Social media platforms such as Facebook, Twitter, LinkedIn, and Pinterest are changing the way consumers make purchasing decisions . . . and tapping into these online communities has become a necessary part of any integrated sales strategy. Citing enlightening research and real-world examples, this smart, practical guide presents readers with a detailed methodology for growing sales and expanding their customer base using social media. Readers will learn how to: - Use content and conversations to build online relationships that transition to sales - Execute realistic sales strategies for each of the major social media platforms - Spot social media trends that may influence future buying behaviors - Sell online in B2B and B2C environments - Turn social shares (likes, favorites, +1s) into social sales - Set tangible goals - Use online tools and analytics to track social influencers and identify relevant conversations as they are happening Complete with a chapter dedicated to capturing mobile sales--a segment poised to explode as the adoption of smartphones and tablets grows--"The Art of Social Selling" is essential reading for every sales professional.

Make the right hires every time, with an analytical approach to talent Predicting Success is a practical guide to finding the perfect member for your team. By applying the principles and tools of human analytics to the workplace, you'll avoid bad culture fits, mismatched skillsets, entitled workers, and other hiring missteps that drain the team of productivity and morale. This book provides guidance toward implementing tools like the Predictive Index(R), behavior analytics, hiring assessments, and other practical resources to build your best team and achieve the best outcomes. Written by a human analytics specialist who applies these principles daily, this book is the manager's guide to aligning people with business strategy to find the exact person your team is missing. An avalanche of research describes an evolving business landscape that will soon be populated by workers in jobs that don't fit. This is bad news for both the workers and the companies, as bad hires affect outcomes on the individual and organizational level, and can potentially hinder progress long after the situation has been rectified. Predicting Success is a guide to avoiding that by integrating analytical tools into the hiring process from the start. Hire without the worry of mismatched expectations Apply practical analytics tools to the hiring process Build the right team and avoid disconnected or dissatisfied workers Stop seeing candidates as "chances," and start seeing them as opportunities Analytics has proved to be integral in the finance, tech, marketing, and banking industries, but when applied to talent acquisition, it can build the team that takes the company to the next level. If the future will be full of unhappy workers in underperforming companies, getting out from under that weight ahead of time would confer a major advantage. Predicting Success provides evidence-based strategies that help you find precisely the talent you need.

Digital Marketing: Communicating, Selling and Connecting is an invaluable and vital tool for students seeking a comprehensive introduction to the subject of digital marketing. Written by a leading expert in the field, it is an unparalleled resource for students in marketing, as well as an accessible supplementary text for business and management students. Covering digital marketing's background and development, its practical challenges and unique benefits, and its operational foundations, this textbook introduces both technological and marketing concepts. It culminates with discussion of the future of digital marketing in an increasingly networked world. Key Features: In-depth introductions to the foundations and basic operating principles of digital marketing Multiple chapters covering consumer decision making online, and how digital marketing affects the consumer Chapters on service technology and visual design, for a deeper understanding of digital marketing Coverage of digital marketing in both B2B and B2C contexts Discussion of legal and ethical aspects of digital marketing Discussion questions in each chapter to promote engagement with the material and deepen student understanding. Charles Hofacker has drawn on extensive expertise to create an invaluable resource. Written for undergraduate students of marketing and digital marketing this textbook will be useful for anyone looking for an introduction to the subject.

This book systematically introduces the data governance and digital transformation at Huawei, from the perspectives of technology, process, management, and so on. Huawei is a large global enterprise engaging in multiple types of business in over 170 countries and regions. Its differentiated operation is supported by an enterprise data foundation and corresponding data governance methods. With valuable experience, methodology, standards, solutions, and case studies on data governance and digital transformation, enterprise data at Huawei is ideal for readers to learn and apply, as well as to get an idea of the digital transformation journey at Huawei. This book is organized into four parts and ten chapters. Based on the understanding of "the cognitive world of machines," the book proposes the prospects for the future of data governance, as well as the imaginations about AI-based governance, data sovereignty, and building a data ecosystem.

Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital. Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events. Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with "my brand is better than your brand" marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to: develop new "must haves" that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base; become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and create barriers to competitors that could include "must-have" associations and a basis of relationships that go beyond functional benefits.

• Describes machine learning in plain language to a non-technical audience • Explains how to manage machine learning projects to deliver value • Highlights important considerations when deploying machine learning systems in organisations

The purpose of this edited book is to provide the relevant technologies and case studies in a concise format that will simplify and streamline the processing of blockchain. The goal is for the contents of this book to change the way business transformations are conducting in economic and social systems. The book examines blockchain technology, the transaction attributes, and its footprint in various fields. It offers fundamentals and terminologies used in blockchain, architecture, and various consensus mechanisms that can be deployed in areas such as healthcare, smart cities, and supply chain management. The book provides a widespread knowledge into the deployment of security countermeasures that can be implemented for a blockchain network and enables the reader to consider the management of business processes and the implementation process in detail. The book highlights the challenges and provides various e-business case studies of security countermeasures. The book serves researchers and businesses by providing a thorough understanding of the transformation process using blockchain technology.

This book explores various e-Services related to health, learning, culture, media and the news, and the influences the Web and related technologies have had and continue to have in each of these areas, both on service providers and service users. It provides insights into the main technological and human issues regarding healthcare, aging population, recent challenges in the educational environment, the impact of digital technologies on culture and heritage, cultural diversity, freedom of expression, intellectual property, fake news and, last but not least, public opinion manipulation and ethical issues. Its main aim is to bridge the gap between technological solutions, their successful implementation, and the fruitful utilization of the main set of e-Services mostly delivered by private or public companies. Today, various parameters actively influence e-Services' success or failure: cultural aspects, organisational and privacy issues, bureaucracy and workflows, infrastructure and technology in general, user habits, literacy, capacity or merely interaction design. This includes having a significant population of citizens who are willing and able to adopt and use online services; as well as developing the managerial and technical capability to implement applications that meet citizens' needs. This book helps readers understand the mutual dependencies involved; further, a selection of success stories and failures, duly commented on, enables readers to identify the right approach to innovation in areas that offer the opportunity to reach a wide audience with minimal effort. With its balanced humanistic and technological approach, the book mainly targets public authorities, decision-makers, stakeholders, solution developers, and graduate students.

Already in just a decade of existence, cryptocurrencies have been the world's best-performing financial asset, outperforming stocks, bonds, commodities and currencies. This comprehensive yet concise book will enable the reader to learn about the nuts and bolts of cryptocurrencies, including their history, technology, regulations and economics. Additionally, this book teaches sound investment strategies that already work along with the spectrum of risks and returns. This book provides a plain-language primer for beginners worldwide on how to confidently navigate the rapidly evolving world of cryptocurrencies. Beginning by cutting to the chase, the author lists the common burning questions about cryptocurrency and provides succinct answers. Next, he gives an overview of cryptocurrency's underlying technology: blockchain. He then explores the history of cryptocurrency and why it's attracted so much attention. With that foundation, readers will be ready to understand how to invest in cryptocurrency: how cryptocurrency differs from traditional investments such as stocks, how to decide which cryptocurrency to invest in, how to acquire it, how to send and receive it, along with investment strategies. Additionally, legal issues, social implications, cybersecurity risks and the vocabulary of cryptocurrency are also covered, including Bitcoin and the many alternative cryptocurrencies. Written by a journalist-turned-professor, this book's appeal lies in its succinct, informative and easy-to-understand style. It will be of great interest to anyone looking to further their understanding of what cryptocurrency is, why it's a big deal, how to acquire it, how to send and receive it, and investment strategies.

A staggering 70% of digital transformations have failed as per McKinsey. The key reason why enterprises are failing in their digital transformation journey is because there is no standard framework existing in the industry that enterprises can use to transform themselves to digital. There are several books that speak about technologies such as Cloud, Artificial Intelligence and Data Analytics in silos, but none of these provides a holistic view on how enterprises can embark on a digital transformation journey and be successful using a combination of these technologies. FORMULA 4.0 is a methodology that provides clear guidance for enterprises aspiring to transform their traditional operating model to digital. Enterprises can use this framework as a readymade guide and plan their digital transformation journey. This book is intended for all chief executives, software managers, and leaders who intend to successfully lead this digital transformation journey. An enterprise can achieve success in digital transformation only of it can create an IT Platform that will enable them to adopt any new technology seamlessly into existing IT estate; deliver new products and services to the market in shorter durations; make business decisions with IT as an enabler and utilize automation in all its major business and IT processes. Achieving these goals is what defines a digital enterprise -- Formula 4.0 is a methodology for enterprises to achieve these goals and become digital. Essentially, there is no existing framework in the market that provides a step-by-step guide to enterprises on how to embark on their successful digital transformation journey. This book enables such transformations. Overall, the Formula 4.0 is an enterprise digital transformation framework that enables organizations to become truly digital.

A staggering 70% of digital transformations have failed as per McKinsey. The key reason why enterprises are failing in their digital transformation journey is because there is no standard framework existing in the industry that enterprises can use to transform themselves to digital. There are several books that speak about technologies such as Cloud, Artificial Intelligence and Data Analytics in silos, but none of these provides a holistic view on how enterprises can embark on a digital transformation journey and be successful using a combination of these technologies. FORMULA 4.0 is a methodology that provides clear guidance for enterprises aspiring to transform their traditional operating model to digital. Enterprises can use this framework as a readymade guide and plan their digital transformation journey. This book is intended for all chief executives, software managers, and leaders who intend to successfully lead this digital transformation journey. An enterprise can achieve success in digital transformation only of it can create an IT Platform that will enable them to adopt any new technology seamlessly into existing IT estate; deliver new products and services to the market in shorter durations; make business decisions with IT as an enabler and utilize automation in all its major business and IT processes. Achieving these goals is what defines a digital enterprise -- Formula 4.0 is a methodology for enterprises to achieve these goals and become digital. Essentially, there is no existing framework in the market that provides a step-by-step guide to enterprises on how to embark on their successful digital transformation journey. This book enables such transformations. Overall, the Formula 4.0 is an enterprise digital transformation framework that enables organizations to become truly digital.

Digital technology has changed the way we work, socialize, shop, play and learn. This book offers a stimulating exploration of how digitization has begun transforming the prevailing global logistics system into a self-service and sharing economy, and ultimately provides a vision of the monumental changes likely to overflow into the business landscape. Consumer Logistics thoughtfully assesses the challenges posed to businesses as the Internet of Things, 3D printing and other yet-to-come technologies start to connect humans and physical objects in forms that will further transform lifestyles. Through a review of the evolutionary journey of logistics management, this book argues that the fourth wave of global logistics is fast giving way to the fifth wave of consumer logistics, which will see consumers adapt to the seamless offline-online purchasing experience brought by Omnichannel Retailing. By considering how logistics and digital technologies will interact to redefine consumer logistics, Peter J. Rimmer and Booi Hon Kam argue that this outcome is likely to reflect the character of the sixth great logistics wave: personal logistics. Thought-provoking, and contemporary in topic, this book will be of great value to business people interested in future trends, logistics professionals and operators, as well as academics and students worldwide working on logistics, supply chains and digital transformations.

This book looks at two technological advancements in the area of e-commerce, which dramatically seem to change the way consumers shop online. In particular, they automate certain crucial tasks inherent in the 'shopping' activity, thereby relieving consumers of having to perform them. These are shopping agents (or comparison tools) and automated marketplaces. It scrutinizes their underlying processes and the way they serve the consumer, thereby highlighting risks and issues associated with their use. The ultimate aim is to ascertain whether the current EU regulatory framework relating to consumer protection, e-commerce, data protection and security adequately addresses the relevant risks and issues, thus affording a 'safe' shopping environment to the e-consumer.

Digital Media and Wireless Communication in Developing Nations: Agriculture, Education, and the Economic Sector explores how digital media and wireless communication, especially mobile phones and social media platforms, offer concrete opportunities for developing countries to transform different sectors of their economies. The volume focuses on the agricultural, economic, and education sectors. The chapter authors, mostly from Africa and India, provide a wealth of information on recent innovations, the opportunities they provide, challenges faced, and the direction of future research in digital media and wireless communication to leverage transformation in developing countries. The volume provides important research on digital media and wireless communication within the context of developing countries that will be very useful for professionals from academia, government agencies, NGOs, technologists, entrepreneurs and investors, and others.

Praise for EMAIL MARKETING by the NUM8ERS

"At last--a book that marketers can use to gain real respect from CFOs and CEOs who care about the bottom line. Baggott, author of the award-winning blog 'Email Marketing Best Practices, ' clearly explains how to make your campaigns perform measurably better. The secret's in your test results."
-- Anne Holland, President, MarketingSherpa

"Despite its proven power, email marketing receives a fraction of the attention given to other, fancier media. This week you'll probably hear far more about mobile videocasting (or some such fashion) than you will about email marketing. You can help correct this imbalance by reading this book."
-- Rory Sutherland, Vice Chairman, Ogilvy Group, London, UK

"Baggott's wonderful new direct marketing book is loaded with practical advice and recommendations from some of the best minds in the industry. Email Marketing by the Numbers should be read by everyone in the industry who wants to profit from acquiring and retaining customers."
-- Arthur Middleton Hughes, Vice President/Solutions Architect, Knowledge Base Marketing, and author of Strategic Database Marketing

"Amidst the confusion and changing landscape of the Web, Baggott is one of the clear thinkers who can cut through the hype and help you understand how to drive revenues through the use of marketing technology."
-- Scott Burkey, Business Development Executive, Definition 6

"Baggott is the ultimate Web 2.0 entrepreneur who takes Email 2.0 to a new level. In Email Marketing by the Numbers, he gives marketers instructions for creating one-to-one conversations with prospects and customers. This book should be on the desk of everymarketer in every company, big or small."
-- Scott Maxwell, founder, OpenView Venture Partners

The provision of services on the Internet has expanded the field of e-banking to reach all major banks around the world. ""E-Banking Management: Issues, Solutions, and Strategies"" focuses on human, operational, managerial, and strategic organizational issues in e-banking. A cutting-edge reference source written by a collaboration of international experts, this book provides new theoretical constructs currently underpinning research and practices within the field. In addition, this Premier Reference Source covers significant key elements, relevant perspectives and ideas, and leading theories involving the field of e-banking management.

**Winner of the UALE Book Award 2021** Amazon is the most powerful corporation on the planet and its CEO, Jeff Bezos, has become the richest person in history, and one of the few people to profit from a global pandemic. Its dominance has reshaped the global economy itself: we live in the age of 'Amazon Capitalism'. 'One-click' instant consumerism and its immense variety of products has made Amazon a worldwide household name, with over 60% of US households subscribing to Amazon Prime. In turn, these subscribers are surveilled by the corporation. Amazon is also one of the world's largest logistics companies, resulting in weakened unions and lowered labor standards. The company has also become the largest provider of cloud-computing services and home surveillance systems, not to mention the ubiquitous Alexa. With cutting-edge analyses, this book looks at the many dark facets of the corporation, including automation, surveillance, tech work, workers' struggles, algorithmic challenges, the disruption of local democracy and much more. The Cost of Free Shipping shows how Amazon represents a fundamental shift in global capitalism that we should name, interrogate and be primed to resist.

This book discusses trade relations and facilitation issues at both the regional and the continental African level, highlighting the increasing business opportunities and challenges that confront Africa in the digital age. It also examines the effects of trade policies and other policy instruments on Africa's economic development and presents workable policy measures for a more business-friendly ecosystem. Discussing various topics, including trade relations between African countries, African and international trade agreements, and trade liberalization policies, the book appeals to scholars of economics, business and management as well as professionals and policymakers interested in fostering free trade and sustainable business development in Africa.

This book presents the foundations for the future of tourism in a structured and detailed format. The who-is-who of tourism intelligence has collaborated to present a definitive blueprint for tourism reflecting the role of science, market institutions, and governance in its innovation and sustainability. The book adopts a comprehensive approach, exploring recent research and the latest developments in practice to inform the reader about instruments and actions that can shape a successful future for tourism. Broad in scope, the book incorporates the perspectives of leading tourism academics, as well as the views of tourism entrepreneurs, destination managers, government officials, and civil leaders. The book is divided into three parts, the first of which addresses the scientific facets of innovation, analyzing the challenges and opportunities that technology provides for organic and disruptive developments in tourism, which will shape its future. In turn, the second part examines socio-cultural paradigms - with a view to dismantling traditional barriers to innovation. It also explores the role of heritage and the ethics of inclusiveness as drivers for sustainable tourism. The third part investigates new ways and means in governance and policy making for tourism. It introduces advances such as strategic positioning, symbiotic partnerships, and innovative management, and closes by presenting governance frameworks for an inclusive and sustainable future of tourism.

This book introduces blockchain technology applications in supply chains. Blockchain is a relatively new tool, nevertheless, there have been considerable advances over the last five years, and blockchain is now poised to revolutionize the conventional supply chains with the offering of accountability and quality to the wider complex supply networks. Based on literature reviews and original research, this book serves as an essential introduction to blockchain and its applications in supply chain. The unique features of the book are empirical studies to demonstrate the application of blockchain technology in food, healthcare, manufacturing, transportation and retail sectors. Each chapter includes research framework and open research questions. Simple narration of concept and detailed insights from primary research information. Use case narrative will provoke the readers to demystify the myths in application of concepts in the supply chain . Overall, the book demystifies blockchain technology, reviews evolution and outlines its future applications by blending contents to meet the expectations of both academic and practice community.

In his sixth business book, bestselling author, entrepreneur, and investor Gary Vaynerchuk explores the twelve essential emotional skills that are integral to his life—and business—success and provides today’s (and tomorrow’s) leaders with critical tools to acquire and develop these traits.

For decades, leaders have relied on “hard” skills to make smart decisions, while dismissing the importance of emotional intelligence. Soft skills like self-awareness and curiosity aren’t quantifiable; they can’t be measured on a spreadsheet and aren’t taught in B-schools or emphasized in institutions. We’ve been taught that emotional intelligence is a “nice to have” in business, not a requirement. But soft skills can actually accelerate business success, Gary Vaynerchuk argues. For analytical minds, it’s challenging to understand how to get “better” at being self-aware, curious, or empathetic—or even why it’s important to try.

In this wise and practical book, Gary explores the 12 human ingredients that have led to his success and happiness and provides exercises to help you develop these traits yourself. He also shares what the “half” is—that emotional ingredient of leadership he’s weakest at and makes the most effort to improve. Working through the ideas and exercises in the book, he teaches you how to discover your own “halves” and offers insight on how to strengthen them.

Gary’s secret to success is using these twelve traits in varying mixtures, depending on the situation. But how do we know when to balance patience with ambition? Humility with conviction? Gary provides real-life examples involving common business scenarios to show you how to use them together for optimum results.

This iconoclastic book will help you refine your ingredients and improve your leadership capabilities. When implemented in the proper situation, these ingredients can help leaders land promotions, retain core employees, move faster than competitors, win the loyalty of customers, and build successful organizations that last.

Build your own successful online business―the Dummies way.

Etsy is the premiere online marketplace for distinctive handmade and vintage crafts and goods. Starting an Etsy Business For Dummies, Fourth Edition provides you with the information and tools you need to start selling successfully on Etsy. This comprehensive resource and guide will show you how easy it is to set up shop and start generating income. There are millions of people out there looking to purchase unique products, and more and more shoppers are opting for one-of-a-kind sources over big-box stores. There’s never been a better time to open your own Etsy shop, and there’s never been an easier way than with this book. This updated edition covers all the latest changes to the site, plus shows you how to take captivating photos and short-form videos of your products, write appealing descriptions, and set up your Etsy shop in a way that motivates buyers to click that “add to cart" button.With helpful information, tips, tools, and tricks, this book is your ultimate guide to building your own Etsy shop.

• Learn the ins and outs of running a successful Etsy shop
• Get tips and advice for marketing and pricing your products competitively
• Break through the new shop barrier and start showing up in search results
• Improve your sales on Etsy with expert info on finding your customers

This book is great for small business owners, artists, and entrepreneurs looking to build an online craft business on the Etsy platform.

Two of the most prolific and challenging authorities on the topic of competitive intelligence (CI) reflect on and respond to the changes in the field over the last decade. The authors point out that CI users have to change what they are doing, show why they are doing it, and provide ways of doing it. Their book reviews the problems in the development of CI since the 1980s, discusses the impact of the Internet and the rise in use of other secondary sources, and draws from and provides access to the growing body of CI information, knowledge, and literature.

Combining a scholarly approach with hands-on advice, McGonagle and Vella have written the first work to guide CI professionals through the emerging literature of their field. Among the important changes in the field the authors cover are: the radical changes in on line database searching and ways in which the Internet has fundamentally modified how we think of accessing data. Their book explores and reports the major body of work from the Society of Competitive Intelligence Professionals, now that more businesses worldwide are using competitive intelligence and either writing about their experiences with it, or joining in new benchmarking studies. The result is newer information on what really works, what doesn't work, and who is doing what with it. The book is thus a starting point for people new to the field of CI as well as a resource to help experienced professionals do their jobs better.

The change from old to new technologies has fundamentally changed the relationship between the consumer and the firm. This book is at the frontier of behavioural research into how these new commercial realities are borne out in practice, examining the adoption of e-commerce by small firms and the transactional phenomenon that entails access to the Internet. In analyzing the process of e-commerce adoption and why e-commerce actors behave as they do, its coverage includes the adoption of information and communication technologies (ICT) by small firms; the use of ICT applications to support marketing and sales transactions; and the factors that influence consumers' online purchasing decisions.

Most of the literature covering electronic business focused on the developed world. Electronic Business in Developing Countries: Opportunities and Challenges provides a chance to get to know more electronic business applications, successes, failures, challenges and opportunities in the developing world. These studies are gaining importance for future development of globalization, global trade and cultural dissemination. Electronic Business in Developing Countries: Opportunities and Challenges tackles these issues with a vision to the future on how to bridge these gaps and the barriers between the different corners of the world.