Holk Master-class ABC of Strategy Marketing & Communications

In many cases academic business books are disconnected from reality focusing on theories behind theories that have gone out of fashion. Holk Master-class ABC of Strategy Marketing & Communications is a modern encyclopedia connecting theory and practice. A teaching system enabling industry professionals or students in bachelors - undergraduate - or master programs to accelerate in their learning experience and reach their goals. The book includes models and full transcripts from the acclaimed film series by the same name. It serves as excellent independent reading or as a study tool when watching the film series taking notes highlighting quotes or drawing conclusions. 48 chapter topics divided into 8 parts: Strategic planning and branding I + II Communication campaign development Media activation Digital marketing and social media Global management HR management and innovation and Entrepreneurship. The book presents and reflects on both classic and new business concepts and workflows including customer journey mapping and the creative brief. It features graphic strategic models and descriptions followed by interviews with acclaimed entrepreneurs CEO's industry professionals and professors. Learn from companies like IKEA Carlsberg Trustpilot Joe & The juice Mikkeller Ole Henriksen skincare David & Goliath advertising Red Cross and many more. Read the book chapters before class as flip-the-class-room in class as basis for discussion or simply as inspiration. Bring your class book to life. Connect business models with real life experience.