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License Type: Unlimited access (UA)
The field of marketing has seen an evolution in how brands communicate with consumers, how consumers communicate with brands, and how consumers communicate with each another. Digital technologies such as mobile phones, the internet, social media, and email and have contribute to what is known as the digital marketing landscape. While the basic principles of marketing have remained the same, the ways in which we accomplish marketing goals has seen significant advancements in recent years. Digital marketing offers unique ways to meet consumers where they are, engage with potential and existing consumers, capture the voice of the consumer; allow consumers to be part of a brands marketing message and narrative. This book is geared towards both students and professionals looking to explore the interconnectedness of digital technologies for marketing and branding purposes. This book offers an overview of the digital marketing landscape and how the various elements of digital work symbiotically. When the power of an integrated digital strategy is optimized, both consumers and brands benefit. This book will serve as a practical guide for both students and professionals in a variety of settings. Readers will become familiar with terminology, understand how the different areas of digital marketing connect and work together, and gain the knowledge needed to generate valuable and actionable managerial insights for informed decision-making.

License Type: Unlimited access (UA)
This short form textbook provides readers with a comprehensive yet concise overview of the fundamentals of Digital Marketing. The author, a well-renowned teacher and writer on the subject, presents a concise and clear structure that works step by step through each of the core aspects of the subject, including SEO, metrics and analytics, web development, e-commerce, social media and digital marketing strategy. Presented in nine chapters to suit delivery periods at both undergraduate and postgraduate levels, this book can be used either as a core text that gives tutors a sound platform on which to structure a module on digital marketing or as supporting text where digital marketing is an element of a module with a broader scope, such as strategic marketing. Pedagogical features include an essential summary paragraph at the start of each chapter, focused references and further reading. There is also online teaching and learning support for both in-class and digital delivery, including suggested case studies, chapter questions and other activities.

License Type: Unlimited access (UA)
Building and Sustaining a Coaching Culture is the ideal book for everyone who is passionate about coaching and who has an interest in creating an environment that supports learning and growth. Easy to navigate and logically structured, topics include the current understanding of coaching culture in organisations, coaching and mentoring culture strategy, making effective use of external coaches, formal and informal mentoring, developing and supporting internal coaches and mentors, team coaching, cross-cultural marketing coaching and cross-cultural issues. This edition of Building and Sustaining a Coaching Culture is a fully revised version of the seminal book Making Coaching Work: Creating a Coaching Culture. It analyses what has changed in the field of coaching culture and provides update on new knowledge and experience. A wide variety of international case studies and engaging tools such as chapter overviews, templates, and reflective questions will take you clearly through the development and implementation of a successful and integrated training culture. Whether you are an HR Manager looking to maximise the positive impact of coaching in your organisation, a business leader wanting to facilitate growth, or a consultant or coach seeking to place your work in the relevant organisational context, you will be shown how to implement an effective coaching and mentoring strategy that meets your needs.