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Breakthrough Branding
Branding provides a unique way for a library to distinguish itself: its identity, personality, and image. Drawing on five vividly unique case studies from libraries across the country, Breakthrough Branding: Positioning Your Library to Survive and Thrive shows how to mesh your library’s brand deeply and seamlessly within your internal culture, to leverage and better position your brand for the audiences you serve, and develop and implement promotional strategies and tactics consistent with your objectives. Experienced marketers and branding consultants Suzanne Walters and Kent Jackson offer clear advice regarding the art and science of library branding, advocacy, ethical considerations, ma...
Marketing for Entrepreneurs, Start-Ups and Small Businesses
Description Marketing for Entrepreneurs, Start-Ups and Small Businesses is written as a practical guide for new and experienced entrepreneurs and small business people. It covers the basics on both traditional and digital marketing, and builds to give you a more detailed, practical picture of the topic. You will be able to start marketing immediately.BackgroundPeople market ideas, products and services for all sorts of reasons; you might want to make the world better for everyone, you might desire recognition for yourself, you might not like working for other people, or you might have found yourself unemployed for a whole range of reasons. That is why you have arrived here, and now you need ...
Modernizing Aristotle's Ethics
Over 2,300 years ago, the Ancient Greeks gave us philosophy—the love of wisdom. From Socrates and Epicurus to Plato and Aristotle, they grappled with the big questions—who are we? Why are we here? What is a good life? How should we lead our life? Later, the natural sciences split away from philosophy, and then the humanities did as well, and fragmented into separate disciplines, all of which tell us something about human nature—the universal, the culture-specific, and the individuated. This ongoing process was also forwarded by supporters of Aristotle’s worldview, most notably, Thomas Aquinas and Ayn Rand, and we see much value in their neo-Aristotelian philosophies, too. In the ligh...
Real Learning Opportunities at Business School and Beyond
This is the 2009 volume in the Advances in Business Education & Training Book Series. The Series aims to foster advancement in the field and to serve as an international forum for scholarly and state-of-the-art research and development. This volume offers challenging thoughts on constructing meaningful learning both within the academy and in collaboration with outside stakeholders. It comprises two major sections: research into business education and best practice in business education. The research contributions explore the incorporation of theoretical frameworks and the exploitation of clicker technology in classroom practice, the integration of reflective writing into work placements to s...
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E-Learning and Business Plans
With the invention of desktop computers, electronic learning or e-learning has become a convenient learning tool of choice for individuals with busy schedules. For the past several years, there has been a continuous stream of much needed innovation in the use of e-learning and these have now become second nature to both e-learning providers and users. But just as e-learning has enhanced and enriched our lives, challenges have increased as the creation of courses and e-learning material evolve. Technology, although it makes our lives easier, can come with a 'not so affordable' price tag. As creators of e-learning content, after raising money to provide a costly e-learning initiative, how do w...
The Role of Brands in an Era of Over-Information
Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-segmentation goes along with this trend, and there are multiple categories of the same core product available for the consumers in the market. What is the role of the brands in this context? In a way, they serve as a mental shortcut that consumers use to help “rationalize” decisions that would be impossible to make by analyzing all the options available. Brands also try to find more distinctive signals to stand out and differentiate from others. Signals like more green, ecologic, or inclusive brands are now part of the claims of t...
Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence
Digital marketing emerged as a natural response by companies and vendors to leverage and benefit from the significant consumer concentration on digital channels. This proliferation of IT applications and the enormous presence of customers in digital channels generate a large number of products and customer data. Machine learning and artificial intelligence are game-changing techniques in digital marketing to analyze this data. This analysis helps marketers to personalize the sales tools toward individuals, optimize their operations, and minimize expenditure. Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence demonstrates relevant theories of digital marketing a...
