Digital library
Textbooks, references and open learning resources.
Digital Marketing – Từ chiến lược đến thực thi
Vinalink · NXB Lao Động · 2019
Sách ''Digital Marketing – Từ chiến lược đến thực thi'' cung cấp cho sinh viên kiến thức nền tảng và kỹ năng thực tiễn về cách sử dụng các công cụ và chiến lược truyền thông số để xây dựng và triển khai các hoạt động kinh doanh hiệu quả. Nội dung tập trung vào việc hiểu và áp dụng các xu hướng truyền thông số hiện đại, từ tiếp thị nội dung, quảng cáo trên mạng xã hội, tối ưu hóa công cụ tìm kiếm (SEO), đến phân tích dữ liệu số và xây dựng thương hiệu số.
Xây dựng chiến lược nội dung theo phương thức inbound
Justin Champion, Nguyễn Việt Hùng dịch · Tổng hợp Thành phố Hồ Chí Minh · 2019
Inbound Content – Xây dựng chiến lược nội dung theo phương thức inbound hướng dẫn xây dựng, triển khai và đánh giá nội dung tiếp thị; phù hợp cho người học và người làm marketing.
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Legal Aspects of Property, Estate Planning, and Insurance
LibreTexts · LibreTexts
Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.
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Bus 40: International Business
Noureddine Lalami · Chabot College
In the contents: 13: Competing Effectively through Global Marketing Distribution and Supply-Chain Management · 13.02: Fundamentals of Global Marketing · 13.03: Critical Decision Points in Global Marketing
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Introduction to Social Media
Gabrielle Brixey · Coalinga College
Social media enables individuals to create, collaborate, and share information. This book will explore the possibilities and limitations of social media, examining various technologies such as Facebook, Twitter, blogs, and wikis. We will discuss how to use social media productively and evaluate new tools and platforms. The book will also explore the use of social media in business, marketing, and society, and look into the future of social media and AI creation.
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Fundamentals of Business
Northeast WisconsinTechnical College · Fundamentals of Business
In the contents: 10: Marketing - Providing Value to Customers
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Growth and Competitive Strategy in Three Circles
Anonymous · LibreTexts
Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.
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Writing for Strategic Communication Industries
Jasmine Roberts · Ohio State University Libraries · 2016
Good writing skills are important in today's competitive work environment. This is especially the case for communication-related professions such as public relations, brand communication, journalism, and marketing. Writing for Strategic Communication Industries emphasizes practical application of academic inquiry to help readers improve their writing skills. This book gives readers: Straightforward chapters that use real-world examples to illustrate key points. Discussion of different writing styles and techniques. Examples of communication materials such as press releases, creative briefs, feature articles, and more. Embedded videos of insights from communication professionals. Tips on pitching to the media. A collection of popular sources for further explanation.
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Fundamentals of Business
Stephen Skripak; Richard Parsons; Anastasia Cortes · BCcampus · 2018
An introductory textbook in business that covers a variety of topics: The Foundations of Business, Economics and Business, Ethics and Social Responsibility, Business in a Global Environment, Forms of Business Ownership, Entrepreneurship: Starting a Business, Management and Leadership, Structuring Organizations, Operations Management, Motivating Employees, Managing Human Resources, Union/Management Issues, Marketing: Providing Value, Accounting and Financial Information, and Personal Finances.
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Fundamentals of Business
Stephen Skripak; Ron Poff · Virginia Tech Libraries · 2023
Fundamentals of Business, 4th Edition is an open education resource intended to serve as a no-cost, faculty-customizable primary text for one-semester undergraduate introductory business courses. It covers the following topics in business: Teamwork; economics; ethics; entrepreneurship; business ownership, management, and leadership; organizational structures and operations management; human resources and motivating employees; managing in labor union contexts; marketing and pricing strategy; hospitality and tourism, accounting and finance, personal finances, and technology in business. The textbook was designed for use in Virginia Tech’s Pamplin College of Business introductory level business course, MGT1104 Foundations of Business and is shared under a Creative Commons Attribution Non-Commercial ShareAlike 4.0 license. If you are an instructor reviewing, adopting, or adapting this textbook, please help us understand your use by filling out this form http://bit.ly/business-interest. A testbank is now available by request for this book: http://hdl.handle.net/10919/93404. The testbank covers chapters 1-18 and (currently) aligns to previous editions of the textbook. It is available to any instructor who has adopted Fundamentals of Business in their course.
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Small Business Management in the 21st Century
David Cadden; Sandra Lueder · Saylor Foundation · 2012
Small Business Management in the 21st Century offers a unique perspective and set of capabilities for instructors. The authors designed this book with a “less can be more” approach, and by treating small business management as a practical human activity rather than as an abstract theoretical concept. The text has a format and structure that will be familiar to you if you use other books on small business management. Yet it brings a fresh perspective by incorporating three distinctive and unique themes and an important new feature (Disaster Watch) which is embedded throughout the entire text. These themes assure that students see the material in an integrated context rather than a stream of separate and distinct topics. First, the authors incorporate the use of technology and e-business as a way to gain competitive advantage over larger rivals. Technology is omnipresent in today's business world. Small business must use it to its advantage. We provide practical discussions and examples of how a small business can use these technologies without having extensive expertise or expenditures. Second, they explicitly acknowledge the constant need to examine how decisions affect cash flow by incorporating cash flow impact content in several chapters. As the life blood of all organizations, cash flow implications must be a factor in all business decision-making. Third, they recognize the need to clearly identify sources of customer value and bring that understanding to every decision. Decisions that do not add to customer value should be seriously reconsidered. Small Business Management in 21st Century boasts a new feature called Disaster Watch scenarios. Few texts cover, in any detail, some of the major hazards that small business managers face. Disaster Watch scenarios, included in most chapters, cover topics that include financing, bankers, creditors, employees, customers who don't pay, economic downturns, and marketing mistakes.
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Developing New Products and Services
G. Lawrence Sanders · Saylor Foundation · 2012
Developing New Products and Services by Sanders is an outstanding contribution to market research. The book focuses on the upfront activities and ideas for new product and service development. A central theme of Developing New Products and Services is that there is, or should be, a constant struggle going on in every organization, business, and system between delivering feature-rich versions of products and services using extravagant engineering and delivering low-cost versions of products and services using frugal engineering. Students will come away with this notion and how to manifest it as a contributing employee at any company. A number of powerful concepts and tools are presented so your students can better understand how to facilitate new product development. For example, three templates are featured that facilitate new product and service development. The FAD (features, attributes, and design) template is used to identify the features and attributes that can be used for product and service differentiation. The Ten–Ten planning process contains two templates: an Organizational and Industry Analysis template and the Business Plan Overview template. These two templates coupled with the FAD template can be used to develop a full-blown business plan. In addition, Developing New Products and Services includes the following topics: entrepreneurship, technology and product life cycles, product and service versioning, product line optimization, creativity, lock-in real options, business valuation, and project management. Evaluate Developing New Products and Services by Sanders for your marketing courses today.
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Introduction to Intellectual Property
David Kline; David Kappos; Kerry L. Bundy; Randall E. Kahnke · OpenStax, Rice University
Introduction to Intellectual Property provides a clear, effective introduction to patents, copyright, trademarks, and trade secrets. The text may be used by students and instructors in formal courses, as well as those applying intellectual property considerations to entrepreneurship, marketing, law, computer science, engineering, design, or other fields. The luminaries involved with this project represent the forefront of knowledge and experience, and the material offers considerable examples and scenarios, as well as exercises and references. Introduction to Intellectual Property was originally developed by the Michelson 20MM Foundation, released under the title The Intangible Advantage. Presented by Gary K. Michelson, M.D.
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International Business
Lumen Learning · Lumen Learning
In the contents: 15: Erecting a Billboard in Tiananmen Square- Global Marketing
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Fundamentals of Business
Stephen Skripak et al. · Virginia Tech
In the contents: 14: Marketing - Providing Value to Customers
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BMT1010: Introduction to Business
L.P. Bassette, F.D. Gibson-Bailey, N. Park, C.L. Perry and D.M. Robinson · Prince George's Community College
In the contents: 10: Module Ten - The Functions of Marketing · 10.01: Why It Matters- Marketing Function · 10.03: Marketing Defined
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BUS 215: Introduction to Business
Brown · Cosumnes River College
In the contents: 08: Entrepreneurial Marketing · 8.02: Entrepreneurial Marketing and the Marketing Mix · 8.04: Marketing Techniques and Tools for Entrepreneurs
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Small Business Management in the 21st Century
LibreTexts · LibreTexts
In the contents: 06: Marketing Basics · 6.02: What Marketing Is All About · 6.04: Marketing Research
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Writing for Strategic Communication Industries
Jasmine Roberts · The Ohio State University
In the contents: 7.04: Public relations versus marketing versus advertising · 11.3: Advertising Campaign Model - Social Marketing
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The Sustainable Business Case Book
LibreTexts · LibreTexts
In the contents: 06: Sustainable Business Marketing · 6.00: What Is Sustainable Marketing · 6.01: Green Marketing Strategy and the Four P's of Marketing