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The AI Marketing Canvas
This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success—regardless of where their marketing organization is in the process. The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit? The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framew...
Cutting Edge Marketing Analytics
Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and an...
Marketing Analytics
The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making. The book presents actual cases and data, giving readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and investigate the link between marketing plans and customer behavior. These actual scenarios shed light on the most pressing marketing questions, such as setting the optimal price for one’s product or designing effective digital marketing campaigns. Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.
The Chemistry and Technology of Solid Rocket Propellants (A Treatise on Solid Propellants)
The book is a treatise on solid propellants in nine chapters, covering the history, chemistry, energetics, processing and characterization aspects of composite solid propellants, internal ballistics, advanced solid propellants, safety, quality and reliability and homogenous or double base propellants. The book also traces the evolution of solid propellant technology in ISRO for launch vehicles and sounding rockets. There is a detailed table of contents, expanded index, glossary, exhaustive references and questions in each chapter. It can be used as a textbook for science and engineering students, as a reference book for researchers and as a companion to scientists and engineers working in the research, development and production areas of solid propellants.
Strategy in the Digital Age
Digital transformation is much more than building a digital infrastructure to gather and process data. It is about understanding how digital technologies enable the creation of innovative services and products. It is about identifying new competitive positions and business models and thinking critically about how to both create and capture value. Strategy in the Digital Age directly engages these concerns and provides a comprehensive roadmap for planning a successful digital strategy and executing a digital transformation in organizations. Covering major topics such as big tech, data analytics, artificial intelligence, blockchain, cryptocurrency, autonomy, cybersecurity, data privacy, and an...
Content Rules
The guide to creating engaging web content and building a loyal following, revised and updated Blogs, YouTube, Facebook, Twitter, Google+, and other platforms are giving everyone a "voice," including organizations and their customers. So how do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules equips you for online success as a one-stop source on the art and science of developing content that people care about. This coverage is interwoven with case studies of companies successfully spreading their ideas online—and using them to establish credibility and build a loyal customer base. Find ...
Animal-Origin Viral Zoonoses
This book is the second volume in the series Livestock Diseases and Management, and reviews the importance and implications of animal origin viral zoonoses. It also highlights the specific etiology and epidemiology of these viral infections and discusses their various biological and mechanical transmission mechanisms. Further, the book reviews various measures for controlling viral zoonoses and examines novel therapeutic and prophylactic strategies. Discussing recent studies on the pathogenesis and host immune response to these infections, it underscores the importance of using vaccines against these viral diseases to reduce the risk of them being transmitted to humans.Lastly, it describes in detail the challenges posed by these viral infections and our readiness to face them.
Airimagination
Unprecedented social changes, accelerated by facilitating technologies and the COVID-19 pandemic, are calling for airlines to think deeply and non-conventionally on what will be important to existing and new travelers, as they change their lifestyles. New thinking requires airlines to extend the boundaries of their businesses to go beyond their traditional domains. This need goes beyond the renovation and iteration of conventional products to the transformation of products requiring new ideas and ways to scale them. Examples include the development of cost-effective urban air mobility, intermodal passenger transportation, door-to-door travel that is sustainable, and personalized offers. Airi...
Adcreep
Advertising is everywhere. By some estimates, the average American is exposed to over 3,000 advertisements each day. Whether we realize it or not, "adcreep"—modern marketing's march to create a world where advertising can be expected anywhere and anytime—has come, transforming not just our purchasing decisions, but our relationships, our sense of self, and the way we navigate all spaces, public and private. Adcreep journeys through the curious and sometimes troubling world of modern advertising. Mark Bartholomew exposes an array of marketing techniques that might seem like the stuff of science fiction: neuromarketing, biometric scans, automated online spies, and facial recognition techno...
Information Technology Risk Management and Compliance in Modern Organizations
Attacks on information systems and applications have become more prevalent with new advances in technology. Management of security and quick threat identification have become imperative aspects of technological applications. Information Technology Risk Management and Compliance in Modern Organizations is a pivotal reference source featuring the latest scholarly research on the need for an effective chain of information management and clear principles of information technology governance. Including extensive coverage on a broad range of topics such as compliance programs, data leak prevention, and security architecture, this book is ideally designed for IT professionals, scholars, researchers, and academicians seeking current research on risk management and compliance.
