporate social responsibility (CSR) of tourism and hospitality firms towards stakeholders, exploring CSR in terms of broad stakeholder accountability by considering both the scope of reporting and the quality of stakeholder engagement.
The two volume set, LNCS 2313 and LNCS 2314, constitutes the proceedings of the 10th International Conference on Kansei Engineering and Emotion Research, KEER 2024, held in Taichung, Taiwan during November 20-23, 2024.
This book explores the psychological impact of climate change on organisations and individuals, encouraging the reader to consider the ways in which they can take action to address this critical issue.
Like all aspects of society, public health practice has been fundamentally changed by the emergence of electronic and social media as centerpieces of human communication and connection.
Silver Winner--Tops Sales World's Best Sales and Marketing BookRevealed: the winning blueprint for making deals like The Oracle of OmahaWarren Buffett didn't become the world's third wealthiest individual on his investing instincts alone.
This book is an introduction to the long history of human learning, the environment and sustainable development - about our struggles with the natural world: first for survival, then for dominance, currently for self-preservation, and in future perhaps, even for long-term, mutually beneficial co-existence.
