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Next Level CMO
In the 21st century, marketing is in the midst of dramatic change - and the CMO role is changing with it. The marketing of the 20th century was defined by mass production and mass communication. It required an inside-out logic that began with the product and ended with the consumer. Today's marketing operates the other way around: it starts with people and their experiences and works its way backwards to products, technologies and processes. Marketing is about to hit the next level, and thus the chief marketing officer role needs to grow to match. This book profiles marketeers and CMOs from leading brands such as Banana Republic, Bayer, Generali, Gucci, Jägermeister, Katjes, Oatly, smart, Tony's Chocolonely, Unilever, Zalando and many more. What are their views, how do they perceive today's marketing and their role in it, and what skills will every CMO need to meet the challenges of marketing in the future?
The 21st Century Journalism Handbook
Set against the background of the fundamental issues facing the industry today, The 21st Century Journalism Handbook is a comprehensive guide to the core principles and practices essential to the modern journalist. Convergence, online, the growth of magazine formats, challenges presented by technology and new demands in news and feature writing are all covered from conceptual and practical perspectives. A thorough grounding in the key debates and techniques is provided; while clear, no-nonsense practical advice helps you develop your journalism skills and make a success of your studies and career. Key Features: A combination of professional insight, academic study and practical exercises all...
Vampire Dark Ages
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The New Rules of Marketing and PR
Scott analyses how the internet has revolutionised communications and promotions. Told with many compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.
Ethics for Journalists
Ethics for Journalists tackles many of the issues which journalists face in their everyday lives – from the media's supposed obsession with sex, sleaze and sensationalism, to issues of regulation and censorship. Its accessible style and question and answer approach highlights the relevance of ethical issues for everyone involved in journalism, both trainees and professionals, whether working in print, broadcast or new media. Ethics for Journalists provides a comprehensive overview of ethical dilemmas and features interviews with a number of journalists, including the celebrated investigative reporter Phillip Knightley. Presenting a range of imaginative strategies for improving media standa...
How to pass the APC
Graduates undertaking the RICS Assessment of Professional Competence (APC) often find that, in addition to the general information provided by the RICS, guidance is needed on specific areas of their work as general practice surveyors. How to Pass the APC: Essential Advice for General Practice Surveyors has been built around the needs of general practice surveyors, and guides you through the APC process in line with your own competencies – including valuation, marketing, landlord and tenant, estate management, rating, and planning and development work, together with more specialist areas. The author highlights the essentials, showing you how to approach the presentation and interview, providing a bank of examples of real APC questions, together with illustrative responses to demonstrate how the interview process works. Accessible and easy to use, this book gives you comprehensive coverage of the fundamental elements and is a must read for anyone taking the APC.
Digital Marketplaces Unleashed
This collection of different views on how digitalization is influencing various industrial sectors addresses essential topics like big data and analytics, fintech and insuretech, cloud and mobility technologies, disruption and entrepreneurship. The technological advances of the 21st century have been massively impacted by the digital upheaval: there is no future without digitalization. The sale of products and services has left the classical point of sale and now takes place on a variety of channels. Whether in the automotive industry, travel and traffic, in cities, or the financial industry – newly designed ecosystems are being created everywhere; data is being generated and analyzed in real time; and companies are competing for mobile access channels to customers in order to gain knowledge about their individual contexts and preferences. In turn, customers can now publicly share their opinions, experiences and knowledge as User Generated Content, allowing them to impact the market and empowering them to build or destroy trust.
Starting and Developing a Surveying Business
Starting and Developing a Surveying Business shows how surveyors can develop their own successful small business. For surveyors thinking of taking this step, guidance is provided on the pros and cons which will help the right decision to be made, and the key factors which help see the business through its early stages. For surveyors already running their own small business, consideration is given to factors which will help profitability and growth potential.
The Online Journalism Handbook
The Online Journalism Handbook offers a comprehensive guide to the ever-evolving world of digital journalism, showcasing the multiple possibilities in researching, writing, and storytelling provided by new technologies. In this new edition, Paul Bradshaw presents an engaging mix of technological expertise with real-world practical guidance to illustrate how those training and working as journalists can improve the development, presentation, and global reach of their stories through webbased technologies. Thoroughly revised and updated, this third edition features: A new chapter dedicated to writing for email and chat, with updated case studies New sections covering online abuse, news avoidan...
Shoreham Airport
A must-have for anyone interested in the past of this fascinating historic airport.
