Marketing Case Studies - Henry Stewart Publications

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Marketing Case Studiesand Briefingsfor Education, Coursesand Teaching in:Marketing StrategyStrategic Digital MarketingStrategic Brand ManagementMarketing Measurement & BudgetsCorporate CommunicationsSocial Media Marketing

Further information: info@hspublications.co.ukPeer-reviewed case studies and briefingsLeading marketing experts and practitionersDirect use in teaching and learningContents3Marketing Content Overview5Branding – Strategic Brand Management9Corporate Communications13Digital Marketing – Strategic Digital Marketing17Marketing Strategy20Measuring Marketing23Social Media Marketing28Experts in the Field30Companies Listed in Case Studies31The Henry Stewart Group

Further information: info@hspublications.co.ukMarketing ContentOverviewDevelop and enrich marketingcourses with authoritative, realworld case studies and briefingswritten by leading experts whohave direct experience of marketingpractice.Finding content to support teachingand learning in marketing is not easy.While fundamentally the principlesof marketing may not have changed,the techniques and technologies usedto implement those principles evolveand transform at a dizzying pace asestablished companies fade, challengercompanies become dominant and, inturn, a new generation of challengersemerge. And all against the backdropof the onward march of digitization,proliferating channels and a bewilderingstream of new technologies, practices,law and regulation each impacting onhow marketers can and should market.Supporting Teaching& LearningThe Henry Stewart Marketing andDigital Journal Collection supportsteaching and learning by providingreal-world case studies, techniques,technologies and best practices byleading experts with direct experienceof marketing to prepare your studentsfor the world of work.3We are pleased to offer the HenryStewart Marketing and DigitalJournal Collection: 7 vocationaljournals in marketing, digital marketingand digital management publishing circa2,000 detailed briefings and case studiesby leading practitioners, with 250-300new additions a year.Fully searchable and available bothindividually and as a collection, theHenry Stewart Marketing andDigital Journals give you and yourstudents access to real-world case studies,as well as in-depth descriptions byleading experts of marketing techniques,technologies and best practice.And to ensure the content is rigorousand authoritative, all articles and casestudies are subject to double-blindpeer-review.

Further information: info@hspublications.co.ukExamples of case studiesand companies (Just a few!):How Coca-Cola Journey transformed corporate communicationsHow Procter & Gamble’s Secret increased market share and profitthrough brand purposeKPIs EIS uses to track and measure interactions with its prospects andcustomersContent marketing at AbbVieNASCAR and maximising sponsorship ROI in an omni-channel worldHow Google updates AdWords to increase revenueHow real-time analytics changes the face of the sports betting industryTailoring websites to the user for increased conversion: Case study of WildDunes ResortProgressive Insurance’s use of a brand character in social media toreinvigorate a brandESPN’s approach to a mobile analytics implementationGoing Mobile: Using influencer marketing to launch a classic game to anall-new audienceTelekom Malaysia: Lessons learned from the modernisation of a B2Bmarketing organisationHarnessing the power of Facebook to target the Hispanic consumer: Anautomobile analysisQuantifying the contribution and efficiency of Cotton Inc.’s paid, ownedand earned mediaShell’s response and brand management during industry crises“Congrats on Journal of Brand Strategy. From the outset I liked thefocus on real problems and real solutions. I especially like the case studysection, there are so few outlets for this article type and it can be souseful.”Dave Aaker, Professor Emeritus,Haas Business School University of California, Berkeley4

Further information: info@hspublications.co.ukBranding - StrategicBrand ManagementHere in the digital age, brands have never been moreimportant. The brands people know, that they trust, that theyhave an emotional connection with, and – not least – thatthey instantly remember as they connect to their devices will be the brands that win.””Strategic Brand Management courses will cover the following key topics.Below are just a few of the articles and case studies we’ve identified in theHenry Stewart Marketing and Digital Journal Collection illustratingand exploring these topicsBrand IdentityDeveloping a Brand StrategyDesigning and Implementing Brand Marketing ProgrammesMeasuring and Understanding Brand PerformanceInternal BrandingGrowing and Sustaining the BrandBrand and Purpose MarketingSupporting Teaching& LearningIf you would like assistance findingarticles and cases to support your courseor to use as an additional resourceplease send us the syllabus or a shortdescription of the course’s learningobjectives - we would be delighted tohelp.5

Further information: info@hspublications.co.uk1Brand IdentityCorporate Brand Identity: ‘Visualising corporate brands: Towards a frameworkof brandmark expression’Jamie Marsden, Journal of Brand StrategyIdentity Framework: ‘Quantum identity and the enhancement ofcommunication’Miguel Á. Bernal-Merino, Journal of Brand StrategyCase Study: ‘The elements of brand-building in higher education: The role ofstrategy, research and internal engagement’Andrew Careaga, Journal of Education Advancement & MarketingCase Study: ‘Rediscovering your brand’s True North: How Crayola articulates itsbrand identity to compel change in internal culture and consumer communication’Victoria Lozano, Journal of Brand Strategy2 Developing a Brand StrategyBrand Storytelling Framework: ‘Brand storytelling: A three-dimensionalperspective’Gabriela Pereira, Journal of Brand StrategyBrand Audit: ‘The brand language brief: A pillar of sound brand strategy’Robert J. Morais and Dawn Lerman, Journal of Brand StrategyCase Study, Education: ‘Navigating a brand ‘bounce back’ after a near closure:A case study on Sweet Briar College’s ‘fierce’ brand refresh’Melissa Farmer Richards, et al, Journal of Education Advancement & MarketingCompany Mergers: ‘Unifying vision, brands and culture in complex companymergers: nThrive’Matt Bown, Journal of Brand StrategyService Companies: ‘Beyond the box: The intriguing challenges of brandingservice companies’Ida Cheinman and Susan Bishop, Journal of Brand StrategySport: ‘Strategic management of the brand in the world of sport’André Richelieu, Journal of Brand StrategySMEs: ‘Debunking the ten most common myths SMEs have about branding: WhySMEs need real branding to succeed’Sue Mizera and James Risch, Journal of Brand Strategy6

Further information: info@hspublications.co.uk& Implementing Brand3 DesigningMarketing CampaignsRetail & Fashion: ‘Surviving the ‘retail apocalypse’: How Urban Outfittersbecame the bad boy of retail and lived to tell about it’Joseph Harasta, Journal of Brand StrategyBanking, Global Branding Relaunch: ‘Disruption and coherence: Creating the‘buzz’ that builds a brand’ – UBS Brand Marketing Programme’Winfried Daun, Journal of Brand StrategyInsurance: ‘Lincoln Financial Group’s innovative inside-out brand campaignlaunch pays huge dividends’Lisa Buckingham and Jamie Depeau, Journal of Brand StrategyBrand Performance and4 MeasuringPortfolio Brand ManagementBrand Portfolio: ‘Brand versus portfolio: Using targeted marketing to driveindividually relevant brand strategies’Jim Sprigg, Journal of Brand StrategyBrand segmentation: ‘Brand segmentation using implicit brand measures’Marco Vriens, et al, Journal of Brand StrategyBrand valuation: ‘Linking brand to business financials: How brand valuation hashelped DuPont unlock the value of its portfolio’Joanna Seddon, Journal of Brand Strategy5 Internal BrandingInternal Branding: ‘Focus on Better Together: How co-branding can createstrong synergies within a global company’Sylvain Charlebois et al, Journal of Brand StrategyOrganisational Culture: ‘Being ‘Brave’: How Shire Pharmaceuticals nurtured itsunique culture from a simple brand idea’Jessica Mann, Journal of Brand Strategy7

Further information: info@hspublications.co.uk6 Growing and Sustaining the BrandCase Study, PepsiCo: ‘Performance with purpose: The PepsiCo challenge’James R. Gregory, Journal of Brand StrategyBrand Architecture: ‘Brand architecture in higher education’Rob Zinkan, Journal of Brand StrategyRebranding or New Products: ‘Rebranding: Yes or no?’Anurag Dugar, Journal of Brand StrategySustainability, ‘The power of sustainability to create shared value: Coca-Colademonstrates that doing good is good for business’Bea Perez, Journal of Brand StrategyBrand Growth: ‘Six success strategies for building a stronger brand’Julie Cottineau, Journal of Brand StrategyBrand Licensing: ‘A powerful marketing tool for today’s shopping battlefield’Michael Stone and John D. Trebbien, Journal of Brand Strategy7 Purpose MarketingBrand Purpose: ‘Selling products by selling brand purpose’Chung-Kue (Jennifer) Hsu, Journal of Brand StrategyCase Study: Plastics and Marine Pollution: ‘Improving campaign performanceusing purpose marketing: Case study of Run for The Oceans’Christoph Kullnig et al, Journal of Brand StrategyCase Study: FMCG: ‘Integrating your brand purpose: How Procter & Gamble’sSecret deodorant increased market share and profit through its brand purpose’Kevin Hochman and Kristi Maynor, Journal of Brand Strategy8

Further information: info@hspublications.co.ukCorporate, Governmentand NonprofitCommunicationsCourses on communications for business, government and not-for-profitsshould cover the following key topics. Below are just a few of the articlesand case studies we’ve identified illustrating and exploring these topicsWebsiteAdvertisingMarketing Communications and CampaignsInternal CommunicationsPRCrisis and Reputation ManagementSupporting Teaching& LearningIf you would like assistance findingarticles and cases to support your courseor to use as an additional resourceplease send us the syllabus or a shortdescription of the course’s learningobjectives - we would be delighted tohelp.9

Further information: info@hspublications.co.uk1WebsiteFramework: ‘The interplay of website aesthetics and information quality onwebsite trust’Subhash Jha, et al, Journal of Digital & Social Media MarketingBest practices: ‘Best practices for building social networking sites and attractingmembers’Glen Bowman, Journal of Digital & Social Media MarketingCase Study, Corporate Website: ‘How Coca-Cola Journey transformedcorporate communications’Doug Busk, Journal of Digital & Social Media MarketingCultural Difference: ‘Website content adaptation as a response to culturaldifferences: A study of US and Indian versions of US corporate websites’Rishi Dwesar and Ankit Kesharwani, Journal of Cultural Marketing StrategyGoogle Tag Manager: ‘Tracking website data with Google Tag Manager’Joshua Silverbauer, Journal of Brand Strategy2 AdvertisingFemvertising: ‘Femvertising State of the art’Chung-Kue (Jennifer) Hsu, Journal of Brand StrategyProgrammatic: ‘As programmatic advertising becomes the new normal, howcan advertisers create greater consumer engagement and publishers ensure greaterreturn?’Tony Bishop, Journal of Digital & Social Media MarketingMulticultural: ‘Infusing pasión (passion) into mainstream advertising: Using anemotional model to improve the measurement of advertising effectiveness’Orlando Wood, Journal of Brand StrategyNative advertising: ‘A close look at an emerging advertising unit’David Kamerer, Journal of Digital & Social Media Marketing10

Further information: info@hspublications.co.uk3 Marketing CommunicationsMarketing and Communications Strategy: ‘Creating an in-house integratedmarketing and communications strategy’Jeanette De Diemar, Journal of Education Advancement & MarketingSocial Network Games: ‘Marketing communications in social network games:Promotional design considerations in the online era’Ginger Killian and Todd Mcclure, Journal of Brand StrategyOver 50s: ‘Older by age, younger by mindset: The attitudes and behaviours of theover 50s and how to communicate with and market to this group’Duncan Lewis, Journal of Brand Strategy‘Non-verbal communication: ‘The biggest brand-building asset in modernmarketing’Daryl Fielding, Journal of Brand Strategy4 Internal CommunicationsDiversity: ‘The diversity of diversity’Douglass L. Alligood, Journal of Cultural Marketing StrategyOrganisational Culture: ‘Being ‘Brave’: How Shire Pharmaceuticals nurtured itsunique culture from a simple brand idea’Jessica Mann, Journal of Brand StrategyInternal Branding: ‘Focus on Better Together: How co-branding can createstrong synergies within a global company’Sylvain Charlebois et al, Journal of Brand StrategyRecruitment: ‘Attracting tomorrow’s talent today: Digital marketing strategies torecruit the workforce of the future’Tamara Snyder and Mike Schaffer, Journal of Digital & Social Media MarketingCase Study: ‘Communicating outside the inbox’Stephanie Price, Management in Healthcare11

Further information: info@hspublications.co.uk5 PRPR & News: Riding a tidal wave: Managing reputation in the face of an industrysea changeWilliam Spiers, Andrew Williams, Digital & Social Media MarketingIndustry crisis: ‘Shell’s response and brand management during industry crises’Tricia Elwell Singer, Journal of Brand StrategyFake News: Protecting the brand in the era of fake news: Why brands needadvertisement verification toolsGinny Marvin, Seth Meisel, Journal of Digital & Social Media Marketing6 Crisis and Reputation Management on SocialCrisis Communications: ‘Crisis communications management on digitalplatforms’John Deveney, Journal of Brand StrategySocial media risk: ‘Social media risk: Closing the management gap to safeguardreputation and productivity’James Leavesley, Journal of Digital & Social Media MarketingPersonal reputation: ‘Digital halo: Strategies for building online personalreputations’Mark Chong, Sangeet Choudary, Journal of Digital & Social Media MarketingCase Study: ‘Prevent, plan, manage: Social media strategy for crisiscommunications’Grant Fuller, Journal of Digital & Social Media MarketingRebuilding Reputation: ‘Restoring trust and rebuilding reputation: The criticalroles of corporate purpose, earned media and the new CEO mandate’Larry Weber, Journal of Digital & Social Media Marketing12

Further information: info@hspublications.co.ukDigital Marketing Strategic DigitalMarketingDigital marketing It’s a truism that if you don’t understanddigital marketing, then you can’t understand marketing. If youcan’t ‘do’ digital marketing then – quite simply – you can’t domarketing.””Strategic Digital Marketing courses should cover the following key topics.Below are just a few of the articles and case studies we’ve identifiedillustrating and exploring these topicsDigital Marketing Frameworks and PrinciplesContent Marketing and Building CommunitiesSearch, SEO & Paid SearchMobile MarketingB2BSocial Media and Building CommunitiesPersonalisationOmnichannelThe Future of Digital Marketing: AI,Bots & Voice RecognitionSupporting Teaching& LearningIf you would like assistance findingarticles and cases to support your courseor to use as an additional resourceplease send us the syllabus or a shortdescription of the course’s learningobjectives - we would be delighted tohelp.13

Further information: info@hspublications.co.uk1Digital Marketing Frameworks and Principles‘The social enterprise: Building a digitally driven business to gain competitiveadvantage’Larry Weber, Journal of Digital & Social Media Marketing‘The digital consumer: Building attractive digital environments to increaseengagement, views shares and sales’Larry Weber and Peter Prodromou, Journal of Digital & Social Media Marketing‘Creating an integrated digital marketing strategy: Using cross-channel data to buildintelligent strategies’Hannah Thorpe, Journal of Digital & Social Media Marketing2 Content Marketing‘One tweak at a time: How analytics improved our content marketing’Jonathan Copulsky et al, Applied Marketing AnalyticsBanking: ‘Content marketing versus product marketing: An analysis of consumerengagement in online advertising’Matt Granfield and Ian Mcardle, Journal of Digital BankingPharmaceuticals: ‘Content marketing at AbbVie’Suzanne Barston et al, Journal of Digital & Social Media Marketing3 Search Engines and SEOGoogle: ‘Achieving position 0: Optimising your content to rank in Google’sanswer box’Courtney Cox Wakefield, Journal of Brand StrategyGoogle AdWords: ‘Size, quantity and management capabilities: How Googleupdates AdWords to increase revenue’Andy Taylor, Journal of Digital & Social Media MarketingPaid Search: ‘Revamping and rebooting your paid search campaign: Optimisingpaid search activity for success’Ben Irons, Journal of Digital & Social Media MarketingPaid Search: ‘Exploring the relationships among paid search budget, social mediapresence and online performance: An examination of the US e-commerce industry’Pelin Bicen and Naveen Gudigantala, Journal of Digital & Social Media Marketing14

Further information: info@hspublications.co.uk4 Mobile MarketingMeasuring Marketing: ‘Measuring the value of mobile advertising in drivingbusiness outcomes: Empirical data from Coca-Cola, AT&T, MasterCard andWalmart’Vassilis Bakopoulos et al, Applied Marketing AnalyticsMobile Apps Case Study: ‘ESPN’s approach to a mobile analyticsimplementation’Amber Zaharchuk and Chris Meares, Applied Marketing Analytics5 B2B and Digital Marketing‘How to write a B2B social media strategy that will impress your CEO’David Biggins, Journal of Brand StrategyCase Study: ‘A Fortune 14 company’s journey to delivering a moderne-commerce customer experience’Corey Case, Journal of Brand StrategyCase Study: ‘Marketing, the change catalyst for digital business transformation:Lessons learned from the modernisation of a B2B marketing organisation’Mahmoud Dasser, Journal of Brand Strategy6 Social Media Marketing and Building CommunitiesFacebook: ‘Breaking down the Facebook auction’Clark Boyd and Ximena Sanchez, Journal of Digital & Social Media MarketingInstagram: ‘Data, analytics and creative intuition: An analysis of how to optimisereturn on social media investment on Instagram’Ellie Mcdonald, Journal of Digital & Social Media MarketingSnapchat: ‘Higher education’s new key to current and prospective studentengagement’Tony Dobies and Candace Nelson, Journal of Education Advancement & Marketing15

Further information: info@hspublications.co.uk7 PersonalisationFramework: ‘From knowing to doing: A framework to discover, engage with andmotivate the person behind the data’Pascal Lauscher, Applied Marketing AnalyticsAI and Big Data: ‘Personalisation the artificial intelligence way’Andrew Pearson, Journal of Digital & Social Media MarketingCase Study: ‘Predicting consumer personality traits in the sharing economy: Thecase of Airbnb’Murat Acar and Aysegul Toker, Applied Marketing Analytics8 Omnichannel and Integrated MarketingOmnichannel Branding: ‘What are the benefits of creating an omnichannelbrand experience?’Jon Blakeney, Journal of Brand StrategyRetailing Case Study: ‘Delivering an effective click-and-collect strategy: Aretailer case study’Will Lockie, Journal of Digital & Social Media MarketingText Messaging: ‘Integrating text messaging into a comprehensive cross-channelmarketing strategy’Nicole Sibley, Journal of Education Advancement & Marketing9 The Future of Digital MarketingAI: ‘Transforming marketing with artificial intelligence’Christi Olson and Jennifer Levy, Applied Marketing AnalyticsCase Study, Banking: ‘Leveraging machine learning to deepen customer insight’Zain Abbas et al, Applied Marketing AnalyticsPersonalization: ‘Personalisation the artificial intelligence way’Andrew Pearson, Journal of Digital & Social Media MarketingChatbots: ‘Retail chatbots: The challenges and opportunities of conversationalcommerce’Chi Hong Leung and Winslet Ting Yan Chan, Journal of Digital & Social MediaMarketing16

Further information: info@hspublications.co.ukMarketing StrategyMarketing Strategy courses will cover the following key topics.Marketing Frameworks, Principles and PlanningAnalysis: Know your Customer, Know your Competition,Know YourselfWhat the Market Wants: Testing Your Marketing PropositionPositioning StrategyImplementing Marketing Strategy“Applied Marketing Analytics has found just the right balance ofpractical and strategy articles that make it indispensable for thosewho work in this industry - especially those who manage dataworkers. A peer-reviewed journal is essential to the advancement ofthe digital analytics industry and Applied Marketing Analytics fillsthe bill intelligently.”Jim Sterne, Board Chair,Digital Analytics AssociationSupporting Teaching& LearningIf you would like assistance findingarticles and cases to support your courseor to use as an additional resourceplease send us the syllabus or a shortdescription of the course’s learningobjectives - we would be delighted tohelp.17

Further information: info@hspublications.co.uk1Marketing Frameworks, Principles and PlanningFramework: ‘Designing cultural products for Asian–American consumers: Aconceptual framework’Yuna Kim and Steven Chen, Journal of Cultural Marketing StrategyCase Study: ‘How to measure marketing success and find your cost per newstudent acquisition’John King, Journal of Education Advancement & MarketingPlanning Reviews: ‘Trust-based marketing leadership: What senior leaders shouldbe focusing on during brand plan reviews’David Davidovic, Journal of Brand StrategyKnow your Customer, Know your2 Analysis:Competition, Know YourselfCustomer Analysis Case Study: ‘The customer journey: How customer touchpoints interact to drive increased loyalty, satisfaction and revenue’Mike Grigsby, Applied Marketing AnalyticsCustomer Analysis: ‘Maximising results with data-driven financial marketingstrategies’Tony Rizzo, Journal of Brand StrategyCompetition Analysis: ‘Female fans’ perceptions of and reactions to rival teams’Cody T. Havard, Rebecca M. Achen, Timothy D. Ryan, Journal of Cultural MarketingStrategySWOT: ‘Determining the appropriate strategies for emergency planning throughAHP-SWOT’Omid Kalatpour, Journal of Business Continuity & Emergency Planning3 Testing Your Marketing PropositionMarketing Analytics Case Study: ‘AutoNation: Driving customer loyalty in afragmented industry’Vikash Singh and Sheena Banton, Applied Marketing AnalyticsSegmentation: ‘Using segmentation to improve strategy and predictive modelling’Mike Grigsby, Applied Marketing AnalyticsPositioning Case Study: ‘Positioning an annual giving programme for maximumimpact: An Illinois case study’Christy Moss and Kristin Burnette, Journal of Education Advancement & Marketing18

Further information: info@hspublications.co.uk4 Sustaining Competitive AdvantageCustomer Analysis for Competitive Advantage: ‘Mining the gold in customerdata to uncover your competitive advantage’,Dr Amy Shi-Nash, Applied Marketing AnalyticsInnovation & Culture: ‘Does a culture of innovation drive business results?James R. Gregory et al, Journal of Cultural Marketing StrategyCustomer Service & Social Media: ‘How to use social media to deliverexcellent customer service’Jessica Milcetich, Journal of Digital & Social Media MarketingPrivacy/Security for Customer Service: ‘Embedding privacy and security togain a competitive advantage’Ann Cavoukian and Nandini Jolly, Journal of Data Protection & PrivacyService Companies: ‘Beyond the box: The intriguing challenges of brandingservice companies’Ida Cheinman and Susan Bishop, Journal of Brand Strategy5 Implementing Marketing StrategyGlobal/Local Case Study: ‘Developing a glocalisation strategy: Experiences fromHenkel’s product launches in the Middle East and Europe’Svend Hollensen and Christian Schimmelpfennig, Journal of Brand StrategyCase Study, Sky: ‘Integrating social media at Sky Deutschland’Selena Gabat, Journal of Digital & Social Media MarketingCase Study, Education: ‘Delivering an engaging college marketing strategy in ahighly competitive sector’Emma Evans, Journal of Education Advancement & MarketingCase Study, Online Brand: ‘Marketing strategies to alleviate risk and build trustfor emerging online brands: Case of an Asian cosmetic brand entering into theUSA’Sarah (Song) Southworth and Minjeong Kim, Journal of Digital & Social Media MarketingCase Study, Airport: ‘Excellent airport customer service meets successfulbranding strategy’Joanne Paternoster, Journal of Airport ManagementCase Study, Finance: ‘How Charles Schwab rediscovered its challenger mojo’Pete Boland, Journal of Brand Strategy19

Further information: es on marketing measurement will cover the following key topics.Marketing MetricsMarketing Budget and SpendMartechMarketing Technologies and TechniquesBelow are just a few of the articles and case studies we have identifiedillustrating and exploring these topics marketing measurement will cover thefollowing key topics.“Marketing dollars need to be justified, and tying spending to bothdirect and indirect results can help clarify marketing efforts andaid in decision-making. Far too often, institutions build marketingcampaigns around creative concepts and overlook the necessaryelement of measurement.”John King, Executive Director of Digital Services forMarketing and Communications,Lone Star CollegeSupporting Teaching& LearningIf you would like assistance findingarticles and cases to support your courseor to use as an additional resourceplease send us the syllabus or a shortdescription of the course’s learningobjectives - we would be delighted tohelp.20

Further information: info@hspublications.co.uk1Marketing MetricsMROI: ‘Marketing return on investment: Seeking clarity for concept andmeasurement’Paul W. Farris, et al, Applied Marketing AnalyticsPaid Media Budgeting: ‘Applying a delta opportunity index to paid mediabudget planning’Roger Kamena and Jean-François Renaud, Applied Marketing AnalyticsBrand Valuation: ‘Linking brand to business financials: How brand valuation hashelped DuPont unlock the value of its portfolio’Joanna Seddon, Journal of Brand StrategyMarketing KPIs and Metrics: ‘Using data to maximise event impact and returnon investment’Kathryn Petrini, Journal of Digital & Social Media MarketingLinking Marketing to Business Outcomes: ‘Marketing analytics: How best-inclass marketers use alignment and accountability for value creation’Laura Patterson, Applied Marketing AnalyticsDeveloping Marketing Metrics, Case Study: ‘How to measure marketingsuccess and find your cost per new student acquisition’John King, Journal of Education Advancement & Marketing2 Marketing Budget and SpendMarketing Budget Trends: ‘Trends in marketing organisational structures andbudgets’Rob Zinkan, Journal of Education Advancement & MarketingMROI: ‘Making brands successful: Optimising marketing return on investment’Jesko Perrey, et al, Journal of Brand StrategyWhere to Spend: ‘The customer journey: How customer touch points interact todrive increased loyalty, satisfaction and revenue’Mike Grigsby, Applied Marketing AnalyticsCase Study: ‘Quantifying the importance, contribution and efficiency of CottonInc.’s paid, owned and earned media through customer journey modelling’Joann Sciarrino, et al, Journal of Digital & Social media Marketing21

Further information: info@hspublications.co.uk3 MartechMartech and the Business: ‘How to ensure analytics and martech are relevant tothe business’Laura Patterson, Applied Marketing Analytics‘Martech leadership: The symbiotic development of technology and talent’Andy Betts, Applied Marketing Analytics4 Marketing Technologies and TechniquesTargeting: ‘Delivering targeted paid advertising using Gmail native ads: Case studyof Liberty Marketing’Philip Woodward, Journal of Digital & Social Media Marketing‘Digital audience management: Building and managing a robust data managementplatform for multi-channel targeting and personalisation throughout the customerjourney’Vaibhav Gardé, Applied Marketing AnalyticsSegmentation & Predictive Modelling: ‘Using segmentation to improvestrategy and predictive modelling’Mike Grigsby, Applied Marketing AnalyticsDiscrete Choice Modelling, Case Study: ‘Maximising the value of apharmaceutical line extension using discrete choice modelling, secondary data andmarket segmentation’Michael Latta and Melissa Clark, Applied Marketing AnalyticsPredictive Analytics: ‘Advanced next best offer marketing using predictiveanalytics’Justin Croft, Applied Marketing AnalyticsMachine Learning, Case Study: ‘Leveraging machine learning to deepencustomer insight’Zain Abbas, et al Applied Marketing AnalyticsGeodemographics: ‘Birds of a feather still flock together: The continuingrelevance of geodemographics’Barry Leventhal, Applied Marketing AnalyticsPersonalization, Case Study: ‘Delivering personalised digital experiences tocustomer segments of one: Case study of SAP’Shawn Burns, Journal of Digital & Social Media Marketing’22

Further information: info@hspublications.co.ukSocial MediaMarketingSocial Media Marketing courses will cover the following key topicsSocial Media Marketing: What is it?Social Media Marketing StrategySocial Media ChannelsMeasuring Social MediaInfluencersCrisis and Reputation ManagementBelow are just a few of the articles and case studies we have identifiedillustrating and exploring these topics.Supporting Teaching& LearningIf you would like assistance findingarticles and cases to support your courseor to use as an additional resourceplease send us the syllabus or a shortdescription of the course’s learningobjectives - we would be delighted tohelp.23

Further information: info@hspublications.co.uk“I am programme director for Digital Marketing in the TU Dublin.My research agenda is social

Stewart Marketing and Digital Journal Collection: 7 vocational journals in marketing, digital marketing and digital management publishing circa by leading practitioners, with 250-300 new additions a year. Fully searchable and available both individually and as a collection, the Henry Stewart Marketing and Digital Journals give you and your

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