This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations’ digital marketing strategies can be developed and implemented. Digital Marketing Strategy features a thorough analysis of how digital marketing can be utilized to increase sales through new customer acquisition and through increasing the life cycle value of its existing customers. Chapters explore how buyer personas can be used to frame marketing as an advantageous service. Ultimately, this instructive book highlights that the core of digital marketing is based on market analysis, the value proposition built on it, and observed competitive advantage. With fresh insights into the developing areas of content and influencer marketing, this book will be of immense worth to students and scholars studying digital marketing strategy. It will also be highly applicable to those working in the field of digital marketing who promote products and services that require buyer judgement.

How are digital technologies changing the creation of new ventures? What are the critical skills for entrepreneurs in the digital age? How does digitalization change product design and communication with customers? How can small businesses in non-digital industries overcome the digital divide? This book helps answer these questions through real-world case studies and lessons learnt from the perspectives of real entrepreneurs in various industries, countries and types of business. Each case has abundant materials to support learning and reflection, including: discussion questions and assignments to stretch students decision-making simulations rich and detailed teaching notes to help enliven your teaching. Highlighting how entrepreneurship is changing in the digital age, this book will be an excellent resource for teachers and students of entrepreneurship, innovation management, new venture creation, marketing and strategy.

This revealing book goes behind the scenes of normative principles of media independence to investigate how that independence is actually practiced and realized in everyday working life. Taking an ethnographically rich journey through European news organizations, Elena Raviola exposes the diverse and complex ways in which the ideal of independence is upheld, and at the same time inevitably betrayed, in the organizational life of media companies. Elena Raviola presents a distinct organizational analysis of media independence throughout the book, offering a close study of three news organizations in Europe - the largest Italian financial newspaper Il Sole-24 Ore, the largest Swedish regional newspaper company Stampen and the French pioneer online-only news website Rue89. In each of them, the implications of digitalization on their practices of independence is explored and analyzed. The book ultimately sheds light on how digital technologies are practically reshaping democratic principles such as media independence, while being embedded in the existing organizational and professional structures of democratic societies. Organizing Independence will enrich the reader's understanding of media independence in practice, beyond the normative principles, and so will be a key reference point for researchers in management and organization studies, media studies and anyone interested in the future of media.

Providing new insights into the textual and paratextual character of brands and advertising, this innovative book showcases an extensive selection of vivid and topical case examples that assist the practical understanding of advertising paratexts. Chris Hackley and Rungpaka Amy Hackley draw on many examples of creative advertisements to illustrate the key features of paratextual advertising and all types of brand communication, practice, strategy and research. The book examines the idea of an advertisement as something that is read and interpreted as a text by an audience, drawing on some of the pioneering research literature that introduced literary forms of analysis into business, management and related fields of scholarship. The authors utilise ideas from literary theory to examine how advertising can be understood, as well as consider semiotic and anthropological perspectives on advertising and digital media. Aiming to change the way advertising is understood by students, scholars, and by media and management professionals, this book will be a valuable resource for those with an interest in advertising and promotion, marketing, communication, business management, and branding.

Providing new insights into the textual and paratextual character of brands and advertising, this innovative book showcases an extensive selection of vivid and topical case examples that assist the practical understanding of advertising paratexts. Chris Hackley and Rungpaka Amy Hackley draw on many examples of creative advertisements to illustrate the key features of paratextual advertising and all types of brand communication, practice, strategy and research. The book examines the idea of an advertisement as something that is read and interpreted as a text by an audience, drawing on some of the pioneering research literature that introduced literary forms of analysis into business, management and related fields of scholarship. The authors utilise ideas from literary theory to examine how advertising can be understood, as well as consider semiotic and anthropological perspectives on advertising and digital media. Aiming to change the way advertising is understood by students, scholars, and by media and management professionals, this book will be a valuable resource for those with an interest in advertising and promotion, marketing, communication, business management, and branding.

The most definitive report ever on verdict effects, this book gives striking new evidence that media assessments of presidential debates sway voters. The authors conducted 2,350 surveys and extensive analysis of news reports to scrutinize the post-debate news of 1988. They also examined the effects of the attack ads used by Bush and Dukakis. They found that the news media consistently downplay debate content and instead emphasize their own views on candidate performance--media verdicts influence voters as much as the debates themselves.

Extensive content analyses and more than 2,350 surveys were conducted to analyze media verdicts on the 1988 debates. The verdicts on Bush, Dukakis, Quayle, and Bentsen announced in post-debate newscasts are compared with those from debates in 1984, 1980 and 1976. The study finds that the news media consistently downplay debate content and instead emphasize their own views on candidate performance. These media verdicts influence voters as much as the debates themselves. The study also examines the effects of attack ads used by Bush and Dukakis, and finds that they backfired--network news probably rebroadcast more excerpts of attack ads in 1988 than ever before. Television journalists, the essays in this book show, have become increasingly less interested in how the debates served the information needs of the voters and increasingly more preoccupied with how they affected the ambitions of the candidates. A noticeable trend in 1988 was as the fall debates went on, voters' beliefs that further debates would be helpful to them went down. Another finding of the study deals with a huge tactical error that the League of Women Voters committed by simultaneously announcing its withdrawal and blasting the format and ground rules imposed on it by the Commission on Presidential Debates. Also, the spin doctors who continually spouted insider information during the 1988 campaign gained more legitimacy and impact than ever before--and had a very strong effect on American public affairs journalism. This intriguing book, which also provides policy recommendations for the debates, their sponsors, and the news media, is useful to journalists, researchers, and civic groups concerned with elections, government, campaign reform, and communications.

This indispensable guide for writers provides details of hundreds of literary agents, book publishers, and magazines; including contact details, types of material accepted, and how to approach them Subject indexes for each area provide easy access to the markets you need, with specific lists for everything from romance publishers, to poetry magazines, to literary agents interested in thrillers. It also provides unparalleled access to international markets. The internet has made the publishing industry more global than ever, with markets increasingly accepting submissions by email (some no longer accept postal submissions at all). Other directories have failed to respond to this, continuing to focus on one single country, but this directory provides you with that all-important access to overseas opportunities that are now just an email away. And by focusing exclusively on what's important to writers - contact details for literary agents, publishers, and magazines - this directory is able to provide more listings at a lower price. There are no adverts, no advertorials, and no unnecessary articles or obscure listings padding out hundreds of pages. Two established alternative directories both run to over 800 pages, yet one has only 204 pages of publisher, agent, and magazine listings, and the other has only 10 pages devoted to literary agent listings This book does better on both counts, and yet remains substantially cheaper than either alternative. The book also includes free access to the firstwriter.com website, where you can find even more listings. You can also benefit from other features such as advanced searches, daily email updates, feedback from users about the markets featured, saved searches, competitions listings, searchable personal notes, and more

This Handbook provides a comprehensive overview of current developments, issues and good practices regarding assessment in social science research. It pays particular attention to the challenges in evaluation policies in the social sciences, as well as to the specificities of publishing in the area. The Handbook discusses the current societal challenges facing researchers, from digital societies, to climate change and sustainability, to trust in democratic societies. Chapters provide ways to strengthen research assessment in the social sciences for the better, by offering a diverse range of experiences and views of experts from all continents. The Handbook also outlines major data sources that can be used to assess social sciences research, as well as looking at key dimensions of research quality in the social sciences including journal peer review, the issue of identifying research quality, and gender disparities in social science research. This book will be an essential read for scholars interested in research assessment in the social sciences. It will also be useful to policy makers looking to understand the key position of the social sciences in science and society and provide appropriate frameworks for key societal challenges.

This authoritative Handbook compiles a diverse set of contributions on digital entrepreneurship, providing an in-depth study of how digital entrepreneurship research has evolved over the years, and where it stands today. Offering a snapshot of the major themes in digital entrepreneurship research, the Handbook highlights a wide range of both practice-engaged and practice-relevant works and explores the fundamental concepts and common themes in the field. Chapters examine key topics including the digital platform economy, the digitalization of work, the blockchain economy, and the rural-urban digital divide. The Handbook further analyzes the history and theory of digital entrepreneurship, while also sparking ideas for future research through a consideration of emerging phenomena and new ways to approach research in this broad area of study. Discussing a diverse set of questions, contexts, theories, and methods, this Handbook will be a key resource for researchers and advanced students with a particular interest in entrepreneurship, innovation, technology management, and digital business models. Managers and entrepreneurs will also find the discussion of digital entrepreneurship in relation to financing, social issues, and technology beneficial.

More than 100 general magazines with circulation over 100,000, some still publishing and many memories from earlier this century, are described in two- or three-page profiles. . . . A chronology placing the periodicals on a time line provides an interesting, at-a-glance look at magazines' history. Most of the important magazines are included, except for some sports and women's magazines slated for future companion collections. "Library Journals"

This volume provides concise, in-depth histories of 106 of the most significant mass-market or general magazines in the United states--both active periodicals and those which have ceased publication. Included are magazines such as "Life," Colliers, "Playboy," "People," "Saturday Evening Post," and "Family Circle," as well as major tabloids, Sunday supplement magazines, regional magazines, and the most widely read publications devoted to specific audiences--"Modern Maturity," "Yankee," "Mechanix Illustrated," "American Farmer," and so on. Although the emphasis of the volume is the modern mass-market periodical, thirty-three titles have been included that either existed in their entirety in the nineteenth century or were established then. Generally, magazines with wide audience appeal and a circulation of over 100,000 were selected for inclusion. Taken together, these profiles offer the most comprehensive picture of American general interest magazine publishing available to date.

The profiles are arranged alphabetically by magazine title and see references have been included in the case of title variations. In many instances, the history included here is the only source of information on the magazine covered. In other cases, large amounts of material that have been written over the years on a title have been consolidated and the history and accompanying bibliography provided here will serve as the definitive source on the magazine in question. Locations have been provided in cases that might prove problematic. An indispensable source for journalism students and researchers, this volume belongs on the reference shelves of every academic and large public library.

EU Telecommunications Law provides a comprehensive overview of the current European regulatory framework as it applies to telecommunications and examines the challenges facing regulators in this sector. Key chapters focus on the selection of appropriate regulatory models that serve to encourage effective investment in next-generation networks and ensure their successful deployment. Andrej Savin provides an up to date overview of all the relevant sources, guiding the reader through these disparate materials in a simple and systematized way. In particular, the book provides analysis of the 2016 proposal for a European Electronic Communications Code (EECC). Using the 2009 Regulatory Framework on electronic communications as a basis the author analyses each of the 2009 framework?s five main directives, comparing them with the changes proposed in the EECC. Providing a comprehensive introduction to the main areas of EU telecoms regulation, this book will be of great value to telecoms and IT lawyers. It will also appeal to academics carrying out research in IT law or competition law as it relates to IT and telecoms.

The music industry is one of the most exciting, glamorous and fun places you could ever work in. It's also a fiercely competitive world, both for jobseekers and those already on the inside. But opportunities arise constantly, and are within the grasp of almost anyone with a true passion for music and a hard-working attitude. This book aims to help you take your first step into what will hopefully be a long and satisfying career in an endlessly fascinating world. Each chapter covers a field of work within the music industry - from record companies to recording studios to roadies - and is crammed with honest, realistic, practical and helpful advice. Insider secrets and individual case studies throw even more light on the subject. Contents: Acknowledgements; Foreword by Alan McGee; Preface; 1. An overview of the Music Industry; 2. Getting a Job; 3. Record Companies; 4. Music Publishing; 5. Music PR and Plugging; 6. Artist Managers; 7. Live Music: Booking Agents, Concert Promoters, Tour Managers and Roadies; 8. Music Journalism; 9. Recording Studios: Record Producers, Sound Engineers and Studio Managers; 10. Music Retail; Glossary; Useful Addresses; Further Reading; Index.

This Handbook offers an insightful journey through the landscape of research methods used to study the phenomenon of creativity, addressing the maturation of creativity research and its methodological approaches. Offering a methodological panorama for the global community of creativity researchers, contributors provide markers and viewpoints to better orient scholars and encourage reflection on how one might produce exceptional research on the burgeoning field of creativity. Chapters provide insights into a variety of methodological approaches, contemplating their benefits, limitations, scope of validity and ethical implications. As a contrast, sharp and to the point vignettes, similar to parables, are included to make the reader think. Allowing space for both established methods and new approaches, this Handbook is crucial reading for researchers interested in creativity at all levels looking to adopt innovative methodological approaches and broaden their research horizons. Contributors include: S. Acar, J. Baer, D.M. Boje, I. Bouty, H. Cairns-Lee, G. Cattani, R. Chia, L. Chiapello, A. Cropley, D. Cropley, J. Dul, S. Ferriani, G. Formilan, V. Glaveanu, M.-L. Gomez, M. Hanchett Hanson, P. Hibbert, R. Kark, J.C. Kaufman, A.K. Kofinas, C. Mainemelis, R. Reiter-Palmon, R. Robinson, N. Rosenkranz, M. Runco, M. Sinclair, P. Sowden, U. Ogurlu, M. Tempelaar, K. Unsworth

From the inventor of the PalmPilot comes a new and compelling theory of intelligence, brain function, and the future of intelligent machines
Jeff Hawkins, the man who created the PalmPilot, Treo smart phone, and other handheld devices, has reshaped our relationship to computers. Now he stands ready to revolutionize both neuroscience and computing in one stroke, with a new understanding of intelligence itself.
Hawkins develops a powerful theory of how the human brain works, explaining why computers are not intelligent and how, based on this new theory, we can finally build intelligent machines.
The brain is not a computer, but a memory system that stores experiences in a way that reflects the true structure of the world, remembering sequences of events and their nested relationships and making predictions based on those memories. It is this memory-prediction system that forms the basis of intelligence, perception, creativity, and even consciousness.
In an engaging style that will captivate audiences from the merely curious to the professional scientist, Hawkins shows how a clear understanding of how the brain works will make it possible for us to build intelligent machines, in silicon, that will exceed our human ability in surprising ways.
Written with acclaimed science writer Sandra Blakeslee, "On Intelligence" promises to completely transfigure the possibilities of the technology age. It is a landmark book in its scope and clarity.

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organizations? And what are the implications of the offline-online shift? Key Features include: Theoretical analysis of how advertising works with specific research insights and practical cases Discussion of the ethical ramifications, pitfalls and societal consequences of current advertising practice An overview of the many contemporary advertising formats that are present today, discussing the various stages in the advertising planning process, and analyzing their effects. This Advanced Introduction will be a valuable resource for higher education students and teachers in business, marketing and communication sciences. It will also be beneficial for advertising professionals and brand managers who are interested in a concise structured overview of the important issues that matter in planning, carrying out and measuring the results of advertising campaigns.

Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary. Presenting cutting-edge thoughts on media economics, its history and development, and looking forward to its future, this timely book investigates the changing face of the field. With contributions from some of the most prominent media economics scholars in the world, this provocative and visionary Research Agenda covers theory development, consumer and audience demand, information and cultural goods, and technological dimensions. Chapters explore globalization, industry organization, social and ethical aspects of media firms, new media viability and the historical eras of media economics. Presenting a range of streams of inquiry and topics needing more study and development, this Research Agenda looks at new and innovative ways to stimulate thought around key research questions and designs. PhD students and scholars of media studies and media economics will benefit from the expansion of basic concepts, theories and methods found in this key book. It will also be critical reading for media professionals looking to understand more about the impact and importance of contemporary media relations. Contributors include: A.B. Albarran, Á. Arrese, M. Barrett, A.J. Coffey, C.A. Hollifield, W.-y. Hsu, C. Kolo, Y.-l. Liu, M. Medina, B.I. Mierzejewska, M.E. Gutiérrez-Rentería, U. Rohn, A. Sánchez-Tabernero, C. Shao, X. Zhang

Information technology research - a practical guide for computer science and informatics is targeted at senior students in any of the many branches of information technology, including computer science, informatics and information systems. It is intended to introduce the student to the operation of the research process in these subjects to an extent that will enable them to identify, observe and master the methods used in their particular fields of specialty. Students who need such guidance are, primarily, likely to be those embarking on a study for the purpose of a research-based qualification and those who are busy with a formal research-methods course to prepare them for research.

Exploring the multiple aesthetic and cultural links between French and Japanese cinema, The Cinematic Influence is packed with vivid examples and case studies of films by Akira Kurosawa, Jean-Luc Godard, Hirokazu Kore-eda, Claire Denis, Naomi Kawase, Michel Gondry and many others. It illustrates the vast array of cinematic connections that mark a long history of mutual influence and reverence between filmmakers in France and Japan. The book provides new insights into the ways that national cinemas resist Hollywood to maintain and strengthen their own cultural practices and how these national cinemas perform the task of informing and enlightening other cultures about what it means to be French or Japanese. This book also deepens our understandings of film's role as a viable cultural and economic player in individual nations. Importantly, the reader will see that film operates as a form of cultural exchange between France and Japan, and more broadly, Europe and Asia. This is the first major book to investigate the crossover between these two diverse national cinemas by tracking their history of shared narrative and stylistic techniques.