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Big Data Marketing Strategies for
Superior Customer Experience

Big Data Marketing Strategies for Superior Customer Experience

"SELL," 8th Edition helps you build the professional selling skills valued in today's marketplace. Updated and streamlined content covers the latest sales concepts, industry practices, and technologies, including the role of artificial intelligence in the selling process. Learn how to build customer relationships through storytelling, customer engagement, customer experience strategies, ethical decision-making, and virtual selling techniques. Real-world case studies, role-play activities, and end-of-chapter case studies help you apply key concepts to real-world sales challenges. Cengage's learning platform, MindTap, supports your learning experience by providing you with instant access to course content, quizzes, homework, study tools, and more.

Sell

This book addresses the theoretical and practical dimensions of digital trade amid the rapid global expansion of the digital economy. Structured around the themes of “digital trade models – ecosystems – integrated services – global governance,” this book provides a clear and comprehensive overview of key concepts, operating mechanisms, and future trends in digital trade. Going beyond traditional approaches that focus on e-commerce or cross-border online retail, the book adopts a broader and forward-looking perspective to include topics such as digital content trade, data trade, and digital services trade. It also integrates key enabling sectors including smart manufacturing, digital payments, intelligent logistics, and overseas warehousing, presenting readers with a holistic picture that connects both theoretical foundations and real-world practices.Shuzhong Ma
 is a Professor at the China Academy of Digital Trade, Zhejiang University, China.
 Jiwen Guo
 is an Associate Professor at the School of Economics &amp; Trade, Hunan University, China.
 Gangjian Pan
 is a Lecturer at the School of Economics, Huazhong University of Science and Technology, China.
 Fangqing Pu
 is a Lecturer at the School of Economics and Management, Zhejiang Sci-Tech University, China.
 Yuxi Chai
 is an Associate Research Scientist at the Donghai Institute, Ningbo University, China.

Digital Trade

WSPC (US)

SERVICES MARKETING (10TH ED)

This book offers a multidisciplinary analysis of the technologies that are transforming financial services, markets, and regulation. It examines the rise of digital payments, peer-to-peer lending, challenger banks, blockchain, big data, cybersecurity, and artificial intelligence. It aims to bridge the gap between theoretical knowledge and practical application while also offering guidance on how individuals, businesses, and financial institutions can leverage fintech innovations to their advantage. Not only does it discuss the current fintech trends but also explores future developments and potential disruptions in the financial sector. In an era where fintech is transforming traditional finance, this book addresses the growing need for accessible, up-to-date, and reliable information on the subject. It will be an essential resource for academics, researchers, students, and practitioners seeking to navigate the ever-evolving financial landscape.Brian Lucey&nbsp;
 is a Professor of International Finance at Trinity Business School, Ireland. Professor Lucey has worked as a statistician in the Department of Health and as an economist in the Central Bank.&nbsp;He has studied at graduate level in Canada, Ireland, and Scotland, and holds a PhD from the University of Stirling.
 Vincenzo Verdoliva
 is Professor of Finance at Pegaso Digital University, Italy. His main research interests include market liquidity, credit risk and financial distress, initial public offerings and venture capital, FinTech and digital transformation, lending, and relationship banking. He also serves as an Associate Editor of 
 The European Journal of Finance
 .

The Innovations Reshaping the Financial Landscape

The FinTech Frontier

Mktg

The need for resilience at organisational, department and individual level has never been greater. Geopolitical conflict, climate change, supply chain disruption and political instability are just a handful of the risks that leaders must mitigate to ensure stable business operation and optimum effectiveness. Project resilience refers to the ability of a project or initiative to anticipate, adapt and recover from unexpected challenges, disruptions or uncertainties. It involves the capacity to withstand shocks, maintain functionality in the face of adversity, and quickly recover to a stable state. Resilient projects underpin resilient organisations; a resilient organisation produces sustainable competitive advantage. This book offers a structured framework - the Project Resilience Maturity Model - to assess and enhance resilience in organisations. The authors begin by considering different approaches to project resilience, and by identifying potential tensions therein. In the second part, methods of sustaining project resilience are examined, focusing on the perspective of the project manager, personal responsibility and leadership. The latter part of the textbook provides practical tools and applications to assess and enhance project resilience. Throughout, the authors employ a pedagogical framework designed to ensure maximum effectiveness for students and practitioners. Chapters are organised to reflect the evolution of project resilience maturity and concepts are introduced in a sequential order that builds on what has come before, with Key Takeaways summarising each chapter's most critical points. Fictional case studies illustrate how topics can be implemented in a project management setting, while Key and Dormant Tensions highlight potential blind spots. Demystifying complex topics without sacrificing scholarly rigour, Project Resilience provides you with a strategic approach to ensuring projects are well-equipped to withstand uncertainties and adapt to dynamic conditions. It is the perfect textbook to support advanced Project Management and Organisational Resilience courses, and to provide practical methods for leading responsible organisations.

Navigating Tensions from Control to Transformation

Project Resilience

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

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 Playbook for Drama-Proof Leadership

Conflict Without Casualties, Third Edition

Bloomsbury Handbooks

A series of diverse insights from emerging and established researchers contribute to this comprehensive volume. Occupying a cross-disciplinary domain and integrating the respective fields of entrepreneurship and marketing, this edited collection of contributed chapters on Entrepreneurial Marketing presents a range of theoretical, conceptual and empirical insights, future trends and critical evaluations. The Bloomsbury Handbook of Entrepreneurial Marketing begins with a series of reflection chapters written by established scholars on how the field has evolved over their careers and on the multiple schools of thought within current scholarship. This is followed by expert contributions on the current state of the interface, where value is to be gained from a diverse range of topics such as Entrepreneurial Marketing in the era of AI and technological development, sustainability and corporate social responsibility, Entrepreneurial Marketing in unconventional settings, and explorations of the dark side of the subject. The final section looks to the future, highlighting key avenues to facilitate further research and carefully outlining that which scholars can unpack to continue broadening existing knowledge of Entrepreneurial Marketing. A truly international collection of industry-specific insights from researchers in the UK, India, Saudi Arabia, Canada, US, Australia, New Zealand and Finland contribute to this handbook on the past, present and future of the Entrepreneurial Marketing interface.

Big Data Marketing Strategies for Superior Customer Experience

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