This book provides a general introduction into aviation operations, covering all the relevant elements of this field and the interrelations between them. Numerous books have been written about aviation, but most are written by and for specialists, and assume a profound understanding of the fundamentals. This textbook provides the basics for understanding these fundamentals.

It explains how the commercial aviation sector is structured and how technological, economic and political forces define...

This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into ...

Digital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing. Building on the previous editions, this fully updated 4th edition takes an approach that prepares students for an active role in digital marketing.

The individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers' motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them.

The secret of a brand's success often lies ...

A good business case is so much more than simply the means to justify a decision. A well-written and well-researched business case will secure funding; make sure any project stays on the right side of regulation; mobilize support for the cause; provide the platform for managing the project and the benchmark against which to measure progress. Ian Gambles' Making the Business Case shows you how to make sense of the task at hand, develop a strategy, articulate your options, define the benefits, ...

East Asia is one of the world's most dynamic and diverse regions and is also becoming an increasingly coherent region through the inter-play of various integrative economic, political and socio-cultural processes. Fully updated and revised throughout, this new edition explores the various ways in which East Asian regionalism continues to deepen. The second edition has been expanded to incorporate coverage of significant issues that have emerged in recent years including: Growing tensions in t...

Despite the recent rapid growth in machine learning and predictive analytics, many of the statistical questions that are faced by researchers and practitioners still involve explaining why something is happening. Regression analysis is the best ‘swiss army knife’ we have for answering these kinds of questions.

This book is a learning resource on inferential statistics and regression analysis. It teaches how to do a wide range of statistical analyses in both R and in Python, ranging from s...

This book explains the ways of transforming business models from supply driven to demand driven through digital technologies and big data analytics. It covers important topics such as digital leadership, the role of Artificial Intelligence, and platform firms and their role in business model transformation.

Public Management and Governance is the leading text in international public management and governance and an ideal introduction to all aspects of this field. It combines rigorous insight from pre-eminent scholars around the world with supportive, thoughtful, and intuitive structure and pedagogy. This revised and updated fourth edition responds to the significant changes in the external environment, as well as the field itself.

It includes six new chapters covering aspects of increasing impor...