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  • Sách/Book

  • Digital marketing : analyzing its transversal impact in marketing

    • Authors: - (2024)

  • "Digital marketing is not a new concept, it is not a trend, and it is not a fad either. Digital marketing has existed for over twenty years and is currently applied in all areas and marketing activities. For this reason, it is necessary to know the changes it has brought about, both in the theoretical framework, so that it can be taught, and from an empirical perspective, so that it can be applied in real contexts. The changes have been profound and far-reaching. This work addresses this theme, aiming to analyse the transversal impact of the digital in the different marketing sectors, describing the profound changes that the digital has provoked in the main marketing activities and their sectors, also referring to the current practices in use in each included topic. It begins by loo...
  • Sách/Book

  • Modern money theory : a primer on macroeconomics for sovereign monetary systems

    • Authors: L. Randall Wray (2024)

  • This book, a revised new edition, examines how money is created and how it functions within global exchange rate regimes to highlight how monetary policy can promote economic growth, full employment, and price stability. It provides an introduction to the basics of macroeconomic accounting and the domestic monetary system, as well as fiscal operations, tax policy for sovereign nations, and alternative exchange rate regimes.
  • Sách/Book

  • Information Technology Entrepreneurship and Management

    • Authors: Robert Karamagi (-)

  • This book aims to provide you with an understanding of the nature of an enterprise and entrepreneurship. It introduces the role of the entrepreneur, innovation and technology in the entrepreneurial process, and describes and applies management functions. It also examines complexities of entrepreneurial dynamics and the strategic planning process. The book focuses on providing the knowledge and skills in information and technology entrepreneurship and management. It presents and analyzes various topics such as theories of management and the roles managers play in an IT organization, organizational design decisions and leadership styles, innovation stimulation and business plan development, entrepreneur financial management, competitors analysis, marketing strategies and market mix co...
  • Sách/Book

  • Modern macroeconomics with historical perspectives

    • Authors: Shūetsu Takahashi (2023)

  • The book therefore consists of two parts. The first, using a macroeconomic model, is mainly a discussion of health and education problems related to human capital. The second part deals with policy problems related to political institutions, that is, the intergenerational imbalance, preventive medicine, local public utilities, and other political issues. Through the arguments presented here, readers gain knowledge that will help to achieve the necessary economic policies in Japan
  • Sách/Book

  • Advertising and promotion : an integrated marketing communications perspective

    • Authors: George E, Belch (2018)

  • In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
  • Sách/Book

  • Essentials of services marketing

    • Authors: Jochen Wirtz (2023)

  • Includes bibliographical references and index. Designed to provide a crisp introduction to key topics in the field, this book places marketing issues within a broader general management context and shows the relationships between the marketing, operations, IT, and human resources functions in service firms
  • Sách/Book

  • The strategy and tactics of pricing

    • Authors: Nagle, Thomas T (2024)

  • Thomas Nagle appears as first named author on earlier editions. Includes bibliographical references and index. "The Strategy and Tactics of Pricing is the most well-established and influential strategic pricing text available, relied on by practitioners and students globally as a core guide for value-based pricing. The book explains how to balance the ability to create and extract value through from markets by managing pricing decisions in a more strategic and profitable manner. Rather than calculating prices to cover costs or to achieve sales goals, readers will learn to frame more strategic choices that proactively influence customer perceptions of value, manage internal costs, and profitably shift demand curves. This edition features new discussions on harnessing concepts f...