Language : English
Published : 2018-01-02
Pages : 448
Social Media Marketing
Recipient of the 2017 Textbook Excellence Award from the Textbook & Academic Authors Association (TAA) “Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users.”— TAA Judges Panel Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. The authors outline the “four zones” of social media that marketers can use to help achieve their strategic objectives: Community Publishing Entertainment Commerce The new Third Edition has been extensively updated to include a new chapter on tactical planning and execution, coverage of the latest research within social media marketing, and expanded and all new case studies and examples, including Facebook, Instagram, Twitter, Snapchat, etc., and discussing these in relation to globally recognized brands such as Pokémon Go, Nike, Amazon Kindle, and Lady Gaga. The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides, and Testbank. Suitable for modules and courses on social media marketing.
This third Asia Pacific edition of International Marketing continues to offer up-to-date examples from Australia, New Zealand and throughout the Asia Pacific region alongside an international perspective to provide a truly global context. The text examines the unique conditions in which businesses from this region operate, concentrating on the challenges that face marketers. Students are provided with a comprehensive overview of both the theory and application of international marketing, including an examination of the distinct issues that affect a range of enterprises from start-up operations to small, medium and multinational firms. The ongoing concerns of the environment and the sustainability of business are integrated throughout the text. Other important emergent areas affecting the practice of international marketing, such as the dominance of social media and e-commerce are also discussed. To aid class discussions, short case studies are presented at the end of each chapter as well as a case for more extensive analysis at the end of each part.
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.
Strategic Compensation in Canada, Fifth Edition, by Richard Long is part of the market-leading Nelson Education Series in Human Resources Management. This text balances and integrates the strategic, behavioural, and technical principles for identifying and designing the compensation system that will add the most value to an organization. This is accomplished within a systematic framework that is based on a foundation of scientific research and relevant theories and verified by actual organizational experiences. This approach is delivered in an informal writing style and supported by strong pedagogical features—such as opening vignettes, Compensation Today, Compensation Notebook, and end-of-chapter material—that maximize its value as an effective learning tool. Students’ learning can be further enhanced by the accompanying Strategic Compensation: A Simulation, Fifth Edition, which provides students with the opportunity to design an entire compensation system, from strategy formulation to implementation of the new pay structure, complete with market-based actual dollars attached to the pay ranges. This simulation has been specifically designed by its authors (Richard Long and Henry Ravichander) to utilize all the steps along the road map to effective compensation, as described in the Strategic Compensation in Canada text.
“Marketing Essentials 2e” explains the nature of marketing and the importance of understanding the complexities of the market place in a concise manner. This comprehensive text is easy to read, reflects accurately the current thinking in the world of marketing and is informative, interesting and topical. “Marketing Essentials” follows a logical structure enabling students to clearly see how effective marketing requires an analysis of the market place, the recommendation of a marketing strategy and the implementation of the desired strategy. “Marketing Essentials” is ideal for use on introductory marketing modules at both undergraduate and MBA level. The strategic content of the text makes it suitable for use on strategic marketing, marketing analysis and marketing management courses.
About the Author
Sally Dibb is Professor of Marketing at the Open University Business School. The Open University is the largest university in the UK, teaching over 200,000 people every year, and the UK’s only university dedicated to distance learning. Before joining the Open University (in September 2005) Sally was a Reader in Marketing and Strategic Management at Warwick Business School (one of the U.K.’s leading three business schools), University of Warwick, U.K. She holds research degrees from the University of Manchester, UK and Warwick University: her Ph.D. examined consumer modelling. She has published widely in U.S. and European marketing journals on the marketing of services, marketing planning, market segmentation and corporate identity, as well as textbooks and practitioner-oriented workbooks on these themes. Sally chairs the U.K. Academy of Marketing’s Special Interest Group on market segmentation and until recently, she was Associate Dean of Undergraduate Programs at Warwick Business School. Her consulting clients include a range of companies such as JCB, ICI, Fujitsu, Midland Electricity, Diageo and AstraZeneca. Lyndon Simkin is a Reader at Warwick Business School, University of Warwick, U.K. He received his Ph.D. from Bradford University. His research interests are business planning, target market prioritisation, marketing planning, implementation of effective marketing programmes, promotions management and retail marketing. He is the author of other marketing texts and his long-term consulting clients include Calor, Fujitsu, JCB, Raytheon, Royal & Sun Alliance and many retailers.