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.
Digital Marketing: A Practical Approach 2nd Edition is a step-by-step guide to marketing using the Internet. Concentrating on the operational and functional aspects of this dynamic subject, the book is packed with tactical advice and real-life examples from those leading the field to help you succeed.
Written as an accessible guide to equip you for the digital element of any contemporary marketing role, Digital Marketing covers all the key topics including search engine optimization and social media marketing. With real-world case studies to illustrate digital marketing in practice and exercises to help you analyse, plan and execute effective strategies within the workplace, this practical resource will prepare you to undertake digital marketing across a variety of organizations.
More than just a book, this complete package features an associated website at AlanCharlesworth.eu/DigitalMarketing which hosts the case studies for the book, offers further tips and advice and provides access to a wealth of extra material such as up-to-date references and web links.
This new, second edition builds on the first edition's success by addressing the key recent developments in digital marketing including an expanded section on social media marketing and an appreciation of the impact of mobile devices. Moreover, it's been thoroughly updated throughout, with brand new cases and examples with an international range, all of which encourage the reader to quickly learn the practical applicability of the theory and practice of emarketing.
Zeithaml's Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers.Â The seventh edition maintains a managerial focus by incorporating company examples and strategies for addressing issues in every chapter, emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.
Digital Communication Receivers Synchronization, Channel Estimation, and Signal Processing Digital Communication Receivers offers a complete treatment on the theoretical and practical aspects of synchronization and channel estimation from the standpoint of digital signal processing. The focus on these increasingly important topics, the systematic approach to algorithm development, and the linked algorithm-architecture methodology in digital receiver design are unique features of this book. The material is structured according to different classes of transmission channels. In Part C, baseband transmission over wire or optical fiber is addressed. Part D covers passband transmission over satellite or terrestrial wireless channels. Part E deals with transmission over fading channels. Designed for the practicing communication engineer and the graduate student, the book places considerable emphasis on helpful examples, summaries, illustrations, and bibliographies. Contents include:<br> * Basic material<br> * Baseband communications<br> * Passband transmission<br> * Receiver structure for PAM signals<br> * Synthesis of synchronization algorithms<br> * Performance analysis of synchronizers<br> * Bit error degradation caused by random tracking errors<br> * Frequency estimation<br> * Timing adjustment by interpolation<br> * DSP system implementation<br> * Characterization, modeling, and simulation of linear fading channels<br> * Detection and parameter synchronization on fading channels<br> * Receiver structures for fading channels<br> * Parameter synchronization for flat fading channels<br> * Parameter synchronization for selective fading channels
This volume is a summary of material presented in the course given in the International School of Phannacology on "Drug Epidemiology and Post-Marketing Surveillance" between September 27 and October 8, 1990, at the "Ettore Majorana Center for Scientific Culture" in Erice, Sicily. The course, which was a NATO Advanced Study Institute, included lectures and workshops presented by experts in the new field of phannacoepidemiology. The material covered includes various approaches to spontaneous reporting of adverse drug reactions, including aggregate approaches, such as those used in France, and detailed analyses of individual reports, such as that done in The Netherlands and in Sweden. Also, included are studies using traditional epidemiology methods. In addition, modern pharmacoepidemiology makes considerable use of automated databases. As such, information is presented on their use as well. Phannacoepidemiology started in hospitals and some of the newest work in the field is returning to the hospital as a site for studies. Material on these topics was presented as well. Finally, selected new methodologic developments were outlined in specific examples presented that were of regulatory and commercial importance. This new field of phannacoepidemiology is exploding in interest internationally. Evidence of this is the increasing development of pharmacoepidemiology programs in industry, medical schools, pharmacy schools, and schools of public health. Also, there is a new International Society ofPhannacoepidemiology. Practitioners in this field tend to specialize in either analyses of spontaneous reporting or the use of formal epidemiologic techniques.