This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management with international examples and perspectives. Aside from focusing on practical application of marketing strategy, the textbook also takes students through the process of strategy development, ethical and accurate content curation, and strategy implementation, through detailed explanations of content creation. Combining theory and practice, Strategic Social Media Management teaches students how to take a strategic approach to social media from an organisational and business perspective, and how to measure results. Richly supported by robust and engaging pedagogy and cases in each chapter, it integrates perspectives from public relations, marketing and advertising, and examines key topics such as risk, ethics, privacy, consent, copyright issues, and crises management. It also provides dedicated coverage of content strategy and campaign planning and execution. Reflecting the demands of contemporary practice, advice on self-care for social media management is also offered, helping to protect people in this emerging profession from the negativity that they can experience online when managing an organisation’s social media presence. After reading this textbook, students will be able to develop a social media strategy, curate accurate and relevant content, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives. This is an ideal textbook for students studying social media strategy, marketing and management at undergraduate level. It will also be essential reading for marketing, public relations, advertising and communications professionals looking to hone their social media skills and strategies.
This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management with international examples and perspectives. Aside from focusing on practical application of marketing strategy, the textbook also takes students through the process of strategy development, ethical and accurate content curation, and strategy implementation, through detailed explanations of content creation. Combining theory and practice, Strategic Social Media Management teaches students how to take a strategic approach to social media from an organisational and business perspective, and how to measure results. Richly supported by robust and engaging pedagogy and cases in each chapter, it integrates perspectives from public relations, marketing and advertising, and examines key topics such as risk, ethics, privacy, consent, copyright issues, and crises management. It also provides dedicated coverage of content strategy and campaign planning and execution. Reflecting the demands of contemporary practice, advice on self-care for social media management is also offered, helping to protect people in this emerging profession from the negativity that they can experience online when managing an organisation’s social media presence. After reading this textbook, students will be able to develop a social media strategy, curate accurate and relevant content, and create engaging social media content that tells compelling stories, connects with target audiences and supports strategic goals and objectives. This is an ideal textbook for students studying social media strategy, marketing and management at undergraduate level. It will also be essential reading for marketing, public relations, advertising and communications professionals looking to hone their social media skills and strategies.
This book presents new global research on transmedia storytelling as a form of brand communication. It explores the theoretical underpinnings of transmedia storytelling and its practical application through survey and interview data from creatives, marketing, advertising and public relations practitioners. The final section analyzes contemporary campaigns from various countries and proposes a Transmedia Brand Storytelling Model for Practice, based on primary and secondary research data. The book aims to better understand and communicate the real-world opportunities and barriers to producing transmedia brand storytelling campaigns for practitioners.
Outlining the different types of financial crime and their impact, this book is a user-friendly, up-to-date guide to the regulatory processes, systems and legislation which exist in the UK. Each chapter has a similar structure and covers individual financial crimes including money laundering, terrorist financing, fraud, insider dealing, market abuse, bribery and corruption and finally tax avoidance and evasion. Offences are summarized and their extent is evaluated using national and international documents. Detailed assessments of financial institutions and regulatory bodies are made and the achievements of these institutions are analysed. Sentencing and policy options for different financial crimes are included and suggestions are made as to how criminal proceeds might be recovered. This second edition has been fully updated and includes a section on cybercrime and a new chapter on tax evasion. Case summaries have also been included in those chapters where a criminal justice route is used by the prosecuting authorities.
Focus on the "how" and "why" of medical/surgical conditions — the critical issues that lead to successful outcomes for your patients — with Veterinary Surgery: Small Animal, Second Edition. This two-volume full-color resource offers an authoritative, comprehensive review of disease processes, a thorough evaluation of basic clinical science information, and in-depth discussion of advanced surgeries. With an updated Expert Consult website you can access anytime and detailed coverage of surgical procedures, it is the definitive reference for surgical specialists, practicing veterinarians, and residents. Expert Consult website offers access to the entire text online, plus references linked to original abstracts on PubMed. Comprehensive coverage includes surgical biology, surgical methods and perioperative care, neurosurgery, and orthopedics in Volume One, and all soft tissue surgery organized by body system in Volume Two. Extensive references to published studies available on Expert Consult show the factual basis for the material. Strong blend of clinical and basic science information facilitates a clear understanding of clinical issues surrounding operative situations. Highly recognized contributing authors create chapters from their own experience and knowledge base, providing the most authoritative, current information available. Coverage of anatomy, physiology, and pathophysiology in chapters on specific organs includes information critical to operative procedures and patient management. In-depth chapters on anesthesia, surgical oncology, tumors of the spine, and musculoskeletal neoplasia provide valuable resources for practicing surgeons, especially in the area of cancer treatment. Preoperative considerations and surgical implications for surgical procedures help surgeons make decisions about treatment approaches. NEW and UPDATED! Expert Consult website with print text plus complete online access to the book’s contents, so you can use it anytime — anywhere. EXPANDED! Coverage of interventional radiology techniques in Volume Two (soft tissue volume) to provide cutting-edge information on contemporary imaging modalities that gain access to different structures of the patient’s body for diagnostic and therapeutic reasons. NEW and UPDATED! Expanded coverage of coaptation devices and small animal prosthetics clearly explains how they are used in a variety of clinical situations. EXPANDED! Principles of minimally invasive plate treatment added to Volume One (orthopedic volume) to show how these advancements maximize healing and protect the patient while meeting the surgeon’s goals in using fracture fixation.
With detailed coverage of surgical procedures, Veterinary Surgery: Small Animal is an authoritative, two-volume reference on the art and science of small animal surgery. Expert contributors discuss surgical principles and procedures for topics ranging from surgical biology and perioperative care, to neurosurgery orthopedic surgery, and soft tissue surgery, always supported by evidence-based research and complete surgical instructions. More procedures are covered with greater detail than in comparable books, and a greater emphasis on pathophysiology shows how it relates to diagnosis, treatment, and overall case management. Experienced Coeditors Karen Tobias and Spencer Johnston provide the definitive reference for veterinary surgery, invaluable preparation for the ACVS and ECVS board examinations. Blend of clinical and basic science information provides the best possible understanding of clinical issues surrounding operative situations. Specific procedures are covered in great detail and are brought to life with full-color drawings and photographs. Highly recognized contributors provide authoritative coverage that is useful for surgical specialists as well as practicing veterinarians who perform surgery or refer cases for surgery. Detailed coverage of small animal surgery provides excellent preparation for the written examination of the American College of Veterinary Surgeons, and the European College of Veterinary Surgeons. Comprehensive coverage includes surgical biology, surgical methods and perioperative care, neurosurgery, and orthopedics in Volume I; soft tissue surgery is covered in Volume II. Coverage of anatomy, physiology, and pathophysiology in chapters on specific organs includes information critical to operative procedures and patient management. In-depth chapters on anesthesia and pain provide indispensable resources for practicing surgeons. Treatment of cancers in small animals is covered in chapters on surgical oncology, tumors of the spine, and musculoskeletal neoplasia. Extensive references to published studies show the factual basis for the material. The companion website includes all of the images in the book for convenient access, plus references linked to original abstracts on PubMed.
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