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Catalogue complet

Scott David Meerman: Marketing Lessons
from the Grateful Dead

Marketing Lessons from the Grateful Dead

What Every Business Can Learn from the Most Iconic Band in History

Creating Success

Gain essential skills for career development with this concise and comprehensive guide to determining goals, prioritizing tasks and managing your time effectively.

Simple Ways to Take Control, Save Time and Work More Efficiently

How to Organize Yourself

This introductory textbook demystifies the complex field of marketing analytics, taking students on a journey from fundamental concepts to practical insights.

Ideal for undergraduate students, beginning to learn marketing analytics, Principles of Marketing Analytics covers:

- Data collection and measurement
- Customer segmentation and targeting
- Marketing campaign optimization
- Machine learning for marketing
- Forecasting future marketing trends

As well as web analytics, social marketing analytics and exploring the potential of generative AI for A/B testing and customer engagement. Learn how to implement data-driven marketing strategies through practical exercises and valuable insights. Online resources include PowerPoint slides and a guide for lecturers, and in-text features include a glossary, key learning points and real-world examples from companies such as Netflix and Airbnb.

Understand Data-Driven Decision-Making

Principles of Marketing Analytics

How can marketers adapt to and use emerging technologies in their marketing strategies? In this textbook, key technologies and innovations are explored to help students understand and develop impactful and innovative marketing strategies and campaigns.

In today's world where digital platforms and technological advancements are at the forefront, marketers should not only understand these tools but also apply them to create engaging, innovative strategies. Using the comprehensive approach in Marketing Technology, upper-level undergraduate and postgraduate students will be well-equipped to apply the knowledge and skills in developing innovative marketing strategies.

Features include:
- Chapters covering the entire spectrum of modern marketing, from the integration of AI and machine learning to the use of blockchain for transparency and trust in marketing.
- Guidance on how to create immersive customer experiences using AR and VR, optimize campaigns with IoT data, and enhance engagement through voice search, smart speakers and devices.
- Exploration of the latest trends and tools, including programmatic advertising, marketing automation, and neuromarketing.
- Examination of the ethical considerations of using these technologies, ensuring that readers can navigate the complexities of modern marketing responsibly.
- Online resources of lecturer slides, practical tasks and downloadable templates.

Integrating Martech for Transformational Marketing

Marketing Technology

Luxury Marketing provides students with practical insights into marketing luxury brands, incorporating the latest trends including digital innovation, sustainability and globalization.

While luxury is often associated with exclusivity and high value, marketing luxury products and brands requires a nuanced understanding of history, cultural influences and consumer psychology. Luxury Marketing delves into the European cultural and historical significance embedded in luxury and demystifies the sector by bridging the gap between theoretical concepts and practical applications. This textbook is ideal for postgraduate students taking modules in Luxury Marketing and Luxury Brand Management.

Features include: 
- essential definitions and concepts, showing students how to distinguish between 'luxury' and 'premium' brands and their different approaches to marketing.
- guidance on how to integrate both tradition and innovation by exploring time-honoured brand values alongside current trends like sustainability and digital transformation.
- exploration of the psychology behind luxury consumption, how to appeal to preferences of various consumer segments and the importance of creating unique customer experiences. 
- key concept boxes, exercises and review questions, as well as online resources of lecturer PowerPoint slides and instructor manuals.
- real-world examples from global brands such as Shang Xia, Gaggenau and Aman Resorts.

Develop Innovative Marketing Strategies for Luxury Brands

Luxury Marketing

Learn the theory and practice of social media marketing and social media management success with this textbook.

Digital Marketing in a Networked World

Social Media Marketing

Routledge Research in Sustainability and Business

A Playbook for Generating Long-Term Value from Sustainable Practices

Integrating Sustainability and ESG in Private Equity

Through theory and data-driven techniques this postgraduate textbook will help advanced students turn their marketing data into practical insights.

Transform Data into Insights

Advanced Marketing Analytics

Digital marketing within the travel industry can be complex and difficult for marketers to navigate. From ideation to campaign planning, through to execution and measurement, there are many stages for the modern travel marketer to consider.

Digital Marketing for Travel Brands outlines each of the areas that a travel marketer must understand to get the best from the time and money spent on their marketing endeavours. Providing a holistic approach to digital marketing in travel, author Andy Headington explores how to build a robust digital marketing strategy tailored to your business, how to avoid common marketing pitfalls and what the future holds for technology in the travel industry.
 
In an era of unprecedented digital transformation, the travel industry demands marketing strategies that are both innovative and meticulously crafted. Navigating the intricate landscape of digital marketing requires more than creativity-it demands a strategic approach that bridges imagination with measurable results. Packed with real-world examples from brands such as Trip.com, Princess Cruises and Oasis Travel, Digital Marketing for Travel Brands will be your go to guide to help create better marketing plans which will last beyond the latest fad.

Practical Strategies for Effective Marketing

Digital Marketing for Travel Brands

Transform your nonprofit's approach to fundraising with the power of human-centered strategies In Calling All Heroes: Combining the Best of Donor-Centered and Community-Centered Fundraising for Greater Impact, author Tammy Zonker delivers a compelling discussion about the crossroads at which the nonprofit sector finds itself. Here, traditional fundraising approaches are no longer sufficient to tackle the complex challenges of nonprofit organizations and the communities they serve. This book helps fundraisers, nonprofit leaders, and advocates find common ground by uniting around shared values and focusing on human-centered practices that empower communities and build genuine connections. The value of Calling All Heroes lies in its unique mix of donor-centered and community-centered models. It offers practical guidance to enhance nonprofit impact through genuine relationship-building. By embracing these strategies, readers can work towards a future where every mission is fully funded, and communities thrive. Inside the book: <ul> <li>Discover innovative fundraising strategies that unite donor and community objectives</li> <li>Learn how to build and sustain genuine connections in the nonprofit sector</li> <li>Empower your team with the tools to achieve ambitious fundraising goals</li> </ul> Calling All Heroes is an essential read for fundraisers, nonprofit and community leaders, volunteers, and advocates who are eager to make a real difference. By leveraging a human-centered approach, this book equips readers with the inspiration and strategies needed to transform their communities for the better.

Combining the Best of Donor- Centered and Community-Centered Fundraising for Greater Impact

Calling All Heroes

A new operating system for business in the age of AI

Market-Led Growth

Marketing Lessons from the Grateful Dead

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