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The essential steps you need to take to set your digital strategy and get it right first time

The essential steps you need to take to set your digital strategy and get it right first time

Smith J: Digital Marketing for
Businesses in Easy Steps

Digital Marketing for Businesses in Easy Steps

<ol><li>Introduction to digital marketing</li><li>Content is king</li><li>Blogging</li><li>SEM &amp; SEO</li><li>The customer journey</li><li>Customer profiling</li><li>Marketing automation</li><li>Building landing pages that convert</li><li>Optimizing your website</li><li>Instagram</li><li>Facebook</li><li>Twitter</li><li>LinkedIn</li><li>Pinterest</li><li>Google Analytics</li></ol>

Uncover the psychological shortcuts that shape every decision you make - and learn how to use them in business. Voted #1 in the BBH World Cup of Advertising Books Winner of the Sales and Marketing Category at the Business Book Awards Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research. Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing. 'Actionable, memorable and powerful' - Seth Godin, bestselling author of This is Marketing Now part of the Harriman House Essentials Collection, a series showcasing the very best of business and finance books.

Harriman House Essentials

The Choice Factory

An indispensable guide to dealing with disasters from one of today's foremost thinkers in crisis management, now updated with a new afterword "In a world marred by preventable miscalculation, Juliette Kayyem's The Devil Never Sleeps provides a playbook for making it out alive." -The New Yorker The future may be unpredictable, but nowadays, disasters are not. We live in a time of consistent catastrophe, where things more often go wrong than right. So why do we still fumble when crisis strikes? In The Devil Never Sleeps, Juliette Kayyem outlines a radical new way to prepare for disasters. Traditional principles of crisis management, focused on preventing disasters, are no longer viable. We need a forward-thinking approach that allows us to respond, recover, and build more resilience when crisis occurs. Drawing on her experience in national security and assessing real-life examples-from natural disasters like the California wildfires to human-made ones like airplane collisions-Kayyem identifies common lessons that can be implemented now to limit harm in the future. The Devil Never Sleeps is an essential guide for developing strategies that actually work in the face of perpetual catastrophe.

Learning to Live in an Age of Disasters

The Devil Never Sleeps

For&nbsp;today's&nbsp;aspiring&nbsp;leaders,&nbsp;lessons&nbsp;in&nbsp;leadership&nbsp;from legendary Black CEOs Beginning in&nbsp;the late 1990s, a handful of&nbsp;executives&nbsp;rose to become&nbsp;some of the first Black&nbsp;CEOs&nbsp;ever to lead&nbsp;Fortune&nbsp;500&nbsp;powerhouses:&nbsp;Ken Chenault at American Express,&nbsp;Dick Parsons at Time Warner,&nbsp;John Thompson at Symantec,&nbsp;Ursula Burns at Xerox, and&nbsp;Frank Raines at Fannie Mae. In&nbsp;Trailblazers,&nbsp;organizational advisor and&nbsp;journalist&nbsp;Roger O. Crockett&nbsp;recounts the&nbsp;inspiring stories of these titans&nbsp;and&nbsp;relates&nbsp;their hard-won lessons&nbsp;for&nbsp;achieving&nbsp;greatness&nbsp;amid the stunning lack of racial equity that still plagues us today.&nbsp;These trailblazers&nbsp;share&nbsp;an&nbsp;extra&nbsp;dose of&nbsp;resolve and grit, the key to their&nbsp;success despite the&nbsp;difficulties they tackled as Black leaders-what Crockett calls the "alpha-plus" mentality.&nbsp;Trailblazers&nbsp;also&nbsp;homes in&nbsp;on a specific quality that each&nbsp;wielded&nbsp;on their path to the top-from a&nbsp;belief in the power of&nbsp;authentic identity, to&nbsp;a commitment to compromise, or&nbsp;a performance mindset-and offers readers&nbsp;guidance&nbsp;on how to&nbsp;cultivate these qualities&nbsp;in&nbsp;themselves. The&nbsp;members of this group&nbsp;have enlightening perspectives on what it takes&nbsp;for&nbsp;not just&nbsp;Black leaders&nbsp;but any leaders&nbsp;to&nbsp;make it&nbsp;today.¿Their&nbsp;voices&nbsp;are needed now more than ever.

Lessons in Leadership from Legendary Black Ceos

Trailblazers

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

A cultural journey through the world of fragrance, weaving together ancient tradition and modern artistry to tell the untold history of our favorite perfume trends of today. Scent’s grip on how we feel and what we remember is distinct from our other senses. Unlike sight, sound, taste, or touch, smell bypasses the brain’s central relay, going straight to the limbic system where we process emotions and store memories. This means that a single whiff of perfume can instantly evoke nostalgia, moving us in ways we cannot always explain. Perfume has fascinated every civilization for millennia, evolving from a tool for ancient rituals to a $50 billion global industry. But long before France bottled its fame, Arabia perfected the art of scent—not just as a measure of beauty and attraction but also as a display of power. Yes, Chanel revolutionized fragrance with No. 5, Guerlain’s Shalimar reshaped how the East was imagined, and Tom Ford’s Oud Wood brought the scented wood to the streets of London, Paris, and New York. But places like the Arab gulf, North Africa, East Asia, which gave the world much of these ingredients and techniques, have been written out of their own history. Based on months of on-the-ground reporting across four continents, Egyptian American journalist Ola Salem provides a first-hand account of the perfume monopoly, interrogating the “fraghead” revolution, debunking industry stereotypes, and examining what the future of fragrance will look like. From Cleopatra’s perfume factories to the modern-day Sephora counter, from the jasmine fields of Egypt to the frankincense trees in Oman, Salem takes readers on an immersive cultural journey to shine a light on the oft-overlooked corners, cultivators, and creators of the fragrance world.

Scent, Power, and Empire

The Lost History of Perfume

Practical frameworks to identify and survive the risks most acquisition books ignore In Bad Apple: An Insider's Guide to Navigating the Challenges of Small Business Acquisition, engineer turned small business owner Kinza Azmat reveals what actually happens after a small business acquisition closes, when debt is personal, financials prove unreliable, and the assumptions behind the deal begin to break. Grounded in her own multi-million-dollar acquisition, this book exposes the structural blind spots that cause deals to fail. Bad Apple moves beyond valuation to focus on buyability and survivability. Through narrative and battle-tested frameworks, it addresses information asymmetry, misaligned broker incentives, weak diligence standards, and hidden operational risk. Readers learn to assess owner-business fit, identify red flags before closing, triage post-close chaos, and decide whether to fix, hold, or exit. Readers will also find: <ul> <li>A lived case study of a government-backed service company acquisition showing how predictable failures unfold after closing day</li> <li>Frameworks for recognizing information control by sellers, brokers, and lenders whose incentives conflict with the buyer's interests</li> <li>Practical tools to distinguish fixable operational problems from terminal ones before committing additional capital to a failing deal</li> <li>Guidance on managing personal exposure tied to acquisition debt, including when to exit based on fundamentals rather than sunk costs</li> <li>Methods to evaluate toxic workplace culture and operational fragility, two risks that destroy value faster than any financial issue</li> </ul> Written for acquisition entrepreneurs, first-time buyers, and current owners navigating pre- or post-acquisition stress, Bad Apple is equally relevant to advisors operating amid a historic wealth transfer who need clearer frameworks for evaluating risk, capital allocation, and long-term business sustainability.

An Insider's Guide to Navigating the Challenges of Small Business Acquisition

Bad Apple

Eminent political economists Ian Budge and Paul Whiteley make a forceful case for bringing the state back into economic planning for better economic and political outcomes. They do so primarily by calling attention to the shortcomings of axiomatic, neoclassical economic theorizing, which makes normative assumptions about how economic actors ought to behave without considering how they actually behave thanks largely to the influence of advertisers and politicians. Revisiting Adam Smith with this in mind, Budge and Whiteley offer original, alternative understandings of individual and collective decision-making; the difference between national economies and "the economy"; the state's role in the provision of public goods; the state's role in dealing with risks, uncertainties, and externalities such as climate change; and the very notion of "supply and demand," which they reconceive as supply-then-demand. The end result is a more robust explanatory model of economics coupled with a normative case for the governance of public goods and markets. All this adds up to a major intervention into the question of how societies organize the extraction and allocation of resources to meet the needs of their constituents.

A Political Theory of Economies and Markets

Public Supply and Demand

A Memoir of Hollywood Heartbreak, Hard Passes, and Non-Vegan Deliciousness

Ice Cream Man

&nbsp;What separates managers from true leaders?After more than three decades leading teams at some of the world's most influential companies, including Microsoft and Samsung, Harry Patz Jr. has learned that leadership is rarely found in organizational charts, management theories, or corporate buzzwords. The most important leadership lessons are often the unwritten ones.In&nbsp;Unwritten Rules of Leadership, Patz shares a practical, witty, and deeply personal guide to leading people, navigating change, and building organizations that thrive. Drawing from real-world experiences in technology, business transformation, sports, history, military leadership, and even classic films, he distills hard-earned lessons into actionable principles leaders can apply&nbsp;

An Insider's Guide to Leading and Managing

Unwritten Rules of Leadership

Every morning, Craig Wahl walks his dog Winston through quiet, tree-lined streets, and every morning, Winston stops, sniffs, backtracks, and finds his own way forward. It is not a straight line. Neither is leadership.The Walk: Leadership When There Is No Finish Line delivers the unpolished truth: Leadership is an endless, messy, and grueling walk where clarity runs out and pressure stays high. Drawing on his own experience navigating bankruptcies and IP lawsuits and scaling a team from eight to nearly three hundred employees, Wahl maps the terrain leaders actually walk: trust rebuilt daily, accountability nobody wants to own, and the quiet endurance required to keep showing up.The Walk bypasses academic theory to address what most leadership guides skip: toxicity without villains, high-performer alignment, and the discomfort of leading outside the room. Through practical tools like the "Failure Audit" and the "Toxicity Response Ladder," executives learn to turn reflection into action."Leadership doesn’t break people because they don’t care enough. It breaks them because they care deeply and no one prepared them for the cost of that care."When corporate doors chain shut and proximity no longer guarantees alignment, only one question remains: What will a leader be remembered for? Step onto the pavement and discover how to keep walking.

Leadership When There Is No Finish Line

The Walk

Series on Innovation and Knowledge Management

Communication And Knowledge Transfer: Theories And Cases In Journalism, Public Relations And Advertising

Build It and They Will Come

Rockstars and Rainmakers

Digital Marketing for Businesses in Easy Steps

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