Human beings make decisions based on emotional grounds and then rationalise them; this book focuses on copywriting from this practical psychological perspective. It investigates both the relationship between selling and storytelling and the market-tested techniques that get peop…
Preface -- Who should read this book and why? -- Getting the project going -- Conjoint, discrete choice and other trade-offs : let's do an experiment -- Creating the best, newest thing : discrete choice modelling -- Conjoint analysis and its uses -- Predictive models 2: Classifi…
A practical, no-nonsense guide to digital marketing, giving readers all the information they need to feel confident engaging consumers online and implementing digital campaigns.
The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate, Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digita…
"Learning and Development (L&D) programmes are too often based on fads, the latest trends or learning designers' personal preferences without critical evaluation. Evidence-Informed Learning Design will allow learning professionals to move away from this type of approach by showi…
"The Logistics and Supply Chain Toolkit provides practical tools for warehouse, inventory and transport managers and students to help them tackle the challenges of logistics and supply chain management. It is full of practical ideas and information to optimise the management of …
"The Logistics and Supply Chain Toolkit provides practical tools for warehouse, inventory and transport managers and students to help them tackle the challenges of logistics and supply chain management. It is full of practical ideas and information to optimise the management of …