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Hospitality Marketing : Principles and Practices
Hospitality Marketing is an introductory textbook which shows readers how to apply the principles of marketing within the hospitality industry. The fourth edition contains examples and case studies exemplifying how ideas and concepts discussed within its chapters can be successfully applied to a real-life work situation, with an emphasis throughout on topical issues such as sustainable marketing, corporate social responsibility and relationship marketing.It also describes the impact that the Internet has had on both marketing and hospitality, using a variety of tools including a wide range of Internet learning activities.This fourth edition has been updated to include:New content on social media marketing, user-generated content, group-buying behaviour, franchising, internationalization, non-predictable factors affecting sales and marketing such as COVID-19, the role of marketing in creating a competitive advantage and the role of events and experiences in marketingNew extensive exploration of the role of technology in marketing including the use of artificial intelligence, service robots and the metaverse to develop and deliver service and/or to measure customer experienceUpdated online resources including a PowerPoint deck, a test bank of questions and added links to YouTube and Instagram contentNew/updated international case studies including many more from Asian and African destinationsThis book is written specifically for students taking marketing modules within hospitality courses and is a valuable resource to promote learning.
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The Art of SXO : Placing UX Design Methods into SEO Best Practices
Search Experience Optimization (SXO) is a fast growing field that combines the disciplines of Search Engine Optimization (SEO), Conversion Rate Optimization (CRO) and User Experience (UX) Design.It’s a holistic approach to creating websites that are not only optimized for search engines and bots, but for users too, a highly effective method of converting a websites visitors into customers and subscribers, leading some to think of it as SEO 2.0.Recent industry reports suggests that front-end developers and web designers need to embrace SXO best practices to not only ensure websites are optimized by the metadata and analytics that SEO provides, but also ensure a website or application is easy-to-use and behaves in a way the user expects because happy users drive higher retention rates and higher revenue, which is essential for commercial app creators.The Art of SXO aims to be a comprehensive guide tothis emerging field, explaining what it is, how it works, and how to use it to improve search rankings, increase conversions rates, and ultimately grow a company's revenue.This guide will be packed with tips, tricks, and tactics making it an essential resource for anyone looking to get the most out of their search traffic. What You'll LearnApply SXO best practices and how it differs from tradition SEOOptimize websites for both search engine bots and users Increase a website's ranking in SERPsImprove a website's conversion ratesGrow revenue from organic trafficWho This Book Is ForWeb developers and UX designers, technical SEO specialists, digital marketers and business owners who may have a basic understanding of SEO, CRO, UX design and core digital marketing concepts, but are looking to take their practices to the nextlevel with SXO.
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Theories and Practices of Development
The newly updated third edition provides a clear and user-friendly introduction to the complex debates around how development has been understood and achieved.It has been fully updated and expanded to reflect global political and economic shifts, as well as new approaches to development. The book deals with the evolution of development ideas and policies, focusing on economic, political, social, environmental and spatial dimensions.It highlights how development cannot be considered as a neutral concept, but is entwined with inequalities in power at local as well as national and global scales.A new chapter on politics and development presents debates around development and democracy, civil society organizations and human rights.Sections on diversity and development have been expanded, and the book considers the future of development in the era of the Sustainable Development Goals (SDGs).The use of boxed examples, tables and illustrations helps students understand complex theoretical ideas and also demonstrates how development theories are put into practice in the real world.Each chapter ends with a summary section, discussion topics, suggestions for further reading and website resources. This key text provides a clear and thorough explanation of key development theories and practices.The third edition will remain an invaluable resource for undergraduate students in geography, politics and development studies.
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Collective Design Practices
By encouraging a critical evaluation of the contemporary processes of knowledge creation within design, Collective Design Practices aims to open perspectives and conversations on the immense possibilities thinking and acting collectively can have in work, education, culture, and life.Through the observation of past and present collectives of varying scales and geographies, and reflections on the implications of dialogue, generosity, and participation in non-hierarchical structures, this concise book provides a condensed exploration of how our relationships with identity, authorship, context, and each other can shape the way we work and think together, ultimately influencing our approaches to solving the increasingly complex issues of our futures.Bringing together reflection and critical discussion, and acknowledging the disconnection between design research and design practice, this short, accessible book provides both a point of contact to research and a point of access to practitioners interested in the possible trajectories of the extended design field.
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Sustainable Development Through Global Circular Economy Practices
The battle to preserve the environment is only just beginning – organisations and governments cannot underestimate the public outcry for cleaner environments and an end to increases in global warming.The Circular Economy has been able to tap into the current zeitgeist and is being coveted by many academic disciplines. Offering a detailed overview of what is required to move towards a circular economy by providing a series of cases alongside each chapter that illustrate practice in relation to theory, Maguire and Robson deliver a lens through which academics and students can explore what is emerging as state of the art.The chapters contain a critical and balanced treatment of theory and practice on the subjects of sustainable development and the circular economy, setting out and evaluating the theoretical landscape alongside a grand narrative drawn from systems thinking and the environmental, social, and governance paradigms. For students, academics and practitioners, Sustainable Development Through Global Circular Economy Practices is a go-to book with original insights from a theoretical perspective about how the global economy integrates, and how this integration can be leveraged to move practice toward sustainable practice.
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Human Resource Development : Critical Perspectives and Practices
Human Resource Development: Critical Perspectives and Practices is a landmark textbook on HRD scholarship and practice and is a significant departure from the standard HRD texts available.Based on Bierema and Callahan’s framework for critical human resource development, this book develops an understanding of HRD that addresses both key and contested issues of practice associated with relating, learning, changing, and organizing for organizations. This book covers the basic tenets of HRD, interrogates the dominant paradigms and practices of the field, teaches readers how to critically assess HRD practices and outcomes, and provides critical alternatives.The text also addresses HRD as a contested field and the importance for HRD professionals to reflect on their values, maintain their sanity, and retain their employment while attempting to do this difficult work that serves multiple stakeholders. The text weaves in Points to Ponder, Case in Point, and Tips & Tools features and exercises, giving readers an insight into HRD issues across the globe.This critical text offers an exciting alternative to the instrumentalist, managerialist, and masculine perspective of other books. Designed for students and practitioners, this textbook will be essential reading for upper-level courses on human resource development, human resource management, and adult education.
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Hacking Marketing : Agile Practices to Make Marketing Smarter, Faster, and More Innovative
Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management.As surprising as that may sound, it's the natural result of the world going digital.Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints.All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world.You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade.This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnoutDesign "continuous" marketing programs and campaigns that constantly evolveDrive growth with more marketing experiments while actually reducing riskArchitect marketing capabilities in layers to better scale and adapt to changeBalance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.
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