The official book from Google for students preparing for careers in marketing. Learn to: Create effective Internet advertising, target advertising to people when they're ready to buy, control you advertising budget, and build your brand....
This book explores the conscious and unconscious norms, values, and characteristics that drive behaviors within the high-tech capital of the world, Silicon Valley, and the sector it represents. In an era where the reach and influence of a single industry has the potential to define the future of our world, it has become apparent just how little we ...
A modern web-marketing book that outlines a multi-modal system for growing a website with SEO, Google AdWords/Facebook Ads, Conversion Optimisation, Copywriting/Classic Persuasion/Behavioural Psychology, Google Analytics, Statistical Significance, Email Marketing, and Remarketing. When I launched my first web application it started off with zero tr...
This text is an introduction to the future of mass media and mass communications - cross-media communications. Cross-media is explained through the presentation and analysis of contemporary examples and project-based tutorials in cross-media development. The text introduces fundamental terms and concepts, and provides a solid overview of cross-medi...
Cyborgs in Latin America explores the ways cultural expression in Latin America has grappled with the changing relationships between technology and human identity. The book takes a literary and cultural studies approach in examining narrative, film and advertising campaigns from Argentina, Bolivia, Chile, Mexico and Uruguay by such artists as Ricar...
How do social networking services earn money?What is the "second hand of the market" and how does it operate? Why does society need so many different kinds of goods? What does happiness economics not reveal about happiness?What is the link between talent, success and "stardom"? What is the business development model for the ent...
This book surveys drinking in Britain between the Licensing Act of 1869 and the wartime regulations imposed on alcohol production and consumption after 1914. This was a period marked by the expansion of the drink industry and by increasingly restrictive licensing laws. Politics and commerce co-existed with moral and medical concerns about drunkenne...
Governments have known since the 1960s that smoking results in irreversible health damage. This book examines why governments have done so little to combat this when they have been aware of the problem and its solutions for decades. What are the strategies and decisions that make a difference, given that policy environments are often not conducive ...
This book looks at how a democracy can devolve into a post-factual state.The media is being flooded by populist narratives, fake news, conspiracy theories and make-believe. Misinformation is turning into a challenge for all of us, whether politicians, journalists, or citizens. In the age of information, attention is a prime asset and may be convert...
Recent reductions in public funding for audiovisual products have led to dramatic changes in the industry. The lack of interaction between the industry and capital markets has made sourcing funds for audiovisual products especially difficult.
This book explains why the distance between the audiovisual and financial markets exists, and considers th...
This free book discusses the relationship between periodicals, tourism, and nation-building in Mexico. It enquires into how magazines, a staple form of the promotional apparatus of tourism since its inception, articulated an imaginative geography of Mexico at a time when that industry became a critical means of economic recovery and political stabi...
This book deals with one the most interesting aspects of human life - the search for meaning. It discusses how the science of semiotics is equipped to provide insight on what meaning is and how we produce it. Why is it that certain people routinely put their survival at risk by smoking? Why is it that some women make locomotion difficult for themse...
Being a successful manager or entrepreneur in the media and digital sector requires creativity, innovation, and performance. It also requires an understanding of the principles and tools of management. Aimed at the college market, this book is a short, foundational volume on media management. It summarizes the major dimensions of a business school ...
The spread of the Internet into all areas of business activities has put a particular focus on business models. The digitalization of business processes is the driver of changes in company strategies and management practices alike. This textbook provides a structured and conceptual approach, allowing students and other readers to understand the com...
The entertainment industry has long been dominated by legendary screenwriter William Goldman’s “Nobody-Knows-Anything” mantra, which argues that success is the result of managerial intuition and instinct. This book builds the case that combining such intuition with data analytics and rigorous scholarly knowledge provides a source of sustainab...
Focusing on recent advances in analytical techniques, this third edition of Andrew Duchowski’s successful guide has been revised and extended. It includes new chapters on calibration accuracy, precision and correction; advanced eye movement analysis; binocular eye movement analysis; practical gaze analytics; eye movement synthesis. Eye Tracking ...
What does it take for success in the media business? Creativity, innovation, and performance, of course. Plus experience and good judgment. However, it also requires an understanding of the principles and tools of management. This book summarizes the major dimensions of a business school curriculum and applies them to the entire media, media-tech, ...
This book provides a comprehensive introduction to travel marketing, tourism economics and the airline product. At the same time, it provides an overview on the political, socio-economic, environmental and technological impacts of tourism and its related sectors.This publication covers both theory and practice in an engaging style, that will spark ...
This book demonstrates how popular culture can be successfully incorporated into medical and health science curriculums, capitalising on the opportunity fictional media presents to humanise case studies. Studies show that the vast majority of medical and nursing students watch popular medical television dramas and comedies such as Grey’s Anatomy,...
In Implementing a Custom Language Succinctly, Succinctly series author Vassili Kaplan demonstrated how to create a customized programming language. Now, he returns to showcase how you can use that language to build fully functional mobile apps. In Writing Native Mobile Apps in a Functional Language Succinctly, you will build off the skills you'...
Coffeeshops are the most famous example of Dutch tolerance. But in fact, these cannabis distributors are highly regulated. Coffeeshops are permitted to break the law, but not the rules. On the premises, there cannot be minors, hard drugs or more than 500 grams. Nor can a coffeeshop advertise, cause nuisance or sell over five grams to a person in a ...