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Marketing Strategy
WINNER: The BookFest Spring Book Awards 2022 - Marketing category WINNER: Business Book Awards 2022 - Sales & Marketing category Tasked with creating marketing strategy? This book is for you. Learn about the most useful tools and models, dodge common mistakes, and optimize your marketing strategy success, with this practical and adaptable framework from award-winning thought-leader Jenna Tiffany. Create an effective marketing strategy for your business with Marketing Strategy, which offers a clear, easy-to-follow overview of why strategy is important, how to create it, how to implement it, and - crucially - how to measure its success. Packed with global examples and case studies, the book op...
The Marketing Plan
A well-devised marketing plan can improve a company's performance and should be the focus of all marketing aims, proposals and activities. This practical guide should clarify the complexities faced by those responsible for compiling a plan and sets out clear guidelines on how to go about this task.
Paid, Owned, Earned
The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.
Digital Marketing Strategy
The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketi...
Branding Inside Out
Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind. Branding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people. Online resources include supporting PowerPoint slides and case studies for each chapter.
Employee Experience
For organizations to maintain their competitive advantage, their people need to be performing to the best of their abilities. But in a world of increasing stress and pressure, rapid technological change and digital overload, supporting and developing employees has never been more difficult. Employee Experience is a practical guide to achieving this. To develop top-performing employees, HR professionals need to move beyond ad hoc engagement initiatives and instead to design and embed employee experience throughout an organization's processes and culture - from the moment an employee sees a job advert to the moment they leave the company. Employee Experience is full of tools, tips and advice t...
Knowledge Management
As knowledge economies become increasingly important around the world, it is essential that organizations are able to transform their knowledge into a competitive advantage. This textbook offers an interdisciplinary approach to knowledge management written specifically for postgraduate students in business and management schools. Knowledge Management presents classic and advanced concepts, models and frameworks using a clear logical structure, which covers building knowledge competence, the knowledge lifecycle, and integration of knowledge management with business decision making. An overall framework illustrates links between chapters and ensures readers can gain a body of actionable knowle...
Employee Engagement
An engaged workforce is critical to the high performance and success of any organization. Employee Engagement offers a complete, practical resource for understanding and creating an effective engagement strategy that is aligned to wider business objectives. Supported by a variety of practical tools, features and templates, as well as numerous real-life examples and case studies from organizations such as AXA PPP Healthcare, Capital One, Charles Stanley, EDF Energy and Marks & Spencer, this handbook provides comprehensive coverage of all stages of the engagement process, from planning initiatives to building and measuring their success. This updated second edition of Employee Engagement consi...
Social Media Marketing for Business
Social media has become an imperative for almost every business. Discover how to successfully implement an effective social media strategy that is supported and integrated throughout every part of your organization, with this essential handbook to enhancing your online presence. Social Media Marketing for Business provides a step-by-step roadmap to setting up effective workflows, team configurations, governance models and social media policies, alongside creating and measuring content and social media campaigns that have the competitive edge. Featuring insights from leading industry experts, it covers areas such as balancing social media ownership, measuring success using analytics and condu...
Human Resource Management
Human Resource Management: People and Organisations provides thorough coverage of key HR topics and their context to enable students to excel in their academic studies and begin a successful career as a people professional. Now fully updated for a third edition, Human Resource Management: People and Organisations covers everything from HR service and delivery and essential UK employment law through to resourcing and talent planning, employee engagement and reward management. There is also expert discussion or organisation design and development as well as advice on how to improve organisational performance. This edition also includes a brand new chapter on people management in an internation...
