Learn and develop skills involving strategic global marketing decision-making

Global Marketing, 8th Edition, by Hollensen continues to be the most up-to-date and comprehensive text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. For nearly twenty years this title has been the definitive, truly international guide to marketing. During that time, borders have become ever more transient and this book more central to the work of marketers all around the world.

Key Features include:

• A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process

• Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help you comprehend theory and apply it to the real world

• End of part and end of chapter case studies to help you understand how the theory relates to real world application

New to this edition:

• The 8th Edition is concentrated around three major themes: ‘glocalization’, ‘internet of everything’ and ‘social media marketing’

• Fully updated to cover the latest technologies, trends and practices in global marketing including AI, the shared economy, subscription-based pricing and omni-channel strategies

• Case studies are updated throughout the book including new chapter cases on Bumble, Jissbon and Waymo

This book is ideal for undergraduate and postgraduate students studying international marketing, and for any practitioners who wish to take their global marketing strategies to the next level.

Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organizations. As well as this book, he is the author of other Pearson texts, including Marketing Management and Essentials of Global Marketing.

Pearson, the world’s learning company.

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‘Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users.’
TAA Judges Panel

Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. The authors outline the ‘four zones’ of social media that marketers can use to help achieve their strategic objectives:

1. Community

2. Publishing
4. Entertainment
5/ Commerce

The new third edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing. Expanded new case studies and examples including Facebook, Instagram, Twitter and Snapchat are discussed in relation to globally recognized brands such as Pokemon Go, Nike, Amazon Kindle and Lady Gaga.

The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank.

Suitable for modules and courses on social media marketing.

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Marketing has become ridiculously complicated, but yours doesn’t have to be.

With decades of hands-on experience, expert strategist and writer Drew Neisser has witnessed the dramatic evolution of business-to-business marketing. Working alongside giant brands like IBM, as well as start-ups and midsize companies, and interviewing over four hundred top practitioners, Neisser uncovered the top four characteristics that all successful marketers have in common: they are Courageous, Artful, Thoughtful, and Scientific (CATS).

These four characteristics form the basis for the framework in Renegade Marketing. Over the years, Neisser created a twelve-step formula to radically simplify B2B marketing and build an unbeatable brand. In his book, he shares the stories of marketing CATS as he gives you the tools to:

• Walk through a highly refined discovery process that culminates in finding your brand’s purpose
• Define your company’s purpose in eight words or fewer
• Build team support for new marketing initiatives while establishing your unique brand story, voice, and design
• Assemble effective marketing plans that engage employees, inspire customers, and attract new business
• Drive perpetual growth by creating a culture with metrics, marketing technology, and experimentation

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In the modern world, we are surrounded by digital media. We use our smartphones, computers, tablets, TVs, and games consoles to access the internet for all kinds of reasons. And, as we’ll explore in this guide to digital marketing, this constant connectivity is a goldmine for marketers.

If you’ve always fancied getting started in digital marketing, this is the book for you. We take a look at what exactly it is, why it’s important, what different types there are, and how you can get the most of it.

With around 4.5 billion internet users worldwide, digital marketing gives businesses the chance to reach people on platforms where they spend a lot of time and money. It also gives smaller companies an opportunity to compete with their huge rivals, allowing them to use data and insights to target customers.

We’ve also seen how vital online shopping is in the first half of 2020. At the peak of the COVID-19 lockdown in the UK, online orders were up 200% compared to the previous year. For all kinds of companies, digital marketing and the sales it generated were a lifeline when stores were closed.

We’ve got the latest on everything from social media to search engine optimization (SEO), content marketing and the user experience (UX), as well as updates on everything from marketing automation, messaging and email, to online and off-line integration. We’ve also got the latest on everything from artificial intelligence (AI) to data security strategies.
Add this book to your library now!

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INSTAGRAM MARKETING

Introducing the ultimate guide to Instagram marketing!

Are you struggling to grow your Instagram following for your personal brand, business, or just for fun? Look no further! This book, “Instagram Marketing: A Guide to Growing Your Brand with Instagram” is here to teach you the ins and outs of promoting your brand on the world’s largest photo-sharing platform.

In this comprehensive guide, you’ll learn how to:

• Run effective Instagram ads to reach your target audience
• Create visually stunning, engaging content that will keep your followers coming back for more
• Understand and analyze your Instagram analytics to track your growth and success

We’ve compiled years of experience and expertise into this easy-to-follow guide, making it the perfect resource for anyone looking to take their Instagram marketing to the next level. Whether you’re a small business owner, a social media influencer, or just looking to boost your personal brand, this book has something for everyone.

Don’t let your Instagram presence fall behind the competition. Purchase this book today, available in both print and digital formats, and start seeing real results on your account!

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Learn how to create effective digital marketing campaigns, analyze competitor behaviour and conduct digital marketing in a responsible and accountable way with this real-life focussed and streamlined textbook.

Digital Marketing in Practice balances step-by-step practical coverage with academic theoretical context throughout to offer a definitive and easy-to-understand resource. Exploring key definitions and best-practice for tools, channels and platforms including SEO, social media marketing, email marketing and online advertising, it shows how to create plans and set objectives, design digital marketing campaigns and evaluate their success for improvement.

Digital Marketing in Practice also describes how to incorporate accountability, inclusivity and meaningful sustainability messaging. Featuring interviews with industry professionals and case study examples from a range of brands including Nielsen and the Met Office, it also contains how-to guides, check lists and critical thought pieces.

Supported by online resources consisting of lecture slides, self-test questions, group activities, worksheets, additional interactive case studies and further resource links, it is an indispensable text to equip students with the tools to develop and implement successful digital marketing.

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Fill Facebook, Instagram, LinkedIn etc. … DAILY! – But where do you get the content from?

• Would you like to do professional social media marketing and need interesting content every day that will make people click?
• Do you often catch yourself starting a post with similar or the same content as before?
• Do you urgently need new, fresh ideas that create variety, range, and interest?

“It has never been so simple to fill social media channels every day with top content”

✅ – Includes a free content plan

Your content or social media marketing only works if you manage to post exciting content with a high click rate – preferably daily. It’s very easy to quickly run out of ideas. But, with this book, you will never have this problem again.

In this book, you will find:

• More than 150 ideas for your posts and content for the coming years.
• Concepts for the implementation as well as text, pictures, or video.
• A practical structure of the ideas for simple and fast findability.
• Suitable topics for every taste and target group—from serious to very funny.
• Many specific and successful practical examples of posts from different topics.

How does this sound to you? Move on from the troublesome search for post ideas to get you noticed and buy the book now!

From practice for practice

Author, marketing expert, and keynote speaker, Roman Kmenta, inspires delegates of world-renowned companies like Würth, media group RTL, Zurich Insurance, and Suzuki with his talks on international forums. He is an intensive user of content marketing strategies. His content inspires more than 25,000 people a month and helps them be more successful in business.

In this book, you will find the best of his own practice as well as many ideas and examples from highly experienced colleagues in the marketing field. Here, you have a template with which you can produce content for your business with a wide range, quickly and easily.

This unique Content Marketing book is perfect for you if you …

• are an entrepreneur or owner of a small business and would like to reach potential customers via social media.
• are an aspiring influencer or would like to become one and need ideas to build a fan base.
• are a salesperson and want to support your sales with effective activities on Facebook, Instagram, LinkedIn, and other channels.
• are employed as an expert and use social media for the extension of your expert status to increase your career opportunities.
• are using social media for personal reasons and want to constantly provide your network with interesting or funny content.

Which category speaks to you? Whatever your social media marketing needs, this book can instantly help you to reach your targets. Buy it now!

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Marketing For Dummies, 5th Edition is the ultimate handbook for boosting your business. Whether you’re a small mom-and-pop shop, a local nonprofit, or a mid-size business looking to grow, the right marketing approach can make your company or organization stand out from the crowd. This book shows you how to find, reach, and engage with your customers in a way that brings in business. This new  edition, updated to align with the latest marketing revolution, introduces you to essential techniques including search engine, guerilla, global, and behavior marketing. You’ll learn where to find your people, and how to give them what they want—how they want it—using behavioral techniques. You’ll discover inexpensive online marketing and promotion tools, proving that budget doesn’t have to be an insurmountable obstacle. You’ll find up-to-date marketing plans, resources, and examples throughout to help you get out there and get your business noticed today!

Today’s marketing treats every aspect of customer interaction—including customer service and the product itself—as an opportunity to grow. This book shows you how to harness the power of these techniques to drive traffic, boost sales, and move your business forward.

• Turn web visibility into real-world traffic and sales
• Reach the right people at the right time
• Develop a cohesive marketing plan for any budget
• Source locally, market dynamically, and connect with your community

Whether you’re looking for fundamental marketing skills, seeking guidance on social media and analytics, or need a full-blown comprehensive web marketing strategy, this book has you covered. Marketing For Dummies, 5th Edition helps you open the door to a new, more successful phase of business.

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The legal landscape is evolving at an unprecedented pace, with the seismic shifts of recent years demanding a fresh perspective on the role of technology and innovation within the legal profession. The Legal Tech Ecosystem delves into this essential transformation, shedding light on the crucial interplay between law and technology in today’s complex world.

At its core, this book addresses the profound changes unfolding in the legal domain, driven by macro-economic forces. These changes have placed an ever-increasing burden on legal departments to accomplish more with fewer resources. A quartet of pillars—the explosive growth of regulations, the challenges posed by globalization, the convergence of risk dimensions, and the pressure on corporate profits—has created an environment where legal professionals must adapt swiftly to succeed.

Author Colin S. Levy, an esteemed legal practitioner with diverse experiences spanning publishing, education, technology, and cyber security, serves as an invaluable guide through this dynamic landscape. His unique insights, honed across industries and organizational scales, offer readers a deep understanding of the intricate nexus where law, technology, and business converge.

While emerging legal technology has provided effective solutions to these challenges, The Legal Tech Ecosystem emphasizes that technology alone is not sufficient. Legal departments must undergo a fundamental digital transformation, rethinking their structures, processes, and approaches to truly capitalize on the benefits technology brings. The real value lies in data—capturing it, analyzing it, and deriving transformative insights from it.

Colin has emerged as a leading thinker in this space, sharing his perspective through podcasts, writings, and insightful commentary. His expertise illuminates the path forward for legal professionals seeking to thrive in this era of change. Agility, flexibility, and innovation will define success, and this book is the perfect companion for those seeking to embrace the future with confidence.

As the legal profession evolves, those equipped with the knowledge and insights provided by The Legal Tech Ecosystem will be at the forefront of this transformation. The changing legal environment demands proactive engagement, and this book, curated by one of the field’s luminaries, offers the guidance needed to navigate the exciting journey ahead.

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Master the art of crafting compelling technical writing portfolios and explore best practices of API documentation and efficient SOP creation for accuracy, completeness, and consistency.

Key Features

• Explore nuances in technical terminology, decode jargon, and simplify intricate concepts for diverse users
• Acquire skills in managing technical writing projects and collaboration with SME’s
• Discover optimal approaches to API documentation, integrating code examples, and assimilating developer feedback

Book Description

Dive into the world of technical writing with this comprehensive guide that equips you with the expertise to produce crystal-clear, concise, and captivating content across a myriad of technical domains.

Begin your journey with an introduction to technical writing, mastering project management and seamless collaboration with experts for exceptional documentation creation. The book then delves into an array of sought-after technical writing domains, encompassing API documentation, cybersecurity policy writing, SOP’s, knowledge management, grant proposals, white papers, case studies, and user manuals Uncover the power of tools like Swagger and Postman for user-friendly API documentation, and familiarize yourself with industry-leading tools like Jekyll, LaTeX, and MadCap Flare. Throughout the book, you’ll explore practical examples and engage in hands-on exercises for each documentation type, refining your writing skills. The journey culminates in crafting a robust technical writing portfolio and gaining valuable insights on securing a competitive role in the field.

By the end of the book, you’ll be well-prepared to thrive in a fulfilling technical writing career, equipped with the skills and knowledge that set you apart from the crowd.

What you will learn

• Build a captivating portfolio with organized writing samples for seamless navigation
• Craft policies in accordance with regulatory frameworks, and proposals that align with funding requisites
• Establish professional online presence and broaden your industry network
• Master the architecture and formats of white papers & case studies
• Gain insights into API documentation types, and user behavior analysis
• Learn tech writing skills across varied documentation, elevating your earning potential
• Gain hands-on experience in composing SOP’s for portfolio enrichment

Who This Book Is For

This book is intended for technical writers, product managers, software developers, developer advocates, and individuals tasked with the upkeep of technical documentation. Encompassing a thorough exploration of technical writing principles and techniques, it provides invaluable perspectives and actionable advice suitable for professionals at varying levels of proficiency. A foundational grasp of grammar and writing is presumed, given that the book primarily centers on best practices and strategies in technical writing.

Table of Contents

1. Introduction to Technical Writing
2. Managing Technical Writing Projects and Working With Subject Matter Experts
3. API Documentation
4. Cybersecurity Policy Writing
5. Standard Operating Procedures
6. Knowledge Management
7. Grant Proposals
8. White Papers
9. User Manuals
10. Creating a Technical Writing Portfolio
11. Finding a Job As a Technical Writer

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Elevate your problem-solving prowess by using cutting-edge quantum machine learning algorithms in the financial domain

Purchase of the print or Kindle book includes a free PDF eBook

Key Features

• Learn to solve financial analysis problems by harnessing quantum power
• Unlock the benefits of quantum machine learning and its potential to solve problems
• Train QML to solve portfolio optimization and risk analytics problems

Book Description

Quantum computing has the potential to revolutionize the computing paradigm. By integrating quantum algorithms with artificial intelligence and machine learning, we can harness the power of qubits to deliver comprehensive and optimized solutions for intricate financial problems.

This book offers step-by-step guidance on using various quantum algorithm frameworks within a Python environment, enabling you to tackle business challenges in finance. With the use of contrasting solutions from well-known Python libraries with quantum algorithms, you’ll discover the advantages of the quantum approach. Focusing on clarity, the authors expertly present complex quantum algorithms in a straightforward, yet comprehensive way. Throughout the book, you’ll become adept at working with simple programs illustrating quantum computing principles. Gradually, you’ll progress to more sophisticated programs and algorithms that harness the full power of quantum computing.

By the end of this book, you’ll be able to design, implement and run your own quantum computing programs to turbocharge your financial modelling.

What you will learn

• Examine quantum computing frameworks, models, and techniques
• Get to grips with QC’s impact on financial modelling and simulations
• Utilize Qiskit and Pennylane for financial analyses
• Employ renowned NISQ algorithms in model building
• Discover best practices for QML algorithm
• Solve data mining issues with QML algorithms

Who this book is for

This book is for financial practitioners, quantitative analysts, or developers; looking to bring the power of quantum computing to their organizations. This is an essential resource written for finance professionals, who want to harness the power of quantum computers for solving real-world financial problems. A basic understanding of Python, calculus, linear algebra, and quantum computing is a prerequisite.

Table of Contents

1. Quantum Computing Paradigm
2. Quantum Machine Learning Algorithms
3. Quantum Finance Landscape
4. Derivatives Valuation
5. Portfolio Valuations
6. Credit Risk Analytics
7. Implementation in Quantum Clouds
8. HPCs and Simulators Relevance
9. NISQ Quantum Hardware Evolution
10. Quantum Roadmap for Banks and Fintechs

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Use modern Python libraries such as pandas, NumPy, and scikit-learn and popular machine learning and deep learning methods to solve financial modeling problems

Purchase of the print or Kindle book includes a free eBook in the PDF format

Key Features

• Explore unique recipes for financial data processing and analysis with Python
• Apply classical and machine learning approaches to financial time series analysis
• Calculate various technical analysis indicators and backtest trading strategies

Book Description

Python is one of the most popular programming languages in the financial industry, with a huge collection of accompanying libraries. In this new edition of the Python for Finance Cookbook, you will explore classical quantitative finance approaches to data modeling, such as GARCH, CAPM, factor models, as well as modern machine learning and deep learning solutions.

You will use popular Python libraries that, in a few lines of code, provide the means to quickly process, analyze, and draw conclusions from financial data. In this new edition, more emphasis was put on exploratory data analysis to help you visualize and better understand financial data. While doing so, you will also learn how to use Streamlit to create elegant, interactive web applications to present the results of technical analyses.

Using the recipes in this book, you will become proficient in financial data analysis, be it for personal or professional projects. You will also understand which potential issues to expect with such analyses and, more importantly, how to overcome them.

What you will learn

• Preprocess, analyze, and visualize financial data
• Explore time series modeling with statistical (exponential smoothing, ARIMA) and machine learning models
• Uncover advanced time series forecasting algorithms such as Meta’s Prophet
• Use Monte Carlo simulations for derivatives valuation and risk assessment
• Explore volatility modeling using univariate and multivariate GARCH models
• Investigate various approaches to asset allocation
• Learn how to approach ML-projects using an example of default prediction
• Explore modern deep learning models such as Google’s TabNet, Amazon’s DeepAR and NeuralProphet

Who this book is for

This book is intended for financial analysts, data analysts and scientists, and Python developers with a familiarity with financial concepts. You’ll learn how to correctly use advanced approaches for analysis, avoid potential pitfalls and common mistakes, and reach correct conclusions for a broad range of finance problems.

Working knowledge of the Python programming language (particularly libraries such as pandas and NumPy) is necessary.

Table of Contents

1. Acquiring Financial Data
2. Data Preprocessing
3. Visualizing Financial Time Series
4. Exploring Financial Time Series Data
5. Technical Analysis and Building Interactive Dashboards
6. Time Series Analysis and Forecasting
7. Machine Learning-Based Approaches to Time Series Forecasting
8. Multi-Factor Models
9. Modelling Volatility with GARCH Class Models
10. Monte Carlo Simulations in Finance
11. Asset Allocation
12. Backtesting Trading Strategies
13. Applied Machine Learning: Identifying Credit Default
14. Advanced Concepts for Machine Learning Projects
15. Deep Learning in Finance

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Learn how to use ChatGPT effectively and ethically in work and business! A must-have guide for you or your team. This is a human-written book about AI!

The ChatGPT Guide for Business is full of practical applications and techniques to harness AI for productivity, enhance work, and gain a competitive edge. People who use AI will outperform those who don’t – This book ensures you reap the benefits rather than being left behind.

AI tools like ChatGPT are powerful but carry huge risks. For example, did you know that asking ChatGPT questions using customer information might break the law, putting your job and business at risk? Or that if you ask GPT for help, sometimes it makes up fake answers? And these aren’t the only risks.

This book tackles these concerns, offering tools to use ChatGPT in business, maximising strengths, minimising risks, and avoiding data protection breaches. Learn to use AI responsibly without damaging your business or compromising your values.

In this book, you will learn:

• Responsible AI use
  Use ChatGPT in a value-adding way which is not lazy! Benefit from AI use without damaging your brand.
• Critical foundation skills
  The basics of ChatGPT and AI Large Language Models (LLMs), and the three laws for responsible AI use in business.
• Practical tips and techniques
  Practical applications for AI tools in various business areas. Prompt Engineering Techniques for business communications, learning, strategy, project management, marketing, and more.
• AI ethics and how to navigate the future
  Best practices for responsible AI use and ethical considerations. Insights on the future of AI and its impact on the workforce.
• Techniques make you and your team AI-ready
  How to adapt strategically to become an “AI first organisation”. Techniques to boost ChatGPT’s accuracy from 17% to near 100%.

This guide is hyper-relevant to most aspects of work and business, especially making it a must-have guide for you and your team! If you require a resource to persuade your colleagues to adopt AI, look no further!

Written by an experienced CEO with a deep understanding of business and technology, this book breaks down complex concepts into simple terms, making it accessible for readers without a technical background.

Be aware as AI changes the world – learn to adapt, thrive, and use these tools effectively and ethically.

What’s Inside? (Book Contents)

• Introduction
• Part 1: The Basics
• Chapter 1: Getting Started
• Chapter 2: Essential Skills
• Chapter 3: Risks and Warnings
• Part 2: Techniques and Prompts
• Why These Prompts?
• Chapter 4: Business Communications
• Chapter 5: Learning and Education
• Chapter 6: Business Strategy and Planning
• Chapter 7: Marketing Communications
• Chapter 8: Business Admin
• Chapter 9: Project Management
• Chapter 10: Sales
• Chapter 11: Recruitment
• Chapter 12: Team Management
• Chapter 13: Legal
• Chapter 14: Design and Creative Prompts
• Chapter 15: Have Fun with It
• Part 3: Deeper Concepts
• Chapter 16: Pro Tips and Tricks
• Chapter 17: AI Automations
• Chapter 18: Become an AI-First Organisation
• Chapter 19: Ethical Considerations
• Chapter 20: Looking to the Future
• What Next?

About the Author:

Andrew, a UK tech entrepreneur, acrobat, powerlifter, and serial author, is passionate about a future where technology enriches lives and bolsters productivity. He empowers businesses to embrace innovation. A dedicated sportsman, Andrew is an IPF World Bench Press Bronze Medallist for Great Britain.

Get this book today and ensure you read part 1 – The first 45 pages!

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