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Optimizing AdWords provides the information marketers and future marketers need to harness the power of the Google's AdWords search engine marketing applications. It provides a big picture overview of the AdWords system, helping businesses and individuals decide…

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Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. It also details changes in traditional advertising and marketing principles. Blakeman covers key areas,…

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“This book provides a very useful and practical framework to guide the development of a Market Intelligence function that serves as a tool for competitive advantage. The use of multiple and diverse business cases helps readers to understand the…

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Strategic market planning in technology-intensive businesses is more complex and is less manageable than in most other organizations. The technology-driven business environment is intensely competitive, complex, and dynamic, and planning needs to be done quickly…

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This book is a response to a need in the market place in the fast-growing field of customer profitability analysis and the profitable management of customer relationships. It combines innovative approaches to calculating the value of customers, with the…

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This 548-page book gives you 100 of the most effective direct mail sales letters ever written. Plus, get hundreds of tips and checklists for effective writing, more than 100 ways to open a letter, 90 ways to close a letter, 14 sections covering all types of…

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In recognising the realms of eco-marketing, sustainable marketing, social marketing and ethical consumption, this collection provides an accessible overview of the multifaceted and challenging nature of green and ethical issues. In revealing that there are many…

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IT service metrics: Manage them. Measure them. Make them work for you. Measuring success is crucial, but how do we do it? How can we be sure that the IT services we offer are adding real value to our business? Metrics are an invaluable tool for measuring the…

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Gaining Influence in Public Relations explores how professionals can increase their influence in practice to help their organizations achieve success. This provocative book explores the largely uncharted territories of power, resistance, dissent, and activism in…

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This rigorous and comprehensive text encompasses modern theoretical and applied methods of analysis in the field of international trade. Rather than presenting the theory as fact, the authors illustrate the application of theory and consider those areas where…

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This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Despite the potential, many…

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This volume provides original insight into the operational opportunities, challenges and constraints in managing Tourism Destination Marketing. It explores how the various tourist destination systems including tourist, places (as seen by the tourist),…