Language : English
Published : 2018
Pages : 326
Digital Marketing 3rd Edition
As in the previous editions of this book, whilst strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Digital Marketing: A Practical Approach provides a step-by-step guide to implementing the key aspects of online marketing. Similarly, although primarily aimed at an academic market, the practical – rather than purely theoretical – nature of the book means that it will be equally useful in both training and self-learning scenarios. After reading this book – and completing the exercises within it – the reader will be equipped to undertake any digital marketing role within a variety of organizations. The practical case-study exercises – based on theory and recognized good practice – will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives. A key aspect to this digital marketing book is the use of a number of bespoke case studies that are designed to make clear how the impact of each online application varies between organizations and markets. For each section of every chapter there is a case study question that is pertinent to that subject – though readers are welcome to switch case studies for each question if they so wish, or even substitute their own organization. This makes the book an excellent text for work-based learning programmes such as Degree Apprenticeships. As the subject has evolved in recent years, so too has the structure of the third edition of this book. The book is now in two distinct parts. Part I considers the environment in which digital marketing is practised, digital buyer behaviour and has a chapter that includes sections covering strategic digital issues such as content marketing, attribution, influencers and digital marketing objectives. Part II replicates the successful structure of the first two editions of the book by having chapters devoted to the key elements of operational digital marketing. Essential updates made necessary by both technology and consumer behaviour are made to all elements, but specifically to programmatic advertising and marketing on social media. There is also the addition of a chapter devoted to e-metrics and online analytics. Online support and subject updates that both compliment and enhance each chapter’s content can be found on the author’s website at AlanCharlesworth.com/DigitalMarketing.
A new approach to learning the principles of management, MGMT 2 is the second Asia???Pacific edition of a proven, innovative solution to enhance the learning experience. Concise yet complete coverage supported by a suite of online learning aids equips students with the tools required to successfully undertake an introductory management course. Paving a new way to both teach and learn, MGMT 2 is designed to truly connect with today’s busy, tech-savvy student. Students have access to online interactive quizzing, videos, podcasts, flashcards, case studies, games and more. An accessible, easy-to-read text along with tear out review cards completes a package which helps students to learn important concepts faster. MGMT 2 delivers a fresh approach to give students what they need and want in a text.
Dowling et al is a rare instance of a textbook that has developed alongside the field – helping to shape what it is today – and remains the market leading IHRM textbook worldwide. The international author team have ensured this edition is even more international than its predecessors, whilst also remaining close to curriculum developments. New edition changes include a streamlined chapter structure and a new chapter on the cultural context of IHRM. The focus on expatriates has been balanced with a stronger global management emphasis throughout. The content also reflects the current economic climate, including greater coverage of turbulence for IHRM and issues of employee separation. There is also expanded coverage of business ethics, outsourcing, emerging markets and small medium enterprises. In addition the new edition includes a wealth of case study material and class discussion material. A fully tailored CourseMate and Instructor’s website will also be available to adopters. MARKET: Dowling et al is a core textbook for “International HRM” modules (IHRM) as taught at intermediate and postgraduate levels on all HRM programmes and the majority of broad-based business programmes. It is also used on some “International Management” modules. This textbook is autopackaged with CourseMate. CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook and the textbook-specific website. CourseMate includes an integrated eBook and interactive teaching and learning tools including quizzes, flashcards, videos, and more and an EngagementTracker, a first-of-its-kind tool that monitors student engagement in the course.
About the Author
Peter J. Dowling (Ph.D, The Flinders University of South Australia) is a Professor of Human Resource Management at La Trobe University. He has co-authored a number of books and has written or co-authored over seventy journal articles and book chapters. He serves on the editorial boards of International Journal of Human Resource Management, Journal of World Business, Management International Review, Journal of International Management, Thunderbird International Business Review, Asia Pacific Journal of Human Resources, Journal of Management & Organization and ZfPGerman Journal of Human Resource Research. Peter is President of the International Federation of Scholarly Associations of Management (IFSAM), a Vice-President of the Australia & New Zealand International Business Academy, a Life Fellow of the Australian Human Resources Institute and a Senior Research Affiliate of the Center for Advanced Human Resource Studies at Cornell University. Former roles include past National Vice-President of the Australian Human Resources Institute and editor of Asia Pacific Journal of Human Resources (1987-1996). Marion Festing is Professor of Human Resource Management and Intercultural Leadership at ESCP-EAP European School of Management in Berlin, Germany. Her previous appointments include the University of Paderborn, Germany, and she has gained educational, research and work experience in France, Australia, Tunisia, Taiwan, and the U.S. Dr. Festing’s current research interests focus on transnational HRM strategies, global careers, and global compensation. Her publications include a book on strategic international human resource management (Strategisches Internationales Personalmanagement, 2e) and a co-authored text on international human resource management (Internationales Personalmanagement, 2e). In addition, she has written or co-authored more than 50 book chapters and journal articles, as well as published in such international journals as Management International Review, Economic and Industrial Demography, European Management Journal, and International Journal of Globalisation and Small Business. Dr. Festing serves on the editorial boards of Career Development International, Journal of Management & Organization, International Journal of Globalisation and Small Business, ZFP-German Journal of Human Resource Research, and Zeitschrift Fur Management. In 2006, Dr. Festing served as co-chair of the IHRM track at the IFSAM conference in Berlin. She received her Ph.D. from the University of Paderborn. Allen D. Engle, Sr. is a professor of management in the College of Business and Technology at Eastern Kentucky University, where he has taught courses in management, human resource administration, organizational behavior, organizational theory, and international management. He also has been a visiting lecturer at the FHS – Hochschule Fur Technik, Wirtschaft und Soziale Arbeit, St. Gallen in Switzerland, and a visiting professor of international management at the University of Pecs in Hungary. Dr. Engle is a national and regional professional member of World at Work (formerly the American Compensation Association) and the Society for Human Resource Management, as well as a longtime member of the U.S. Academy of Management. His research interests are in the topic areas of compensation theory and practices, leadership and organizational change, job analysis, managerial competencies, and organizational design — particularly their impact on multinational firms. Published in regional, national, and international academic journals, Dr. Engle has presented academic papers at conferences in the U.S., Australia, Canada, Estonia, Germany, Hungary, Ireland, Slovenia, Spain, and the United Kingdom. He also has consulted for regional firms and presented professional seminars in the areas of performance appraisal systems, executive team building, strategically responsive compensation systems, intercultural management issues and organizational change. He received his D.B.A. from the University of Kentucky.
A dissertation is often a crucial part of a Business and Management degree and can heavily influence the final mark. It can be extremely daunting: it requires a lengthy piece of writing and forms a major component for assessment. In fact, when faced with this task the first word that comes to mind for many students is simply ‘Help!’ This new and updated edition provides the necessary help, covering all the stages from the initial choice of subject through to the final writing. Stephen Rayner joins Brian White in this excellent guide to dissertations, which is equally useful to both undergraduates and postgraduates. It includes support on all aspects of the dissertation, from the student-supervisor relationship to evaluation and analysis of data.
Bringing a sharp awareness of the turbulence of global business and change, Thompson, Scott and Martin present a comprehensive introduction to modern strategy. Secure your understanding of tomorrow’s business world using this established yet forward-looking textbook and its host of dynamic learning features.
About the Author
Frank Martin is a Senior Teaching Fellow in Entrepreneurship in the Business & Organisation Division at the University of Stirling. He is also a Senior Honorary Research Fellow John L Thompson is Professor of Strategic Management at the University of Huddersfield, UK.