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Master of Marketing Measurement
This collection of papers focusing on the contributions of Margaret Henderson Blair, a pioneer in advertising and marketing practice and a champion of high quality, managerially relevant marketing research, provides insights into effective advertising. It captures five decades of Blair’s thoughts about the critical roles of the message in advertising, the necessity of reliable and valid measurement of advertising effects, and the centrality of persuasion as an outcome of advertising. Her thoughts are backed up by careful and readable research. Introductory chapters and editors’ comments prior to each chapter provide context to the collection as a whole and Blair’s individual presentations and papers are the heart of the book. It will appeal to advertising and marketing professionals who are seeking specific guidance for planning advertising and justifying expenditures, as well as marketing academics and scholars interested in the history of advertising.
Measuring Advertising Effectiveness
This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
Accountable Marketing
Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a di...
Computer Science And Engineering Technology (Cset2015), Medical Science And Biological Engineering (Msbe2015) - Proceedings Of The 2015 International Conference On Cset & Msbe
This book brings together 106 papers presented at the Joint Conferences of 2015 International Conference on Computer Science and Engineering Technology (CSET2015) and 2015 International Conference on Medical Science and Biological Engineering (MSBE2015), which were held in Hong Kong on 30-31 May 2015.The joint conferences covered a wide range of research topics in new emerging technologies, ranging from computing to biomedical engineering. During the conferences, industry professionals, scholars and government agencies around the world gathered to share their latest research results and discuss the practical challenges they encountered. Their research articles were reviewed and selected by a panel of experts before being compiled into this proceedings. Combining research findings and industry applications, this proceedings should be a useful reference for researchers and engineers working in computing and biomedical science.
Weaving Fire into Form
This book investigates multiple facets of the emerging discipline of Tangible, Embodied, and Embedded Interaction (TEI). This is a story of atoms and bits. We explore the interweaving of the physical and digital, toward understanding some of their wildly varying hybrid forms and behaviors. Spanning conceptual, philosophical, cognitive, design, and technical aspects of interaction, this book charts both history and aspirations for the future of TEI. We examine and celebrate diverse trailblazing works, and provide wide-ranging conceptual and pragmatic tools toward weaving the animating fires of computation and technology into evocative tangible forms. We also chart a path forward for TEI engagement with broader societal and sustainability challenges that will profoundly (re)shape our children’s and grandchildren’s futures. We invite you all to join this quest.
Landmarks
This book covers the latest research on landmarks in GIS, including practical applications. It addresses perceptual and cognitive aspects of natural and artificial cognitive systems, computational aspects with respect to identifying or selecting landmarks for various purposes, and communication aspects of human-computer interaction for spatial information provision. Concise and organized, the book equips readers to handle complex conceptual aspects of trying to define and formally model these situations. The book provides a thorough review of the cognitive, conceptual, computational and communication aspects of GIS landmarks. This review is unique for comparing concepts across a spectrum of ...
Twin Research
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Visualization, Visual Analytics and Virtual Reality in Medicine
Visualization, Visual Analytics and Virtual Reality in Medicine: State-of-the-art Techniques and Applications describes important techniques and applications that show an understanding of actual user needs as well as technological possibilities. The book includes user research, for example, task and requirement analysis, visualization design and algorithmic ideas without going into the details of implementation. This reference will be suitable for researchers and students in visualization and visual analytics in medicine and healthcare, medical image analysis scientists and biomedical engineers in general. Visualization and visual analytics have become prevalent in public health and clinical medicine, medical flow visualization, multimodal medical visualization and virtual reality in medical education and rehabilitation. Relevant applications now include digital pathology, virtual anatomy and computer-assisted radiation treatment planning. - Combines visualization, virtual reality and analytics - Written by leading researchers in the field - Gives the latest state-of-the-art techniques and applications
