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  • Sách/Book

  • Digital analytics for marketing

    • Authors: Marshall Sponder (2018)

  • This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices for using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective.
  • Sách/Book

  • Integrated marketing communication : creative strategy from idea to implementation

    • Authors: Robyn Blakeman (2018)

  • This book offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.
  • Sách/Book

  • Ethics in marketing : international cases and perspectives

    • Authors: Patrick E. Murphy (2016)

  • This unique case-book provides students with a global perspective on ethics in marketing and can be used in a free standing course on marketing ethics or marketing and society or it can be used as a supplement for other marketing classes.
  • Sách/Book

  • Enterprise Risk Management : Modern Approaches to Balancing Risk and Reward

    • Authors: Stefan Hunziker (2019)

  • This textbook demonstrates how Enterprise Risk Management creates value in strategic- and decision-making-processes. The author introduces modern approaches to balancing risk and reward based on many examples of medium-sized and large companies from different industries. Since traditional risk management in practice is often an independent stand-alone process with no impact on decision-making processes, it is unable to create value and ties up resources in the company unnecessarily. Herewith, he serves students as well as practitioners with modern approaches that promote a connection between ERM and corporate management. The author demonstrates in a didactically appropriate manner how companies can use ERM in a concrete way to achieve better risk-reward decisions under uncertainty. ...
  • Sách/Book

  • Socio-economic perspectives on consumer engagement and buying behavior

    • Authors: Hans Ruediger Kaufmann (2017)

  • This book provides some insights on new dimensions and emerging contexts on the socioeconomic perspectives on the consumer engagement and behavior and marketing 4.0, consumer information system, surveillance in service encounters, e-commerce. This book demonstrates fundamental concepts on consumerism, consumer boycotts or activism, customer satisfaction and consumption of green products
  • Sách/Book

  • International marketing

    • Authors: Philip R. Cateora (2015)

  • Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 17th edition of International Marketing with their well-rounded perspective of international markets that encompass history, geography, language, and religion as well as economics, which helps students see the cultural and environmental uniqueness of any nation or region. In addition to coverage of technology's impact on the international market arena, the 17th edition of International Marketing features new topics that reflect recent changes in global markets...
  • Sách/Book

  • International marketing

    • Authors: Philip R. Cateora (2011)

  • Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics, Cateora helps students to see the cultural and environmental uniqueness of any nation or region. The 15th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.
  • Sách/Book

  • Innovative teaching strategies in nursing and related health professions

    • Authors: Bradshaw, Martha J (2011)

  • Innovative Teaching Strategies in Nursing and Related Health Professions, Fifth Edition continues to provide nursing educators and other health care professionals with the latest, proven teaching strategies. Newly revised and updated, this new Fifth Edition offers how-to-strategies for incorporating the burgeoning field of technology into the classroom. New topics include Web 2.0 technologies such as blogs and podcasts. Also featured are chapters on Blended Learning and Study Abroad programs, enabling students to gain a more diverse and increased global perspective. Featuring innovative teaching techniques for various learning environments and real world illustrations of the strategies in use, this book goes beyond theory to offer practical application principles that educators can ...
  • Sách/Book

  • Essentials of medical genetics for nursing and health professionals : an interprofessional approach

    • Authors: Gunder McClary, Laura M (2018)

  • Essentials of Medical Genetics for Nursing and Other Health Professionals: An Interprofessional Approach is a concise introduction to genetics clinically applicable to nursing students as well as students in other healthcare professions. The text employs an accelerated approach to understanding the fundamentals of genetics, even those with limited knowledge on the topic will find this a beneficial resource. The content is aligned to the ANA’s Essential Genetic and Genomic Competencies and begins with a review of DNA, RNA, protein synthesis, chromosomes, and inheritance patterns. In addition, it takes a clinical focus on specific diseases and groups of disease processes. Each disease chapter focuses on the molecular basis of the disease, the signs and symptoms of the disease, surveil...