This collection represents the full spectrum of data-related content we’ve published on O’Reilly Radar over the last year. Mike Loukides kicked things off in June 2010 with “What is data science?” and from there we’ve pursued the various threads and themes that naturally emerged. Now, roughly a year later, we can look back over all we’ve covered and identify a number of core data areas:
Data issues — The opportunities and ambiguities of the data space are evident in discussions around privacy, the implications of data-centric industries, and the debate about the phrase “data science” itself.
The application of data: products and processes – A “data product” can emerge from virtually any domain, including everything from data startups to established enterprises to media/journalism to education and research.
Data science and data tools — The tools and technologies that drive data science are of course essential to this space, but the varied techniques being applied are also key to understanding the big data arena.
The business of data – Take a closer look at the actions connected to data — the finding, organizing, and analyzing that provide organizations of all sizes with the information they need to compete.
C. Michael Hall - Tourism and Social Marketing
Social Marketing is the utilisation of marketing principles and methods to encourage individual and organisational behaviour change for the public good. Traditionally the domain of government it is increasingly also utilised by non-government and non-profit organisations and other institutions of civil society as a non-regulatory means to achieve policy and public good goals. At a time when concerns over tourism's contribution to undesirable environmental, economic and social change is greater than ever, social marketing strategies are important for encouraging more appropriate and desirable behaviours by tourists and the tourism industry. Tourism and Social Marketing is the first book to comprehensively detail the relevance of social marketing principles and practice to tourism, destination management and marketing. By considering this relationship and application of social marketing approaches to key issues facing contemporary tourism development, such as the environment, this book provides significant insights into how the behaviours of visitors and businesses may be changed so as to develop more sustainable forms of tourism and improve the quality of life of destination communities. It further provides a powerful impetus to the development of tourism related forms of sustainable consumption and the promotion of ethical tourism and marketing. This innovative book is comprehensive in scope by considering a variety of relevant fields relevant to tourism and social marketing practice including, health, non - profit organisations, governance, the politics of marketing and consumption, consumer advocacy and environmental and sustainable marketing. It integrates selected international cases studies to help tourism students engage with the broader debates in social marketing, governance and the politics of behaviour change and shows the relationship of theory to practice. Written by a leading authority in the field, topical and integrative, this book will be valuable reading for students, scholars and researchers in tourism.
Szentes Tamás - World Economics 1.
Professor Tamás Szentes, member of the Hungarian Academy of Sciences was the author of The Political Economy of Underdevelopment (published first in 1971 by Akadémiai Kiadó, translated also in 11 other languages and republished in 12 countries, altogether in 16 editions until 1988, for a long time widely used in great many universities all over the world) and of the Theories of World Capitalist Economy: A Critical Survey of Conventional, Reformist and Radical Views (published in 1985 by Akadémiai Kiadó, also appearing in other languages) and among others of the Transformation of the World Economy. New Directions and New Interests (UNU-ZED, London 1988). In view of the great many recent changes in the world economy (such as the acceleration of globalization, transnational networking, rise of regional blocs, system transformations, "revolution" of information and communication technologies, a wave of liberalization, etc., along with the aggravating problems of international development gap, deepening disequilibria and inequalities, returning financial crises or disturbances, etc., which all shed new light on the various theoretical conceptions and call for new paradigms in international and development economics, Professor Szentes has written two new (separate but nevertheless interlinked) books, namely: World Economics: Comparative Theories and Methods of International and Development Economics and another one, following it, World Economics: The Political Economy of Underdevelopment, Globalization, International Economic Order and System Transformation.
Victor T. C. Middleton - Alan Fyall - Jackie R. Clarke - Marketing in Travel and Tourism
Marketing in Travel and Tourism aims to guide and support readers through the complexities of tourism marketing in the 21st Century. It sets out clear explanations of marketing principles and concepts adapted from mainstream services marketing, and goes on to illustrate the range of applications currently practised in the modern visitor economy. Now in its fourth edition, and reprinted almost every year since 1988, each chapter of the book has been updated to include current evaluations of all the key developments in marketing, especially consumer centric marketing and the now focal role of the Internet in the marketing mix. The chapters on communicating with cutomers have been extensively rewritten to take account of e-marketing and related marketing developments in tourism that are pulled together in a forward looking Epilogue. This fully revised edition includes: Full colour interior with pedagogic features such as discussion questions and exercises to encourage further exploration of key areas New material on the role of e-marketing, motivations and consumer behaviour Five in-depth international case studies, including Tourism New Zealand and Agra Indian World Heritage Site, along with 17 mini cases to contextualise learning A companion website for students and lecturers which includes PowerPoint slides and review questions to aid teaching and learning Marketing in Travel and Tourism provides a truly international and comprehensive guide to marketing in the global travel industry, an indispensible text for all students and lecturers.
Philip Kotler - Marketing Management (angol)
This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.
Martin Lindstrom - Buyology
Based on the single largest neuromarketing study ever conducted, Buyology reveals surprising truths about what attracts our attention and captures our dollars. Among the long-held assumptions and myths Buyology confronts: • Sex doesn’t sell - people in skimpy clothing and provocative poses don’t persuade us to buy products. • Despite government bans, subliminal advertising is ubiquitous — from bars to supermarkets to highway billboards. • Color can be so iconic that the sight of the robin’s egg blue of a certain famous jewelry brand significantly raises women’s heart rates. • Companies shamelessly borrow from religion and ritual — like the ritual, made up by a bored American bartender, of drinking a Corona with a lime — to seduce our interest. • “Cool” brands, like iPods, trigger our mating instincts. The fact is, so much of what we thought we knew about why we buy is wrong. Drawing on a three-year, 7 million dollar, cutting-edge brain scan study of over 2000 people from around the world, marketing guru Martin Lindstrom’s revelations will captivate anyone who’s been seduced —or turned off— by marketers relentless efforts to win our loyalty, our money and our minds. Packed with entertaining stories about how we respond to such well-known products and companies as Marlboro, Calvin Klein, Ford, and American Idol, Buyology is a fascinating tour into the mind of today’s consumer.
Oliver Ramsbotham - Tom Woodhouse - Hugh Miall - Contemporary Conflict Resolution
Since the end of the Cold War, conflict prevention and resolution, peacekeeping and peacebuilding have risen to the top of the international agenda. The third edition of this hugely popular text explains the key concepts, charts the development of the field, evaluates successes and failures, and assesses the main current challenges and debates in the second decade of the twenty-first century. Existing material has been thoroughly updated and four new chapters added, on environmental conflict resolution, conflict resolution in the arts and popular culture, conflict resolution in the media and the communications revolution, and theories and critiques of the field. The authors argue that a new form of cosmopolitan conflict resolution is emerging, which offers a hopeful means for human societies to handle their conflicts non-violently and eventually to transcend and celebrate their differences. Part I offers a comprehensive survey of the theory and practice of conflict resolution. Part II sets the field within the context of rapid global change and addresses the controversies that have surrounded conflict resolution as it has entered the mainstream. Contemporary Conflict Resolution is essential reading for students of peace and security studies, conflict management and international politics, as well as for those working in non-governmental organizations and think-tanks.
Charles Duhigg - The Power of Habit
A young woman walks into a laboratory. Over the past two years, she has transformed almost every aspect of her life. She has quit smoking, run a marathon, and been promoted at work. The patterns inside her brain, neurologists discover, have fundamentally changed. Marketers at Procter & Gamble study videos of people making their beds. They are desperately trying to figure out how to sell a new product called Febreze, on track to be one of the biggest flops in company history. Suddenly, one of them detects a nearly imperceptible pattern—and with a slight shift in advertising, Febreze goes on to earn a billion dollars a year. An untested CEO takes over one of the largest companies in America. His first order of business is attacking a single pattern among his employees—how they approach worker safety—and soon the firm, Alcoa, becomes the top performer in the Dow Jones. What do all these people have in common? They achieved success by focusing on the patterns that shape every aspect of our lives. They succeeded by transforming habits. In The Power of Habit, award-winning New York Times business reporter Charles Duhigg takes us to the thrilling edge of scientific discoveries that explain why habits exist and how they can be changed. With penetrating intelligence and an ability to distill vast amounts of information into engrossing narratives, Duhigg brings to life a whole new understanding of human nature and its potential for transformation. Along the way we learn why some people and companies struggle to change, despite years of trying, while others seem to remake themselves overnight. We visit laboratories where neuroscientists explore how habits work and where, exactly, they reside in our brains. We discover how the right habits were crucial to the success of Olympic swimmer Michael Phelps, Starbucks CEO Howard Schultz, and civil-rights hero Martin Luther King, Jr. We go inside Procter & Gamble, Target superstores, Rick Warren’s Saddleback Church, NFL locker rooms, and the nation’s largest hospitals and see how implementing so-called keystone habits can earn billions and mean the difference between failure and success, life and death. At its core, The Power of Habit contains an exhilarating argument: The key to exercising regularly, losing weight, raising exceptional children, becoming more productive, building revolutionary companies and social movements, and achieving success is understanding how habits work. Habits aren’t destiny. As Charles Duhigg shows, by harnessing this new science, we can transform our businesses, our communities, and our lives.
Piskóti István - Rekettye Gábor - Lehota József - Berács József - Marketing Theory and Practice
This volume of the series was compiled by the heads of the marketing departments of Hungarian universities leading in the field of marketing education and research. The authors of the studies and essays that make up this 6th volume of the „Transition Competitiveness and Economic Growth" series dedicate the book to Professor Pál Tomcsányi, a member of the Hungarian Academy of Sciences on the occasion of his 80th birthday. Professor Tomcsányi's name in Hungary is the hallmark of the creation of scientific based marketing. For Hungarian Pál Tomcsányi is what Philip Kotler is for the Americans, Heribert Meffert for the Germans, Peter Doyle for the British, and Matthew Meulenberg for the Dutch. This volume contains thematically grouped essays from the most outstanding Hungarian representatives of marketing science. Part one deals with questions of marketing theory such as change of paradigm in the concept of marketing and the appearance of synergy and value in marketing relationships. Part two deals with regional marketing from the point of view of strategic marketing. A special emphasis is placed on small enterprises, food trade and the costs of advertising. The third part focuses on consumer behaviour with a special emphasis on wine consumption in addition to such topics as price awareness and a change of generations. Consumer satisfaction and the methods of critical cases are discussed in part four which deals with the marketing methods applied in the service sector. The final, fifth part - agricultural marketing - is analyzed from a macro- and microeconomic point of view with an emphasis on quality assurance in the food industry, the agricultural marketing of the Hungarian community and the vertical coordination of producers' co-operatives.
Ismeretlen szerző - Social Issues in Marketing
_Social Issues in Marketing_ presents a sampling of analysis and opinion concerning the role of marketing activity within the economic system and society at large. Its purpose is to draw attention to a group of difficult analytical problems that are generally neglected in the study of marketing from the managerial viewpoint. These problems are, however, relevant to business management and to understanding the larger environment within which the individual manager and firm operate. This book, then, is offered as a supplement to the currently popular managerial perspective presented in many marketing texts and courses. It is also a survey of issues important in themselves, issues that might be studied for their own sake, entirely apart from any managerial context.
Toby Meadows - How to Set Up & Run a Fashion Label
No matter how talented you are as a designer, if you are going to run a successful fashion label you also need to know about business - from marketing and PR to manufacturing your collection, and where to find the money to finance it all. In How to Set Up and Run a Fashion Label, Toby Meadows presents a no-nonsense guide to running your own business, whether it is within the clothing, accessories or footwear sectors. Packed with tips, case studies, and tasks to help you analyze yourself, your market and your product, the book is designed for anyone wanting to start their own fashion business.
Philip Kotler - Gary Armstrong - John Saunders - Veronica Wong - Principles of Marketing
The 11th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, "Principles of Marketing" tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.
Douglas Rushkoff - Life Inc.
In _Life Inc_, award-winning writer Douglas Rushkoff traces how corporations went from being convenient legal fictions to being the dominant fact of contemporary life. The resulting ideology, corporatism, has infiltrated all aspects of civics, commerce, and culture - from the founding of the first chartered monopoly to the branding of the self, from the invention of central currency to the privatization of banking, from the Victorian Great Exhibition to the solipsism of Facebook. _Life Inc_ explains why we see our homes as investments rather than places to live, our 401(k) plans as the ultimate measure of success, and the Internet as just another place to do business. Most important, Rushkoff illuminates both how we've become disconnected from our world and how we can reconnect to our towns, to the value we can create, and, mostly, to one another. As the speculative economy collapses under its own weight, _Life Inc_ shows us how to build a real and human-scaled society to take its place.
Jason Fried - David Heinemeier Hansson - Rework (angol)
This book will make you uncomfortable. Depending on what you do all day, it might make you extremely uncomfortable. That's a very good thing, because you deserve it. We all do. Jason and David have broken all the rules and won. Again and again they've demonstrated that the regular way isn't necessarily the right way. They just don't say it, they do it. And they do it better than just about anyone has any right to expect. This book is short, fast, sharp and ready to make a difference. It takes no prisoners, spares no quarter, and gives you no place to hide, all at the same time. There, my review is almost as long as the first chapter of the book. I can't imagine what possible excuse you can dream up for not buying this book for every single person you work with, right now. Stop reading the review. Buy the book.--Seth Godin
John Haydon - Paul Dunay - Richard Krueger - Facebook Marketing for Dummies
Create a successful marketing campaign on Facebook with this updated guide With more than 600 million active users and more than 30 billion pieces of content shared each month, Facebook is an exciting platform with infinite marketing possibilities. This how-to guide breaks it all down for you and shows you ways to reach your customers with effective marketing strategies, tactics, and techniques on Facebook. Packed with new and updated content as well as real-world case studies that provide you with helpful frames of reference, Facebook Marketing For Dummies, 3rd Edition is an essential starting point for developing a successful marketing campaign on Facebook. Boasts new and updated content for developing a successful Facebook marketing campaign Addresses ways to use tools such as events, contests, and polls to promote your page Helps you understand the psychology of the Facebook user Explains how to integrate your Facebook marketing campaign with your other marketing campaigns using plug-ins and widgets Details ways to monitor, measure, and adjust your Facebook marketing campaigns Learn how to reach the Facebook audience you want for your campaign with Facebook Marketing For Dummies, 3rd Edition !
Ismeretlen szerző - The Copy Book
In 1995, the D&AD published a book on the art of writing for advertising. Though now outdated, the best-selling book remains an important reference work today—a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication, including works from the last 15 years. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a work selection and essays by 48 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes. Looking for the clues to well-written, effective, and compelling stories that make great advertising? Look no further.
Laczkó L. Balázs - Zsom László - Sales&Marketing szakszótár
Az angol-magyar, magyar-angol Sales&Marketing fogalomtár hiánypótló mű. A kiadvány több mint 4700 szócikket tartalmaz nyelvenként. Az esetek túlnyomó többségében a fordításon kívül értelmezéseket, és magyarázatokat is tartalmaz. Az alap közgazdasági fogalmak mellett a könyv lefedi: A marketing szakterületeit (márka menedzsment, reklámozás, médiatervezés, -vásárlás; termékfejlesztés; piackutatás; marketing statisztika; direkt marketing; kereskedelmi marketing; eseménymarketing; eladásösztönzés; online marketing; többszintes marketing; közönségkapcsolatok); Az értékesítés, kereskedelem szakszavait; A fenti két hatalmas fogalomkörhöz kapcsolódó úgynevezett határterületek (pl. merchandising - árukínálás, nyomdai előkészítés stb.) fontosabb szavait; A marketing- és értékesítési munkához szorosan kapcsolódó, szakterületként nem meghatározható, ámde mégiscsak fontos tevékenységek (pl. előadás készítés, -tartás; grafikonértelmezés) leggyakrabban használt szavait; A szakszavakhoz tartozó, az angol nyelvben igen kedvelt rövidítéseket, mozaikszavakat.
Jeffrey C. Goldfarb - On cultural freedom
In this timely study, Jeffrey C. Goldfarb explores the nature and prospects of cultural freedom by examining the conditions that favor or threaten its development in the political East and West. Goldfarb—who examines conditions in the Soviet Union, the United States, and their respective European allies—focuses most closely upon Poland and the United States. He investigates a wide range of concrete cases, including the Polish opposition movement and Solidarity, the migration of artists, the American television and magazine industries, American philanthropy, and communist cultural conveyor belts. From these cases, Goldfarb derives a definitive set of sociological conditions for cultural freedom: critical creativity which resists systematic constraints, continuity of cultural tradition, and a relatively autonomous public realm for the reception of culture. Cultural freedom, Goldfarb shows, is not a static state but a process of achievement. Its parameters and content are determined by social practice in cultural institutions and by their relations with other components and the totality of social structure. So defined, cultural freedom is transformed from an ideological concept into one with real critical and analytical power. Through it we can appreciate the invisible nature of constraint in the West and the unapparent but acting supports of cultural freedom existing in socialist countries. Most importantly, Goldfarb's conclusions provide a framework for understanding more clearly than before the circumstance of cultural freedom in both East and West so that citizens may utilize their full creative abilities as they address the problems of the present day.
John Maynard Keynes - A békeszerződés gazdasági következményei
John Maynard Keynes (1883-1946) angol közgazdász, a XX. század legnagyobb hatású gazdasági gondolkodója. Az etoni középiskolás évek után Cambridge-ben tanul közgazdaságtant, matematikát és filozófiát. Lenyűgöző intellektusa, színes egyénisége már korán érvényesül, a korabeli angol szellemi életben jelentős, írókból és művészekből álló Bloomsbury-csoport egyik vezéralakja. Tanulmányait befejezve Cambridge-ben tanít, később hivatalt vállal, kezdetben India pénzügyeivel foglalkozik, majd az első világháború alatt a brit pénzügyminiszter tanácsadója. Ebben a minőségben vesz részt a párizsi békekonferencián, de 1919 júniusában az erkölcstelen, kivihetetlen és a legyőzött országokat kifosztó békeszerződés ellen tiltakozva lemond állásáról. Lépése okait még abban az évben az olvasóközönség elé tárja A békeszerződés gazdasági következményeiben, amely világsikert arat. A könyv valódi mestermű, ellenállhatatlan lendületű érvelésében egyaránt helyet kap a békekonferencia főszereplőit megörökítő vitriolos és ragyogó stílusú portré, a békeszerződésben Németországra rótt gazdasági terhek katasztrofális következményeit tárgyilagosan vizsgáló szakszerű elemzés, az Európa gazdasági és politikai helyreállítását szolgáló átgondolt javaslat. A háborút követően Keynes visszatér Cambridge-be, idejét megosztja az egyetemi oktatás, a tőzsdei spekuláció és a publicisztika között. A harmincas évek nagy válságát követően adja ki fő művét: A foglalkoztatás, a kamat és a pénz általános elmélete című könyvet, amely forradalmasítja a közgazdaságtant: először foglalja egységes elméleti keretbe az állam aktív beavatkozására épülő, a teljes foglalkoztatás megteremtésére irányuló gazdaságpolitikát, s alapot teremt a második világháborút követő évtizedek példátlanul sikeres gazdasági növekedésének a nyugati világban. Keynes a második világháború idején a brit kormány fő gazdasági tanácsadója, és jelentős szerepet játszik a háborút követő rendezés gazdasági intézményeinek kidolgozásában.
Yehuda Berg - A valódi gazdagság
A valódi gazdagság című kötetben a szerző, Yehuda Berg felfedi a teremtett világ rejtett összefüggéseit, melyeknek felismerése a jólét és a bőség feltétele; és bemutatja a legősibb bölcseleti rendszer, a kabbala álláspontját, az emberi élet értelmével kapcsolatos elképzeléseit. Azért vagyunk a földön - állítja Berg -, hogy kezünkbe vegyük sorsunkat, s ahelyett, hogy puszta okozatként léteznénk, mi magunk legyünk az ok saját életünkben. A szerző a bennünk élő Ellenfélre is felhívja a figyelmet, és kifejti, hogy a Legfőbb Versenytárs legyőzésével miként tárul fel előttünk a valódi jólét felé vezető út. Berg a kabbala ősi bölcsességének értelmében arra tanít, hogy ha engedelmeskedünk a mindenség törvényeinek és szilárdan hisszük, hogy a helyes úton járunk, akkor a szerencse is a kezünkre játszik, és az üzleti élet terén is helyes döntéseket hozunk majd. A szerző az idővel kapcsolatban is igen eredeti nézeteket hangoztat: nem csak azt vallja, hogy az idő pénz, a legfontosabb meg nem újuló energiaforrás, hanem azt is, hogy az idő rugalmas, képlékeny valami, amit kedvünk szerint alakíthatunk.
Ethan Zuckermann - Rewire
A rousing call to action for those who would be citizens of the world—online and off. In an age of connection supercharged by the Internet, we often assume that more people online means a smaller, more cosmopolitan world. In reality, it is easier to ship bottles of water from Fiji to Atlanta than it is to get news from Tokyo to New York. In Rewire media expert Ethan Zuckerman draws on contemporary research in psychology, sociology, and his own work on how humans “flock together” to explain why the technological ability to reach someone does not inevitably lead to increased human connection. For those who seek a wider picture—a picture now critical for global success—Zuckerman highlights the challenges, and the headway already made, by attempts to bridge cultures through translation, cross-cultural inspiration, and the search for new, serendipitous experience. Rich with Zuckerman’s personal experience and wisdom, Rewire offers a map of the social, technical, and policy innovations needed to more tightly connect the world.