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  • Sách/Book

  • Integrated Marketing Communication

    • Authors: Jerry G. Kliatchko (2020)

  • This volume represents a valuable resource for students, academics (teachers and researchers), and practitioners in the field of integrated marketing communication (IMC). It provides a solid foundation detailing the principles, tenets and practices of IMC, before presenting a step-by-step process of preparing and executing the process for any given brand.
  • Sách/Book

  • Advertising: An integrated marketing communication perspective

    • Authors: George E. Belch (2020)

  • Advertising brings together an author team of highly experienced teachers and industry professionals to produce a learning resource that is both pedagogically sound and reflective of the most current industry practices. This new edition is fully revised to reflect the rapidly evolving advertising industry by beginning from the premise that everything is digital. To introduce students to the power of digital marketing, this edition contains two new chapters on Search and Analytics, which underpin all modern communication systems. A third new chapter on Integration and Synergy demonstrates how these tools can be brought together to form a measurable, customer-focused IMC plan.
  • Sách/Book

  • Strategic management : Theory

    • Authors: Charles W.L. Hill (2015)

  • This leading strategy text presents the complexities of strategic management through up-to-date scholarship and hands-on applications. Topics including corporate performance, governance, strategic leadership, technology, and business ethics. Based on real-world practices and current thinking in the field, the eleventh edition of Strategic management features an increased emphasis on the changing global economy and its role in strategic management.
  • Sách/Book

  • Implementing Enterprise Risk Management : From Methods to Applications

    • Authors: James Lam (2017)

  • While Enterprise Risk Management: From Incentives to Controls, Second Edition focuses on the "what" of ERM, Implementing Enterprise Risk Management: From Methods to Applications will help you focus on the "how." Together, these two resources can help you meet the enterprise-wide risk management challenge head on—and succeed.
  • Sách/Book

  • Business data science

    • Authors: Matt Taddy (2019)

  • Use machine learning to understand your customers, frame decisions, and drive value The business analytics world has changed, and Data Scientists are taking over. Business Data Science takes you through the steps of using machine learning to implement best-in-class business data science. Whether you are a business leader with a desire to go deep on data, or an engineer who wants to learn how to apply Machine Learning to business problems, you’ll find the information, insight, and tools you need to flourish in today’s data-driven economy.
  • Sách/Book

  • Enterprise risk management : advances on its foundation and practice

    • Authors: Terje Aven (2020)

  • Enterprise Risk Management: Advances on its Foundation and Practice relates the fundamental enterprise risk management (ERM) concepts and current generic risk assessment and management principles that have been influential in redefining the risk field over the last decade. It defines ERM with a particular focus on understanding the nexus between risk, uncertainty, knowledge and performance. The book argues that there is critical need for ERM concepts, principles and methods to adapt to the latest and most influential risk management developments, as there are several issues with outdated ERM theories and practices; problems include the inability to effectively and systematically balance both opportunity and downside performance, or relying too much on narrow probability-based perspe...
  • Sách/Book

  • International marketing

    • Authors: Philip R. Cateora (2020)

  • Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 18th 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. The dynamic nature of the international marketplace is reflected in the number of substantially improved and expanded topics in this 18th, including the following over 100 new academic articles and their findings.
  • 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.