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In this fascinating study Gordon Fletcher explores the relationship
between the life and work of one of Britain's most distinguished
economists, Sir Dennis Holme Robertson (1890-1963). Drawing on a
wealth of previously unpublished material, novel forms of evidence
- both biographical and literary, together with a fresh reading of
Robertson's principal books and essays, Fletcher argues that
Robertsonian economics is indelibly stamped with the impression of
Robertson the man and that by better understanding the man we shall
better understand his economics. He shows that this is particularly
the case with respect to the way in which Robertson's thought
developed and to its particular characteristics, which have often
been described by commentators but never explained. Most
interestingly, he accounts for Robertson's breach with his
Cambridge colleague J.M. Keynes. With these insights we glimpse the
hidden human face of what is all too often regarded as the
bloodless discipline, the dismal science.
As organisations of all sizes become increasingly digitalised, a
core management challenge remains unresolved. The ability to
successfully and sustainably connect the stated vision of an
organisation with its strategic plans and, in turn, with the
reported reality of day-to-day operations, is largely an elusive
ambition, despite the many stated advantages provided by
contemporary technologies. In this book, the case is made for
visual management as a method of communications, planning, learning
and reporting that connects the organisation in a single,
meaningful and seamless way. Throughout this book, visual
management is theorised around the position that all forms of
management documentation are an artefact of human construction and
of the organisation itself that reflect learned patterns of
activity. The book places visual management as a more intuitive and
seamless method of coordinating, learning and communicating across
an organisation than more traditional formats of presenting
management documents. Consciously assembling the artefacts of an
organisation in order to manage it introduces a layer of
criticality that encourages reflection and consistency that is
often absent from current management practice. The benefits that a
visual approach brings to organisational management are an
increasing necessity, as machine learning, robotics and process
automation remove traditional roles from organisations and
necessitate new views on how individuals now fit into a
data-informed business. The book contributes to the academic debate
regarding resource-based and knowledge-based views of the
organisation by advocating a different, more holistic viewpoint and
will thus appeal to academics and researchers in this area. It
would also benefit students across business disciplines, whilst the
practical models and tools offered will benefit directors and
managers looking to implement their own visual organisational
language.
The second edition of Digital and Social Media Marketing is an
up-to-date, industry-led results-driven guide to digital marketing.
Mixing academic theory with practical examples from a range of
different organisations worldwide, it provides insight into, and
techniques to enable, the creation, development and maintenance of
a successful digital presence. This highly regarded textbook has
been fully revised to bring the content up-to-date with the newest
digital technologies. With topics including developing an effective
digital presence, search engine optimization, and measuring brand
awareness, the new edition also looks at digital ethics, General
Data Protection Regulation and privacy, artificial intelligence and
machine learning, and voice strategies. New international case
studies are explored, including Alibaba and Amazon, as well as
revised practical exercises in each chapter, enabling students to
see how the concepts underpinning digital and social media
marketing support business success. The book's customisable Digital
Business Maturity Model, and the Buyer Persona Spring, offer
organisations a clear road map for understanding their own levels
of technology adoption and digital strategy development. This
accessible textbook provides a hands-on, user-friendly platform to
turn skills and knowledge into strategic advantage. It is ideal for
advanced undergraduate and postgraduate students of digital
marketing and marketing strategy and for practitioners aiming to be
at the cutting edge of digital and social media marketing.
Alongside electronic resources for each chapter, this new edition
also includes digital learning materials, case studies and
exercises available in a supporting online learning environment.
The online materials further enhance learners' experience and
support a worldwide learning community.
Equips students and recent graduates with the tools and confidence
to develop their own digital presence, addressing the growth in
employability and professional skills courses globally; Unlike
competing texts, requires no pre-existing technical knowledge,
approaching the subject from a strategic and employability
perspective rather than a technical or purely marketing approach;
Introduces the new ABCDE framework and a series of practical tools
and international case studies
Equips students and recent graduates with the tools and confidence
to develop their own digital presence, addressing the growth in
employability and professional skills courses globally; Unlike
competing texts, requires no pre-existing technical knowledge,
approaching the subject from a strategic and employability
perspective rather than a technical or purely marketing approach;
Introduces the new ABCDE framework and a series of practical tools
and international case studies
Emerging technologies are having a profound impact upon business as
individuals and organisations increasingly embrace the benefits of
the 'always on' attitude that digital technologies produce. The use
of the web, apps, cloud storage, GPS and Internet-connected devices
has transformed the way we live, learn, play and interact - yet how
a business can fully benefit from this transformation is not always
clear. In response, this book enables students and business leaders
to take a strategic and sustainable approach to realising the value
of digital technologies. It offers results-driven solutions that
successfully transform organisations into data-driven,
people-focused businesses capable of sustainably competing at a
global level. Split across four key parts, the material moves
through understanding digital business to planning, implementing
and assessing digital transformation. The current challenges facing
all small organisations, including limited resources, financial
pressures and the lack of dedicated IT departments, are explored.
The authors consider the ways in which innovation can increase
competitive advantage, how innovative business models can create
new opportunities and how a data-driven perspective can release
embedded value within the organisation. Contemporary international
case studies and examples throughout each chapter bridge theory
with practical application and systematically document the patterns
of activities that enable success. This textbook is a vital
resource for postgraduate and undergraduate students of digital
business, innovation and transformation. By showing how to initiate
digital transformation across an organisation, it will prepare
business owners, directors and management of small- and
medium-sized businesses to take strategic advantage of new and
emerging technologies to stay ahead of their competition.
Emerging technologies are having a profound impact upon business as
individuals and organisations increasingly embrace the benefits of
the 'always on' attitude that digital technologies produce. The use
of the web, apps, cloud storage, GPS and Internet-connected devices
has transformed the way we live, learn, play and interact - yet how
a business can fully benefit from this transformation is not always
clear. In response, this book enables students and business leaders
to take a strategic and sustainable approach to realising the value
of digital technologies. It offers results-driven solutions that
successfully transform organisations into data-driven,
people-focused businesses capable of sustainably competing at a
global level. Split across four key parts, the material moves
through understanding digital business to planning, implementing
and assessing digital transformation. The current challenges facing
all small organisations, including limited resources, financial
pressures and the lack of dedicated IT departments, are explored.
The authors consider the ways in which innovation can increase
competitive advantage, how innovative business models can create
new opportunities and how a data-driven perspective can release
embedded value within the organisation. Contemporary international
case studies and examples throughout each chapter bridge theory
with practical application and systematically document the patterns
of activities that enable success. This textbook is a vital
resource for postgraduate and undergraduate students of digital
business, innovation and transformation. By showing how to initiate
digital transformation across an organisation, it will prepare
business owners, directors and management of small- and
medium-sized businesses to take strategic advantage of new and
emerging technologies to stay ahead of their competition.
The second edition of Digital and Social Media Marketing is an
up-to-date, industry-led results-driven guide to digital marketing.
Mixing academic theory with practical examples from a range of
different organisations worldwide, it provides insight into, and
techniques to enable, the creation, development and maintenance of
a successful digital presence. This highly regarded textbook has
been fully revised to bring the content up-to-date with the newest
digital technologies. With topics including developing an effective
digital presence, search engine optimization, and measuring brand
awareness, the new edition also looks at digital ethics, General
Data Protection Regulation and privacy, artificial intelligence and
machine learning, and voice strategies. New international case
studies are explored, including Alibaba and Amazon, as well as
revised practical exercises in each chapter, enabling students to
see how the concepts underpinning digital and social media
marketing support business success. The book's customisable Digital
Business Maturity Model, and the Buyer Persona Spring, offer
organisations a clear road map for understanding their own levels
of technology adoption and digital strategy development. This
accessible textbook provides a hands-on, user-friendly platform to
turn skills and knowledge into strategic advantage. It is ideal for
advanced undergraduate and postgraduate students of digital
marketing and marketing strategy and for practitioners aiming to be
at the cutting edge of digital and social media marketing.
Alongside electronic resources for each chapter, this new edition
also includes digital learning materials, case studies and
exercises available in a supporting online learning environment.
The online materials further enhance learners' experience and
support a worldwide learning community.
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