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A selection of key learning resources from the thousands of ebooks available
Influencer Marketing by
Influencers - those who can impact a brand's marketing and advertising strategies as well as build brand communities - are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the "right" communication and marketing messages to a specific target audience. Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework.
Publication Date: 2020
Marketing 5. 0 by
Rediscover the fundamentals of marketing from the best in the business. The "Four P's of Marketing," Philip Kotler, explains how marketers can use technology to address customers' needs and make a difference in the world In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Philip Kotler covers the crucial topics necessary to understand modern marketing.
Publication Date: 2021
Winning with Strategic Marketing by
This book provides a comprehensive guide to marketing for leaders of small and midsized businesses, empowering them to expand and evolve their enterprises. It offers a framework to create a fundamental marketing plan that helps business leaders understand and thrive in a competitive environment.
Publication Date: 2024
Digital Marketing by
The eighth edition has been comprehensively updated to help you learn more about the success factors of a digital marketing strategy, using key techniques in the area, including search, social media and content marketing, conversion optimisation, and marketing automation. It also introduces increased data-driven marketing techniques with many new examples covering digital analytics, artificial intelligence, and machine learning.
Publication Date: 2022
Social Media Marketing by
A step-by-step planning model leads you through creating an actual social media marketing plan. You also learn how to incorporate important branding strategies within your organizations overall integrated marketing communication approach.
Publication Date: 2022
Digital Marketing Strategy by
Digital Marketing Strategyfeatures a thorough analysis of how digital marketing can be utilized to increase sales through new customer acquisition and through increasing the life cycle value of its existing customers.
Publication Date: 2023
Digital Marketing and Social Media Strategies for Tourism and Hospitality Organizations by
* Explores the most effective digital marketing strategies and campaigns* Investigates the current status of digital marketing and social media utilization by both travellers and service providers* Provides a view to the future of future digital marketing and social media research trendsDigital marketing and online social media platforms have become the cornerstones to the success of places and accommodation. This edited volume investigates the current status of digital marketing and social media utilization by both travellers and service providers and explores future digital marketing and social media research trends.Part of the Advances in Tourism Marketing Series - a series of cutting-edge research-informed edited books that introduce the reader to a range of contemporary marketing phenomena in the domain of travel and tourism. Series editors: Alan Fyall, UCF, USA, Metin Kozak, Dokuz Eylul University, Turkey and Antónia Correia, Universidade do Algarve, Portugal.
Publication Date: 2022
The New Rules of Marketing and PR by
As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, including social audio like Clubhouse, the newest online video tools such as TikTok, and all the other high-tech influences, can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The eighth edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate attention for your business. .
Publication Date: 2022
Influencer Marketing for Brands by
Influencer Marketing for Brands breaks down the art and science of influencer marketing and helps you synthesize, contextualize and transform this new way of creating and distributing content with powerful formulas, proven strategies, and real-world examples.
Publication Date: 2019
Marketing Communications by
Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications. Marketing Communicationsapplies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers' strategies to cope with information overload. It also reflects upon consumer skepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications. This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors' guide, which provides answer checklists to all Thinkboxes, Ethical Issues and End-of-chapter Cases within the book. The text is also supported by PowerPoint slides and test bank for all chapters and major cases.
Publication Date: 2020
Celebrity 2. 0 by
From music to gaming; from fashion to sports; from wellness to lifestyle branding there are more than 50 million people calling themselves "creators" and many are influencers amassing a highly engaged community. For brands, what are the most effective ways to identify and cultivate influencers and support content creation? This book is for anyone who wants to understand the landscape of influencer marketing with an eye for collaborations between influencers and companies.
Publication Date: 2022
The Routledge Companion to Strategic Marketing by
The Routledge Companion to Strategic Marketingoffers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include the latest thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are, among others, from the US (Berkeley, Cornell, MIT, New York University, Texas A & M), Europe (Hanken School of Economics, INSEAD, Oxford, University of Groningen, WU Vienna) and Asia (Indian School of Business, Tongji University). The topics addressed range from economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students and practitioners.
ISBN: 9781138489080Publication Date: 2020
Marketing for Hospitality and Tourism by Publication Date: 2021
Hospitality and Travel Marketing by
Fully revised and updated for its fifth edition, Hospitality and Travel Marketing provides students with an international and systematic approach to hospitality and travel marketing structured around planning, research, implementation, control, and evaluation. Written in a user-friendly style and structured in a logical and organized manner to aid learning, students benefit from the ease of communication, practical nature, and excellent use of relevant and up-to-date cases. The author's global experience in the industry is emphasized through content on hospitality and travel marketing and other parts of tourism, along with a plethora of timely and relevant 'real-life' case examples from around the world. This new fifth edition is positioned as a post-COVID-19 text reflecting the new realities of marketing after the pandemic and has been updated to reflect these current trends in the field, including e-marketing, mobile marketing, societal marketing, and destination branding. It specifically has been updated by: - Including three new technology chapters on e-marketing, marketing on social medial platforms, electronic customer relationship management (eCRM), and customer co-creation in marketing - New chapter on social responsibility, societal and social marketing - New content on the new realities of the post-COVID era and the increasing competitiveness in hospitality and travel, greater emphasis on branding, disruptive technologies, consumer control, marketing and generations, uses of user-generated content, and globalization - New global case studies throughout with reflective questions to use in class or for self-study - New marketing and e-marketing mini cases throughout the book - New and updated additional resources to aid understanding and teaching, including PowerPoint slides, instructor manual, and test bank This international, accessible, and comprehensive whole-industry textbook, written by a world-renowned author and industry expert, is an invaluable study companion for students of hospitality and travel marketing.
Publication Date: 2022
Principles of Marketing by
Principles of Marketing, helps students understand how to create value, build customer relationshipsand master key marketing challenges. The the8th Edition has been thoroughly revised to reflect the major trends impacting contemporary marketing. Packed withexamples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
Publication Date: 2020
Business to Business Marketing Management by Publication Date: 2021
Beyond Multi-Channel Marketing by Publication Date: 2020
Dynamic Digital Marketing by
8 powerful ways to market your business online to consistently generate an abundance of leads that convert into profitable customers. Dynamic Digital Marketing teaches any business or individual how to increase online visibility and presence, attract their target audience, generate leads, and convert them into profitable customers.
Publication Date: 2019
Advanced Digital Marketing Strategies in a Data-Driven Era by
In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing.
Publication Date: 2021
Innovations in Digital Branding and Content Marketing by
In today's technology-driven economy, organizations are attempting to create a digital identity of their brand in order to remain prevalent among consumers. As today's consumers are spending an increased amount of time on digital platforms, maintaining a presence online is crucial for companies to remain successful and relevant. Due to this necessity, there have been significant advancements made in the field of digital marketing and branding. Innovations in Digital Branding and Content Marketing is a collection of innovative research on the methods and advancements in the field of advertising and marketing using digital technologies. While highlighting topics including gamification, typography, and consumer-generated media, this book is ideally designed for advertisers, marketers, brand managers, PR professionals, content specialists, researchers, practitioners, executives, students, and academicians seeking current research on advanced strategies and developments in digital marketing.
Publication Date: 2020
Global Marketing Management, 8th Australia and New Zealand Ed. by Publication Date: 2020
Standards
- Advertising Standards Bureau
- Australian Communications and Media Authority
- Australian Competition and Consumer Commission
- Australian Government - National Privacy Principles
- Australian Market and Social Research Society - Professional Standards
- ESOMAR Code on Market and Social Research
- IP Australia
Professional Organisations
- Association for Consumer Research
- Association of International Product Marketing & Management
- ICON (Formerly APSMA)
- Australian and New Zealand Marketing Academy
- Australian Marketing Institute
- Association for Data-Driven Marketing & Advertising
- Australian Market & Social Research Society
- The Communications Council
- Interactive Advertising Bureau Australia
Useful Websites
- Australian Screen - A collection of Australian advertising campaigns.
- Business.gov.au - resources including marketing plan template and guide.
- globalEdge information, insights, and learning resources on global business activities.
- Know This marketing dictionaries and glossaries, includes tutorials on key marketing concepts and functions.
- Management and Business Studies Portal - The British Library's business and management collections.
- OzTam - The official source of television audience measurement in Australia.
New Items
Essentials of corporate finance
Stephen A. Ross, Randolph W. Westerfield, and Bradford D. Jordan
2020
Business Essentials, Global Edition
Ronald Ebert and Ricky Griffin (2019)
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