Tag Archives: Kogan Page

Understanding Social Media: How to Create a Plan for Your Business that Works (by Damian Ryan)


Author(s): Damian Ryan

Publisher: Kogan Page
Publish date: 2015-04-28
ISBN-10: 0749473568
ISBN-13: 9780749473563
Language: English
Description:

Understanding Social Media is a companion title to the
highly successful Understanding Digital Marketing.
Accessible and practical, this book draws on experience, advice
and tips from dozens of digital marketers and social media
experts to create a comprehensive guide to current practice
including:

– Creating a social media program
– Understanding stakeholders such as blogs, networks and Web
2.0
– Rules governing the relationship between search and
social
– Case studies from successful and failed campaigns
– Budgeting for social media activities
– How to set key performance… more…

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When Digital Becomes Human: The Transformation of Customer Relationships (by Steven Van Belleghem)


Author(s): Steven Van Belleghem

Publisher: Kogan Page
Publish date: 2015-04-28
ISBN-10: 0749473231
ISBN-13: 9780749473235
Language: English
Description:
In an age when customers have access to vast amounts of data
about a company, its product and its competitors, customer
experience becomes increasingly important as a sustainable source
of competitive advantage. In a recent global market study, 73% of
respondents stated that even when a company’s digital channels
work perfectly, they still want access to a real person.

Steven Van Belleghem explores and explains the new digital
relationships and offers a strategic guide to combining a
business's two most important assets — its people and its digital
strengths. He shows marketing managers, directors and commercial… more…

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Paid Attention: Innovative Advertising for a Digital World (by Faris Yakob)


Author(s): Faris Yakob

Publisher: Kogan Page
Publish date: 2015-04-28
ISBN-10: 0749473606
ISBN-13: 9780749473600
Language: English
Description:
Rapid changes in communication technologies shifted the media
environment from one of scarcity to one characterized by
abundance. Advertisers are paying more and more money to reach
fewer and fewer people, as audiences consume endless streams of
content across different platforms. When you can no longer buy
enough attention for advertising to remain efficient — how do
brands respond?

Spanning communication theory, neuroscience, creativity and
innovation, media history, popular culture, branding, and
emerging technologies, Paid Attention explores how ideas
move people and how advertising can and should change in response… more…

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Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight (by Colin Strong)


Author(s): Colin Strong

Publisher: Kogan Page
Publish date: 2015-03-28
ISBN-10: 0749472111
ISBN-13: 9780749472115
Language: English
Description:
Between tweets, likes, comments, blogs, videos and images,
today’s customer is estimated to generate 2.5 quintillion bytes
of data per day. How can marketers utilize the ever-increasing
amount of data to better understand and interact with their
customers?
 
This book offers advice on how to interpret and incorporate data
into an organization’s overall marketing strategy. It is designed
to help marketers improve customer relationships, enhance the
targeting of their marketing efforts, align marketing activities
with ultimate goals and objectives, and gain insight into the
effectiveness of marketing campaigns and… more…

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Out of Print: Newspapers, Journalism and the Business of News in the Digital Age (by George Brock)


Author(s): George Brock

Publisher: Kogan Page
Publish date: 2013-09-28
ISBN-10: 0749466510
ISBN-13: 9780749466510
Language: English
Description:
News and journalism are in the midst of upheaval. How does news
publishing change when a newspaper sells as few as 300,000 copies
but its website attracts 31 million visitors? The internet is not
simply allowing faster, wider distribution of material: digital
technology is demanding transformative change. Journalism needs
to be rethought on a global scale and remade to meet the demands
of new conditions.

Out of Print examines the past, present and future for a
fragile industry battling a “perfect storm” of falling
circulations, reduced advertising revenue, rising print costs and
the impact of “citizen journalists”… more…

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Mastering Web 2.0: Transform Your Business Using Key Website and Social Media Tools (by Susan Rice Lincoln)


Author(s): Susan Rice Lincoln

Publisher: Kogan Page
Publish date: 2009-07-01
ISBN-10: 0749454660
ISBN-13: 9780749454661
Language: English
Description:

Mastering Web 2.0 helps make sense of the confusing
array of marketing options the internet offers.  Susan
Rice Lincoln, an online branding and communications expert,
gives a complete and realistic picture of Web 2.0 without
being overly technical.  Speaking to a busy business
audience, Lincoln helps executives choose which social media
tools are appropriate for their companies or brands. 
She explains the potential of blogging, video casting,
article and e-mail marketing, social media, search engine
optimization, viral marketing and podcasts.

Read Source: Mastering Web 2.0: Transform Your Business Using Key Website and Social Media Tools (by Susan Rice Lincoln)»

Mastering Web 2.0: Transform Your Business Using Key Website and Social Media Tools (by Susan Rice Lincoln)


Author(s): Susan Rice Lincoln

Publisher: Kogan Page
Publish date: 2009-07-01
ISBN-10: 0749454660
ISBN-13: 9780749454661
Language: English
Description:

Mastering Web 2.0 helps make sense of the confusing
array of marketing options the internet offers.  Susan
Rice Lincoln, an online branding and communications expert,
gives a complete and realistic picture of Web 2.0 without
being overly technical.  Speaking to a busy business
audience, Lincoln helps executives choose which social media
tools are appropriate for their companies or brands. 
She explains the potential of blogging, video casting,
article and e-mail marketing, social media, search engine
optimization, viral marketing and podcasts.

Read Source: Mastering Web 2.0: Transform Your Business Using Key Website and Social Media Tools (by Susan Rice Lincoln)»

Success as a Coach: Start and Build a Successful Coaching Practice (by Stephen Newton)


Author(s): Stephen Newton

Publisher: Kogan Page
Publish date: 2013-10-28
ISBN-10: 0749469099
ISBN-13: 9780749469092
Language: English
Description:
Success as a Coach sets out to help non-business oriented
professionals develop their private practice. 

Stephen Newton provides a field-tested approach that covers the
right skills, characteristics and training needed for business
growth and success.  With an emphasis on finding the right
clientele, Success as a Coach covers: extending a
professional network; planning and running meetings; delivering
value for the client; calculating fees; structuring and
delivering sessions; structuring the business; strategic client
leadership and systematically growing a business. For more
information visit… more…

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Private Label: Turning the Retail Brand Threat Into Your Biggest Opportunity (by Keith Lincoln, Lars Thomassen)


Author(s): Keith Lincoln, Lars Thomassen

Publisher: Kogan Page
Publish date: 2008-01-28
ISBN-10: 0749450274
ISBN-13: 9780749450274
Language: English
Description:
Private labels, also known as ""store brands"" or ""house
brands,"" have long been associated with inexpensive name-brand
knockoffs. In recent years, however, retailers have begun
marketing higher quality products under their private labels. The
result has been a huge increase in the market share of private
label brands. International in scope, Private Label considers
both the dangers and the opportunities posed by this rapid
growth. It debunks the myths surrounding private labels' rising
popularity, offering brand managers ways to view private labels
not as a threat but as an opportunity to revitalize their brands.
It also… more…

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The Power of Project Leadership: 7 Keys to Help You Transform from Project Manager to Project Leader (by Susanne Madsen)


Author(s): Susanne Madsen

Publisher: Kogan Page
Publish date: 2015-01-28
ISBN-10: 0749472340
ISBN-13: 9780749472344
Language: English
Description:
For projects to make an impact and add lasting value, the project
manager has to be able to strategize, motivate, network,
calculate risk and collaborate effectively with different
stakeholders.  Project managers must learn how
to lead.
 
The Power of Project Leadership helps project managers
transform into proactive, accountable project leaders. 
It explains what good project leadership looks like and explains
how to make the transition using concrete tools and strategies.
This book teachers project managers how to feel more confident
and assertive as project manager and leader, gain control… more…

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