The decision-making process has become a challenge in modern organizations due to increased access to information and large data sets. When considering single-criteria problems, the decision making process is extremely intuitive. On the other hand, multi-criteria decision making, which involves several factors, requires further consideration and more sophisticated methods. Fuzzy Optimization and Multi-Criteria Decision Making in Digital Marketing applies fuzzy theory and multi-criteria decision making principles for better practice in the digital business environment. Presenting timely research and case studies on practical implementation of such theories in the digital marketplace, this publication is designed for use by business professionals, executives, graduate-level students, and researchers. This research-focused publication features discussions on several key concepts useful for modern business professionals including decision-making models and fuzzy theory applied to internet marketing, consumer behavior, and the optimization of strategic marketing plans.

If you want to move products, you need to move people. And if you want to move people, you need to move minds. This is what modern B2B marketing is all about. It's time to wake up to the power of branding, purpose, stories, emotion, people and culture to drive growth. There is something incredibly exciting happening in B2B land. Freed from a narrow focus on performance marketing, brands are becoming more interesting and more relevant. This book brings together the latest thinking on humanized B2B marketing, to help leaders and their businesses grow, dominate their categories, and become meaningful in today's demanding world. PAUL CASH is a creative entrepreneur and storyteller on a personal mission to humanize B2B marketing. Recognized as one of the Top 20 most influential B2B marketers, he is the founder of Rooster Punk, the go-to agency for B2B storytelling. JAMES TREZONA is a strategist, marketeer and MD of Rooster Punk. He uses the power of storytelling to empower businesses to reap the rewards of putting purpose at the heart of their business.

Banners and Dragons is a practical workbook of simple, low-cost and spectacular campaigning techniques. Every example is illustrated with foolproof instructions and full-colour pictures. It draws upon the famously wide range of campaigning techniques used by Amnesty International, but any local organisation trying to attract attention for its 'good cause' will find it helpful.

-A comprehensive text for students and professionals on an essential and emerging area of knowledge and skills for today's technical communication professions -Covers a growing area of focus for the field of technical communication, with relevance to digital marketing, social media publishing, and other professional fields -The first core textbook in this area designed to cover a full range of content strategy skills and practices

This is the third edition of the highly successful Advertising Concept Book. As well as substantially expanded chapters on interactive advertising and integrated advertising, an entirely new chapter on branded social media has been added. This new edition contains fifty specially drawn new illustrations of key campaigns. It covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. Pete Barry outlines simple but fundamental rules about how to 'push' an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns - in the form of over 500 'roughs' specially sketched by the author - also reinforce the book's core lesson: that a great idea will last forever. Pete Barry goes straight to the essence of how to write a great ad: work out what you want to say, who you are saying it to, and how you want to say it.

Why are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral? Word-of-mouth.

Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions.It is between 8.5 and 30 times more effective than traditional media.But want to know the best thing about word-of-mouth? It's available to everyone.

Whether you're a Fortune 500 company trying to increase sales, a corner restaurant trying to raise awareness, a non-profit trying to fight obesity, or a newbie politician running for city council, word-of-mouth can help you succeed. And you don't have to have millions of dollars to spend on an advertising budget. You just have to get people to talk.

The challenge, though, is how to do that. This book will show you how.

All of us grumble, from time to time, about the ever-increasing commercialization of American life. Whether in the form of overt corporate sponsorship--as evidenced by the "branding" of every major sporting event--or the less conspicuous role of commercial interests in the funding of the arts, America's corporations are a ubiquitous presence.

While debates rage over the televising of liquor ads and the degree to which Joe Camel encourages adolescent smoking, of far greater concern, R. George Wright argues, should be the passivity with which we accept excessive commercialization. For many, the spread of commercialization by any means other than fraud or deception today seems merely a reflection of the capitalist pursuit of well-being. Yet owning and spending, for the middle- class consumers Wright discusses, is at best only weakly related to their happiness.

In recent years, corporate America has shrewdly sought shelter from reasonable regulation by embracing the First Amendment. Focusing on such flashpoint issues as the Internet, tobacco advertising, and intentionally controversial ads, and exposing the dangerous elephantiasis of our commercial culture, Selling Words serves up a forceful warning about the perils of conflating commerce with First Amendment rights.

This book offers a novel approach to the study of nation branding as a strategy for political legitimation in authoritarian regimes using the example of military-ruled Thailand.

This book is a manifesto for responsible marketing. Taking a critical look at marketing practices of the last 50 years, it explains why they have led to an ethical stalemate and sometimes even a business impasse. Exposed to such practices, consumers have grown tired of meaningless offers coupled with the destruction of value as prices are driven down. As a result, today's marketing professionals find themselves in the firing line of a combat focused on greater social responsibility and environmental sustainability. Thanks to new ways of understanding consumers and branding, this book suggests how such a challenge can be met. Through the presentation of experiences, studies and concrete cases, the reader gains a tangible, fresh perspective on marketing: a new global, responsible, creative and collaborative model that helps respect sustainable consumption. Implicative Marketing presents a paradigm shift, one that will be of considerable interest not just to academics and their students, but also to marketing practitioners.

This book is an essential guide for anyone who wishes to develop successful business communication. It provides authentic and memorable workplace scenarios where learners become English communicators when solving authentic problems doing business together. The book aims to help learners: Use authentic workplace materials to solve problems using English Understand how language can be used as a lingua franca effectively when communicating Understand how intertextuality between shared spoken and written texts drives communication Improve communicative performance in spoken and written texts Become familiar with the communication realities of workplaces that are becoming increasingly technology driven and globalised This book will help learners become better equipped with communication strategies through its real life applicable and skills-based examples and will be a useful reference in the digital age.

This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle and alternative advertising formats, renowned scholars from around the globe contribute state-of the-art research on these issues in 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world.

Strategic Communication deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing, evaluating and implementing a communication strategy. This book links strategic communication campaign planning to medium and long-term business activity and to how organisations deal with issues. This thoroughly revised third edition includes: New international cases and professional exercises that will enable students to work through the cases and apply theory to real-life situations; New discussion questions on important aspects of campaign planning; Chapter exercises that encourage students to think more broadly about communication strategy and work through the particular aspects of a strategy; In Theory panels that highlight key theories and demonstrate important links between theory and practice Accessible and comprehensive, this is an essential text for students of professional communication and professionals transitioning into the field of Strategic Communication.

Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed.
The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.

What is wrong with the news? To answer this dismaying question, Pulitzer Prize-winning journalist Alex S. Jones has written Losing the News, a probing look at the epochal changes sweeping the media which are eroding the core news that has been the essential food supply of our democracy. At a time of dazzling technological innovation, Jones says that what stands to be lost is the fact-based reporting that serves as a watchdog over government, holds the powerful accountable, and gives citizens what they need. In a tumultuous new media era, with cutthroat competition and panic over profits, the commitment of the traditional news media to serious news is fading. Should we lose a critical mass of this news, our democracy will weaken or even fail. As the old economic model for news is being shattered by digital technology, the news media are making a painful passage that is taking a toll on journalistic values and standards. Journalistic objectivity and ethics are under assault, as is the bastion of the First Amendment. Jones characterizes himself not as a pessimist about news, but a realist. The breathtaking possibilities that the web offers are undeniable, but at what cost? Pundits and talk show hosts have persuaded Americans that the crisis in news is bias and partisanship. Not so, says Jones. The real crisis is the erosion of the iron core of news, something that hurts Republicans and Democrats alike. In its concluding chapters, Losing the News looks over the horizon, exploring ways the core can be preserved. Losing the News, the penultimate title in Oxford's highly successful Annenberg Institutions of Democracy series, depicts an unsettling situation in which theAmerican birthright of fact-based, reported news is in danger. But it is also a call to arms to fight to keep the core of news intact.

This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world's most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies.