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Philip Kotler Marketing Insights from A to Z. 80 Concepts Every Manager Needs to Know Philip Kotler Marketing Insights from A to Z. 80 Concepts Every Manager Needs to Know Новинка

Philip Kotler Marketing Insights from A to Z. 80 Concepts Every Manager Needs to Know

2199.05 руб.
The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more. Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T.
Malcolm McDonald Marketing Plans for Services. A Complete Guide Malcolm McDonald Marketing Plans for Services. A Complete Guide Новинка

Malcolm McDonald Marketing Plans for Services. A Complete Guide

4742.67 руб.
Marketing Plans for Services, Third Edition is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organizational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organization development stages; marketing orientation. Marketing Plans for Services is for marketers in the service sector and students of marketing. “Marketing Plans for Services is clearly the premier text in the field. From an explanation of ‘why’ services are driving all marketing activities to ‘measuring the results’, and all things in between, this new and updated text explains why and how ‘services’ are the key elements for most all 21st century organizations. Follow the masters of service marketing to marketplace success.” Professor Don Schultz, Northwestern University “McDonald, Frow and Payne have worked extensively with a wide range of service businesses across the globe in successfully realising their growth opportunities. This experience shows in this practical text which contains all one needs to know in developing and implementing successful marketing plans for service organizations. This book represents a tested roadmap for planning services marketing success and combines an excellent balance of key concepts, frameworks and tools with practical advice. Their proven step-by-step marketing planning system for services and the examples of marketing plans make this a ‘must have’ book that should be on the desk of any forward-thinking services marketer.” Mark Veyret, Global Business Development Leader, PricewaterhouseCoopers “Marketing planning is crucial today where increased competition, complexity and the internet forces you to redefine your marketing strategy and focus more clearly on what is required to achieve improved results. If not, you will not succeed in meeting these challenges. McDonald, Frow and Payne are internationally recognized authorities in marketing planning and services marketing. Based on their extensive experience across in helping organizations from a wide range of service sectors, this book gives you the practical ‘how to’ skills to successfully implement strategic marketing plans.” Bob Barker, Vice President of Corporate Marketing and Digital Engagement, Alterian
CIM The The Marketing Century. How Marketing Drives Business and Shapes Society CIM The The Marketing Century. How Marketing Drives Business and Shapes Society Новинка

CIM The The Marketing Century. How Marketing Drives Business and Shapes Society

2865.04 руб.
Written to celebrate the Institute's centenary, The Marketing Century explains: how the key elements of marketing have developed; how the various aspects of marketing contribute to performance; what it is that great marketers do; and how the discipline of marketing may develop in the future. While The Marketing Century describes the years since 1911 it also describes the 21st Century: a time when the ability to understand and connect with customers is more rewarding, complex and valuable than ever. It explains: The three forces shaping the past, present and future of marketing: globalization, technology and ethics How people behave and connect – and how businesses can benefit from these insights The need to manage for the long-term as well as the short-term Marketing's impact on business strategy and leadership The last 100 years have seen a rapid rise in the impact of marketing. It is an activity which has grown in scope and significance, with more people than ever before now engaged in the exciting, fast-changing world of marketing. The development of the Chartered Institute of Marketing closely reflects the growth and progress of business in general and marketing in particular. Just as marketing has developed as an activity that is highly valued, varied and vital in its contribution to business success, so the Institute’s work has expanded as an indispensable source of insight, guidance and practical support. The Marketing Century provides expert analysis of some of the most significant developments in marketing of the last 100 years – and the next 100. Each chapter looks at the past, present and future of a different area of marketing, with chapters covering: Strategic Marketing (Martha Rogers and Don Peppers) Customer Relationship Management (Merlin Stone) Segmentation (Malcolm McDonald) Innovation (John Saunders and Veronica Wong) Public Relations (Paul Mylrea) Branding (Graham Hales) Advertising (Jonathan Gabay) Digital Marketing (Philip Sheldrake) Sales and Business Development (Beth Rogers) Sustainability (John Grant) Internal Marketing (Keith Glanfield) Social Marketing (Paul White and Veronica Sharp) Each chapter explains: How the subject has developed What is currently ‘best practice’ How this aspect of marketing connects with other topics The influences and trends shaping the future
Michael Dunn The Marketing Accountability Imperative. Driving Superior Returns on Marketing Investments Michael Dunn The Marketing Accountability Imperative. Driving Superior Returns on Marketing Investments Новинка

Michael Dunn The Marketing Accountability Imperative. Driving Superior Returns on Marketing Investments

3012.07 руб.
Making accountable marketing decisions to improve the efficiency of spending In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative–highlighting the critical need for more effective stewardship of marketing spending.
Murphy Kevin S. Quinoa. Improvement and Sustainable Production Murphy Kevin S. Quinoa. Improvement and Sustainable Production Новинка

Murphy Kevin S. Quinoa. Improvement and Sustainable Production

15075.41 руб.
Quinoa is an ancient grain that has grown in popularity in recent years. It has been known as a good source of both protein and fiber. As the demand for quinoa increases a comprehensive and up-to-date reference on the biology and production of the crop is essential. Quinoa: Improvement and Sustainable Production brings together authors from around the world to provide a complete assessment of the current state of global quinoa research and production. Topics covered include quinoa history and culture, genomics and breeding, agronomy, nutrition, marketing, and end-uses. The book focuses in particular on the emerging role of quinoa in providing increased food security to smallholder farmers and communities throughout the world. Quinoa will interest quinoa researchers, producers, crop scientists, agronomists, and plant geneticists, as well as advanced students working with this important grain.
Peter Jong de Sustainable Dairy Production Peter Jong de Sustainable Dairy Production Новинка

Peter Jong de Sustainable Dairy Production

16583.32 руб.
This book offers a comprehensive overview of the state of the art in sustainable dairy production, helping the industry to develop more sustainable dairy products, through new technologies, implementing life cycle analysis, and upgrading and optimization of their current production lines. It aims to stimulate process innovations, taking into account environmental, economic and public relations benefits for companies. Topics covered include: How to set up a sustainable production line How to quantify the carbon foot print of a dairy product by using life cycle analysis Current technologies to improve the carbon foot print What measures can be taken to reduce the global warming potential of the farm Reduction of water use in dairy production Marketing sustainable dairy products Bench marking of dairy products against other food products Potential future technological developments to improve the carbon foot print for the following decades
O`Driscoll N. Market Leader. Marketing. Business English O`Driscoll N. Market Leader. Marketing. Business English Новинка

O`Driscoll N. Market Leader. Marketing. Business English

1626 руб.
The Market Leader specialist titles extends the scope of the Market Leader series and allows teachers to focus on the reading skills and vocabulary development required for specific areas of business. .
Kerry Smith Experiential Marketing. Secrets, Strategies, and Success Stories from the World's Greatest Brands Kerry Smith Experiential Marketing. Secrets, Strategies, and Success Stories from the World's Greatest Brands Новинка

Kerry Smith Experiential Marketing. Secrets, Strategies, and Success Stories from the World's Greatest Brands

1822.07 руб.
The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach—including Coca-Cola, Nike, Microsoft, American Express and others—open the next chapter of marketing. . . as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes. You’ll learn: The history and fundamental principles of experiential marketing How top brands have reset marketing mixes as experience-driven portfolios The anatomy of a brand experience The psychology of engagement and experience design The 10 habits of highly experiential brands How to measure the impact of experiential marketing How to combine digital and social media in an experiential strategy The experiential marketing vocabulary How to begin converting to experiential marketing Marketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.
Scott Brinker Hacking Marketing. Agile Practices to Make Marketing Smarter, Faster, and More Innovative Scott Brinker Hacking Marketing. Agile Practices to Make Marketing Smarter, Faster, and More Innovative Новинка

Scott Brinker Hacking Marketing. Agile Practices to Make Marketing Smarter, Faster, and More Innovative

1759.24 руб.
Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design «continuous» marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.
Wilson Hugh Marketing Plans. How to Prepare Them, How to Use Them Wilson Hugh Marketing Plans. How to Prepare Them, How to Use Them Новинка

Wilson Hugh Marketing Plans. How to Prepare Them, How to Use Them

5277.71 руб.
Now in its 7th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised, and every chapter has been carefully updated with special attention to the latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well as marketing planning. Major changes to this edition include new chapters based on the very latest research on: Planning for integrated marketing communications and digital marketing Developing multichannel strategy Developing the CRM plan Marketing effectiveness and accountability Marketing Plans is designed as a tool and a user-friendly learning, resource. Every point illustrated by powerful practical examples and made actionable through simple, step-by-step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands-on guide to implementing every single concept included in the text. «It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. It is a best-seller in Europe and I strongly recommend the book to anyone with an interest in marketing planning.» —Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York «I am extremely impressed by the step lucidity of what is presented.» —Dr D. H. Eaton, North Carolina University «A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult to see why. Malcolm McDonald writes about what to do in marketing and how to do it. Unlike many academic marketing writers, he will never let you forget that marketing ends with –ing.» —Kenneth Simmonds, Professor of Marketing and International Business, London Business School «Malcolm McDonald is clearly one of the most respected Professors of Marketing in Europe and the author of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald writes with clarity and insight that is becoming increasingly rare today. It is powerful, up to date and has proved that it works. I recommend it to you!» —John D. Ryans, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio
Rand Fishkin Inbound Marketing and SEO. Insights from the Moz Blog Rand Fishkin Inbound Marketing and SEO. Insights from the Moz Blog Новинка

Rand Fishkin Inbound Marketing and SEO. Insights from the Moz Blog

2073.39 руб.
Learn from the leading resource on the latest inbound marketing techniques As the SEO industry undergoes a shift and Google continues to change its algorithm, successful SEO practitioners need to increase their knowledge of a wide range of inbound marketing channels. The Moz Blog is the go-to place for the latest thought leadership on the shifts in inbound marketing and SEO. This book cherry-picks and updates the most popular articles for the key inbound marketing disciplines, mixing them with some brand-new essays. Rand Fishkin and Thomas Høgenhaven have produced a masterfully edited anthology packed with information to provide the best possible insight into these marketing channels. The popular Moz blog is a top resource for cutting-edge information on SEO techniques: Co-compiled and co-edited by Moz CEO and co-founder Rand Fishkin, this book is an anthology of articles selected to provide the best possible overview of current SEO and inbound marketing techniques and trends Covers channels of online marketing, content marketing, social media, outreach, conversion rate optimization, and analytics, as well as search engine optimization Focuses on leveraging existing platforms like social media sites and community for inbound marketing success Inbound Marketing and SEO is a must-have for marketers in today's online world.
Alexander Hiam Marketing Kit for Dummies Alexander Hiam Marketing Kit for Dummies Новинка

Alexander Hiam Marketing Kit for Dummies

2261.25 руб.
The forms, letters, and other tools included in Marketing Kit For Dummies, 3rd Edition enable readers to start a successful marketing program from the beginning. The expert tips and information presented in the book take some of the mystery out of marketing and explain, step-by-step, how to implement and execute a successful marketing strategy. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.
Mark Pollard Salesforce Marketing Cloud For Dummies Mark Pollard Salesforce Marketing Cloud For Dummies Новинка

Mark Pollard Salesforce Marketing Cloud For Dummies

1695.78 руб.
Salesforce Marketing Cloud: Take your digital marketing on a journey! Everything seems to be moving to the cloud these days—and digital marketing is no exception! Salesforce Marketing Cloud For Dummies guides you through the use of Salesforce's exciting suite of cloud-based digital marketing solutions, which have the power to help you plan, personalize, and optimize your customers' journey. Written by a leader of the Salesforce training and development team, Salesforce Marketing Cloud users will find essential information on using the suite of tools and tips and tricks that only an insider would be able to share. With easy-to-follow instructions, this guide helps you discover how to incorporate your data sets into the tools to create models, campaigns, and customer maps that enable you to create a positive experience for your customers. As Salesforce.com's multi-channel digital marketing platform, the Salesforce Marketing Cloud focuses on helping you manage one-on-one customer journeys. Leveraging a variety of features, this suite of tools offers email marketing, mobile marketing, social media marketing, content and messaging, predictive intelligence, and more. Your ability to navigate these features and functions will determine your digital marketing campaign's success, so it's critical that you make the most of this tool! Navigate and manage the Salesforce Marketing Cloud Define and understand your customers' journeys—and how you fit into them Engage your customers across devices, ensuring consistent communication Use predictive data to optimize engagement Salesforce Marketing Cloud For Dummies helps you make the most of your investment in the digital marketing world!
Carole Engle R. Seafood and Aquaculture Marketing Handbook Carole Engle R. Seafood and Aquaculture Marketing Handbook Новинка

Carole Engle R. Seafood and Aquaculture Marketing Handbook

10941.17 руб.
Aquaculture, the farming of aquatic animals and plants, and other seafood businesses continue to grow rapidly around the world. However, many of these businesses fail due to the lack of sufficient attention to marketing. The Seafood and Aquaculture Marketing Handbook provides the reader with a comprehensive, yet user-friendly presentation of key concepts and tools necessary for aquaculture and seafood businesses to evaluate and adapt to changing market conditions. Markets for aquaculture and seafood products are diverse, dynamic, and complex. The Seafood and Aquaculture Marketing Handbook presents fundamental principles of marketing, specific discussion of aquaculture and seafood market channels and supply chains from around the world, and builds towards a step-by-step approach to strategic market planning for successful aquaculture and seafood businesses. This book is an essential reference for all aquaculture and seafood businesses as well as students of aquaculture. The volume contains a series of synopses of specific markets, an extensive annotated bibliography, and webliography for additional sources of information. Written by authors with vast experience in international marketing of aquaculture and seafood products, this volume is a valuable source of guidance for those seeking to identify profitable markets for their aquaculture and seafood products.
Jeff LeSueur Marketing Automation. Practical Steps to More Effective Direct Marketing Jeff LeSueur Marketing Automation. Practical Steps to More Effective Direct Marketing Новинка

Jeff LeSueur Marketing Automation. Practical Steps to More Effective Direct Marketing

2510.05 руб.
In today's market, it takes more than good products and services to succeed. Successful marketing requires more precise segmentation and more sophisticated communications with customers–the lifeblood of every business–than ever before. Expertly explaining the components of marketing automation and their application and benefit to the marketing process, Marketing Automation shows you how to develop more effective and targeted direct marketing campaigns, from the planning and execution of promotions to the complete leveraging of marketing to increase your profits. Designed to get you quickly up to speed, you will discover: * How to evolve complex, yet agile, customer communication strategies * Ways to focus already limited marketing resources on the right opportunities * Advice on viewing, tracking, and measuring results * How to optimally use current software applications to empower you to effect stronger, more responsive marketing programs Straightforward and balanced, this essential guide presents a new and better way to strengthen your competitive position by using your precious customer data to increase your bottom line. Required reading for executives, marketing managers, and anyone needing to know the essentials of maximizing the profitability of every customer relationship for their business, Marketing Automation makes every marketing dollar count with a sound road map all executives can understand and follow.
Malcolm McDonald Marketing and Finance. Creating Shareholder Value Malcolm McDonald Marketing and Finance. Creating Shareholder Value Новинка

Malcolm McDonald Marketing and Finance. Creating Shareholder Value

4013.03 руб.
Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.
Muhammad Siddiq Handbook of Mango Fruit. Production, Postharvest Science, Processing Technology and Nutrition Muhammad Siddiq Handbook of Mango Fruit. Production, Postharvest Science, Processing Technology and Nutrition Новинка

Muhammad Siddiq Handbook of Mango Fruit. Production, Postharvest Science, Processing Technology and Nutrition

14590.07 руб.
Written by noted experts in the field, Handbook of Mango Fruit: Production, Postharvest Science, Processing Technology and Nutrition offers a comprehensive resource regarding the production, trade, and consumption of this popular tropical fruit. The authors review the geographic areas where the fruit is grown and harvested, including information on the ever-expanding global marketplace that highlights United States production, imports and exports, and consumption, as well as data on the outlook for the European market. Handbook of Mango Fruit outlines the postharvest handling and packaging techniques and reviews the fruit’s processed products and byproducts that are gleaned from the processing of waste. The authors include information on the nutritional profile of the mango and review the food safety considerations for processing and transport of mangoes. This comprehensive resource: Reviews global mango production trends and countries that are the major exporters and importers of mangoes Explores the burgeoning marketplace for mangoes with special emphasis on the US and European marketplace Assesses latest trends in packaging of and shipping of mangoes Provides in depth coverage on value-added processing and by-products utilization Offers vital information on the innovative processing technologies and nutritional profile of popular tropical fruit Written for anyone involved in the production, marketing, postharvest handling, processing and by-products of mangoes, Handbook of Mango Fruit is a vital resource offering the most current information and guidelines on the burgeoning marketplace as well as the safe handling, production, and distribution of mangoes.
Kevin Clancy Your Gut is Still Not Smarter Than Your Head. How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth and Profits Kevin Clancy Your Gut is Still Not Smarter Than Your Head. How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth and Profits Новинка

Kevin Clancy Your Gut is Still Not Smarter Than Your Head. How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth and Profits

1881.76 руб.
Praise for Your Gut Is Still Not Smarter Than Your Head «Too many companies treat marketing as a communication exercise to help sales move a few more cases of product out of the door. Your Gut Is Still Not Smarter Than Your Head demonstrates that marketing, properly understood, is your company's engine for spotting opportunities and nurturing them to produce long-term profitable growth.» -Philip Kotler, author and S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management «Clancy and Krieg debunk the popular myth that marketing is all instinct and hocus pocus. Here's a practical approach to marketing strategy and tactics that can drive profitability and growth. There are no 'blink' shortcuts here-this is the real work of transformational marketing, laid out in a practical, concise guide that every true marketer should read!» -Susanne Lyons, Chief Marketing Officer, Visa USA «Clancy and Krieg have written a comprehensive and highly compelling how-to book for the marketing community that says: wake up and look at the facts! It's a must-read for every professional marketer who aspires to breakthrough performance.» -Joseph V. Tripodi, Chief Marketing Officer, Allstate Insurance Company «Bold moves require more facts in this fast-paced era. This book is a must-read for the risk tolerant!» -Jon Luther, CEO, Dunkin' Brands, Inc. «Fact-based marketing is the best way to reinvent marketing, and Clancy and Krieg provide the blueprint to do it.» -Bob Liodice, President and CEO, Association of National Advertisers «The authors demonstrate forcefully and dramatically-with numerous examples-how great, even just good, analysis leads to legendary marketing strategies.» -Don Sexton, Professor, Columbia Business School, and author of Trump University Marketing 101
Mathew Sweezey Marketing Automation For Dummies Mathew Sweezey Marketing Automation For Dummies Новинка

Mathew Sweezey Marketing Automation For Dummies

1695.78 руб.
Multiply the effectiveness of your campaigns with marketing automation Marketing automation technology has been shown to dramatically increase lead conversions and average deal sizes as well as improving forecasting and customer segmentation. A subset of CRM, it focuses on defining, scheduling, segmenting, and tracking marketing campaigns. This friendly book demystifies marketing automation in straightforward terms, helping you leverage the tools and handle the processes that will enable a seamless integration with your CRM program. Learn to establish a buyer profile, assess your needs, select tools, create a lead scoring model, and much more. Marketing automation is a next-generation, CRM-related tool for increasing lead conversions and improving forecasting and customer segmentation This book provides an easy-to-understand introduction to the tools and technology, helping you evaluate your current processes, choose the appropriate tools, and follow best practices in making the most of them Written by Mathew Sweezey, Marketing Automation Evangelist at Pardot (ExactTarget), a leading provider of marketing automation solutions Covers working with the marketing lifecycle, evaluating your assets, integrating marketing automation with CRM and with other processes, nurturing your leads, and using marketing automation to reach buyers via e-mail, social media, and more Marketing Automation For Dummies is the ideal guide to get you up and running with marketing automation, putting your business on the cutting edge and enhancing your competitiveness.
Jenny Ng Influencer Marketing For Dummies Jenny Ng Influencer Marketing For Dummies Новинка

Jenny Ng Influencer Marketing For Dummies

1695.78 руб.
The easy way to get 'in' with influencer marketing Are you a marketing guru looking to stay at the top of your game? Then you need to be in the know on influencer marketing. A hybrid of content marketing and native advertising, influencer marketing is an established trend in marketing that identifies and targets individuals with influence over potential buyers. Although this has usually meant focusing on popular celebrities and Internet personalities, there is a new wave of 'everyday consumers' that can have a large impact. In Influencer Marketing For Dummies, you'll find out how to market to those who rock social media—and, subsequently, grow your brand. Influencer marketing relies on building strong relationships with customers. With the help of this hands-on, friendly guide, you'll discover how to build superior customer service and experience, make strong interactions with customers, and encourage organic and authentic sharing about your brand. Measure the most impact that content has on your overall marketing strategy Find influencers: it's not just a numbers game or a 'who's who' of social media Engage with influencers once you've found them Recognize the best practices of influencer marketing and outreach If you're a marketer, media agency professional, business owner, or anyone else who works hard to bring brands, products, and services to the largest audience possible, Influencer Marketing For Dummies is the go-to guide you don't want to be without.
Jesko Perrey Retail Marketing and Branding. A Definitive Guide to Maximizing ROI Jesko Perrey Retail Marketing and Branding. A Definitive Guide to Maximizing ROI Новинка

Jesko Perrey Retail Marketing and Branding. A Definitive Guide to Maximizing ROI

4083.94 руб.
Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization. The second edition of Retail Marketing and Branding includes the following updates: * New and updated case examples * Updated figures and examples throughout * New interviewers with recent experiences * Additional chapters
Philip Kotler Marketing 3.0. From Products to Customers to the Human Spirit Philip Kotler Marketing 3.0. From Products to Customers to the Human Spirit Новинка

Philip Kotler Marketing 3.0. From Products to Customers to the Human Spirit

1567.61 руб.
Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his «4 P's of Marketing» In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.
Kaj Johansson A Guide to Graphic Print Production Kaj Johansson A Guide to Graphic Print Production Новинка

Kaj Johansson A Guide to Graphic Print Production

6566.78 руб.
The fully revised edition of the most comprehensive and up-to-date reference on print production A II graphic designers and illustrators must be familiar with the steps involved in preparing their work for publication. Now completely revised to reflect the latest technology and trends, A Guide to Graphic Print Production, Third Edition is the complete guide to the entire process of print production, from the early stages of conception and planning, to the technical stages of manufacturing and off-press processing. Structured around the graphic print production flow, essential material is included for all aspects of the process including coverage of computers, color management, layouts, digital images, image editing, prepress, paper, printing, finishing and binding, legal issues, environmental issues, and more. A practical reference to keep at your fingertips, this new edition: Covers the entire production process, from conception to manufacturing to archiving Covers new topics, such as variable data printing, sustainability, large/wide format printing, inks, and color management Is full color throughout, with updated images and screenshots Includes sidebars offering design tips, troubleshooting hints, and key points to consider for very stage of design Delivering information that reflects all aspects essential for understanding the ins and outs of digital printing, A Guide to Graphic Print Production, Third Edition is an ideal resource for students and professionals of graphic design, print production, production technology, and visual communication.
Mike Schultz Professional Services Marketing. How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success Mike Schultz Professional Services Marketing. How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success Новинка

Mike Schultz Professional Services Marketing. How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success

1881.76 руб.
A proven approach to revenue-generating marketing and client development Professional Services Marketing is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its Second Edition, covers five key areas that are critical for firms that want to grow and become more profitable: creating a marketing and growth strategy; establishing a brand and reputation; implementing a marketing communications program; executing lead generation strategies; and developing business by winning new clients. You will also read real-world case studies that illustrate major points, as well as quotes and stories from well-respected professionals in the industry. The Second Edition features new research and updates throughout, including new chapters on social media and online marketing, as well as new case studies and interviews Authors Mike Schultz and John E. Doerr are the coauthors of the Wall Street Journal and Inc. Magazine bestseller Rainmaking Conversations and Professional Services Marketing; Lee W. Frederiksen is coauthor of Online Marketing for Professional Services Will be widely promoted via multiple online routes and direct mail marketing Firms of any size can use this proven approach to marketing and client development to attract new clients and grow their professional service businesses.
Lisa Arthur Big Data Marketing. Engage Your Customers More Effectively and Drive Value Lisa Arthur Big Data Marketing. Engage Your Customers More Effectively and Drive Value Новинка

Lisa Arthur Big Data Marketing. Engage Your Customers More Effectively and Drive Value

1884.9 руб.
Leverage big data insights to improve customer experiences and insure business success Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing. Explains how marketers can use data to learn what they need to know Details strategies to drive marketing relevance and Return On Marketing Investment (ROMI) Provides a five-step approach in the journey to a more data-driven marketing organization Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.
Ian Dodson The Art of Digital Marketing. The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns Ian Dodson The Art of Digital Marketing. The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns Новинка

Ian Dodson The Art of Digital Marketing. The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns

3141.5 руб.
The premier guide to digital marketing that works, and a solid framework for success The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer. Based on the industry's leading certification from the Digital Marketing Institute (DMI), this book presents an innovative methodology for successful digital marketing: start with the customer and work backwards. A campaign is only effective as it is reflective of the consumer's wants, needs, preferences, and inclinations; the DMI framework provides structured, implementable, iterative direction for getting it right every time. The heart of the framework is a three-step process called the 3i Principles: Initiate, Iterate, and Integrate. This simple idea translates into higher engagement, real customer interaction, and multichannel campaigns that extend even into traditional marketing channels. The evolution of digital marketing isn't really about the brands; it's about consumers exercising more control over their choices. This book demonstrates how using this single realization as a starting point helps you build and implement more effective campaigns. Get inside the customer's head with deep consumer research Constantly improve your campaigns based on feedback and interactions Integrate digital activities across channels, including traditional marketing Build campaigns based on customer choice and control Digital marketing turns traditional marketing models on their heads. Instead of telling the customer what to think, you find out what they already think and go from there. Instead of front-loading resources, you continually adjust your approach based on real interactions with real customers every day. Digital marketing operates within its own paradigm, and The Art of Digital Marketing opens the door for your next campaign.
Mark Jeffery Data-Driven Marketing. The 15 Metrics Everyone in Marketing Should Know Mark Jeffery Data-Driven Marketing. The 15 Metrics Everyone in Marketing Should Know Новинка

Mark Jeffery Data-Driven Marketing. The 15 Metrics Everyone in Marketing Should Know

1881.76 руб.
NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.
Richard Rosen Convergence Marketing. Combining Brand and Direct Marketing for Unprecedented Profits Richard Rosen Convergence Marketing. Combining Brand and Direct Marketing for Unprecedented Profits Новинка

Richard Rosen Convergence Marketing. Combining Brand and Direct Marketing for Unprecedented Profits

1567.61 руб.
Offering a common language, better processes, and a set of practical tools, Convergence Marketing is a real-world guide that successfully combines the best of brand and direct into something more powerful and effective than either can be on its own. Convergence marketing offers the kind of real-time accountability that positions marketing as a vital and effective component of leadership's overall business strategy. Convergence brings brand and direct together with respect to both disciplines, within the same silos. And it offers the necessary tools and processes that deliver better results. Our global market demands nothing less than this fully integrated approach. Convergence Marketing is the key to shifting marketing communications efforts from a cost-based to a profit-driven model and will have your CFO begging you to spend more money.
David Stewart W. The Marketing Pathfinder. Key Concepts and Cases for Marketing Strategy and Decision Making David Stewart W. The Marketing Pathfinder. Key Concepts and Cases for Marketing Strategy and Decision Making Новинка

David Stewart W. The Marketing Pathfinder. Key Concepts and Cases for Marketing Strategy and Decision Making

4815.36 руб.
Dozens of lively international case studies that help readers put core marketing principles in a real-world context From market research to positioning and brand management to customer relations, marketing is the engine that drives innovation and growth in the modern business organization. This latest addition to the acclaimed Pathfinder series, like its popular predecessor, The Strategy Pathfinder, features a unique blend of core concepts and brief, international case studies. A refreshing contrast to traditional marketing texts and references, which tend to be prescriptive and directive, The Marketing Pathfinder offers professionals and marketing students alike an effective way to contextualize the marketing decisions they'll make in the real world of business. Not another one-size-fits-all marketing toolkit, The Marketing Pathfinder functions as a dynamic, interactive resource Each chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in the real world The case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisions Throughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make
Peter Fisk Marketing Genius Peter Fisk Marketing Genius Новинка

Peter Fisk Marketing Genius

2412.67 руб.
The little black book of marketing is here. Marketing guru Peter Fisk's inspirational manual of marketing shows you how to inject marketing genius into your business to stand out from the crowd and deliver exceptional results. Marketing Genius is about achieving genius in your business and its markets, through your everyday decisions and actions. It combines the deep intelligence and radical creativity required to make sense of, and stand out in today's markets. It applies the genius of Einstein and Picasso to the challenges of marketing, brands and innovation, to deliver exceptional impact in the market and on the bottom line. Marketers need new ways of thinking and more radical creativity. Here you will learn from some of the world's most innovative brands and marketers – from Alessi to Zara, Jones Soda to Jet Blue, Google to Innocent. Peter Fisk is a highly experienced marketer. He spent many years working for the likes of British Airways and American Express, Coca Cola and Microsoft. He was the CEO of the world's largest professional marketing organisation, the Chartered Institute of Marketing, and lead the global marketing practice of PA Consulting Group. He writes and speaks regularly on all aspects of marketing. He has authored over 50 papers, published around the world, and is co-author of the FT Handbook of Management. «Marketers who want to recharge their left and right brains can do no better than read Marketing Genius. It's all there: concepts, tools, companies and stories of inspired marketers.» —Professor Philip Kotler, Kellogg Graduate School of Management, and author of Marketing Management «A fantastic book, full of relevant learning. The mass market is dead. The consumer is boss. Imagination, intuition and inspiration reign. Geniuses wanted.» —Kevin Roberts, Worldwide CEO Saatchi & Saatchi, and author of Lovemarks «This is a clever book: it tells you all the things you need to think, know and do to make money from customers and then calls you a genius for reading it.» —Hamish Pringle, Director General of Institute of Practitioners in Advertising, and author of Celebrity Sells «This is a truly prodigious book. Peter Fisk is experienced, urbane and creative, all the attributes one would expect from a top marketer. The case histories in this book are inspirational and Peter's writing style is engaging and very much to the point. This book deserves a special place in the substantial library of books on marketing.» —Professor Malcolm McDonald, Cranfield School of Management, and author of Marketing Plans «Customers, brands and marketing should sit at the heart of every business's strategy and performance today. Marketing Genius explains why this matters more than ever, and how to achieve it for business and personal success» —Professor John Quelch, Professor of Business Administration at Harvard Business School and author of New Global Brands «Marketing Genius offers marketers 99% inspiration for only 1% perspiration.» —Hugh Burkitt, CEO, The Marketing Society
Barry McLeish J. Successful Marketing Strategies for Nonprofit Organizations. Winning in the Age of the Elusive Donor Barry McLeish J. Successful Marketing Strategies for Nonprofit Organizations. Winning in the Age of the Elusive Donor Новинка

Barry McLeish J. Successful Marketing Strategies for Nonprofit Organizations. Winning in the Age of the Elusive Donor

3078.67 руб.
From a leading expert on nonprofit marketing, the only marketing handbook a nonprofit manager will ever need-now fully revised and updated In Successful Marketing Strategies for Nonprofit Organizations, Second Edition, nonprofit marketing guru Barry J. McLeish shares everything he's learned during more than two decades managing and consulting nonprofits of every shape and size. Skipping all the arcane theory and the business school jargon, he gives you clear, step-by-step advice and guidance and all the tools you need to develop and implement a sophisticated marketing program tailored to your organization's needs and goals. New sections on the new media available to nonprofit marketers Techniques for analyzing your market and developing a comprehensive marketing plan Marketing strategies that will support fund-raising, promote new services, and enhance your organization's reputation and visibility Methods for developing a marketing program that reaches both the consumers of your service and the donors who support your organization Do you need to breathe new life into your existing marketing department? Successful Marketing Strategies for Nonprofit Organizations, Second Edition gives you the tools, the know-how, and the confidence you need to succeed.
Sangram Vajre Account-Based Marketing For Dummies Sangram Vajre Account-Based Marketing For Dummies Новинка

Sangram Vajre Account-Based Marketing For Dummies

1695.78 руб.
Grow your account list with an effective account-based marketing strategy Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results. This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online. Align your sales and marketing teams for greater success in your ABM efforts Analyze data to identify key accounts Target your messages for real-time interaction Integrate your campaign with marketing automation software If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered! «Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it’s important, and how to do it. Any business marketing professional will benefit from a look at this book.»– David Raab, Founder at Raab Associates «If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too.» – Megan Heuer, Vice President and Group Director, SiriusDecisions «Like a Hollywood agent, marketing's job is to get sales the 'audition,' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how.» – Joe Chernov, VP of Marketing at InsightSquared «Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how.» – Scott Brinker, Author of Hacking Marketing «Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results.» – Sean Zinsmeister, Senior Director of Product Marketing, Infer «The book may be titled '…for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike.» Scott Vaughan, CMO, Integrate
John Arnold Web Marketing All-in-One For Dummies John Arnold Web Marketing All-in-One For Dummies Новинка

John Arnold Web Marketing All-in-One For Dummies

2198.42 руб.
Build an online presence for your business with web marketing Why buy several books on web marketing when you can buy just one? With this must-have resource, five marketing professionals team up to share their expertise in the field of web marketing so that you can benefit from their know-how. Covering everything from site building, search engine optimization, and web analytics to online advertising, e-mail marketing, and harnessing the potential of social media, this team of web marketing gurus brings their insight and experience to the table and it's yours for the taking. Provides invaluable advice for establishing a web presence and getting your message out with online advertising Zeroes in on search engine optimization so that your site can be discovered by search engines and, ultimately, consumers Explains how web analytics can offer you a better understanding of your web marketing efforts Details ways to establish an online voice with blogging and podcasting Walks you through the potential of social media marketing with Facebook, Twitter, and Google+ Looks at various options for getting your message onto mobile platforms Web Marketing All in One For Dummies, 2nd Edition shows you how to get your online name out there so that customers can find you easily.
Dee Blick The 15 Essential Marketing Masterclasses for Your Small Business Dee Blick The 15 Essential Marketing Masterclasses for Your Small Business Новинка

Dee Blick The 15 Essential Marketing Masterclasses for Your Small Business

1507.92 руб.
Practical and proven masterclasses for simple and effective small business marketing This straightforward, practical book cuts through the morass of marketing theory to reveal the practical steps that small businesses can take to achieve phenomenal marketing results. Presenting fifteen comprehensive masterclasses, marketing expert Dee Blick presents easy-to-understand and easy-to-implement strategies to increase sales, prevent marketing mistakes, and build the foundations of a customer-driven brand. These fifteen comprehensive masterclasses can be implemented immediately, and cover such topics as marketing plans, copywriting, social media marketing, and public relations. Written by successful author and marketing guru who has worked with small businesses for twenty-seven years Includes practical, effective marketing strategies for every small business Appropriate for entrepreneurs, small business owners, and practicing marketing managers When it comes to marketing a small business, success means getting a big impact from a small investment. The 15 Essential Marketing Masterclasses for Your Small Business gives entrepreneurs and small business owners proven strategies for effective, profitable marketing.
Philip Kotler Ten Deadly Marketing Sins. Signs and Solutions Philip Kotler Ten Deadly Marketing Sins. Signs and Solutions Новинка

Philip Kotler Ten Deadly Marketing Sins. Signs and Solutions

2199.05 руб.
Marketing's undisputed doyen offers an unbeatable guide on what not to do As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common-and most damaging-mistakes marketers make, and how to avoid them. But these ten mistakes are much more than simple mess-ups; they're glaring deficiencies that prevent companies from succeeding in the marketplace. In Ten Deadly Marketing Sins, Kotler covers each sin in-depth in its own chapter and offers practical, proven guidance for reversing them. Marketers will learn how to stay market-focused and customer-driven, fully understand their customers, keep track of the competition, manage relationships with stakeholders, find new opportunities, develop effective marketing plans, strengthen product and service policies, build brands, get organized, and use technology to the fullest. Covering crucial topics every marketer must understand, Ten Deadly Marketing Sins is a must-have for anyone who want to remain competitive in an increasingly challenging marketplace. Packed with the kind of marketing wisdom only Kotler can provide, this is an indispensable resource for every company-and every marketer-who wants to develop better products, better marketing plans, and better customer relationships. Ten Deadly Marketing Sins is an unbeatable resource from the most respected thinker in modern marketing. Philip Kotler (Chicago, IL) is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management and the author of 15 books, including Marketing Insights from A to Z (0-471-26867-4) and Lateral Marketing (0-471-45516-4), both published by Wiley.
Craig Smith Marketing For Dummies Craig Smith Marketing For Dummies Новинка

Craig Smith Marketing For Dummies

1790.65 руб.
Marketing is one of the most important aspects in business today, but it’s also highly competitive and complicated, with intricate strategies and methods of delivery to understand and retain. This straight-forward guide leads you through every aspect of marketing. Fully updated to include all the recent marketing trends, including digital marketing and using new media, it’s packed with expert tips on identifying customers, using online resources, satisfying your customer’s needs and boosting your sales. Discover how to: Understand the basics of effective marketing Research customers, competitors and industry Create a compelling marketing strategy Increase consumer awareness Satisfy clients’ needs and boost sales
Shiv Singh Social Media Marketing For Dummies Shiv Singh Social Media Marketing For Dummies Новинка

Shiv Singh Social Media Marketing For Dummies

1695.78 руб.
The fast and easy way to get the most of out social media marketing Sharing the wisdom of social media voices Shiv Singh and Stephanie Diamond on the latest approaches to social media marketing, Social Media Marketing For Dummies presents the essence of planning, launching, managing, and assessing a social media marketing campaign. In an easy-to-read style that is perfect for time-pressed marketers, this essential guide covers all the newest and time-tested trends in social media, including reaching your audience via mainstream platforms; getting social with existing web properties like a company site, blog, mobile tools, and advertising; making the most of Facebook, Twitter, Google+, LinkedIn, and others; launching a campaign and developing a voice; reaching your audience on key and niche platforms, and embracing influencers; and much more. Social media marketing is a highly-effective way to make a big bang without spending big bucks—and it's an easy, way to enlarge your audience, reach your customers, and build your business. With the indispensable tools in this new edition of Social Media Marketing For Dummies, you'll find everything you need to make the most of low-cost, timely online marketing strategies that resonate with consumers and make your brand and business viable in a saturated market. Gives you an overview of your social media marketing choices Covers giving social license to employees and metrics Provides the latest trends in social media marketing Includes tips on creating a social media marketing campaign, avoiding common mistakes, and key resources If you're a busy marketer, small business owner, or entrepreneur looking to reach new markets with social media marketing initiatives, this hands-on, friendly guide has you covered.
John Arnold Mobile Marketing For Dummies John Arnold Mobile Marketing For Dummies Новинка

John Arnold Mobile Marketing For Dummies

1570.12 руб.
Straightforward advice on building and launching a mobile marketing plan Mobile communication is hot, and so is marketing on mobile devices. Mobile Marketing For Dummies provides a clear and easy path for creating, launching, and making the most of a mobile marketing program. Designed for marketing professionals and other business people who may have little experience with the medium, it explains mobile marketing and how to convert a traditional marketing plan to mobile. Topics include assembling resources and budget, creating a plan, following best practices, building mobile sites, and much more. Explains what mobile marketing is, how you can adapt a traditional marketing plan for mobile, and how to create and launch a mobile marketing plan from scratch Covers activating a plan using voice, text, e-mail, and social media campaigns Explores the nuts and bolts of building mobile sites, apps, monetizing mobile, and advertising on other mobile properties Mobile Marketing For Dummies gives you the tools to succeed in this exciting environment.
Daphna Havkin-Frenkel Handbook of Vanilla Science and Technology Daphna Havkin-Frenkel Handbook of Vanilla Science and Technology Новинка

Daphna Havkin-Frenkel Handbook of Vanilla Science and Technology

12565.98 руб.
An updated guide to the production, science, and uses of vanilla Vanilla is a flavor and fragrance in foods, cosmetics, pharmaceuticals, and a wealth of other products. Now in its second edition, the Handbook of Vanilla Science and Technology provides a comprehensive and updated review of the science and technology used in these items’ production and supply. Featuring contributions from an international range of experts, this revised edition covers a multitude of topics, including agricultural production, global markets, analytical methods, sensory analysis, food and fragrance applications, organic farming and fair trade, botanical diseases, and novel uses. The Handbook of Vanilla Science and Technology, Second Edition is a vital resource for producers, distributors, and scientists involved in vanilla’s growth and utilization, and offers readers: A guide to the cultivation, extraction, analysis, DNA sequencing, and marketing of vanilla Information on the production of vanilla in a range of countries such as Mexico, Australia, Costa Rica, and India Guidelines on the quality control of vanilla beans and extracts Information on fair trade and the future of vanilla
Lee Odden Optimize. How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing Lee Odden Optimize. How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing Новинка

Lee Odden Optimize. How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing

1567.61 руб.
Attract, engage, and inspire your customers with an «Optimize and Socialize» content marketing strategy Optimize is designed to give readers a practical approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement. Companies, large and small, will benefit from the practical planning and creative content marketing tactics in this book that have been proven to increase online performance across marketing, public relations, and customer service. Learn to incorporate essential content optimization and social media engagement principles thereby increasing their ability to acquire and engage relevant customers online. Optimize provides insights from Lee Odden, one of the leading authorities on Content and Online Marketing. This book explains how to: Create a blueprint for integrated search, social media and content marketing strategy Determine which creative tactics will provide the best results for your company Implement search and social optimization holistically in the organization Measure the business value of optimized and socialized content marketing Develop guidelines, processes and training to scale online marketing success Optimize offers a tested approach for a customer-centric and adaptive online marketing strategy that incorporates the best of content, social media marketing, and search engine optimization tactics.
Philip Kotler Kellogg on Marketing Philip Kotler Kellogg on Marketing Новинка

Philip Kotler Kellogg on Marketing

1881.76 руб.
The business classic, fully revised and updated for today's marketers The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding With a foreword by Philip Kotler The Kellogg School of Management is recognized around the world as the leading MBA program in Marketing Along with the new material, the core concepts covered in the first edition have all been updated-including targeting and positioning, segmentation, consumer insights, and more. This is a must-have marketing reference.
VINAY SHARMA Lignocellulosic Biomass Production and Industrial Applications VINAY SHARMA Lignocellulosic Biomass Production and Industrial Applications Новинка

VINAY SHARMA Lignocellulosic Biomass Production and Industrial Applications

14228.71 руб.
Lignocellulosic Biomass Production and Industrial Applications describes the utilization of lignocellulosic biomass for various applications. Although there have been numerous reports on lignocellulosic biomass for biofuel application, there have been very few other applications reported for lignocellulosic biomass-based chemicals and polymers. Therefore, this book covers all of the possible lignocellulosic biomass applications. Besides describing the different types of biofuel production, such as bioethanol, biobutanol, biodiesel and biogas from lignocellulosic biomass, it also presents various other lignocellulosic biomass biorefinery applications for the production of chemicals, polymers, paper and bioplastics. In addition, there are chapters on valorization of lignocellulosic materials, alkali treatment to improve the physical, mechanical and chemical properties of lignocellulosic natural fibers, and a discussion of the major benefits, limitations and future prospects of the use of lignocellulosic biomass.
Dave Walters Behavioral Marketing. Delivering Personalized Experiences At Scale Dave Walters Behavioral Marketing. Delivering Personalized Experiences At Scale Новинка

Dave Walters Behavioral Marketing. Delivering Personalized Experiences At Scale

1570.75 руб.
Grow revenue by leveraging behavioral marketing during your next campaign Behavioral Marketing guides you in using relatively new marketing tactics to grow revenue and create process efficiencies. An incredibly valuable text, this book defines the key principles of behavioral marketing—including customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization—and shows you how to fix highly inefficient processes while implementing your next marketing initiative. Within the pages of this resource are the secrets to improving processes and becoming more 'revenue predictable'—things that benefit businesses in virtually any industry. Additionally, this book provides you with case studies that spotlight the successes and challenges experienced by other marketing pros, and offer up key lessons to assist you in sharing their triumphs and avoiding their pitfalls. Behavioral marketing, a term first coined in 2008, has become increasingly important as digital marketing tactics have becoming increasingly popular. This particular facet of marketing focuses on responding to the actions, clicks, and behaviors of both current and prospective customers—and allows you to use this data to adapt your marketing efforts to customer preferences. The results of this dynamic marketing approach are often a more predictable revenue stream and a more efficient marketing department, both of which any business would welcome! Understand the key principles of behavioral marketing Create a more 'revenue predictable' business environment Examine case studies across multiple industries Discover how to achieve revenue growth and process efficiencies with the right behavioral marketing tactics Behavioral Marketing is a unique resource that brings value and insight to all marketing professionals using digital marketing tactics.
Jay Nagdeman The Professional's Guide to Financial Services Marketing. Bite-Sized Insights For Creating Effective Approaches Jay Nagdeman The Professional's Guide to Financial Services Marketing. Bite-Sized Insights For Creating Effective Approaches Новинка

Jay Nagdeman The Professional's Guide to Financial Services Marketing. Bite-Sized Insights For Creating Effective Approaches

2258.11 руб.
The Professional's Guide to Financial Services Marketing is directed to any financial services professional–from individual representatives to executives of large financial services companies–who is looking for better ways to create the relevant marketplace differentiation and competitive advantage needed to increase productivity and profitability. The purpose of this book is not to provide a how-to manual, but rather to offer practical information, examples, and thought-provoking tips that provide ideas and insights that will enable financial services professionals to improve their own marketing approaches and achieve ambitious marketing goals. With examples drawn from basic marketing approaches and successful consumer marketing, this book provides a fresh perspective on a variety of marketing issues that can make a significant difference to corporate success.
Melissa Redford A. The Handbook of Speech Production Melissa Redford A. The Handbook of Speech Production Новинка

Melissa Redford A. The Handbook of Speech Production

14228.71 руб.
The Handbook of Speech Production is the first reference work to provide an overview of this burgeoning area of study. Twenty-four chapters written by an international team of authors examine issues in speech planning, motor control, the physical aspects of speech production, and external factors that impact speech production. Contributions bring together behavioral, clinical, computational, developmental, and neuropsychological perspectives on speech production to create a rich and truly interdisciplinary resource Offers a novel and timely contribution to the literature and showcases a broad spectrum of research in speech production, methodological advances, and modeling Coverage of planning, motor control, articulatory coordination, the speech mechanism, and the effect of language on production processes
Laurie Young The Marketer's Handbook. Reassessing Marketing Techniques for Modern Business Laurie Young The Marketer's Handbook. Reassessing Marketing Techniques for Modern Business Новинка

Laurie Young The Marketer's Handbook. Reassessing Marketing Techniques for Modern Business

2107.31 руб.
This book, written by a senior marketer with over thirty years experience of using marketing techniques and concepts, sets out to describe, contextualize and rate them. Its prime emphasis is on understanding their status so that they can be used to direct the use of shareholder funds effectively. Its conclusion is that seasoned professionals must use their judgement about when and how to use them, but they also need to understand them in depth if they are going to make well-rounded, effective investment decisions. Above all it asks: “how useful and relevant is this concept? Will it improve decision making? Does the damn thing have any credibility and does it work?” “This book combines a rigorous review of a wide range of marketing concepts with many practical examples and case studies. It can be read or dipped into both by seasoned professionals and by those just embarking on their marketing career.” Sir Paul Judge, President, Chartered Institute of Marketing “Laurie Young casts an experienced and skeptical eye on many cherished marketing concepts and techniques. He provides an antidote to the tendency to adopt them without understanding their limitations and possibilities.” Professor George Day, The Wharton School, Chairman of the American Marketing Association “Laurie Young has produced nothing less than the A-Z of marketing. He has journeyed far and wide mapping out hundreds of business, marketing and communications models to produce an extremely useful industry atlas. Certainly it will find a well-thumbed home on my bookshelf.” Hamish Pringle, Director General, Institute of Practitioners in Advertising “This book is much needed by marketing. Its value is in challenging concepts, some of which have been the accepted norm for a long time. But as this book shows, some of these may no longer be relevant and appropriate for marketers in today’s consumer environment.” Mike Johnston, CEO, Dairy Council of Northern Ireland and former Chairman of the Chartered Institute of Marketing “Senior marketers, like those who make up the membership of the Marketing Society, hone the methods and techniques they favour as their career develops. Laurie Young clearly did that and an experienced voice shines through this critique. It is heartening to find that so many concepts have a long history of producing real value for businesses but alarming to find so many of the theorists’ favourites to be so groundless.” Hugh Burkitt, CEO, The Marketing Society
Behnam Malakooti Operations and Production Systems with Multiple Objectives Behnam Malakooti Operations and Production Systems with Multiple Objectives Новинка

Behnam Malakooti Operations and Production Systems with Multiple Objectives

13269.67 руб.
The first comprehensive book to uniquely combine the three fields of systems engineering, operations/production systems, and multiple criteria decision making/optimization Systems engineering is the art and science of designing, engineering, and building complex systems—combining art, science, management, and engineering disciplines. Operations and Production Systems with Multiple Objectives covers all classical topics of operations and production systems as well as new topics not seen in any similiar textbooks before: small-scale design of cellular systems, large-scale design of complex systems, clustering, productivity and efficiency measurements, and energy systems. Filled with completely new perspectives, paradigms, and robust methods of solving classic and modern problems, the book includes numerous examples and sample spreadsheets for solving each problem, a solutions manual, and a book companion site complete with worked examples and supplemental articles. Operations and Production Systems with Multiple Objectives will teach readers: How operations and production systems are designed and planned How operations and production systems are engineered and optimized How to formulate and solve manufacturing systems problems How to model and solve interdisciplinary and systems engineering problems How to solve decision problems with multiple and conflicting objectives This book is ideal for senior undergraduate, MS, and PhD graduate students in all fields of engineering, business, and management as well as practitioners and researchers in systems engineering, operations, production, and manufacturing.
Graham Thomas Media Production, Delivery and Interaction for Platform Independent Systems. Format-Agnostic Media Graham Thomas Media Production, Delivery and Interaction for Platform Independent Systems. Format-Agnostic Media Новинка

Graham Thomas Media Production, Delivery and Interaction for Platform Independent Systems. Format-Agnostic Media

8610.33 руб.
Presents current trends and potential future developments by leading researchers in immersive media production, delivery, rendering and interaction The underlying audio and video processing technology that is discussed in the book relates to areas such as 3D object extraction, audio event detection; 3D sound rendering and face detection, gesture analysis and tracking using video and depth information. The book will give an insight into current trends and developments of future media production, delivery and reproduction. Consideration of the complete production, processing and distribution chain will allow for a full picture to be presented to the reader. Production developments covered will include integrated workflows developed by researchers and industry practitioners as well as capture of ultra-high resolution panoramic video and 3D object based audio across a range of programme genres. Distribution developments will include script based format agnostic network delivery to a full range of devices from large scale public panoramic displays with wavefield synthesis and ambisonic audio reproduction to ’small screen’ mobile devices. Key developments at the consumer end of the chain apply to both passive and interactive viewing modes and will incorporate user interfaces such as gesture recognition and ‘second screen’ devices to allow manipulation of the audio visual content. Presents current trends and potential future developments by leading researchers in immersive media production, delivery, rendering and interaction. Considers the complete production, processing and distribution chain illustrating the dependencies and the relationship between different components. Proposes that a format-agnostic approach to the production and delivery of broadcast programmes will overcome the problems faced with the steadily growing number of production and delivery formats. Explains the fundamentals of media production in addition to the complete production chain, beyond current-state-of-the-art through to presenting novel approaches and technologies for future media production. Focuses on the technologies that will allow for the realization of an E2E media platform that supports flexible content representations and interactivity for users. An essential read for Researchers and developers of audio-visual technology in industry and academia, such as engineers in broadcast technology companies and students working toward a career in the rapidly changing area of broadcast both from a production and an engineering perspective.
Gerard Gaynor H. Decisions. An Engineering and Management Perspective Gerard Gaynor H. Decisions. An Engineering and Management Perspective Новинка

Gerard Gaynor H. Decisions. An Engineering and Management Perspective

3790.82 руб.
DECISIONS focuses on how organizations can improve decision-making processes to improve organizational performance in a global economy. Presents research related to problems associated with meeting requirements, schedules, and costs Defines the scope of macro and micro decisions Raises the issue of the role of engineering, manufacturing, and marketing in making organizational decisions Includes references to Peter Drucker’s studies on decision-making
Benoit Robyns Electricity Production from Renewables Energies Benoit Robyns Electricity Production from Renewables Energies Новинка

Benoit Robyns Electricity Production from Renewables Energies

10142.3 руб.
Energy and environmental issues have caused a marked increase in electricity production from renewable energy sources since the beginning of the 21st Century. The concept of sustainable development and concern for future generations challenge us every day to produce new technologies for energy production, and new patterns of use for these energies. Their rapid emergence can make the understanding and therefore the perception of these new technologies difficult. This book aims to contribute to a better understanding of the new electricity generation technologies by addressing a diverse audience. It presents the issues, sources and means of conversion into electricity using a general approach and develops scientific concepts to understand their main technical characteristics. Systems of electricity generation from renewable energy resources of small to medium powers are presented. The basic electrical concepts necessary for understanding the operating characteristics of these energy converters are introduced, and the constraints and problems of integration in the electrical networks of those means of production are discussed. Several exercises are provided to the reader for evaluation purposes. Contents 1. Decentralized Electricity Production from Renewable Energy, Benoît Robyns. 2. Solar Photovoltaic Power, Arnaud Davigny. 3. Wind Power, Bruno Francois and Benoît Robyns. 4. Terrestrial and Marine Hydroelectricity: Waves and Tides, Benoît Robyns and Antoine Henneton. 5. Thermal Power Generation, Jonathan Sprooten. 6. Integration of the Decentralized Production into the Electrical Network, Benoît Robyns.
John Lee Business Hack. The Wealth Dragon Way to Build a Successful Business in the Digital Age John Lee Business Hack. The Wealth Dragon Way to Build a Successful Business in the Digital Age Новинка

John Lee Business Hack. The Wealth Dragon Way to Build a Successful Business in the Digital Age

1718.4 руб.
Master the online tools available to grow your business and conquer the competition Business Hack is your essential roadmap to business growth and online marketing success. Author and successful entrepreneur John Lee shares his proven methods to harness the power of online tools, including using social media—offering practical steps to create and implement highly effective cyber-marketing campaigns. Thanks to the digital revolution, you no longer need teams of marketing experts and other expensive overheads to build and promote your business. This unique and valuable resource covers everything you need to consider when building your marketing strategy, from established principles of sales to cutting-edge digital techniques. In today’s dynamic business environment, strong and ongoing engagement in social media marketing is no longer an option–it is a necessity. From local craft-based businesses to new tech start-ups and even global multinational corporations, effective cyber-marketing can be instrumental in determining success. A comprehensive digital strategy enables you to compete across all platforms and maintain viability and relevance in the face of intense competition. Following the proven techniques in this essential guide allows you to: Implement powerful social media marketing campaigns to increase revenue and rise above the competition Integrate traditional sales and advertising methods with modern technology to create a comprehensive business marketing strategy Identify future trends to stay ahead of the technology curve and capitalize on new opportunities. Learn the skills used by successful entrepreneurs and respected experts in online marketing The Internet and rise of digital media have changed the rules of business and marketing. It is now possible for small and new businesses to compete and thrive in the global marketplace through intelligent use of digital and social media marketing. Business Hack provides the tools and knowledge necessary to succeed in the 21st century.
Philip Kotler Market Your Way to Growth. 8 Ways to Win Philip Kotler Market Your Way to Growth. 8 Ways to Win Новинка

Philip Kotler Market Your Way to Growth. 8 Ways to Win

1567.61 руб.
Marketing guru Philip Kotler and global marketing strategist Milton Kotler show you how to survive rough economic waters With the developed world facing slow economic growth, successfully competing for a limited customer base means using creative and strategic marketing strategies. Market Your Way to Growth presents eight effective ways to grow in even the slowest economy. They include how to increase your market share, develop enthusiastic customers, build your brand, innovate, expand internationally, acquire other businesses, build a great reputation for social responsibility, and more. By engaging any of these pathways to growth, you can achieve growth rates that your competitors will envy. Proven business and marketing advice from leading names in the industry Written by Philip Kotler, the major exponent of planning through segmentation, targeting, and position followed by «the 4 Ps of marketing» and author of the books Marketing 3.0, Ten Deadly Marketing Sins, and Corporate Social Responsibility, among others Milton Kotler is Chairman and CEO of Kotler Marketing Group, headquartered in Washington, DC, author of A Clear-sighted View of Chinese Marketing, and a frequent contributor to the China business press
Krista Neher Visual Social Marketing For Dummies Krista Neher Visual Social Marketing For Dummies Новинка

Krista Neher Visual Social Marketing For Dummies

1570.12 руб.
How to implement a best-in-class visual marketing plan It's no secret that visual content online really draws in viewers. People love Pinterest, Facebook, and the like for visual sharing and engaging. Smart marketers know their companies need to tap into this, but where and how to start? Visual Social Marketing For Dummies offers a clear roadmap for creating effective, well-defined visual social marketing strategies as part of your overall marketing and social media plans. From defining goals to developing highly visual content across a range of social media platforms, this book is the perfect step-by-step guide to get you there. The book explores Pinterest, Instagram, Vine, Tumblr, YouTube, SlideShare, and Twitter, among many topics and resources, and includes useful examples from leading brands and companies across a variety of industries. Helps you set goals that align with your budget and resources and then lay out a visual social marketing plan Covers image-based platforms, such as Pinterest, Instagram, and Vine, as well as social media platforms including Facebook, Tumblr, YouTube, Twitter, and SlideShare Explores visual tools, including infographics, presentations, and video Explains how to track and measure the effectiveness of your visual marketing efforts Make your brand stand out from the crowd with the information, tips, techniques, and examples you'll find in Visual Social Marketing For Dummies.
Paul Roetzer The Marketing Performance Blueprint. Strategies and Technologies to Build and Measure Business Success Paul Roetzer The Marketing Performance Blueprint. Strategies and Technologies to Build and Measure Business Success Новинка

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1759.24 руб.
Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty. Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. The Marketing Performance Blueprint helps bridge those gaps: Align marketing talent, technology, and strategy to reach performance goals Drive digital marketing transformation within your organization Recruit, train, and retain a modern marketing team Propel growth through digital-savvy marketing agency partners Adapt more quickly to marketing technology advancements Create connected customer experiences Turn marketing data into intelligence, and intelligence into action Devise integrated marketing strategies that deliver real business results The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success.
Katya Andresen The Nonprofit Marketing Guide. High-Impact, Low-Cost Ways to Build Support for Your Good Cause Katya Andresen The Nonprofit Marketing Guide. High-Impact, Low-Cost Ways to Build Support for Your Good Cause Новинка

Katya Andresen The Nonprofit Marketing Guide. High-Impact, Low-Cost Ways to Build Support for Your Good Cause

2510.05 руб.
A nonprofit's real-world survival guide and nitty-gritty how-to handbook This down-to-earth book shows how to hack through the bewildering jungle of marketing options and miles-long to-do lists to clear a marketing path that's right for your organization, no matter how understaffed or underfunded. You'll see how to shape a marketing program that starts from where you are now and grows with your organization, using smart and savvy communications techniques, both offline and online. Combining big-picture management and strategic decision-making with reader-friendly tips for implementing a marketing program day in and day out, this book provides a simple yet powerful framework for building support for your organization's mission and programs. Includes cost-effective strategies and proven tactics for nonprofits An ideal resource for thriving during challenging times Fast, friendly, and realistic advice to help you navigate the day-by-day demands of any nonprofit Written by one of the leading sources of how-to info and can-do inspiration for small and medium-sized nonprofit organizations, Kivi Leroux Miller is,among other things, a communication consultant and trainer, and president of EcoScribe Communications and Nonprofit Marketing Guide.com.
Shang-Tian Yang Bioprocessing Technologies in Biorefinery for Sustainable Production of Fuels, Chemicals, and Polymers Shang-Tian Yang Bioprocessing Technologies in Biorefinery for Sustainable Production of Fuels, Chemicals, and Polymers Новинка

Shang-Tian Yang Bioprocessing Technologies in Biorefinery for Sustainable Production of Fuels, Chemicals, and Polymers

11309.45 руб.
Sets the stage for large-scale production of biofuels and bio-based chemicals In response to diminishing supplies as well as the environmental hazards posed by fossil fuels and petrochemicals, interest and demand for green, sustainable biofuels and bio-based chemicals are soaring. Biomass may be the solution. It is an abundant carbon-neutral renewable feedstock that can be used for the production of fuels and chemicals. Currently, biorefineries use corn, soybeans, and sugarcane for bioethanol and biodiesel production; however, there are many challenges facing biorefineries, preventing biomass from reaching its full potential. This book provides a comprehensive review of bioprocessing technologies that use lignocellulosic biomass for the production of biofuels, biochemicals, and biopolymers. It begins with an overview of integrated biorefineries. Next, it covers: Biomass feedstocks, including sugar, starch, oil, and energy crops as well as microalgae Pretreatment technologies for lignocellulosic biomass Hydrolytic enzymes used in biorefineries for the hydrolysis of starch and lignocelluloses Bioconversion technologies for current and future biofuels such as ethanol, biodiesel, butanol, hydrogen, and biogas Specialty chemicals, building block chemicals, and biopolymers produced via fermentation Phytochemicals and functional food ingredients extracted from plant materials All the chapters have been written and edited by leading experts in bioprocessing and biorefining technologies. Contributions are based on a thorough review of the literature as well as the authors' firsthand experience developing and working with bioprocessing technologies. By setting forth the current state of the technology and pointing to promising new directions in research, Bioprocessing Technologies in Biorefinery for Sustainable Production of Fuels, Chemicals, and Polymers will enable readers to move towards large-scale, sustainable, and economical production of biofuels and bio-based chemicals.
Steven Ricke C. Organic Meat Production and Processing Steven Ricke C. Organic Meat Production and Processing Новинка

Steven Ricke C. Organic Meat Production and Processing

16850.99 руб.
Organic Meat Production and Processing describes the challenges of production, processing and food safety of organic meat. The editors and international collection of authors explore the trends in organic meats and how the meat industry is impacted. Commencing with chapters on the economics, market and regulatory aspects of organic meats, coverage then extends to management issues for organically raised and processed meat animals. Processing, sensory and human health aspects are covered in detail, as are the incidences of foodborne pathogens in organic beef, swine, poultry and other organic meat species. The book concludes by describing pre-harvest control measures for assuring the safety of organic meats. Organic Meat Production and Processing serves as a unique resource for fully understanding the current and potential issues associated with organic meats.
Emmanuel Afoakwa Ohene Chocolate Science and Technology Emmanuel Afoakwa Ohene Chocolate Science and Technology Новинка

Emmanuel Afoakwa Ohene Chocolate Science and Technology

19071.39 руб.
This book provides an overview of the science and technology of chocolate manufacture from cocoa production, through the manufacturing processes, to the sensory, nutrition and health aspects of chocolate consumption. It covers cocoa cultivation and production with special attention paid to cocoa bean composition, genotypic variations in the bean, post-harvest pre-treatments, fermentation and drying processes, and the biochemical basis of these operations. The scientific principles behind industrial chocolate manufacture are outlined with detailed explanations of the various stages of chocolate manufacturing including mixing, refining, conching and tempering. Other topics covered include the chemistry of flavour formation and development during cocoa processing and chocolate manufacture; volatile flavour compounds and their characteristics and identification; sensory descriptions and character; and flavour release and perception in chocolate. The nutritional and health benefits of cocoa and chocolate consumption are also addressed. There is a focus throughout on those factors that influence the flavour and quality characteristics of the finished chocolate and that provide scope for process optimization and improvement. The book is designed to be a desk reference for all those engaged in the business of making and using chocolate worldwide; confectionery and chocolate scientists in industry and academia; students and practising food scientists and technologists; nutritionists and other health professionals; and libraries of institutions where food science is studied and researched. an overview of the science behind chocolate manufacture covers the whole process from cocoa production, through manufacturing, to the nutrition and health aspects of chocolate consumption focuses on factors that influence chocolate flavour and quality, and that provide scope for process optimization and improvement.
Tom Eslinger Mobile Magic. The Saatchi and Saatchi Guide to Mobile Marketing and Design Tom Eslinger Mobile Magic. The Saatchi and Saatchi Guide to Mobile Marketing and Design Новинка

Tom Eslinger Mobile Magic. The Saatchi and Saatchi Guide to Mobile Marketing and Design

1884.9 руб.
A real-world guide to mobile marketing from the head of digital initiatives at Saatchi & Saatchi worldwide The future of marketing is mobile, with seventy-five percent of the world's population having access to a mobile phone and the average American spending 82 minutes per day using her phone for activities other than talking. To traditional marketers unfamiliar with the special challenges of mobile marketing, this territory feels complicated and even frightening. Mobile Magic provides a bird's-eye view of the process of creating great mobile marketing from one of the world's most experienced and successful practitioners.
Keith Grainger Wine Production and Quality Keith Grainger Wine Production and Quality Новинка

Keith Grainger Wine Production and Quality

6479.55 руб.
Gourmand Award for the No. 1 Best Wine Book in the World for Professionals Since the publication of Wine Production: Vine to Bottle (2005) and Wine Quality: Tasting and Selection (2009), there has been a great deal of change in the wine industry, and the perceptions of critics and expectations of consumers have shifted. Wine Production and Quality, Second Edition brings together its two predecessors in one updated and considerably expanded volume. This comprehensive guide explores the techniques of wine production in the vineyard and winery, and considers their impact upon the taste, style and quality of wine in the bottle. Part 1 of the book provides a structured yet easily readable understanding of wine production, from vine to bottle. The impact of natural factors, including climate and soil, is considered, together with the decisions made and work undertaken in the vineyard and winery. Part 2 looks at quality in wines: the concepts and techniques of tasting are detailed, along with the challenges in recognising and assessing quality. Also discussed are the steps producers may take, and the limitations they may face, in creating quality wines. The book will prove valuable to beverage industry professionals, wine trade students, wine merchants, sommeliers, restaurateurs , and wine lovers as well as those entering (or thinking of entering) the highly competitive world of wine production.

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Grow your account list with an effective account-based marketing strategy Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results. This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online. Align your sales and marketing teams for greater success in your ABM efforts Analyze data to identify key accounts Target your messages for real-time interaction Integrate your campaign with marketing automation software If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered! «Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it’s important, and how to do it. Any business marketing professional will benefit from a look at this book.»– David Raab, Founder at Raab Associates «If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too.» – Megan Heuer, Vice President and Group Director, SiriusDecisions «Like a Hollywood agent, marketing's job is to get sales the 'audition,' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how.» – Joe Chernov, VP of Marketing at InsightSquared «Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how.» – Scott Brinker, Author of Hacking Marketing «Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results.» – Sean Zinsmeister, Senior Director of Product Marketing, Infer «The book may be titled '…for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike.» Scott Vaughan, CMO, Integrate
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