This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of firm strategy selection. The first step in digital marketing is to understand your company and your brand. The...
The book's target is the executive or middle manager who needs to understand how to incorporate digital marketing into their organization at a strategic level. The book demonstrates how to incorporate digital strategy into firm strategy, focusing on the Resource-Based view, the Value Chain and basic positioning. The book then...
Without a doubt, new technologies, and notably the Internet, have had a profound and lasting impact on the marketing function. A paradigm shift has occurred which will forever change the way marketers and marketing managers work. This doesnâe(tm)t mean, however, that âe~oldâe(tm) marketing tools are no longer relevant. In this...
This book brings together the lessons of research on both the nature of learning and different educational applications, and it summarises these as seven key concluding principles.
In a fast changing world, brimming with social and economic uncertainty, financial information plays a vital role in the life of an organization and does so with two sets of eyes. One set looks back to see what has happened. This is the accounting function, which is simply about the...
The popular guide to the project management body of knowledge, now fully updated Now in its seventh edition, this comprehensive guide to project management has long been considered the standard for both professionals and academics. With more than 32,000 copies sold in the last three editions, it has now been...
