Digital Marketing: A Practical Approach 2nd Edition is a step-by-step guide to marketing using the Internet. Concentrating on the operational and functional aspects of this dynamic subject, the book is packed with tactical advice and real-life examples from those leading the field to help you succeed.
Written as an accessible guide to equip you for the digital element of any contemporary marketing role, Digital Marketing covers all the key topics including search engine optimization and social media marketing. With real-world case studies to illustrate digital marketing in practice and exercises to help you analyse, plan and execute effective strategies within the workplace, this practical resource will prepare you to undertake digital marketing across a variety of organizations.
More than just a book, this complete package features an associated website at AlanCharlesworth.eu/DigitalMarketing which hosts the case studies for the book, offers further tips and advice and provides access to a wealth of extra material such as up-to-date references and web links.
This new, second edition builds on the first edition's success by addressing the key recent developments in digital marketing including an expanded section on social media marketing and an appreciation of the impact of mobile devices. Moreover, it's been thoroughly updated throughout, with brand new cases and examples with an international range, all of which encourage the reader to quickly learn the practical applicability of the theory and practice of emarketing.
Digital and Social Media Marketing: A Results-Driven Approachis an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade.
Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book's Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption.
Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners' experience and create an interactive international learning community.
The book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing.
Essentials of Marketing 15th edition (released Feb 2016) is the new edition of Basic Marketing 19th edition. Built on a strong foundation, Basic Marketing 19e provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus. The Perreault franchise was the pioneer of the "four Ps" in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, recent "best practices," and to tightly integrate the best digital tools in the industry for ensuring that students are prepared to engage in classroom lectures and pursue future business and marketing careers.
A practical and accessible guide to understanding digital signal processing<br> <br> Introduction to Digital Signal Processing and Filter Design was developed and fine-tuned from the author's twenty-five years of experience teaching classes in digital signal processing. Following a step-by-step approach, students and professionals quickly master the fundamental concepts and applications of discrete-time signals and systems as well as the synthesis of these systems to meet specifications in the time and frequency domains. Striking the right balance between mathematical derivations and theory, the book features:<br> * Discrete-time signals and systems<br> * Linear difference equations<br> * Solutions by recursive algorithms<br> * Convolution<br> * Time and frequency domain analysis<br> * Discrete Fourier series<br> * Design of FIR and IIR filters<br> * Practical methods for hardware implementation<br> <br> A unique feature of this book is a complete chapter on the use of a MATLAB(r) tool, known as the FDA (Filter Design and Analysis) tool, to investigate the effect of finite word length and different formats of quantization, different realization structures, and different methods for filter design. This chapter contains material of practical importance that is not found in many books used in academic courses. It introduces students in digital signal processing to what they need to know to design digital systems using DSP chips currently available from industry.<br> <br> With its unique, classroom-tested approach, Introduction to Digital Signal Processing and Filter Design is the ideal text for students in electrical and electronic engineering, computer science, and applied mathematics, and an accessible introduction or refresher for engineers and scientists in the field.<br> <br> An Instructor's Manual presenting detailed solutions to all the problems in the book is available online from the Wiley editorial department.<br> <br> An Instructor Support FTP site is also available.
Scholars and practitioners around the globe have identified the capability of MNCs to create and efficiently transfer and combine knowledge from different locations worldwide as an increasingly important determinant of competitive advantage, corporate success and survival. Traditional marketing approaches have overly focused on explicit knowledge and neglected the important role of tacit knowledge, specifically in international, cross-cultural settings. This book draws on real-life examples of knowledge-based firms - Hewlett-Packard Consulting & Integration, Schindler, Siemens, Toyota, Mazda, and Maekawa - to reveal that knowledge-based marketing is key to obtaining a sustainable competitive advantage.
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