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 ...
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...
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 is aimed at managers, business owners, marketing managers, and aspiring social media marketing interns and managers. I will assume that however accomplished in your own field - baker, developer, teacher and that even as successful business owners, you approach the topic of social media marketing as a beginner. Even if you are an avid pers...
Fundamentals of Business, 2nd Edition is an 372-page open education resource intended to serve as a no-cost, faculty customizable primary text for one-semester undergraduate introductory business courses. It covers the following topics in business: Teamwork; economics; ethics; entrepreneurship; business ownership, management, and leadership; organi...
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...
This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process, data management, and the most commonly used methods in m...
This book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market researchers in charge of collecting suitable data; and guidance for data analysts with respect to the technical and statistical aspects of mark...
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...
This project was initiated in 2009 with the aim to spread knowledge about mobile technologies and encourage people to enter our community or deepen their existing knowledge.
More than twenty writers from the mobile community share their know-how in dealing with topics such as accessibility in mobile apps, UX design, mobile analytics, prototyping...
Exploring Business introduces students to business roles and concepts in an exciting way. This text will help you decide whether business is right for you and, if so, what areas of business you'd like to study further.
Exploring Business is adapted from a work produced by a publisher who has requested that they and the original author not r...
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 ...
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, ...
Three acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. Complete with an array of effective tactics from basic to advanced, this third edition prepares digital marketers for 2016 with updates on SEO tools and new search engine optimization ...
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...
A PDF version of this book is available for free in open access via the OAPEN Library platform, www.oapen.org. This book examines the significance of networks among the firms operative in the contemporary Russian software industry in the St. Petersburg region....
This book presents theories and case studies for corporations in developed nations, including Japan, for designing strategies to maximize opportunities and minimize threats in business expansion into developing nations. The case studies featured here focus on Asia, including China and India, and use examples of Japanese manufacturers. Five case st...
This book provides insight into the Life Cycle Management (LCM) concept and the progress in its implementation. LCM is a management concept applied in industrial and service sectors to improve products and services, while enhancing the overall sustainability performance of business and its value chains. In this regard, LCM is an opportunity to diff...
Moral dilemmas are a pervasive feature of working life. Moral Reasoning at Work offers a fresh perspective on how to live with them using ethics and moral psychology research. It argues that decision-makers must go beyond compliance and traditional approaches to ethics to prepare for moral dilemmas.
The 2nd edition has been updated with a range of...
How can we design more sustainable industrial and urban systems that reduce environmental impacts while supporting a high quality of life for everyone? What progress has been made towards reducing resource use and waste, and what are the prospects for more resilient material-efficient economies? What are the environmental and social impacts of glob...
The Gulf of Mexico is an open and dynamic marine ecosystem rich in natural resources but heavily impacted by human activities, including agricultural, industrial, commercial and coastal development. Nutrients and pollutants from coastal communities and dozens of rivers flow into the Gulf, including material from the Mississippi River watershed, whi...
The book presents the results of an in-depth comparative study assessing the implementation of the EU Pharmacovigilance Directive in six EU Member States. By going beyond legal transposition and instead focusing on practical implementation, this study aims to close a gap in EU compliance research. Based on qualitative interviews with relevant actor...
The Gulf of Mexico is an open and dynamic marine ecosystem rich in natural resources but heavily impacted by human activities, including agricultural, industrial, commercial and coastal development. Nutrients and pollutants from coastal communities and dozens of rivers flow into the Gulf, including material from the Mississippi River watershed, whi...
This open access, interdisciplinary book presents innovative strategies in the use of civil drones in the cultural and creative industry. Specially aimed at small and medium-sized enterprises (SMEs), the book offers valuable insights from the fields of marketing, engineering, arts and management. With contributions from experts representing varied ...
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 ...
This free book is about the development of a common understanding of environmental citizenship. It conceptualizes and frames environmental citizenship taking an educational perspective. Organized in four complementary parts, the book first explains the political, economic and societal dimensions of the concept. Next, it examines environmental citiz...
This open access book addresses several questions regarding the implementation of human and organisational factors (HOF) so that recent improvements in industrial safety can be built upon. It addresses sources of frustration in senior management with high expectations of operational recommendations and disquiet on the part of HOF specialists strugg...
This module is focused on the study of Free Software in relation with the private sector and the economic implications of its use and development models. We analyse the software industry from an economic perspective: how it was affected by the raise of free software and what is its potential for the future. On the other hand, we study how to use Fr...
Business Mathematics was written to meet the needs of a twenty-first century student. It takes a systematic approach to helping students learn how to think and centers on a structured process termed the PUPP Model (Plan, Understand, Perform, and Present). This process is found throughout the text and in every guided example to help students develop...
How do you price your software? Is it art, science or magic? How much attention should you pay to your competitors?
This short handbook will provide you with the theory, practical advice and case studies you need to stop yourself from reaching for the dice.
Neil Davidson is co-founder of Red Gate Software. Redgate was founded in 1999 and now ...
This text finally collects all the introductory aspects of beer brewing science into one place for undergraduate brewing science courses. This expansive and detailed work is written in conversational style, walking students through all the brewing basics from the origin and history of beer to the brewing process to post-brew packaging and quality c...
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 ...