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Profitable Strategies in the Digital Age

Profitable Strategies in the Digital Age

Malcolm McDonald, Hugh Wilson, Dave Chaffey
The latest edition of the leading and internationally bestselling text on marketing planning
In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm's marketing and is complemented by brand-new content on digital marketing and sustainable marketing.
The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides:
∙ A best-practice, step-by-step process for coordinating marketing strategy and planning
∙ Methods to create powerful, differentiated value propositions
∙ Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and...
Profitable Strategies in the Digital Age

Profitable Strategies in the Digital Age

Malcolm McDonald, Hugh Wilson, Dave Chaffey
The latest edition of the leading and internationally bestselling text on marketing planning
In the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm's marketing and is complemented by brand-new content on digital marketing and sustainable marketing.
The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides:
∙ A best-practice, step-by-step process for coordinating marketing strategy and planning
∙ Methods to create powerful, differentiated value propositions
∙ Tools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and...
Research Methods in Human Resource Management

Research Methods in Human Resource Management

Valerie Anderson and Rita Fontinha
Research Methodology

Research Methodology

Herman Aguinis;
A Practical Guide to Theoretical Frameworks for Social Science Research

A Practical Guide to Theoretical Frameworks for Social Science Research

Robert Mitchell, Andrea J. Bingham, Daria S. Carter
This practical book offers a guide to finding, choosing, and applying theoretical frameworks to social sciences research, and provides researchers with the scaffolding needed to reflect on their philosophical orientations and better situate their work in the existing landscape of empirical and theoretical knowledge.Using a multifaceted approach, the book provides clear definitions, primary tenets, historical context, highlights of the challenges and contemporary discussion and, perhaps more importantly, concrete and successful examples of studies that have drawn on and incorporated each theoretical framework. The authors define and explain the connections among such concepts as ontology, epistemology, paradigm, theory, theoretical frameworks, conceptual frameworks, and research methodology; describe the process of finding and effectively using theoretical and conceptual frameworks in research; and offer brief overviews of particular theories within the following disciplines: sociology, psychology, education, leadership, public policy, political science, economics, organizational studies, and business. The book also has a dedicated chapter on critical theories, and for each theory, provides a definition, explores how the theory is useful for researchers, discusses the background and foundations, outlines key terms and concepts, presents examples of theoretical applications, and gives an overview of strengths and limitations.This book offers a useful starting point for any researcher interested in better situating their work in existing conceptual and theoretical knowledge, but it will be especially useful for graduate students and early career researchers who are looking for clear definitions of complex terms and concepts, and for an introduction to useful theories across disciplines.