The ability to use digital marketing techniques successfully is a crucial skill for anyone who wants to advance their career.
The digital age has transformed the very nature of marketing. Armed with digital devices, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid, de-centralized and multidirectional medium is changing the way brands engage with consumers. At the same time, technology and innovation, coupled with the explosion of business data, has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased volume, variety and velocity of information enables marketers to respond with much greater speed, to changes in the marketplace. Market intelligence is timelier, less expensive, and more accurate and actionable. Anchored in this age of transformations, Marketing Analytics devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. The book is tailored to meet the needs of marketing professionals as it focusses on market research methods and analytic techniques used by practitioners for refining marketing strategies, and taking day-to-day business decisions. It is ideal too for business management students who wish to pursue careers in consumer 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.
"Digital Video and Audio Broadcasting Technology - A Practical Engineering Guide" deals with all the most important digital television, sound radio and multimedia standards such as MPEG, DVB, DVD, DAB, ATSC, T-DMB, DMB-T, DRM and ISDB-T. The book provides an in-depth look at these subjects in terms of practical experience. In addition it contains chapters on the basics of technologies such as analog television, digital modulation, COFDM or mathematical transformations between time and frequency domains. The attention in the respective field under discussion is focussed on aspects of measuring techniques and of measuring practice, in each case consolidating the knowledge imparted with numerous practical examples. This book is directed primarily at the specialist working in the field, on transmitters and transmission equipment, network planning, studio technology, playout centers and multiplex center technology and in the development departments for entertainment electronics or TV test engineering. Since the intire field of electrical communications technology is traversed in a wide arc, those who are students in this field are not excluded either. The third edition of this well established reference work includes the new formats MPEG-4 und IPTV, and it already gives an outlook to the newest standards like DVB-SH and DVB-T2.
"I see this book as an important addition to the marketing literature. A weakness in critical approaches to marketing is that they are often not made easily accessible to undergraduate students. Chris Hackley has done a wonderful job in producing a rigorous text that remedies this situation and makes critical perspectives accessible to all". (Professor Rob Lawson, University of Otago). Does marketing really work for organizations, managers and citizens? How can marketing management be studied and practised critically? This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum, Chris Hackley has produced an indispensable supporting text for upper level, undergraduate and postgraduate Marketing courses. A wide range of issues are covered including: historical origins and influences in marketing; introduction to the concepts of Critical Theory; marketing 'orientation' and the marketing 'mix'; critique of marketing principles; marketing and strategy; the role of research in marketing; marketing and managerial ideology; and marketing ethics. Each chapter includes Chapter Review questions, Case studies reflecting issues in the chapters, along with supporting case questions and reflections, as well as stimulating practical examples.
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