Skip to main content

The Martech Handbook

Download The Martech Handbook Full eBooks in PDF, EPUB, and kindle. The Martech Handbook is one my favorite book and give us some inspiration, very enjoy to read. you could read this book anywhere anytime directly from your device. This site is like a library, Use search box in the widget to get ebook that you want.

The Martech Handbook

The Martech Handbook Book
Author : Darrell Alfonso
Publisher : Kogan Page Publishers
Release : 2022-08-03
ISBN : 1398606456
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

Increase customer attraction, acquisition and retention by using technology to create seamless, effective and joined-up marketing. It can hard to know where to begin with the sheer number of platforms and solutions available to marketers today, as well as to use martech to its full potential. The Martech Handbook provides a clear and step-by-step framework for understanding and selecting various forms of marketing technology to drive business value in all areas of marketing, from CX, automation and lead management, to reporting and analysis as well as designing and orchestrating a tech stack that brings them all together. This book also explores getting buy-in, scaling martech within organizations depending on their needs, size and budget as well as measurement, monitoring and governance. Written by an award-winning martech leader, it features case studies and examples from companies including Spotify and Amazon alongside frameworks, question checklists, and interviews with leading industry practitioners. This is an essential resource for augmenting your marketing and achieving key objectives through leveraging technology.

The SAGE Handbook of Digital Marketing

The SAGE Handbook of Digital Marketing Book
Author : Annmarie Hanlon,Tracy L. Tuten
Publisher : SAGE
Release : 2022-06-10
ISBN : 1529786460
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing

Handbook of Advances in Marketing in an Era of Disruptions

Handbook of Advances in Marketing in an Era of Disruptions Book
Author : Atul Parvatiyar,Rajendra Sisodia
Publisher : SAGE Publications India
Release : 2019-01-08
ISBN : 9352808185
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality. This book is dedicated to Professor Jagdish N. Sheth and honours his sustained contribution as a management thinker, scholar, academician and corporate adviser in an illustrious career spanning over five decades.

Handbook of Industrial Polyethylene and Technology

Handbook of Industrial Polyethylene and Technology Book
Author : Mark A. Spalding,Ananda Chatterjee
Publisher : John Wiley & Sons
Release : 2017-10-26
ISBN : 1119159776
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

This handbook provides an exhaustive description of polyethylene. The 50+ chapters are written by some of the most experienced and prominent authors in the field, providing a truly unique view of polyethylene. The book starts with a historical discussion on how low density polyethylene was discovered and how it provided unique opportunities in the early days. New catalysts are presented and show how they created an expansion in available products including linear low density polyethylene, high density polyethylene, copolymers, and polyethylene produced from metallocene catalysts. With these different catalysts systems a wide range of structures are possible with an equally wide range of physical properties. Numerous types of additives are presented that include additives for the protection of the resin from the environment and processing, fillers, processing aids, anti-fogging agents, pigments, and flame retardants. Common processing methods including extrusion, blown film, cast film, injection molding, and thermoforming are presented along with some of the more specialized processing techniques such as rotational molding, fiber processing, pipe extrusion, reactive extrusion, wire and cable, and foaming processes. The business of polyethylene including markets, world capacity, and future prospects are detailed. This handbook provides the most current and complete technology assessments and business practices for polyethylene resins.

Positioning for Advantage

Positioning for Advantage Book
Author : Kimberly A. Whitler
Publisher : Columbia University Press
Release : 2021-09-07
ISBN : 0231548117
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”—understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.

The Advertising Handbook

The Advertising Handbook Book
Author : Jonathan Hardy,Iain Macrury,Helen Powell
Publisher : Routledge
Release : 2018-02-28
ISBN : 1317192273
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today. This Fourth Edition explores the growing significance of: the influence of ‘Big Data’ and automation in digital advertising; tracking and profiling users across digital communications for targeted and personalised marketing communications; the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content; the dynamic shifts in ad spending and media–advertising relationships across legacy media, online and social media; and the complex profile of consumer behaviour that produces new challenges for brands and branding. Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.

The SAGE Handbook of Social Media Marketing

The SAGE Handbook of Social Media Marketing Book
Author : Annmarie Hanlon,Tracy L. Tuten
Publisher : SAGE
Release : 2022-06-16
ISBN : 1529788439
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media

B2B Marketing

B2B Marketing Book
Author : Uwe G. Seebacher
Publisher : Springer Nature
Release : 2021-05-03
ISBN : 3030542920
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book. The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.

Reengineering Corporate Communication

Reengineering Corporate Communication Book
Author : Uwe Seebacher
Publisher : Springer Nature
Release : 2022-08-29
ISBN : 303103838X
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

This book employs the latest insights from modern marketing into the theory and practice of corporate communication, including the main stages and goals, and highlights the key potentials for the field. It briefly presents the essential features of the methodological and structural sciences in order to illustrate to the reader how, from a marketer's point of view, these new insights can be derived objectively, reliably, and validly for the field of corporate communication according to scientific criteria. The book then introduces the maturity model for modern corporate communication and describes which fields of activity must be gone through in order to be able to implement the change management process towards corporate communication excellence efficiently and effectively. Building on this, it introduces and defines the most important new concepts of corporate communication in the twenty-first century and thus clearly delineates the field of research for this corporate function in the coming years. The book goes on to address the important areas of IT and HR in order to provide a 360° view of the developments to be realized in the field of corporate communication. A “CC self-test” at the end of the book is intended to help the reader immediately recognize where their own organization stands and, against this backdrop, to be able to start the necessary activities towards corporate communication excellence immediately on the basis of the maturity model. “Prof. Dr. Uwe Seebacher takes us on a timely and informative read on what could be the biggest crisis for Corporate Communications – remaining stagnant in a time of great change. With rich context and fine detail, he illuminates the opportunities to reengineer Corporate Communications and quantify its role in truly impacting business. From the importance of predictive intelligence underpinned by authenticity and empathy to building trust, this book is a guide for successful business in the 21st Century. I highly recommend it.” Heidi Eusebio, Strategist and Executive Director, Edelman "Uwe Seebacher has once again demonstrated in a well-founded manner what methodological and structural science is capable of - namely, to precisely logically derive the long overdue process of change in the field of corporate communications and thereby make it comprehensible. But he also takes the important next step of operationalizing his thoughts in a directly measurable way by providing an easy applicable concrete process model for reengineering corporate communication with many tips, templates and inputs for HR and IT.“ Miguel Gimenez de Castro, Head Of Communications Spain, Portugal, Greece and Israel, IBM

Handbook of Research on the Impacts and Implications of COVID 19 on the Tourism Industry

Handbook of Research on the Impacts and Implications of COVID 19 on the Tourism Industry Book
Author : Demir, Mahmut,Dalg?ç, Ali,Ergen, Fatma Do?anay
Publisher : IGI Global
Release : 2021-06-25
ISBN : 1799882330
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

The tourism sector has been deeply affected particularly in economic terms by the COVID-19 pandemic. This crisis has led to new practices and radical changes. Scientists emphasize that mankind will face pandemics more frequently in the forthcoming years. Thus, it is important to understand the negative impacts the COVID-19 pandemic had on the tourism sector as well as the measures that were and are being put in place to protect the industry during future outbreaks. The Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry is a comprehensive reference source that reflects upon the evaluations of the experienced and ongoing pandemic crisis in the context of the tourism sector. The positive and negative effects experienced by tourism employees and tourists are examined, and post-pandemic processes and business practices are evaluated. Covering topics including consumer rights in tourism, dynamic changes in the tourism industry, and employment in tourism, this book is suitable for travel agencies, restaurateurs, hotel managers, brand managers, marketers, advertisers, managers, executives, hospitality personnel, policymakers, government officials, tourism practitioners, students, academicians, and researchers seeking the latest sustainable policies and practices that are being utilized to increase the productivity of the tourism sector and will allow it to thrive in the years to come.

Customer Data Platforms

Customer Data Platforms Book
Author : Martin Kihn,Christopher B. O'Hara
Publisher : John Wiley & Sons
Release : 2020-11-06
ISBN : 1119790131
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

Master the hottest technology around to drive marketing success Marketers are faced with a stark and challenging dilemma: customers demand deep personalization, but they are increasingly leery of offering the type of personal data required to make it happen. As a solution to this problem, Customer Data Platforms have come to the fore, offering companies a way to capture, unify, activate, and analyze customer data. CDPs are the hottest marketing technology around today, but are they worthy of the hype? Customer Data Platforms takes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization. Over the years, many of us have built byzantine “stacks” of various marketing and advertising technology in an attempt to deliver the fabled “right person, right message, right time” experience. This can lead to siloed systems, disconnected processes, and legacy technical debt. CDPs offer a way to simplify the stack and deliver a balanced and engaging customer experience. Customer Data Platforms breaks down the fundamentals, including how to: Understand the problems of managing customer data Understand what CDPs are and what they do (and don't do) Organize and harmonize customer data for use in marketing Build a safe, compliant first-party data asset that your brand can use as fuel Create a data-driven culture that puts customers at the center of everything you do Understand how to use AI and machine learning to drive the future of personalization Orchestrate modern customer journeys that react to customers in real-time Power analytics with customer data to get closer to true attribution In this book, you’ll discover how to build 1:1 engagement that scales at the speed of today’s customers.

E Commerce Website Optimization

E Commerce Website Optimization Book
Author : Dan Croxen-John,Johann van Tonder
Publisher : Kogan Page Publishers
Release : 2020-12-03
ISBN : 1789664438
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

Conversion rate optimization (CRO) is a complex field and one that is rapidly evolving. It's about understanding people and their behaviour, not simply website visits. E-commerce Website Optimization provides an all-encompassing guide, explaining the how and why, before focusing on techniques and tools to increase the percentage of visitors who buy from the site, and subsequently the amount that these visitors spend when they buy. Grounded in best-practice theory and research, it brings together usability, analytics and persuasion to offer a detailed, step-by-step guide to improve conversion rates, increase ROI from online marketing campaigns, generate higher levels of repeat business and increase the e-commerce value of websites. In the fast-moving world of e-commerce, this fully revised second edition includes updates on test metrics, prioritization and personalization, alongside updated case studies and newly recommended tools. E-commerce Website Optimization is an invaluable book for those seeking to implement a data-driven ethos for their organization's e-commerce programme, for everyone from chief digital officers and heads of online sales, to entrepreneurs and small business owners.

Handbook of Research on IT Applications for Strategic Competitive Advantage and Decision Making

Handbook of Research on IT Applications for Strategic Competitive Advantage and Decision Making Book
Author : Idemudia, Efosa Carroll
Publisher : IGI Global
Release : 2020-06-05
ISBN : 1799833534
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

To date, a plethora of companies and organizations are investing vast amounts of money on the latest technologies. Information technology can be used to improve market share, profits, sales, competitive advantage, and customer/employee satisfaction. Unfortunately, the individuals meant to use these technologies are not well equipped on how to effectively and efficiently use these tools for competitive advantage and decision making. The Handbook of Research on IT Applications for Strategic Competitive Advantage and Decision Making is a collection of innovative research relevant to the methodologies, theoretical frameworks, and latest empirical research findings in information technology applications, strategic competitive advantage, and decision making. While highlighting topics including agility, knowledge management, and business intelligence, this book is ideally designed for information technology professionals, academics, researchers, managers, executives, and government officials interested in using information technology for strategic competitive advantage and better decision making.

Digital Marketing

Digital Marketing Book
Author : Annmarie Hanlon
Publisher : SAGE
Release : 2021-12-15
ISBN : 1529786428
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies. The second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy. Key features: Supported by case examples from 28 global companies and brands including IKEA, Uber, Klarna and TikTok. A brand-new case study on Strava runs throughout the book to help you apply what you’ve learnt to real-world scenarios. ‘Ethical Insight’ boxes provide a reflective and challenging look at social issues and the negative side of marketing. ‘Digital Tool’ boxes introduce professional tools, such as ‘Spot the Troll’, Hootsuite and Padlet. The ‘Smartphone Sixty Seconds’ feature provides super-quick online activities using needing only your phone. Includes a new ‘Journal of Note’ feature in each chapter, to direct you to a key source of further reading. Worked digital marketing plan. Complimented by online resources, including PowerPoint slides, and Instructor’s Manual, quizzes, recommended video links and free SAGE Journal articles. Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.

Understanding Digital Marketing

Understanding Digital Marketing Book
Author : Damian Ryan,Calvin Jones
Publisher : Kogan Page Publishers
Release : 2012-03-03
ISBN : 0749464283
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

Digital marketing now represents 25% of the marketing spend in the UK and this is predicted to move to 50% or higher within the next three years. Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future. This authoritative title demonstrates how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future.Understanding Digital Marketing deals with every key topic in detail, including:search marketing,social media, Google, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. Essential reading for both practitioners and students alike, and including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing provides you with tools to utilize the power of the internet to take your company wherever you want it to go.

Advanced Marketing Management

Advanced Marketing Management Book
Author : Nikolaos Dimitriadis,Jillian Ney,Neda Jovanovic Dimitriadis
Publisher : Kogan Page Publishers
Release : 2018-11-03
ISBN : 0749480386
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

Marketing as a practice is facing unprecedented challenges: a changing media landscape, an increasingly complex customer journey, innovative technologies, start-ups which disrupt traditional channels and a new generation of tech-savvy clients. How should students and practitioners adapt to this shifting landscape and address the skills gap that many of today's marketers face? Advanced Marketing Management prepares students for this new world of marketing. Since traditional marketing approaches fail to provide convincing solutions to modern business realities, a new approach is urgently needed if marketers are to regain trust within their organizations. Using contemporary examples, business case studies and supporting pedagogy, Advanced Marketing Management will provide a critical exploration into the more advanced aspects of marketing management, including the gap that exists between formal marketing literature and real-world practice, discussion of multidisciplinary tools, and the crucial evolution of the '4Ps'. Summarizing a large body of literature and academic research on new developments, this book is the go-to guide for students, lecturers and practitioners, wanting to succeed as modern marketers. Online resources include lecture slides and further questions for group discussion.

Ultimate Guide to Google AdWords

Ultimate Guide to Google AdWords Book
Author : Perry Marshall,Mike Rhodes,Bryan Todd
Publisher : Entrepreneur Press
Release : 2014-10-01
ISBN : 1613082800
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

Google processes nearly 6 billion searches every day—making it a powerful advertising medium your business can’t afford to ignore. Google AdWords experts Perry Marshall and Bryan Todd, joined by AdWords and analytics specialist Mike Rhodes, present the fundamentals, techniques, tools, and tricks that Google should teach you, but doesn't. This latest edition introduces revised, expanded, and new chapters covering Enhanced Campaigns, Google AdWords Express, and Google’s Product Listing Ads, as well as an introduction to Google’s Universal Analytics. You'll learn how to: Master Enhanced Campaigns, Google Shopping Campaigns, and Google Analytics Implement flexible bid strategies that keep you on budget Triple traffic with Google’s Display Network Profit using local advertising Corner the second largest search engine with YouTube ads Avoid costly mistakes made by most Google advertisers Chisel your way into tough markets Write killer advertising and website copy that gets clicks Determine what is and isn’t working with Google’s AdWords

Handbook of Coastal and Ocean Engineering

Handbook of Coastal and Ocean Engineering Book
Author : Young C. Kim
Publisher : World Scientific
Release : 2010
ISBN : 9812819290
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

Presents an overview of shallow-water waves, water level fluctuations, coastal and offshore structures, port and harbors, coastal sediment processes, environmental problems, coastal hazards, physical modeling, and other issues in coastal and ocean engineering.

Maritime Technology and Engineering

Maritime Technology and Engineering Book
Author : Carlos Guedes Soares,T.A. Santos
Publisher : CRC Press
Release : 2014-09-30
ISBN : 1315731592
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

Maritime Technology and Engineering includes the papers presented at the 2nd International Conference on Maritime Technology and Engineering (MARTECH 2014, Lisbon, Portugal, 15-17 October 2014). The contributions reflect the internationalization of the maritime sector, and cover a wide range of topics: Ports; Maritime transportation; Inland navigat

Artificial Intelligence for Marketing

Artificial Intelligence for Marketing Book
Author : Jim Sterne
Publisher : John Wiley & Sons
Release : 2017-08-14
ISBN : 1119406331
Language : En, Es, Fr & De

DOWNLOAD

Book Description :

A straightforward, non-technical guide to the next major marketing tool Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. This book will not teach you to be a data scientist—but it does explain how Artificial Intelligence and Machine Learning will revolutionize your company's marketing strategy, and teach you how to use it most effectively. Data and analytics have become table stakes in modern marketing, but the field is ever-evolving with data scientists continually developing new algorithms—where does that leave you? How can marketers use the latest data science developments to their advantage? This book walks you through the "need-to-know" aspects of Artificial Intelligence, including natural language processing, speech recognition, and the power of Machine Learning to show you how to make the most of this technology in a practical, tactical way. Simple illustrations clarify complex concepts, and case studies show how real-world companies are taking the next leap forward. Straightforward, pragmatic, and with no math required, this book will help you: Speak intelligently about Artificial Intelligence and its advantages in marketing Understand how marketers without a Data Science degree can make use of machine learning technology Collaborate with data scientists as a subject matter expert to help develop focused-use applications Help your company gain a competitive advantage by leveraging leading-edge technology in marketing Marketing and data science are two fast-moving, turbulent spheres that often intersect; that intersection is where marketing professionals pick up the tools and methods to move their company forward. Artificial Intelligence and Machine Learning provide a data-driven basis for more robust and intensely-targeted marketing strategies—and companies that effectively utilize these latest tools will reap the benefit in the marketplace. Artificial Intelligence for Marketing provides a nontechnical crash course to help you stay ahead of the curve.