Marketing Communications: A Brand Narrative Approach
Micael Dahlen, Fredrik Lange, Terry Smith
Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text that gives prominence to the driving force of all marketing communications: the imperative of branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of marketing communications in a contemporary, dynamic context. Cases such as Dove, Harley-Davidson, Nike, and World of Warcraft feature real-life, salient examples that are engaging for students and reflect the growth of co-authored brand "stories" to help build and maintain brands by customer engagement through meaningful dialogues.
This text has a sound exploration of online and offline synergy combining one-message delivery and multimedia exposures, through examples of companies and political campaigns using "nontraditional" media to reach groups not locking into "normal channels."
This brand-new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and marketplace dynamics. The format is structured into three sections covering analysis, planning and implementation, and control of marketing communications. Using full-color examples of brands and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text.
Search Patterns: Design for Discovery
Peter Morville and Jeffery Callender
Format: Paperback, Ebook
Search is among the most disruptive innovations of our time. It influences what we buy and where we go. It shapes how we learn and what we believe. This provocative and inspiring book explores design patterns that apply across the categories of web, ecommerce, enterprise, desktop, mobile, social, and real-time search and discovery. Using colorful illustrations and examples, the authors bring modern information retrieval to life, covering such diverse topics as relevance ranking, faceted navigation, multitouch, and augmented reality. Search Patterns challenges us to invent the future of discovery while serving as a practical guide to help us make search better today.
Discover a pattern language for search that embraces user psychology and behavior, information architecture, interaction design, and emerging technology; boost enterprise efficiency and ecommerce sales; enable mobile users to achieve goals, complete tasks, and find what they need; and drive design innovation for search interfaces and applications.
Building & Running a Successful Research Business, 2nd Edition: A Guide for the Independent Information Professional
Mary Ellen Bates
This is the handbook every aspiring independent information professional needs in order to launch, manage, and build a research business. Organized into four sections (Getting Started, Running the Business, Marketing, and Researching), the book walks you through every step of the process. Author Mary Ellen Bates covers everything from “Is this right for you?” to closing the sale, managing clients, promoting your business on the web, and tapping into powerful information sources beyond the web.
The second edition features a wealth of new material, including new chapters on how to position yourself, marketing via social media, creating an effective web presence, strategic planning for your next 5 years, and writing a marketing plan that works. Bates, a popular author and speaker and a longtime successful independent info pro, reveals all the tips, tricks, and techniques for setting up, running, and growing your own information business.
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