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Theory of Cryptography: 22nd International Conference, TCC 2024, Milan, Italy, December 2–6, 2024, Proceedings, Part IV (Lecture Notes in Computer Science #15367)
by Elette Boyle Mohammad MahmoodyThe four-volume set LNCS 15364-15367 constitutes the refereed proceedings of the 22nd International Conference on Theory of Cryptography, TCC 2024, held in Milan, Italy, in December 2024. The total of 68 full papers presented in the proceedings was carefully reviewed and selected from 172 submissions. They focus on topics such as: proofs; math and foundations; consensus and messaging; quantum; kolmogorov and OWFs; encryption; quantum and black-box separations; authentication and sequentiality; obfuscation and homomorphism; multi-party computation; information-theoretic cryptography; and secret sharing.
Britain and the Responsibility to Protect: Legacies from Sierra Leone (Twenty-first Century Perspectives on War, Peace, and Human Conflict)
by Lucy ScottOver the last two decades the frequency of humanitarian interventions in Africa has increased. The British military intervention in the Sierra Leonean civil war in the early 2000s is often cited as an example of successful intervention and solidified Security Sector Reform (SSR) as a key component of state-building and development. Yet in-depth analysis of the long-term legacies of this ‘successful’ intervention are sparse and there remains a notable dearth in research exploring the British involvement from the perspectives of those directly affected. This book provides a novel outlook by exploring micro-level experiences, thus addressing this lacuna through examining the legacies within Sierra Leone and in British foreign policy from an experiential perspective. The Responsibility to Protect (R2P) is used as a framework to draw out implications for global intervention practice, as arguably R2P must also be accompanied by a responsibility to fully understand the legacy of this social phenomenon. By exploring the link between official narratives and the perspectives of those on the ground, a disconnect is exposed and important nuances are identified within the interpretation of the success of the British intervention. Through a critical analysis of these experiences significant questions are raised regarding the dynamics between intervening forces and the affected population; perceptions of legitimacy; accountability; and the implications for R2P more broadly.
30 Years of Urban Change in China’s 10 Core Cities (Urban Sustainability)
by Ali Cheshmehzangi Tian TangAs a continuation of our award-winning book ‘China's City Cluster Development in the Race to Carbon Neutrality’, this book covers China's major urban changes over the last 30 years. Unlike the previous book, where we highlighted regional development issues, this book explicitly explores the city cases, particularly those that are considered core cities in China. Based on the micro-historical analysis of China's urbanization trend and urban development patterns, we see that cities in China have played a significant role in driving the country's sustainable development agenda. In a way, they have had both positive and negative impacts on achieving sustainable development. We look at these last three decades mainly because, during this period, China's urbanization became unprecedented, the central government made several pledges and signed many international agreements related to sustainable development, and China grew rapidly to become the second global economic power. Aligned with the overarching Belt and Road Initiative (BRI) and the more recent Carbon Neutrality Plan (CNP), Chinese core cities played a significant part in regional development, urban-rural relations, industrial clustering, the development of free trade zones and special economic zones, etc. All these recent developments are due to China's ongoing urbanization and urban development. ‘30 Years of Urban Change in China’s 10 Core Cities’ is a mapping study of China's core cities and their changes over three decades of rapid urbanization, urban growth, and economic development. We explicitly highlight each selected city’s development trends, sustainable development plans, and major strategies. In this Volume (out of our two ‘connected’ volumes), we summarise lessons learnt from all 10 case study examples, and we hope they can be utilized for other developing and rapidly urbanizing nations. We expect this book to be a valuable resource for local governments, authorities, urban planners, urbanists, practitioners, developers, and urban researchers. We trust China is no longer a developing country, and much of these recent progressions are owed to its structured urban development strategies, robust governmental structure, and progressive attitude to growth and development. Hence, this topic coverage at the point where China's urbanization is shifting to high-quality urbanization is essential and beneficial to multiple stakeholders.
Networks, Markets & People: Communities, Institutions and Enterprises Towards Post-humanism Epistemologies and AI Challenges, Volume 7 (Lecture Notes in Networks and Systems #1189)
by Francesco Carlo Morabito Francesco Calabrò María José Piñeira Mantiñán Livia MadureiraThis book aims to address the issue of the effects that the contemporary environmental, technological, social and economic global challenges produce on settlement systems, communities, institutions and enterprises. It presents a multi-disciplinary scientific debate on the new frontiers of strategic and spatial planning, decision support tools and ecological design, within the urban-rural areas networks and the metropolitan cities of the Mediterranean basin. The book focuses on five topics: Cultural Heritage as driver of development for territories and tourism destinations; Ecosystems, people-nature cohesion and urban-rural relationships; Decision Support Systems for urban regeneration; Policies and practices of cohesion and social innovation for inclusive cities; Green buildings and sustainable solutions for ecological transition. In addition, the book hosts the papers of a special session intercluster promoted by Italian Society of Architectural Technology (SITdA). The book benefits all researchers, practitioners and policymakers interested in the issue applied to metropolitan cities and marginal areas.
Innovative Applications of Artificial Neural Networks to Data Analytics and Signal Processing (Studies in Computational Intelligence #1171)
by Witold Pedrycz Gilberto Rivera Juan Moreno-García J. Patricia Sánchez-SolísThis book deals with the application of ANNs in real-world problems requiring data analysis and signal processing. Artificial neural networks (ANNs) have emerged in society thanks to the large number of applications that have been used in an awe-inspiring way. These networks offer effective solutions to practical, real-world problems. The wide variety of application fields of the studies in the book is remarkable; these are related to sensorization, agriculture, healthcare, air pollution, video games, and cybersecurity, among others. To organize this variety, the chapters have been grouped into three sections related to: (1) Forecasting and Prediction, (2) Knowledge Discovery and Knowledge Management, and (3) Signal Processing. This book aims to reach readers interested in ANNs and their applications in different fields, so it is interesting not only for computer science but also for other related disciplines.
Navigating the Pandemic in India: Voices of Older Adults and Intersectional Realities
by Sujata Sriram Swarnima BhargavaThis book weaves together intersectional threads that underlie the experiences of older men and women in India during the Covid-19 pandemic. While older adults were considered particularly vulnerable to the scourge of the pandemic, there is scant first-hand evidence about how they understood the pandemic and how they were affected by it. Data about the effects of the virus on this population, as communicated by the government and the press, resulted in reductive/problematic narratives that shaped and colored their lives. The intersectional lens used in the book highlights the differential impacts of poverty, (dis)ability, gender, civil status, and health status on the experiences of older adults during the pandemic. This book brings forth first-person narratives of older adults navigating the Covid-19 pandemic in India. It is a handy ready reckoner for mental health and medical professionals, students in qualitative research methods, psychology, social work, geriatric medicine, health and public health, and public administration. The book's findings are provocative and generate curiosity about the lives and experiences of an age category seldom focused on.
Economics of Mineral Mining in India
by S. Mohammed IrshadThis book explores the theoretical and practical challenges of engaging with climate and disaster risk in the changing context of capital investments and market expansion. It explains the emergence of an at-risk society and its interface with economic decision-making. The critical issue the book explores is the implication of certainty over the return period of risk and its influence on the economic behaviour of the state and market institutions. Risk sharing and governing economic risks in the context of financial capitalism is a major theoretical issue the book engages with. It offers a new conceptual framework to see how risk economics evolves out of increasing climate and disaster risks and a counter-discourse on the mainstream economic theoretical standpoint on capital. It also explains the economics of capital replacement in vulnerable social systems. These broader perspectives will benefit economists, researchers, disaster and climate risk experts, the corporate sector, economics teachers, financial economics, and development policy making. Also, it examines climate change and disaster's theoretical and practical implications on capital formation and accumulation in the contemporary economic system. This book discusses risk mitigation and its interface with sustainable development goals, including climate action.
Events im Metaverse: Erfolgsstrategien für unvergessliche digitale Erlebnisse – Praxisbeispiele und Tipps
by Christian Münch Georg Puchner Axel MüllerIn diesem inspirierenden Buch werden die Chancen und Risiken von Veranstaltungen im digitalen Universum aufgezeigt. Anhand von realen Beispielen erhalten Sie Einblicke in die Möglichkeiten, die das Metaverse für Eventveranstalter, Unternehmen, Künstler und Visionäre bietet. Sie erfahren, wie Sie unvergessliche Erlebnisse und Werte schaffen können und erhalten praktische Handlungsempfehlungen. Von immersiven Konzerten bis zu virtuellen Ausstellungen, von Schulungen bis zu Pressekonferenzen – dieses Buch liefert wertvolle Strategien, um in der neuen Ära der Events glänzen zu können. Aus dem Inhalt Das Metaverse (Bedeutung, Konzept, Technologie, Ökosystem, Mehrwerte und Geschäftsmodelle, Risiken, rechtliche und steuerliche Aspekte) Chancen und Risiken von Events im Metaverse (Konferenzen, Tagungen, Messen, Ausstellungen, Schulungen, Workshops, Produktpräsentationen, Pressekonferenzen) Die 10 wichtigsten Erfolgsfaktoren für Events im Metaverse
AI-Driven Mechanism Design (Artificial Intelligence: Foundations, Theory, and Algorithms)
by Weiran Shen Pingzhong Tang Song ZuoDue to its huge success in industry, mechanism design has been one of the central research topics at the interface of economics and computer science. However, despite decades of effort, there are still numerous challenges, in terms of both theory and applications. These include the problem of how to design mechanisms for selling multiple items, dynamic auctions, and balancing multiple objectives, given the huge design space and buyer strategy space; and the fact that in practice, the most widely applied auction format (the generalized second price auction) is neither truthful nor optimal. Furthermore, many theoretical results are based upon unrealistic assumptions that do not hold in real applications. This book presents the AI-driven mechanism design framework, which aims to provide an alternative way of dealing with these problems. The framework features two abstract models that interact with each other: the agent model and the mechanism model. By combining AI techniques with mechanism design theory, it solves problems that cannot be solved using tools from either domain alone. For example, it can reduce the mechanism space significantly, build more realistic buyer models, and better balance different objectives. The book focuses on several aspects of mechanism design and demonstrates that the framework is useful in both theoretical analysis and practical applications.
Cyber-Physical Systems: Industry 4.0 to Industry 5.0 Transition (Studies in Systems, Decision and Control #560)
by Alla G. Kravets Alexander A. BolshakovThis book presents a comprehensive overview of the latest advancements in the field of cyber-physical systems, focusing on the transition from Industry 4.0 to Industry 5.0. This transition emphasizes the increased role of humans in the manufacturing process, the introduction of new technologies, and improvements in management and security. The book covers various topics, including neural network and synergetic approaches to solving problems, decentralized identifiers methods classification, identification of technological opportunities for enterprises, and cybernetic technologies to counter passive and active cyberattacks. This book is an essential resource for researchers, engineers, and students interested in the field of cyber-physical systems, as well as for professionals working in industries that are undergoing the transition from Industry 4.0 to Industry 5.0.
Designing Accessible Learning Content: A Practical Guide to Applying best-practice Accessibility Standards to L&D Resources
by Susi MillerMaking learning and development (L&D) content inclusive and accessible for everyone is not only a good thing to do, it's the right thing to do.Designing Accessible Learning Content is a practical guide on accessibility for anyone involved in the design, creation, development or testing of online learning content. Now updated to include detailed guidelines on the Web Content Accessibility Guidelines and the nine new standards, this book provides HR and OD professionals and academics with evidence-based advice on designing inclusive digital learning content.Featuring real-world examples from industry-leading brands, this book demonstrates how accessible learning content can improve usability and provide the best possible learning experience for all. It is an essential handbook for all L&D professionals seeking to harness the benefits of accessibility in order to improve their learning content for everyone.
Human Trafficking Hysteria: Historical and Modern Perspectives on Moral Panics, Media, and Crime (Routledge Studies in Crime, Culture and Media)
by Sarah Hupp WilliamsonThrough cultural criminology, this book brings together existing research to provide an overview of historical and modern moral panics related to human trafficking.What do you picture when you hear the words human trafficking? Perhaps you imagine someone kidnapped and sold as shown in films or worry that sex trafficking increasingly occurs online or in big cities during major events. While sex trafficking does occur, the reality of human trafficking is complex, though this reality is often obscured by the media. The media has played a large role in shaping understanding of this crime, with panics, conspiracies, and misinformation abounding. This book uses cultural criminology to break down historical and modern panics to understand the links between media portrayals of human trafficking, perpetuation of stereotypes, and influences on policy. The text examines the impacts of human trafficking panics perpetuated by media, including understanding the origins of human trafficking in the nineteenth-century White slave panic, the ways that popular media perpetuates stereotypes, the reality of trafficking at sporting events, and the role of social media in generating misinformation.Human Trafficking Hysteria is a valuable resource for criminology and sociology classes, as well as special-topics classes on sex crimes, victimization, or the media.
Agricultural Crop Improvement: Plant and Soil Relationships (Exploring Medicinal Plants)
by Azamal HusenLarger amounts of nutritious food are required to feed the growing world population, which is a great challenge due to water shortages and reduced crop plant yield. To overcome this issue, there must be improvement in crop plant production systems. Agricultural Crop Improvement: Plant and Soil Relationships addresses key issues of crop plant yield and production, with molecular and physiological interventions to evolve future strategies that will overcome these challenges faced by the agricultural sector.Features Investigates modern and traditional agricultural techniques, including nanomaterials, nanosensors, genetic engineering, molecular breeding, nutrient and plant hormone interactions, microbiome engineering, soil enzymes, biostimulants, and intercropping Explores how technologies and scientific advancements from biotechnology, information technology, and environmental science are revolutionizing sustainable farming practices Agricultural Crop Improvement: Plant and Soil Relationships is a valuable source of information for researchers and extension workers involved in sustainable crop plants improvement and practices, and a useful resource for students and scientists working on aspects of agriculture, botany, plant science, crop physiology, crop biotechnology, and microbiology.
Research Design in Chinese Medicine: Linking Social and Health Sciences
by Dongcheng LiResearch Design in Chinese Medicine: Linking Social and Health Sciences is an innovative and comprehensive guide that bridges the ancient wisdom of Traditional Chinese Medicine (TCM) with modern research methods in social and health sciences. Authored by an expert with a background in Chinese medicine and a doctorate in education from Johns Hopkins University, this book is set to revolutionize the way TCM is studied and practiced in the contemporary world.Designed for a diverse readership, from TCM students and practitioners to those in social sciences and holistic medicine, the book provides a unique integration of traditional techniques and modern research approaches. It offers invaluable resources for Doctor of Acupuncture and Herbal Medicine (DAHM) students, helping them deepen and refine their research skills. Additionally, it serves as an essential academic tool for educators in TCM and related fields, perfectly suited for course adoption in over 50 accredited acupuncture schools within the U.S. and extending its reach globally.Research Design in Chinese Medicine: Linking Social and Health Sciences offers a balanced emphasis on both qualitative and quantitative research approaches. This holistic methodology ensures that readers gain a full spectrum of knowledge, from formulating research questions to conducting ethical studies. The step-by-step guide provided in the book is supplemented with a wealth of resources, including a dedicated website, downloadable templates, and case studies, making it not just a book but a complete learning experience.The book is positioned to be a key resource in the field of TCM research. Its interdisciplinary approach and practical guidance make it invaluable to anyone looking to conduct meaningful research in TCM. The combination of the author's expertise and the practical tools offered makes this book a must-have for students, practitioners, and researchers in the field.
Painting US Empire: Nineteenth-Century Art and Its Legacies (Abakanowicz Arts and Culture Collection)
by Maggie M. CaoA fresh look at the global dimensions of US painting from the 1850s to 1898. Painting US Empire is the first book to offer a synthetic account of art and US imperialism around the globe in the nineteenth century. In this work, art historian Maggie M. Cao crafts a nuanced portrait of nineteenth-century US painters’ complicity with and resistance to ascendant US imperialism, offering eye-opening readings of canonical works, landscapes of polar expeditions and tropical tourism, still lifes of imported goods, genre paintings, and ethnographic portraiture. Revealing how the US empire was “hidden in plain sight” in the art of this period, Cao examines artists including Frederic Edwin Church and Winslow Homer who championed and expressed ambivalence toward the colonial project. She also tackles the legacy of US imperialism, examining Euro-American painters of the past alongside global artists of the present. Pairing each chapter with reflections on works by contemporary anticolonial artists including Tavares Strachan, Nicholas Galanin, and Yuki Kihara, Cao addresses important contemporary questions around representation, colonialism, and indigeneity. This book foregrounds an underacknowledged topic in the study of nineteenth-century US art and illuminates the ongoing ecological and economic effects of the US empire.
Advanced Methods for Human Resource Management Research: Design, Implement and Evaluate a Research Project
by Paul Joseph-RichardUnderstanding and applying research methods is a key skill in human resource management. This new textbook shows how to successfully complete a research project across the HR function.Advanced Methods for Human Resource Management Research provides a practice-based approach to planning and implementing research projects. Each chapter focuses on one HRM practice and a 'Method in Focus' feature that shows how a particular method could be used for researching that practice. This enables postgraduate Research Methods students to gain an understanding of how research may be most effectively conducted for different aspects of HR, from recruitment, selection and people analytics to learning and development, sustainable HRM and employee wellbeing.This book offers comprehensive guidance on what kinds of questions can be asked and the application of current designs and methods. Readers will learn how to conduct both qualitative and quantitative research, such as interviews and literature reviews, using Big Data, social media and visuals, as well as creating cross-country designs to engage international participants. It is supported by learning outcomes, real-world examples, discussion questions and 'ethical dilemma' exercises to develop critical understanding of the material. Online resources include lecturer slides, annotated web links, further reading and new reflective questions for students.This textbook is written for postgraduate HR students taking Research Methods modules as part of their degree.
The Good Retirement Guide 2025: Everything You Need to Know about Health, Property, Investment, Leisure, Work, Pensions and Tax
by Jonquil LoweRetirement planning has never been more complex. With yearly changes to the policies and professional advice, it can be overwhelming. That's where The Good Retirement Guide 2025 can help. Retirement can be the perfect opportunity for people to discover new opportunities and to fulfil long-waited experiences, but many are unsure on how to best approach retirement planning and what it entails. Updated for the financial year, this essential guide is here to help navigate the lead up to retirement and the most up-to-date information to make sure that you get the most out of your retirement years. With expert insights on savings, the cost of living, pensions and tax, The Good Retirement Guide 2025 has been updated to offer helpful knowledge, and to ensure you plan your retirement efficiently.
Strategic Learning and Development Practice: Design, Implement and Evaluate L&D in the Workplace
by Graham Perkins Sian RobinsonDesigned to support aspects of the CIPD's advanced diplomas the CIPD Advanced Diploma in Strategic Learning and Development and equip students with the skills needed to embark on a career in L&D.Offering essential coverage of the underpinning theory of learning and development, this book explores key learning models, learning styles and an examination of how people learn. Building on these theoretical foundations, Strategic Learning and Development Practice goes on to explore how this theory applies in practice, including identifying learning needs, learning analytics, knowledge management, technology-supported learning and how to build and evaluate an L&D strategy. This book is full of real-world examples and pedagogical features to support student learning. These include reflective practice questions to consolidate learning and promote critical thought as well as explore further boxes to facilitate wider reading and encourage students to explore areas of interest in more depth. Key definitions in this book give a clear outline of the essential terms and key learning points at the end of every chapter support student revision of the most important themes. Online resources include a lecturer manual and PowerPoint slides for each chapter.
Strategic Logistics Management: Contemporary Principles and Practice
by Erik SandbergLogistics and Supply Chain Management students will gain a fundamental understanding of how to manage logistics strategically with this new textbook.Going outside the traditional logistics and supply chain management domain, Strategic Logistics Management applies strategic management theories to further understand the role and relevance logistics management plays in many companies' sustainable competitive advantage. This textbook offers new insights to understanding and managing logistics management, and provides a comprehensive overview of the intersection between strategic management perspectives, such as market positioning and dynamic capabilities, and logistics and supply chain management practices. It presents a useful ground and new arguments for how to understand the role logistics management when strategizing, providing the reader with the necessary knowledge to understand and analyse this as a role.Throughout, this text illustrates the major managerial themes relevant to contemporary logistics management contexts such as:- logistics development- paradoxes- supply chain resilience- logistics-based business models- circular supply chainsThis informative text is supported by a range of features including chapter outlines, chapter summaries, as well as discussion and study questions at the end of each chapter, to aid development. There are also international real-world examples from companies such as Lidl, Apple and H&M.Strategic Logistics Management is an essential resource for postgraduate level students on Logistics and Supply Chain Management degrees and courses. Online resources include lecturer slides, an instructor's manual and additional comments on the study questions.
The Human Factor: How to Realize the Potential of your People and your Business
by Michael Esau Simon HumphreysDevelop and leverage the human factor in your workforce and organization to boost individual and business performance. This book explores what the human factor is and how it influences the attraction, performance, retention, growth, productivity and wellbeing of employees. It also explains how focusing on it at all levels of the organization can boost both individual and business performance. It's a roadmap to success for all senior HR professionals, organizational development practitioners, managers and leaders. There is detailed discussion of sustainability, technology, analytics and organizational change, as well as a framework for building a case for change. The book also provides guidance on how to define organizational purpose, develop an effective organizational culture and how to design and execute a people strategy. There is also discussion of human motivation, the role it plays for individuals and leaders and the need for continual improvement of staff at all levels. Written by an expert author team with more than 50 years' experience between them, the book explains why the human factor is so important and how the changing context in which we live and work demands that HR professionals evolve to stay relevant.
Digital Branding: How to Successfully Build and Measure a Brand Online
by Daniel RowlesYour brand is shaped by your actions and decisions. In the digital world, every move influences your brand image. Elevate your online presence and delve into key marketing channels with this acclaimed guide.Tailored for marketers and brand strategists, Digital Branding is an invaluable resource for enhancing your brand's identity and online presence. It offers practical, step-by-step guidance on developing your branding, backed by the expertise of a respected CIM fellow, course leader and industry influencer.This comprehensive guide establishes a sturdy framework for brand planning, identity development and channel selection. Drawing insights from industry giants like PWC, BBC and Specsavers, the book is now in its fully updated fourth edition. This latest edition introduces the new version of Google Analytics, Generative AI and changes to the SEO and social algorithm.
Momentum: 13 Ways to Unlock Your Potential
by Lee ChambersFor many of us, our lives have become over-complicated, defined by burnout and fatigue. This affects everything we do, from our home life to our work. We stop moving forward and we lose direction.But there is an alternative: build your Momentum and rediscover the joys of fulfilling your potential. Leading psychologist and wellbeing expert, Lee Chambers found success by prioritizing wellbeing and embracing uncertainty. In this book, he shares his thirteen essential tools to help you unlock your potential. From having a flexible vision and identifying how failure can move us forward, through to loving life's squiggles and working with empathy, you'll learn how to redefine success, wake up feeling excited about what you do and find your purpose.Momentum will keep you moving and is guaranteed to help you enjoy the ride.
Making Hybrid Working Work: A Practical Guide for Business Success
by Gary CooksonHybrid work is here to stay but we haven't got it right yet. To be truly effective, hybrid working must form part of the overall business strategy and work, organizational structures and teams must be designed with hybrid in mind. Making Hybrid Working Work is a practical book for senior business practitioners and people professionals wanting to ensure that hybrid working works for their people and their business. With guidance on leading, managing and developing hybrid workers, this book will help you embed hybrid working into your organization design. This book explores what hybrid means for your office real estate, how to choose the right technology for hybrid working and how to ensure you're only investing in automating the correct things. It discusses how to use data to take an evidence-based approach to solving problems in a hybrid organization and how you can support learning for hybrid workers, build a learning culture and prioritize performance, not location. With coverage of managing the hybrid employee experience with a focus on company culture, this book also includes the latest research, interviews with those who have experienced the benefits and challenges of this way of working and real-world examples from companies including Centrica, what3words and EMIS Health. Discover how to be deliberate about hybrid ways of working and not leave success to chance with this essential guide.
Effective Brand Building: Unlock Growth with Strategy, Insights, and Measurement
by Andrew GeogheganInvestment and focus on brand building skills has diminished across the marketing industry in recent years. But without the knowledge and understanding of how to build strong brands, marketers end up jumping between short-term tactics and struggle to deliver reliable, long-term growth.Effective Brand Building is here to change that. It provides practical, everyday wisdom in how to drive effective growth for brands for the long and short term, in synch with broader organizational goals and business processes. From award-winning marketer and columnist for Marketing Week, Andrew Geoghegan, this book is the ultimate guide to developing the skills and knowledge you need to create a brand building strategy that delivers growth. Containing best practice frameworks, tools, and approaches to measurement, this book enables marketers to create repeatable results and maximize their return on investment.With real-world examples from businesses such as McDonald's, Mondelez, Apple, and Unilever, this book will help marketers ask the right questions in order to create the best conditions in their business for effective brand building.
The Complete Copywriter: The Definitive Guide to Marketing with Words
by Alan BarkerWriting good copy is no longer just about advertising or selling or direct mail. You need to develop a deep understanding of your customers and use your imagination to create and curate content that resonates with them. As marketing becomes more multi-platformed, more measurable and enabled by digital tools and regenerative-AI, marketing communications must be increasingly nuanced, responsive and with a distinct human touch. From paid social to press releases, from landing pages to white papers and from internal communications to engaging with customers, the sheer range of writing challenges can feel daunting. How can you keep it targeted? How can you keep it personal? How can you keep it conversational? The Complete Copywriter gives you all the tools you'll need to create exceptional marketing copy. This comprehensive guide covers every aspect of the copywriting craft, from creativity and planning, to revision and execution. Learn how to exercise your creativity, be refreshingly adaptable with your words, generate ideas, maintain reader attention, hone your empathy and bring words to life, so that you deliver copy that works every time.