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New books focus on digital business technologies

05 September 2017

Two academics at Waikato Management School have both published new books focused on the rapidly changing world of digital business technologies.

Associate Professor Stuart Dillon is the co-author of a new book called 'The Web at Graduation and Beyond' (Springer), which provides a comprehensive overview of web-based technologies and their often disruptive business applications.

As the book points out, the history of the technological evolution of the web is a short one - in fact, many college graduates today were not even born when the web first emerged. However, it has rapidly led to new ways in which businesses connect and operate, and how people communicate and socialise with each other.

Related technologies include cloud computing, social commerce, crowd sourcing, and the Internet of Things, to name but a few. These developments, including their technological foundations and business impacts, are at the heart of the book.

The book also offers rules and approaches for strategy development and decision-making with a certain technical understanding of what goes on “behind the scenes.”

Dr Gohar Khan is the co-author of another new book, 'Digital Analytics for Marketing' (Routledge), due to be published next year.

It is the first text of its kind to introduce students to analytics platforms (web, digital, social and search) from a practical marketing perspective.

The book provides students with a grand tour of the various tools needed to measure digital activity and implement best practices for using data to inform marketing strategy. 

This helpful guide offers actionable insights into data analysis, explaining how to connect the dots and humanise information to make effective marketing decisions.

Filled with interactive exercises and interesting insights from industry experts, the book will appeal to students of digital marketing, online marketing, and analytics.

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