ethical ai in marketing nicole alexander

Seamlessly integrate ethical principles into your AI-driven marketing strategies to ensure sustainable growth and long-term success.

Objev podobné jako Ethical AI in Marketing - Nicole Alexander

For marketing professionals, business leaders, entrepreneurs, and students who want to stay ahead in a rapidly evolving field. It serves as an essential resource for anyone seeking to understand not just the potential of AI in marketing, but how to strategically apply it to achieve measurable results and long-term business growth.

Objev podobné jako AI Marketing

Ethical approaches to marketing offers a dynamic and inspiring perspective on how powerful marketing can have a positive and ethical impact on society. It brings together a wealth of internationally acclaimed academics who share their thoughts on a broad range of ethical approaches to marketing. With the continued and unwavering criticism of marketing across the globe, with accusations of persuasion, exploitation and manipulation and more this book aims to open the minds of the reader to the constructive and progressive approaches of ethical marketers. It reframes the way we think about marketing and society offering a number of emotional and motivational topics written by world leading academics, bringing together the great minds of ethical academics in a profound and dynamic monograph. The range of scholars includes new and upcoming academics taking on the opportunity to publish their work alongside eminent scholars. Contributions support the notion that marketing is good for society and impacts on consumer wellbeing, lifestyle, communities and positive consumer behaviours. This book asks the reader to think differently, feel the change that is rapidly developing in marketing through the interconnections of personal ethical values which are becoming interdependent with professional marketing values. "As problems linked to health, the ... Unknown localization key: "more"

Objev podobné jako Ethical Approaches to Marketing

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Stay ahead in the marketing game by harnessing the power of artificial intelligence Marketing with AI For Dummies is your introduction to the revolution that’s occurring in the marketing industry, thanks to artificial intelligence tools that can create text, images, audio, video, websites, and beyond. This book captures the insight of leading marketing executive Shiv Singh on how AI will change marketing, helping new and experienced marketers tackle AI marketing plans, content, creative assets, and localized campaigns. You’ll also learn to manage SEO and customer personalization with powerful new technologies. Peek at the inner workings of AI marketing tools to see how you can best leverage their capabilitiesIdentify customers, create content, customize outreach, and personalize customer experience with AIConsider how your team, department, or organization can be retooled to thrive in an AI-enabled worldLearn from valuable case studies that show how large organizations are using AI in their campaigns This easy-to-understand Dummies guide is perfect for marketers at all levels, as well as those who only wear a marketing hat occasionally. Whatever your professional background, Marketing with AI For Dummies will usher you into the future of marketing.

Objev podobné jako Marketing with AI For Dummies - Shiv Singh

Based around research into marketing education and marketing practice, Marketing Skills in Practice: Developing a Successful Marketing Career helps students embarking on their career to develop their professional identity, as well as the key skills required by employers in the industry.Divided into four core sections, the book begins with an overview of the field of marketing. Section two shows students how to relate practice to their own transferable skills, while section three gives students the opportunity to consider how they lead, develop, and manage within marketing. Section four provides students with the opportunity to reflect on their own learning and identify what knowledge and skills they have enhanced for their future careers. Fundamentally, the book identifies the key skills required in the marketing industry whilst also addressing the challenge of developing a career in leading and managing in a marketing context. Theoretical aspects are applied through real-life cases, practical examples and a themed case study, coupled with tasks that allow students to test and apply their knowledge to a workplace scenario, all of which are adaptable for hybrid teaching methods.Unique in its focus on employability, this text is suitable for all marketing students embarking on a career in the field, ... Unknown localization key: "more"

Objev podobné jako Marketing Skills in Practice - Linda Anne Barkas, Yvonne Dixon-Todd

This third edition of Contemporary Issues in Marketing and Consumer Behaviour has been revised and updated to reflect the fast-changing world we live in. The new state of the art chapter on digital marketing digs deeply into two new frontiers of marketing which have significant impact on contemporary social life: influencer marketing, and online gaming. Other new topics help us to understand how marketing can perpetuate local and global inequality through creating and sustaining hierarchies of knowledge and influencing norms of race, disability, gender and sexual orientation.Topics new to this edition include:Digital Markets and MarketingHierarchies of Knowledge in MarketingMarketing Inequalities: Feminisms and intersectionalitiesThe Ethics and Politics of ConsumptionNew case studies include:Emerging Economy BrandsThe Fairtrade BrandDisappearing InfluencersDecolonising the MediaWritten by four experts in the field, this popular text successfully links marketing theory with practice, locating marketing ideas and applications within wider global, social and economic contexts. It provides a complete and thought-provoking overview for postgraduate, MBA and advanced undergraduate modules in marketing and consumer behaviour and a useful resource for dissertation study at both undergraduate and postgraduate levels. Online resources include chapter-by-chapter PowerPoint slides.

Objev podobné jako Contemporary Issues in Marketing and Consumer Behaviour - Andreas Chatzidakis, Rachel Ashman, Pauline Maclaran, Elizabeth Parsons

Ethical Issues in Psychology: A Critical Introduction offers readers a clear review of current ethical practices and ideas in psychology and goes on to challenge some of the agreed wisdom on ethics.Ethical issues within psychology are not easy to resolve and debates continue as we encounter new dilemmas. This book introduces ethics and their importance, and uses examples from psychological research to consider key ethical issues; ethical principles and guidelines for psychologists, including BPS guidelines; ethics in practice in psychology; ethical problems within psychology, such as racism; and methods for ethical research, including socially sensitive research, internet-mediated research, and the use of animals in psychological research. Fully up-to-date, this book considers recent challenges for researchers and teachers including privacy and consent dilemmas in the use of social media for psychological research, the rise of the open science movement and an awareness of research misconduct and fraud, and the narrow focus of psychological research that positions itself as objective and scientific while sitting in a European, and therefore predominantly white, context.Offering a comprehensive examination of ethical issues in psychology across a wide range of fields, the book encourages readers to consider the ethics-related questions they should be asking when undertaking their ... Unknown localization key: "more"

Objev podobné jako Ethical Issues in Psychology - Cara Flanagan, Philip Banyard

A unique, welcoming guide for the ultimate outdoor hobby.Axes, woodchopping, and fire: it can all seem intimidating. But the truth is that with the proper knowledge and technique, they are safe, fun, sustainable passions. What’s more, times have changed. In the past, you may have seen guides that relegated women to organizing and stacking wood—focusing on men as the true outdoorspeople. Yet everyone is capable of chopping with skill and making fires. Nicole Maple Coenen (nicole_coenen) has made her name (and 5M+ followers) with exactly this message. The techniques and lessons in this book showcase strength and will empower you to find the same in yourself.Axe in Hand teaches the history and benefits of woodchopping and woodburning as opposed to other energy and heat sources. You can save money, have a lower carbon footprint, or simply use it as a way to form new social connections. You’ll also find:The history and anatomy of axes themselves, providing you with a thorough, supportive body of knowledge with which you can choose your own axe to begin your woodchopping journey.Comprehensive tutorials on how to chop wood, including stances, hand position, and mechanics of woodchopping, allowing you to begin as soon as you feel ... Unknown localization key: "more"

Objev podobné jako Axe in Hand - Nicole Coenen

Navigate the complexities of AI in branding, from maximizing benefits to addressing ethical considerations. Brands in the Age of AI by Mark Kingsley is a timely survey of how artificial intelligence is revolutionizing branding, consumer engagement, and loyalty. Through thought-provoking discussions, Kingsley reveals how AI-powered personalization, automation, and data analytics are reshaping the way brands connect with consumers. With AI, brands can now predict preferences, respond in real-time, and deliver highly tailored experiences, but Kingsley also raises crucial questions about the ethical use of AI and maintaining authentic consumer relationships in a technology-driven world. Whether you are a marketer, business leader, or branding professional, Kingsley’s expertise in digital transformation provides the roadmap you need for integrating AI into branding while keeping the consumer at the center of each decision. Inside, you will find:Wide-ranging analysis of AI’s role in branding: Understand how AI technology enables personalization, responsiveness, and predictive branding.Discussion on the effects of AI use: Consider possible results from the effect of AI on the interplay between brands, people, and digital agents.Real-world examples: Learn from brands located across the spectrum of AI-powered branding strategies.With Brands in the Age of AI, gain valuable insights into the future of branding to help ... Unknown localization key: "more"

Objev podobné jako Brands in the Age of AI - Mark Kingsley

Create an AI strategy that best fits your business You've heard about how artificial intelligence will revolutionize business, but maybe you're not sure how it will revolutionize your business. In AI in Business For Dummies, AI researcher and consultant Jeffrey Allan delivers clear insight into the capabilities of AI, the AI tools that get the job done, and how to best put artificial intelligence to work in your company. Using the book's step-by-step instructions, you'll learn how to build the latest AI tech in your business strategies. You'll also discover real-world examples of effective AI implementations in tasks like workflow automation, closing sales, handling data analytics, and driving innovation. The book also dives into ideas on how to get your staff and colleagues on board as well as how to use AI in an ethical manner. AI in Business For Dummies also includes: A breakdown of the essentials of AI technology and how each intersects with business useWays to avoid common business AI mistakes and pitfallsTips on future-proofing your AI investment Perfect for managers, executives, entrepreneurs, founders, and other business leaders, AI in Business For Dummies is a must-read resource for anyone with an interest in taking advantage of the ... Unknown localization key: "more"

Objev podobné jako AI in Business For Dummies - Jeffrey Allan

Explore the potential and risks of generative AI in the legal industry In AI in Legal Tech: How Generative AI Is Transforming Legal Technology and the Practice of Law, legal-tech pioneer and guru Catherine Casey—aka, TechnoCat—delivers a startlingly insightful and up-to-date discussion of the risks and opportunities presented by generative AI in the legal sector. The author walks you through generative AI's impact on the practice of law, legal ethics, and legal careers, offering guidance and clarity on a rapidly evolving technology. Balancing engaging narrative with expert analysis, AI in Legal Tech is written specifically for non-technical legal professionals and students doing their best to navigate the intersection of technology and law. You'll find: Explanations of how AI is shaping new legal careers and what you can do to find success in your ownA “Legal Tech Survival Kit,” complete with a comprehensive Legal AI glossary and must-try tools for tech-savvy lawyersInsights from the “front lines” of legal AI and the people designing the technologies shaping tomorrow's legal industry Perfect for practicing lawyers, law students, and law practice managers, AI in Legal Tech will also prove invaluable to legal technologists, paralegals, and anyone else interested in the application of the latest ... Unknown localization key: "more"

Objev podobné jako AI in Legal Tech - Catherine Casey

Artificial intelligence (AI) applications in the life sciences have the potential to enable advances in biological discovery and design at a faster pace and efficiency than is possible with classical experimental approaches alone. At the same time, AI-enabled biological tools developed for beneficial applications could potentially be misused for harmful purposes. Although the creation of biological weapons is not a new concept or risk, the potential for AI-enabled biological tools to affect this risk has raised concerns during the past decade. This report, as requested by the Department of Defense, assesses how AI-enabled biological tools could uniquely impact biosecurity risk, and how advancements in such tools could also be used to mitigate these risks. The Age of AI in the Life Sciences reviews the capabilities of AI-enabled biological tools and can be used in conjunction with the 2018 National Academies report, Biodefense in the Age of Synthetic Biology, which sets out a framework for identifying the different risk factors associated with synthetic biology capabilities.

Objev podobné jako The Age of AI in the Life Sciences - Engineering, and Medicine National Academies of Sciences, Division on Earth and Life Studies, Policy and Global A

An indispensable look at the next frontier of technological advancement and its impact on our world Generative AI is rewriting the rulebook with its seemingly endless capabilities, from crafting intricate industrial designs, writing computer code, and producing mesmerizing synthetic voices to composing enchanting music and innovating genetic breakthroughs. In Generative AI in Practice, renowned futurist Bernard Marr offers readers a deep dive into the captivating universe of GenAI. This comprehensive guide introduces you to the basics of this groundbreaking technology and outlines the profound impact that GenAI will have on business and society. Professionals, technophiles, and anyone with an interest in the future will need to understand how GenAI is set to redefine jobs, revolutionize business, and question the foundations everything we do. In this book, Marr sheds light on the most innovative real-world GenAI applications through practical examples, describing how they are moulding industries like retail, healthcare, education, finance, and beyond. You'll enjoy a captivating discussion of innovations in media and entertainment, seismic shifts in advertising, and the future trajectory of GenAI. You will: Navigate the complex landscapes of risks and challenges posed by Generative AIDelve into the revolutionary transformation of the job market in the age of GenAIUnderstand ... Unknown localization key: "more"

Objev podobné jako Generative AI in Practice - Bernard Marr

AI is about to transform medicine. Here''s what you need to know right now. ''''The development of AI is as fundamental as the creation of the personal computer. It will change the way people work, learn, and communicate--and transform healthcare. But it must be managed carefully to ensure its benefits outweigh the risks. I''m encouraged to see this early exploration of the opportunities and responsibilities of AI in medicine.'''' --Bill Gates Just months ago, millions of people were stunned by ChatGPT''s amazing abilities -- and its bizarre hallucinations. But that was 2022. GPT-4 is now here: smarter, more accurate, with deeper technical knowledge. GPT-4 and its competitors and followers are on the verge of transforming medicine. But with lives on the line, you need to understand these technologies -- stat. What can they do? What can''t they do -- yet? What shouldn''t they ever do? To decide, experience the cutting edge for yourself. Join three insiders who''ve had months of early access to GPT-4 as they reveal its momentous potential -- to improve diagnoses, summarize patient visits, streamline processes, accelerate research, and much more. You''ll see real GPT-4 dialogues -- unrehearsed and unfiltered, brilliant and blundering alike -- all annotated ... Unknown localization key: "more"

Objev podobné jako The AI Revolution in Medicine - Lee Peter, Carey Goldberg, Isaac Kohane

Explore the strategies and practices of marketing communications in a European context Marketing Communications: A European Perspective, 8th Edition, by De Pelsmacker, Geuens, Van den Bergh and Roose offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Striking a balance between scientific and communication practitioners'' point of views, the textbook provides updated coverage of all instruments of the online and offline communications mix with numerous research and business insights vignettes from various countries, industries and markets that help you understand the concepts, frameworks, and mechanism better. The book is suitable for both undergraduate and postgraduate students of marketing communications. It can also be used by marketing communications professionals who want an overview of the whole field. Highlights of the new edition: In-depth coverage of new fields in marketing communications, such as branding, online advertising, media planning, brand activation and ethics. New chapter on online advertising and media planning, which reflects the recent developments in this fast-growing area. New and updated case studies including start-ups like Brauzz and Edgard & Cooper, and large international brands such as Lego and Delhaize. Updated content on integrated marketing communications, social media advertising, cross-cultural advertising, sustainability communication ... Unknown localization key: "more"

Objev podobné jako Marketing Communications: A European Perspective - Patrick De Pelsmacker, van den Bergh Joeri, Maggie Geuens, Gudrun Roose

This Element blends historical lessons, firsthand accounts, and ethical perspectives on crisis to fill gaps in our understandings of ethical leadership through crisis, conflict and/or fragility. It emphasizes the necessity of ethical and servant leadership attributes. This title is also available as Open Access on Cambridge Core.

Objev podobné jako Ethical Leadership in Conflict and Crisis - Jason Miklian, John E. Katsos

This Open Access book investigates the methodological and ethical dilemmas involved when working with digital technologies and large-scale datasets in relation to ethnographic studies of digital migration practices and trajectories. Digital technologies reshape not only every phase of the migration process itself (by providing new ways to access, to share and preserve relevant information) but also the activities of other actors, from solidarity networks to border control agencies. In doing so, digital technologies create a whole new set of ethical and methodological challenges for migration studies: from data access to data interpretation, privacy protection, and research ethics more generally. Of specific concern are the aspects of digital migration researchers accessing digital platforms used by migrants, who are subject to precarious and insecure life circumstances, lack recognised papers and are in danger of being rejected and deported. Thus, the authors call for new modes of caring for (big) data when researching migrants’ digital practices in the configuration of migration and borders. Besides taking proper care of research participants’ privacy, autonomy, and security, this also spans carefully establishing analytically sustainable environments for the respective data sets. In doing so, the book argues that it is essential to carefully reflect on researchers’ own ... Unknown localization key: "more"

Objev podobné jako Research Methodologies and Ethical Challenges in Digital Migration Studies

Understand the core concepts of marketing explained in a real-life context ‘This is an up-to-date, informative and easy to read textbook; essential for new marketers and students, giving them a breadth of knowledge to start their marketing careers.'' Dr. Julie Jones, Aberystwyth University ‘A very good text that allows for key areas in the subject to be defined, developed and explored.'' Graeme Price, University of Sunderland Essentials of Marketing, 8th edition, by Martin and Blythe, provides you with an accessible, lively, and engaging introduction to marketing. It employs a practical approach to explain traditional marketing techniques and theories, and offers the most up-to-date critical perspectives on contemporary themes and concepts in marketing. Using current case studies, in-chapter global examples and activities based on real-life issues and contexts, the text provides everything you need as an undergraduate or postgraduate student to excel in your course. It also serves as an essential guide to new marketers setting off on their marketing careers. This new edition considers contemporary issues and recent global developments, such as the Covid-19 pandemic, ethical concerns, sustainability, augmented reality, digital marketing and social media trends. Critical thinking sections encourage you to think more deeply about marketing issues contained within ... Unknown localization key: "more"

Objev podobné jako Essentials of Marketing - Jane Martin, Jim Blythe

The undisputed global bestseller in marketing management that consistently reflect changes in marketing theory and practice A key text both for undergraduate and postgraduate programmes in Marketing Management. An encyclopaedia of marketing, the classic Marketing Management is considered by many as the authoritative book on the subject. Inspired by the US editions, the 5th European edition of this bestselling text offers an overview of marketing through accessible, theoretically rigorous content underpinned by managerial relevance. It explores the challenges facing European marketing practitioners and admirably covers a wide range of concepts examining traditional aspects of marketing and blending them with modern and future themes. Key features of this book include: A structure designed specifically to fit the way the course is taught in Europe New and updated in-depth European case studies help readers bridge the gap between knowledge and practice Focus on digital technologies such as robotics, AI, augmented and virtual reality, and their impact on marketing management skill sets and practices Coverage of the latest trends and developments in the marketing field, such as social media marketing, ethical issues and sustainability Featuring work from prominent European academics, new practical examples and exercises, it remains one of the most significant textbooks ... Unknown localization key: "more"

Objev podobné jako Marketing Management - Philip Kotler, Kevin Keller, Torben Hansen, Malcolm Goodman, Mairead Brady

Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. * Explains the future of marketing, along with why most marketers are stuck in the past * Examines companies that are ahead of the curve, such as S. C. Johnson * Kotler is one of the most highly recognized marketing gurus, famous for his "4 P's of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

Objev podobné jako Marketing 3.0 - Philip Kotler, Setiawan Iwan, Kartajaya Hermawan

Stay up to date with the current principles and major themes of Marketing, from theory to practice. Marketing: An Introduction, 4th edition by Brennan, Harker, Armstrong, and Kotler introduces you to the most up-to-date principles of Marketing, offering a complete overview of the discipline and full coverage of the current themes. Ideal for undergraduate and postgraduate students, as well as professionals, the textbook retains its clarity, coherence, and authority in presenting the main marketing concepts, encouraging you to apply what you learn to real commercial practices through numerous case studies from Europe, the Middle East, and Asia. What will you learn about Marketing in this latest edition? You will be guided through five major themes: creating value for customers, building and managing strong brands, measuring and managing ROI, harnessing new marketing technologies in the digital age, and marketing responsibly around the globe. You will be presented with a comprehensive outline of marketing theory and practice because Marketing is a company-wide function. You will be provided with the most up-to-date coverage of current issues in Marketing, including the implications of Brexit for the European marketers, changes in the rules and regulations such as the General Data Protection Regulations of the EU, ... Unknown localization key: "more"

Objev podobné jako Marketing: An Introduction, European Edition - Michael Harker, Ross Brennan

Unlock the Power of Data: Transform Your Marketing Strategies with Data Science In the digital age, understanding the symbiosis between marketing and data science is not just an advantage; it's a necessity. In Mastering Marketing Data Science: A Comprehensive Guide for Today's Marketers, Dr. Iain Brown, a leading expert in data science and marketing analytics, offers a comprehensive journey through the cutting-edge methodologies and applications that are defining the future of marketing. This book bridges the gap between theoretical data science concepts and their practical applications in marketing, providing readers with the tools and insights needed to elevate their strategies in a data-driven world. Whether you're a master's student, a marketing professional, or a data scientist keen on applying your skills in a marketing context, this guide will empower you with a deep understanding of marketing data science principles and the competence to apply these principles effectively. Comprehensive Coverage: From data collection to predictive analytics, NLP, and beyond, explore every facet of marketing data science. Practical Applications: Engage with real-world examples, hands-on exercises in both Python & SAS, and actionable insights to apply in your marketing campaigns. Expert Guidance: Benefit from Dr. Iain Brown's decade of experience as he shares ... Unknown localization key: "more"

Objev podobné jako Mastering Marketing Data Science - Iain Brown

Get a solid grasp of the methods, processes, and issues surrounding marketing communications and develop your career with an industry-leading text that blends theory with contemporary marketing practice. Marketing Communications, 9th edition by Fill and Turnbull is the leading text that introduces you to the key topics of the subject. Ideal for undergraduate and postgraduate students in Marketing and related fields, this textbook guides you through the processes and actions of engaging audiences with brands, products, and services, from theory to practice. From introducing the subject and setting learning expectations to analysing and interpreting consumer behaviour, this latest edition follows a clear, streamlined structure that focuses on the strategic and tactical aspects of how brands engage audiences. With an approachable style and language that is easy to understand, the text delivers a rich blend of academic and practitioner materials that will help you understand the complexities of marketing communications. The book includes examples of contemporary, innovative marketing practices drawn from some of the world''s leading brands and agencies, allowing you to explore the theories and ideas and acquire critical insight into the marketing communications landscape. The plethora of useful features and examples will encourage you to discuss and consider multiple ... Unknown localization key: "more"

Objev podobné jako Marketing Communications - Sarah Turnbull, Chris Fill

The landmark tenth edition of McGraw-Hill’s leading textbook, Principles and Practice of Marketing provides a contemporary introduction to marketing, covering all the theoretical principles, frameworks and concepts that form the backbone of marketing education, and looking at how they apply in modern business practice. Find out:- The role of AI in Fashion Retailing to enhance the customer experience.- How Dr. Martens have been engaging consumers for more than half a century.- McDonald’s plan for environmental change.- How the use of big data is helping Netflix succeed against hot competition. - Chipotle, spills the beans on using local and organic produce to differentiate the brand by producing food with integrityKey Features: - A brand-new chapter on Sustainable Marketing and Society, and a focus on sustainability throughout the text.- Brand new Hidden Gem boxes that showcase firms that do marketing differently.- New and updated Marketing in Action boxes and Mini Cases, focusing on hot topics such as digital marketing, ethics diversity and inclusion and sustainability.- New and updated end-of-chapter cases provide insights across a range of businesses including high street stores, supermarkets and fast-food outlets (Boots, McDonald’s, Domino’s, Chipotle), brands such as (HubSpot, Dr. Martens, Unilever) and high-tech operations (Apple, Tesla, Netflix).- ... Unknown localization key: "more"

Objev podobné jako Principles and Practice of Marketing 10/e - David Jobber, Fiona Ellis-Chadwick

For graduate and undergraduate courses in marketing management. A Succinct Guide to 21st Century Marketing Management Framework for Marketing Management is a concise, streamlined version of Kotler and Keller’s fifteenth edition of Marketing Management, a comprehensive look at marketing strategy. The book’s efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases. The Sixth Edition approaches the topic of marketing from a current standpoint, focusing its information and strategy on the realities of 21st century marketing. Individuals, groups, and companies alike can modernize their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text.

Objev podobné jako Framework for Marketing Management, A, Global Edition - Philip Kotler, Kevin Keller

We know how eager you are to learn practical workplace skills at university so that you are "job ready" following graduation. In marketing, one of the most practical things you can learn how to do is create a sound marketing plan. This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank. Features a running case study about a small services business that breaks the marketing plan down into easy to digestible chunks. A dedicated chapter on marketing strategy concepts to help you understand how they link to market, firm or decision-related factors. Self-test questions and scenarios with tasks throughout make for an active learning experience.  Practical in its step-by-step approach and inclusion of activities and scenarios and written simply whilst still underpinned by marketing strategy scholarship, this book will help you to develop your marketing decision-making throughout by learning key skills such as how to do a SWOT analysis and how to budget and forecast correctly.  Supported by online resources for lecturers including PowerPoint slides, an instructor’s manual and a suggested syllabus.  Suitable reading for ... Unknown localization key: "more"

Objev podobné jako Marketing Planning & Strategy - John Dawes

Hospitality Marketing is an introductory textbook which shows readers how to apply the principles of marketing within the hospitality industry.The fourth edition contains examples and case studies exemplifying how ideas and concepts discussed within its chapters can be successfully applied to a real-life work situation, with an emphasis throughout on topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the Internet has had on both marketing and hospitality, using a variety of tools including a wide range of Internet learning activities. This fourth edition has been updated to include:New content on social media marketing, user-generated content, group-buying behaviour, franchising, internationalization, non-predictable factors affecting sales and marketing such as COVID-19, the role of marketing in creating a competitive advantage and the role of events and experiences in marketingNew extensive exploration of the role of technology in marketing including the use of artificial intelligence, service robots and the metaverse to develop and deliver service and/or to measure customer experienceUpdated online resources including a PowerPoint deck, a test bank of questions and added links to YouTube and Instagram contentNew/updated international case studies including many more from Asian and African destinationsThis book is written specifically ... Unknown localization key: "more"

Objev podobné jako Hospitality Marketing - David Bowie, Buttle Francis, Dogan Gursoy

A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,500 entries on topics spanning terms for traditional marketing techniques (from strategy, positioning, segmentation, and branding, to all aspects of marketing planning, research, and analysis), as well as leading marketing theories and concepts. Both classic and modern marketing techniques are covered. Entries reflect modern changes in marketing practice, including the use of digital and multi media, the impact of the World Wide Web on advertising, and the increased influence of social media and search engines on advertising and the rise of global brand management. Also included is a time line of the development of marketing as a discipline and the key events that impacted the development, as well as over 100 relevant web links, accessed and updated via a companion website. In addition, the main appendix provides greater depth on the subject, including advertising and brand case studies with a strong international focus. These are arranged thematically, e.g. automobile industry, food and drink, luxury goods, and focus on iconic brands, marketing campaigns, and slogans of the 20th century that have permeated our collective consciousness, exploring how the ideas defined in the main text of the book have been ... Unknown localization key: "more"

Objev podobné jako A Dictionary of Marketing - Charles Doyle

The boundaries of the therapeutic relationship are a crucial part of effective therapy. But understanding them, and the effects of power and responsibility, can be intimidating to trainee or newly-qualified therapists. This book will take step by step through everything they need to know to work ethically and safeguard the wellbeing of both themselves and their clients.It tackles:·        Contracting and the importance of negotiating and clarifying boundaries with clients·        The implications and limits of maintaining confidentiality·        Keeping clear sexual boundaries, and how to work around issues safely and appropriately·        What happens when circumstances change, and everyday or serious disruptions occur to therapy·        The nature of the therapist’s power, and how to employ it responsibly to a client’s benefitPacked with case studies, ethical dilemmas and points for reflection and discussion, this is an essential read for trainee practitioners and qualified therapists looking to ensure safe and ethical practice.

Objev podobné jako Boundaries, Power and Ethical Responsibility in Counselling and Psychotherapy - Kirsten Amis

Events have come to play an ever-growing role in marketing; by connecting products and services with experiences and vice versa, producers can create important added value. Events as a Strategic Marketing Tool, 2nd edition describes how events can be used as a strategic tool in marketing practices.Fully updated and with new case studies throughout, this second edition reviews the way organizations use events to connect with their visitors. It covers the development of the experience economy, the steps from strategy to concept, event design and touchpoints. It also considers the areas of marketing within which experiences play a role, such as branding, relationship marketing and city marketing. Concluding with a chapter on effect measurement and evaluation, and including a wealth of internationally relevant examples, the book gives a thorough insight into the way events can help reach strategic marketing goals. With coverage of a wide range of marketing areas, the book also includes content on cutting-edge topics such as neuromarketing, providing students with a comprehensive introduction to using events as part of the marketing mix. Contains numerous international examples that showcase the variety of ways that events can be usedA wealth of images illustrate the theory, helping students to visualize ... Unknown localization key: "more"

Objev podobné jako Events as a Strategic Marketing Tool - Dorothe Gerritsen, Ronald van Olderen

In Love, Loss and Everything In Between, author Nicole Loher offers a moving collection of poetry and prose that captures the essence of self-discovery amid life''s most profound transformations. After experiencing the heartbreak of a two-year divorce while completing a Master''s degree during the pandemic, Loher found herself lost, questioning her identity, her self-worth, and her ability to love again. With deep empathy and raw honesty, this collection guides readers through the intense emotions that arise in times of transition, providing a sanctuary for those on similar healing paths. Loher''s work, influenced by her personal journey, resonates with anyone who has navigated love and loss in a challenging world. Through evocative language and introspective prose, she explores themes of identity, resilience, and renewal. Each piece reveals glimpses of hope and strength, reminding readers that even in the darkest times, we can find beauty, connection, and the courage to move forward. With over 50 poems and essays, Love, Loss and Everything In Between serves as both a comforting companion and a powerful reminder of our shared humanity. Readers looking for inspiration, solace, and empowerment will turn to this collection time and again as they journey toward self-acceptance, healing, and -- ultimately ... Unknown localization key: "more"

Objev podobné jako Love, Loss, and Everything In Between - Nicole Loher

Kniha - autor Anna Remišová; Anna Lašáková; Ján Rudy; Rozália Sulíková; Zuzana Kirchmayer; ..., 152 stran, anglicky, brožovaná bez přebalu lesklá Recent financial and economic crisis has highlighted the significance and relevance of business ethics in the global context. The basic objective of authors was to find out which cultural and ethical factors influence managerial decision-making in the field of values-oriented leadership as a part of value-based management in the current Slovak business environment. The monograph consists of three parts. The first part focuses on delineation of basic notions. The second part specifies the research objectives, content and subject as well as research methods and the way in which results are evaluated. The third part presents results of a questionnaire survey, which are instantly applicable in both domestic and international business environment and specifically in the management development. This publication should be...

Objev podobné jako Ethical Leadership in Slovak Business Environment (978-80-7478-981-6)

For undergraduate and graduate courses in marketing management. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. The world of marketing is changing everyday–and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice. .

Objev podobné jako Marketing Management, An Asian Perspective - Philip Kotler, Kevin Lane Keller, Chin Tiong Tan, Swee Hoon Ang, Siew-Meng Leong

Trust highly experienced authors, Tess Bayley and Leanna Oliver to guide your students through the refreshed Cambridge National Level 1/Level 2 in Marketing and Enterprise (for first teaching in September 2022). This brand-new edition will strengthen students'' understanding of the content and boost the skills required to tackle the NEA with confidence.This Student Textbook is: > Comprehensive - gain in-depth knowledge of the examined unit with clear explanations of every concept and topic, plus improve understanding of the non-examined units with easy-to-follow chapters. > Accessible, reliable and trusted - structured to match the specification and provide the information required to build knowledge, understanding and skills. > Designed to support you - boost confidence when tackling the internal and external assessment with plenty of activities to test and consolidate knowledge. > Your go-to guide - expert authors have carefully designed tasks and activities to build skillset in order to aid progression and questions to assess understanding.

Objev podobné jako Level 1/Level 2 Cambridge National in Enterprise & Marketing (J837): Second Edition - Leanna Oliver, Tess Bayley

Marketing: Real People, Real Decisions is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace. With this book, the authors show how marketing can come alive when practiced by real people who make real choices. The 3rd European Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what’s happening in the world of marketing today. This edition features a large number of new cases from prominent marketing academics and professionals from around Europe.

Objev podobné jako Marketing - Michael Solomon, Greg Marshall, Bradley Barnes, Wendy Tabrizi, Vincent-Wayne Mitchell, Elnora Stuart

For undergraduate and graduate courses in marketing research. An applied and practical marketing research text With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry.

Objev podobné jako Marketing Research: An Applied Orientation, Global Edition - Naresh Malhotra

Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models. Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships; monitoring/reporting of the strategy; and the crucial role of leadership.  The text takes a global perspective that is both sustainability-focused and consumer-centric. Executive insights, head-scratching blunders, and other features provide additional depth and engagement. Examples include: Airbnb, Coca-Cola, Domino’s Pizza, KFC, K-pop, L’Oréal, and Starbucks. For more in-depth application of and practice with strategic decision-making, this book also includes 14 case studies accompanied by detailed teaching notes and answers to case questions, on a range of organizations from PEZ Candies to the Sydney Opera House. Written in a style that is easy-to-read with chapter summaries and questions to test critical thinking, each chapter promotes strategic, diverse, and ethically-minded decision-making by flagging relevant Sustainable Development Goals to passages in the text. This textbook is essential reading for courses covering marketing strategy, strategic marketing, and marketing management at both undergraduate and graduate levels. Diane M. Phillips is Professor of Marketing at Saint Joseph′s University, USA, and Guest Professor at the Institute for Retail Management, ... Unknown localization key: "more"

Objev podobné jako Marketing Strategy & Management - Diane M. Phillips

An unvarnished accounting of one man’s struggle toward sexual and emotional maturity. In this unconventional memoir, Jonathan Alexander addresses wry and affecting missives to a conflicted younger self. Focusing on three years—1989, 1993, and 1996—Dear Queer Self follows the author through the homophobic heights of the AIDS epidemic, the fall of the Berlin Wall, the election of Bill Clinton, and the steady advancements in gay rights that followed. With humor and wit afforded by hindsight, Alexander relives his closeted college years, his experiments with his sexuality in graduate school, his first marriage to a woman, and his budding career as a college professor.  As he moves from tortured self-denial to hard-won self-acceptance, the author confronts the deeply uncomfortable ways he is implicated in his own story. More than just a coming-out narrative, Dear Queer Self is both an intimate psychological exploration and a cultural examination—a meshing of inner and outer realities and a personal reckoning with how we sometimes torture the truth to make a life. It is also a love letter, an homage to a decade of rapid change, and a playlist of the sounds, sights, and feelings of a difficult, but ultimately transformative, time.

Objev podobné jako Dear Queer Self – An Experiment in Memoir - Jonathan Alexander

Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing. New to this sixth edition: Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen Updated online resources for instructors to use and share in their teaching with students, including PowerPoint slides, a testbank, and an instructor’s manual containing guidance and links to online content such as video material, reports, websites and relevant journal articles for each chapter The textbook is suitable for students taking a b2b/industrial marketing module at undergraduate or postgraduate levels. It will also be useful to researchers and practitioners involved in b2b/industrial marketing. Ross Brennan was the former professor of industrial marketing at the University of Hertfordshire, UK. Louise Canning is Associate Professor of Marketing at Kedge Business School, Marseille France. Helen McGrath is Lecturer in Marketing at University College Cork, Ireland.

Objev podobné jako Business-to-Business Marketing - Helen McGrath, Ross Brennan, Louise Canning

Rediscover the fundamentals of marketing along with the rise of metamarketing from the best in the business In Marketing 6.0, the celebrated promoter of 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 of metamarketing, 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. Readers will learn about: The building blocks of metamarketingGeneration Z and Generation Alpha and the technologies they use dailyHow to tap into metaverses and extended realityThe potential obstacles and solutions for creating a more interactive and immersive experience. Marketing has evolved to address global challenges and changing customer expectations. Incorporating sustainability themes and new technologies for customer engagement are essential for businesses to remain relevant. Indeed, marketing has shifted from traditional to digital, but most customers still value some forms of human interaction. As a result, multichannel and omnichannel marketing have become popular among marketers aiming to leverage both traditional and digital engagement. Metamarketing goes beyond that and offers a genuine physical and digital convergence by providing a ... Unknown localization key: "more"

Objev podobné jako Marketing 6.0 - Philip Kotler, Setiawan Iwan, Kartajaya Hermawan

For courses in Marketing Research at two- and four-year colleges and universities An engaging, do-it-yourself approach to marketing research Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles–Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation–author Naresh Malhotra covers concepts at an elementary level, deemphasising statistics and formulas. Sensitive to the needs of today’s undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.

Objev podobné jako Essentials of Marketing Research, Global Edition - David Birks, Peter Wills, Naresh Malhotra

For undergraduate courses in services marketing Learn how to create value through customer connections and engagement As economies across the world continue to transition toward services, skills in marketing and managing services have never been more important. Essentials of Services Marketing, 4e, captures the reality of today’s world, incorporates recent academic and managerial thinking, and illustrates cutting-edge service concepts. Designed to provide a crisp introduction to key topics in the field, this book places marketing issues within a broader general management context and shows the relationships between the marketing, operations, IT, and human resources functions in service firms.

Objev podobné jako Essentials of Services Marketing - Jochen Wirtz

Delve into the ethical challenges confronting researchers from study design to data management and publication. The guide outlines key decision points, advocating proactive planning to address dilemmas in analysis, reporting, and post-publication responsibilities while maintaining integrity at every stage.

Objev podobné jako Ethical Choices in Research - Harris Cooper

Generative AI has the potential to transform teaching by reducing workload, enhancing learning, and fostering creativity. It also poses significant challenges and raises important questions. This book is for teachers who want to know more about generative AI: how it works, the ethical questions it raises and what it can do for them and their students.The Little Guide for Teachers series is little in size but BIG on all the support and inspiration you need to navigate your day-to-day life as a teacher.*Authored by experts in the field*Easy to dip in-and-out of*Interactive activities encourage you to write into the book and make it your own*Read in an afternoon or take as long as you like with it!

Objev podobné jako A Little Guide for Teachers: Generative AI in the Classroom - Laura Knight

A NATIONAL BESTSELLER!“Nicole Avant gives a raw and courageous look into how she found the light in her darkest moment. She reminds us that grief is different for everyone, and we have the power to move through it in our own unique way.” —Cleo Wade, New York Times Bestselling Author“A love song to a great woman told through the eyes of the great woman she created.”—Tyler PerryThe USA Today bestseller, a spirit-lifting memoir about overcoming adversity, how to turn pain into purpose, how to live always in gratitude, and how to face down tragedy and turn it into love. Nicole Avant—diplomat, philanthropist, filmmaker—grew up surrounded by some of the most extraordinary artists of our time: Bill Withers, Oprah Winfrey, Quincy Jones, Sidney Poitier. Her parents—entertainment mogul, Clarence Avant, and legendary philanthropist, Jacqueline Avant—turned their home into a place of refuge and inspiration for a generation of geniuses. Nicole drew on that magical upbringing to create a stellar career in the music business, become the U.S. ambassador to the Bahamas, and produce critically acclaimed award-winning films and documentaries. Then, an unthinkable tragedy struck: her mother was fatally shot in December 2021. In this searing and inspiring memoir, Nicole turns the pain ... Unknown localization key: "more"

Objev podobné jako Think You'll Be Happy - Nicole Avant

Unlock the essential concepts, theories, and frameworks for marketing in the digital age with this award-winning textbook. Fully updated, it explores the skills needed to thrive as an ethical, socially-conscious marketer in today’s ever-evolving digital landscape.This third edition brings you: Brand-new case studies from global companies across a variety of industries, including Bang & Olufsen, Oatly, Tesla and Carrefour New and updated Sustainability Spotlight boxes, which align with the UN’s Principles for Responsible Management Education (PRME) initiative Cutting-edge content covering the latest advancements in AI and its growing role in marketing strategiesInstructors have access to a comprehensive set of online resources, including a full Teaching Guide, as well as PowerPoints and Testbanks for each chapter.Principles of Marketing for a Digital Age is your essential guide to marketing as part of an introductory marketing course at college or university.

Objev podobné jako Principles of Marketing for a Digital Age - Tuten Tracy L.

Discover the tools required to pursue your career in cosmetics marketing. Through an in-depth analysis of this fast-growing and complex industry, Cosmetics Marketing: Strategy and Innovation in the Beauty Industry provides thought-provoking, industry-led exercises and case studies to demonstrate the role of aesthetics, authentic communication, emerging technologies, cultural trends, and the measurement of marketing efforts. There are also practical, beautifully illustrated resources for entering the field, exercises for boosting creativity, preparations for interviews, as well as an overview of the beauty products and theory used by makeup artists and product developers.With a focus on the evolution of the industry and its social responsibilities in terms of inclusivity and sustainability, this is a core text for cosmetics courses in marketing and business at the undergraduate and graduate levels. Cosmetics Marketing is the ultimate guide to this powerful, multi-billion dollar global industry and will influence and support the next generation of leaders in beauty.

Objev podobné jako Cosmetics Marketing - Delphine Horvath, Lindsay Karchin

This core textbook provides students with a concise and user-friendly overview of the marketing research process, taking a refreshingly non-technical approach. The goal of this focused text is to equip students with the skills needed to interpret and implement the outcomes of such research to effectuate meaningful change. Keeping digital data and internet research at its heart, Marketing Research details the main stages of the research process, covering both quantitative and qualitative methods and offers a plethora of case studies and examples.Now in its fourth edition, this popular and accessible textbook is ideal for use on marketing research courses at diploma, undergraduate, postgraduate and MBA levels. This book has also been written to support The Market Research Society’s Diploma Module: The Principles of Market & Social Research.New to this Edition:- Expanded coverage of qualitative analysis, now with its own dedicated chapter- Fresh material on hot topics such as big data analytics, social media listening and data visualization- Updated content on online surveys, online group discussions and online samples, as well as data protection legislation- Added ''Industry Viewpoint'' features setting out the latest thinking from practitioners on important topics- New author video introductions to each chapter and ''Careers in Marketing Research'' ... Unknown localization key: "more"

Objev podobné jako Marketing Research - Alan J. Wilson

In an increasingly interconnected and global business environment, it is crucial that businesses recognise how a better understanding of cultural differences can help to foster greater business success. This book will help you to develop essential cross-cultural insights for when business and marketing goes global through a range of frameworks and learning features. The authors explore the roles of culture, communication, language, interactions, decision-making, market entry and business planning when working across geographical regions. They recognise the rich diversity in international markets and local consumer knowledge and marketing practices. Readers are encouraged to engage in cultural self-reflection to help better design and implement business strategies in local markets. Throughout, the book links to the x-culture learning project, which is an experiential multicultural exercise and form of student assessment where collaborative virtual teams are formed and together solve real world international business problems. This is an essential textbook for university and college students of international and cross-cultural marketing as well as international and intercultural business. It will also be of interest to business and marketing practitioners working in global contexts. Julie Anne Lee is a Winthrop Professor in Marketing and the Director of Research and Research Training in the Business School ... Unknown localization key: "more"

Objev podobné jako Business & Marketing Across Cultures - Jean-Claude Usunier, Julie Anne Lee, Vasyl Taras

Artificial Intelligence (AI) has a great influence on several issues in the workplace, especially for people. It explores the current strengths, weaknesses, opportunities, and obstacles AI has on managers, employees, and stakeholders. Specifically, it examines how managers can use AI to better interact, communicate, and train employees.

Objev podobné jako Navigating AI in the Workplace