Libros

En una época tan cambiante en la que Internet ha revolucionado en tantos frentes, las empresas no tienen referencia en dos de sus principales fuentes de problemas: la estrategia y la toma de decisiones. Cada día vemos más empresas cometer el mismo error al dar sus primeros pasos en la parte táctica con una fan page en Facebook, una pequeña campaña en Adwords, mientras olvidan diseñar un plan que les permita cumplir sus objetivos y tener una metodología de medición acorde a su estrategia. Por eso a veces los profesionales se sienten perdidos, caminan sin ver lo que ocurre en su entorno, sin saber si las cosas que están haciendo aportan valor o no. El profesional de marketing del presente (no del futuro), necesita dominar el proceso completo por el que pasan sus clientes (‘customer journey’): desde la captación de tráfico, la optimización de la navegación y de la conversión, hasta las técnicas de fidelización más apropiadas. La clave está en combinar los conocimientos de marketing con una alta capacidad de análisis. Lo que hoy llamamos Marketing Analytics.Este libro está pensado para que los responsables de empresas, directores de marketing, analistas digitales y todas aquellas personas que de una manera u otra ponen en marcha estrategias, definan correctamente sus tácticas online y midan con eficacia cada uno de sus pasos. Todo ello con una aplicación práctica de cada fase basada en un caso real.

“Business to Social, B2S, es un manual dirigido a profesionales y empresarios que buscan mejorar su experiencia y conocimientos del mundo digital, pero tambien a profesores y estudiantes, pues los autores, ademas de expertos en marketing digital, son docentes de la materia en diferentes universidades y escuelas de negocio internacionales.- Principios basicos y canales del marketing digital. Creacion del plan de marketing digital.- Redes sociales, blogs y microblogs.- Emailing, bases de datos, aportacion de valor.- SEM y SEO. Optimizacion para sitios web y buscadores.- Marketing de atraccion, de contenidos y la funcion del community manager.- Reputacion on line, herramientas de monitorizacion y gestion de crisis on line.- Gamificacion: el juego como elemento de marketing.”

Competition and Compassion in Chinese Secondary Education examines the nature of academic competition in Chinese schools and demonstrates its debilitating effects on adolescents' psychosocial development. Zhao shows how global economic competition induces changes in national education policies, which in turn shapes how school-aged youth are encouraged by their parents and teachers to relate to others and society. Facing extreme pressures of global economic competition, how can education both in the East and West sustain the kind of humanistic learning that is critical for promoting public reasoning or discourse? The book proposes a research-based approach for balancing academic achievement with the promotion of social and civic engagement in China and elsewhere.

In the lightning paced digital media environment of mass-scale data collection by Google, Facebook, and security agencies like the US's National Security Agency and the UK's GCHQ, citizens should be very concerned about trends in media communications and privacy. Data retention laws are sold to us by governments on the dubious promise that by storing all of our communications metadata they will save us from those who seek to cause harm. At the same time corporations amass even more data as we merely go about our daily lives. Our privacy rights, despite recent developments like 'the right to be forgotten' found by the European Court of Justice, are diminishing, as people accept a trade-off between data disclosure and national security. Meanwhile, neoliberal ideologies about 'having nothing to hide' are exposed as at best lame, and at worst, naively complicit with the dovetailing motivations of both corporations and governments. Big data enthusiasts seem blind to both increasingly frequent data breaches and the full spectrum of hackers, and downplay their privacy consequences. Convergent Media and Privacy examines where the important human right of privacy has emerged from, where it is heading, and how new digital media corporations are reshaping its meaning in cooperation with governments.

One of the crucial sites of contestation in current approaches to communication for social change is the status of the national identity in an era characterized by the tensions between the globalization of capitalism and myriad resurgent nationalisms. Commercial Nationalism intervenes in discussions of the fate of nationalism and national identity by exploring the relationship between state appropriation of marketing and branding strategies on the one hand, and, on the other, the commercial mobilization of nationalist discourses. The book's unique contribution is to consider an emerging formation characterized by the following complementary (and related) developments: the ways in which states come increasingly to rely on commercial techniques for self-promotion, diplomacy, and internal national mobilization, and also the ways in which new and legacy forms of commercial media rely on the mobilization emerging configurations of nationalism for the purpose of selling, gaining ratings, and otherwise profiting. We see this formation as a unique reconfiguration of the formation of nationalism associated with the contemporary context. Often these processes are approached separately: what is the economic role of nationalism and how do media participate in the formation of national identity?

The life of a critical researcher is often a lonely one. As Janet Wasko observed in A Different Road Taken, challenging dominant power structures is difficult, often leading to additional scrutiny from within one's academic department and/or field and generally resulting in few, if any, opportunities for funded research. This volume serves as a guidepost to those wishing to understand the difficulties facing critical researchers and how others have been able to navigate through the challenges. It will be particularly valuable for those interested in learning about the scholars who conducted research that did not conform to mainstream social science standards and challenged established views. In addition, the lives and work of these critical researchers offers a means for understanding ourselves as we try to make sense of the dynamic and complicated world in which we live.