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Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management. Problems begin with a full introduction to the concept followed by explicit instructions for solving them. This leads directly to a series of discussion questions to further enhance the application of each problem. Solutions are also available to lecturers by clicking on the companion website logo above.
E-Marketing is the most comprehensive book on digital marketing, covering all the topics students need to understand to "think like a marketer". The book connects digital marketing topics to the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The authors recognize that the digital landscape is constantly and rapidly changing, and the book is structured to encourage students to explore the digital space, and to think critically about their own online behavior. "Success stories," "trend impact," and "let’s get technical" boxes, as well as online activities at the end of each chapter provide undergraduate students with everything they need to be successful in creating and executing a winning digital marketing strategy.
Globalization and the resulting internationalization of universities is driving change in teaching, learning, and what it means to be educated. This book provides exemplars of how the Communication discipline and curriculum are responding to the demands of globalization and contributing to the internationalization of higher education. Communication as a discipline provides a strong theoretical and methodological framework for exploring the benefits, challenges and meanings of globalization. The goal of this book, therefore, is to facilitate internationalization of the communication discipline in an era of globalization. Section one discusses the theoretical perspectives of globalism, internationalization, and the current state of the Communication discipline and curriculum. Section two offers a comprehensive understanding of the role, ways, and impact of internationalizing teaching, learning, and research in diverse areas of study in Communication, including travel programs and initiatives to bring internationalization to the classroom. The pieces in this section will include research-based articles, case studies, analytical reviews that exam key questions about the field, and themed pieces for dialogue/debate on current and future teaching and learning issues related to internationalizing the Communication discipline/curriculum. Section three provides an extensive sampling of materials and resources for immediate use in internationalization in communication studies; sample syllabi, activities, examples, and readings will be included. In sum, our book is designed to enable communication curriculum and communication courses in other disciplines to be internationalized and to offer different approaches to enable faculty, students, and administrators to incorporate and experience an internationalized curriculum regardless of time and financial limitations. This book is notable as a professional development resource for individuals both inside and outside the communication discipline who wish to incorporate a global perspective into their research and classrooms.
eMarketing, 9th edition, equips students with the solid foundation in digital marketing required to excel in practice and "think like a marketer". The book connects digital marketing topics with the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The 9th edition has been fully updated to include the most cutting-edge trends and topics, including SEO, customer experience, digital media consumption, analytics, big data and AI, and diversity and ethics. Case studies and examples have been updated across the book to demonstrate marketing practice in real organizations globally. Pedagogical features support the theoretical foundation throughout, incorporating "success stories" and "let’s get technical" boxes, as well as activities at the end of each chapter, to aid students in their understanding of, and ability to execute, successful digital marketing strategies. Highly regarded and comprehensive, this textbook is core reading for undergraduate students studying digital marketing and digital business. Online resources include PowerPoint slides and a test bank.
Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.