inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms

positioning -- 4. The business environment and strategy -- 5. Resource-led strategy -- 6. The dynamics of

marketing students, and managers involved in digital marketing strategy and implementation. Online resources

The meaning of financial management -- Strategy and business models -- Risk management and

environmental analysis -- Part II. Strategy formulation. 6. Strategy formulation: long-term goals and generic

Fundamentals - Chapter 6: Distributions - Chapter 7: Statistical Testing -- Concepts and Strategy - Chapter 8

. Continual improvement -- Chapter 11. Lean systems strategy for operations -- Chapter 12. Quality management

marketing -- 02 Planning a digital marketing strategy -- 03 Digital marketing campaigns -- 04 Accountability

and development / Leadership, governance and strategy / Difference and leadership / Studying followers

-- Portfolio and Programme management -- Project stakeholder management -- Business case strategy phase

Dr Robbie Smyth -- 10. The Roles of PR Practitioners -- 11. Developing a PR Strategy -- 12. Content

enduring debates -- Communication and culture -- Communication, organisations and strategy -- Communication