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Advertising media planning.

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Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning. This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.--

Advertising --- Advertising media planning. --- Relationship marketing. --- Management.

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Small business marketers don’t need to understand technical minutia of websites or the high-level social media strategies of national consumer brands. They need to understand how to build successful marketing machines that they can sustain with the resources they have available. This book will help small-business B2B marketers build a strong digital presence designed to drive growth. Most B2B buyers are about two-thirds of the way through their purchase process before they are willing to engage with a salesperson. Therefore, having a strong digital presence is the difference between making your prospect’s short list and your prospect not even knowing you exist. Most critically, a strong digital presence relies on content written from your audience’s perspective. This book provides insight and tools that will help you answer the questions that your prospects are asking. It is the key to capturing their attention, gaining their trust, and winning their business. Marketing can’t work its magic alone. It needs the support of strong branding and must provide support to well-executed sales processes. Marketing for Small B2B Businesses will dive into the relationship between each of these areas. You will: Build a website that serves as the hub of your marketing Establish a content promotion plan that puts your content in front of the right audience Develop strategies and tactical plans for finding the channels best suited to your message such as social media and email marketing Create effective content in a timely manner with the resources you have available Track what is working and what needs improvement via an analytics platform to consistently produce strong marketing returns.

Industrial marketing. --- Small business. --- Telemarketing. --- Electronic marketing --- Telephone marketing --- Direct marketing --- Telematics --- Telephone selling --- Businesses, Small --- Medium-sized business --- Micro-businesses --- Microbusinesses --- Microenterprises --- Small and medium-sized business --- Small and medium-sized enterprises --- Small businesses --- SMEs (Small business) --- Business --- Business enterprises --- Industries --- B2B marketing (Business to business marketing) --- Business to business marketing --- Business-to-business selling --- Industrial equipment --- Marketing --- Size --- Entrepreneurship. --- New business enterprises. --- Internet marketing. --- Branding (Marketing). --- Advertising media planning. --- Marketing. --- Small Business. --- Digital Marketing. --- Branding. --- Media Planning. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Advertising media, Choice of --- Advertising media selection --- Media planning in advertising --- Brand name products --- Advertising --- Online marketing --- Web marketing --- World Wide Web marketing --- Electronic commerce --- Business starts --- Development stage enterprises --- How to start a business --- New companies --- Start-up business enterprises --- Start-up companies --- Start-ups (Business enterprises) --- Starting a business --- Startups (Business enterprises) --- Business incubators --- Entrepreneur --- Intrapreneur --- Capitalism