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Collective D: DAM Digital Asset
Management

DAM Digital Asset Management

Treating the Internet Like Real Estate

Mktg

Understand how artificial intelligence is transforming marketing strategy and practice. Artificial Intelligence in Marketing by Kshitij Bhoumik is designed for upper-level undergraduate and postgraduate students studying AI in marketing, digital marketing and contemporary marketing strategy. Bridging the gap between technical capability and marketing decision-making, this textbook considers how AI supports segmentation, targeting, personalization, content creation and performance analysis. From generative AI in campaign development to predictive analytics and social media trend detection, students explore how AI tools enhance marketing effectiveness while maintaining brand integrity and customer trust. Reflective questions and applied exercises at the end of chapters challenge students to engage with current AI tools to create their own marketing content and strategies. This textbook includes: - Clear explanations of foundational marketing principles applied through AI - Structured ethical debates and critical thinking activities in every chapter - Real-world examples from global brands such as Bloom &amp; Wild, Monzo, Heinz, Glossier and Duolingo to illustrate how theory translates into measurable business outcomes - Additional online resources to encourage ongoing learning of new developments and debates in AI Whether preparing for assessment or building future-ready marketing expertise, Artificial Intelligence in Marketing provides students with the analytical skills and strategic confidence to apply AI responsibly and effectively in modern marketing practice.

Theory, Ethical Practice and Strategy

Artificial Intelligence in Marketing

This popular textbook offers a broad and accessible introduction to the building blocks of modern finance: financial markets, institutions and instruments. Theory is blended with real-world data, cases and numerical worked examples to offer a broad and accessible introduction to the building blocks of modern finance in the 5th edition of Finance and Financial Markets. The book features assessment and self-test resources to help support students and lecturers, as well as extensive discussion of regulatory developments, case studies involving FinTech and Brexit and fully updated data. An updated companion website is also available which offers lecturer slides and multiple choice questions. This new edition has updated data and cases throughout, ensuring that it is as up-to-date as possible in this fast-moving area. New material has been introduced relating to environmental, social and governance (ESG) factors, emerging markets and sustainable finance. The opening five chapters provide an introduction to the world of finance and cover the basic theory relating to the operation of financial institutions and the domestic and offshore (Eurocurrency) money markets. Chapters 6 to 10 deal with both the theory and practice relating to capital markets. The theory covers areas such as portfolio diversification, the capital asset pricing model, the Gordon growth model and the efficient market hypothesis, while the practice looks at the domestic and international bond markets and equity markets. After an examination of the foreign exchange market and forward markets, the final chapters of this comprehensive textbook cover derivative instruments, financial innovations and, as a closing reflection, financial regulation. Finance and Financial Markets is ideally suited to students at all levels who take economics, business and finance courses, as well as for those who want to understand the workings of the modern financial world.

Finance and Financial Markets

Sell

Develop culturally intelligent marketing strategies for a digitally connected global marketplace. International Marketing is designed for postgraduate marketing students studying International Marketing and International Marketing Strategy. This textbook equips students with the theoretical frameworks and applied tools required to design, implement and evaluate marketing strategies across borders in an increasingly digital and regulated environment. Sue Ollerhead explores how brands can enter, compete and grow internationally while remaining culturally sensitive, legally compliant and strategically coherent. This book integrates core international marketing theory with practical application, covering market entry strategies, dynamic pricing, cross-border brand positioning and digital platform management. Students examine how organizations adapt products and services to meet local market needs while maintaining universal quality standards, sustainability commitments and ethical responsibility. Legal and regulatory considerations are embedded throughout, alongside discussion of environmental impact, societal expectations and global governance frameworks. Real-world examples from Coca-Cola, Depop and MPesa illustrate how international marketing decisions influence long-term brand performance and customer relationships across diverse markets. This textbook includes: - Guidance on digital international marketing, including market entry, pricing and cross-border brand strategy - Chapter overviews, key learning outcomes, key concept boxes and exercise questions - Online resources including lecture slides and a lecturer's manual with exercise answers - Strategic insights and analysis on operating effectively within international environments

Utilize a Digital Approach in International Marketing Strategies

International Marketing

Scam World

Leading experts on greenwashing offer a playbook for achieving competitive advantage by combatting misleading claims and building trust. Greenwashing has reached epidemic proportions, and consumer confidence in business sustainability commitments is falling. Those most affected by greenwashing are genuine green firms, and companies truly committed to sustainability goals can find it hard to communicate their commitments and distinguish themselves in this sea of greenwash. These companies need to confront their rivals head on to win the trust of stakeholders. From Greenwash to Green Trust offers a new paradigm for how to gain and maintain competitive advantage in a world of exaggerated green claims. &nbsp;&nbsp;Building on more than a decade of research on greenwashing, Tom Lyon and Wren Montgomery offer a three-step approach for companies determined to rise above their greenwashing competitors:&nbsp;&nbsp; <ul> 	<li> 		Understand why trust has been broken: First, learn how greenwashing works, and hurts, in today's world.&nbsp;&nbsp; 	</li> 	<li> 		Build trust: Then, look in the mirror, acknowledge your own shortcomings, and substantiate your company's commitment to sustainability goals. 	</li> 	<li> 		Leverage trust: Finally, create powerful relationships to outcompete greenwashers and turn integrity into lasting advantage. 	</li> </ul> In the end, the message of From Greenwash to Green Trust is a positive one. While there are plenty of businesses doing the "right" thing on sustainability, with this novel strategic approach to beating greenwashing, businesses can center transparency and trust—to restore consumer confidence and support rapid growth.

How Honest Firms Win in a World of Spin

From Greenwash to Green Trust

Independent, inflation-targeting central banks were supposed to deliver stable prices, financial stability and lasting prosperity. Instead, they have presided over financial crises, stagnant growth, rising inequality and the return of inflation. Yet policymakers and politicians have proved remarkably reluctant to challenge the orthodoxy. Why has this model proved so resilient-and what should replace it? In The Gods That Failed, economist Josh Ryan-Collins argues that today's macroeconomic policy framework rests on five powerful myths that have shaped economic thinking since the 1980s. From the "natural" rate of interest and the management of inflation expectations to efficient financial markets and the taboos surrounding fiscal dominance and credit policy, these ideas continue to constrain policymakers even as the evidence against them becomes overwhelming. Blending colourful economic history, cutting-edge research and vivid real-world examples, Ryan-Collins opens-up the often opaque and technocratic world of monetary and financial policy for a wide readership and illustrates its fundamental flaws. At a time of repeated economic and financial shocks, ecological breakdown and geopolitical instability, The Gods That Failed argues that rebuilding our economies will require a wholesale rethinking of how central banks, governments and financial institutions work together to manage money, credit and the macroeconomy.

Rethinking Central Banking and Macrofinancial Policy for the Age of Polycrisis

The Gods that Failed

How Creators Can Build Brands and Drive Sales

Creator Marketing & Commerce Media

The Growth Strategy Your Competitors Cannot Copy

Your Business Is Your Story

Deliver proven, data-led marketing performance and leadership insight across the modern marketing organization. In the fully updated second edition of Marketing Metrics by Christina Inge, marketing leaders gain the strategic tools needed to build enterprise-grade, data-powered marketing strategies that deliver measurable business results. Written for CMOs, marketing directors and senior analytics leaders, this authoritative guide shows how to translate marketing metrics, data and analytics into informed decision making, stronger governance and clear financial impact. Featuring new content on AI-powered marketing metrics and enterprise analytics capability, this book equips senior professionals with the frameworks and models required to embed measurement into marketing leadership and long-term strategy. You will learn how to: - Implement a data-first marketing strategy aligned with business outcomes - Measure channel, campaign and brand ROI with confidence - Apply AI-powered metrics including predictive customer lifetime value - Build enterprise analytics capability and AI-ready marketing teams &gt;Supported by real-world examples and practical strategic models, this book provides senior marketing leaders with the tools to strengthen accountability, guide investment decisions and deliver measurable marketing performance at scale. Themes include: marketing metrics, marketing ROI, data-driven marketing strategy, AI in marketing analytics, customer lifetime value, marketing leadership

Leverage Analytics, Data and AI to Optimize Marketing Strategies

Marketing Metrics

DAM Digital Asset Management

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