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Marketing Theory

RRP $34.99

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Marketing as a field of theoretical inquiry has grown exponentially over the past few decades to the point that there is now a very large and dense body of knowledge for scholars and students to navigate. Helping you navigate this field for the first time, this third edition introduces and illuminates marketing theory by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. To keep you up-to-date with the latest advances in marketing theory and practice, this edition includes: *New examples and up-to-date literature *Entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L) *Global contributors introducing different schools of marekting from around the world. With chapters from many of the leading experts in marketing theory, this text provides the go-to overview of the field for undergraduate and postgraduate students alike.


Strategic Marketing For The C-suite

RRP $270.99

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Strategic Marketing for the C-Suite examines the relevance of academic research to the most senior levels of the marketing profession, the chief marketing officer (CMO), and the interests of their C- suite colleagues, particularly those of the chief executive officer (CEO) and chief financial officer (CFO). Unless academic research is relevant at the C-suite level, it is unlikely to be paid much attention lower down the organization. Strategic Marketing for the C-Suite has three objectives: (1) to understand what we can learn from recent academic research on strategic marketing, (2) to test the validity of earlier editorial positions, and (3) to make some modest suggestions as to what the field might do better in the future. The author addresses these objectives through a review of the academic research on a set of strategic marketing issues that are of relevance to top executives. Strategic Marketing for the C-Suite is structured in four steps. First, it examines the meaning of the phrase strategic marketing to help define the scope of the literature review and the role of the CMO in the firm, drawing on both the academic and practitioner literature. The second step identifies the key domains and associated issues that are currently relevant to the CMO and C-suite including the value of marketing to the firm, managing the new digital market space, achieving profitable growth through innovation, marketing capabilities as a source of competitive advantage, and addressing society's major concerns. The third step reviews the marketing literature relating to these five domains, and, in doing so, identifies the key research themes within each domain, and draws conclusions on these themes and overall conclusions on the domain itself. The fourth and final step summarizes what we learn from a decade's worth of research on strategic marketing, draws conclusions on the validity of earlier research, and discusses the implications for the field of academic marketing.


Digital Marketing In A Week

RRP $19.99

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Your fast track to successful digital marketing

Learn in a week, what the experts learn about digital marketing in a lifetime. Written by Nick Smith, a digital marketing expert, Digital Marketing In A Week gives you everything you need to run successful digital campaigns. Learn in a week, remember for a lifetime.

Online marketing just got easier

This book is essential basic training for every small business owner or department manager before they hope to trek deeper into the marketing woods. This book gives you the broad strokes to train you in the basics of what you need to know to survive and thrive with marketing in this digital age.

It's not our parents' world anymore, where direct mail, TV commercials, and billboards ruled. Now we have to adapt to changes and change fast ourselves, especially in the area of mobile marketing (also covered in this course). More than just this, of course, this book gives you the low-down on all the topics you will need:

- Social marketing

- Search engine optimization

- 'Paid' advertising on Google/Facebook, and so on

- Creating the perfect website that makes sales

- And more ... (Lots of tips and tricks on everything from Yahoo Answers to press releases)

A word for those whom this book isn't for: the goal of these tips is that you don't get seduced by the siren call of all the gimmicks out there. There is always another 'push button traffic' tool or 'magic bullet' product that will try to get your attention (and money). If you are looking for a 'get-rich-quick' book, this is not it. Everything, including your website, requires planning and work - work that doesn't always deliver return on investment overnight.

Each of the seven chapters in Digital Marketing In A Week covers a different aspect of online marketing:

- Sunday: Building the ultimate sales website

- Monday: SEO: The backbone of any digital marketing strategy

- Tuesday: Social media marketing madness

- Wednesday: Pay per click (PPC) simplified and explained

- Thursday: Mobile optimization and getting mobile users

- Friday: Email marketing - why you should do it no matter what

- Saturday: Other marketing tricks and tips in the modern world

About the Author

Nick Smith runs a consultancy advising SMEs on digital marketing. He has already written three highly successful titles in digital marketing in the In a Week series.


The Third Digital Divide

RRP $457.99

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Drawing on the thought of Max Weber, in particular his theory of stratification, this book engages with the question of whether the digital divide simply extends traditional forms of inequality, or whether it also includes new forms of social exclusion, or perhaps manifests counter-trends that alleviate traditional inequalities whilst constituting new modalities of inequality. With attention to the manner in which social stratification in the digital age is reproduced and transformed online, the author develops an account of stratification as it exists in the digital sphere, advancing the position that, just as in the social sphere, inequalities in the online world go beyond the economic elements of inequality. As such, study of the digital divide should focus not simply on class dynamics or economic matters, but cultural aspects - such as status or prestige - and political aspects - such as group affiliations. Demonstrating the enduring relevance of Weber's distinctions with regard to social inequality, The Third Digital Divide: A Weberian approach to rethinking digital inequalities explores the ways in which online activities and digital skills vary according to crucial sociological dimensions, explaining these in concrete terms in relation to the dynamics of social class, social status and power. As such, it will be of interest to social scientists with interests in sociological theory, the sociology of science and technology, and inequality and the digital divide.


Information-driven Marketing Decisions

RRP $256.99

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Data have almost no value in and for themselves. What's important is how they are used to create the information one needs to make informed decisions, and this is particularly true in making marketing decisions. Thus, Samli's new book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge, says Samli, the firm faces great risk in the marketplace and its survival probabilities in the long run are very low. Samli explains, first, the various data generating procedures, with special emphasis on data analysis, and second, the procedures for creating information out of data - all in a clear, systematic presentation that marketing managers will understand and benefit from immediately. Their MIS colleagues, whose goal should be to make data and information decision-maker friendly, will also benefit. A unique, valuable book for both.

The problem is not information overload as some contend, says Samli, but data overload. Data have almost no value in and for themselves. What's important is how data are used to create the information marketers need in order to make knowledgeable decisions. Thus, Samli's newest book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge - and another essential ingredient, wisdom - the firm faces great risk in the marketplace and its survival probabilities in the long run are very low, says the author.

Samli starts by presenting the key elements that contribute to an information gap in the use of data for marketing decisions. He describes the evolution of information in decision making, the distinction between data and information, and the reasons why data gathering and processing have become so sophisticated and difficult to use. Samli goes on to discuss data collecting techniques, the dimensions and uses of internal data and their parameters, and identifies the best but most underrated data gathering method: observation. Surveys, experimentation, and research are covered next, including attitude and motivation research, with a careful analysis of how the research operation, as well as its products, should be managed. He goes on to explain how information is elicited from data and how it should be used; then, the various control mechanisms for information systems overall, and ends with his own agenda for the improvement of the entire information-driven marketing decision process. A clear, systematic presentation that marketing managers, and their MIS colleagues (who appreciate the need to make data and information decision-maker friendly), will find valuable and immediately beneficial.



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Swayve Books

Website Marketing Web Development Creative Website Ecommerce
Online Advertising Website Budget Coding Web Pages
Software Online Store Digital Marketing Web Design
Wordpress Search Optimization Open Source

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