Learn in a week, what the experts learn in a lifetime.Sunday: Why use direct mail?Monday: Building and maintaining your databaseTuesday: The components of direct mailWednesday: Creative approachesThursday: Physical campaignsFriday: Digital campaignsSaturday: Integration and follow-up
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Marketing as a field of theoretical inquiry has grown exponentially over the past few decades to the point that there is now a very large and dense body of knowledge for scholars and students to navigate. Helping you navigate this field for the first time, this third edition introduces and illuminates marketing theory by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. To keep you up-to-date with the latest advances in marketing theory and practice, this edition includes: *New examples and up-to-date literature *Entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L) *Global contributors introducing different schools of marekting from around the world. With chapters from many of the leading experts in marketing theory, this text provides the go-to overview of the field for undergraduate and postgraduate students alike.
Communication technology has become pervasive in the modern world, and ever more complex. Focusing on the most basic ideas, this carefully paced, logically structured textbook is packed with insights and illustrative examples, making this an ideal introduction to modern digital communication. Examples with step-by-step solutions help with the assimilation of theoretical ideas, and MATLAB exercises develop confidence in applying mathematical concepts to real-world problems. Right from the start the authors use the signal space approach to give students an intuitive feel for the modulation/demodulation process. After a review of signals and random processes, they describe core topics and techniques such as source coding, baseband transmission, modulation, and synchronization. The book closes with coverage of advanced topics such as trellis-coding, CMDA, and space-time codes to stimulate further study. This is an ideal textbook for anyone who wants to learn about modern digital communication.
A practical guide for developing and writing a strategic marketing plan for health and human service organizations, this comprehensive volume takes professionals through the major steps of the marketing planning process. In addition to a useful overview of the basic marketing components, detailed descriptions of the application of market planning principles to health care organizations are consistently emphasized.
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