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Catalogue complet

Create effective video marketing to stand out from a sea of content, connect with your audiences and boost brand awareness and sales.

Mowat J: Video Marketing

Video Marketing

Create Engaging Video Campaigns to Drive Brand Growth and Sales

Section - ONE: Video marketing strategy - An introduction; Chapter - 01: What is video marketing?; Chapter - 02: Why video marketing works; Chapter - 03: Understand your audience; Chapter - 04: Video types and platforms; Section - TWO: Creating great videos; Chapter - 05: The basics of video marketing; Chapter - 06: Planning effective video campaigns; Chapter - 07: Storytelling and creative that changes behaviour; Chapter - 08: Activation, measurement and testing; Chapter - 09: Buying media space on ad networks and social media; Chapter - 10: The dark underbelly of video advertising - How to avoid losing money; Section - THREE: DIY video projects; Chapter - 11: Filming and editing; Chapter - 12: Filming on a smartphone and DSLRs; Section - FOUR: Creating effective video campaigns; Chapter - 13: Steps 1 and 2 - Where your brand content is now and setting goals; Chapter - 14: Step 3 - Content planning and programming strategy; Chapter - 15: Step 4 - Building the perfect content hub; Chapter - 16: Step 5 - Creating high-volume video content - And making it easy; Chapter - 17: Step 6 - Multi-video campaign activation and testing (how to grow ROI)

The Business of Pitching will be the first major work looking at how business pitches for the Public Relations industry are conceived, planned, delivered and assessed. The PR industry is now worth in excess of £13bn and employs around 85,000 people in the UK alone. This practical, yet academically referenced, five-part guide takes the reader through a carefully conceived process for successful pitching. Throughout fifteen real life case studies amplify the main learning points. Examples range from multi-national corporations to NGOs. The authors' expertise is based on their business and coaching skills, and is enriched with their knowledge of relevant, contemporary multi-disciplinary literature.

The Public Relations Perspective

The Business of Pitching

How to Set Up Your Organization to Deliver Success

The Delivery Manifesto

Routledge Research in Strategic Management

Strategic Foresight in Business

How the rise of AI agents--and other forms of autonomous intelligence--will transform every aspect of how companies create value and compete.Companies have long operated with a basic assumption: intelligence is scarce. Talent is limited, expertise is expensive, and good judgment is hard to scale. But that world is ending.AI agents are bringing a new form of labor into the enterprise--one that can work autonomously, learn continuously, and scale instantly. Their embodied counterparts, from drones to humanoid robots, are doing the same in the physical world. Together, these systems are introducing a new economic reality: cognition is becoming cheap, elastic, and abundant.In Abundant Intelligence, Deloitte's Nitin Mittal and futurist Mike Walsh show what happens when intelligence becomes cheap and widely available. Drawing on inside access to the people leading AI transformations at the world's most powerful companies, they uncover how this shift is challenging every assumption about strategy, productivity, and leadership, and what organizations must do now to stay ahead.As abundance becomes the new normal, the leader's job shifts from collecting intelligence to directing it. Those who learn to harness this expanding workforce of digital labor will unlock new levels of speed, creativity, and advantage. For everyone else, the gap will widen fast.

How Digital Labor Will Rewrite the Rules of Business

Abundant Intelligence

This essential textbook will equip students to understand core marketing principles through the lens of real-world AI applications. Artificial Intelligence in Marketing by Kshitij Bhoumik is ideal for upper-level undergraduate and postgraduate students taking modules in AI in Marketing and Digital Marketing as part of their Marketing degrees. This textbook bridges the gap between technical possibility and marketing purpose, empowering future marketers to shape the technology, not just adopt it. This textbook includes: - Foundational marketing principles - The role AI plays in enhancing marketing techniques and strategies from using Generative AI to create new campaigns to how AI can be used to spot trends in social media - Real-world examples from global brands such as Bloom &amp; Wild, Monzo, Heinz, Glossier and Duolingo to help students apply theory to practice - Critical ethical questions and debates in each chapter, challenging students to consider issues such as bias, fairness and regulation -Twelve chapters structured around 12-weeks of teaching with activities and pedagogical features to match classroom needs and engage student with real-world technologies and tools

Theory, Ethical Practice and Strategy

Artificial Intelligence in Marketing

Afterword by Len DeCandia, former Chief Procurement Officer, Johnson &amp; Johnson and&nbsp;Estée Lauder, and former Chief Supply Officer, Roche NA Featuring an essay by Packy McCormick, writer and investor, Not Boring Leverage AI and robotics to transform industries, launch new business models, and dominate markets The Predictive Enterprise: How Superhuman Supply Chains Transform Global Business digs deep into the exciting business opportunities created by a new kind of supply chain-one powered by AI and autonomous technologies-to deliver an exponential increase in productivity and throughput. From superintelligent humanoid robots, to sensorized loading docks, to autonomous and AI-augmented supplier negotiations, to predictive materials management, this book covers all aspects of superhuman supply chains within the context of larger global enterprise digital transformations. Drawing from interviews with Global 2000 executives and real-world case studies at companies like Chevron, Standard Industries, Koch Industries, as well as Amazon, Walmart, and Tesla, this book delivers key insights on: <ul> <li>Autonomous distribution centers, humanoids, self-driving everything, including drone swarms, and more</li> <li>Leapfrogging and retrofitting legacy infrastructure, systems, facilities, and workforces for exponential gains</li> <li>Third party AI risks for large enterprises and AI governance for supply chain teams, including challenges associated with security, privacy, and data governance</li> <li>The role of simulations in disaster response, including extreme weather events, geopolitical conflicts, trade wars and other supply disruptions and how AI is boosting resiliency and agility</li> <li>Dealing with social anxiety around job loss and replacement and overcoming naysayers, by creating a Ready-Aim-Fire game plan to test-and-learn and iterate quickly and continuously to nail and scale big wins from superhuman supply chains</li> </ul> The Predictive Enterprise is a timely, essential read for a global audience of business executives seeking to capitalize on the autonomous technologies that are quickly reshaping the world of global business as supply chains grapple with an adversarial US-China geopolitical landscape and increasingly are being asked to absorb the impact of disruption events without adding headcount.

How Superhuman Supply Chains Transform Global Business

The Predictive Enterprise

Retail Marketing in the Modern Age explores contemporary concepts and strategies essential to building successful retail brands globally. The book captures the essence of modern retail marketing by examining both traditional and extended elements of the retail mix in today's dynamic, evolving business environment. It provides a comprehensive understanding of how digital transformation, driven by technologies such as AI, ML, VR, AR, IoT, Blockchain, cloud computing, and data analytics, along with advanced PoS systems, CRM platforms, ERP systems, and RFID technology is reshaping integrated marketing communication, brand campaigns, merchandise management, category management, assortment planning, personalization, and the shopping experience, reflecting the purpose and promise of a brand.Focusing on emerging trends, the book explores new formats and business models, with emphasis on omni-channel retailing and its key constituents. It also addresses the tangible and intangible aspects of retailing, offering insights into how to achieve deeper customer engagement and patronage loyalty. It provides an in-depth overview of contemporary retail design elements, store ambiance, visual merchandising, planograms, and fixtures. Latest, practical insights on Human Resource Management, managing luxury brands, building curated Private Label Brands, mall operations, location strategies, Public Relations, influencer marketing, loyalty programs, and sustainability initiatives provide a holistic outlook.Designed for students, researchers, and professionals in Retail Management, Marketing, and Branding, this book combines theory with practical applications. Through real-world examples, case studies, and illustrations, it equips readers with critical skills to navigate the complexities of modern retail marketing.

Retail Marketing in the Modern Age

Use this jargon-free, step-by-step guide to create an agile, customer-centric marketing strategy and unlock the full capability of data and analytics.

Leverage Analytics, Data and AI to Optimize Marketing Strategies

Marketing Metrics

Apply entrepreneurial thinking to build sustainable marketing strategies in resource-limited environments. Principles of Entrepreneurial Marketing by Paul Booth and Zach Thompson is designed for undergraduate and postgraduate students studying marketing, entrepreneurship and small business management. Aligned to core modules in entrepreneurial marketing and venture creation, this textbook equips students with the fundamental knowledge and applied skills required to design effective marketing strategies in start-up and growth-focused contexts. This textbook provides a structured framework that guides students through identifying market opportunities, developing new ventures and crafting marketing strategies that support sustainable growth. From understanding the customer journey to developing pricing strategy, brand purpose and digital presence across ecommerce platforms and social media, this book connects theory directly to entrepreneurial action. This textbook includes: - A step-by-step entrepreneurial marketing framework with defined learning deliverables - Guidance on pricing, digital marketing, customer journey mapping and growth planning - Activities such as building a content calendar, planning an ad campaign and developing a brand identity kit - Real-world examples and entrepreneur interviews linking theory to venture creation, including from BigBelly (USA), Inspired Bicycles (UK), Pauline Cosmetics (Kenya) and Mecado Libre (South America) &gt;Whether studying marketing, entrepreneurship or preparing to launch a venture, Principles of Entrepreneurial Marketing provides students with the strategic tools and practical confidence to build innovative, market-driven businesses.

Strategy and Applied Practice

Principles of Entrepreneurial Marketing

Project Stakeholder Engagement provides concepts and frameworks that can help the reader gain insights into a project's stakeholders, and how to engage them. It also gives suggestions for how to identify and understand stakeholders, and how to create an engagement plan with communication and other activities.Readers will gain essential skills to drive project success by learning to systematically analyse stakeholders and develop targeted engagement strategies. The book delivers these benefits through research-based frameworks illustrated with real-world examples, mini-cases highlighting key concepts, and comprehensive case studies bridging theory and practice. Written primarily for undergraduate and postgraduate students in project management and business administration, this book is equally valuable for practising project managers, consultants, and executives seeking to enhance their stakeholder engagement skills. It's particularly relevant for courses in project management, project stakeholder engagement, and value creation.Supporting materials include PowerPoint slides summarizing key frameworks and an instructor's manual with teaching notes for case studies, facilitating effective classroom discussion and application of the book's principles.

Analysis, Involvement, and Communication

Project Stakeholder Engagement

Revealing Corporate Brands

Video Marketing

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