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Pierre-Yann Dolbec Pierre thanks Alexandre Bustamante for the book illustrations, Kelly-Anne Lemay for formatting and editing, and Chloe Lei for academic support, as well as the financial support of Concordia University and the Open Educational Resources init...

Figure 2.2 Types of Segmentation↩ By Behavior benefits sought from the product how often the product is used (usage rate) usage situation (daily use, holiday use, etc.) buyer’s status and loyalty to product (non-user, potential user, first-time user...

To assess your understanding of the material covered in the chapter, complete the following assignment. Basic Monthly Budget For Medical Office Download Data File:  PR1 Data Creating and maintaining budgets are common practices in many careers. Budget...

Learning Objectives Use the Page Layout tab to prepare a worksheet for printing. Add headers and footers to a printed worksheet. Examine how to print worksheets and workbooks. Once you have completed a workbook, it is good practice to select th...

Learning Objectives Use formatting techniques as introduced in the Excel Spreadsheet Guidelines to enhance the appearance of a worksheet. Understand how to align data in cell locations. Examine how to enter multiple lines of text in a cell locatio...

Learning Objectives Understand how to enter data into a worksheet. Examine how to edit data in a worksheet. Examine how Auto Fill is used when entering data. Understand how to delete data from a worksheet and use the Undo command. Examine ...

Learning Objectives Examine the value of using Excel to make decisions. Learn how to start Excel. Become familiar with the Excel workbook. Understand how to navigate worksheets. Examine the Excel Ribbon. Examine the right-click menu options. L...

This core Microsoft® Excel® text provides students with the skills needed to execute many personal and professional activities. It also prepares them to go on to more advanced skills using the Excel software. The text takes the approach of maki...

Pierre-Yann Dolbec is an assistant professor of marketing and Concordia University Research Chair in Complexity and Markets at the John Molson School of Business, Concordia University. His research tackles big questions to understand the complexity of markets ...

A/B Testing: A method of comparing two versions of a marketing campaign to determine which one performs better. Affiliate Marketing: A type of performance-based marketing in which a business rewards affiliates for each customer bro...

Overview In this chapter, we discuss how digitalization is changing the ecosystem in which we conduct marketing activities. We start by defining marketing, value, and how value is created. We then go on to see how the media ecosystem and digital channels are ...

Overview This last chapter covers activities associated with the Engage stage: how to evaluate and encourage customer engagement and loyalty and foster co-creation by engaged customers. We discuss the importance of customer engagement, customer lifetime value...

Overview In this chapter, we cover what conversion is and how to optimize webpages to convert better. To that end, we discuss conversion rate optimization, how to identify what to optimize when people move from one webpage to another, some conversion-centered...

Overview In this chapter, we cover the basics of lead generation and lead nurturing activities. We define leads and lead stages, present a few ways to generate leads and different types of opt-ins, explain how to score leads, and discuss email marketing. ...

Overview In this chapter, we cover some central activities associated with content creation. We introduce the chapter by explaining the importance of content creation and how content creation should resemble what your competitors are doing but also be differe...

Overview In this chapter, we cover the strategic bases associated with the Reach stage. We start by covering the main objectives of the Reach stage and some KPIs associated with goals for consumers. We then move our attention to discussing paid media activiti...

Overview In this chapter, we discuss some key vocabulary associated with digital marketing, covering concepts such as inbound and outbound marketing and paid, owned, and earned media activities. We then turn our attention to the framework we are going to cove...

Overview In this chapter, we discuss how to use keywords to create pages and content that respond to consumers’ needs and goals and how keywords can help us understand how our competitors are positioned online. We start with a brief introduction to search eng...

Overview In this chapter, we discuss how digitalization is transforming the journey of consumers. To better understand how to do marketing online, we also cover basic marketing tools (i.e., persona and consumer journey) to help us create digital marketing cam...

Sales And Inventory Items Download Data File: SC1 Data A key activity for marketing professionals is to analyze projected sales and inventory information. This is especially important for retail environments. This exercise utilizes the skills covered i...