MCA Library - Publishers

Digital Marketing Management, Second Edition

This book is for managers and would-be managers who need to upgrade their knowledge of digital marketing.Told from the perspective of marketing strategy, it puts digital marketing in the context of firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your web and mobile sites so that they can be found in search. Then use the delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy as well as the emerging roles of analytics, artificial intelligence and marketing automation.Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or "what to do next" to get started on implementing a digital marketing strategy as well as review questions and key terminology.

The Digital Marketing Landscape

Jessica Rogers

This book is geared towards both students and professionals looking to explore the interconnectedness of digital technologies for marketing and branding purposes.The field of marketing has seen an evolution in how brands communicate with consumers, how consumers communicate with brands, and how consumers communicate with one another. Digital technologies such as mobile phones, the internet, social media, and email contribute to what is known as the digital marketing landscape. Digital marketing offers unique ways to meet consumers where they are, engage with potential and existing consumers, capture the voice of the consumer; allow consumers to be part of a brand narrative.This book is geared towards both students and professionals looking to explore the interconnectedness of digital technologies for marketing and branding purposes. This book offers an overview of the digital marketing landscape and how the various elements of digital can work synergistically. When the power of an integrated digital strategy is optimized, both consumers and brands benefit.The Digital Marketing Landscape serves as a practical guide for both students and professionals in a variety of settings. Readers will become familiar with terminology, understand how the different areas of digital marketing connect and work together, and gain the knowledge needed to generate valuable and actionable managerial insights for more informed decision-making.

Introduction to Business Analytics, Second Edition

Marguerite L. Johnson | Wesley S. Boyce | David L. Olson

This book presents key concepts related to quantitative analysis in business.

It is targeted at business students (both undergraduate and graduate) taking an introductory core course. Business analytics has grown to be a key topic in business curricula, and there is a need for stronger quantitative skills and understanding of fundamental concepts.

This second edition adds material on Tableau, a very useful software for business analytics. This supplements the tools from Excel covered in the first edition, to include Data Analysis Toolpak and SOLVER.

Logistics Management

Matthew J. Liberatore | Tan Miller

This book illustrate sand explains a wide range of practical logistics strategies and analytic techniques to facilitate decision-making across functions such as manufacturing, warehousing, transportation, and inventory management.

Logistics professionals must utilize a broad array of analytic techniques and approaches for decision-making. Effective use of analytics requires an understanding of both fundamental and advanced logistics decision-making techniques and methodologies. Further, logistics professionals must organize and view these analytics-based decision support tools through well-structured planning frameworks.

In this book, we illustrate and explain a wide range of practical logistics strategies and analytic techniques to facilitate decision-making across functions such as manufacturing, warehousing, transportation and inventory management. We also describe how to organize these analytics-based tools and strategies through logistics frameworks that span strategic, tactical and operational planning and scheduling decisions.

This book is intended for logistics professionals to use as a reference document that offers ideas and guidance for addressing specific logistics management decisions and challenges, and it will also serve as a valuable resource or secondary text for graduate and advanced undergraduate students.

Customer Relationship Management

Michael Pearce

CRM first entered the business vocabulary in the early 90's; initially as a systems driven technical solution. It has since escalated in importance as system providers increased their market penetration of the business market and, in parallel, CRM's strategic importance gained more traction as it was recognized that CRM was, at its heart, a business model in the pursuit of sustainable profit.

This was accentuated by the academic community stepping up their interest in the subject in the early 2000's. Today, it is a universal business topic which has been re-engineered by the online shopping revolution in which the customer is firmly placed at the center of the business. The current reality, however, is that, for the vast majority of businesses, CRM has not been adopted as a business philosophy and practicing business model. It has not been fully understood and therefore fully embraced and properly implemented.

The author addresses this head-on by stripping CRM down...

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