Part 1. Strategic human resource management (SHRM) 1. Human resource management 2. Strategic management 3. The concept of strategic human resource management 4. The evolution of SHRM 5. The reality of SHRM Part 2. People strategy in general 6. The concept of people management 7. The nature and practice of people strategy 8. Developing people strategy 9. Implementing people strategy 10. The strategic role of people proffessionals Part 3. Specific people strategies 11. Organization development strategy 12. Human capital management strategy 13. Knowledge management strategy 14. Corporate social responsibility strategy 15. Organizational performance strategy 16. Individual performance strategy 17. Digital strategy for people management 18. Employee engagement strategy 19. Resourcing strategy 20. Talent management strategy 21. Diversity and inclusion strategy 22. Learning and development strategy 23. Reward strategy 24. Employment relationships strategy 25. Employee wellbeing strategy 26. International people management strategy.

Zawiera: 1. What makes good business Whiting?; 2. Creating a good report; 3. Preparing to write; 4. The power of language; 5. Making numbers clear; 6. Making proposals persuasive; 7. The contribution of layout and presentation.

About the author; Preface; Acknowledgements; List of contributors; 1. Introduction: Digital transformation: In the beginning…; But this is a book about marketing in the digital age - the present and the future; The technology behind digital marketing; Digital transformation; Enough technology… let’s talk about people; Case study: SSE; References; 2. Digital marketing strategy setting: Why you need a digital marketing strategy; Your business and digital marketing; Defining your digital marketing strategy; Understanding the digital consumer; The four Ps of marketing and the 10 Ps of digital marketing; Eyes on the prize; Bringing it all together; Case study: Folly farm Leisure Limited; References; 3. Being online: Welcoming the world: Your website - the hub of your digital marketing world; Building an effective website; The main steps of building your website; Before you start; Choosing your domain name; Hosting - your website’s home on the internet; How to choose a web designer/developer; Arranging your information; Writing effective web content; Case study: Save the Children Australia; References; 4. Search: Being found online: Search: still the online marketer’s holy grail; About the engines; Optimizing your site for the engines; Case study: Bris; Advertising on the search engines; Mobile search; Black hat, the darker side of search; Bringing the pros; Universal search - more opportunities to rank; Shifting goalposts - search innovation and the quest for relevance; Case study: Homewise; References; 5. Email marketing: Email - the power channel; What exactly is email marketing?; Before you start; Planning your campaign; Measuring your success; Email - a vital component of digital marketing; Case study: Fitness Superstore; References; 6. Mobile marketing: Mobile - market size and rate of growth; So what can mobile marketing be used for?; The rise and the rise of mobile advertising; Location, location, location; The role of voice and voice-enabled devices; Mobile gaming; Mobile applications; Mobile privacy; Mobile data; Further exploration; Building a multichannel marketing strategy; Case study: UKTV Play; References; 7. Social media: Join the conversation; What is social media?; Different forms of social media; Social media dashboards - all your updates in one place; The rule engagement; Case study: Virgin Trains and the Toilet Role; References; 8. Content marketing and native content: Nothing has changed, but everything has changes; Why content? An overview; Content strategy; Content production; Promoting your content; Case study: WW Just Watch Me___; References; 9. Programmatic marketing: What is programmatic ad buying?; What do digital marketers need to know about programmatic buying?; Deeper dive; In-housing your programmatic media; The impact of GDPR and other privacy legislation on programmatic advertising; Dos and don’ts of programmatic advertising; The future challenges of programmatic for marketers; Case study: The Programmatic Company; References; 10. Performance marketing: Recognizing opportunities for strategic partnership; What is performance marketing?; Top five tips to publisher success; Summary; Case study: Shaw Academy; 11. How to form meaningful insights from data: Log files versus page tagging; Augmenting information using cookies; Test and test again; Measuring paid media; Attribution modelling; The return of GRP; The problem of earned media; What are you trying to achieve?; The need for trust; Case study: CITRIX; Index.

1. What's your motivation?; 2. Where do you Begin?; 3. What on earth are you going to say?; 4. It's time to write…now!; . 5. The power of storytelling; 6. Using humor; 7. What's the point of PowerPoint?; 8. Other visual aids; 9. Rehearsal; 10. Finding your voice; 11. Openings; 12. Endings; 13. Handling your nerves; 14. Handling your audience; 15. Question and answer sessions; 16. Getting ready- some practical aspects; 17. As the moment approaches; 18. Stripped Bare; 19. Advanced interactivity; 20. Progess report; 21. What next?.