Written for courses in Principles of Marketing at four-year and two-year colleges, this shorter overview aims to help students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. This sixth edition provides revised content throughout, and reflects the major trends and forces that are impacting marketing in this new, connected millennium. It includes new thinking and expanded coverage on a wide variety of topics, for example: relationship marketing; connecting technologies; the company value chain; value-delivery networks; and global marketing.
Ahora en su segunda edición, este manual introduce al lector a la actividad de la traducción de español-inglés/inglés-español, adoptando un punto de vista práctico y siguiendo los estándares profesionales actuales. Integrando los últimos avances en la profesión de la traducción con sólidos enfoques pedagógicos, Introducción a la traducción explora las competencias necesarias durante el proceso de traducción; desde el conocimiento de las lenguas y las culturas hasta la comprensión de la traducción como actividad y como producto, a través de una diversidad de tipos textuales. Cada lección cuenta con una gran cantidad de actividades y ejercicios prácticos. Esta nueva edición ofrece más actividades, más ejemplos que reflejan las variedades de español de Latinoamérica, contenidos ampliados y nuevos temas de actual relevancia, como la interpretación a distancia, la localización, la traducción automática y la inteligencia artificial. Los estudiantes aumentarán su competencia traductora de una manera sistemática, relevante y contextualizada. En esta segunda edición, se han aumentado los recursos disponibles en la página web del manual, incluyendo nuevas presentaciones de PowerPoint y herramientas de evaluación para los instructores, así como más textos para la práctica de la traducción para los estudiantes. Now in its second edition, this manual introduces readers to the activity of Spanish-English/English-Spanish translation, while adopting a practical perspective aligned with current professional standards. Integrating the latest developments in the translation profession with solid pedagogical approaches, Introducción a la traducción explores the competencies needed during the translation process; from knowledge about the languages and cultures, to understanding translation as an activity and as a product through a diversity of text types. Each lesson provides ample practice through hands-on activities and exercises. This new edition offers more activities, more examples relevant to Latin American varieties of Spanish, expanded content, and coverage of contemporary topics, such as remote interpreting, localization, machine translation, and artificial intelligence. Students will increase their translation competency in a systematic, meaningful, and contextualized way. In this second edition, the companion website provides additional resources, including new PowerPoint presentations and assessment tools for instructors, and more texts for translation practice for students.
This book presents high-quality cases on different social marketing campaigns that have been developed by NGOs, Public Administration, and businesses. They will be specifically focused on achieving, or contributing to achieving, the different Sustainable Development Goals (SDGs) by The United Nations, and how these campaigns can raise awareness and contribute to achieving the SDGs. This book takes an international approach, gathering cases developed in different countries and cultures around the world.
This book is based on the premise that marketing is central to understanding and advancing companies, businesses, countries, major economic areas and every-day problems. It opposes the view held by some social scientists that the positive effects of marketing in a society are a product of capitalist enterprises and that marketing involves excessive exploitation and is a tool for creating and maintaining their power structures. To illustrate its point, the book examines successful marketing practices with implications for consumers’ quality of life. Its compilation of cases from all over the world provides a unique and concise review of best practices in marketing and their impact on QOL. Each case in the book presents a specific social problem and discusses details of the marketing strategy adopted to resolve it, as well as the results obtained both for society at large and in terms of the citizens’ quality of life. In addition, each case addresses the theoretical background of the specific area of marketing used in the case.
Media and Metamedia Management has contributions from seven prestigious experts, who offer their expertise and the view from their vantage point on communication, journalism, advertising, audiovisual, and corporate, political, and digital communication, paying special attention to the role of new technologies, the Internet and social networks, also from an ethics and legal dimension. A total of 118 authors belonging to 31 universities from Spain, Portugal, England and Ecuador have contributed to this book edited, coordinated and introduced by professors Francisco Campos-Freire and Xosé López-García, from the University of Santiago de Compostela, José Rúas-Araújo, from the University of Vigo, and Valentín A. Martínez-Fernández, from the University of A Coruña. Readers may also enjoy 66 articles, grouped into diverse chapters, on Journalism and cyberjournalism, audiovisual sector and media economy, corporate and institutional communication, and new media and metamedia.
Esta publicación es fruto de la reflexión de, fundamentalmente, docentes del ámbito de la comunicación y de la publicidad basada en la necesidad de aunar fuerzas para ofrecer una obra de conjunto que intenta ver la publicidad como un hecho global y no solo aislado de la comunicación comercial. La presente obra profundiza en el valor de la publicidad y su importancia contemporánea, desde una perspectiva holística y con el objetivo de querer ser una publicación didáctica y de reflexión.
As an annual event, THE 2ND INTERNATIONAL CONFERENCE ON ADVANCE & SCIENTIFIC INNOVATION 2019 continued the agenda to bring together researcher, academics, experts and professionals in examining about Scientific Innovation in technology, education, management, accounting and many aspect area. In 2019, this event held in 18 July 2019 at Politeknik Kutaraja, Banda Aceh, Indonesia. This ICASI Proceeding 2019 are published along with article from ICASI 2018 and each contributed paper was refereed before being accepted for publication. The double-blind peer reviewed was used in the paper selection.
This book discusses how various social marketing campaigns have taken up and had an impact on important aspects of quality of life across the world. The chapters bring up case studies from different regions, showing how successful social marketing campaigns have been instrumental in addressing public health challenges, discrimination and exclusion, violence, and inequity; and in changing public perceptions in different countries and through public and nonprofit organizations, but also through businesses. Thus, this book approaches social marketing from a quality-of-life (QOL) marketing philosophy, taking an international perspective. It includes 26 case studies discussing how social marketing campaigns were developed and implemented in specific cases related to disease prevention and risk behavior, safe and healthy lifestyles, and inclusion and interpersonal relationships. It also covers social marketing campaigns related to COVID-19 in various countries. The book is both comprehensive and provides in-depth understanding of every case, and is useful for research, policy making, development communication and social marketing. Graduate students, researchers, practitioners, and social marketers alike will find this book interesting.
While the population continues to grow and expand, many people are now making their homes in cities around the globe. With this increase in city living, it is becoming vital to create intelligent urban environments that efficiently support this growth, and that simultaneous provide friendly, progressive environments to both businesses and citizens alike. The Handbook of Research on Entrepreneurial Development and Innovation Within Smart Cities is a comprehensive reference source that discusses social, economic, and environmental issues surrounding the evolution of smart cities. It provides insightful viewpoints on a range of topics such as entrepreneurial ecosystems, competitive tourism, city efficiency, corporate social responsibility, and smart destinations. This publication is ideal for all researchers, academics, and practitioners that wish to expand their knowledge on the emerging trends and topics involving smart cities.
