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Books > Business & Economics > Business & management > Sales & marketing

Digital Marketing Excellence - Planning, Optimizing and Integrating Online Marketing (Paperback, 6th edition): Dave Chaffey,... Digital Marketing Excellence - Planning, Optimizing and Integrating Online Marketing (Paperback, 6th edition)
Dave Chaffey, P.R. Smith
R750 R704 Discovery Miles 7 040 Save R46 (6%) Ships in 5 - 10 working days

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

New Drugs, Fair Prices - Managing the Pharmaceutical Innovation Ecosystem for Sustainable and Affordable New Medicines... New Drugs, Fair Prices - Managing the Pharmaceutical Innovation Ecosystem for Sustainable and Affordable New Medicines (Paperback)
Brian D. Smith
R1,113 Discovery Miles 11 130 Ships in 9 - 15 working days

* The book is balanced and comprehensive, recognising that both affordability and investment into innovation are necessary * The book is original, using ecological concepts to understand pharmaceutical innovation as an ecosystem. * The book is unique in its research foundation, building on the views of more than 70 expert informants from all parts of the pharmaceutical innovation ecosystem and all sides of the debate about drug pricing.

Cultural Mediation for Museums - Driving Audience Engagement (Hardcover): Michela Addis, Isabella de Stefano, Valeria Guerrisi Cultural Mediation for Museums - Driving Audience Engagement (Hardcover)
Michela Addis, Isabella de Stefano, Valeria Guerrisi
R1,382 Discovery Miles 13 820 Ships in 9 - 15 working days

This book presents an innovative application of strategic and experiential marketing in the museum sector, which uses a new cultural mediation model to enrich the visitor experience via increased audience engagement. Leveraging a case study of the National Gallery of Modern and Contemporary Arts in Rome, the book helps readers understand how to apply marketing management to cultural mediation, enabling museums to segment the visitors' market to drive improvements to arts accessibility and engagement. By running a comprehensive and multi-method research project, the authors propose a customized cultural mediation model to support museums in facing the current challenges and build their future. By adopting the model presented in this volume, museums will not only be able to learn how to segment the visitors' market and design cultural mediation able to enrich the visitor experiences; readers will also learn how to invest, manage, hire, and train staff members devoted to this service, resulting in more engaging and successful experiences. This book will be a valuable resource for educational services offices at museums worldwide. This book will also be of interest to researchers, academics and scholars carrying out research in the fields of museum management, cultural mediation and communication, and marketing.

In Search of the Good Society - Love, Hope and Art as Political Economy (Paperback): Malcolm McIntosh In Search of the Good Society - Love, Hope and Art as Political Economy (Paperback)
Malcolm McIntosh
R1,140 Discovery Miles 11 400 Ships in 12 - 17 working days

Compelling reading, this book both reinforces and elevates the role of art in the exploration and analysis of the concepts of democracy, globalization and capitalism. In the book, the author describes a post-human world, a state we have already entered. But how should we think about it, given we have already been co-opted? Can we articulate the future outside the false discipline that the market often dictates, beyond the clutches of a few social media companies, and maintain our rich diversities while holding on to those things that make life possible and worthwhile: love, hope and art? Running throughout the book is the central theme of uncertainty and divergence. It is uncompromising in asking the question about the need for a new global creation story, which has at its core not the certainties of one defined creation myth but the need to feel comfortable with the uncertainty principle both in physics and the political economy. It is up to artists, scientists and philosophers to articulate this wonder and to help us write a new global creation story based on art (the arts), uncertainty, diversity, risk and wonder - and of course knowledge. This book has the capacity to both clarify and re-shape your thinking.

The Lawyer's Guide to Business Ethics (Paperback): Keith William Diener The Lawyer's Guide to Business Ethics (Paperback)
Keith William Diener
R954 Discovery Miles 9 540 Ships in 9 - 15 working days

The first book to adapt business ethics theory to the practice of law to explore real-life ethical dilemmas faced by lawyers beyond legal ethics There has been a recent increase in law schools offering business ethics classes and this book is ideally suited for use in the classroom, as well as for legal practitioners Provides clear, real-life scenarios

Restoring Trust in Sport - Corruption Cases and Solutions (Paperback): Catherine Ordway Restoring Trust in Sport - Corruption Cases and Solutions (Paperback)
Catherine Ordway
R1,163 Discovery Miles 11 630 Ships in 9 - 15 working days

In this solutions-focused collection of sport corruption case studies, leading researchers consider how to re-establish trust both within sports organisations and in the wider sporting public. Inspired by the idea of 'moral repair', the book examines significant corruption cases and the measures taken to reduce further harm or risk of recurrence. The book has an international scope, including case study material from Europe, Asia, Africa, Australia and New Zealand, and covers important contemporary issues including whistleblowing, bribery, match-fixing, gambling, bidding for major events, and good governance. It examines the loss of trust at both national and international levels. Drawing on cutting-edge research, the book includes both on-field and off-field examples, from Olympic, non-Olympic, professional and amateur sports, as well as diverse academic and practitioner perspectives. Offering an important contribution to current debates and a source of reflection on best professional practice, Restoring Trust in Sport helps us to better understand why corruption happens in sport and how it can and should be addressed. This is invaluable reading for all advanced students, researchers, managers and policy makers with an interest in integrity in sport, sport ethics, sport management, sport governance, sports law, and a useful reference for anybody working in criminology, business and management, law, sociology or political science.

Marketing communication: Fet level 3: Textbook (Paperback): K. Gerber, N. Bothma Marketing communication: Fet level 3: Textbook (Paperback)
K. Gerber, N. Bothma
R454 R400 Discovery Miles 4 000 Save R54 (12%) Ships in 5 - 10 working days

The FET College series is designed to meet the needs of students and lecturers of the National Certificate Vocational.

Untold Millions - Secret Truths About Marketing to Gay and Lesbian Consumers (Hardcover): Grant Lukenbill, John Dececco Phd Untold Millions - Secret Truths About Marketing to Gay and Lesbian Consumers (Hardcover)
Grant Lukenbill, John Dececco Phd
R1,621 Discovery Miles 16 210 Ships in 12 - 17 working days

The first definitive book on researching gay and lesbian market behavior, Untold Millions: The Truth About Gay and Lesbian Consumers in America will help marketers, advertisers, and public relations managers learn how to successfully market and research products for gay and lesbian consumers. Author Grant Lukenbill, a leading consultant on the cultural and motivational aspects of gay and lesbian consumer behavior, provides you with important procedures, research, and guidelines that businesses today are following in order to develop successful marketing strategies to this growing target audience. From this updated and revised edition, you'll receive current methods, new data, and sure-fire strategies that will help your company break into this market segment, satisfy intended customers, and boost company sales.Providing you with statistics and data from the first market research study of its kind, the Yankelovich MONITOR's Gay and Lesbian Perspective, this book gives you suggestions on what things need to be done within your company before planning your marketing strategies. You'll benefit from ideas and suggestions in Untold Millions that will help you create consumer-driven market strategies to gays and lesbians, including: recognizing that there are families and relationships in society that are not heterosexual acknowledging age differences and the needs of particular generations attracting customers by circulating non-discriminatory hiring policies through press releases and company memos, installing domestic partner health care plans, and identifying cultural reference points to which gays and lesbians can relate remembering that many gays and lesbians may look at business with cynicism and doubt and may be quick to interpret actions as victimization referring to the Wall Street project before addressing gay- and lesbian-specific issues focusing on the areas of individuality, a need for association, and the need to allevia

Cold Calling Techniques (That Really Work!) (Paperback, 7 Ed): Stephen Schiffman Cold Calling Techniques (That Really Work!) (Paperback, 7 Ed)
Stephen Schiffman
R333 R274 Discovery Miles 2 740 Save R59 (18%) Ships in 10 - 15 working days

The definitive guide to cold calling success

For more than thirty years, Stephan Schiffman, America's #1 corporate sales trainer, has shown millions of salespeople how to close a deal. In this newest edition of "Cold Calling Techniques (That Really Work )," he'll show you why cold calling is still a central element of the sales cycle and where to find the best leads. Updated with new information on e-mail selling, refining voice-mail messages, and online networking, his time-tested advice includes valuable discussion points that you'll need to cover in order to effectively present your product or service and arrange a meeting. Schiffman teaches you how to use his proven strategies to:

  • Turn leads into prospects
  • Learn more about the client's needs
  • Convey the ability to meet the client's demands
  • Overcome common objections
With "Cold Calling Techniques (That Really Work ), 7th Edition," you'll watch your performance soar as you beat the competition and score a meeting every time
Value First, Then Price - Building Value-Based Pricing Strategies (Paperback, 2nd edition): Andreas Hinterhuber, Todd C.... Value First, Then Price - Building Value-Based Pricing Strategies (Paperback, 2nd edition)
Andreas Hinterhuber, Todd C. Snelgrove
R1,423 Discovery Miles 14 230 Ships in 9 - 15 working days

Provides postgraduate students, sales and marketing managers with theories and best practices to quantify the value of their products; Road-tests quantitative methodology through a wide variety of real-life industrial cases, showing how it can be used in a variety of situations. Case studies included in the first edition were recognised as Winner of the Overall Case Award 2014 and The Case Centre best-selling case 2013 - 2017; Fully updated new edition, including three new chapters, new case studies and online resources; Edited by two professionals at the forefront of cutting-edge practice and with academic rigor

Human Resource Management and Internal Marketing (Paperback): Teena Mishra Human Resource Management and Internal Marketing (Paperback)
Teena Mishra
R1,187 Discovery Miles 11 870 Ships in 9 - 15 working days

This book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, etc. Various human resource models are insufficient to define internal marketing. Therefore there is a need to focus on the models and key concepts of human resource management and internal marketing and in what way they contribute to organizational success. It involves motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. The current need for human resource management is to link human resource management and marketing practices which are called internal marketing. Internal marketing plays an eminent role in organizational success. This book helps students, practitioners, start-ups, and educationists. This is a research monograph that will assist an organization to decide the future of human resource management as well as organizational development. This book is for marketing as well as human resource discipline, as internal marketing is the integration of marketing and human resource management. Due to new technology, globalization, and liberalization market need and demand are also changing, thus it is necessary to understand new trends in the application of human resources. Therefore, it is necessary to motivate and satisfy internal customers and make them market and skill-oriented.

Project Marketing - A Practical Approach (Paperback): Milind Trivikram Phadtare Project Marketing - A Practical Approach (Paperback)
Milind Trivikram Phadtare
R1,083 Discovery Miles 10 830 Ships in 9 - 15 working days

This book is a comprehensive and practical guide to project marketing - a crucial aspect of businesses worldwide. It encompasses a variety of key infrastructure projects such as roads, airports, ports, power, irrigation, commercial, and industrial buildings. The volume: * Provides key definitions and discusses concepts such as segmentation, target marketing, positioning in projects, and organizational buyer behaviour. * Draws and adapts from extant marketing theory and provides real-life case studies to demonstrate application of concepts. * Focuses on project marketing logic, marketing mix, negotiation techniques, and strategies to aid contracting/subcontracting firms to realize better pricing and project profitability. An essential handbook for professional marketers and researchers, this book will be indispensable for B-Schools, project managers, entrepreneurs, infrastructure corporations, and start-ups. It will serve as a key text to foster hassle-free relationships between different business actors and reduce roadblocks such as time and cost escalation, litigation, and the like.

Motivating SMEs to Cooperate and Internationalize - A Dynamic Perspective (Hardcover): George Tesar, Zsuzsanna Vincze Motivating SMEs to Cooperate and Internationalize - A Dynamic Perspective (Hardcover)
George Tesar, Zsuzsanna Vincze
R3,926 Discovery Miles 39 260 Ships in 12 - 17 working days

Interest in generally expanding the understanding of small and medium-sized enterprises, especially understanding their strategies and operations to enter international markets, is growing rapidly among researchers and academics globally. Government officials, regional and economic specialists, and international trade advisers are directly involved in assisting small and medium-sized enterprises in developing their international marketing expertise. Motivating SMEs to Cooperate and Internationalize consists of research studies, cases, and experiences obtained by researchers and academics from managers of small and medium-sized enterprises in Northern Europe as they worked closely with managers on issues and problems leading to internationalization of enterprises. This book will map not only the attempts of small and medium-sized enterprises in Northern Europe to enter foreign markets, but also to understand how researchers and academics can help small and medium-sized Northern European enterprisers achieve their objectives. This compilation of approaches, perspectives, and experiences will serve as a resource tool for researchers and academics active in international management training programs worldwide and help illustrate how to close the gap between publishing results of their findings and efforts to disseminate their findings among managers of small and medium-sized enterprises in their domains. This book is the first attempt to integrate results of research studies and practices as an illustration of how knowledge of small and medium-sized enterprises has evolved since the 1980s with the contributions of individual researchers and academics in Northern Europe. It will be of relevance to academics and researchers interested in working closely with small and medium-sized enterprises to meet their goals in entering international markets.

Local Clusters in Global Value Chains - Linking Actors and Territories Through Manufacturing and Innovation (Hardcover):... Local Clusters in Global Value Chains - Linking Actors and Territories Through Manufacturing and Innovation (Hardcover)
Valentina De Marchi, Eleonora Di Maria, Gary Gereffi
R3,920 Discovery Miles 39 200 Ships in 12 - 17 working days

The international fragmentation of economic activities - from research and design to production and marketing - described through the lens of the global value chain (GVC) approach impacts the structure and performance of small and medium-sized enterprises (SMEs) agglomerated in economic clusters. The consolidation of GVCs ruled by global lead firms and the recession of 2008-09 exacerbated the pressures on cluster actors that based their competitive advantage on local systems, spurring an increasing heterogeneity, both across and within clusters, that is still overlooked in the literature. Drawing on detailed studies of different industries and countries, Local Clusters in Global Value Chains shows the co-evolutionary trajectories of clusters and GVCs, and the role of firms and their strategies in organizing manufacturing and innovation activities in the context of ongoing technological shifts. The book explores the tension between place-based variables and global drivers of change, and the possibility for territories containing such clusters to prosper in the new global scenario. By adopting insights from the GVC framework and management studies, the book discusses how the internationalization strategies of firms create opportunities as well as constraints for adaptive upgrading in clusters. This book is of interest to both researchers and policy-makers who are interested in the dynamic sources of competitive advantage in the global economy.

Data Analytics for Business - Lessons for Sales, Marketing, and Strategy (Paperback): Ira J. Haimowitz Data Analytics for Business - Lessons for Sales, Marketing, and Strategy (Paperback)
Ira J. Haimowitz
R1,178 Discovery Miles 11 780 Ships in 9 - 15 working days

* Essay-based format weaves together technical details and case studies to cut through complexity * Provides a strong background in business situations that companies face, to ensure that data analytics efforts are productively directed and organized * Appropriate for both business and engineering students who need to understand the data analytics lifecycle

Marketing the Arts - Breaking Boundaries (Paperback, 2nd edition): Finola Kerrigan, Chloe Preece Marketing the Arts - Breaking Boundaries (Paperback, 2nd edition)
Finola Kerrigan, Chloe Preece
R1,370 Discovery Miles 13 700 Ships in 9 - 15 working days

The book has high potential for course adoption globally in the areas of creative arts marketing, arts management, creative industries, and marketing; Fully updated to include international case studies from throughout the world, including emerging markets, as well as tools for practical application; Offers an alternative or complimentary approach to the existing textbooks which have a more mainstream marketing management perspective; Includes contributions from leading academics in the field of arts marketing

Doing Business in China (Paperback, 5th edition): Giles Chance Doing Business in China (Paperback, 5th edition)
Giles Chance
R1,067 Discovery Miles 10 670 Ships in 9 - 15 working days

New co-author (Giles Chance) has extensive practical experience of doing business in China Updated to take account of China's status as a global economic power and changes in consumer behaviour New chapter on e-commerce in China Updated to include information on new government policy on trade partnerships, commercial law and anti-corruption drives New and updated case studies highlight both similaririties and differences between Chinese and western business culture Simple and direct writing styles appeals to both students and managers going to China for the first time

Hegarty on Creativity - There are No Rules (Hardcover, New): John Hegarty Hegarty on Creativity - There are No Rules (Hardcover, New)
John Hegarty 1
R276 R261 Discovery Miles 2 610 Save R15 (5%) Ships in 12 - 17 working days

Creativity isn't an occupation, it's a preoccupation. It is at the very core of what makes us human. It's also a fundamental challenge that everyone faces in the modern world, be they in business, in education or a struggling artist or musician. Being creative and innovative and communicating our ideas effectively and persuading others is vital. Who could be better able to demystify and set out some useful, generous advice on how to improve, sustain and nurture creativity than one of the world's greatest advertising creatives and founder of an advertising agency renowned worldwide for its excellence? In this book, John Hegarty takes 50 provocations and themes that lie at the heart of creative thinking. These range from those with complex depths that lie beyond deceptively simple titles such as 'Idea', 'Ego', 'Money' and 'Technology', to others that look at the complexities of modern life, such as dealing with cynics in the workplace, or the best way of getting angry. Hegarty's message is always crystal clear and promotes the benefits of simplifying, thinking boldly and being undaunted by challenges. With this book, when a challenge confronts them, readers will find that one of the great minds in advertising is there to guide them.

Big Data Analytics - Digital Marketing and Decision-Making (Hardcover): Mansaf Alam, Kiran Chaudhary Big Data Analytics - Digital Marketing and Decision-Making (Hardcover)
Mansaf Alam, Kiran Chaudhary
R2,266 Discovery Miles 22 660 Ships in 9 - 15 working days

Presents concepts of data for business decision making as well as algorithms and models used to analyze data used to solve business problems. Use data analytics to inform decisions related to product price and possession utilities Market products on the basis of consumer analytics

Lie-Ability - How Leaders Build and Break Trust (Paperback): Alan Watkins, Simon Jones Lie-Ability - How Leaders Build and Break Trust (Paperback)
Alan Watkins, Simon Jones
R954 Discovery Miles 9 540 Ships in 9 - 15 working days

Exposes the insider tools used to facilitate distortion and deceit and provides practical ideas on how to fight back against each tool and how business can use alternative tactics. Offers business new insights on how to authentically build trust. Educates as well as informs - each chapter ends with what we can do, individually and in our teams, businesses and communities to fight back against deceit.

Consumer Society and Ecological Crisis (Hardcover): Leslie M. Meier Consumer Society and Ecological Crisis (Hardcover)
Leslie M. Meier
R1,384 Discovery Miles 13 840 Ships in 9 - 15 working days

Consumer Society and Ecological Crisis advances a critique of consumer capitalism and its role in driving environmental degradation and climate crisis, placing a spotlight on how marketing and distribution activities help maintain unsustainable levels of consumption. Rather than focusing on the most visible sites of promotional communication, Meier examines less conspicuous facets of marketing and logistics in distinct chapters on plastic packaging, e-commerce, and sustainability pledges in the fossil fuel sector. These three main chapters each explore links between ecological crisis and consumer capitalism, drawing on critical theory and Marxist thought. The topics of consumer convenience, speed, and economic growth - and the role of fossil fuels as guarantor of these logics of consumer society - unite the critical analysis. Situated in the field of media and communication studies and adopting an interdisciplinary approach, this book will be of interest to academics, researchers, and students in the areas of media and communication studies, cultural studies, sociology, geography, philosophy, political science, and advertising.

Foundations of Corporate Heritage (Hardcover): John Balmer Foundations of Corporate Heritage (Hardcover)
John Balmer
R5,098 Discovery Miles 50 980 Ships in 12 - 17 working days

Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance - and challenges - of corporate heritage formation and management. This scholarly but accessible anthology includes seminal articles on the territory and also includes five new contributions with questions for study and reflection with students on executive/taught courses in mind. With contributions from the leading international experts in corporate heritage, this book examines the research foundations of the area and applications in practice. It will be important supplementary reading for students, practitioners and specialists in corporate marketing brand management and marketing communications, as well as tourism, hospitality and heritage studies.

Narrating Sustainability through Storytelling (Paperback): Daniel Fischer, Sonja Fucker, Hanna Selm, Anna Sundermann Narrating Sustainability through Storytelling (Paperback)
Daniel Fischer, Sonja Fucker, Hanna Selm, Anna Sundermann
R1,117 Discovery Miles 11 170 Ships in 9 - 15 working days

Stories and narratives are powerful tools for explaining the world around us. This book explores storytelling as a way of engaging audiences with sustainable development issues and reflects on the opportunities and limitations of storytelling for sustainability as an innovative approach to sustainability communication. Bringing together voices and perspectives from research and practice, this volume explores the ways in which storytelling can support change toward sustainability. Unlike other anthologies, the book first provides a sound scientific basis by unfolding the storytelling approach and presenting empirical studies on its impact on effects. It clarifies important terms and presents recent findings on the impact of storytelling on sustainability from an extensive 3-year research project on this question. The second part shows how storytelling can be used in different fields of practice to communicate sustainability in more engaging and effective ways. Here, the main focus is on not only case-based accounts of positive change, but also tensions, arising from the application of storytelling for sustainability in journalism, higher education, corporate communication, or science communication. Combining theory with practical examples, this innovative book will be a great resource for students and scholars of environmental communication and sustainable development, as well as professionals working in related fields.

Social and Solidarity Economy - The World's Economy with a Social Face (Hardcover): Sara Calvo, Andres Morales, Yanni... Social and Solidarity Economy - The World's Economy with a Social Face (Hardcover)
Sara Calvo, Andres Morales, Yanni Zikidis
R4,526 Discovery Miles 45 260 Ships in 12 - 17 working days

This book aims to provide the reader with an insight into the relevance of a section of the economy, which is often referred to as the 'social and solidarity economy' (SSE); and highlight some of the current issues in the field, how they are being addressed and some of their future implications. Using case studies from around the world, this book 'Social and Solidarity Economy: The World's Economy With a Social Face' provides an up-to-date account of the strengths and weaknesses of these initiatives across four continents including issues that have not been researched sufficiently before (e.g. circular economy, social propaganda and its dangers, social enterprise as a panacea for NGOs in developing countries, and 'new' social movements). There is growing interest in SSE initiatives among policymakers, foundations, researchers and academic institutions around the world. Despite this interest, SSE related research remains scarce. There are concerned that SSE initiatives, which contribute significantly to their local communities' development, need to be more widely disseminated amongst the general public. The Social and Solidarity Economy: The World's Economy With a Social Face will help promote the ground-breaking work being done by organisations and individuals but which remain undocumented and help to raise awareness of such initiatives as well as contribute to academia with a critical approach to the sector covering issues that have not been covered much before, such as the circular economy and the dangers of social propaganda. Aimed at researchers, academics and policy makers in the fields of Social Enterprise, CSR, Tourism, International Economics as well as supporting disciplines 'Social and Solidarity Economy: The World's Economy With a Social Face' looks to establish and help define the field.

Building a Digital Analytics Organization - Create Value by Integrating Analytical Processes, Technology, and People into... Building a Digital Analytics Organization - Create Value by Integrating Analytical Processes, Technology, and People into Business Operations (Paperback)
Judah Phillips
R1,249 R953 Discovery Miles 9 530 Save R296 (24%) Ships in 12 - 17 working days

Drive maximum business value from digital analytics, web analytics, site analytics, and business intelligence! In Building a Digital Analytics Organization, pioneering expert Judah Phillips thoroughly explains digital analytics to business practitioners, and presents best practices for using it to reduce costs and increase profitable revenue throughout the business. Phillips covers everything from making the business case through defining and executing strategy, and shows how to successfully integrate analytical processes, technology, and people in all aspects of operations. This unbiased and product-independent guide is replete with examples, many based on the author's own extensive experience. Coverage includes: key concepts; focusing initiatives and strategy on business value, not technology; building an effective analytics organization; choosing the right tools (and understanding their limitations); creating processes and managing data; analyzing paid, owned, and earned digital media; performing competitive and qualitative analyses; optimizing and testing sites; implementing integrated multichannel digital analytics; targeting consumers; automating marketing processes; and preparing for the revolutionary "analytical economy." For all business practitioners interested in analytics and business intelligence in all areas of the organization.

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