Using Target Audience Analysis to Aid Strategic Level Decisionmaking
Using Target Audience Analysis to Aid Strategic Level Decisionmaking

Author: Steve Tatham

Publisher:

Published: 2015-08-25

Total Pages: 68

ISBN-13: 9781688450349

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The author explains how sophisticated social science research and behavioral profiling can be used to warn us of impeding issues and how that information might be used by senior strategy makers as a tool for testing and refining strategy. He makes a compelling case that the science of Target Audience Analysis (TAA) is now so well advanced that it must become a key component of future strategic decisionmaking. The author views social media as just another communication conduit, and sees this as a continuum of wrong activities being undertaken. In Iraq and Afghanistan, he saw how big public relations and marketing companies cost the U.S. taxpayer millions of dollars in ultimately failed communication and propaganda campaigns. Social media, he argues, has become yet another blank checkbook for companies who rely on creative energy rather than empirical understanding to produce communications campaigns. Instead, he argues for far greater resource in TAA and greater understanding by federal agencies of what is and is not possible or desirable in their communication efforts. To this end, he looks in particular at the U.S. Agency for International Development relief work in Pakistan and argues that the communication objectives set at the start of the projects are almost unattainable, even naive in their presumptions.

Using Target Audience Analysis to Aid Strategic Level Decisionmaking
Using Target Audience Analysis to Aid Strategic Level Decisionmaking

Author: Steve Tatham

Publisher: Lulu.com

Published: 2015-12-23

Total Pages: 68

ISBN-13: 9781329784093

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"The author explains how sophisticated social science research and behavioral profiling can be used to warn us of impeding issues and how that information might be used by senior strategy makers as a tool for testing and refining strategy. He makes a compelling case that the science of Target Audience Analysis (TAA) is now so well advanced that it must become a key component of future strategic decisionmaking. The author views social media as just another communication conduit, and sees this as a continuum of wrong activities being undertaken. In Iraq and Afghanistan, he saw how big public relations and marketing companies cost the U.S. taxpayer millions of dollars in ultimately failed communication and propaganda campaigns. Social media, he argues, has become yet another blank checkbook for companies who rely on creative energy rather than empirical understanding to produce communications campaigns. Instead, he argues for far greater resource in TAA and greater understanding by federal agencies of what is and is not possible or desirable in their communication efforts. To this end, he looks in particular at the U.S. Agency for International Development relief work in Pakistan and argues that the communication objectives set at the start of the projects are almost unattainable, even naive in their presumptions"--Publisher's web site.

Climate Change Education
Climate Change Education

Author: National Research Council

Publisher: National Academies Press

Published: 2012-01-12

Total Pages: 98

ISBN-13: 0309218454

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The global scientific and policy community now unequivocally accepts that human activities cause global climate change. Although information on climate change is readily available, the nation still seems unprepared or unwilling to respond effectively to climate change, due partly to a general lack of public understanding of climate change issues and opportunities for effective responses. The reality of global climate change lends increasing urgency to the need for effective education on earth system science, as well as on the human and behavioral dimensions of climate change, from broad societal action to smart energy choices at the household level. The public's limited understanding of climate change is partly the result of four critical challenges that have slowed development and delivery of effective climate change education. As one response to these challenges, Congress, in its 2009 and 2010 appropriation process, requested that the National Science Foundation (NSF) create a program in climate change education to provide funding to external grantees to improve climate change education in the United States. To support and strengthen these education initiatives, the Board on Science Education of the National Research Council (NRC) created the Climate Change Education Roundtable. The Roundtable convened two workshops. Climate Change Education Goals, Audiences, and Strategies is a summary of the discussions and presentations from the first workshop, held October 21 and 22, 2010. This report focuses on two primary topics: public understanding and decision maker support. It should be viewed as an initial step in examining the research on climate change and applying it in specific policy circumstances.

Netherlands Annual Review of Military Studies 2017
Netherlands Annual Review of Military Studies 2017

Author: Paul A.L. Ducheine

Publisher: Springer

Published: 2017-07-14

Total Pages: 337

ISBN-13: 9462651892

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With a foreword by Major-General Nico Geerts, Commander Netherlands Defence Academy, Breda, The Netherlands International conflict resolution increasingly involves the use of non-military power and non-kinetic capabilities alongside military capabilities in the face of hybrid threats. In this book, counter-measures to those threats are addressed by academics with both practical and theoretical experience and knowledge, providing strategic and operational insights into non-kinetic conflict resolution and on the use of power to influence, affect, deter or coerce states and non-state actors. This volume in the NL ARMS series deals with the non-kinetic capabilities to address international crises and conflicts and as always views matters from a global perspective. Included are chapters on the promise, practice and challenges of non-kinetic instruments of power, the instrumentality of soft power, information as a power instrument and manoeuvring in the information environment, Russia's use of deception and misinformation in conflict, applying counter-marketing techniques to fight ISIL, using statistics to profile terrorists, and employing tools such as Actor and Audience Analysis. Such diverse subjects as lawfare, the Law of Armed Conflict rules for non-kinetic cyber attacks, navigation warfare, GPS-spoofing, maritime interception operations, and finally, as a prerequisite, innovative ways for intelligence collection in UN Peacekeeping in Mali come up for discussion.The book will provide both professionals such as (foreign) policy makers and those active in the military services, academics at a master level and those with an interest in military law and the law of armed conflict with useful and up-to-date insights into the wide range of subjects that are contained within it. Paul A.L. Ducheine and Frans P.B. Osinga are General Officers and full professors at the Faculty of Military Sciences of the Netherlands Defence Academy in Breda, The Netherlands. Specific to this volume in the Series: • Written by academics with both practical and theoretical experience• Addresses counter measures to hybrid crises• Offers both strategic and operational insights to non-kinetic conflict resolution

NL ARMS Netherlands Annual Review of Military Studies 2020
NL ARMS Netherlands Annual Review of Military Studies 2020

Author: Frans Osinga

Publisher: Springer Nature

Published: 2020-12-03

Total Pages: 538

ISBN-13: 9462654190

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This open access volume surveys the state of the field to examine whether a fifth wave of deterrence theory is emerging. Bringing together insights from world-leading experts from three continents, the volume identifies the most pressing strategic challenges, frames theoretical concepts, and describes new strategies. The use and utility of deterrence in today’s strategic environment is a topic of paramount concern to scholars, strategists and policymakers. Ours is a period of considerable strategic turbulence, which in recent years has featured a renewed emphasis on nuclear weapons used in defence postures across different theatres; a dramatic growth in the scale of military cyber capabilities and the frequency with which these are used; and rapid technological progress including the proliferation of long-range strike and unmanned systems. These military-strategic developments occur in a polarized international system, where cooperation between leading powers on arms control regimes is breaking down, states widely make use of hybrid conflict strategies, and the number of internationalized intrastate proxy conflicts has quintupled over the past two decades. Contemporary conflict actors exploit a wider gamut of coercive instruments, which they apply across a wider range of domains. The prevalence of multi-domain coercion across but also beyond traditional dimensions of armed conflict raises an important question: what does effective deterrence look like in the 21st century? Answering that question requires a re-appraisal of key theoretical concepts and dominant strategies of Western and non-Western actors in order to assess how they hold up in today’s world. Air Commodore Professor Dr. Frans Osinga is the Chair of the War Studies Department of the Netherlands Defence Academy and the Special Chair in War Studies at the University Leiden. Dr. Tim Sweijs is the Director of Research at The Hague Centre for Strategic Studies and a Research Fellow at the Faculty of Military Sciences of the Netherlands Defence Academy in Breda.

Your Brand, the Next Media Company
Your Brand, the Next Media Company

Author: Michael Brito

Publisher: Pearson Education

Published: 2014

Total Pages: 272

ISBN-13: 0789751615

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"Content is now king - and if you're a brand marketer, you need to be a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational techniques, and insights and practical approaches for transforming your brand into a highly successful media company - and a winning social business! Social business pioneer Michael Brito covers every step of the process, including: Understanding your social customer and their new world Planning your social business and content strategies Building infrastructure and teams, and setting the stage for transformation Identifying and overcoming the specific content challenges you face Recognizing the central role content now plays Developing your content message Transitioning from brand messaging to high content relevancy Moving from content creation to curation to aggregation Successfully integrating paid, earned, and owned media content Distributing the right content at the right time through the right channels to the right customers Mastering the critical new roles of the community manager in your media company Evaluating the content technology vendors and software platforms vying for your businessAlong the way, Brito presents multiple case studies from brand leaders worldwide, including Coca Cola, RedBull, Oreo, Skittles, Old Spice, Dos Equis, Gatorade, Tide, and the NFL - delivering specific, powerfully relevant insights you can act on and profit from immediately." --Publisher description.

STRATEGIC MARKETING : MAKING DECISIONS FOR STRATEGIC ADVANTAGE, SECOND EDITION
STRATEGIC MARKETING : MAKING DECISIONS FOR STRATEGIC ADVANTAGE, SECOND EDITION

Author: Sahaf, Musadiq A.

Publisher: PHI Learning Pvt. Ltd.

Published: 2019-07-01

Total Pages: 744

ISBN-13: 9388028724

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This systematically organized text, now in its second edition, gives an in-depth analysis of the multidimensional aspects of strategic marketing. Comprising a harmonious blend of theoretical aspects and real-world applications, the book presents the framework that governs a firm's strategic decisions in the area of marketing. Divided into five parts, the text attempts to provide an explanation and critical analysis of the core concepts that have driven the growth and development of the subject for decades. At the same time, emerging concepts that would shape the scope of the subject have also been highlighted. The book is specifically written for the students who pursue academic and professional programmes in marketing, management and business studies. KEY FEATURES • Provides case studies in the context of Indian business at the end of each chapter to reinforce the understanding of the theory. • Comprises glossary of terms in addition to chapter-end summary, exercises and references. • Emphasizes self-study approach by explaining complex issues in a simple and student-friendly manner. NEW TO THE SECOND EDITION • Entirely revamped and updated to make the book an effective teaching and learning resource. • New chapters on ‘Service Marketing Strategies’, ‘Global Marketing Strategies’ and ‘Internal Marketing: A Tool for Implementation’. • Inclusion of several new sections throughout the text as per the latest development in the field. TARGET AUDIENCE • Marketing MBA • (Specialisation–Marketing)

Biorefineries
Biorefineries

Author: Miriam Rabaçal

Publisher: Springer

Published: 2017-03-25

Total Pages: 307

ISBN-13: 3319482882

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This book addresses the potential of the transformation of biomass into a wide range of marketable products, and examines the biological, biochemical, physical and thermal processing of biomass into products such as fuels, power, heat, feeds, chemicals and materials. Respective chapters explore various topics including biomass characterization, biomass pre-conditioning and sustainability analysis, aspects that are supplemented by a global overview of their implementation in current pilot bio-refineries. Providing a valuable resource to energy engineers, chemical engineers, biotechnologists and economists, this book will also be of great interest to students and policymakers.

Marketing Strategy and Competitive Positioning, 7th Edition
Marketing Strategy and Competitive Positioning, 7th Edition

Author: Prof Graham Hooley

Publisher: Pearson UK

Published: 2020-01-09

Total Pages: 1031

ISBN-13: 129227655X

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Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns. The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.