E-Commerce
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LinkedIn Sales Navigator For Dummies
Make selling a social affair!The ABCs of sales have changed. It’s no longer: A-Always, B-Be, C-Closing. The new way of selling is: A-Always, B-Be, C-Contributing to your buyer’s journey. Social selling is an effective way to engage with your customer, and the world’s most powerful social selling tool for any B2B sales professional is LinkedIn Sales Navigator. It allows you to gain access to more leads, more InMail, and data to track your efforts.
With the help of LinkedIn Sales Navigator For Dummies, you’ll learn how to write effective InMail messages and engage with prospects on the world’s most successful professional networking site. Along with utilizing those features, you’ll also benefit from access to full profiles outside of your network, guidance on how to best optimize your own profile for sales opportunities, and much more.
- Use lead recommendations to get in front of the right buyer
- Analyze your social selling efforts with real-time data
- Reach more leads with customized InMail messages
- Save 30 – 60 minutes a day previously spent on acquisitions
If you’re a B2B sales professional who is new to LinkedIn Sales Navigator, this is the one-stop resource you can’t be without.
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£19.20£20.90LinkedIn Sales Navigator For Dummies
£19.20£20.90 -
The Art of Effective Technical Writing: Developing in-demand skills from Technical Writing to API Documentation for career advancement
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
- Introduction to Technical Writing
- Managing Technical Writing Projects and Working With Subject Matter Experts
- API Documentation
- Cybersecurity Policy Writing
- Standard Operating Procedures
- Knowledge Management
- Grant Proposals
- White Papers
- User Manuals
- Creating a Technical Writing Portfolio
- Finding a Job As a Technical Writer
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£19.90 -
2024 Social Media Content Planner & Guide for Coaches, Consultants & Online Experts
Introducing the 2024 Social Media Content Planner and Guide for Coaches, Consultants and Online Experts developed by the award-winning internationally renowned social media marketing strategist and trainer, Louise McDonnell. Designed to revolutionise your social media marketing game, it is a must-have for coaches, consultants, course creators, and online experts ready to unlock social media’s true potential and massively elevate their online presence. With over four best-selling books under her belt, McDonnell’s track record speaks for itself.
The 2024 Social Media Planner and Guide is not your average marketing book; it is a game-changer that demystifies the complexities of social media marketing. With its eye-catching layout and compact A5 format, it is so easy to navigate through every page. Packed with helpful suggestions and strategies, this book will empower you to skyrocket your social media engagement like never before.
It is like having an encyclopedia of tips and knowledge at your fingertips. From national days to add fun to your posts to a full year’s worth of diary space, this planner and guide has it all, transforming your social media posts and campaigns into powerful and engaging experiences for you and your growing followers.
One of the key features is the section dedicated to events and days to remember. You will never miss out on capitalising on those trending hashtags and popular trends. McDonnell knows that timing and relevance are key to successful social media campaigns, ensuring you have all the tools needed to stay ahead of the game. Another impressive aspect is the space it provides to jot down your ideas, insights, and personal reflections.
Why try to navigate the vast and ever-changing landscape of social media marketing trying to figure it out for yourself and getting more frustrated by the lack of results when you can easily start implementing strategies that work from the outset.
Here is a snapshot of what it contains:
Free Resources
1) 2024 Social Media Content Planning Calendar (Value €159/£138/$159)
2) Unlocking Social Media Success: 6 Strategies to Boost Leads for Coaches and Consultants: Free Training (Value€159/£138/$159)
3) Building Your Bio Blueprint (Valued at €59/£50/$59),
4) An invitation to join my private Facebook Group.
The Potential of Social Media as a Lead Generation Tool
Selling Services on Social Media: A Unique Approach Establishing A Brand Narrative
Consistently Better Content
Brand Awareness Content
Consideration Content
Conversion or Sales Content
Advocate Content
How to Get Social Media Posts Seen by More People
Fostering Engagement: The Power of Two-Way Communication on Social Media
AI Powered Social Media
Augment Organic Reach with Paid Ads
Review Performance to Inform Future Campaigns
How to Maximize the Benefits of Your Content Calendar
Social Media Prompts for 2024
Week to View Diary
The 2024 Social Media Content Planner and Guide for Coaches, Consultants and Online Experts is your secret weapon to success in the digital space and get the attention and interest you deserve to grow your business. Order your copy today!
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£20.90 -
Search Engine Optimization All-in-One For Dummies (For Dummies (Business & Personal Finance))
Get search engines to rank your site as the No. 1 result with help from this comprehensive resourceWhat’s the best hiding place in the world? The second page of Google’s search results!
If you want your website to be found, you need to make sure it appears prominently on search engines. In Search Engine Optimization All-in-One For Dummies, you’ll find practical and easy-to-follow advice to increase your site’s chances of landing that coveted No. 1 spot on Google, Bing, and other popular search engines.
You’ll discover how search engines decide which websites to rank highly, how to optimize your site for your best chance at the first page of organic results, what keywords to target, and even how to make your site internationally visible. You’ll also find out how to:
- Optimize your webpage with responsive design that makes it irresistible to Google
- Create a keyword strategy that keeps interested and engaged visitors flowing to your website
- Generate the backlinks that will teach Google you’re a trusted resource and help you climb the search engine results page
Perfect for webmasters, bloggers, e-commerce professionals, and anyone else looking for more online visibility, Search Engine Optimization All-in-One For Dummies is a must-have guide to improving the quantity and quality of your web traffic.
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£21.30£27.50 -
SEO For Dummies, 7th Edition
Up relevance scores, improve page speed, optimize voice search questions, and more!
Search Engine Optimization For Dummies shows website owners, developers, and search engine optimizers (SEOs) how to create a website that ranks at the top of search engines and has high-volume traffic, while answering the essential question of “how do I get people to visit my site?”
By understanding search engine basics (what are they, which ones are important, how to get started), building a search engine-friendly site, registering your site with directories and indexes, using analysis tools to track results and link popularity to boost rankings, and advertising your site by using pay-per-click options, you can use the tricks of SEO masters to drive traffic to your site. You’ll also discover how to write effective content, use social media to boost your profile, and manage your platform and reputation to positively impact your search engine rankings.
- Develop a search strategy and use new SERP features
- Maximize the effects of personalized search
- Analyze results with improved analytics tools
- Optimize voice search strategies
There’s no time like the present to create a website that ranks at the top of search engines and drives traffic to your site with these tips, tricks, and secrets.
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£21.80£24.70SEO For Dummies, 7th Edition
£21.80£24.70 -
Efficient Accounting with Xero: The definitive guide to optimizing your accounting with proven techniques and best practices
Maximize the capabilities of Xero to achieve timely and stress-free accounting for your business
Purchase of the print or Kindle book includes a free PDF eBook
Key Features
- Become well-versed with the latest features of Xero to confidently manage all your bookkeeping tasks with ease
- Master the use of Xero and implement best practices to avoid costly errors
- Learn techniques for recording and managing financial data efficiently
Book Description
Xero empowers business owners to gain insights into their business and performance and collaborate seamlessly with their accountants and tax professionals. This book goes beyond the basics and explores the more advanced Xero features, techniques, and best practices for managing sales taxes, budgeting, and reporting.
You’ll begin by diving right into Xero, setting up a bank feed, and exploring its power while experiencing just how easy it is to use. The book will guide you in setting up Xero the right way to ensure that you succeed in each of your transactions. As you progress through the chapters, you’ll learn what spend money and receive money transactions are and be able to easily send invoices and collect receivables or payments, collect and pay bills, and even track your business assets with Xero. Toward the end, you’ll be proficient at producing powerful reports, giving you the keys to running or advising any business.
By the end of this Xero book, you’ll have gained the confidence to add a company to Xero, set up the bank feeds, reconcile the transactions, send invoices, and pay bills, ending up with beautiful financial statements.
What you will learn
- Understand why Xero is the best choice in accounting software for your SMB
- Easily set up or convert to Xero for a service- or product-based business
- Reconcile cash and related transactions effortlessly
- Track and depreciate capital assets purchased by and used in the business
- Produce customized reports tailored to your specific need
- Use Xero to make informed and timely decisions and become a better business owner or advisor
Who this book is for
This book is for small and medium business owners (SMBs) and bookkeepers or accountants who want to learn how to properly use and master Xero. Little to no knowledge of Xero is assumed. However, prior understanding of basic bookkeeping and accounting principles is required.
Table of Contents
- Xero Basics – Subscriptions and when to use
- Exploring Bank Feeds – The heart of Xero
- Dialing in your organization’s settings in Xero
- Restart with The Fresh Start Method
- Conversion to Xero Made Easy
- Recording and Reconciling the Bank
- Invoicing and the Sales Process
- Manage Bills and purchases with Procure to Pay in Xero
- Using Xero On the Go
- Fixed Asset Management in Xero
- All You Need to Know About Manual Journals in Xero
- Correcting Mistakes with Find and Recode
- Run and customize Basic Reports In Xero
- Advanced Reporting with Business snapshot and Short-Term Cash Flow
- Create Custom Reports in Xero with the Layout Editor
- Run Your Practice with Xero HQ
- Practice wide Reports Templates in Xero
- Exporting your Data and Reports out of Xero
- Apps, Apps, Apps
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£21.80 -
The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms
Build a disruptive marketing agency for the modern ageThe marketing services industry is on the cusp of a truly transformational period. The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry. Digital services will be engrained into the DNA and blended with traditional methods for integrated campaigns. The depth, versatility, and drive of their talent will be the cornerstones of organizations that pursue a higher purpose. The Marketing Agency Blueprint is a practical and candid guide that presents ten rules for building such a hybrid agency.
The new marketing agency model will create and nurture diverse recurring revenue streams through a mix of services, consulting, training, education, publishing, and software sales. It will use efficiency and productivity, not billable hours, as the essential drivers of profitability. Its value and success will be measured by outcomes, not outputs. Its strength and stability will depend on a willingness to be in a perpetual state of change, and an ability to execute and adapt faster than competitors. The Marketing Agency Blueprint demonstrates how to:
- Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers
- Develop highly efficient management systems and more effective account teams
- Deliver greater results and value to clients
This is the future of the marketing services industry. A future defined and led by underdogs and innovators. You have the opportunity to be at the forefront of the transformation.
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£22.80 -
Scientific Research in Information Systems: A Beginner’s Guide: 0 (Progress in IS)
This book is designed to introduce doctoral and other higher-degree research students to the process of scientific research in the fields of Information Systems as well as fields of Information Technology, Business Process Management and other related disciplines within the social sciences. It guides research students in their process of learning the life of a researcher. In doing so, it provides an understanding of the essential elements, concepts and challenges of the journey into research studies. It also provides a gateway for the student to inquire deeper about each element covered. Comprehensive and broad but also succinct and compact, the book is focusing on the key principles and challenges for a novice doctoral student.Read more
£23.00£52.20 -
OBSTACLES in SEO: How to Navigate through Internet Problems, Overcome Difficulties and Achieve all your Financial Goals (3) (The Seo Secrets)
✅✅✅ Get a 55% discount NOW for BookStores, DON’T miss this opportunity! ✅✅✅
Even though social networks are growing faster you need to be found!
Users flock to a site/profile site because of its visibility….
If you’re ready to make yourself known on all fronts???
For example, the Google Browser (for everyone just Google) today is the most searched “site”, and unlikely to be replaced in the short term.
If you are a smart trader you can not afford not to be found and, believe me, most out there is not “visible” in the eyes of users (possible buyers)!
Knowing where to put your hands or wanting to delegate your “web presence” will no longer be so difficult/impossible…
Nowadays knowledge is the new business: learn how to exploit information, even and especially your own!
Whatever your current skill level, there’s always a new place to take your story (of your business or personal brand)…
✅✅✅ Get a 55% discount NOW for BookStores, DON’T miss this opportunity! ✅✅✅
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£23.20£29.00 -
Empowering Marketing and Sales with HubSpot: Take your business to a new level with HubSpot’s inbound marketing, SEO, analytics, and sales tools
Leverage HubSpot to reach your target audience with the right content and convert them into loyal customers
Key Features
- Explore a full software stack for marketing, sales, and customer services to grow your business
- Understand how to organize, track, and build better relationships with leads and customers
- Learn to prioritize and execute your marketing tasks in an efficient way
Book Description
Empowering Marketing and Sales with HubSpot is your comprehensive solution to using HubSpot to achieve your business goals with a flexible and lean approach. With this book, you’ll implement out-of-the-box solutions provided by HubSpot for sales and marketing professionals using all the tools needed to effectively manage your business campaigns, sales, and marketing automation processes.
This book will take you through steps to ensure your investment in HubSpot pays off from Day 1. You’ll learn how to set up HubSpot correctly and understand how to generate quick wins for your organization. Next, you will work with important HubSpot tools for SEO, social media, and ads. The book will also show you how to use HubSpot for conversational marketing and create a marketing funnel using HubSpot’s lead capture and engagement tools. In addition to this, you will get to grips with building custom reports, dashboards, and notifications to stay on top of company marketing goals. Later, you will learn how to use HubSpot for inbound marketing and for every type of business, such as manufacturing, agriculture, and eCommerce.
By the end of this HubSpot book, you will have the skills you need to be able to set up effective marketing campaigns and leverage the insights gleaned from sales efforts using just one platform.
What you will learn
- Explore essential steps involved in implementing HubSpot correctly
- Build ideal marketing and sales campaigns for your organization
- Manage your sales process and empower your sales teams using HubSpot
- Get buy-in from your management and colleagues by setting up useful reports
- Use Flywheel strategies to increase sales for your business
- Apply the inbound methodology to scale your marketing
- Re-engage your existing database using the HubSpot retargeting ads tool
- Understand how to use HubSpot for any B2B industry in which you operate
Who this book is for
This HubSpot marketing book is for sales and marketing professionals, business owners, and entrepreneurs who want to use HubSpot for scaling their sales and marketing activities. A basic understanding of key marketing terms is required to get started with this book.
Table of Contents
- Overview of HubSpot – What you MUST know
- Generating Quick Wins with HubSpot in the First 30 Days
- Using HubSpot for Managing Sales Processes Effectively
- Empowering your sales team through HubSpot
- Increasing Online Visibility Using HubSpot’s SEO Tool
- Getting Known through Social Media on HubSpot
- Expanding your reach with Paid Ads managed on HubSpot
- Conducting a Portal Audit
- Converting your visitors to customers
- Revise your database with the HubSpot email marketing tools
- Proving That Your Efforts Worked Using the Reports
- Inbound or Outbound – Which Is Better for Your Business?
- Leveraging the Benefits of the Marketing Flywheel
- Using Hubspot For all Types of Businesses
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£25.60 -
Cambridge Technicals Level 3 IT
Exam Board: Cambridge
Level: Key Stage 4
Subject: IT
First Teaching: September 2016
First Exam: June 207Support your teaching of the new Cambridge Technicals 2016 suite with Cambridge Technical Level 3 IT, developed in partnership between OCR and Hodder Education; this textbook covers each specialist pathway and ensures your ability to deliver a flexible course that is both vocationally focused and academically thorough.
Cambridge Technical Level 3 IT is matched exactly to the new specification and follows specialist pathways in IT Infrastructure Technician, Emerging Digital Technology Practitioner, Application Developer, and Data Analyst.
– Ensures effective teaching of each specialist pathway offered within the qualification.
– Focuses learning on the skills, knowledge and understanding demanded from employers and universities.
– Provides ideas and exercises for the application of practical skills and knowledge.
– Developed in partnership between Hodder Education and OCR, guaranteeing quality resources which match the specification perfectlyHodder Education have worked with OCR to make updates to our Cambridge Technicals textbooks to bring them more closely in line with the model assignment course requirements. We would like to let you know about a recent change to this textbook, updated pages which are now available free of charge as a PDF when you click on the ‘Amended Pages’ link on the left of this webpage.
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£26.20£28.50Cambridge Technicals Level 3 IT
£26.20£28.50 -
Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses
WINNER: National Indie Excellence Awards 2023 – Marketing & Public Relations
SHORTLISTED: Business Book Awards 2023 – Smart Thinking
FINALIST: Next Generation Indie Book Awards 2023 – Business
WINNER: Readers’ Favorite Book Awards 2023 – Gold Medal in Non-Fiction – Marketing
WINNER: NYC Big Book Award 2023 – Marketing & Public Relations
FINALIST: American Book Fest Best Book Award 2023 – Marketing & AdvertisingIncrease engagement, response rates and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses.
Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify and The Wall Street Journal showing how these approaches have been used in practice.
Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect.
Featuring common mistakes to avoid and key takeaways at the end of each chapter, it’s also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand out and successful marketing-especially for marketers in highly regulated or highly competitive environments.Read more
£26.20£28.50 -
The AdAdderall Bible of Creative Advertising Idea Generation Techniques: 80+ Advertising Concepting Methods and Creative Processes
A handbook of 80+ Advertising Concepting Methods, 25 Creative Processes of Creative Advertising Titans, Principles of Breakthrough Ad Campaign & Platforms and Tips I Wish I Knew When I Was a Junior Copywriter.THE AD ADDERALL HANDBOOK IS A COMPREHENSIVE COLLECTION OF ALL OF THE MOST EFFECTIVE & FRUITFUL CREATIVE ADVERTISING CONCEPT GENERATION TECHNIQUES, THINKING MODELS, PRINCIPLES, TIPS, AND TECHNIQUES OF TITANS, AS SHARED BY BOTH EXCEPTIONAL AND UP-AND-COMING CREATIVE PROFESSIONALS.
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£27.20 -
A Marketer’s Guide to Digital Advertising: Transparency, Metrics, and Money
How can individual marketers and their teams navigate the complex issues that seem to overwhelm the digital advertising industry today? They can learn about the metrics worth using, the importance of measurement and the technology available.
With contradictory rules surrounding data privacy, measurement constraints, changes to supply chains and other complexities often too difficult to approach, the world of marketing is more complex than ever before. A Marketer’s Guide to Digital Advertising helps marketers navigate the complicated world of digital advertising by diving into the metrics, money and technology fueling the marketing industry.
Digital advertising consultants Shailin Dhar and Scott Thomson outline the forces shaping the current digital landscape and the common responses from advertisers trying to design their digital strategy. Walking readers through the common missteps made within digital advertising, they provide useful insight into measurement and thoughtful alternatives to practices often found lower on a company’s priorities list. A Marketer’s Guide to Digital Advertising offers ways to minimize waste and improve outcomes for brands and their business partners. The book illuminates the gap between in-house marketing teams, agency professionals and tech partners whilst helping readers make sense of the way money flows through the global ad industry.
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£27.50 -
Transforming the B2B Buyer Journey: Maximize brand value, improve conversion rates and build loyalty
Boost lead generation, improve pipeline conversion and build loyalty with clients using this guide to designing a successful end-to-end B2B marketing buyer journey.
Changes in B2B buying have heralded a new age of B2B marketing. Transforming the B2B Buyer Journey offers a new way of thinking that accommodates the many nuances in buyer behaviour. It provides a step-by-step guide to mapping the buyer journey, aligning channels, metrics and tactics according to their needs at each stage. The framework shows how to get more value out of brand investments, choosing and using technology and how to gauge return on investment. It also shows how to develop marketing as a real lever for business growth and how to reengineer marketing’s relationship with sales.
Written by a highly experienced and award-winning Chief Marketing Officer, as well as containing case studies and examples from organizations including PwC, Accenture, EY, Salesforce, ServiceNow and NCR, it features tips and templates as well as common pitfalls to avoid.
This is an essential resource for ambitious B2B marketing professionals looking to achieve the competitive edge and change the traditional marketing relationship with buyers.
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£27.70£28.50 -
Cybersecurity All-in-One For Dummies
Over 700 pages of insight into all things cybersecurity
Cybersecurity All-in-One For Dummies covers a lot of ground in the world of keeping computer systems safe from those who want to break in. This book offers a one-stop resource on cybersecurity basics, personal security, business security, cloud security, security testing, and security awareness. Filled with content to help with both personal and business cybersecurity needs, this book shows you how to lock down your computers, devices, and systems―and explains why doing so is more important now than ever. Dig in for info on what kind of risks are out there, how to protect a variety of devices, strategies for testing your security, securing cloud data, and steps for creating an awareness program in an organization.
- Explore the basics of cybersecurity at home and in business
- Learn how to secure your devices, data, and cloud-based assets
- Test your security to find holes and vulnerabilities before hackers do
- Create a culture of cybersecurity throughout an entire organization
This For Dummies All-in-One is a stellar reference for business owners and IT support pros who need a guide to making smart security choices. Any tech user with concerns about privacy and protection will also love this comprehensive guide.
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£27.90£36.10Cybersecurity All-in-One For Dummies
£27.90£36.10 -
BTEC National Computing Student Book (BTEC Nationals Computing 2016)
The Student Book and ActiveBook has clearly laid out pages with a range of supportive features to aid learning and teaching:
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Getting to know your unit sections ensure learners understand the grading criteria and unit requirements.
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Getting ready for Assessment sections focus on preparation for external assessment with guidance for learners on what to expect. Hints and tips will help them prepare for assessment and sample answers are provided for a range of question types including, short and long answer questions, all with a supporting commentary. Learners can also prepare for internal assessment using this feature. A case study of a learner completing the internal assessment for that unit covering ‘How I got started’, ‘How I brought it all together’ and ‘What I got from the experience’.
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Pause Point features provide opportunities for learners to self-evaluate their learning at regular intervals. Each Pause Point point feature gives learners a Hint or Extend option to either revisit and reinforce the topic or encourage independent research or further study skills.
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Case Study and Theory into Practice features enable development of problem-solving skills and place the theory into real life situations learners could encounter.
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Assessment Activity/Practice features provide scaffolded assessment practice activities that help prepare learners for formative assessment. Within each assessment practice activity, a Plan, Do and Review section encourages supports learners’ formative assessment by to making sure they fully understand what they are being asked to do, what their goals are and how to evaluate the task and consider how they could improve.
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Dedicated Think Future pages provide case studies from the industry, with a focus on aspects of skills development that can be put into practice in a real work environment and further study.
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£29.50£32.30 -
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Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement
Create a long-term customer engagement strategy using effective social media campaigns that enhance ROI across channels, using guidance and examples from National Geographic, Lush, Dreams and more.
Organizations often talk of digital planning but struggle to know which channels to invest in, how to integrate them with content marketing activity, or fail to develop measurable outputs that align with business objectives. This book provides a clear road map for efficient planning, deliverance and financial accountability of social media’s contribution to the business.
Social Media Strategy provides a simple, structured way to create integrated customer engagement and social media campaigns that work, delivering practical guidance on key areas, such as:
-Identifying and targeting audience segments
-Methods of two-way community engagement
-Reputation management
-Being present on the right channels
-Driving action through influencers
-Identifying the relevant tools and platforms to audit, track and measure business impact and customer engagementWith example templates, interviews and global case studies including National Geographic, Lush, South West Airlines, Dreams, Mumsnet and more, this professional guide delivers a long-term solution for maximizing social media led business development for any business.
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£30.40 -
Cosmetics Marketing: Strategy and Innovation in the Beauty Industry
Discover the tools required to pursue your career in cosmetics marketing. Through an in-depth analysis of this fast-growing and complex industry, Cosmetics Marketing: Strategy and Innovation in the Beauty Industry provides thought-provoking, industry-led exercises and case studies to demonstrate the role
of aesthetics, authentic communication, emerging technologies, cultural trends, and the measurement of marketing efforts. There are also practical, beautifully illustrated resources for entering the field, exercises for boosting creativity, preparations for interviews, as well as an overview of the beauty products and theory used by makeup artists and product developers.With a focus on the evolution of the industry and its social responsibilities in terms of inclusivity and sustainability, this is a core text for cosmetics courses in marketing and business at the undergraduate and graduate levels. Cosmetics Marketing is the ultimate guide to this powerful, multi-billion dollar global industry and will influence and support the next generation of leaders in beauty.
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£30.90 -
B2B Digital Marketing Strategy: How to Use New Frameworks and Models to Achieve Growth
Hone and perfect your digital marketing skills and learn how to apply them effectively to B2B marketing with the new edition of this bestselling guide.
B2B Digital Marketing Strategy is a clear and practical digital marketing guide that helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It gives readers an overview of the latest approaches, models, processes and solutions, as well as examples of technologies to help them deal with key current B2B digital marketing challenges such as those associated with account targeting, data utilization and digital campaign management. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. This book is an invaluable resource for any professional or student in the B2B space.
Newly updated, this second edition provides two new chapters on digital retention marketing and social media strategies as well as improved guidance on campaign tracking and gamification. This practical guide is packed with global case studies and examples such as Danfoss, American Express and IBM.
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£31.30 -
Social Media Marketing Workbook: How to Use Social Media for Business (2023 Marketing – Social Media, SEO, & Online Ads Books)
UPDATED: Fall, 2023 – FALL UPDATED EDITION
2023 UPDATED EDITION – Social Media Marketing 2023Learn SOCIAL MEDIA MARKETING in Plain English – Step by Step!
Buy the Social Media Book Used by Stanford Continuing Studies to Teach Social Media Marketing.- Updated – Fully updated for 2023, including the concepts of “Recommendation Engines” vs. “Traditional” social media.
- Social Media Marketing explained. It’s a PARTY and you are the PARTY THROWER.
- Platform-by-Platform – Step-by-step Marketing on Facebook, Instagram, TikTok, LinkedIn, YouTube, Twitter, Pinterest.
- Read the Reviews – compare the REAL REVIEWS of this book compared to the REVIEWS (?) of other books
- Learn to Advertise on Social Media Platforms without losing money
- Watch Videos – view step-by-step companion VIDEOS that SHOW you how to use social media for your business.
- Use the Worksheets – download WORKSHEETS that guide you step-by-step for EACH platform – Facebook, Twitter, Instagram, YouTube, LinkedIn, etc.
- Access Free Tools – access the companion Marketing Almanac with free tools for social media marketing!
The #1 Bestselling Book on Social Media Marketing for Your Business
- Jason McDonald – written by a successful practitioner of Social Media Marketing
- Stanford University – used by Dr. McDonald in his courses, both online and in face-to-face workshops
- Got Questions? – just Google ‘Jason McDonald’ and send a quick email or call.
The author, Jason McDonald, has instructed thousands of people in his classes in the San Francisco Bay Area, including Stanford Continuing Studies, as well as online.
Table of Contents- Introduction – how this book works. How to access the companion worksheets and resources.
- Social Media Marketing – what it means to use social media for ‘marketing.’ It’s a Party and you are the Party Thrower.
- Content Marketing – Content is the ‘food and entertainment’ of your social media party. How to create a content marketing machine.
- Facebook – understanding how to market, “organically,” on Facebook via Facebook posts, Pages, and Groups. Facebook Advertising.
- Facebook Ads – master the in’s and out’s of advertising on Facebook and Instagram.
- LinkedIn – optimizing your profile, using LinkedIn to schmooze. LinkedIn content strategies.
- Twitter – Do you tweet? Should you? The hidden opportunities amidst the noise of Twitter.
- Instagram – the #1 platform for visual shopping and consumer outreach. Both organic and advertising.
- YouTube – the three uses of video – supportive, SEO, and sharing / viral plus native video on other platforms.
- TikTok – the new kid on the block and how to use TikTok for B2C marketing.
- Pinterest – Pin it to win it on Pinterest
- Email Marketing – the Rodney Dangerfield of social media marketing
Social Media Marketing in PLAIN ENGLISH – step-by-step with a leading instructor from Stanford Continuing Studies
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£31.50 -
SEO Workbook: Search Engine Optimization Success in Seven Steps
2023 Updated Edition
Learn SEO in Plain English – Step by Step!
Buy the Workbook Used at Stanford Continuing Studies to Teach Search Engine Optimization- Optimize your Website – learn ON PAGE SEO tactics to build an SEO-FRIENDLY WEBSITE.
- Learn Link-building – master the art of getting inbound links, blog mentions, and social authority.
- Watch Videos – view step-by-step companion VIDEOS that SHOW you how to do SEO.
- Use the Worksheets – download WORKSHEETS that guide you step-by-step to search engine optimization success.
- Measure via Metrics – navigate the complexities of GOOGLE ANALYTICS.
- Access Free Tools – access the companion MARKETING ALMANAC with hundreds of free tools for search engine optimization, a $29.99 value!
One of the Best Books on SEO of 2022 for Search Engine Optimization for Beginners and Experts Alike
- Jason McDonald – written by a successful practitioner of SEO. Just Google ‘SEO Expert Bay Area’ or ‘SEO Expert Witness’. He’s there at the top!
- Stanford University – used by Dr. McDonald in his courses, both online and on campus, at Stanford University’s Continuing Studies
- An Easy to Follow Method – written in PLAIN ENGLISH for MERE MORTALS. Learn how to do SEO step by step.
- Got Questions? – just Google ‘Jason McDonald’ and send a quick email or call.
The author, Jason McDonald, has instructed thousands of people in his classes in the San Francisco Bay Area, including Stanford Continuing Studies, as well as online. Jason speaks in simple English and uses the metaphor of The Seven Steps to SEO Fitness to explain to you how to ‘get SEO fit.’
Table of Contents- Goals: Define Your SEO Goals
- Keywords: Identify Winnable, High Value SEO Keywords
- On Page SEO: Optimize Your Website to ‘Speak Google’ via Page Tabs, your home page, and structural elements
- Content Marketing: Learn to produce content that pleases Google and your customers
- Off Page SEO: Build links, leverage social media, and go local. Includes detailed ‘Local SEO’ information for local businesses!
- Metrics: Master Google Analytics
- Learn: Pointers to SEO Tools and Online Resources
If you want to master SEO (Search Engine Optimization) for your business, you can do no better than the 2023 edition of the SEO Workbook!
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£31.60 -
Financial Modeling Using Quantum Computing: Design and manage quantum machine learning solutions for financial analysis and decision making
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
- Quantum Computing Paradigm
- Quantum Machine Learning Algorithms
- Quantum Finance Landscape
- Derivatives Valuation
- Portfolio Valuations
- Credit Risk Analytics
- Implementation in Quantum Clouds
- HPCs and Simulators Relevance
- NISQ Quantum Hardware Evolution
- Quantum Roadmap for Banks and Fintechs
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£32.30 -
Google Ads (AdWords) Workbook (2023): Advertising on Google Ads, YouTube, & the Display Network (2023 Marketing – Social Media, SEO, & Online Ads Books)
2023 Updated Edition
Learn Google Ads (AdWords) in Plain English – Step by Step!
Buy the Workbook Used by Jason McDonald to Teach Google Ads (AdWords) Advertising.- Updated – Fully updated for 2023 – coverage of RSAs (Responsive Search Ads), Keyword Match Types, and AI-based Campaigns such as ‘Performance Max.’
- Google Ads in all its Glory – master the Google Search Network, Google Display Network and Remarketing, Shopping Ads, and even YouTube
- Read the Reviews – compare the REAL REVIEWS of this book compared to the REVIEWS (?) of other books
- Learn to Advertise Your Business on Google without losing money
- Watch Videos – view step-by-step companion VIDEOS that SHOW you how to use Google Ads effectively
- Use the Worksheets – download WORKSHEETS that guide you step-by-step to AdWords success.
- Access Free Tools – access the companion Marketing Almanac with free tools for Google AdWords!
The #1 Bestselling Workbook on Google Ads Advertising for Your Business
- Jason McDonald – written by a successful practitioner of AdWords. Just Google ‘Google Ads Expert Bay Area.’
- Stanford University – used by Dr. McDonald in his courses, both online and in face-to-face workshops
- Got Questions? – just Google ‘Jason McDonald’ and send a quick email or call.
The author, Jason McDonald, has instructed thousands of people in his classes in the San Francisco Bay Area, including Stanford Continuing Studies, as well as online.
Table of Contents- Google Ads Basics – the basics matter, so begin at the beginning.
- Google Ads Gotchas – identify and fix the six main ‘Google Ads Gotchas’ that may be costing you a LOT OF MONEY.
- Keywords – find and leverage transactional keywords that make you money and nix ones that lose you money.
- The Search Network: Organization – organize your Search Network campaigns for ease-of-use and maximum effect.
- The Search Network: Ads & Bidding – write “attract / repel” ads and learn how to bid for highest ROI
- Google Display Network – avoid rip offs in the GDN, and optimize for placements and strategies that truly work
- YouTube – Google’s subsidiary, YouTube, is the #2 Search Engine. Master video advertising easily.
- Shopping – Shopping Ads on Google including the Google Merchant Center.
- Metrics – Learn what you can and should measure in Google Ads, and use this data to optimize your RETURN ON AD SPEND (ROAS)
- Tools – Includes a free companion Marketing Almanac, with hundreds of FREE tools to master Google Ads better, faster, cheaper.
Google Advertising in PLAIN ENGLISH: let Jason guide you in SIMPLE language to INCREDIBLE return on investment via Google Ads / AdWords
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£33.10 -
Digital Marketing in Practice: Design, Implement and Measure Effective Campaigns
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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£33.20 -
Python for Finance Cookbook: Over 80 powerful recipes for effective financial data analysis, 2nd Edition
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
- Acquiring Financial Data
- Data Preprocessing
- Visualizing Financial Time Series
- Exploring Financial Time Series Data
- Technical Analysis and Building Interactive Dashboards
- Time Series Analysis and Forecasting
- Machine Learning-Based Approaches to Time Series Forecasting
- Multi-Factor Models
- Modelling Volatility with GARCH Class Models
- Monte Carlo Simulations in Finance
- Asset Allocation
- Backtesting Trading Strategies
- Applied Machine Learning: Identifying Credit Default
- Advanced Concepts for Machine Learning Projects
- Deep Learning in Finance
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£36.10 -
Business Analysis
Business analysts must respond to the challenges of today’s competitive global economy by developing practical, creative and financially sound solutions and this excellent guide gives them the necessary tools to do so. It is also ideal for students wanting to gain university and industry qualifications. This fourth edition of the bestseller contains a new chapter on business analysis as a service and includes expanded material on strategic context, modelling business processes and gap analysis.Read more
£38.00£47.50Business Analysis
£38.00£47.50 -
Digital Marketing All-In-One For Dummies
Unlock the value in online marketing
A well-executed digital marketing plan is a proven component of success in business, and Digital Marketing All-In-One For Dummies covers everything you need to build and implement a winning plan. Whether you’re a novice in the online space or an expert marketer looking to improve your digital ROI, this book has easy-to-absorb tips and insights that will turn online prospects into loyal customers.
This book compresses the essential information on 8 topics, so you have all the information you need and none of what you don’t. You’ll learn social media marketing, marketing to millennials, account-based marketing, influencer marketing, content marketing strategies, and more!
- Use targeted, measurable marketing strategies to promote brands and products
- Increase brand awareness, customer acquisitions, and audience engagement
- Measure what your online traffic is worth and improve ROI on digital marketing
- Develop a solid digital marketing plan and put it to work for your brand
From SEO and SEM to brand awareness and why you need it, Digital Marketing All-In-One For Dummies will help you level up your digital marketing game and avoid the common mistakes that might be holding your business back.
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£39.60 -
Applied Marketing Analytics Using R
Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it’s vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success.Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. Chapters include learning objectives, figures, tables and questions to help facilitate learning.
Also included online with the datasets are software codes and solutions (R Markdowns, HTML files) to use with the book, as well as PowerPoint slides, a teaching guide and a testbank for instructors teaching a marketing analytics course.
This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers.
Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, London.
Dr. Raoul V. Kübler is an Associate Professor of Marketing at ESSEC Business School, Paris.
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£41.20£42.70Applied Marketing Analytics Using R
£41.20£42.70 -
The Science of SEO: Decoding Search Engine Algorithms
Go beyond the standard checklists and “ultimate guides” to learn what really makes Google tick
The Science of SEO is an intuitive and practical discussion of the computer science of search engine optimization. In the book, you’ll explore the relevant aspects of information retrieval, natural language processing, and generative AI you can use to accelerate and level-up your understanding of how search engines retrieve, parse, and―most importantly―rank information.
As you build your technical SEO skillset and improve your working knowledge of how modern search engines―like Google, Bing ,and Yandex―operate, you’ll learn to go beyond simply copying the tactics and strategies found in widely read blogs and build mental models of how search actually works―and evolves―on the modern web.
The book also offers:
- An easy-to-understand entry point for anyone trying to learn information retrieval on the web
- Techniques for building your own software (in Python and Node) that helps you analyze and navigate hidden opportunities presented by Google
- How to directly interface with engineering teams through SEO product management techniques and workflows
An essential and insightful presentation of technical SEO concepts paired with step-by-step Python and Node implementations to build your own search engine, The Science of SEO is tailor-made for SEO and web professionals seeking easy-to-follow information to help them advance their “under-the-hood” knowledge of search engine optimization.
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£41.50£45.10 -
The Art of SEO 3e: Mastering Search Engine Optimization
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 methods that have reshaped the SEO landscape
Novices will receive a thorough SEO education, while experienced SEO practitioners get an extensive reference to support ongoing engagements.
- Comprehend SEO’s many intricacies and complexities
- Explore the underlying theory and inner workings of search engines
- Understand the role of social media, user data, and links
- Discover tools to track results and measure success
- Examine the effects of Google’s Panda and Penguin algorithms
- Consider opportunities in mobile, local, and vertical SEO
- Build a competent SEO team with defined roles
- Glimpse the future of search and the SEO industry
Visit the book website (http://www.artofseobook.com) for FAQs and to post your own burning questions. You’ll have access to special offers and discounts on various SEO tools and services. You can also get exclusive access to instructional videos related to the concepts in the book by sending an email to bonuses@artofseobook.com.
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£45.60 -
Global Marketing
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:
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A clear part structure, organised around the five main decisions that marketing people in companies face in connection to the global marketing process
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Numerous pedagogical features such as Exhibits, Key Terms and Questions for Discussion to help you comprehend theory and apply it to the real world
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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:
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The 8th Edition is concentrated around three major themes: ‘glocalization’, ‘internet of everything’ and ‘social media marketing’
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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
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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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£51.30Global Marketing
£51.30 -
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Social Media Marketing
**Winner of the TAA 2017 Textbook Excellence Award**“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 PanelThe market leading and award winning text on social media marketing has been fully updated for this fourth edition.
With a balance of essential theory and practical application, the text has been been thoroughly revised to reflect the latest developments in social media marketing research and practice.
11 new case studies have been added to the ′Case Zone′, including TikTok, LEGO, Nespresso and Puma. A student-engaging case study now runs throughout the entire textbook looking at the US based company Kombucha 221 BC to help develop understanding of each chapter.
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.
A must-have text for those studying social media marketing.
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£51.30£53.20Social Media Marketing
£51.30£53.20 -
Advertising and Integrated Brand Promotion
Gain an understanding of advertising and brand strategy from an integrated marketing, advertising and business perspective with Close Scheinbaum/O�Guinn/Semenik’s popular ADVERTISING AND INTEGRATED BRAND PROMOTION, 9E. Updates bring strategy to life in today’s digital and mobile society as new content addresses industry shifts, such as pandemic-prompted changes in consumer behavior and e-commerce, influencer marketing, celebrity endorsements and streaming content. New examples highlight contemporary ads and current forms of branding and marketing for well-known brands like Target, Chanel, Amazon, Southwest, Netflix, Disney, ESPN, Apple, TikTok, Instagram, Adidas and Nike. You examine concepts in the context of advertising practice as you follow the processes of an advertising agency. Leading theory and practice keeps content relevant and applicable whether you are pursing business, marketing communication or advertising. MindTap digital resources further strengthen understanding.Read more
£69.30 -
Digital Marketing Strategies for Value Co-creation: Models and Approaches for Online Brand Communities
Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs’ through content that offers members the quality of engagement they seek.
This book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers’ response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation.
Balancing theory with practical approaches, this book gives serious treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners.
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£85.50
