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Digital and social media are essential aspects of a marketing department's function; therefore, it is important that they are integrated into the organization's wider goals. Uniting digital marketing techniques with business strategy and established marketing…
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|This title releases July 28, 2017

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The People Business offers readers a unique, inside perspective on what works and what doesn't in the world of corporate internal communication and strategy. Featuring interviews with senior practitioners from a diverse range of leading firms, the book offers a…

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Advanced Customer Analytics provides a clear guide to the specific analytical challenges faced by the retail sector. The book covers the nature and scale of data obtained in transactions, relative proximity to the consumer and the need to monitor customer…
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|September 28, 2015

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According to the U.S. Department of Labor, jobs in the field of meeting, convention, and event planning is expected to grow 33 percent from 2012 to 2022, making it one of the fastest growing careers. Event Planning and Management introduces the events industry as…

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While ethical practice in any profession is guided by timeless philosophical perspectives, ongoing developments in technology, social media, and social contexts offer new challenges, especially in the field of public relations (PR). Ethical questions and…
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|November 28, 2015

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Retail operated comfortably for years using concepts governing physical retail environments. However, change has taken place across all retail sectors, brought on by the internet and social media; it is now necessary to adopt customer-driven strategies based on a…

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Between tweets, likes, comments, blogs, videos and images, today’s customer is estimated to generate 2.5 quintillion bytes of data per day. How can marketers utilize the ever-increasing amount of data to better understand and interact with their customers?…
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|This title releases November 30, 2017

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•Based on research in more than 300 innovative companies, the visionary insights of bestselling author Steven Van Belleghem provide an answer on how to be customer-oriented in a world of automatization and digitalization •With a chapter by expert…
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|This title releases April 1, 2020

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When we refer to 'marketing', most people think of advertising or promotion. Marketing is much more than this. The Building Blocks of Marketing: From Application to Theory helps readers understand firstly customers' needs and wants, so that the business can…
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|This title releases July 28, 2018

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Most texts, university courses and corporate training program have the start point in the entrepreneurial process being the identification of new market opportunities thereby providing the basis for the development of a radically new product or service…