Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools.Written by two highly experienced digital marketing consultants, the book shows you how to:Draw up an outline integrated digital marketing planEvaluate and app...

This newly updated, carefully structured accessible textbook provides students and practitioners with the skills they need to deliver successful marketing communications in today's fast-changing hypercompetitive markets.The eighth edition of Marketing Communications continues to be a core resource covering all aspects of marketing communications from the planning stages and implementation to measuring data and campaign performance. Explore...

Learn the techniques and applications of marketing communications in a European contextMarketing Communications: A European Perspective, 7th Edition, by De Pelsmacker, Geuens and Van Den Bergh provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. This book provides in-depth coverage of consumer behaviour and branding foundations of marketing communications, an...

Shopper Marketing explores the subject of shopper marketing, which takes places in the store, aiming to turn shoppers into buyers, at the point of purchase. The goal of shopper marketing is to influence purchase decisions when the shopper is close to the product in the store. Shopper marketing is a relatively new area of marketing, but the financial investments being made in the area are increasing each year. According to surveys, shopper marketing is growing even faster than internet adverti...

It's a fact that companies so far have only scratched the surface of what can be achieved with social media.Whatever continent, industry, company size, current degree of social media adoption or your job title, the purpose of this book is to inspire you to see how you can raise the bar further to reap new rewards. It will give you the tools to make a difference to your organisation's social media strategy development and delivery going forward.In addition it will also give ...

Thoroughly revised to reflect the major trends impacting contemporary marketing, the 8th Edition is packed with examples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.New coverage and fresh examples throughout the text addressing the latest developments in customer engagement tools, practices and developments including real time research and customer co-creation product devel...

Use this 4th edition to gain insights from the experiences of marketers worldwide and apply your knowledge to develop a marketing plan of your own. Chapters guide you through researching your market, analysing your competitive situation, objectives setting and deciding on marketing strategies to develop a creative, effective marketing plan for any product.The full text downloaded to your computerWith eBooks you can:search for key concepts, wor...

Adam Bock is a research academic, serial entrepreneur, and professional financier and venture consultant. As an academic, he has studied business models globally, from the US and UK to Russia and India, and has published highly cited articles about business models, including the first large-scale global study of business model innovation. As Senior Lecturer in Entrepreneurship at The University of Edinburgh, he teaches and has taught courses on business models to hundreds ...

For undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.Understand and formulate rigorous marketing strategies and differential advantage in today’s marketplaceMarketing Strategy and Competitive Positioning, 7th Edition, by Hooley, Nicoulaud, Rudd and Lee provides a deep understanding of the process of developing and implementing a rigorous m...

Social Media Marketing: preparation, consumption, and hangover prevention is a textbook focused on strategically examining social media advertising in 2023. Content focuses on the history of social media and marketing, consumer behaviour/social media's effect on society, and the role of influencers in social media marketing.This is followed by a platform-by-platform examination of best practices in organic and paid advertising for eight of the major social media pl...

The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice. Providing a critical insight into how brands engage audiences, Fill and Turnbull continues to be the definitive marketing communications text for undergraduate and postgraduate students in marketing and related fields.The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Througho...

Research shows that consumer conversations, client happiness and empowered employees are the pillars of growth in a successful company. However, many organizations make decisions that contradict these findings and hamper their prospects of expansion.The Conversation Company will help your organization become a business in which people are the key driver of growth, sharing engaging content and building the company's culture and business objectives. People n...