Digital marketing is a top skill for getting hired. Learn social media marketing from friendly top-rated expert Dr. Todd Kelsey, PhD. Easy to understand, conversational language, including mention of certification, which is proven to impress recruiters. This book is part of the CASA series: (C)Content/SEO (A)Adwords/Search Engine Marketing (S)Social Media Marketing (A)Analytics CASA is a focused, integrated approach that has helped learners be competitive in getting interviews and seeking work. The goal of the CASA series is to make it as easy and enjoyable as possible to explore digital marketing topics, and to focus on getting maximum return on investment. The style of writing is conversational, with a focus on fun, wherever possible. Book Overview: An easy to understand introduction to the most important aspects of social media marketing, including Facebook pages, Facebook ads, working with Twitter and Linkedin, and special coverage of social media monitoring. There's also an introduction to Hootsuite, a time-saving tool for managing social media. What this book is not: in-depth, comprehensive, or trying to cover every tool or platform (an impossible task). What this book is: easy to understand introduction to the most important tools and skills in social media marketing. Each chapter goes beyond the tool itself, discussing helpful resources and important issues to keep in mind, to help you hit the ground running. There's also a particular focus on ROI (return on investment), to help you think critically about the value social media could bring a business or organization, and exploring the question of whether or not it's worth it to invest time and money in each social media channel. -- CH1 - Introduction, basic principles, ROI, engagement/PR, monitoring, main social media channels. CH2 - Skillbox - working with content, starting a blog (Blogger), starting a free website (Google Sites), trying tools for video and editing digital images. CH3 - Facebook pages - how to create Facebook pages, discussion of Facebook's business model, trends on Facebook CH4 - Facebook ads - when, why, how to use Facebook ads, creating a campaign, basic concepts. CH5 - Twitter, creating an account, posting, basic concepts, ROI and strategy. CH6 - Twitter, basic concepts, how to create a corporate Linkedin page, using personal LinkedIn account, career development with LinkedIn. CH7 - Understanding Hootsuite, free training material, managing social media marketing with Hootsuite, scheduling posts. CH8 - Social Media Monitoring, basic concepts, free tools, understanding ROI, basic social analytics, socialmention.com, discussion of other tools, opportunities and limitations, ROI.

Digital marketing is a top skill for getting hired. This book is part of the CASA series: (C)Content/SEO (A)Adwords/Search Engine Marketing (S)Social Media Marketing (A)Analytics. CASA is a focused, integrated approach that has helped thousands of learners better understand digital marketing, strengthen their current jobs, and be competitive in getting interviews and seeking work. The goal of the CASA series is to make it as easy and enjoyable as possible to explore digital marketing topics, and to focus on getting maximum return on investment. The style of writing is conversational, with a focus on fun, wherever possible. AdWords, in a nutshell, is why Google's stock is worth bazillions of dollars. It's not just AdWords, it's the search engine, it's a lot of things - but AdWords is part of the puzzle, and it's a tool that you use to create ads.

Digital marketing is a top skill for getting hired. Learn search engine optimization from friendly top-rated expert Dr. Todd Kelsey, PhD. Easy to understand, conversational language.This book is part of the CASA series: (C)Content/SEO (A)Adwords/Search Engine Marketing (S)Social Media Marketing (A)Analytics. CASA is a focused, integrated approach that has helped thousands of learners better understand digital marketing, strengthen their current jobs, and be competitive in getting interviews and seeking work. The goal of the CASA series is to make it as easy and enjoyable as possible to explore digital marketing topics, and to focus on getting maximum return on investment. The style of writing is conversational, with a focus on fun, wherever possible. Book Overview: An easy to understand introduction to the most important aspects of search engine optimization, including understanding basic concepts like keywords, the importance of quality content, as well as tips and strategies to help you hit the ground running.There's also an introduction on how to pursue SEO-related certifications, including a special $750 discount on an industry leading SEO certification, which can strengthen your current career, or help you get an interview and a job!What this book is not: in-depth, comprehensive, or trying to cover every tool or platform (an impossible task). What this book is: easy to understand introduction to the most important tools and skills in search engine optimization. Each chapter discusses helpful resources and important issues to keep in mind, to help you hit the ground running. --CH1 - Introduction - general introduction SEO and resources to help you get acquaintedCH2 - Skillbox - Content - a look at several tools and ways to try "hands on" content development as part of learning SEO, including Blogger and Google Sites, free easy to use tools.CH3 - SEO Basics - The basics of search engine optimization and their relative importance.CH4 - Keyword Research - An introduction to keywords, and how to do research for SEO purposes.CH5 - Try SEO - Several hands on exercises for trying different aspects of SEO.CH6 - Analyze How Things Are Going - an introduction to methods of measuring the impact of SEO, including fun ways to check search rank, hunt for duplicate content, and a look at Google Analytics. CH7 - Explore Webmaster Tools/Search Console - a look at a commonly used, core tool for SEO.CH8 - Keeping Up With Changes - discussion of the importance of "learning how to learn" and an introduction to several industry resources.CH9 - Exploring SEO Certification - discussion of several options for seeking SEO certification, including a deep discount on a leading industry certification.

In 1993, in order to stop an economic freefall on the island of Cuba, Fidel Castro’s government reluctantly instituted a series of reforms to compensate for the demise of foreign aid from Moscow. These policies ushered in a broad spectrum of national and international consumer products and services previously unknown to islanders. In a few short years, Cubans were seeing foreign brands among consumer durables and a broad array of logos brought in by tourists. Today, nearly two decades into these limited market reforms, no systematic research has explored consumer brand awareness among 11 millions Cubans living just 90 miles from the United States. The paucity of academic research stems from the challenges of conducting public/consumer opinion, and official state policy contends that consumer wants and needs are satisfied by either a series of generic and Cuban-made brands, or by independent entrepreneurs who provide brandless products and services. Marketing without Advertising analyzes the role, narratives, and behaviour of consumption in Cuba since 1959. It documents how consumer behaviour has changed since the pre-revolutionary period, with special focus on the early 1990s. The book documents the shift from moral-based rewards in the early years of the Revolution, to the rise of material-based incentives. Cubans have long been exposed to foreign mass media in the form of movies, music videos, cable television shows. Although the Internet is highly regulated, the Cuban Diaspora in exile brings back clothing, personal care products, electronic goods, and magazines that increase the awareness of brand logos, jingles, products, and services. These and related findings from the authors' primary research are ripe with marketing implications such as substitution effects, price elasticity, latent demand for certain products and services, and consumer behaviour.

Don't be alarmed! Analytics can be fun! LinkedIn consistently shows Digital/Online Marketing as a top skill that gets people hired, and Web Analytics is one of the core skills for online marketing. Analytics allows you to understand the performance of Websites and ad campaigns. The goal of this book is to introduce analytics for beginners, and to encourage readers to try it out and consider learning more. I also want to see if I convince you that it is actually fun. Web Analytics is becoming increasingly important to online marketers, as they seek to track return on investment, and optimize their websites. We'll learn about Google Analytics, starting with creating a blog, and monitoring the number of people who see the blog posts and where they come from. -- (OUTLINE) CH1 - Overview: This chapter takes a look at what analytics is, and introduces related concepts CH2 - Blogalytics: a basic recipe to get started in analytics, to take the first step in being able to track web traffic and see what they're up to. We'll create a simple blog, start a Google Analytics account, and connect the two, and discuss things along the way. The goal is to make a simple, relevant way to start exploring analytics. CH3 - Getting Traffic for Analytics: In this chapter we're going to look at a couple basic techniques to generate traffic for a blog or website, following on our previous chapter about creating a blog. The purpose of these chapters is to be a self-contained experiment. Ultimately you need traffic in order to be able to look at analytics, so this chapter has a few ways to generate traffic. CH 4 - Reviewing Performance of Campaigns: In this chapter, we're going to take a light look at some of the ways you can see information about the performance of a website or campaign, as well as some related terms, and the idea of ongoing reporting. CH5 - Fun with eCommerce Analytics Part I - Shopify: Tracking ROI is a 50 billion dollar skill, because it's at the core of Google's success, and you could argue it's a trillion dollar skill, because of how much revenue Google helps businesses to make. In this chapter we're going to look at how to set up a Shopify account, which is one of the easiest ways to set up a "real" eCommerce system to learn about tracking ROI with analytics. I think it's important to see how you can set things up so that when you make an ad, you can track exactly how much money you are making. CH6 - Fun with eCommerce Analytics Part II - Adwords: This is part 2 of a 2 chapter series, whose goal is to capture the "full life cycle" of analytics, and take a close look at ROI (return on investment). The goal is to shed light on an elusive quarry - when you are spending money on ads, how can analytics help you know how much money you are making? And the exciting thing is that Adwords provides a way to do this. Shopify provides a foundation for ecommerce, and Adwords provides a way to advertise a site, and then track conversion. CH7 - Fun with eCommerce Analytics - Gumroad: In this chapter we're taking another look at ecommerce analytics, courtesy of Gumroad - a free, super easy to use platform. In some ways this chapter is a back-up to the previous two chapters, another way to learn about analytics in a live setting. CH8 - Exploring Google Analytics Certification: In this chapter we're going to explore some of the opportunities that Google offers directly, in terms of learning material, and the Google Individual Qualification, which can be a nice thing to have on your website or resume.

As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include: marketing information systems marketing research product development pricing issues international promotion distribution channels. With a strong theoretical framework, this informative text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. Its excellent pedagogy (including case studies, summaries, text boxes and a website to run alongside), helps make it a valuable resource for academics and professionals alike. Visit the Companion website at www.routledge.com/textbooks/0415314178

"Troy Waugh—'the rainmakers' rainmaker'—has provided a well-designed blueprint for selling professional services that skillfully draws upon his more than thirty years in the field. This practical, highly focused guide to the selling process can help our firms achieve sales successes measured not only by effort but also by bottom-line results." —Howard B. Allenberg, vice chairman and CIO, BDO Seidman, LLP Finally, peerless focus on how to break into all aspects of the selling process and the currents of relationship and buyer development. Learn how to build your personal and firm business more successfully. Covers the process of relationship and buyer development. Provides proven strategies from hundreds of the world's successful firms. Order your copy today!